Experience Design as a Tool to Promote Interaction Among Users in the Beverage Market: Proposal for a New Emotional Approach in Usability

摘要

People have been consuming alcoholic beverages for thousands of years, making them part of happy and traditional moments in many cultures. As a result, a lot of brands emerged producing different kinds of drinks and a powerful market was created. To captivate new customers and keep pleasing current users these brands have to amaze them not only with their product's quality, but also with experiences that take their usability to a new level. By using concepts of cognitive ergonomics in order to understand their emotions and desires, the brands can design interactive experiences that will be important to build a strong branding strategy and establish and long-lasting and powerful connection to the users. This paper intends to demonstrate how design can create a special experience for users and make them loyal to the brands by showing cases from Absolut and Heineken. As we understand the relation between cognitive ergonomics, interaction design and branding, we can learn from those companies how user-centered design tools and techniques applied to building interactive experiences impact users and their impressions towards the brands, resulting in good market results and a loyal clientele.