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ASIS&T Information Architecture Summit 2011Beyond Digital: Designing for     a Cross Channel Future          Jess McMullin...
Today What is cross-channel design? Why should you care? Selling the need Case Study Field Research experience Disco...
[Jess’s intro]
first time at brick &              mortar     http://www.flickr.com/photos/dirpic
10 years in    Waitress picturerestaurant business
Whycross channel design
a story…           http://www.flickr.com/photos/sugarpond/3016905349
Australian information          architecture            conference
Sydney pictureimagined myself in          Sydney
but I’m aprocrastinator
oh crap
huh. an electronic Visa.well, that’s pretty cool.
except I can’tcheck in online
even though I bought my   tickets and Visa online
damn, have to talk to a               person               http://www.flickr.com/photos/mkooiman/787191703
waited in long check-in                   line               http://www.flickr.com/photos/jopoe/4569447498
http://www.flickr.com/photos/bryansblog/411455656
Flight agent picture                  http://www.flickr.com/photos/dykstranet/211106615
“this won’t  work”
Censor                 ed!but, it has official stuff  and numbers and …
“i’m a human,not a machine”
Flight agent picture                  http://www.flickr.com/photos/dykstranet/211106615
“what’s your itinerary?”
thank god I’m old           school
what about my    visa?
Sleeping at Airport                 http://www.flickr.com/photos/feline_dacat/3197429380
“i have no idea”
Flight agent picture                  http://www.flickr.com/photos/dykstranet/211106615
http://www.flickr.com/photos/slworking/4169134307
“Change screens, Pillow Pillow”               “Where’s the Pillow?”“Didn’t they cover that in training?”              “Bac...
lesson?F     http://www.flickr.com/photos/pjern/2150873799
our lives arecross channel
design for theholistic experience
don’t design for just website
…app
…or physical environment               http://www.flickr.com/photos/24218656@N03/4589621372/
digital and physical        are colliding
70% of US onlineconsumers researchproducts online and    purchase them             offline    Forrester, Profiling The Mul...
53% of mobile searches on Binghave a local intent                                                                   Greg S...
technology is everywhere
‘integrated      experiences               are       few and far         between’                         Alexandra Descha...
customersdon’t think     about  channels
http://www.crwgraphics.com/blog/wp-content/uploads/2010/08/multichannel-marketing.bmp
customers  don’t thinkabout design  disciplines
http://www.kickerstudio.com/blog/images/ux.jpg                        http://www.jjg.net/elements/pdf/elements.pdf        ...
customersdo think aboutyour company
acrosstime, touchpoi        nts and   experiences
however we want         to shop
whenever we see     your brand       http://www.flickr.com/photos/cdevers/3388665920
outsidehttp://www.flickr.com/photos/cafemama/542656019
insidehttp://www.flickr.com/photos/penmachine/2971108982
packaging http://www.flickr.com/photos/streamishmc/2391505902
signshttp://www.flickr.com/photos/andrewbain/2510253694
employees  http://www.flickr.com/photos/7577938@N02/4897443265
things outside our           control         http://www.flickr.com/photos/jaxphotography/267129315
design cross channel         experiences
design for theholistic experience
Envisioning holistic experiences1.   Your travel here…      Forget about the current experience      Ignore how airline ...
Jess’s airline   story
SELLcross channel design
Do some research             http://www.flickr.com/photos/euthman/2097753744
Understand executives’ goals
Use metrics              http://www.flickr.com/photos/iliahi/2606645766/
Online vs. Offline                     130     30
Soft Skills
Patience           http://www.flickr.com/photos/dirkjankraan/4092709643
Start at the grassroots                http://www.flickr.com/photos/cobalt/282227013
But work towards top-down           http://www.flickr.com/photos/flickrmarcus/3382920952
Where are the bodies?
Understand organizational structure  Understand Org Structure
Don’t boil the ocean
Tell a Fairy Tale
There is a craving for  stories that showpeople what is possible             ~Fred Collopy
Case Study@jessmcmullin@samanthastarmer   77
IA Summit JourneyAwarenessInterest                                Formal/Informal gatheringsApproval                      ...
StakeholderInterviews@jessmcmullin@samanthastarmer   79
Break!         http://www.flickr.com/photos/johnmcnab/42988123
FieldResearch@jessmcmullin@samanthastarmer   81
What to look for....• People• Touchpoints• Interactions• Flow@jessmcmullin@samanthastarmer       82
Welcome Back from the Field!Now Lunch...See you at 1:00@jessmcmullin@samanthastarmer               83
Discovery@jessmcmullin@samanthastarmer   84
Bodystorming@jessmcmullin@samanthastarmer   85
@jessmcmullin@samanthastarmer   http://www.flickr.com/photos/xian/3763798434   86
TouchpointMatrix@jessmcmullin@samanthastarmer   87
Hello Future@jessmcmullin@samanthastarmer   http://brandtouchpointmatrix.com/   88
Customer Journey Mapping@jessmcmullin@samanthastarmer   89
Adaptive Pathhttp://www.flickr.com/photos/sethandalexa/3747145717    @jessmcmullin    @samanthastarmer                    ...
nForm@jessmcmullin@samanthastarmer   91
@jessmcmullin@samanthastarmer   92
Maya Design@jessmcmullin@samanthastarmer   93
Journey Mapping Exercise                   Touch   Touch   Touch   Touch                                                  ...
Journey Mapping Exercise                   Step 1   Step 2    Step 3    Step 4 Touchpoint Touchpoint Touchpoint Touchpoint...
From Insightsto Solutions@jessmcmullin@samanthastarmer   96
Solution=Facilitation@jessmcmullin@samanthastarmer   97
Facilitation=Giving upownership@jessmcmullin@samanthastarmer   98
It’s ok. Really.@jessmcmullin@samanthastarmer   99
MentalModels@jessmcmullin@samanthastarmer   100
Mental Models@jessmcmullin@samanthastarmer   101
Mental Models@jessmcmullin@samanthastarmer                                                  102                   http://w...
Mental Models@jessmcmullin@samanthastarmer   103
UXSwimlanes@jessmcmullin@samanthastarmer   104
UX Swimlanes@jessmcmullin@samanthastarmer   105
@jessmcmullin@samanthastarmer   106
BusinessOrigami@jessmcmullin@samanthastarmer   107
Paper Prototyping for Systems Design@jessmcmullin@samanthastarmer                       108
Business Origami Session@jessmcmullin@samanthastarmer           109
@jessmcmullin @samanthastarmer                                                                     110Courtesy Prof. Kenta...
@jessmcmullin@samanthastarmer   111
@jessmcmullin@samanthastarmer   112
@jessmcmullin@samanthastarmer   113
@jessmcmullin@samanthastarmer   114
@jessmcmullin@samanthastarmer   115
@jessmcmullin@samanthastarmer   116
@jessmcmullin@samanthastarmer   117
@jessmcmullin@samanthastarmer   118
@jessmcmullin@samanthastarmer   119
@jessmcmullin@samanthastarmer   120
@jessmcmullin@samanthastarmer   121
@jessmcmullin@samanthastarmer   122
ServiceBlueprint@jessmcmullin@samanthastarmer   123
Service Blueprint               http://lovelearn.wordpress.com/2009/07/11/initial-blueprint/@jessmcmullin@samanthastarmer ...
Service Blueprint Elements•    Physical Evidence•    Customer Actions•    Onstage, Customer Facing Employee Actions•    Ba...
@jessmcmullin@samanthastarmer   126
Service Blueprinting Exercise   Physical   Evidence   Customer   Actions   Onstage   Employee   Actions   Backstage   Empl...
Break!@jessmcmullin@samanthastarmer                                          128                   http://www.flickr.com/p...
HOWto start
Marketing makes        promises The experience (regardless ofchannel) has to deliver on those           promises
on ramps and off ramps
Close the loop                 http://www.flickr.com/photos/pelegrino/3957449915
Make Business Case               http://www.flickr.com/photos/10458725@N02/3042138367
Listen
Designing a holistic experiencemeans listening holistically:•   Usual UX research, but also•   Call center•   Email querie...
Get collaborators                    http://averagecats.com/pa
Make new friends   Marketing•   IT, or anyone who can build stuff•   Finance•   Distribution Center•   Customer Service• ...
Don’t get overwhelmed http://tlc.discovery.com/tv/hoarding-buried-alive/slideshows/before-and-after-episodes-1-4-02.html
You can’t be everywhere at once• Target a channel pair• Focus on incremental progress• Measure stuff• Celebrate (and commu...
Don’t be grabby                  http://www.flickr.com/photos/jimfrazier/1810966604/
Let go of control• It’s okay when other people start talking about  the customer experience• It’s okay when other people t...
Beyond Digital - IA Summit 2010 Workshop
Beyond Digital - IA Summit 2010 Workshop
Beyond Digital - IA Summit 2010 Workshop
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Beyond Digital - IA Summit 2010 Workshop

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Beyond Digital - IA Summit 2010 Workshop

  1. 1. ASIS&T Information Architecture Summit 2011Beyond Digital: Designing for a Cross Channel Future Jess McMullin, the Centre for Citizen Experience Samantha Starmer, REI March 30, 2011 | Denver, CO
  2. 2. Today What is cross-channel design? Why should you care? Selling the need Case Study Field Research experience Discovery tools and methods Solution tools and methods How to do it
  3. 3. [Jess’s intro]
  4. 4. first time at brick & mortar http://www.flickr.com/photos/dirpic
  5. 5. 10 years in Waitress picturerestaurant business
  6. 6. Whycross channel design
  7. 7. a story… http://www.flickr.com/photos/sugarpond/3016905349
  8. 8. Australian information architecture conference
  9. 9. Sydney pictureimagined myself in Sydney
  10. 10. but I’m aprocrastinator
  11. 11. oh crap
  12. 12. huh. an electronic Visa.well, that’s pretty cool.
  13. 13. except I can’tcheck in online
  14. 14. even though I bought my tickets and Visa online
  15. 15. damn, have to talk to a person http://www.flickr.com/photos/mkooiman/787191703
  16. 16. waited in long check-in line http://www.flickr.com/photos/jopoe/4569447498
  17. 17. http://www.flickr.com/photos/bryansblog/411455656
  18. 18. Flight agent picture http://www.flickr.com/photos/dykstranet/211106615
  19. 19. “this won’t work”
  20. 20. Censor ed!but, it has official stuff and numbers and …
  21. 21. “i’m a human,not a machine”
  22. 22. Flight agent picture http://www.flickr.com/photos/dykstranet/211106615
  23. 23. “what’s your itinerary?”
  24. 24. thank god I’m old school
  25. 25. what about my visa?
  26. 26. Sleeping at Airport http://www.flickr.com/photos/feline_dacat/3197429380
  27. 27. “i have no idea”
  28. 28. Flight agent picture http://www.flickr.com/photos/dykstranet/211106615
  29. 29. http://www.flickr.com/photos/slworking/4169134307
  30. 30. “Change screens, Pillow Pillow” “Where’s the Pillow?”“Didn’t they cover that in training?” “Backslash Backslash” “Okay, tietac” “What?” “Tietac” “huh?” “Like Tie” “carrot backslash” “United States” “Pillow Pillow” “Change Screens”
  31. 31. lesson?F http://www.flickr.com/photos/pjern/2150873799
  32. 32. our lives arecross channel
  33. 33. design for theholistic experience
  34. 34. don’t design for just website
  35. 35. …app
  36. 36. …or physical environment http://www.flickr.com/photos/24218656@N03/4589621372/
  37. 37. digital and physical are colliding
  38. 38. 70% of US onlineconsumers researchproducts online and purchase them offline Forrester, Profiling The Multichannel Consumer, July 2009
  39. 39. 53% of mobile searches on Binghave a local intent Greg Sterling Search Engine Land https://searchengineland.com/microsoft-53-percent-of-mobile-searches-have-local-intent-55556
  40. 40. technology is everywhere
  41. 41. ‘integrated experiences are few and far between’ Alexandra Deschamps-Sonsinohttp://www.slideshare.net/designswarm/creating-the-internet-of-things
  42. 42. customersdon’t think about channels
  43. 43. http://www.crwgraphics.com/blog/wp-content/uploads/2010/08/multichannel-marketing.bmp
  44. 44. customers don’t thinkabout design disciplines
  45. 45. http://www.kickerstudio.com/blog/images/ux.jpg http://www.jjg.net/elements/pdf/elements.pdf http://www.montparnas.com/articles/wp-content/uploads/2006/10/user%20experience%20design%20explained.gif http://mickwinters.com/wp-content/uploads/2010/02/venn1.gif
  46. 46. customersdo think aboutyour company
  47. 47. acrosstime, touchpoi nts and experiences
  48. 48. however we want to shop
  49. 49. whenever we see your brand http://www.flickr.com/photos/cdevers/3388665920
  50. 50. outsidehttp://www.flickr.com/photos/cafemama/542656019
  51. 51. insidehttp://www.flickr.com/photos/penmachine/2971108982
  52. 52. packaging http://www.flickr.com/photos/streamishmc/2391505902
  53. 53. signshttp://www.flickr.com/photos/andrewbain/2510253694
  54. 54. employees http://www.flickr.com/photos/7577938@N02/4897443265
  55. 55. things outside our control http://www.flickr.com/photos/jaxphotography/267129315
  56. 56. design cross channel experiences
  57. 57. design for theholistic experience
  58. 58. Envisioning holistic experiences1. Your travel here…  Forget about the current experience  Ignore how airline ticketing works2. Imagine you own a new airline  Think about your customer’s journey  Think about possible touchpoints3. Spend 5 minutes  Ideate a better experience  Note the highlights
  59. 59. Jess’s airline story
  60. 60. SELLcross channel design
  61. 61. Do some research http://www.flickr.com/photos/euthman/2097753744
  62. 62. Understand executives’ goals
  63. 63. Use metrics http://www.flickr.com/photos/iliahi/2606645766/
  64. 64. Online vs. Offline 130 30
  65. 65. Soft Skills
  66. 66. Patience http://www.flickr.com/photos/dirkjankraan/4092709643
  67. 67. Start at the grassroots http://www.flickr.com/photos/cobalt/282227013
  68. 68. But work towards top-down http://www.flickr.com/photos/flickrmarcus/3382920952
  69. 69. Where are the bodies?
  70. 70. Understand organizational structure Understand Org Structure
  71. 71. Don’t boil the ocean
  72. 72. Tell a Fairy Tale
  73. 73. There is a craving for stories that showpeople what is possible ~Fred Collopy
  74. 74. Case Study@jessmcmullin@samanthastarmer 77
  75. 75. IA Summit JourneyAwarenessInterest Formal/Informal gatheringsApproval SocialRegistering GoodbyesFinding Sessions DepartureOngoing promosTraveling TravelArrival Return to real worldRegistration ApplyAttending Sharing out (team, IA re-dux, block)Sessions PodcastsConnecting & Reconnecting with people @jessmcmullin @samanthastarmer 78
  76. 76. StakeholderInterviews@jessmcmullin@samanthastarmer 79
  77. 77. Break! http://www.flickr.com/photos/johnmcnab/42988123
  78. 78. FieldResearch@jessmcmullin@samanthastarmer 81
  79. 79. What to look for....• People• Touchpoints• Interactions• Flow@jessmcmullin@samanthastarmer 82
  80. 80. Welcome Back from the Field!Now Lunch...See you at 1:00@jessmcmullin@samanthastarmer 83
  81. 81. Discovery@jessmcmullin@samanthastarmer 84
  82. 82. Bodystorming@jessmcmullin@samanthastarmer 85
  83. 83. @jessmcmullin@samanthastarmer http://www.flickr.com/photos/xian/3763798434 86
  84. 84. TouchpointMatrix@jessmcmullin@samanthastarmer 87
  85. 85. Hello Future@jessmcmullin@samanthastarmer http://brandtouchpointmatrix.com/ 88
  86. 86. Customer Journey Mapping@jessmcmullin@samanthastarmer 89
  87. 87. Adaptive Pathhttp://www.flickr.com/photos/sethandalexa/3747145717 @jessmcmullin @samanthastarmer 90
  88. 88. nForm@jessmcmullin@samanthastarmer 91
  89. 89. @jessmcmullin@samanthastarmer 92
  90. 90. Maya Design@jessmcmullin@samanthastarmer 93
  91. 91. Journey Mapping Exercise Touch Touch Touch Touch Notes point point point point Action Action Action Action@jessmcmullin@samanthastarmer 94
  92. 92. Journey Mapping Exercise Step 1 Step 2 Step 3 Step 4 Touchpoint Touchpoint Touchpoint Touchpoint Notes Notes Notes Notes@jessmcmullin@samanthastarmer 95
  93. 93. From Insightsto Solutions@jessmcmullin@samanthastarmer 96
  94. 94. Solution=Facilitation@jessmcmullin@samanthastarmer 97
  95. 95. Facilitation=Giving upownership@jessmcmullin@samanthastarmer 98
  96. 96. It’s ok. Really.@jessmcmullin@samanthastarmer 99
  97. 97. MentalModels@jessmcmullin@samanthastarmer 100
  98. 98. Mental Models@jessmcmullin@samanthastarmer 101
  99. 99. Mental Models@jessmcmullin@samanthastarmer 102 http://www.rosenfeldmedia.com/books/mental-models
  100. 100. Mental Models@jessmcmullin@samanthastarmer 103
  101. 101. UXSwimlanes@jessmcmullin@samanthastarmer 104
  102. 102. UX Swimlanes@jessmcmullin@samanthastarmer 105
  103. 103. @jessmcmullin@samanthastarmer 106
  104. 104. BusinessOrigami@jessmcmullin@samanthastarmer 107
  105. 105. Paper Prototyping for Systems Design@jessmcmullin@samanthastarmer 108
  106. 106. Business Origami Session@jessmcmullin@samanthastarmer 109
  107. 107. @jessmcmullin @samanthastarmer 110Courtesy Prof. Kenta Ota, Chiba University Design Department & Design Division, Hitachi Ltd.
  108. 108. @jessmcmullin@samanthastarmer 111
  109. 109. @jessmcmullin@samanthastarmer 112
  110. 110. @jessmcmullin@samanthastarmer 113
  111. 111. @jessmcmullin@samanthastarmer 114
  112. 112. @jessmcmullin@samanthastarmer 115
  113. 113. @jessmcmullin@samanthastarmer 116
  114. 114. @jessmcmullin@samanthastarmer 117
  115. 115. @jessmcmullin@samanthastarmer 118
  116. 116. @jessmcmullin@samanthastarmer 119
  117. 117. @jessmcmullin@samanthastarmer 120
  118. 118. @jessmcmullin@samanthastarmer 121
  119. 119. @jessmcmullin@samanthastarmer 122
  120. 120. ServiceBlueprint@jessmcmullin@samanthastarmer 123
  121. 121. Service Blueprint http://lovelearn.wordpress.com/2009/07/11/initial-blueprint/@jessmcmullin@samanthastarmer 124
  122. 122. Service Blueprint Elements• Physical Evidence• Customer Actions• Onstage, Customer Facing Employee Actions• Backstage, Enabling Employee Actions• Support Processes http://people.ischool.berkeley.edu/~glushko/IS243Readings/ServiceBlueprinting.pdf@jessmcmullin@samanthastarmer 125
  123. 123. @jessmcmullin@samanthastarmer 126
  124. 124. Service Blueprinting Exercise Physical Evidence Customer Actions Onstage Employee Actions Backstage Employee Actions Support Processes@jessmcmullin@samanthastarmer 127
  125. 125. Break!@jessmcmullin@samanthastarmer 128 http://www.flickr.com/photos/johnmcnab/42988123
  126. 126. HOWto start
  127. 127. Marketing makes promises The experience (regardless ofchannel) has to deliver on those promises
  128. 128. on ramps and off ramps
  129. 129. Close the loop http://www.flickr.com/photos/pelegrino/3957449915
  130. 130. Make Business Case http://www.flickr.com/photos/10458725@N02/3042138367
  131. 131. Listen
  132. 132. Designing a holistic experiencemeans 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
  133. 133. Get collaborators http://averagecats.com/pa
  134. 134. Make new friends Marketing• IT, or anyone who can build stuff• Finance• Distribution Center• Customer Service• Innies with outies, outies with innies• Different industriesArtists, architects, museum curators, restaurant workers, baristas, landscapers, hotel managers…
  135. 135. Don’t get overwhelmed http://tlc.discovery.com/tv/hoarding-buried-alive/slideshows/before-and-after-episodes-1-4-02.html
  136. 136. 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
  137. 137. Don’t be grabby http://www.flickr.com/photos/jimfrazier/1810966604/
  138. 138. 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 customer experience• It’s okay if you aren’t involved in EVERYTHING• It’s okay if you aren’t the only one making a difference. Isn’t it all about the customer?

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