Designing      Cross   ChannelExperiences Samantha Starmer Managing Experience; March 8, 2011
Designing(great) Cross     Channel Experiences
me UX & IA related work for places like Amazon, Microsoft                     REI – Recreational Equipment, Inc.          ...
first time at brick &              mortar     http://www.flickr.com/photos/dirpics/464458290/
Waitress picture         10 years inrestaurant business
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”
Censored!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?”              “Bac...
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 Mul...
53% of mobile searches on Binghave a local intent                                                                   Greg S...
technology is everywhere
(and here is our   opportunity)
‘integrated      experiences               are       few and far         between’                         Alexandra Descha...
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        ...
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
5 principles 5 methods     5 tools
5 principles1.   convenient2.   connected3.   consistent4.   contextual5. (a) cross time
convenient
Walgreen on iPad
http://www.flickr.com/photos/jsrcyclist/3181389420    http://www.flickr.com/photos/zachklein/3964249
Walgreen’s drive in                      http://www.flickr.com/photos/ambernectar/4042608385
consistent
connected
consider the experience           of transitions               http://www.flickr.com/photos/mcdemoura/2209204939
Netflix
contextual
15% bump inweekend traffic        http://www.flickr.com/photos/dalydaly/10813808
Trying on tentresearch online, try           in store                      http://www.flickr.com/photos/hollabackpack/1848...
(a)cross time
http://www.flickr.com/photos/mcmortygreen/3176998867
http://www.flickr.com/photos/yourdon/2594767344
http://www.flickr.com/photos/sa_ku_ra/13009153
5 methods1. think in terms of services2. share the sandbox3. start walking4. comfort in discomfort5. why vs. what
1. Think in terms of services   think in terms of services             Waitress
Fluevog on iPad
From: seattlefluevog@cablespeed.comTo: sstarmerj@hotmail.comSubject: Fluevog order 20110211-00072873Date: Fri, 11 Feb 2011...
http://www.flickr.com/photos/trufflepig/4370405501
Incremental Sale
2. share the sandbox                  http://www.flickr.com/photos/erikwdavis/2687670846
UX Mag      let people in.let people design.   let people play.
3. start walking                   http://www.flickr.com/photos/jonathanbeard/3038114579/
4. comfort in discomfort
you don’t haveto be an expert
eek – I don’t know anything         about store design!             http://www.twobackpackers.com/wp-content/uploads/2009/...
“an interesting thing happenedtoday – we were invited to help Visual Merch decide what shelf  labels and categories to use...
5. why vs. what                  http://www.flickr.com/photos/segozyme/3105128025/
buying a tent
for backyard?      http://www.flickr.com/photos/jcast911/4037694806
or backcountry        snow?        http://www.flickr.com/photos/reway2007/427303733
5 tools1.   document2.   experience map3.   get behind the scenes4.   tell a story5.   cross train
1. document              http://www.flickr.com/photos/thelustlizardofmelancholycove/5053889505/
http://www.flickr.com/photos/frerieke/3882000183
2. experience map                    http://www.flickr.com/photos/dimitratzanos/4615310997
think about thecustomer’s whole     journey
3. get behind the scenes                 http://www.flickr.com/photos/honorapearls/4155009907/
http://www.flickr.com/photos/vitorcastillo/2994723741
http://www.flickr.com/photos/mattwright/1787856/
http://www.flickr.com/photos/oldonliner/3484504583/
4. tell a story                  http://www.flickr.com/photos/sugarpond/3016905349
Meet JaneOutdoor Loyal38, PortlandInvolved in overlappingsports and understandsthe value of good gear“I kind of have a jac...
Monday… I want to go backpacking this weekend!
Time to plan…
I want to go somewhere beautiful…
5. cross train                 http://www.flickr.com/photos/zackojones/4191554608/
Success
Designing(great) Cross     Channel Experiences
don’t design for thescreen, design for the holistic experience
don’t design for thetechnology, design for the     holistic experience
don’t design for thechannel, design for the  holistic experience
5 principles                          5 methods1.   convenient                     1.   think in terms of services2.   con...
Beyond Digital: Designing for the           Cross-Channel Future                 With Jess McMullin                Thursda...
chief customer       officer…
Who will it be?        http://www.flickr.com/photos/kelleys/358629845
join theopportunity!!     @samanthastarmer      sstarme@rei.com
Create Cross Channel Experiences - Managing Experience 2011
Create Cross Channel Experiences - Managing Experience 2011
Create Cross Channel Experiences - Managing Experience 2011
Create Cross Channel Experiences - Managing Experience 2011
Create Cross Channel Experiences - Managing Experience 2011
Create Cross Channel Experiences - Managing Experience 2011
Create Cross Channel Experiences - Managing Experience 2011
Create Cross Channel Experiences - Managing Experience 2011
Create Cross Channel Experiences - Managing Experience 2011
Create Cross Channel Experiences - Managing Experience 2011
Create Cross Channel Experiences - Managing Experience 2011
Create Cross Channel Experiences - Managing Experience 2011
Create Cross Channel Experiences - Managing Experience 2011
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  • Waitress picture
  • Waitress picture
  • Waitress picture
  • Waitress picture
  • Waitress picture
  • Waitress picture
  • Door picture
  • Ritz carlton
  • Ritz carlton
  • Buying a tentWhy?
  • Buying a tentWhy?
  • Buying a tentWhy?
  • Buying a tentWhy?
  • Buying a tentWhy?
  • Buying a tentWhy?
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  • Create Cross Channel Experiences - Managing Experience 2011

    1. 1. Designing Cross ChannelExperiences Samantha Starmer Managing Experience; March 8, 2011
    2. 2. Designing(great) Cross Channel Experiences
    3. 3. me UX & IA related work for places like Amazon, Microsoft REI – Recreational Equipment, Inc. Create and lead IA, UX, IxD teams Teach at University of Washington
    4. 4. first time at brick & mortar http://www.flickr.com/photos/dirpics/464458290/
    5. 5. Waitress picture 10 years inrestaurant business
    6. 6. a story… http://www.flickr.com/photos/sugarpond/3016905349
    7. 7. Australian information architecture conference
    8. 8. Sydney pictureimagined myself in Sydney
    9. 9. but I’m aprocrastinator
    10. 10. oh crap
    11. 11. huh. an electronic Visa.well, that’s pretty cool.
    12. 12. except I can’tcheck in online
    13. 13. even though I bought my tickets and Visa online
    14. 14. damn, have to talk to a person http://www.flickr.com/photos/mkooiman/787191703
    15. 15. waited in long check-in line http://www.flickr.com/photos/jopoe/4569447498
    16. 16. http://www.flickr.com/photos/bryansblog/411455656
    17. 17. Flight agent picture http://www.flickr.com/photos/dykstranet/211106615
    18. 18. “this won’t work”
    19. 19. Censored!but, it has official stuff and numbers and …
    20. 20. “i’m a human,not a machine”
    21. 21. Flight agent picture http://www.flickr.com/photos/dykstranet/211106615
    22. 22. “what’s your itinerary?”
    23. 23. thank god I’m old school
    24. 24. what about my visa?
    25. 25. Sleeping at Airport http://www.flickr.com/photos/feline_dacat/3197429380
    26. 26. “i have no idea”
    27. 27. Flight agent picture http://www.flickr.com/photos/dykstranet/211106615
    28. 28. http://www.flickr.com/photos/slworking/4169134307
    29. 29. “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”
    30. 30. lesson?F http://www.flickr.com/photos/pjern/2150873799
    31. 31. our lives arecross channel
    32. 32. design for theholistic experience
    33. 33. don’t design for just website
    34. 34. …app
    35. 35. …or physical environment http://www.flickr.com/photos/24218656@N03/4589621372/
    36. 36. digital and physical are colliding
    37. 37. 70% of US onlineconsumers researchproducts online and purchase them offline Forrester, Profiling The Multichannel Consumer, July 2009
    38. 38. 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
    39. 39. technology is everywhere
    40. 40. (and here is our opportunity)
    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. 5 principles 5 methods 5 tools
    59. 59. 5 principles1. convenient2. connected3. consistent4. contextual5. (a) cross time
    60. 60. convenient
    61. 61. Walgreen on iPad
    62. 62. http://www.flickr.com/photos/jsrcyclist/3181389420 http://www.flickr.com/photos/zachklein/3964249
    63. 63. Walgreen’s drive in http://www.flickr.com/photos/ambernectar/4042608385
    64. 64. consistent
    65. 65. connected
    66. 66. consider the experience of transitions http://www.flickr.com/photos/mcdemoura/2209204939
    67. 67. Netflix
    68. 68. contextual
    69. 69. 15% bump inweekend traffic http://www.flickr.com/photos/dalydaly/10813808
    70. 70. Trying on tentresearch online, try in store http://www.flickr.com/photos/hollabackpack/184849492
    71. 71. (a)cross time
    72. 72. http://www.flickr.com/photos/mcmortygreen/3176998867
    73. 73. http://www.flickr.com/photos/yourdon/2594767344
    74. 74. http://www.flickr.com/photos/sa_ku_ra/13009153
    75. 75. 5 methods1. think in terms of services2. share the sandbox3. start walking4. comfort in discomfort5. why vs. what
    76. 76. 1. Think in terms of services think in terms of services Waitress
    77. 77. Fluevog on iPad
    78. 78. From: seattlefluevog@cablespeed.comTo: sstarmerj@hotmail.comSubject: Fluevog order 20110211-00072873Date: Fri, 11 Feb 2011 16:52:38 -0800Hey Samantha,We have both shoes you ordered online here at the Seattle store. If you’d like to pickthem up this weekend and save on shipping let us know otherwise they will ship outMonday.Thanks,LeahJohn Fluevog Shoes205 Pine St.Seattle, WA 98101phone: (206)441-1065fax : (206)728-7955seattle@fluevog.comwww.fluevog.comwww.myspace.com/fluevogseattle"There are two kinds of people: those who shy away from attention, and those who wearFluevogs." - JF
    79. 79. http://www.flickr.com/photos/trufflepig/4370405501
    80. 80. Incremental Sale
    81. 81. 2. share the sandbox http://www.flickr.com/photos/erikwdavis/2687670846
    82. 82. UX Mag let people in.let people design. let people play.
    83. 83. 3. start walking http://www.flickr.com/photos/jonathanbeard/3038114579/
    84. 84. 4. comfort in discomfort
    85. 85. you don’t haveto be an expert
    86. 86. eek – I don’t know anything about store design! http://www.twobackpackers.com/wp-content/uploads/2009/07/REI-Backpacks.jpg
    87. 87. “an interesting thing happenedtoday – we were invited to help Visual Merch decide what shelf labels and categories to use in the retail stores for backpacks.This is a great win for us”
    88. 88. 5. why vs. what http://www.flickr.com/photos/segozyme/3105128025/
    89. 89. buying a tent
    90. 90. for backyard? http://www.flickr.com/photos/jcast911/4037694806
    91. 91. or backcountry snow? http://www.flickr.com/photos/reway2007/427303733
    92. 92. 5 tools1. document2. experience map3. get behind the scenes4. tell a story5. cross train
    93. 93. 1. document http://www.flickr.com/photos/thelustlizardofmelancholycove/5053889505/
    94. 94. http://www.flickr.com/photos/frerieke/3882000183
    95. 95. 2. experience map http://www.flickr.com/photos/dimitratzanos/4615310997
    96. 96. think about thecustomer’s whole journey
    97. 97. 3. get behind the scenes http://www.flickr.com/photos/honorapearls/4155009907/
    98. 98. http://www.flickr.com/photos/vitorcastillo/2994723741
    99. 99. http://www.flickr.com/photos/mattwright/1787856/
    100. 100. http://www.flickr.com/photos/oldonliner/3484504583/
    101. 101. 4. tell a story http://www.flickr.com/photos/sugarpond/3016905349
    102. 102. Meet JaneOutdoor Loyal38, PortlandInvolved in overlappingsports and understandsthe value of good gear“I kind of have a jacketproblem… I’m runningout of reasons to buyanother one”
    103. 103. Monday… I want to go backpacking this weekend!
    104. 104. Time to plan…
    105. 105. I want to go somewhere beautiful…
    106. 106. 5. cross train http://www.flickr.com/photos/zackojones/4191554608/
    107. 107. Success
    108. 108. Designing(great) Cross Channel Experiences
    109. 109. don’t design for thescreen, design for the holistic experience
    110. 110. don’t design for thetechnology, design for the holistic experience
    111. 111. don’t design for thechannel, design for the holistic experience
    112. 112. 5 principles 5 methods1. convenient 1. think in terms of services2. connected 2. share the sandbox3. consistent 3. start walking4. contextual 4. comfort in discomfort5. (a) cross time 5. why vs. what 5 tools 1. document 2. experience map 3. get behind the scenes 4. tell a story 5. cross train
    113. 113. Beyond Digital: Designing for the Cross-Channel Future With Jess McMullin Thursday, March 31st Denver, CO http://www.flickr.com/photos/39747297@N05/522973
    114. 114. chief customer officer…
    115. 115. Who will it be? http://www.flickr.com/photos/kelleys/358629845
    116. 116. join theopportunity!! @samanthastarmer sstarme@rei.com
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