NewGround’s Strategy & Experience Economy Experts to Speak at The ONE Conference

Florini and Ritner explain strategic design for banking experiences


CHESTERFIELD, Mo., February 21, 2019–NewGround, a St. Louis-based experiential architecture, design, and delivery firm, announced that Scott Florini, Vice President of Strategy, and Brad Ritner, Director of Retail Design, are scheduled to speak at The ONE Conference at the Embassy Suites in East Peoria, Ill. on Thursday, February 28 from 4 p.m. to 5 p.m. The conference will be hosted by the Illinois Bankers Education Services Board.

Scott and Brad’s presentation entitled, “What Would You Do Differently If You Charged Admission? Embracing the Experience Economy,” explores the principles of the Experience Economy and allows the audience to discover how to apply them to drive greater economic value in the banking world.



NewGround’s Strategy & Experience Economy Experts will challenge participants to think differently about how to map and design a customer experience, including persona development and why it is important.

“Our goal is to enlighten attendees about the importance of creating an experience for consumers to maximize value in their own banking business strategies,” said Scott Florini, Vice President of Strategy at NewGround.

Their session will also include details on how goods and services are no longer good enough and the importance of defining a persona.

“We want to illustrate how designing your bank for the experience plays such a crucial role in your overall success,” said Brad Ritner, Director of Retail Design at NewGround.


About NewGround

NewGround is the industry thought-leader in strategy, innovative design, and project management, and has been for over 100 years. We help financial institutions master the power of their space to create the next generation workplace and retail solutions. At NewGround, we are driven by our core values of: Serving Others, Excellence, Innovation, Collaboration, and Communication. Headquartered in St. Louis, Missouri, NewGround maintains corporate offices in Chicago, Illinois, Honolulu, Hawaii, and Waterloo, Ontario, with a regional presence throughout the U.S. For more information, visit NewGround at


Media Contact:
Amanda Jasper