Abstract

This article presents a tested framework for integrating brand key analysis and customer journey mapping (CJM) as design thinking tools in the retail design studio. The aim is to enhance the knowledge and design capabilities of undergraduate interior design students, particularly in experiential retail stores. A real-life case study involved fifth-semester interior design students, who were introduced to customer experience (CX) and experiential design methodologies. After a comprehensive briefing, they designed a retail store and proposed an engaging experience for a product-based company. Over four months, students’ progress was assessed by a panel of two studio instructors and two senior experienced designers from architecture and interior design. Evaluation criteria focused on proficiency in brand key analysis and CJM. Quantitative analysis revealed that while students excelled in analysis and concept design, their performance declined during the Embodiment and Detailed Design phases. Their strengths lay in identifying and articulating design problems related to brand experience, particularly in the CJM modules of attract and organizational needs. This underscores the need to prioritize skill enhancement, starting with a thorough understanding of the attract module, which addresses the complexities of retail, industry, and marketing. Additionally, focusing on organizational needs, especially the human dimension, ergonomics, and construction technologies, is essential. Ultimately, this tested framework can serve as a comprehensive guide for experiential retail design education, fostering multidisciplinary skills and knowledge.