building & evangelizingholistic experience design Samantha Starmer   sstarme@rei.com        @samanthastarmer              ...
me     design and experience stuff: Amazon, Microsoft                  REI – Recreational Equipment, Inc.                 ...
http://www.flickr.com/photos/dirpics/464458290/
do you want your  team to make a      difference?
do you want to be       involved in         strategy?
do you want to bepart of the decision           process?
design for theholistic experience
digital and physical        are colliding
70% of US onlineconsumers researchproducts online and    purchase them             offline    Forrester, Profiling The Mul...
53% of mobile searches on Binghave a local intent                                                                   Greg S...
‘integrated      experiences               are       few and far         between’                         Alexandra Descha...
no Encore…
build your team to     design for theholistic experience
me, looking confused
1.   expand your mind2.   create the vision3.   build the path4.   just do it
1. expand your mind
expand your mind1. break out of silos2. make new friends3. get outside your box4. find comfort in discomfort
break out of silos                http://www.flickr.com/photos/14617207@N00/4872111479
break out of silos• get out of your cube!• leave your desk!• get out on the street!                    http://www.flickr.c...
make new friends                   http://averagecats.com/page/7
make new friends• hang out with marketing• learn IT speak• what does a project manager  care about?                      h...
http://www.flickr.com/photos/vitorcastillo/2994723741
http://www.flickr.com/photos/oldonliner/3484504583/
get outside your box                http://www.flickr.com/photos/jaboobie/4756495600
get outside your box• shadow in another department• build something physical• design something with crayons
comfort in discomfort
comfort in discomfort “an interesting thing happened today– we were invited to help Visual Merch          decide what shel...
eek – I don’t knowanything about store              design!       http://www.twobackpackers.com/wp-content/uploads/2009/07...
you don’t haveto be an expert
2. create the vision            http://www.flickr.com/photos/pasukaru76/3998273279
create the vision1. know the big picture2. follow the north star3. tell a fairy tale4. lead change
know the big picture                http://www.flickr.com/photos/aatemu/4784742636/
know the big picture• know your company strategic  mission• get beyond your own division• learn how the parts play  togeth...
follow the north star                 http://www.flickr.com/photos/brunmarde/4264215019/
follow the north star• focus on the customer (user,  citizen, visitor)• be ‘Swiss’• stay grounded                     http...
Trying on tent                 http://www.flickr.com/photos/hollabackpack/184849492
tell a fairy tale
tell a fairy tale• get people excited about the  possibilities• design your storytelling• consider your audience
Meet AaronOutdoor Loyal31, ChicagoWeekend warriorinvolved in many sports,knows a lot about gear,and loves to research“I pu...
I’ll visit REI for gear suggestions for my upcoming race…
Here is my bike research list…
lead change              http://www.flickr.com/photos/donabelandewen/3571289971
lead change• model the behavior• begin slowly• start with your own work and  team                   http://www.flickr.com/...
http://www.flickr.com/photos/elitatt/4959931232                              http://www.flickr.com/photos/centralasian/409...
3. build the path          http://www.flickr.com/photos/23072179@N00/514528095
build the path1.   listen holistically2.   learn executives’ goals2.   get political3.   remove road blocks
listen holistically
listen holistically• market research• email, calls, customer service• facebook, twitter, blogs
learn executives’ goals
learn executives’ goals• how are they incentivized?• what is important to each?• what are they trying to get done  this ye...
(blurred on purpose…)
get political
get political• manage up, down and  sideways• pay attention• talk the talk, walk the walk
http://media.nara.gov/media/images/29/4/29-0378a.gif
remove road blocks               http://www.flickr.com/photos/cyberslayer/3556721606
remove road blocks• make it easy for your team• have the hard conversations for  them• focus on clearing brush before  the...
4. just do it          http://www.flickr.com/photos/tutuwon/2745902664
just do it1. don’t ask permission2. tear it up a little3. use metrics4. start with small wins
don’t ask permission               http://www.flickr.com/photos/62719770@N00/2959566124
don’t ask permission• but don’t be crazy• start with things everyone  cares about• think non-controversial                ...
tear it up a little                      http://www.flickr.com/photos/18161462@N00/73573681
tear it up a little• invite others in• invite others out• go way outside your brand –  then pull back                     ...
UX Mag
use metrics              http://www.flickr.com/photos/iliahi/2606645766/
use metrics• get comfortable with  quantitative• learn synergies between  attitudes and behavior• where does your team add...
start with small wins         http://tlc.discovery.com/tv/hoarding-buried-alive/slideshows/before-and-after-episodes-1-4-0...
start with small wins• pick one interaction• choose one channel• partner with one department         http://tlc.discovery....
expand your mind                  create the vision1.   break out of silos           1.   know the big picture2.   make ne...
thank you!!Samantha Starmer   sstarme@rei.com   @samanthastarmer                                         http://www.flickr...
Building and Evangelizing Holistic Experience Design - DMI Seattle 2011
Building and Evangelizing Holistic Experience Design - DMI Seattle 2011
Building and Evangelizing Holistic Experience Design - DMI Seattle 2011
Building and Evangelizing Holistic Experience Design - DMI Seattle 2011
Building and Evangelizing Holistic Experience Design - DMI Seattle 2011
Building and Evangelizing Holistic Experience Design - DMI Seattle 2011
Building and Evangelizing Holistic Experience Design - DMI Seattle 2011
Building and Evangelizing Holistic Experience Design - DMI Seattle 2011
Building and Evangelizing Holistic Experience Design - DMI Seattle 2011
Building and Evangelizing Holistic Experience Design - DMI Seattle 2011
Building and Evangelizing Holistic Experience Design - DMI Seattle 2011
Building and Evangelizing Holistic Experience Design - DMI Seattle 2011
Building and Evangelizing Holistic Experience Design - DMI Seattle 2011
Building and Evangelizing Holistic Experience Design - DMI Seattle 2011
Building and Evangelizing Holistic Experience Design - DMI Seattle 2011
Building and Evangelizing Holistic Experience Design - DMI Seattle 2011
Building and Evangelizing Holistic Experience Design - DMI Seattle 2011
Building and Evangelizing Holistic Experience Design - DMI Seattle 2011
Building and Evangelizing Holistic Experience Design - DMI Seattle 2011
Building and Evangelizing Holistic Experience Design - DMI Seattle 2011
Building and Evangelizing Holistic Experience Design - DMI Seattle 2011
Building and Evangelizing Holistic Experience Design - DMI Seattle 2011
Building and Evangelizing Holistic Experience Design - DMI Seattle 2011
Building and Evangelizing Holistic Experience Design - DMI Seattle 2011
Building and Evangelizing Holistic Experience Design - DMI Seattle 2011
Building and Evangelizing Holistic Experience Design - DMI Seattle 2011
Building and Evangelizing Holistic Experience Design - DMI Seattle 2011
Building and Evangelizing Holistic Experience Design - DMI Seattle 2011
Building and Evangelizing Holistic Experience Design - DMI Seattle 2011
Building and Evangelizing Holistic Experience Design - DMI Seattle 2011
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  • Building and Evangelizing Holistic Experience Design - DMI Seattle 2011

    1. 1. building & evangelizingholistic experience design Samantha Starmer sstarme@rei.com @samanthastarmer http://www.flickr.com/photos/29023275@N04/2753536862
    2. 2. me design and experience stuff: Amazon, Microsoft REI – Recreational Equipment, Inc. lead design & experience teams teach at University of Washington
    3. 3. http://www.flickr.com/photos/dirpics/464458290/
    4. 4. do you want your team to make a difference?
    5. 5. do you want to be involved in strategy?
    6. 6. do you want to bepart of the decision process?
    7. 7. design for theholistic experience
    8. 8. digital and physical are colliding
    9. 9. 70% of US onlineconsumers researchproducts online and purchase them offline Forrester, Profiling The Multichannel Consumer, July 2009
    10. 10. 53% of mobile searches on Binghave a local intent Greg Sterling Search Engine Land https://searchengineland.com/microsoft-53-percent-of-mobile-searches-have-local-intent-55556
    11. 11. ‘integrated experiences are few and far between’ Alexandra Deschamps-Sonsinohttp://www.slideshare.net/designswarm/creating-the-internet-of-things
    12. 12. no Encore…
    13. 13. build your team to design for theholistic experience
    14. 14. me, looking confused
    15. 15. 1. expand your mind2. create the vision3. build the path4. just do it
    16. 16. 1. expand your mind
    17. 17. expand your mind1. break out of silos2. make new friends3. get outside your box4. find comfort in discomfort
    18. 18. break out of silos http://www.flickr.com/photos/14617207@N00/4872111479
    19. 19. break out of silos• get out of your cube!• leave your desk!• get out on the street! http://www.flickr.com/photos/14617207@N00/4872111479
    20. 20. make new friends http://averagecats.com/page/7
    21. 21. make new friends• hang out with marketing• learn IT speak• what does a project manager care about? http://averagecats.com/page/7
    22. 22. http://www.flickr.com/photos/vitorcastillo/2994723741
    23. 23. http://www.flickr.com/photos/oldonliner/3484504583/
    24. 24. get outside your box http://www.flickr.com/photos/jaboobie/4756495600
    25. 25. get outside your box• shadow in another department• build something physical• design something with crayons
    26. 26. comfort in discomfort
    27. 27. comfort in discomfort “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.”
    28. 28. eek – I don’t knowanything about store design! http://www.twobackpackers.com/wp-content/uploads/2009/07/REI-Backpacks.jpg
    29. 29. you don’t haveto be an expert
    30. 30. 2. create the vision http://www.flickr.com/photos/pasukaru76/3998273279
    31. 31. create the vision1. know the big picture2. follow the north star3. tell a fairy tale4. lead change
    32. 32. know the big picture http://www.flickr.com/photos/aatemu/4784742636/
    33. 33. know the big picture• know your company strategic mission• get beyond your own division• learn how the parts play together http://www.flickr.com/photos/aatemu/4784742636/
    34. 34. follow the north star http://www.flickr.com/photos/brunmarde/4264215019/
    35. 35. follow the north star• focus on the customer (user, citizen, visitor)• be ‘Swiss’• stay grounded http://www.flickr.com/photos/brunmarde/4264215019/
    36. 36. Trying on tent http://www.flickr.com/photos/hollabackpack/184849492
    37. 37. tell a fairy tale
    38. 38. tell a fairy tale• get people excited about the possibilities• design your storytelling• consider your audience
    39. 39. Meet AaronOutdoor Loyal31, ChicagoWeekend warriorinvolved in many sports,knows a lot about gear,and loves to research“I push myself in workand play and need mygear to keep up with me”
    40. 40. I’ll visit REI for gear suggestions for my upcoming race…
    41. 41. Here is my bike research list…
    42. 42. lead change http://www.flickr.com/photos/donabelandewen/3571289971
    43. 43. lead change• model the behavior• begin slowly• start with your own work and team http://www.flickr.com/photos/donabelandewen/3571289971
    44. 44. http://www.flickr.com/photos/elitatt/4959931232 http://www.flickr.com/photos/centralasian/4099680559
    45. 45. 3. build the path http://www.flickr.com/photos/23072179@N00/514528095
    46. 46. build the path1. listen holistically2. learn executives’ goals2. get political3. remove road blocks
    47. 47. listen holistically
    48. 48. listen holistically• market research• email, calls, customer service• facebook, twitter, blogs
    49. 49. learn executives’ goals
    50. 50. learn executives’ goals• how are they incentivized?• what is important to each?• what are they trying to get done this year? next year?
    51. 51. (blurred on purpose…)
    52. 52. get political
    53. 53. get political• manage up, down and sideways• pay attention• talk the talk, walk the walk
    54. 54. http://media.nara.gov/media/images/29/4/29-0378a.gif
    55. 55. remove road blocks http://www.flickr.com/photos/cyberslayer/3556721606
    56. 56. remove road blocks• make it easy for your team• have the hard conversations for them• focus on clearing brush before they encounter it http://www.flickr.com/photos/cyberslayer/3556721606
    57. 57. 4. just do it http://www.flickr.com/photos/tutuwon/2745902664
    58. 58. just do it1. don’t ask permission2. tear it up a little3. use metrics4. start with small wins
    59. 59. don’t ask permission http://www.flickr.com/photos/62719770@N00/2959566124
    60. 60. don’t ask permission• but don’t be crazy• start with things everyone cares about• think non-controversial http://www.flickr.com/photos/62719770@N00/2959566124
    61. 61. tear it up a little http://www.flickr.com/photos/18161462@N00/73573681
    62. 62. tear it up a little• invite others in• invite others out• go way outside your brand – then pull back http://www.flickr.com/photos/18161462@N00/73573681
    63. 63. UX Mag
    64. 64. use metrics http://www.flickr.com/photos/iliahi/2606645766/
    65. 65. use metrics• get comfortable with quantitative• learn synergies between attitudes and behavior• where does your team add measureable value? http://www.flickr.com/photos/iliahi/2606645766/
    66. 66. start with small wins http://tlc.discovery.com/tv/hoarding-buried-alive/slideshows/before-and-after-episodes-1-4-02.html
    67. 67. start with small wins• pick one interaction• choose one channel• partner with one department http://tlc.discovery.com/tv/hoarding-buried-alive/slideshows/before-and-after-episodes-1-4-02.html
    68. 68. expand your mind create the vision1. break out of silos 1. know the big picture2. make new friends 2. follow the north star3. get outside your box 3. tell a fairy tale4. find comfort in discomfort 4. lead change build the path just do it1. listen holistically 1. don’t ask permission2. learn executives’ goals 2. tear it up a little2. get political 3. use metrics3. remove road blocks 4. start with small wins
    69. 69. thank you!!Samantha Starmer sstarme@rei.com @samanthastarmer http://www.flickr.com/photos/baking_in_pearls/3960662314

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