1. Rob Meldrum Experience Architect 1
ROB
MELDRUM
Experience Architect / Portfolio
phone: 07764 485496
email: meldrumrc@gmail.com
twitter: @rcmeldrum
blog: dis.ruptors.com

2. Rob Meldrum Experience Architect 2
I’m Rob and I’m an Experience Architect.
I started out life as a Creative Technologist designing
Flash experiences, and then leading teams as a
Technology Director. As an Innovation Director I
spent my time with clients and creatives inspiring and
educating them with new and exciting technologies.
And as a UX specialist I’ve worked with strategists
to really understand the people we’re trying to
communicate with.
THE BEST BRANDS DON’T SELL PRODUCTS,
THEY CREATE EXPERIENCES. EXPERIENCES
THAT REAL PEOPLE CAN CONNECT WITH, BE
ENTERTAINED BY, AND MAKE THEIR OWN.
As an Experience Architect I design and plan
these brand experiences for people by understanding
who they are, what they want and when they want it.
HELLO

3. Rob Meldrum Experience Architect 3
WHAT MAKES ME A GOOD
EXPERIENCE ARCHITECT?
STRATEGIC
UNDERSTANDING
Working with traditional planners as well
as data scientists I’ve gained vital
experience to help shape my
understanding of the audience.
PRODUCTION
KNOWLEDGE
Knowing budgets, build times and the
potential pitfalls means I can spot possible
issues early on.
EXPERIENCE
ARCHITECT
TECHNICAL
FOUNDATIONS
My background in development
and interest in tech gives me
an understanding of how digital
touchpoints work.
CREATIVE EXPERIENCE
Working as a third partner in a creative team
allows me to not only brief creatives, but help get
to the answer quicker.
“How do we bring it to life in a way
that’s engaging and interesting?”
“Will the developers actually
be able to build it?”
“Will the audience connect
with it, or even care?”
“Can we actually make it happen
within time and budget?”

4. Rob Meldrum Experience Architect 4
IDEA CREATION
I’ll work with more traditional creative
teams, identifying creative territories
and scamping ideas.
BUILD
I’ll help the producers plan the build
of each idea by writing functional
specifications and working with third
party companies.
MEASURE AND LEARN
I’ll study tracking data and run
usability tests to assess success.
I’ll develop options for build
improvements (for next release)
or possible pivot moments.
IDENTIFY BRAND AND
AUDIENCE CONNECTION
Next is to map each persona’s current
mindset, and their affinity with the brand.
Technical ability and potential triggers
are also useful.
CREATE EXPERIENCE MAPS
By understanding when, where and
how we can talk to our audience it will
inform the creative briefing and allow for
targeted creative executions.
IDENTIFY CREATIVE
OPPORTUNITIES
Using the experience maps it becomes
clear where the creative opportunities lie.
Writing creative briefs in this way allow
for far more focused output of work.
4
5
6
DEFINE THE AUDIENCE(S)
By studying behaviour patterns,
interviewing users, and working with
data experts I create personas, which
capture our understanding of the people
we’re trying to talk to.
DEVELOP USER GOALS
Understand what the user wants to do,
who they want to be and how they want
to feel.
ALIGN USER GOALS WITH
BUSINESS OBJECTIVES
From the user goals I will identify the
areas that are most likely to yield best
business results.
Every project is different and not all will need
every stage below, but here are the processes
that I go through as an Experience Architect:
MY APPROACH TO
EXPERIENCE ARCHITECTURE
7
8
9
1
2
3

5. Rob Meldrum Experience Architect 5
CASE STUDIES
Virgin Atlantic / Ready to Fly
Mars Pedigree / Tracks
City & Guilds / Digital Sales Brochures

6. Rob Meldrum Experience Architect 6
VIRGIN ATLANTIC
READY TO FLY
As Virgin Atlantic’s Global CRM agency, Naked’s role allowed
me to really focus on the customer. This project was a
challenge to make the time between booking and going on a
Virgin Atlantic flight as exciting, inspirational and easy for the
customer as possible.
I created the content strategy for the ‘Ready to Fly’ program:
“deliver relevant, useful content to the customer at the right
time for them between booking and flying”.
By aligning the customer goals (‘make it easy for me to check
in online’, ‘make me excited about my holiday destination’)
with business goals (‘sell upgrade and ancillary products’ and
‘get customers to fill in important information pre-airport’) I built
the communication structure that flexed and personalised for
every individual.
CHALLENGE
STRATEGY & ARCHITECTURE
Once the strategy and architecture for the project was
complete it was on to designing a wireframe and content
system that gave enough room for the designers to bring the
experience to life, without compromising the tight production
timeline.
In order to make the sure the complicated logic structure was
understood, I wrote the full functional specification for the build
and worked with the third-party production team to write the
plan and execute the build.
Although in it’s early stages the project has already seen an
increase in interactions over 30% and an overall increase in
completed business objectives, as well as increased customer
satisfaction.
EXECUTION

7. Rob Meldrum Experience Architect 7
Content module strategy showing relevance changing over time Three phases of communication, with two different types - Trip and Holiday
VIRGIN ATLANTIC
READY TO FLY

8. Rob Meldrum Experience Architect 8
Original wireframe showing content order and placement Final website design, showing content modules and dynamic placement
VIRGIN ATLANTIC
READY TO FLY

9. Rob Meldrum Experience Architect 9
Content plan post-it note client workshop
Final content plan created in Omnigraffle
VIRGIN ATLANTIC
READY TO FLY

10. Rob Meldrum Experience Architect 10
MARS PEDIGREE
PEDIGREE TRACKS
The vision I sold to Pedigree was simple: dog
owners can’t communicate with their dogs, but
by using technology Pedigree can help them
understand their furry friends better.
CHALLENGE
STRATEGY &
ARCHITECTURE
I first worked with the planning team to create the
strategic vision for this tracking mobile application:
‘calories in, calories out’.
I then set to work shaping the user experience
architecture, mapping and wireframing the journey
from registration through to everyday use.
To help sell this idea to clients that had never made
an app before, I brought the experience to life by
creating a demo for them using proto.io
EXECUTION
I crafted the look with the design department,
and then became the technical architect – writing
the functional specification and production plan,
developing the personalised calorie algorithms, and
working with our partners to bring the vision to life,
whilst also working with the clients to make sure
everyone was involved.
The result is an app that every dog owner should
own. And the first step on a long road for Pedigree to
establish themselves as thought leaders in modern
pet care and ownership.

11. Rob Meldrum Experience Architect 11
MARS PEDIGREE
PEDIGREE TRACKS
Original scamps
Final Mobile App
designs (iOS)

12. Rob Meldrum Experience Architect 12
A sensor from a fitness bracelet taped to my dog’s collar
Application Sitemap
MARS PEDIGREE
PEDIGREE TRACKS

13. Rob Meldrum Experience Architect 13
CITY & GUILDS
DIGITAL SALES BROCHURES
City & Guilds, the company that promotes education, training
and global skills development, had a real business problem
– they were spending one million pounds a year on printing
their training brochures. Their sales team weren’t too happy
either – they had to drag a suitcase full of them to every new
business meeting.
Partnering with the Creative Director it was quickly into
design and working out how to push the interaction as far as
possible whilst still making the asset delivery achievable. We
released the first brochures in less than two months, and I
wrote user guides and ran personalised training sessions for
the countrywide sales team.
CHALLENGE
STRATEGY &
ARCHITECTURE
EXECUTION
We knew digitizing this process was the answer, but we
needed to find a solution that was market ready in less than
two months, and didn’t blow the budget. I set the strategic
approach that challenged us to “provide an accessible,
central hub to deliver new digital brochures iteratively, and
make the sales process more interactive and personal”.
I used an MVP approach across the whole project, and first
built a prototype in Axure to allow the clients to get a feel
for the new interactive brochures. Next I assessed the type
of technical platform needed to deliver brochure content,
and I recommended the use of interactive PDFs (in the first
instance) delivered to iPads via an off the shelf app.

14. Rob Meldrum Experience Architect 14
Original App wireframes
FInal App design screen
CITY & GUILDS
DIGITAL SALES BROCHURES

15. Rob Meldrum Experience Architect 15
APPENDIX
Example processes, charts and documents
- Content structure, iPad App, Persona
- Experience Map
- CRM Architecture
- Interactive iPad Wireframes

16. Rob Meldrum Experience Architect 16
EXAMPLE DOCUMENTATION
Proposed content structure for Virgin Atlantic CRM program One of three personas used in original eBay European social media pitch
iPad interactive demo app used in eBay European social media pitch

17. Rob Meldrum Experience Architect 17
EXAMPLE DOCUMENTATION
Full Experience Map for Paddy Power (Pitch documentation)

18. Rob Meldrum Experience Architect 18
EXAMPLE DOCUMENTATION
Mapped CRM architecture for Virgin Atlantic Flying Club program

19. Rob Meldrum Experience Architect 19
EXAMPLE DOCUMENTATION
Interactive Wireframes for PaddyPower (pitch documentation)

20. Rob Meldrum Experience Architect 20
THANK YOU
phone: 07764 485496
email: meldrumrc@gmail.com
twitter: @rcmeldrum
blog: dis.ruptors.com