Designing Omnichannel Experiences - eTail West 2013

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Presentation for eTail West 2013. Includes 6 key omnichannel attributes and 6 ways to start designing for omnichannel today.

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  • Through research, Forresterhas found that customers who receive a good experience are almost 16% less likely to switch brands
  • Through research, Forresterhas found that customers who receive a good experience are almost 16% less likely to switch brands
  • Through research, Forresterhas found that customers who receive a good experience are almost 16% less likely to switch brands
  • Buying a tentWhy?
  • Designing Omnichannel Experiences - eTail West 2013

    1. 1. designing foromnichannel experiences eTail West February 25, 2013 @samanthastarmer samantha.starmer@razorfish.com
    2. 2. today…• why omnichannel experiences need to be designed• what are key attributes of omnichannel experience design• how to start designing for omnichannel experiences today
    3. 3. VP Customerabout creating GREAT omnichannel passionate Experience – Razorfish Commerce Director, Customer Experience - REI customer experiencesMicrosoft, Amazon, adjunct at University of Washington
    4. 4. I began omnichannel here
    5. 5. raise your hand if… http://www.flickr.com/photos/athena1970/2619104565
    6. 6. you thinkomnichannel is important…
    7. 7. raise your hand if… http://www.flickr.com/photos/athena1970/2619104565
    8. 8. you think you are doingomnichannel well…
    9. 9. it’s not easy…
    10. 10. we usuallydesign for a particular channel
    11. 11. customers don’tdistinguish channels
    12. 12. email print ads direct mail text websitesblogs videos social media white papers broadcast media
    13. 13. customersdo think about all of their experiences
    14. 14. across time,touchpoints, devices and channels
    15. 15. this will only increase…
    16. 16. with device diversification http://www.flickr.com/photos/joexpo/4144816306
    17. 17. near ubiquitous connectivity http://www.flickr.com/photos/joyoflife/7122232287
    18. 18. (even on a mountain top) http://www.flickr.com/photos/aleksiaaltonen/4791533886k
    19. 19. digital & physical are colliding
    20. 20. even for luddites
    21. 21. ebooks with books
    22. 22. self-service food ordering http://www.girlaroundtown.net/wp-content/uploads/2011/11/Interactive-tables.jpg
    23. 23. and entertainment http://www.behance.net/gallery/Genesco-op-Interactive-Table-Barneys-New-York/5053455
    24. 24. fridge alarm via social media Virtual Fridge Lock: http://www.bangstyle.com/wp-content/uploads/2012/05/e06fc2b0a04a0b1f4c0ad1bc21bcf820-621x465.jpg
    25. 25. physical & digital simultaneously Shopkick: http://siliconangle.com/files/2011/08/american-eagle-shopkick-mrphoto13-wide-0824.jpg
    26. 26. shopping behaviors have changed! http://marketingland.com/study-90-percent-use-multiple-screens-throughout-the-same-day-20386
    27. 27. (and here is our opportunity)
    28. 28. integrated experiences are few and far between Alexandra Deschamps-Sonsinohttp://www.slideshare.net/designswarm/creating-the-internet-of-things
    29. 29. 86% of consumers willpay more for a better customer experience Customer Experience Impact Report. Oracle
    30. 30. only 1% of consumers feel their expectations for agood customer experience are always met Customer Experience Impact Report. Oracle
    31. 31. this is sad
    32. 32. successfulomnichannel experiencesdon’t happen by magic
    33. 33. so what do we do?
    34. 34. design foromnichannel
    35. 35. (not just this kind of design)
    36. 36. 6 key omnichannel attributes1. seamless connections2. maximized convenience3. service oriented4. compelling content5. product focused6. starts with the experience
    37. 37. 6 key omnichannel attributes1. seamless connections2. maximized convenience3. service oriented4. compelling content5. product focused6. starts with the experience
    38. 38. shopping can have many stages
    39. 39. especially gifts
    40. 40. awesome, gift ideas
    41. 41. we cross channels
    42. 42. and need consistency
    43. 43. good, the same recommendations
    44. 44. here too
    45. 45. start with product
    46. 46. check across channels sign catalog site
    47. 47. for seamless information site eMail in-store product handout product tag advertising
    48. 48. 6 key omnichannel attributes1. seamless connections2. maximized convenience3. service oriented4. compelling content5. product focused6. starts with the experience
    49. 49. my first iPhone app
    50. 50. even better…
    51. 51. easy refill http://www.flickr.com/photos/zachklein/3964249 http://www.flickr.com/photos/jsrcyclist/31813
    52. 52. no need to call
    53. 53. mobile check out
    54. 54. 6 key omnichannel attributes1. seamless connections2. maximized convenience3. service oriented4. compelling content5. product focused6. starts with the experience
    55. 55. service economy Everything Is A Service - Dave Gray http://www.dachisgroup.com/2011/11/everything-is-a-service/
    56. 56. oooh, shoes
    57. 57. cute shoes Fluevog on iPad
    58. 58. save on shipping?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 thisweekend and save on shipping let us know otherwise they will ship out Monday.Thanks,LeahJohn 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
    59. 59. visit the store? don’t mind if I do http://www.flickr.com/photos/trufflepig/4370405501
    60. 60. Incremental Sale
    61. 61. watch customers
    62. 62. see what service is needed
    63. 63. try service yourself!
    64. 64. 6 key omnichannel attributes1. seamless connections2. maximized convenience3. service oriented4. compelling content5. product focused6. starts with the experience
    65. 65. offer advice
    66. 66. make expert recommendations
    67. 67. (looks like a newspaper office) http://www.acontinuouslean.com/2012/01/31/acl-field-trip-mr-porters-office/
    68. 68. brand appropriate
    69. 69. custom and timely via Fast Company http://www.fastcompany.com/3004369/how-rei-put-bow-social-marketing-and-wowed-customers
    70. 70. 6 key omnichannel attributes1. seamless connections2. maximized convenience3. service oriented4. compelling content5. product focused6. starts with the experience
    71. 71. product front and center
    72. 72. across channels
    73. 73. clear, straightforward product
    74. 74. remember why you exist
    75. 75. and focus on it
    76. 76. everywhere
    77. 77. 6 key omnichannel attributes1. seamless connections2. maximized convenience3. service oriented4. compelling content5. product focused6. starts with the experience
    78. 78. good customer experience = sales
    79. 79. propensity to switch brands Megan Burns, Forrester Research, “The Business Impact Of Customer Experience, 2012”
    80. 80. likelihood to recommend Megan Burns, Forrester Research, “The Business Impact Of Customer Experience, 2012”
    81. 81. willingness to pay Megan Burns, Forrester Research, “The Business Impact Of Customer Experience, 2012”
    82. 82. a team is worth the investment
    83. 83. across disciplines
    84. 84. stay connected to customers
    85. 85. 6 key omnichannel attributes1. seamless connections2. maximized convenience3. service oriented4. compelling content5. product focused6. starts with the experience
    86. 86. don’t be overwhelmed
    87. 87. 6 ways to start today 1. open your eyes 2. map the future 3. plan the present 4. find comfort in discomfort 5. love your employees 6. make new friends
    88. 88. 6 ways to start today 1. open your eyes 2. map the future 3. plan the present 4. find comfort in discomfort 5. love your employees 6. make new friends
    89. 89. notice the world around you
    90. 90. track your experiences
    91. 91. what works
    92. 92. and doesn’t work
    93. 93. 6 ways to start today 1. open your eyes 2. map the future 3. plan the present 4. find comfort in discomfort 5. love your employees 6. make new friends
    94. 94. getting from point A to point B; and everythingin between
    95. 95. experience mapping
    96. 96. customer centeredMeet Jane38, PortlandInvolved in overlappingsports and understandsthe value of good gear“I kind of have a jacketproblem… I’m runningout of reasons to buyanother one”
    97. 97. align on the vision
    98. 98. map it to build it
    99. 99. great examples here http://pinterest.com/uxjam/journeys
    100. 100. 6 ways to start today 1. open your eyes 2. map the future 3. plan the present 4. find comfort in discomfort 5. love your employees 6. make new friends
    101. 101. work across disciplines
    102. 102. inventory touchpoints
    103. 103. connect campaigns
    104. 104. plan across channels
    105. 105. 6 ways to start today 1. open your eyes 2. map the future 3. plan the present 4. find comfort in discomfort 5. love your employees 6. make new friends
    106. 106. you don’t haveto be an expert
    107. 107. from one of my employees “an interesting thing happened today – we were invited to help Visual Merch decide what shelf labels to use in the retail stores .”
    108. 108. eek – I don’t know store design http://www.twobackpackers.com/wp-content/uploads/2009/07/REI-Backpacks.jpg
    109. 109. my employee was smarter “an interesting thing happened today – we were invited to help Visual Merch decide what shelf labels to use in the retail stores .” “This is a great win for us”
    110. 110. 6 ways to start today 1. open your eyes 2. map the future 3. plan the present 4. find comfort in discomfort 5. love your employees 6. make new friends
    111. 111. understand employees
    112. 112. how many tools?
    113. 113. how are their systems?
    114. 114. how do they work?
    115. 115. where do they work?
    116. 116. what are their tasks?
    117. 117. what is their uniform?
    118. 118. “(the mobile POS) is usually in my pocket and gets caught on the ladder all the time… I’ve startedleaving it here on the shelf instead”
    119. 119. following, notes & diary study
    120. 120. co-design with employees
    121. 121. happy employees = happy experiences
    122. 122. 6 ways to start today 1. open your eyes 2. map the future 3. plan the present 4. find comfort in discomfort 5. love your employees 6. make new friends
    123. 123. hang out with different people http://averagecats.com/page/7
    124. 124. leave the computer
    125. 125. go to another department
    126. 126. share your work
    127. 127. learn from others’ work
    128. 128. plan together
    129. 129. work together UX Mag
    130. 130. design foromnichannel
    131. 131. remember…6 key attributes 6 ways to start1. seamless connections 1. open your eyes2. maximized convenience 2. map the future3. service oriented 3. plan the present4. compelling content 4. find comfort in discomfort5. product focused 5. love your employees6. start with the experience 6. make new friends
    132. 132. get out there and be a hero http://www.flickr.com/photos/baking_in_pearls/3960662314
    133. 133. thank you!! samantha starmer @samanthastarmer samantha.starmer@razorfish.com http://www.flickr.com/photos/baking_in_pearls/3960662314
    134. 134. questions?? http://www.flickr.com/photos/druclimb/3277540656/

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