“Understanding customer experience from a holistic perspective requires examination of user experience in the context of marketing and branding. This study attempts to underpin the effects of UX on brand equity by developing and verifying a conceptual framework that connects user experience (UX), customer experience (CX), and brand experience (BX). A structural equation modeling test using data from smartphone users verified the effects of UX on brand equity mediated by CX. In the UX dimension, usability had a strong effect on brand equity, and affect and user value had an effect on customer experience. As a mediator, customer experience had an impact on brand equity with a high path weight. By implementing UX strategies that cohere with management strategies, companies can establish a high level of consumer perception of customer experience and brand value. The results and analyses of this research can help businesses establish a strategy for examining which element of UX is related to CX and BX.”
Hye-jin Lee, Katie Kahyun Lee, and Junho Choi ~ Journal of Usability Studies ★
Text I/O as the new design material for experience desginers.
“Far from being ‘intelligent’, today’s chatbots guide users through simple linear flows, and our user research shows that they have a hard time whenever users deviate from such flows.”
Raluca Budiu a.k.a. /ralucabudiu | @rbudiu ~ Nielsen Norman Group
Methods are useless without proper concepts, theories and even visions.
“The wide range of UX methods is one of the things that makes UX such an interesting field. Some methods have been around for decades (like usability testing), others are more recent additions, while some seem to be just slight variations on other existing methods.”
Jeff Sauro a.k.a. /jeffsauro | @MeasuringU ~ MeasuringU ★
Finally, two years after the workshop. Hopefully there will be another one.
“Cybernetics and artificial intelligence (AI) are often considered the same thing, with cybernetics having something to do with creating intelligent cyborgs and robots. In actuality, cybernetics and AI are different ways of thinking about intelligent systems or systems that can act toward reaching a goal. AI is primarily concerned with making computers mimic intelligent behavior based on stored representations of the world. Cybernetics more broadly encompasses the study of how systems regulate themselves and take action toward goals based on feedback from the environment. These systems are not just computational; they include biological (maintaining body temperature), mechanical (governing the speed of an engine), social (managing a large workforce), and economic (regulating a national economy) systems. In addition to reaching goals, AI and cybernetics both consider how systems can learn; however, while AI considers using stored representations as a means of acting intelligently, cybernetics focuses on grounded and situated behaviors that express intelligence and learning based on feedback and interaction.”
Nikolas Martelaro and Wendy Ju ~ ACM Interactions XXV.6 ★