Your SlideShare is downloading. ×
The Future of Design is Not Just the Web - Web Visions Workshop 2011
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

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

7,805

Published on

Workshop given at Web Visions 2011

Workshop given at Web Visions 2011

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

No Downloads
Views
Total Views
7,805
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
189
Comments
0
Likes
16
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
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

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

    ×