the future of design is not just the web - web visions workshop 2011
Post on 18-Sep-2014
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DESCRIPTION
Workshop given at Web Visions 2011TRANSCRIPT
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the future of design isn’t just the web
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design for cross
channel experienc
esSamantha Starmer @samanthastarmer WebVisions 2011
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today why care about cross channel
design? how to think about cross channel
design try cross channel design
discovery activities solution activities
partner on cross channel design sell cross channel design start cross-channel design now
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extrapolation encouraged
http://www.flickr.com/photos/danilush/3259099985
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meweb and experience stuff: Amazon, Microsoft
REI – Recreational Equipment, Inc. lead IA, UX, IxD & analytics teamsteach at University of Washington
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why now?
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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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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
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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
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a story…
http://www.flickr.com/photos/sugarpond/3016905349
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conference in Australia!!
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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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silence…
silence…
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luggage
http://www.flickr.com/photos/benleto/4593774334
i’m ready
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hmm… I can’t check
in online
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even though I bought my tickets and Visa
online
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have to check in at airport
http://www.flickr.com/photos/gexydaf/5087612417
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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
wait 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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me, looking confused
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thank god I’m old school
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i’m also paranoid
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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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silence…
silence…
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“good luck”
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lesson?
http://www.flickr.com/photos/pjern/2150873799
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Holistic experience
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why?
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our lives cross channels – websites, apps,
phone, etc…
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we live across physical and
digital
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we must design for the holistic
experience
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don’t design for just website
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…app
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http://www.flickr.com/photos/differentview/5506159327
…product
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…or physical environment
http://www.flickr.com/photos/24218656@N03/4589621372/
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we must design across all
touchpoints and channels
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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 organizati
on
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across time,
touchpoints and
experiences
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however we want to interact
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http://www.flickr.com/photos/cdevers/3388665920
whenever we see a 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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all touchpoints
and channels impact
perception & loyalty
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design across digital and
physical
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across platforms
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across platformsacross devices
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across platformsacross devices
across channels
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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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http://www.flickr.com/photos/hotel-de-la-ville-monza/4182940190
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Netflix
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no Encore…
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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
design for researching online,
trying in store
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(a)cross time
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days
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good
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bad
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years
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http://www.flickr.com/photos/mcmortygreen/3176998867
customer lifecycle
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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 services
2. 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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“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.”
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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. document the present
2. map the future3. get behind the scenes4. tell a story5. cross train
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1. document the present
http://www.flickr.com/photos/thelustlizardofmelancholycove/5053889505/
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http://www.flickr.com/photos/frerieke/3882000183
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2. map the future
http://images.asc.ohio-state.edu/is/image/eHistory/world/images/maps2/1942world1600.jpg
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getting from
point A to point B;
and everythin
g in between
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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
are experiences supported?
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http://www.flickr.com/photos/mattwright/1787856/
here?
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http://www.flickr.com/photos/oldonliner/3484504583/
and here?
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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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don’t design for the channel, design for
the holistic experience
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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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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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break!
http://www.flickr.com/photos/johnmcnab/4298812324
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try…
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discovery
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http://www.flickr.com/photos/kino-eye/226951415
internal stakeholder interviews
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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
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field research
http://www.flickr.com/photos/romeral/3911756000
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field research
what experiences are happening? what experiences are customers
expecting? where are the “moments of truth”? 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?
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co-design
http://www.flickr.com/photos/thinkpublic/4499674785
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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
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http://www.flickr.com/photos/elitatt/4959931232 http://www.flickr.com/photos/centralasian/4099680559
design games
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design games don’t 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 didn’t expect
it
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http://www.flickr.com/photos/elitatt/4959938630
gamestorming - the book
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http://www.delightability.com/wp-content/uploads/2010/08/rental-car-customer-journey.png
journeys
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journeys what is the customer’s journey across
touchpoints and time? can be micro - details within a
specific feature or functionality can be macro – 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
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http://farm5.static.flickr.com/4023/4526736556_3b5a628b7f.jpg
service inventory
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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
customer’s journey take a broad view of service –
websites, mobile apps, etc provide some form of service
illuminates areas where you can surprise & delight (or royally screw up)
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exercise experience
map
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http://www.thosepeskyusers.com/wp-content/uploads/2010/12/customer-experience-map.jpg
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http://www.maya.com/portfolio/carnegie-library
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http://everyonecampaign.com
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http://www.businessweek.com/innovate/content/nov2008/id20081110_531328.htm
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http://experiencematters.files.wordpress.com/2009/03/legowheel.png
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try now
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http://www.flickr.com/photos/g_w_y_n/3625095073
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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
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design cross channel experience of buying a
bicyclehttp://www.flickr.com/photos/sl4sh79/471062898
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http://www.flickr.com/photos/jameshopkirk/5635553120
stand up, stretch, and sit together
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what is the goal?what are the tasks?
what are the touchpoints?what are the decisions?
what support is needed?
from customer perspective…
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personas
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touchpoint touchpoint touchpoint touchpoint touchpoint
task
task
task
task
task
task
experience map
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touchpoint
touchpoint touchpoint touchpoint touchpoint
need
decision
research
test ride
purchase
class
maintenance
experience mapt
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think about…
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)
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look for…
customer expectations, behaviors and emotions
needed interactions gaps that service/design needs to fill offline and online needs areas out of our control
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it doesn’t have to be linear
Winning the consumer decision journeyhttp://www.mckinsey.com/Client_Service/Marketing_and_sales/Latest_thinking/CDJ/Winning_the_consumer_decision_journey.aspx
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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
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remember 5 principles
1. convenient2. connected3. consistent4. contextual
5. (a) cross time
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touchpoint
touchpoint touchpoint touchpoint touchpoint
need
decision
research
test ride
purchase
class
maintenance
experience mapt
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solutionhttp://www.flickr.com/photos/yannconz/2796311194
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http://www.flickr.com/photos/jaaronfarr/314981744
mental models
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214@jessmcmullin@samanthastarmer
Mental Models
http://www.rosenfeldmedia.com/books/mental-models
mental models - the book
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http://www.flickr.com/photos/designetrecherche/546120971
comics
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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
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SCAD Service Design Project http://servd.us/The_Project_files/Screen%20shot%202010-02-03%20at%2011.38.42%20PM.png
storyboards
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http://www.flickr.com/photos/doos/4174319172
storyboards
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http://nform.com/blog/images/Swimlane_example2.gif
swim lanes
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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 ‘over the wall’)
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business origami (@jessmcmullin)
http://www.flickr.com/photos/benry/4101687804
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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
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touchpoint matrix
http://brandtouchpointmatrix.com/
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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 (don’t paw the customer)
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exercise service
blueprint
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service blueprint
‘Front Stage’ (front line staff)
‘Back Stage’(support staff)
Support(systems,
databases)
Physical Evidence
(touchpoints)
Customer Action
The line of visibility
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Service Blueprint
http://lovelearn.wordpress.com/2009/07/11/initial-blueprint/
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228@jessmcmullin@samanthastarmer
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SCAD Service Design Projecthttp://servd.us/The_Project_files/Screen%20shot%202010-02-03%20at%2011.38.26%20PM.png
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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
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elements1. customer actions2. physical evidence (touchpoints)3. front stage, customer facing4. backstage, enabling actions5. support processes
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service blueprint
‘Front Stage’ (front line staff)
‘Back Stage’(support staff)
Support(systems,
databases)
Physical Evidence
(touchpoints)
Customer action
The line of visibility
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partner
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partner
1. understand org structure
2. flex soft skills3. cultivate patience4. learn the big picture5. close the loop
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Understand organizational structure1. understand org structure
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2. flex soft skills
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3. cultivate patience
http://www.flickr.com/photos/dirkjankraan/4092709643
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4. learn the big picture
http://www.flickr.com/photos/aatemu/4784742636/
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5. close the loop
http://www.flickr.com/photos/pelegrino/3957449915
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sell
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5 ways to sell
1. understand executives’ goals
2. use metrics3. start at the grassroots - but work towards top-down
4. watch for the bodies5. tell a fairy tale
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1. understand executive goals
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2. use metrics
http://www.flickr.com/photos/iliahi/2606645766/
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3. start at the grassroots…
http://www.flickr.com/photos/cobalt/282227013
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…but work towards top-down
http://www.flickr.com/photos/flickrmarcus/3382920952
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4. watch for the bodies
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5. tell a fairy tale
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start
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http://www.flickr.com/photos/62719770@N00/2959566124
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5 actions
1. make the business case
2. listen across channels3. make new friends4. start with small wins5. share the wealth
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make the business case
http://www.flickr.com/photos/10458725@N02/3042138367
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make the business case• understand how your organization prioritizes• think about ROI• start with one gap in the experience – try to
pick one that impacts your organizations goals• expose your executives and other powerful
people to customer feedback• get people excited
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listen across channels
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designing a holistic experience means listening holistically:• usual UX research, but also• call center• email queries and feedback• live chat transcripts• social media• sentiment analysis• market research• analytics (behavior)• brick & mortar follows/shop alongs
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http://averagecats.com/page/7
make new friends
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hang with a new crowd Marketing• IT, or anyone who can build stuff• Finance• Distribution Center• Customer Service• Innies with outies, outies with innies• Different industries
Artists, architects, museum curators, restaurant workers, baristas, landscapers, hotel
managers…
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start with small wins
http://tlc.discovery.com/tv/hoarding-buried-alive/slideshows/before-and-after-episodes-1-4-02.html
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you can’t be everywhere at once• target a channel pair • focus on incremental progress• Measure stuff• celebrate (and communicate) quick wins• get your ‘real’ work done • get allies to spread the work
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http://www.flickr.com/photos/jimfrazier/1810966604/
share the wealth
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everyone owns customer
experience
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http://www.flickr.com/photos/baking_in_pearls/3960662314
thank you!!
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questions??
http://www.flickr.com/photos/druclimb/3277540656/