브랜드 접촉점에서의 디자인 요소 분류 및 관리연구

Abstract

Consumer experience is a key component of a brand which is ultimately a significant element of corporate sustainable management because today`s market is driven by consumers and by values which come from experience.

Many topics in design deal with consumer experience as a convergence design. However, consumer experience in design usually deal with a marketing perspective, and there is no precious framework for the consumer experience design.

This study realigns the core brand touch points with the design perspective, and shows key experience triggers for each contact points. It is conducted based on literature reviews and various case studies. Then finally, it shows 4 experience design sections; communication, product, space, and service. In addition, 80 elements of experience triggers for creating a strategic consumer experience (sensory, affective, intellectual, behavioral) are revealed, and suggests a case for each experience triggers to illustrate the Strategic Experience Design Module(SEDM).

Further, SEDC is suggested as a conceptual framework for constituting SEDM as a various criteria and in accordance with the corporate environment. With this strategic experience design cube, we hope to improve the SEDM activity rate.

This study tries to search for the fundamentals of design in consumer experience, and for a key role of branding. Strictly diving into the types of consumer experience and experience triggers are not clear, but this strategic experience design module can be used as a conceptual criteria and a practical guideline for consumer experience design. I hope the results of this study can theoretically and practically guide future research on brand strategy.