Applying the 4Es Marketing Concept to Develop Teachers’ Emotional User Experience on Digital Teaching Platforms

Abstract

This research aimed to study the needs and behaviors of teachers toward digital teaching platforms and to use the obtained data to develop User Experience (UX) design by applying the 4Es Marketing concept, which comprises Experience, Everyplace, Exchange, and Evangelism. Subsequently, testing was conducted with teachers, including evaluation of usage outcomes in various aspects such as satisfaction, usage behavior, and brand loyalty, to serve as guidelines for expansion in diverse contexts. Qualitative data was collected through in-depth interviews and focus group discussions with 10 teachers to analyze needs, problems, and limitations in using digital platforms. The platform underwent appropriateness testing in both UI/UX aspects, with emphasis on alignment with Thai teachers' behaviors across various skill levels. The research findings revealed that the platform could meet teachers' needs in all aspects, particularly the interactive learning simulation tools, resulting in teachers being able to save lesson preparation time, reduce grading workload, create new learning experiences for students, and increase teachers’ confidence in using technology. The overall user satisfaction evaluation score was 8.25 out of 10, with a high Net Promoter Score (NPS), where 90% of teachers recommended this platform to their colleagues and participated in sharing their platform usage experiences with others. Designing platforms that deeply respond to users’ emotional experiences can truly enhance teachers’ potential in the digital age. Furthermore, the research results can be extended to policy development, broad-scale platform development, and the creation of user-centered learning ecosystems in the long term.