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The cross channel experience - UXLx
The document discusses cross-channel experience design, emphasizing its importance for business success as 90% of businesses consider it critical. It outlines methods and tools for creating a seamless experience across various touchpoints, including web, mobile, and customer support. The speaker, Nick Finck, advocates for breaking down silos in organizations to foster a unified approach to user experience design.
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The cross channel experience - UXLx
- 1. Who is using your system? We know them. Evidence Driven Design The Cross-‐Channel Experience Presented by Nick Finck
- 2. About Me User Experience Evangelist Blink InteracHve Personal Site NickFinck.com Twi9er @nickf Nominated Sea>le’s sexiest geek Photo by Jeff Cro< -‐ h>p://bit.ly/g0hPil
- 3.
- 4. UX Lx is the best user experience conference in the world.
- 5. Folks, brace yourselves, today is going to be full of Awesome.
- 6. Overview 1) DefiniHons 2) Methods 3) Tools 4) Examples 5) Q&A
- 7.
- 8. 90% of businesses say the cross-‐ channel experience is criMcal to their business’s success. - Foviance & Econsultancy, “Multi-channel Customer Experience Report”, Nov 2010
- 9. What is cross-‐channel experience design?
- 10. Cross-‐Channel Experience Design is the process of designing for all the touchpoints a person has with a business regardless of channel.
- 11. Wait! Aren’t you just talking about… -‐ User Experience Design? -‐ Customer Experience Design? -‐ Service Design?
- 12.
- 13. “70% of US online customers research products online & purchase them offline.” -‐ Forrester, “Profiling The MulHchannel Customer”, July 2009
- 14. 65% of search visitors are looking for further info on something they saw via another channel. -‐ Andrea Resmini & Luca RosaH, “IA for Ubiquitous Ecologies”, 2007
- 15. “53% of mobile searches on Bing have local intent.” -‐ Greg Sterling, Search Engine Land, November 2010
- 16. 3 Types of Touchpoints
- 17.
- 18.
- 19.
- 20. You might think of your work in the context of a channel but your customers do not.
- 21. So how do we cra_ a good cross-‐channel experience?
- 22.
- 23. Observe how people use it
- 24. Know the context of use
- 25. A>enHon to detail counts
- 26.
- 27. Follow the whole engagement
- 28. Learn the business processes
- 29.
- 30.
- 31.
- 32.
- 33.
- 34. Support Processes & Systems
- 35.
- 36.
- 37. Service Blueprint Twitter Experience Physical Tweet Blog Post Comment Form Tweet Twitter Profile DM button on Twitter URL on Twitter profile Evidence Profile User Actions Clicks on link Reads blog post Comments on post @Replies to Tweet Follows on Twitter DMs over Twitter Visits Website Line of Interaction Onstage Contact Post to Twitter Publish blog post Responds to comment Respond to @Reply Analyze followers Respond to DM Analyze web logs Person Line of Visibility Backstage Review, edit, & Review, edit, & Review, edit, & Review, edit, & Contact approve blog post approve comment approve responce approve responce reply Person Line of Internal Interaction Support Metricly & Google CoTweet ExpressionEngine ExpressionEngine CoTweet Metricly CoTweet Processes Analytics
- 38.
- 40. Add a DVD to my queue on the website
- 41. Told me when to expect the DVD
- 42. DVDs arrives in the mail
- 43. …and I can tell them when something went wrong
- 44. Confirmed when they received the DVD
- 45. I can also stream movies on my Laptop
- 46. I can resume the movie on the web
- 47. …or through the app
- 48. …on Xbox, tablet, smartphone, laptop, or TV.
- 49. Asked me how my experience was a<erwards
- 50. Compensated me when something went wrong
- 51. …and I can tell them when something went wrong
- 52. Cross-‐Channel touchpoints 1) Web 2) Email 3) Packaging 4) Product 5) Streaming Media 6) Mobile
- 54. I wanted to get a mountain bike
- 55. So I researched them online
- 56. I wanted to test them in person
- 57. I headed to the store Photo by Hien Nguyen -‐ h>p://bit.ly/ekeNdN
- 58. They had many mountain bikes
- 59. …and a place to test them!
- 60. Cross-‐Channel touchpoints 1) Web 2) Retail 3) Product 4) Sales Support 5) Environment
- 62. So I wanted to watch Game of Thrones…
- 63. There is no way to add HBO on the web
- 64. So I went to Twi>er…
- 65. HBO was added in no Hme
- 66. …and then, like magic, I had HBO.
- 67. Cross-‐Channel touchpoints 1) Web 2) Click-‐To-‐Chat 3) Social Media 4) Broadcast Media
- 68.
- 69. Not everyone’s boss is David Brent
- 70. …They are more like Neil Godwin.
- 71. “We can't solve problems by using the same kind of thinking we used when we created them.” -‐ Albert Einstein
- 72. We must break down the silos.
- 73.
- 74. We must work more like a hive
- 75. …with a unified vision of what we’re trying to do.
- 76.
- 77.
- 78. Follow-‐up quesHons • ConsulHng: BlinkInteracHve.com • Personal: NickFinck.com • Email: nick@blinkinteracHve.com • Twi>er: @nickf