Designing for a Multi-Channel Experience

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How many touch points does your brand have with your customers? Multi-channel experience design is accomplished by understanding of how technology and interaction are entwined into real users’ context of use. Various types of research and analytical activities will help give you a healthier understanding of your audience and their behavior.

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Designing for a Multi-Channel Experience

  1. 1. Designing for a Multi-Channel ExperienceAmy Cueva - @amycuevaMegan Grocki - @megangrocki
  2. 2. ICE BREAKINGLet’s talk about…ê  What are multi-channel experiences?ê  Understanding Who and Where Users Areê  Collaborating with Stakeholdersê  Navigating Political Watersê  Examples & Brainstormê  Takin’ Action
  3. 3. ICE BREAKINGHow did we get in the game? ê  Mmmm. Tasty and satisfying. ê  Hungry for a challenge, empathetic, and solution oriented.
  4. 4. ICE BREAKINGWhat is a Multi-Channel Experience? What percentage of Consumers cross at least 2 channels when making a purchase? ê  Web to store ê  Store to Web ê  Web to phone
  5. 5. ICE BREAKINGCustomers cross channels. What are they doing there? Why? ê  Make a purchase ê  Window Shop ê  Seek assistance Did not cross channels ê  Conduct a transaction ê  Gather information Source: Profiling The Multichannel Consumer How Retailers Can Enable Multichannel Consumer Behavior Forrester Report July 29, 2009, By Patti Freeman Evans
  6. 6. ICE BREAKINGMulti-Channel Landscape ê  Store ê  Website(s) Customer ê  Web Application(s) Company“I want to…” ê  Call Center “I want to…” ê  MailExpectations, goals, Inbound & outboundtasks, desired outcomes ê  Mobile communications ê  Word of MouthPlanned and unplanned Handling positive andinteractions ê  Social Media negative interactionsPerceptions ê  Advertising Internal ownership & ê  Catalog coordination ê  Email ê  Product
  7. 7. ICE BREAKINGTouch points that represent opportunities:ê  Website(s)/Applications ê  Digital Kioskê  Email ê  Mobile Interfaceê  Live chat ê  Print Advertisementsê  Social Media presence ê  Billboards & Signageê  Catalog / Circulars ê  Point-of-Saleê  In-Store / In-person ê  Packagingê  Telesales ê  Channel partnersê  Phone / Call Center ê  Online Communityê  Interactive Voice ê  Other? Response
  8. 8. xICE BREAKINGAvoiding negative and facilitating positiveepisodes o
  9. 9. ICE BREAKINGWhat is your brand essence? ê  Does everyone know your basic brand principles? ê  It’s not about creating identical experiences ê  Optimize and connect channel interactions to deliver consistent brand experiences
  10. 10. ICE BREAKINGIf your brand were a person who would they be? ê  How will they treat you across channels? ê  How will that experience be brought to life across channels?
  11. 11. ICE BREAKINGStakeholder Group Therapy ê  Include those who own different sites, properties, and channels ê  Include those who will be effected by the design ê  Include those who will build what is designed
  12. 12. ICE BREAKINGBuild One Cohesive Perspective The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. ê  Provide the same data and user stories to all groups ê  Cross-pollination creating opportunities to share and learn new viewpoints
  13. 13. ICE BREAKINGBuild One Cohesive Perspective ê  Effective governance is sticky and needs structure ê  Alter organization to be focused on the customer not the channel ê  The customer experience, at every touch point, affects revenue and profits.
  14. 14. ICE BREAKINGA Peek Inside the Organization Different communication and interaction channels supported by different areas of the organization.
  15. 15. ICE BREAKINGA Vision for What Could Be Cross area representation and coordination
  16. 16. ICE BREAKINGLeverage experience design to tame the chaos. CUSTOMER ê  Process extracts & synchronizes goals and objectives from various stakeholding groupsBRAND & PRODUCT & XDMARKETING BUSINESS ê  Discipline understands how people interact with TECHNOLOGY & technology, other OPERATIONS people, and brands
  17. 17. ICE BREAKINGUser Research for Multi-Channel ê  Secret shopper ê  Traditional user research methods applied in new ways: •  In-store experiences •  Print •  Phone
  18. 18. Research Informs Strategy ê  Personas ê  Focus on the customer, regardless of channel ê  Demonstrate customer and user experiences visually ê  Determine cultural and behavioral dynamics to recognize how to integrate channels
  19. 19. ICE BREAKINGResearch Informs Strategy ê  SHOW stakeholders their customer’s behavior ê  Video ê  Photographs ê  Stories ê  Better yet, get stakeholders out of the board room
  20. 20. ICE BREAKINGExploring Newer Channels: Social Mediaê  Provides a way to connect with their most ardent fansê  Keeps customers engagedê  Encourage loyalty & active evangelism
  21. 21. ICE BREAKING“Good Enough” Is No Longer Good Enough ê  Exposes highs AND lows ê  Blurry boundaries ê  Experiment, learn & refine
  22. 22. ICE BREAKINGExploring Newer Channels: Mobileê  Still in its infancy, mobile commerce is an increasingly important channelê  32% use their mobile devices to research monthlyê  15% are completing transactions with their mobile devices monthly Source: The Art Technology Group (ATG) Report Cross-Channel Commerce: The Consumer View March 2010
  23. 23. ICE BREAKINGExploring Newer Channels: Mobileê  What is the role of Mobile in connecting with users?ê  What is different than more traditional channels?ê  Do you really need it?
  24. 24. ICE BREAKINGWhat Is Channel-Appropriate Interaction? ê  In-person ê  Email ê  Web ê  Print ê  Mobile ê  Social/Public
  25. 25. ICE BREAKINGMulti-Channel Experiences ê  Website: www.lindt.com ê  In Store ê  Kiosk ê  Phone ê  Email ê  Chocolate Connoisseur’s Clu ê  Social Media
  26. 26. ICE BREAKINGMulti-Channel Experiences ê  Website: www.virginamerica.com ê  Phone ê  Email ê  Social Media ê  Mobile Alerts ê  In-person ê  In-flight ê  Frequent Flyer Loyalty Program
  27. 27. ICE BREAKINGMulti-Channel Experiences ê  Website: www.virginamerica.com ê  Phone ê  Email ê  Social Media ê  Mobile Alerts ê  In-person ê  In-flight ê  Frequent Flyer Loyalty Program
  28. 28. ICE BREAKINGMulti-Channel Experiences ê  Web site: www.staples.com ê  In Store, Signage ê  Circular / Catalog / Phone ê  Ubiquitous Easy Button / Brand Message ê  Contact Us in Many Ways ê  Desktop Gadget
  29. 29. ICE BREAKINGMulti-Channel Experiences ê  Website: www.williams-sonoma.com ê  Catalog, Phone ê  Email ê  Bridal Registry ê  In-store Technique, Cooking Classes, Product Demos & Food Tasting
  30. 30. ICE BREAKINGHow to coordinate channels for the brand?ê  Consider & research The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. customer’s experiences across all channelsê  Brainstorm & prioritizeê  Balance business objectives against user objectivesê  Develop a multi-channel experience strategy
  31. 31. ICE BREAKINGWhat can you do?What, ê  ê  Ask the right questions Go beyond your mandate Share knowledgeno ê  ê  Encourage collaboration ê  Don’t be Milton, but don’t getCXO? fired
  32. 32. ICE BREAKINGWe want to learn from you.What ê  Which companies have successfully used different channels to create deeper customer relationships?do you ê  What tools and expertise will enable richer relationshipsknow? between customers and brands?
  33. 33. ICE BREAKINGQuestions? ???
  34. 34. ICE BREAKINGContact Us Amy Cueva Megan Grocki Founder & Chief Experience Officer Senior Experience Designer amy@madpow.net mgrocki@madpow.net Twitter @amycueva Twitter: @megangrocki

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