Luxury Group
CX Research • Journey Mapping • Service Design
Mapping and redesigning the end-to-end luxury customer journey
Helping a luxury Maison understand its customer journey and define a shared vision for the future omnichannel experience.
Omnichannel
CX Blueprint
Timeline
3 Months
2024
Team
Deloitte Digital
2 Designers +
1 Artistic director
Role
UI/UX Designer
& Product Owner
Platform
CX Strategy
Omnichannel
My Responsibilities
Customer Research
Journey Mapping
Service Design
Workshop Facilitation
Data Visualisation
Timeline
3 Months
2024
Team
Deloitte Digital
2 Designers + 1 Artistic director
Role
Service Designer
Platform
CX Strategy
Omnichannel
My Responsibilities
Customer Research
Journey Mapping
Service Design
Workshop Facilitation
Data Visualisation
Chapter 01
The
Challenge
Why?
Why?
The objective was to understand how customers experience the brand across channels and identify opportunities to improve the overall journey.
The Problem
Luxury brands are facing a major transformation as digital channels increasingly shape customer expectations.
Our mission was to analyze and redesign the end-to-end customer journey, from the first discovery of the brand to after-sales services.
Design question →
How might we create a seamless omnichannel experience while aligning the Maison's internal teams around a shared vision?
Chapter 02
Understanding the Journey
We began by analyzing how customers interact with the brand across every touchpoint.
Research included →
•
Analysis of customer reviews and feedback
•
Interviews with internal teams and retail staff across different regions
•
Benchmark of luxury competitors
•
Review of digital touchpoints (e-commerce, newsletters, CRM communication)
This research helped us identify key emotional moments, expectations, and frustrations throughout the journey.
Chapter 02
Understanding the Journey
Understanding the Journey
We began by analyzing how customers interact with the brand across every touchpoint.
We began by analyzing how customers interact with the brand across every touchpoint.
This research helped us identify key emotional moments, expectations, and frustrations throughout the journey.
This research helped us identify key emotional moments, expectations, and frustrations throughout the journey.
Research included →
•
Analysis of customer reviews and feedback
Analysis of customer reviews and feedback
•
Interviews with internal teams and retail staff across different regions
Interviews with internal teams and retail staff across different regions
•
Benchmark of luxury competitors
Benchmark of luxury competitors
•
Review of digital touchpoints (e-commerce, newsletters, CRM communication)
Review of digital touchpoints (e-commerce, newsletters, CRM communication)
Chapter 03
Mapping the As-Is Experience
We then created a detailed Customer Experience Map following a specific persona through the entire journey.
The Journey Included
•
Discovering the brand
•
Visiting the website
•
Entering the boutique
•
Purchasing a product
•
Waiting and delivery
•
Repair and after-sales services
•
Repeat purchases
Each step of the journey was supported by customer insights and data analysis.
Each step of the journey was supported by customer insights and data analysis.
For Each Step We Mapped
✓
Touchpoints
✓
Pain points
✓
Customer needs
✓
Business interactions
✓
Supporting data and metrics
Because the client was highly data-driven, each insight was supported with customer feedback and quantitative indicators.
Chapter 04
Designing the Future Experience
Once the current journey was validated, we organized a collaborative ideation workshop with stakeholders.
During the workshop we →
•
Generated use cases addressing key pain points
•
Explored innovative ideas for the luxury experience
•
Prioritized initiatives through collaborative voting
The goal was to transform insights into actionable opportunities.
Future Experience Blueprint
These initiatives were then integrated into the Future Experience Blueprint, representing the target customer journey.
Chapter 05
Creative
Creative
Creative
CX Blueprint
CX Blueprint
CX Blueprint
Because storytelling is essential in the luxury industry, we created a Creative CX Blueprint designed to reflect the brand universe.
Because storytelling is essential in the luxury industry, we created a Creative CX Blueprint designed to reflect the brand universe.
To make the future journey easier to understand and communicate internally, we designed a visually immersive version of the blueprint.
To make the future journey easier to understand and communicate internally, we designed a visually immersive version of the blueprint.
Creative Approach
Creative Approach
Creative Approach
I created a series of visual scenes using AI image generation and creative compositing, illustrating the different moments of the future experience.
I created a series of visual scenes using AI image generation and creative compositing, illustrating the different moments of the future experience.
I created a series of visual scenes using AI image generation and creative compositing, illustrating the different moments of the future experience.
This creative version helped transform the blueprint into a powerful storytelling tool for the brand.
This creative version helped transform the blueprint into a powerful storytelling tool for the brand.
Chapter 06
Chapter 06
Impact & Results
Impact & Results
✨
✨
Shared Customer Vision
The CX Blueprint aligned internal teams around a common understanding of the customer journey.
The CX Blueprint aligned internal teams around a common understanding of the customer journey.
📊
📊
Data-Driven Insights
Customer feedback and performance data helped identify key activation gaps across digital and retail channels.
Customer feedback and performance data helped identify key activation gaps across digital and retail channels.
🧭
🧭
A Strategic Direction
The Creative CX Blueprint became a communication tool used internally to guide future customer experience initiatives.
The Creative CX Blueprint became a communication tool used internally to guide future customer experience initiatives.
Chapter 05
Mapping the As-Is Experience
Mapping the As-Is Experience
The Journey Included
The Journey Included
The Journey Included
•
Discovering the brand
Discovering the brand
•
Visiting the website
Visiting the website
•
Entering the boutique
Entering the boutique
•
Purchasing a product
Purchasing a product
•
Waiting and delivery
Waiting and delivery
•
Repair and after-sales services
Repair and after-sales services
•
Repeat purchases
Repeat purchases
Each step of the journey was supported by customer insights and data analysis.
Each step of the journey was supported by customer insights and data analysis.
For Each Step We Mapped
For Each Step We Mapped
For Each Step We Mapped
✓
Touchpoints
Touchpoints
✓
Pain points
Pain points
✓
Customer needs
Customer needs
✓
Business interactions
Business interactions
✓
Supporting data and metrics
Supporting data and metrics
Because the client was highly data-driven, each insight was supported with customer feedback and quantitative indicators.
We then created a detailed Customer Experience Map following a specific persona through the entire journey.
Key learnings...
Understanding Luxury Customer Expectations
Understanding Luxury Customer Expectations
Working on this project allowed me to explore the luxury industry in depth. Understanding the expectations of high-end customers and the strategic priorities of luxury Maisons.
Working on this project allowed me to explore the luxury industry in depth. Understanding the expectations of high-end customers and the strategic priorities of luxury Maisons.
Turning Data into Experience Insights
Turning Data into Experience Insights
By analyzing customer feedback, reviews, and performance indicators, I learned how to transform qualitative and quantitative data into actionable CX insights.
By analyzing customer feedback, reviews, and performance indicators, I learned how to transform qualitative and quantitative data into actionable CX insights.
Service Design as a Strategic Tool
Service Design as a Strategic Tool
This project showed me how journey mapping and service design can help align teams, structure complex experiences, and build a shared vision of the future.
This project showed me how journey mapping and service design can help align teams, structure complex experiences, and build a shared vision of the future.
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View Project
Luxury Group
CX Research • Journey Mapping • Service Design
Mapping and redesigning the end-to-end luxury customer journey
Mapping and redesigning the end-to-end luxury customer journey
Mapping and redesigning the end-to-end luxury customer journey
Helping a luxury Maison understand its customer journey and define a shared vision for the future omnichannel experience.
Helping a luxury Maison understand its customer journey and define a shared vision for the future omnichannel experience.
Omnichannel
Omnichannel
CX Blueprint
CX Blueprint
Chapter 01
The
Challenge
The
Challenge
Why?
Why?
The objective was to understand how customers experience the brand across channels and identify opportunities to improve the overall journey.
The objective was to understand how customers experience the brand across channels and identify opportunities to improve the overall journey.
The Problem
Luxury brands are facing a major transformation as digital channels increasingly shape customer expectations.
Luxury brands are facing a major transformation as digital channels increasingly shape customer expectations.
Our mission was to analyze and redesign the end-to-end customer journey, from the first discovery of the brand to after-sales services.
Design question →
How might we create a seamless omnichannel experience while aligning the Maison's internal teams around a shared vision?
Chapter 04
Designing the Future Experience
Designing the Future Experience
Once the current journey was validated, we organized a collaborative ideation workshop with stakeholders.
During the workshop we →
•
Generated use cases addressing key pain points
Generated use cases addressing key pain points
•
Explored innovative ideas for the luxury experience
Explored innovative ideas for the luxury experience
•
Prioritized initiatives through collaborative voting
Prioritized initiatives through collaborative voting
The goal was to transform insights into actionable opportunities.
Future Experience Blueprint
Future Experience Blueprint
These initiatives were then integrated into the Future Experience Blueprint, representing the target customer journey.
These initiatives were then integrated into the Future Experience Blueprint, representing the target customer journey.