Abstract
In the era of global competition, consumer electronics firms are facing severe market competition and time-to-market pressure. For developing a competitive product, product form aesthetics is critical feature for capturing customer attention and create positive emotional reaction to enhance customer satisfaction. Understanding user preferences over product visual aesthetics and the factors affect user experience (UX) is crucial for designers to enhance product design to fulfill the springing customer expectation. This study aims to propose a data-driven framework to capture user’s information and explain important relationships between product factors. The proposed framework consists of six stages: (1) understand and define the problem, (2) identify the niche for decision quality improvement, (3) structure the objective hierarchy to generate the alternatives, and clarify the influence relationships among uncertain events, (4) sense and describe expected outcomes, (5) overall judgments and value assessments, (6) tradeoff among the attributes and reach the decision. Two empirical studies for notebook design and wearable device have been done in Taiwan, in which the subjects with different background were recruited and selected to experience the product performance for comparison. The results may assist designers to develop product strategies based on the characteristics of consumers and product concepts related to the UX. Furthermore, it provides information to launch the products to the right customers for increasing market shares. This study has shown the practical feasibility of the proposed framework.