building & evangelizing  holistic experience design Samantha Starmer     sstarme@rei.com    @samanthastarmer  http://www.f...
me lots of web stuff: Amazon, Microsoft REI – Recreational Equipment, Inc.  lead design & experience teams teach at Univer...
 
http://www.flickr.com/photos/dirpics/464458290/
experiences are  across  touchpoints, channels, mediums & devices
if we want our teams to make a  difference …
if we want to be involved in  strategy …
if we want to be part of the  decision  process…
we must design for a  holistic experience
http://www.flickr.com/photos/raftwetjewell/3121396468 our lives aren’t just digital
digital and physical are colliding
don’t design for just website
… app
http://www.flickr.com/photos/differentview/5506159327 … product
… or physical environment http://www.flickr.com/photos/24218656@N03/4589621372/
we must design  across all  touchpoints and channels
70%   of US online consumers research products online and purchase them offline Forrester, Profiling The Multichannel Cons...
but
‘ integrated experiences are  few and far between’ Alexandra Deschamps-Sonsino  http://www.slideshare.net/designswarm/crea...
a (common) example
 
 
 
 
 
 
 
no Encore…
 
 
 
“ there will be an all-out  war  to own the customer experience management space”  Forrester, 2011 Customer Experience Pre...
build our teams  to design for the holistic experience
how?
 
http://www.flickr.com/photos/cinnamonsnow/1444667535
<ul><li>expand your mind </li></ul><ul><li>create the vision </li></ul><ul><li>build the path </li></ul><ul><li>just do it...
1. expand your mind
<ul><li>expand  your mind </li></ul><ul><li>make new friends </li></ul><ul><li>get outside your box </li></ul><ul><li>find...
http://averagecats.com/page/7 make new friends
http://averagecats.com/page/7 make new friends <ul><ul><li>get out of your cube!  leave your desk!  get out on the street!...
 
 
<ul><li>expand  your mind </li></ul><ul><li>make new friends </li></ul><ul><li>get outside your box </li></ul><ul><li>find...
get outside your box http://www.flickr.com/photos/jaboobie/4756495600
get outside your box <ul><ul><li>digital to physical; physical to digital </li></ul></ul><ul><ul><li>design with crayons, ...
 
http://www.flickr.com/photos/vitorcastillo/2994723741
 
<ul><li>expand  your mind </li></ul><ul><li>make new friends </li></ul><ul><li>get outside your box </li></ul><ul><li>find...
comfort in discomfort
comfort in discomfort “ an interesting thing happened today – we were invited to help Visual Merch decide what shelf label...
http://www.twobackpackers.com/wp-content/uploads/2009/07/REI-Backpacks.jpg eek – I don’t know anything about store design!
you don’t have to be an expert
2. create the vision http://www.flickr.com/photos/pasukaru76/3998273279
<ul><li>create the  vision </li></ul><ul><li>1.   know the big picture </li></ul><ul><li>follow the north star </li></ul><...
know the big picture http://www.flickr.com/photos/aatemu/4784742636/
know the big picture http://www.flickr.com/photos/aatemu/4784742636/ <ul><ul><li>know your company strategic mission </li>...
 
 
 
<ul><li>create the  vision </li></ul><ul><li>1.   know the big picture </li></ul><ul><li>follow the north star </li></ul><...
follow the north star http://www.flickr.com/photos/brunmarde/4264215019/
follow the north star http://www.flickr.com/photos/brunmarde/4264215019/ <ul><ul><li>focus on the customer  (user, citizen...
Trying on tent http://www.flickr.com/photos/hollabackpack/184849492
 
<ul><li>create the  vision </li></ul><ul><li>1.   know the big picture </li></ul><ul><li>follow the north star </li></ul><...
tell a fairy tale
tell a fairy tale <ul><ul><li>design your storytelling </li></ul></ul><ul><ul><li>get people excited about the possibiliti...
Meet Aaron Outdoor Loyal 31, Chicago Weekend warrior involved in many sports, knows a lot about gear, and loves to researc...
I’ll visit REI for gear suggestions for my upcoming race…
Here is my bike research list…
3. build the path http://www.flickr.com/photos/23072179@N00/514528095
<ul><li>build the  path </li></ul><ul><li>listen holistically </li></ul><ul><li>get political </li></ul><ul><li>remove roa...
listen holistically
listen holistically <ul><ul><li>listen in different ways than you might be used to: market research, email, calls, custome...
 
 
<ul><li>build the  path </li></ul><ul><li>listen holistically </li></ul><ul><li>get political </li></ul><ul><li>remove roa...
get political
get political <ul><ul><li>manage up, down and  sideways </li></ul></ul><ul><ul><li>pay attention – learn what incentivizes...
http://media.nara.gov/media/images/29/4/29-0378a.gif
 
 
<ul><li>build the  path </li></ul><ul><li>listen holistically </li></ul><ul><li>get political </li></ul><ul><li>remove roa...
remove road blocks http://www.flickr.com/photos/cyberslayer/3556721606
remove road blocks http://www.flickr.com/photos/cyberslayer/3556721606 <ul><ul><li>make it easy for your team </li></ul></...
 
you may not get to design in the same way any more you have to be okay with that solution & process design is still design
4. just do it http://www.flickr.com/photos/tutuwon/2745902664
<ul><li>just  do  it </li></ul><ul><li>tear it up a little </li></ul><ul><li>use metrics </li></ul><ul><li>start with smal...
tear it up a little http://www.flickr.com/photos/18161462@N00/73573681
tear it up a little http://www.flickr.com/photos/18161462@N00/73573681 <ul><ul><li>invite others in to play with you </li>...
UX Mag
 
 
<ul><li>just  do  it </li></ul><ul><li>tear it up a little </li></ul><ul><li>use metrics </li></ul><ul><li>start with smal...
use metrics http://www.flickr.com/photos/iliahi/2606645766/
use metrics http://www.flickr.com/photos/iliahi/2606645766/ <ul><ul><li>get comfortable with quantitative  </li></ul></ul>...
 
 
 
<ul><li>just  do  it </li></ul><ul><li>tear it up a little </li></ul><ul><li>use metrics </li></ul><ul><li>start with smal...
start with small wins http://tlc.discovery.com/tv/hoarding-buried-alive/slideshows/before-and-after-episodes-1-4-02.html
start with small wins http://tlc.discovery.com/tv/hoarding-buried-alive/slideshows/before-and-after-episodes-1-4-02.html <...
 
 
<ul><li>expand  your mind </li></ul><ul><li>make new friends </li></ul><ul><li>get outside your box </li></ul><ul><li>find...
build our teams  to design for the holistic experience
MAKE IT HAPPEN
http://www.flickr.com/photos/baking_in_pearls/3960662314 thank you!! Samantha Starmer  sstarme@rei.com  @samanthastarmer
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Building and Evangelizing for Holistic Customer Experience

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  • Being part of strategy isn’t just for people who want to get promoted. Most of us feel that we have more to offer, that we can add value beyond just executing on tactics and producing great digital products and experiences. And many of us truly believe that our digital products and experiences would be BETTER if we were able to be involved earlier in value and strategy conversations. But no matter how good you are, it doesn’t just happen. You don’t suddenly get invited to sit at the big kids table. The more we feel valued in our jobs, the happier we are. I certainly don’t have all of the answers, but I’ve learned some tips by analyzing my own successes and watching others whose opinions get heard.
  • Ritz carlton
  • Ritz carlton
  • Buying a tent Why?
  • Buying a tent Why?
  • Weekend warrior involved in many sports, knows a lot about gear, and loves to research “ I push myself in work and play and need my gear to keep up with me”
  • Aaron visits REI for gear suggestions for his upcoming race…
  • He taps his &apos;Bike Research&apos; list to find the bike and add it to his cart.
  • Friends image
  • Picture of calendar
  • Picture of calendar
  • Building and Evangelizing for Holistic Customer Experience

    1. 1. building & evangelizing holistic experience design Samantha Starmer sstarme@rei.com @samanthastarmer http://www.flickr.com/photos/29023275@N04/2753536862
    2. 2. me lots of web stuff: Amazon, Microsoft REI – Recreational Equipment, Inc. lead design & experience teams teach at University of Washington
    3. 4. http://www.flickr.com/photos/dirpics/464458290/
    4. 5. experiences are across touchpoints, channels, mediums & devices
    5. 6. if we want our teams to make a difference …
    6. 7. if we want to be involved in strategy …
    7. 8. if we want to be part of the decision process…
    8. 9. we must design for a holistic experience
    9. 10. http://www.flickr.com/photos/raftwetjewell/3121396468 our lives aren’t just digital
    10. 11. digital and physical are colliding
    11. 12. don’t design for just website
    12. 13. … app
    13. 14. http://www.flickr.com/photos/differentview/5506159327 … product
    14. 15. … or physical environment http://www.flickr.com/photos/24218656@N03/4589621372/
    15. 16. we must design across all touchpoints and channels
    16. 17. 70% of US online consumers research products online and purchase them offline Forrester, Profiling The Multichannel Consumer, July 2009
    17. 18. but
    18. 19. ‘ integrated experiences are few and far between’ Alexandra Deschamps-Sonsino http://www.slideshare.net/designswarm/creating-the-internet-of-things
    19. 20. a (common) example
    20. 28. no Encore…
    21. 32. “ there will be an all-out war to own the customer experience management space” Forrester, 2011 Customer Experience Predictions
    22. 33. build our teams to design for the holistic experience
    23. 34. how?
    24. 36. http://www.flickr.com/photos/cinnamonsnow/1444667535
    25. 37. <ul><li>expand your mind </li></ul><ul><li>create the vision </li></ul><ul><li>build the path </li></ul><ul><li>just do it </li></ul>
    26. 38. 1. expand your mind
    27. 39. <ul><li>expand your mind </li></ul><ul><li>make new friends </li></ul><ul><li>get outside your box </li></ul><ul><li>find comfort in discomfort </li></ul>
    28. 40. http://averagecats.com/page/7 make new friends
    29. 41. http://averagecats.com/page/7 make new friends <ul><ul><li>get out of your cube! leave your desk! get out on the street! </li></ul></ul><ul><ul><li>hang out with the people you don’t like </li></ul></ul><ul><ul><li>spend time with the people who scare you </li></ul></ul>
    30. 44. <ul><li>expand your mind </li></ul><ul><li>make new friends </li></ul><ul><li>get outside your box </li></ul><ul><li>find comfort in discomfort </li></ul>
    31. 45. get outside your box http://www.flickr.com/photos/jaboobie/4756495600
    32. 46. get outside your box <ul><ul><li>digital to physical; physical to digital </li></ul></ul><ul><ul><li>design with crayons, or matchsticks, or paper plates </li></ul></ul><ul><ul><li>shadow in another department </li></ul></ul>
    33. 48. http://www.flickr.com/photos/vitorcastillo/2994723741
    34. 50. <ul><li>expand your mind </li></ul><ul><li>make new friends </li></ul><ul><li>get outside your box </li></ul><ul><li>find comfort in discomfort </li></ul>
    35. 51. comfort in discomfort
    36. 52. comfort in discomfort “ an interesting thing happened today – we were invited to help Visual Merch decide what shelf labels and categories to use in the retail stores for backpacks.”
    37. 53. http://www.twobackpackers.com/wp-content/uploads/2009/07/REI-Backpacks.jpg eek – I don’t know anything about store design!
    38. 54. you don’t have to be an expert
    39. 55. 2. create the vision http://www.flickr.com/photos/pasukaru76/3998273279
    40. 56. <ul><li>create the vision </li></ul><ul><li>1. know the big picture </li></ul><ul><li>follow the north star </li></ul><ul><li>tell a fairy tale </li></ul>
    41. 57. know the big picture http://www.flickr.com/photos/aatemu/4784742636/
    42. 58. know the big picture http://www.flickr.com/photos/aatemu/4784742636/ <ul><ul><li>know your company strategic mission </li></ul></ul><ul><ul><li>get beyond your own division or your own industry </li></ul></ul><ul><ul><li>focus on how the parts play together </li></ul></ul>
    43. 62. <ul><li>create the vision </li></ul><ul><li>1. know the big picture </li></ul><ul><li>follow the north star </li></ul><ul><li>tell a fairy tale </li></ul>
    44. 63. follow the north star http://www.flickr.com/photos/brunmarde/4264215019/
    45. 64. follow the north star http://www.flickr.com/photos/brunmarde/4264215019/ <ul><ul><li>focus on the customer (user, citizen, visitor) </li></ul></ul><ul><ul><li>be ‘Swiss’ - lead the way through the battles between form and function, growth and savings </li></ul></ul><ul><ul><li>stay grounded </li></ul></ul>
    46. 65. Trying on tent http://www.flickr.com/photos/hollabackpack/184849492
    47. 67. <ul><li>create the vision </li></ul><ul><li>1. know the big picture </li></ul><ul><li>follow the north star </li></ul><ul><li>tell a fairy tale </li></ul>
    48. 68. tell a fairy tale
    49. 69. tell a fairy tale <ul><ul><li>design your storytelling </li></ul></ul><ul><ul><li>get people excited about the possibilities </li></ul></ul><ul><ul><li>build on existing strategic direction </li></ul></ul><ul><ul><li>consider your audience </li></ul></ul>
    50. 70. Meet Aaron Outdoor Loyal 31, Chicago Weekend warrior involved in many sports, knows a lot about gear, and loves to research “ I push myself in work and play and need my gear to keep up with me”
    51. 71. I’ll visit REI for gear suggestions for my upcoming race…
    52. 72. Here is my bike research list…
    53. 73. 3. build the path http://www.flickr.com/photos/23072179@N00/514528095
    54. 74. <ul><li>build the path </li></ul><ul><li>listen holistically </li></ul><ul><li>get political </li></ul><ul><li>remove road blocks </li></ul>
    55. 75. listen holistically
    56. 76. listen holistically <ul><ul><li>listen in different ways than you might be used to: market research, email, calls, customer service, facebook, twitter, blogs </li></ul></ul><ul><ul><li>pay attention to the gaps in the experience </li></ul></ul>
    57. 79. <ul><li>build the path </li></ul><ul><li>listen holistically </li></ul><ul><li>get political </li></ul><ul><li>remove road blocks </li></ul>
    58. 80. get political
    59. 81. get political <ul><ul><li>manage up, down and sideways </li></ul></ul><ul><ul><li>pay attention – learn what incentivizes your executives </li></ul></ul><ul><ul><li>talk the talk, walk the walk </li></ul></ul><ul><ul><li>get comfortable at the strategy table </li></ul></ul>
    60. 82. http://media.nara.gov/media/images/29/4/29-0378a.gif
    61. 85. <ul><li>build the path </li></ul><ul><li>listen holistically </li></ul><ul><li>get political </li></ul><ul><li>remove road blocks </li></ul>
    62. 86. remove road blocks http://www.flickr.com/photos/cyberslayer/3556721606
    63. 87. remove road blocks http://www.flickr.com/photos/cyberslayer/3556721606 <ul><ul><li>make it easy for your team </li></ul></ul><ul><ul><li>have the hard conversations for them </li></ul></ul><ul><ul><li>focus on clearing brush before they encounter it </li></ul></ul>
    64. 89. you may not get to design in the same way any more you have to be okay with that solution & process design is still design
    65. 90. 4. just do it http://www.flickr.com/photos/tutuwon/2745902664
    66. 91. <ul><li>just do it </li></ul><ul><li>tear it up a little </li></ul><ul><li>use metrics </li></ul><ul><li>start with small wins </li></ul>
    67. 92. tear it up a little http://www.flickr.com/photos/18161462@N00/73573681
    68. 93. tear it up a little http://www.flickr.com/photos/18161462@N00/73573681 <ul><ul><li>invite others in to play with you </li></ul></ul><ul><ul><li>don’t be grabby; no one can ‘own’ the design or experience </li></ul></ul><ul><ul><li>the journey can be more valuable than the results </li></ul></ul><ul><ul><li>go way outside your brand – then pull back </li></ul></ul>
    69. 94. UX Mag
    70. 97. <ul><li>just do it </li></ul><ul><li>tear it up a little </li></ul><ul><li>use metrics </li></ul><ul><li>start with small wins </li></ul>
    71. 98. use metrics http://www.flickr.com/photos/iliahi/2606645766/
    72. 99. use metrics http://www.flickr.com/photos/iliahi/2606645766/ <ul><ul><li>get comfortable with quantitative </li></ul></ul><ul><ul><li>learn synergies between attitudes and behavior </li></ul></ul><ul><ul><li>where does your team add measureable value? </li></ul></ul>
    73. 103. <ul><li>just do it </li></ul><ul><li>tear it up a little </li></ul><ul><li>use metrics </li></ul><ul><li>start with small wins </li></ul>
    74. 104. start with small wins http://tlc.discovery.com/tv/hoarding-buried-alive/slideshows/before-and-after-episodes-1-4-02.html
    75. 105. start with small wins http://tlc.discovery.com/tv/hoarding-buried-alive/slideshows/before-and-after-episodes-1-4-02.html <ul><ul><li>pick one interaction </li></ul></ul><ul><ul><li>choose one channel pair </li></ul></ul><ul><ul><li>partner with one department </li></ul></ul><ul><ul><li>fully complete some tiny things before starting any big things </li></ul></ul>
    76. 108. <ul><li>expand your mind </li></ul><ul><li>make new friends </li></ul><ul><li>get outside your box </li></ul><ul><li>find comfort in discomfort </li></ul><ul><li>create the vision </li></ul><ul><li>1. know the big picture </li></ul><ul><li>follow the north star </li></ul><ul><li>tell a fairy tale </li></ul><ul><li>build the path </li></ul><ul><li>listen holistically </li></ul><ul><li>get political </li></ul><ul><li>remove road blocks </li></ul><ul><li>just do it </li></ul><ul><li>tear it up a little </li></ul><ul><li>use metrics </li></ul><ul><li>start with small wins </li></ul>
    77. 109. build our teams to design for the holistic experience
    78. 110. MAKE IT HAPPEN
    79. 111. http://www.flickr.com/photos/baking_in_pearls/3960662314 thank you!! Samantha Starmer sstarme@rei.com @samanthastarmer

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