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#1NLab17 - Design of Everyday Spaces

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Senior Digital Strategist Cathy Lynk takes inspiration from a variety of businesses and shows how a firm’s physical spaces can and should complement its digital spaces, and vice versa.

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#1NLab17 - Design of Everyday Spaces

  1. 1. Experience Lab 2017 | 11.08 – 11.10 2017 BY DESIGN Design of Everyday Spaces Connecting Digital to the Physical
  2. 2. Experience Lab 2017 | 11.08 – 11.10 2017 Cathy Lynk @clynk2
  3. 3. Experience Lab 2017 | 11.08 – 11.10 2017 It all started with HGTV
  4. 4. Experience Lab 2017 | 11.08 – 11.10 2017 It all started with HGTV
  5. 5. Experience Lab 2017 | 11.08 – 11.10 2017 It all started with HGTV
  6. 6. Experience Lab 2017 | 11.08 – 11.10 2017 It all started with HGTV
  7. 7. Experience Lab 2017 | 11.08 – 11.10 2017 The La-Z-Boy Dilemma
  8. 8. Experience Lab 2017 | 11.08 – 11.10 2017 The La-Z-Boy Dilemma MOVING DAY
  9. 9. Experience Lab 2017 | 11.08 – 11.10 2017 The La-Z-Boy Dilemma ONE MONTH LATER
  10. 10. Experience Lab 2017 | 11.08 – 11.10 2017 The La-Z-Boy Dilemma CURRENT STATE
  11. 11. Experience Lab 2017 | 11.08 – 11.10 2017 Almost, but Not Quite
  12. 12. 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
  13. 13. Experience Lab 2017 | 11.08 – 11.10 2017 We need to design products services websites spaces to convey desired personalities and emotions
  14. 14. Experience Lab 2017 | 11.08 – 11.10 2017 BRAND EXPERIENCE DIGITAL PHYSICAL
  15. 15. Experience Lab 2017 | 11.08 – 11.10 2017 DIGITAL ! Available anywhere, anytime ! Evolves with you ! Offers multiple formats to consume and share information DIGITAL PHYSICAL
  16. 16. Experience Lab 2017 | 11.08 – 11.10 2017 PHYSICAL ! Occurs at a single-point in time ! Offers a personal connection ! Applies to all 5 senses DIGITAL PHYSICAL
  17. 17. Experience Lab 2017 | 11.08 – 11.10 2017 Let’s Focus on the Intersection BRAND EXPERIENCE DIGITAL PHYSICAL +
  18. 18. Experience Lab 2017 | 11.08 – 11.10 2017 D We’ll take a look at 3 spaces: THE OFFICE ON CAMPUS AROUND TOWN
  19. 19. Experience Lab 2017 | 11.08 – 11.10 2017 D The Office
  20. 20. Experience Lab 2017 | 11.08 – 11.10 2017 The Office Marketing Objective Foster productivity, wellbeing and brand pride in a welcoming environment
  21. 21. 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.
  22. 22. 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
  23. 23. Experience Lab 2017 | 11.08 – 11.10 2017 GE
  24. 24. 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
  25. 25. 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
  26. 26. Experience Lab 2017 | 11.08 – 11.10 2017 CBRE
  27. 27. Experience Lab 2017 | 11.08 – 11.10 2017 CBRE
  28. 28. 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
  29. 29. 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
  30. 30. Experience Lab 2017 | 11.08 – 11.10 2017 D On Campus
  31. 31. Experience Lab 2017 | 11.08 – 11.10 2017 On Campus Marketing Objective Attract top talent while expressing your firm’s unique culture and values
  32. 32. 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
  33. 33. Experience Lab 2017 | 11.08 – 11.10 2017 PwC
  34. 34. 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
  35. 35. PwC
  36. 36. PwCPwC
  37. 37. 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.
  38. 38. 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.
  39. 39. Experience Lab 2017 | 11.08 – 11.10 2017 D Around Town
  40. 40. Experience Lab 2017 | 11.08 – 11.10 2017 Around Town Marketing Objective Connect with customers where they are, IRL
  41. 41. 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 Closed Please visit us online 32% 2015
  42. 42. 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
  43. 43. Experience Lab 2017 | 11.08 – 11.10 2017 Capital One Source: CX Financial Services Chicago, ILBoulder, CO New York City, NY
  44. 44. 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 Source: CX Financial Services
  45. 45. 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
  46. 46. Next Door by State Farm
  47. 47. 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
  48. 48. 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
  49. 49. Experience Lab 2017 | 11.08 – 11.10 2017 KPMG Source: CX Financial Services
  50. 50. Experience Lab 2017 | 11.08 – 11.10 2017 KPMG Source: CX Financial Services
  51. 51. 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
  52. 52. 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.
  53. 53. Experience Lab 2017 | 11.08 – 11.10 2017 D Flipping the Script
  54. 54. Experience Lab 2017 | 11.08 – 11.10 2017 What Can We Learn from Digitally Native Brands? DIGITAL PHYSICAL +
  55. 55. Experience Lab 2017 | 11.08 – 11.10 2017 D Connecting the Experience
  56. 56. 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.
  57. 57. Experience Lab 2017 | 11.08 – 11.10 2017 BY DESIGN Design of Everyday Spaces Connecting Digital to the Physical

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