The Future of Experience Design - MIMA 2012

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Talk for 2012 MIMA - Minnesota Interactive Marketing Association

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The Future of Experience Design - MIMA 2012

  1. 1. in the future…
  2. 2. the future of experience design MIMA Summit October 10th, 2012 @samanthastarmer
  3. 3. meNEW – VP Multichannel Commerce Experience - Razorfish Director, Customer Experience - REI Microsoft, Amazon Teach at University of Washington
  4. 4. first, a story… http://www.flickr.com/photos/sugarpond/3016905349
  5. 5. (Feel free to skip to slide 47 if you have seen my insurance fail story before…)
  6. 6. july 19, 6am
  7. 7. it started as a good day
  8. 8. and then…
  9. 9. kaboom http://www.flickr.com/photos/amishpatel/4803420473
  10. 10. my car
  11. 11. his car
  12. 12. and yes…
  13. 13. the cop car http://www.flickr.com/photos/sillygwailo/5617660719
  14. 14. oh crap
  15. 15. just don’t do it again http://www.flickr.com/photos/rootology/2767323250/
  16. 16. need to get car out of road
  17. 17. so sad – collision repair http://www.carstar.com/files/6uiyw73inwb3f999189vjwzsyjpv7o09.jpg
  18. 18. this is why Ihave insurance
  19. 19. two hours later – ow.
  20. 20. good, they have an app
  21. 21. can’t get in
  22. 22. okay, trying the website
  23. 23. arrrrgh
  24. 24. damn, have to talk to a human
  25. 25. “go to Valley Medical Center”
  26. 26. we can’t help you
  27. 27. “oops”
  28. 28. THIS Valley Medical Center http://cdn.assets.sites.launchrocketship.com/7a019f65-a5c3-4d32-930 0640affd6f7b/files/de97003a-2719-4f24-bf02-3771bcfd0a72/zvm-east_exterior-afternoo
  29. 29. five days later…
  30. 30. oh, that’s helpful
  31. 31. the paperwork begins
  32. 32. my friend, the fax machine
  33. 33. a flurry of mail
  34. 34. from all different people
  35. 35. confusing mail
  36. 36. over three months later
  37. 37. insurance was supposed to pay this…
  38. 38. we can’t help
  39. 39. crap, i better pay
  40. 40. silencesilence
  41. 41. four months later
  42. 42. six months later
  43. 43. moresilence
  44. 44. march
  45. 45. thanks a bunch. Ta
  46. 46. lesson? http://www.flickr.com/photos/pjern/2150873799
  47. 47. holisticexperience
  48. 48. we live our lives across physical & digital
  49. 49. the future of experience design must be…
  50. 50. across digital & physical
  51. 51. digital & physical are colliding
  52. 52. even for luddites
  53. 53. ebooks with books
  54. 54. order online, try on at home
  55. 55. digital self service for physical task
  56. 56. fridge alarm via social media Virtual Fridge Lock: http://www.bangstyle.com/wp-content/uploads/2012/05/e06fc2b0a04a0b1f4c0ad1bc21bcf820-621x465.jpg
  57. 57. (and here is our opportunity)
  58. 58. integrated experiences are few and far between Alexandra Deschamps-Sonsinohttp://www.slideshare.net/designswarm/creating-the-internet-of-things
  59. 59. consumers cited their greatest frustration as when theexperience does not match the promise a company made to them up front. The New Realities of “Dating” in the Digital Age: Are Customers Really Cheating, or Are You Just Not Paying Enough Attention? Accenture 2011 Global Consumer Research Study
  60. 60. because we liveour lives across digital & physical
  61. 61. we have to designexperiences for all touchpoints
  62. 62. “The future…belongs to brands that create the best customer experiences across all channels.” Toys”R”Us Chairman and CEO Jerry Storch
  63. 63. usually, not so much… email print ads direct mail text They are all websites yelling at me!! blogs videos social media white papers broadcast media
  64. 64. …and allinteractions
  65. 65. whenever, wherever laptop at home tablet face-to-face fax at the officetext smartphone snail mail phone television desktop social media paper form in the car
  66. 66. how do theywork together now?
  67. 67. remember?
  68. 68. at home desktop laptop fax in the office phone in the car
  69. 69. people notice This experience has been so stupid.There is no way to explain the huge gap between operations in the store and online. I will never be shopping at either again. I do not understand how you can want and advertise 100%customer satisfaction when I know I am 0% satisfied. REI customer comment
  70. 70. okay, sowhat doesthis mean?
  71. 71. the future ofexperience design is providing seamless experience
  72. 72. omnichannel
  73. 73. what the heck is that?
  74. 74. omniscient?
  75. 75. omnipotent?
  76. 76. omni? OMNI (magazine) – launched by Kathy Keeton wife of Penthouse magazine publisher Bob Guccione. (Wikipedia)
  77. 77. omni definition all : universally
  78. 78. let’s start over
  79. 79. single channel experience B A N K single touchpoint available diagram adapted from http://retail-industry.blogspot.com
  80. 80. multi channel experience B A N K multiple touchpoints operating independently diagram adapted from http://retail-industry.blogspot.com
  81. 81. cross channel experience B A N K cross multiple touchpoints as part of same brand diagram adapted from http://retail-industry.blogspot.com
  82. 82. omni channel experience B A N Kcustomer interacts with brand anytime, anywhere – not a channel within a brand diagram adapted from http://retail-industry.blogspot.com
  83. 83. (nirvana)
  84. 84. needed progression as technology becomes ubiquitous single multi cross omniSingle touchpoint Multiple touchpoints operating Cross multiple touchpoints as Customer interacts with brandavailable separately part of same brand anytime, anywhere – not a channel within a brand diagram adapted from http://retail-industry.blogspot.com
  85. 85. “The omnichannel approach is one where physical and virtual channels come together to enable a seamless experience...” Cisco IBSG Omnichannel Study: Winning Strategies for OmniChannel Banking http://www.cisco.com/web/about/ac79/docs/Cisco-IBSG-Omnichannel-Study.pdf
  86. 86. ah ha!
  87. 87. so what do we do?
  88. 88. design foromnichannel
  89. 89. omnichannel is…1. digital & physical2. intertwined3. anytime, anywhere4.experiential5. about services
  90. 90. omnichannel is…1. digital & physical2. intertwined3. anytime, anywhere4.experiential5. about services
  91. 91. digital enhances physical Go Pro Camera: http://gopro.com/wp-content/uploads/2012/05/683x426_d04.jpg
  92. 92. track digital likes of item Brazilian Fashion Designer C&A: http://zapp5.staticworld.net/images/article/2012/05/fashion20like-11356673.jpg
  93. 93. physical hug from digital like Like-a-Hug: http://www.melissakitchow.com/#Like-A-Hug
  94. 94. life size digital touch shopping
  95. 95. omnichannel is…digital &physical move through space
  96. 96. experience the physical
  97. 97. see what works
  98. 98. see what doesn’t work
  99. 99. omnichannel is…1. digital & physical2. intertwined3. anytime, anywhere4.experiential5. about services
  100. 100. leafing through GQ…
  101. 101. hubby would look great in that
  102. 102. I can get the look!
  103. 103. going to GQ/selects
  104. 104. here it is
  105. 105. and I can buy it
  106. 106. (plus great cross commentary)
  107. 107. omnichannel is…intertwined build connections
  108. 108. touchpoint inventory
  109. 109. campaign experience mapping (specifics blurred for publishing purposes)
  110. 110. marketing alignment mapping (specifics blurred for publishing (specifics blurred for publishing purposes) purposes)
  111. 111. journey mapping (specifics blurred for publishing purposes)
  112. 112. omnichannel is… 1. digital & physical 2. intertwined 3. anytime, anywhere 4.experiential 5. about services
  113. 113. outside http://www.flickr.com/photos/mytudut/5183269139
  114. 114. in bed http://www.flickr.com/photos/tenyjr/6574852293
  115. 115. on a mountain http://www.flickr.com/photos/aleksiaaltonen/4791533886 k
  116. 116. just going to increase
  117. 117. omnichannel is…anytime,anywhere understand context
  118. 118. crazy lines?
  119. 119. think about line busting
  120. 120. using in the wilderness?
  121. 121. think about what is needed
  122. 122. omnichannel is… 1. digital & physical 2. intertwined 3. anytime, anywhere 4.experiential 5. about services
  123. 123. digital enhancing experience Nexus 7: http://www.youtube.com/watch?v=qqiSE-ukmgc
  124. 124. info about environment http://www.petapixel.com/2010/05/24/museum-of-london-releases-augmented-reality-app-for-historical-photos/
  125. 125. omnichannel is…experiential advise & curate
  126. 126. offer advice
  127. 127. make expert recommendations
  128. 128. help me discover
  129. 129. omnichannel is… 1. digital & physical 2. intertwined 3. anytime, anywhere 4.experiential 5. about services
  130. 130. service economy Everything Is A Service - Dave Gray http://www.dachisgroup.com/2011/11/everything-is-a-service/
  131. 131. 5am thismorning
  132. 132. not for health
  133. 133. need to work off nerves
  134. 134. card doesn’t work!!
  135. 135. service makes a difference
  136. 136. arrrgh
  137. 137. that guy
  138. 138. service makes a difference
  139. 139. service is getting harder
  140. 140. have to be ambidextrous!
  141. 141. omnichannel is…aboutservices employees
  142. 142. understand employees
  143. 143. be an employee
  144. 144. old OLD systems
  145. 145. one device doesn’t cut it?
  146. 146. taking inventory
  147. 147. stockrooms and ladders
  148. 148. uniform problems
  149. 149. “It is usually in my pocket and gets caught on the ladder all the time… I’vestarted leaving it here on the shelf instead”
  150. 150. following + notes3 notebooks full of notes look at the handwriting, seriously
  151. 151. diary studyafter every transaction, record the story 15 stores nationwide 100+ employees
  152. 152. co-design
  153. 153. happy employees = happy experiences
  154. 154. omnichannel is…1. digital & physical – move through space2. intertwined – build connections3. anytime, anywhere – understand context4. experiential – advise and curate5. about services – heart employees
  155. 155. break boundaries: design for seamless experiences
  156. 156. break boundaries: design for omnichannel
  157. 157. one lastthing…
  158. 158. the future is now
  159. 159. entire industries are intheir customer experience infancy (…health insurance, TV service, Internet Service providers, PC manufacturers,wireless service providers, airlines and credit card providers) 2011, Forrester Research, Inc.
  160. 160. omnichannel is HUGE
  161. 161. executives care about this
  162. 162. get yourself a raise http://www.flickr.com/photos/68751915@N05/6355231757
  163. 163. get a seat at the strategy table http://www.flickr.com/photos/esagor/6938330534
  164. 164. get out there and be a hero http://www.flickr.com/photos/baking_in_pearls/3960662314
  165. 165. thank you!! Samantha Starmer @samanthastarmer starmer@gmail.com http://www.flickr.com/photos/baking_in_pearls/3960662314

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