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GfK Marketing Intelligence Review

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How Good is Your User Experience? Measuring and Designing Interactions

Raimund Wildner
  • Corresponding author
  • Managing Director and Vice President of GfK Verein and Professor of Business Administration and Statistics at the University of Erlangen-Nuremberg, Germany
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/ Christine Kittinger-Rosanelli / Tim Bosenik
Published Online: 2015-11-05 | DOI: https://doi.org/10.1515/gfkmir-2015-0019


Form and function are important dimensions of consumer choice, but there is more in our increasingly digital world. It is not only products per se that need to be designed but the whole interaction between consumers and brands. The whole UX or user experience is more important than ever before. Digitalism nowadays is everywhere, and even mundane products are becoming more digital (e.g. ovens), while others evolve that are purely digital (e.g. PayPal).

The question is: How can we effectively measure and design interactions in this highly digital and complex environment? For quite a long time “usability” was the one and only measure on the agenda. But consumer experience goes far beyond ease of use or high functional quality. UX is a complex construct with several dimensions that are covered in GfK´s UX score.

Keywords: User Experience; UX; Service Design; Interaction

About the article

Published Online: 2015-11-05

Published in Print: 2015-11-01

Citation Information: GfK Marketing Intelligence Review, Volume 7, Issue 2, Pages 52–57, ISSN (Online) 1865-5866, DOI: https://doi.org/10.1515/gfkmir-2015-0019.

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© 2015. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License. BY-NC-ND 4.0

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