4. 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
10. but anytime…
http://www.flickr.com/photos/baggis/4701908515
11. Director, Customer Experience for REI
Experience Design
Information and Content Management
Program Management
Microsoft, Amazon
Teach at University of Washington
12.
13. 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
14. 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?
15. a story…
http://www.flickr.com/photos/sugarpond/3016905349
41. 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
85. 70% of US online
consumers research
products online and
purchase them offline
Forrester, Profiling The Multichannel Consumer, July 2009
86. 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
89. integrated
experiences
are
few and far
between
Alexandra Deschamps-Sonsino
http://www.slideshare.net/designswarm/creating-the-internet-of-things
90. 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.
112. 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
158. 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
159. 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
160. 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
175. 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
176. visit the store? don’t mind if I do
http://www.flickr.com/photos/trufflepig/4370405501
187. 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 .”
188. eek – I don’t know store design
http://www.twobackpackers.com/wp-content/uploads/2009/07/REI-Backpacks.jpg
189. 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”
190. 5. why vs. what
http://www.flickr.com/photos/segozyme/3105128025/
202. 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
207. (some) tools
stakeholder co-design
interviews body storming
field research business origami
touchpoint matrix service blueprint
service inventory experience map
design games experience matrix
208. 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
211. stakeholder interviews
what experiences do internal
stakeholders think should happen?
what experiences do stakeholders think
ARE happening?
what assumptions are stakeholders
making?
212. field research
http://www.flickr.com/photos/romeral/3911756000
213. 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?
215. 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
216. design games
http://www.flickr.com/photos/elitatt/4959931
232 http://www.flickr.com/photos/centralasian/4099680559
217. 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
218. gamestorming - the book
http://www.flickr.com/photos/elitatt/4959938630
220. 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)
221.
222. body storming
http://www.flickr.com/photos/xian/3763798434
223. 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)
225. 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
226. service inventory
http://farm5.static.flickr.com/4023/4526736556_3b5a628b7f.jpg
227. 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)
229. 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?)
238. 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
240. 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
243. 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
244. Service Blueprint
http://lovelearn.wordpress.com/2009/07/11/initial-blueprint/
245. SCAD Service Design Project
http://servd.us/The_Project_files/Screen%20shot%202010-02-03%20at%2011.38.26%20PM.png
248. 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’