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Orchestrate Against Atomism
                                                                                                                                                 #AgainstAtomism




                                                                                                                    Patrick Quattlebaum
                                                                                                              IA Summit 12 | New Orleans
                                                                                                                         March 23, 2012
                                                                                                  source: http://mysuccesscircleonline.com/wp-content/uploads/2011/06/orchestra-conductor.jpg
Hi. I'm Patrick. I'm formally with Macquarium, an experience design consultancy with offices in Atlanta and Charlotte, and I will be joining adaptive path next month in San Francisco. And I'm
a first time speaker at IA Summit.
cross channel
                                      is not new

#AgainstAtomism
And I'm really excited to be speaking this year considering the theme. Cross-channel experience design is not a new topic, but it is a timely one. There's a shift I am seeing at our clients and
in our industry.
#AgainstAtomism
The growing expectations of customers in having seamless, cross-channel experiences is beginning to push more companies to invest in cross-channel experience. It is opening up new
opportunities for our community to add value and lead. I'm sure we will see some good case studies this weekend about how members of our community are helping organizations large and
small bridge channels. i know i’m ready to see the well-deserved poster-children of cross-channel experience design get some company.
most
                                    cross-channel
                                     experiences
                                        suck
#AgainstAtomism
But... let’s face it... most cross-channel experiences leave a lot to be desired. The growing investment in user experience and customer experience - to paint a broad stroke - rarely have the
additive effect of delivering the promise of seamless, holistic cross-channel customer experiences.
#AgainstAtomism
Companies are struggling with cross-channel because it is complex. The end customers we design for expect not just more from each interaction with brands and corporations. they expect
to choose their own path through a myriad of touch points that meet their needs. falling short of these expectations leads to at best frustration and dismay; at worst public admonishment.
#AgainstAtomism
Companies are struggling with cross-channel because it is complex. The end customers we design for expect not just more from each interaction with brands and corporations. they expect
to choose their own path through a myriad of touch points that meet their needs. falling short of these expectations leads to at best frustration and dismay; at worst public admonishment.
déjà vu


#AgainstAtomism
if you are like me you have had déjà vu the last couple of years. Cross channel feels like user experience did a decade ago when corporations started to wake up to investing more in user
experience and changing their business strategies as they did so. The information architecture community, with our mindset, experience, and skills that have been so critical in inventing the
new medium of the web are even more valuable and necessary as cross-channel experience design evolves from “you should do it” to “if you don’t do it, don’t expect to prosper.”
"Information architecture is a
                 design connector between
                   channels and contexts."




#AgainstAtomism
We know it's the space in between touch points - the bridges, the connectors, life - that can make or break a cross-channel experience. We understand the elements of language, visuals,
behavior are critical to keep the experience consistent and coherent within and among channels and touch points. We believe people are as important to complex system design - to
ecosystems - as zeroes and ones, brand style guides, and so on.
can i get original
                                                                             from peter?




#AgainstAtomism                                                                                                source: http://prezi.com/aafmvya6bk7t/understanding-information-architecture/
The IA discipline has always served as the badly needed "glue" in designing user experiences and building bridges between almost anything involving information, people, technology, and
the institutions we have worked for and consulted with.
#AgainstAtomism
As cross-channel customer experiences have become more central to our companies’ and clients’ strategy, it is no surprise that some great thinking is coming out of our community to offer
concepts, frameworks, and heuristics to tie all channels and touch points together.
#AgainstAtomism                                                                                                     source: http://adaptivepath.com/ideas/the-anatomy-of-an-experience-map
Our community is developing and evolving tools to understand the complexities of cross-channel design and communicate holistic solutions to our clients and stakeholders.
#AgainstAtomism   source: http://www.slideshare.net/morville/the-future-of-information-architecture
#AgainstAtomism                                                                                                                                  source: Pervasive Information Architecture
We are helping other understand the opportunities to innovate and painting a vision of how channels fade into the background and people accomplishing their goals move to the foreground.
#AgainstAtomism                                                                                                    source: http://tylertate.com/blog/2012/02/21/cross-channel-ia-blueprint.html
We are evangelizing how to provide the right experiences on single touch points while balancing consistency across all touch points.
most
                                   cross-channel
                                    experiences
                                       suck
#AgainstAtomism
Yet... most cross-channel experiences still suck. So, what i wanted to spend my time with you today talking about is one of the reasons why this is true, and how we can all add value in our
organizations at our clients to make things better.
holistic


#AgainstAtomism                                                                       source: http://www.illustration4hire.com/apollobeyond/Files/9.Project%20Gantt%20Chart/GanttChart.8.png
The word holistic gets thrown around a lot both in business and experience design. I know i’ve done my fair share of using the word in strategy work when I’m helping my clients see the
importance of cross-channel design and how to change their processes to approach their customer experience... uh, holistically.
#AgainstAtomism
This type of vision work its easy to point out inconsistencies across channels, frame the business value of doing something about it, and to show conceptually the types of experiences that
should unfold for customers cross-channel.
#AgainstAtomism                                                                            source: http-//28.media.tumblr.com/tumblr_ld4tzwIlqV1qcf25xo1_400
Pulling off a holistic cross channel experience, however, is much easier said than done.
#AgainstAtomism
Outside in thinking can paint a nice pretty picture of how all the pieces not just fit together but are of one.
#AgainstAtomism
But as each functional area - marketing, mobile, web, call center, etc - starts to work on their piece of the puzzle, things start to get a little messy.
#AgainstAtomism
Holistic vision begins to give way to myopic channel or touch point design and execution. The whole - the seamless cross-channel experience - is no longer top of mind.
#AgainstAtomism
What does typically become top of mind is how creative and wonderful one touch point will be by the team who designs it.
#AgainstAtomism                                                                         source: http://www.illustration4hire.com/apollobeyond/Files/9.Project%20Gantt%20Chart/GanttChart.8.png
Because, let’s face it, this is where human desire for control and to show one’s individual value kicks in. Each stakeholder and craftsperson - whether it be digital, physical, people - can begin
to lose site of the big picture - the cross-channel experience - and passionately make their touch point the object of their sole focus.
atomism


#AgainstAtomism
This tendency to focus on the pieces and hope they magically arrange and connect themselves as one customer experience is the opposing philosophy to holism. It is atomism. Designers
and architects create holistic visions but then organizations try to realize them using reductionist management techniques. We work in silos on our pieces and our companies and clients
expect it to come together as whole.
orchestrate
                                             against
                                            atomism

#AgainstAtomism
And that needs to change. Our companies, clients, and their users need us to step up to the challenge of not just conceptually framing cross-channel customer experience, but to orchestrate
across silos and disciplines within organizations to make more of the vision of coherent, continuous, and valuable cross-channel experiences to exist in the world.
#AgainstAtomism                                                                                   source: http://www.picturesofknights.net/King_Arthur-and-the-Knights-of-the-Round-Table.jpg
And while a better seat at the table is in order as our colleagues move higher up in organizations, we can’t wait. Over the last few years, I’ve been fortunate to consult with several
companies that have presented me with the opportunity to both observe difficulties they are having with cross-channel experience design and to experiment with how to do better design
planning, to advocate for change, and to create new value.
#AgainstAtomism                                                                                                               source: http://www.savagechickens.com/images/chickenroad7.jpg
But most importantly, I’ve been thinking about the context of our work and how to help lead the way to realize the great cross-channel experiences that conceptually are possible.
understand the context

                              frame the problem

                                build bridges

                              expand the toolkit

#AgainstAtomism
1. Understand the context
2. Frame the problem
3. Build bridges
4. Expand the toolkit
understand the
                            context

#AgainstAtomism
Here’s what we are up against: more companies are acknowledging the importance of cross-channel experiences but are struggling to create them. Why? Because most organizations were
not architected to design and deliver cross-channel experiences that they and their customers desire.
cogs in the machine


#AgainstAtomism                                        source: http://www.doctormacro.com/Images/Chaplin,%20Charlie/Annex/Annex%20-%20Chaplin,%20Charlie%20(Modern%20Times)_01.jpg
While there are exceptions, most organizations are designed as large bureaucracies that are intended to run as efficient machines and produce predictable, measurable results.
#AgainstAtomism                                                      source: http://2.bp.blogspot.com/_DmtdGP6kzMQ/TIlKaHSi14I/AAAAAAAAPec/0FW9Fbnc7ZU/s1600/ExtinctDinosaurs.bmp
I’ve worked with many companies that are attempting to move away from command and control, dehumanistic work environments in hopes of being more agile and innovative in the global
economy. But when you look at the org chart of most of large companies, you see the legacy of Taylorism - the mechanization of work into silos with cavernous divides between functions.
#AgainstAtomism                                                                      source: http://2.bp.blogspot.com/-RYkFdryP-Co/Tj7-0q3DyPI/AAAAAAAABJU/6tETrv8zyb4/s1600/OpsSilo.jpg
Corporations struggle with silos myopic plans, competing objectives, duplicative work, and difficulties in communication and partnership - all of of which is antithetical to what we need to
produce great cross-channel experiences.
#AgainstAtomism                                                                         source: http://blogs.attask.com/wp-content/uploads/2011/09/fa40a79667504eacecdf3537aa149f29.jpg
This issue has not been lost on upper management. They hear the buzzwords of cross-channel, omninchannel, synergy, etc... and they want to squeeze out any actual or perceived waste. A
decade ago, organizations started creating Program Management Offices (PMOs) to improve cross-silo communication. If you have worked with one, you know PMOs focus on delivery - on
time, on budget, and as efficient as possible.
pmo = efficiency


#AgainstAtomism                                                                        source: http://www.illustration4hire.com/apollobeyond/Files/9.Project%20Gantt%20Chart/GanttChart.8.png
PMOs add value, but in some ways they reinforce the Taylorist mindset. By defining workstreams, tracking status, and reporting issues, PMOs have become the glue across parts of the
organization on whether the work that is being produced is “green”... but “green” is defined as hitting dates or staying within budget. PMOs facilitate project management collaboration, but
not the project collaboration needed for cross-channel design.
frame the
                                                    problem

#AgainstAtomism
So, here’s the problem we need to frame for the organizations we work for and with:

Acknowledging customers expect all the channels and touch points to work in harmony requires getting the organization to design holistically and work more collaboratively.
#AgainstAtomism                                                                                          source: http://www.conairgroup.com/silverstripe/index.php/products/material-storage/
But our organizations are built and operate antithetically to how they should be to produce good cross-channel experiences for customers.
#AgainstAtomism                                                                                                              source: http://blog.washingtonpost.com/story-lab/assemblyline.jpg
They are built for breaking things down. To functions. To work streams. To tasks. To requirements. To user stories. To deliverables. Pieces and parts everywhere.
#AgainstAtomism                                                                     source: http://projectmanagementcommunications.files.wordpress.com/2011/02/cartoon_report-all-green.png
And project charters, program management, and status reports may create efficiencies, keep budgets in check, and allow different functions to check the “we’re green” box, but it doesn’t
come close to ensuring realization of seamless, delightful cross-channel experiences.
#AgainstAtomism                                                                                 source: http://www.capgemini.com/technology-blog/mt-files/Business%20as%20Unusual%20Logo.jpg
The problem is that business as usual - siloed, unorchestrated work - isn’t and won’t cut it.
#AgainstAtomism                                                                                             source: http://www.brainsonfire.com/blog/wp-content/uploads/2011/06/mumford.jpg
And regardless of how things work above us, we need to reach out to our peers or urge our clients to work together from vision to realization.
build bridges


#AgainstAtomism
And as information architects, we are the natural community to spur this on.
#AgainstAtomism
We are the bridge builders.
#AgainstAtomism
And we need to build bridges internally to build bridges externally.

We need to constantly break down walls between silos and build bridges person by person, team by team, function by function. We have to help our colleagues better understand the context
of their work and the issues it causes.
pop the ux bubble


#AgainstAtomism                                                                                                           source: http://good-wallpapers.com/pictures/3722/soap_bubble.jpg
Which means we need to pop the UX bubble and work even harder to learn all we can about other parts of the organization. It’s a giant design problem we need to attack.
empathy


#AgainstAtomism                                                                                              source: http://www.pccfun.us/blog2/wp-content/uploads/2011/08/empathie-69-96.gif
And to start attacking that problem and building bridges, we start where we often do - with building empathy for what our partners and clients are facing internally. What affects their behavior
to tend towards atomism? We need to be able to see the organization, their role, and their goals from their perspective and acknowledge through action their importance.
motivations


#AgainstAtomism                                                                                                      source: http://samplewords.files.wordpress.com/2011/10/motivation.jpg
Always keep in mind that the management philosophy of hierarchical relationships, functional performance plans, and siloed thinking is predominant. You need to approach your intended
collaborators as likely being motivated by a competing objectives to harmonizing the cross-channel experience.
#AgainstAtomism
This is how we end up with fragmented customer experiences where channels and touch points fail to connect seamlessly. The teams and partners you are depending on are often being
pushed towards that end for the good of their department’s objectives.
#AgainstAtomism                                                              source: http://www.global-integration.com/blog/breaking-down-silos.html
Incentives and performance plans only amplify and encourage this behavior.
taking risks


#AgainstAtomism                                                                      source: http://1.bp.blogspot.com/-QcfQ-yo5gQA/TlRaJzAjfyI/AAAAAAAAAQY/4p9cDrP-kkI/s1600/tightrope.jpg
Building consensus on cross-channel initiatives is really asking your collaborators to take a risk, to go against the grain.
#AgainstAtomism                                                                                   source: http://lsilverwoodwaltona2media.blogspot.com/2011/05/maslows-hierarchy-of-needs.html
A key driver for someone in a large organization is safety of employment. As you work to get buy in and collaboration on building a cross-channel vision, they may think that this is beyond
scope of their role (“this is not on my PDP. i can’t spend time on this.”) or they may see this as giving up control (“i need to own mobile and show that i own it.”) Cross-channel work challenges
organizational boundaries and how companies are set up to reward performance.
#AgainstAtomism                                                                                    source: http://farmlandgrab.org/wp-content/uploads/2010/04/spooner_1504_main-420x01.jpg
And in some cultures, defensive posture to collaborate can be based more of fear of ulterior motives, especially land grabbing.
Trust


#AgainstAtomism                                                source: http://2.bp.blogspot.com/_aoXidpr7qR4/TCWgYrYw_nI/AAAAAAAAEtk/VmtceZ_-f3U/s1600/ShorelinePark1000620-014.JPG
So, you need take your understanding of what motivations, fears, and desires your collaborators have and begin to build trust among your internal collaborators.
Inattention to
                                                                                      Results

                                                                                   Avoidance of
                                                                           Accountability

                                                                                         Lack of
                                                                             Commitment

                                                                                         Fear of
                                                                                     Conflict

                                                                                     Absence of
                                                                                        Trust


#AgainstAtomism
Trust is a foundational element to any team, and I’ve seen large cross-channel initiatives struggle as partners assert ownership of their channel at the expense of creating a seamless
experience. At best this is driven by not yet seeing the cross-channel problem and how to solve it; at worst, politics and empire building are the actions that push the words “customer-centric”
to the sidelines.
earning respect


#AgainstAtomism                                                                                                                                                                source: Gap, Inc.
To build trust, you need to earn the respect of your collaborators. In addition to signaling you understand them and the context of their work, you need to lead the way in building new
knowledge, learning a new language, and an understanding of each functions value and ownership.
learn the ropes


#AgainstAtomism                                                                   source: http://3.bp.blogspot.com/-TnDZ9_K7Qw0/TlhQ2lzgf2I/AAAAAAAAG18/KTODLYOeYA8/s1600/Mx21.JPG
This starts with being an apprentice to other parts of the business so you can act as an effective connector internally.

How does the call center approach the customer experience? What’s their process for defining, designing, and implementing new initiatives? How does store operations roll out changes?
What lead time does marketing face across broadcast, direct mail, print, etc?

Get knowledgeable enough to be dangerous... it will help remove some blind spots and open up new avenues for empathy and collaboration.
learn the language


#AgainstAtomism
Learning the lingo of internal partners is critical. It will help you build rapport. Don’t be hesitant to ask what a term means when you hear it. This simple action communicates your interest in
understanding better the domains of your partners.

And then help build a common language among channel and touch point partners.
#AgainstAtomism                                                        source: http://1.bp.blogspot.com/-ZdQdamT0uv4/T0nl8H_76OI/AAAAAAAAAm4/OT1YV3q18ng/s1600/step+on+foot.JPG
Nothing can undercut trust and respect more than making dumb mistakes. I know I’ve often been hired by one group to craft cross-channel experience visions, only to step on the toes of
other groups who own the touch points being re-imagined or impacted.
roadmap detective


#AgainstAtomism
My advice on this is to keep your ear to the ground for what initiatives are going on around you. Find overlaps, duplicative efforts, etc.

I like to think of this step as a being a roadmap detective... searching through sharepoint sites, asking teams to share their plans, sitting in on cross-functional meetings... piecing together all
the visions for each channel and looking for synergies, gaps, conflicts....
#AgainstAtomism
I also make it point to help all stakeholders see sooner than later the impact their ideas will have on the cross-channel experience, both for the business and customers.

Simple visuals like this back of the napkin touch point impact diagram communicate to other parts of the business that you are thinking through the problem space holistically - an important
signal to send if you are asking for their collaboration in creating a new or improving an existing experience.
#AgainstAtomism                                                                                                               source: http://www.fuad-luke.com/images/home/co-design_loop.png
And the spirit of everything that I am talking about - of building bridges - is to encourage collaborators to trust one another to work towards common solutions that are good for the
corporation and good for its employees and customers... not to fall into the muscle memory of old patterns that get the same results.
expand the
                                              toolkit

#AgainstAtomism
Orchestration requires refining existing methods, stealing from other disciplines, and inventing new ones. Over the last couple of years I’ve been inspired by gamestorming, service design,
and cinema. Here’s a few I wanted to share...
invite to play


#AgainstAtomism                                                source: http://2.bp.blogspot.com/_aoXidpr7qR4/TCWgYrYw_nI/AAAAAAAAEtk/VmtceZ_-f3U/s1600/ShorelinePark1000620-014.JPG
An underlying philosophy I have - and many others do - is that we need invite our colleagues to play more at work. And I’ve found that the more I take the lead in meetings with clients and
their organizational peers in making turning meetings in working sessions and working sessions in workshops, the better results we see.
#AgainstAtomism
Most of us in this room have likely been leveraging gamestorming techniques recently or for much of our careers. And I‘ve sat through too cross-functional meetings in which attendees sit
around a conference table talking about a project or a concept... I built this little box to have on hand for meetings and offer to facilitate. This good will gesture makes meetings more fun,
communicates the importance of active collaboration, and also exhibits my willingness to serve the team for the greater good of the program.
service design


#AgainstAtomism                                                                                                            source: http://ingridsnotes.files.wordpress.com/2011/03/stage-play.jpg
The service design community is developing a lot of great tools that can be leveraged for holistic design and orchestrating the pieces to realization.
journey mapping


#AgainstAtomism                                                                                        source: http://www.servicedesigntools.org/sites/default/files/res_images/CJM.png
The first method is customer journey mapping, which has become a very popular method in the industry.
#AgainstAtomism                                                                                                         source: http://bellthompson.files.wordpress.com/2010/02/sdc13082.jpg
Customer journey maps are created collaboratively with a cross-functional group. Ideally they are backed by research and observations of customers actual experiences with a product,
service, or brand, or with a specific context in which a new product or service can help them accomplish a goal. This technique can also be used to create maps of target experiences for
products and services under consideration.
blueprinting


#AgainstAtomism                                                                                   source: http://www.emeraldinsight.com/fig/154_10_1108_S2041-272X_2010_0000002012.png
Another technique I use is blueprinting, which begins to get deeper into complexities of pulling off these experiences and moving them through the planning process towards execution by
multiple teams across multiple channels.
#AgainstAtomism                                                                                                                    source: http://www.flickr.com/photos/rachelshadoan/4171746951
Here’s an example of a blueprint for a grocery delivery service. There are rows that describe the customers actions, the physical/digital artifacts they interact with, the actions of front line
staff, the actions of support staff behind the scenes, and support systems and processes integral to the delivery of the service. Each column is a step in the customer service experience.
fictionalized example




     Experience Blueprint mySmileage Card Customer Help                                                                                                                                                                                                                                         v1 10.17.2011

     This blueprint specifies the Menchie’s customer experience for handling customer service issues related to
     registering a mySmileage Card online. This mySmileage Card allows a Menchie’s customer to earn smiles (points)
     towards rewards by presenting the card each time she makes a purchase.




                                                                                                                                        Passport package                                  Registration Form         Registration Page
                                                       Signage at POS            Passport package              mySmileage Card                                   mySmileage Callout                                                        mySmileage Card                                      Confirmation email
       EVIDENCE                                                                                                                         Menchies.com                                      mySmileage Card           mySmileage Card




                                                                                                        Commit and sign                                          Look for registration                                                                                                 Receive email
                               Approach register   Place yogurt cup       Consider program                                              Navigate to                                      Enter required       Look for assistance        Call customer
       CUSTOMER ACTION         to make purchase    on scale               and agree to join             up for mySmileage      Depart
                                                                                                                                        Menchies.com
                                                                                                                                                                 and navigate to
                                                                                                                                                                                         information          and find 1-800 #           service
                                                                                                                                                                                                                                                                                       and click on link
                                                                                                        Card                                                     registration site                                                                                                     to view balance




       LINE OF INTERACTION


                                                                                                    Scan card and                                          Complete form, accept                                                        GreetAction
                                                                                                                                                                                                                                              customer       Complete registration
                                                   Ask customer if
                                                        Action            Explain benefits
                                                                         Ask customer if
       FRONT STAGE                                 they have a card       of the program
                                                                         they have a card.          remind Action
                                                                                                            customer                                       payment, and package                                                         and discuss issue    for customer
                                                                                                    to register                                            tool and paperwork




       LINE OF VISIBILITY



                                                                             Passports
       BACKSTAGE                                                             in stock




       INTERNAL INTERACTION


                                                                        Replenishment system          Card activation system                                                                                                                                 Registration system     Card activation system




#AgainstAtomism                                                                                                                                     Diagram style adapted from This is Service Design Thinking & Brandon Schauer, Adaptive Path
A polished service blueprint can look something like this...
Experience3Blue3Print:3mySmileage3Card3Customer3Help333                                                                 DRAFT
                                                                                                                                          fictionalized example
  Scenario3Description:
  Bacon/ipsum/dolor/sit/amet/bresaola/tongue/chuck/tri;tip/turducken./Swine/bacon/jerky/turkey/frankfurter/
  strip/steak,/t;bone/drumstick/meatloaf/spare/ribs/beef/flank./Ribeye/ham/hock/short/loin/biltong,/ground/round/
  pork/belly/bresaola/meatball/chicken/cow/turducken./Spare/ribs/turducken/beef/tongue/capicola/meatball./
  Pastrami/boudin/tenderloin/tri;tip/pork/loin/beef.




                                                                               1                     2                        3                     4               5             6                    7                     8                    9                    10                     11                       12




                                                                                                                                                                           Passport package                           Registration Form   Registration Page
  Physical3Evidence                                                                           Signage at POS          Passport package      mySmileage Card
                                                                                                                                                                            Menchies.com
                                                                                                                                                                                              mySmileage Callout
                                                                                                                                                                                                                      mySmileage Card     mySmileage Card
                                                                                                                                                                                                                                                                mySmileage Card                               Confirmation email




                                                                                                                                            Commit and sign                                   Look for registration                                                                                              Receive email
                                                                       Approach register      Place yogurt cup        Consider program                                       Navigate to                               Enter required     Look for assistance    Call customer
  Customer3Actions                                                     to make purchase           on scale            and agree to join
                                                                                                                                            up for MyLowe’s       Depart
                                                                                                                                                                            Menchies.com
                                                                                                                                                                                                and navigate to
                                                                                                                                                                                                                        information        and find 1-800 #         service
                                                                                                                                                                                                                                                                                                                and click on link
                                                                                                                                                  Card                                          registration site                                                                                               to view balance




                                                                                                                                             Scan card and
                                                                                               Ask customer if         Explain benefits                                                                                                                          Greet customer      Complete registration
  On3Stage3(Visible3Human3Actions3or3Digital3Interactions)                                    they have a card         of the program
                                                                                                                                            remind customer
                                                                                                                                                                                                                                                                and discuss issue       for customer
                                                                                                                                               to register




                                                                                                                          Passports
  Back3Stage3(Invisible3Human3Actions)
                                                                                                                           in/stock




  Support3Processes                                                                                                 Replenishment system Card activation system                                                                                                                      Registration system     Card activation system




  New3/3Impacted3Business3Processes                                                                                                         Checkout Process                                                                                                    Call center script   Call center workflow




#AgainstAtomism
But here’s another example, which is a simple template I use to create and iterate on experience blueprints. Typically, I run one or multiple customer journey sessions to gather all the best
ideas on a specific customer experience and then I synthesize them into this template. There are then multiple iterations to improve it and flesh out with all the channel partners.
1                    2                     3                     4                5                    6                    7




                                                                               fictionalized example
                                                                                                                                                                       Passport package
 Physical3Evidence                                                                    Signage at POS      Passport package      mySmileage Card
                                                                                                                                                                        Menchies.com
                                                                                                                                                                                          mySmileage C




                                                                                                                                Commit and sign                                           Look for regist
                                                                Approach register    Place yogurt cup     Consider program                                               Navigate to
 Customer3Actions                                               to make purchase         on scale         and agree to join
                                                                                                                                up for MyLowe’s        Depart
                                                                                                                                                                        Menchies.com
                                                                                                                                                                                            and navigat
                                                                                                                                      Card                                                  registration




                                                                                                                                 Scan card and
                                                                                      Ask customer if      Explain benefits
 On3Stage3(Visible3Human3Actions3or3Digital3Interactions)                            they have a card      of the program
                                                                                                                                remind customer
                                                                                                                                   to register




                                                                                                              Passports
 Back3Stage3(Invisible3Human3Actions)
                                                                                                               in/stock




 Support3Processes                                                                                      Replenishment system Card activation system




 New3/3Impacted3Business3Processes                                                                                              Checkout Process


#AgainstAtomism
This template proved to be quite popular with my last client. I noticed people bringing it to meetings and writing notes on it. It served as a key touch stone for them, and I learned that
marketing took it and adapted it to think through cross-channel promotions.
cinema


#AgainstAtomism                                                                                                    source: http://www.cinemaisdope.com/news/films/troublewithharry/twh-1.jpg
Lately I have been drawing a lot of inspiration from cinema in looking for new ways to think about engendering collaboration, not losing the plot, and keeping consistency throughout the
experience. Here’s a couple of methods I’ve been playing with.
continuity


#AgainstAtomism                                                                                                                                                                    source:TBD
Another concept from film that I have been playing with is the role of continuity director, who is responsible for ensuring consistency of key cinematic elements, such as plots, places, and
events, over time.
#AgainstAtomism                                                                                                                                                                  source:TBD
Mistakes like this one can be humorous if you notice them, but some continuity errors are jarring enough to take the viewer out of the movie. Cross-channel experiences are like this. Moving
from one touch point to another is like moving between shots or scenes in the film. Small inconsistencies can break flow.
#AgainstAtomism                                                                                                                                                                        source:TBD
So, continuity directors have developed tools to track the small details that are so important to internal consistency in a film that is produced by multiple craftspeople, working in multiple
units, across distance and time. This continuity report is one example.
fictionalized example




                       Element                                          Description                          Bridge1From1(Originating1Channel(s))                  Bridge1To1(Channel(s))
1      mySmileage Brochure (in store)                 This brochure is provided to the consumer               Store > POS                                     Menchies.com (direct)
                                                      both as awareness/consideration collateral                                                              Store > POS (indirect)
                                                      and provides instructions to complete
                                                      registration online.




#AgainstAtomism
Here’s a integrated plan template I created. This is used to list out each touch point, its purpose, and how it fits with other touch points. As you can see here, it described as a bridge to the
web site (and as a good place to let the customer know about its purpose and value each time they come back in the store.)

The design guidelines column provides requirements for how the brochure needs to hand off to the web site and how the web site needs tie in with the brochure. This is to provide context
but also be used to go into creative briefs and to use in status meetings.
fictionalized example




ng1Channel(s))            Bridge1To1(Channel(s))                                 Scenario(s)                                      Cross1Channel1Design1Guidelines
                    Menchies.com (direct)                      • Acquiring a mySmileage Card in Store                Menchies.com
                    Store > POS (indirect)                                                                           • URL to form to complete process
                                                                                                                     • Consistent imagery and copy
                                                                                                                     • Educate customer on mySmileage Card benefits

                                                                                                                     Store > POS:
                                                                                                                     • Remind customer on in-store process ("scan every
                                                                                                                     time you check out")
                                                                                                                     • Ideally, imagery/copy related to how to use would
                                                                                                                     be consistent with POS signage




  #AgainstAtomism
  Here’s a integrated plan template I created. This is used to list out each touch point, its purpose, and how it fits with other touch points. As you can see here, it described as a bridge to the
  web site (and as a good place to let the customer know about its purpose and value each time they come back in the store.)

  The design guidelines column provides requirements for how the brochure needs to hand off to the web site and how the web site needs tie in with the brochure. This is to provide context
  but also be used to go into creative briefs and to use in status meetings.
rough cutting


#AgainstAtomism                                                                                         source: http://www.cinemaisdope.com/news/films/troublewithharry/twh-1.jpg
A new method I’ve been playing with lately is roughcutting, inspired by the film production technique.
#AgainstAtomism                                                                                             source: http://www.animationjam.nl/wp-content/uploads/2010/06/StoryboardWall.jpg
If you have ever seen an animated film in progress, you know that each scene is presented at its fidelity at that point in time, but the film can be viewed from end to end.
#AgainstAtomism                                                                                                                          source: http://vimeo.com/9339739
Some frames may be words describing what the animation may be, others may be animatics, and others may be complete production quality.
#AgainstAtomism
On a recent initiative I worked with, my team and I ran post-mortem of the cross-channel experience with all the functions that work on different elements. We filled a conference room up
with 40-50 people, and walked through the experience, sharing issues we were seeing and feedback that had been collected from customers. This is was eye opening for the attendees
because they could see their work in the context of the entire experience, and they were invited to suggest improvements via sticky notes on any element they wished.
fictionalized example




                                                                                                                                navigation




                                                                                                                                                                                                                                                HERO HERE


        Your Smileage card #         XXXX XXXX XXXX

                                                                                                                                                                                                                                                Register Here!
        Prosciutto chuck meatloaf ball tip rump. Tongue capicola strip steak ball tip brisket spare
        ribs t-bone salami, pastrami kielbasa filet mignon tenderloin andouille ham frankfurter.
        Drumstick tongue tenderloin ground round shoulder sirloin swine, hamburger jerky salami
        kielbasa. Bresaola kielbasa ball tip shank rump. Cow t-bone ball tip pig, bresaola short loin
        turducken fatback tenderloin ribeye.




         LOGO                                                                         copyright                                              Your Smileage card #         XXXX XXXX XXXX


                                                                                                                                             Prosciutto chuck meatloaf ball tip rump. Tongue capicola strip steak ball tip brisket spare
                                                                                                                                                                                                                                                Submit
                                                                                                                                             ribs t-bone salami, pastrami kielbasa filet mignon tenderloin andouille ham frankfurter.
                                                                                                                                             Drumstick tongue tenderloin ground round shoulder sirloin swine, hamburger jerky salami
                                                                                                                                             kielbasa. Bresaola kielbasa ball tip shank rump. Cow t-bone ball tip pig, bresaola short loin
                                                                                                                                             turducken fatback tenderloin ribeye.




                                                                                                                                              LOGO                                                                         copyright




                                                                                                                                                                                                                                XXXXXX




                                                                                           XXXXXX




                                                db ack
                                     Fee
                                                                                                                                                                                                                                                    k
                                                                                                                                                                                                                                             ed bac
                                                                                                                                                                                                                                Fe




#AgainstAtomism
I’m now having success in having initiatives work rough cutting into the process where a war room. Here’s a mocked up example of loyalty card design placed next to the online sign-up form
the customer would navigate to following the URL on the card.
#AgainstAtomism                                                                                      source: http://oliveyuba.blogspot.com/2011/04/its-not-about-olives.html

In concert, these methods and others are what I’m finding I am leaning on more to help the broader team see the forest for the trees and balance seeing the big
cross-channel picture with their piece of the puzzle.
#AgainstAtomism
And to do this, we need to keep learning about the people we work with in the organization, what they own, what their vision is for the customer experience, what their plans are, and what is
motivating them.
#AgainstAtomism
We need to help them see their touch point, their channel, their initiatives, and their work not only within the context of the other parts of the customer experience and the organization...
#AgainstAtomism
... but as part of a holistic vision for that experience that requires greater collaboration and new ways of working to achieve.
#AgainstAtomism                                                                                                       source: http://dandelion6oclock.files.wordpress.com/2010/10/try_again.png
Important to point out that this is an iterative process within projects and programs, across initiatives and over time. This is about change in business is done in the long run. But it starts one
project at a time, and one relationship at a time.
understand the context

                              frame the problem

                                build bridges

                              expand the toolkit

#AgainstAtomism
1. Understand the context
2. Frame the problem
3. Build bridges
4. Expand the toolkit
Orchestrate Against Atomism
                                                                  #AgainstAtomism




                                      Patrick Quattlebaum
                                          @ptquattlebaum

                     source: http://mysuccesscircleonline.com/wp-content/uploads/2011/06/orchestra-conductor.jpg
Thanks!

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Orchestrate Against Atomism | IAS12

  • 1. Orchestrate Against Atomism #AgainstAtomism Patrick Quattlebaum IA Summit 12 | New Orleans March 23, 2012 source: http://mysuccesscircleonline.com/wp-content/uploads/2011/06/orchestra-conductor.jpg Hi. I'm Patrick. I'm formally with Macquarium, an experience design consultancy with offices in Atlanta and Charlotte, and I will be joining adaptive path next month in San Francisco. And I'm a first time speaker at IA Summit.
  • 2. cross channel is not new #AgainstAtomism And I'm really excited to be speaking this year considering the theme. Cross-channel experience design is not a new topic, but it is a timely one. There's a shift I am seeing at our clients and in our industry.
  • 3. #AgainstAtomism The growing expectations of customers in having seamless, cross-channel experiences is beginning to push more companies to invest in cross-channel experience. It is opening up new opportunities for our community to add value and lead. I'm sure we will see some good case studies this weekend about how members of our community are helping organizations large and small bridge channels. i know i’m ready to see the well-deserved poster-children of cross-channel experience design get some company.
  • 4. most cross-channel experiences suck #AgainstAtomism But... let’s face it... most cross-channel experiences leave a lot to be desired. The growing investment in user experience and customer experience - to paint a broad stroke - rarely have the additive effect of delivering the promise of seamless, holistic cross-channel customer experiences.
  • 5. #AgainstAtomism Companies are struggling with cross-channel because it is complex. The end customers we design for expect not just more from each interaction with brands and corporations. they expect to choose their own path through a myriad of touch points that meet their needs. falling short of these expectations leads to at best frustration and dismay; at worst public admonishment.
  • 6. #AgainstAtomism Companies are struggling with cross-channel because it is complex. The end customers we design for expect not just more from each interaction with brands and corporations. they expect to choose their own path through a myriad of touch points that meet their needs. falling short of these expectations leads to at best frustration and dismay; at worst public admonishment.
  • 7. déjà vu #AgainstAtomism if you are like me you have had déjà vu the last couple of years. Cross channel feels like user experience did a decade ago when corporations started to wake up to investing more in user experience and changing their business strategies as they did so. The information architecture community, with our mindset, experience, and skills that have been so critical in inventing the new medium of the web are even more valuable and necessary as cross-channel experience design evolves from “you should do it” to “if you don’t do it, don’t expect to prosper.”
  • 8. "Information architecture is a design connector between channels and contexts." #AgainstAtomism We know it's the space in between touch points - the bridges, the connectors, life - that can make or break a cross-channel experience. We understand the elements of language, visuals, behavior are critical to keep the experience consistent and coherent within and among channels and touch points. We believe people are as important to complex system design - to ecosystems - as zeroes and ones, brand style guides, and so on.
  • 9. can i get original from peter? #AgainstAtomism source: http://prezi.com/aafmvya6bk7t/understanding-information-architecture/ The IA discipline has always served as the badly needed "glue" in designing user experiences and building bridges between almost anything involving information, people, technology, and the institutions we have worked for and consulted with.
  • 10. #AgainstAtomism As cross-channel customer experiences have become more central to our companies’ and clients’ strategy, it is no surprise that some great thinking is coming out of our community to offer concepts, frameworks, and heuristics to tie all channels and touch points together.
  • 11. #AgainstAtomism source: http://adaptivepath.com/ideas/the-anatomy-of-an-experience-map Our community is developing and evolving tools to understand the complexities of cross-channel design and communicate holistic solutions to our clients and stakeholders.
  • 12. #AgainstAtomism source: http://www.slideshare.net/morville/the-future-of-information-architecture
  • 13. #AgainstAtomism source: Pervasive Information Architecture We are helping other understand the opportunities to innovate and painting a vision of how channels fade into the background and people accomplishing their goals move to the foreground.
  • 14. #AgainstAtomism source: http://tylertate.com/blog/2012/02/21/cross-channel-ia-blueprint.html We are evangelizing how to provide the right experiences on single touch points while balancing consistency across all touch points.
  • 15. most cross-channel experiences suck #AgainstAtomism Yet... most cross-channel experiences still suck. So, what i wanted to spend my time with you today talking about is one of the reasons why this is true, and how we can all add value in our organizations at our clients to make things better.
  • 16. holistic #AgainstAtomism source: http://www.illustration4hire.com/apollobeyond/Files/9.Project%20Gantt%20Chart/GanttChart.8.png The word holistic gets thrown around a lot both in business and experience design. I know i’ve done my fair share of using the word in strategy work when I’m helping my clients see the importance of cross-channel design and how to change their processes to approach their customer experience... uh, holistically.
  • 17. #AgainstAtomism This type of vision work its easy to point out inconsistencies across channels, frame the business value of doing something about it, and to show conceptually the types of experiences that should unfold for customers cross-channel.
  • 18. #AgainstAtomism source: http-//28.media.tumblr.com/tumblr_ld4tzwIlqV1qcf25xo1_400 Pulling off a holistic cross channel experience, however, is much easier said than done.
  • 19. #AgainstAtomism Outside in thinking can paint a nice pretty picture of how all the pieces not just fit together but are of one.
  • 20. #AgainstAtomism But as each functional area - marketing, mobile, web, call center, etc - starts to work on their piece of the puzzle, things start to get a little messy.
  • 21. #AgainstAtomism Holistic vision begins to give way to myopic channel or touch point design and execution. The whole - the seamless cross-channel experience - is no longer top of mind.
  • 22. #AgainstAtomism What does typically become top of mind is how creative and wonderful one touch point will be by the team who designs it.
  • 23. #AgainstAtomism source: http://www.illustration4hire.com/apollobeyond/Files/9.Project%20Gantt%20Chart/GanttChart.8.png Because, let’s face it, this is where human desire for control and to show one’s individual value kicks in. Each stakeholder and craftsperson - whether it be digital, physical, people - can begin to lose site of the big picture - the cross-channel experience - and passionately make their touch point the object of their sole focus.
  • 24. atomism #AgainstAtomism This tendency to focus on the pieces and hope they magically arrange and connect themselves as one customer experience is the opposing philosophy to holism. It is atomism. Designers and architects create holistic visions but then organizations try to realize them using reductionist management techniques. We work in silos on our pieces and our companies and clients expect it to come together as whole.
  • 25. orchestrate against atomism #AgainstAtomism And that needs to change. Our companies, clients, and their users need us to step up to the challenge of not just conceptually framing cross-channel customer experience, but to orchestrate across silos and disciplines within organizations to make more of the vision of coherent, continuous, and valuable cross-channel experiences to exist in the world.
  • 26. #AgainstAtomism source: http://www.picturesofknights.net/King_Arthur-and-the-Knights-of-the-Round-Table.jpg And while a better seat at the table is in order as our colleagues move higher up in organizations, we can’t wait. Over the last few years, I’ve been fortunate to consult with several companies that have presented me with the opportunity to both observe difficulties they are having with cross-channel experience design and to experiment with how to do better design planning, to advocate for change, and to create new value.
  • 27. #AgainstAtomism source: http://www.savagechickens.com/images/chickenroad7.jpg But most importantly, I’ve been thinking about the context of our work and how to help lead the way to realize the great cross-channel experiences that conceptually are possible.
  • 28. understand the context frame the problem build bridges expand the toolkit #AgainstAtomism 1. Understand the context 2. Frame the problem 3. Build bridges 4. Expand the toolkit
  • 29. understand the context #AgainstAtomism Here’s what we are up against: more companies are acknowledging the importance of cross-channel experiences but are struggling to create them. Why? Because most organizations were not architected to design and deliver cross-channel experiences that they and their customers desire.
  • 30. cogs in the machine #AgainstAtomism source: http://www.doctormacro.com/Images/Chaplin,%20Charlie/Annex/Annex%20-%20Chaplin,%20Charlie%20(Modern%20Times)_01.jpg While there are exceptions, most organizations are designed as large bureaucracies that are intended to run as efficient machines and produce predictable, measurable results.
  • 31. #AgainstAtomism source: http://2.bp.blogspot.com/_DmtdGP6kzMQ/TIlKaHSi14I/AAAAAAAAPec/0FW9Fbnc7ZU/s1600/ExtinctDinosaurs.bmp I’ve worked with many companies that are attempting to move away from command and control, dehumanistic work environments in hopes of being more agile and innovative in the global economy. But when you look at the org chart of most of large companies, you see the legacy of Taylorism - the mechanization of work into silos with cavernous divides between functions.
  • 32. #AgainstAtomism source: http://2.bp.blogspot.com/-RYkFdryP-Co/Tj7-0q3DyPI/AAAAAAAABJU/6tETrv8zyb4/s1600/OpsSilo.jpg Corporations struggle with silos myopic plans, competing objectives, duplicative work, and difficulties in communication and partnership - all of of which is antithetical to what we need to produce great cross-channel experiences.
  • 33. #AgainstAtomism source: http://blogs.attask.com/wp-content/uploads/2011/09/fa40a79667504eacecdf3537aa149f29.jpg This issue has not been lost on upper management. They hear the buzzwords of cross-channel, omninchannel, synergy, etc... and they want to squeeze out any actual or perceived waste. A decade ago, organizations started creating Program Management Offices (PMOs) to improve cross-silo communication. If you have worked with one, you know PMOs focus on delivery - on time, on budget, and as efficient as possible.
  • 34. pmo = efficiency #AgainstAtomism source: http://www.illustration4hire.com/apollobeyond/Files/9.Project%20Gantt%20Chart/GanttChart.8.png PMOs add value, but in some ways they reinforce the Taylorist mindset. By defining workstreams, tracking status, and reporting issues, PMOs have become the glue across parts of the organization on whether the work that is being produced is “green”... but “green” is defined as hitting dates or staying within budget. PMOs facilitate project management collaboration, but not the project collaboration needed for cross-channel design.
  • 35. frame the problem #AgainstAtomism So, here’s the problem we need to frame for the organizations we work for and with: Acknowledging customers expect all the channels and touch points to work in harmony requires getting the organization to design holistically and work more collaboratively.
  • 36. #AgainstAtomism source: http://www.conairgroup.com/silverstripe/index.php/products/material-storage/ But our organizations are built and operate antithetically to how they should be to produce good cross-channel experiences for customers.
  • 37. #AgainstAtomism source: http://blog.washingtonpost.com/story-lab/assemblyline.jpg They are built for breaking things down. To functions. To work streams. To tasks. To requirements. To user stories. To deliverables. Pieces and parts everywhere.
  • 38. #AgainstAtomism source: http://projectmanagementcommunications.files.wordpress.com/2011/02/cartoon_report-all-green.png And project charters, program management, and status reports may create efficiencies, keep budgets in check, and allow different functions to check the “we’re green” box, but it doesn’t come close to ensuring realization of seamless, delightful cross-channel experiences.
  • 39. #AgainstAtomism source: http://www.capgemini.com/technology-blog/mt-files/Business%20as%20Unusual%20Logo.jpg The problem is that business as usual - siloed, unorchestrated work - isn’t and won’t cut it.
  • 40. #AgainstAtomism source: http://www.brainsonfire.com/blog/wp-content/uploads/2011/06/mumford.jpg And regardless of how things work above us, we need to reach out to our peers or urge our clients to work together from vision to realization.
  • 41. build bridges #AgainstAtomism And as information architects, we are the natural community to spur this on.
  • 42. #AgainstAtomism We are the bridge builders.
  • 43. #AgainstAtomism And we need to build bridges internally to build bridges externally. We need to constantly break down walls between silos and build bridges person by person, team by team, function by function. We have to help our colleagues better understand the context of their work and the issues it causes.
  • 44. pop the ux bubble #AgainstAtomism source: http://good-wallpapers.com/pictures/3722/soap_bubble.jpg Which means we need to pop the UX bubble and work even harder to learn all we can about other parts of the organization. It’s a giant design problem we need to attack.
  • 45. empathy #AgainstAtomism source: http://www.pccfun.us/blog2/wp-content/uploads/2011/08/empathie-69-96.gif And to start attacking that problem and building bridges, we start where we often do - with building empathy for what our partners and clients are facing internally. What affects their behavior to tend towards atomism? We need to be able to see the organization, their role, and their goals from their perspective and acknowledge through action their importance.
  • 46. motivations #AgainstAtomism source: http://samplewords.files.wordpress.com/2011/10/motivation.jpg Always keep in mind that the management philosophy of hierarchical relationships, functional performance plans, and siloed thinking is predominant. You need to approach your intended collaborators as likely being motivated by a competing objectives to harmonizing the cross-channel experience.
  • 47. #AgainstAtomism This is how we end up with fragmented customer experiences where channels and touch points fail to connect seamlessly. The teams and partners you are depending on are often being pushed towards that end for the good of their department’s objectives.
  • 48. #AgainstAtomism source: http://www.global-integration.com/blog/breaking-down-silos.html Incentives and performance plans only amplify and encourage this behavior.
  • 49. taking risks #AgainstAtomism source: http://1.bp.blogspot.com/-QcfQ-yo5gQA/TlRaJzAjfyI/AAAAAAAAAQY/4p9cDrP-kkI/s1600/tightrope.jpg Building consensus on cross-channel initiatives is really asking your collaborators to take a risk, to go against the grain.
  • 50. #AgainstAtomism source: http://lsilverwoodwaltona2media.blogspot.com/2011/05/maslows-hierarchy-of-needs.html A key driver for someone in a large organization is safety of employment. As you work to get buy in and collaboration on building a cross-channel vision, they may think that this is beyond scope of their role (“this is not on my PDP. i can’t spend time on this.”) or they may see this as giving up control (“i need to own mobile and show that i own it.”) Cross-channel work challenges organizational boundaries and how companies are set up to reward performance.
  • 51. #AgainstAtomism source: http://farmlandgrab.org/wp-content/uploads/2010/04/spooner_1504_main-420x01.jpg And in some cultures, defensive posture to collaborate can be based more of fear of ulterior motives, especially land grabbing.
  • 52. Trust #AgainstAtomism source: http://2.bp.blogspot.com/_aoXidpr7qR4/TCWgYrYw_nI/AAAAAAAAEtk/VmtceZ_-f3U/s1600/ShorelinePark1000620-014.JPG So, you need take your understanding of what motivations, fears, and desires your collaborators have and begin to build trust among your internal collaborators.
  • 53. Inattention to Results Avoidance of Accountability Lack of Commitment Fear of Conflict Absence of Trust #AgainstAtomism Trust is a foundational element to any team, and I’ve seen large cross-channel initiatives struggle as partners assert ownership of their channel at the expense of creating a seamless experience. At best this is driven by not yet seeing the cross-channel problem and how to solve it; at worst, politics and empire building are the actions that push the words “customer-centric” to the sidelines.
  • 54. earning respect #AgainstAtomism source: Gap, Inc. To build trust, you need to earn the respect of your collaborators. In addition to signaling you understand them and the context of their work, you need to lead the way in building new knowledge, learning a new language, and an understanding of each functions value and ownership.
  • 55. learn the ropes #AgainstAtomism source: http://3.bp.blogspot.com/-TnDZ9_K7Qw0/TlhQ2lzgf2I/AAAAAAAAG18/KTODLYOeYA8/s1600/Mx21.JPG This starts with being an apprentice to other parts of the business so you can act as an effective connector internally. How does the call center approach the customer experience? What’s their process for defining, designing, and implementing new initiatives? How does store operations roll out changes? What lead time does marketing face across broadcast, direct mail, print, etc? Get knowledgeable enough to be dangerous... it will help remove some blind spots and open up new avenues for empathy and collaboration.
  • 56. learn the language #AgainstAtomism Learning the lingo of internal partners is critical. It will help you build rapport. Don’t be hesitant to ask what a term means when you hear it. This simple action communicates your interest in understanding better the domains of your partners. And then help build a common language among channel and touch point partners.
  • 57. #AgainstAtomism source: http://1.bp.blogspot.com/-ZdQdamT0uv4/T0nl8H_76OI/AAAAAAAAAm4/OT1YV3q18ng/s1600/step+on+foot.JPG Nothing can undercut trust and respect more than making dumb mistakes. I know I’ve often been hired by one group to craft cross-channel experience visions, only to step on the toes of other groups who own the touch points being re-imagined or impacted.
  • 58. roadmap detective #AgainstAtomism My advice on this is to keep your ear to the ground for what initiatives are going on around you. Find overlaps, duplicative efforts, etc. I like to think of this step as a being a roadmap detective... searching through sharepoint sites, asking teams to share their plans, sitting in on cross-functional meetings... piecing together all the visions for each channel and looking for synergies, gaps, conflicts....
  • 59. #AgainstAtomism I also make it point to help all stakeholders see sooner than later the impact their ideas will have on the cross-channel experience, both for the business and customers. Simple visuals like this back of the napkin touch point impact diagram communicate to other parts of the business that you are thinking through the problem space holistically - an important signal to send if you are asking for their collaboration in creating a new or improving an existing experience.
  • 60. #AgainstAtomism source: http://www.fuad-luke.com/images/home/co-design_loop.png And the spirit of everything that I am talking about - of building bridges - is to encourage collaborators to trust one another to work towards common solutions that are good for the corporation and good for its employees and customers... not to fall into the muscle memory of old patterns that get the same results.
  • 61. expand the toolkit #AgainstAtomism Orchestration requires refining existing methods, stealing from other disciplines, and inventing new ones. Over the last couple of years I’ve been inspired by gamestorming, service design, and cinema. Here’s a few I wanted to share...
  • 62. invite to play #AgainstAtomism source: http://2.bp.blogspot.com/_aoXidpr7qR4/TCWgYrYw_nI/AAAAAAAAEtk/VmtceZ_-f3U/s1600/ShorelinePark1000620-014.JPG An underlying philosophy I have - and many others do - is that we need invite our colleagues to play more at work. And I’ve found that the more I take the lead in meetings with clients and their organizational peers in making turning meetings in working sessions and working sessions in workshops, the better results we see.
  • 63. #AgainstAtomism Most of us in this room have likely been leveraging gamestorming techniques recently or for much of our careers. And I‘ve sat through too cross-functional meetings in which attendees sit around a conference table talking about a project or a concept... I built this little box to have on hand for meetings and offer to facilitate. This good will gesture makes meetings more fun, communicates the importance of active collaboration, and also exhibits my willingness to serve the team for the greater good of the program.
  • 64. service design #AgainstAtomism source: http://ingridsnotes.files.wordpress.com/2011/03/stage-play.jpg The service design community is developing a lot of great tools that can be leveraged for holistic design and orchestrating the pieces to realization.
  • 65. journey mapping #AgainstAtomism source: http://www.servicedesigntools.org/sites/default/files/res_images/CJM.png The first method is customer journey mapping, which has become a very popular method in the industry.
  • 66. #AgainstAtomism source: http://bellthompson.files.wordpress.com/2010/02/sdc13082.jpg Customer journey maps are created collaboratively with a cross-functional group. Ideally they are backed by research and observations of customers actual experiences with a product, service, or brand, or with a specific context in which a new product or service can help them accomplish a goal. This technique can also be used to create maps of target experiences for products and services under consideration.
  • 67. blueprinting #AgainstAtomism source: http://www.emeraldinsight.com/fig/154_10_1108_S2041-272X_2010_0000002012.png Another technique I use is blueprinting, which begins to get deeper into complexities of pulling off these experiences and moving them through the planning process towards execution by multiple teams across multiple channels.
  • 68. #AgainstAtomism source: http://www.flickr.com/photos/rachelshadoan/4171746951 Here’s an example of a blueprint for a grocery delivery service. There are rows that describe the customers actions, the physical/digital artifacts they interact with, the actions of front line staff, the actions of support staff behind the scenes, and support systems and processes integral to the delivery of the service. Each column is a step in the customer service experience.
  • 69. fictionalized example Experience Blueprint mySmileage Card Customer Help v1 10.17.2011 This blueprint specifies the Menchie’s customer experience for handling customer service issues related to registering a mySmileage Card online. This mySmileage Card allows a Menchie’s customer to earn smiles (points) towards rewards by presenting the card each time she makes a purchase. Passport package Registration Form Registration Page Signage at POS Passport package mySmileage Card mySmileage Callout mySmileage Card Confirmation email EVIDENCE Menchies.com mySmileage Card mySmileage Card Commit and sign Look for registration Receive email Approach register Place yogurt cup Consider program Navigate to Enter required Look for assistance Call customer CUSTOMER ACTION to make purchase on scale and agree to join up for mySmileage Depart Menchies.com and navigate to information and find 1-800 # service and click on link Card registration site to view balance LINE OF INTERACTION Scan card and Complete form, accept GreetAction customer Complete registration Ask customer if Action Explain benefits Ask customer if FRONT STAGE they have a card of the program they have a card. remind Action customer payment, and package and discuss issue for customer to register tool and paperwork LINE OF VISIBILITY Passports BACKSTAGE in stock INTERNAL INTERACTION Replenishment system Card activation system Registration system Card activation system #AgainstAtomism Diagram style adapted from This is Service Design Thinking & Brandon Schauer, Adaptive Path A polished service blueprint can look something like this...
  • 70. Experience3Blue3Print:3mySmileage3Card3Customer3Help333 DRAFT fictionalized example Scenario3Description: Bacon/ipsum/dolor/sit/amet/bresaola/tongue/chuck/tri;tip/turducken./Swine/bacon/jerky/turkey/frankfurter/ strip/steak,/t;bone/drumstick/meatloaf/spare/ribs/beef/flank./Ribeye/ham/hock/short/loin/biltong,/ground/round/ pork/belly/bresaola/meatball/chicken/cow/turducken./Spare/ribs/turducken/beef/tongue/capicola/meatball./ Pastrami/boudin/tenderloin/tri;tip/pork/loin/beef. 1 2 3 4 5 6 7 8 9 10 11 12 Passport package Registration Form Registration Page Physical3Evidence Signage at POS Passport package mySmileage Card Menchies.com mySmileage Callout mySmileage Card mySmileage Card mySmileage Card Confirmation email Commit and sign Look for registration Receive email Approach register Place yogurt cup Consider program Navigate to Enter required Look for assistance Call customer Customer3Actions to make purchase on scale and agree to join up for MyLowe’s Depart Menchies.com and navigate to information and find 1-800 # service and click on link Card registration site to view balance Scan card and Ask customer if Explain benefits Greet customer Complete registration On3Stage3(Visible3Human3Actions3or3Digital3Interactions) they have a card of the program remind customer and discuss issue for customer to register Passports Back3Stage3(Invisible3Human3Actions) in/stock Support3Processes Replenishment system Card activation system Registration system Card activation system New3/3Impacted3Business3Processes Checkout Process Call center script Call center workflow #AgainstAtomism But here’s another example, which is a simple template I use to create and iterate on experience blueprints. Typically, I run one or multiple customer journey sessions to gather all the best ideas on a specific customer experience and then I synthesize them into this template. There are then multiple iterations to improve it and flesh out with all the channel partners.
  • 71. 1 2 3 4 5 6 7 fictionalized example Passport package Physical3Evidence Signage at POS Passport package mySmileage Card Menchies.com mySmileage C Commit and sign Look for regist Approach register Place yogurt cup Consider program Navigate to Customer3Actions to make purchase on scale and agree to join up for MyLowe’s Depart Menchies.com and navigat Card registration Scan card and Ask customer if Explain benefits On3Stage3(Visible3Human3Actions3or3Digital3Interactions) they have a card of the program remind customer to register Passports Back3Stage3(Invisible3Human3Actions) in/stock Support3Processes Replenishment system Card activation system New3/3Impacted3Business3Processes Checkout Process #AgainstAtomism This template proved to be quite popular with my last client. I noticed people bringing it to meetings and writing notes on it. It served as a key touch stone for them, and I learned that marketing took it and adapted it to think through cross-channel promotions.
  • 72. cinema #AgainstAtomism source: http://www.cinemaisdope.com/news/films/troublewithharry/twh-1.jpg Lately I have been drawing a lot of inspiration from cinema in looking for new ways to think about engendering collaboration, not losing the plot, and keeping consistency throughout the experience. Here’s a couple of methods I’ve been playing with.
  • 73. continuity #AgainstAtomism source:TBD Another concept from film that I have been playing with is the role of continuity director, who is responsible for ensuring consistency of key cinematic elements, such as plots, places, and events, over time.
  • 74. #AgainstAtomism source:TBD Mistakes like this one can be humorous if you notice them, but some continuity errors are jarring enough to take the viewer out of the movie. Cross-channel experiences are like this. Moving from one touch point to another is like moving between shots or scenes in the film. Small inconsistencies can break flow.
  • 75. #AgainstAtomism source:TBD So, continuity directors have developed tools to track the small details that are so important to internal consistency in a film that is produced by multiple craftspeople, working in multiple units, across distance and time. This continuity report is one example.
  • 76. fictionalized example Element Description Bridge1From1(Originating1Channel(s)) Bridge1To1(Channel(s)) 1 mySmileage Brochure (in store) This brochure is provided to the consumer Store > POS Menchies.com (direct) both as awareness/consideration collateral Store > POS (indirect) and provides instructions to complete registration online. #AgainstAtomism Here’s a integrated plan template I created. This is used to list out each touch point, its purpose, and how it fits with other touch points. As you can see here, it described as a bridge to the web site (and as a good place to let the customer know about its purpose and value each time they come back in the store.) The design guidelines column provides requirements for how the brochure needs to hand off to the web site and how the web site needs tie in with the brochure. This is to provide context but also be used to go into creative briefs and to use in status meetings.
  • 77. fictionalized example ng1Channel(s)) Bridge1To1(Channel(s)) Scenario(s) Cross1Channel1Design1Guidelines Menchies.com (direct) • Acquiring a mySmileage Card in Store Menchies.com Store > POS (indirect) • URL to form to complete process • Consistent imagery and copy • Educate customer on mySmileage Card benefits Store > POS: • Remind customer on in-store process ("scan every time you check out") • Ideally, imagery/copy related to how to use would be consistent with POS signage #AgainstAtomism Here’s a integrated plan template I created. This is used to list out each touch point, its purpose, and how it fits with other touch points. As you can see here, it described as a bridge to the web site (and as a good place to let the customer know about its purpose and value each time they come back in the store.) The design guidelines column provides requirements for how the brochure needs to hand off to the web site and how the web site needs tie in with the brochure. This is to provide context but also be used to go into creative briefs and to use in status meetings.
  • 78. rough cutting #AgainstAtomism source: http://www.cinemaisdope.com/news/films/troublewithharry/twh-1.jpg A new method I’ve been playing with lately is roughcutting, inspired by the film production technique.
  • 79. #AgainstAtomism source: http://www.animationjam.nl/wp-content/uploads/2010/06/StoryboardWall.jpg If you have ever seen an animated film in progress, you know that each scene is presented at its fidelity at that point in time, but the film can be viewed from end to end.
  • 80. #AgainstAtomism source: http://vimeo.com/9339739 Some frames may be words describing what the animation may be, others may be animatics, and others may be complete production quality.
  • 81. #AgainstAtomism On a recent initiative I worked with, my team and I ran post-mortem of the cross-channel experience with all the functions that work on different elements. We filled a conference room up with 40-50 people, and walked through the experience, sharing issues we were seeing and feedback that had been collected from customers. This is was eye opening for the attendees because they could see their work in the context of the entire experience, and they were invited to suggest improvements via sticky notes on any element they wished.
  • 82. fictionalized example navigation HERO HERE Your Smileage card # XXXX XXXX XXXX Register Here! Prosciutto chuck meatloaf ball tip rump. Tongue capicola strip steak ball tip brisket spare ribs t-bone salami, pastrami kielbasa filet mignon tenderloin andouille ham frankfurter. Drumstick tongue tenderloin ground round shoulder sirloin swine, hamburger jerky salami kielbasa. Bresaola kielbasa ball tip shank rump. Cow t-bone ball tip pig, bresaola short loin turducken fatback tenderloin ribeye. LOGO copyright Your Smileage card # XXXX XXXX XXXX Prosciutto chuck meatloaf ball tip rump. Tongue capicola strip steak ball tip brisket spare Submit ribs t-bone salami, pastrami kielbasa filet mignon tenderloin andouille ham frankfurter. Drumstick tongue tenderloin ground round shoulder sirloin swine, hamburger jerky salami kielbasa. Bresaola kielbasa ball tip shank rump. Cow t-bone ball tip pig, bresaola short loin turducken fatback tenderloin ribeye. LOGO copyright XXXXXX XXXXXX db ack Fee k ed bac Fe #AgainstAtomism I’m now having success in having initiatives work rough cutting into the process where a war room. Here’s a mocked up example of loyalty card design placed next to the online sign-up form the customer would navigate to following the URL on the card.
  • 83. #AgainstAtomism source: http://oliveyuba.blogspot.com/2011/04/its-not-about-olives.html In concert, these methods and others are what I’m finding I am leaning on more to help the broader team see the forest for the trees and balance seeing the big cross-channel picture with their piece of the puzzle.
  • 84. #AgainstAtomism And to do this, we need to keep learning about the people we work with in the organization, what they own, what their vision is for the customer experience, what their plans are, and what is motivating them.
  • 85. #AgainstAtomism We need to help them see their touch point, their channel, their initiatives, and their work not only within the context of the other parts of the customer experience and the organization...
  • 86. #AgainstAtomism ... but as part of a holistic vision for that experience that requires greater collaboration and new ways of working to achieve.
  • 87. #AgainstAtomism source: http://dandelion6oclock.files.wordpress.com/2010/10/try_again.png Important to point out that this is an iterative process within projects and programs, across initiatives and over time. This is about change in business is done in the long run. But it starts one project at a time, and one relationship at a time.
  • 88. understand the context frame the problem build bridges expand the toolkit #AgainstAtomism 1. Understand the context 2. Frame the problem 3. Build bridges 4. Expand the toolkit
  • 89. Orchestrate Against Atomism #AgainstAtomism Patrick Quattlebaum @ptquattlebaum source: http://mysuccesscircleonline.com/wp-content/uploads/2011/06/orchestra-conductor.jpg Thanks!