Lincoln, the American luxury car business, were exploring approaches to retail and experience. 

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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.

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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.