Designing for the Customer Experience

We were interviewed about the impact of design on retail. Here’s what we had to say:

Q: Retail brands work tireless hours defining their image, how do you encompass their image into the space you’re creating?

A: For us it’s about a deep connection with the client. We first try to understand their business philosophy. We want to know why they’re in business. Then we immerse ourselves into their brand, so we can become the customer. The goal is to design a space that works for the end-user — their customer.

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Q: Creative Solutions, Meaningful Place.. What does that mean? And why did you choose it as your mission?

“The goal is to design a space that works for the end-user”

A: It means we aren’t just in business to design buildings. We want to create spaces that touch your heart and to experience the space in a meaningful way. We chose it because that’s how we want our team members to design and feel.

Q: Retail brands these days like to roll-out full remodels, how do you manage those projects?

A: The key is understanding the client and their customers. Once we fully understand their program, we use the techniques learned in our 25 years of retail to efficiently design every store, whether it’s 5 stores or 500.

View HFA website

Here’s the original article as published in Commercial Construction & Renovation Magazine:

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One thought on “Designing for the Customer Experience

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    There is a debate occurring in the experience design community regarding its focus, provoked in part by design scholar and practitioner, Don Norman . Norman claims that when designers describe people only as customers, consumers, and users, designers risk diminishing their ability to do good design.

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