ABB Customer Experience Center

Re-branding and renovating a customer experience center.





Project Brief

ABB is a global leader in electrification products, robotics, and industrial automation. After purchasing GE’s Industrial Solutions business in Mebane, North Carolina, ABB needed to re-brand and renovate the original space to highlight their combined, comprehensive one-line construction package.

After investing and expanding its Electrification business in the United States to meet growing customer demand, ABB set their sights on rebranding and optimizing the Customer Experience Center (CXC) as a national showcase where customers and suppliers could see, touch and feel ABB’s latest products and collaborate on new technology developments. ABB’s goal was to provide customers with a fully integrated experience with production, engineering, quality, and Factory Acceptance Testing.

We began the planning process with an engagement mapping session to identify ABB’s audiences’ wants and needs. Interviews with ABB leaders revealed the primary audience’s care-abouts and the actions ABB wanted them to take while visiting the center. The outcome of these sessions provided our experience and environment designers with the insight and information to craft a narrative for the new customer journey. The final visitor journey then drove the physical design and engagement touch points for the expansion of the experience center.

The project was completed in two phases, with the first phase focused on re-branding the space, creating an overall first impression, and instituting a new badging and registration process. The second phase included the build out and installation of the customer experience center that showcased ABB’s best in class, source-to-socket portfolio of industry leading technologies.


The new center perfectly represents ABB’s growth commitment across the US to meet their customer demands. Since opening, the center has played host to more than 30 customer visits within the first 12 months of re-opening.

“Derse was the essence of a strategic partner, helping transform our space in to a multi-sensory customer experience. The Engagement Mapping Workshop played a vital role in the creation of the Customer Experience Center, and helped define what we wanted the audience to know about ABB, and what we wanted them to do during their visit and as a result of their visit. Their team then developed and delivered results-oriented solutions from these objectives”

- Al Colquitt
Events Director, ABB Electrification