Creating value through user experience: a case study in the metals and engineering industry

Abstract

Suppliers in metals and engineering industry are turning to user experience as a possible source of competitive advantage and value creation for the customer. Based on thirteen interviews carried out in three Finnish supplier companies, this paper explores how these companies perceive and approach user experience, and why it is in their interest to examine user experience. In these interviews, user experience was perceived both as a management tool within the company and a source of differentiation in the market. Interviewees identified the two main challenges: creating a solid value argumentation for user experience as well as showing the link between user experience and the monetary value it can create for the customer. The proposed solution to overcome the challenges includes four phases: 1) identifying the current position in turning user experience into value proposition, 2) understanding customer’s business model, 3) crafting the value proposition by showing long-term tangible and intangible impacts and using supplier’s internal knowledge on users in selling, and 4) communicating the value of user experience more effectively by improving the competence and trust of the sales personnel in user experience as a source of value for the customer. In addition, a conceptual framework for linking user experience and customer value is presented.