Beyond Digital - IA Summit 2010 Workshop

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”

“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”

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

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.

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

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?

Beyond Digital - IA Summit 2010 Workshop

by Samantha Starmer

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