The importance of sensibility, along with experience, is now highlighted in each academic sphere as well as in the change of marketing paradigm. BX design also requires development of strategic emotional positioning based on user experience (UX) that can satisfy customer needs. In response, this study sought to understand the experiences and sensibilities of experience providers in terms of strategic aspects of BX design, and based on this, it proposed detailed positioning steps. In response, 16 types of experience delivery methods of a particular brand were selected and the client's experience and sensitivity were to be measured by quantitative evaluation methods through empirical research. Based on the results of the study, the characteristics of user experience could be derived by image scale based on satisfaction and interest in analysis of main components, and based on this, the emotional positioning strategy of BX design in four stages was established. Through this study, we were able to develop strategic methodologies for the development of UX-based experience delivery tools to meet customer needs. In addition, we were able to reveal the relationship between UX design and BX design and present empirical attempts that can be fused by empirical studies.