ASIS&T Information Architecture
                  Summit 2010
              Leaving Flatland
  Designing Services & System...
Today
What is multi-channel design?
Why should you care?
Selling the need
Field Research experience
Discovery tools and me...
[Jess’s intro]
WHAT
is multi-channel design?
Different terms – similar ideas
  Cross/Multi channel experience
  Cross/Multi touchpoint experience
  Bridge experiences
...
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
     serv...
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, Nor...
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
 ser...
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/shaireproduct...
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...
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...
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
 Physic...
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   poi...
Customer
 Journey
 Mapping
@jessmcmullin
@samanthastarmer   101
Adaptive Path




http://www.flickr.com/photos/sethandalexa/3747145717


    @jessmcmullin
    @samanthastarmer           ...
nForm




@jessmcmullin
@samanthastarmer   103
@jessmcmullin
@samanthastarmer   104
Maya Design




@jessmcmullin
@samanthastarmer   105
UK Government
                                                                                     HEART MONITOR




     ...
Journey Mapping Exercise
                   Touch   Touch   Touch   Touch
                                                ...
Journey Mapping Exercise
                   Step 1   Step 2    Step 3    Step 4


 Touchpoint

 Touchpoint

 Touchpoint

 ...
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
                   h...
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. Ken...
@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
@samanthas...
Service Blueprint Elements

•    Physical Evidence
•    Customer Actions
•    Onstage, Customer Facing Employee Actions
• ...
@jessmcmullin
@samanthastarmer   135
UX
Swimlanes
@jessmcmullin
@samanthastarmer   136
UX Swimlanes




@jessmcmullin
@samanthastarmer   137
@jessmcmullin
@samanthastarmer   138
Break!


@jessmcmullin
@samanthastarmer                                          139
                   http://www.flickr....
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
      experience...
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 acr...
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 qu...
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 Serv...
Don’t get overwhelmed




 http://tlc.discovery.com/tv/hoarding-buried-alive/slideshows/before-and-after-episodes-1-4-02.h...
You can’t be everywhere at once
• Target a channel pair
• Focus on incremental progress
• Measure stuff
• Celebrate (and c...
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 peopl...
EVERYONE owns customer
      experience
Thanks, please stay in touch
 Samantha Starmer
 @samanthastarmer
 sstarme AT rei.com

 Jess McMullin
 @jessmcmullin
 jess ...
Leaving Flatland: Cross-Channel Customer Experience Design
Leaving Flatland: Cross-Channel Customer Experience Design
Leaving Flatland: Cross-Channel Customer Experience Design
Leaving Flatland: Cross-Channel Customer Experience Design
Leaving Flatland: Cross-Channel Customer Experience Design
Leaving Flatland: Cross-Channel Customer Experience Design
Leaving Flatland: Cross-Channel Customer Experience Design
Leaving Flatland: Cross-Channel Customer Experience Design
Leaving Flatland: Cross-Channel Customer Experience Design
Leaving Flatland: Cross-Channel Customer Experience Design
Leaving Flatland: Cross-Channel Customer Experience Design
Leaving Flatland: Cross-Channel Customer Experience Design
Leaving Flatland: Cross-Channel Customer Experience Design
Leaving Flatland: Cross-Channel Customer Experience Design
Leaving Flatland: Cross-Channel Customer Experience Design
Leaving Flatland: Cross-Channel Customer Experience Design
Leaving Flatland: Cross-Channel Customer Experience Design
Leaving Flatland: Cross-Channel Customer Experience Design
Leaving Flatland: Cross-Channel Customer Experience Design
Leaving Flatland: Cross-Channel Customer Experience Design
Leaving Flatland: Cross-Channel Customer Experience Design
Leaving Flatland: Cross-Channel Customer Experience Design
Leaving Flatland: Cross-Channel Customer Experience Design
Leaving Flatland: Cross-Channel Customer Experience Design
Leaving Flatland: Cross-Channel Customer Experience Design
Leaving Flatland: Cross-Channel Customer Experience Design
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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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