After years of leading projects in financial services, government and travel sectors, Dean wanted to understand how and why people engage in buying luxury products. 

What might be learned from the user experiences provided by companies in the luxury industry and what could be improved?

Dean conducted informal interviews with people who had bought or were looking to buy a product from a luxury brand. 

The interviews were conducted in New York, Geneva, Shanghai, Singapore, Tokyo, Stockholm, Munich, Copenhagen and Sydney. 

The research provided insights into the process people went through in the customer journeys, different types of thinking and behaviour as well as attributes of good user experience in web sites in the luxury segment. 

The insights were presented to Bang and Olufsen in Denmark and informed subsequent design work outside the luxury industry.