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Uploaded bySamantha Starmer
Beyond Digital - IAS Workshop 2011
The document summarizes a presentation on cross-channel design given by Jess McMullin and Samantha Starmer. The presentation covered what cross-channel design is, why organizations should care about it, how to sell the need for it within an organization, using a case study and field research experience to discover touchpoints across channels, and various tools and methods for designing cross-channel solutions such as journey mapping, touchpoint matrices, and paper prototyping.
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Beyond Digital - IAS Workshop 2011
- 1. ASIS&T Information ArchitectureSummit 2011 Beyond Digital: Designing for a Cross Channel Future Jess McMullin, the Centre for Citizen Experience Samantha Starmer, REI March 30, 2011 | Denver, CO
- 2. Today What iscross-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.
- 6. first time atbrick & mortar http://www.flickr.com/photos/dirpic
- 7. 10 years in Waitress picture restaurant business
- 8.
- 9. a story… http://www.flickr.com/photos/sugarpond/3016905349
- 10. Australian information architecture conference
- 11. Sydney picture imagined myselfin Sydney
- 12.
- 13.
- 14. huh. an electronicVisa. well, that’s pretty cool.
- 15. except I can’t checkin online
- 16. even though Ibought my tickets and Visa online
- 17. damn, have totalk to a person http://www.flickr.com/photos/mkooiman/787191703
- 18. waited in longcheck-in line http://www.flickr.com/photos/jopoe/4569447498
- 19.
- 20. Flight agent picture http://www.flickr.com/photos/dykstranet/211106615
- 21. “this won’t work”
- 22. Censor ed! but, it has official stuff and numbers and …
- 23. “i’m a human, nota machine”
- 24. Flight agent picture http://www.flickr.com/photos/dykstranet/211106615
- 25.
- 26. thank god I’mold school
- 27. what about my visa?
- 28. Sleeping at Airport http://www.flickr.com/photos/feline_dacat/3197429380
- 29. “i have noidea”
- 30. Flight agent picture http://www.flickr.com/photos/dykstranet/211106615
- 31.
- 32. “Change screens, PillowPillow” “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”
- 33. lesson? F http://www.flickr.com/photos/pjern/2150873799
- 34. our lives are crosschannel
- 35. design for the holisticexperience
- 36. don’t design forjust website
- 37.
- 38. …or physical environment http://www.flickr.com/photos/24218656@N03/4589621372/
- 39. digital and physical are colliding
- 40. 70% of USonline consumers research products online and purchase them offline Forrester, Profiling The Multichannel Consumer, July 2009
- 41. 53% of mobile searches on Bing have a local intent Greg Sterling Search Engine Land https://searchengineland.com/microsoft-53-percent-of-mobile-searches-have-local-intent-55556
- 42.
- 44. ‘integrated experiences are few and far between’ Alexandra Deschamps-Sonsino http://www.slideshare.net/designswarm/creating-the-internet-of-things
- 45. customers don’t think about channels
- 46.
- 47. customers don’tthink about design disciplines
- 48. 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
- 49.
- 50. across time, touchpoi nts and experiences
- 51. however we want to shop
- 52. whenever we see your brand http://www.flickr.com/photos/cdevers/3388665920
- 53.
- 54.
- 55.
- 56.
- 57.
- 58. things outside our control http://www.flickr.com/photos/jaxphotography/267129315
- 59. design cross channel experiences
- 60. design for the holisticexperience
- 61. Envisioning holistic experiences 1. Your travel here… Forget about the current experience Ignore how airline ticketing works 2. Imagine you own a new airline Think about your customer’s journey Think about possible touchpoints 3. Spend 5 minutes Ideate a better experience Note the highlights
- 62. Jess’s airline story
- 63.
- 64. Do some research http://www.flickr.com/photos/euthman/2097753744
- 65.
- 66. Use metrics http://www.flickr.com/photos/iliahi/2606645766/
- 67. Online vs. Offline 130 30
- 68.
- 69. Patience http://www.flickr.com/photos/dirkjankraan/4092709643
- 70. Start at thegrassroots http://www.flickr.com/photos/cobalt/282227013
- 71. But work towardstop-down http://www.flickr.com/photos/flickrmarcus/3382920952
- 72. Where are thebodies?
- 73. Understand organizational structure Understand Org Structure
- 74. Don’t boil theocean
- 75. Tell a FairyTale
- 76. There is acraving for stories that show people what is possible ~Fred Collopy
- 77.
- 78. IA Summit Journey Awareness Interest Formal/Informal gatherings Approval Social Registering Goodbyes Finding Sessions Departure Ongoing promos Traveling Travel Arrival Return to real world Registration Apply Attending Sharing out (team, IA re-dux, block) Sessions Podcasts Connecting & Reconnecting with people @jessmcmullin @samanthastarmer 78
- 79.
- 80. Break! http://www.flickr.com/photos/johnmcnab/42988123
- 81.
- 82. What to lookfor.... • People • Touchpoints • Interactions • Flow @jessmcmullin @samanthastarmer 82
- 83. Welcome Back fromthe Field! Now Lunch... See you at 1:00 @jessmcmullin @samanthastarmer 83
- 84.
- 85.
- 86. @jessmcmullin @samanthastarmer http://www.flickr.com/photos/xian/3763798434 86
- 87.
- 88. Hello Future @jessmcmullin @samanthastarmer http://brandtouchpointmatrix.com/ 88
- 89.
- 90. Adaptive Path http://www.flickr.com/photos/sethandalexa/3747145717 @jessmcmullin @samanthastarmer 90
- 91.
- 92.
- 93.
- 94. Journey Mapping Exercise Touch Touch Touch Touch Notes point point point point Action Action Action Action @jessmcmullin @samanthastarmer 94
- 95. Journey Mapping Exercise Step 1 Step 2 Step 3 Step 4 Touchpoint Touchpoint Touchpoint Touchpoint Notes Notes Notes Notes @jessmcmullin @samanthastarmer 95
- 96.
- 97.
- 98.
- 99.
- 100.
- 101.
- 102. Mental Models @jessmcmullin @samanthastarmer 102 http://www.rosenfeldmedia.com/books/mental-models
- 103.
- 104.
- 105.
- 106.
- 107.
- 108. Paper Prototyping forSystems Design @jessmcmullin @samanthastarmer 108
- 109.
- 110. @jessmcmullin @samanthastarmer 110 Courtesy Prof. Kenta Ota, Chiba University Design Department & Design Division, Hitachi Ltd.
- 111.
- 112.
- 113.
- 114.
- 115.
- 116.
- 117.
- 118.
- 119.
- 120.
- 121.
- 122.
- 123.
- 124. Service Blueprint http://lovelearn.wordpress.com/2009/07/11/initial-blueprint/ @jessmcmullin @samanthastarmer 124
- 125. 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
- 126.
- 127. Service Blueprinting Exercise Physical Evidence Customer Actions Onstage Employee Actions Backstage Employee Actions Support Processes @jessmcmullin @samanthastarmer 127
- 128. Break! @jessmcmullin @samanthastarmer 128 http://www.flickr.com/photos/johnmcnab/42988123
- 129.
- 130. Marketing makes promises The experience (regardless of channel) has to deliver on those promises
- 131. on ramps andoff ramps
- 132. Close the loop http://www.flickr.com/photos/pelegrino/3957449915
- 133. Make Business Case http://www.flickr.com/photos/10458725@N02/3042138367
- 134.
- 135. Designing a holisticexperience means 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
- 136. Get collaborators http://averagecats.com/pa
- 137. Make new friends Marketing • IT, or anyone who can build stuff • Finance • Distribution Center • Customer Service • Innies with outies, outies with innies • Different industries Artists, architects, museum curators, restaurant workers, baristas, landscapers, hotel managers…
- 138. Don’t get overwhelmed http://tlc.discovery.com/tv/hoarding-buried-alive/slideshows/before-and-after-episodes-1-4-02.html
- 139. You can’t beeverywhere 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
- 140. Don’t be grabby http://www.flickr.com/photos/jimfrazier/1810966604/
- 141. Let go ofcontrol • 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?
Editor's Notes
- #3 Door picture
- #4 Door picture
- #8 Waitress picture
- #9 Door picture
- #12 Waitress picture
- #21 Waitress picture
- #25 Waitress picture
- #29 Waitress picture
- #31 Waitress picture
- #34 Door picture
- #38 Ritz carlton
- #39 Ritz carlton
- #63 Door picture
- #64 Door picture
- #77 Door picture
- #81 Door picture
- #111 Add notes
- #129 Door picture
- #130 Door picture
- #131 Door picture