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Leaving Flatland: Cross-Channel Customer Experience Design
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Leaving Flatland: Cross-Channel Customer Experience Design



Jess McMullin & Samantha Starmer's 2010 IA Summit workshop on cross-channel customer experience design

Jess McMullin & Samantha Starmer's 2010 IA Summit workshop on cross-channel customer experience design



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  • Full Name Full Name Comment goes here.
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  • Their points are really interesting. Very nice slide show.
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  • Very thought-provoking and engaging. Thank you for sharing.
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  • This is a really interesting slideshow. I love the pictures of Florida. I understand what you are saying about needing to use a lot of channels to get to the customer; marketing with diverse channels is essential, isn't it? Thanks for the help! http://www.slimpickensproducts.com/
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  • Excellent Slide Show. Discovered you by way of SES2010 Toronto Presentation and Keynote Speaker Peter Morville - He referred to your Slideshow.

    Slide 102 - 103
    http://www.flickr.com/photos/sethandaleka/3747145717 - seems to be a broken link I was hoping to get a better view of these slides.

    Searchengineman (Via Eden Advertising)
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  • really appreciated the customer journey map idea, and service blueprints. Those are really helpful tools. Thanks!
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Leaving Flatland: Cross-Channel Customer Experience Design Leaving Flatland: Cross-Channel Customer Experience Design Presentation Transcript

  • ASIS&T Information Architecture Summit 2010 Leaving Flatland Designing Services & Systems Across Channels Jess McMullin, the Centre for Citizen Experience Samantha Starmer, REI April 8, 2010 | Phoenix, AZ
  • Today What is multi-channel design? Why should you care? Selling the need Field Research experience Discovery tools and methods Solution tools and methods How to do it
  • [Jess’s intro]
  • WHAT is multi-channel design?
  • Different terms – similar ideas Cross/Multi channel experience Cross/Multi touchpoint experience Bridge experiences Customer experience Customer experience management Customer relationship management Total customer experience Experience design Service design
  • First, a story… http://www.flickr.com/photos/seandreilinger/2959785536/
  • Palm Springs!
  • Resort Hotel!!
  • I am lucky
  • Verdant
  • Lush
  • Foliage…lots of foliage
  • Like The Secret Garden!
  • But…
  • I was tired
  • I needed an adult beverage
  • But I’m cheap…
  • …and car-less
  • and have to get out of a 13 acre resort
  • With a crappy map
  • and tips…seriously
  • I find my way out
  • And escape to the real world
  • But now it is dark
  • And the lovely, secret foliage
  • With all of the nooks and crannies
  • That I already got lost in when it was light…
  • Is kinda scary
  • Finally, thank god
  • Now I really need a drink
  • At least for walking, exploring or doing anything not related to sitting by a pool and drinking
  • no sign policy
  • except…
  • WHY should you care?
  • 65% of visitors to an online search engine were looking for further information in relation to a product or service they saw in a television commercial or in a newspaper advertisement. Pubblicita offline e ricerche nei motori, 2007 From ‘Information Architecture for Ubiquitous Ecologies’, Andrea Resmini and Luca Rosati
  • They are coming from everywhere!
  • We have no control
  • over how people hear about us
  • get to us
  • or decide to buy from us
  • 53% of US online consumers say they research products online that they subsequently buy offline. Forrester, North American Technographics Retail Online Survey, Q1 2009 (US).
  • Over half REI online business is picked up in a store
  • 43% of consumers said they start their research online or through a mobile device, but then need to call a customer service or call center representative to complete the transaction because the necessary product or service information cannot be found online. Survey by ATG http://www.retailcustomerexperience.com/article/21560/Report-We-are-seeing-a-multichannel-revolution
  • http://www.flickr.com/photos/mindaugasdanys/3766009204
  • And one more reason?
  • Our Marketing peers are way ahead of us…
  • Even if you think you are web only, you are multi-channel http://www.flickr.com/photos/shaireproductions/3176968409/
  • The customer is interacting with your brand… they don’t care about the channel
  • I’m the same customer in each interaction
  • the whole of the experience should be greater than the sum of its parts
  • Think about the customer’s journey http://images-cdn01.associatedcontent.com/image/A7760/776083/470_776083.jpg
  • A small example
  • Leaving lovely hotel room
  • Getting flight # via email
  • Check in via mobile app
  • I don’t want flight status!
  • Okay, trying netbook
  • Flight not recognized
  • http://www.flickr.com/photos/mindaugasdanys/3766009204
  • Fine. Old school check in.
  • Envisioning holistic experiences 1. Your travel here… Forget about the current experience Ignore how airline ticketing works 2. Imagine you own a new airline Think about your customer’s journey Think about possible touchpoints 3. Spend 5 minutes Ideate a better experience Note the highlights
  • Jess’s airline story
  • SELL Multi channel design
  • Do some research http://www.flickr.com/photos/euthman/2097753744
  • Understand executives’ goals
  • Use metrics http://www.flickr.com/photos/iliahi/2606645766/
  • Online vs. Offline 130 30
  • Soft Skills
  • Patience http://www.flickr.com/photos/dirkjankraan/4092709643
  • Start at the grassroots http://www.flickr.com/photos/cobalt/282227013
  • But work towards top-down http://www.flickr.com/photos/flickrmarcus/3382920952
  • Where are the bodies?
  • Understand organizationalStructure Understand Org structure
  • Don’t boil the ocean
  • Tell a Fairy Tale
  • There is a craving for stories that show people what is possible ~Fred Collopy
  • Try it! http://www.flickr.com/photos/pmorgan/71679820/
  • Take your new experience 1. Jess and I are the board chairs for your new airline. We are traditional. 2. Spend 10 minutes How is your envisioned experience a differentiator? How will it drive sales? How will it save money? How will it engage customers? 3. Sell it to us!
  • 2 minutes. Timed. http://www.flickr.com/photos/ricardodiaz/2311260401
  • Break! http://www.flickr.com/photos/johnmcnab/4298812324
  • Researching Multiple Channels 3rd Party Websites Phone Voice Text Social Media Twitter Facebook IM Physical Locations
  • Field Research @jessmcmullin @samanthastarmer 94
  • What to look for.... • People • Touchpoints • Interactions • Flow @jessmcmullin @samanthastarmer 95
  • Welcome Back from the Field! Now Lunch... See you at 1:00 @jessmcmullin @samanthastarmer 96
  • Discovery @jessmcmullin @samanthastarmer 97
  • Service inventory @jessmcmullin @samanthastarmer 98
  • @jessmcmullin @samanthastarmer 99
  • Service Inventory Exercise Touch Touch Touch Touch Touch point point point point point Service Service Service Service @jessmcmullin @samanthastarmer 100
  • Customer Journey Mapping @jessmcmullin @samanthastarmer 101
  • Adaptive Path http://www.flickr.com/photos/sethandalexa/3747145717 @jessmcmullin @samanthastarmer 102
  • nForm @jessmcmullin @samanthastarmer 103
  • @jessmcmullin @samanthastarmer 104
  • Maya Design @jessmcmullin @samanthastarmer 105
  • UK Government HEART MONITOR Objectives, Track the process experienced by jurors Customer scope & journey Jurors to improve levels of service segment type Moments of truth Key journey Receive Jury In court In court – Deliber- Delivery of Post trial steps summons selection pre-trial during trial ation verdict Receive letter Judge thanks – looking Judge was Finishing jury – much was a relief Great forward to it ‘professional’ appreciated +100 Trial was Expenses impersonal ‘a hassle’ Customer Satisfaction Easy to Locked Rating change date in Victims by email family start Not sent to cry – information Only small ‘lowest about amount of point’ sentencing -100 Slow Late start evidence No Poor selection most days useful preparation process for delivering verdict Comms: Manage Customer face: Process: Comms: Environment: Customer face: Comms: expectations Explain delays Simplify expenses Make jurors Provide adequate Talk to jurors – Ensure follow-up Levers for Channel: Environment: system aware of role facilities stress the letter goes out re 24 hour access Make the wait as Look at time- played by all the Comms: importance of sentencing solution hunting painless as keeping evidence Brief on verdict what they’ve done possible delivery © Oxford Strategic Marketing @jessmcmullin @samanthastarmer 106
  • Journey Mapping Exercise Touch Touch Touch Touch Notes point point point point Action Action Action Action @jessmcmullin @samanthastarmer 107
  • Journey Mapping Exercise Step 1 Step 2 Step 3 Step 4 Touchpoint Touchpoint Touchpoint Touchpoint Notes Notes Notes Notes @jessmcmullin @samanthastarmer 108
  • From Insights to Solutions @jessmcmullin @samanthastarmer 109
  • Solution= Facilitation @jessmcmullin @samanthastarmer 110
  • Facilitation= Giving up ownership @jessmcmullin @samanthastarmer 111
  • It’s ok. Really. @jessmcmullin @samanthastarmer 112
  • Mental Models @jessmcmullin @samanthastarmer 113
  • Mental Models @jessmcmullin @samanthastarmer 114
  • Mental Models @jessmcmullin @samanthastarmer 115 http://www.rosenfeldmedia.com/books/mental-models
  • Mental Models @jessmcmullin @samanthastarmer 116
  • Business Origami @jessmcmullin @samanthastarmer 117
  • Paper Prototyping for Systems Design @jessmcmullin @samanthastarmer 118
  • Business Origami Session @jessmcmullin @samanthastarmer 119
  • @jessmcmullin @samanthastarmer 120 Courtesy Prof. Kenta Ota, Chiba University Design Department & Design Division, Hitachi Ltd.
  • @jessmcmullin @samanthastarmer 121
  • @jessmcmullin @samanthastarmer 122
  • @jessmcmullin @samanthastarmer 123
  • @jessmcmullin @samanthastarmer 124
  • @jessmcmullin @samanthastarmer 125
  • @jessmcmullin @samanthastarmer 126
  • @jessmcmullin @samanthastarmer 127
  • @jessmcmullin @samanthastarmer 128
  • @jessmcmullin @samanthastarmer 129
  • @jessmcmullin @samanthastarmer 130
  • @jessmcmullin @samanthastarmer 131
  • @jessmcmullin @samanthastarmer 132
  • Service Blueprint http://lovelearn.wordpress.com/2009/07/11/initial-blueprint/ @jessmcmullin @samanthastarmer 133
  • Service Blueprint Elements • Physical Evidence • Customer Actions • Onstage, Customer Facing Employee Actions • Backstage, Enabling Employee Actions • Support Processes http://people.ischool.berkeley.edu/~glushko/IS243Readings/ServiceBlueprinting.pdf @jessmcmullin @samanthastarmer 134
  • @jessmcmullin @samanthastarmer 135
  • UX Swimlanes @jessmcmullin @samanthastarmer 136
  • UX Swimlanes @jessmcmullin @samanthastarmer 137
  • @jessmcmullin @samanthastarmer 138
  • Break! @jessmcmullin @samanthastarmer 139 http://www.flickr.com/photos/johnmcnab/4298812324
  • HOW to start
  • Marketing makes promises The experience (regardless of channel) has to deliver on those promises
  • Think about on ramps and off ramps
  • Hmm – where is that award?
  • Directions anyone?
  • Who is REI? Why am I here?
  • Ensure a good experience in all interactions, via all doors
  • Be consistent… Consistent brand
  • Reinforce the brand with every interaction… Bruce Temkin Forrester experiencematters.wordpress.com
  • Don’t assume the customer is using the front door.
  • Reinforce the brand at all entrances
  • Back door
  • Side door
  • Brand integration?
  • What are your doors like?
  • Be consistent… Consistent information
  • The most common problems reported by Web-to-store shoppers related to discrepancies in prices and product information across the two channels. Forrester, How Satisfied Are US Consumers With Web-To-Store Shopping? December 2009
  • Not the same information!
  • Not the same information!
  • Be consistent… But optimize channel capabilities
  • Surface at a hotel http://news.cnet.com/8301-10805_3-10016573-75.html
  • http://news.cnet.com/8301-10805_3-10016573-75.html
  • Surface at a casino. To flirt…
  • Web cam dressing room http://www.tobi.com/
  • Digital and physical
  • Not just a stupid advertising app
  • Augmented human interaction
  • Don’t design for user's needs on website, design for the experience the customer expects.
  • Exciting? http://www.flickr.com/photos/7973320@N07/2792554600
  • Relaxing? http://www.flickr.com/photos/rknickme/308268766/
  • Electric? http://www.flickr.com/photos/44462967@N00/165090124
  • Be consistent… Tie it all together
  • Coordination, timing
  • Just do it http://www.flickr.com/photos/eightfivezero/2459026594
  • Wander the halls
  • Leave your comfort zone
  • http://farm4.static.flickr.com/3007/2680257100_69b12c6e7d.jpg
  • Get collaborators
  • Close the loop
  • Listen
  • Designing a holistic experience means listening holistically: • Usual UX research, but also • Call center • Email queries and feedback • Live Chat transcripts • Social Media • Sentiment Analysis • Market Research • Analytics (behavior) • Store follows/shop alongs
  • Hang with a new crowd http://averagecats.com/page/7
  • Make new friends Marketing • IT, or anyone who can build stuff • Finance • Distribution Center • Customer Service • Innies with outies, outies with innies • Different industries Artists, architects, museum curators, restaurant workers, baristas, landscapers, hotel managers…
  • Don’t get overwhelmed http://tlc.discovery.com/tv/hoarding-buried-alive/slideshows/before-and-after-episodes-1-4-02.html
  • You can’t be everywhere at once • Target a channel pair • Focus on incremental progress • Measure stuff • Celebrate (and communicate) quick wins • Get your ‘real’ work done • Get allies to spread the work
  • Finally… (and this one is hard)
  • Don’t be grabby Facilitate vs. Own http://www.flickr.com/photos/jimfrazier/1810966604/
  • Let go of control • It’s okay when other people start talking about the customer experience • It’s okay when other people try to improve the customer experience • It’s okay if you aren’t involved in EVERYTHING • It’s okay if you aren’t the only one making a difference. Isn’t it all about the customer?
  • EVERYONE owns customer experience
  • Thanks, please stay in touch Samantha Starmer @samanthastarmer sstarme AT rei.com Jess McMullin @jessmcmullin jess AT ctzn.ca