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Designing Cross Channel Experiences<br />Samantha StarmerManaging Experience; March 8, 2011<br />

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Designing (great) Cross Channel Experiences<br />

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me<br />UX & IA related work for places like Amazon, Microsoft<br />REI – Recreational Equipment, Inc. <br />Create and lead IA, UX, IxD teams<br />Teach at University of Washington<br />

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first time at brick & mortar<br />http://www.flickr.com/photos/dirpics/464458290/<br />

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Waitress picture<br />10 years in restaurant business<br />

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a story…<br />http://www.flickr.com/photos/sugarpond/3016905349<br />

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Australian information architecture conference<br />

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Sydney picture<br />imagined myself in Sydney<br />

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but I’m a procrastinator<br />

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oh crap<br />

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huh. an electronic Visa. well, that’s pretty cool.<br />

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except I can’t check in online<br />

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even though I bought my tickets and Visa online<br />

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damn, have to talk to a person<br />http://www.flickr.com/photos/mkooiman/787191703<br />

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waited in long check-in line<br />http://www.flickr.com/photos/jopoe/4569447498<br />

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http://www.flickr.com/photos/bryansblog/411455656<br />

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Flight agent picture<br />http://www.flickr.com/photos/dykstranet/211106615<br />

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“this won’t work”<br />

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Censored!<br />but, it has official stuff and numbers and …<br />

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“i’m a human, not a machine”<br />

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Flight agent picture<br />http://www.flickr.com/photos/dykstranet/211106615<br />

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“what’s your itinerary?”<br />

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thank god I’m old school<br />

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what about my visa?<br />

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Sleeping at Airport<br />http://www.flickr.com/photos/feline_dacat/3197429380<br />

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“i have no idea”<br />

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Flight agent picture<br />http://www.flickr.com/photos/dykstranet/211106615<br />

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http://www.flickr.com/photos/slworking/4169134307<br />

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“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”<br />

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lesson?<br />F<br />http://www.flickr.com/photos/pjern/2150873799<br />

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our lives are cross channel<br />

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design for the holistic experience<br />

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don’t design for just website<br />

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…app<br />

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…or physical environment<br />http://www.flickr.com/photos/24218656@N03/4589621372/<br />

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digital and physical are colliding<br />

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70%of US online consumers research products online and purchase them offline<br />Forrester, Profiling The Multichannel Consumer, July 2009<br />

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53% of mobile searches on Bing have a local intent<br />Greg Sterling<br />Search Engine Land<br />https://searchengineland.com/microsoft-53-percent-of-mobile-searches-have-local-intent-55556<br />

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technology is everywhere<br />

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but<br />

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(and here is our opportunity)<br />

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

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customers don’t think about channels<br />

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

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customers don’t think about design disciplines<br />

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

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customers <br />do think about your company <br />

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across time, touchpoints and experiences<br />

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however we want to shop<br />

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whenever we see your brand<br />http://www.flickr.com/photos/cdevers/3388665920<br />

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outside<br />http://www.flickr.com/photos/cafemama/542656019<br />

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inside<br />http://www.flickr.com/photos/penmachine/2971108982<br />

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packaging<br />http://www.flickr.com/photos/streamishmc/2391505902 <br />

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signs<br />http://www.flickr.com/photos/andrewbain/2510253694<br />

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employees<br />http://www.flickr.com/photos/7577938@N02/4897443265<br />

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things outside our control<br />http://www.flickr.com/photos/jaxphotography/267129315<br />

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design cross channel experiences<br />

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design for the holistic experience<br />

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how?<br />

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5 principles<br />5 methods<br />5 tools<br />

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5principles <br />convenient<br />connected<br />consistent<br />contextual<br />(a) crosstime<br />

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convenient<br />

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Walgreen on iPad<br />

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http://www.flickr.com/photos/jsrcyclist/3181389420<br />http://www.flickr.com/photos/zachklein/3964249<br />

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Walgreen’s drive in<br />http://www.flickr.com/photos/ambernectar/4042608385<br />

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consistent<br />

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connected<br />

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consider the experience of transitions<br />http://www.flickr.com/photos/mcdemoura/2209204939<br />

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Netflix<br />

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contextual<br />

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15% bump in weekend traffic<br />http://www.flickr.com/photos/dalydaly/10813808<br />

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Trying on tent<br />research online, try in store<br />http://www.flickr.com/photos/hollabackpack/184849492<br />

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(a)cross time<br />

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http://www.flickr.com/photos/mcmortygreen/3176998867<br />

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http://www.flickr.com/photos/yourdon/2594767344<br />

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http://www.flickr.com/photos/sa_ku_ra/13009153<br />

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5 methods<br />1. think in terms of services<br /> share the sandbox<br />start walking <br />comfort in discomfort<br />why vs. what <br />

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1. Think in terms of services<br />1. think in terms of services<br />Waitress<br />

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Fluevog on iPad<br />

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From: seattlefluevog@cablespeed.comTo: sstarmerj@hotmail.comSubject: Fluevog order 20110211-00072873Date: Fri, 11 Feb 2011 16:52:38 -0800Hey Samantha,<br />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.<br />Thanks,<br />Leah<br /> <br />John Fluevog Shoes<br />205 Pine St.<br />Seattle, WA 98101<br />phone: (206)441-1065<br />fax : (206)728-7955<br />seattle@fluevog.com<br />www.fluevog.com<br />www.myspace.com/fluevogseattle<br /> <br />"There are two kinds of people: those who shy away from attention, and those who wear Fluevogs." - JF<br />

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http://www.flickr.com/photos/trufflepig/4370405501<br />

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Incremental Sale<br />

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2. share the sandbox<br />http://www.flickr.com/photos/erikwdavis/2687670846<br />

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UX Mag<br />let people in. <br />let people design. <br />let people play.<br />

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3. start walking<br />http://www.flickr.com/photos/jonathanbeard/3038114579/<br />

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4. comfort in discomfort<br />

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you don’t have to be an expert<br />

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

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“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. <br />This is a great win for us” <br />

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5. why vs. what<br />http://www.flickr.com/photos/segozyme/3105128025/<br />

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buying a tent<br />

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for backyard?<br />http://www.flickr.com/photos/jcast911/4037694806<br />

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or backcountry snow?<br />http://www.flickr.com/photos/reway2007/427303733<br />

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5 tools<br />1. document<br /> experience map<br /> get behind the scenes<br /> tell a story<br /> cross train<br />

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1. document<br />http://www.flickr.com/photos/thelustlizardofmelancholycove/5053889505/<br />

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http://www.flickr.com/photos/frerieke/3882000183<br />

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2. experience map<br />http://www.flickr.com/photos/dimitratzanos/4615310997<br />

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think about the customer’s whole journey<br />

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3. get behind the scenes<br />http://www.flickr.com/photos/honorapearls/4155009907/<br />

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http://www.flickr.com/photos/vitorcastillo/2994723741<br />

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http://www.flickr.com/photos/mattwright/1787856/<br />

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http://www.flickr.com/photos/oldonliner/3484504583/<br />

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4. tell a story<br />http://www.flickr.com/photos/sugarpond/3016905349<br />

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Meet Jane<br />Outdoor Loyal<br />38, Portland<br />Involved in overlapping sports and understands the value of good gear<br />“I kind of have a jacket problem… I’m running out of reasons to buy another one”<br />

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Monday… I want to go backpacking this weekend!<br />

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Time to plan…<br />

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View<br />View<br />View<br />View<br />I want to go somewhere beautiful…<br />

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5. cross train<br />http://www.flickr.com/photos/zackojones/4191554608/<br />

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Success<br />

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Designing (great) Cross Channel Experiences<br />

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don’t design for the screen, design for the holistic experience<br />

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don’t design for the technology, design for the holistic experience<br />

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don’t design for the channel, design for the holistic experience<br />

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5 methods<br />think in terms of services<br />share the sandbox<br />start walking<br />comfort in discomfort<br />why vs. what<br />5principles <br />convenient<br />connected<br />consistent<br />contextual<br />(a) crosstime<br />5 tools <br />document<br />experience map<br />get behind the scenes<br />tell a story<br />cross train<br />

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Beyond Digital: Designing for the Cross-Channel Future<br />With Jess McMullin<br />Thursday, March 31st<br />Denver, CO<br />http://www.flickr.com/photos/39747297@N05/5229733647<br />

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chief customer officer…<br />

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Who will it be?<br />http://www.flickr.com/photos/kelleys/358629845<br />

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join the opportunity!!<br />@samanthastarmer<br />sstarme@rei.com<br />