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Beyond Digital - IA Summit 2010 Workshop
 

Beyond Digital - IA Summit 2010 Workshop

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Beyond Digital - IA Summit 2010 Workshop Beyond Digital - IA Summit 2010 Workshop Presentation Transcript

  • ASIS&T Information Architecture Summit 2011Beyond Digital: Designing for a Cross Channel Future Jess McMullin, the Centre for Citizen Experience Samantha Starmer, REI March 30, 2011 | Denver, CO
  • Today What is cross-channel design? Why should you care? Selling the need Case Study Field Research experience Discovery tools and methods Solution tools and methods How to do it
  • [Jess’s intro]
  • first time at brick & mortar http://www.flickr.com/photos/dirpic
  • 10 years in Waitress picturerestaurant business
  • Whycross channel design
  • a story… http://www.flickr.com/photos/sugarpond/3016905349
  • Australian information architecture conference
  • Sydney pictureimagined myself in Sydney
  • but I’m aprocrastinator
  • oh crap
  • huh. an electronic Visa.well, that’s pretty cool.
  • except I can’tcheck in online
  • even though I bought my tickets and Visa online
  • damn, have to talk to a person http://www.flickr.com/photos/mkooiman/787191703
  • waited in long check-in line http://www.flickr.com/photos/jopoe/4569447498
  • http://www.flickr.com/photos/bryansblog/411455656
  • Flight agent picture http://www.flickr.com/photos/dykstranet/211106615
  • “this won’t work”
  • Censor ed!but, it has official stuff and numbers and …
  • “i’m a human,not a machine”
  • Flight agent picture http://www.flickr.com/photos/dykstranet/211106615
  • “what’s your itinerary?”
  • thank god I’m old school
  • what about my visa?
  • Sleeping at Airport http://www.flickr.com/photos/feline_dacat/3197429380
  • “i have no idea”
  • Flight agent picture http://www.flickr.com/photos/dykstranet/211106615
  • http://www.flickr.com/photos/slworking/4169134307
  • “Change screens, Pillow Pillow” “Where’s the Pillow?”“Didn’t they cover that in training?” “Backslash Backslash” “Okay, tietac” “What?” “Tietac” “huh?” “Like Tie” “carrot backslash” “United States” “Pillow Pillow” “Change Screens”
  • lesson?F http://www.flickr.com/photos/pjern/2150873799
  • our lives arecross channel
  • design for theholistic experience
  • don’t design for just website
  • …app
  • …or physical environment http://www.flickr.com/photos/24218656@N03/4589621372/
  • digital and physical are colliding
  • 70% of US onlineconsumers researchproducts online and purchase them offline Forrester, Profiling The Multichannel Consumer, July 2009
  • 53% of mobile searches on Binghave a local intent Greg Sterling Search Engine Land https://searchengineland.com/microsoft-53-percent-of-mobile-searches-have-local-intent-55556
  • technology is everywhere
  • ‘integrated experiences are few and far between’ Alexandra Deschamps-Sonsinohttp://www.slideshare.net/designswarm/creating-the-internet-of-things
  • customersdon’t think about channels
  • http://www.crwgraphics.com/blog/wp-content/uploads/2010/08/multichannel-marketing.bmp
  • customers don’t thinkabout design disciplines
  • http://www.kickerstudio.com/blog/images/ux.jpg http://www.jjg.net/elements/pdf/elements.pdf http://www.montparnas.com/articles/wp-content/uploads/2006/10/user%20experience%20design%20explained.gif http://mickwinters.com/wp-content/uploads/2010/02/venn1.gif
  • customersdo think aboutyour company
  • acrosstime, touchpoi nts and experiences
  • however we want to shop
  • whenever we see your brand http://www.flickr.com/photos/cdevers/3388665920
  • outsidehttp://www.flickr.com/photos/cafemama/542656019
  • insidehttp://www.flickr.com/photos/penmachine/2971108982
  • packaging http://www.flickr.com/photos/streamishmc/2391505902
  • signshttp://www.flickr.com/photos/andrewbain/2510253694
  • employees http://www.flickr.com/photos/7577938@N02/4897443265
  • things outside our control http://www.flickr.com/photos/jaxphotography/267129315
  • design cross channel experiences
  • design for theholistic experience
  • Envisioning holistic experiences1. Your travel here…  Forget about the current experience  Ignore how airline ticketing works2. Imagine you own a new airline  Think about your customer’s journey  Think about possible touchpoints3. Spend 5 minutes  Ideate a better experience  Note the highlights
  • Jess’s airline story
  • SELLcross 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 organizational structure Understand Org Structure
  • Don’t boil the ocean
  • Tell a Fairy Tale
  • There is a craving for stories that showpeople what is possible ~Fred Collopy
  • Case Study@jessmcmullin@samanthastarmer 77
  • IA Summit JourneyAwarenessInterest Formal/Informal gatheringsApproval SocialRegistering GoodbyesFinding Sessions DepartureOngoing promosTraveling TravelArrival Return to real worldRegistration ApplyAttending Sharing out (team, IA re-dux, block)Sessions PodcastsConnecting & Reconnecting with people @jessmcmullin @samanthastarmer 78
  • StakeholderInterviews@jessmcmullin@samanthastarmer 79
  • Break! http://www.flickr.com/photos/johnmcnab/42988123
  • FieldResearch@jessmcmullin@samanthastarmer 81
  • What to look for....• People• Touchpoints• Interactions• Flow@jessmcmullin@samanthastarmer 82
  • Welcome Back from the Field!Now Lunch...See you at 1:00@jessmcmullin@samanthastarmer 83
  • Discovery@jessmcmullin@samanthastarmer 84
  • Bodystorming@jessmcmullin@samanthastarmer 85
  • @jessmcmullin@samanthastarmer http://www.flickr.com/photos/xian/3763798434 86
  • TouchpointMatrix@jessmcmullin@samanthastarmer 87
  • Hello Future@jessmcmullin@samanthastarmer http://brandtouchpointmatrix.com/ 88
  • Customer Journey Mapping@jessmcmullin@samanthastarmer 89
  • Adaptive Pathhttp://www.flickr.com/photos/sethandalexa/3747145717 @jessmcmullin @samanthastarmer 90
  • nForm@jessmcmullin@samanthastarmer 91
  • @jessmcmullin@samanthastarmer 92
  • Maya Design@jessmcmullin@samanthastarmer 93
  • Journey Mapping Exercise Touch Touch Touch Touch Notes point point point point Action Action Action Action@jessmcmullin@samanthastarmer 94
  • Journey Mapping Exercise Step 1 Step 2 Step 3 Step 4 Touchpoint Touchpoint Touchpoint Touchpoint Notes Notes Notes Notes@jessmcmullin@samanthastarmer 95
  • From Insightsto Solutions@jessmcmullin@samanthastarmer 96
  • Solution=Facilitation@jessmcmullin@samanthastarmer 97
  • Facilitation=Giving upownership@jessmcmullin@samanthastarmer 98
  • It’s ok. Really.@jessmcmullin@samanthastarmer 99
  • MentalModels@jessmcmullin@samanthastarmer 100
  • Mental Models@jessmcmullin@samanthastarmer 101
  • Mental Models@jessmcmullin@samanthastarmer 102 http://www.rosenfeldmedia.com/books/mental-models
  • Mental Models@jessmcmullin@samanthastarmer 103
  • UXSwimlanes@jessmcmullin@samanthastarmer 104
  • UX Swimlanes@jessmcmullin@samanthastarmer 105
  • @jessmcmullin@samanthastarmer 106
  • BusinessOrigami@jessmcmullin@samanthastarmer 107
  • Paper Prototyping for Systems Design@jessmcmullin@samanthastarmer 108
  • Business Origami Session@jessmcmullin@samanthastarmer 109
  • @jessmcmullin @samanthastarmer 110Courtesy Prof. Kenta Ota, Chiba University Design Department & Design Division, Hitachi Ltd.
  • @jessmcmullin@samanthastarmer 111
  • @jessmcmullin@samanthastarmer 112
  • @jessmcmullin@samanthastarmer 113
  • @jessmcmullin@samanthastarmer 114
  • @jessmcmullin@samanthastarmer 115
  • @jessmcmullin@samanthastarmer 116
  • @jessmcmullin@samanthastarmer 117
  • @jessmcmullin@samanthastarmer 118
  • @jessmcmullin@samanthastarmer 119
  • @jessmcmullin@samanthastarmer 120
  • @jessmcmullin@samanthastarmer 121
  • @jessmcmullin@samanthastarmer 122
  • ServiceBlueprint@jessmcmullin@samanthastarmer 123
  • Service Blueprint http://lovelearn.wordpress.com/2009/07/11/initial-blueprint/@jessmcmullin@samanthastarmer 124
  • 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 125
  • @jessmcmullin@samanthastarmer 126
  • Service Blueprinting Exercise Physical Evidence Customer Actions Onstage Employee Actions Backstage Employee Actions Support Processes@jessmcmullin@samanthastarmer 127
  • Break!@jessmcmullin@samanthastarmer 128 http://www.flickr.com/photos/johnmcnab/42988123
  • HOWto start
  • Marketing makes promises The experience (regardless ofchannel) has to deliver on those promises
  • on ramps and off ramps
  • Close the loop http://www.flickr.com/photos/pelegrino/3957449915
  • Make Business Case http://www.flickr.com/photos/10458725@N02/3042138367
  • Listen
  • Designing a holistic experiencemeans 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
  • Get collaborators http://averagecats.com/pa
  • Make new friends Marketing• IT, or anyone who can build stuff• Finance• Distribution Center• Customer Service• Innies with outies, outies with innies• Different industriesArtists, 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
  • Don’t be grabby 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?