Mindful Effect of User-Centered Design on Brand Image and Brand Equity

Mindfulness improves understanding of contextual cues and avoids reckless habitual behavior. Being mindful is crucial for any organization if it really want to succeed in cut-throat competition. In order to cater the demand of the customers the organizations are ready to experiment with anything. As a result of such experiments, the term ‘user-centered design’ has developed. User-centered design (UCD) is a framework of processes (not restricted to interfaces or technologies) in which the needs, wants, and limitations of end users of a product, service or process are given extensive attention at each stage of the design process. This research focuses on how organizations mindfullyuse the concept of UCD in framing customer value propositions. Based on our analysis, we found that “user-centered design” has positive implications for brands dealing in generic consumer goods and negative implications for brands dealing in luxury goods market. The objective of this study is to mindfully analyze long-term effects of “user-design” on variables such as brand image and brand equity. In broader sense, we investigated long-term consequences of using UCD framework rather than much discussed short term gains. The analysis is essential to save potential long-term gains rather than chasing short-term gains. The study suggests pitfalls in following user centered design approach for short term gains. The study also suggests areas of concerns that a marketing manager must raise to upkeep the company’s brand image and eventually the brand equity while the organization follows user centered design. The paper focuses on several managerial implications that arise from this investigation.