Application of the kanseiengineering methodology to improve the incorporation of customer experience requirements in new product development

Abstract

Introduction: Designing for the customer experience is increasingly important for the success of new product development (NDP), but two challenges arise: First, the customer experience is determined, not only by the product, but also by the interaction with service(s) within which it may be embedded. Second, the customer experience is formed in all moments of interaction with a product or service. Objective: Specifically in public transportation, the experience provided is holistic in the way that it starts before the actual trip and doesn’t necessarily stop after arriving at the destination. Methodology: The Kansei Engineering method allows for the incorporation of affective reactions and emotions in NPD by indicating which of the product properties evokes which semantic impact, but it does not involve a structured and holistic approach to the study of the customer experience. Results: This paper presents an exploratory extension of the Kansei method which includes an in-depth study of the customer experience and its incorporation in the NPD process. Conclusions: Anapplication to travel experiences was proposed and included the development of new bus concepts.