Your SlideShare is downloading. ×
0
the future of design isn’t just the web<br />
design for cross channel experiences<br />Samantha Starmer     @samanthastarmer   WebVisions 2011<br />
today<br />why care about cross channel design?<br />how to think about cross channel design<br />try cross channel design...
extrapolation encouraged<br />http://www.flickr.com/photos/danilush/3259099985<br />
me<br />web and experience stuff: Amazon, Microsoft<br />REI – Recreational Equipment, Inc. <br />lead IA, UX, IxD & analy...
why now?<br />
first time at brick & mortar<br />http://www.flickr.com/photos/dirpics/464458290/<br />
Waitress picture<br />10 years in restaurant business<br />
you<br />web developers, web producers, creative/art directors, designers, architects<br />education, agencies, B2B, gover...
some expectations<br />beyond specifically web based applications<br />strengths and weaknesses of each channel and how to...
a story…<br />http://www.flickr.com/photos/sugarpond/3016905349<br />
conference in Australia!!<br />
Sydney picture<br />imagined myself in Sydney<br />
but I’m a procrastinator<br />
oh crap<br />
huh.  an electronic Visa.  well, that’s pretty cool.<br />
silence…silence…<br />
luggage<br /> i’m ready<br />http://www.flickr.com/photos/benleto/4593774334<br />
hmm… I can’t check in online<br />
even though I bought my tickets and Visa online<br />
 have to check in at airport<br />http://www.flickr.com/photos/gexydaf/5087612417<br />
damn, have to talk to a person<br />http://www.flickr.com/photos/mkooiman/787191703<br />
  wait in long check-in line<br />http://www.flickr.com/photos/jopoe/4569447498<br />
http://www.flickr.com/photos/bryansblog/411455656<br />
Flight agent picture<br />http://www.flickr.com/photos/dykstranet/211106615<br />
“this won’t work”<br />
Censored!<br />but, it has official stuff and numbers and …<br />
“i’m a human, not a machine”<br />
Flight agent picture<br />http://www.flickr.com/photos/dykstranet/211106615<br />
“what’s your itinerary?”<br />
 me, looking confused<br />
thank god I’m old school<br />
i’m also paranoid<br />
what about my visa?<br />
Sleeping at Airport<br />http://www.flickr.com/photos/feline_dacat/3197429380<br />
“i have no idea”<br />
Flight agent picture<br />http://www.flickr.com/photos/dykstranet/211106615<br />
http://www.flickr.com/photos/slworking/4169134307<br />
“Change screens, Pillow Pillow”“Where’s the Pillow?”“Didn’t they cover that in training?”“Backslash Backslash”“Okay, tieta...
silence…silence…<br />
“good luck”<br />
lesson?<br />http://www.flickr.com/photos/pjern/2150873799<br />
Holistic experience<br />
why?<br />
our lives cross channels – websites, apps, phone, etc…<br />
we live across physical and digital<br />
we must design for the holistic experience<br />
don’t design for just website<br />
…app<br />
…product<br />http://www.flickr.com/photos/differentview/5506159327<br />
…or physical environment<br />http://www.flickr.com/photos/24218656@N03/4589621372/<br />
we must design across all touchpoints and channels<br />
digital and physical are colliding<br />
70%of US online consumers research products online and purchase them offline<br />Forrester, Profiling The Multichannel Co...
53% of mobile searches on Bing have a local intent<br />Greg Sterling<br />Search Engine Land<br />https://searchenginelan...
technology is everywhere<br />
but<br />
(and here is our opportunity)<br />
‘integrated experiences are <br />few and far between’<br />Alexandra Deschamps-Sonsino <br />http://www.slideshare.net/de...
customers don’t think about channels<br />
http://www.crwgraphics.com/blog/wp-content/uploads/2010/08/multichannel-marketing.bmp<br />
customers don’t think about design disciplines<br />
http://www.kickerstudio.com/blog/images/ux.jpg<br />http://www.jjg.net/elements/pdf/elements.pdf<br />http://www.montparna...
customers <br />do think about your organization <br />
across time, touchpoints and experiences<br />
however we want to interact<br />
whenever we see a brand<br />http://www.flickr.com/photos/cdevers/3388665920<br />
outside<br />http://www.flickr.com/photos/cafemama/542656019<br />
inside<br />http://www.flickr.com/photos/penmachine/2971108982<br />
packaging<br />http://www.flickr.com/photos/streamishmc/2391505902 <br />
signs<br />http://www.flickr.com/photos/andrewbain/2510253694<br />
employees<br />http://www.flickr.com/photos/7577938@N02/4897443265<br />
things outside our control<br />http://www.flickr.com/photos/jaxphotography/267129315<br />
all touchpoints and channels impact perception & loyalty<br />
design across digital and physical<br />
across platforms<br />
across platforms<br />across devices<br />
across platforms<br />across devices<br />across channels<br />
how?<br />
5 principles<br />5 methods<br />5 tools<br />
5 principles <br />convenient<br />connected<br />consistent<br />contextual<br />(a) crosstime<br />
convenient<br />
Walgreen on iPad<br />
http://www.flickr.com/photos/jsrcyclist/3181389420<br />http://www.flickr.com/photos/zachklein/3964249<br />
Walgreen’s drive in<br />http://www.flickr.com/photos/ambernectar/4042608385<br />
consistent<br />
connected<br />
consider the experience of transitions<br />http://www.flickr.com/photos/mcdemoura/2209204939<br />
http://www.flickr.com/photos/hotel-de-la-ville-monza/4182940190<br />
Netflix<br />
no Encore…<br />
contextual<br />
15% bump in weekend traffic<br />http://www.flickr.com/photos/dalydaly/10813808<br />
Trying on tent<br />design for researching online, trying in store<br />http://www.flickr.com/photos/hollabackpack/1848494...
(a)cross time<br />
days<br />
good<br />
bad<br />
years<br />
customer lifecycle<br />http://www.flickr.com/photos/mcmortygreen/3176998867<br />
http://www.flickr.com/photos/yourdon/2594767344<br />
http://www.flickr.com/photos/sa_ku_ra/13009153<br />
5 methods<br />think in terms of services<br />  share the sandbox<br />  start walking <br />  comfort in discomfort<br /...
1. Think in terms of services<br />1. think in terms of services<br />Waitress<br />
Fluevog on iPad<br />
From: seattlefluevog@cablespeed.comTo: sstarmerj@hotmail.comSubject: Fluevog order 20110211-00072873Date: Fri, 11 Feb 2011...
http://www.flickr.com/photos/trufflepig/4370405501<br />
Incremental Sale<br />
2. share the sandbox<br />http://www.flickr.com/photos/erikwdavis/2687670846<br />
UX Mag<br />let people in. <br />let people design. <br />let people play.<br />
3. start walking<br />http://www.flickr.com/photos/jonathanbeard/3038114579/<br />
4. comfort in discomfort<br />
you don’t have to be an expert<br />
“an interesting thing happened today – we were invited to help Visual Merch decide what shelf labels and categories to use...
 eek – I don’t know anything about store design!<br />http://www.twobackpackers.com/wp-content/uploads/2009/07/REI-Backpac...
“an interesting thing happened today – we were invited to help Visual Merch decide what shelf labels and categories to use...
5. why vs. what<br />http://www.flickr.com/photos/segozyme/3105128025/<br />
buying a tent<br />
for backyard?<br />http://www.flickr.com/photos/jcast911/4037694806<br />
or backcountry snow?<br />http://www.flickr.com/photos/reway2007/427303733<br />
5 tools<br />1.	  document the present<br />  map the future<br />  get behind the scenes<br />  tell a story<br />  cross...
1. document the present<br />http://www.flickr.com/photos/thelustlizardofmelancholycove/5053889505/<br />
http://www.flickr.com/photos/frerieke/3882000183<br />
2. map the future<br />http://images.asc.ohio-state.edu/is/image/eHistory/world/images/maps2/1942world1600.jpg<br />
getting from point A to point B; and everything in between<br />
think about the customer’s whole journey<br />
3. get behind the scenes<br />http://www.flickr.com/photos/honorapearls/4155009907/<br />
are experiences supported?<br />http://www.flickr.com/photos/vitorcastillo/2994723741<br />
here?<br />http://www.flickr.com/photos/mattwright/1787856/<br />
and here?<br />http://www.flickr.com/photos/oldonliner/3484504583/<br />
4. tell a story<br />http://www.flickr.com/photos/sugarpond/3016905349<br />
Meet Jane<br />Outdoor Loyal<br />38, Portland<br />Involved in overlapping sports and understands the value of good gear<...
Monday… I want to go backpacking this weekend!<br />
Time to plan…<br />
View<br />View<br />View<br />View<br />I want to go somewhere beautiful…<br />
5. cross train<br />http://www.flickr.com/photos/zackojones/4191554608/<br />
don’t design for the channel, design for the holistic experience<br />
don’t design for the screen, design for the holistic experience<br />
don’t design for the technology, design for the holistic experience<br />
5 principles <br />convenient<br />connected<br />consistent<br />contextual<br />(a) crosstime<br />5 methods<br />think ...
break!<br />http://www.flickr.com/photos/johnmcnab/4298812324<br />
try… <br />
discovery<br />
  internal stakeholder interviews<br />http://www.flickr.com/photos/kino-eye/226951415<br />
stakeholder interviews<br />what experiences do stakeholders think should happen?<br />what experiences do stakeholders th...
  field research<br />http://www.flickr.com/photos/romeral/3911756000<br />
field research<br />what experiences are happening?<br />what experiences are customers expecting?<br />where are the “mom...
  co-design<br />http://www.flickr.com/photos/thinkpublic/4499674785<br />
co-design<br />tease out what customers say they want vs. what they actually do or use<br />get your project team in the r...
  design games<br />http://www.flickr.com/photos/elitatt/4959931232<br />http://www.flickr.com/photos/centralasian/4099680...
design games<br />don’t just use with designers!<br />encourage use of analog tools and toys<br />bar is low, nothing is w...
  gamestorming - the book<br />http://www.flickr.com/photos/elitatt/4959938630<br />
  journeys<br />http://www.delightability.com/wp-content/uploads/2010/08/rental-car-customer-journey.png<br />
journeys<br />what is the customer’s journey across touchpoints and time?<br />can be micro  - details within a specific f...
  service inventory<br />http://farm5.static.flickr.com/4023/4526736556_3b5a628b7f.jpg<br />
service inventory<br />similar to process map but focus on the customer and their service needs<br />great way to ensure b...
exercise experience map<br />
http://www.thosepeskyusers.com/wp-content/uploads/2010/12/customer-experience-map.jpg<br />
http://www.maya.com/portfolio/carnegie-library<br />
http://everyonecampaign.com<br />
http://www.businessweek.com/innovate/content/nov2008/id20081110_531328.htm<br />
http://experiencematters.files.wordpress.com/2009/03/legowheel.png<br />
try now<br />
http://www.flickr.com/photos/g_w_y_n/3625095073<br />
the scenario<br />hired to design consistent cross channel experience for a cycling company<br />digital and physical pres...
design cross channel experience of buying a bicycle<br />http://www.flickr.com/photos/sl4sh79/471062898<br />
  stand up, stretch, and sit together<br />http://www.flickr.com/photos/jameshopkirk/5635553120<br />
from customer perspective…<br />what is the goal?<br />what are the tasks?<br />what are the touchpoints?<br />what are th...
personas<br />
experience map<br />
experience map<br />t<br />
think about…<br />holistic journey across time and space<br />pain points and positive points<br />needs and expectations ...
look for…<br />customer expectations, behaviors and emotions<br />needed interactions<br />gaps that service/design needs ...
it doesn’t have to be linear<br />Winning the consumer decision journey<br />http://www.mckinsey.com/Client_Service/Market...
the scenario<br />hired to design consistent cross channel experience for a cycling company<br />digital and physical pres...
remember 5 principles <br /> convenient<br /> connected<br /> consistent<br /> contextual<br />(a) crosstime<br />
experience map<br />t<br />
solution<br />http://www.flickr.com/photos/yannconz/2796311194<br />
  mental models<br />http://www.flickr.com/photos/jaaronfarr/314981744<br />
Mental Models<br />  mental models - the book<br />http://www.rosenfeldmedia.com/books/mental-models<br />
  comics<br />http://www.flickr.com/photos/designetrecherche/546120971<br />
comics & storyboards<br />visual representations make complexity easier to grasp<br />emphasis on story continues focus on...
  storyboards<br />SCAD Service Design Project<br /> http://servd.us/The_Project_files/Screen%20shot%202010-02-03%20at%201...
  storyboards<br />http://www.flickr.com/photos/doos/4174319172<br />
  swim lanes<br />http://nform.com/blog/images/Swimlane_example2.gif<br />
swim lanes<br />tie together storyboard and supporting design and processes<br />keeps track of each part of the necessary...
  business origami (@jessmcmullin)<br />http://www.flickr.com/photos/benry/4101687804<br />
business origami<br />3 dimensions helps envision experience solutions<br />can be easier than sketching for non-designers...
  touchpoint matrix<br />http://brandtouchpointmatrix.com/<br />
touchpoint matrix<br />track all ways customers interact with your organization<br />can use both for as-is and to-be stat...
exercise service blueprint<br />
service blueprint<br />Physical Evidence<br />(touchpoints)<br />Customer Action<br />‘Front Stage’ (front line staff)<br ...
Service Blueprint <br />http://lovelearn.wordpress.com/2009/07/11/initial-blueprint/<br />
SCAD Service Design Project<br />http://servd.us/The_Project_files/Screen%20shot%202010-02-03%20at%2011.38.26%20PM.png<br />
service blueprint<br />can start with experience map<br />create blueprint from user POV<br />use to understand org impact...
elements<br />customer actions<br />physical evidence (touchpoints)<br />front stage, customer facing<br />backstage, enab...
service blueprint<br />Physical Evidence<br />(touchpoints)<br />Customer action<br />‘Front Stage’ (front line staff)<br ...
partner<br />
partner<br /> understand org structure<br /> flex soft skills<br /> cultivate patience<br /> learn the big picture<br /> c...
1. understand org structure<br />Understand organizational structure<br />
  2. flex soft skills<br />
  3. cultivate patience<br />http://www.flickr.com/photos/dirkjankraan/4092709643<br />
  4. learn the big picture<br />http://www.flickr.com/photos/aatemu/4784742636/<br />
  5. close the loop<br />http://www.flickr.com/photos/pelegrino/3957449915<br />
sell<br />
5ways to sell<br />1.	  understand executives’ goals<br />  use metrics<br />  start at the grassroots - but work towards ...
  1. understand executive goals<br />
  2. use metrics<br />http://www.flickr.com/photos/iliahi/2606645766/<br />
  3. start at the grassroots…<br />http://www.flickr.com/photos/cobalt/282227013<br />
 …but work towards top-down<br />http://www.flickr.com/photos/flickrmarcus/3382920952<br />
  4. watch for the bodies<br />
  5. tell a fairy tale<br />
start<br />
http://www.flickr.com/photos/62719770@N00/2959566124<br />
5 actions<br />1.	  make the business case<br />  listen across channels<br />  make new friends<br />  start with small w...
  make the business case<br />http://www.flickr.com/photos/10458725@N02/3042138367<br />
make the business case<br /><ul><li>understand how your organization prioritizes
think about ROI
start with one gap in the experience – try to pick one that impacts your organizations goals
expose your executives and other powerful people to customer feedback
get people excited</li></li></ul><li>listen across channels<br />
designing a holistic experience means listening holistically:<br /><ul><li>usual UX research, but also
call center
email queries and feedback
live chat transcripts
social media
sentiment analysis
Upcoming SlideShare
Loading in...5
×

The Future of Design is Not Just the Web - Web Visions Workshop 2011

7,891

Published on

Workshop given at Web Visions 2011

Published in: Sports, Technology
0 Comments
17 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
7,891
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
189
Comments
0
Likes
17
Embeds 0
No embeds

No notes for slide
  • Door picture
  • Waitress picture
  • Waitress picture
  • Waitress picture
  • Waitress picture
  • Waitress picture
  • Waitress picture
  • Door picture
  • Ritz carlton
  • Ritz carlton
  • Buying a tentWhy?
  • Buying a tentWhy?
  • Buying a tentWhy?
  • Buying a tentWhy?
  • Buying a tentWhy?
  • Buying a tentWhy?
  • Buying a tentWhy?
  • Buying a tentWhy?
  • Door picture
  • Door picture
  • Door picture
  • Transcript of "The Future of Design is Not Just the Web - Web Visions Workshop 2011"

    1. 1. the future of design isn’t just the web<br />
    2. 2. design for cross channel experiences<br />Samantha Starmer @samanthastarmer WebVisions 2011<br />
    3. 3. today<br />why care about cross channel design?<br />how to think about cross channel design<br />try cross channel design<br />discovery activities<br />solution activities<br />partner on cross channel design<br />sell cross channel design<br />start cross-channel design now<br />
    4. 4. extrapolation encouraged<br />http://www.flickr.com/photos/danilush/3259099985<br />
    5. 5. me<br />web and experience stuff: Amazon, Microsoft<br />REI – Recreational Equipment, Inc. <br />lead IA, UX, IxD & analytics teams<br />teach at University of Washington<br />
    6. 6. why now?<br />
    7. 7. first time at brick & mortar<br />http://www.flickr.com/photos/dirpics/464458290/<br />
    8. 8. Waitress picture<br />10 years in restaurant business<br />
    9. 9. you<br />web developers, web producers, creative/art directors, designers, architects<br />education, agencies, B2B, government, financial<br />lots of familiarity with website user experience and design, some with mobile design<br />some cross channel experience; mostly via web and mobile<br />
    10. 10. some expectations<br />beyond specifically web based applications<br />strengths and weaknesses of each channel and how to develop a seamless, integrated user experience<br />high level guidelines and gotchas<br />how to take a brand beyond print and web while keeping the integrity of the brand intact<br />how to create a consistent customer experience among all channels<br />
    11. 11. a story…<br />http://www.flickr.com/photos/sugarpond/3016905349<br />
    12. 12. conference in Australia!!<br />
    13. 13. Sydney picture<br />imagined myself in Sydney<br />
    14. 14. but I’m a procrastinator<br />
    15. 15. oh crap<br />
    16. 16. huh. an electronic Visa. well, that’s pretty cool.<br />
    17. 17. silence…silence…<br />
    18. 18. luggage<br /> i’m ready<br />http://www.flickr.com/photos/benleto/4593774334<br />
    19. 19. hmm… I can’t check in online<br />
    20. 20. even though I bought my tickets and Visa online<br />
    21. 21. have to check in at airport<br />http://www.flickr.com/photos/gexydaf/5087612417<br />
    22. 22. damn, have to talk to a person<br />http://www.flickr.com/photos/mkooiman/787191703<br />
    23. 23. wait in long check-in line<br />http://www.flickr.com/photos/jopoe/4569447498<br />
    24. 24. http://www.flickr.com/photos/bryansblog/411455656<br />
    25. 25. Flight agent picture<br />http://www.flickr.com/photos/dykstranet/211106615<br />
    26. 26. “this won’t work”<br />
    27. 27. Censored!<br />but, it has official stuff and numbers and …<br />
    28. 28. “i’m a human, not a machine”<br />
    29. 29. Flight agent picture<br />http://www.flickr.com/photos/dykstranet/211106615<br />
    30. 30. “what’s your itinerary?”<br />
    31. 31. me, looking confused<br />
    32. 32. thank god I’m old school<br />
    33. 33. i’m also paranoid<br />
    34. 34. what about my visa?<br />
    35. 35. Sleeping at Airport<br />http://www.flickr.com/photos/feline_dacat/3197429380<br />
    36. 36. “i have no idea”<br />
    37. 37. Flight agent picture<br />http://www.flickr.com/photos/dykstranet/211106615<br />
    38. 38. http://www.flickr.com/photos/slworking/4169134307<br />
    39. 39. “Change screens, Pillow Pillow”“Where’s the Pillow?”“Didn’t they cover that in training?”“Backslash Backslash”“Okay, tietac”“What?”“Tietac”“huh?”“Like Tie”“carrot backslash”“United States”“Pillow Pillow”“Change Screens”<br />
    40. 40. silence…silence…<br />
    41. 41. “good luck”<br />
    42. 42. lesson?<br />http://www.flickr.com/photos/pjern/2150873799<br />
    43. 43. Holistic experience<br />
    44. 44. why?<br />
    45. 45. our lives cross channels – websites, apps, phone, etc…<br />
    46. 46. we live across physical and digital<br />
    47. 47. we must design for the holistic experience<br />
    48. 48. don’t design for just website<br />
    49. 49. …app<br />
    50. 50. …product<br />http://www.flickr.com/photos/differentview/5506159327<br />
    51. 51. …or physical environment<br />http://www.flickr.com/photos/24218656@N03/4589621372/<br />
    52. 52. we must design across all touchpoints and channels<br />
    53. 53. digital and physical are colliding<br />
    54. 54. 70%of US online consumers research products online and purchase them offline<br />Forrester, Profiling The Multichannel Consumer, July 2009<br />
    55. 55. 53% of mobile searches on Bing have a local intent<br />Greg Sterling<br />Search Engine Land<br />https://searchengineland.com/microsoft-53-percent-of-mobile-searches-have-local-intent-55556<br />
    56. 56. technology is everywhere<br />
    57. 57. but<br />
    58. 58. (and here is our opportunity)<br />
    59. 59. ‘integrated experiences are <br />few and far between’<br />Alexandra Deschamps-Sonsino <br />http://www.slideshare.net/designswarm/creating-the-internet-of-things<br />
    60. 60. customers don’t think about channels<br />
    61. 61. http://www.crwgraphics.com/blog/wp-content/uploads/2010/08/multichannel-marketing.bmp<br />
    62. 62. customers don’t think about design disciplines<br />
    63. 63. http://www.kickerstudio.com/blog/images/ux.jpg<br />http://www.jjg.net/elements/pdf/elements.pdf<br />http://www.montparnas.com/articles/wp-content/uploads/2006/10/user%20experience%20design%20explained.gif <br />http://mickwinters.com/wp-content/uploads/2010/02/venn1.gif<br />
    64. 64. customers <br />do think about your organization <br />
    65. 65. across time, touchpoints and experiences<br />
    66. 66. however we want to interact<br />
    67. 67. whenever we see a brand<br />http://www.flickr.com/photos/cdevers/3388665920<br />
    68. 68. outside<br />http://www.flickr.com/photos/cafemama/542656019<br />
    69. 69. inside<br />http://www.flickr.com/photos/penmachine/2971108982<br />
    70. 70. packaging<br />http://www.flickr.com/photos/streamishmc/2391505902 <br />
    71. 71. signs<br />http://www.flickr.com/photos/andrewbain/2510253694<br />
    72. 72. employees<br />http://www.flickr.com/photos/7577938@N02/4897443265<br />
    73. 73. things outside our control<br />http://www.flickr.com/photos/jaxphotography/267129315<br />
    74. 74. all touchpoints and channels impact perception & loyalty<br />
    75. 75. design across digital and physical<br />
    76. 76. across platforms<br />
    77. 77. across platforms<br />across devices<br />
    78. 78. across platforms<br />across devices<br />across channels<br />
    79. 79. how?<br />
    80. 80. 5 principles<br />5 methods<br />5 tools<br />
    81. 81. 5 principles <br />convenient<br />connected<br />consistent<br />contextual<br />(a) crosstime<br />
    82. 82. convenient<br />
    83. 83.
    84. 84.
    85. 85. Walgreen on iPad<br />
    86. 86. http://www.flickr.com/photos/jsrcyclist/3181389420<br />http://www.flickr.com/photos/zachklein/3964249<br />
    87. 87. Walgreen’s drive in<br />http://www.flickr.com/photos/ambernectar/4042608385<br />
    88. 88. consistent<br />
    89. 89.
    90. 90.
    91. 91.
    92. 92.
    93. 93.
    94. 94.
    95. 95.
    96. 96.
    97. 97. connected<br />
    98. 98. consider the experience of transitions<br />http://www.flickr.com/photos/mcdemoura/2209204939<br />
    99. 99. http://www.flickr.com/photos/hotel-de-la-ville-monza/4182940190<br />
    100. 100. Netflix<br />
    101. 101.
    102. 102.
    103. 103.
    104. 104.
    105. 105.
    106. 106.
    107. 107.
    108. 108. no Encore…<br />
    109. 109.
    110. 110.
    111. 111. contextual<br />
    112. 112. 15% bump in weekend traffic<br />http://www.flickr.com/photos/dalydaly/10813808<br />
    113. 113.
    114. 114.
    115. 115. Trying on tent<br />design for researching online, trying in store<br />http://www.flickr.com/photos/hollabackpack/184849492<br />
    116. 116. (a)cross time<br />
    117. 117. days<br />
    118. 118. good<br />
    119. 119. bad<br />
    120. 120. years<br />
    121. 121. customer lifecycle<br />http://www.flickr.com/photos/mcmortygreen/3176998867<br />
    122. 122. http://www.flickr.com/photos/yourdon/2594767344<br />
    123. 123. http://www.flickr.com/photos/sa_ku_ra/13009153<br />
    124. 124. 5 methods<br />think in terms of services<br /> share the sandbox<br /> start walking <br /> comfort in discomfort<br /> why vs. what <br />
    125. 125. 1. Think in terms of services<br />1. think in terms of services<br />Waitress<br />
    126. 126.
    127. 127. Fluevog on iPad<br />
    128. 128. From: seattlefluevog@cablespeed.comTo: sstarmerj@hotmail.comSubject: Fluevog order 20110211-00072873Date: Fri, 11 Feb 2011 16:52:38 -0800Hey Samantha,<br />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.<br />Thanks,<br />Leah<br /> <br />John Fluevog Shoes<br />205 Pine St.<br />Seattle, WA 98101<br />phone: (206)441-1065<br />fax :   (206)728-7955<br />seattle@fluevog.com<br />www.fluevog.com<br />www.myspace.com/fluevogseattle<br /> <br />"There are two kinds of people: those who shy away from attention, and those who wear Fluevogs." - JF<br />
    129. 129. http://www.flickr.com/photos/trufflepig/4370405501<br />
    130. 130. Incremental Sale<br />
    131. 131. 2. share the sandbox<br />http://www.flickr.com/photos/erikwdavis/2687670846<br />
    132. 132. UX Mag<br />let people in. <br />let people design. <br />let people play.<br />
    133. 133. 3. start walking<br />http://www.flickr.com/photos/jonathanbeard/3038114579/<br />
    134. 134.
    135. 135.
    136. 136.
    137. 137.
    138. 138. 4. comfort in discomfort<br />
    139. 139. you don’t have to be an expert<br />
    140. 140. “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.” <br />
    141. 141. eek – I don’t know anything about store design!<br />http://www.twobackpackers.com/wp-content/uploads/2009/07/REI-Backpacks.jpg<br />
    142. 142. “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. <br />This is a great win for us” <br />
    143. 143. 5. why vs. what<br />http://www.flickr.com/photos/segozyme/3105128025/<br />
    144. 144. buying a tent<br />
    145. 145. for backyard?<br />http://www.flickr.com/photos/jcast911/4037694806<br />
    146. 146. or backcountry snow?<br />http://www.flickr.com/photos/reway2007/427303733<br />
    147. 147. 5 tools<br />1. document the present<br /> map the future<br /> get behind the scenes<br /> tell a story<br /> cross train<br />
    148. 148. 1. document the present<br />http://www.flickr.com/photos/thelustlizardofmelancholycove/5053889505/<br />
    149. 149. http://www.flickr.com/photos/frerieke/3882000183<br />
    150. 150.
    151. 151.
    152. 152.
    153. 153.
    154. 154.
    155. 155. 2. map the future<br />http://images.asc.ohio-state.edu/is/image/eHistory/world/images/maps2/1942world1600.jpg<br />
    156. 156. getting from point A to point B; and everything in between<br />
    157. 157.
    158. 158. think about the customer’s whole journey<br />
    159. 159. 3. get behind the scenes<br />http://www.flickr.com/photos/honorapearls/4155009907/<br />
    160. 160. are experiences supported?<br />http://www.flickr.com/photos/vitorcastillo/2994723741<br />
    161. 161. here?<br />http://www.flickr.com/photos/mattwright/1787856/<br />
    162. 162. and here?<br />http://www.flickr.com/photos/oldonliner/3484504583/<br />
    163. 163. 4. tell a story<br />http://www.flickr.com/photos/sugarpond/3016905349<br />
    164. 164. Meet Jane<br />Outdoor Loyal<br />38, Portland<br />Involved in overlapping sports and understands the value of good gear<br />“I kind of have a jacket problem… I’m running out of reasons to buy another one”<br />
    165. 165. Monday… I want to go backpacking this weekend!<br />
    166. 166. Time to plan…<br />
    167. 167. View<br />View<br />View<br />View<br />I want to go somewhere beautiful…<br />
    168. 168. 5. cross train<br />http://www.flickr.com/photos/zackojones/4191554608/<br />
    169. 169.
    170. 170. don’t design for the channel, design for the holistic experience<br />
    171. 171. don’t design for the screen, design for the holistic experience<br />
    172. 172. don’t design for the technology, design for the holistic experience<br />
    173. 173. 5 principles <br />convenient<br />connected<br />consistent<br />contextual<br />(a) crosstime<br />5 methods<br />think in terms of services<br />share the sandbox<br />start walking<br />comfort in discomfort<br />why vs. what<br />5 tools <br />document<br />experience map<br />get behind the scenes<br />tell a story<br />cross train<br />
    174. 174. break!<br />http://www.flickr.com/photos/johnmcnab/4298812324<br />
    175. 175. try… <br />
    176. 176. discovery<br />
    177. 177. internal stakeholder interviews<br />http://www.flickr.com/photos/kino-eye/226951415<br />
    178. 178. stakeholder interviews<br />what experiences do stakeholders think should happen?<br />what experiences do stakeholders think ARE happening?<br />what assumptions are stakeholders making?<br />customers<br />technology<br />business process<br />service and support<br />
    179. 179. field research<br />http://www.flickr.com/photos/romeral/3911756000<br />
    180. 180. field research<br />what experiences are happening?<br />what experiences are customers expecting?<br />where are the “moments of truth”?<br />what channels, devices or platforms do customers want to interact with? When?<br />what do customers do if their expectations are disappointed?<br />what is happening behind the scenes to support the experiences?<br />
    181. 181. co-design<br />http://www.flickr.com/photos/thinkpublic/4499674785<br />
    182. 182. co-design<br />tease out what customers say they want vs. what they actually do or use<br />get your project team in the room<br />get your executives in the room<br />process of collaboration and hearing different perspectives can be more valuable than the end artifacts<br />
    183. 183. design games<br />http://www.flickr.com/photos/elitatt/4959931232<br />http://www.flickr.com/photos/centralasian/4099680559<br />
    184. 184. design games<br />don’t just use with designers!<br />encourage use of analog tools and toys<br />bar is low, nothing is wrong<br />think of as more play than work<br />can bring out quieter types<br />new ways of thinking<br />find creativity where you didn’t expect it <br />
    185. 185. gamestorming - the book<br />http://www.flickr.com/photos/elitatt/4959938630<br />
    186. 186. journeys<br />http://www.delightability.com/wp-content/uploads/2010/08/rental-car-customer-journey.png<br />
    187. 187. journeys<br />what is the customer’s journey across touchpoints and time?<br />can be micro - details within a specific feature or functionality<br />can be macro – understanding full lifecycle <br />uncover gaps in the experience<br />focus on the experience between channels, platforms and devices<br />challenge assumptions and perceptions<br />good to put on the wall to unify and remind<br />
    188. 188. service inventory<br />http://farm5.static.flickr.com/4023/4526736556_3b5a628b7f.jpg<br />
    189. 189. service inventory<br />similar to process map but focus on the customer and their service needs<br />great way to ensure being comprehensive<br />good to build after mapping customer’s journey<br />take a broad view of service – websites, mobile apps, etc provide some form of service<br />illuminates areas where you can surprise & delight (or royally screw up)<br />
    190. 190. exercise experience map<br />
    191. 191.
    192. 192. http://www.thosepeskyusers.com/wp-content/uploads/2010/12/customer-experience-map.jpg<br />
    193. 193. http://www.maya.com/portfolio/carnegie-library<br />
    194. 194. http://everyonecampaign.com<br />
    195. 195. http://www.businessweek.com/innovate/content/nov2008/id20081110_531328.htm<br />
    196. 196. http://experiencematters.files.wordpress.com/2009/03/legowheel.png<br />
    197. 197. try now<br />
    198. 198. http://www.flickr.com/photos/g_w_y_n/3625095073<br />
    199. 199. the scenario<br />hired to design consistent cross channel experience for a cycling company<br />digital and physical presence<br />opening a new physical location<br />expanding email and social media presence to grow revenue<br />start offering classes and maintenance appointments<br />brand differentiator = friendly expertise and advice<br />buying advertising <br />
    200. 200. design cross channel experience of buying a bicycle<br />http://www.flickr.com/photos/sl4sh79/471062898<br />
    201. 201. stand up, stretch, and sit together<br />http://www.flickr.com/photos/jameshopkirk/5635553120<br />
    202. 202. from customer perspective…<br />what is the goal?<br />what are the tasks?<br />what are the touchpoints?<br />what are the decisions?<br />what support is needed?<br />
    203. 203. personas<br />
    204. 204. experience map<br />
    205. 205. experience map<br />t<br />
    206. 206. think about…<br />holistic journey across time and space<br />pain points and positive points<br />needs and expectations for services<br />all potential interactions<br />which channels are most effective <br />which touchpoints drive moments of truth (decisions, disgust, delight)<br />
    207. 207. look for…<br />customer expectations, behaviors and emotions<br />needed interactions<br />gaps that service/design needs to fill<br />offline and online needs<br />areas out of our control<br />
    208. 208. it doesn’t have to be linear<br />Winning the consumer decision journey<br />http://www.mckinsey.com/Client_Service/Marketing_and_sales/Latest_thinking/CDJ/Winning_the_consumer_decision_journey.aspx<br />
    209. 209. the scenario<br />hired to design consistent cross channel experience for a cycling company<br />digital and physical presence<br />opening a new physical location<br />expanding email and social media presence to grow revenue<br />start offering classes and maintenance appointments<br />brand differentiator = friendly expertise and advice<br />
    210. 210. remember 5 principles <br /> convenient<br /> connected<br /> consistent<br /> contextual<br />(a) crosstime<br />
    211. 211. experience map<br />t<br />
    212. 212. solution<br />http://www.flickr.com/photos/yannconz/2796311194<br />
    213. 213. mental models<br />http://www.flickr.com/photos/jaaronfarr/314981744<br />
    214. 214. Mental Models<br /> mental models - the book<br />http://www.rosenfeldmedia.com/books/mental-models<br />
    215. 215. comics<br />http://www.flickr.com/photos/designetrecherche/546120971<br />
    216. 216. comics & storyboards<br />visual representations make complexity easier to grasp<br />emphasis on story continues focus on customer<br />sketching and photography uses different parts of the brain<br />opens up to thinking beyond the screen<br />helps plan the right flow without missing gaps<br />
    217. 217. storyboards<br />SCAD Service Design Project<br /> http://servd.us/The_Project_files/Screen%20shot%202010-02-03%20at%2011.38.42%20PM.png<br />
    218. 218. storyboards<br />http://www.flickr.com/photos/doos/4174319172<br />
    219. 219. swim lanes<br />http://nform.com/blog/images/Swimlane_example2.gif<br />
    220. 220. swim lanes<br />tie together storyboard and supporting design and processes<br />keeps track of each part of the necessary experience<br />good for chronological experiences<br />excellent tool for waterfall type approaches (i.e. throwing design ‘over the wall’)<br />
    221. 221. business origami (@jessmcmullin)<br />http://www.flickr.com/photos/benry/4101687804<br />
    222. 222. business origami<br />3 dimensions helps envision experience solutions<br />can be easier than sketching for non-designers to feel creative<br />great for services and experiences that involve crossing locations<br />easy to move pieces lessen any feeling of commitment or making a mistake<br />
    223. 223. touchpoint matrix<br />http://brandtouchpointmatrix.com/<br />
    224. 224. touchpoint matrix<br />track all ways customers interact with your organization<br />can use both for as-is and to-be states<br />excellent for corralling complex marketing and advertising programs<br />helpful for non-web/non-technology people to understand impacts<br />good way to evangelize need for holistic experience (don’t paw the customer)<br />
    225. 225. exercise service blueprint<br />
    226. 226. service blueprint<br />Physical Evidence<br />(touchpoints)<br />Customer Action<br />‘Front Stage’ (front line staff)<br />The line of visibility <br />‘Back Stage’<br />(support staff)<br />Support<br />(systems, databases)<br />
    227. 227. Service Blueprint <br />http://lovelearn.wordpress.com/2009/07/11/initial-blueprint/<br />
    228. 228.
    229. 229. SCAD Service Design Project<br />http://servd.us/The_Project_files/Screen%20shot%202010-02-03%20at%2011.38.26%20PM.png<br />
    230. 230. service blueprint<br />can start with experience map<br />create blueprint from user POV<br />use to understand org impact <br />determine how service components link<br />include all prioritized touchpoints<br />determine how internal people, processes and systems support<br />
    231. 231. elements<br />customer actions<br />physical evidence (touchpoints)<br />front stage, customer facing<br />backstage, enabling actions<br />support processes<br />
    232. 232. service blueprint<br />Physical Evidence<br />(touchpoints)<br />Customer action<br />‘Front Stage’ (front line staff)<br />The line of visibility <br />‘Back Stage’<br />(support staff)<br />Support<br />(systems, databases)<br />
    233. 233. partner<br />
    234. 234. partner<br /> understand org structure<br /> flex soft skills<br /> cultivate patience<br /> learn the big picture<br /> close the loop<br />
    235. 235. 1. understand org structure<br />Understand organizational structure<br />
    236. 236. 2. flex soft skills<br />
    237. 237. 3. cultivate patience<br />http://www.flickr.com/photos/dirkjankraan/4092709643<br />
    238. 238. 4. learn the big picture<br />http://www.flickr.com/photos/aatemu/4784742636/<br />
    239. 239. 5. close the loop<br />http://www.flickr.com/photos/pelegrino/3957449915<br />
    240. 240. sell<br />
    241. 241. 5ways to sell<br />1. understand executives’ goals<br /> use metrics<br /> start at the grassroots - but work towards top-down<br /> watch for the bodies<br /> tell a fairy tale<br />
    242. 242. 1. understand executive goals<br />
    243. 243. 2. use metrics<br />http://www.flickr.com/photos/iliahi/2606645766/<br />
    244. 244. 3. start at the grassroots…<br />http://www.flickr.com/photos/cobalt/282227013<br />
    245. 245. …but work towards top-down<br />http://www.flickr.com/photos/flickrmarcus/3382920952<br />
    246. 246. 4. watch for the bodies<br />
    247. 247. 5. tell a fairy tale<br />
    248. 248. start<br />
    249. 249. http://www.flickr.com/photos/62719770@N00/2959566124<br />
    250. 250. 5 actions<br />1. make the business case<br /> listen across channels<br /> make new friends<br /> start with small wins<br /> share the wealth<br />
    251. 251. make the business case<br />http://www.flickr.com/photos/10458725@N02/3042138367<br />
    252. 252. make the business case<br /><ul><li>understand how your organization prioritizes
    253. 253. think about ROI
    254. 254. start with one gap in the experience – try to pick one that impacts your organizations goals
    255. 255. expose your executives and other powerful people to customer feedback
    256. 256. get people excited</li></li></ul><li>listen across channels<br />
    257. 257. designing a holistic experience means listening holistically:<br /><ul><li>usual UX research, but also
    258. 258. call center
    259. 259. email queries and feedback
    260. 260. live chat transcripts
    261. 261. social media
    262. 262. sentiment analysis
    263. 263. market research
    264. 264. analytics (behavior)
    265. 265. brick & mortar follows/shop alongs</li></li></ul><li> make new friends<br />http://averagecats.com/page/7<br />
    266. 266. hang with a new crowd<br />Marketing<br /><ul><li>IT, or anyone who can build stuff
    267. 267. Finance
    268. 268. Distribution Center
    269. 269. Customer Service
    270. 270. Innies with outies, outies with innies
    271. 271. Different industries</li></ul>Artists, architects, museum curators, restaurant workers, baristas, landscapers, hotel managers…<br />
    272. 272. start with small wins<br />http://tlc.discovery.com/tv/hoarding-buried-alive/slideshows/before-and-after-episodes-1-4-02.html<br />
    273. 273. you can’t be everywhere at once<br /><ul><li>target a channel pair
    274. 274. focus on incremental progress
    275. 275. Measure stuff
    276. 276. celebrate (and communicate) quick wins
    277. 277. get your ‘real’ work done
    278. 278. get allies to spread the work</li></li></ul><li> share the wealth<br />http://www.flickr.com/photos/jimfrazier/1810966604/<br />
    279. 279. everyone owns customer experience<br />
    280. 280. thank you!!<br />http://www.flickr.com/photos/baking_in_pearls/3960662314<br />
    281. 281. questions??<br />http://www.flickr.com/photos/druclimb/3277540656/<br />
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×