Design-Driven Customer Engagement

A retail brand redesigned their packaging last month. Same product. Same price point. Same distribution channels. Sales increased 340% within six weeks. What changed? Visual storytelling that connected with customer needs. I understand how overwhelming packaging redesign feels when balancing aesthetic appeal with functional requirements. Your brand identity matters deeply, and effective packaging communicates value before customers read a single word. The breakthrough came from understanding customer decision-making at the shelf. Four design principles that transform packaging into sales drivers: First, establish clear product hierarchy through visual weight. Bold graphics highlight premium offerings. Lighter designs signal entry-level options. Weight distribution guides customers toward products matching their budget expectations. Second, use texture patterns that communicate product benefits. Smooth surfaces suggest refined formulations. Textured elements indicate strength or durability. Tactile cues reinforce product positioning through physical interaction. Third, position key information within the customer's natural scanning pattern. Eyes move left-to-right across packages. Place critical benefits in high-visibility zones. Information placement determines what customers notice first. Fourth, create unboxing sequences that build anticipation. Layer reveals generate emotional engagement. Progressive disclosure maintains interest throughout the opening experience. Structured unboxing transforms routine purchases into memorable moments. The brand applied these principles to redesign their entire product line. Customer retention improved 85% alongside the sales increase. Design choices directly influenced purchasing behavior and brand loyalty. Your packaging speaks before your product performs. From my perspective, successful packaging design requires understanding customer psychology at the point of purchase. What packaging element most influences your buying decisions when comparing similar products?

As designers, we have always wanted a seat at the table. And, eventually, most of us got it. But, most failed. Because when you get a seat at the table, you need to speak the language of business. As a designer, you can make all the beautiful, functional designs you want. But, if you can't tie your work to business impact, you won't be taken seriously. The truth is, business leaders and stakeholders don't care about your pixel-perfect designs. They care about metrics like growth, retention, conversion, etc. And, if you want to make a place for yourself, you need to understand how your designs affect: 👉🏻 Retention Rate 👉🏻 Engagement Rate 👉🏻 Conversion Rate 👉🏻 Task Success Rate 👉🏻 Time on Task 👉🏻 Customer Satisfaction (NPS or CSAT) And, if you can justify it with your research, decision-making, iteration, and data- nothing like it. Because the stakeholders understand design is not just about aesthetics. Most users won't even notice them. But, they will notice if they were able to complete the task and if it was easy for them. And, it's high time you did, too. If you can speak to these metrics, business leaders will listen. If you can prove design’s ROI, you’ll become a key player in decision-making. So, don't just design. Design with Impact.

Every delightful customer interaction begins with the marketer, and it can only be as powerful as the #CRM and #metadata underpinning it. With agents supporting them at every step of the customer journey creation process, marketers and #customerengagement teams can now create superior experiences shaped by intelligent and emotionally resonant conversations. At a cognitive level, the human brain no longer perceives AI as a “chatbot.” It perceives a relationship. This emotional shift fundamentally changes how consumers relate to brands, fostering deeper loyalty and trust. When customers interact with agents in a way that feels natural, their engagement deepens. The implications go far beyond engagement. Every AI-driven interaction generates a wealth of contextual data, far richer than what brands could ever collect from a single web form or survey. In one conversation, an agent can gather insights about a customer’s preferences, behaviors, and intent, building a more complete, dynamic customer profile. This continuous intelligence loop allows brands to maximize the value of every interaction. Let’s bring this to life with an example... Imagine Melanie, one of your many potential customers. She’s been thinking about joining Posh Fitness, a popular gym chain in her city. Instead of filling out a form, she decides to engage with the agent on their website. As they chat, it quickly feels more like a friendly exchange than a transaction. Melanie shares her fitness goals, whether she wants to lose weight, gain muscle, or improve flexibility, and the agent listens closely, asking the right questions to understand her needs and intent. The agent gathers valuable insights through this conversation that a simple web form could never capture. Melanie mentions her dietary restrictions, her preference for a supportive personal trainer style, and that she loves outdoor workouts but needs a flexible schedule due to her busy life. In just a few minutes, the agent collects a wealth of data about Melanie: her goals, preferences, and availability—all essential to crafting a personalized experience. And because the conversation feels human-like and emotionally resonant, it creates an immediate connection to Posh Fitness. By collecting this richer data early in the relationship, Posh Fitness can offer tailored recommendations and build Melanie’s loyalty well before she signs up. This isn’t just about closing a sale. It’s about building trust and delivering personalized experiences that evoke emotions and feel deeply human. Brands that will thrive in the era of #Agentic #AI are those that recognize the shift from transactional interactions to relationship-driven engagement. This isn’t just about personalization; it’s about creating experiences and dialogues that feel alive—where AI and marketers co-create journeys that adapt in real time, amplifying the impact of every customer moment.

Experience as a Revenue Driver: The ROI of Placemaking The way a space is designed influences how people interact, how long they stay, and how much they spend. Whether in hospitality, stadiums, or mixed-use developments, the most successful projects focus on experience-driven design to maximize engagement and revenue. Spaces that prioritize thoughtful design see higher guest satisfaction, increased spending, and stronger brand loyalty. The Business Case for Experience-Driven Design: ➕ Dwell Time Directly Impacts Sales When people feel comfortable and engaged, they stay longer and spend more. A 10% increase in dwell time can lead to a 20-30% rise in sales. Thoughtful circulation, immersive environments, and inviting communal areas encourage visitors to explore and interact. ➕ Emotional Connection Strengthens Brand Loyalty A well-designed space creates a deeper connection between guests and the brand. Companies that foster emotional engagement see a 63% increase in customer retention. Sensory details, personalized experiences, and a strong visual identity build long-term relationships with visitors. ➕ Premium Hospitality Boosts Revenue Per Guest Guests are willing to pay more for an elevated experience. High-end hospitality environments generate up to 10X more revenue per guest by incorporating exclusive services, premium materials, and curated atmospheres that enhance perceived value. ➕ Seamless Navigation Enhances Engagement An intuitive layout and clear wayfinding improve the overall experience. Well-integrated signage and digital tools increase customer satisfaction by 50%, reducing frustration and making it easier for guests to move through a space, find key destinations, and make purchases. ➕ Revenue Growth Through Experience-Driven Design Financial success is measured by more than just foot traffic. Metrics like revenue per visit, per capita spending, and premium sponsorship value prove that well-designed environments lead to higher spending and repeat visits. Social media engagement and sustainability initiatives also enhance brand reach, asset value, and long-term profitability. Let’s Talk About What’s Next: Well-designed spaces do more than attract people. They create experiences that drive revenue, build loyalty, and add long-term value. If you’re thinking about how experience-driven design can shape your next project, let’s talk. #Placemaking #ExperienceDesign #HospitalityDevelopment #RevenueGrowth

Your customers don't want to shop - they need to dream. These environments tap into deep psychological triggers, engaging the brain’s emotional centers to create lasting connections. By designing spaces that feel both familiar and otherworldly, these brands create “liminal” experiences that resonate on a profound level, turning customers into participants in the brand’s story. Great Case Studies: Vans’ House of Vans: This space isn’t just a store; it’s a cultural hub where retail, art, music, and skateboarding converge. Visitors don’t just shop—they become part of the Vans ethos, living and breathing the brand’s core identity. Coach x Disney Pop-Ups: These enchanting spaces blend luxury with nostalgia, inviting customers into a world where Coach’s craftsmanship meets the whimsy of Disney. The result? Shopping experiences that evoke deep emotional connections. Gucci Garden Archetypes: This experience immerses visitors in the rich narratives behind Gucci’s iconic campaigns. Each room tells a different story, allowing customers to explore the brand’s world from within. Burberry’s Imagined Landscapes: These environments merge the physical and digital, transporting customers into futuristic spaces inspired by Burberry’s vision. It’s a journey that transforms shopping into an exploration of what’s possible. The results speak for themselves. Increased dwell time, boosted conversion rates, skyrocketing social media buzz, and most importantly, delighted customers who leave feeling connected to the brand. #retail #inspiration #creativity #design #experiencedesign #brand Grant Dudson AMAR ALNΞMΞR ☀️🚀 Nuno Antunes

Reimagining Customer Marketing: Establishing a Purpose-Driven Engagement Flywheel Powering Adoption, Retention, and Advocacy Yesterday, I shared why customer marketing isn’t just advocacy. Advocacy alone doesn’t scale without a broader strategy that engages customers at every stage. When I joined Freshworks, I wanted to create a purpose-built organization focused on supporting customers across their entire journey to drive customer obsession. We didn’t call it Customer Marketing—we called it Customer Engagement for a reason—our goal was to design a flywheel that actively engages customers at every touchpoint to drive adoption, retention, and ultimately, lifelong loyalty. This flywheel is powered by seven key functions: 1️⃣ Executive Customer Engagement Builds strategic partnerships with customer executives through councils, advisory boards, and tailored programs. By fostering executive relationships and offering engagement opportunities, this team strengthens trust and influence. Additionally, it nurtures executive advocates and grows our share of wallet. 2️⃣ Voice of Customer (VoC) Ensures feedback is consistently captured and acted upon. By running surveys, advisory boards, and feedback loops, this team gathers critical insights that inform product improvements and enhance customer satisfaction. 3️⃣ Community Engagement Creates vibrant spaces where customers connect, share knowledge, and collaborate. Through online forums, ambassador programs, and events, this function drives a sense of belonging while promoting loyalty and advocacy. 4️⃣ Customer Education Empowers customers by offering structured learning programs such as certifications, training and workshops. These initiatives help customers maximize product value, driving higher adoption and long-term satisfaction. 5️⃣ Customer Advocacy Identifies and nurtures raving fans and gives them a platform to showcase their loyalty through things like customer stories, testimonials, reviews, and ongoing feedback—in term growing brand credibility. 6️⃣ Lifecycle & Retention Marketing Keeps customers engaged at key stages—onboarding, adoption, and renewal—by designing personalized multi-channel programs in partnership with cross-functional teams to deliver value across the journey. 7️⃣ Customer Comms Orchestrating 1:many comms while managing the air traffic control through coordinated and targeted comms that drive impact and value. 💡 Key takeaway: Building a scalable customer engagement flywheel means supporting customers at every stage—to ultimately create customers for life. What’s worked for you when building your customer marketing org? #CustomerEngagement #CustomerMarketing #CustomerAdvocacy #LifecycleMarketing #CommunityBuilding #CustomerEducation #CustomerSuccess #Retention #B2BMarketing