How to Design for the Future - Cross Channel Experience Design

how todesign forthe future

cross-channel experience design OSCON July 16, 2012 @samanthastarmer

today what is cross channel design? why care about cross channel design how to think about cross channel design try cross channel design start cross-channel design now

a fewlogistics

extrapolation encouraged http://www.flickr.com/photos/danilush/3259099985

questions & input encouraged http://www.flickr.com/photos/ducdigital/3011652637/

three activities http://www.flickr.com/photos/acplinfo/3721979202/

scheduled break http://www.flickr.com/photos/johnmcnab/4298812

but anytime… http://www.flickr.com/photos/baggis/4701908515

Director, Customer Experience for REI Experience DesignInformation and Content Management Program Management Microsoft, Amazon Teach at University of Washington

who are you? Support Engineer  Programmer Systems Analyst  CIO Web Application  Web Manager Developer  System Architect Technical Analyst  Software Engineer Lead Senior Software Engineer  IT Director/Engineering User Experience Engineer

what do you hope to learn? tools that can help me improve the online experience of the product to educate people about the actual physical product. a primer for cross-channel experience design, an overview, and maybe some high points expanded upon. Why and How to design cross channel experience design How to think about things more broadly to encompass the entire user experience. what is cross-channel experience design?

a story… http://www.flickr.com/photos/sugarpond/3016905349

july 19, 6am

it started as a good day

and then…

kaboom http://www.flickr.com/photos/amishpatel/4803420473

my car

his car

and yes…

the cop car http://www.flickr.com/photos/sillygwailo/56

proof of insurance http://www.flickr.com/photos/rootology/2767323250/

oh crap

just don’t do it again http://www.flickr.com/photos/rootology/2767323250/

exchanging information

need to get car out of road

so sad – collision repair http://www.carstar.com/files/6uiyw73inwb3f999189vjwzsyjpv7o09.jpg

this is why Ihave insurance

two hours later – ow.

good, they have an app

can’t get in

okay, trying the website

arrrrgh

damn, have to talk to a human

“go to Valley Medical Center”

we can’t help you

“oops”

THIS Valley Medical Center http://cdn.assets.sites.launchrocketship.com/7a019f65-a5c3-4d32-930 0640affd6f7b/files/de97003a-2719-4f24-bf02-3771bcfd0a72/zvm-east_exterior-afternoo

five days later…

oh, that’s helpful

the paperwork begins

my friend, the fax machine

a flurry of mail

from all different people

confusing mail

really confusing mail

over three months later

insurance was supposed to pay this…

we can’t help

crap, i better pay

silencesilence

four months later

six months later

moresilence

thanks a bunch. Ta

lesson? http://www.flickr.com/photos/pjern/2150873799

holisticexperience

the future of web design isn’t just the web

we live our livesbeyond websites physical experiences, apps, phone, etc…

we need todesign beyond websites

design for cross channel experiences

what doesthis mean?

idly flipping – oh, cheap TV

can I buy it locally?

gotta buy something for me

all set

here we are

picking up in store…

oh god, Christmas

but I have my list!

and it tells me where!

a little hard to see…

but it worked!

technology is ubiquitous http://www.nytimes.com/imagepages/2011/12/22/garden/22SKYPE1.html

even for luddites

digital and physical are colliding

70% of US online consumers research products online andpurchase them offline Forrester, Profiling The Multichannel Consumer, July 2009

53% of mobile searches on Binghave a local intent Greg Sterling Search Engine Land https://searchengineland.com/microsoft-53-percent-of-mobile-searches-have-local-intent-55556

(and here is our opportunity)

integrated experiences are few and far between Alexandra Deschamps-Sonsinohttp://www.slideshare.net/designswarm/creating-the-internet-of-things

entire industries are intheir customer experience infancy (…health insurance, TV service, Internet Service providers, PC manufacturers,wireless service providers, airlines and credit card providers.) 2011, Forrester Research, Inc.

we usuallydesign for a particular channel

users don’tdistinguish channels

http://www.crwgraphics.com/blog/wp-content/uploads/2010/08/multichannel-marketing.bmp

users don’tthink about design disciplines

http://www.kickerstudio.com/blog/images/ux.jpg http://www.jjg.net/elements/pdf/elements.pdf http://www.montparnas.com/articles/wp-content/uploads/2006/10/user%20experience%20design%20explained.gif http://mickwinters.com/wp-content/uploads/2010/02/venn1.gif

usersdo think about all of their experiences

across time,touchpoints, devices and channels

wherever theysee your brand

advertising

packaging http://thewordzombie.com/wp-content/uploads/clamshell-packaging.jpg

employees http://www.flickr.com/photos/7577938@N02/4897443265

a truck http://www.flickr.com/photos/walmartcorporate/5261659794

a sign http://www.flickr.com/photos/mrvelocipede/523744336

all touchpoints impact user experience

shh…organizational underpants http://www.flickr.com/photos/practicalowl/1423935574

remember…

ad: “volkl rtm 84/ipt wide ride”

let’s look on the site

search volkl rtm 84 - nada

search volkl wide ride - nope

whoops

people notice This experience has been so stupid.There is no way to explain the huge gap between operations in the store and online. I will never be shopping at either again. I do not understand how you can want and advertise 100%customer satisfaction when I know I am 0% satisfied. REI customer comment

experiences areacross touchpoints,channels, mediums & devices

we have to designbeyond websites, mobile devices, software apps…

not easy

cross between herding cats http://www.flickr.com/photos/wendyness/2278274546

and slaying dragons http://www.flickr.com/photos/76578669@N00/377000490

5 principles1. consistent2. convenient3. connected4. contextual5. (a) cross time

consistent

shopping has many stages

especially gifts

awesome, gift ideas

we often cross channels

and need consistency

good, the same recommendations

here too

not so good

same item, different info sign catalog site

and more different info eMail site in-store product handout product tag advertising

convenient

my first iPhone app

even better…

no need to call http://www.flickr.com/photos/zachklein/3964249 http://www.flickr.com/photos/jsrcyclist/31813

or get out of the car Walgreen’s drive in http://www.flickr.com/photos/ambernectar/4042608385

not so convenient

what happened to self service?

connected

the experience of transitions http://www.flickr.com/photos/mcdemoura/2209204939

different tastes Netflix

on the iPad

on the iPhone

not so good

my mom

her favorite store

directory

departments

her favorite department

but…

no encore

but they have plus sized clothes

lots of them

and they are tagged encore

mom was sad

contextual

may not have a tape measure http://www.flickr.com/photos/nicpic/30423961

but I have my phone!

street bump residents use Street Bump to record “bumps” which areidentified using the device’s accelerometer and located using its GPS http://www.flickr.com/photos/topsy/188144452 http://www.newurbanmechanics.org

which context makes sense? Not sure how to cancel a class I registered for online. The cancellation policy just says what time frame I need to cancel in, but not how to do it online. Only suggestion is to call the store. Doesnt seem worth the hassle. REI customer comment

but be careful… what idiot made the decision that says - ‘if they are on a cellular connection they are not interested in anything but a static text display of the store operating hours’? another REI customer comment

(a)cross time

traveling on 3/26/11

nightmare lines

they didn’t forget about me

not so good

tests at the doctor’s office

results by mail

but not on the website?

5 principles1. consistent2. convenient3. connected4. contextual5. (a) cross time

5 methods1. think in terms of services2. share the sandbox3. start walking4. comfort in discomfort5. why vs. what

1. Think in terms of services think in terms of services Waitress

oooh, shoes

cute shoes Fluevog on iPad

save on shipping? From: seattlefluevog@cablespeed.com To: sstarmerj@hotmail.com Subject: Fluevog order 20110211-00072873 Date: Fri, 11 Feb 2011 16:52:38 -0800 Hey Samantha, We have both shoes you ordered online here at the Seattle store. If you’d like to pick them up this weekend and save on shipping let us know otherwise they will ship out Monday. Thanks, Leah John Fluevog Shoes 205 Pine St. Seattle, WA 98101 phone: (206)441-1065 fax : (206)728-7955 seattle@fluevog.com www.fluevog.com www.myspace.com/fluevogseattle "There are two kinds of people: those who shy away from attention, and those who wear Fluevogs." - JF

visit the store? don’t mind if I do http://www.flickr.com/photos/trufflepig/4370405501

Incremental Sale

2. share the sandbox http://www.flickr.com/photos/erikwdavis/2687670846

let others in

let others design

let others play with you UX Mag

3. start walking http://www.flickr.com/photos/jonathanbeard/3038114579/

get out of your cube

go to another department

4. comfort in discomfort

you don’t haveto be an expert

from one of my employees “an interesting thing happened today – we were invited to help Visual Merch decide what shelf labels to use in the retail stores .”

eek – I don’t know store design http://www.twobackpackers.com/wp-content/uploads/2009/07/REI-Backpacks.jpg

my employee was smarter “an interesting thing happened today – we were invited to help Visual Merch decide what shelf labels to use in the retail stores .” “This is a great win for us”

5. why vs. what http://www.flickr.com/photos/segozyme/3105128025/

buying a tent

for backyard camping? http://www.flickr.com/photos/jcast911/4037694806

or backcountry snow? http://www.flickr.com/photos/reway2007/427303733

ACTIVITYmake it or break it

remember?

my car

the paperwork

Insurance – a Cross Channel Story

what are themake or break experienceopportunities?

think about my as-is experience – what actually happened? Be clear on the narrative what were my emotions? where was my experience broken? (sad face) where could Ameriprise have ‘made’ my experience? (happy face) write down the make or break opportunities

observations?

http://www.flickr.com/photos/johnmcnab/4298812

designing for the future

(some) tools stakeholder  co-design interviews  body storming field research  business origami touchpoint matrix  service blueprint service inventory  experience map design games  experience matrix

tips do early in project – ideally well before requirements or user stories focus on ideation and brainstorming – not building, architecting or designing can be used within waterfall or agile methodologies or anything in between best to do in cross divisional groups

good ideas here

stakeholder interviews http://www.flickr.com/photos/kino-eye/226951415

stakeholder interviews what experiences do internal stakeholders think should happen? what experiences do stakeholders think ARE happening? what assumptions are stakeholders making?

field research http://www.flickr.com/photos/romeral/3911756000

field research what experiences are happening? what experiences are customers expecting? what channels, devices or platforms do customers want to interact with? When? what do customers do if their expectations are disappointed?

touchpoint matrix http://brandtouchpointmatrix.com/

touchpoint matrix track all ways customers interact with your organization can use both for as-is and to-be states excellent for corralling complex, multichannel programs and products great to use for mapping out needed system architectures helpful for non-web/non-technology people to understand impacts

design games http://www.flickr.com/photos/elitatt/4959931 232 http://www.flickr.com/photos/centralasian/4099680559

design games great with non-designers bar is low, nothing is wrong think of as more play than work can bring out quieter types new ways of thinking Low tech methods create level playing field for multi-disciplinary participants

gamestorming - the book http://www.flickr.com/photos/elitatt/4959938630

co-design http://www.flickr.com/photos/thinkpublic/4499674785

co-design sketch with project team draw with stakeholders diagram with support teams sticky note with customers less about the outcome, more about the conversation Can also call it co-creation, brainstorming, etc (the word ‘design may scare some people)

body storming http://www.flickr.com/photos/xian/3763798434

body storming sketching not with a pencil and paper, but with our bodies (Dave Gray) physically act out possible experiences often used for designing services, especially within physical environment start with scenario or task, improv the customer and support roles (including props)

business origami (@jessmcmullin) http://www.flickr.com/photos/benry/4101687804

business origami 3 dimensions helps envision experience solutions can be easier than sketching for non- designers to feel creative great for services and experiences that involve crossing locations easy to move pieces lessen any feeling of commitment or making a mistake

service inventory http://farm5.static.flickr.com/4023/4526736556_3b5a628b7f.jpg

service inventory inventory all services customer encounters similar to a process map but focuses on the customer and their service needs good to build after mapping customer’s journey illuminates areas where you can surprise & delight (or royally screw up)

experience map http://www.businessweek.com/innovate/content/nov2008/id20081110_531328.htm

experience map customer perspective, actions and reactions throughout interactions triggers and touchpoints intangible and qualitative motivations, frustrations and meanings can get all points of view on the table (e.g. is your experience my experience?)

many different ways to map

http://www.thosepeskyusers.com/wp-content/uploads/2010/12/customer-experience-map.jpg

http://old.littlespringsdesign.com/wp-content/themes/LSD%20theme/images/experiencemap1.pdf

http://everyonecampaign.com

http://experiencematters.files.wordpress.com/2009/03/legowheel.png

ACTIVITYexperience map

please make it better!!

you are ameriprise Ta

accident – the basic sequence1. accident occurs2. exchange information3. tow car4. report to insurance5. progress report6. retrieve car7. resolution

what wouldhave made my experience better?

think about the accident journey the main steps from the customer’s perspective that need to occur in resolving an accident claim what is the desired experience? what would give me a happy face in each section? map out the desired experience – write down the optimal ways to support the holistic, cross channel experience

a framework

service blueprint

service blueprint start with the customer experience track the customer actions include needed touchpoints determine how service components link determine how internal people, processes and systems support

Service Blueprint http://lovelearn.wordpress.com/2009/07/11/initial-blueprint/

SCAD Service Design Projecthttp://servd.us/The_Project_files/Screen%20shot%202010-02-03%20at%2011.38.26%20PM.png

ACTIVITYexperience matrix

what is neededto support the better experience?

think about use desired experience from last activity most convenient channel/touchpoint for each part of the experience(face to face, mobile app, phone, website, etc) how the experience components need to link together for a holistic cross-channel experience the support people and systems needed EXTRA CREDIT – extra services or benefits to ‘surprise and delight’

a framework

observations?

how to

http://www.flickr.com/photos/62719770@N00/2959566124

5 ways to start1. document the present2. map the future3. get behind the scenes4. cross train5. share the wealth

1. document the present

not just for fun

can be notes, sketches http://www.flickr.com/photos/frerieke/3882000183

or photos

documenting experiences

2. map the future http://images.asc.ohio-state.edu/is/image/eHistory/world/images/maps2/1942world1600.jpg

getting from point A to point B; and everythingin between

think about thecustomer’s whole journey

3. get behind the scenes http://www.flickr.com/photos/honorapearls/4155009907/

are experiences supported? http://www.flickr.com/photos/vitorcastillo/2994723741

here? http://www.flickr.com/photos/mattwright/1787856/

and here? http://www.flickr.com/photos/oldonliner/3484504583/

4. cross train http://www.flickr.com/photos/zackojones/4191554608/

it’s amazing what you learn

5. share the wealth http://www.flickr.com/photos/jimfrazier/1810966604/

everyone owns cross channel experience

thank you!! http://www.flickr.com/photos/baking_in_pearls/3960662314

questions?? samantha starmer @samanthastarmer sstarme@rei.com http://www.flickr.com/photos/druclimb/3277540656/

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How to Design for the Future - Cross Channel Experience Design

by OSCON Byrum on Jul 16, 2012

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