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Context Matters: A Crash Course in Multi-Channel UX

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UX design is important, but let’s be honest – we are not saving lives here. While we might not be curing the sick, that doesn’t mean we shouldn’t have good bedside manner. User engagement is a two-way conversation across multiple channels, over long periods of time and is a relationship built on trust and experience. What we say matters, but the context (channel) we say it in can matter just as much.

In this talk, we’ll dive into case studies, share insights from industry pioneers and explore how emerging channels will influence UX design. By leveraging each channel for their strengths, we can create seamless experiences that benefit both users and products.

Published in: Design
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Context Matters: A Crash Course in Multi-Channel UX

  1. 1. CONTEXT MATTERS BIG DESIGN CONFERENCE 2016
  2. 2. Have you ever received important news (possibly upsetting) in a way that felt inappropriate? #AsurionDesign
  3. 3. @DanielTulloh #UniversalUX #AsurionDesign Have you ever received important news (possibly upsetting) in a way that felt inappropriate?
  4. 4. What you say matters. How you say it does too. #AsurionDesign
  5. 5. Have you ever received a message in a channel that totally ruined the intent? #UniversalUX #AsurionDesign
  6. 6. “Great design is a multi-layered relationship between human life and its environment.” –Naoto Fukasawa #AsurionDesign
  7. 7. Context is everything. C H A N N E L S = C O N T E X T #AsurionDesign
  8. 8. WHAT IS MULTI-CHANNEL UX? #AsurionDesign
  9. 9. The power of multi-channel UX is the ability to move seamlessly between channels in order to exploit each channel for its strength without anyone ever noticing. W H AT I S G O O D M U LT I-C H A N N E L U X ? #AsurionDesign
  10. 10. Good Multi-channel UX is truly realized when it benefits the user because of its relevance & intuition. W H AT I S G O O D M U LT I-C H A N N E L U X ? #AsurionDesign
  11. 11. It’s all about context & synchronicity. Communicating at the EXACT right time, in the channel that makes sense for the context.
  12. 12. @DanielTulloh #UniversalUX #AsurionDesign However, there are still many times we don’t get it right. #AsurionDesign
  13. 13. Engage in the channel that makes the most sense. Imagine this same notification as an email. Imagine it on a website. Even a text message doesn’t feel quite feel right. #AsurionDesign
  14. 14. PRINT S T R E N G T H S Tangible & permanent … In-person & situational … Feels official, credible W E A K N E S S E S Expensive … Completely passive … Not easily measured … Impersonal PHONE S T R E N G T H S Interactive … If personal it can be humanizing … On-demand W E A K N E S S E S Feels invasive … If robo-call, is very impersonal … If live-agents, expensive WEBSITE S T R E N G T H S Interactive … Easily measured & updated … Scalable & relatively cheap W E A K N E S S E S Somewhat passive – requires users to discover it & hard to keep them engaged EMAIL S T R E N G T H S Interactive … Opportunity for longterm user engagement … Not intrusive W E A K N E S S E S Users often ignore … Design constraints … Can drive away users if not properly executed Channel strengths & weaknesses #AsurionDesign
  15. 15. Channel strengths & weaknesses TEXT MESSAGE S T R E N G T H S High level of user engagement – most users read within 6 minutes … Relatively cheap W E A K N E S S E S Heavily regulated … Can easily feel like spam … Limited in design options & content length APP INTERFACE S T R E N G T H S Interactive … On device –requires little from user … Access to device interface & data. W E A K N E S S E S Users WILL delete if not useful … Expensive & Apple’s regulation is unpredictable VOICE S T R E N G T H S Interactive … Highly-personal, conversational … Wow factor W E A K N E S S E S Doesn’t always work as planned – can be very frustrating. APP NOTIFICATION S T R E N G T H S Like text messages, top of mind to most users … Leveraging user data, can be extremely powerful. W E A K N E S S E S Can easily annoy users, causing abandonment. … Limited in design options #AsurionDesign
  16. 16. Only use a channel for its strengths. #AsurionDesign
  17. 17. Here’s a perfect example of NOT using a channel for its strengths. Besides the barrage of texts, this is the wrong channel for something that is of no benefit to the user. #AsurionDesign
  18. 18. Find the path of least resistance. #AsurionDesign
  19. 19. T E X T R E G I S T R AT I O N 5 C H A N N E L S I N U N D E R A M I N U T E C A S E S T U DY #AsurionDesign
  20. 20. #UniversalUX #AsurionDesign
  21. 21. #UniversalUX #AsurionDesign
  22. 22. #UniversalUX #AsurionDesign
  23. 23. #UniversalUX #AsurionDesign
  24. 24. Text Registration #UniversalUX #AsurionDesign
  25. 25. C H A N N E L I N G S T R E N G T H S T E X T R E G I S T R AT I O N Print At point of sale, its the best way to instruct the customer & is a tangible reminder. i Camera & Text Message Is a natural fit for sending a photo AND allows us to leverage a key datapoint. i Web Allows us to move to an interactive platform AND serve up other offers. i Email Allows us to continue the conversation in the future. #AsurionDesign
  26. 26. T H E R E S U LT S T E X T R E G I S T R AT I O N 60% of users came through text registration. … Piloted in 18 stores & went nationwide to over 4300 stores in a year. … Huge relationship win for a critical client. … Vast increase in user data collection. #AsurionDesign
  27. 27. I F T T T C A S E S T U DY #AsurionDesign
  28. 28. #AsurionDesign
  29. 29. #AsurionDesign
  30. 30. #AsurionDesign
  31. 31. M U T L I A P P E N G A G E M E N T C A S E S T U DY +
  32. 32. The experience begins here
  33. 33. WHAT’S NEXT? #AsurionDesign
  34. 34. The ‘internet of things’ is becoming a viable channel. #AsurionDesign
  35. 35. Voice is becoming a viable channel. #AsurionDesign
  36. 36. Voice is simply a different interface for the traditionally visual web. #AsurionDesign
  37. 37. #AsurionDesign
  38. 38. Voice is simply a different interface for the traditionally visual web. But the feeling is different. #AsurionDesign
  39. 39. EPILOGUE Context matters. Great multi-channel UX is invisible. #AsurionDesign
  40. 40. WHAT DO YOU THINK? LET’S DISCUSS. derek.tam@asurion.com daniel.tulloh@asurion.com FEEL FREE TO SHARE THIS PRESENTATION slideshare.net/DanTulloh/context-matters-multichannel-ux STRENGTHS & WEAKNESSES KIT design.asurion.com/context-matters/multi-channel-tips.pdf Thank you Big (D)esign!

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