User Experience Research

Spring 2023
Project Partners—
Jennifer Hahn,
Foster Whitney

Experience Design for Luxury Brands

An insight-driven approach to user-centered research introducing a framework solution for the question, “What type of experiences can luxury brands, like Louis Vuitton, provide to reach a broader range of younger consumers without diluting their brand equity?”

web images.004.png
This project focused on Louis Vuitton as a high-awareness brand concerned with issues of brand dilution to answer the question of how a highly exposed brand might be able to grow in new areas and attract new audiences beyond traditional strategies of

This project focused on Louis Vuitton as a high-awareness brand concerned with issues of brand dilution to answer the question of how a highly exposed brand might be able to grow in new areas and attract new audiences beyond traditional strategies of product sales.

Eras map looking at how perceptions of luxury have changed over time.

Eras map looking at how perceptions of luxury have changed over time.

Eras map charting the evolution of leisure activities and entertainment over time in the United States. The leisure mindset has changed from intimate, relaxed, familial experiences to public, experiential and shared moments.

Eras map charting the evolution of leisure activities and entertainment over time in the United States. The leisure mindset has changed from intimate, relaxed, familial experiences to public, experiential and shared moments.

A range of 18-35 year olds—both luxury consumers and non—were surveyed, interviewed and invited to a workshop to understand what types of events, experiences and offerings would be most desirable.

A range of 18-35 year olds—both luxury consumers and non—were surveyed, interviewed and invited to a workshop to understand what types of events, experiences and offerings would be most desirable.

Data affinitization process aggregating all secondary and primary research, organizing into larger themes to find key insights that produced 4 overarching principles for design.

Data affinitization process aggregating all secondary and primary research, organizing into larger themes to find key insights that produced 4 overarching principles for design.

Four key findings for designing luxury experiences.

Four key findings for designing luxury experiences.

The final solution was to charge admission for traveling branded events as entry-level, awareness-building opportunities beyond major city centers.

The final solution was to charge admission for traveling branded events as entry-level, awareness-building opportunities beyond major city centers.

Various concepts were introduced and proposed as part of the final solution.

Various concepts were introduced and proposed as part of the final solution.

The final framework design was explored in 3-dimensions where an experience broadly would fall under one of three themes of nature/art/fantasy, offered at a high, medium or low price or reward tier, as well as connected largely to one of three distin

The final framework design was explored in 3-dimensions where an experience broadly would fall under one of three themes of nature/art/fantasy, offered at a high, medium or low price or reward tier, as well as connected largely to one of three distinct needs (cognitive, aesthetic, transformation). Each of these dimensions can be mixed and matched to fit the location context and/or target guest.

Used internally for analyzing event alternatives, each triangle acts as a weight to be adjusted along dimensions of length and width to make comparisons between different concepts.

Used internally for analyzing event alternatives, each triangle acts as a weight to be adjusted along dimensions of length and width to make comparisons between different concepts.