Matching Data and Emotions for Designing Personalized Digital Experiences

Myrthe Montijn; Giulia Calabretta; Jeroen van Erp

doi:10.21606/dma.2018.653

Matching Data and Emotions for Designing Personalized Digital Experiences

Myrthe Montijn, Giulia Calabretta, Jeroen van Erp

Research output: Chapter in Book/Conference proceedings/Edited volume › Conference contribution › Scientific › peer-review

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Abstract

Digital innovations in-store are often unnecessary, unintuitive and uncomfortable and mostly make use of personal data for one-way messaging instead of meaningful interpersonal interactions. Digital initiatives are also more focused on enhancing the shopping experience (even unsuccessfully) instead of building consumer-brand relationship through an emotional brand experience. This paper introduces a new design framework which envisions a way of using personal consumer data for the design and development of in-store digital brand touch points. The aim of the framework is to improve consumers’ in
-store digital experience and their emotional connections with the brand. The foundational model for our framework is the Design for Emotion model developed by Pieter Desmet (2002). The model is used in a retail and branding context, and adapted to leverage the opportunities of personal consumer data in personalization strategies.

Original language	English
Title of host publication	Proceedings of DRS 2018
Editors	C. Storni, K. Leahy, M. McMahon, P. Lloyd, E. Bohemia
Place of Publication	London
Publisher	Design Research Society
Pages	819-830
Number of pages	12
ISBN (Print)	978-1-912294-17-6
DOIs	https://doi.org/10.21606/dma.2018.653
Publication status	Published - 2018
Event	DRS 2018: Design as a catalyst for change - Limerick, Ireland Duration: 25 Jun 2018 → 28 Jun 2018

Publication series

Name	Proceedings of DRS
Publisher	Design Research Society
Volume	2
ISSN (Print)	2398-3132

Conference

Conference	DRS 2018
Country/Territory	Ireland
City	Limerick
Period	25/06/18 → 28/06/18

Keywords

technology
data-driven design
design for emotions
personalization

Access to Document

10.21606/dma.2018.653

Montijn-Matching_data_and_emotions_for_designing_personalized_in-store_digital_experiences-653-DIMSIG_General_aFinal published version, 3.22 MBLicence: CC BY-NC-SA

Best paper award for Ambiguity and Open-Endedness in Behavioural Design
Boon, Boudewijn (Recipient), Rozendaal, M.C. (Recipient) & Stappers, P.J. (Recipient), 2018
Prize: Prize (including medals and awards)

Cite this

@inproceedings{dff0321a1f194d69baa8c8b55ff9f55e,

title = "Matching Data and Emotions for Designing Personalized Digital Experiences",

abstract = "Digital innovations in-store are often unnecessary, unintuitive and uncomfortable and mostly make use of personal data for one-way messaging instead of meaningful interpersonal interactions. Digital initiatives are also more focused on enhancing the shopping experience (even unsuccessfully) instead of building consumer-brand relationship through an emotional brand experience. This paper introduces a new design framework which envisions a way of using personal consumer data for the design and development of in-store digital brand touch points. The aim of the framework is to improve consumers{\textquoteright} in-store digital experience and their emotional connections with the brand. The foundational model for our framework is the Design for Emotion model developed by Pieter Desmet (2002). The model is used in a retail and branding context, and adapted to leverage the opportunities of personal consumer data in personalization strategies.",

keywords = "technology, data-driven design, design for emotions, personalization",

author = "Myrthe Montijn and Giulia Calabretta and {van Erp}, Jeroen",

year = "2018",

doi = "10.21606/dma.2018.653",

language = "English",

isbn = "978-1-912294-17-6",

series = "Proceedings of DRS",

publisher = "Design Research Society",

pages = "819--830",

editor = "C. Storni and K. Leahy and M. McMahon and P. Lloyd and E. Bohemia",

booktitle = "Proceedings of DRS 2018",

note = "DRS 2018 : Design as a catalyst for change ; Conference date: 25-06-2018 Through 28-06-2018",

}

Matching Data and Emotions for Designing Personalized Digital Experiences. / Montijn, Myrthe; Calabretta, Giulia ; van Erp, Jeroen.
Proceedings of DRS 2018. ed. / C. Storni; K. Leahy; M. McMahon; P. Lloyd; E. Bohemia. London: Design Research Society, 2018. p. 819-830 (Proceedings of DRS; Vol. 2).

Research output: Chapter in Book/Conference proceedings/Edited volume › Conference contribution › Scientific › peer-review

TY - GEN

T1 - Matching Data and Emotions for Designing Personalized Digital Experiences

AU - Montijn, Myrthe

AU - Calabretta, Giulia

AU - van Erp, Jeroen

PY - 2018

Y1 - 2018

N2 - Digital innovations in-store are often unnecessary, unintuitive and uncomfortable and mostly make use of personal data for one-way messaging instead of meaningful interpersonal interactions. Digital initiatives are also more focused on enhancing the shopping experience (even unsuccessfully) instead of building consumer-brand relationship through an emotional brand experience. This paper introduces a new design framework which envisions a way of using personal consumer data for the design and development of in-store digital brand touch points. The aim of the framework is to improve consumers’ in-store digital experience and their emotional connections with the brand. The foundational model for our framework is the Design for Emotion model developed by Pieter Desmet (2002). The model is used in a retail and branding context, and adapted to leverage the opportunities of personal consumer data in personalization strategies.

AB - Digital innovations in-store are often unnecessary, unintuitive and uncomfortable and mostly make use of personal data for one-way messaging instead of meaningful interpersonal interactions. Digital initiatives are also more focused on enhancing the shopping experience (even unsuccessfully) instead of building consumer-brand relationship through an emotional brand experience. This paper introduces a new design framework which envisions a way of using personal consumer data for the design and development of in-store digital brand touch points. The aim of the framework is to improve consumers’ in-store digital experience and their emotional connections with the brand. The foundational model for our framework is the Design for Emotion model developed by Pieter Desmet (2002). The model is used in a retail and branding context, and adapted to leverage the opportunities of personal consumer data in personalization strategies.

KW - technology

KW - data-driven design

KW - design for emotions

KW - personalization

U2 - 10.21606/dma.2018.653

DO - 10.21606/dma.2018.653

M3 - Conference contribution

SN - 978-1-912294-17-6

T3 - Proceedings of DRS

SP - 819

EP - 830

BT - Proceedings of DRS 2018

A2 - Storni, C.

A2 - Leahy, K.

A2 - McMahon, M.

A2 - Lloyd, P.

A2 - Bohemia, E.

PB - Design Research Society

CY - London

T2 - DRS 2018

Y2 - 25 June 2018 through 28 June 2018

ER -

Matching Data and Emotions for Designing Personalized Digital Experiences

Abstract

Publication series

Conference

Keywords

Access to Document

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Prizes

Best paper award for Ambiguity and Open-Endedness in Behavioural Design

Cite this