Jill Nickels


 Jill is well-versed in the harmony of brand identity, architecture, interiors, and technology, and leveraging these attributes to meet strategic and financial goals. She is a Retail Experience Design Leader and Principal at Gensler, a testament to her deep experience with the symbiosis of the physical and digital world. She orchestrates multi-disciplinary teams to meet each client’s unique goals. Jill’s understanding of the design process combined with her interest in innovation and brand experience enable her to help companies create high value impact through design. She has over 20 years of experience developing brands and bringing them to life in the built environment. Her comprehensive understanding of the importance of storytelling help her position brands with a strong voice and point-of-view.

ROI to ROE: Identifying the Factors of A Great Experience and Measuring the Impact

Thursday, November 14
2:00 - 3:00 p.m.

Jill Nickels, Gensler

By 2020, customer experience will overtake price and product as the key brand differentiator. The purpose of physical stores has shifted to engagement and connection. Experience starts with why. In our qualitative research, we identified five universal intentions of experience; Task, Social, Discover, Entertainment, and Aspiration. Let’s take a look at developing a more valuable experience for you and your brand. 

During this workshop, attendees will learn:
  • The key drivers of a great experience
  • The direct impact great design has on experience
  • How a person’s intention in visiting a space ultimately frames their experience

How to Build Your Brand

Thursday, November 14
3:15 - 4:15 p.m.

Jill Nickels, Gensler

What is a brand? What is the difference between a logo, a product, marketing, and a physical experience? Understanding your story and how customers create meaningful connections to it is your brand. But what are the steps to get there?  

During this workshop, attendees will learn:
  • The difference between a logo, product, marketing, and a physical experience
  • Steps for creating meaningful connections to your dealership
  • How through your brand, you can create a level of engagement that drives action and evangelism