Designing for Cross Channel User Experience

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Users often don’t complete an activity in one sitting or through a single channel. Sometimes users are interrupted, sometimes it is more appropriate to switch device, or they move from the digital world to the physical world—and vice versa—by choice or necessity.

For these reasons, it’s important to offer a seamless experience as users move from channel to channel to complete activities. The continuity of experience will become increasingly important as the line between the digital and physical worlds continues to blur. This talk will give practical advice for cross device design for users, and the important mobile technology plays in the role of seamless experiences.

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Designing for Cross Channel User Experience

  1. 1. DESIGNING FOR CROSS-CHANNEL USER EXPERIENCE Chrissy Welsh Lead & Principal UX Consultant
  2. 2. DESIGNING FORTHE ENTIRE JOURNEY, NOT A SINGLE INTERACTION
  3. 3. “In the coming post-desktop era, we must reach across disciplines and think more holistically to produce not just a single, self-sufficient user interface, but to deliver context-aware 
 experiences across multiple channels.”
  4. 4. CROSS CHANNEL EXPERIENCE IS NOT RESPONSIVE DESIGN * even if it’s pretty
  5. 5. OK, so what is it?
  6. 6. 4 KEY ELEMENTS OF A USABLE CROSS-CHANNEL EXPERIENCE:
  7. 7. CONSISTENT People should be able to move from channel to channel without having to relearn how to complete activities.
  8. 8. SEAMLESS It should be possible to complete a task across multiple channels, if desired.
  9. 9. AVAILABLE Users should be able to complete their desired activities regardless of the channel.
  10. 10. CONTEXT SPECIFIC The experience should be optimised for 
 the channel.
  11. 11. Real life example time… (Amazon Prime)
  12. 12. Now let’s look at how the experience of 
 reading has changed…
  13. 13. UNDERSTANDTHE CONTEXT OF CHOOSING A CHANNEL
  14. 14. “Seamless, cross-channel experiences are the way of the future, as technology fades into the background and the personal, physical, and social context determine the methods we use to interact 
 with information.”
  15. 15. SUPPORT USERS ASTHEY MOVE FROMTHE DIGITAL WORLDTOTHE PHYSICAL WORLD • NEED
 The experience requires them to transition from the digital world to the physical world, or vice-versa. (e.g. movie tickets) • CHOICE
 They want to move from the digital world to the physical world, or vice versa. (e.g. shoe shopping)
  16. 16. EXPERIENCESTHAT NEED USERSTO MOVE FROMTHE DIGITAL WORLDTO THE PHYSICAL WORLD
  17. 17. Real life example time… (California Pizza Kitchen)
  18. 18. MOVING FROMTHE DIGITAL WORLD TOTHE PHYSICAL WORLD BY CHOICE
  19. 19. Real life example time… (Home Depot)
  20. 20. We understand that experiences go beyond interfaces; we understand we move between devices in context… but did you know experiences go 
 beyond singular devices at the same time?
  21. 21. WELCOMETO MULTI-SCREENING
  22. 22. THERE ARETWO MAIN MODES 
 OF MULTI-SCREENING:
  23. 23. WE ALSO MULTI-SCREEN BY USING MORE THAN ONE DEVICE SIMULTANEOUSLY
  24. 24. CONSUMERSTAKE A MULTI-DEVICE PATH TO PURCHASE
  25. 25. So what now?
  26. 26. KNOWYOUR USERS’ JOURNEY - NOT JUSTTHE POINTSTHEY USE A DEVICE * in the example of taking a trip
  27. 27. EMBRACETHAT MAPPINGTHE EXPERIENCE MIGHT NOT RESULT IN A 
 STRAIGHT LINE
  28. 28. HELPING USERS RECOVER FROM INTERRUPTIONS
  29. 29. DOING IT RIGHT REQUIRES 
 CROSS-DISCIPLINE COLLABORATION “Effective cross-channel experiences demand strategic leadership and multidisciplinary cooperation.”
  30. 30. DESIGN FORTHE EXPERIENCE, 
 NOTTHE CHANNEL We are no longer just designing for the web.
  31. 31. “Your brand is as good as my last poor experience with you.”
  32. 32. Chrissy Welsh Lead & Principal UX Consultant @chrissywelsh
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