From November 8th to the 10th, more than 75 digital marketers from leading professional services and B2B organizations joined the One North team in Chicago for its sixth annual Experience Lab. At this year’s Lab, By Design, our thought leaders discussed how to create deliberate and delightful digital strategies in order to avoid RAMs, better known as Random Acts of Marketing.
Find a short description of each session below, along with links to watch the recording and download the slides.
Strategy by Design: Applying Design Thinking to Your Marketing Planning
One North Chief Strategist Kalev Peekna identifies a common problem for marketers: random acts of marketing. Peekna uses this concept to discuss how Design Thinking can be applied to better problem solve and plan, in order to create excellent digital strategies.
Taming your Services Taxonomy: Strategic IA for Great UX
Manager of UX Strategy Jessie DuVerneay explores the foundation that can make or break a website – information architecture, and more specifically, services taxonomy. DuVerneay combines her love of library science with UX principles to explain the importance of these website building blocks, sharing strategies on how to get started.
Designing the Next Release: Measuring & Experimenting with Data
Data Strategist Ben Magnuson explains how to begin implementing an analytics strategy by connecting his personal life to real life business examples, proving how analytics can give unexpected insights that turn into million-dollar ideas.
Design of Everyday Spaces
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.
Designing for the Future
Associate Creative Director Jessica DeJong explores what’s next in digital by focusing on three forward-thinking themes: artificial intelligence, design systems and progressive web apps. DeJong explains the essentials of each trend and shares case studies on how they function in business today.
From Obstacle to Opportunity: Using Tech to Inspire Solutions
Architect Vinu Krishnawswamy identifies technology hurdles that digital marketers are currently facing and offers creative solutions that not only resolve these challenges, but also embrace creative and strategically sound applications of technology.
Functional Fixedness: A Creative Conundrum
Art Director Hannah Green & UX Strategist Mitch Diehl describe a common challenge for marketers: pushing the boundaries of their daily functional fixedness and beginning to think outside-the-box. The duo shares strategies to productively apply design-thinking in order to create excellent digital experiences.
The Apparent Chaos: Bold Design that Works
Art Director Michael Correy creates a case for chaos in design. He challenges marketers to get out of their comfort zones and instead apply bold and interesting design to stand out from the sea of sameness often seen in the professional services landscape.
#1NResearch: Earning Loyalty as a PSO
Managing Director of Business Development Dawn Michalak shares One North’s latest research report, which explores how professional services organizations earn loyalty that keeps their clients coming back – and spending more. She uses her favorite brand as a case study to bring loyalty to life, and shares strategies for marketers to add to their arsenal.
Access the free research report here.
Building an Account-Based Marketing Technology Strategy
Technical Strategist Pete Amundson helps marketers get started with their ABM (account-based marketing) strategies by describing technology fundamentals and best practices for reaching a firm’s most important audiences.
Eight for Eight: Finishing Strong
No matter how smoothly a project has been going, the last eight percent can feel grueling on marketers. In his presentation, Creative Director Nate Denton gives marketers strategies to help move through the final stages of a digital endeavor, so that the final product is as excellent as initially envisioned.
Feeding Your Brain: True Stories About Inspiration
Managing Director of Experience Design Ryan Schulz explains that inspiration is more than a poster of a sunset. Schulz explores how to find inspiration in everyday life as well as why it’s an essential part of the creative process when developing extraordinary digital experiences for business.
Hi, My Name Is...
Brand Strategist Dylan Salisbury explores the value proposition behind naming as well as strategies and best practices when naming everything from service lines to brand identities and entire organizations.
Get a sneak peak of this year's Experience Lab and mark your calendar for next November to catch Experience Lab 2018.