January 15, 2019

Three Questions With Trey Courtney

"For us it really starts with understanding the overall goals our clients want to accomplish with the space. Do they want to increase awareness, dwell time or purchase uplift?"

What is the expected lifespan of technology investments for your clients, and how are your technology vendor partnerships evolving to refresh AV hardware and/or more experiential designs?

In the “old days,” a client could expect an investment in an AV system to last 7-10 years. But with the rapid pace of changes in technology and innovation, that lifespan has shortened. The good news is that not all of the components need to be replaced as frequently. For example, screens should be replaced more often to take advantage of new features, but there are other components that last much longer. We try to build modular systems for clients that allow them to swap out individual items versus the entire solution.

What is your process for creating experiences that engage people with technology and deliver value for your client? 

For us it really starts with understanding the overall goals our clients want to accomplish with the space. Do they want to increase awareness, dwell time or purchase uplift? Once we understand those goals, we begin mapping out the content and customer experience. To me it’s similar to designing a mobile app or website – we start with mapping the customer journey, then design wireframes, and then design the hardware and software solution to fit accordingly.

What excites you the most in relation to your new projects? What are you most passionate about in your work?

As everyone knows, retail is being significantly changed by the rise of mobile, and retailers that want to survive need to elevate and evolve the in-store experience. We’re working on a number of projects for large brands where we’re designing solutions that completely reinvent the buyer experience. These are the types of projects that get me really excited because we’re helping to determine their future.

My passion has always been about using technology to solve business problems. I like challenges where I look at things from both a business/financial perspective as well as a technical one, because both need to be balanced to deliver a world-class solution that drives real-world results.