Brand experience studio insights: Why brands need to rethink customer experience

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In this episode of In Conversation, NewTerritory's Creative Director Jack Holloway joins Clare Dowdy, Editor-at-Large at Design Week, to explore one of the biggest questions facing modern brands... why do brands need to change how they think about customer experience?

As a global brand experience studio specialising in experience design, customer journey design, and service innovation across aviation, automotive and rail, NewTerritory works with brands to create experiences that build emotional connection, differentiation and long-term loyalty.

In this conversation, Jack explores why the pursuit of “seamless” customer experiences may have gone too far and why the future of brand experience design may depend on introducing friction in the right places to create memorability, meaning and stronger customer relationships.

Watch the full conversation below to discover how leading brands can rethink customer experience strategy, service design, and experiential design for a new era.

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