FIVE ESSENTIALS FOR STANDOUT CORPORATE EXPERIENCE DESIGN

August 22, 2019

Experiences have value, and as we assess how to connect with specific audiences—whether that be potential recruits, current employees or clients—we have to acknowledge the weight that an experience holds in the mind of a decision-maker over traditional communication methods.

While the possibilities are endless when it comes to creativity, there are essential best practices and research that need to couple your pursuit of developing an effective experience. It’s the culmination of smart design, technology, user experience mapping, strategy, storytelling and fabrication that provides results.

And though it may seem overwhelming, coupling the knowledge of your brand with strong partners to help in execution will help pave a path of success. Based on our history of working with partners to create these experience, here are five essential concepts to keep on your radar and incorporate into discussion:

1. BECOME A DETECTIVE.

Focus on what your audience (employees or customers) needs are and how you can directly address them. Listening to them first and researching their day-to-day work styles business challenges or new frontiers life can greatly pivot strategies.

Hy-Vee Inc. Technology Center

2. GET THE RIGHT PEOPLE IN THE ROOM.

Working in collaboration with architects, experience designers can play a pivotal role in ensuring that every space is maximized to its potential. With the ultimate goals of driving engagement, increasing recruitment/retention and growing a customer pipeline, getting the right people in the room from the very start is key. Collaboration between those who build the walls and those who design for them helps create a smarter experience from day one.

Dairy Farmers of America Corporate Headquarters (Building Architect HOK)

3. THINK PERPETUAL DATA.

Your space should be adaptive based on feedback. For example, retailers today are constantly adjusting their selling environment based on changing consumer behavior — your approach should be no different.  

3. DATA IS KEY.

When we focus on creating an experience, often the data becomes an afterthought. Right off the bat, metrics have the capacity to drive the space we’re planning by asking the right questions: What’s working? What’s not? Are employees less collaborative because of their environment? Does your marketing mix produce less results? Do customers have a hard time understanding your brand purpose?

As we then complete our project, creating points of data capture in our experience allow us to 1) understand the effectiveness of what we’ve created, 2) assess what audiences think of our experience and 3) provide recommendations on adjustments we can make in future iterations of the experience.

Caterpillar Inc. Dealer Experience Center

5. CONSIDER THE FINAL HEADLINE.

When clients or employees exit the doors of the experience you’ve created, what is the first thing they say? Determining what headlines you want the consumer to take away gives the project focus and purpose from the very start.

Wilson Sporting Goods Corporate Design

Wilson Sporting Goods Headquarters

At the end of the day, the intent of these ideas is to start conversations: how can you use experiences to drive better partnerships and communicate more effectively with those around you? If you’d like to learn more about Dimensional Innovations’ expertise or the projects featured in this article’s imagery, please visit our website at www.dimin.com or email Abby Hines, Corporate Account Director, at ahines@dimin.com.