Beyond Digital - IA Summit 2010 Workshop

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  • Beyond Digital - IA Summit 2010 Workshop

    1. 1. 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
    2. 2. 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
    3. 3. [Jess’s intro]
    4. 4. first time at brick & mortar http://www.flickr.com/photos/dirpic
    5. 5. 10 years in Waitress picturerestaurant business
    6. 6. Whycross channel design
    7. 7. a story… http://www.flickr.com/photos/sugarpond/3016905349
    8. 8. Australian information architecture conference
    9. 9. Sydney pictureimagined myself in Sydney
    10. 10. but I’m aprocrastinator
    11. 11. oh crap
    12. 12. huh. an electronic Visa.well, that’s pretty cool.
    13. 13. except I can’tcheck in online
    14. 14. even though I bought my tickets and Visa online
    15. 15. damn, have to talk to a person http://www.flickr.com/photos/mkooiman/787191703
    16. 16. waited in long check-in line http://www.flickr.com/photos/jopoe/4569447498
    17. 17. http://www.flickr.com/photos/bryansblog/411455656
    18. 18. Flight agent picture http://www.flickr.com/photos/dykstranet/211106615
    19. 19. “this won’t work”
    20. 20. Censor ed!but, it has official stuff and numbers and …
    21. 21. “i’m a human,not a machine”
    22. 22. Flight agent picture http://www.flickr.com/photos/dykstranet/211106615
    23. 23. “what’s your itinerary?”
    24. 24. thank god I’m old school
    25. 25. what about my visa?
    26. 26. Sleeping at Airport http://www.flickr.com/photos/feline_dacat/3197429380
    27. 27. “i have no idea”
    28. 28. Flight agent picture http://www.flickr.com/photos/dykstranet/211106615
    29. 29. http://www.flickr.com/photos/slworking/4169134307
    30. 30. “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”
    31. 31. lesson?F http://www.flickr.com/photos/pjern/2150873799
    32. 32. our lives arecross channel
    33. 33. design for theholistic experience
    34. 34. don’t design for just website
    35. 35. …app
    36. 36. …or physical environment http://www.flickr.com/photos/24218656@N03/4589621372/
    37. 37. digital and physical are colliding
    38. 38. 70% of US onlineconsumers researchproducts online and purchase them offline Forrester, Profiling The Multichannel Consumer, July 2009
    39. 39. 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
    40. 40. technology is everywhere
    41. 41. ‘integrated experiences are few and far between’ Alexandra Deschamps-Sonsinohttp://www.slideshare.net/designswarm/creating-the-internet-of-things
    42. 42. customersdon’t think about channels
    43. 43. http://www.crwgraphics.com/blog/wp-content/uploads/2010/08/multichannel-marketing.bmp
    44. 44. customers don’t thinkabout design disciplines
    45. 45. 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
    46. 46. customersdo think aboutyour company
    47. 47. acrosstime, touchpoi nts and experiences
    48. 48. however we want to shop
    49. 49. whenever we see your brand http://www.flickr.com/photos/cdevers/3388665920
    50. 50. outsidehttp://www.flickr.com/photos/cafemama/542656019
    51. 51. insidehttp://www.flickr.com/photos/penmachine/2971108982
    52. 52. packaging http://www.flickr.com/photos/streamishmc/2391505902
    53. 53. signshttp://www.flickr.com/photos/andrewbain/2510253694
    54. 54. employees http://www.flickr.com/photos/7577938@N02/4897443265
    55. 55. things outside our control http://www.flickr.com/photos/jaxphotography/267129315
    56. 56. design cross channel experiences
    57. 57. design for theholistic experience
    58. 58. 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
    59. 59. Jess’s airline story
    60. 60. SELLcross channel design
    61. 61. Do some research http://www.flickr.com/photos/euthman/2097753744
    62. 62. Understand executives’ goals
    63. 63. Use metrics http://www.flickr.com/photos/iliahi/2606645766/
    64. 64. Online vs. Offline 130 30
    65. 65. Soft Skills
    66. 66. Patience http://www.flickr.com/photos/dirkjankraan/4092709643
    67. 67. Start at the grassroots http://www.flickr.com/photos/cobalt/282227013
    68. 68. But work towards top-down http://www.flickr.com/photos/flickrmarcus/3382920952
    69. 69. Where are the bodies?
    70. 70. Understand organizational structure Understand Org Structure
    71. 71. Don’t boil the ocean
    72. 72. Tell a Fairy Tale
    73. 73. There is a craving for stories that showpeople what is possible ~Fred Collopy
    74. 74. Case Study@jessmcmullin@samanthastarmer 77
    75. 75. 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
    76. 76. StakeholderInterviews@jessmcmullin@samanthastarmer 79
    77. 77. Break! http://www.flickr.com/photos/johnmcnab/42988123
    78. 78. FieldResearch@jessmcmullin@samanthastarmer 81
    79. 79. What to look for....• People• Touchpoints• Interactions• Flow@jessmcmullin@samanthastarmer 82
    80. 80. Welcome Back from the Field!Now Lunch...See you at 1:00@jessmcmullin@samanthastarmer 83
    81. 81. Discovery@jessmcmullin@samanthastarmer 84
    82. 82. Bodystorming@jessmcmullin@samanthastarmer 85
    83. 83. @jessmcmullin@samanthastarmer http://www.flickr.com/photos/xian/3763798434 86
    84. 84. TouchpointMatrix@jessmcmullin@samanthastarmer 87
    85. 85. Hello Future@jessmcmullin@samanthastarmer http://brandtouchpointmatrix.com/ 88
    86. 86. Customer Journey Mapping@jessmcmullin@samanthastarmer 89
    87. 87. Adaptive Pathhttp://www.flickr.com/photos/sethandalexa/3747145717 @jessmcmullin @samanthastarmer 90
    88. 88. nForm@jessmcmullin@samanthastarmer 91
    89. 89. @jessmcmullin@samanthastarmer 92
    90. 90. Maya Design@jessmcmullin@samanthastarmer 93
    91. 91. Journey Mapping Exercise Touch Touch Touch Touch Notes point point point point Action Action Action Action@jessmcmullin@samanthastarmer 94
    92. 92. Journey Mapping Exercise Step 1 Step 2 Step 3 Step 4 Touchpoint Touchpoint Touchpoint Touchpoint Notes Notes Notes Notes@jessmcmullin@samanthastarmer 95
    93. 93. From Insightsto Solutions@jessmcmullin@samanthastarmer 96
    94. 94. Solution=Facilitation@jessmcmullin@samanthastarmer 97
    95. 95. Facilitation=Giving upownership@jessmcmullin@samanthastarmer 98
    96. 96. It’s ok. Really.@jessmcmullin@samanthastarmer 99
    97. 97. MentalModels@jessmcmullin@samanthastarmer 100
    98. 98. Mental Models@jessmcmullin@samanthastarmer 101
    99. 99. Mental Models@jessmcmullin@samanthastarmer 102 http://www.rosenfeldmedia.com/books/mental-models
    100. 100. Mental Models@jessmcmullin@samanthastarmer 103
    101. 101. UXSwimlanes@jessmcmullin@samanthastarmer 104
    102. 102. UX Swimlanes@jessmcmullin@samanthastarmer 105
    103. 103. @jessmcmullin@samanthastarmer 106
    104. 104. BusinessOrigami@jessmcmullin@samanthastarmer 107
    105. 105. Paper Prototyping for Systems Design@jessmcmullin@samanthastarmer 108
    106. 106. Business Origami Session@jessmcmullin@samanthastarmer 109
    107. 107. @jessmcmullin @samanthastarmer 110Courtesy Prof. Kenta Ota, Chiba University Design Department & Design Division, Hitachi Ltd.
    108. 108. @jessmcmullin@samanthastarmer 111
    109. 109. @jessmcmullin@samanthastarmer 112
    110. 110. @jessmcmullin@samanthastarmer 113
    111. 111. @jessmcmullin@samanthastarmer 114
    112. 112. @jessmcmullin@samanthastarmer 115
    113. 113. @jessmcmullin@samanthastarmer 116
    114. 114. @jessmcmullin@samanthastarmer 117
    115. 115. @jessmcmullin@samanthastarmer 118
    116. 116. @jessmcmullin@samanthastarmer 119
    117. 117. @jessmcmullin@samanthastarmer 120
    118. 118. @jessmcmullin@samanthastarmer 121
    119. 119. @jessmcmullin@samanthastarmer 122
    120. 120. ServiceBlueprint@jessmcmullin@samanthastarmer 123
    121. 121. Service Blueprint http://lovelearn.wordpress.com/2009/07/11/initial-blueprint/@jessmcmullin@samanthastarmer 124
    122. 122. 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
    123. 123. @jessmcmullin@samanthastarmer 126
    124. 124. Service Blueprinting Exercise Physical Evidence Customer Actions Onstage Employee Actions Backstage Employee Actions Support Processes@jessmcmullin@samanthastarmer 127
    125. 125. Break!@jessmcmullin@samanthastarmer 128 http://www.flickr.com/photos/johnmcnab/42988123
    126. 126. HOWto start
    127. 127. Marketing makes promises The experience (regardless ofchannel) has to deliver on those promises
    128. 128. on ramps and off ramps
    129. 129. Close the loop http://www.flickr.com/photos/pelegrino/3957449915
    130. 130. Make Business Case http://www.flickr.com/photos/10458725@N02/3042138367
    131. 131. Listen
    132. 132. 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
    133. 133. Get collaborators http://averagecats.com/pa
    134. 134. 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…
    135. 135. Don’t get overwhelmed http://tlc.discovery.com/tv/hoarding-buried-alive/slideshows/before-and-after-episodes-1-4-02.html
    136. 136. 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
    137. 137. Don’t be grabby http://www.flickr.com/photos/jimfrazier/1810966604/
    138. 138. 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?

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