Bridging Business Challenges: Optimizing Brand Experiences with Experience Strategy-Oriented Design Thinking

Abstract: This paper explores a new approach to help organizations drive value through experience, by combining experience strategy with design thinking to bridge the gap between experience design and business environment. This new process helps designers take a holistic view of the business experience, solving the problem of human-centered design that does not necessarily solve a business challenge or benefit the brand. The result is more efficient and precise experience strategies and solutions to achieve business goals. We implemented this methodology in the leading Taiwanese home furnishing firm, encountering issues with customer attrition and reduced market presence. The company sought to enhance its competitiveness by optimizing its operations and improving customer experience. The results show that combining design thinking with experience strategy allows for a more comprehensive analysis of the business problem and helps to clarify the goals of experience management and innovation, leading to clearer and more feasible solutions. In addition, this approach can help organizations to continue to innovate in the absence of clear user pain points.

Keywords: Design Thinking, Experience Strategy, Brand Experience, Design Decision, Business Management

DOI: 10.54941/ahfe1004951

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