Transfiguration: a complete change of form or appearance into a more beautiful or spiritual state Just like a caterpillar transfigures to a butterfly, change although difficult helps us realise our full potential. Rebranding doesn’t necessarily mean to overhaul the core values of the company but rather aims at strengthening and articulating the same in a customer-centric way. To answer the quintessential question of what makes SOL(ShoesOnLoose) different from the plethora of other travel companies, I need to assert company’s core values in design and content to create a cognitive stamp on the customer, it becomes all the more crucial in digital markets, often it’s the deal-breaker. A design thinking approach allows us to empathize with the human aspect as well as combining analytics to ideate and create a customer-centred product which is rigorously tested to user satisfaction; it reiterates the company’s core value of putting customer experience before transactional benefits.
