The cross channel experience - UXLx
No matter how many departments your organization has, to your customers, it's all the same business. They expect a cohesive experience across all touch-points with your company, regardless of whether it's related to advertising, customer service, social presence, or the actual product or service you provide. The satisfaction of your customers, and thereby the success of your organization, depends in no small part on your ability to create a cohesive and consistently high-quality cross-channel experience. Some examples of disjointed cross-channel experiences are: The customer has to inform the customer service representative of what the website says about their own return policy. The specifications of a product online does not match the actual product a customer goes to pick up in the retail store. The experience of the mobile application is far superior to the experience of the standard web application or software application. The customer has to make three different phone calls to get their account changed because the information is stored in three separate business units. Applying consideration for the cross-channel experience is much easier said than done. It requires a significant level of coordination and collaboration between the stakeholders, to understand not just how to optimize their particular part of the service, but to maintain that optimal and consistent experience throughout. For example, the customer service department can do a great job of correcting a problem after the fact, but they can add greater value to the product or service as a whole by collaborating with sales and product teams to prevent the issue from arising in the first place. In this presentation, you will gain a better understanding of the different ways your customers might interact with your business. We will show how you can map out these touchpoints and help drive the creation of a cohesive experience across the various channels. We will show you how to navigate the political waters within your business to implement a true cross-channel design, which will build great experiences for your customers, regardless of how they are engaging with your business.
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The cross channel experience - UXLx
- 1. Who is using your system? We know them. Evidence Driven Design The Cross-‐Channel Experience Presented by Nick Finck
- 2. About Me User Experience Evangelist Blink InteracHve Personal Site NickFinck.com Twi9er @nickf Nominated Sea>le’s sexiest geek Photo by Jeff Cro< -‐ h>p://bit.ly/g0hPil
- 4. UX Lx is the best user experience conference in the world.
- 5. Folks, brace yourselves, today is going to be full of Awesome.
- 6. Overview 1) DefiniHons 2) Methods 3) Tools 4) Examples 5) Q&A
- 7. 90%
- 8. 90% of businesses say the cross-‐ channel experience is criMcal to their business’s success. - Foviance & Econsultancy, “Multi-channel Customer Experience Report”, Nov 2010
- 9. What is cross-‐channel experience design?
- 10. Cross-‐Channel Experience Design is the process of designing for all the touchpoints a person has with a business regardless of channel.
- 11. Wait! Aren’t you just talking about… -‐ User Experience Design? -‐ Customer Experience Design? -‐ Service Design?
- 12. YES
- 13. “70% of US online customers research products online & purchase them offline.” -‐ Forrester, “Profiling The MulHchannel Customer”, July 2009
- 14. 65% of search visitors are looking for further info on something they saw via another channel. -‐ Andrea Resmini & Luca RosaH, “IA for Ubiquitous Ecologies”, 2007
- 15. “53% of mobile searches on Bing have local intent.” -‐ Greg Sterling, Search Engine Land, November 2010
- 16. 3 Types of Touchpoints
- 20. You might think of your work in the context of a channel but your customers do not.
- 21. So how do we cra_ a good cross-‐channel experience?
- 22. Methods
- 23. Observe how people use it
- 24. Know the context of use
- 25. A>enHon to detail counts
- 26. Look for hacks
- 27. Follow the whole engagement
- 28. Learn the business processes
- 29. Understand how employees work
- 30. Tools
- 31. Audience
- 32. On Stage
- 33. Backstage
- 34. Support Processes & Systems
- 36. Experience Map
- 37. Service Blueprint Twitter Experience Physical Tweet Blog Post Comment Form Tweet Twitter Profile DM button on Twitter URL on Twitter profile Evidence Profile User Actions Clicks on link Reads blog post Comments on post @Replies to Tweet Follows on Twitter DMs over Twitter Visits Website Line of Interaction Onstage Contact Post to Twitter Publish blog post Responds to comment Respond to @Reply Analyze followers Respond to DM Analyze web logs Person Line of Visibility Backstage Review, edit, & Review, edit, & Review, edit, & Review, edit, & Contact approve blog post approve comment approve responce approve responce reply Person Line of Internal Interaction Support Metricly & Google CoTweet ExpressionEngine ExpressionEngine CoTweet Metricly CoTweet Processes Analytics
- 38. Some Examples
- 40. Add a DVD to my queue on the website
- 41. Told me when to expect the DVD
- 42. DVDs arrives in the mail
- 43. …and I can tell them when something went wrong
- 44. Confirmed when they received the DVD
- 45. I can also stream movies on my Laptop
- 46. I can resume the movie on the web
- 47. …or through the app
- 48. …on Xbox, tablet, smartphone, laptop, or TV.
- 49. Asked me how my experience was a<erwards
- 50. Compensated me when something went wrong
- 51. …and I can tell them when something went wrong
- 52. Cross-‐Channel touchpoints 1) Web 2) Email 3) Packaging 4) Product 5) Streaming Media 6) Mobile
- 54. I wanted to get a mountain bike
- 55. So I researched them online
- 56. I wanted to test them in person
- 57. I headed to the store Photo by Hien Nguyen -‐ h>p://bit.ly/ekeNdN
- 58. They had many mountain bikes
- 59. …and a place to test them!
- 60. Cross-‐Channel touchpoints 1) Web 2) Retail 3) Product 4) Sales Support 5) Environment
- 62. So I wanted to watch Game of Thrones…
- 63. There is no way to add HBO on the web
- 64. So I went to Twi>er…
- 65. HBO was added in no Hme
- 66. …and then, like magic, I had HBO.
- 67. Cross-‐Channel touchpoints 1) Web 2) Click-‐To-‐Chat 3) Social Media 4) Broadcast Media
- 68. Business
- 69. Not everyone’s boss is David Brent
- 70. …They are more like Neil Godwin.
- 71. “We can't solve problems by using the same kind of thinking we used when we created them.” -‐ Albert Einstein
- 72. We must break down the silos.
- 74. We must work more like a hive
- 75. …with a unified vision of what we’re trying to do.
- 76. Thank You
- 77. QuesMons
- 78. Follow-‐up quesHons • ConsulHng: BlinkInteracHve.com • Personal: NickFinck.com • Email: nick@blinkinteracHve.com • Twi>er: @nickf