Step 1: Defined the feeling through benchmarks

An emotional adjective is a spectrum, so my first mission was to find its edges by anchoring it to references the C-levels genuinely expected.

Working directly with them in the kick-off sessions, I facilitated the discussion to uncover their deeper expectations.

They pointed to the Singapore market website as the benchmark to reach, and asked us to study why Pizza Hut's website looked more appetising, which gave me an even more valuable reference.