Generating wow experiences with small and medium-sized enterprises

In this paper, we describe our collaboration with small- and medium-sized enterprises (SMEs) to create wow-type positive user experiences using digital tools. Most of these enterprises work in small-scale manufacturing. Digitalization enables scaling of company businesses and offers limitless opportunities for new value creation. The fast growing industrial internet business is based on the implementation of digitalization. The wow customer experience should be taken as a part of the product/service design and may help to uncover customer needs. Wow experiences as outstandingly positive user experience has often been cited as an important design target in industrial product development contexts. It will be increasingly important in global business-to-business relationships. There is always a need for customizing the level and types of wow effects for serious application domains.