Visual — heroGame screen next to the physical pass/postcard.
Past work
Hermès — Le Voyage Hermès
Understanding the boutique experience without sending a survey.
Hermès wanted more regular feedback on the boutique experience without falling back on a standard satisfaction survey that would feel out of place in the client relationship. The question was broader than “were you satisfied?”. We also wanted to understand whether the client had been properly supported and whether the minimum background around the house, the product, craft and history had actually been passed on during the sale.
(01) Research
Start with the relationship, not the questionnaire
Interviews showed how important the salesperson relationship could be, sometimes continuing through direct messages after a visit, while the brand itself could still feel difficult to reach.
We also had to be careful not to add another reporting task for salespeople who were already busy on the floor.
We explored several routes: seller feedback, client ambassadors and a more continuous dialogue. Those options helped us narrow the problem down. The solution had to respect the seller’s time and give the client a reason to participate.
Paths explored
- Mystery visitsNo regular, day-to-day feedback
- Direct surveysFelt too blunt
- Feedback collected by sellersTakes salespeople’s time
- Customer ambassadorsTakes salespeople’s time
- Ongoing client dialogueTakes salespeople’s time
What we chose
A board game, opened by a seasonal pass
After a purchase, a pass gives access to a short game of the goose: stories about the house, quizzes, and feedback questions built into the play rather than asked separately.
(02) The game
Turn the questions into an experience
The final concept became a seasonal game opened after the purchase experience. The client moves through short pieces of Hermès culture, craft, art and small challenges.
Questions are folded into those moments. Some reveal what the client remembers from the boutique experience; others collect direct feedback on the service. The research layer sits behind the game rather than becoming the whole interface.
The “sesame” simply creates the handoff from boutique to digital. After a purchase, it gives access to the game; the same idea can be adapted for an online purchase.
- 1 The pass opens the game After a purchase, a seasonal pass brings the customer back after the visit.
- 2 Roll the dice Move square by square across the board.
- 3 Did you know? Squares tell stories about the house through a short quiz.
- 4 The question, inside the game Right after the answer, a feedback question in the same tone.
- 5 The guest book An open space to share the experience, signed or anonymous.
This remained an exploratory concept, so I would not attach business impact to it. The useful part of the case is the reframing: instead of asking how to get more answers, we designed something that made giving an answer feel like part of the brand experience.
