1. ASIS&T Information Architecture
Designing Services & Systems Across Channels
Jess McMullin, the Centre
for Citizen Experience
Samantha Starmer, REI
April 8, 2010 | Phoenix, AZ
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. [Jess’s intro]
is multi-channel design?
5. Different terms – similar ideas
Cross/Multi channel experience
Cross/Multi touchpoint experience
Customer experience management
Customer relationship management
Total customer experience
6. First, a story…
7. Palm Springs!
8. Resort Hotel!!
9. I am lucky
12. Foliage…lots of foliage
13. Like The Secret Garden!
15. I was tired
16. I needed an adult beverage
17. But I’m cheap…
18. …and car-less
19. and have to get out of a 13 acre resort
20. With a crappy map
21. and tips…seriously
22. I find my way out
23. And escape to the real world
24. But now it is dark
25. And the lovely, secret foliage
26. With all of the nooks and crannies
27. That I already got lost in
when it was light…
28. Is kinda scary
29. Finally, thank god
30. Now I really need a drink
31. At least for walking, exploring or
doing anything not related to sitting
by a pool and drinking
32. no sign
should you care?
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
Pubblicita offline e ricerche nei motori, 2007
From ‘Information Architecture for Ubiquitous Ecologies’, Andrea
Resmini and Luca Rosati
36. They are coming from everywhere!
37. We have no control
38. over how people hear about us
39. get to us
40. or decide to buy from us
41. 53% of US online consumers
say they research products
online that they subsequently
Forrester, North American Technographics Retail Online Survey, Q1 2009 (US).
42. Over half REI
is picked up in a
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
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. Jess’s airline
Multi channel design
64. Do some research
65. Understand executives’ goals
66. Use metrics
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
How will it drive sales?
How will it save money?
How will it engage customers?
3. Sell it to us!
129. Marketing makes
The experience (regardless of
channel) has to deliver on those
130. Think about on ramps and off ramps
131. Hmm – where is that award?
132. Directions anyone?
133. Who is REI? Why am I here?
134. Ensure a good experience in all
interactions, via all doors
135. Be consistent…
136. Reinforce the brand with every
137. Don’t assume the customer is
using the front door.
138. Reinforce the brand at all entrances
139. Back door
140. Side door
141. Brand integration?
142. What are your doors like?
143. Be consistent…
144. The most common problems
reported by Web-to-store shoppers
related to discrepancies in prices
and product information across the
Forrester, How Satisfied Are US Consumers With Web-To-Store Shopping?
145. Not the same information!
146. Not the same information!
147. Be consistent…
But optimize channel
148. Surface at a hotel
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. Hang with a new crowd
170. Make new friends
• IT, or anyone who can build stuff
• Distribution Center
• Customer Service
• Innies with outies, outies with innies
• Different industries
Artists, architects, museum curators, restaurant
workers, baristas, landscapers, hotel
171. Don’t get overwhelmed
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
(and this one is hard)
174. Don’t be grabby
Facilitate vs. Own
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
• It’s okay if you aren’t involved in EVERYTHING
• It’s okay if you aren’t the only one making a
Isn’t it all about the customer?
176. EVERYONE owns customer
177. Thanks, please stay in touch
sstarme AT rei.com
jess AT ctzn.ca