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The importance of cross channel experiences

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Today, every company is in the user experience (UX) business. Naturally, the best brands place the user at the centre of the ‘product’ experience meaning that the users enjoy a richer, consistent, seamless and delightful experience regardless of the channel.

In todays omni and cross-channel world, users expect a consistent and meaningful experience everywhere; they jump between touch-points, expecting to see the same data or marketing material across all the touch points, optimised visually and contextually for each channel depending on its capabilities. The role of the CMO and the Product Designer has grown from initial consideration of web, mobile and email screens towards facilitating users’ switch between modalities; further challenges and opportunities are even raised by the Internet of Things’ presentation of low-powered devices, interconnecting to websites and smartphones (via APIs).

In this presentation, as well as providing some examples of how some great brands provide a cross and omni-channel experience, Danny will providing guiding principles on how to design experiences across channels. He will draw analogies based on successful client work, built on Cyber-Duck research-driven, user-centred design (UCD) process, which blends with lean and agile project management methodologies to achieve ISO accreditation.

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The importance of cross channel experiences

  1. 1. T H E I M P O RTA N C E O F C R O S S C H A N N E L E X P E R I E N C E S DANNY BLUESTONE, APRIL 2015
  2. 2. 1. I N T R O D U C T I O N 2. W H Y I S T H E C R O S S C H A N N E L E X P E R I E N C E I M P O R TA N T 3. W H AT P R I N C I P L E S S H O U L D W E C O N S I D E R ? 4. H O W T O D E L I V E R C R O S S - C H A N N E L E X P E R I E N C E S 5. W H E N A N D W H E R E C A N I T B E A P P L I E D 6. S U M M A RY
  3. 3. I N T R O D U C T I O N
  4. 4. W H Y I S T H E C R O S S C H A N N E L E X P E R I E N C E S S O I M P O R TA N T ?
  5. 5. Image: http://www.fuseproject.com/work/sodastream/mix/?focus=communications T H E U S E R I S AT T H E N U C L E U S O F D I G I TA L , P R O D U C T A N D M A R K E T I N G
  6. 6. I o T I S T H E P R E C U R S O R O F C R O S S C H A N N E L IMAGE:
  7. 7. Image:https://www.youtube.com/watch?v=NMacTuHPWFI B R A N D L O YA LT Y I S A M P L I F I E D
  8. 8. M U LT I P L E C H A N N E L S H E L P T O C R E AT E A D D I C T I V E B E H AV I O U R S
  9. 9. P O R TA L S A N D S Y S T E M S M A K E C R O S S - C H A N N E L E X P E R I E N C E S P O S S I B L E
  10. 10. E X P E C TAT I O N S E N G A G E M E N T S E C U R I T Y O P P O R T U N I T I E S W H Y A R E C R O S S - C H A N N E L E X P E R I E N C E S S O I M P O R TA N T ?
  11. 11. C U S T O M E R S WA N T E N G A G E M E N T B R A N D S WA N T L O YA LT Y VA L U E = http://www.1emulation.com/forums/topic/34786-opinion-oculus-ridiculous-my-take-on-the-oculus-rift/
  12. 12. D O N ’ T G E T L E F T B E H I N D
  13. 13. G U I D I N G P R I N C I P L E S
  14. 14. H T T P : / / A L LT H I N G S D . C O M / 2 0 1 3 0 5 2 9 / T O M O R R O W L A N D - T O D A Y- D I S N E Y- M A G I C B A N D - U N L O C K S - N E W - G U E S T- E X P E R I E N C E - F O R - PA R K - G O E R S / Image: http://www.telegraph.co.uk/culture/disney/10381103/Disney-celebrates-90th-birthday.html T H E W O R L D S F I R S T O F F I C I A L ‘ E X P E R I E N C E ’ D E S I G N E R
  15. 15. C H A N N E L A N D T O U C H - P O I N T AVA I L A B I L I T Y P R I N C I P L E 1 / 4
  16. 16. H T T P : / / A L LT H I N G S D . C O M / 2 0 1 3 0 5 2 9 / T O M O R R O W L A N D - T O D A Y- D I S N E Y- M A G I C B A N D - U N L O C K S - N E W - G U E S T- E X P E R I E N C E - F O R - PA R K - G O E R S / Image: http://www.wired.com/2015/03/disney-magicband/ I N N O VAT E N E W U S E C A S E S O F AVA I L A B L E T O U C H P O I N T S A N D C H A N N E L S
  17. 17. Image: http://doubletree3.hilton.com/en/hotels/florida/doubletree-suites-by-hilton-hotel-orlando-lake-buena-vista-MCOFHDT/attractions/walt-disney-world.html S U R P R I S E A N D D E L I G H T C U S T O M E R S W I T H C R O S S - C H A N N E L E X P E R I E N C E S
  18. 18. http://www.wordstream.com/blog/ws/2011/10/12/online-marketing-and-technology-news I N N O VAT I O N I N C U S T O M E R E X P E R I E N C E C A N O N LY S T E M F R O M T H E B R A N D S T R AT E G Y
  19. 19. “DESIGN DRIVES INNOVATION; INNOVATION POWERS BRAND; BRAND BUILDS LOYALTY; AND LOYALTY SUSTAINS PROFITS.” Image: http://www.brandingbricks.com/2014/06/20/post-199-a-brand-interview-with-marty-neumeier-part-1/ MARTY NUMEIER, 
 THE DESIGNFUL COMPANY
  20. 20. I N T E L L I G E N T P E R S O N A L I S AT I O N S H O U L D B E AVA I L A B L E B A S E D O N U S E R L O G I N
  21. 21. I S AVA I L A B I L I T Y E N O U G H T O E N G A G E C U S T O M E R S A C R O S S C H A N N E L S ?
  22. 22. P R O V I D E T H E R I G H T C O N T E N T B A S E D O N I N S I G H T S A N D D ATA
  23. 23. T H R O U G H O U T T H E T O N E O F V O I C E , I N T E R FA C E S A N D S T Y L E C O N S I S T E N C Y P R I N C I P L E 2 / 4
  24. 24. Image: http://sidedish.dmagazine.com/2014/01/16/sneak-preview-texas-first-nespresso-boutique-to-open-in-northpark-soon/ A N U N M I S TA K E A B L E E X P E R I E N C E E V E N W H E N R E C Y C L I N G C AT R I D G E S !
  25. 25. Image: http://www.marketingfacts.nl/berichten/waarom-george-clooney-verkoopt-en-vierkante-activia-intenser-smaakt
  26. 26. Image: http://www.marketingfacts.nl/berichten/waarom-george-clooney-verkoopt-en-vierkante-activia-intenser-smaakt L O O K O U T F O R I N C O N S I S T E N T I N T E R A C T I O N S A N D V I S U A L S T Y L E S A C R O S S C H A N N E L S
  27. 27. L E V E R A G I N G E A C H C H A N N E L S A D VA N TA G E S T O E N H A N C E T H E E X P R I E N C E C O N T E X T O P T I M I S E D P R I N C I P L E 3 / 4
  28. 28. Image: http://m.fastcompany.com/3039308/mobile-orders-will-make-starbucks-coffee-more-addictive-than-ever U S E D I G I TA L C H A N N E L S T O R E D U C E F R I C T I O N I N T H E P H Y S I C A L W O R L D
  29. 29. M O V I N G F R O M C H A N N E L T O C H A N N E L S E A M L E S S P R I N C I P L E 4 / 4
  30. 30. I F A U S E R S T O P S A N A C T I V I T Y, H E L P T O L E A D T H E M B A C K T O W H E R E T H E Y W E R E
  31. 31. W R A P P I N G U P…
  32. 32. “UX WITHOUT USER RESEARCH IS NOT UX” Image: http://www.1stwebdesigner.com/usability-tips-howto/ JAKOB NIELSEN PHD, USEIT.COM
  33. 33. C O N C L U S I O N 1. E N S U R E AVA I L A B I L I T Y A N D S E A M L E S S E X P E R I E N C E S 2. P R O V O K E E M O T I O N S B U T B E C O N S I S T E N T 3. O P T I M I S E F O R U S A G E A C R O S S C O N T E X T 4. D E S I G N I N G S C A L A B L E S Y S T E M S A N D B R A N D S 5. P U T T H E U S E R AT T H E H E A R T O F T H E E X P E R I E N C E
  34. 34. T H A N K Y O U ! @ C Y B E R D U C K _ U K @ D A N N Y _ B L U E S T O N E Credits to responsivelogos.co.uk for providing examples of how logos can scale across devices and browsers

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