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Building and Evangelizing for Holistic Customer Experience

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  • Being part of strategy isn’t just for people who want to get promoted. Most of us feel that we have more to offer, that we can add value beyond just executing on tactics and producing great digital products and experiences. And many of us truly believe that our digital products and experiences would be BETTER if we were able to be involved earlier in value and strategy conversations. But no matter how good you are, it doesn’t just happen. You don’t suddenly get invited to sit at the big kids table. The more we feel valued in our jobs, the happier we are. I certainly don’t have all of the answers, but I’ve learned some tips by analyzing my own successes and watching others whose opinions get heard.
  • Ritz carlton
  • Ritz carlton
  • Buying a tent Why?
  • Buying a tent Why?
  • Weekend warrior involved in many sports, knows a lot about gear, and loves to research “ I push myself in work and play and need my gear to keep up with me”
  • Aaron visits REI for gear suggestions for his upcoming race…
  • He taps his 'Bike Research' list to find the bike and add it to his cart.
  • Friends image
  • Picture of calendar
  • Picture of calendar
  • Transcript

    • 1. building & evangelizing holistic experience design Samantha Starmer sstarme@rei.com @samanthastarmer http://www.flickr.com/photos/29023275@N04/2753536862
    • 2. me lots of web stuff: Amazon, Microsoft REI – Recreational Equipment, Inc. lead design & experience teams teach at University of Washington
    • 3.  
    • 4. http://www.flickr.com/photos/dirpics/464458290/
    • 5. experiences are across touchpoints, channels, mediums & devices
    • 6. if we want our teams to make a difference …
    • 7. if we want to be involved in strategy …
    • 8. if we want to be part of the decision process…
    • 9. we must design for a holistic experience
    • 10. http://www.flickr.com/photos/raftwetjewell/3121396468 our lives aren’t just digital
    • 11. digital and physical are colliding
    • 12. don’t design for just website
    • 13. … app
    • 14. http://www.flickr.com/photos/differentview/5506159327 … product
    • 15. … or physical environment http://www.flickr.com/photos/24218656@N03/4589621372/
    • 16. we must design across all touchpoints and channels
    • 17. 70% of US online consumers research products online and purchase them offline Forrester, Profiling The Multichannel Consumer, July 2009
    • 18. but
    • 19. ‘ integrated experiences are few and far between’ Alexandra Deschamps-Sonsino http://www.slideshare.net/designswarm/creating-the-internet-of-things
    • 20. a (common) example
    • 21.  
    • 22.  
    • 23.  
    • 24.  
    • 25.  
    • 26.  
    • 27.  
    • 28. no Encore…
    • 29.  
    • 30.  
    • 31.  
    • 32. “ there will be an all-out war to own the customer experience management space” Forrester, 2011 Customer Experience Predictions
    • 33. build our teams to design for the holistic experience
    • 34. how?
    • 35.  
    • 36. http://www.flickr.com/photos/cinnamonsnow/1444667535
    • 37.
      • expand your mind
      • create the vision
      • build the path
      • just do it
    • 38. 1. expand your mind
    • 39.
      • expand your mind
      • make new friends
      • get outside your box
      • find comfort in discomfort
    • 40. http://averagecats.com/page/7 make new friends
    • 41. http://averagecats.com/page/7 make new friends
        • get out of your cube! leave your desk! get out on the street!
        • hang out with the people you don’t like
        • spend time with the people who scare you
    • 42.  
    • 43.  
    • 44.
      • expand your mind
      • make new friends
      • get outside your box
      • find comfort in discomfort
    • 45. get outside your box http://www.flickr.com/photos/jaboobie/4756495600
    • 46. get outside your box
        • digital to physical; physical to digital
        • design with crayons, or matchsticks, or paper plates
        • shadow in another department
    • 47.  
    • 48. http://www.flickr.com/photos/vitorcastillo/2994723741
    • 49.  
    • 50.
      • expand your mind
      • make new friends
      • get outside your box
      • find comfort in discomfort
    • 51. comfort in discomfort
    • 52. comfort in discomfort “ an interesting thing happened today – we were invited to help Visual Merch decide what shelf labels and categories to use in the retail stores for backpacks.”
    • 53. http://www.twobackpackers.com/wp-content/uploads/2009/07/REI-Backpacks.jpg eek – I don’t know anything about store design!
    • 54. you don’t have to be an expert
    • 55. 2. create the vision http://www.flickr.com/photos/pasukaru76/3998273279
    • 56.
      • create the vision
      • 1. know the big picture
      • follow the north star
      • tell a fairy tale
    • 57. know the big picture http://www.flickr.com/photos/aatemu/4784742636/
    • 58. know the big picture http://www.flickr.com/photos/aatemu/4784742636/
        • know your company strategic mission
        • get beyond your own division or your own industry
        • focus on how the parts play together
    • 59.  
    • 60.  
    • 61.  
    • 62.
      • create the vision
      • 1. know the big picture
      • follow the north star
      • tell a fairy tale
    • 63. follow the north star http://www.flickr.com/photos/brunmarde/4264215019/
    • 64. follow the north star http://www.flickr.com/photos/brunmarde/4264215019/
        • focus on the customer (user, citizen, visitor)
        • be ‘Swiss’ - lead the way through the battles between form and function, growth and savings
        • stay grounded
    • 65. Trying on tent http://www.flickr.com/photos/hollabackpack/184849492
    • 66.  
    • 67.
      • create the vision
      • 1. know the big picture
      • follow the north star
      • tell a fairy tale
    • 68. tell a fairy tale
    • 69. tell a fairy tale
        • design your storytelling
        • get people excited about the possibilities
        • build on existing strategic direction
        • consider your audience
    • 70. Meet Aaron Outdoor Loyal 31, Chicago Weekend warrior involved in many sports, knows a lot about gear, and loves to research “ I push myself in work and play and need my gear to keep up with me”
    • 71. I’ll visit REI for gear suggestions for my upcoming race…
    • 72. Here is my bike research list…
    • 73. 3. build the path http://www.flickr.com/photos/23072179@N00/514528095
    • 74.
      • build the path
      • listen holistically
      • get political
      • remove road blocks
    • 75. listen holistically
    • 76. listen holistically
        • listen in different ways than you might be used to: market research, email, calls, customer service, facebook, twitter, blogs
        • pay attention to the gaps in the experience
    • 77.  
    • 78.  
    • 79.
      • build the path
      • listen holistically
      • get political
      • remove road blocks
    • 80. get political
    • 81. get political
        • manage up, down and sideways
        • pay attention – learn what incentivizes your executives
        • talk the talk, walk the walk
        • get comfortable at the strategy table
    • 82. http://media.nara.gov/media/images/29/4/29-0378a.gif
    • 83.  
    • 84.  
    • 85.
      • build the path
      • listen holistically
      • get political
      • remove road blocks
    • 86. remove road blocks http://www.flickr.com/photos/cyberslayer/3556721606
    • 87. remove road blocks http://www.flickr.com/photos/cyberslayer/3556721606
        • make it easy for your team
        • have the hard conversations for them
        • focus on clearing brush before they encounter it
    • 88.  
    • 89. you may not get to design in the same way any more you have to be okay with that solution & process design is still design
    • 90. 4. just do it http://www.flickr.com/photos/tutuwon/2745902664
    • 91.
      • just do it
      • tear it up a little
      • use metrics
      • start with small wins
    • 92. tear it up a little http://www.flickr.com/photos/18161462@N00/73573681
    • 93. tear it up a little http://www.flickr.com/photos/18161462@N00/73573681
        • invite others in to play with you
        • don’t be grabby; no one can ‘own’ the design or experience
        • the journey can be more valuable than the results
        • go way outside your brand – then pull back
    • 94. UX Mag
    • 95.  
    • 96.  
    • 97.
      • just do it
      • tear it up a little
      • use metrics
      • start with small wins
    • 98. use metrics http://www.flickr.com/photos/iliahi/2606645766/
    • 99. use metrics http://www.flickr.com/photos/iliahi/2606645766/
        • get comfortable with quantitative
        • learn synergies between attitudes and behavior
        • where does your team add measureable value?
    • 100.  
    • 101.  
    • 102.  
    • 103.
      • just do it
      • tear it up a little
      • use metrics
      • start with small wins
    • 104. start with small wins http://tlc.discovery.com/tv/hoarding-buried-alive/slideshows/before-and-after-episodes-1-4-02.html
    • 105. start with small wins http://tlc.discovery.com/tv/hoarding-buried-alive/slideshows/before-and-after-episodes-1-4-02.html
        • pick one interaction
        • choose one channel pair
        • partner with one department
        • fully complete some tiny things before starting any big things
    • 106.  
    • 107.  
    • 108.
      • expand your mind
      • make new friends
      • get outside your box
      • find comfort in discomfort
      • create the vision
      • 1. know the big picture
      • follow the north star
      • tell a fairy tale
      • build the path
      • listen holistically
      • get political
      • remove road blocks
      • just do it
      • tear it up a little
      • use metrics
      • start with small wins
    • 109. build our teams to design for the holistic experience
    • 110. MAKE IT HAPPEN
    • 111. http://www.flickr.com/photos/baking_in_pearls/3960662314 thank you!! Samantha Starmer sstarme@rei.com @samanthastarmer