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how to
design for
the future
How to Design for the Future - Cross Channel Experience Design
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 few
logistics
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 Design
Information and Content Management
                Program Management
                   Microsoft, Amazon
     Teach at University of Washington
How to Design for the Future - Cross Channel Experience Design
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 I
have insurance
How to Design for the Future - Cross Channel Experience Design
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
silence
silence
four months later
six months later
more
silence
march
thanks a bunch.
   Ta
lesson?




 http://www.flickr.com/photos/pjern/2150873799
holistic
experience
How to Design for the Future - Cross Channel Experience Design
the future of
  web design
 isn’t just the
          web
we live our lives
beyond websites
  physical experiences,
    apps, phone, etc…
we need to
design beyond
     websites
design for cross
        channel
    experiences
what does
this mean?
idly flipping – oh, cheap TV
can I buy it locally?
gotta buy something for me
cool
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
How to Design for the Future - Cross Channel Experience Design
digital and physical
        are colliding
How to Design for the Future - Cross Channel Experience Design
70% of US online
 consumers research
  products online and
purchase them offline

    Forrester, Profiling The Multichannel Consumer, July 2009
53% of mobile
 searches on Bing
have a local intent


                                                                 Greg Sterling
                                                           Search Engine Land
  https://searchengineland.com/microsoft-53-percent-of-mobile-searches-have-local-intent-55556
How to Design for the Future - Cross Channel Experience Design
(and here is our
   opportunity)
integrated
      experiences
               are
       few and far
          between
                         Alexandra Deschamps-Sonsino
http://www.slideshare.net/designswarm/creating-the-internet-of-things
entire industries are in
their 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 usually
design for a
  particular
    channel
users don’t
distinguish
  channels
http://www.crwgraphics.com/blog/wp-content/uploads/2010/08/multichannel-marketing.bmp
users don’t
think 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
users
do think about
    all of their
  experiences
across time,
touchpoints,
 devices and
    channels
wherever they
see 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 are
across touchpoints,
channels, mediums
          & devices
we have to design
beyond websites,
  mobile devices,
 software apps…
How to Design for the Future - Cross Channel Experience Design
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 principles
1.   consistent
2.   convenient
3.   connected
4.   contextual
5. (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 are
identified 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.
   Doesn't 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
yuck
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 principles
1.   consistent
2.   convenient
3.   connected
4.   contextual
5. (a) cross time
5 methods
1.   think in terms of services
2.   share the sandbox
3.   start walking
4.   comfort in discomfort
5.   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 have
to 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
How to Design for the Future - Cross Channel Experience Design
ACTIVITY
make it or
 break it
remember?
my car
ow
the paperwork
Insurance – a Cross Channel Story
what are the
make or break
   experience
opportunities?
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
How to Design for the Future - Cross Channel Experience Design
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, 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




            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)
How to Design for the Future - Cross Channel Experience Design
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
ACTIVITY
experience
      map
please make it better!!
you are ameriprise
    Ta
accident – the basic sequence
1.   accident occurs
2.   exchange information
3.   tow car
4.   report to insurance
5.   progress report
6.   retrieve car
7.   resolution
what would
have 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 Project
http://servd.us/The_Project_files/Screen%20shot%202010-02-03%20at%2011.38.26%20PM.png
ACTIVITY
experience
    matrix
what is needed
to 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 start
1. document the present
2. map the future
3. get behind the scenes
4. cross train
5. 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
 everything
in between
think about the
customer’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?
here?




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




            http://www.flickr.com/photos/oldonliner/3484504583/
How to Design for the Future - Cross Channel Experience Design
How to Design for the Future - Cross Channel Experience Design
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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