Deep personalization

Personality driven design in increasing customer intimacy in the aviation context

Master thesis (2017)

Authors

M. Yuan Industrial Design Engineering

Contributors

J. van Erp (supervisor 1)
R.A. Price (supervisor 1)
Faculty
Industrial Design Engineering
Copyright: © 2017 Mengqi Yuan
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Published Date

21-08-2017

Language

English

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Faculty

Industrial Design Engineering

Abstract

This project was conducted with the goal: to increase the customer intimacy by considering customer's personality for personalization. The main outcome of this project is a personality driven design principle based on the big five (Goldberg, 1990). This principle can be used as the guideline for personality-based product and service innovation. Furthermore, by applying this principle, a website tailored to customer's personality was formulated as a use case. According to the concept evaluation results, services taking personality into account by applying the proposed principle can positively influence the customer experience.