What's your story? Designing a holistic customer experience


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An experience always exists and always generates an impression, but seldom by design. Silo'd approaches result in fragmented experiences and dissatisfied customers. No wonder only 8% of customers report their experience with a given company was superior.

How can we craft a cross-silo content strategy designed to deliver a superior, holistic, customer experience across all customer touchpoints and all stages of the customer lifecycle?

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What's your story? Designing a holistic customer experience

  1. 1. What’s your story? Designing a holistic customer experience Joyce Hostyn Director Customer Experience, Open Text twitter: @joyce_hostyn blog: www.joycehostyn.com
  2. 2. the problem with content and those of us who work with content
  3. 3. squidgy
  4. 4. messy
  5. 5. boring
  6. 6. bloated fdecomite, Flickr
  7. 7. afterthought
  8. 8. me me me me me me
  9. 9. Hostyn’s Hoist Edmonton 1908
  10. 10. Recently I picked up numerous travel guides in the United Kingdom and Germany about Alberta and Canada's West; I was shocked by the continual down play of the Edmonton regions… What is Edmonton doing to portray itself as a holiday destination or destination of business? Being originally from Metro Edmonton, I am proud of the city. However when I come back (I am based in Colorado) I see the lacking spirit or since or direction. What is Edmonton about? Are we a city of the next generation? Edmonton ... who are you? To many of us you are still the mysterious post in the West that seems to grow without tremendous direction or drive. Oil has provided a target, but what are your ambitions? - Brentk
  11. 11. What's the most boring place on Earth? BBC news A British correspondent at the World Athletics Championships in Edmonton has found himself in the news after describing the host city as a Deadmonton
  12. 12. …the Edmonton experience IS what people look for and value in a place to live or visit. Our city is ranked high in terms of the key attributes people look for when considering the ideal place to live or visit. Moreover, awareness of Edmonton is low in national markets, but the experience of Edmonton is highly valued by the people who live here. In short, we have an awareness problem.
  13. 13. The Edmonton Message Map is a compilation of the highlights of the Edmonton story
  14. 14. content is only a tool for conversation
  15. 15. …traditional circus had no shortage of content greeblie Flickr
  16. 16. Tim Farris Flickr
  17. 17. Tim Farris Flickr …but lacked conversation
  18. 18. …then along came Cirque du Soleil
  19. 19. Cirque du Soleil
  20. 20. Animals didn’t make for compelling content. Animal Kingdom. CEO Michael Eisner questioned the idea that looking at animals would get people excited. "they're just animals," he wondered aloud. "so what?" "I thought you might say that, " Joe Rohde said, smiling. Rohde got up from his chair and walked over to the door of Eisner's office. He opened it to reveal a 400 pound Bengal tiger. "I see your point.” – Wired to Care
  21. 21. Journey off the beaten path an create networking events that foc exotic surroundings and adventurous ende at Disney's Animal Kingdom® Park. From backdrops, colorful costumes and unique architectural accents to lush surroundings majestic animals both real and imagined, adds up to a unique experien that will add fascination and excitement t event while enchanting your guests. Follow are just a few of the wild event possibilit that await your group: •Happily Everest After •Kilimanjaro Safaris® area •Festival of the Lion King Gala www.disney.com
  22. 22. A product or service is merely a means to an end. The deeper value lies in the story - Arne van Oosterom
  23. 23. holism (from ὅλος holos, a Greek word meaning all, entire, total) is the idea that all the properties of a given system (physical, biological, chemical, social, economic, mental, linguistic, etc.) cannot be determined or explained by its component parts alone. Instead, the system as a whole determines in an important way how the parts behave. Michael Hodge, flickr
  24. 24. emmett.hume, flickr
  25. 25. …the structure is the message not the content – Clotaire Rapaille
  26. 26. …the experience is the message not the content
  27. 27. first ask what experience?
  28. 28. experiences are all about people vali… almost black, flickr
  29. 29. experiences are emotional
  30. 30. experiences interactions touchpoints processes misery inside out systems moments
  31. 31. experiences interactions touchpoints processes magic outside in systems moments
  32. 32. experiences interactions magic
  33. 33. an experience is a memorable event
  34. 34. an experience is a magic moment
  35. 35. Magic only happens in a spectator’s mind. Everything else is a distraction… Methods for their own sake are a distraction. You cannot cross over into the world of magic until you put everything else aside and behind you – including your own desires and needs – and focus on bringing an experience to the audience. This is magic. Nothing else. – Jamy Ian Swiss sprott.physics.wisc.edu/pickover/zenad.html
  36. 36. We cannot create experiences directly. All we can do is create artifacts… that are likely to create certain kinds of experience when a player interacts with them… and cross our fingers that the experience that takes place during that interaction is something they will enjoy. – Jesse Schell Valeriana Solaris’, flickr
  37. 37. interface ...that strange new zone between medium and message. That zone is what we call the interface. -Steven Johnson line of interaction magic moments Design for Service, www.designforservice.com
  38. 38. content inventory content audit metadata strategy SEO information architecture interactions/system response processes content management style guide governance templates
  39. 39. It's like a marionette theater, you want to look at the puppets.You don't want to look at the strings. My kids ask me, 'What'd you do today, Dad?' I designed a toilet! Lighting, props, sets and costumes all contribute to the look of a movie — the planned visual narrative . – J. Michael Riva Jon’s pics, flickr
  40. 40. interface line of interaction magic moments are you listening for the backstory?
  41. 41. misery moment misery moment misery moment misery moment
  42. 42. misery moments are unthought
  43. 43. magic moment
  44. 44. magic moments have structure
  45. 45. beginning middle end http://www.undertheinfluenceofdesign.com/2009/06/19/the-art-of-storytelling/
  46. 46. think of the memories you want to evoke, then design for those memories NOT what messages to communicate or what media should carry them
  47. 47. great experiences have memorable events
  48. 48. The Art of Game Design: A Deck of Lenses, Jesse Schell
  49. 49. All the world's a stage And all the men and women merely players; They have their exits and their entrances; And one man in his time plays many parts, His acts being seven ages. At first the infant, Mewling and puking in the nurse's arms; And then the whining school-boy, with his satchel And shining morning face, creeping like snail Unwillingly to school. And then the lover, Sighing like furnace, with a woeful ballad Made to his mistress' eyebrow. Then a soldier, Full of strange oaths, and bearded like the pard, Jealous in honour, sudden and quick in quarrel, Seeking the bubble reputation Even in the cannon's mouth. And then the justice, In fair round belly with good capon lin'd, With eyes severe and beard of formal cut, Full of wise saws and modern instances; And so he plays his part. The sixth age shifts Into the lean and slipper'd pantaloon, With spectacles on nose and pouch on side; His youthful hose, well sav'd, a world too wide For his shrunk shank; and his big manly voice, Turning again toward childish treble, pipes And whistles in his sound. Last scene of all, That ends this strange eventful history, Is second childishness and mere oblivion; Sans teeth, sans eyes, sans taste, sans everything. - Shakespeare
  50. 50. people buy stories, not stuff, and it’s stories that spread, not stuff – Seth Godin
  51. 51. good design tells a story
  52. 52. good content strategy tells a story
  53. 53. by providing structure from which. the story can emerge http://www.molecularstation.com/molecular-biology-images/data/502/dna.jpg
  54. 54. Valeriana Solaris’, flickr
  55. 55. need to design for emergence because the experience is fragmenting – it doesn’t just happen using a product or website http://nform.ca/blog/2010/02/experience-maps-cross-channel-experiences-deliverable-for-gamers
  56. 56. content becomes invisible
  57. 57. the experience is designed for every stage of the customer lifecycle, from initial roll-out to ongoing support
  58. 58. The Experience Cycle, Hugh Dubberly and Shelley Evenson
  59. 59. The Journey Mapping Guidance Cabinet Office, Gerald Power
  60. 60. The Journey Mapping Guidance Cabinet Office, Gerald Power
  61. 61. The Journey Mapping Guidance Cabinet Office, Gerald Power
  62. 62. journey magic theme listening moment designed blueprint experience Customer Experience Grid, Brandon Schauer http://www.brandonschauer.com/blog/?p=175
  63. 63. Dev resolution & Discover & User acceptance Production Plan & prep integration Go live Soak Advocate decide validation deployment testing
  64. 64. key journey step a step along the journey place where you interact with or touch the main character - website, phone, product interface, help, touchpoint face-to-face, newsletter, demo, social media, advertisement, event, magazine, reception, parking lot… experience positive (thoughts, feelings, actions) neutral negative moment of truth what’s the importance of this touchpoint? opportunities ideas for being proactive, great recovery, to combine or eliminate – possible to find a purple cow for wow or breakthrough experience? levers how to move them along to the next step (actions, emotions, touchpoints, other factors) metrics time, volume, action, satisfaction… emotions to evoke how do you want customers to feel?
  65. 65. Training webinar series Champion Toolkit Yahoo Release Notes CS Admin Manual KC Install Guide Dev resolution User Production Learn Evaluate Plan & integration acceptance Go live Soak Advocate deployment testing validation online help user guide
  66. 66. Decision makers Peter ECM Champion what’s new? why upgrade? req’s (arch) benefits req’s case studies concept diagrams adoption best practices Adam Administrator what’s new? why upgrade? req’s forum post upgrade upgrade case benefits benefits checklist troubleshooting checklist study req’s case studies test use cases concept diagrams planning guide Dev resolution User Production Learn Evaluate Plan & integration acceptance Go live Soak Advocate deployment testing validation Dario Trainer what’s new? best practices eLearning benefits checklists quick references what’s new videos how to videos knowledge champion training Doris Knowledge Worker what’s new? eLearning benefits quick reference how to (videos)
  67. 67. <physical evidence> <customer action> line of interaction <onstage actions> line of visibility <backstage actions> line of internal interaction <supporting processes & procedures>
  68. 68. visualizing experiences bridges silos
  69. 69. The Art of Game Design: A Deck of Lenses, Jesse Schell
  70. 70. Triggering the hive mind
  71. 71. everyone is The idea that a marketer is still hard for a surprisingly large number of organizations… But it’s so clearly true, I don’t even have to outline here how the product is the marketing, how the service is the marketing, how every human being who touches something is doing marketing. – Seth Godin
  72. 72. good stories have a theme
  73. 73. A true theme is not a word but a sentence---one clear, coherent sentence that expresses astory’s irreducible meaning. – Robert McKee, STORY
  74. 74. Creation of a powerful theme statement is critical, for it will be the central mechanism for focusing discussion and inspiring participation. The theme statement, however, cannot be a lengthy, dry, recitation must have the of goals and objectives. It capacity to inspire participation by being specific enough to indicate the direction, while possessing sufficient openness to allow for the imagination of the group to take over. One way of thinking about the theme statement is as opening paragraph of a the truly exciting story The reader should have enough detail to know where the tale is headed and what some of the possible adventures are likely to be.
  75. 75. sparks imagination puts focuses experience dialogue front & center shapes a theme unifies decisions inspires structures for participation emergence
  76. 76. content strategy needs heart porcherie, flickr
  77. 77. emotion is the energy required to learn clotaire rapaille, the culture code
  78. 78. when we make a decision, we choose betweenmemories of the experience of the story – Daniel Kahneman
  79. 79. The content is the heart of the website. I can’t build you a body until you give me a heart… If we want to get back on track – to allow writers to write wonderful user experiences – we have to change our expectations and our rules… Content… establishes emotional connections between people. The writing has heart and spirit; it has something to say and the wherewithal to stand up and say it. – Amber Simmons qthomasbower, flickr
  80. 80. Theme, when manifest in a product [content], can induce… pleasure emotion meaning - Cindy Chastain
  81. 81. As experiences now span multiple media, channels & formats, we need to look to narrative and emotional elements to sustain interaction in a world of complex technology where websites, software, and interactive multimedia have become part of the same beast. – Cindy Chastain digitalART2, flickr
  82. 82. tangible intangible function beauty performance emotion ease of use meaning strategy experience theme (story) Cindy Chastain, Experience Themes
  83. 83. coordinated in service of a story words/lines actors locations/sets image/cinematography lighting music/sound editing Cindy Chastain, Experience Themes
  84. 84. not coordinated creative visual design copy/text marketing business information/content navigation information layout/content presentation architecture/ interactions/system response interaction design processes outside resource animations music/sound engineering error messages product VP’s help assistant Cindy Chastain, Experience Themes
  85. 85. story frame visual design copy/text information/content navigation layout/content presentation interactions/system response processes animations music/sound error messages help Cindy Chastain, Experience Themes
  86. 86. Cindy Chastain, Experience Themes
  87. 87. better user experience with storytelling, Francisco Inchauste, Smashing Magazine
  88. 88. This means that in order to develop a B2B content strateg [content strategist] the marketer also becomes coach and counselor – Valeria Moltoni
  89. 89. a theme triggers emotion
  90. 90. a theme bridges silos
  91. 91. The Art of Game Design: A Deck of Lenses, Jesse Schell
  92. 92. to deliver a holistic customer experience, we need to embrace the dark side
  93. 93. design for emotion jim thompson awakening galactic culture
  94. 94. stage experiences http://www.cirquedusoleil.com/
  95. 95. using story
  96. 96. to create a platform
  97. 97. for magic
  98. 98. Ask “what experiences should I be staging?”
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