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Building and Evangelizing Holistic Experience Design - DMI Seattle 2011

Building and Evangelizing Holistic Experience Design - DMI Seattle 2011






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Building and Evangelizing Holistic Experience Design - DMI Seattle 2011 Building and Evangelizing Holistic Experience Design - DMI Seattle 2011 Presentation Transcript

  • building & evangelizingholistic experience design Samantha Starmer sstarme@rei.com @samanthastarmer http://www.flickr.com/photos/29023275@N04/2753536862
  • me design and experience stuff: Amazon, Microsoft REI – Recreational Equipment, Inc. lead design & experience teams teach at University of Washington
  • http://www.flickr.com/photos/dirpics/464458290/
  • do you want your team to make a difference?
  • do you want to be involved in strategy?
  • do you want to bepart of the decision process?
  • design for theholistic experience
  • 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
  • ‘integrated experiences are few and far between’ Alexandra Deschamps-Sonsinohttp://www.slideshare.net/designswarm/creating-the-internet-of-things
  • no Encore…
  • build your team to design for theholistic experience
  • me, looking confused
  • 1. expand your mind2. create the vision3. build the path4. just do it
  • 1. expand your mind
  • expand your mind1. break out of silos2. make new friends3. get outside your box4. find comfort in discomfort
  • break out of silos http://www.flickr.com/photos/14617207@N00/4872111479
  • break out of silos• get out of your cube!• leave your desk!• get out on the street! http://www.flickr.com/photos/14617207@N00/4872111479
  • make new friends http://averagecats.com/page/7
  • make new friends• hang out with marketing• learn IT speak• what does a project manager care about? http://averagecats.com/page/7
  • http://www.flickr.com/photos/vitorcastillo/2994723741
  • http://www.flickr.com/photos/oldonliner/3484504583/
  • get outside your box http://www.flickr.com/photos/jaboobie/4756495600
  • get outside your box• shadow in another department• build something physical• design something with crayons
  • comfort in discomfort
  • comfort in discomfort “an interesting thing happened today– we were invited to help Visual Merch decide what shelf labels and categories to use in the retail stores for backpacks.”
  • eek – I don’t knowanything about store design! http://www.twobackpackers.com/wp-content/uploads/2009/07/REI-Backpacks.jpg
  • you don’t haveto be an expert
  • 2. create the vision http://www.flickr.com/photos/pasukaru76/3998273279
  • create the vision1. know the big picture2. follow the north star3. tell a fairy tale4. lead change
  • know the big picture http://www.flickr.com/photos/aatemu/4784742636/
  • know the big picture• know your company strategic mission• get beyond your own division• learn how the parts play together http://www.flickr.com/photos/aatemu/4784742636/
  • follow the north star http://www.flickr.com/photos/brunmarde/4264215019/
  • follow the north star• focus on the customer (user, citizen, visitor)• be ‘Swiss’• stay grounded http://www.flickr.com/photos/brunmarde/4264215019/
  • Trying on tent http://www.flickr.com/photos/hollabackpack/184849492
  • tell a fairy tale
  • tell a fairy tale• get people excited about the possibilities• design your storytelling• consider your audience
  • Meet AaronOutdoor Loyal31, ChicagoWeekend warriorinvolved in many sports,knows a lot about gear,and loves to research“I push myself in workand play and need mygear to keep up with me”
  • I’ll visit REI for gear suggestions for my upcoming race…
  • Here is my bike research list…
  • lead change http://www.flickr.com/photos/donabelandewen/3571289971
  • lead change• model the behavior• begin slowly• start with your own work and team http://www.flickr.com/photos/donabelandewen/3571289971
  • http://www.flickr.com/photos/elitatt/4959931232 http://www.flickr.com/photos/centralasian/4099680559
  • 3. build the path http://www.flickr.com/photos/23072179@N00/514528095
  • build the path1. listen holistically2. learn executives’ goals2. get political3. remove road blocks
  • listen holistically
  • listen holistically• market research• email, calls, customer service• facebook, twitter, blogs
  • learn executives’ goals
  • learn executives’ goals• how are they incentivized?• what is important to each?• what are they trying to get done this year? next year?
  • (blurred on purpose…)
  • get political
  • get political• manage up, down and sideways• pay attention• talk the talk, walk the walk
  • http://media.nara.gov/media/images/29/4/29-0378a.gif
  • remove road blocks http://www.flickr.com/photos/cyberslayer/3556721606
  • remove road blocks• make it easy for your team• have the hard conversations for them• focus on clearing brush before they encounter it http://www.flickr.com/photos/cyberslayer/3556721606
  • 4. just do it http://www.flickr.com/photos/tutuwon/2745902664
  • just do it1. don’t ask permission2. tear it up a little3. use metrics4. start with small wins
  • don’t ask permission http://www.flickr.com/photos/62719770@N00/2959566124
  • don’t ask permission• but don’t be crazy• start with things everyone cares about• think non-controversial http://www.flickr.com/photos/62719770@N00/2959566124
  • tear it up a little http://www.flickr.com/photos/18161462@N00/73573681
  • tear it up a little• invite others in• invite others out• go way outside your brand – then pull back http://www.flickr.com/photos/18161462@N00/73573681
  • UX Mag
  • use metrics http://www.flickr.com/photos/iliahi/2606645766/
  • use metrics• get comfortable with quantitative• learn synergies between attitudes and behavior• where does your team add measureable value? http://www.flickr.com/photos/iliahi/2606645766/
  • start with small wins http://tlc.discovery.com/tv/hoarding-buried-alive/slideshows/before-and-after-episodes-1-4-02.html
  • start with small wins• pick one interaction• choose one channel• partner with one department http://tlc.discovery.com/tv/hoarding-buried-alive/slideshows/before-and-after-episodes-1-4-02.html
  • expand your mind create the vision1. break out of silos 1. know the big picture2. make new friends 2. follow the north star3. get outside your box 3. tell a fairy tale4. find comfort in discomfort 4. lead change build the path just do it1. listen holistically 1. don’t ask permission2. learn executives’ goals 2. tear it up a little2. get political 3. use metrics3. remove road blocks 4. start with small wins
  • thank you!!Samantha Starmer sstarme@rei.com @samanthastarmer http://www.flickr.com/photos/baking_in_pearls/3960662314