A method for bringing user experience upstream to design

In the product development process one of the crucial phases is the evaluation of the design of the product that must satisfy the marketing targets based on the users' needs analysis. It is commonly acknowledged that a product is successful if people like and buy it. In the phase of ideation of a new product, it is paramount to test functionality and performances as well as the users' appreciation and feeling towards the new product. More specifically, in the case of consumer products characterised by a plurality of offers, interaction and experience should be addressed in addition to function and aesthetics in the user studies. Recent research has focused on the study of the user's emotional reaction when interacting and experiencing products, which is correlated with the global appreciation of the product and of its attributes. This paper presents an emotional engineering methodology using interactive virtual prototyping for evaluating the user experience and the emotional response with newly designed products early in the development process. The methodology suggests a way to optimise those aspects at the product concept phase.