The document provides advice for building teams to design holistic experiences across all touchpoints and channels. It recommends expanding one's perspective, creating a compelling vision, clearing obstacles, and starting with small wins to iteratively improve experiences. The overall message is that experiences must be designed holistically rather than focusing on individual digital or physical elements.

1. building & evangelizing holistic experience design Samantha Starmer sstarme@rei.com @samanthastarmer http://www.flickr.com/photos/29023275@N04/2753536862

2. me lots of web stuff: Amazon, Microsoft REI – Recreational Equipment, Inc. lead design & experience teams teach at University of Washington

4. http://www.flickr.com/photos/dirpics/464458290/

5. experiences are across touchpoints, channels, mediums & devices

6. if we want our teams to make a difference …

7. if we want to be involved in strategy …

8. if we want to be part of the decision process…

9. we must design for a holistic experience

10. http://www.flickr.com/photos/raftwetjewell/3121396468 our lives aren’t just digital

11. digital and physical are colliding

12. don’t design for just website

13. … app

14. http://www.flickr.com/photos/differentview/5506159327 … product

15. … or physical environment http://www.flickr.com/photos/24218656@N03/4589621372/

16. we must design across all touchpoints and channels

17. 70% of US online consumers research products online and purchase them offline Forrester, Profiling The Multichannel Consumer, July 2009

18. but

19. ‘ integrated experiences are few and far between’ Alexandra Deschamps-Sonsino http://www.slideshare.net/designswarm/creating-the-internet-of-things

20. a (common) example

28. no Encore…

32. “ there will be an all-out war to own the customer experience management space” Forrester, 2011 Customer Experience Predictions

33. build our teams to design for the holistic experience

34. how?

36. http://www.flickr.com/photos/cinnamonsnow/1444667535

37. expand your mind create the vision build the path just do it

38. 1. expand your mind

39. expand your mind make new friends get outside your box find comfort in discomfort

40. http://averagecats.com/page/7 make new friends

41. http://averagecats.com/page/7 make new friends get out of your cube! leave your desk! get out on the street! hang out with the people you don’t like spend time with the people who scare you

44. expand your mind make new friends get outside your box find comfort in discomfort

45. get outside your box http://www.flickr.com/photos/jaboobie/4756495600

46. get outside your box digital to physical; physical to digital design with crayons, or matchsticks, or paper plates shadow in another department

48. http://www.flickr.com/photos/vitorcastillo/2994723741

50. expand your mind make new friends get outside your box find comfort in discomfort

51. comfort in discomfort

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.”

53. http://www.twobackpackers.com/wp-content/uploads/2009/07/REI-Backpacks.jpg eek – I don’t know anything about store design!

54. you don’t have to be an expert

55. 2. create the vision http://www.flickr.com/photos/pasukaru76/3998273279

56. create the vision 1. know the big picture follow the north star tell a fairy tale

57. know the big picture http://www.flickr.com/photos/aatemu/4784742636/

58. know the big picture http://www.flickr.com/photos/aatemu/4784742636/ know your company strategic mission get beyond your own division or your own industry focus on how the parts play together

62. create the vision 1. know the big picture follow the north star tell a fairy tale

63. follow the north star http://www.flickr.com/photos/brunmarde/4264215019/

64. follow the north star http://www.flickr.com/photos/brunmarde/4264215019/ focus on the customer (user, citizen, visitor) be ‘Swiss’ - lead the way through the battles between form and function, growth and savings stay grounded

65. Trying on tent http://www.flickr.com/photos/hollabackpack/184849492

67. create the vision 1. know the big picture follow the north star tell a fairy tale

68. tell a fairy tale

69. tell a fairy tale design your storytelling get people excited about the possibilities build on existing strategic direction consider your audience

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”

71. I’ll visit REI for gear suggestions for my upcoming race…

72. Here is my bike research list…

73. 3. build the path http://www.flickr.com/photos/23072179@N00/514528095

74. build the path listen holistically get political remove road blocks

75. listen holistically

76. listen holistically listen in different ways than you might be used to: market research, email, calls, customer service, facebook, twitter, blogs pay attention to the gaps in the experience

79. build the path listen holistically get political remove road blocks

80. get political

81. get political manage up, down and sideways pay attention – learn what incentivizes your executives talk the talk, walk the walk get comfortable at the strategy table

82. http://media.nara.gov/media/images/29/4/29-0378a.gif

85. build the path listen holistically get political remove road blocks

86. remove road blocks http://www.flickr.com/photos/cyberslayer/3556721606

87. remove road blocks http://www.flickr.com/photos/cyberslayer/3556721606 make it easy for your team have the hard conversations for them focus on clearing brush before they encounter it

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

90. 4. just do it http://www.flickr.com/photos/tutuwon/2745902664

91. just do it tear it up a little use metrics start with small wins

92. tear it up a little http://www.flickr.com/photos/18161462@N00/73573681

93. tear it up a little http://www.flickr.com/photos/18161462@N00/73573681 invite others in to play with you don’t be grabby; no one can ‘own’ the design or experience the journey can be more valuable than the results go way outside your brand – then pull back

94. UX Mag

97. just do it tear it up a little use metrics start with small wins

98. use metrics http://www.flickr.com/photos/iliahi/2606645766/

99. use metrics http://www.flickr.com/photos/iliahi/2606645766/ get comfortable with quantitative learn synergies between attitudes and behavior where does your team add measureable value?

103. just do it tear it up a little use metrics start with small wins

104. start with small wins http://tlc.discovery.com/tv/hoarding-buried-alive/slideshows/before-and-after-episodes-1-4-02.html

105. start with small wins http://tlc.discovery.com/tv/hoarding-buried-alive/slideshows/before-and-after-episodes-1-4-02.html pick one interaction choose one channel pair partner with one department fully complete some tiny things before starting any big things

108. expand your mind make new friends get outside your box find comfort in discomfort create the vision 1. know the big picture follow the north star tell a fairy tale build the path listen holistically get political remove road blocks just do it tear it up a little use metrics start with small wins

109. build our teams to design for the holistic experience

110. MAKE IT HAPPEN

111. http://www.flickr.com/photos/baking_in_pearls/3960662314 thank you!! Samantha Starmer sstarme@rei.com @samanthastarmer