Brand Experience Goals Guiding the Design of Multiple Touchpoints

Virpi Roto, Markus Joutsela, Maaria Nuutinen

Research output: Contribution to conferencePaperScientific


This paper approaches multi-touchpoint experience
design from brand experience perspective and suggests
brand experience goals as the means for managing
experience design in multiple customer touchpoints.
The paper combines related works of the authors to
clarify the big picture of our position and introduces the
research topics of designing harmonious experiences
for the various touchpoints around a brand.
Original languageEnglish
Number of pages6
Publication statusPublished - 2016
EventNordic Conference on Human-Computer Interaction - Gothenburg, Sweden
Duration: 23 Sept 201627 Sept 2016
Conference number: 9


ConferenceNordic Conference on Human-Computer Interaction
Abbreviated titleNordiCHI
Internet address


  • Brand experience
  • Multi-touchpoint experience design
  • Brand experience goals


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