To Create One-of-a-Kind Experiences, Involve Content Teams Early in the Conceptual Design Process.
In the world of experiential AV, it’s easy to focus solely on the hardware: LED video walls, motion sensors, interactive kiosks, and so on. But if you ask McCann Systems and their Experience Design partner, Downstream, none of that matters if you don’t start with a clear understanding of the purpose of the experience.
“UX should define the technology touchpoints throughout your built environment so that all the technology has a purpose—and not simply because ‘technology’ was spec’d for its own sake,” shares Trent Hays, the Technical Principal and our partner at Downstream. That simple statement sums up a problem both of our firms see all too often: technology-first decisions that aren’t grounded in purpose.
In many projects, the AV infrastructure is already determined before anyone asks, “What story are we trying to tell?” People know they want a cool video wall, but what is it for? In worst-case scenarios, businesses wait until the last minute to discuss content, leaving little time to design content systems that tell the story they want to tell.
That’s where McCann and Downstream are working to shift the conversation. Brandon Harp, our Director of Digital Experiences at McCann, explains, “We often find ourselves backtracking a little bit with clients, which is okay. But we’ve found that by slowing the process down, bringing Downstream in earlier, it helps our clients think more creatively about the broader vision.”
Start with the Story, Not the Screen
When should content designers join the project? Our teams agree: as early as possible. Early engagement in discovery and needs assessment enables UX to shape floor plans, platforms, and technical specifications. “The sooner we know your needed flexibility, the better we can design systems fit for your goals,” says Trent.
That upstream involvement leads to stronger collaboration between our AV and content teams. Trent describes a typical handoff: “Our internal technologists put together an indicative bill of materials…McCann will then use that bill of materials, along with any technical drawing packages and the environmental design development package, to ensure all technical system designs bring those concepts to life.”
Unsure of What Your Vision Is?
Clients don’t always come to the table with a fully formed idea—and that’s perfectly normal. In fact, many just know they want something “cool” or memorable in their space but have no clear sense of the story they want to tell or the kind of interaction they hope to create.
Downstream is built to guide that process. “We’ve experienced it all,” says Trent. Sometimes clients reference another installation they admire. Other times, they know only the mood or tone they’re aiming for. In those cases, Downstream leads robust discovery and concept phases, pulling in client stakeholders from marketing, product, and even engineering to identify meaningful narratives.
“In a corporate project like an executive briefing center,” Trent explains, “We’re bringing in key client stakeholders…and then distilling that into stories that make sense for their mission.” That strategy-first approach means content platforms aren’t just visually compelling, but that they’re purposeful and tied to real business goals.
“We’re not just uploading videos in a playlist. What we deliver are compositions of parametric components: dynamic messaging on top of generative backgrounds with color-pickers in a CMS. We build into the entire design concept and software layers, and that flexibility needs to be based on early conversations and early definition.”
Don’t Forget Day 2
Another common pitfall in experiential AV is overlooking what happens after launch. “Clients should identify who’s going to be actually running the space and presenting in these spaces,” Trent emphasizes. Day-two operators, if not involved early, are left to inherit decisions they didn’t participate in—and often don’t understand.
Brandon echoes this, recalling a client who had already committed to a multimillion-dollar system: “They said, ‘We’re not sure who’s going to own this…who’s doing the CMS?'” That disconnect leads to scrambling late in the process, rushed training, or underused technology. As Trent puts it, “These systems are complex…there should be time between final commissioning and day one opening to do dry runs and really get comfortable.”
And McCann and Downstream don’t disappear after your project’s installed; we build with longevity in mind. Whether the content management is DIY or supported through ongoing retainers, the strategy accounts for refresh cycles, brand evolution, and ease of updates.
Building to Scale
Scalability is another reason content needs to lead. Downstream’s proprietary Bridge CMS is designed to support multiple sites, flexible content modules, and role-based permissions. McCann complements this with our AV design and boots-on-the-ground support in key geographical regions.
“We think in terms of programs over projects,” Trent says. Instead of designing a one-off experience for one building, the goal is to build an adaptable framework for the long term. Brandon agrees: “Our success is your success…we’re entering into something together.” At both McCann and Downstream, we don’t consider ourselves simply a ‘vendor’ for our clients. We’re your real partners.
Better Together
What makes the McCann and Downstream partnership so effective is our shared process and mutual respect. “We’ve created kind of a common language,” Brandon says. That means fewer surprises and a smoother path from concept to commissioning.
As a result, our AV systems tell stories and embody brands with effective, lasting technology, well beyond launch day.
Ready to Build an Unforgettable Experience?
Whether you’re designing a new flagship location or planning a scalable experience across multiple sites, starting with content and UX makes a world of a difference. We’re here to guide you through that process.
If you’re ready to define your vision before locking in the specs, let’s talk. Contact McCann Systems to start a conversation about building smarter, more meaningful AV environments.
