building and evangelizing holistic experience design - dmi seattle 2011
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building & evangelizing holistic experience
designSamantha Starmer sstarme@rei.com
@samanthastarmer http://www.flickr.com/photos/29023275@N04/2753536862
medesign and experience stuff: Amazon,
MicrosoftREI – Recreational Equipment, Inc.
lead design & experience teamsteach at University of Washington
http://www.flickr.com/photos/dirpics/464458290/
do you want your team to
make a difference?
do you want to be involved in
strategy?
do you want to be part of the decision
process?
design for the holistic
experience
digital and physical are
colliding
70% of US online consumers
research products online
and purchase them offline
Forrester, Profiling The Multichannel Consumer, July 2009
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
but
‘integrated experience
s are few and
far between’
Alexandra Deschamps-Sonsino http://www.slideshare.net/designswarm/creating-the-internet-of-things
no Encore…
build your team to design for
the holistic experience
how?
me, looking confused
1. expand your mind
2. create the vision3. build the path4. just do it
1. expand your mind
expand your mind
1. break out of silos2. make new friends3. get outside your box4. find comfort in discomfort
break out of silos
http://www.flickr.com/photos/14617207@N00/4872111479
break out of silos
http://www.flickr.com/photos/14617207@N00/4872111479
• get out of your cube! • leave your desk! • get out on the street!
http://averagecats.com/page/7
make new friends
http://averagecats.com/page/7
make new friends
• hang out with marketing• learn IT speak• what does a project
manager care about?
http://www.flickr.com/photos/vitorcastillo/2994723741
http://www.flickr.com/photos/oldonliner/3484504583/
get outside your box
http://www.flickr.com/photos/jaboobie/4756495600
get outside your box
• shadow in another department
• build something physical• design something with
crayons
comfort in discomfort
comfort in discomfort
“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.”
http://www.twobackpackers.com/wp-content/uploads/2009/07/REI-Backpacks.jpg
eek – I don’t know anything about store
design!
you don’t have to be an expert
2. create the vision
http://www.flickr.com/photos/pasukaru76/3998273279
create the vision
1. know the big picture2. follow the north star3. tell a fairy tale4. lead change
know the big picture
http://www.flickr.com/photos/aatemu/4784742636/
http://www.flickr.com/photos/aatemu/4784742636/
• know your company strategic mission
• get beyond your own division
• learn how the parts play together
know the big picture
follow the north star
http://www.flickr.com/photos/brunmarde/4264215019/
follow the north star
http://www.flickr.com/photos/brunmarde/4264215019/
• focus on the customer (user, citizen, visitor)
• be ‘Swiss’• stay grounded
Trying on tent
http://www.flickr.com/photos/hollabackpack/184849492
tell a fairy tale
tell a fairy tale
• get people excited about the possibilities
• design your storytelling• consider your audience
Meet Aaron
Outdoor Loyal31, Chicago
Weekend warrior involved in many sports, knows a lot about gear, and loves to research
“I push myself in work and play and need my gear to keep up with me”
I’ll visit REI for gear suggestions for my upcoming race…
Here is my bike research list…
lead change
http://www.flickr.com/photos/donabelandewen/3571289971
lead change
http://www.flickr.com/photos/donabelandewen/3571289971
• model the behavior• begin slowly• start with your own
work and team
http://www.flickr.com/photos/elitatt/4959931232 http://www.flickr.com/photos/centralasian/4099680559
3. build the path
http://www.flickr.com/photos/23072179@N00/514528095
build the path1. listen holistically2. learn executives’ goals2. get political3. remove road blocks
listen holistically
listen holistically
• market research• email, calls, customer
service• facebook, twitter, blogs
learn executives’ goals
learn executives’ goals
• how are they incentivized?
• what is important to each?
• what are they trying to get done this year? next year?
(blurred on purpose…)
get political
get political
• manage up, down and sideways
• pay attention• talk the talk, walk the
walk
http://media.nara.gov/media/images/29/4/29-0378a.gif
remove road blocks
http://www.flickr.com/photos/cyberslayer/3556721606
remove road blocks
http://www.flickr.com/photos/cyberslayer/3556721606
• make it easy for your team
• have the hard conversations for them
• focus on clearing brush before they encounter it
4. just do it
http://www.flickr.com/photos/tutuwon/2745902664
just do it1. don’t ask permission2. tear it up a little3. use metrics4. start with small wins
http://www.flickr.com/photos/62719770@N00/2959566124
don’t ask permission
http://www.flickr.com/photos/62719770@N00/2959566124
don’t ask permission
• but don’t be crazy• start with things
everyone cares about• think non-controversial
tear it up a little
http://www.flickr.com/photos/18161462@N00/73573681
tear it up a little
http://www.flickr.com/photos/18161462@N00/73573681
• invite others in• invite others out• go way outside your
brand – then pull back
UX Mag
use metrics
http://www.flickr.com/photos/iliahi/2606645766/
use metrics
http://www.flickr.com/photos/iliahi/2606645766/
• get comfortable with quantitative
• learn synergies between attitudes and behavior
• where does your team add measureable value?
start with small wins
http://tlc.discovery.com/tv/hoarding-buried-alive/slideshows/before-and-after-episodes-1-4-02.html
start with small wins
http://tlc.discovery.com/tv/hoarding-buried-alive/slideshows/before-and-after-episodes-1-4-02.html
• pick one interaction• choose one channel• partner with one
department
expand your mind
1. break out of silos2. make new friends3. get outside your box4. find comfort in
discomfort
create the vision
1. know the big picture2. follow the north star3. tell a fairy tale4. lead change
build the path
1. listen holistically2. learn executives’ goals2. get political3. remove road blocks
just do it
1. don’t ask permission2. tear it up a little3. use metrics4. start with small wins
http://www.flickr.com/photos/baking_in_pearls/3960662314
thank you!!
Samantha Starmer sstarme@rei.com @samanthastarmer
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