Leaving Flatland: Cross-Channel Customer Experience Design

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

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

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 115 http://www.rosenfeldmedia.com/books/mental-models

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.

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

UX Swimlanes @jessmcmullin @samanthastarmer 136

UX Swimlanes @jessmcmullin @samanthastarmer 137

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!

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

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Leaving Flatland: Cross-Channel Customer Experience Design

by Jess McMullin

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Leaving Flatland: Cross-Channel Customer Experience Design Presentation Transcript