The paper describes a methodological approach specifically developed to capture and transform the qualitative User Experience (UX) of a consumer product into quantitative technical specifications. Merging the potentialities of Virtual Prototypes (VPs) and Digital Mock-Ups (DMU), a flexible design scenario is built to interpret users’ desires. Visual, sound and haptic stimuli are reproduced in order to let users live a realistic multisensory experience interacting with the virtual replica of the product. Parametric models are defined to acquire users’ preferences while optimization algorithms are used to transform them into technical specifications. The aim of the approach is to propose a robust technique to objectify users’ desires and enab...