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the future of  design isn’t just the web
design forcross channel experiencesSamantha Starmer   @samanthastarmer WebVisions 2011
today why care about cross channel design? how to think about cross channel design try cross channel design   discover...
me     web and experience stuff: Amazon, Microsoft               REI – Recreational Equipment, Inc.                create ...
now
first time at brick &              mortar     http://www.flickr.com/photos/dirpics/464458290/
Waitress picture         10 years inrestaurant business
a story…           http://www.flickr.com/photos/sugarpond/3016905349
Oz IA(Australia!!)
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”
Censored!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? http://www.flickr.com/photos/pjern/2150873799
Holisticexperience
we live across physical and        digital
our lives cross     channels –websites, apps, phone,                 etc…
we must design for      the holistic      experience
don’t design for just website
…app
…product       http://www.flickr.com/photos/differentview/5506159327
…or physical environment               http://www.flickr.com/photos/24218656@N03/4589621372/
we must design      across all   touchpoints
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
(and here is our   opportunity)
‘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, your product
across time,touchpoints         andexperiences
however we want      to interact
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 across digital        and physical
between channels
between channelsbetween platforms
between channels      between platformsbetween digital & physical
5 principles 5 methods     5 tools
5 principles1.   convenient2.   connected3.   consistent4.   contextual5. (a) cross time
convenient
Walgreen on iPad
http://www.flickr.com/photos/jsrcyclist/3181389420    http://www.flickr.com/photos/zachklein/3964249
Walgreen’s drive in                      http://www.flickr.com/photos/ambernectar/4042608385
consistent
connected
consider the experience           of transitions               http://www.flickr.com/photos/mcdemoura/2209204939
http://www.flickr.com/photos/hotel-de-la-ville-monza/4182940190
Netflix
no Encore…
contextual
15% bump inweekend traffic        http://www.flickr.com/photos/dalydaly/10813808
Trying on tentresearch online, try           in store                      http://www.flickr.com/photos/hollabackpack/1848...
(a)cross time
days
years
http://www.flickr.com/photos/mcmortygreen/3176998867
http://www.flickr.com/photos/yourdon/2594767344
http://www.flickr.com/photos/sa_ku_ra/13009153
5 methods1.   think in terms of services2.   share the sandbox3.   start walking4.   comfort in discomfort5.   why vs. what
1. Think in terms of services   think in terms of services             Waitress
Fluevog on iPad
From: seattlefluevog@cablespeed.comTo: sstarmerj@hotmail.comSubject: Fluevog order 20110211-00072873Date: Fri, 11 Feb 2011...
http://www.flickr.com/photos/trufflepig/4370405501
Incremental Sale
2. share the sandbox                  http://www.flickr.com/photos/erikwdavis/2687670846
UX Mag      let people in.let people design.   let people play.
3. start walking                   http://www.flickr.com/photos/jonathanbeard/3038114579/
4. comfort in discomfort
you don’t haveto be an expert
“an interesting thing happenedtoday – we were invited to help Visual Merch decide what shelf  labels and categories to use...
eek – I don’t know anything         about store design!              http://www.twobackpackers.com/wp-content/uploads/2009...
“an interesting thing happenedtoday – we were invited to help Visual Merch decide what shelf  labels and categories to use...
5. why vs. what                  http://www.flickr.com/photos/segozyme/3105128025/
buying a tent
for backyard?      http://www.flickr.com/photos/jcast911/4037694806
or backcountry        snow?        http://www.flickr.com/photos/reway2007/427303733
5 tools1. document the present2. map the future3. get behind the scenes4. tell a story5. cross train
1. document the present              http://www.flickr.com/photos/thelustlizardofmelancholycove/5053889505/
http://www.flickr.com/photos/frerieke/3882000183
2. map the future           http://images.asc.ohio-state.edu/is/image/eHistory/world/images/maps2/1942world1600.jpg
getting from point  A to point      B; and everythingin between
think about thecustomer’s whole     journey
3. get behind the scenes                 http://www.flickr.com/photos/honorapearls/4155009907/
how is the digitalexperience supported?                http://www.flickr.com/photos/vitorcastillo/2994723741
http://www.flickr.com/photos/mattwright/1787856/
http://www.flickr.com/photos/oldonliner/3484504583/
4. tell a story                  http://www.flickr.com/photos/sugarpond/3016905349
Meet JaneOutdoor Loyal38, PortlandInvolved in overlappingsports and understandsthe value of good gear“I kind of have a jac...
Monday… I want to go backpacking this weekend!
Time to plan…
I want to go somewhere beautiful…
5. cross train                 http://www.flickr.com/photos/zackojones/4191554608/
Success
don’t design for thechannel, design for the  holistic experience
don’t design for thescreen, design for the holistic experience
don’t design for thetechnology, design for the     holistic experience
5 principles                          5 methods1.   convenient                     1.   think in terms of services2.   con...
discovery
stakeholder interviews                  http://www.flickr.com/photos/kino-eye/226951415
field research                 http://www.flickr.com/photos/romeral/3911756000
co-design            http://www.flickr.com/photos/thinkpublic/4499674785
design games        http://www.flickr.com/photos/elitatt/4959931        232                              http://www.flickr...
gamestorming - the book                    http://www.flickr.com/photos/elitatt/4959938630
customer journeys             http://www.delightability.com/wp-content/uploads/2010/08/rental-car-customer-journey.pn
service inventory                    http://farm5.static.flickr.com/4023/4526736556_3b5a628b7f.jpg
exerciseexperience      map
http://www.thosepeskyusers.com/wp-content/uploads/2010/12/customer-experience-map.jpg
http://www.maya.com/portfolio/carnegie-library
http://www.businessweek.com/innovate/content/nov2008/id20081110_531328.htm
http://experiencematters.files.wordpress.com/2009/03/legowheel.png
http://www.flickr.com/photos/g_w_y_n/3625095073
what is the experience of         buying a bicycle?                 http://www.flickr.com/photos/sl4sh79/471062898
what are the tasks?what are the touchpoints?  what are the decisions? what support is needed?
experience map       touchpoint   touchpoint   touchpoint   touchpoint   touchpointtasktasktasktasktasktask
experience map              touchpoint touchpoint   touchpoint   touchpoint   touchpointneeddecisionresearchtest ridepurch...
look for… Interactions moments of truth gaps front stage and back stage needed systems/support
questions Pain points – what are the responses/options the  design needs to address? Positive points – what are the thin...
discovery re-cap stakeholder interviews field research co-design design games body storming customer journey servic...
solution    http://www.flickr.com/photos/yannconz/2796311194
mental models                http://www.flickr.com/photos/jaaronfarr/314981744
Mental Modelsmental models - the book @jessmcmullin @samanthastarmer                                               188    ...
comics         http://www.flickr.com/photos/designetrecherche/546120971
storyboards                                                               SCAD Service Design Project        http://servd....
swim lanes             http://nform.com/blog/images/Swimlane_example2.gi
business origami (@jessmcmullin)                        http://www.flickr.com/photos/benry/4101687804
touchpoint matrix                    http://brandtouchpointmatrix.com/
exercise  serviceblueprint
Service blueprint       Physical      Evidence  (touchpoints)         User       Actions ‘Front Stage’(front line staff)  ...
Service Blueprint           http://lovelearn.wordpress.com/2009/07/11/initial-blueprint/
@jessmcmullin@samanthastarmer   197
SCAD Service Design Projecthttp://servd.us/The_Project_files/Screen%20shot%202010-02-03%20at%2011.38.26%20PM.png
service blueprint user’s perspective how service components link together different touchpoints and options organizati...
elements1. customer actions2. physical evidence3. front stage, customer facing (real time   service or self service)4. bac...
Service blueprint       Physical      Evidence  (touchpoints)         User       Actions ‘Front Stage’(front line staff)  ...
http://www.slideshare.net/morville/xmaps-upload; slide 112
Solution re-cap mental models comics story boards swim lanes business origami touchpoint matrix service blueprint ...
cross channel alignment
do some research             http://www.flickr.com/photos/euthman/2097753744
understand executives’ goals
use metrics              http://www.flickr.com/photos/iliahi/2606645766/
track online and offline                           130     30
on ramps and off ramps
flex soft skills
cultivate 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
find the bodies
Understand organizational structureunderstand org structure
don’t boil the ocean
tell a fairy tale
close the loop                 http://www.flickr.com/photos/pelegrino/3957449915
http://www.flickr.com/photos/62719770@N00/2959566124
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...
hang with a new crowd                    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...
you can’t be everywhere at once•   target a channel pair•   focus on incremental progress•   Measure stuff•   celebrate (a...
don’t be grabby                  http://www.flickr.com/photos/jimfrazier/1810966604/
questions??              http://www.flickr.com/photos/druclimb/3277540656/
Walgreen’s drive in http://www.flickr.com/photos/ambernectar/4042608385
Walgreen’s drive in http://www.flickr.com/photos/ambernectar/4042608385
Walgreen’s drive in http://www.flickr.com/photos/ambernectar/4042608385
Walgreen’s drive in http://www.flickr.com/photos/ambernectar/4042608385
Walgreen’s drive in http://www.flickr.com/photos/ambernectar/4042608385
Walgreen’s drive in http://www.flickr.com/photos/ambernectar/4042608385
Walgreen’s drive in http://www.flickr.com/photos/ambernectar/4042608385
Walgreen’s drive in http://www.flickr.com/photos/ambernectar/4042608385
Walgreen’s drive in http://www.flickr.com/photos/ambernectar/4042608385
Walgreen’s drive in http://www.flickr.com/photos/ambernectar/4042608385
Walgreen’s drive in http://www.flickr.com/photos/ambernectar/4042608385
Walgreen’s drive in http://www.flickr.com/photos/ambernectar/4042608385
Walgreen’s drive in http://www.flickr.com/photos/ambernectar/4042608385
Walgreen’s drive in http://www.flickr.com/photos/ambernectar/4042608385
Walgreen’s drive in http://www.flickr.com/photos/ambernectar/4042608385
Walgreen’s drive in http://www.flickr.com/photos/ambernectar/4042608385
Walgreen’s drive in http://www.flickr.com/photos/ambernectar/4042608385
Walgreen’s drive in http://www.flickr.com/photos/ambernectar/4042608385
Walgreen’s drive in http://www.flickr.com/photos/ambernectar/4042608385
Walgreen’s drive in http://www.flickr.com/photos/ambernectar/4042608385
Walgreen’s drive in http://www.flickr.com/photos/ambernectar/4042608385
Walgreen’s drive in http://www.flickr.com/photos/ambernectar/4042608385
Walgreen’s drive in http://www.flickr.com/photos/ambernectar/4042608385
Walgreen’s drive in http://www.flickr.com/photos/ambernectar/4042608385
Walgreen’s drive in http://www.flickr.com/photos/ambernectar/4042608385
Walgreen’s drive in http://www.flickr.com/photos/ambernectar/4042608385
Walgreen’s drive in http://www.flickr.com/photos/ambernectar/4042608385
Walgreen’s drive in http://www.flickr.com/photos/ambernectar/4042608385
Walgreen’s drive in http://www.flickr.com/photos/ambernectar/4042608385
Walgreen’s drive in http://www.flickr.com/photos/ambernectar/4042608385
Walgreen’s drive in http://www.flickr.com/photos/ambernectar/4042608385
Walgreen’s drive in http://www.flickr.com/photos/ambernectar/4042608385
Walgreen’s drive in http://www.flickr.com/photos/ambernectar/4042608385
Walgreen’s drive in http://www.flickr.com/photos/ambernectar/4042608385
Walgreen’s drive in http://www.flickr.com/photos/ambernectar/4042608385
Walgreen’s drive in http://www.flickr.com/photos/ambernectar/4042608385
Walgreen’s drive in http://www.flickr.com/photos/ambernectar/4042608385
Walgreen’s drive in http://www.flickr.com/photos/ambernectar/4042608385
Walgreen’s drive in http://www.flickr.com/photos/ambernectar/4042608385
Walgreen’s drive in http://www.flickr.com/photos/ambernectar/4042608385
Walgreen’s drive in http://www.flickr.com/photos/ambernectar/4042608385
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Walgreen’s drive in http://www.flickr.com/photos/ambernectar/4042608385 The Future of Design isn't Just the Web - WebVisions 2011 Workshop

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Walgreen’s drive in http://www.flickr.com/photos/ambernectar/4042608385

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