设计驱动型品牌的用户体验创新研究——以星巴克为例
摘 要：近年来，设计驱动型品牌如雨后春笋般纷纷崛起，印证了以“用户体验”为中心的设计思维的力量。企业对用户体验的研究将成为在同质化市场中竞争的有力武器，设计驱动型品牌的用户体验创新案例的成功促使更多企业将设计提升至战略管理层，打造自主品牌。本文首先阐述了设计驱动型品牌与用户体验的概念，并对设计驱动型品牌用户体验创新途径进行了总结归纳，同时以星巴克为例，分析了其用户体验的具体创新方式。通过本文的研究以期达到对未来设计驱动型品牌的用户体验创新道路有一定的启示作用。
关键词：设计驱动型品牌；用户体验；创新
中图分类号：J524 文献标识码：A
文章编码：1672-7053(2020)09-0056-02
Abstract：In recent years, brands driven by design have sprung up like mushrooms after rain, confirming the power of design thinking centered on "user experience". The research of enterprises on user experience will become a powerful weapon for competition in a homogeneous market. The success of user experience innovation cases of design-driven brands has prompted more enterprises to upgrade their design to strategic management and build their own brands. This article first expounds the concept of design-driven brands and user experience, and summarizes the innovative ways of design-driven brands user experience. At the same time, taking Starbucks as an example, it analyzes the specific innovative ways of its user experience. Through the research of this article, we hope to achieve a certain enlightenment for the future road of user experience innovation of design-driven brands.
Key Words：Design-driven brands; User experience; innovation
