What\'s your story? Designing a holistic customer experience


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Silo\'d approaches result in fragmented experiences and dissatisfied company was superior. How can we craft a cross-silo content strategy designed

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What\'s your story? Designing a holistic customer experience

  1. 1. What’s your story? Designing a holistic customer experience Joyce Hostyn Director Customer Experience, Open Text twitter: @joyce_hostyn blog: www.joycehostyn.com
  2. 2. the problem with contentand those of us who work with content
  3. 3. squidgy
  4. 4. messy
  5. 5. boring
  6. 6. bloated fdecomite, Flickr
  7. 7. afterthought
  8. 8. me me me me me me
  9. 9. Hostyn’s HoistEdmonton 1908
  10. 10. Recently I picked up numerous travel guides in the UnitedKingdom and Germany about Alberta and Canadas West; I wasshocked by the continual down play of the Edmontonregions… What is Edmonton doing to portray itself as aholiday destination or destination of business? Being originallyfrom Metro Edmonton, I am proud of the city. However when Icome back (I am based in Colorado) I see the lacking spiritor since or direction. What is Edmonton about? Are we a cityof the next generation?Edmonton ...who are you?To many of us you are still the mysterious post in the Westthat seems to grow without tremendous direction or drive. Oilhas provided a target, butwhat are your ambitions?- Brentk
  11. 11. Whats the most boring place on Earth? BBC newsA British correspondent at the World Athletics Championships in Edmonton has found himself in the news afterdescribing the host city as aDeadmonton
  12. 12. …the Edmonton experience IS what people look forand value in a place to live or visit. Our city is ranked high in terms of the key attributes people look forwhen considering the ideal place to live or visit. Moreover, awareness of Edmonton is low in national markets,but the experience of Edmonton is highly valued by the people who live here. In short,we have an awareness problem.
  13. 13. The Edmonton Message Map is a compilation of the highlights of theEdmonton story
  14. 14. content is only a tool for conversation
  15. 15. …traditional circus had no shortage of content greeblie Flickr
  16. 16. Tim Farris Flickr
  17. 17. Tim Farris Flickr…but lacked conversation
  18. 18. …then along came Cirque du Soleil
  19. 19. Cirque du Soleil
  20. 20. Animals didn’t make for compelling content. Animal Kingdom. CEO Michael Eisner questioned the idea thatlooking at animals would get people excited. "theyre just animals," he wondered aloud. "so what?" "I thoughtyou might say that, " Joe Rohde said, smiling. Rohde got up from his chair and walked over to the door ofEisners office. He opened it to reveal a 400 pound Bengal tiger. "I see your point.” – Wired to Care
  21. 21. Journey off the beaten path ancreate networking events that focexotic surroundings and adventurous endeat Disneys Animal Kingdom® Park. Frombackdrops, colorful costumes and uniquearchitectural accents to lush surroundingsmajestic animals both real and imagined,adds up to a unique experienthat will add fascination and excitement tevent while enchanting your guests. Followare just a few of the wild event possibilitthat await your group:•Happily Everest After•Kilimanjaro Safaris® area•Festival of the Lion King Gala www.disney.com
  22. 22. A product or service is merely a means to an end. The deeper value lies in the story - Arne van Oosterom
  23. 23. holism(from ὅλος holos, a Greek word meaning all,entire, total) is the idea that all the properties ofa given system (physical, biological, chemical, social,economic, mental, linguistic, etc.) cannot bedetermined or explained by its component partsalone. Instead, thesystem as a wholedetermines in animportant way how theparts behave. Michael Hodge, flickr
  24. 24. emmett.hume, flickr
  25. 25. …the structure is themessage not the content– Clotaire Rapaille
  26. 26. …the experience is themessage not the content
  27. 27. first ask what experience?
  28. 28. experiences are all about people vali… almost black, flickr
  29. 29. experiences are emotional
  30. 30. experiences interactions touchpoints processesmisery inside out systemsmoments
  31. 31. experiences interactions touchpoints processesmagic outside in systemsmoments
  32. 32. experiences interactions magic
  33. 33. an experience is a memorable event
  34. 34. an experience is a magic moment
  35. 35. Magic only happens in aspectator’s mind.Everything else is a distraction… Methods fortheir own sake are a distraction. You cannotcross over into the world of magic until youput everything else aside and behind you –including your own desires and needs – andfocus on bringing anexperience to the audience.This is magic.Nothing else.– Jamy Ian Swiss sprott.physics.wisc.edu/pickover/zenad.html
  36. 36. We cannot create experiences directly.All we can do is create artifacts…that are likely to create certain kindsof experience when aplayer interactswith them…and cross our fingers that theexperience thattakes place during that interaction issomething they will enjoy.– Jesse Schell Valeriana Solaris’, flickr
  37. 37. interface...that strange new zonebetween medium andmessage. That zone iswhat we call the interface.-Steven Johnsonline of interaction magic moments Design for Service, www.designforservice.com
  38. 38. content inventory content audit metadata strategy SEO information architectureinteractions/system response processes content management style guide governance templates
  39. 39. Its like a marionettetheater, you want tolook at the puppets.Youdont want to look at thestrings.My kids ask me, Whatdyou do today, Dad? Idesigned a toilet!Lighting, props, sets andcostumes all contribute tothe look of a movie — theplannedvisualnarrative .– J. Michael Riva Jon’s pics, flickr
  40. 40. interfaceline of interaction magic momentsare you listening for the backstory?
  41. 41. misery moment misery momentmiserymoment misery moment
  42. 42. misery moments are unthought
  43. 43. magicmoment
  44. 44. magic moments have structure
  45. 45. beginning middle end http://www.undertheinfluenceofdesign.com/2009/06/19/the-art-of-storytelling/
  46. 46. think of thememories youwant to evoke, thendesign for thosememoriesNOT what messagesto communicate orwhat media shouldcarry them
  47. 47. great experiences have memorable events
  48. 48. The Art of Game Design: A Deck of Lenses, Jesse Schell
  49. 49. All the worlds a stageAnd all the men and women merely players;They have their exits and their entrances;And one man in his time plays many parts,His acts being seven ages. At first the infant,Mewling and puking in the nurses arms;And then the whining school-boy, with his satchelAnd shining morning face, creeping like snailUnwillingly to school. And then the lover,Sighing like furnace, with a woeful balladMade to his mistress eyebrow. Then a soldier,Full of strange oaths, and bearded like the pard,Jealous in honour, sudden and quick in quarrel,Seeking the bubble reputationEven in the cannons mouth. And then the justice,In fair round belly with good capon lind,With eyes severe and beard of formal cut,Full of wise saws and modern instances;And so he plays his part. The sixth age shiftsInto the lean and slipperd pantaloon,With spectacles on nose and pouch on side;His youthful hose, well savd, a world too wideFor his shrunk shank; and his big manly voice,Turning again toward childish treble, pipesAnd whistles in his sound. Last scene of all,That ends this strange eventful history,Is second childishness and mere oblivion;Sans teeth, sans eyes, sans taste, sans everything. - Shakespeare
  50. 50. people buystories,not stuff, and it’s storiesthat spread,not stuff– Seth Godin
  51. 51. good design tells a story
  52. 52. good content strategy tells a story
  53. 53. by providing structure from which. the storycan emerge http://www.molecularstation.com/molecular-biology-images/data/502/dna.jpg
  54. 54. Valeriana Solaris’, flickr
  55. 55. need to design foremergence because theexperience isfragmenting– it doesn’t just happenusing a product orwebsite http://nform.ca/blog/2010/02/experience-maps-cross-channel-experiences-deliverable-for-gamers
  56. 56. content becomes invisible
  57. 57. the experience is designed for every stage of the customerlifecycle, from initial roll-out to ongoing support
  58. 58. The Experience Cycle, Hugh Dubberly and Shelley Evenson
  59. 59. The Journey Mapping Guidance Cabinet Office, Gerald Power
  60. 60. The Journey Mapping Guidance Cabinet Office, Gerald Power
  61. 61. The Journey Mapping Guidance Cabinet Office, Gerald Power
  62. 62. journey magic theme listeningmoment designed blueprint experience Customer Experience Grid, Brandon Schauer http://www.brandonschauer.com/blog/?p=175
  63. 63. Dev resolution &Discover & User acceptance Production Plan & prep integration Go live Soak Advocate decide validation deployment testing
  64. 64. key journey step a step along the journey place where you interact with or touch the main character - website, phone, product interface, help, touchpoint face-to-face, newsletter, demo, social media, advertisement, event, magazine, reception, parking lot… experience positive (thoughts, feelings, actions) neutral negative moment of truth what’s the importance of this touchpoint? opportunities ideas for being proactive, great recovery, to combine or eliminate – possible to find a purple cow for wow or breakthrough experience? levers how to move them along to the next step (actions, emotions, touchpoints, other factors) metrics time, volume, action, satisfaction…emotions to evoke how do you want customers to feel?
  65. 65. Trainingwebinar series Champion Toolkit Yahoo Release Notes CS Admin Manual KC Install Guide Dev resolution User Production Learn Evaluate Plan & integration acceptance Go live Soak Advocate deployment testing validation online help user guide
  66. 66. Decision makers Peter ECM Championwhat’s new? why upgrade? req’s (arch)benefits req’s case studies concept diagrams adoption best practices Adam Administratorwhat’s new? why upgrade? req’s forum post upgrade upgrade casebenefits benefits checklist troubleshooting checklist study req’s case studies test use cases concept diagrams planning guide Dev resolution User Production Learn Evaluate Plan & integration acceptance Go live Soak Advocate deployment testing validation Dario Trainerwhat’s new? best practices eLearningbenefits checklists quick references what’s new videos how to videos knowledge champion training Doris Knowledge Worker what’s new? eLearning benefits quick reference how to (videos)
  67. 67. <physical evidence> <customer action>line of interaction <onstage actions>line of visibility <backstage actions>line of internal interaction <supporting processes & procedures>
  68. 68. visualizing experiences bridges silos
  69. 69. The Art of Game Design: A Deck of Lenses, Jesse Schell
  70. 70. Triggering the hive mind
  71. 71. everyone isThe idea thata marketer is still hard fora surprisingly large number oforganizations…But it’s so clearly true, I don’t evenhave to outline here howthe product is the marketing,how the service is the marketing,how every human beingwho touches something isdoing marketing.– Seth Godin
  72. 72. good stories have a theme
  73. 73. A true theme is not aword but a sentence---one clear,coherent sentence that expressesastory’s irreduciblemeaning.– Robert McKee, STORY
  74. 74. Creation of a powerful theme statement iscritical, for it will be the central mechanism for focusingdiscussion and inspiring participation. The themestatement, however, cannot be a lengthy, dry, recitation must have theof goals and objectives. Itcapacity to inspire participation bybeing specific enough to indicate the direction, whilepossessing sufficient openness to allow for theimagination of the group to take over.One way of thinking about the theme statement is as opening paragraph of athetruly exciting storyThe reader should have enough detail to know wherethe tale is headed and what some of the possibleadventures are likely to be.
  75. 75. sparks imagination puts focuses experience dialogue front & center shapes a theme unifiesdecisions inspires structures for participation emergence
  76. 76. contentstrategy needsheart porcherie, flickr
  77. 77. emotion is the energy required to learn clotaire rapaille, the culture code
  78. 78. when we make adecision, we choosebetweenmemoriesof the experienceof the story– Daniel Kahneman
  79. 79. The content is the heart ofthe website. I can’t build you abody until you give me a heart…If we want to get back on track– to allow writers towrite wonderfuluser experiences – wehave to change our expectationsand our rules…Content… establishesemotional connectionsbetween people. The writing hasheart and spirit; it has somethingto say and the wherewithal tostand up and say it.– Amber Simmons qthomasbower, flickr
  80. 80. Theme, when manifestin aproduct [content], caninduce… pleasure emotion meaning- Cindy Chastain
  81. 81. As experiences now span multiplemedia, channels & formats, we need tolook tonarrative andemotionalelements to sustaininteractionin a world of complex technologywhere websites, software, and interactivemultimedia have become part ofthe same beast.– Cindy Chastain digitalART2, flickr
  82. 82. tangible intangible function beauty performance emotion ease of use meaningstrategy experience theme (story) Cindy Chastain, Experience Themes
  83. 83. coordinated in service of a story words/lines actors locations/sets image/cinematography lighting music/sound editing Cindy Chastain, Experience Themes
  84. 84. not coordinated creative visual design copy/text marketing business information/content navigation information layout/content presentation architecture/ interactions/system response interaction design processes outside resource animations music/sound engineering error messages product VP’s help assistant Cindy Chastain, Experience Themes
  85. 85. story frame visual design copy/text information/content navigation layout/content presentation interactions/system response processes animations music/sound error messages help Cindy Chastain, Experience Themes
  86. 86. Cindy Chastain, Experience Themes
  87. 87. better user experience with storytelling, Francisco Inchauste, Smashing Magazine
  88. 88. This means that in order to develop a B2B content strateg [content strategist]the marketer also becomescoach and counselor– Valeria Moltoni
  89. 89. a theme triggers emotion
  90. 90. a theme bridges silos
  91. 91. The Art of Game Design: A Deck of Lenses, Jesse Schell
  92. 92. to deliver a holisticcustomerexperience,we need to embrace thedark side
  93. 93. design for emotion jim thompson awakening galactic culture
  94. 94. stage experiences http://www.cirquedusoleil.com/
  95. 95. using story
  96. 96. to create a platform
  97. 97. for magic
  98. 98. Ask“whatexperiencesshould I bestaging?”