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ASIS&T Information Architecture
Designing Services & Systems Across Channels
Jess McMullin, the Centre
for Citizen Experience
Samantha Starmer, REI
April 8, 2010 | Phoenix, AZ
What is multi-channel design?
Why should you care?
Selling the need
Field Research experience
Discovery tools and methods
Solution tools and methods
How to do it
65% of visitors to an online search
engine were looking for further
information in relation to a product or
service they saw in a television
commercial or in a newspaper
Pubblicita offline e ricerche nei motori, 2007
From ‘Information Architecture for Ubiquitous Ecologies’, Andrea
Resmini and Luca Rosati
53% of US online consumers
say they research products
online that they subsequently
Forrester, North American Technographics Retail Online Survey, Q1 2009 (US).
Over half REI
is picked up in a
43% of consumers said they start their
research online or through a mobile
device, but then need to call a customer
service or call center representative to
complete the transaction because the
necessary product or service information
cannot be found online.
Survey by ATG
Envisioning holistic experiences
1. Your travel here…
Forget about the current experience
Ignore how airline ticketing works
2. Imagine you own a new airline
Think about your customer’s journey
Think about possible touchpoints
3. Spend 5 minutes
Ideate a better experience
Note the highlights
Take your new experience
1. Jess and I are the board chairs for your
new airline. We are traditional.
2. Spend 10 minutes
How is your envisioned experience a
How will it drive sales?
How will it save money?
How will it engage customers?
3. Sell it to us!
The most common problems
reported by Web-to-store shoppers
related to discrepancies in prices
and product information across the
Forrester, How Satisfied Are US Consumers With Web-To-Store Shopping?
Designing a holistic experience
means listening holistically:
• Usual UX research, but also
• Call center
• Email queries and feedback
• Live Chat transcripts
• Social Media
• Sentiment Analysis
• Market Research
• Analytics (behavior)
• Store follows/shop alongs
Hang with a new crowd
Make new friends
• IT, or anyone who can build stuff
• Distribution Center
• Customer Service
• Innies with outies, outies with innies
• Different industries
Artists, architects, museum curators, restaurant
workers, baristas, landscapers, hotel
Don’t get overwhelmed
You can’t be everywhere at once
• Target a channel pair
• Focus on incremental progress
• Measure stuff
• Celebrate (and communicate) quick wins
• Get your ‘real’ work done
• Get allies to spread the work
Don’t be grabby
Facilitate vs. Own
Let go of control
• It’s okay when other people start talking about
the customer experience
• It’s okay when other people try to improve the
• It’s okay if you aren’t involved in EVERYTHING
• It’s okay if you aren’t the only one making a
Isn’t it all about the customer?