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Designing for Holistic Cross Channel Experiences


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UX Israel Studio 2013 workshop. Much of the structure and content is similar to other workshop presentations I've posted, but there are some new examples and exercises.

UX Israel Studio 2013 workshop. Much of the structure and content is similar to other workshop presentations I've posted, but there are some new examples and exercises.

  • Friggin Awesome...can't imagine how much work you put into this, but definitely a big thanks for sharing!
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  • Thank you Samantha for the kind words and offer. I may take you up on it. I am doing some homework in applying your approach to improving the user operations concept and user interaction design for ground control stations. When I have something that makes sense, I will be happy to share it. Thanks again for sharing your thoughts. ... I really love how you have exploited user experience maps and story matrices.
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  • @evsudano What a nice comment - thank you! Feel free to reach out any time you want to talk x/omnichannel!
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  • Samantha; I have been following you since your first X-Channel UX posted on slideshare. They have been inspirational and have evolved into a wonderful, effective integrated body of knowledge. Thank you so much for sharing these and your experience.
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  • Samantha, thank you for sharing. I like how you have put all the elements together in one deck.
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  • Door picture
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  • Image source: Zipcar mobile app
  • Image source: State Farm Mutual Automobile Insurance (
  • Buying a tentWhy?
  • Buying a tentWhy?
  • Customers now use many devices to engage across multiple touchpoints.Our work will include building an inventory of touchpoints, cataloging all possible touchpoints throughout the stages of the experience.At each touchpoint, the map defines customers needs and identifies how we currently meets those needs. A good experience map helps the audience feel what it is like to experience every touchpoint.
  • Another example of a touchpoint across channels.
  • The map is just a tool…this isnt the end goal. The work of analyzing and improving the experience is the most important part.
  • Door picture
  • Buying a tentWhy?
  • Buying a tentWhy?
  • Buying a tentWhy?
  • Buying a tentWhy?
  • Transcript

    • 1. designing forholistic cross channel experiences UXI Studio February 20, 2013 @samanthastarmer
    • 2. NOTE: These are the slides from a workshop given for UXI Studio.The structure and content is similar to other workshops I have already posted; there are some updated examples and exercises
    • 3. today what is cross channel design? why care about cross channel design how to think about cross channel design try cross channel design sell cross channel design start cross-channel design now
    • 4. (loose) agenda 9-9:15am introductions 9:15-10:30am what and why of cross channel 10:30-11am break 11:00-12pm how to think about cross channel 12-1pm cross channel experience tools 1-2pm lunch 2-3pm cross channel experience tools 3-3:30pm break 3:30-4:30pm cross channel experience tools 4:30-4:45pm how to sell and start now 4:45-5pm final questions and wrap up
    • 5. a fewlogistics
    • 6. broadening examples encouraged
    • 7. questions & input encouraged
    • 8. activities and discussion
    • 9. scheduled break
    • 10. but anytime…
    • 11. me VP Customer Experience - Razorfish Director, Customer Experience - REI Microsoft, Amazon Teach at University of Washington
    • 12. single channel experience B A N K single touchpoint available diagram adapted from
    • 13. multi channel experience B A N K multiple touchpoints operating independently diagram adapted from
    • 14. cross channel experience B A N K cross multiple touchpoints as part of same brand diagram adapted from
    • 15. omni channel experience B A N Kcustomer interacts with brand anytime, anywhere – not a channel within a brand diagram adapted from
    • 16. (nirvana)
    • 17. needed progression as technology becomes ubiquitous single multi cross omniSingle touchpoint Multiple touchpoints operating Cross multiple touchpoints as Customer interacts with brandavailable separately part of same brand anytime, anywhere – not a channel within a brand diagram adapted from
    • 18. “The omnichannel approach is one where physical and virtual channels come together to enable a seamless experience...” Cisco IBSG Omnichannel Study: Winning Strategies for OmniChannel Banking
    • 19. but crawl, walk, run
    • 20. previous cross channel experience? Managing 18 points of services in library building Background of creating digital content and experiences across platforms. Designing customer experience using digital tools None Have some exprience Mobile and web, with some offline CRM
    • 21. what do you hope to learn? Better match and coordination between virtual and physical services Choosing right channel for target audience Guidelines to each channel Basic principles and hands-on Examples from abroad and how to implement them in Israeli market and Israeli companies Connecting between virtual & physical What skills do I need? What kind of background is preferred?
    • 22. what do you hope to learn? Process of customer experience and how to design customer experience Practical tools for designing cross channel What are the best practices of X-sell - which channels should we use? How to communicate the added value of cross channel upon only digital ux Be the go-to person for ux stuff Is it a stand alone "job position" ? How to do it right! Everything I can
    • 23. Let’s share our knowledge andexpertise – we are all learning…
    • 24. meet your group
    • 25. let’sbegin
    • 26. a story…
    • 27. july 19, 6am
    • 28. it started as a good day
    • 29. and then…
    • 30. kaboom
    • 31. my car
    • 32. his car
    • 33. and yes…
    • 34. the cop car
    • 35. proof of insurance
    • 36. oh crap
    • 37. just don’t do it again
    • 38. exchanging information
    • 39. need to get car out of road
    • 40. so sad – collision repair
    • 41. this is why Ihave insurance
    • 42. two hours later – ow.
    • 43. good, they have an app
    • 44. can’t get in
    • 45. okay, trying the website
    • 46. arrrrgh
    • 47. damn, have to talk to a human
    • 48. “go to Valley Medical Center”
    • 49. we can’t help you
    • 50. “oops”
    • 51. THIS Valley Medical Center 0640affd6f7b/files/de97003a-2719-4f24-bf02-3771bcfd0a72/zvm-east_exterior-afternoo
    • 52. five days later…
    • 53. oh, that’s helpful
    • 54. the paperwork begins
    • 55. my friend, the fax machine
    • 56. a flurry of mail
    • 57. from all different people
    • 58. confusing mail
    • 59. over three months later
    • 60. insurance was supposed to pay this…
    • 61. we can’t help
    • 62. crap, i better pay
    • 63. silencesilence
    • 64. four months later
    • 65. six months later
    • 66. moresilence
    • 67. march
    • 68. thanks a bunch. Ta
    • 69. lesson?
    • 70. holistic cross channel experience
    • 71. our lives aren’t just digital
    • 72. we live our lives across physical & digital
    • 73. digital & physical are colliding
    • 74. even for luddites
    • 75. ebooks with books
    • 76. social, AR & curation Artlens App
    • 77. experiential
    • 78. dinner information
    • 79. and entertainment
    • 80. digital self service for physical task
    • 81. fridge alarm via social media Virtual Fridge Lock:
    • 82. you as an interface
    • 83. mobile for remote car entry© 2013 Forrester Research, Inc. Reproduction Prohibited 86
    • 84. experiences simultaneously Shopkick:
    • 85. some statistics Source: Google/Ipsos/Sterling, 2012
    • 86. crossing devices Source: Google/Ipsos/Sterling, 2012
    • 87. purchases on multiple devices
    • 88. second screens Source: Google/Ipsos/Sterling, 2012
    • 89. second screens
    • 90. (and here is our opportunity)
    • 91. integrated experiences are few and far between Alexandra Deschamps-Sonsino
    • 92. 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.
    • 93. consumers cited their greatest frustration as when theexperience does not match the promise a company made to them up front. The New Realities of “Dating” in the Digital Age: Are Customers Really Cheating, or Are You Just Not Paying Enough Attention? Accenture 2011 Global Consumer Research Study
    • 94. 86% of consumers willpay more for a better customer experience Customer Experience Impact Report. Oracle
    • 95. only 1% of consumers feel their expectations for agood customer experience are always met Customer Experience Impact Report. Oracle
    • 96. theproblem?
    • 97. we usuallydesign for a particular channel
    • 98. (, mobile app, email)
    • 99. but users don’t distinguish channels
    • 100.
    • 101. users don’tthink about design disciplines
    • 102.
    • 103. usersdo think about all of their experiences
    • 104. across time,touchpoints, devices and channels
    • 105. holistic cross channelexperiences andinteractions don’t happen by magic
    • 106. we must design for cross channel experiences
    • 107. idly flipping – oh, cheap TV
    • 108. can I buy it locally?
    • 109. gotta buy something for me
    • 110. cool
    • 111. all set
    • 112. here we are
    • 113. picking up in store…
    • 114. oh god, Christmas
    • 115. but I have my list!
    • 116. and it tells me where!
    • 117. a little hard to see…
    • 118. but it worked!
    • 119. not easy
    • 120. cross between herding cats
    • 121. and slaying dragons
    • 122. 5 principles1. convenient2. consistent3. connected4. contextual5. (a) cross time
    • 123. convenient
    • 124. my first iPhone app
    • 125. even better…
    • 126. easy refill
    • 127. no need to call
    • 128. or get out of the car Walgreen’s drive in
    • 129. consistent
    • 130. shopping has many stages
    • 131. especially gifts
    • 132. awesome, gift ideas
    • 133. we often cross channels
    • 134. and need consistency
    • 135. good, the same recommendations
    • 136. here too
    • 137. not so good
    • 138. same item, different info sign catalog site
    • 139. and more different info eMail site in-store product handout product tag advertising
    • 140. U.S. TV ad for big retailer
    • 141. cool, it’s a collection
    • 142. and they are talking about it
    • 143. everywhere
    • 144. hmm – except the website
    • 145. or the mobile app
    • 146. (though another ad is here…)
    • 147. connected
    • 148. the experience of transitions
    • 149. Netflix
    • 150. leafing through GQ…
    • 151. hubby would look great in that
    • 152. I can get the look!
    • 153. going to GQ/selects
    • 154. here it is
    • 155. and I can buy it
    • 156. (plus great cross commentary)
    • 157. not so good
    • 158. my mom
    • 159. her favorite store
    • 160. directory
    • 161. departments
    • 162. her favorite department
    • 163. but…
    • 164. no encore
    • 165. but they have plus sized clothes
    • 166. lots of them
    • 167. and they are tagged encore
    • 168. mom was sad
    • 169. contextual
    • 170. may not have a tape measure
    • 171. but I have my phone!
    • 172. set autoreplies while driving© 2013 Forrester Research, Inc. Reproduction Prohibited 180
    • 173. big store?
    • 174. think about location services
    • 175. street bump residents use Street Bump to record “bumps” which areidentified using the device’s accelerometer and located using its GPS
    • 176. not so good
    • 177. looked for cues
    • 178. duh
    • 179. which context makes sense? Not sure how to cancel a class I registered for online. The cancellation policy just says what time frame I need to cancel in, but not how to do it online. Only suggestion is to call the store. Doesnt seem worth the hassle. REI customer comment
    • 180. (a)cross time
    • 181. traveling on 26 March
    • 182. yuck
    • 183. nightmare lines
    • 184. they didn’t forget about me
    • 185. not so good
    • 186. tests at the doctor’s office
    • 187. results by mail
    • 188. but not on the website?
    • 189. 5 principles1. convenient2. consistent3. connected4. contextual5. (a) cross time
    • 190. firstexercise
    • 191. define your story
    • 192. 5 minutesindividuallythink of a recent poor experienceacross channels or devices (e.g.banking, traveling, shopping)Write or sketch the main story pointsand interactions
    • 193. 5 minutesin your groupagree on one story. be sure todefine the beginning and end.hint – choose one that isstraightforward, but with multipleinteractions across digital andphysical
    • 194. the person in your groupwhose story you have chosenmoves to the next table…
    • 195. 10 minutesinterview & identify…1. The existing story.2. The stages of the story. Try to boil it down to no more than 8 stages. Write down on post its.3. The corresponding interactions. Write/sketch on post its.4. The corresponding emotions. Write/sketch on post its.
    • 196. 10 minutesinterview & identify…1. The existing story.2. The stages of the story. Try to boil it down to no more than 8 stages. Write down on post its.3. The corresponding interactions. Write/sketch on post its.4. The corresponding emotions. Write/sketch on post its.
    • 197. return to your original table
    • 198. observations?
    • 199. 5 methods1. think in terms of services2. share the sandbox3. start walking4. find comfort in discomfort5. why vs. what
    • 200. 1. Think in terms of services think in terms of services Waitress
    • 201. oooh, shoes
    • 202. cute shoes Fluevog on iPad
    • 203. save on shipping?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 thisweekend and save on shipping let us know otherwise they will ship out Monday.Thanks,LeahJohn Fluevog Shoes205 Pine St.Seattle, WA 98101phone: (206)441-1065fax : (206)"There are two kinds of people: those who shy away from attention, and those who wear Fluevogs." - JF
    • 204. visit the store? don’t mind if I do
    • 205. Incremental Sale
    • 206. 2. share the sandbox
    • 207. let others in
    • 208. let others design
    • 209. let others play with you UX Mag
    • 210. 3. start walking
    • 211. get out of your cube
    • 212. experience the physical
    • 213. see what is needed
    • 214. notice the world around you
    • 215. where does digital help?
    • 216. 4. find comfort in discomfort
    • 217. you don’t haveto be an expert
    • 218. from one of my employees “an interesting thing happened today – we were invited to help Visual Merch decide what shelf labels to use in the retail stores .”
    • 219. eek – I don’t know store design
    • 220. my employee was smarter “an interesting thing happened today – we were invited to help Visual Merch decide what shelf labels to use in the retail stores .” “This is a great win for us”
    • 221. 5. why vs. what
    • 222. buying a tent
    • 223. for backyard camping?
    • 224. or backcountry snow?
    • 225. tools and methods
    • 226. 10 toolsDiscovery Solution1. employee research 1. design games2. environment research 2. co-design3. touchpoint inventory 3. body storming4. service inventory 4. business origami5. experience map 5. service blueprint
    • 227. tips do early in project focus on ideation and brainstorming can be used with many development methodologies best to do in cross divisional groups break down the silos everyone has valuable perspective
    • 228. discovery
    • 229. good ideas here
    • 230. 1. employee research
    • 231. employee research front line employees ecosystem other employees have to work within uncover training issues uncover system issues uncover priority user needs get great ideas gain buy in
    • 232. mobile point-of-sale
    • 233. have to carry two devices
    • 234. following + notes3 notebooks full of notes look at the handwriting, seriously
    • 235. turned into blog3 notebooks full of notes … which became a blog
    • 236. then set up diary study
    • 237. organize transcripts
    • 238. affinity map
    • 239. co-design
    • 240. 2. environment research hand in hand with employee research understand issues with physical environment discover experience blockers find cheaper resolutions than new technology also can be conceptual to understand organizational silos
    • 241. old systems
    • 242. tangled wires
    • 243. low tech communications
    • 244. how many screens?
    • 245. busy lines
    • 246. convoluted org chart
    • 247. the store room
    • 248. inventory
    • 249. uniform issues
    • 250. uniform and store room issues “It is usually in my pocket and gets caught on the ladder all the time… I’ve started leaving it here on the shelf instead”
    • 251. 3. service inventory
    • 252. 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)
    • 253. 4. touchpoint inventory
    • 254. touchpoint inventory track all ways customers interact with your organization can use both for as-is and to-be states excellent for corralling complex programs and products across channels great to use for mapping out needed system architectures helpful for non-web/non-technology people to understand impacts
    • 255. <definition>
    • 256. channels email print ads direct mail text websites blogs videos social media white papers broadcast media
    • 257. touchpointwhen a customercomes into contactwith products orservices (the pointand place ofinteraction) slide from Erin Hawk, REI
    • 258. touchpoints…• meet a customer need• are experience driven• can span multiple channels & devices slide from Erin Hawk, REI
    • 259. touchpoint:product informationchannels:retail store,web,mobile app,contact center slide from Erin Hawk, REI
    • 260. touchpoint = checkout channels: retail store, mobile app, website, contact center slide from Erin Hawk, REI
    • 261. so why talk channels? Ultimately you want to recognize that in any interaction with a customer, what you’re trying to support is a conversation. Identifying a channel through which Chris Risdon the conversation takes place is just a means of understanding what constraints and opportunities enable the conversation.
    • 262. </definition>
    • 263. touchpoint inventory
    • 264. secondexercise
    • 265. 10 minutesin your groupDefine the touchpoints and thechannels in the existing story.Write or sketch them on post its.
    • 266. observations?
    • 267. 5. experience mapping
    • 268. remember your first exercise
    • 269. experience mapping customer perspective, actions and reactions throughout interactions triggers and touchpoints intangible and qualitative motivations, frustrations and meanings helpful for non-web/non-technology people can get all points of view on the table (e.g. is your experience my experience?) about the process, not just the result
    • 270. many different ways to map
    • 271.
    • 272.
    • 273.
    • 274. hint, start simple
    • 275. good collection of examples
    • 276. “A good experience map feels like acatalyst, not a conclusion.” -Chris Risdon, Adaptive Path
    • 277. solutions
    • 278. what should the experience be?
    • 279. 1. design games 232
    • 280. 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
    • 281. gamestorming - the book
    • 282. 2. co-design
    • 283. 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
    • 284. 3. body storming
    • 285. 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, improvise the customer and support roles (including products or objects)
    • 286. thirdexercise
    • 287. 10 minutesNarrow the story1. Pick no more than 4 stages from your story.2. Think of each stage, with its corresponding interactions and emotions as a scene.3. Brainstorm ideas for the ideal story.4. Note dialog, new interactions, new emotions. Hint: Think of fairy tales. Objects can talk, animals have emotion. Magic can happen. Nothing is impossible.
    • 288. 20 minutesAct it out…1. No sitting2. Use words, sounds, gestures3. Make sure someone plays the customer, others play products, touchpoints, employees, etc. (e.g. the cats, the cat carrier, the website, the airplane, the service agent)4. Don’t worry about being silly! The point is to free your brain and to experiment.
    • 289. observations?
    • 290. 4. business origami (@jessmcmullin
    • 291. business origami
    • 292. 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
    • 293. 5. service blueprint
    • 294. service blueprint start with the desired experience – the story track the customer interactions include needed touchpoints define optimal channels determine how service components link determine how internal people, processes and systems support
    • 295. Service Blueprint
    • 296. SCAD Service Design Project
    • 297. what is needed to support a better experience?
    • 298. lastexercise
    • 299. 40 minutescreate your service blueprint1. Start with the story stages2. Define the new, desired experience3. Identify the needed touchpoints4. Identify the optimal channel for each touchpoint5. Identify needed support (people and/or systems) stage stage stage stage stage stage stage stage desired desired desired desired desired desired desired desiredexperience experience experience experience experience experience experience experiencetouchpoint touchpoint touchpoint touchpoint touchpoint touchpoint touchpoint touchpoint optimal optimal optimal optimal optimal optimal optimal optimal channel channel channel channel channel channel channel channel support support support support support support support support people & people & people & people & people & people & people & people & systems systems systems systems systems systems systems systems
    • 300. observations?
    • 301. 5 ways to sell1. understand the executives2. use metrics3. start at the grassroots - but work towards top-down4. watch for the bodies5. cultivate patience
    • 302. 1. understand the executives
    • 303. understand the executives what incentives are driving the executives? what do they think is important? what language do they use? what style are they comfortable with? (blue sky? numbers?) make friends with assistants
    • 304. 2. use metrics
    • 305. use metrics get comfortable with quantitative find out behavior as well as attitude and perceptions (do they do what they say?) track measures like conversion, abandonment, visits where does experience design add value?
    • 306. 3. start at the grassroots…
    • 307. …but work towards top-down
    • 308. start at the grassroots get allies at all levels find what resonates for each person, team and role tell the story generate buzz at the bottom work towards a direction from the top
    • 309. 4. watch for the bodies
    • 310. watch for the bodies others have gone before you – where did they misstep? are some terms too politically charged? decide what hills you want to die on build on top of previous successes
    • 311. 3. cultivate patience
    • 312. cultivate patience understand how change is accepted (or fought) in the organization complete some tiny things before starting any big things focus on bringing people along prioritize your efforts learn to let some stuff go until a better time
    • 313. start…
    • 314. 5 ways to start1. document the present2. map the future3. get behind the scenes4. cross train5. share the wealth
    • 315. 1. document the present
    • 316. not just for fun
    • 317. can be notes, sketches
    • 318. or photos
    • 319. documenting experiences
    • 320. 2. map the future
    • 321. getting from point A to point B; and everythingin between
    • 322. think about thecustomer’s whole journey
    • 323. 3. get behind the scenes
    • 324. are experiences supported?
    • 325. here?
    • 326. here?
    • 327. and here?
    • 328. 4. cross train
    • 329. it’s amazing what you learn
    • 330. 5. share the wealth
    • 331. everyone owns cross channel experience
    • 332. questions??
    • 333. thank you!! samantha starmer @samanthastarmer