Designing for Holistic Cross Channel Experiences


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UX Israel Studio 2013 workshop. Much of the structure and content is similar to other workshop presentations I've posted, but there are some new examples and exercises.

  • Friggin Awesome...can't imagine how much work you put into this, but definitely a big thanks for sharing!
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  • Thank you Samantha for the kind words and offer. I may take you up on it. I am doing some homework in applying your approach to improving the user operations concept and user interaction design for ground control stations. When I have something that makes sense, I will be happy to share it. Thanks again for sharing your thoughts. ... I really love how you have exploited user experience maps and story matrices.
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  • @evsudano What a nice comment - thank you! Feel free to reach out any time you want to talk x/omnichannel!
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  • Samantha; I have been following you since your first X-Channel UX posted on slideshare. They have been inspirational and have evolved into a wonderful, effective integrated body of knowledge. Thank you so much for sharing these and your experience.
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  • Samantha, thank you for sharing. I like how you have put all the elements together in one deck.
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  • Image source: Zipcar mobile app
  • Image source: State Farm Mutual Automobile Insurance (
  • Buying a tentWhy?
  • Buying a tentWhy?
  • Customers now use many devices to engage across multiple touchpoints.Our work will include building an inventory of touchpoints, cataloging all possible touchpoints throughout the stages of the experience.At each touchpoint, the map defines customers needs and identifies how we currently meets those needs. A good experience map helps the audience feel what it is like to experience every touchpoint.
  • Another example of a touchpoint across channels.
  • The map is just a tool…this isnt the end goal. The work of analyzing and improving the experience is the most important part.
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  • Buying a tentWhy?
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  • Designing for Holistic Cross Channel Experiences

    1. designing forholistic cross channel experiences UXI Studio February 20, 2013 @samanthastarmer
    2. NOTE: These are the slides from a workshop given for UXI Studio.The structure and content is similar to other workshops I have already posted; there are some updated examples and exercises
    3. today what is cross channel design? why care about cross channel design how to think about cross channel design try cross channel design sell cross channel design start cross-channel design now
    4. (loose) agenda 9-9:15am introductions 9:15-10:30am what and why of cross channel 10:30-11am break 11:00-12pm how to think about cross channel 12-1pm cross channel experience tools 1-2pm lunch 2-3pm cross channel experience tools 3-3:30pm break 3:30-4:30pm cross channel experience tools 4:30-4:45pm how to sell and start now 4:45-5pm final questions and wrap up
    5. a fewlogistics
    6. broadening examples encouraged
    7. questions & input encouraged
    8. activities and discussion
    9. scheduled break
    10. but anytime…
    11. me VP Customer Experience - Razorfish Director, Customer Experience - REI Microsoft, Amazon Teach at University of Washington
    12. single channel experience B A N K single touchpoint available diagram adapted from
    13. multi channel experience B A N K multiple touchpoints operating independently diagram adapted from
    14. cross channel experience B A N K cross multiple touchpoints as part of same brand diagram adapted from
    15. omni channel experience B A N Kcustomer interacts with brand anytime, anywhere – not a channel within a brand diagram adapted from
    16. (nirvana)
    17. 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
    18. “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
    19. but crawl, walk, run
    20. previous cross channel experience? Managing 18 points of services in library building Background of creating digital content and experiences across platforms. Designing customer experience using digital tools None Have some exprience Mobile and web, with some offline CRM
    21. what do you hope to learn? Better match and coordination between virtual and physical services Choosing right channel for target audience Guidelines to each channel Basic principles and hands-on Examples from abroad and how to implement them in Israeli market and Israeli companies Connecting between virtual & physical What skills do I need? What kind of background is preferred?
    22. what do you hope to learn? Process of customer experience and how to design customer experience Practical tools for designing cross channel What are the best practices of X-sell - which channels should we use? How to communicate the added value of cross channel upon only digital ux Be the go-to person for ux stuff Is it a stand alone "job position" ? How to do it right! Everything I can
    23. Let’s share our knowledge andexpertise – we are all learning…
    24. meet your group
    25. let’sbegin
    26. a story…
    27. july 19, 6am
    28. it started as a good day
    29. and then…
    30. kaboom
    31. my car
    32. his car
    33. and yes…
    34. the cop car
    35. proof of insurance
    36. oh crap
    37. just don’t do it again
    38. exchanging information
    39. need to get car out of road
    40. so sad – collision repair
    41. this is why Ihave insurance
    42. two hours later – ow.
    43. good, they have an app
    44. can’t get in
    45. okay, trying the website
    46. arrrrgh
    47. damn, have to talk to a human
    48. “go to Valley Medical Center”
    49. we can’t help you
    50. “oops”
    51. THIS Valley Medical Center 0640affd6f7b/files/de97003a-2719-4f24-bf02-3771bcfd0a72/zvm-east_exterior-afternoo
    52. five days later…
    53. oh, that’s helpful
    54. the paperwork begins
    55. my friend, the fax machine
    56. a flurry of mail
    57. from all different people
    58. confusing mail
    59. over three months later
    60. insurance was supposed to pay this…
    61. we can’t help
    62. crap, i better pay
    63. silencesilence
    64. four months later
    65. six months later
    66. moresilence
    67. march
    68. thanks a bunch. Ta
    69. lesson?
    70. holistic cross channel experience
    71. our lives aren’t just digital
    72. we live our lives across physical & digital
    73. digital & physical are colliding
    74. even for luddites
    75. ebooks with books
    76. social, AR & curation Artlens App
    77. experiential
    78. dinner information
    79. and entertainment
    80. digital self service for physical task
    81. fridge alarm via social media Virtual Fridge Lock:
    82. you as an interface
    83. mobile for remote car entry© 2013 Forrester Research, Inc. Reproduction Prohibited 86
    84. experiences simultaneously Shopkick:
    85. some statistics Source: Google/Ipsos/Sterling, 2012
    86. crossing devices Source: Google/Ipsos/Sterling, 2012
    87. purchases on multiple devices
    88. second screens Source: Google/Ipsos/Sterling, 2012
    89. second screens
    90. (and here is our opportunity)
    91. integrated experiences are few and far between Alexandra Deschamps-Sonsino
    92. 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.
    93. 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
    94. 86% of consumers willpay more for a better customer experience Customer Experience Impact Report. Oracle
    95. only 1% of consumers feel their expectations for agood customer experience are always met Customer Experience Impact Report. Oracle
    96. theproblem?
    97. we usuallydesign for a particular channel
    98. (, mobile app, email)
    99. but users don’t distinguish channels
    101. users don’tthink about design disciplines
    103. usersdo think about all of their experiences
    104. across time,touchpoints, devices and channels
    105. holistic cross channelexperiences andinteractions don’t happen by magic
    106. we must design for cross channel experiences
    107. idly flipping – oh, cheap TV
    108. can I buy it locally?
    109. gotta buy something for me
    110. cool
    111. all set
    112. here we are
    113. picking up in store…
    114. oh god, Christmas
    115. but I have my list!
    116. and it tells me where!
    117. a little hard to see…
    118. but it worked!
    119. not easy
    120. cross between herding cats
    121. and slaying dragons
    122. 5 principles1. convenient2. consistent3. connected4. contextual5. (a) cross time
    123. convenient
    124. my first iPhone app
    125. even better…
    126. easy refill
    127. no need to call
    128. or get out of the car Walgreen’s drive in
    129. consistent
    130. shopping has many stages
    131. especially gifts
    132. awesome, gift ideas
    133. we often cross channels
    134. and need consistency
    135. good, the same recommendations
    136. here too
    137. not so good
    138. same item, different info sign catalog site
    139. and more different info eMail site in-store product handout product tag advertising
    140. U.S. TV ad for big retailer
    141. cool, it’s a collection
    142. and they are talking about it
    143. everywhere
    144. hmm – except the website
    145. or the mobile app
    146. (though another ad is here…)
    147. connected
    148. the experience of transitions
    149. Netflix
    150. leafing through GQ…
    151. hubby would look great in that
    152. I can get the look!
    153. going to GQ/selects
    154. here it is
    155. and I can buy it
    156. (plus great cross commentary)
    157. not so good
    158. my mom
    159. her favorite store
    160. directory
    161. departments
    162. her favorite department
    163. but…
    164. no encore
    165. but they have plus sized clothes
    166. lots of them
    167. and they are tagged encore
    168. mom was sad
    169. contextual
    170. may not have a tape measure
    171. but I have my phone!
    172. set autoreplies while driving© 2013 Forrester Research, Inc. Reproduction Prohibited 180
    173. big store?
    174. think about location services
    175. street bump residents use Street Bump to record “bumps” which areidentified using the device’s accelerometer and located using its GPS
    176. not so good
    177. looked for cues
    178. duh
    179. which context makes sense? Not sure how to cancel a class I registered for online. The cancellation policy just says what time frame I need to cancel in, but not how to do it online. Only suggestion is to call the store. Doesnt seem worth the hassle. REI customer comment
    180. (a)cross time
    181. traveling on 26 March
    182. yuck
    183. nightmare lines
    184. they didn’t forget about me
    185. not so good
    186. tests at the doctor’s office
    187. results by mail
    188. but not on the website?
    189. 5 principles1. convenient2. consistent3. connected4. contextual5. (a) cross time
    190. firstexercise
    191. define your story
    192. 5 minutesindividuallythink of a recent poor experienceacross channels or devices (e.g.banking, traveling, shopping)Write or sketch the main story pointsand interactions
    193. 5 minutesin your groupagree on one story. be sure todefine the beginning and end.hint – choose one that isstraightforward, but with multipleinteractions across digital andphysical
    194. the person in your groupwhose story you have chosenmoves to the next table…
    195. 10 minutesinterview & identify…1. The existing story.2. The stages of the story. Try to boil it down to no more than 8 stages. Write down on post its.3. The corresponding interactions. Write/sketch on post its.4. The corresponding emotions. Write/sketch on post its.
    196. 10 minutesinterview & identify…1. The existing story.2. The stages of the story. Try to boil it down to no more than 8 stages. Write down on post its.3. The corresponding interactions. Write/sketch on post its.4. The corresponding emotions. Write/sketch on post its.
    197. return to your original table
    198. observations?
    199. 5 methods1. think in terms of services2. share the sandbox3. start walking4. find comfort in discomfort5. why vs. what
    200. 1. Think in terms of services think in terms of services Waitress
    201. oooh, shoes
    202. cute shoes Fluevog on iPad
    203. 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)"There are two kinds of people: those who shy away from attention, and those who wear Fluevogs." - JF
    204. visit the store? don’t mind if I do
    205. Incremental Sale
    206. 2. share the sandbox
    207. let others in
    208. let others design
    209. let others play with you UX Mag
    210. 3. start walking
    211. get out of your cube
    212. experience the physical
    213. see what is needed
    214. notice the world around you
    215. where does digital help?
    216. 4. find comfort in discomfort
    217. you don’t haveto be an expert
    218. 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 .”
    219. eek – I don’t know store design
    220. 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”
    221. 5. why vs. what
    222. buying a tent
    223. for backyard camping?
    224. or backcountry snow?
    225. tools and methods
    226. 10 toolsDiscovery Solution1. employee research 1. design games2. environment research 2. co-design3. touchpoint inventory 3. body storming4. service inventory 4. business origami5. experience map 5. service blueprint
    227. tips do early in project focus on ideation and brainstorming can be used with many development methodologies best to do in cross divisional groups break down the silos everyone has valuable perspective
    228. discovery
    229. good ideas here
    230. 1. employee research
    231. employee research front line employees ecosystem other employees have to work within uncover training issues uncover system issues uncover priority user needs get great ideas gain buy in
    232. mobile point-of-sale
    233. have to carry two devices
    234. following + notes3 notebooks full of notes look at the handwriting, seriously
    235. turned into blog3 notebooks full of notes … which became a blog
    236. then set up diary study
    237. organize transcripts
    238. affinity map
    239. co-design
    240. 2. environment research hand in hand with employee research understand issues with physical environment discover experience blockers find cheaper resolutions than new technology also can be conceptual to understand organizational silos
    241. old systems
    242. tangled wires
    243. low tech communications
    244. how many screens?
    245. busy lines
    246. convoluted org chart
    247. the store room
    248. inventory
    249. uniform issues
    250. uniform and store room issues “It is usually in my pocket and gets caught on the ladder all the time… I’ve started leaving it here on the shelf instead”
    251. 3. service inventory
    252. service inventory inventory all services customer encounters similar to a process map but focuses on the customer and their service needs good to build after mapping customer’s journey illuminates areas where you can surprise & delight (or royally screw up)
    253. 4. touchpoint inventory
    254. touchpoint inventory track all ways customers interact with your organization can use both for as-is and to-be states excellent for corralling complex programs and products across channels great to use for mapping out needed system architectures helpful for non-web/non-technology people to understand impacts
    255. <definition>
    256. channels email print ads direct mail text websites blogs videos social media white papers broadcast media
    257. touchpointwhen a customercomes into contactwith products orservices (the pointand place ofinteraction) slide from Erin Hawk, REI
    258. touchpoints…• meet a customer need• are experience driven• can span multiple channels & devices slide from Erin Hawk, REI
    259. touchpoint:product informationchannels:retail store,web,mobile app,contact center slide from Erin Hawk, REI
    260. touchpoint = checkout channels: retail store, mobile app, website, contact center slide from Erin Hawk, REI
    261. so why talk channels? Ultimately you want to recognize that in any interaction with a customer, what you’re trying to support is a conversation. Identifying a channel through which Chris Risdon the conversation takes place is just a means of understanding what constraints and opportunities enable the conversation.
    262. </definition>
    263. touchpoint inventory
    264. secondexercise
    265. 10 minutesin your groupDefine the touchpoints and thechannels in the existing story.Write or sketch them on post its.
    266. observations?
    267. 5. experience mapping
    268. remember your first exercise
    269. experience mapping customer perspective, actions and reactions throughout interactions triggers and touchpoints intangible and qualitative motivations, frustrations and meanings helpful for non-web/non-technology people can get all points of view on the table (e.g. is your experience my experience?) about the process, not just the result
    270. many different ways to map
    274. hint, start simple
    275. good collection of examples
    276. “A good experience map feels like acatalyst, not a conclusion.” -Chris Risdon, Adaptive Path
    277. solutions
    278. what should the experience be?
    279. 1. design games 232
    280. design games great with non-designers bar is low, nothing is wrong think of as more play than work can bring out quieter types new ways of thinking
    281. gamestorming - the book
    282. 2. co-design
    283. co-design sketch with project team draw with stakeholders diagram with support teams sticky note with customers less about the outcome, more about the conversation
    284. 3. body storming
    285. body storming sketching not with a pencil and paper, but with our bodies (Dave Gray) physically act out possible experiences often used for designing services, especially within physical environment start with scenario or task, improvise the customer and support roles (including products or objects)
    286. thirdexercise
    287. 10 minutesNarrow the story1. Pick no more than 4 stages from your story.2. Think of each stage, with its corresponding interactions and emotions as a scene.3. Brainstorm ideas for the ideal story.4. Note dialog, new interactions, new emotions. Hint: Think of fairy tales. Objects can talk, animals have emotion. Magic can happen. Nothing is impossible.
    288. 20 minutesAct it out…1. No sitting2. Use words, sounds, gestures3. Make sure someone plays the customer, others play products, touchpoints, employees, etc. (e.g. the cats, the cat carrier, the website, the airplane, the service agent)4. Don’t worry about being silly! The point is to free your brain and to experiment.
    289. observations?
    290. 4. business origami (@jessmcmullin
    291. business origami
    292. 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
    293. 5. service blueprint
    294. service blueprint start with the desired experience – the story track the customer interactions include needed touchpoints define optimal channels determine how service components link determine how internal people, processes and systems support
    295. Service Blueprint
    296. SCAD Service Design Project
    297. what is needed to support a better experience?
    298. lastexercise
    299. 40 minutescreate your service blueprint1. Start with the story stages2. Define the new, desired experience3. Identify the needed touchpoints4. Identify the optimal channel for each touchpoint5. Identify needed support (people and/or systems) stage stage stage stage stage stage stage stage desired desired desired desired desired desired desired desiredexperience experience experience experience experience experience experience experiencetouchpoint touchpoint touchpoint touchpoint touchpoint touchpoint touchpoint touchpoint optimal optimal optimal optimal optimal optimal optimal optimal channel channel channel channel channel channel channel channel support support support support support support support support people & people & people & people & people & people & people & people & systems systems systems systems systems systems systems systems
    300. observations?
    301. 5 ways to sell1. understand the executives2. use metrics3. start at the grassroots - but work towards top-down4. watch for the bodies5. cultivate patience
    302. 1. understand the executives
    303. understand the executives what incentives are driving the executives? what do they think is important? what language do they use? what style are they comfortable with? (blue sky? numbers?) make friends with assistants
    304. 2. use metrics
    305. use metrics get comfortable with quantitative find out behavior as well as attitude and perceptions (do they do what they say?) track measures like conversion, abandonment, visits where does experience design add value?
    306. 3. start at the grassroots…
    307. …but work towards top-down
    308. start at the grassroots get allies at all levels find what resonates for each person, team and role tell the story generate buzz at the bottom work towards a direction from the top
    309. 4. watch for the bodies
    310. watch for the bodies others have gone before you – where did they misstep? are some terms too politically charged? decide what hills you want to die on build on top of previous successes
    311. 3. cultivate patience
    312. cultivate patience understand how change is accepted (or fought) in the organization complete some tiny things before starting any big things focus on bringing people along prioritize your efforts learn to let some stuff go until a better time
    313. start…
    314. 5 ways to start1. document the present2. map the future3. get behind the scenes4. cross train5. share the wealth
    315. 1. document the present
    316. not just for fun
    317. can be notes, sketches
    318. or photos
    319. documenting experiences
    320. 2. map the future
    321. getting from point A to point B; and everythingin between
    322. think about thecustomer’s whole journey
    323. 3. get behind the scenes
    324. are experiences supported?
    325. here?
    326. here?
    327. and here?
    328. 4. cross train
    329. it’s amazing what you learn
    330. 5. share the wealth
    331. everyone owns cross channel experience
    332. questions??
    333. thank you!! samantha starmer @samanthastarmer