but anytime… http://www.flickr.com/photos/baggis/4701908515
Director, Customer Experience for REI Experience DesignInformation and Content Management Program Management Microsoft, Amazon Teach at University of Washington
who are you? Support Engineer Programmer Systems Analyst CIO Web Application Web Manager Developer System Architect Technical Analyst Software Engineer Lead Senior Software Engineer IT Director/Engineering User Experience Engineer
what do you hope to learn? tools that can help me improve the online experience of the product to educate people about the actual physical product. a primer for cross-channel experience design, an overview, and maybe some high points expanded upon. Why and How to design cross channel experience design How to think about things more broadly to encompass the entire user experience. what is cross-channel experience design?
a story… http://www.flickr.com/photos/sugarpond/3016905349
we live our livesbeyond websites physical experiences, apps, phone, etc…
we need todesign beyond websites
design for cross channel experiences
what doesthis mean?
idly flipping – oh, cheap TV
can I buy it locally?
gotta buy something for me
here we are
picking up in store…
oh god, Christmas
but I have my list!
and it tells me where!
a little hard to see…
but it worked!
technology is ubiquitous http://www.nytimes.com/imagepages/2011/12/22/garden/22SKYPE1.html
even for luddites
digital and physical are colliding
70% of US online consumers research products online andpurchase 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
(and here is our opportunity)
integrated experiences are few and far between Alexandra Deschamps-Sonsinohttp://www.slideshare.net/designswarm/creating-the-internet-of-things
entire industries are intheir customer experience infancy (…health insurance, TV service, Internet Service providers, PC manufacturers,wireless service providers, airlines and credit card providers.) 2011, Forrester Research, Inc.
people notice This experience has been so stupid.There is no way to explain the huge gap between operations in the store and online. I will never be shopping at either again. I do not understand how you can want and advertise 100%customer satisfaction when I know I am 0% satisfied. REI customer comment
we have to designbeyond websites, mobile devices, software apps…
cross between herding cats http://www.flickr.com/photos/wendyness/2278274546
and slaying dragons http://www.flickr.com/photos/76578669@N00/377000490
5 principles1. consistent2. convenient3. connected4. contextual5. (a) cross time
shopping has many stages
awesome, gift ideas
we often cross channels
and need consistency
good, the same recommendations
not so good
same item, different info sign catalog site
and more different info eMail site in-store product handout product tag advertising
my first iPhone app
no need to call http://www.flickr.com/photos/zachklein/3964249 http://www.flickr.com/photos/jsrcyclist/31813
or get out of the car Walgreen’s drive in http://www.flickr.com/photos/ambernectar/4042608385
not so convenient
what happened to self service?
the experience of transitions http://www.flickr.com/photos/mcdemoura/2209204939
different tastes Netflix
on the iPad
on the iPhone
not so good
her favorite store
her favorite department
but they have plus sized clothes
lots of them
and they are tagged encore
mom was sad
may not have a tape measure http://www.flickr.com/photos/nicpic/30423961
but I have my phone!
street bump residents use Street Bump to record “bumps” which areidentified using the device’s accelerometer and located using its GPS http://www.flickr.com/photos/topsy/188144452 http://www.newurbanmechanics.org
which context makes sense? Not sure how to cancel a class I registered for online. The cancellation policy just says what time frame I need to cancel in, but not how to do it online. Only suggestion is to call the store. Doesnt seem worth the hassle. REI customer comment
but be careful… what idiot made the decision that says - ‘if they are on a cellular connection they are not interested in anything but a static text display of the store operating hours’? another REI customer comment
traveling on 3/26/11
they didn’t forget about me
not so good
tests at the doctor’s office
results by mail
but not on the website?
5 principles1. consistent2. convenient3. connected4. contextual5. (a) cross time
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
cute shoes Fluevog on iPad
save on shipping? From: firstname.lastname@example.org To: email@example.com Subject: Fluevog order 20110211-00072873 Date: Fri, 11 Feb 2011 16:52:38 -0800 Hey Samantha, We have both shoes you ordered online here at the Seattle store. If you’d like to pick them up this weekend and save on shipping let us know otherwise they will ship out Monday. Thanks, Leah John Fluevog Shoes 205 Pine St. Seattle, WA 98101 phone: (206)441-1065 fax : (206)728-7955 firstname.lastname@example.org www.fluevog.com www.myspace.com/fluevogseattle "There are two kinds of people: those who shy away from attention, and those who wear Fluevogs." - JF
visit the store? don’t mind if I do http://www.flickr.com/photos/trufflepig/4370405501
2. share the sandbox http://www.flickr.com/photos/erikwdavis/2687670846
from one of my employees “an interesting thing happened today – we were invited to help Visual Merch decide what shelf labels to use in the retail stores .”
eek – I don’t know store design http://www.twobackpackers.com/wp-content/uploads/2009/07/REI-Backpacks.jpg
my employee was smarter “an interesting thing happened today – we were invited to help Visual Merch decide what shelf labels to use in the retail stores .” “This is a great win for us”
5. why vs. what http://www.flickr.com/photos/segozyme/3105128025/
buying a tent
for backyard camping? http://www.flickr.com/photos/jcast911/4037694806
or backcountry snow? http://www.flickr.com/photos/reway2007/427303733
ACTIVITYmake it or break it
Insurance – a Cross Channel Story
what are themake or break experienceopportunities?
think about my as-is experience – what actually happened? Be clear on the narrative what were my emotions? where was my experience broken? (sad face) where could Ameriprise have ‘made’ my experience? (happy face) write down the make or break opportunities
designing for the future
(some) tools stakeholder co-design interviews body storming field research business origami touchpoint matrix service blueprint service inventory experience map design games experience matrix
tips do early in project – ideally well before requirements or user stories focus on ideation and brainstorming – not building, architecting or designing can be used within waterfall or agile methodologies or anything in between best to do in cross divisional groups
stakeholder interviews what experiences do internal stakeholders think should happen? what experiences do stakeholders think ARE happening? what assumptions are stakeholders making?
field research http://www.flickr.com/photos/romeral/3911756000
field research what experiences are happening? what experiences are customers expecting? what channels, devices or platforms do customers want to interact with? When? what do customers do if their expectations are disappointed?
touchpoint matrix track all ways customers interact with your organization can use both for as-is and to-be states excellent for corralling complex, multi- channel programs and products great to use for mapping out needed system architectures helpful for non-web/non-technology people to understand impacts
design games http://www.flickr.com/photos/elitatt/4959931 232 http://www.flickr.com/photos/centralasian/4099680559
design games great with non-designers bar is low, nothing is wrong think of as more play than work can bring out quieter types new ways of thinking Low tech methods create level playing field for multi-disciplinary participants
gamestorming - the book http://www.flickr.com/photos/elitatt/4959938630
co-design sketch with project team draw with stakeholders diagram with support teams sticky note with customers less about the outcome, more about the conversation Can also call it co-creation, brainstorming, etc (the word ‘design may scare some people)
body storming http://www.flickr.com/photos/xian/3763798434
body storming sketching not with a pencil and paper, but with our bodies (Dave Gray) physically act out possible experiences often used for designing services, especially within physical environment start with scenario or task, improv the customer and support roles (including props)
business origami (@jessmcmullin) http://www.flickr.com/photos/benry/4101687804
business origami 3 dimensions helps envision experience solutions can be easier than sketching for non- designers to feel creative great for services and experiences that involve crossing locations easy to move pieces lessen any feeling of commitment or making a mistake
service inventory http://farm5.static.flickr.com/4023/4526736556_3b5a628b7f.jpg
service inventory inventory all services customer encounters similar to a process map but focuses on the customer and their service needs good to build after mapping customer’s journey illuminates areas where you can surprise & delight (or royally screw up)
experience map customer perspective, actions and reactions throughout interactions triggers and touchpoints intangible and qualitative motivations, frustrations and meanings can get all points of view on the table (e.g. is your experience my experience?)
accident – the basic sequence1. accident occurs2. exchange information3. tow car4. report to insurance5. progress report6. retrieve car7. resolution
what wouldhave made my experience better?
think about the accident journey the main steps from the customer’s perspective that need to occur in resolving an accident claim what is the desired experience? what would give me a happy face in each section? map out the desired experience – write down the optimal ways to support the holistic, cross channel experience
service blueprint start with the customer experience track the customer actions include needed touchpoints determine how service components link determine how internal people, processes and systems support
Service Blueprint http://lovelearn.wordpress.com/2009/07/11/initial-blueprint/
SCAD Service Design Projecthttp://servd.us/The_Project_files/Screen%20shot%202010-02-03%20at%2011.38.26%20PM.png
what is neededto support the better experience?
think about use desired experience from last activity most convenient channel/touchpoint for each part of the experience(face to face, mobile app, phone, website, etc) how the experience components need to link together for a holistic cross-channel experience the support people and systems needed EXTRA CREDIT – extra services or benefits to ‘surprise and delight’