itsaso gonzalez - Academia.edu (original) (raw)

Papers by itsaso gonzalez

Design Journal, Jul 28, 2017

Existing brands already have certain products that generate a particular experience in customer m... more Existing brands already have certain products that generate a particular experience in customer minds. Every time a customer's interacts with of brand's products and related touchpoints, the customer form an idea about the brand. This is how a brand experience is 9constructed in the mind of the customer. Understanding how customers perceive and respond to certain products along the experience, helps designers to better align product design with brand value, in order to guarantee a consistent brand experience. While current literature provide in deep research into customer-brand and customer-product interaction, there is a distinct lack of any substantive assessment of how customer´s interaction with branded product impact on the brand experience. To do so, this paper presents a operational hypothesis to comprehend customer responses to certain branded product. The framework combines general brand experience assessment scales and product cantered experience approaches.

Lecture notes in management and industrial engineering, Sep 27, 2018

For many years, design activity has adopted the problem-solving perspective. In this approach, so... more For many years, design activity has adopted the problem-solving perspective. In this approach, solutions are based on users’ problem identification. However, to what extent do users truly seek the satisfaction of their needs? The key to successful innovation is market acceptance, and users’ motivations play a fundamental role in ensuring in this. This paper presents the MOTIVA-PRO innovation guide. MOTIVA-PRO enables the concretisation of innovation opportunities from the perspective of users’ motivations. Considering users’ motivations (self-assurance, self-esteem, relatedness, etc.) instead of their problems as the starting point for design innovation processes provides deeper insights into the real needs of stakeholders (clients, suppliers, etc.). This enables the design of products and services (systems) that are more in line with stakeholders’ expectations.

Las empresas manufactureras precisan de metodologías prácticas para el diseño de ofertas integrad... more Las empresas manufactureras precisan de metodologías prácticas para el diseño de ofertas integradas de producto-servicio. La disciplina del diseño de servicios ha sido sugerida como un habilitador para la servitización. Este artículo valora los resultados de la aplicación del diseño de servicios en seis empresas manufactureras inmersas en procesos de servitización. Los datos recogidos en base a la observación participativa y a entrevistas semiestructuradas infieren que el diseño de servicios permite a las empresas manufactureras superar una visión exclusivamente centrada en producto, y además abordar el diseño integral de la propuesta de valor a través de la experiencia ofertada al cliente. Además, se concluye que el diseño de servicios puede ser aplicado sin que esto suponga una transición hacia los servicios como núcleo de la oferta. No obstante, las empresas indican la necesidad de incorporar al diseño de servicios competencias de negocio cara a contemplar todos los elementos de ...

Lecture Notes in Management and Industrial Engineering, 2018

For many years, design activity has adopted the problem-solving perspective. In this approach, so... more For many years, design activity has adopted the problem-solving perspective. In this approach, solutions are based on users’ problem identification. However, to what extent do users truly seek the satisfaction of their needs? The key to successful innovation is market acceptance, and users’ motivations play a fundamental role in ensuring in this. This paper presents the MOTIVA-PRO innovation guide. MOTIVA-PRO enables the concretisation of innovation opportunities from the perspective of users’ motivations. Considering users’ motivations (self-assurance, self-esteem, relatedness, etc.) instead of their problems as the starting point for design innovation processes provides deeper insights into the real needs of stakeholders (clients, suppliers, etc.). This enables the design of products and services (systems) that are more in line with stakeholders’ expectations.

Proceedings of the DESIGN 2018 15th International Design Conference, 2018

Aesthetics is a powerful means for creating consistency across a product range. During the design... more Aesthetics is a powerful means for creating consistency across a product range. During the design process consistency is subject to risk. The existing tools do not integrate static as well as dynamic approaches. This paper explores how to integrate and combine both. The framework considers that, firstly, the users perceive the product thought all their senses (product presentation). Based on the perceptions, users will interact through gestures or movements (user action). These action will create a product reaction (product reaction). Finally, the frame has been applied in an experiment.

This short paper aims to illustrate the joint effort by Mondragon University’s Design Innovation ... more This short paper aims to illustrate the joint effort by Mondragon University’s Design Innovation Centre (DBZ) and the Mondragon Group’s Business Acceleration Centre (BAC Mondragon) to demonstrate to manufacturing companies the innovation potential of Service Thinking. In this initiative, Strategic Design students have used Service Design to create new service concepts based on Mondragon Group’s current products and manufacturing capabilities. The process and the results obtained were presented to Mondragon Group’s managers with the purpose to promote future Service Design projects. This initiative became the first stage of the Service Design for Industrial Enterprises (DISEI) project. DISEI is an ongoing knowledge transfer project that tries to introduce Service Thinking into the Basque industry as an innovation strategy.

Companies need to focus their innovation activities on the generation of unique and memorable bra... more Companies need to focus their innovation activities on the generation of unique and memorable brand experiences to gain sustainable and significant competitive advantages. Existing brands already have certain products and services that generate a particular experience in customers’ minds. Every time customers interact with any of the brand’s contact points, they form an idea about this brand. This is how a brand experience is built. However, distortions exist between what the brands want to communicate and what the customer perceives. This is called a brand gap. Understanding the brand gap and its origins might help companies to open up new innovation opportunities to strengthen the brand experience. This article presents a theoretical framework to better comprehend the brand gap.

The Design Journal, 2019

Visual aesthetics has become a crucial element in strengthening brand experience. In the digital ... more Visual aesthetics has become a crucial element in strengthening brand experience. In the digital era, however, designers need to approach aesthetics from a holistic standpoint where both traditional and more modern factors are taken into consideration. In this paper we present digital BrandUX, a new method to improve brand consistency through the evaluation of aesthetic features. It builds on the Design Format Analysis (DFA) of Warell (2001) with the addition of a structured step-by-step approach. To test the method we analysed two web sites using both DFA and digital BrandUX. The results showed that digital BrandUX is a promising advance in aesthetic evaluation, assisting designers in identifying a greater number of visual aesthetic features. Moreover, the method ensured that the designers explored and identified all types of factors, with the exception of language. Future lines include the development of a handbook to improve ease of use of the method.

The Design Journal, 2019

Design Thinking has the potential to promote entrepreneurial competencies in European schools. Th... more Design Thinking has the potential to promote entrepreneurial competencies in European schools. This paper presents an Educational Programme based on Design Thinking and its empirical application in the curricula in four European countries. Targeting 10-15 year old students, the programme demonstrates an impact on entrepreneurial attitudes. Over 300 participants in Cyprus, Denmark, France and Spain responded positively to the initiative and reported a better understanding of entrepreneurship. Qualitative and quantitative results also showed that Design Thinking based strategies are effective to foster entrepreneurial skills such as creativity, problem solving and self-confidence. Interestingly however, experimentation results reported a negative impact on collaboration related skills.

The Design Journal, 2017

More and more companies are adding emotional features into the development process of their finan... more More and more companies are adding emotional features into the development process of their financial offer, developing new products and services based on the emotional motivations of users. However, the subjectivity of the experience and the complexity of its variables has become one of the biggest challenges for businesses today. In recent years many tools have been created in order to explore the user's emotional perception, but there are still shortcomings. Experience design professionals have pointed out the need for further assessment work and in this paper the biometric-based multimethod tools are reviewed. Within this type, one of the most focused experience evaluation tool is analyzed: the Eyeface. A tool that consists of two devices, the Eye-tracking and Facereader. The research work concludes that the biometric-based multimethod tools will be the key element to face the ultimate integration of the emotional approach into the business world in the near future.

The Design Journal, 2017

Existing brands already have certain products that generate a particular experience in customer m... more Existing brands already have certain products that generate a particular experience in customer minds. Every time a customer's interacts with of brand's products and related touchpoints, the customer form an idea about the brand. This is how a brand experience is 9constructed in the mind of the customer. Understanding how customers perceive and respond to certain products along the experience, helps designers to better align product design with brand value, in order to guarantee a consistent brand experience. While current literature provide in deep research into customer-brand and customer-product interaction, there is a distinct lack of any substantive assessment of how customer´s interaction with branded product impact on the brand experience. To do so, this paper presents a operational hypothesis to comprehend customer responses to certain branded product. The framework combines general brand experience assessment scales and product cantered experience approaches.

Procedia CIRP, 2016

Existing brands already have certain products and services that generate a particular experience ... more Existing brands already have certain products and services that generate a particular experience in the mind of custome. However, distortions exist between what the brands what to communicate and what the customer perceive referred to as the Brand Gap. This paper presents a tool to identify innovation and design opportunities through the Brand Gap.The tool aims to help companies narrowing the gap between brand values and customer experience through innovation and design. The study explores different levels for opportunity identification (short, medium and long term) and it suggests that to take an experience perspective, brands can start identifying opportunities based on the Brand Gap.

The Design Journal, 2017

Design Thinking is visualized as the central strategy to promote entrepreneurial skills in Europe... more Design Thinking is visualized as the central strategy to promote entrepreneurial skills in European schools. Europe needs future generations to be more entrepreneurial in their attitudes to achieve a strong position in the international economy. Entrepreneurial thinking needs to be fostered from an early age. With this aim, a review of current entrepreneurial teaching practices is undertaken and the key skills related to entrepreneurship are identified for school aged students. This paper argues that the basic principles of Design Thinking have the potential to promote entrepreneurial competencies in European school curricula.

Companies need to focus their innovation activities toward the generation of a unique and memorab... more Companies need to focus their innovation activities toward the generation of a unique and memorable brand experience to gain sustainable and significant competitive advantage.Hence, there is a growing need for practical guidance on how to transform brand values into relevant customer experience. Existing brands already generate a particular experience in the mind of the consumers. However, inconsistencies exist between what the brand wants to communicate and what the customer perceives. We propose a framework which helps us to identify and understand the reasons behind these inconsistencies.

In order to design integrated product-service offerings and implement servitization processes, ma... more In order to design integrated product-service offerings and implement servitization processes, manufacturers need practical and tangible methodologies. Service design has been suggested as a way to facilitate such processes. This paper assesses the results gathered from an experiment of the implementation of service design in six Basque manufacturers already undergoing servitization processes. Data was collected by means of participatory observation and semi-structured interviews. The findings suggest that service design allows manufacturers to go beyond product-oriented mindsets and to design integrated product-service value propositions through focusing on the experience offered to customers. Moreover, it concludes that service design can be applied without needing to fully transition towards services as a core offer. Nonetheless, manufacturers participating in this experiment highlighted the need to consider business competencies in service design in order to properly assess and ...

Proceedings of the XIX International Conference on Human Computer Interaction - Interacción 2018

Design Journal, Jul 28, 2017

Existing brands already have certain products that generate a particular experience in customer m... more Existing brands already have certain products that generate a particular experience in customer minds. Every time a customer's interacts with of brand's products and related touchpoints, the customer form an idea about the brand. This is how a brand experience is 9constructed in the mind of the customer. Understanding how customers perceive and respond to certain products along the experience, helps designers to better align product design with brand value, in order to guarantee a consistent brand experience. While current literature provide in deep research into customer-brand and customer-product interaction, there is a distinct lack of any substantive assessment of how customer´s interaction with branded product impact on the brand experience. To do so, this paper presents a operational hypothesis to comprehend customer responses to certain branded product. The framework combines general brand experience assessment scales and product cantered experience approaches.

Lecture notes in management and industrial engineering, Sep 27, 2018

For many years, design activity has adopted the problem-solving perspective. In this approach, so... more For many years, design activity has adopted the problem-solving perspective. In this approach, solutions are based on users’ problem identification. However, to what extent do users truly seek the satisfaction of their needs? The key to successful innovation is market acceptance, and users’ motivations play a fundamental role in ensuring in this. This paper presents the MOTIVA-PRO innovation guide. MOTIVA-PRO enables the concretisation of innovation opportunities from the perspective of users’ motivations. Considering users’ motivations (self-assurance, self-esteem, relatedness, etc.) instead of their problems as the starting point for design innovation processes provides deeper insights into the real needs of stakeholders (clients, suppliers, etc.). This enables the design of products and services (systems) that are more in line with stakeholders’ expectations.

Las empresas manufactureras precisan de metodologías prácticas para el diseño de ofertas integrad... more Las empresas manufactureras precisan de metodologías prácticas para el diseño de ofertas integradas de producto-servicio. La disciplina del diseño de servicios ha sido sugerida como un habilitador para la servitización. Este artículo valora los resultados de la aplicación del diseño de servicios en seis empresas manufactureras inmersas en procesos de servitización. Los datos recogidos en base a la observación participativa y a entrevistas semiestructuradas infieren que el diseño de servicios permite a las empresas manufactureras superar una visión exclusivamente centrada en producto, y además abordar el diseño integral de la propuesta de valor a través de la experiencia ofertada al cliente. Además, se concluye que el diseño de servicios puede ser aplicado sin que esto suponga una transición hacia los servicios como núcleo de la oferta. No obstante, las empresas indican la necesidad de incorporar al diseño de servicios competencias de negocio cara a contemplar todos los elementos de ...

Lecture Notes in Management and Industrial Engineering, 2018

For many years, design activity has adopted the problem-solving perspective. In this approach, so... more For many years, design activity has adopted the problem-solving perspective. In this approach, solutions are based on users’ problem identification. However, to what extent do users truly seek the satisfaction of their needs? The key to successful innovation is market acceptance, and users’ motivations play a fundamental role in ensuring in this. This paper presents the MOTIVA-PRO innovation guide. MOTIVA-PRO enables the concretisation of innovation opportunities from the perspective of users’ motivations. Considering users’ motivations (self-assurance, self-esteem, relatedness, etc.) instead of their problems as the starting point for design innovation processes provides deeper insights into the real needs of stakeholders (clients, suppliers, etc.). This enables the design of products and services (systems) that are more in line with stakeholders’ expectations.

Proceedings of the DESIGN 2018 15th International Design Conference, 2018

Aesthetics is a powerful means for creating consistency across a product range. During the design... more Aesthetics is a powerful means for creating consistency across a product range. During the design process consistency is subject to risk. The existing tools do not integrate static as well as dynamic approaches. This paper explores how to integrate and combine both. The framework considers that, firstly, the users perceive the product thought all their senses (product presentation). Based on the perceptions, users will interact through gestures or movements (user action). These action will create a product reaction (product reaction). Finally, the frame has been applied in an experiment.

This short paper aims to illustrate the joint effort by Mondragon University’s Design Innovation ... more This short paper aims to illustrate the joint effort by Mondragon University’s Design Innovation Centre (DBZ) and the Mondragon Group’s Business Acceleration Centre (BAC Mondragon) to demonstrate to manufacturing companies the innovation potential of Service Thinking. In this initiative, Strategic Design students have used Service Design to create new service concepts based on Mondragon Group’s current products and manufacturing capabilities. The process and the results obtained were presented to Mondragon Group’s managers with the purpose to promote future Service Design projects. This initiative became the first stage of the Service Design for Industrial Enterprises (DISEI) project. DISEI is an ongoing knowledge transfer project that tries to introduce Service Thinking into the Basque industry as an innovation strategy.

Companies need to focus their innovation activities on the generation of unique and memorable bra... more Companies need to focus their innovation activities on the generation of unique and memorable brand experiences to gain sustainable and significant competitive advantages. Existing brands already have certain products and services that generate a particular experience in customers’ minds. Every time customers interact with any of the brand’s contact points, they form an idea about this brand. This is how a brand experience is built. However, distortions exist between what the brands want to communicate and what the customer perceives. This is called a brand gap. Understanding the brand gap and its origins might help companies to open up new innovation opportunities to strengthen the brand experience. This article presents a theoretical framework to better comprehend the brand gap.

The Design Journal, 2019

Visual aesthetics has become a crucial element in strengthening brand experience. In the digital ... more Visual aesthetics has become a crucial element in strengthening brand experience. In the digital era, however, designers need to approach aesthetics from a holistic standpoint where both traditional and more modern factors are taken into consideration. In this paper we present digital BrandUX, a new method to improve brand consistency through the evaluation of aesthetic features. It builds on the Design Format Analysis (DFA) of Warell (2001) with the addition of a structured step-by-step approach. To test the method we analysed two web sites using both DFA and digital BrandUX. The results showed that digital BrandUX is a promising advance in aesthetic evaluation, assisting designers in identifying a greater number of visual aesthetic features. Moreover, the method ensured that the designers explored and identified all types of factors, with the exception of language. Future lines include the development of a handbook to improve ease of use of the method.

The Design Journal, 2019

Design Thinking has the potential to promote entrepreneurial competencies in European schools. Th... more Design Thinking has the potential to promote entrepreneurial competencies in European schools. This paper presents an Educational Programme based on Design Thinking and its empirical application in the curricula in four European countries. Targeting 10-15 year old students, the programme demonstrates an impact on entrepreneurial attitudes. Over 300 participants in Cyprus, Denmark, France and Spain responded positively to the initiative and reported a better understanding of entrepreneurship. Qualitative and quantitative results also showed that Design Thinking based strategies are effective to foster entrepreneurial skills such as creativity, problem solving and self-confidence. Interestingly however, experimentation results reported a negative impact on collaboration related skills.

The Design Journal, 2017

More and more companies are adding emotional features into the development process of their finan... more More and more companies are adding emotional features into the development process of their financial offer, developing new products and services based on the emotional motivations of users. However, the subjectivity of the experience and the complexity of its variables has become one of the biggest challenges for businesses today. In recent years many tools have been created in order to explore the user's emotional perception, but there are still shortcomings. Experience design professionals have pointed out the need for further assessment work and in this paper the biometric-based multimethod tools are reviewed. Within this type, one of the most focused experience evaluation tool is analyzed: the Eyeface. A tool that consists of two devices, the Eye-tracking and Facereader. The research work concludes that the biometric-based multimethod tools will be the key element to face the ultimate integration of the emotional approach into the business world in the near future.

The Design Journal, 2017

Existing brands already have certain products that generate a particular experience in customer m... more Existing brands already have certain products that generate a particular experience in customer minds. Every time a customer's interacts with of brand's products and related touchpoints, the customer form an idea about the brand. This is how a brand experience is 9constructed in the mind of the customer. Understanding how customers perceive and respond to certain products along the experience, helps designers to better align product design with brand value, in order to guarantee a consistent brand experience. While current literature provide in deep research into customer-brand and customer-product interaction, there is a distinct lack of any substantive assessment of how customer´s interaction with branded product impact on the brand experience. To do so, this paper presents a operational hypothesis to comprehend customer responses to certain branded product. The framework combines general brand experience assessment scales and product cantered experience approaches.

Procedia CIRP, 2016

Existing brands already have certain products and services that generate a particular experience ... more Existing brands already have certain products and services that generate a particular experience in the mind of custome. However, distortions exist between what the brands what to communicate and what the customer perceive referred to as the Brand Gap. This paper presents a tool to identify innovation and design opportunities through the Brand Gap.The tool aims to help companies narrowing the gap between brand values and customer experience through innovation and design. The study explores different levels for opportunity identification (short, medium and long term) and it suggests that to take an experience perspective, brands can start identifying opportunities based on the Brand Gap.

The Design Journal, 2017

Design Thinking is visualized as the central strategy to promote entrepreneurial skills in Europe... more Design Thinking is visualized as the central strategy to promote entrepreneurial skills in European schools. Europe needs future generations to be more entrepreneurial in their attitudes to achieve a strong position in the international economy. Entrepreneurial thinking needs to be fostered from an early age. With this aim, a review of current entrepreneurial teaching practices is undertaken and the key skills related to entrepreneurship are identified for school aged students. This paper argues that the basic principles of Design Thinking have the potential to promote entrepreneurial competencies in European school curricula.

Companies need to focus their innovation activities toward the generation of a unique and memorab... more Companies need to focus their innovation activities toward the generation of a unique and memorable brand experience to gain sustainable and significant competitive advantage.Hence, there is a growing need for practical guidance on how to transform brand values into relevant customer experience. Existing brands already generate a particular experience in the mind of the consumers. However, inconsistencies exist between what the brand wants to communicate and what the customer perceives. We propose a framework which helps us to identify and understand the reasons behind these inconsistencies.

In order to design integrated product-service offerings and implement servitization processes, ma... more In order to design integrated product-service offerings and implement servitization processes, manufacturers need practical and tangible methodologies. Service design has been suggested as a way to facilitate such processes. This paper assesses the results gathered from an experiment of the implementation of service design in six Basque manufacturers already undergoing servitization processes. Data was collected by means of participatory observation and semi-structured interviews. The findings suggest that service design allows manufacturers to go beyond product-oriented mindsets and to design integrated product-service value propositions through focusing on the experience offered to customers. Moreover, it concludes that service design can be applied without needing to fully transition towards services as a core offer. Nonetheless, manufacturers participating in this experiment highlighted the need to consider business competencies in service design in order to properly assess and ...

Proceedings of the XIX International Conference on Human Computer Interaction - Interacción 2018