Decoding Experience

A DIMENSIONAL INNOVATIONS PUBLICATION DECODING EXPERIENCE AN IN-DEPTH LOOK AT DEVELOPING SUCCESSFUL PARTNERSHIPS AND EMPLOYEES THROUGH EXPERIENCES

FROM THE EDITOR DAIRY FARMERS OF AMERICA HEADQUARTERS | KANSAS CITY, KS | PHOTO BY MICHAEL ROBINSON, COURTESY OF HOK COVER PHOTO BY MICHAEL ROBINSON, COURTESY OF HOK

With experiences in the digital world driving expectations of those in the physical, understanding how potential clients and employees seek personalized and unique interactions with you is key in capturing attention and dollars. We wrote this magazine with the intent to share our unique insight on a broad new landscape, through the lens of experience design. The ultimate success of our work comes in starting the right conversation: 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, please visit our website at www.dimin.com or email Abby Hines at [email protected].  CHLOE ISAAK EDITOR, LEAD STRATEGIST DIMENSIONAL INNOVATIONS

DMH ADVERTISING OFFICE RENOVATION | KANSAS CITY, MO

06 A NEW LANDSCAPE 10 BUILDING EXPERIENCE OVER BRIEFING 16 40 DESIGNING THE DAY THE STATE OF AFFAIRS 22 42 THE ESSENTIALS OF WHY EXPERIENCE EMPLOYEE EXPERIENCE DESIGN IS MORE 32 IMPORTANT THAN EVER TIMES SQUARE IN A 46 CORN FIELD FINDING DI ACROSS THE COUNTRY 48 SOURCE CITATIONS

A NEW LANDSCAPE HOW EXPERIENCE DESIGN IS SHIFTING AND REVOLUTIONIZING OUR ECONOMY

4-D VIRTUAL REALITY EXPERIENCE, THE EVEL KNIEVEL MUSEUM | TOPEKA, KS DEVELOPING A THOUGHTFUL AND EFFECTIVE EXPERIENCE IS THE CULMINATION OF SMART D E S I G N , T E C H N O L O G Y, U S E R E X P E R I E N C E M A P P I N G , S T R AT E G Y, S T O R Y T E L L I N G A N D FABRICATION. What if instead of learning about your favorite stunt man, you could employees or clients—we have to acknowledge the weight that an become him? Combining interactive storytelling and technology, The immersive experience holds in the mind of a decision-maker, over Evel Knievel Museum and Dimensional Innovations (DI) set out to traditional communication methods. The weight that an experience build an authentic VR experience for visitors, replicating one of Evel’s holds in the mind of a decision-maker, a potential recruit or employee greatest stunts: a high-speed and heart-stopping motorcycle jump exceeds that of traditional communication methods. over a barricade of 16 police vehicles. Historically, experiences and services have been identified as a DI’s team hired Doug Danger, current daredevil and stunt artist, to singular offering in the pursuit of attention—but research indicates strap on a carbon fiber helmet and custom 360° camera rig to capture that the modern consumer now dedicates upwards of 4x more of their his view above the crowds, while recreating this incredible stunt in spending, attention, thought and time to experiences.� real life for footage. Marrying the captured video with a VR headset, replica Enduro Harley, rumble technology and wind machines, we Combined with the emergence of social platforms, demand for unique successfully made it possible for Evel Knievel fans to not just learn experiences in both recreational and corporate environments have about Evel, but live his stunts. made this market the new battleground for competition among companies—customers expect to be catered to with personalized Experiences have value, and as we assess how to connect with interactive world, not just pushed branded content.� And it’s almost specific audiences—whether that be potential recruits, current guaranteed that when they like it, they’ll share it with others. DECODING EXPERIENCE | A NEW LANDSCAPE | 7

HEALTH HOUSE INTERACTIVE FITNESS | PRAIRIE VILLAGE, KS First introduced in 1998, the concept of an “Experience Economy” outlined the intentional use of experiences to create a memorable event IN THE AGE OF for audiences—ideally one that connects their personal ideas with AMAZON + ONLINE your product offering. In the corporate sphere, this has now evolved E N GAG E M E N T, to include translating complicated narratives into easily digestible EXPERIENCE IS moments—ones that encourage thinking and motivate action. Future OFTEN OUR ONLY partners then fuse a company’s vision to their own objectives and DIFFERENTIATOR. KPI’s. They both contextualize and internalize your information to form stronger opinions, and hopefully, make bigger decisions. TOM DEMETRIOU, CMO DIMENSIONAL INNOVATIONS And now, the most effective experiences have evolved to educate and inform audiences—without being in a classroom. In the case of Helzberg 8 | DECODING EXPERIENCE | A NEW LANDSCAPE Diamonds, Dimensional Innovations helped develop augmented reality (AR) technology that invites guests to virtually “try on” over 100 ring styles in multiple viewing angles by placing their left hand on a custom designed palm rest with motion-tracking sensors. They begin to learn about diamonds and understand better what they should focus on in the diamond-buying process, all while simply enjoying a unique experience. 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 experience. Creating a thoughtful and effective experience is the culmination of smart design, technology, user experience mapping, strategy, storytelling and fabrication. Though it may seem overwhelming, coupling the knowledge of your brand with strong partners to help in execution will pave a path of success.  BY CHLOE ISAAK, EDITOR, LEAD STRATEGIST – DIMENSIONAL INNOVATIONS

BOULEVARDIA MUSIC FESTIVAL INTERACTIVE GUITAR | KANSAS CITY, MO

BUILDING EXPERIENCE OVER BRIEFING A SMARTER WAY TO SHARE YOUR STORY

AT A BASIC, SCIENTIFIC CORE, HUMAN BRAINS ARE WIRED TO QUICKLY PROCESS STORIES. OPPOSITE PAGE: TERRACON HEADQUARTERS | OLATHE, KS When it comes to translating a company’s complex narrative into a seamless format, successful organizations are using Corporate Experience Centers to share their products, services, solutions and competitive advantage with potential partners. The development of “brandlands”—multi-faceted and physical spaces dedicated to helping your clients understand a specific message—have the capacity to create effective communication methods that ultimately increase partnerships and profit for both parties. The Science of Branded Experiences At a basic, scientific core, human brains are wired to quickly process stories. Our subconscious brain system prefers to receive information based on “casual relationships,” or details that are simple to grasp and directly relate to one’s existing catalogue of experiences.� The development of “brandlands”—multi-faceted and physical spaces dedicated to helping your clients internalize a specific message—is key to facilitating this type of communication. Individuals connect better with information they feel is relevant to their unique situation, only increasing the need for personalized content, as opposed to general information. Experience design hinges on the idea that you can translate information more effectively when your content is broken down into key principles and applied to an interactive experience thus creating a space where an audience can form clear, personalized connections to your between their challenges and your story. And that’s exactly why we’re breaking down how to effectively create these moments for your own target personas. DECODING EXPERIENCE | BUILDING EXPERIENCE OVER BRIEFING | 11

WHEN YOUR CLIENTS EXIT THE DOORS OF THE EXPERIENCE YOU’VE CREATED, WHAT IS THE FIRST THING THEY SAY? Part of the Process 2. What space do we have to utilize? With advances in technology, consumers are faced with a plethora of Determining if your space requires a renovation on existing choices every day. Simple searches and clicks yield millions of results, real estate or merits construction of a new building can greatly allowing individuals to comprehensively compare service providers impact design and budget. Each approach can produce an against competitors in the decision making process. This means that incredible experience, but the individual processes require your future partners hold a lot of power in the process. different pathways in which architects, designers, contractors and strategists collaborate to create the finished product. It’s When developing the various touchpoints in which clients engage important to note that sometimes the sacrifices needed to use with a company, it becomes valuable, if not essential, to consider how existing space (i.e. removing walls, adding amenities, changing you can facilitate an experience-focused environment where they layouts) will dictate the need for a new space entirely. can connect with your content, form their own opinions around it and internalize the material. 3. What is our final headline? The Starting Point Corporate Experience Centers are an opportunity to create a catalyst for specific behaviors with your target audience, Understanding the right questions to ask when creating an initial plan from prompting initial conversations, finalizing a decision or for a Corporate Experience Center can dramatically affect how the motivating a mindset shift. But sometimes overthinking our end remainder of the project unfolds. If you’re considering a journey down goal can distract us from success. We think of it this way: When this path, we recommend starting with the following three questions: your clients exit the doors of the experience you’ve created, what is the first thing they say? Instead of a simple, “that was 1. What budget and timeline are we working with? interesting,” we focus on more valuable headlines: “[Idea x] has me feeling like it’s time we reevaluate our approach.” or “Do you Contrary to popular belief, budget and schedule have the think we need to focus on [idea x] for our company?” In this case, capacity to unleash creativity, rather than restrict it. In order we’re not a hammer looking for a nail. Taking a solution-agnostic to be targeted and successful, creativity needs context to guide approach to the experience and honing in on the emotions you it. Determining a budget and timeline early on in the process facilitate during the client’s time in your space can produce allows design teams to present the best ideas with maximum more authentic and action-motivated results. Determining what potential for your spend. Falling in love with concepts that headlines you want the consumer to take away gives the project cannot be executed can both waste time and resources in the focus and purpose from the very start. project planning phase. We’ve come to learn that some of the very best creative solutions are those that come coupled with a few constraints.

VISIT KC OFFICE | KANSAS CITY, MO These projects are complex, and you and your team have other things to do; like operate a business. The challenge of also being tasked with becoming a branding, design and construction expert at the same time is daunting at best and a nearly impossible ask—and that’s where we come in. Once these initial framework questions are in place, the team at Dimensional Innovations is prepared to help realize your vision. Our approach to CEC planning, design and management is comprehensive — we have built our processes and team in a way that allows us to successfully execute the branding, design, tech integration, fabrication and construction on all projects from start to finish. Consider us the “easy” button in your CEC design and build project.  BEING TASKED WITH BECOMING A BRANDING, DESIGN AND CONSTRUCTION EXPERT IS DAUNTING AT B E ST. BY CHLOE ISAAK, EDITOR, LEAD STRATEGIST DIMENSIONAL INNOVATIONS DECODING EXPERIENCE | BUILDING EXPERIENCE OVER BRIEFING | 13

EXPERIENCE > EVERYTHING Companies now compete for the attention of employees and dollars of clients against the experience they provide over their competitors. 89% OF COMPANIES COMPETE PRIMARILY ON THE BASIS OF CUSTOMER EXPERIENCE, AN OVER 200% INCREASE FROM 2010� IF YOU DON’T DELIVER, THEY DON’T RESPOND. 65% OF CLIENTS FIND 80% OF COMPANIES BELIEVE A POSITIVE EXPERIENCE THEY DELIVER “SUPER WITH A BRAND TO BE EXPERIENCES” BUT ONLY MORE INFLUENTIAL THAN 8% OF CLIENTS AGREE.⁴ GREAT ADVERTISING.� 89% OF CLIENTS HAVE SWITCHED TO DOING BUSINESS WITH A COMPETITOR FOLLOWING A POOR EXPERIENCE.⁵ THE CENTER OF ATTENTION. BY 2019, MORE THAN 50% OF ORGANIZATIONS WILL REDIRECT THEIR INVESTMENTS TO CUSTOMER EXPERIENCE INNOVATIONS.⁶ 14 | BUILDING EXPERIENCE OVER BRIEFING

WILSON SPORTING GOODS HEADQUARTERS | CHICAGO, IL | PHOTO BY TOM HARRIS, COURTESY OF GENSLER WHERE DO YOU START? McKinsey & Company’s research⁷ found that the most successful organizations consistently implement the following tactics: 01Put themselves into the shoes of 02Understand the importance of individual the customer, and understand their moments within the client journey and how end-to-end journey. they can shift the narrative of the experience. SEEING THE SUCCESS. Experience design for investment ROI shouldn’t only target your clients. Companies that choose to invest in experience for their employees as well see long-term results and are often up to four times as profitable.⁸ EMPLOYEE GROWTH (%) 1.5x EMPLOYEE PAY 1.5x AVERAGE REVENUE 2.1x AVERAGE PROFIT 4.2x REVENUE PER EMPLOYEE 2.8 x 4.0 x PROFIT PER EMPLOYEE DECODING EXPERIENCE | 15 1.0X COMPANIES THAT DON’ T INVEST

DESIGNING THE DAY

KEY LEARNINGS FROM DESIGNING + BUILDING CECS FOR THE COMPLEX STORY As we start to think about the many challenges of designing a Customer Experience Center, it’s easy to jump to ideas regarding the space itself. But in the end, what we’re really doing is designing a moment in time. Here are six of the most important takeaways we’ve learned when it comes to creating that environment. DECODING EXPERIENCE | DESIGNING THE DAY | 17

01 Stop talking about yourself. BIG TEN HEADQUARTERS EXPERIENCE | CHICAGO, IL It’s about them —that’s why it’s called a Customer Experience Center. The creative question is not about what we need to tell your clients, but rather: What are their fears? What’s holding them back? How do we advance the conversation? For every group of guests, the answers to these questions will be different. Coupling this mindset with a strategic seeding of your company’s core values and story will produce a more authentic result for your audience. W E A L L FA L L I N LOV E W I T H S H I N Y O BJ E C T S . B U T. . . ALL YOUR CREATIVE CHOICES AND INVESTMENTS IN ALL THE COOL TECH, HAVE TO BE IN SERVICE OF THE STRATEGY YOU LAID OUT IN THE BEGINNING. SARAH KATE DIESO, SR. DIRECTOR CLIENT EXPERIENCE, CERNER LINKEDIN CHICAGO OFFICE | CHICAGO, IL | PHOTO BY TOM HARRIS, COURTESY OF GENSLER 18 | DESIGNING THE DAY

02 03 Compression and space are key. If we say it, they say it. In music, the concept of “Space and Compression” explains The biggest impact is made when we relate to our guests. In creating how the listener only feels the impact of the DJ’s bass drop if a bank of content based on customer profiles and demographics, the song—up to that point—lacks bass. Similarly, we need to we can dial up different scenarios and connect on a more personal put space in our space, allowing our high impact moments to level. If we abuse the privilege of our guests’ visit by showing them have their effect. Scheduling a moment of meditation or short content irrelevant to their business, we are squandering our precious walk is part of the journey. We often learn surprising things in allotment of goodwill and attention span. “off-the-record” moments. TMG INSURANCE HEADQUARTERS | KANSAS CITY, MO WE NEED TO PUT SPACE IN OUR SPACE, ALLOWING OUR HIGH IMPACT MOMENTS TO HAVE T H E I R E F F E C T. DECODING EXPERIENCE | 19

04 Think perpetual beta. Let’s think of this space as adaptive based on customer feedback. Retailers today are constantly adjusting their selling environment based on changing consumer behavior —our approach should be no different. 05 Design beyond the four walls. Our guests’ impression of us begins the moment they receive our invitation and should extend after they leave our doors. We have to think beyond the experience for true results. What can we send them in our invitation that intrigues them, primes them, or asks them for information we can use to customize their experience? How can we follow up with meaningful artifacts of the experience and additional information we know they’ll find relevant? Thinking about our CEC experience as a campaign, as opposed to one individual day, will generate the most return on investment in the space. 06 Build your space for data. When we focus on creating an experience, often the data becomes an afterthought. Thinking about how to capture metrics from the beginning of a project sets us up to be able to 1) understand the effectiveness of what we’ve created, 2) assess what our clients think of our experience, and 3) provide recommendations on adjustments we can make in future iterations of the experience.  BY TOM DEMETRIOU, CHIEF MARKETING OFFICER DIMENSIONAL INNOVATIONS 20 | DECODING EXPERIENCE | DESIGNING THE DAY

CONNECT INTERNAL INVITATION PREP THE CEC FOLLOW-UP NUTURE AMC THEATRES SUPPORT CENTER | LEAWOOD, KS | PHOTO BY MICHAEL ROBINSON

THE ESSENTIALS OF EMPLOYEE EXPERIENCE HOW CHANGING THEIR ENVIRONMENT CHANGES THEIR EXPERIENCE.

EMPLOYEES ARE LOOKING FOR SOMETHING BEYOND A NICE AMENITY : THEY WANT TO BE PART OF AN ORGANIZATION THEY BELIEVE IN, AND ONE THEY FEEL THEY CAN GROW WITH. POSITIVE Sleep pods? Google HQ installed them for employees needing a EMPLOYEE mid-day meditation breather. EXPERIENCES ARE LINKED Rock wall? Adobe Systems has their employees climbing in- TO BETTER between conference calls, complete with skilled instructors for PERFORMANCE, additional guidance for beginners. EXTRA EFFORT On-site barber? Hyland Software, creator of OneBase, offers the AT WORK, perfect solution if you need a quick beard touch-up before client AND LOWER meetings. TURNOVER These things are all incredible (and no one will complain about INTENTIONS. a good haircut), but potential employees are now searching for something more than “cool” perks. They’re looking for something IBM EMPLOYEE EXPERIENCE INDEX beyond a nice amenity: they want to be a part of an organization they believe in, and one they feel they can grow with. Our methods have to evolve, and we must ask ourselves: Are our environments conveying that vision and giving our employees purpose? This isn’t to say that the sleep pods or rock walls have to go, but each installation should have a clear tie to your company’s core. And that’s where employee experience design comes in. The challenge of both attracting and retaining talented employees, especially millennials, is one that has moved beyond just competitive benefits, but includes the impact of environmental experiences. While we can’t be an authority to health insurance or paid leave (which are of equal importance), we do understand the value of fostering a space where individuals can thrive. Your employees’ experience must be coupled with a unique environment that encourages them to succeed and successfully shares your company’s core values. It’s experiences like this that move beyond free beer Friday or after-hours activities, but motivate confidence in company and self. Sending the Right Message In order to effectively recruit the right individuals, 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 effectively with employees. When against either of these problems, there are three main factors that consistently affect how your company is perceived; OPPOSITE PAGE: THE COURTS AT MAYO CLINIC | MINNEAPOLIS, MN DECODING EXPERIENCE | THE ESSENTIALS OF EMPLOYEE EXPERIENCE | 23

LINKEDIN CHICAGO OFFICE | CHICAGO, IL | PHOTO BY TOM HARRIS, COURTESY OF GENSLER



1. Cohesive branding. Does every facet of your physical space bleed your company’s brand? Do clients and employees walk in the door and immediately feel like they’re part of your family? When speaking to branding, most assume that we’re discussing social media presence, print materials or t-shirts at the company softball game. What many fail to consider is that branding through experience design allows employees to connect with an organization; it becomes more than wall graphics or logos and creates a fully-immersive, curated environment. 2. A clear core. Clarity is king. In order to effectively recruit the right individuals, 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 effectively with employees. When we begin to design employee experiences, we first focus on what we want to say—then how we want to say it. 3. Walking the walk. We’re good at saying what we want to do, but are we actually doing it? New recruits can see through smoke and mirrors, and it’s become important to make sure that our message lines up with what we’re doing. Millennials are attracted to companies that stand for something and follow through—if our experiences, messages and actions line up, they’ll see a future with our organization. WHEN MILK DOES THE OFFICE GOOD Dairy Farmers of America (DFA) wanted to visually showcase their brand story throughout their new corporate world headquarters located in Kansas City, Kansas. Ultimately, their new space needed to pay homage to the farmers and their history, while also sharing a vision for future growth. Partnering with lead architect HOK, the team at Dimensional Innovations designed and fabricated unique elements and signage within the visually stunning office, including a dramatic 29-foot-tall milk sculpture in the lobby that resembles milk being poured from ceiling to floor. The idea was all about the “Story of Milk.” With milk tying everything together, white is a key color used throughout the space, with custom wall textures that feature casts of milk-related tools. One wall uses reclaimed wood from a former red barn in nearby Lawson, Missouri, giving authenticity to the colors and textures. There’s a wall of acrylic bubbles to represent milk foam, and another that recalls grass, all in an effort to depict the farm-to- table journey that any dairy farmer would easily recognize. 26 | THE ESSENTIALS OF EMPLOYEE EXPERIENCE

DEPICTING THE FARM-TO-TABLE JOURNEY THAT ANY DAIRY FARMER WOULD EASILY RECOGNIZE... DAIRY FARMERS OF AMERICA HEADQUARTERS | KANSAS CITY, KS DECODING EXPERIENCE | 27

PHOTO BY MICHAEL ROBINSON, COURTESY OF HOK DAIRY FARMERS OF AMERICA HEADQUARTERS | KANSAS CITY, KS

THIS BUILDING IS A TESTAMENT TO OUR FAMILY FARMERS AND THE SUSTAINABLE PRACTICES THEY EMPLOY ON THEIR DAIRIES EACH AND E V E RY DAY. IT’S NOT A TYPICAL CORPORATE OFFICE, BUT IT ABSOLUTELY FUNCTIONS LIKE ONE. RICK SMITH, PRESIDENT AND CEO DAIRY FARMERS OF AMERICA

LISTENING TO YOUR EMPLOYEES FIRST OFTEN PROVES TO BE ONE OF THE MOST EFFECTIVE MEANS OF GATHERING RESEARCH F O R Y O U R FAC I L I T Y. DFA’s space connects people to place through the use of familiar > What’s our investment? There is no one right way to create textures, relatable images, and everyday objects that resonate with an experience for your employees. From small investment both employees and visitors either through personal experience, projects, like updated signage and digital display enhancements, emotion, or memory. The “legibility” of the office can be found in to large-scale projects, like art installations or workspace the ability to see and find others, understanding the layout of the overhauls—determining what budget and time you can allocate space, and the degree to which workspaces and furnishings convey to the project creates the best environment for determining a their intended use. solution to your objective. The ultimate goal of these special features is to tell DFA’s story and > What’s been said before? One of the best resources in creating make a connection back to the farmers. Employees feel inspired a tailored experience is going to the people that you’ll be serving. and proud of their surrounding environment. Visitors are impressed Listening to your employees first often proves to be one of the by the overall space, and surprised and delighted by the unexpected most effective means of gathering research for your facility. design moments. These individuals can become your biggest assets and advocates in the process. The First Step > What’s in the neighborhood? Borrowed from our work in the But let’s talk more about you. Creating an experience in your office— professional sports industry, the concept of connecting our whether at a specialized center, flagship office or an upcoming spaces to the neighborhoods they border has become an HQ renovation—can often be overwhelming at the start. When important facet of experiences, and organizations across the working with our partners, we start by asking the right questions country are continually improving their approaches in developing to determine the best pathway forward for success: hyper-targeted gathering spaces. In building areas that are authentically tied to their communities—through means of local > What do we want to achieve? Employee experiences have art, culture, athletics or industries—we make sure everyone feels the capacity to accomplish a wide variety of goals. Encouraging right at home. employee collaboration, better disseminating your vision in the company, creating opportunities for employee de-stress or The Root of It All attracting new talent are all potential outcomes of your project. Having a clear objective in mind from the very start will allow In the midst of all this planning for your project, it’s essential to planning to commence in a way that is strategic, tailored remember and hold true to the reason you’re designing: the employees. and revenue-based. With the average worker spending Your ultimate success comes when new talent is recruited and 90,000 hours (10 years) at work, it makes sense that 51% retained— when people talk about your space as one that inspires hard of employers are improving their work spaces to enhance work, creativity and passion. One that is built to thrive.  employee experience.� 30 | THE ESSENTIALS OF EMPLOYEE EXPERIENCE

PHOTO BY MICHAEL ROBINSON, COURTESY OF HOK BY BUILDING SPACES THAT ARE TIED TO THEIR COMMUNITIES, WE CREATE SPACES THAT FEEL RIGHT AT HOME. IMAGES: DAIRY FARMERS OF AMERICA HEADQUARTERS | KANSAS CITY, KS BY CHLOE ISAAK, EDITOR, LEAD STRATEGIST DIMENSIONAL INNOVATIONS DECODING EXPERIENCE | 31

TIMES SQUARE IN A CORN FIELD H OW H Y-V E E T R A N S F O R M E D T H E I R HQ OFFICE SPACE TO ATTRACT AND R E TA I N TO P TA L E N T.

HY-VEE HELPFUL SMILES TECHNOLOGY CENTER | DES MOINES, IA IN ORDER TO ATTRACT AND RETAIN TALENTED E M P LOY E E S , H Y-V E E D E C I D E D TO F O C U S O N T H E I R WORKPLACE ENVIRONMENT AND CULTURE. The journey from applicant to employee is fraught with stress and With open seats for qualified candidates, one central question remained anticipation on both sides of the equation. When a future hopeful at the top of agendas: How do you lure top tech talent to work in the submits a resume, their primary focus is communicating two messages: middle of a Midwestern cornfield? They have a comprehensive understanding of your company and know that their specific background and skillset is the best fit for the job. In order to attract and retain talented employees, Hy-Vee decided to focus closely on their workplace environment and culture. Though In an increasingly competitive job landscape, it has also become deceptively plain on the exterior, they began to transform their facility essential that you as a company are sending the right message back into a vibrant and open miniature city on the inside with an impressive to qualified applicants—ensuring they see you as an opportunity for list of amenities. growth in a forward-thinking environment that will complement their career ambitions. Our team came into the picture to partner with the architects of SVPA and Hy-Vee Construction to infuse a New York City atmosphere into Hy-Vee, one of the largest supermarket chains in the Midwest, has the main gathering and collaborative space. With a branded cityscape rooted their organization in actualizing ideas from all departments of made to look like Times Square, employees are immersed in Big Apple their organization — the employee-owned company focuses on sharing culture—complete with a replicated jumbo screen, bright lights and a this core value across the board in all eight states they occupy. permanent food truck with daily specials. Their corporate HQ, located in Des Moines, Iowa, became the central A digital tracker flashes updated company news along the walls while hub for their new Helpful Smiles Technology Center (HST)—housing neon diner signs and cityscape lights cycle on and off throughout the over 250 digital development, brand marketing and information day complete the aesthetic. Each intricate design detail was created to technology specialists that, in collaboration with each other, will help evoke a bustling NYC feel. grow the national reach of Hy-Vee. DECODING EXPERIENCE | TIMES SQUARE IN A CORN FIELD | 33



HY-VEE HELPFUL SMILES TECHNOLOGY CENTER | DES MOINES, IA

HY-VEE HELPFUL SMILES TECHNOLOGY CENTER | DES MOINES, IA

THEIR FACILITY IS A VIBRANT AND OPEN MINIATURE CITY ON THE INSIDE WITH AN IMPRESSIVE LIST OF AMENITIES... A TECH JOB WITH MIDWEST CULTURE + COST OF LIVING 104,000 SQ.FT. BUILDING WITH SPACE FOR 230+ TECHNOLOGY & MARKETING EMPLOYEES ON-CAMPUS STARBUCKS — FOR REFRESHMENT AND BARISTA TRAINING A VARIETY OF ACTIVITIES, INCLUDING PING PONG, BILLIARDS, BASKETBALL, AND MORE A FOOD TRUCK INSIDE THE BUILDING FOR MEALS

The results of their refresh? Since opening in early 2017, they’ve successfully attracted top IT talent to fill the 104,000-square- foot building, despite competing opportunities in Des Moines and nearby cities. “The space is designed to promote creativity and collaboration, and it’s working,” said Matt Nannen, Senior Vice President of Digital Development and Brand Image Marketing. In fact, it was noted that one manager who had recently transferred to a different job, came back to work at this new location due to the draw of a remarkable work environment, showing just how powerful a unique experience can be.  BY CHLOE ISAAK, EDITOR, LEAD STRATEGIST DIMENSIONAL INNOVATIONS THE VISION WAS TO BRING THE CITY TO THE MIDWEST WITH A T I M E S S Q UA R E E N V I RO N M E N T. THE WALL’S SCALE IS HUGE, AND THE CUSTOM,3-D STRUCTURES MAKE IT INCREDIBLY IMPACTFUL . MORE THAN JUST AN IMPRESSIVE D I S P L AY, W E A L S O WA N T E D T O ADD SOME FUNCTIONALITY TO THE SPACE...A CUSTOM VIDEO WALL DESIGNED TO LOOK LIKE A BUILDING FEATURES INSIGHTS RELEVANT TO THE BUILDING’S EMPLOYEES. MONICA ROESNER, LEAD UX DESIGNER DIMENSIONAL INNOVATIONS 38 | DECODING EXPERIENCE | TIMES SQUARE IN A CORN FIELD

HY-VEE HELPFUL SMILES TECHNOLOGY CENTER | DES MOINES, IA

THE STATE OF AFFAIRS SHARED VALUES + ENGAGEMENT Investing in workplace design is just good business. Approximately $11 billion dollars are lost each year due to employee turnover. (Bloomberg BNA) IBM’s Employee Experience Index found that 80% of Some studies, by sources such as SHRM, predict that every time a business employees felt more engaged when their work was replaces a salaried employee, it costs six to nine months salary on average. consistent with the core values and mission of their organization. And while “happiness” and employee engagement can be difficult items to pinpoint and quantify, improving the workplace can have a huge impact on recruitment and retention. Storytelling elements throughout the space support a consistent and clear message to both clients and employees, and set the stage for the company culture. Additions of natural gathering spaces can contribute to the well-being of employees, which also aids in retention. AVERAGE WORKER SPENDS HIGHLY ENGAGED EMPLOYEES 90,000 HOURS (10 YEARS) ARE 87% LESS LIKELY TO LEAVE AT WORK THEIR COMPANIES THAN THEIR DISENGAGED COUNTERPARTS. C O M PA N Y-W I D E , 26% POSITIVE EFFECTS OF 23% INCREASE ENGAGED EMPLOYEES INCREASE INCREASED ANNUAL REVENUE GREATER CUSTOMER LOYALTY

LESS DEDICATED SPACE FOR EACH EMPLOYEE 2017 | 150 SQ.FT. PER EMPLOYEE 2010 | 225 SQ.FT. PER EMPLOYEE STRESS FOUND TO BE THE MILLENNIALS WHO FEEL THEY’RE BIGGEST HEALTH AT A GREAT WORKPLACE ARE ISSUE AMONG EMPLOYEES 25X MORE LIKELY TO PLAN A LONG-TERM FUTURE THERE AN INCREASED FOCUS ON THE EMPLOYEE EXPERIENCE 51% OF EMPLOYERS ARE IMPROVING THEIR WORK SPACES TO ENHANCE EMPLOYEE EXPERIENCE. DECODING EXPERIENCE | THE STATE OF AFFAIRS | 41

WHY EXPERIENCE DESIGN IS MORE IMPORTANT THAN EVER DON’T CALL IT A COMEBACK, WE’VE BEEN HERE FOR YEARS.

EX•PE•RI•ENCE /,IK’SPIRĒENS/ NOUN EVENT OR OCCURRENCE THAT LEAVES AN IMPRESSION ON SOMEONE; PRACTICAL CONTACT WITH AN OBSERVATION OF FACTS OR EVENTS. OPPOSITE PAGE: J. RIEGER & CO. DISTILLERY | KANSAS CITY, MO Experiential design is nothing new. In fact, the art of combining interactive storytelling with environmental design to engage an audience has been done exceptionally well by several brands and organizations. So why all the recent buzz? Why are advertising agencies and consulting firms suddenly throwing it around as the latest trend? Because it’s critical to success. And more and more companies worldwide are beginning to realize just how critical. Experiential design requires creating a cohesive experience far beyond what traditional and digital advertising and branding can provide. We’re all driven by experiences, both good and bad. And we use these experiences to help us determine where we want to shop, go to college, work, and watch a game. So when it comes to engaging consumers, students, employees, and fans in a positive way, brands and organizations need to nail the full experience (including all those little details) from beginning to end every time. Every time. Whether companies like it or not, every part of their brand experience goes into defining what the brand is all about.� It’s our responsibility to be vigilant “everything communicators” and approach experiences with the mindset that every detail (no matter how small) sends a message and matters. How a company is perceived in any market today is defined by the positive or negative experiences of its customers at every touch point. And those real touch points, places where a brand exists outside of a smartphone and in the real world, those are the experiences that really stick with people. You can no longer hide behind a slick app or blast advertisements telling people what to think about your brand and expect them to believe you. DECODING EXPERIENCE | WHY EXPERIENCE DESIGN IS MORE IMPORTANT THAN EVER | 43

COMMUNITYAMERICA CREDIT UNION | KANSAS CITY, MO WHETHER COMPANIES L I K E I T O R N OT, E V E RY BRAND EXPERIENCE GOES INTO DEFINING WHAT THAT BRAND I S A B O U T. BY TUCKER TROTTER, CHIEF EXECUTIVE OFFICER DIMENSIONAL INNOVATIONS HELZBERG DIAMONDS NEXT GEN RETAIL | WILMINGTON, DE 44 | WHY EXPERIENCE DESIGN IS MORE IMPORTANT THAN EVER

ALAMO DRAFTHOUSE DEATH STAR | OMAHA, NE If there is a disconnect from your advertised message and the Here’s an insider secret though: There’s no quick and easy solution to consumer’s actual experience, you’ve lost. You’re done. The innovative create quality experiential design. Sure, you could do a quick Google brands who can see the whole picture and then design one cohesive search about experience design and then try and throw a pre-planned experience, rather than disjointed messages and actions, are seeing process or product to the problem. But adding process and efficiency the benefits. isn’t easy when dealing with a brand experience. Brands are living, breathing, organic things. And at the end of the day, it’s really a Apple is often at the top of the list when we think of great design, perception that lives inside everyone a little differently based on but their success stems from brilliant experiential design. From the personal experiences that are always changing. thought process that goes into their retail store layout, customer service, packaging, and intuitive functionality, to the beautifully That’s not bad news though, it means a brand’s perception is fluid simplistic designs and messaging, they know how to create a and it can change over time. It means it’s never too late to improve seamless experience for their audience. a brand experience. Every new positive interaction changes the way people view your brand. And this is where an experiential designer Other brands, like Tesla, are following suit by making experiential can help. design a priority. Their performance has every other major brand paying close attention. Great experiential design is one the most Dimensional Innovations has been creating amazing experiences powerful weapons to be deployed on the innovation battlefield. for brands for more than two decades and it hasn’t been easy. And it certainly hasn’t been a get rich scheme. It takes tons of patience, A positive brand experience is not only an outward expression. Brands lots of curiosity, and a talented team of people who are obsessed with are also thinking about their internal work experience. With the rise storytelling and finding ways to improve it. And there is no finish line. of freelancing and younger generations leading the way for increased You are never done creating an experience that continues to delight flexibility and greater purpose, it’s a battle for large organizations and engage its audience. to attract and retain talented and innovative employees. Once again, companies are beginning to evaluate the overall experience. So while ad agencies and consulting firms might be busy trying to awkwardly attach experiential design to their offerings, we’re Everything from the very first interaction a potential employee has busy working with clients who understand that it’s at our very core. with you, until their first day of work, and every day after, a company Creating great experiences is what drives us. It’s why we’re in this is being judged from inside and out. Are you true to your purpose? not-so-easy business. Because it’s those little moments when you see Do you do what you say? Do you care? There has never been a time a child’s face light up in an interactive museum, or a fan taking selfies in our history when leadership has to be more accountable and to show off their team pride inside a stadium, or an employee who’s transparent in their actions. now engaged when they step into the office—it’s those moments, those experiences, that make it all worth it. Brands and organizations are starting to get it. Experiences matter. Thus, the rush for agencies and consultants to become overnight How do we know? Well, we’ve experienced it.  experts at experiential design. DECODING EXPERIENCE | 45

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 A B C D E F G H I J K L M N O P Q R S T U 9O 10J 19I 20E 46 | DECODING EXPERIENCE | FINDING DI ACROSS THE COUNTRY

21 22 23 24 25 26 27 28 29 30 31 32 33 FINDING DI ACROSS THE COUNTRY 1G | Visit San Jose Super Bowl Activation San Jose, California 4N | San Diego Padres Interactive Hat Display San Diego, California 9O | Arizona Museum of Natural History Dinosaur Sculpture Mesa, Arizona 10J | Colorado Mesa University Visitor Center Mesa, Colorado 12J | Denver Nuggets Locker Room Renovation Denver, Colorado 17P | Kevin Durant Installation at the University of Texas Austin, Texas 18J | Evel Knievel Museum Virtual Reality Experience Topeka, Kansas 19I | Haymarket Pedestrian Bridge Lincoln, Nebraska 19K | Boulevardia Festival Guitar Kansas City, Missouri 19K | Kansas City Royals Baseball Hall of Fame Kansas City, Missouri 20E | Minnesota Vikings Museum Minneapolis, Minnesota 20E | Minnesota T-Wolves Esports Gaming Facility Minneapolis, Minnesota 20I | Alamo Drafthouse Star Wars Lobby Omaha, Nebraska 22H | LinkedIn Chicago Headquarters Chicago, Illinois 25G | University of Michigan Football Exhibition Ann Arbor, Michigan 25N | Mercedes-Benz Stadium Sponsorship Activations Atlanta, Georgia 25N | Atlanta Braves Baseball at SunTrust Park Atlanta, Georgia 26Q | University of Florida Facility Master Planning Gainesville, Florida 27H | Cleveland Clinic Digital Installation Cleveland, Ohio 28L | Charlotte Hornets Locker Room Renovation Charlotte, North Carolina 30I | Helzberg Diamonds Next-Gen Store 31G 25N Wilmington, Delaware 31G | Connecticut Children’s Infusion Clinic Digital Experience Hartford, Connecticut

SOURCES 06 22 A NEW LANDSCAPE THE ESSENTIALS OF EMPLOYEE EXPERIENCE � Cashing in on the US experience economy. Goldman, Dan; Marchessou, Sophie; Teichner, Warren. McKinsey and � 5 Creative Tips to Recruit Millennials (based on data!). Company. 2017. Ongig. 2018. � Canvas8 Webinar: Experience Hunters. Webinar. Canvas8. � Corporate Trends 2017 Analysis & 2018 Forecast. Starr, 2019. Dave. Dimensional Innovations. 2018. � Welcome to the Experience Economy. Pine, B. Joseph ; � The Employee Experience Index. IBM Analytics: Thought Gilmore, James H. Harvard Business Review. 1998. Leadership White Paper. IBM Smarter Workforce Institute. Workhuman Research Institute. 2016. ⁴ Millennials Ignited The Experience Economy, Here Is How To Cash In. Gherini, Anne. Inc. 2018. 40 10 THE STATE OF AFFAIRS VISUAL INFORMATION BUILDING EXPERIENCE OVER BRIEFING � Workspace Design and the Pursuit of Happiness. O’Neill, Dr. Michael. Haworth, Inc. 2017 � How stories work: The brain and corporate storytelling. White, Rocket; Perry, Caprice. Baker. 2019. � The Emerging Need for Legibility in Workplace Design. O’Neill, Dr. Michael. Haworth, Inc. 2016. � Gartner Surveys Confirm Customer Experience Is the New Battlefield. Sorofman, Jake. Gartner. 2014. � The Race for Talent: Attracting and Retaining with Well-De- signed Workplaces. Haworth, Inc. � ROI of Customer Experience, 2018. Qualtrics XM. Qualtrics. 2018. ⁴ 2017 Office Design Trends Forecast. Preston, Brigitte. Work Design Magazine. January 4, 2017. ⁴ Closing the delivery gap. Allen, James; Reichheld, Frederick F.; Hamilton, Barney; Markey, Rob. Bain & Company. 2018. ⁵ Exploring the Hottest Office Design Trends of 2018. Ster- kenberg, Zack. Ambius. August 3, 2017. ⁵ The Rules of Competition Are Changing: Customer Experi- ence Is Becoming More Important Than Product. Cloud- ⁶ 10 Workplace Trends You’ll See in 2017. Schawbel, Dan. Cherry Staff. Cloudcherry. 2016. Forbes. November 1, 2016. ⁶ Gartner Newsroom. Gartner Publications. Gartner. 2019. ⁷ The Employee Experience Index. IBM Analytics: Thought Leadership White Paper. IBM Smarter Workforce Institute. ⁷ Understanding the customer experience with government. Workhuman Research Institute. 2016. D’Emidio, Tony; Wagner, Jonah. McKinsey and Company. 2018. ⁸ The Employee Experience Advantage. Morgan, Jacob. Wiley. 2017. 48 | DECODING EXPERIENCE | SOURCE CITATIONS

42 AMC THEATRES SUPPORT CENTER | LEAWOOD, KS | PHOTO BY MICHAEL ROBINSON WHY EXPERIENCE DESIGN 00 IS MORE IMPORTANT THAN EVER PHOTOGRAPHY + DESIGN � Nordli, Une. Service Design, Customer Experience and Photography by © Alex Grigsby, Documentarian at Branding – An Integrative Approach. N.p., n.d. Web. Dimensional Innovations. Photography by © Tom Harris featured on pages 15, 18, 24–25. Photography by © Michael Robinson featured on the cover and pages 01, 20–21, 28, 31, 49. Editorial design of Decoding Experience by Morgan Stockton, Marketing Specialist at Dimensional Innovations.

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