Case study: How Symantec built engagement through design

March 17, 2015

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This case study summarizes the results of a controlled quantitative experiment surrounding the idea that design-based experience can change brand perceptions and customer behaviour. The hypothesis in this experiment was as follows: “If we can create a customer experience through design that influences the meanings people associate with a brand, then we can change their behavior towards the brand.” If you happen to work in an enterprise where “brand” is frequently misunderstood, and where you encounter challenges in convincing people to invest in customer experience, then this case study is for you. Glen Drummond, Chief Innovation Officer at Quarry, presented this customer experience case study at the Customer Experience Strategy Summit in Toronto, Ontario to modern marketers and CX experts in March 2015.

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