This document discusses frameworks for decision-making in omnichannel experiences. It describes the evolution from single to multi to cross to omnichannel experiences and the complex customer journeys that result. Four models are presented to support the omnichannel journey: agility, ROI, insight, and risk. Case studies are provided about a disaster relief donation site, a makeup purchase, automotive service scheduling, and a healthcare organization's digital consolidation. Metrics and frameworks for evaluating direct, indirect and consolidated returns across financial, operational and perceptual dimensions are also discussed.

1. 1@JonAshley @ MCWakeman #UXSTRAT
DECISION-MAKING
FRAMEWORKS
IN OMNICHANNEL ROI
SEPTEMBER 15, 2016
@JonAshley @MCWakeman #UXSTRAT

2. 2@JonAshley @ MCWakeman #UXSTRAT
WHO ARE WE?
Matt Wakeman
Senior Director, Analytics & Strategy
Jon Ashley
Managing Director, Experience Design
@JonAshley @MCWakeman

3. 3@JonAshley @ MCWakeman #UXSTRAT
THE OMNICHANNEL EVOLUTION – SINGLE CHANNEL

4. 4@JonAshley @ MCWakeman #UXSTRAT
THE OMNICHANNEL EVOLUTION – MULTI-CHANNEL

5. 5@JonAshley @ MCWakeman #UXSTRAT
THE OMNICHANNEL EVOLUTION – CROSS-CHANNEL

6. 6@JonAshley @ MCWakeman #UXSTRAT
THE OMNICHANNEL EVOLUTION – OMNICHANNEL

7. 7@JonAshley @ MCWakeman #UXSTRAT
OMNICHANNEL CUSTOMER JOURNEYS ARE COMPLEX

8. 8@JonAshley @ MCWakeman #UXSTRAT
OMNICHANNEL RAISES MORE TECHNOLOGY QUESTIONS
?

9. 9@JonAshley @ MCWakeman #UXSTRAT
OMNICHANNEL JOURNEY – 4 STAGES

10. 10@JonAshley @ MCWakeman #UXSTRAT
4 MODELS TO SUPPORT THE OMNICHANNEL JOURNEY

11. 11@JonAshley @ MCWakeman #UXSTRAT
WHEN A DISASTER STRIKES WE WANT TO HELP

12. 12@JonAshley @ MCWakeman #UXSTRAT
WHEN A DISASTER STRIKES WE WANT TO HELP

13. 13@JonAshley @ MCWakeman #UXSTRAT
WHEN A DISASTER STRIKES WE WANT TO HELP

14. 14@JonAshley @ MCWakeman #UXSTRAT
WHEN A DISASTER STRIKES WE WANT TO HELP

15. 15@JonAshley @ MCWakeman #UXSTRAT
WHEN A DISASTER STRIKES WE WANT TO HELP

16. 16@JonAshley @ MCWakeman #UXSTRAT
WHEN A DISASTER STRIKES WE WANT TO HELP

17. 17@JonAshley @ MCWakeman #UXSTRAT
WHEN A DISASTER STRIKES WE WANT TO HELP

18. 18@JonAshley @ MCWakeman #UXSTRAT
WHEN A DISASTER STRIKES WE WANT TO HELP

19. 19@JonAshley @ MCWakeman #UXSTRAT
WHEN A DISASTER STRIKES WE WANT TO HELP

20. 20@JonAshley @ MCWakeman #UXSTRAT
$96M+generated online in donations
in 2 weeks during first natural
disaster post launch
The site was
Sandy proof!
VP Digital
Engagement

21. 21@JonAshley @ MCWakeman #UXSTRAT
4 MODELS TO SUPPORT THE OMNICHANNEL JOURNEY

22. 22@JonAshley @ MCWakeman #UXSTRAT
OMNICHANNEL ANECDOTE – MATT’S WIFE

23. 23@JonAshley @ MCWakeman #UXSTRAT
MAKEUP TO GO WITH A NEW DRESS

24. 24@JonAshley @ MCWakeman #UXSTRAT

25. 25@JonAshley @ MCWakeman #UXSTRAT
MAKEUP TO GO WITH A NEW DRESS

26. 26@JonAshley @ MCWakeman #UXSTRAT

27. 27@JonAshley @ MCWakeman #UXSTRAT
MAKEUP TO GO WITH A NEW DRESS

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29. 29@JonAshley @ MCWakeman #UXSTRAT
MAKEUP TO GO WITH A NEW DRESS

30. 30@JonAshley @ MCWakeman #UXSTRAT
SEPHORA’S CHALLENGE: CHOOSE THE FIRST PLATFORM
VS VS

31. 31@JonAshley @ MCWakeman #UXSTRAT
SEPHORA’S CHALLENGE: CHOOSE THE FIRST PLATFORM

32. 32@JonAshley @ MCWakeman #UXSTRAT
QUICK WINS COME FROM THE BOTTOM UP

33. 33@JonAshley @ MCWakeman #UXSTRAT
STRATEGY REQUIRES A TOP-DOWN APPROACH

34. 34@JonAshley @ MCWakeman #UXSTRAT
SEPHORA’S CHALLENGE: CHOOSE THE FIRST PLATFORM
VS VS

35. 35@JonAshley @ MCWakeman #UXSTRAT
STRATEGY REQUIRES A TOP-DOWN APPROACH

36. 36@JonAshley @ MCWakeman #UXSTRAT
SEPHORA’S CHALLENGE: CHOOSE THE FIRST PLATFORM
VS VS
AGILITY
ROI
INSIGHT
RISK
STRATEGIC
SCORE

37. 37@JonAshley @ MCWakeman #UXSTRAT
FRAMING STRATEGIC DECISIONS
WHAT IT MEANS WHAT TO COUNT HOW TO SCORE
AGILITY
Speed
Variety
Flexibility
Divisions
Customer Segments
Speed to market
#, %, %+, weighting
ROI
Value
Impact
Break-Even Point
(Returns – Cost) / Cost
1st- and 2nd-Order
Time Horizon
INSIGHT
Segmentation
Anticipation
Audiences
Opportunities
Size
Weighted by size
Weighted by impact
RISK
Confidence
Certainty
Potential Downside
Lost business
Lost internal goodwill
Lost external reputation

38. 38@JonAshley @ MCWakeman #UXSTRAT
LOOK OUT FOR
ORDERS OF
MAGNITUDE
STANDARDIZED
SCORES

39. 39@JonAshley @ MCWakeman #UXSTRAT
WHEN A DISASTER STRIKES WE WANT TO HELP

40. 40@JonAshley @ MCWakeman #UXSTRAT
4 MODELS TO SUPPORT THE OMNICHANNEL JOURNEY

41. 41@JonAshley @ MCWakeman #UXSTRAT
WHEN A DISASTER STRIKES WE WANT TO HELP

42. 42@JonAshley @ MCWakeman #UXSTRAT
DECISION POINT – SUPPORTED BY INTENTIONAL DESIGN

43. 43@JonAshley @ MCWakeman #UXSTRAT
DONATION DECISION POINT – INTENTIONAL DESIGN

44. 44@JonAshley @ MCWakeman #UXSTRAT
DONATION DECISION POINT – INTENTIONAL DESIGN

45. 45@JonAshley @ MCWakeman #UXSTRAT
DONATION DECISION POINT – INTENTIONAL DESIGN

46. 46@JonAshley @ MCWakeman #UXSTRAT
OMNICHANNEL ANECDOTE – AUTOMOBILE NEEDS SERVICE

47. 47@JonAshley @ MCWakeman #UXSTRAT
PEP BOYS’ CHALLENGE
Do It Yourself =
PARTS
Do It For Me =
SERVICE
INDUSTRY SHIFT TO SERVICE

48. 48@JonAshley @ MCWakeman #UXSTRAT
GET YOUR CAR SERVICED

49. 49@JonAshley @ MCWakeman #UXSTRAT
GET YOUR CAR SERVICED – CUSTOMER GOAL

50. 50@JonAshley @ MCWakeman #UXSTRAT
GET YOUR CAR SERVICED – STRATEGIC PLANNING

51. 51@JonAshley @ MCWakeman #UXSTRAT

52. 52@JonAshley @ MCWakeman #UXSTRAT
GET YOUR CAR SERVICED – DECISION POINT

53. 53@JonAshley @ MCWakeman #UXSTRAT
GET YOUR CAR SERVICED – DECISION POINT

54. 54@JonAshley @ MCWakeman #UXSTRAT
GET YOUR CAR SERVICED – DECISION POINT

55. 55@JonAshley @ MCWakeman #UXSTRAT
GET YOUR CAR SERVICED – COMMITMENT

56. 56@JonAshley @ MCWakeman #UXSTRAT
COMMITMENT – MEASURED RESULT
INTENDED
MEASURED
FINDABILITY/
USABILITY
PROBLEM
MARKETING/
PROMOTION or
PERSUASIVE
DESIGN ISSUE
FEATURE SET /
FUNCTIONALITY

57. 57@JonAshley @ MCWakeman #UXSTRAT
AUTOMOTIVE SERVICE – MEASURED RESULT
5%
OF ALL VISITORS
VIEW CONTENT PAGES
IN THEIR VISIT
ONLY

58. 58@JonAshley @ MCWakeman #UXSTRAT
70%
AUTOMOTIVE SERVICE – MEASURED RESULT
of content page viewers
enter the site on content pages
30%of content page viewers find
content once already on the site
CONTENT NEEDS TO BE
EASIER TO FIND
CONTENT IS RANKING WELL IN
SEARCH & DRIVING TRAFFIC

59. 59@JonAshley @ MCWakeman #UXSTRAT
AUTOMOTIVE SERVICE – MEASURED RESULT

60. 60@JonAshley @ MCWakeman #UXSTRAT
• Conversion from beginning of
appointment flow to completion is
up 60% post redesign
• Appointments made online are
up 100% post redesign
• Revenue tendered is up 83%
– Meaning people actually showed
up paid for the completed service
AUTOMOTIVE SERVICE – MEASURED RESULT

61. 61@JonAshley @ MCWakeman #UXSTRAT
AUTOMOTIVE SERVICE – MEASURED RESULT
INTENDED
MEASURED
SCHEDULING
USABILITY
PROBLEMS
CONTENT NOT
CONVERTING
MISSING
SERVICES

62. 62@JonAshley @ MCWakeman #UXSTRAT
AUTOMOTIVE SERVICE – MEASURED RESULT

63. 63@JonAshley @ MCWakeman #UXSTRAT
4 MODELS TO SUPPORT THE OMNICHANNEL JOURNEY

64. 64@JonAshley @ MCWakeman #UXSTRAT

65. 65@JonAshley @ MCWakeman #UXSTRAT
4 MODELS TO SUPPORT THE OMNICHANNEL JOURNEY

66. 66@JonAshley @ MCWakeman #UXSTRAT
SENTARA’S CHALLENGE: MEASURE INDIRECT IMPACT

67. 67@JonAshley @ MCWakeman #UXSTRAT
EXECUTION – CONSOLIDATED RETURN

68. 68@JonAshley @ MCWakeman #UXSTRAT
Financial
(Direct revenue)
Operational
(Employee efficiency)
Perceptual
(Patient Satisfaction)
SENTARA – INDIRECT IMPACT
~
++
++++

69. 69@JonAshley @ MCWakeman #UXSTRAT
EVALUATING CONSOLIDATED RETURN
FINANCIAL OPERATIONAL PERCEPTUAL
MEASURES Revenue, Profit
LTV, Retention
Efficiency (# per hour, etc)
Error reduction (percent)
Satisfaction, Loyalty
Brand perception, NPS
SOURCES Back-end system (BI + EDW)
Other system of record
Timesheets
Employee gap survey
Voice of the customer
Employee/customer satisfaction surveys
CONSIDERATIONS Time horizons
Capitalization approach
Weighting
Diminishing returns
Context, Selection bias
Segmentation

70. 70@JonAshley @ MCWakeman #UXSTRAT
WHEN A DISASTER STRIKES WE WANT TO HELP

71. 71@JonAshley @ MCWakeman #UXSTRAT
WHEN A DISASTER STRIKES WE WANT TO HELP

72. 72@JonAshley @ MCWakeman #UXSTRAT
$96M+generated online in donations
in 2 weeks during first natural
disaster post launch
The site was
Sandy proof!
VP Digital
Engagement
improvement in blood donation
appointment completion rate (i.e.
those that scheduled and showed up)
126%

73. 73@JonAshley @ MCWakeman #UXSTRAT
4 MODELS TO SUPPORT THE OMNICHANNEL JOURNEY

74. 74@JonAshley @ MCWakeman #UXSTRAT
YOU
THANK