The new refresh helped with our potential customers’ perception of the brand, but I knew that the end-to-end customer experience was the most important (and still missing) piece of the puzzle — especially for a luxury brand like Kunstwinder. Great customer service, including insurance for reliable package deliveries, automatic client trust, and quick, efficient, and professional email communications, was a given. For example, one customer accidentally dropped the spherical glass case surrounding one of his watch winders. Even though the glass is rather expensive, we sent him a new one immediately, no questions asked. Besides the solid overall customer experience, we identified the receiving and opening of the package as a crucial touch point on the Kunstwinder journey map. Because of this, we decided to re-design the watch winder box using real wood and no screws, hinges, or other metal parts. Painted black with a single Kunstwinder logo engraved on the top, the new minimalist box embodied luxury.