ASIS&T Information Architecture Summit 2010 Leaving Flatland Designing Services & Systems Across Channels Jess McMullin, the Centre for Citizen Experience Samantha Starmer, REI April 8, 2010 | Phoenix, AZ
Today What is multi-channel design? Why should you care? Selling the need Field Research experience Discovery tools and methods Solution tools and methods How to do it
65% of visitors to an online search engine were looking for further information in relation to a product or service they saw in a television commercial or in a newspaper advertisement. Pubblicita offline e ricerche nei motori, 2007From ‘Information Architecture for Ubiquitous Ecologies’, Andrea Resmini and Luca Rosati
53% of US online consumers say they research productsonline that they subsequently buy offline.Forrester, North American Technographics Retail Online Survey, Q1 2009 (US).
Over half REIonline businessis picked up in a store
43% of consumers said they start their research online or through a mobiledevice, but then need to call a customer service or call center representative to complete the transaction because thenecessary product or service information cannot be found online. Survey by ATGhttp://www.retailcustomerexperience.com/article/21560/Report-We-are-seeing-a-multichannel-revolution
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
Take your new experience1. Jess and I are the board chairs for your new airline. We are traditional.2. Spend 10 minutes How is your envisioned experience a differentiator? How will it drive sales? How will it save money? How will it engage customers?3. Sell it to us!
The most common problemsreported by Web-to-store shoppers related to discrepancies in pricesand product information across the two channels.Forrester, How Satisfied Are US Consumers With Web-To-Store Shopping? December 2009
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
Hang with a new crowd 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 grabbyFacilitate vs. Own 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?