Date of Award

Spring 5-30-2017

Document Type


Degree Name

Master of Industrial Design


Industrial Design

First Advisor

Claudia Rebola

Second Advisor

Emily Rothschild

Third Advisor

Jason Sun


Consumption motivation is the drive to satisfy needs and wants. It is also a desire for a product, service, or experience. The continual raising of the consumption desire has brought us where we are today. When old needs are met, new needs emerge, then we can create the infinite desire in our modern society. As brands are in a market full of competition, they are aware that they cannot stay in the same place when others are putting effort on business expansion. Our customers are calling for new service, thus brands need to keep being energetic and innovative.

Understanding consumption motivation is the root to explain your customer’s behaviors and emotions during service or experience. After a series of consumption motivation investigations, I understand their desires, expectations, and motivation more deeply. As concluded, it can be divided into four categories, so your customers want brands to: reduce their burden, expand their options, share their experience, and accept their wisdom. Based on these, I developed a new consulting tool for companies to look for potentials as many as possible.

In the following chapters, I will introduce a new consulting tool— Consumption Motivation Design Matrix—which is built on the understanding of customer’s motivation, behaviors, and emotion. This new tool is able to help brands to evaluate their service offerings and identify future opportunities for fulfilling customers’ needs when brands intend to do a transition or looking for a new platform. Meanwhile, in order to demonstrate how to apply this tool to various businesses at different stages, I included three case studies from different industries: Grounded Local, Venmo, and Uber.



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