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首页> 外文期刊>Advances in Science, Technology and Engineering Systems >The Design Process in the Improvement of The Experience Between a Brand and its Target Audience Through a Digital Product: The Lexus Portugal’s used Car Website Case Study
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The Design Process in the Improvement of The Experience Between a Brand and its Target Audience Through a Digital Product: The Lexus Portugal’s used Car Website Case Study

机译：通过数字产品改善品牌及其目标受众之间的经验的设计过程：雷克萨斯葡萄牙二手车网站案例研究

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The study aims to demonstrate how the use of the design process can align a brand’s strategy with the interests of its target audience through a digital product based on a case study. Currently, Lexus internal studies show that there is a possibility to meet the needs of new audiences, beyond the traditional ones (men, 50 In order to achieve this goal, the following objectives have been defined: communicate the brand and its cars’ main values and philosophy, namely ecology, economy, safety and comfort; promote its services and products; and design an interface that guarantees users easy, pleasant and attractive navigation. The work process consisted of identifying the brand’s strategy and values, identifying users, analyzing the main competing brands in the market, and designing a prototype within the framework of User-Centered Design, for which it had to address crucial issues such as the application of character models, UX and UI design, the creation of wireframes and user flows, interface design and the development of usability tests. The results demonstrate that it is possible to align the strategic interests of brands with the needs, objectives and expectations of users in a context of increasing global concerns of citizens related to reuse and sustainability. In this sense, it is vitally important that brands adopt Design processes in order to converge their own brand interests with people’s demands.
机译：该研究旨在展示设计过程的使用如何通过基于案例研究的数字产品将品牌的策略与其目标受众的利益对齐。目前，雷克萨斯内部研究表明，有可能满足新观众的需求，超越传统的（男子，50岁以实现这一目标，已经确定了以下目标：沟通品牌及其汽车的主要价值和哲学，即生态，经济，安全和舒适;促进其服务和产品;并设计一个界面，保证用户容易，愉悦和有吸引力的导航。工作过程包括识别用户的品牌战略和价值观，分析了主要的策略和价值观在市场上的竞争品牌，并在以用户为中心的设计框架内设计原型，它必须解决关键的问题，如角色模型，UX和UI设计的应用，创建线框和用户流，接口设计和可用性测试的发展。结果表明，可以将品牌的战略利益与需求，目标和期望方向一致用户在增加与重用和可持续性相关的公民的全球担忧的背景下。从这个意义上讲，品牌采用设计流程是至关重要的，以便与人们的需求收敛自己的品牌兴趣。

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