Anish Joshi - A User's Narrative of Luxury
The talk will examine user centered design when it is practiced and utilised for branding in the luxury industry.
This may seem like a peculiar niche of design and industry to analyse, but it is luxury’s special nuances that make the user centric approach in this sector particularly twisting, fascinating and at times contradictory.
The talk will look at the components of luxury branding and how multiple touch-points through a user’s experience journey are used to tell a desired story (or multiple stories); and in the end how that user’s interpretation of these stories end up defining the user’s narrative experience as subjective, bespoke and fluid.
Backed with references to a variety of luxury brand’s strategies and a more in-depth case study into a luxury travel brand, the rationale of user centered design for luxury is exhibited as a real world, and real business performance.