ASIS&T Information Architecture                  Summit 2010              Leaving Flatland  Designing Services & Systems A...
Today What is multi-channel design? Why should you care? Selling the need Field Research experience Discovery tools a...
[Jess’s intro]
WHATis multi-channel design?
Different terms – similar ideas   Cross/Multi channel experience   Cross/Multi touchpoint experience   Bridge experienc...
First, a story…                  http://www.flickr.com/photos/seandreilinger/2959785536/
Palm Springs!
Resort Hotel!!
I am lucky
Verdant
Lush
Foliage…lots of foliage
Like The Secret Garden!
But…
I was tired
I needed an adult beverage
But I’m cheap…
…and car-less
and have to get out of a 13 acre resort
With a crappy map
and tips…seriously
I find my way out
And escape to the real world
But now it is dark
And the lovely, secret foliage
With all of the nooks and crannies
That I already got lost inwhen it was light…
Is kinda scary
Finally, thank god
Now I really need a drink
At least for walking, exploring ordoing anything not related to sitting       by a pool and drinking
no signpolicy
except…
WHYshould you care?
65% of visitors to an online search    engine were looking for further information in relation to a product or     service...
They are coming from everywhere!
We have no control
over how people hear about us
get to us
or decide to buy from us
53% of US online consumers say they research productsonline that they subsequently         buy offline.Forrester, North Am...
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 servic...
http://www.flickr.com/photos/mindaugasdanys/3766009204
And one more  reason?
Our Marketing peers are wayahead of us…
Even if you think  you are web  only, you are multi-channel              http://www.flickr.com/photos/shaireproductions/31...
The customer is interacting    with your brand… they don’t care about the         channel
I’m the same customer in each interaction
the whole of the experience should begreater than the sum of        its parts
Think about the customer’s journey         http://images-cdn01.associatedcontent.com/image/A7760/776083/470_776083.jpg
A smallexample
Leaving lovely hotel room
Getting flight # via email
Check in via mobile app
I don’t want flight status!
Okay, trying netbook
Flight not recognized
http://www.flickr.com/photos/mindaugasdanys/3766009204
Fine.Old school check in.
Envisioning holistic experiences1.   Your travel here…      Forget about the current experience      Ignore how airline ...
Jess’s airline    story
SELLMulti channel design
Do some research                   http://www.flickr.com/photos/euthman/2097753744
Understand executives’ goals
Use metrics              http://www.flickr.com/photos/iliahi/2606645766/
Online vs. Offline                     130      30
Soft Skills
Patience           http://www.flickr.com/photos/dirkjankraan/4092709643
Start at the grassroots                http://www.flickr.com/photos/cobalt/282227013
But work towards top-down           http://www.flickr.com/photos/flickrmarcus/3382920952
Where are the bodies?
Understand organizationalStructure     Understand Org structure
Don’t boil the ocean
Tell a Fairy Tale
There is a craving forstories that show people     what is possible             ~Fred Collopy
Try it!   http://www.flickr.com/photos/pmorgan/71679820/
Take your new experience1.       Jess and I are the board chairs for your         new airline. We are traditional.2.      ...
2 minutes. Timed.       http://www.flickr.com/photos/ricardodiaz/2311260401
Break!         http://www.flickr.com/photos/johnmcnab/42988123
Researching Multiple Channels 3rd Party Websites Phone   Voice   Text Social Media   Twitter   Facebook IM Physic...
FieldResearch@jessmcmullin@samanthastarmer   94
What to look for....• People• Touchpoints• Interactions• Flow@jessmcmullin@samanthastarmer       95
Welcome Back from the Field!Now Lunch...See you at 1:00@jessmcmullin@samanthastarmer               96
Discovery@jessmcmullin@samanthastarmer   97
Service inventory@jessmcmullin@samanthastarmer    98
@jessmcmullin@samanthastarmer   99
Service Inventory Exercise                   Touch   Touch   Touch   Touch   Touch                   point   point   point...
Customer Journey Mapping@jessmcmullin@samanthastarmer   101
Adaptive Pathhttp://www.flickr.com/photos/sethandalexa/3747145717    @jessmcmullin    @samanthastarmer                    ...
nForm@jessmcmullin@samanthastarmer   103
@jessmcmullin@samanthastarmer   104
Maya Design@jessmcmullin@samanthastarmer   105
Journey Mapping Exercise                   Touch   Touch   Touch   Touch                                                  ...
Journey Mapping Exercise                   Step 1   Step 2    Step 3    Step 4 Touchpoint Touchpoint Touchpoint Touchpoint...
From Insightsto Solutions@jessmcmullin@samanthastarmer   108
Solution=Facilitation@jessmcmullin@samanthastarmer   109
Facilitation=Giving upownership@jessmcmullin@samanthastarmer   110
It’s ok. Really.@jessmcmullin@samanthastarmer   111
MentalModels@jessmcmullin@samanthastarmer   112
Mental Models@jessmcmullin@samanthastarmer   113
Mental Models@jessmcmullin@samanthastarmer                                                  114                   http://w...
Mental Models@jessmcmullin@samanthastarmer   115
BusinessOrigami@jessmcmullin@samanthastarmer   116
Paper Prototyping for Systems Design@jessmcmullin@samanthastarmer                       117
Business Origami Session@jessmcmullin@samanthastarmer           118
@jessmcmullin @samanthastarmer                                                                     119Courtesy Prof. Kenta...
@jessmcmullin@samanthastarmer   120
@jessmcmullin@samanthastarmer   121
@jessmcmullin@samanthastarmer   122
@jessmcmullin@samanthastarmer   123
@jessmcmullin@samanthastarmer   124
@jessmcmullin@samanthastarmer   125
@jessmcmullin@samanthastarmer   126
@jessmcmullin@samanthastarmer   127
@jessmcmullin@samanthastarmer   128
@jessmcmullin@samanthastarmer   129
@jessmcmullin@samanthastarmer   130
@jessmcmullin@samanthastarmer   131
Service Blueprint               http://lovelearn.wordpress.com/2009/07/11/initial-blueprint/@jessmcmullin@samanthastarmer ...
Service Blueprint Elements•    Physical Evidence•    Customer Actions•    Onstage, Customer Facing Employee Actions•    Ba...
@jessmcmullin@samanthastarmer   134
UXSwimlanes@jessmcmullin@samanthastarmer   135
UX Swimlanes@jessmcmullin@samanthastarmer   136
@jessmcmullin@samanthastarmer   137
Break!@jessmcmullin@samanthastarmer                                          138                   http://www.flickr.com/p...
HOWto start
Marketing makes        promises The experience (regardless ofchannel) has to deliver on those           promises
Think about on ramps and off ramps
Hmm – where is that award?
Directions anyone?
Who is REI? Why am I here?
Ensure a good experience in all   interactions, via all doors
Be consistent…Consistent brand
Reinforce the brand with every         interaction…              Bruce Temkin                Forrester      experiencematt...
Don’t assume the customer is   using the front door.
Reinforce the brand at all entrances
Back door
Side door
Brand integration?
What are your doors like?
Be consistent…Consistent information
The most common problemsreported by Web-to-store shoppers related to discrepancies in pricesand product information across...
Not the same information!
Not the same information!
Be consistent…But optimize channel     capabilities
Surface at a hotel                     http://news.cnet.com/8301-10805_3-10016573-75.html
http://news.cnet.com/8301-10805_3-10016573-75.html
Surface at a casino. To flirt…
Web cam dressing room                 http://www.tobi.com/
Digital and physical
Not just a stupid advertising app
Augmented human interaction
Don’t design for users needs on website, design for the experience the customer          expects.
Exciting?            http://www.flickr.com/photos/7973320@N07/2792554600
Relaxing?            http://www.flickr.com/photos/rknickme/308268766/
Electric?            http://www.flickr.com/photos/44462967@N00/165090124
Be consistent…Tie it all together
Coordination, timing
Just do it             http://www.flickr.com/photos/eightfivezero/2459026594
Wander the halls
Leave your comfort zone
http://farm4.static.flickr.com/3007/2680257100_69b12c6e7d.jpg
Close the loop                 http://www.flickr.com/photos/pelegrino/3957449915
Listen
Designing a holistic experiencemeans listening holistically:•   Usual UX research, but also•   Call center•   Email querie...
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• ...
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 commu...
Finally…(and this one is hard)
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 t...
EVERYONE owns customer      experience
Leaving Flatland - IA Summit Workshop 2010
Leaving Flatland - IA Summit Workshop 2010
Leaving Flatland - IA Summit Workshop 2010
Leaving Flatland - IA Summit Workshop 2010
Leaving Flatland - IA Summit Workshop 2010
Leaving Flatland - IA Summit Workshop 2010
Leaving Flatland - IA Summit Workshop 2010
Leaving Flatland - IA Summit Workshop 2010
Leaving Flatland - IA Summit Workshop 2010
Leaving Flatland - IA Summit Workshop 2010
Leaving Flatland - IA Summit Workshop 2010
Leaving Flatland - IA Summit Workshop 2010
Leaving Flatland - IA Summit Workshop 2010
Leaving Flatland - IA Summit Workshop 2010
Leaving Flatland - IA Summit Workshop 2010
Leaving Flatland - IA Summit Workshop 2010
Leaving Flatland - IA Summit Workshop 2010
Leaving Flatland - IA Summit Workshop 2010
Leaving Flatland - IA Summit Workshop 2010
Leaving Flatland - IA Summit Workshop 2010
Leaving Flatland - IA Summit Workshop 2010
Leaving Flatland - IA Summit Workshop 2010
Leaving Flatland - IA Summit Workshop 2010
Leaving Flatland - IA Summit Workshop 2010
Leaving Flatland - IA Summit Workshop 2010
Leaving Flatland - IA Summit Workshop 2010
Leaving Flatland - IA Summit Workshop 2010
Leaving Flatland - IA Summit Workshop 2010
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Leaving Flatland - IA Summit Workshop 2010

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Workshop on cross cross channel experience design with Jess McMullin.

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  • Leaving Flatland - IA Summit Workshop 2010

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

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