El diseño de experiencia (Ux) como base de vinculación y fidelización de clientes. Oficina de Egresados USTA Colombia y Páramo CORP.

Abstract

Graphic design is a discipline that is responsible for communicating and projecting specific messages through graphic and communicational strategies based on research, so that it can reach a particular audience (School of Arts and Letters, 2010). In the same way, this area of ​​knowledge is related to a wide range of professions and areas, carrying out interdisciplinary projects (Pelayo, 2018), such as the design of experiences and experiential marketing that are directly and indirectly linked to the analysis performed in the present document Similarly, this article responds to the degree option in the internship modality of the Santo Tomás University. Therefore, it generates a reflection based on the practices carried out in the Páramo Corp company by Laura Daniela Gómez Delgado and the Office of Graduates of the University of Santo Tomás by Edwar Jordanny Montes Ortega, identifying the aforementioned subject and responding to the question raised: The methodologies of experience design used in the Office of Graduates of the USTA and Páramo Corp to generate and maintain user loyalty with respect to the Santo Tomás University and / or the client brands. Subject which can be directly or not evidenced in the events that each entity develops. At this point, the need arises to identify the contribution made by the graphic designer in the development of experiences, in addition to visualizing a differential contrast between the two companies. For this reason, a rubric is designed (see figure 2) based fundamentally on the mapping of experiences proposed by Kalvach (2016), generating an analysis and general description of two events or experiences developed by Corp and / or the Office of Graduates. The rubric will analyze the user experience regarding the different products or services, using elements of marketing and graphic design, also understanding the user's emotions in the atmosphere designed for the benefit and well-being of the same. Finalizing then with a comparative reflection between the two companies, delivering points of opportunity for improvement, to later optimally address the methodologies of experience design and / or experiential marketing in their processes.