Leaving Flatland - IA Summit Workshop 2010

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Workshop on cross cross channel experience design with Jess McMullin.

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Leaving Flatland - IA Summit Workshop 2010

  1. 1. ASIS&T Information Architecture Summit 2010 Leaving Flatland Designing Services & Systems Across Channels Jess McMullin, the Centre for Citizen Experience Samantha Starmer, REI April 8, 2010 | Phoenix, AZ
  2. 2. Today What is multi-channel design? Why should you care? Selling the need Field Research experience Discovery tools and methods Solution tools and methods How to do it
  3. 3. [Jess’s intro]
  4. 4. WHATis multi-channel design?
  5. 5. Different terms – similar ideas Cross/Multi channel experience Cross/Multi touchpoint experience Bridge experiences Customer experience Customer experience management Customer relationship management Total customer experience Experience design Service design
  6. 6. First, a story… http://www.flickr.com/photos/seandreilinger/2959785536/
  7. 7. Palm Springs!
  8. 8. Resort Hotel!!
  9. 9. I am lucky
  10. 10. Verdant
  11. 11. Lush
  12. 12. Foliage…lots of foliage
  13. 13. Like The Secret Garden!
  14. 14. But…
  15. 15. I was tired
  16. 16. I needed an adult beverage
  17. 17. But I’m cheap…
  18. 18. …and car-less
  19. 19. and have to get out of a 13 acre resort
  20. 20. With a crappy map
  21. 21. and tips…seriously
  22. 22. I find my way out
  23. 23. And escape to the real world
  24. 24. But now it is dark
  25. 25. And the lovely, secret foliage
  26. 26. With all of the nooks and crannies
  27. 27. That I already got lost inwhen it was light…
  28. 28. Is kinda scary
  29. 29. Finally, thank god
  30. 30. Now I really need a drink
  31. 31. At least for walking, exploring ordoing anything not related to sitting by a pool and drinking
  32. 32. no signpolicy
  33. 33. except…
  34. 34. WHYshould you care?
  35. 35. 65% of visitors to an online search engine were looking for further information in relation to a product or service they saw in a television commercial or in a newspaper advertisement. Pubblicita offline e ricerche nei motori, 2007From ‘Information Architecture for Ubiquitous Ecologies’, Andrea Resmini and Luca Rosati
  36. 36. They are coming from everywhere!
  37. 37. We have no control
  38. 38. over how people hear about us
  39. 39. get to us
  40. 40. or decide to buy from us
  41. 41. 53% of US online consumers say they research productsonline that they subsequently buy offline.Forrester, North American Technographics Retail Online Survey, Q1 2009 (US).
  42. 42. Over half REIonline businessis picked up in a store
  43. 43. 43% of consumers said they start their research online or through a mobiledevice, but then need to call a customer service or call center representative to complete the transaction because thenecessary product or service information cannot be found online. Survey by ATGhttp://www.retailcustomerexperience.com/article/21560/Report-We-are-seeing-a-multichannel-revolution
  44. 44. http://www.flickr.com/photos/mindaugasdanys/3766009204
  45. 45. And one more reason?
  46. 46. Our Marketing peers are wayahead of us…
  47. 47. Even if you think you are web only, you are multi-channel http://www.flickr.com/photos/shaireproductions/3176968409/
  48. 48. The customer is interacting with your brand… they don’t care about the channel
  49. 49. I’m the same customer in each interaction
  50. 50. the whole of the experience should begreater than the sum of its parts
  51. 51. Think about the customer’s journey http://images-cdn01.associatedcontent.com/image/A7760/776083/470_776083.jpg
  52. 52. A smallexample
  53. 53. Leaving lovely hotel room
  54. 54. Getting flight # via email
  55. 55. Check in via mobile app
  56. 56. I don’t want flight status!
  57. 57. Okay, trying netbook
  58. 58. Flight not recognized
  59. 59. http://www.flickr.com/photos/mindaugasdanys/3766009204
  60. 60. Fine.Old school check in.
  61. 61. 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
  62. 62. Jess’s airline story
  63. 63. SELLMulti channel design
  64. 64. Do some research http://www.flickr.com/photos/euthman/2097753744
  65. 65. Understand executives’ goals
  66. 66. Use metrics http://www.flickr.com/photos/iliahi/2606645766/
  67. 67. Online vs. Offline 130 30
  68. 68. Soft Skills
  69. 69. Patience http://www.flickr.com/photos/dirkjankraan/4092709643
  70. 70. Start at the grassroots http://www.flickr.com/photos/cobalt/282227013
  71. 71. But work towards top-down http://www.flickr.com/photos/flickrmarcus/3382920952
  72. 72. Where are the bodies?
  73. 73. Understand organizationalStructure Understand Org structure
  74. 74. Don’t boil the ocean
  75. 75. Tell a Fairy Tale
  76. 76. There is a craving forstories that show people what is possible ~Fred Collopy
  77. 77. Try it! http://www.flickr.com/photos/pmorgan/71679820/
  78. 78. Take your new experience1. Jess and I are the board chairs for your new airline. We are traditional.2. Spend 10 minutes  How is your envisioned experience a differentiator?  How will it drive sales?  How will it save money?  How will it engage customers?3. Sell it to us!
  79. 79. 2 minutes. Timed. http://www.flickr.com/photos/ricardodiaz/2311260401
  80. 80. Break! http://www.flickr.com/photos/johnmcnab/42988123
  81. 81. Researching Multiple Channels 3rd Party Websites Phone  Voice  Text Social Media  Twitter  Facebook IM Physical Locations
  82. 82. FieldResearch@jessmcmullin@samanthastarmer 94
  83. 83. What to look for....• People• Touchpoints• Interactions• Flow@jessmcmullin@samanthastarmer 95
  84. 84. Welcome Back from the Field!Now Lunch...See you at 1:00@jessmcmullin@samanthastarmer 96
  85. 85. Discovery@jessmcmullin@samanthastarmer 97
  86. 86. Service inventory@jessmcmullin@samanthastarmer 98
  87. 87. @jessmcmullin@samanthastarmer 99
  88. 88. Service Inventory Exercise Touch Touch Touch Touch Touch point point point point point Service Service Service Service@jessmcmullin@samanthastarmer 100
  89. 89. Customer Journey Mapping@jessmcmullin@samanthastarmer 101
  90. 90. Adaptive Pathhttp://www.flickr.com/photos/sethandalexa/3747145717 @jessmcmullin @samanthastarmer 102
  91. 91. nForm@jessmcmullin@samanthastarmer 103
  92. 92. @jessmcmullin@samanthastarmer 104
  93. 93. Maya Design@jessmcmullin@samanthastarmer 105
  94. 94. Journey Mapping Exercise Touch Touch Touch Touch Notes point point point point Action Action Action Action@jessmcmullin@samanthastarmer 106
  95. 95. Journey Mapping Exercise Step 1 Step 2 Step 3 Step 4 Touchpoint Touchpoint Touchpoint Touchpoint Notes Notes Notes Notes@jessmcmullin@samanthastarmer 107
  96. 96. From Insightsto Solutions@jessmcmullin@samanthastarmer 108
  97. 97. Solution=Facilitation@jessmcmullin@samanthastarmer 109
  98. 98. Facilitation=Giving upownership@jessmcmullin@samanthastarmer 110
  99. 99. It’s ok. Really.@jessmcmullin@samanthastarmer 111
  100. 100. MentalModels@jessmcmullin@samanthastarmer 112
  101. 101. Mental Models@jessmcmullin@samanthastarmer 113
  102. 102. Mental Models@jessmcmullin@samanthastarmer 114 http://www.rosenfeldmedia.com/books/mental-models
  103. 103. Mental Models@jessmcmullin@samanthastarmer 115
  104. 104. BusinessOrigami@jessmcmullin@samanthastarmer 116
  105. 105. Paper Prototyping for Systems Design@jessmcmullin@samanthastarmer 117
  106. 106. Business Origami Session@jessmcmullin@samanthastarmer 118
  107. 107. @jessmcmullin @samanthastarmer 119Courtesy Prof. Kenta Ota, Chiba University Design Department & Design Division, Hitachi Ltd.
  108. 108. @jessmcmullin@samanthastarmer 120
  109. 109. @jessmcmullin@samanthastarmer 121
  110. 110. @jessmcmullin@samanthastarmer 122
  111. 111. @jessmcmullin@samanthastarmer 123
  112. 112. @jessmcmullin@samanthastarmer 124
  113. 113. @jessmcmullin@samanthastarmer 125
  114. 114. @jessmcmullin@samanthastarmer 126
  115. 115. @jessmcmullin@samanthastarmer 127
  116. 116. @jessmcmullin@samanthastarmer 128
  117. 117. @jessmcmullin@samanthastarmer 129
  118. 118. @jessmcmullin@samanthastarmer 130
  119. 119. @jessmcmullin@samanthastarmer 131
  120. 120. Service Blueprint http://lovelearn.wordpress.com/2009/07/11/initial-blueprint/@jessmcmullin@samanthastarmer 132
  121. 121. 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 133
  122. 122. @jessmcmullin@samanthastarmer 134
  123. 123. UXSwimlanes@jessmcmullin@samanthastarmer 135
  124. 124. UX Swimlanes@jessmcmullin@samanthastarmer 136
  125. 125. @jessmcmullin@samanthastarmer 137
  126. 126. Break!@jessmcmullin@samanthastarmer 138 http://www.flickr.com/photos/johnmcnab/42988123
  127. 127. HOWto start
  128. 128. Marketing makes promises The experience (regardless ofchannel) has to deliver on those promises
  129. 129. Think about on ramps and off ramps
  130. 130. Hmm – where is that award?
  131. 131. Directions anyone?
  132. 132. Who is REI? Why am I here?
  133. 133. Ensure a good experience in all interactions, via all doors
  134. 134. Be consistent…Consistent brand
  135. 135. Reinforce the brand with every interaction… Bruce Temkin Forrester experiencematters.wordpress.com
  136. 136. Don’t assume the customer is using the front door.
  137. 137. Reinforce the brand at all entrances
  138. 138. Back door
  139. 139. Side door
  140. 140. Brand integration?
  141. 141. What are your doors like?
  142. 142. Be consistent…Consistent information
  143. 143. The most common problemsreported by Web-to-store shoppers related to discrepancies in pricesand product information across the two channels.Forrester, How Satisfied Are US Consumers With Web-To-Store Shopping? December 2009
  144. 144. Not the same information!
  145. 145. Not the same information!
  146. 146. Be consistent…But optimize channel capabilities
  147. 147. Surface at a hotel http://news.cnet.com/8301-10805_3-10016573-75.html
  148. 148. http://news.cnet.com/8301-10805_3-10016573-75.html
  149. 149. Surface at a casino. To flirt…
  150. 150. Web cam dressing room http://www.tobi.com/
  151. 151. Digital and physical
  152. 152. Not just a stupid advertising app
  153. 153. Augmented human interaction
  154. 154. Don’t design for users needs on website, design for the experience the customer expects.
  155. 155. Exciting? http://www.flickr.com/photos/7973320@N07/2792554600
  156. 156. Relaxing? http://www.flickr.com/photos/rknickme/308268766/
  157. 157. Electric? http://www.flickr.com/photos/44462967@N00/165090124
  158. 158. Be consistent…Tie it all together
  159. 159. Coordination, timing
  160. 160. Just do it http://www.flickr.com/photos/eightfivezero/2459026594
  161. 161. Wander the halls
  162. 162. Leave your comfort zone
  163. 163. http://farm4.static.flickr.com/3007/2680257100_69b12c6e7d.jpg
  164. 164. Close the loop http://www.flickr.com/photos/pelegrino/3957449915
  165. 165. Listen
  166. 166. 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
  167. 167. Hang with a new crowd http://averagecats.com/pa
  168. 168. 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…
  169. 169. Don’t get overwhelmed http://tlc.discovery.com/tv/hoarding-buried-alive/slideshows/before-and-after-episodes-1-4-02.html
  170. 170. 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
  171. 171. Finally…(and this one is hard)
  172. 172. Don’t be grabbyFacilitate vs. Own http://www.flickr.com/photos/jimfrazier/1810966604/
  173. 173. 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?
  174. 174. EVERYONE owns customer experience

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