Leaving Flatland: Cross-Channel Customer Experience Design

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

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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.

    PS
    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

  1. 1. 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
  2. 2. 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
  3. 3. [Jess’s intro]
  4. 4. WHAT is multi-channel design?
  5. 5. 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
  6. 6. First, a story… http://www.flickr.com/photos/seandreilinger/2959785536/
  7. 7. Palm Springs!
  8. 8. Resort Hotel!!
  9. 9. I am lucky
  10. 10. Verdant
  11. 11. Lush
  12. 12. Foliage…lots of foliage
  13. 13. Like The Secret Garden!
  14. 14. But…
  15. 15. I was tired
  16. 16. I needed an adult beverage
  17. 17. But I’m cheap…
  18. 18. …and car-less
  19. 19. and have to get out of a 13 acre resort
  20. 20. With a crappy map
  21. 21. and tips…seriously
  22. 22. I find my way out
  23. 23. And escape to the real world
  24. 24. But now it is dark
  25. 25. And the lovely, secret foliage
  26. 26. With all of the nooks and crannies
  27. 27. That I already got lost in when it was light…
  28. 28. Is kinda scary
  29. 29. Finally, thank god
  30. 30. Now I really need a drink
  31. 31. At least for walking, exploring or doing anything not related to sitting by a pool and drinking
  32. 32. no sign policy
  33. 33. except…
  34. 34. WHY should you care?
  35. 35. 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
  36. 36. They are coming from everywhere!
  37. 37. We have no control
  38. 38. over how people hear about us
  39. 39. get to us
  40. 40. or decide to buy from us
  41. 41. 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).
  42. 42. Over half REI online business is picked up in a store
  43. 43. 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
  44. 44. http://www.flickr.com/photos/mindaugasdanys/3766009204
  45. 45. And one more reason?
  46. 46. Our Marketing peers are way ahead of us…
  47. 47. Even if you think you are web only, you are multi-channel http://www.flickr.com/photos/shaireproductions/3176968409/
  48. 48. The customer is interacting with your brand… they don’t care about the channel
  49. 49. I’m the same customer in each interaction
  50. 50. the whole of the experience should be greater than the sum of its parts
  51. 51. Think about the customer’s journey http://images-cdn01.associatedcontent.com/image/A7760/776083/470_776083.jpg
  52. 52. A small example
  53. 53. Leaving lovely hotel room
  54. 54. Getting flight # via email
  55. 55. Check in via mobile app
  56. 56. I don’t want flight status!
  57. 57. Okay, trying netbook
  58. 58. Flight not recognized
  59. 59. http://www.flickr.com/photos/mindaugasdanys/3766009204
  60. 60. Fine. Old school check in.
  61. 61. 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
  62. 62. Jess’s airline story
  63. 63. SELL Multi channel design
  64. 64. Do some research http://www.flickr.com/photos/euthman/2097753744
  65. 65. Understand executives’ goals
  66. 66. Use metrics http://www.flickr.com/photos/iliahi/2606645766/
  67. 67. Online vs. Offline 130 30
  68. 68. Soft Skills
  69. 69. Patience http://www.flickr.com/photos/dirkjankraan/4092709643
  70. 70. Start at the grassroots http://www.flickr.com/photos/cobalt/282227013
  71. 71. But work towards top-down http://www.flickr.com/photos/flickrmarcus/3382920952
  72. 72. Where are the bodies?
  73. 73. Understand organizationalStructure Understand Org structure
  74. 74. Don’t boil the ocean
  75. 75. Tell a Fairy Tale
  76. 76. There is a craving for stories that show people what is possible ~Fred Collopy
  77. 77. Try it! http://www.flickr.com/photos/pmorgan/71679820/
  78. 78. 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!
  79. 79. 2 minutes. Timed. http://www.flickr.com/photos/ricardodiaz/2311260401
  80. 80. Break! http://www.flickr.com/photos/johnmcnab/4298812324
  81. 81. Researching Multiple Channels 3rd Party Websites Phone Voice Text Social Media Twitter Facebook IM Physical Locations
  82. 82. Field Research @jessmcmullin @samanthastarmer 94
  83. 83. What to look for.... • People • Touchpoints • Interactions • Flow @jessmcmullin @samanthastarmer 95
  84. 84. Welcome Back from the Field! Now Lunch... See you at 1:00 @jessmcmullin @samanthastarmer 96
  85. 85. Discovery @jessmcmullin @samanthastarmer 97
  86. 86. Service inventory @jessmcmullin @samanthastarmer 98
  87. 87. @jessmcmullin @samanthastarmer 99
  88. 88. Service Inventory Exercise Touch Touch Touch Touch Touch point point point point point Service Service Service Service @jessmcmullin @samanthastarmer 100
  89. 89. Customer Journey Mapping @jessmcmullin @samanthastarmer 101
  90. 90. Adaptive Path http://www.flickr.com/photos/sethandalexa/3747145717 @jessmcmullin @samanthastarmer 102
  91. 91. nForm @jessmcmullin @samanthastarmer 103
  92. 92. @jessmcmullin @samanthastarmer 104
  93. 93. Maya Design @jessmcmullin @samanthastarmer 105
  94. 94. 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
  95. 95. Journey Mapping Exercise Touch Touch Touch Touch Notes point point point point Action Action Action Action @jessmcmullin @samanthastarmer 107
  96. 96. Journey Mapping Exercise Step 1 Step 2 Step 3 Step 4 Touchpoint Touchpoint Touchpoint Touchpoint Notes Notes Notes Notes @jessmcmullin @samanthastarmer 108
  97. 97. From Insights to Solutions @jessmcmullin @samanthastarmer 109
  98. 98. Solution= Facilitation @jessmcmullin @samanthastarmer 110
  99. 99. Facilitation= Giving up ownership @jessmcmullin @samanthastarmer 111
  100. 100. It’s ok. Really. @jessmcmullin @samanthastarmer 112
  101. 101. Mental Models @jessmcmullin @samanthastarmer 113
  102. 102. Mental Models @jessmcmullin @samanthastarmer 114
  103. 103. Mental Models @jessmcmullin @samanthastarmer 115 http://www.rosenfeldmedia.com/books/mental-models
  104. 104. Mental Models @jessmcmullin @samanthastarmer 116
  105. 105. Business Origami @jessmcmullin @samanthastarmer 117
  106. 106. Paper Prototyping for Systems Design @jessmcmullin @samanthastarmer 118
  107. 107. Business Origami Session @jessmcmullin @samanthastarmer 119
  108. 108. @jessmcmullin @samanthastarmer 120 Courtesy Prof. Kenta Ota, Chiba University Design Department & Design Division, Hitachi Ltd.
  109. 109. @jessmcmullin @samanthastarmer 121
  110. 110. @jessmcmullin @samanthastarmer 122
  111. 111. @jessmcmullin @samanthastarmer 123
  112. 112. @jessmcmullin @samanthastarmer 124
  113. 113. @jessmcmullin @samanthastarmer 125
  114. 114. @jessmcmullin @samanthastarmer 126
  115. 115. @jessmcmullin @samanthastarmer 127
  116. 116. @jessmcmullin @samanthastarmer 128
  117. 117. @jessmcmullin @samanthastarmer 129
  118. 118. @jessmcmullin @samanthastarmer 130
  119. 119. @jessmcmullin @samanthastarmer 131
  120. 120. @jessmcmullin @samanthastarmer 132
  121. 121. Service Blueprint http://lovelearn.wordpress.com/2009/07/11/initial-blueprint/ @jessmcmullin @samanthastarmer 133
  122. 122. 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
  123. 123. @jessmcmullin @samanthastarmer 135
  124. 124. UX Swimlanes @jessmcmullin @samanthastarmer 136
  125. 125. UX Swimlanes @jessmcmullin @samanthastarmer 137
  126. 126. @jessmcmullin @samanthastarmer 138
  127. 127. Break! @jessmcmullin @samanthastarmer 139 http://www.flickr.com/photos/johnmcnab/4298812324
  128. 128. HOW to start
  129. 129. Marketing makes promises The experience (regardless of channel) has to deliver on those promises
  130. 130. Think about on ramps and off ramps
  131. 131. Hmm – where is that award?
  132. 132. Directions anyone?
  133. 133. Who is REI? Why am I here?
  134. 134. Ensure a good experience in all interactions, via all doors
  135. 135. Be consistent… Consistent brand
  136. 136. Reinforce the brand with every interaction… Bruce Temkin Forrester experiencematters.wordpress.com
  137. 137. Don’t assume the customer is using the front door.
  138. 138. Reinforce the brand at all entrances
  139. 139. Back door
  140. 140. Side door
  141. 141. Brand integration?
  142. 142. What are your doors like?
  143. 143. Be consistent… Consistent information
  144. 144. 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
  145. 145. Not the same information!
  146. 146. Not the same information!
  147. 147. Be consistent… But optimize channel capabilities
  148. 148. Surface at a hotel http://news.cnet.com/8301-10805_3-10016573-75.html
  149. 149. http://news.cnet.com/8301-10805_3-10016573-75.html
  150. 150. Surface at a casino. To flirt…
  151. 151. Web cam dressing room http://www.tobi.com/
  152. 152. Digital and physical
  153. 153. Not just a stupid advertising app
  154. 154. Augmented human interaction
  155. 155. Don’t design for user's needs on website, design for the experience the customer expects.
  156. 156. Exciting? http://www.flickr.com/photos/7973320@N07/2792554600
  157. 157. Relaxing? http://www.flickr.com/photos/rknickme/308268766/
  158. 158. Electric? http://www.flickr.com/photos/44462967@N00/165090124
  159. 159. Be consistent… Tie it all together
  160. 160. Coordination, timing
  161. 161. Just do it http://www.flickr.com/photos/eightfivezero/2459026594
  162. 162. Wander the halls
  163. 163. Leave your comfort zone
  164. 164. http://farm4.static.flickr.com/3007/2680257100_69b12c6e7d.jpg
  165. 165. Get collaborators
  166. 166. Close the loop
  167. 167. Listen
  168. 168. 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
  169. 169. Hang with a new crowd http://averagecats.com/page/7
  170. 170. 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…
  171. 171. Don’t get overwhelmed http://tlc.discovery.com/tv/hoarding-buried-alive/slideshows/before-and-after-episodes-1-4-02.html
  172. 172. 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
  173. 173. Finally… (and this one is hard)
  174. 174. Don’t be grabby Facilitate vs. Own http://www.flickr.com/photos/jimfrazier/1810966604/
  175. 175. 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?
  176. 176. EVERYONE owns customer experience
  177. 177. Thanks, please stay in touch Samantha Starmer @samanthastarmer sstarme AT rei.com Jess McMullin @jessmcmullin jess AT ctzn.ca

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