For a year and a half years through COVID I collaborated with the Booz Allen Hamilton (BAH) team to discover, define, design and deploy a digital and virtual landscape for their Helix Innovation Center in Washington D.C. My role for this project was Director of Digital Experience and Engagement. While the title itself may sound a bit exotic, functionally it is a senior hybrid role that is one part Creative Technologist, one part Digital Strategist, one-part UX Lead, and one-part Storyteller.
It included creating a custom online digital twin to support, connect, and extend engagement beyond their onsite experience. This digital twin was treated as a bookend to the onsite experience supplementing it with relevant highly curated content that delves deeper into the BAH story. It also acted as a hybrid event platform used to engage audiences.
We designed a massive yet incredibly poetic video series for their Digital River, and rich immersive storytelling for their rotunda. The bulk of the imagery for the Digital River was generated and/or inspired by a series of data visualizations designed to compliment the scripted and unscripted moments throughout the space. This effort involved me embedding with key (BAH) Strategists, Data Scientists, Technologists, Subject Matter Experts, and Executives to identify and translate business goals for AI platforms, tools, and BAH services into the immersive and engaging moments we produced.
For the Storytelling Rotunda, a 230 degree 10k immersive theater, this meant developing multiple narrative stories that represent real world challenges and advanced solutions.
As the Senior Director of Digital Experience and Engagement, I was responsible for shaping and executing the creative strategy for this project. The role combines strategic thinking, customer-centricity, and technical expertise to enhance digital interactions, storytelling, optimize user experiences, and drive customer engagement and decided narrative across digital channels.
My key responsibilities;
> Digital Strategy Development: Develop and refine the organization’s digital strategy, aligning it with business goals and market trends. Identify opportunities for innovation and differentiation through digital channels
> Customer-Centric Approach: Champion a customer-first mindset, understanding user needs, preferences, and pain points. Use data-driven insights to continuously improve the digital user experience.
> Team Leadership: Build and lead a high-performing team of digital professionals, including UX/UI designers, developers, and content creators. Provide guidance, mentorship, and support to foster professional growth.
> Digital Experience Optimization: Oversee the design and enhancement of digital interfaces, ensuring they are intuitive, responsive, and accessible. Implement best practices in user experience (UX) and user interface (UI) design.
> Technology Integration: Collaborate with IT and technology teams to evaluate, select, and implement digital tools, platforms, and systems that enable seamless user experiences and engagement.
> Content Strategy: Develop and execute a content strategy that aligns with brand messaging and resonates with the target audience across various digital platforms, including websites, social media, and mobile apps.
> Data Analytics and Insights: Utilize data analytics to track user behavior, engagement metrics, and conversion rates. Apply insights to refine digital strategies and identify opportunities for improvement.
> Digital Marketing: Work closely with the marketing team to create and execute digital marketing campaigns that drive customer acquisition, retention, and engagement.
> Budget Management: Develop and manage the digital experience budget, ensuring resources are allocated effectively to achieve strategic objectives.
> Compliance and Security: Ensure digital properties comply with relevant regulations, data privacy laws, and security standards. Mitigate digital risks and vulnerabilities.
> Stakeholder Collaboration: Collaborate with cross-functional teams, including product development, sales, and customer support, to align digital initiatives with broader business objectives.
> Reporting and KPIs: Establish key performance indicators (KPIs) and regularly report on the performance of digital initiatives to senior leadership and stakeholders.
The Senior Director of Digital Experience and Engagement plays a pivotal role in shaping an organization’s online presence, enhancing customer interactions, and driving business growth through digital channels. This position requires a strategic mindset, technical expertise, and strong leadership skills to successfully navigate the evolving digital landscape.
Related Links
Booz Allen Hamilton | Booz Allen Opens New Flagship Center for Innovation
Washington Technology | Booz Allen built its ‘Helix’ hub for more than just demos
