As someone who has dedicated 40+ years to advancing the pro AV industry and shaping integrated experiences, I'm constantly thinking about the next frontier for our impact. With InfoComm just around the corner, we're all preparing to witness the next iterations of cutting-edge AV and technology. But beyond the individual products, how do we ensure that our work in the built environment delivers outstanding, measurable digital experiences for every occupant?

In today’s workplace, learning space, or community environments, digital experience is no longer optional—it’s foundational. Whether facilitating hybrid meetings in the workplace, immersive learning environments on campus, or civic spaces built for engagement and remote access, audiovisual (AV) systems now shape how we see, hear, and connect in space.

And yet, AV remains one of the few major building systems without a recognized rating framework to guide its design, implementation, and impact.

We have models to build on:

• AVIXA/ANSI standards clarify technical performance—audio intelligibility, image sizing, contrast, and control protocols.
• EDUCAUSE’s LSRS, HETMA’s FLEXspace’s FLIPP process, and EDSpace ECLPS certification program align space planning with pedagogical outcomes.
• LEED and WELL have revolutionized how we approach sustainability and human-centered design.
• WireScore's SmartScore provides vital certifications for core digital infrastructure.

However, none address the human factor in creating memorable and compelling digital experiences. Maybe it’s time AV had its own.

Perhaps, we should consider a Digital Experience Rating System (DXRS) that addresses experiential excellence in applied communication technologies in all our market sectors.

The Challenge: AV Is Too Often an Afterthought

AV is addressed in far too many projects after critical decisions are locked in—after the ceiling plan, lighting layout, and network diagram are finalized. This reactive posture leads to:

• Displays are undersized (or oversized) for the audience
• Cameras in suboptimal positions
• Inconsistent user experiences across rooms
• Poor audio due to ceiling conflicts and lack of acoustic definition
• Systems that confuse users instead of empowering them

We can’t keep solving the same problems. We need to plan differently—and earlier.

The Solution: A Rating System for Digital Experience

DXRS is a performance-based planning and evaluation tool that assesses AV-enabled spaces across eight key categories:

1. Collaboration Support
2. AV System Performance
3. Environmental Comfort
4. Accessibility & Inclusion
5. Flexibility & Reconfigurability
6. Sustainability & Efficiency
7. Feedback & Optimization
8. User Experience Quality

Each category includes measurable sub-criteria worth one point. The total possible score is 50 points, and the five-tier rating system reflects technical quality and experiential ambition. Each tier raises the bar—not just for AV equipment performance, but also for how spaces anticipate needs, support people, and evolve over time.

This isn't just about having the latest gear; it's about how seamlessly technology enables:

•  Genuine Occupant Connection: Fostering intuitive interaction with the space and with each other.
• Effortless Communication: Ensuring clarity, efficiency, and accessibility in information exchange.
• Productive Collaboration: Empowering seamless teamwork in any modality – in-person, remote, or hybrid.
• Truly Excellent Digital Experiences: Moving beyond functionality to deliver measurable satisfaction, engagement, and productivity.

Why It Matters

The DXRS framework offers a shared language for AV consultants, architects, IT leaders, and facility managers to plan digital infrastructure before equipment is specified, before walls are closed.

It aligns AV design with:

• Organizational goals
• User accessibility and equity
• Long-term lifecycle planning
• Measurable, repeatable outcomes

Most importantly, it ensures that AV is treated not as an afterthought but as a vital part of making a space work.

This is precisely why I've been developing the concept for a Digital Experience Rating System. I aim to propose an industry-backed rating system that provides a standardized method to assess and certify how effectively a building's digital systems are designed and integrated to achieve these crucial human-centric outcomes.

A Call to the AVIXA Community

This blog post is a strawman, an idea starter, and an invitation.

AVIXA has the technical foundation, the credibility, and the global community to lead this initiative. A task force representing designers, integrators, architects, facility managers, and end users could formalize DXRS as an open, evolving standard.

Let’s define what digital experience should be, not just what it is today. From your experience, what are the most significant "experiential" pain points in buildings today that technology should solve? What are the essential key performance indicators (KPIs) would you suggest for truly measuring a building's success in enabling connection, communication, and collaboration? How important would a dedicated standard be for elevating our industry's value proposition in the broader real estate and facilities management sectors?

Let’s start the conversation! This is a fantastic opportunity for us to dive deep, share perspectives, and shape the future of how we define technology's true impact on the built environment. I invite you to bring your insights and questions to our session.

In the meantime, I'd love to hear your initial thoughts. Add your comments here, contact me at the AVIXA Xchange Advocates program at 4 p.m. Wednesday afternoon (W4761) at InfoComm, or contact me at CatalystFactor.