Experience-Based Design: Some Concepts and Issues

Recently, marketing scholars have emphasized the importance of orchestrating memorable consumer experiences. Product design is a central element of engineering compelling consumer experience. This has resulted in the emergence of experience design as a theoretically significant area of study in disciplines such as design theory. Within marketing there is inadequate research on building theoretical frameworks that explicitly focus on integrating experience design into product development. To address this gap, this paper proposes a conceptual model of new product development that is embedded in an experience-based design approach. The paper contributes by extending current understanding and highlighting future research directions in the domain of new product development