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In a business world where customer experience has become a top priority and a key competitive differentiator, companies are trying every day to create delightful experiences for their users to gain competitive advantage. What makes this challenge even harder is the digital transformation that is disrupting the way customers are experiencing products and services. With the technological evolution, users gained more power in terms of dictating the rules and they are looking for simple, consistent, and personalized experiences. This means that the customer experience is different when we are in a digital context and the customers’ expectations are shaped by new standards. 
In order to be able to meet those new requirements, marketers need new ways of thinking innovatively and of designing products and services that are user centric and that put the customer first. Design thinking can be seen as a promising method to achieve this, as it is a human-centered problem-solving method that starts from human needs and creates solutions around them through a creative and iterative process. 
This master thesis tries to explore how can marketers use design thinking to optimize the digital customer experience. Through an exploratory market study, we have interviewed professionals from different Belgian design agencies to discover how is design thinking used today to solve marketing challenges and how can its’ process be used to optimize the digital customer experience.
The results showed that design thinking has a great potential to optimize the digital customer experience, and when applied properly marketers can beneficiate from it to create exceptional experiences around their offerings. The process of design thinking allows to be more creative, to start from real user’s pain points, to come up come up with innovative solutions and to test them with end-users before launching them. The user centricity and innovativeness of this approach allows companies to improve the user experience and offer the simple, personalized and engaging experiences that customers are dreaming of when interacting with companies through digital touchpoints.

Customer experience, digital touchpoints, user-experience, design thinking, empathy, human-centricity, innovation --- Sciences économiques & de gestion > Marketing

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This eBook is a collection of articles from a Frontiers Research Topic. Frontiers Research Topics are very popular trademarks of the Frontiers Journals Series: they are collections of at least ten articles, all centered on a particular subject. With their unique mix of varied contributions from Original Research to Review Articles, Frontiers Research Topics unify the most influential researchers, the latest key findings and historical advances in a hot research area! Find out more on how to host your own Frontiers Research Topic or contribute to one as an author by contacting the Frontiers Editorial Office: frontiersin.org/about/contact

Science: general issues --- Psychology --- Positive technology --- Positive Psychology --- virtual reality --- augmented reality --- serious gaming --- User Experience Design --- Emotion Regulation --- awe --- Empathy --- cognitive enhancement

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This eBook is a collection of articles from a Frontiers Research Topic. Frontiers Research Topics are very popular trademarks of the Frontiers Journals Series: they are collections of at least ten articles, all centered on a particular subject. With their unique mix of varied contributions from Original Research to Review Articles, Frontiers Research Topics unify the most influential researchers, the latest key findings and historical advances in a hot research area! Find out more on how to host your own Frontiers Research Topic or contribute to one as an author by contacting the Frontiers Editorial Office: frontiersin.org/about/contact

Science: general issues --- Psychology --- Positive technology --- Positive Psychology --- virtual reality --- augmented reality --- serious gaming --- User Experience Design --- Emotion Regulation --- awe --- Empathy --- cognitive enhancement

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This book is a collection of articles that have been published in the Special Issue “Responsive Architecture” of the MDPI journal Buildings. The eleven articles within cover various areas of sensitive architecture, including the design of packaging structures reacting to supporting components; structural efficiency of bent columns in indigenous houses; roof forms responsive to buildings depending on their resiliently transformed steel shell parts; creative design of building free shapes covered with transformed shells; artistic structural concepts of the architect and civil engineer; digitally designed airport terminal using wind analysis; rationalized shaping of sensitive curvilinear steel construction; interactive stories of responsive architecture; transformed shell roof constructions as the main determinant in the creative shaping of buildings without shapes that are sensitive to man-made and natural environments; thermally sensitive performances of a special shielding envelope on balconies; quantification of generality and adaptability of building layout using the SAGA method; and influence of initial conditions on the simulation of the transient temperature field inside a wall.

spanish balcony --- form-finding --- agent-based theory --- strength --- carrier component structures --- digital tools --- shape transformation --- Karamba 3D --- free-form building --- folded sheet --- performance-oriented design --- spatial analysis --- moveable facade components --- space plan --- building free-form structure --- situatedness --- heat flow --- interactive architecture --- steel construction --- thermal conditions --- responsive architecture --- kinetic envelope --- architectural form --- thermal performances --- Grasshopper --- algorithmic-aided shaping --- adaptive envelope --- initial conditions --- adaptability --- parametric design --- digital fabrication --- shadows --- thin-walled open profile --- steel bar structures --- network analysis --- outdoor test cells --- interaction narrative --- CFD --- sensor interaction --- wind analysis --- vernacular houses --- corrugated shell roof --- bent piles --- building free form structure --- boundary conditions for simulation --- thin-walled profile --- structural systems --- Ammatoan houses --- flexibility --- structural analysis --- numerical analysis --- experimental measurement --- adaptive design --- integrated architectural form --- evaluation tool --- effectivity --- building structure --- parametric architecture --- user experience --- justified plan graphs --- generality --- Space Syntax --- architectural morphology --- simulation and computational design studies