Experience Design in Luxury is not planning an event, or a pop-up, or a new product launch...
Experience design in Luxury is deliberately and intentionally crafting each touchpoint of your customer daily journey by asking yourself the following questions:
- Is this aligned with my story? Is it coherent?
- Which of my values are visible here?
- Am I delivering on my promise?
- Which needs am I meeting here?
- Which senses are involved here?
- Which feelings/emotions I want to evoke here?
- Which feelings/emotions I don't want to evoke here?
- What cues am I using that are supporting my story, values and emotions?
- Are all the dimensions in this touch point taken care of? (Physical, digital, emotional)
- Which members of my team are involved in this touchpoint both in the front and at the back?
- How will I measure the success of this touchpoint?
If you are not asking yourself all these questions you are unfortunately not designing your customer/guest experience in the right way.
And this is why we keep interacting with brands through experiences that don't make any sense, are inconsistent, and don't create affiliation and loyalty.
And it is my mission to contribute my framework to the luxury industry so that we can all be beneficiaries of amazing experiences.
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