The ingredients to a impactful space are simple: a dynamic mix of content, technology and design help bring physical spaces to life with engaging experiences and environments. But are you forgetting a common thread? It’s important to recognized that each scalable customer experience solution is only successful if every component of its creation is rooted in impactful storytelling. Technology is just digital clutter if it’s not being used to facilitate and communicate a specific idea or narrative; each element of our work must be intentional and ladder up to a bigger idea.

In the corporate universe, we often underutilize our day-to-day real estate—lobbies, offices, conference rooms, client briefing centers, cafeterias, common areas—as an asset for business expansion and inspiration. As experience designers, our ultimate goal is to collaborate with our clients and strategically design environments to meet their objectives: we opt to think beyond basic infrastructure and create spaces that invite results-driven discussion.

Caterpillar Dealer Experience Center

BEGIN WITH THE END IN MIND

The way we craft our experience and story has the capacity to shape the final headline our visitors leave with. If we don’t start by talking about our end result, we may find ourselves on a path that achieves different objectives than those we intended. Think about it this way: as the client exits your door, what will be the first sentence they say when they get back into their car?  We need to ensure that they walk away feeling like you heard them and are speaking to it. Your content should convey your ability to meet their specific business objectives (and not just a general industry). Whatever that end goal is, it must be infused into every part of the experience, both overtly and covertly. If we get that right, the chances of securing or expanding a client partnership.

From Left to Right: Ash Grove Experience Center, Hy-Vee Technology Center, Wilson Headquarters HQ Office

BACK TO THE BASICS OF BUILDING CONNECTIONS

The current model for client acquisition just doesn’t cut it anymore. In an age where digital interactions and information are everywhere, we often neglect the value of real experiences and human connection in closing business.

In fact, at a scientific core, we know human brains are wired to quickly process stories—a recent Harvard study found that when listening to stories, “the language processing parts in our brain, known as Broca’s area and Wernicke’s area, get to work, translating those…points into story form where we can find our own meaning (Peterson).” This means that sharing your company’s story is a valuable tool that can turn complex narratives into meaningful solutions for a client’s needs. This is why we’ve dedicated our efforts to helping partners build adaptable, technology-driven and customizable Client Experience Centers to help fuel client procurement plans in a results-driven way.

But why does adaptability and future-proofing matter for a client experience?

It gives you strong competitive edge. Leveraging both technology, content and client-specific data, the experience centers we create help develop comprehensive experience programs that can evolve as quickly as businesses does.

From Left to Right: Terracon Headquarters, Chicago LinkedIn Office, Wellsky Headquarters

WHERE ELSE DOES EXPERIENCE DESIGN BELONG?

In an increasingly competitive talent landscape, it has also become essential that you as a company are sending the right message back to qualified applicants—ensuring they see you as an opportunity for growth in a forward-thinking environment that will complement their career ambitions. Most companies find themselves at a barrier of one of two scenarios: They desperately need a refresh of their company culture or are not effectively communicating their vision with employees. When up against either of these problems, there are three main factors that consistently affect how your company is perceived:

→ COHESIVE BRANDING: Does every facet of your physical space bleed your company’s brand?

→ A CLEAR CORE: Do you what you want employees to feel, believe and know from the experience?

→ WALKING THE WALK: We’re good at saying what we want to do, but are we actually doing it?

So, who is getting it right? Here are a few projects worth checking out. They might spark ideas on how your space can evolve to cater to your business and customer:

HOW DOES OUR TEAM HELP?

At Dimensional Innovations, our approach is comprehensive. We know that building an experience is full of complexities—from determining strategic direction to crafting a comprehensive brand story, integrating with technology, implementing cohesive design, developing content and installing your big idea.

This is why we’ve built our process and team in a way that allows us to successfully execute this entire process on all projects from start to finish. On most projects, it looks a little something like this:

THE REST OF THE WAY

We’re here to not only work with your team, but collaborate with them. Involving designers early in the process is how we transform offices and centers into a strategic experiences. Have any ideas? Let’s talk. The Dimensional Innovations team is here to help you explore ideas and concepts that bring innovation to your organization.

MEET YOUR CONTACT: ABBY HINES

Abby Weltner

As the Corporate Account Director for DI, Abby Hines is responsible for leading DI’s effort to transform how our client’s employees and customers experience brands within a physical environment. While Abby is based in DI’s Minneapolis office, she is a proud Kansas City native.  Her background prior to DI entails sales and marketing experience at consumer-packaged goods and retail companies, such as Pepsi, Unilever, Newell Brands and Target.

Abby’s passion for bringing brands to life in a creative, impactful atmosphere is what excites her to create engaging experiences for today’s consumer and DI’s clients. With the work of DI, she feels most satisfaction when seeing how our work provides consumers an authentic, multi-sensory and human connection with a brand’s purpose.

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