A Study on User-Centered Brand Design from the context of Experience Design: Focused on Pet Supplies Industry in China

Abstract

The pet supplies industry in China has experienced rapid growth in recent years, leading to intensified market competition. Consequently, brands are in need of a new dimension of experience that focuses on understanding user needs and issues while building brand loyalty and trust. This study proposes a user-centered brand design model consisting of three phases: user needs discovery, issue definition, and scenario development. Employing the MEOWMO brand and the E-MOW value system as a case study, the model combines quantitative and qualitative research methods, including surveys and user experience scenarios, to help brands precisely define user needs and convey brand value. The research identifies a trend where users tend to trust brands that align with their psychological cognition and concepts. Therefore, constructing user experience scenarios aids in recognizing user expectations, goals, and issues, encouraging user participation in co-creation and ultimately enhancing brand loyalty. This model provides brands with a new direction to bolster their impact and user loyalty in the pet supplies industry. It also offers theoretical support for user-centered brand design, aiding brands in survival and value enhancement in a fiercely competitive market.