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Don't a Digital Dinosaur - Web 2.0 2011

Don't a Digital Dinosaur - Web 2.0 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?
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  • Buying a tentWhy?
  • Buying a tentWhy?
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Don't a Digital Dinosaur - Web 2.0 2011 Don't a Digital Dinosaur - Web 2.0 2011 Presentation Transcript

  • Don’t Become a Digital DinosaurDesign for the Space Between Web 2.0 2011 @samanthastarmer
  • 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
  • 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
  • Australianconference
  • 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?” “Backslash Backslash” “Okay, tietac” “What?” “Tietac” “huh?” “Like Tie” “carrot backslash” “United States” “Pillow Pillow” “Change Screens”
  • lesson? http://www.flickr.com/photos/pjern/2150873799
  • Holisticexperience
  • http://www.flickr.com/photos/raftwetjewell/3121396468
  • our lives cross physical and digital
  • our lives cross channels
  • we must design for the holistic 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
  • across time,touchpoints andexperiences
  • 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 multiple interaction touchpoints
  • design for the space betweeninteractions, interfaces, and channels
  • design for theholistic experience
  • “fill in theactivity gaps to create great continuousexperiences”
  • http://www.uie.com/articles/gap_between_activities/
  • http://www.uie.com/articles/gap_between_activities/ http://www.uie.com/articles/gap_between_activities/
  • between channels
  • between channelsbetween platforms
  • between channels between platformsacross digital & physical
  • tie the experience together http://www.flickr.com/photos/__olga__/4749585423/
  • 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
  • SF Nordstrom
  • Nordstrom Brass Plum
  • Nordstrom Savvy
  • Nordstrom Encore
  • connected
  • consider the experience of transitions http://www.flickr.com/photos/mcdemoura/2209204939
  • Multiple Waiters
  • 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/184849492
  • think about on ramps and off ramps
  • (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 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
  • 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/2009/07/REI-Backpacks.jpg
  • “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”
  • 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 jacketproblem… I’m runningout of reasons to buyanother one”
  • 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
  • Don’t be a digital dinosaur
  • 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
  • design for the space between… http://www.flickr.com/photos/mrxception/4999592715
  • 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
  • Workshops The Future of WebDesign Isn’t Just the Beyond Digital: Web: Design for Designing for the Cross-Channel Cross-Channel Experiences Wednesday, May 25th Future Portland, OR With Jess McMullin Thursday, March 31st Denver, CO http://www.flickr.com/photos/39747297@N05/5229733647
  • Questions?? http://www.flickr.com/photos/druclimb/3277540656/
  • Thank yousstarme@rei.com@samanthastarmerhttp://uxmag.com/strategy/dont-become-a-digital-dinosaur