The contribution of the Experience Web: a study about its application in service design projects in fashion retail

Filipe Campelo Xavier da Costa, Carolina Rodrigues Andrade


The service design approach has been helping to build more relevant experiences for its users, with consequences in the retail environments design. Retail design consists of a field of action focused on the design of spaces and user experiences. Based on the model proposed by Petermans (2013), this study aims to evaluate the contribution of the Experience Web model to the development of service design projects in fashion retail environments. For that, Design Science Research is used as a research method. As a result, it was identified that the main contribution of the model is to foster design process during service design projects, adding to an experience-based perspective for projects within retail organizations.


Service design; Retail design; Experience Web

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