This document summarizes a presentation on multi-channel design given by Jess McMullin and Samantha Starmer. The presentation defines multi-channel design as designing services and systems across different customer touchpoints. It discusses why organizations should care about multi-channel design to provide a consistent customer experience across channels. The presentation provides tips on researching multiple channels, conducting field research, mapping customer journeys, developing solutions through facilitation and prototyping, and provides advice on how organizations can start implementing multi-channel design approaches.
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010Samantha Starmer
Design for a holistic experience for your customers - don't just think about the website. I'll talk about why this is important and provide some tips on how to get started!
Storytelling For Multi-device Design - Bulgaria Web Summit, 20 Feb 2016Anna Dahlström
Slides from my talk at The Bulgaria Web Summit on 20 Feb 2016
http://bulgariawebsummit.com/
ABSTRACT
As the number of devices we use on a daily basis grows, considering each device's role at different times, situations and contexts is becoming increasingly important. Our ability to control where a user is coming from and how they get around the experiences we design is fading. Yet our need to ensure we understand where they are in their journey, so that we can deliver the right content and interactions at the right time, and on the right device, is ever more important. In this talk Anna will look a the principles behind storytelling in design and how they can be translated onto a multi device landscape to help ensure we create better multi-device experiences for our users and healthier bottom lines for our businesses.
What the numbers tell us - Dublin Web Summit, 18 Oct 2012Anna Dahlström
Numbers on their own don't tell us much but put into context they start develop a meaning and can help us make informed decisions, guide the design and development process as well as bring aspects to life that we otherwise wouldn’t be able to see. Using data and numbers we can create meaningful connections and something to relate to. But it can also help us build experiences that surprise and delight and go further towards achieving our objectives.
Value Migration: The future for Hosters lies in moving up the value chain into Hosted business applications and services to avoid low-end commoditization. What is your strategy to successfully sell, service and support these high value/high touch hosted business services?
The Holistic Customer: Beyond the Website Experience - Managing Experience 2010Samantha Starmer
Design for a holistic experience for your customers - don't just think about the website. I'll talk about why this is important and provide some tips on how to get started!
Storytelling For Multi-device Design - Bulgaria Web Summit, 20 Feb 2016Anna Dahlström
Slides from my talk at The Bulgaria Web Summit on 20 Feb 2016
http://bulgariawebsummit.com/
ABSTRACT
As the number of devices we use on a daily basis grows, considering each device's role at different times, situations and contexts is becoming increasingly important. Our ability to control where a user is coming from and how they get around the experiences we design is fading. Yet our need to ensure we understand where they are in their journey, so that we can deliver the right content and interactions at the right time, and on the right device, is ever more important. In this talk Anna will look a the principles behind storytelling in design and how they can be translated onto a multi device landscape to help ensure we create better multi-device experiences for our users and healthier bottom lines for our businesses.
What the numbers tell us - Dublin Web Summit, 18 Oct 2012Anna Dahlström
Numbers on their own don't tell us much but put into context they start develop a meaning and can help us make informed decisions, guide the design and development process as well as bring aspects to life that we otherwise wouldn’t be able to see. Using data and numbers we can create meaningful connections and something to relate to. But it can also help us build experiences that surprise and delight and go further towards achieving our objectives.
Value Migration: The future for Hosters lies in moving up the value chain into Hosted business applications and services to avoid low-end commoditization. What is your strategy to successfully sell, service and support these high value/high touch hosted business services?
Storytelling In A Multi Device Landscape - Amuse, Budapest 30 Oct 2015Anna Dahlström
Slides from my talk at the Amuse conference in Budapest 28 - 30 October 2015. http://amuseconf.com/ #amuseconf
ABSTRACT
As the number of devices we use are increasing, considering each device's role at different times, situations and context is becoming increasingly important. Our ability to control where a user is coming from and how they get around the experiences we design are becoming less and less. But the one we can still understand is what a user wants, and needs. In this talk I will look a the principles behind storytelling in design and how they can be translated onto a multi device landscape.
Storytelling In Design - Funkas Tillgänglighetsdagar, 12 Apr 2016Anna Dahlström
Slides from my talk at Funkas Tillgänglighetsdagar 12 April 2016
http://www.funka.com/vi-erbjuder/funkas-tillganglighetsdagar/
ABSTRACT
As the number of devices we use on a daily basis grows, considering each device's role at different times, situations and contexts is becoming increasingly important. Our ability to control where a user is coming from and how they get around the experiences we design is fading. Yet our need to ensure we understand where they are in their journey, so that we can deliver the right content and interactions at the right time, and on the right device, is ever more important. In this talk I will look a the principles behind storytelling in design and how they can be translated onto a multi device landscape to help ensure we create better multi-device experiences for our users and healthier bottom lines for our businesses.
Permettere al cliente di apprezzare l'approccio agileSteve Maraspin
Presentazione del 27/09/2012 a Better Software - Firenze, Italia. Raccontata la nostra esperienza e l'approccio utilizzato per garantire la soddisfazione del cliente nel lungo termine
Gather Round - How to Share the Stories from UX ResearchKyle Soucy
As UX Researchers, our job is not over when the interviews are finished. In fact, that’s when the most important part of our job is just beginning. How are you going to make sure to tell the end user’s story in a way that creates empathy so the right design decisions are made? A key finding from a research study is only actionable if it’s shared in a meaningful way that grabs the attention of your team and stakeholders. For those that could not observe the research first-hand, we have a responsibility to relay the emotions, not just the findings, that were expressed during the research. If we do our job well, we can transport them to that user’s environment. Storytelling makes this possible by creating an emotional impact, which gets the listener to actually feel a user’s pain and motivate them to take corrective action.
Come to this talk to explore how to share research data and the stories from UX research in a compelling way. I’ll review different ways to discover people’s stories, how to decide what stories to tell, and how you can actually tell those stories in a compelling and meaningful way.
Storytelling In A Multi Device Landscape - Amuse, Budapest 30 Oct 2015Anna Dahlström
Slides from my talk at the Amuse conference in Budapest 28 - 30 October 2015. http://amuseconf.com/ #amuseconf
ABSTRACT
As the number of devices we use are increasing, considering each device's role at different times, situations and context is becoming increasingly important. Our ability to control where a user is coming from and how they get around the experiences we design are becoming less and less. But the one we can still understand is what a user wants, and needs. In this talk I will look a the principles behind storytelling in design and how they can be translated onto a multi device landscape.
Storytelling In Design - Funkas Tillgänglighetsdagar, 12 Apr 2016Anna Dahlström
Slides from my talk at Funkas Tillgänglighetsdagar 12 April 2016
http://www.funka.com/vi-erbjuder/funkas-tillganglighetsdagar/
ABSTRACT
As the number of devices we use on a daily basis grows, considering each device's role at different times, situations and contexts is becoming increasingly important. Our ability to control where a user is coming from and how they get around the experiences we design is fading. Yet our need to ensure we understand where they are in their journey, so that we can deliver the right content and interactions at the right time, and on the right device, is ever more important. In this talk I will look a the principles behind storytelling in design and how they can be translated onto a multi device landscape to help ensure we create better multi-device experiences for our users and healthier bottom lines for our businesses.
Permettere al cliente di apprezzare l'approccio agileSteve Maraspin
Presentazione del 27/09/2012 a Better Software - Firenze, Italia. Raccontata la nostra esperienza e l'approccio utilizzato per garantire la soddisfazione del cliente nel lungo termine
Gather Round - How to Share the Stories from UX ResearchKyle Soucy
As UX Researchers, our job is not over when the interviews are finished. In fact, that’s when the most important part of our job is just beginning. How are you going to make sure to tell the end user’s story in a way that creates empathy so the right design decisions are made? A key finding from a research study is only actionable if it’s shared in a meaningful way that grabs the attention of your team and stakeholders. For those that could not observe the research first-hand, we have a responsibility to relay the emotions, not just the findings, that were expressed during the research. If we do our job well, we can transport them to that user’s environment. Storytelling makes this possible by creating an emotional impact, which gets the listener to actually feel a user’s pain and motivate them to take corrective action.
Come to this talk to explore how to share research data and the stories from UX research in a compelling way. I’ll review different ways to discover people’s stories, how to decide what stories to tell, and how you can actually tell those stories in a compelling and meaningful way.
Gather Round: How to Share the Stories from UX ResearchKyle Soucy
Video of talk: https://youtu.be/kEp6cj5Dlms
As UX Researchers, our job is not over when the interviews are finished. In fact, that’s when the most important part of our job is just beginning. How are you going to make sure to tell the end user’s story in way that creates empathy so the right design decisions are made? A key finding from a research study is only actionable if it’s shared in a meaningful way that grabs the attention of your team and stakeholders. For those that could not observe the research first-hand, we have a responsibility to relay the emotions, not just the findings, that were expressed during the research. If we do our job well, we can transport them to that user’s environment. Storytelling makes this possible by creating an emotional impact, which gets the listener to actually feel a user’s pain and motivate them to take corrective action.
Come to this talk to explore how to share research data and the stories from UX research in a compelling way. I’ll review different ways to discover people’s stories, how to decide what stories to tell, and how you can actually tell those stories in a compelling and meaningful way.
Driving Online Sales - Craig Sullivan, The future of the online marketplace 2...Invest Northern Ireland
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Craig is Group Customer Experience Manager at Belron (Autoglass) looking after 35 international websites using optimisation, web analytics and customer insight techniques to drive engagement and conversion. Craig has over 14 years of experience in the Industry and in the past has worked on projects for high street names such as LOVEFiLM,International, John Lewis Partnership and Waitrose.
Using Storytelling To Craft Multi-device Experiences That Convert - CXL Live,...Anna Dahlström
Slides from my talk 'Using Storytelling To Craft Multi-device Experiences' at CXL Live
https://live.conversionxl.com/
ABSTRACT
As the number of devices that we use, when, where and how we use them becomes increasingly complex, understanding and optimising the experience for what matters to the specific user, at specific points in time, is ever more important. In this talk, we’ll look at how storytelling principles and tools can be used together with traditional conversion and growth optimisation approaches to create better experiences for our customers and healthier bottom lines.
The talk will cover:
✓ how storytelling in design will help you set the right KPIs and measure the right metrics
✓ how it can help you define and assess hypotheses
✓ how it can guide you to the right data and connect it back to the experience
✓ how storytelling in design can help create the right multi-device experience and content, from the beginning
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Leaving Flatland - IA Summit Workshop 2010
1. ASIS&T Information Architecture
Summit 2010
Leaving Flatland
Designing Services & Systems Across Channels
Jess McMullin, the Centre
for Citizen Experience
Samantha Starmer, REI
April 8, 2010 | Phoenix, AZ
2. Today
What is multi-channel design?
Why should you care?
Selling the need
Field Research experience
Discovery tools and methods
Solution tools and methods
How to do it
43. 65% of visitors to an online search
engine were looking for further
information in relation to a product or
service they saw in a television
commercial or in a newspaper
advertisement.
Pubblicita offline e ricerche nei motori, 2007
From ‘Information Architecture for Ubiquitous Ecologies’, Andrea
Resmini and Luca Rosati
49. 53% of US online consumers
say they research products
online that they subsequently
buy offline.
Forrester, North American Technographics Retail Online Survey, Q1 2009 (US).
51. 43% of consumers said they start their
research online or through a mobile
device, but then need to call a customer
service or call center representative to
complete the transaction because the
necessary product or service information
cannot be found online.
Survey by ATG
http://www.retailcustomerexperience.com/article/21560/Report-We-are-seeing-a-multichannel-revolution
72. 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
90. Take your new experience
1. Jess and I are the board chairs for your
new airline. We are traditional.
2. Spend 10 minutes
How is your envisioned experience a
differentiator?
How will it drive sales?
How will it save money?
How will it engage customers?
3. Sell it to us!
100. Service Inventory Exercise
Touch Touch Touch Touch Touch
point point point point point
Service
Service
Service
Service
@jessmcmullin
@samanthastarmer 100
158. The most common problems
reported by Web-to-store shoppers
related to discrepancies in prices
and product information across the
two channels.
Forrester, How Satisfied Are US Consumers With Web-To-Store Shopping?
December 2009
193. Designing a holistic experience
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
194. Hang with a new crowd
http://averagecats.com/pa
195. 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…
196. Don’t get overwhelmed
http://tlc.discovery.com/tv/hoarding-buried-alive/slideshows/before-and-after-episodes-1-4-02.html
197. You can’t be everywhere 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
200. Let go of control
• 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?