Visual Jazz Isobar (VJI) has created a user experience role and appointed Rod Farmer, a fellow at the University of Melbourne, to the new role.

As user experience director Farmer (pictured) is responsible for identifying ways in which VJI clients can improve and lengthen relationships with their customers.

Konrad Spilva, managing director of VJI, said the appointment of Farmer in August last year has given VJI a competitive advantage.

“Companion media consumption is challenge the way organisations engage with their audiences which, in turn, is challenging the way business is done,” Spilva said.

“With this trend still in its infancy, we want to give our clients the competitive advantage by investing in experience strategy with people like Rod.”

Farmer has worked with numerous clients including ANZ, BT Financial, Westpac, Qantas, Yahoo and more. In 2010 he won the AIMIA award for Best Mobile Product or Service.