Customer Empathy & Brand Experience Design

1 credits · Undergraduate

Before Dollar Shave Club, we went to Target to save on Gillette. We still buy traditional brands at traditional stores. But a host of these disruptors are cutting out the middleman while redefining brick-and-mortar retail. Amazon now gets us whatever we want, whenever and wherever we want it. Dollar Shave Club quickly amassed 3 million subscribers. These 'direct-to-consumer' brands control every customer interaction. These brands become as much about that experience as about the product itself. This requires customer empathy. Armed with these insights, we can create brands that reframe peoples' category expectations and, in best cases, enhance their lives.