How to Design for the Future - Cross Channel Experience Design


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Tutorial on Cross Channel Experience Design for OSCON 2012

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  • Does anyone else see the irony of this presentation - visual, informative, educational, relevant ...and completely pointless because it is NOT downloadable or accessible. Wasn't the point of the slidedeck to set an example of cross-channel design and user experience? Yes, zero percent satisfaction guaranteed!
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  • Door picture
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  • Buying a tentWhy?
  • Buying a tentWhy?
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  • How to Design for the Future - Cross Channel Experience Design

    1. how todesign forthe future
    2. cross-channel experience design OSCON July 16, 2012 @samanthastarmer
    3. today what is cross channel design? why care about cross channel design how to think about cross channel design try cross channel design start cross-channel design now
    4. a fewlogistics
    5. extrapolation encouraged
    6. questions & input encouraged
    7. three activities
    8. scheduled break
    9. but anytime…
    10. Director, Customer Experience for REI Experience DesignInformation and Content Management Program Management Microsoft, Amazon Teach at University of Washington
    11. who are you? Support Engineer  Programmer Systems Analyst  CIO Web Application  Web Manager Developer  System Architect Technical Analyst  Software Engineer Lead Senior Software Engineer  IT Director/Engineering User Experience Engineer
    12. what do you hope to learn? tools that can help me improve the online experience of the product to educate people about the actual physical product. a primer for cross-channel experience design, an overview, and maybe some high points expanded upon. Why and How to design cross channel experience design How to think about things more broadly to encompass the entire user experience. what is cross-channel experience design?
    13. a story…
    14. july 19, 6am
    15. it started as a good day
    16. and then…
    17. kaboom
    18. my car
    19. his car
    20. and yes…
    21. the cop car
    22. proof of insurance
    23. oh crap
    24. just don’t do it again
    25. exchanging information
    26. need to get car out of road
    27. so sad – collision repair
    28. this is why Ihave insurance
    29. two hours later – ow.
    30. good, they have an app
    31. can’t get in
    32. okay, trying the website
    33. arrrrgh
    34. damn, have to talk to a human
    35. “go to Valley Medical Center”
    36. we can’t help you
    37. “oops”
    38. THIS Valley Medical Center 0640affd6f7b/files/de97003a-2719-4f24-bf02-3771bcfd0a72/zvm-east_exterior-afternoo
    39. five days later…
    40. oh, that’s helpful
    41. the paperwork begins
    42. my friend, the fax machine
    43. a flurry of mail
    44. from all different people
    45. confusing mail
    46. really confusing mail
    47. over three months later
    48. insurance was supposed to pay this…
    49. we can’t help
    50. crap, i better pay
    51. silencesilence
    52. four months later
    53. six months later
    54. moresilence
    55. march
    56. thanks a bunch. Ta
    57. lesson?
    58. holisticexperience
    59. the future of web design isn’t just the web
    60. we live our livesbeyond websites physical experiences, apps, phone, etc…
    61. we need todesign beyond websites
    62. design for cross channel experiences
    63. what doesthis mean?
    64. idly flipping – oh, cheap TV
    65. can I buy it locally?
    66. gotta buy something for me
    67. cool
    68. all set
    69. here we are
    70. picking up in store…
    71. oh god, Christmas
    72. but I have my list!
    73. and it tells me where!
    74. a little hard to see…
    75. but it worked!
    76. technology is ubiquitous
    77. even for luddites
    78. digital and physical are colliding
    79. 70% of US online consumers research products online andpurchase them offline Forrester, Profiling The Multichannel Consumer, July 2009
    80. 53% of mobile searches on Binghave a local intent Greg Sterling Search Engine Land
    81. (and here is our opportunity)
    82. integrated experiences are few and far between Alexandra Deschamps-Sonsino
    83. 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.
    84. we usuallydesign for a particular channel
    85. users don’tdistinguish channels
    87. users don’tthink about design disciplines
    89. usersdo think about all of their experiences
    90. across time,touchpoints, devices and channels
    91. wherever theysee your brand
    92. advertising
    93. packaging
    94. employees
    95. a truck
    96. a sign
    97. all touchpoints impact user experience
    98. shh…organizational underpants
    99. remember…
    100. ad: “volkl rtm 84/ipt wide ride”
    101. let’s look on the site
    102. search volkl rtm 84 - nada
    103. search volkl wide ride - nope
    104. whoops
    105. people notice This experience has been so stupid.There is no way to explain the huge gap between operations in the store and online. I will never be shopping at either again. I do not understand how you can want and advertise 100%customer satisfaction when I know I am 0% satisfied. REI customer comment
    106. experiences areacross touchpoints,channels, mediums & devices
    107. we have to designbeyond websites, mobile devices, software apps…
    108. not easy
    109. cross between herding cats
    110. and slaying dragons
    111. 5 principles1. consistent2. convenient3. connected4. contextual5. (a) cross time
    112. consistent
    113. shopping has many stages
    114. especially gifts
    115. awesome, gift ideas
    116. we often cross channels
    117. and need consistency
    118. good, the same recommendations
    119. here too
    120. not so good
    121. same item, different info sign catalog site
    122. and more different info eMail site in-store product handout product tag advertising
    123. convenient
    124. my first iPhone app
    125. even better…
    126. no need to call
    127. or get out of the car Walgreen’s drive in
    128. not so convenient
    129. what happened to self service?
    130. connected
    131. the experience of transitions
    132. different tastes Netflix
    133. on the iPad
    134. on the iPhone
    135. not so good
    136. my mom
    137. her favorite store
    138. directory
    139. departments
    140. her favorite department
    141. but…
    142. no encore
    143. but they have plus sized clothes
    144. lots of them
    145. and they are tagged encore
    146. mom was sad
    147. contextual
    148. may not have a tape measure
    149. but I have my phone!
    150. street bump residents use Street Bump to record “bumps” which areidentified using the device’s accelerometer and located using its GPS
    151. 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
    152. but be careful… what idiot made the decision that says - ‘if they are on a cellular connection they are not interested in anything but a static text display of the store operating hours’? another REI customer comment
    153. (a)cross time
    154. traveling on 3/26/11
    155. yuck
    156. nightmare lines
    157. they didn’t forget about me
    158. not so good
    159. tests at the doctor’s office
    160. results by mail
    161. but not on the website?
    162. 5 principles1. consistent2. convenient3. connected4. contextual5. (a) cross time
    163. 5 methods1. think in terms of services2. share the sandbox3. start walking4. comfort in discomfort5. why vs. what
    164. 1. Think in terms of services think in terms of services Waitress
    165. oooh, shoes
    166. cute shoes Fluevog on iPad
    167. save on shipping? From: To: Subject: Fluevog order 20110211-00072873 Date: Fri, 11 Feb 2011 16:52:38 -0800 Hey 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 "There are two kinds of people: those who shy away from attention, and those who wear Fluevogs." - JF
    168. visit the store? don’t mind if I do
    169. Incremental Sale
    170. 2. share the sandbox
    171. let others in
    172. let others design
    173. let others play with you UX Mag
    174. 3. start walking
    175. get out of your cube
    176. go to another department
    177. 4. comfort in discomfort
    178. you don’t haveto be an expert
    179. 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 .”
    180. eek – I don’t know store design
    181. 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”
    182. 5. why vs. what
    183. buying a tent
    184. for backyard camping?
    185. or backcountry snow?
    186. ACTIVITYmake it or break it
    187. remember?
    188. my car
    189. ow
    190. the paperwork
    191. Insurance – a Cross Channel Story
    192. what are themake or break experienceopportunities?
    193. think about my as-is experience – what actually happened? Be clear on the narrative what were my emotions? where was my experience broken? (sad face) where could Ameriprise have ‘made’ my experience? (happy face) write down the make or break opportunities
    194. observations?
    196. designing for the future
    197. (some) tools stakeholder  co-design interviews  body storming field research  business origami touchpoint matrix  service blueprint service inventory  experience map design games  experience matrix
    198. tips do early in project – ideally well before requirements or user stories focus on ideation and brainstorming – not building, architecting or designing can be used within waterfall or agile methodologies or anything in between best to do in cross divisional groups
    199. good ideas here
    200. stakeholder interviews
    201. stakeholder interviews what experiences do internal stakeholders think should happen? what experiences do stakeholders think ARE happening? what assumptions are stakeholders making?
    202. field research
    203. field research what experiences are happening? what experiences are customers expecting? what channels, devices or platforms do customers want to interact with? When? what do customers do if their expectations are disappointed?
    204. touchpoint matrix
    205. touchpoint matrix track all ways customers interact with your organization can use both for as-is and to-be states excellent for corralling complex, multi- channel programs and products great to use for mapping out needed system architectures helpful for non-web/non-technology people to understand impacts
    206. design games 232
    207. 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 Low tech methods create level playing field for multi-disciplinary participants
    208. gamestorming - the book
    209. co-design
    210. 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 Can also call it co-creation, brainstorming, etc (the word ‘design may scare some people)
    211. body storming
    212. body storming sketching not with a pencil and paper, but with our bodies (Dave Gray) physically act out possible experiences often used for designing services, especially within physical environment start with scenario or task, improv the customer and support roles (including props)
    213. business origami (@jessmcmullin)
    214. 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
    215. service inventory
    216. 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)
    217. experience map
    218. experience map customer perspective, actions and reactions throughout interactions triggers and touchpoints intangible and qualitative motivations, frustrations and meanings can get all points of view on the table (e.g. is your experience my experience?)
    219. many different ways to map
    224. ACTIVITYexperience map
    225. please make it better!!
    226. you are ameriprise Ta
    227. accident – the basic sequence1. accident occurs2. exchange information3. tow car4. report to insurance5. progress report6. retrieve car7. resolution
    228. what wouldhave made my experience better?
    229. think about the accident journey the main steps from the customer’s perspective that need to occur in resolving an accident claim what is the desired experience? what would give me a happy face in each section? map out the desired experience – write down the optimal ways to support the holistic, cross channel experience
    230. a framework
    231. service blueprint
    232. service blueprint start with the customer experience track the customer actions include needed touchpoints determine how service components link determine how internal people, processes and systems support
    233. Service Blueprint
    234. SCAD Service Design Project
    235. ACTIVITYexperience matrix
    236. what is neededto support the better experience?
    237. think about use desired experience from last activity most convenient channel/touchpoint for each part of the experience(face to face, mobile app, phone, website, etc) how the experience components need to link together for a holistic cross-channel experience the support people and systems needed EXTRA CREDIT – extra services or benefits to ‘surprise and delight’
    238. a framework
    239. observations?
    240. how to
    242. 5 ways to start1. document the present2. map the future3. get behind the scenes4. cross train5. share the wealth
    243. 1. document the present
    244. not just for fun
    245. can be notes, sketches
    246. or photos
    247. documenting experiences
    248. 2. map the future
    249. getting from point A to point B; and everythingin between
    250. think about thecustomer’s whole journey
    251. 3. get behind the scenes
    252. are experiences supported?
    253. here?
    254. here?
    255. and here?
    256. 4. cross train
    257. it’s amazing what you learn
    258. 5. share the wealth
    259. everyone owns cross channel experience
    260. thank you!!
    261. questions?? samantha starmer @samanthastarmer