Presentation on designing for cross channel holistic customer experiences for Web 2.0 Expo, San Francisco

1. Don’t Become a Digital Dinosaur Design for the Space Between Web 2.0 Expo SF 2011 @samanthastarmer

2. me Web stuff for places like Amazon, Microsoft REI – Recreational Equipment, Inc. Create and lead IA, UX, IxD teams Teach at University of Washington

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

5. Waitress picture 10 years in restaurant business

6. designing products, websites, apps, software

7. don’t go the way of the dinosaur…

8. by designing only digital http://www.flickr.com/photos/mistersnappy/369245211

9. design for the space between http://www.flickr.com/photos/mrxception/4999592715

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

11. Australian conference

12. Sydney picture imagined myself in Sydney

13. but I’m a procrastinator

14. oh crap

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

16. except I can’t check in online

17. even though I bought my tickets and Visa online

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

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

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

21. Flight agent picture http://www.flickr.com/photos/dykstranet/211106615

22. “this won’t work”

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

24. “i’m a human, not a machine”

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

26. “what’s your itinerary?”

27. thank god I’m old school

28. what about my visa?

29. Sleeping at Airport http://www.flickr.com/photos/feline_dacat/3197429380

30. “i have no idea”

31. Flight agent picture http://www.flickr.com/photos/dykstranet/211106615

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

33. “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”

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

35. Holistic experience

36. Our lives aren’t just digital http://www.flickr.com/photos/raftwetjewell/3121396468

37. we live across physical and digital

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

39. we must design for the holistic experience

40. don’t design for just website

41. …app

42. …product http://www.flickr.com/photos/differentview/5506159327

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

44. we must design across all touchpoints

45. digital and physical are colliding

46. 70%of US online consumers research products online and purchase them offline Forrester, Profiling The Multichannel Consumer, July 2009

47. 53% of mobile searches on Bing have a local intent Greg Sterling Search Engine Land https://searchengineland.com/microsoft-53-percent-of-mobile-searches-have-local-intent-55556

48. technology is everywhere

49. but

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

51. customers don’t think about channels

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

53. customers don’t think about design disciplines

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

55. customers do think about your company

56. across time, touchpoints and experiences

57. however we want to shop

58. whenever we see your brand http://www.flickr.com/photos/cdevers/3388665920

59. outside http://www.flickr.com/photos/cafemama/542656019

60. inside http://www.flickr.com/photos/penmachine/2971108982

61. packaging http://www.flickr.com/photos/streamishmc/2391505902

62. signs http://www.flickr.com/photos/andrewbain/2510253694

63. employees http://www.flickr.com/photos/7577938@N02/4897443265

64. things outside our control http://www.flickr.com/photos/jaxphotography/267129315

65. design across digital and physical

66. design cross channel experiences

67. design for multiple interaction touchpoints

68. design for the space between interactions, interfaces, and channels

69. “fill in the activity gaps to create great continuous experiences”

70. between channels

71. between channels between platforms

72. between channels between platforms between digital & physical

73. tie the experience together http://www.flickr.com/photos/__olga__/4749585423/

74. how?

75. 5 principles 5 methods 5 tools

76. 5 principles convenient connected consistent contextual (a) crosstime

77. convenient

80. Walgreen on iPad

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

82. Walgreen’s drive in http://www.flickr.com/photos/ambernectar/4042608385

83. consistent

92. connected

93. consider the experience of transitions http://www.flickr.com/photos/mcdemoura/2209204939

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

95. Netflix

107. contextual

108. 15% bump in weekend traffic http://www.flickr.com/photos/dalydaly/10813808

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

112. (a)cross time

113. days

116. years

117. http://www.flickr.com/photos/mcmortygreen/3176998867

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

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

120. 5 methods think in terms of services share the sandbox start walking comfort in discomfort why vs. what

121. 1. Think in terms of services 1. think in terms of services Waitress

123. Fluevog on iPad

124. 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 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

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

126. Incremental Sale

127. 2. share the sandbox http://www.flickr.com/photos/erikwdavis/2687670846

128. UX Mag let people in. let people design. let people play.

129. 3. start walking http://www.flickr.com/photos/jonathanbeard/3038114579/

134. 4. comfort in discomfort

135. you don’t have to be an expert

136. “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.

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

138. “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”

139. 5. why vs. what http://www.flickr.com/photos/segozyme/3105128025/

140. buying a tent

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

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

143. 5 tools 1. document experience map get behind the scenes tell a story cross train

144. 1. document http://www.flickr.com/photos/thelustlizardofmelancholycove/5053889505/

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

152. 2. experience map http://www.flickr.com/photos/dimitratzanos/4615310997

153. nForm gamer’s map

155. think about the customer’s whole journey

156. 3. get behind the scenes http://www.flickr.com/photos/honorapearls/4155009907/

157. how is the digital experience supported? http://www.flickr.com/photos/vitorcastillo/2994723741

158. http://www.flickr.com/photos/mattwright/1787856/

159. http://www.flickr.com/photos/oldonliner/3484504583/

160. 4. tell a story http://www.flickr.com/photos/sugarpond/3016905349

161. Meet Jane Outdoor Loyal 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”

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

163. Time to plan…

164. View View View View I want to go somewhere beautiful…

165. 5. cross train http://www.flickr.com/photos/zackojones/4191554608/

166. Success

167. Don’t be a digital dinosaur

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

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

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

171. design for the space between… http://www.flickr.com/photos/mrxception/4999592715

172. 5 principles convenient connected consistent contextual (a) crosstime 5 methods think in terms of services share the sandbox start walking comfort in discomfort why vs. what 5 tools document experience map get behind the scenes tell a story cross train

173. Workshops The Future of Web Design Isn’t Just the Web: Design for Cross-Channel Experiences Wednesday, May 25th Portland, OR Beyond Digital: Designing for the Cross-Channel Future With Jess McMullin Thursday, March 31st Denver, CO http://www.flickr.com/photos/39747297@N05/5229733647

174. Questions?? http://www.flickr.com/photos/druclimb/3277540656/

175. Thank you sstarme@rei.com @samanthastarmer http://uxmag.com/strategy/dont-become-a-digital-dinosaur