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
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.
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
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
save on shipping? From: email@example.com To: firstname.lastname@example.org 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 email@example.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
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
(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
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 track all ways customers interact with your organization can use both for as-is and to-be states excellent for corralling complex, multi- channel 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 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 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?)
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
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
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’