Impacto del diseño sensorial automotriz en la competitividad, para evitar la estandarización tecnológica en microtalleres de la ciudad de Ambato

Abstract

This research analyzes the relationship between the user and the automotive product from an industrial design perspective, highlighting the importance of aesthetic differentiation and sensory design as fundamental elements for generating meaningful experiences. In a context of constant sociocultural change, it studies how the visual, tactile, emotional, and functional characteristics of automobiles influence users' perception, satisfaction, and identification with the product. Using a phenomenological approach, it delves into the experiences that arise during the userproduct interaction, exploring how people perceive, feel, and interpret vehicles beyond their utilitarian function. To this end, a field study was conducted in micro-workshops in the city of Ambato, Tungurahua province, involving users, technicians, managers, and operators, whose experiences provided insight into the reality of local automotive design. The study was developed using an applied methodology with a mixed-methods approach, a descriptive scope, and a propositional character, combining data collection and analysis techniques to obtain reliable results. As a contribution, a user-product sensory interpretation guide is proposed, aimed at strengthening design processes by incorporating criteria related to visual perception, tactile experience, emotional interpretation, and functional validation of automobiles. The conclusion is that a car represents an experience where design, engineering, and emotions converge. In this sense, the research demonstrates that understanding the user's sensory experience allows for the development of more human, innovative, and competitive products, capable of generating meaningful connections with people and effectively responding to their needs and expectations.