Explore some definitions of "Channel Agnostic" from the perspective of design. We'll cover the main concepts as well as including the rationale, interpretations and implications for the product team. We will also benefit from leaders from other organizations sharing their experiences and philosophies on taking a customer-centric approach to design.

1. CHANNEL AGNOSTIC
CREATING CUSTOMER-CENTRIC PRODUCTS

3. WE HAVE SEEN AS MUCH DISRUPTION TO THE
WAY WE LIVE, WORK AND COMMUNICATE IN
THE LAST 20 YEARS WITH THE ADVENT OF
THE DIGITAL AGE, THAN WAS SEEN IN
ALMOST 500 YEARS OF THE INDUSTRIAL AGE.
REBECCA COLEMAN, SYFTE
CHANNEL AGNOSTIC

4. WHAT HAPPENS WHEN…
▸ that channel gets
replaced?
▸ new channels emerge?
CHANNEL AGNOSTIC

5. CHANNEL AGNOSTIC

6. AS THE UNDERSTANDING OF TRUE CUSTOMER NEEDS
EVOLVES AS AN IMPORTANT PART OF STRATEGY FOR
COMPANIES THAT PLAY IN MULTIPLE CHANNELS, THE
DEFINITION OF USER EXPERIENCE IS NATURALLY
EXPANDING TO INCLUDE THE EXPERIENCE BEYOND
THE DIGITAL TOUCHPOINTS.
RICK CASTANHO, LOWE’S
CHANNEL AGNOSTIC

7. CHANNEL AGNOSTIC

8. USER ISSUES
▸ Some prefer one
channel over another.
▸ How can we address the needs
of both?
CHANNEL AGNOSTIC

9. CUSTOMERS’ CHANNEL USAGE AND PREFERENCES
OFTEN DIFFER BY USE CASE AND SEGMENTS. THE
MOST SUCCESSFUL STRATEGIES WILL DEPLOY
CUSTOMER-CENTRIC, OPTIMIZED EXPERIENCES
DESIGNED AROUND PERSONAS AND OMNI-CHANNEL
SERVICE EXCELLENCE.
TERRY MAYTIN, MEDOCITY
CHANNEL AGNOSTIC

10. CHANNEL AGNOSTIC
THE MODERN USER…
▸ Relies on multiple touchpoints
▸ Expects the same information and processes to be
available through any platform
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11. CHANNEL AGNOSTIC
▸ -“Consistent with Forrester, our study revealed an
important lesson. If not for a single, simple task—viewing a
past statement—Wells Fargo may have rated much better
with customers. The frustration and annoyance customers
felt while attempting to complete this task negatively
impacted their perception of the entire experience.”
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12. BY STAYING PLATFORM AGNOSTIC, AND MAKING
SURE YOU DO WHAT’S BEST FOR YOUR CLIENTS AND
CONTENT, YOU’LL ALREADY BE ONE STEP AHEAD OF
THOSE AGENCIES WHO ARE FIXATED ON JUST
DEVELOPING FOR THE LATEST WEB PLATFORM
REGARDLESS OF SUITABILITY.
DAVID PREECE, BEYOND
CHANNEL AGNOSTIC

13. CHANNEL AGNOSTIC
DOUBLE DIAMOND UX PROCESS

14. CHANNEL AGNOSTIC
DESIGN THINKING

15. UX HAS THE CAPACITY TO CREATE NEW
BUSINESS MODELS THAT GO ON TO BECOME
A NECESSARY PART OF OUR EVOLVING
DIGITAL LANDSCAPE AND EVERYDAY
EXISTENCE.
GORAN PAUNOVIC, FORBES
CHANNEL AGNOSTIC

16. CHANNEL AGNOSTIC
SPECIALIST / GENERALIST
Focus on the journey, not the destination.
▸ “A team built from generalists can handle any design task.”
-Chris Thelwell, Envato

17. CHANNEL AGNOSTIC
BECOMING A UX GENERALIST
‣ Confidently and flexibly dive into any problem tossed at you, with a set of
insightful frameworks to help dissect that problem into its constituent issues
(e.g., assumptions and dependencies, contexts and emotions).
‣ Apply a breadth of knowledge across a range of UX-related topics, situations,
or modalities: mobile, web, services, wearables, etc.
‣ Strategically foresee opportunities as you break apart a problem into its key
pieces (and segment/triage/prioritize the architecture, interactions, and flow
accordingly)
‣ Think like a generalist in your dealings with product management and
engineering
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18. Focus on the journey, not the destination.