Product-service strategy

Case study

Defining a global
experience design brief

  • Defining a global <br>experience design brief
  • Defining a global <br>experience design brief

A global brand asked us to help create the brief for its first harmonised global redesign. A key challenge for the project was to develop a coherent design strategy that would cater for vast differences in market position (from developed market leader, to emerging market new entrant) and harmonise a diverse portfolio (with different lead formats and sub-brands across markets).

By taking an experience-centric approach we made consumers and the brand the starting point for the redesign. We began by defining our evaluation framework; the key consumer journeys to explore and journey steps to allow comparison with competitors and across markets. After this set-up stage we conducted an intensive one-week series of experiential audits in China, Russia, UK and USA, leading cross-functional teams through in-context consumer interviews and synthesis workshops to evaluate the brand’s product experience in each market.

As a final stage, the global experience audit was reviewed – along with brand-design identity guidelines – in cross-agency workshops to define briefs for structural packaging, product and graphic design development.


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  • Consumer research
  • Experience vision
  • Portfolio planning

Project type

Experience evaluation

There is a lot of talk about ‘joined-up customer experiences’. However, most brands struggle to put this talk into action across multiple product and service touch-points. How can siloed organisations get better at achieving the internal cohesion needed to bring joined-up experiences to market?

We begin by defining a user journey framework – that allows internal teams to assess how their own and each other’s function impacts on consumers. We combine the resulting insights – from both users and experts – to create a map of current customer experience and compare it to the competition. Through discussion of highs and lows, competitive weaknesses and critical steps in the journey, we help teams to prioritise experience improvements and turn jargon into actionable policy.