METHOD TO CREATE MARKET-SPECIFIC CUSTOMER PROFILES FOR ENHANCING POSITIVE USER EXPERIENCES IN CARS
Editor: Marjanovic Dorian, Storga Mario, Pavkovic Neven, Bojcetic Nenad, Skec Stanko
Author: Michailidou, I.; Franzen, F.; Lindemann, U.
Section: HUMAN BEHAVIOUR AND DESIGN
Creating positive driving experiences requires deep understanding of users’ characteristics, needs and behavior. Since direct user inclusion can be time- and cost- effective or even impossible in some stages of design, alternative ways of considering users are valuable. To achieve this goal, we developed a method based on the persona technique. The benefit of the method lies in structuring of data required for the creation of customer profiles, as well as inclusion of experience-related aspects. We applied and evaluated the method in two cases collaborating with a major automobile manufacturer