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Building and Evangelizing Holistic Experience Design - DMI Seattle 2011
The document provides guidance on designing holistic experiences by outlining strategies across four areas: expanding your mind, creating a vision, building a path, and just doing it. It suggests expanding one's mind by breaking out of silos, making new friends outside one's usual circles, getting outside of one's comfort zone, and finding comfort in discomfort. It recommends creating a vision by understanding the big picture, following a clear goal, storytelling to excite others, and leading change. It advises building a path by listening holistically, understanding executives' goals, managing stakeholders, and removing obstacles. Finally, it suggests just doing it by not waiting for permission, trying new things, using metrics, and starting small.
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Building and Evangelizing Holistic Experience Design - DMI Seattle 2011
- 1. building & evangelizing holisticexperience design Samantha Starmer sstarme@rei.com @samanthastarmer http://www.flickr.com/photos/29023275@N04/2753536862
- 2. me design and experience stuff: Amazon, Microsoft REI – Recreational Equipment, Inc. lead design & experience teams teach at University of Washington
- 4.
- 5. do you wantyour team to make a difference?
- 6. do you wantto be involved in strategy?
- 7. do you wantto be part of the decision process?
- 8. design for the holisticexperience
- 9. digital and physical are colliding
- 10. 70% of USonline consumers research products online and purchase them offline Forrester, Profiling The Multichannel Consumer, July 2009
- 11. 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
- 13. ‘integrated experiences are few and far between’ Alexandra Deschamps-Sonsino http://www.slideshare.net/designswarm/creating-the-internet-of-things
- 19.
- 22. build your teamto design for the holistic experience
- 24.
- 25. 1. expand your mind 2. create the vision 3. build the path 4. just do it
- 26. 1. expand yourmind
- 27. expand your mind 1.break out of silos 2. make new friends 3. get outside your box 4. find comfort in discomfort
- 28. break out ofsilos http://www.flickr.com/photos/14617207@N00/4872111479
- 29. break out ofsilos • get out of your cube! • leave your desk! • get out on the street! http://www.flickr.com/photos/14617207@N00/4872111479
- 31. make new friends http://averagecats.com/page/7
- 32. make new friends •hang out with marketing • learn IT speak • what does a project manager care about? http://averagecats.com/page/7
- 33.
- 34.
- 35. get outside yourbox http://www.flickr.com/photos/jaboobie/4756495600
- 36. get outside yourbox • shadow in another department • build something physical • design something with crayons
- 39.
- 40. 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.”
- 41. eek – Idon’t know anything about store design! http://www.twobackpackers.com/wp-content/uploads/2009/07/REI-Backpacks.jpg
- 42. you don’t have tobe an expert
- 43. 2. create thevision http://www.flickr.com/photos/pasukaru76/3998273279
- 44. create the vision 1.know the big picture 2. follow the north star 3. tell a fairy tale 4. lead change
- 45. know the bigpicture http://www.flickr.com/photos/aatemu/4784742636/
- 46. know the bigpicture • know your company strategic mission • get beyond your own division • learn how the parts play together http://www.flickr.com/photos/aatemu/4784742636/
- 50. follow the northstar http://www.flickr.com/photos/brunmarde/4264215019/
- 51. follow the northstar • focus on the customer (user, citizen, visitor) • be ‘Swiss’ • stay grounded http://www.flickr.com/photos/brunmarde/4264215019/
- 52. Trying on tent http://www.flickr.com/photos/hollabackpack/184849492
- 54. tell a fairytale
- 55. tell a fairytale • get people excited about the possibilities • design your storytelling • consider your audience
- 56. 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”
- 57. I’ll visit REIfor gear suggestions for my upcoming race…
- 58. Here is mybike research list…
- 59. lead change http://www.flickr.com/photos/donabelandewen/3571289971
- 60. lead change • modelthe behavior • begin slowly • start with your own work and team http://www.flickr.com/photos/donabelandewen/3571289971
- 61. http://www.flickr.com/photos/elitatt/4959931 232 http://www.flickr.com/photos/centralasian/4099680559
- 63. 3. build thepath http://www.flickr.com/photos/23072179@N00/514528095
- 64. build the path 1. listen holistically 2. learn executives’ goals 2. get political 3. remove road blocks
- 65.
- 66. listen holistically • marketresearch • email, calls, customer service • facebook, twitter, blogs
- 70.
- 71. learn executives’ goals •how are they incentivized? • what is important to each? • what are they trying to get done this year? next year?
- 73.
- 74.
- 75. get political • manageup, down and sideways • pay attention • talk the talk, walk the walk
- 76.
- 78. remove road blocks http://www.flickr.com/photos/cyberslayer/3556721606
- 79. remove road blocks •make it easy for your team • have the hard conversations for them • focus on clearing brush before they encounter it http://www.flickr.com/photos/cyberslayer/3556721606
- 81. 4. just doit http://www.flickr.com/photos/tutuwon/2745902664
- 82. just do it 1.don’t ask permission 2. tear it up a little 3. use metrics 4. start with small wins
- 83. don’t ask permission http://www.flickr.com/photos/62719770@N00/2959566124
- 84. don’t ask permission •but don’t be crazy • start with things everyone cares about • think non-controversial http://www.flickr.com/photos/62719770@N00/2959566124
- 86. tear it upa little http://www.flickr.com/photos/18161462@N00/73573681
- 87. tear it upa little • invite others in • invite others out • go way outside your brand – then pull back http://www.flickr.com/photos/18161462@N00/73573681
- 88.
- 90. use metrics http://www.flickr.com/photos/iliahi/2606645766/
- 91. use metrics • getcomfortable with quantitative • learn synergies between attitudes and behavior • where does your team add measureable value? http://www.flickr.com/photos/iliahi/2606645766/
- 94. start with smallwins http://tlc.discovery.com/tv/hoarding-buried-alive/slideshows/before-and-after-episodes-1-4-02.html
- 95. start with smallwins • pick one interaction • choose one channel • partner with one department http://tlc.discovery.com/tv/hoarding-buried-alive/slideshows/before-and-after-episodes-1-4-02.html
- 98. expand your mind create the vision 1. break out of silos 1. know the big picture 2. make new friends 2. follow the north star 3. get outside your box 3. tell a fairy tale 4. find comfort in discomfort 4. lead change build the path just do it 1. listen holistically 1. don’t ask permission 2. learn executives’ goals 2. tear it up a little 2. get political 3. use metrics 3. remove road blocks 4. start with small wins
- 99. thank you!! Samantha Starmer sstarme@rei.com @samanthastarmer http://www.flickr.com/photos/baking_in_pearls/3960662314