Phygital Design: A Framework for products converging the Digital and Physical Worlds.

Abstract

Digital transformation has changed drastically the way people interact with products, revealing capabilities beyond those of typical physical versions. This shift has created a need for solutions that incorporate aspects from both physical and digital realms – known as phygital products. Despite the growing demand for such proposals, there is a lack of straightforward methods for their design, which presents challenges for designers in creating seamless and intuitive product experiences. This research addresses this gap by developing a specific design framework for physical-digital products. It builds on current practices from user-centered approaches and experience design, while effectively integrating physical and digital components. The study is structured into four phases, beginning with a literature review to gather key insights into phygital products, user behavior, and current design techniques implemented in the field. Then, an extensive analysis of existing hybrid products and services was conducted to identify patterns of success, common challenges, and mistakes. Based on those findings, an iterative framework was developed, followed by a case study where it was tested to improve the laundry washing experience, and finally a formulation of a refined second version of that methodology based on its performance. The results highlighted the importance of multidisciplinary coordination and an experience-driven mindset in achieving user satisfaction. Consequently, the proposed design method offers practical guidelines for designers and development teams, emphasizing the simultaneous development of physical and digital components and integral product validation. It also provides specific guidance for navigating the challenges and maximizing the opportunities presented by the emerging field of phygital products.

Date of Award	2024
Original language	English
Supervisor	Markus Kretschmer (Supervisor)