Fender
Establishing the future blueprint
Fender needed a clearer understanding of their ever-evolving customer base and a fully visualized strategic roadmap to guide the next few years. The partnership began with a deep dive into the end-to-end customer journey, mapping every current touchpoint across key audience segments: beginners, active musicians, and collectors. Through in-depth interviews with both customers and internal stakeholders, uncovered valuable insights informed the development of detailed personas and reimagined user journeys. This research shaped a newly articulated vision of the future—with robust features, refined functionality, and a distinct aesthetic direction.
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Customer interviews informed personas and reimagined journeys
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Research revealed that confusing navigation, unclear brand-specific terms, and too many options created a paradox of choice
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The aim was to create an authentic and relatable experience, aspiring musicians want something that feels real, and reflective of their own journey
