Scott Gunter and Elizabeth Rosenweig -- Designing a Cohesive Customer Experience

Designing a Cohesive Customer Experience
Elizabeth Rosenzweig – Bentley University
Scott Gunter – Usability Sciences

About Us
Scott Gunter
VP of User Experience at Usability Sciences
Over 13 years as usability / user experience researcher
Has led over 250 research projects on behalf of companies like Microsoft, J.C. Penney, Nokia, Kohl’s, Oracle, and Nike.
Elizabeth Rosenzweig
Principal Consultant, Adjunct Faculty, Bentley University
Over 25 years experience in UX field
Founder and Director World Usability Day
4 Patents in UX Design

Today’s Talk
Introduction
Touch points and the User Experience
Research
Virtual Ethnography
Some solutions

Setting the stage
Your company has continued to expanded its market presence by adding a…
Facebook page
Mobile enabled site
iPhone app
Android app
Weekly promotional emails,
etc.
Each of which received extensive user testing before deployment.

Touch points
Is the experience across each of these new touch points consistent?
What about with the existing touch points (e.g., website, store, etc.)
Are the individual touch points working together to enhance the customer's total experience?
What role does each touch point play in your customer's journey?

“You recently moved into a new apartment and would like to purchase a reasonably priced leather sofa.”

Customer Journey
Was the experience consistent across each touch point?
Was trust being built along the way?
Was the brand messaging consistent?
Was the customer compelled to continue shopping?

Multichannel Customer Experienceby Consultancy, November 2010
49% of company respondents say a joined-up multichannel customer experience is very important to their organization,
41% say multichannel UX is quite important.
68%recognize a strong link between long-term business performance and customer experience.

Multichannel Customer Experience cont’d
69% of organizations are just beginning to develop a UX strategy.
9% surveyed have no strategy for improving the customer experience.
38% report that ownership of the multichannel customer experience lies within a combination of different departments.

Forrester Research
Global eBusiness And Channel Strategy Professional Online Survey, Forrester Research Inc., November 2010
Retailers who had focused on multichannel integration found:
an average of 48% increase in online sales
28% reduction in operating costs
25% increased profitability

Cross-Channel Experiences in Retailhttp://pervasiveia.com/blog/cross-channel-retailing
83% of consumers prefer retailers offering a continuous and consistent shopping experience across the different channels
Pervasive information architectures are consistent information spaces that are not limited to the Web, but bridge across all active communication channels for a given company, product, or service. In the the team promotes a heuristic approach to design them, based on 5 related indicators: place-making, consistency, resilience, correlation, and reduction.

The Cross-Channel Experience, Slide Share Presentation by Nick Finck
3 Types of Touch points
Static Touch points
Interactive Touch points
Human Touch points

Cross Channel Touch Points
Web
Email
Packaging
Product
Streaming media
Mobile
Retail
Sales Support
Environment
Click-to-Chat
Social Media
Broadcast Media

3 Types of Touch Points
Static Touch points
Online or on paper (newspaper, magazines) information only
Interactive Touch points
Often online, internet or mobile internet, allows for interactions:
Search
Find a product
Ask about a product
Find a store
Etc.
Human Touch points
In person, usually at the store

Static Touch Point

Interactive Touch Point

Human Touch Point

How can “Out of the Box” thinking help?
Virtual Ethnography
Brings together disparate elements to understand a complex problem
Time, Space and Technology- where do they merge

Virtual Ethnographyby Christine Hine
Ongoing study of how people interact online, through the social world of the internet
Time is viewed differently in a virtual world, it can slow down or speed up with no relation to the laws of physics
Space becomes an altered reality, whereas it must adhere to the laws of physics in the physical world
Technology then evolves based on how people use it

Consider This
Space and Time create a context for interaction

Space, Time and Technology

Some Steps To A Solution
Identify your core customer
Put the user at the center of the process:
Inventory your touch points
Identify attributes of each touch-point
Create journey maps
Evaluate touch points within journey map

More Solutions
Research new ways to create and augment online reality
Use tools of Virtual Ethnography to study online social behavior
Observe the effects of Space and Time on touch points

Today’s Talk
New customer experience must integrate many touch points
What are examples of different touch points
What is the latest thinking
What can you do to apply this to your work

Q&A
Any questions?

Scott Gunter and Elizabeth Rosenweig -- Designing a Cohesive Customer Experience

by Big Design Conference on Aug 02, 2011

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