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Who	
  is	
  using	
  your	
  system?	
  	
  We	
  know	
  them.	
  
Evidence	
  Driven	
  Design	
  


The	
  Cross-­‐Channel	
  Experience	
  
Presented	
  by	
  Nick	
  Finck	
  
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	
  
Twi9er	
  hashtag:	
  #xChannel	
  	
  
UX	
  Lx	
  is	
  the	
  best	
  user	
  experience	
  
conference	
  in	
  the	
  world.	
  	
  
Folks,	
  brace	
  yourselves,	
  today	
  is	
  
going	
  to	
  be	
  full	
  of	
  Awesome.	
  
Overview	
  
1)    DefiniHons	
  	
  
2)    Methods	
  
3)    Tools	
  
4)    Examples	
  
5)    Q&A	
  
90%	
  
90%	
  of	
  businesses	
  say	
  the	
  cross-­‐
channel	
  experience	
  is	
  criMcal	
  to	
  their	
  
business’s	
  success.	
  
- Foviance & Econsultancy, “Multi-channel Customer Experience Report”, Nov 2010	
  
What	
  is	
  cross-­‐channel	
  experience	
  design?	
  
Cross-­‐Channel	
  Experience	
  Design	
  
is	
  the	
  process	
  of	
  designing	
  for	
  all	
  
the	
  touchpoints	
  a	
  person	
  has	
  
with	
  a	
  business	
  regardless	
  of	
  
channel.	
  
Wait!	
  Aren’t	
  you	
  just	
  talking	
  
about…	
  
-­‐  User	
  Experience	
  Design?	
  
-­‐  Customer	
  Experience	
  Design?	
  
-­‐  Service	
  Design?	
  
YES	
  
“70%	
  of	
  US	
  online	
  customers	
  
	
  	
  research	
  products	
  online	
  &	
  
	
  	
  purchase	
  them	
  offline.”	
  
	
  	
  	
  	
  	
  
	
  	
  	
  	
  	
  	
  -­‐	
  Forrester,	
  “Profiling	
  The	
  MulHchannel	
  Customer”,	
  July	
  2009	
  
 	
  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	
  
“53%	
  of	
  mobile	
  searches	
  on	
  
	
  	
  Bing	
  have	
  local	
  intent.”	
  
	
  	
  	
  	
  	
  
	
  	
  	
  	
  	
  	
  -­‐	
  Greg	
  Sterling,	
  Search	
  Engine	
  Land,	
  November	
  2010	
  
3	
  Types	
  of	
  Touchpoints	
  
StaHc	
  Touchpoints	
  
InteracHve	
  Touchpoints	
  
Human	
  Touchpoints	
  
You	
  might	
  think	
  of	
  your	
  work	
  
in	
  the	
  context	
  of	
  a	
  channel	
  
but	
  your	
  customers	
  do	
  not.	
  
So	
  how	
  do	
  we	
  cra_	
  a	
  good	
  
cross-­‐channel	
  experience?	
  
Methods	
  
Observe	
  how	
  people	
  use	
  it	
  
Know	
  the	
  context	
  of	
  use	
  
A>enHon	
  to	
  detail	
  counts	
  
Look	
  for	
  hacks	
  
Follow	
  the	
  whole	
  engagement	
  
Learn	
  the	
  business	
  processes	
  
Understand	
  how	
  employees	
  work	
  
Tools	
  
Audience	
  
On	
  Stage	
  
Backstage	
  
Support	
  Processes	
  &	
  Systems	
  
Customer	
  Journey	
  Map	
  
Experience	
  Map	
  
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
Some	
  Examples	
  
Add	
  a	
  DVD	
  to	
  my	
  queue	
  on	
  the	
  website	
  
Told	
  me	
  when	
  to	
  expect	
  the	
  DVD	
  
DVDs	
  arrives	
  in	
  the	
  mail	
  
…and	
  I	
  can	
  tell	
  them	
  when	
  something	
  went	
  wrong	
  
Confirmed	
  when	
  they	
  received	
  the	
  DVD	
  
I	
  can	
  also	
  stream	
  movies	
  on	
  my	
  Laptop	
  
I	
  can	
  resume	
  the	
  movie	
  on	
  the	
  web	
  
…or	
  through	
  the	
  app	
  
…on	
  Xbox,	
  tablet,	
  smartphone,	
  laptop,	
  or	
  TV.	
  
Asked	
  me	
  how	
  my	
  experience	
  was	
  a<erwards	
  
Compensated	
  me	
  when	
  something	
  went	
  wrong	
  
…and	
  I	
  can	
  tell	
  them	
  when	
  something	
  went	
  wrong	
  
Cross-­‐Channel	
  touchpoints	
  
1)    Web	
  
2)    Email	
  
3)    Packaging	
  
4)    Product	
  
5)    Streaming	
  Media	
  
6)    Mobile	
  
I	
  wanted	
  to	
  get	
  a	
  mountain	
  bike	
  
So	
  I	
  researched	
  them	
  online	
  
I	
  wanted	
  to	
  test	
  them	
  in	
  person	
  
I	
  headed	
  to	
  the	
  store	
  




Photo	
  by	
  Hien	
  Nguyen	
  -­‐	
  h>p://bit.ly/ekeNdN	
  
They	
  had	
  many	
  mountain	
  bikes	
  
…and	
  a	
  place	
  to	
  test	
  them!	
  
Cross-­‐Channel	
  touchpoints	
  
1)    Web	
  
2)    Retail	
  
3)    Product	
  
4)    Sales	
  Support	
  
5)    Environment	
  
So	
  I	
  wanted	
  to	
  watch	
  Game	
  of	
  Thrones…	
  
There	
  is	
  no	
  way	
  to	
  add	
  HBO	
  on	
  the	
  web	
  
So	
  I	
  went	
  to	
  Twi>er…	
  
HBO	
  was	
  added	
  in	
  no	
  Hme	
  
…and	
  then,	
  like	
  magic,	
  I	
  had	
  HBO.	
  
Cross-­‐Channel	
  touchpoints	
  
1)    Web	
  
2)    Click-­‐To-­‐Chat	
  
3)    Social	
  Media	
  
4)    Broadcast	
  Media	
  
Business	
  
Not	
  everyone’s	
  boss	
  is	
  David	
  Brent	
  
…They	
  are	
  more	
  like	
  Neil	
  Godwin.	
  
“We	
  can't	
  solve	
  problems	
  by	
  
	
  	
  using	
  the	
  same	
  kind	
  of	
  	
  
	
  	
  thinking	
  we	
  used	
  when	
  we	
  
	
  	
  created	
  them.”	
  
	
  	
  	
  	
  	
  
	
  	
  	
  	
  	
  	
  -­‐	
  Albert	
  Einstein	
  
We	
  must	
  break	
  down	
  the	
  silos.	
  
We	
  must	
  cross-­‐pollenate	
  
We	
  must	
  work	
  more	
  like	
  a	
  hive	
  
…with	
  a	
  unified	
  vision	
  of	
  what	
  we’re	
  trying	
  to	
  do.	
  
Thank	
  You	
  
QuesMons	
  
Follow-­‐up	
  quesHons	
  
•    ConsulHng:	
  BlinkInteracHve.com	
  
•    Personal:	
  NickFinck.com	
  
•    Email:	
  nick@blinkinteracHve.com	
  
•    Twi>er:	
  @nickf	
  

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