Design in the experience economy: using emotional design for service innovation

Ahmad Beltagui, Marina Candi, Johann C.K.H. Riedel

Research output: Chapter in Book/Published conference outputChapter (peer-reviewed)peer-review


This chapter explores the relationship between emotional design and customer experience. It begins with an introduction to the concept of emotional design, comprising behavioral, visceral, and reflective elements. Next, the nature of service experiences is examined, leading to a framework that classifies services according to their functional and experiential positions. Understanding customer goals allows this framework to be used to design customer experiences, in terms of the journey that customers take when consuming a service. The chapter then discusses the cognitive traits associated with designers and argues that they are well suited to understanding the customer journey and designing the prerequisites for the desired experience. Two different approaches to understanding and acting on customer requirements are explored – user centered and design driven.
Original languageEnglish
Title of host publicationInterdisciplinary approaches to product design, innovation, & branding in international marketing
EditorsK. Scott Swan, Shaoming Zou
Place of PublicationBingley (UK)
Number of pages25
ISBN (Electronic)978-1-78190-017-8
ISBN (Print)978-1-78190-016-1
Publication statusPublished - 2012

Publication series

NameAdvances in International Marketing
ISSN (Print)1474-7979


  • emotional design
  • service design
  • experience design
  • experiential services
  • customer experience
  • service innovation

Cite this