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Lincoln CX Team
Lincoln, the American luxury car business, were exploring approaches to retail and experience.
In order to help them understand the behaviours and expectations of the upcoming Millennial and Generation Z audiences I ran a project mapping the car buying journey against the emotional reactions of Lincoln customers, instead of a functional explanation linked to Lincoln's own processes.
At each stage we backed up our work with research and provided examples of other CX focused brands who were delivering experiences that answered the emotional needs of Lincoln customers.
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