create cross channel experiences - managing experience 2011
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TRANSCRIPT
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Designing Cross
Channel Experien
cesSamantha Starmer Managing Experience; March 8, 2011
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Designing (great)
Cross Channel
Experiences
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meUX & IA related work for places like Amazon,
MicrosoftREI – Recreational Equipment, Inc. Create and lead IA, UX, IxD teamsTeach at University of Washington
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http://www.flickr.com/photos/dirpics/464458290/
first time at brick & mortar
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Waitress picture
10 years in restaurant
business
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a story…
http://www.flickr.com/photos/sugarpond/3016905349
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Australian information architecture conference
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Sydney picture
imagined myself in
Sydney
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but I’m a procrastinato
r
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oh crap
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huh. an electronic Visa. well, that’s
pretty cool.
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except I can’t check
in online
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even though I bought my tickets and Visa
online
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http://www.flickr.com/photos/mkooiman/787191703
damn, have to talk to a person
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http://www.flickr.com/photos/jopoe/4569447498
waited in long check-in line
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http://www.flickr.com/photos/bryansblog/411455656
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Flight agent picture
http://www.flickr.com/photos/dykstranet/211106615
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“this won’t work”
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but, it has official stuff and numbers
and …
Censored!
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“i’m a human, not a
machine”
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Flight agent picture
http://www.flickr.com/photos/dykstranet/211106615
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“what’s your itinerary?”
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thank god I’m old school
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what about my visa?
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Sleeping at Airport
http://www.flickr.com/photos/feline_dacat/3197429380
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“i have no idea”
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Flight agent picture
http://www.flickr.com/photos/dykstranet/211106615
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http://www.flickr.com/photos/slworking/4169134307
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“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”
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lesson?
http://www.flickr.com/photos/pjern/2150873799
F
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our lives are cross
channel
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design for the holistic
experience
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don’t design for just website
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…app
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…or physical environment
http://www.flickr.com/photos/24218656@N03/4589621372/
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digital and physical are
colliding
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70% of US online consumers
research products online
and purchase them offline
Forrester, Profiling The Multichannel Consumer, July 2009
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53% of mobile searches on Bing have a local intent
Greg SterlingSearch Engine Land
https://searchengineland.com/microsoft-53-percent-of-mobile-searches-have-local-intent-55556
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technology is
everywhere
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but
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(and here is our
opportunity)
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‘integrated experience
s are few and
far between’
Alexandra Deschamps-Sonsino http://www.slideshare.net/designswarm/creating-the-internet-of-things
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customers don’t think
about channels
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http://www.crwgraphics.com/blog/wp-content/uploads/2010/08/multichannel-marketing.bmp
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customers don’t think
about design
disciplines
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http://www.kickerstudio.com/blog/images/ux.jpghttp://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
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customers do think
about your company
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across time,
touchpoints and
experiences
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however we want to shop
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http://www.flickr.com/photos/cdevers/3388665920
whenever we see your brand
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http://www.flickr.com/photos/cafemama/542656019
outside
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http://www.flickr.com/photos/penmachine/2971108982
inside
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http://www.flickr.com/photos/streamishmc/2391505902
packaging
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http://www.flickr.com/photos/andrewbain/2510253694
signs
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http://www.flickr.com/photos/7577938@N02/4897443265
employees
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http://www.flickr.com/photos/jaxphotography/267129315
things outside our control
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design cross channel
experiences
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design for the holistic
experience
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how?
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5 principles5 methods
5 tools
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5 principles
1. convenient2. connected3. consistent4. contextual
5. (a) cross time
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convenient
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Walgreen on iPad
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http://www.flickr.com/photos/zachklein/3964249http://www.flickr.com/photos/jsrcyclist/3181389420
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Walgreen’s drive in
http://www.flickr.com/photos/ambernectar/4042608385
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consistent
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connected
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consider the experience of
transitions
http://www.flickr.com/photos/mcdemoura/2209204939
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Netflix
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contextual
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http://www.flickr.com/photos/dalydaly/10813808
15% bump in weekend
traffic
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Trying on tent
http://www.flickr.com/photos/hollabackpack/184849492
research online, try in store
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(a)cross time
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http://www.flickr.com/photos/mcmortygreen/3176998867
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http://www.flickr.com/photos/yourdon/2594767344
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http://www.flickr.com/photos/sa_ku_ra/13009153
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5 methods
1. think in terms of services2. share the sandbox3. start walking 4. comfort in discomfort5. why vs. what
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Waitress
1. Think in terms of services1. think in terms of services
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Fluevog on iPad
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From: [email protected]: [email protected]: Fluevog order 20110211-00072873Date: Fri, 11 Feb 2011 16:52:38 -0800
Hey 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 Shoes205 Pine St.Seattle, WA 98101phone: (206)441-1065fax : (206)[email protected]/fluevogseattle
"There are two kinds of people: those who shy away from attention, and those who wear Fluevogs." - JF
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http://www.flickr.com/photos/trufflepig/4370405501
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Incremental Sale
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2. share the sandbox
http://www.flickr.com/photos/erikwdavis/2687670846
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UX Mag
let people in. let people
design. let people play.
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3. start walking
http://www.flickr.com/photos/jonathanbeard/3038114579/
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4. comfort in discomfort
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you don’t have to be an expert
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http://www.twobackpackers.com/wp-content/uploads/2009/07/REI-Backpacks.jpg
eek – I don’t know anything about store
design!
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“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”
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5. why vs. what
http://www.flickr.com/photos/segozyme/3105128025/
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buying a tent
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http://www.flickr.com/photos/jcast911/4037694806
for backyard?
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http://www.flickr.com/photos/reway2007/427303733
or backcountry
snow?
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5 tools
1. document2. experience map3. get behind the scenes4. tell a story5. cross train
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1. document
http://www.flickr.com/photos/thelustlizardofmelancholycove/5053889505/
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http://www.flickr.com/photos/frerieke/3882000183
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2. experience map
http://www.flickr.com/photos/dimitratzanos/4615310997
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think about the customer’s whole
journey
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3. get behind the scenes
http://www.flickr.com/photos/honorapearls/4155009907/
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http://www.flickr.com/photos/vitorcastillo/2994723741
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http://www.flickr.com/photos/mattwright/1787856/
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http://www.flickr.com/photos/oldonliner/3484504583/
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4. tell a story
http://www.flickr.com/photos/sugarpond/3016905349
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Meet Jane
Outdoor Loyal38, 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”
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Monday… I want to go backpacking this weekend!
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Time to plan…
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I want to go somewhere beautiful…
View
View
View
View
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5. cross train
http://www.flickr.com/photos/zackojones/4191554608/
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Success
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Designing (great)
Cross Channel
Experiences
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don’t design for the screen, design for
the holistic experience
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don’t design for the technology, design for
the holistic experience
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don’t design for the channel, design for
the holistic experience
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5 principles
1. convenient2. connected3. consistent4. contextual
5. (a) cross time
5 methods
1. think in terms of services
2. share the sandbox3. start walking4. comfort in discomfort5. why vs. what
5 tools
1. document2. experience map3. get behind the
scenes4. tell a story5. cross train
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http://www.flickr.com/photos/39747297@N05/5229733647
Beyond Digital: Designing for the Cross-Channel
FutureWith Jess McMullin
Thursday, March 31st
Denver, CO
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chief customer officer…
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Who will it be?http://www.flickr.com/photos/kelleys/358629845