The document discusses the importance of designing cross-channel experiences that are convenient, consistent, connected, contextual, and span time. It provides 5 principles and 5 methods for holistic experience design across digital and physical touchpoints. The principles are to think of services, share resources openly, gain diverse perspectives, address discomfort, and focus on user needs over solutions. Methods include documenting journeys, mapping experiences, understanding backend systems, storytelling, and cross-training teams. Tools involve using experience maps, getting different perspectives, telling stories, and cross-training teams in other disciplines. The talk encourages designing for the holistic experience rather than any single channel.

1. Create Successful Cross Channel Experiences Samantha Starmer@samanthastarmerIA Summit 2011

2. me Web stuff for places like Amazon, Microsoft REI – Recreational Equipment, Inc. Create and lead IA, UX, IxD teams Teach at University of Washington

4. first time at brick & mortar http://www.flickr.com/photos/dirpics/464458290/

5. Waitress picture 10 years in restaurant business

6. a story… http://www.flickr.com/photos/sugarpond/3016905349

7. Oz IA (Australia!!)

8. Sydney picture imagined myself in Sydney

9. but I’m a procrastinator

10. oh crap

11. huh. an electronic Visa. well, that’s pretty cool.

12. except I can’t check in online

13. even though I bought my tickets and Visa online

14. damn, have to talk to a person http://www.flickr.com/photos/mkooiman/787191703

15. waited in long check-in line http://www.flickr.com/photos/jopoe/4569447498

16. http://www.flickr.com/photos/bryansblog/411455656

17. Flight agent picture http://www.flickr.com/photos/dykstranet/211106615

18. “this won’t work”

19. Censored! but, it has official stuff and numbers and …

20. “i’m a human, not a machine”

21. Flight agent picture http://www.flickr.com/photos/dykstranet/211106615

22. “what’s your itinerary?”

23. thank god I’m old school

24. what about my visa?

25. Sleeping at Airport http://www.flickr.com/photos/feline_dacat/3197429380

26. “i have no idea”

27. Flight agent picture http://www.flickr.com/photos/dykstranet/211106615

28. http://www.flickr.com/photos/slworking/4169134307

29. “Change screens, Pillow Pillow”“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”

30. lesson? http://www.flickr.com/photos/pjern/2150873799

31. Holistic experience

32. we live across physical and digital

33. our lives cross channels – websites, apps, phone, etc…

34. we must design for the holistic experience

35. don’t design for just website

36. …app

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

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

39. we must design across all touchpoints

40. digital and physical are colliding

41. 70%of US online consumers research products online and purchase them offline Forrester, Profiling The Multichannel Consumer, July 2009

42. 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

43. technology is everywhere

44. but

45. (and here is our opportunity)

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

47. customers don’t think about channels

48. http://www.crwgraphics.com/blog/wp-content/uploads/2010/08/multichannel-marketing.bmp

49. customers don’t think about design disciplines

50. 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

51. customers do think about your company, your product

52. across time, touchpoints and experiences

53. however we want to interact

54. whenever we see your brand http://www.flickr.com/photos/cdevers/3388665920

55. outside http://www.flickr.com/photos/cafemama/542656019

56. inside http://www.flickr.com/photos/penmachine/2971108982

57. packaging http://www.flickr.com/photos/streamishmc/2391505902

58. signs http://www.flickr.com/photos/andrewbain/2510253694

59. employees http://www.flickr.com/photos/7577938@N02/4897443265

60. things outside our control http://www.flickr.com/photos/jaxphotography/267129315

61. design across digital and physical

62. between channels

63. between channels between platforms

64. between channels between platforms between digital & physical

65. how?

66. 5 principles 5 methods 5 tools

67. 5 principles convenient connected consistent contextual (a) crosstime

68. convenient

71. Walgreen on iPad

72. http://www.flickr.com/photos/jsrcyclist/3181389420 http://www.flickr.com/photos/zachklein/3964249

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

74. consistent

83. connected

84. consider the experience of transitions http://www.flickr.com/photos/mcdemoura/2209204939

85. http://www.flickr.com/photos/hotel-de-la-ville-monza/4182940190

86. Netflix

94. no Encore…

97. contextual

98. 15% bump in weekend traffic http://www.flickr.com/photos/dalydaly/10813808

101. Trying on tent research online, try in store http://www.flickr.com/photos/hollabackpack/184849492

102. (a)cross time

103. days

106. years

107. http://www.flickr.com/photos/mcmortygreen/3176998867

108. http://www.flickr.com/photos/yourdon/2594767344

109. http://www.flickr.com/photos/sa_ku_ra/13009153

110. 5 methods think in terms of services share the sandbox start walking comfort in discomfort why vs. what

111. 1. Think in terms of services 1. think in terms of services Waitress

113. Fluevog on iPad

114. From: seattlefluevog@cablespeed.comTo: sstarmerj@hotmail.comSubject: Fluevog order 20110211-00072873Date: Fri, 11 Feb 2011 16:52:38 -0800Hey Samantha, We have both shoes you ordered online here at the Seattle store. If you’d like to pick them up this weekend and save on shipping let us know otherwise they will ship out Monday. Thanks, Leah John Fluevog Shoes 205 Pine St. Seattle, WA 98101 phone: (206)441-1065 fax : (206)728-7955 seattle@fluevog.com www.fluevog.com www.myspace.com/fluevogseattle "There are two kinds of people: those who shy away from attention, and those who wear Fluevogs." - JF

115. http://www.flickr.com/photos/trufflepig/4370405501

116. Incremental Sale

117. 2. share the sandbox http://www.flickr.com/photos/erikwdavis/2687670846

118. UX Mag let people in. let people design. let people play.

119. 3. start walking http://www.flickr.com/photos/jonathanbeard/3038114579/

124. 4. comfort in discomfort

125. you don’t have to be an expert

126. “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.”

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

128. “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. This is a great win for us”

129. 5. why vs. what http://www.flickr.com/photos/segozyme/3105128025/

130. buying a tent

131. for backyard? http://www.flickr.com/photos/jcast911/4037694806

132. or backcountry snow? http://www.flickr.com/photos/reway2007/427303733

133. 5 tools 1. document experience map get behind the scenes tell a story cross train

134. 1. document http://www.flickr.com/photos/thelustlizardofmelancholycove/5053889505/

135. http://www.flickr.com/photos/frerieke/3882000183

141. 2. experience map http://www.flickr.com/photos/dimitratzanos/4615310997

142. getting from point A to point B; and everything in between

143. nForm

144. think about the customer’s whole journey

145. 3. get behind the scenes http://www.flickr.com/photos/honorapearls/4155009907/

146. how is the digital experience supported? http://www.flickr.com/photos/vitorcastillo/2994723741

147. http://www.flickr.com/photos/mattwright/1787856/

148. http://www.flickr.com/photos/oldonliner/3484504583/

149. 4. tell a story http://www.flickr.com/photos/sugarpond/3016905349

150. Meet Jane Outdoor Loyal 38, Portland Involved in overlapping sports and understands the value of good gear “I kind of have a jacket problem… I’m running out of reasons to buy another one”

151. Monday… I want to go backpacking this weekend!

152. Time to plan…

153. View View View View I want to go somewhere beautiful…

154. 5. cross train http://www.flickr.com/photos/zackojones/4191554608/

155. Success

156. Create Successful Cross Channel Experiences

157. don’t design for the channel, design for the holistic experience

158. don’t design for the screen, design for the holistic experience

159. don’t design for the technology, design for the holistic experience

160. 5 principles convenient connected consistent contextual (a) crosstime 5 methods think in terms of services share the sandbox start walking comfort in discomfort why vs. what 5 tools document experience map get behind the scenes tell a story cross train

161. Workshop The Future of Web Design Isn’t Just the Web: Design for Cross-Channel Experiences Wednesday, May 25th Portland, OR

162. Questions?? http://www.flickr.com/photos/druclimb/3277540656/

163. join the opportunity!! @samanthastarmer sstarme@rei.com