1.
designing for
omnichannel
experiences
eTail West
February 25, 2013
@samanthastarmer
samantha.starmer@razorfish.com

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.
VP Customerabout creating GREAT omnichannel
passionate Experience – Razorfish Commerce
Director, Customer Experience - REI
customer experiences
Microsoft, Amazon, adjunct at University of Washington

4.
I began omnichannel here

5.
raise your hand if…
http://www.flickr.com/photos/athena1970/2619104565

6.
you think
omnichannel is
important…

7.
raise your hand if…
http://www.flickr.com/photos/athena1970/2619104565

8.
you think you
are doing
omnichannel
well…

9.
it’s not easy…

10.
we usually
design for a
particular
channel

11.
customers
don’t
distinguish
channels

12.
email print ads
direct mail
text websites
blogs
videos
social media white papers
broadcast media

13.
customers
do think about
all of their
experiences

14.
across time,
touchpoints,
devices and
channels

15.
this will only
increase…

16.
with device diversification
http://www.flickr.com/photos/joexpo/4144816306

17.
near ubiquitous connectivity
http://www.flickr.com/photos/joyoflife/7122232287

18.
(even on a mountain top)
http://www.flickr.com/photos/aleksiaaltonen/4791533886k

19.
digital & physical are colliding

20.
even for luddites

21.
ebooks with books

22.
self-service food ordering
http://www.girlaroundtown.net/wp-content/uploads/2011/11/Interactive-tables.jpg

23.
and entertainment
http://www.behance.net/gallery/Genesco-op-Interactive-Table-Barneys-New-York/5053455

24.
fridge alarm via social media
Virtual Fridge Lock: http://www.bangstyle.com/wp-content/uploads/2012/05/e06fc2b0a04a0b1f4c0ad1bc21bcf820-621x465.jpg

25.
physical & digital simultaneously
Shopkick: http://siliconangle.com/files/2011/08/american-eagle-shopkick-mrphoto13-wide-0824.jpg

26.
shopping behaviors have changed!
http://marketingland.com/study-90-percent-use-multiple-screens-throughout-the-same-day-20386

27.
(and here is our
opportunity)

28.
integrated
experiences
are
few and far
between
Alexandra Deschamps-Sonsino
http://www.slideshare.net/designswarm/creating-the-internet-of-things

29.
86% of consumers will
pay more for a better
customer experience
Customer Experience Impact Report. Oracle

30.
only 1% of consumers feel
their expectations for a
good customer experience
are always met
Customer Experience Impact Report. Oracle

31.
this is sad

32.
successful
omnichannel
experiences
don’t happen
by magic

33.
so what do we do?

34.
design for
omnichannel

35.
(not just this kind of design)

36.
6 key omnichannel attributes
1. seamless connections
2. maximized convenience
3. service oriented
4. compelling content
5. product focused
6. starts with the experience

37.
6 key omnichannel attributes
1. seamless connections
2. maximized convenience
3. service oriented
4. compelling content
5. product focused
6. starts with the experience

38.
shopping can have many stages

39.
especially gifts

40.
awesome, gift ideas

41.
we cross channels

42.
and need consistency

43.
good, the same recommendations

44.
here too

45.
start with product

46.
check across channels
sign
catalog
site

47.
for seamless information
site
eMail
in-store product handout
product tag advertising

48.
6 key omnichannel attributes
1. seamless connections
2. maximized convenience
3. service oriented
4. compelling content
5. product focused
6. starts with the experience

49.
my first iPhone app

50.
even better…

51.
easy refill
http://www.flickr.com/photos/zachklein/3964249
http://www.flickr.com/photos/jsrcyclist/31813

52.
no need to call

53.
mobile check out

54.
6 key omnichannel attributes
1. seamless connections
2. maximized convenience
3. service oriented
4. compelling content
5. product focused
6. starts with the experience

55.
service economy
Everything Is A Service - Dave Gray
http://www.dachisgroup.com/2011/11/everything-is-a-service/

56.
oooh, shoes

57.
cute shoes
Fluevog on iPad

58.
save on shipping?
From: seattlefluevog@cablespeed.com
To: sstarmerj@hotmail.com
Subject: Fluevog order 20110211-00072873
Date: Fri, 11 Feb 2011 16:52:38 -0800
Hey 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 Shoes
205 Pine St.
Seattle, WA 98101
phone: (206)441-1065
fax : (206)728-7955
seattle@fluevog.com
www.fluevog.com
www.myspace.com/fluevogseattle
"There are two kinds of people: those who shy away from attention, and those who wear Fluevogs." - JF

59.
visit the store? don’t mind if I do
http://www.flickr.com/photos/trufflepig/4370405501

60.
Incremental Sale

61.
watch customers

62.
see what service is needed

63.
try service yourself!

64.
6 key omnichannel attributes
1. seamless connections
2. maximized convenience
3. service oriented
4. compelling content
5. product focused
6. starts with the experience

65.
offer advice

66.
make expert recommendations

67.
(looks like a newspaper office)
http://www.acontinuouslean.com/2012/01/31/acl-field-trip-mr-porters-office/

68.
brand appropriate

69.
custom and timely
via Fast Company
http://www.fastcompany.com/3004369/how-rei-put-bow-social-marketing-and-wowed-customers

70.
6 key omnichannel attributes
1. seamless connections
2. maximized convenience
3. service oriented
4. compelling content
5. product focused
6. starts with the experience

71.
product front and center

72.
across channels

73.
clear, straightforward product

74.
remember why you exist

75.
and focus on it

76.
everywhere

77.
6 key omnichannel attributes
1. seamless connections
2. maximized convenience
3. service oriented
4. compelling content
5. product focused
6. starts with the experience

78.
good customer
experience =
sales

79.
propensity to switch brands
Megan Burns, Forrester Research, “The Business Impact Of Customer Experience, 2012”

80.
likelihood to recommend
Megan Burns, Forrester Research, “The Business Impact Of Customer Experience, 2012”

81.
willingness to pay
Megan Burns, Forrester Research, “The Business Impact Of Customer Experience, 2012”

82.
a team is worth the investment

83.
across disciplines

84.
stay connected to customers

85.
6 key omnichannel attributes
1. seamless connections
2. maximized convenience
3. service oriented
4. compelling content
5. product focused
6. starts with the experience

86.
don’t be overwhelmed

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.
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.
notice the world around you

90.
track your experiences

91.
what works

92.
and doesn’t work

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

95.
experience mapping

96.
customer centered
Meet Jane
38, Portland
Involved 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”

97.
align on the vision

98.
map it to build it

99.
great examples here
http://pinterest.com/uxjam/journeys

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.
work across disciplines

102.
inventory touchpoints

103.
connect campaigns

104.
plan across channels

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.
you don’t have
to be an expert

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

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.
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.
understand employees

112.
how many tools?

113.
how are their systems?

114.
how do they work?

115.
where do they work?

116.
what are their tasks?

117.
what is their uniform?

118.
“(the mobile POS) is
usually in my pocket and
gets caught on the ladder
all the time… I’ve started
leaving it here on the shelf
instead”

119.
following, notes & diary study

120.
co-design with employees

121.
happy employees = happy
experiences

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.
hang out with different people
http://averagecats.com/page/7

124.
leave the computer

125.
go to another department

126.
share your work

127.
learn from others’ work

128.
plan together

129.
work together
UX Mag

130.
design for
omnichannel

131.
remember…
6 key attributes 6 ways to start
1. seamless connections 1. open your eyes
2. maximized convenience 2. map the future
3. service oriented 3. plan the present
4. compelling content 4. find comfort in discomfort
5. product focused 5. love your employees
6. start with the experience 6. make new friends

132.
get out there and be a hero
http://www.flickr.com/photos/baking_in_pearls/3960662314

133.
thank you!!
samantha starmer
@samanthastarmer
samantha.starmer@razorfish.com
http://www.flickr.com/photos/baking_in_pearls/3960662314

134.
questions??
http://www.flickr.com/photos/druclimb/3277540656/