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.

1. Experience Lab 2017 | 11.08 – 11.10 2017
BY DESIGN
Design of Everyday Spaces
Connecting Digital to the Physical

2. Experience Lab 2017 | 11.08 – 11.10 2017
Cathy Lynk
@clynk2

3. Experience Lab 2017 | 11.08 – 11.10 2017
It all started with HGTV

4. Experience Lab 2017 | 11.08 – 11.10 2017
It all started with HGTV

5. Experience Lab 2017 | 11.08 – 11.10 2017
It all started with HGTV

6. Experience Lab 2017 | 11.08 – 11.10 2017
It all started with HGTV

7. Experience Lab 2017 | 11.08 – 11.10 2017
The La-Z-Boy Dilemma

8. Experience Lab 2017 | 11.08 – 11.10 2017
The La-Z-Boy Dilemma
MOVING DAY

9. Experience Lab 2017 | 11.08 – 11.10 2017
The La-Z-Boy Dilemma
ONE MONTH LATER

10. Experience Lab 2017 | 11.08 – 11.10 2017
The La-Z-Boy Dilemma CURRENT STATE

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Almost, but Not Quite

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D
“Everything has a
personality. Everything
sends an emotional signal.”
– DON NORMAN, author of The Design of Everyday Things

13. Experience Lab 2017 | 11.08 – 11.10 2017
We need to design
products
services
websites
spaces
to convey desired
personalities and emotions

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BRAND
EXPERIENCE DIGITAL PHYSICAL

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DIGITAL
! Available anywhere,
anytime
! Evolves with you
! Offers multiple formats to
consume and share
information
DIGITAL PHYSICAL

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PHYSICAL
! Occurs at a single-point
in time
! Offers a personal
connection
! Applies to all 5 senses
DIGITAL PHYSICAL

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Let’s Focus on the Intersection
BRAND
EXPERIENCE
DIGITAL
PHYSICAL
+

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D
We’ll take a look at 3 spaces:
THE OFFICE
ON CAMPUS
AROUND TOWN

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D
The Office

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The Office
Marketing Objective
Foster productivity, wellbeing
and brand pride in a
welcoming environment

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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. 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. Experience Lab 2017 | 11.08 – 11.10 2017
GE

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. 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. Experience Lab 2017 | 11.08 – 11.10 2017
CBRE

27. Experience Lab 2017 | 11.08 – 11.10 2017
CBRE

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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. 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. Experience Lab 2017 | 11.08 – 11.10 2017
D
On Campus

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. 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. Experience Lab 2017 | 11.08 – 11.10 2017
PwC

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. PwC

36. PwCPwC

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. 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. Experience Lab 2017 | 11.08 – 11.10 2017
D
Around Town

40. Experience Lab 2017 | 11.08 – 11.10 2017
Around Town
Marketing Objective
Connect with customers
where they are, IRL

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. 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. Experience Lab 2017 | 11.08 – 11.10 2017
Capital One
Source: CX Financial Services
Chicago, ILBoulder, CO New York City, NY

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. 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. Next Door by State Farm

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. 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. Experience Lab 2017 | 11.08 – 11.10 2017
KPMG
Source: CX Financial Services

50. Experience Lab 2017 | 11.08 – 11.10 2017
KPMG
Source: CX Financial Services

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. 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.

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D
Flipping the Script

54. Experience Lab 2017 | 11.08 – 11.10 2017
What Can We Learn from Digitally Native Brands?
DIGITAL
PHYSICAL
+

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D
Connecting the Experience

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. Experience Lab 2017 | 11.08 – 11.10 2017
BY DESIGN
Design of Everyday Spaces
Connecting Digital to the Physical