EQUID-DEM: Empowering brand experience design with ergonomics

Abstract

Ergonomics and brand experience design (DEM for its acronym in Spanish “Diseño de Experiencia de Marca”) are two theoretical and practical approaches that share a central element: the human being. Under this statement, this article presents how it is possible to enhance the DEM service through the structured incorporation of ergonomics thanks to the Ergonomics Quality in Design (EQUID) model. The EQUID-DEM tool is proposed as an alternative to enhance the inclusion of internal and external users in the DEM service. This proposal is especially useful for micro, small and medium-sized enterprises (MSMEs), since it enables a structured and effective process that is often only carried out in companies with many resources allocated to the development of the marketing area.