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IA Summit Cross Channel Workshop

IA Summit Cross Channel Workshop



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

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



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  • Full Name Full Name Comment goes here.
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  • Thanks so much for the nice note, Paulo and Chris! Happy to share any time!
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  • Amazing! Amazing Samantha. Very clear, profund and funny. Great story (real) analysing user experience on real life.
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  • Thanks for the note, David! Insurance is a really hard space to get this stuff right, so thanks for not taking it personally :) Would love to chat anytime about what we are both learning!
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  • Thanks for posting this, and thanks for the insurance example. I work for Nationwide Insurance, and we are working on cross-channel experiences. I love the complexity of it, and the prospect of making it all work simply for customers. We are learning what it takes to deliver these experiences after the UX activities are complete and recommendations delivered. We're not there yet, but we're on our way. Thanks again for posting.
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  • great presentation. Thanks for sharing :-).
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    IA Summit Cross Channel Workshop IA Summit Cross Channel Workshop Presentation Transcript

    • what is cross channelexperience?
    • questions & input encouraged http://www.flickr.com/photos/ducdigital/3011652637/
    • a story… http://www.flickr.com/photos/sugarpond/3016905349
    • july 19, 6am
    • it started as a good day
    • and then…
    • kaboom http://www.flickr.com/photos/amishpatel/4803420473
    • my car
    • his car
    • the cop car http://www.flickr.com/photos/sillygwailo/56
    • proof of insurance http://www.flickr.com/photos/rootology/2767323250/
    • oh crap
    • just don’t do it again http://www.flickr.com/photos/rootology/2767323250/
    • exchanging information
    • need to get car out of road
    • so sad – collision repair http://www.carstar.com/files/6uiyw73inwb3f999189vjwzsyjpv7o09.jpg
    • this is why Ihave insurance
    • two hours later – ow.
    • good, they have an app
    • can’t get in
    • okay, trying the website
    • arrrrgh
    • damn, have to talk to a human
    • “go to Valley Medical Center”
    • we can’t help you
    • “oops”
    • 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
    • five days later…
    • oh, that’s helpful
    • the paperwork begins
    • my friend, the fax machine
    • a flurry of mail
    • from all different people
    • confusing mail
    • really confusing mail
    • over three months later
    • insurance was supposed to pay this…
    • we can’t help
    • crap, i better pay
    • silencesilence
    • four months later
    • six months later
    • moresilence
    • last week
    • thanks a bunch. Ta
    • lesson? http://www.flickr.com/photos/pjern/2150873799
    • holisticexperience
    • we live across physical and digital
    • 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
    • cool
    • all set
    • 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
    • slightly more than one in three purchasers used their smartphone to make a purchase while in a store Comscore 2011
    • 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.
    • we usually design for aparticular device or channel type
    • users don’tdistinguish channels
    • http://www.crwgraphics.com/blog/wp-content/uploads/2010/08/multichannel-marketing.bmp
    • users don’tthink about design disciplines
    • 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
    • usersdo think about all of their experiences
    • across time,touchpoints, devices and channels
    • wherever theysee your brand
    • advertising
    • packaging http://thewordzombie.com/wp-content/uploads/clamshell-packaging.jpg
    • employees http://www.flickr.com/photos/7577938@N02/4897443265
    • a truck http://www.flickr.com/photos/walmartcorporate/5261659794
    • a sign http://www.flickr.com/photos/mrvelocipede/523744336
    • all touchpoints impact user experience
    • shh…organizational underpants http://www.flickr.com/photos/practicalowl/1423935574
    • remember…
    • ad: “volkl rtm 84/ipt wide ride”
    • let’s look on the site
    • search volkl rtm 84 - nada
    • search volkl wide ride - nope
    • whoops
    • 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.
    • experiences areacross touchpoints,channels, mediums & devices
    • 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
    • we have to designbeyond web sites
    • EXERCISE experienceopportunities
    • remember?
    • my car
    • ow
    • the paperwork
    • what was my existing end toend experience?
    • what are the experienceopportunities?
    • Insurance – a Cross Channel Story
    • 10 min
    • observations?
    • not easy
    • 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
    • consistent
    • shopping has many stages
    • especially gifts
    • awesome, gift ideas
    • we often cross channels
    • and need consistency
    • good, the same recommendations
    • here too
    • not so good
    • same item, different info sign catalog site
    • and more different info eMail
    • convenient
    • my first iPhone app
    • even better…
    • 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
    • (except in New Orleans)
    • not so convenient
    • what happened to self service?
    • maybe just for garbage
    • connected
    • the experience of transitions http://www.flickr.com/photos/mcdemoura/2209204939
    • different tastes Netflix
    • on the iPad
    • on the iPhone
    • not so good
    • my mom
    • her favorite store
    • directory
    • categorization
    • labeling
    • sounds like IA stuff, huh?
    • her favorite department
    • but…
    • no encore
    • but they have plus sized clothes
    • lots of them
    • and they are tagged encore
    • mom was sad
    • contextual
    • 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.
    • 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’?
    • (a)cross time
    • traveling on 3/26/11
    • yuck
    • nightmare lines
    • they didn’t forget about me
    • not so good
    • tests at the doctor’s office
    • time to get results by mail
    • but not on the website?
    • 5 principles1. consistent2. convenient3. connected4. contextual5. (a) cross time
    • tools
    • good ideas here
    • (some) tools stakeholder  co-design interviews  body storming field research  business origami touchpoint matrix  service blueprint service inventory  experience map design games  experience matrix
    • stakeholder interviews http://www.flickr.com/photos/kino-eye/226951415
    • 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 http://brandtouchpointmatrix.com/
    • 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)
    • 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)
    • 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
    • gamestorming - the book http://www.flickr.com/photos/elitatt/4959938630
    • co-design http://www.flickr.com/photos/thinkpublic/4499674785
    • 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
    • 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 blueprint
    • 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
    • http://www.flickr.com/photos/rachelshadoan/4171746951
    • experience map http://www.businessweek.com/innovate/content/nov2008/id20081110_531328.htm
    • 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?)
    • many different ways to map
    • http://www.thosepeskyusers.com/wp-content/uploads/2010/12/customer-experience-map.jpg
    • http://old.littlespringsdesign.com/wp-content/themes/LSD%20theme/images/experiencemap1.pdf
    • http://everyonecampaign.com
    • http://experiencematters.files.wordpress.com/2009/03/legowheel.png
    • EXERCISEexperience matrix
    • you are ameriprise Ta
    • accident - the basic experience1. exchange insurance information2. tow car3. care for injuries4. report to insurance5. pick up car6. receive progress updates7. resolution
    • what would be a better experience?
    • what is needed to support a better experience?
    • 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
    • a framework
    • 30 min
    • observations?