The document discusses designing cross-channel experiences. It begins by explaining that customers experience brands across multiple touchpoints and channels, both digital and physical. The key is to design experiences that are convenient, connected, consistent, contextual, and span across time. The document then provides five principles and five methods for cross-channel design. The principles are to make experiences convenient, connected, consistent, contextual, and spanning across time. The methods are to think in terms of services, share design work across teams, start by observing customer behaviors, be comfortable with ambiguity, and focus on customer needs rather than specific solutions. Finally, the document discusses various discovery and solution activities for cross-channel design, such as stakeholder interviews

1. the future of design isn’t just the web

2. design for cross channel experiencesSamantha Starmer @samanthastarmer WebVisions 2011

3. todaywhy care about cross channel design?how to think about cross channel designtry cross channel designdiscovery activitiessolution activitiespartner on cross channel designsell cross channel designstart cross-channel design now

4. extrapolation encouragedhttp://www.flickr.com/photos/danilush/3259099985

5. meweb and experience stuff: Amazon, MicrosoftREI – Recreational Equipment, Inc. lead IA, UX, IxD & analytics teamsteach at University of Washington

6. why now?

7. first time at brick & mortarhttp://www.flickr.com/photos/dirpics/464458290/

8. Waitress picture10 years in restaurant business

9. youweb developers, web producers, creative/art directors, designers, architectseducation, agencies, B2B, government, financiallots of familiarity with website user experience and design, some with mobile designsome cross channel experience; mostly via web and mobile

10. some expectationsbeyond specifically web based applicationsstrengths and weaknesses of each channel and how to develop a seamless, integrated user experiencehigh level guidelines and gotchashow to take a brand beyond print and web while keeping the integrity of the brand intacthow to create a consistent customer experience among all channels

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

12. conference in Australia!!

13. Sydney pictureimagined myself in Sydney

14. but I’m a procrastinator

15. oh crap

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

17. silence…silence…

18. luggage i’m readyhttp://www.flickr.com/photos/benleto/4593774334

19. hmm… I can’t check in online

20. even though I bought my tickets and Visa online

21. have to check in at airporthttp://www.flickr.com/photos/gexydaf/5087612417

22. damn, have to talk to a personhttp://www.flickr.com/photos/mkooiman/787191703

23. wait in long check-in linehttp://www.flickr.com/photos/jopoe/4569447498

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

25. Flight agent picturehttp://www.flickr.com/photos/dykstranet/211106615

26. “this won’t work”

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

28. “i’m a human, not a machine”

29. Flight agent picturehttp://www.flickr.com/photos/dykstranet/211106615

30. “what’s your itinerary?”

31. me, looking confused

32. thank god I’m old school

33. i’m also paranoid

34. what about my visa?

35. Sleeping at Airporthttp://www.flickr.com/photos/feline_dacat/3197429380

36. “i have no idea”

37. Flight agent picturehttp://www.flickr.com/photos/dykstranet/211106615

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

39. “Change screens, Pillow Pillow”“Where’s the Pillow?”“Didn’t they cover that in training?”“Backslash Backslash”“Okay, tietac”“What?”“Tietac”“huh?”“Like Tie”“carrot backslash”“United States”“Pillow Pillow”“Change Screens”

40. silence…silence…

41. “good luck”

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

43. Holistic experience

44. why?

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

46. we live across physical and digital

47. we must design for the holistic experience

48. don’t design for just website

49. …app

50. …producthttp://www.flickr.com/photos/differentview/5506159327

51. …or physical environmenthttp://www.flickr.com/photos/24218656@N03/4589621372/

52. we must design across all touchpoints and channels

53. digital and physical are colliding

54. 70%of US online consumers research products online and purchase them offlineForrester, Profiling The Multichannel Consumer, July 2009

55. 53% of mobile searches on Bing have a local intentGreg SterlingSearch Engine Landhttps://searchengineland.com/microsoft-53-percent-of-mobile-searches-have-local-intent-55556

56. technology is everywhere

57. but

58. (and here is our opportunity)

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

60. customers don’t think about channels

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

62. customers don’t think about design disciplines

63. http://www.kickerstudio.com/blog/images/ux.jpghttp://www.jjg.net/elements/pdf/elements.pdfhttp://www.montparnas.com/articles/wp-content/uploads/2006/10/user%20experience%20design%20explained.gif http://mickwinters.com/wp-content/uploads/2010/02/venn1.gif

64. customers do think about your organization

65. across time, touchpoints and experiences

66. however we want to interact

67. whenever we see a brandhttp://www.flickr.com/photos/cdevers/3388665920

68. outsidehttp://www.flickr.com/photos/cafemama/542656019

69. insidehttp://www.flickr.com/photos/penmachine/2971108982

70. packaginghttp://www.flickr.com/photos/streamishmc/2391505902

71. signshttp://www.flickr.com/photos/andrewbain/2510253694

72. employeeshttp://www.flickr.com/photos/7577938@N02/4897443265

73. things outside our controlhttp://www.flickr.com/photos/jaxphotography/267129315

74. all touchpoints and channels impact perception & loyalty

75. design across digital and physical

76. across platforms

77. across platformsacross devices

78. across platformsacross devicesacross channels

79. how?

80. 5 principles5 methods5 tools

81. 5 principles convenientconnectedconsistentcontextual(a) crosstime

82. convenient

85. Walgreen on iPad

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

87. Walgreen’s drive inhttp://www.flickr.com/photos/ambernectar/4042608385

88. consistent

97. connected

98. consider the experience of transitionshttp://www.flickr.com/photos/mcdemoura/2209204939

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

100. Netflix

108. no Encore…

111. contextual

112. 15% bump in weekend traffichttp://www.flickr.com/photos/dalydaly/10813808

115. Trying on tentdesign for researching online, trying in storehttp://www.flickr.com/photos/hollabackpack/184849492

116. (a)cross time

117. days

118. good

119. bad

120. years

121. customer lifecyclehttp://www.flickr.com/photos/mcmortygreen/3176998867

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

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

124. 5 methodsthink in terms of services share the sandbox start walking comfort in discomfort why vs. what

125. 1. Think in terms of services1. think in terms of servicesWaitress

127. Fluevog on iPad

128. From: seattlefluevog@cablespeed.comTo: sstarmerj@hotmail.comSubject: Fluevog order 20110211-00072873Date: Fri, 11 Feb 2011 16:52:38 -0800Hey Samantha,We have both shoes you ordered online here at the Seattle store. If you’d like to pick them up this weekend and save on shipping let us know otherwise they will ship out Monday.Thanks,Leah John Fluevog Shoes205 Pine St.Seattle, WA 98101phone: (206)441-1065fax : (206)728-7955seattle@fluevog.comwww.fluevog.comwww.myspace.com/fluevogseattle "There are two kinds of people: those who shy away from attention, and those who wear Fluevogs." - JF

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

130. Incremental Sale

131. 2. share the sandboxhttp://www.flickr.com/photos/erikwdavis/2687670846

132. UX Maglet people in. let people design. let people play.

133. 3. start walkinghttp://www.flickr.com/photos/jonathanbeard/3038114579/

138. 4. comfort in discomfort

139. you don’t have to be an expert

140. “an interesting thing happened today – we were invited to help Visual Merch decide what shelf labels and categories to use in the retail stores for backpacks.”

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

142. “an interesting thing happened today – we were invited to help Visual Merch decide what shelf labels and categories to use in the retail stores for backpacks. This is a great win for us”

143. 5. why vs. whathttp://www.flickr.com/photos/segozyme/3105128025/

144. buying a tent

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

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

147. 5 tools1. document the present map the future get behind the scenes tell a story cross train

148. 1. document the presenthttp://www.flickr.com/photos/thelustlizardofmelancholycove/5053889505/

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

155. 2. map the futurehttp://images.asc.ohio-state.edu/is/image/eHistory/world/images/maps2/1942world1600.jpg

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

158. think about the customer’s whole journey

159. 3. get behind the sceneshttp://www.flickr.com/photos/honorapearls/4155009907/

160. are experiences supported?http://www.flickr.com/photos/vitorcastillo/2994723741

161. here?http://www.flickr.com/photos/mattwright/1787856/

162. and here?http://www.flickr.com/photos/oldonliner/3484504583/

163. 4. tell a storyhttp://www.flickr.com/photos/sugarpond/3016905349

164. Meet JaneOutdoor Loyal38, PortlandInvolved in overlapping sports and understands the value of good gear“I kind of have a jacket problem… I’m running out of reasons to buy another one”

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

166. Time to plan…

167. ViewViewViewViewI want to go somewhere beautiful…

168. 5. cross trainhttp://www.flickr.com/photos/zackojones/4191554608/

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

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

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

173. 5 principles convenientconnectedconsistentcontextual(a) crosstime5 methodsthink in terms of servicesshare the sandboxstart walkingcomfort in discomfortwhy vs. what5 tools documentexperience mapget behind the scenestell a storycross train

174. break!http://www.flickr.com/photos/johnmcnab/4298812324

175. try…

176. discovery

177. internal stakeholder interviewshttp://www.flickr.com/photos/kino-eye/226951415

178. stakeholder interviewswhat experiences do stakeholders think should happen?what experiences do stakeholders think ARE happening?what assumptions are stakeholders making?customerstechnologybusiness processservice and support

179. field researchhttp://www.flickr.com/photos/romeral/3911756000

180. field researchwhat experiences are happening?what experiences are customers expecting?where are the “moments of truth”?what channels, devices or platforms do customers want to interact with? When?what do customers do if their expectations are disappointed?what is happening behind the scenes to support the experiences?

181. co-designhttp://www.flickr.com/photos/thinkpublic/4499674785

182. co-designtease out what customers say they want vs. what they actually do or useget your project team in the roomget your executives in the roomprocess of collaboration and hearing different perspectives can be more valuable than the end artifacts

183. design gameshttp://www.flickr.com/photos/elitatt/4959931232http://www.flickr.com/photos/centralasian/4099680559

184. design gamesdon’t just use with designers!encourage use of analog tools and toysbar is low, nothing is wrongthink of as more play than workcan bring out quieter typesnew ways of thinkingfind creativity where you didn’t expect it

185. gamestorming - the bookhttp://www.flickr.com/photos/elitatt/4959938630

186. journeyshttp://www.delightability.com/wp-content/uploads/2010/08/rental-car-customer-journey.png

187. journeyswhat is the customer’s journey across touchpoints and time?can be micro - details within a specific feature or functionalitycan be macro – understanding full lifecycle uncover gaps in the experiencefocus on the experience between channels, platforms and deviceschallenge assumptions and perceptionsgood to put on the wall to unify and remind

188. service inventoryhttp://farm5.static.flickr.com/4023/4526736556_3b5a628b7f.jpg

189. service inventorysimilar to process map but focus on the customer and their service needsgreat way to ensure being comprehensivegood to build after mapping customer’s journeytake a broad view of service – websites, mobile apps, etc provide some form of serviceilluminates areas where you can surprise & delight (or royally screw up)

190. exercise experience map

192. http://www.thosepeskyusers.com/wp-content/uploads/2010/12/customer-experience-map.jpg

193. http://www.maya.com/portfolio/carnegie-library

194. http://everyonecampaign.com

195. http://www.businessweek.com/innovate/content/nov2008/id20081110_531328.htm

196. http://experiencematters.files.wordpress.com/2009/03/legowheel.png

197. try now

198. http://www.flickr.com/photos/g_w_y_n/3625095073

199. the scenariohired to design consistent cross channel experience for a cycling companydigital and physical presenceopening a new physical locationexpanding email and social media presence to grow revenuestart offering classes and maintenance appointmentsbrand differentiator = friendly expertise and advicebuying advertising

200. design cross channel experience of buying a bicyclehttp://www.flickr.com/photos/sl4sh79/471062898

201. stand up, stretch, and sit togetherhttp://www.flickr.com/photos/jameshopkirk/5635553120

202. from customer perspective…what is the goal?what are the tasks?what are the touchpoints?what are the decisions?what support is needed?

203. personas

204. experience map

205. experience mapt

206. think about…holistic journey across time and spacepain points and positive pointsneeds and expectations for servicesall potential interactionswhich channels are most effective which touchpoints drive moments of truth (decisions, disgust, delight)

207. look for…customer expectations, behaviors and emotionsneeded interactionsgaps that service/design needs to filloffline and online needsareas out of our control

208. it doesn’t have to be linearWinning the consumer decision journeyhttp://www.mckinsey.com/Client_Service/Marketing_and_sales/Latest_thinking/CDJ/Winning_the_consumer_decision_journey.aspx

209. the scenariohired to design consistent cross channel experience for a cycling companydigital and physical presenceopening a new physical locationexpanding email and social media presence to grow revenuestart offering classes and maintenance appointmentsbrand differentiator = friendly expertise and advice

210. remember 5 principles convenient connected consistent contextual(a) crosstime

211. experience mapt

212. solutionhttp://www.flickr.com/photos/yannconz/2796311194

213. mental modelshttp://www.flickr.com/photos/jaaronfarr/314981744

214. Mental Models mental models - the bookhttp://www.rosenfeldmedia.com/books/mental-models

215. comicshttp://www.flickr.com/photos/designetrecherche/546120971

216. comics & storyboardsvisual representations make complexity easier to graspemphasis on story continues focus on customersketching and photography uses different parts of the brainopens up to thinking beyond the screenhelps plan the right flow without missing gaps

217. storyboardsSCAD Service Design Project http://servd.us/The_Project_files/Screen%20shot%202010-02-03%20at%2011.38.42%20PM.png

218. storyboardshttp://www.flickr.com/photos/doos/4174319172

219. swim laneshttp://nform.com/blog/images/Swimlane_example2.gif

220. swim lanestie together storyboard and supporting design and processeskeeps track of each part of the necessary experiencegood for chronological experiencesexcellent tool for waterfall type approaches (i.e. throwing design ‘over the wall’)

221. business origami (@jessmcmullin)http://www.flickr.com/photos/benry/4101687804

222. business origami3 dimensions helps envision experience solutionscan be easier than sketching for non-designers to feel creativegreat for services and experiences that involve crossing locationseasy to move pieces lessen any feeling of commitment or making a mistake

223. touchpoint matrixhttp://brandtouchpointmatrix.com/

224. touchpoint matrixtrack all ways customers interact with your organizationcan use both for as-is and to-be statesexcellent for corralling complex marketing and advertising programshelpful for non-web/non-technology people to understand impactsgood way to evangelize need for holistic experience (don’t paw the customer)

225. exercise service blueprint

226. service blueprintPhysical Evidence(touchpoints)Customer Action‘Front Stage’ (front line staff)The line of visibility ‘Back Stage’(support staff)Support(systems, databases)

227. Service Blueprint http://lovelearn.wordpress.com/2009/07/11/initial-blueprint/

229. SCAD Service Design Projecthttp://servd.us/The_Project_files/Screen%20shot%202010-02-03%20at%2011.38.26%20PM.png

230. service blueprintcan start with experience mapcreate blueprint from user POVuse to understand org impact determine how service components linkinclude all prioritized touchpointsdetermine how internal people, processes and systems support

231. elementscustomer actionsphysical evidence (touchpoints)front stage, customer facingbackstage, enabling actionssupport processes

232. service blueprintPhysical Evidence(touchpoints)Customer action‘Front Stage’ (front line staff)The line of visibility ‘Back Stage’(support staff)Support(systems, databases)

233. partner

234. partner understand org structure flex soft skills cultivate patience learn the big picture close the loop

235. 1. understand org structureUnderstand organizational structure

236. 2. flex soft skills

237. 3. cultivate patiencehttp://www.flickr.com/photos/dirkjankraan/4092709643

238. 4. learn the big picturehttp://www.flickr.com/photos/aatemu/4784742636/

239. 5. close the loophttp://www.flickr.com/photos/pelegrino/3957449915

240. sell

241. 5ways to sell1. understand executives’ goals use metrics start at the grassroots - but work towards top-down watch for the bodies tell a fairy tale

242. 1. understand executive goals

243. 2. use metricshttp://www.flickr.com/photos/iliahi/2606645766/

244. 3. start at the grassroots…http://www.flickr.com/photos/cobalt/282227013

245. …but work towards top-downhttp://www.flickr.com/photos/flickrmarcus/3382920952

246. 4. watch for the bodies

247. 5. tell a fairy tale

248. start

249. http://www.flickr.com/photos/62719770@N00/2959566124

250. 5 actions1. make the business case listen across channels make new friends start with small wins share the wealth

251. make the business casehttp://www.flickr.com/photos/10458725@N02/3042138367

252. make the business caseunderstand how your organization prioritizes

253. think about ROI

254. start with one gap in the experience – try to pick one that impacts your organizations goals

255. expose your executives and other powerful people to customer feedback

256. get people excitedlisten across channels

257. designing a holistic experience means listening holistically:usual UX research, but also

258. call center

259. email queries and feedback

260. live chat transcripts

261. social media

262. sentiment analysis

263. market research

264. analytics (behavior)

265. brick & mortar follows/shop alongs make new friendshttp://averagecats.com/page/7

266. hang with a new crowdMarketingIT, or anyone who can build stuff

267. Finance

268. Distribution Center

269. Customer Service

270. Innies with outies, outies with innies

271. Different industriesArtists, architects, museum curators, restaurant workers, baristas, landscapers, hotel managers…

272. start with small winshttp://tlc.discovery.com/tv/hoarding-buried-alive/slideshows/before-and-after-episodes-1-4-02.html

273. you can’t be everywhere at oncetarget a channel pair

274. focus on incremental progress

275. Measure stuff

276. celebrate (and communicate) quick wins

277. get your ‘real’ work done

278. get allies to spread the work share the wealthhttp://www.flickr.com/photos/jimfrazier/1810966604/

279. everyone owns customer experience

280. thank you!!http://www.flickr.com/photos/baking_in_pearls/3960662314

281. questions??http://www.flickr.com/photos/druclimb/3277540656/