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Leaving Flatland - IA Summit Workshop 2010

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Workshop on cross cross channel experience design with Jess McMullin.

Workshop on cross cross channel experience design with Jess McMullin.

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Transcript

  • 1. 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
  • 2. 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
  • 3. [Jess’s intro]
  • 4. WHATis multi-channel design?
  • 5. Different terms – similar ideas Cross/Multi channel experience Cross/Multi touchpoint experience Bridge experiences Customer experience Customer experience management Customer relationship management Total customer experience Experience design Service design
  • 6. First, a story… http://www.flickr.com/photos/seandreilinger/2959785536/
  • 7. Palm Springs!
  • 8. Resort Hotel!!
  • 9. I am lucky
  • 10. Verdant
  • 11. Lush
  • 12. Foliage…lots of foliage
  • 13. Like The Secret Garden!
  • 14. But…
  • 15. I was tired
  • 16. I needed an adult beverage
  • 17. But I’m cheap…
  • 18. …and car-less
  • 19. and have to get out of a 13 acre resort
  • 20. With a crappy map
  • 21. and tips…seriously
  • 22. I find my way out
  • 23. And escape to the real world
  • 24. But now it is dark
  • 25. And the lovely, secret foliage
  • 26. With all of the nooks and crannies
  • 27. That I already got lost inwhen it was light…
  • 28. Is kinda scary
  • 29. Finally, thank god
  • 30. Now I really need a drink
  • 31. At least for walking, exploring ordoing anything not related to sitting by a pool and drinking
  • 32. no signpolicy
  • 33. except…
  • 34. WHYshould you care?
  • 35. 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
  • 36. They are coming from everywhere!
  • 37. We have no control
  • 38. over how people hear about us
  • 39. get to us
  • 40. or decide to buy from us
  • 41. 53% of US online consumers say they research productsonline that they subsequently buy offline.Forrester, North American Technographics Retail Online Survey, Q1 2009 (US).
  • 42. Over half REIonline businessis picked up in a store
  • 43. 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
  • 44. http://www.flickr.com/photos/mindaugasdanys/3766009204
  • 45. And one more reason?
  • 46. Our Marketing peers are wayahead of us…
  • 47. Even if you think you are web only, you are multi-channel http://www.flickr.com/photos/shaireproductions/3176968409/
  • 48. The customer is interacting with your brand… they don’t care about the channel
  • 49. I’m the same customer in each interaction
  • 50. the whole of the experience should begreater than the sum of its parts
  • 51. Think about the customer’s journey http://images-cdn01.associatedcontent.com/image/A7760/776083/470_776083.jpg
  • 52. A smallexample
  • 53. Leaving lovely hotel room
  • 54. Getting flight # via email
  • 55. Check in via mobile app
  • 56. I don’t want flight status!
  • 57. Okay, trying netbook
  • 58. Flight not recognized
  • 59. http://www.flickr.com/photos/mindaugasdanys/3766009204
  • 60. Fine.Old school check in.
  • 61. 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
  • 62. Jess’s airline story
  • 63. SELLMulti channel design
  • 64. Do some research http://www.flickr.com/photos/euthman/2097753744
  • 65. Understand executives’ goals
  • 66. Use metrics http://www.flickr.com/photos/iliahi/2606645766/
  • 67. Online vs. Offline 130 30
  • 68. Soft Skills
  • 69. Patience http://www.flickr.com/photos/dirkjankraan/4092709643
  • 70. Start at the grassroots http://www.flickr.com/photos/cobalt/282227013
  • 71. But work towards top-down http://www.flickr.com/photos/flickrmarcus/3382920952
  • 72. Where are the bodies?
  • 73. Understand organizationalStructure Understand Org structure
  • 74. Don’t boil the ocean
  • 75. Tell a Fairy Tale
  • 76. There is a craving forstories that show people what is possible ~Fred Collopy
  • 77. Try it! http://www.flickr.com/photos/pmorgan/71679820/
  • 78. 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!
  • 79. 2 minutes. Timed. http://www.flickr.com/photos/ricardodiaz/2311260401
  • 80. Break! http://www.flickr.com/photos/johnmcnab/42988123
  • 81. Researching Multiple Channels 3rd Party Websites Phone  Voice  Text Social Media  Twitter  Facebook IM Physical Locations
  • 82. FieldResearch@jessmcmullin@samanthastarmer 94
  • 83. What to look for....• People• Touchpoints• Interactions• Flow@jessmcmullin@samanthastarmer 95
  • 84. Welcome Back from the Field!Now Lunch...See you at 1:00@jessmcmullin@samanthastarmer 96
  • 85. Discovery@jessmcmullin@samanthastarmer 97
  • 86. Service inventory@jessmcmullin@samanthastarmer 98
  • 87. @jessmcmullin@samanthastarmer 99
  • 88. Service Inventory Exercise Touch Touch Touch Touch Touch point point point point point Service Service Service Service@jessmcmullin@samanthastarmer 100
  • 89. Customer Journey Mapping@jessmcmullin@samanthastarmer 101
  • 90. Adaptive Pathhttp://www.flickr.com/photos/sethandalexa/3747145717 @jessmcmullin @samanthastarmer 102
  • 91. nForm@jessmcmullin@samanthastarmer 103
  • 92. @jessmcmullin@samanthastarmer 104
  • 93. Maya Design@jessmcmullin@samanthastarmer 105
  • 94. Journey Mapping Exercise Touch Touch Touch Touch Notes point point point point Action Action Action Action@jessmcmullin@samanthastarmer 106
  • 95. Journey Mapping Exercise Step 1 Step 2 Step 3 Step 4 Touchpoint Touchpoint Touchpoint Touchpoint Notes Notes Notes Notes@jessmcmullin@samanthastarmer 107
  • 96. From Insightsto Solutions@jessmcmullin@samanthastarmer 108
  • 97. Solution=Facilitation@jessmcmullin@samanthastarmer 109
  • 98. Facilitation=Giving upownership@jessmcmullin@samanthastarmer 110
  • 99. It’s ok. Really.@jessmcmullin@samanthastarmer 111
  • 100. MentalModels@jessmcmullin@samanthastarmer 112
  • 101. Mental Models@jessmcmullin@samanthastarmer 113
  • 102. Mental Models@jessmcmullin@samanthastarmer 114 http://www.rosenfeldmedia.com/books/mental-models
  • 103. Mental Models@jessmcmullin@samanthastarmer 115
  • 104. BusinessOrigami@jessmcmullin@samanthastarmer 116
  • 105. Paper Prototyping for Systems Design@jessmcmullin@samanthastarmer 117
  • 106. Business Origami Session@jessmcmullin@samanthastarmer 118
  • 107. @jessmcmullin @samanthastarmer 119Courtesy Prof. Kenta Ota, Chiba University Design Department & Design Division, Hitachi Ltd.
  • 108. @jessmcmullin@samanthastarmer 120
  • 109. @jessmcmullin@samanthastarmer 121
  • 110. @jessmcmullin@samanthastarmer 122
  • 111. @jessmcmullin@samanthastarmer 123
  • 112. @jessmcmullin@samanthastarmer 124
  • 113. @jessmcmullin@samanthastarmer 125
  • 114. @jessmcmullin@samanthastarmer 126
  • 115. @jessmcmullin@samanthastarmer 127
  • 116. @jessmcmullin@samanthastarmer 128
  • 117. @jessmcmullin@samanthastarmer 129
  • 118. @jessmcmullin@samanthastarmer 130
  • 119. @jessmcmullin@samanthastarmer 131
  • 120. Service Blueprint http://lovelearn.wordpress.com/2009/07/11/initial-blueprint/@jessmcmullin@samanthastarmer 132
  • 121. 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 133
  • 122. @jessmcmullin@samanthastarmer 134
  • 123. UXSwimlanes@jessmcmullin@samanthastarmer 135
  • 124. UX Swimlanes@jessmcmullin@samanthastarmer 136
  • 125. @jessmcmullin@samanthastarmer 137
  • 126. Break!@jessmcmullin@samanthastarmer 138 http://www.flickr.com/photos/johnmcnab/42988123
  • 127. HOWto start
  • 128. Marketing makes promises The experience (regardless ofchannel) has to deliver on those promises
  • 129. Think about on ramps and off ramps
  • 130. Hmm – where is that award?
  • 131. Directions anyone?
  • 132. Who is REI? Why am I here?
  • 133. Ensure a good experience in all interactions, via all doors
  • 134. Be consistent…Consistent brand
  • 135. Reinforce the brand with every interaction… Bruce Temkin Forrester experiencematters.wordpress.com
  • 136. Don’t assume the customer is using the front door.
  • 137. Reinforce the brand at all entrances
  • 138. Back door
  • 139. Side door
  • 140. Brand integration?
  • 141. What are your doors like?
  • 142. Be consistent…Consistent information
  • 143. 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
  • 144. Not the same information!
  • 145. Not the same information!
  • 146. Be consistent…But optimize channel capabilities
  • 147. Surface at a hotel http://news.cnet.com/8301-10805_3-10016573-75.html
  • 148. http://news.cnet.com/8301-10805_3-10016573-75.html
  • 149. Surface at a casino. To flirt…
  • 150. Web cam dressing room http://www.tobi.com/
  • 151. Digital and physical
  • 152. Not just a stupid advertising app
  • 153. Augmented human interaction
  • 154. Don’t design for users needs on website, design for the experience the customer expects.
  • 155. Exciting? http://www.flickr.com/photos/7973320@N07/2792554600
  • 156. Relaxing? http://www.flickr.com/photos/rknickme/308268766/
  • 157. Electric? http://www.flickr.com/photos/44462967@N00/165090124
  • 158. Be consistent…Tie it all together
  • 159. Coordination, timing
  • 160. Just do it http://www.flickr.com/photos/eightfivezero/2459026594
  • 161. Wander the halls
  • 162. Leave your comfort zone
  • 163. http://farm4.static.flickr.com/3007/2680257100_69b12c6e7d.jpg
  • 164. Close the loop http://www.flickr.com/photos/pelegrino/3957449915
  • 165. Listen
  • 166. 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
  • 167. Hang with a new crowd http://averagecats.com/pa
  • 168. 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…
  • 169. Don’t get overwhelmed http://tlc.discovery.com/tv/hoarding-buried-alive/slideshows/before-and-after-episodes-1-4-02.html
  • 170. 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
  • 171. Finally…(and this one is hard)
  • 172. Don’t be grabbyFacilitate vs. Own http://www.flickr.com/photos/jimfrazier/1810966604/
  • 173. 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?
  • 174. EVERYONE owns customer experience