Designing for a Multi-C
-Channel Experience
Amy Cueva - @amycueva
Megan Grocki - @megux

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WTF are we going to talk about?
k
Multi-Channel Experience De
efined
The Mechanics
Some Examples & Brainstor
rm
The Politics
Takin
Takin’ Action
Some Questions?

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Mad*Pow Clients

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What is a Multi-Channel Experience?

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Customers Cross Channe
els
U.S. Online Consumers who
purchased personal computer,
Went across at
least one pair of electronics, apparel, wireless
channels product and large appliances
Web to store
Did not
cross Store to Web
channels
Web to phone
Base: US online consumers
Source: North American Technographics Marketing and Mobile Internet Online Survey, Q3, 2008
Source: December 16, 2008, “How Satisfied Are Shoppers When Moving Across Channels?” Forrester Report
Source: June 22, 2009, “Building Better Multichannel Experiences Through Deep Customer Insight” Jonathan Browne

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How did we get in the game?
Mmmm. Tasty and
satisfying.
satisfying
Hungry for a
gy
challenge,
empathetic, and
solution oriented.

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If your brand were a person who would they be?
s
How will they treat
you across
channels?
How will that
experience be
brought to life
across channels?

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Multi-Channel Landscape
Store
Webs site(s)
Customer Web A Application(s) Company
p y
“I want to…” Call C
Center “I want to…”
Mail
Expectations, goals, Inbound & outbound
tasks, desired outcomes
Mobille communications
Word of Mouth
Planned and unplanned Handling positive and
interactions Social Media negative interactions
g
Perceptions Adverrtising Internal ownership &
Catalo
og coordination
Email l
Produuct

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Touch points that represe opportunities
ent
Website(s)/Applications
/ Digital Kiosk
Di i l Ki k
Email Mobile Interface
Live chat Print Advertisements
Social Media presence Billboards & Signage
Catalog / Circulars Point of Sale
Point-of-Sale
In-Store / In-person Packaging
Telesales Channel partners
Phone / Call Center Online Community
Interactive Voice Response Other?

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Avoiding negative and facilitating positive episodes

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Multi-Channel Experiences
c
Website:
www.bestbuy.com
Circular:
www.bestbuyin3d.com
In Store, Kiosk
Store
Phone, Email
Credit Card/Loyalty Program
Community forum
iPhone

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Multi-Channel Experiences
c
Web site:
www.staples.com
In Store, Signage
Circular / Catalog / Phone
Ubiquitous Easy Button /
Brand Message
Contact Us in Many Ways
Desktop Gadget

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Multi-Channel Experiences
c
Website:
www.williams-sonoma.com
Catalog, Phone
Email
Bridal Registry
In-store Technique, Cooking
Classes, Product Demos &
Food Tasting

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A peek inside the organization
z
Different
communication
and interaction
channels
supported by
different
areas of the
organization.

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A vision for what could be
Cross area
representation
and coordination

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Exploring newer channels: Social Media, Wah?
Social technology can expose
e
highs and lows
Social media doesn’t
acknowledge boundaries
Companies are experimentin ng,
ng
learning and refining
Jet Blue, Comcast, and Bank of
k
America have been able to
leverage SM successfully

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Leveraging experience d
design to tame the chaos
Process extracts &
CUSTOMER
synchronizes goals and
objectives from various
stakeholding groups
BRAND & PRODUCT &
XD
MARKETING BUSINESS
Discipline understands
how people interact with
TECHNOLOGY &
technology, other people,
OPERATIONS and brands

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Extract objectives from stakeholders
Include those who own
different sites, properties,
and channels
Include those who will be
effected by the design
Include those who will build
what is designed

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Research informs strategy
g
Ethnographic research
Personas
Usability Testing
Focus on the customer,
regardless of channel
Demonstrate customer and
user experiences visually

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How to coordinate channels for the brand?
Consider customer’s
experiences across all
channels
Brainstorm & prioritize
Balance business objectives
against user objectives
Develop a multi-channel
experience strategy

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Personas and storyboards can help tell the story
d

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Create a roadmap or action plan
i

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What can you do?
Ask the right questions
Go beyond your mandate
y y
Share knowledge
Encourage collaboration
g
Advocate customer focus
Don’t be Milton, but don’t
get fired?
What else?

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Summary
Multi-Channel experie ence can
deliver improved custo
p omer
satisfaction & realization of
business goals, ie: it’s important
goals it s important.
We can do our part. Le go!
p et’s g

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Questions?

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Contact Us
Amy Cueva Megan Grocki
Founder & Chief Experience Officer Senior Experience Designer
amy@madpow.net mgrocki@madpow.net
Twitter @amycueva Twitter: @megUX