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Client

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THE CLIENT

Wiley Guitarworks is an independent luthier known for their tagline "A Hand-crafted Experience." They specialize in creating not just custom guitars, but transformative journeys for musicians.

RESEARCH AND DISCOVERY

Through narrative interviews with luthiers and customers, along with extensive sentiment analysis of past communications, we discovered that customers deeply value the emotional journey of guitar creation but felt disconnected from their instrument's story due to fragmented communications, with 80% describing the building process as "emotional" or "personal" and 70% treasuring build photos but struggling to connect them to a cohesive narrative.

RESEARCH QUESTION

How can the custom guitar-building experience be enhanced to foster a stronger emotional connection between luthiers and their clients throughout the build process?

RESEARCH OBJECTIVES

Understand how clients emotionally experience the custom guitar-building journey.
Identify the pain points and limitations in current communication methods between luthiers and clients.
Explore what kinds of content (e.g., photos, videos, updates) are most meaningful to clients during the build process.
Assess the degree to which fragmented communication affects clients’ sense of connection to their instrument’s creation.
Uncover opportunities for a centralized, narrative-driven experience to improve client engagement and satisfaction.

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