#1nlab17 - design of everyday spaces

Experience Lab 2017 | 11.08 – 11.10 2017

BY DESIGN

Design of Everyday Spaces

Connecting Digital to the Physical

Experience Lab 2017 | 11.08 – 11.10 2017

Cathy Lynk@clynk2

Experience Lab 2017 | 11.08 – 11.10 2017

It all started with HGTV

Experience Lab 2017 | 11.08 – 11.10 2017

The La-Z-Boy Dilemma

Experience Lab 2017 | 11.08 – 11.10 2017


MOVING DAY

Experience Lab 2017 | 11.08 – 11.10 2017


ONE MONTH LATER

Experience Lab 2017 | 11.08 – 11.10 2017

The La-Z-Boy Dilemma CURRENT STATE

Experience Lab 2017 | 11.08 – 11.10 2017

Almost, but Not Quite

Experience Lab 2017 | 11.08 – 11.10 2017

D

“Everything has a personality. Everything sends an emotional signal.”

– DON NORMAN, author of The Design of Everyday Things

Experience Lab 2017 | 11.08 – 11.10 2017

We need to design

productsserviceswebsitesspacesto convey desired personalities and emotions

Experience Lab 2017 | 11.08 – 11.10 2017

BRAND EXPERIENCE DIGITAL PHYSICAL

Experience Lab 2017 | 11.08 – 11.10 2017

DIGITAL! Available anywhere,

anytime

! Evolves with you

! Offers multiple formats to consume and shareinformation

DIGITAL PHYSICAL

Experience Lab 2017 | 11.08 – 11.10 2017

PHYSICAL! Occurs at a single-point

in time

! Offers a personalconnection

! Applies to all 5 senses

DIGITAL PHYSICAL

Experience Lab 2017 | 11.08 – 11.10 2017

Let’s Focus on the Intersection

BRAND EXPERIENCE

DIGITAL

PHYSICAL+

Experience Lab 2017 | 11.08 – 11.10 2017

DWe’ll take a look at 3 spaces:THE OFFICE

ON CAMPUS

AROUND TOWN

Experience Lab 2017 | 11.08 – 11.10 2017

D

The Office

Experience Lab 2017 | 11.08 – 11.10 2017

The OfficeMarketing Objective

Foster productivity, wellbeing

and brand pride in a

welcoming environment

Experience Lab 2017 | 11.08 – 11.10 2017

Rethinking the Professional Workspace

Source: Gensler Research, Jones Lang LaSalle Inc.

Firms have reduced their office footprint by 15-20% in last 5 years.

Employers have seen a

12%in productivity and satisfaction when employees are offered choices in work settings.

Experience Lab 2017 | 11.08 – 11.10 2017

GENERAL ELECTRIC

! Founded in 1889, goes through a cultural revolution every generation

! Headquarters is moving from the suburbs of Connecticut to downtown Boston

! No one has an office

Experience Lab 2017 | 11.08 – 11.10 2017

GE

Experience Lab 2017 | 11.08 – 11.10 2017

GE“It’s an effort to make

us more horizontal, and

make us a less formal

company. I don’t sit in a

fortress anymore.”

Alex Dimitrief

GE, General Counsel

Source: Thomson Reuters

Experience Lab 2017 | 11.08 – 11.10 2017

CBRE

! Commercial real estate services and investment firm

! Transformed a 100-year-old building into its new headquarters in LA

! Over 90% of employees reported a positive effect on their health and wellbeing in the new office

Experience Lab 2017 | 11.08 – 11.10 2017

CBRE

Experience Lab 2017 | 11.08 – 11.10 2017

CBRE

"What we're saying to

our clients is, Come in

and see how we live.”

Lewis C. Horne

CBRE, LA Region President

Source: Forbes

Experience Lab 2017 | 11.08 – 11.10 2017

The Office

Taking Note

! Live your brand promise

! Walk in your clients’ shoes

! Embrace the “work from

anywhere” principle

Experience Lab 2017 | 11.08 – 11.10 2017

D

On Campus

Experience Lab 2017 | 11.08 – 11.10 2017

On CampusMarketing Objective

Attract top talent while

expressing your firm’s unique

culture and values

Experience Lab 2017 | 11.08 – 11.10 2017

PWC

! Global accounting and advisory service firm

! Effectively integrates online presence with its on-campus activities

! Committed to maintaining high employee engagement

Experience Lab 2017 | 11.08 – 11.10 2017

PwC

Experience Lab 2017 | 11.08 – 11.10 2017

PwC"As many leading employers

are now on social media, it’s no

longer a novelty and we must

continue to think of ways to

differentiate ourselves.”

Salika Suksuwan

PwC, Executive Director

Source: Human Resources Online

PwCPwC

Experience Lab 2017 | 11.08 – 11.10 2017

PwC Explore a day in the life at PwC through a virtual tour of one of our offices.

You going to make that softball game after work today? Are you doing a

rotational this year?

You should join the next D&I Workshop.

Experience Lab 2017 | 11.08 – 11.10 2017

On Campus

Taking Note

! Align your physical presence

with your brand identity.

! Focus on campaigns and extend

messaging across channels.

! Demonstrate high employee

engagement.

Experience Lab 2017 | 11.08 – 11.10 2017

D

Around Town

Experience Lab 2017 | 11.08 – 11.10 2017

Around TownMarketing Objective

Connect with customers

where they are, IRL

Experience Lab 2017 | 11.08 – 11.10 2017

Decline in Branches, Rise in Mobile-Banking

Source: Bain & Co.

Since 2010, the retail banking industry has been closing 1,000+ branches every year.

Consumers using their bank’s app leapt by 20% from 2012 to 2015.

52%

2012

Sorry, we’re

ClosedPlease visit us online

32%

2015

Experience Lab 2017 | 11.08 – 11.10 2017

CAPITAL ONE

! US-based commercial bank

! Reimagined the traditional bank branch by creating cafés

! Focused on building loyalty in a space that promotes good conversation and productivity

Experience Lab 2017 | 11.08 – 11.10 2017

Capital One

Source: CX Financial Services

Chicago, ILBoulder, CO New York City, NY

Experience Lab 2017 | 11.08 – 11.10 2017

Capital One"The cafés are a unique

opportunity to present a

physical manifestation of our

brand and take this as an

opportunity to connect with

customers on their terms.”

Mike Friedman

Capital One, Chicago Café


Experience Lab 2017 | 11.08 – 11.10 2017

STATE FARM

! Insurance company, based in Bloomington, IL

! Launched Next Door Café as a customer-research facility

! Mission is to find new ways to work with customers

Next Door by State Farm

Experience Lab 2017 | 11.08 – 11.10 2017

State Farm

“We're learning about customer

needs and developing solutions.

We're figuring out how to have

the right conversation.”

Amy Bally

State Farm, AVP

Source: Chicago Business

Experience Lab 2017 | 11.08 – 11.10 2017

KPMG

! Global accounting and advisory service firm

! Created a unique clubhouse in London, centered around customer experience

! Goal was to solve a challenge that many clients faced

Experience Lab 2017 | 11.08 – 11.10 2017

KPMG


Experience Lab 2017 | 11.08 – 11.10 2017

KPMG

"We thought we’d create a West

End space for people to meet,

mingle and touch down.”

Simon Collins

KPMG, UK Chairman

Source: Financial Times

Experience Lab 2017 | 11.08 – 11.10 2017

Around Town

Taking Note

! Connect with your customers,

on their terms.

! Provide unique tools and

resources, beyond your

business offerings.

! Integrate digital touchpoints

into the physical space.

Experience Lab 2017 | 11.08 – 11.10 2017

D

Flipping the Script

Experience Lab 2017 | 11.08 – 11.10 2017

What Can We Learn from Digitally Native Brands?

DIGITAL

PHYSICAL+

Experience Lab 2017 | 11.08 – 11.10 2017

D

Connecting the Experience

Experience Lab 2017 | 11.08 – 11.10 2017

Connecting the Experience

DIGITAL

PHYSICAL+

! Extend your visual identity system

(color, typography, image styles).

! Embody your brand promise in

voice, tone and cultural vibes.

! Continue the journey across online

and offline touchpoints.

Experience Lab 2017 | 11.08 – 11.10 2017

BY DESIGN

Design of Everyday Spaces

Connecting Digital to the Physical