IA Summit Cross Channel Workshop

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Slides from my portion of the workshop with Peter Morville for the 2012 IA Summit.

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IA Summit Cross Channel Workshop

  1. 1. what is cross channelexperience?
  2. 2. questions & input encouraged http://www.flickr.com/photos/ducdigital/3011652637/
  3. 3. a story… http://www.flickr.com/photos/sugarpond/3016905349
  4. 4. july 19, 6am
  5. 5. it started as a good day
  6. 6. and then…
  7. 7. kaboom http://www.flickr.com/photos/amishpatel/4803420473
  8. 8. my car
  9. 9. his car
  10. 10. the cop car http://www.flickr.com/photos/sillygwailo/56
  11. 11. proof of insurance http://www.flickr.com/photos/rootology/2767323250/
  12. 12. oh crap
  13. 13. just don’t do it again http://www.flickr.com/photos/rootology/2767323250/
  14. 14. exchanging information
  15. 15. need to get car out of road
  16. 16. so sad – collision repair http://www.carstar.com/files/6uiyw73inwb3f999189vjwzsyjpv7o09.jpg
  17. 17. this is why Ihave insurance
  18. 18. two hours later – ow.
  19. 19. good, they have an app
  20. 20. can’t get in
  21. 21. okay, trying the website
  22. 22. arrrrgh
  23. 23. damn, have to talk to a human
  24. 24. “go to Valley Medical Center”
  25. 25. we can’t help you
  26. 26. “oops”
  27. 27. THIS Valley Medical Center http://cdn.assets.sites.launchrocketship.com/7a019f65-a5c3-4d32-930 0640affd6f7b/files/de97003a-2719-4f24-bf02-3771bcfd0a72/zvm-east_exterior-afternoo
  28. 28. five days later…
  29. 29. oh, that’s helpful
  30. 30. the paperwork begins
  31. 31. my friend, the fax machine
  32. 32. a flurry of mail
  33. 33. from all different people
  34. 34. confusing mail
  35. 35. really confusing mail
  36. 36. over three months later
  37. 37. insurance was supposed to pay this…
  38. 38. we can’t help
  39. 39. crap, i better pay
  40. 40. silencesilence
  41. 41. four months later
  42. 42. six months later
  43. 43. moresilence
  44. 44. last week
  45. 45. thanks a bunch. Ta
  46. 46. lesson? http://www.flickr.com/photos/pjern/2150873799
  47. 47. holisticexperience
  48. 48. we live across physical and digital
  49. 49. we live our livesbeyond websites physical experiences, apps, phone, etc…
  50. 50. we need todesign beyond websites
  51. 51. design for cross channel experiences
  52. 52. what doesthis mean?
  53. 53. idly flipping – oh, cheap TV
  54. 54. can I buy it locally?
  55. 55. gotta buy something for me
  56. 56. cool
  57. 57. all set
  58. 58. here we are
  59. 59. picking up in store…
  60. 60. oh god, Christmas
  61. 61. but I have my list!
  62. 62. and it tells me where!
  63. 63. a little hard to see…
  64. 64. but it worked!
  65. 65. technology is ubiquitous http://www.nytimes.com/imagepages/2011/12/22/garden/22SKYPE1.html
  66. 66. even for luddites
  67. 67. digital and physical are colliding
  68. 68. 70% of US online consumers research products online andpurchase them offline Forrester, Profiling The Multichannel Consumer, July 2009
  69. 69. slightly more than one in three purchasers used their smartphone to make a purchase while in a store Comscore 2011
  70. 70. 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
  71. 71. (and here is our opportunity)
  72. 72. integrated experiences are few and far between Alexandra Deschamps-Sonsinohttp://www.slideshare.net/designswarm/creating-the-internet-of-things
  73. 73. 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.
  74. 74. we usually design for aparticular device or channel type
  75. 75. users don’tdistinguish channels
  76. 76. http://www.crwgraphics.com/blog/wp-content/uploads/2010/08/multichannel-marketing.bmp
  77. 77. users don’tthink about design disciplines
  78. 78. http://www.kickerstudio.com/blog/images/ux.jpg http://www.jjg.net/elements/pdf/elements.pdf http://www.montparnas.com/articles/wp-content/uploads/2006/10/user%20experience%20design%20explained.gif http://mickwinters.com/wp-content/uploads/2010/02/venn1.gif
  79. 79. usersdo think about all of their experiences
  80. 80. across time,touchpoints, devices and channels
  81. 81. wherever theysee your brand
  82. 82. advertising
  83. 83. packaging http://thewordzombie.com/wp-content/uploads/clamshell-packaging.jpg
  84. 84. employees http://www.flickr.com/photos/7577938@N02/4897443265
  85. 85. a truck http://www.flickr.com/photos/walmartcorporate/5261659794
  86. 86. a sign http://www.flickr.com/photos/mrvelocipede/523744336
  87. 87. all touchpoints impact user experience
  88. 88. shh…organizational underpants http://www.flickr.com/photos/practicalowl/1423935574
  89. 89. remember…
  90. 90. ad: “volkl rtm 84/ipt wide ride”
  91. 91. let’s look on the site
  92. 92. search volkl rtm 84 - nada
  93. 93. search volkl wide ride - nope
  94. 94. whoops
  95. 95. 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.
  96. 96. experiences areacross touchpoints,channels, mediums & devices
  97. 97. Theres now an all-encompassing information layer on top of real-worlddaily life…further blurring the boundaries between online and offline. Trendwatching http://trendwatching.com/trends/massmingling
  98. 98. we have to designbeyond web sites
  99. 99. EXERCISE experienceopportunities
  100. 100. remember?
  101. 101. my car
  102. 102. ow
  103. 103. the paperwork
  104. 104. what was my existing end toend experience?
  105. 105. what are the experienceopportunities?
  106. 106. Insurance – a Cross Channel Story
  107. 107. 10 min
  108. 108. observations?
  109. 109. not easy
  110. 110. cross between herding cats http://www.flickr.com/photos/wendyness/2278274546
  111. 111. and slaying dragons http://www.flickr.com/photos/76578669@N00/377000490
  112. 112. 5 principles1. consistent2. convenient3. connected4. contextual5. (a) cross time
  113. 113. consistent
  114. 114. shopping has many stages
  115. 115. especially gifts
  116. 116. awesome, gift ideas
  117. 117. we often cross channels
  118. 118. and need consistency
  119. 119. good, the same recommendations
  120. 120. here too
  121. 121. not so good
  122. 122. same item, different info sign catalog site
  123. 123. and more different info eMail
  124. 124. convenient
  125. 125. my first iPhone app
  126. 126. even better…
  127. 127. no need to call http://www.flickr.com/photos/zachklein/3964249 http://www.flickr.com/photos/jsrcyclist/31813
  128. 128. or get out of the car Walgreen’s drive in http://www.flickr.com/photos/ambernectar/4042608385
  129. 129. (except in New Orleans)
  130. 130. not so convenient
  131. 131. what happened to self service?
  132. 132. maybe just for garbage
  133. 133. connected
  134. 134. the experience of transitions http://www.flickr.com/photos/mcdemoura/2209204939
  135. 135. different tastes Netflix
  136. 136. on the iPad
  137. 137. on the iPhone
  138. 138. not so good
  139. 139. my mom
  140. 140. her favorite store
  141. 141. directory
  142. 142. categorization
  143. 143. labeling
  144. 144. sounds like IA stuff, huh?
  145. 145. her favorite department
  146. 146. but…
  147. 147. no encore
  148. 148. but they have plus sized clothes
  149. 149. lots of them
  150. 150. and they are tagged encore
  151. 151. mom was sad
  152. 152. contextual
  153. 153. may not have a tape measure http://www.flickr.com/photos/nicpic/30423961
  154. 154. but I have my phone!
  155. 155. 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
  156. 156. 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.
  157. 157. 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’?
  158. 158. (a)cross time
  159. 159. traveling on 3/26/11
  160. 160. yuck
  161. 161. nightmare lines
  162. 162. they didn’t forget about me
  163. 163. not so good
  164. 164. tests at the doctor’s office
  165. 165. time to get results by mail
  166. 166. but not on the website?
  167. 167. 5 principles1. consistent2. convenient3. connected4. contextual5. (a) cross time
  168. 168. tools
  169. 169. good ideas here
  170. 170. (some) tools stakeholder  co-design interviews  body storming field research  business origami touchpoint matrix  service blueprint service inventory  experience map design games  experience matrix
  171. 171. stakeholder interviews http://www.flickr.com/photos/kino-eye/226951415
  172. 172. stakeholder interviews what experiences do internal stakeholders think should happen? what experiences do stakeholders think ARE happening? what assumptions are stakeholders making?
  173. 173. field research http://www.flickr.com/photos/romeral/3911756000
  174. 174. 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?
  175. 175. touchpoint matrix http://brandtouchpointmatrix.com/
  176. 176. touchpoint matrix track all ways customers interact with your organization can use both for as-is and to-be states excellent for corralling complex marketing and advertising programs helpful for non-web/non-technology people to understand impacts good way to evangelize need for holistic experience (don’t paw the customer)
  177. 177. service inventory http://farm5.static.flickr.com/4023/4526736556_3b5a628b7f.jpg
  178. 178. 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)
  179. 179. design games http://www.flickr.com/photos/elitatt/4959931 232 http://www.flickr.com/photos/centralasian/4099680559
  180. 180. 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
  181. 181. gamestorming - the book http://www.flickr.com/photos/elitatt/4959938630
  182. 182. co-design http://www.flickr.com/photos/thinkpublic/4499674785
  183. 183. 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
  184. 184. body storming http://www.flickr.com/photos/xian/3763798434
  185. 185. 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)
  186. 186. business origami (@jessmcmullin) http://www.flickr.com/photos/benry/4101687804
  187. 187. 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
  188. 188. service blueprint
  189. 189. 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
  190. 190. Service Blueprint http://lovelearn.wordpress.com/2009/07/11/initial-blueprint/
  191. 191. SCAD Service Design Projecthttp://servd.us/The_Project_files/Screen%20shot%202010-02-03%20at%2011.38.26%20PM.png
  192. 192. http://www.flickr.com/photos/rachelshadoan/4171746951
  193. 193. experience map http://www.businessweek.com/innovate/content/nov2008/id20081110_531328.htm
  194. 194. 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?)
  195. 195. many different ways to map
  196. 196. http://www.thosepeskyusers.com/wp-content/uploads/2010/12/customer-experience-map.jpg
  197. 197. http://old.littlespringsdesign.com/wp-content/themes/LSD%20theme/images/experiencemap1.pdf
  198. 198. http://everyonecampaign.com
  199. 199. http://experiencematters.files.wordpress.com/2009/03/legowheel.png
  200. 200. EXERCISEexperience matrix
  201. 201. you are ameriprise Ta
  202. 202. accident - the basic experience1. exchange insurance information2. tow car3. care for injuries4. report to insurance5. pick up car6. receive progress updates7. resolution
  203. 203. what would be a better experience?
  204. 204. what is needed to support a better experience?
  205. 205. think about desired experience most convenient channel/touchpoint (face to face, mobile app, phone, website, etc) information needed to support the desired experience how the service components link together support people and systems needed to support the experience added services or value that could be added for loyalty and delight
  206. 206. a framework
  207. 207. 30 min
  208. 208. observations?

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