Data-driven innovation to capture user-experience product design: An empirical study for notebook visual aesthetics design

•A framework of data-driven product design is developed to capture user-experience effectively.•An empirical study was conducted to derive useful rules for notebook visual aesthetics design.•Specific rules are employed to support product design and validated the proposed approach in real settings.

Visual aesthetics is a critical factor of new product design to capture customer attention and create positive emotional reaction to enhance the customer satisfaction. Understanding user preferences in terms of product visual aesthetics and the factors affecting user experience (UX) is crucial for the product designers to enhance customer satisfaction. However, few studies have been done to identify the relationship between product characteristics of visual aesthetics and the UX reaction. This study aims to propose a framework of data-driven product design for capturing product visual aesthetics UX to effectively identify the useful design concepts from consumer preferences to consumer response. In order to validate the proposed framework, an empirical study in cooperation with a world leading electronics manufacturing service (EMS) company was conducted. The derived rules can assist the designers to design notebook visual aesthetics and develop promotion strategies to corresponding segments of different customers. The results have shown the practical feasibility of the proposed framework that has been implemented in this case company.