5. me web and experience stuff: Amazon, Microsoft REI ā Recreational Equipment, Inc. lead IA, UX, IxD & analytics teams teach at University of Washington
9. you web developers, web producers, creative/art directors, designers, architects education, agencies, B2B, government, financial lots of familiarity with website user experience and design, some with mobile design some cross channel experience; mostly via web and mobile
10. some expectations beyond specifically web based applications strengths and weaknesses of each channel and how to develop a seamless, integrated user experience high level guidelines and gotchas how to take a brand beyond print and web while keeping the integrity of the brand intact how to create a consistent customer experience among all channels
39. āChange screens, Pillow PillowāāWhereās the Pillow?āāDidnāt they cover that in training?āāBackslash BackslashāāOkay, tietacāāWhat?āāTietacāāhuh?āāLike Tieāācarrot backslashāāUnited StatesāāPillow PillowāāChange Screensā
54. 70%of US online consumers research products online and purchase them offline Forrester, Profiling The Multichannel Consumer, July 2009
55. 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
59. āintegrated experiences are few and far betweenā Alexandra Deschamps-Sonsino http://www.slideshare.net/designswarm/creating-the-internet-of-things
128. 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 youād like to pick them up this weekend and save on shipping let us know otherwise they will ship out Monday. Thanks, Leah Ā John Fluevog Shoes 205 Pine St. Seattle, WA 98101 phone: (206)441-1065 fax :Ā Ā (206)728-7955 seattle@fluevog.com www.fluevog.com www.myspace.com/fluevogseattle Ā "There are two kinds of people: those who shy away from attention, and those who wear Fluevogs." - JF
140. āan interesting thing happened today ā we were invited to help Visual Merch decide what shelf labels and categories to use in the retail stores for backpacks.ā
141. eek ā I donāt know anything about store design! http://www.twobackpackers.com/wp-content/uploads/2009/07/REI-Backpacks.jpg
142. āan interesting thing happened today ā 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 usā
143. 5. why vs. what http://www.flickr.com/photos/segozyme/3105128025/
163. 4. tell a story http://www.flickr.com/photos/sugarpond/3016905349
164. Meet Jane Outdoor Loyal 38, Portland Involved in overlapping sports and understands the value of good gear āI kind of have a jacket problemā¦ Iām running out of reasons to buy another oneā
173. 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
178. stakeholder interviews what experiences do stakeholders think should happen? what experiences do stakeholders think ARE happening? what assumptions are stakeholders making? customers technology business process service and support
179. field research http://www.flickr.com/photos/romeral/3911756000
180. field research what experiences are happening? what experiences are customers expecting? where are the āmoments of truthā? what channels, devices or platforms do customers want to interact with? When? what do customers do if their expectations are disappointed? what is happening behind the scenes to support the experiences?
182. co-design tease out what customers say they want vs. what they actually do or use get your project team in the room get your executives in the room process of collaboration and hearing different perspectives can be more valuable than the end artifacts
183. design games http://www.flickr.com/photos/elitatt/4959931232 http://www.flickr.com/photos/centralasian/4099680559
184. design games donāt just use with designers! encourage use of analog tools and toys bar is low, nothing is wrong think of as more play than work can bring out quieter types new ways of thinking find creativity where you didnāt expect it
185. gamestorming - the book http://www.flickr.com/photos/elitatt/4959938630
187. journeys what is the customerās journey across touchpoints and time? can be micro - details within a specific feature or functionality can be macro ā understanding full lifecycle uncover gaps in the experience focus on the experience between channels, platforms and devices challenge assumptions and perceptions good to put on the wall to unify and remind
188. service inventory http://farm5.static.flickr.com/4023/4526736556_3b5a628b7f.jpg
189. service inventory similar to process map but focus on the customer and their service needs great way to ensure being comprehensive good to build after mapping customerās journey take a broad view of service ā websites, mobile apps, etc provide some form of service illuminates areas where you can surprise & delight (or royally screw up)
199. the scenario hired to design consistent cross channel experience for a cycling company digital and physical presence opening a new physical location expanding email and social media presence to grow revenue start offering classes and maintenance appointments brand differentiator = friendly expertise and advice buying advertising
200. design cross channel experience of buying a bicycle http://www.flickr.com/photos/sl4sh79/471062898
201. stand up, stretch, and sit together http://www.flickr.com/photos/jameshopkirk/5635553120
202. from customer perspectiveā¦ what is the goal? what are the tasks? what are the touchpoints? what are the decisions? what support is needed?
206. think aboutā¦ holistic journey across time and space pain points and positive points needs and expectations for services all potential interactions which channels are most effective which touchpoints drive moments of truth (decisions, disgust, delight)
207. look forā¦ customer expectations, behaviors and emotions needed interactions gaps that service/design needs to fill offline and online needs areas out of our control
208. it doesnāt have to be linear Winning the consumer decision journey http://www.mckinsey.com/Client_Service/Marketing_and_sales/Latest_thinking/CDJ/Winning_the_consumer_decision_journey.aspx
209. the scenario hired to design consistent cross channel experience for a cycling company digital and physical presence opening a new physical location expanding email and social media presence to grow revenue start offering classes and maintenance appointments brand differentiator = friendly expertise and advice
216. comics & storyboards visual representations make complexity easier to grasp emphasis on story continues focus on customer sketching and photography uses different parts of the brain opens up to thinking beyond the screen helps plan the right flow without missing gaps
217. storyboards SCAD Service Design Project http://servd.us/The_Project_files/Screen%20shot%202010-02-03%20at%2011.38.42%20PM.png
220. swim lanes tie together storyboard and supporting design and processes keeps track of each part of the necessary experience good for chronological experiences excellent tool for waterfall type approaches (i.e. throwing design āover the wallā)
221. business origami (@jessmcmullin) http://www.flickr.com/photos/benry/4101687804
222. business origami 3 dimensions helps envision experience solutions can be easier than sketching for non-designers to feel creative great for services and experiences that involve crossing locations easy to move pieces lessen any feeling of commitment or making a mistake
224. touchpoint matrix track all ways customers interact with your organization can use both for as-is and to-be states excellent for corralling complex marketing and advertising programs helpful for non-web/non-technology people to understand impacts good way to evangelize need for holistic experience (donāt paw the customer)
226. service blueprint Physical Evidence (touchpoints) Customer Action āFront Stageā (front line staff) The line of visibility āBack Stageā (support staff) Support (systems, databases)
227. Service Blueprint http://lovelearn.wordpress.com/2009/07/11/initial-blueprint/
228.
229. SCAD Service Design Project http://servd.us/The_Project_files/Screen%20shot%202010-02-03%20at%2011.38.26%20PM.png
230. service blueprint can start with experience map create blueprint from user POV use to understand org impact determine how service components link include all prioritized touchpoints determine how internal people, processes and systems support
231. elements customer actions physical evidence (touchpoints) front stage, customer facing backstage, enabling actions support processes
232. service blueprint Physical Evidence (touchpoints) Customer action āFront Stageā (front line staff) The line of visibility āBack Stageā (support staff) Support (systems, databases)
241. 5ways to sell 1. understand executivesā goals use metrics start at the grassroots - but work towards top-down watch for the bodies tell a fairy tale