Cross-Channel Experience Design
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When I worked at SapientNitro and at RBC, I conducted Lunch & Learn sessions outlining principles and tools for doing Cross-Channel Design. The material for the presentation was compiled and synthesized from a number of workshops and sessions I attended at the Information Architecture Summit in 2012, plus contemporary online articles and books.
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Cross-Channel Experience Design
- 1. Lunch & Learn | 27 November 2013
- 6. “Seamless, cross-channel experiences are the way of the future, as technology fades into the background and the personal, physical, and social context determine the methods we use to interact with information.” – Tyler Tate
- 8. 8 Can be physical or digital Devices Media Networks People Locations
- 9. 9 Offer the same product or service through different channels A customer uses one channel to complete a task
- 10. bank teller image via: http://www.banktellersalaryx.com/wp-content/uploads/2012/02/bank-teller1.jpg
- 11. 11 Provide a product or service that can only be fully appreciated when experienced across multiple environments, media, and channels
- 12. movie poster via: http://images.wikia.com/matrix/images/d/df/Matrix_High.jpg, videogame still via: http://www.thebestlittlefilmhouse.com/ekmps/shops/tblfh01/images/the-matrix-comics-volume-2-paperback- 2004--368-p.jpg, comic book cover via: http://images.techtree.com/ttimages/story/slowmoaction.jpg
- 13. 13 Provide an ecosystem Customers move from one channel to the next to complete a task
- 14. iPod image via: http://static.skattertech.com/files/2007/09/apple-ipod-touch.jpg
- 15. 15 Blur the boundaries between channels Make the experience as fluid as possible
- 18. 18 Determine a mix of devices, platforms, and media Consider: Where? What goals? Why digital? What other channels?
- 20. 20 Make the design – store, web, packaging – visually consistent Display the same information across channels at each stage of the customer journey Balance consistency against local optimization
- 21. store photo via : http://www.shopcherrycreek.com/directory/victorias_secret_victorias_secret_beauty
- 23. 23 Guide transitions between channels through calls to action, links, tags, signs, maps Facilitate moving from one step to the next Turn steps into a gentle slope (HCI), OR Make ascending the steps entertaining (gamification)
- 26. 26 Manage flow between channels Allow the user to pick up where they left off through bookmarks, resume functionality, etc.
- 28. 28 Keep in mind three different types of context: Place Mindset Social
- 29. Starbucks ad photo via: http://speakerdeck.com/u/wallowmuddy/p/forget-channels-context-is-king BMW billboard photo via: http://ejncommunications.wordpress.com/2012/01/25/bmw-vs-audi-billboard-war/
- 32. 32 Identify and resolve channel conflict through realignment of incentives, metrics, the business model, and the org chart
- 35. 35 Name / Role / Type Motivations and Needs Behaviours System Features Scenarios
- 37. 37 Narrative – activities taking place over time Relationships and Engagement Touchpoints
- 39. 39 Lens – POV or filter for the map – persona / value proposition / guiding principles Journey Map Qualitative Insight – thoughts, feelings Quantitative Insight – surveys, web analytics Takeaways
- 41. 41 Devices Contexts Activities
- 43. 43 Channels Stages Actions / Tools / Artifacts
- 45. 45 Customer/User Actions Service Interactions Supporting Interactions and Activities – behind the scenes Physical Evidence
- 47. 47 User Tasks Channels Priorities – by task, per channel Shared Components – across channels
- 49. 49 Value Proposition Infrastructure Customers Finances
- 52. 52 Generate dialogue Gain understanding Get alignment Create guiding principles Plan Drive design
- 53. Questions?
- 55. 55 “Design for Cross-Channel Experiences” – Peter Morville & Samantha Starmer http://www.slideshare.net/morville/design-for-crosschannel-experiences & http://www.slideshare.net/sstarmer/ia-summit-cross-channel-workshop “The Cross-Channel Experience” – Nick Finck http://www.slideshare.net/nickf/the-cross-channel-experience-uxlx “Forget Channels – Context is King” – Emily Wengert https://speakerdeck.com/u/wallowmuddy/p/forget-channels-context-is-king “Connecting the Dots of User Experience” – Gianluca Brugnoli http://www.slideshare.net/frogdesign/brugnoli-system-ux-1061731
- 56. 56 “The Rise of Cross Channel UX Design” – Tyler Tate http://uxmatters.com/mt/archives/2011/10/the-rise-of-cross-channel-ux-design.php “Cross-Channel Strategy” – Peter Morville http://findability.org/archives/000652.php “Using Customer Journey Maps to Improve Customer Experience” – Adam Richardson http://blogs.hbr.org/cs/2010/11/using_customer_journey_maps_to.html “The Anatomy of an Experience Map” – Chris Risdon http://adaptivepath.com/ideas/the-anatomy-of-an-experience-map “Cross-Channel Blueprints: A tool for modern IA” – Tyler Tate http://tylertate.com/blog/2012/02/21/cross-channel-ia-blueprint.html “The Business Model Canvas” – Alex Osterwalder & Yves Pigneur http://www.businessmodelgeneration.com/canvas
- 57. 57 Pervasive Information Architecture – Andrea Resmini & Luca Rosati (2011) http://pervasiveia.com/ This is Service Design Thinking – Marc Stickdorn, Jakob Schneider, et. al. (2011) http://thisisservicedesignthinking.com/ Thinking in Systems: A Primer – Donella Meadows (2008)
- 58. Jen Vetterli
Editor's Notes
- Let’s start off with why we’re doing this in the first place – why is this important?
- The number of devices that a user can interact with is proliferating
- The digital space is becoming increasingly fragmented – it’s not just websites, but different online tools and networks
- Extending well beyond digital, the number of touchponts that a customer interacts with is multiplying
- The point is that everything is evolving and becoming more complex and intertwined It’s not even about technology anymore, it’s about the experience Users are demanding experiences that are seamless
- “Channel” is a term that’s used kind of loosely
- We used to talk about designing multi-channel experiences Multi-channel and cross-channel started out being synonymous
- Banking has traditionally been a multi-channel experience You can complete a transfer in a branch, at an ATM, over the phone, on the website, or with a mobile device Same task – you just pick one channel and go with it
- “Cross-media” isn’t a commonly-used term, but it does pop up sometimes Cross-media experiences are very immersive
- The Matrix universe has movies, websites, video games, books, side projects – all of which contain different nuances and tidbits that together form a deep and complex experience
- As we’ve said before, cross-channel is different from multi-channel
- Apple’s products are often said to be an ecosystem, with different devices and touchpoints working together to create an experience For listening to music, the iPod, the iTunes software on your desktop, and the iTunes store all perform different functions
- Descriptions of “omni-channel” make it sound a lot like cross-channel Stresses the fact that customers don’t think in terms of crossing channels – they just do it It’s all one big experience as far as they’re concerned
- Now that we’ve defined what cross-channel is, let’s talk about how a cross-channel experience is put together
- This is a framework that was developed by Peter Morville – other people have put forward similar sets of criteria This is a basic set of attributes around what makes for a good cross-channel experience
- Composition is about the pieces that make up a cross-channel experience There are many possibilities and a lot to consider
- In planning the composition of your experience, can be helpful to think about all the different touchpoints that could potentially occur Touchpoints are all the places where a customer interacts with your organization Can get very complicated Might be helpful to take a faceted approach, looking at the touchpoints from different angles and in different combinations
- As much as you want to be consistent in your approach, also keep in mind that some channels are better suited for certain things than other Balance maintaining uniformity of experience against leveraging individual strengths of each channel
- Here’s a good example of consistency – the home page of the website for Victoria’s Secret looks a lot like what you see in a physical store
- Here’s a bad example of consistency – print ads for REI use a different naming convention for a product than what is found on the website
- Connections need to be really clear – cross-channel experiences are relatively new, and people often have no idea what can be done
- Here are a couple examples of connections from digital to physical: I booked a flight online with Porter and they emailed me my boarding pass – I saved this version to my phone, and they scanned the QR code off my phone at the airport I was checking IKEA’s mobile website for some bookcases – I could look up if they were in stock at the nearest store – they were, and it even told me what aisle to find them in
- Here’s an example for moving from the desktop to mobile – I was searching online for a book, and landed on this Google Books page – there’s a QR code that would enable me to visit the Google Play store on my phone and download the ebook right away And of course there are plenty of examples from physical going to digital, either using a QR code or a text-based URL
- Related to connection – less about how you move between channels and more about what happens when you do Continuity is often facilitated using log-in states – if I were to create an online account with IKEA, my shopping list could be accessed both on the desktop site and on mobile
- When you view movies on Netflix, you can move between devices, and it remembers exactly where you left off
- Context lends important nuance to how a channel is used For example, we used to make assumptions about how people used mobile devices – they were always on the go, in a rush, wanted simplicity above all else – this isn’t always true People don’t use the same channel the same way all the time – use is governed by context
- Print ads and out-of-home advertising do context of place very well This Starbucks ad is very specific to its context in an airport This BMW billboard is very clever in its placement next to the Audi billboard
- Here’s an example showing how the context of mindset leads to emphasis of different elements in two products that essentially do the same thing – two music playlist managers – one emphasizes browsing a library to create your list, and then it’s just a playback device, while the other product shows you “performing” for a virtual audience
- Social considerations can play out against physical context In the digital space, something like an online bridal registry – which is essentially a shopping list – has a social component – you could be worried about what people think of you, based on the types of items you list in your registry and how expensive they are In the physical space, even though people might not know who you are, using a kiosk in a store, they can still see you, so depending on what you’re doing at that kiosk, you also worry about what they might think
- Managing conflict isn’t part of the experience itself, but is essential to making the experience happen seamlessly Conflict can be really tricky to mediate – in some situations, different channels can actually be incentivized to work against each other, with the result being that, while one channel might “win” over the others, it’s really the customer who loses
- Here’s one instance where organizational silos were addressed – you’ll recall the example with REI where the product name in the print ad didn’t match what the product was called on the website – one of the things REI did to address that was to move all the people who created content for different channels into a single group
- A lot of these tools that I’m going to show are kind of similar, both visually and in some of the information that they contain, but they each have a different focus You likely wouldn’t use all these tools on a single project – you’d pick a few based on what you wanted to focus on, what you’re trying to solve, how much information you had, and how much time you had
- Personas – or archetypes, which are stripped-down personas – have been around for a while, and there’s been something of a persona backlash in the UX community, but they still underpin a lot of UX work They’re not unique to cross-channel design, but they do form a foundation for other tools that are more specific to cross-channel Personas answer the question of who the customer is
- Personas can vary in format, but the overall structure often looks a lot like this
- This is often the next step after creating personas – again, these journeys aren’t unique to cross-channel work, but provide a foundation While a persona is usually frozen in time, the user/customer portrayed in a journey changes as they progress through it
- Many ways to draw a customer journey map Typically, it depicts a number of phases or stages – often linear, but not always Maps different attributes against each phase/stage What you map will vary – depends on what you want to accomplish/communicate with the map
- Experience maps are kind of like customer journey maps on steroids
- Like customer journey maps, there’s no one standard way to draw them In this example here, you can see in the journey how the customer interacts with different channels
- Touchpoint matrix is more specific to cross-channel design Again, touchpoints are all the places and instances where a customer interacts with an organization
- This is a really simple matrix that maps devices or touchpoints against the actions that each one supports You can super-imposed different personas on the matrix – each persona interacts differently with the touchpoints and may perform different tasks in a different order
- Touchpoint inventory is very similar to touchpoint matrix, but with slightly different information
- A touchpoint inventory is similar to a touchpoint matrix, but is more extensive in terms of depth and breadth
- Service blueprints are a tool from the field of service design, which pre-dates cross-channel design Because of their focus, they might not necessarily be the best tool for creating digital experiences, but they do capture some useful information
- You can see that the scope of this tool goes well beyond digital, and captures a lot of experience enablers that might otherwise be overlooked
- Cross-channel blueprints were inspired by service blueprints, but have more of a digital focus
- Cross-channel blueprints draw on service blueprints, but also have overlap with the touchpoint matrix and touchpoint inventory – what it adds is prioritization and capturing of shared assets
- Good for understanding the business, can be used as a dialog tool for working with the client
- As you work through this tool, especially with a client or stakeholder, you create an understanding of the underlying business – its focus, its problems, its value proposition This tool can often uncover gaps and misalignments
- This is not the end, it’s just a means to an end While you’re putting all this together, the contents of the tools you’re using might generate more questions than they answer – need to talk it through with team and the client/stakeholder The tools then provide the framework and foundation upon which the actual design of the experience is based