what\'s your story? designing a holistic customer experience

What’s your story?Designing a holistic

customer experience

Joyce Hostyn

Director Customer Experience, Open Text

twitter: @joyce_hostyn

blog: www.joycehostyn.com

the problem with contentand those of us who work with content

squidgy

messy

boring

bloatedfdecomite, Flickr

afterthought

me me me me me me

Hostyn’s HoistEdmonton 1908

Recently I picked up numerous travel guides in the United

Kingdom and Germany about Alberta and Canada's West; I was

shocked by the continual down play of the Edmonton

regions… What is Edmonton doing to portray itself as a

holiday destination or destination of business? Being originally

from Metro Edmonton, I am proud of the city. However when I

come back (I am based in Colorado) I see the lacking spirit

or since or direction. What is Edmonton about? Are we a city

of the next generation?

Edmonton ...

who are you? To many of us you are still the mysterious post in the West

that seems to grow without tremendous direction or drive. Oil

has provided a target, but

what are your ambitions? - Brentk

What's the most boring place on Earth? BBC news

A British correspondent at the World Athletics Championships in Edmonton has found himself in the news after

describing the host city as a

Deadmonton

…the Edmonton experience IS what people look for

and value in a place to live or visit. Our city is ranked high in terms of the key attributes people look for

when 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.

The Edmonton Message Map is a compilation of the highlights of the

Edmonton story

content is only a tool for conversation

greeblie Flickr

…traditional circus had no shortage of content

Tim Farris Flickr

…but lacked conversationTim Farris Flickr

…then along came

Cirque du Soleil

Cirque du Soleil

Animals didn’t make for compelling content. Animal Kingdom. CEO Michael Eisner questioned the idea that

looking at animals would get people excited. "they're just animals," he wondered aloud. "so what?" "I thought

you might say that, " Joe Rohde said, smiling. Rohde got up from his chair and walked over to the door of

Eisner's office. He opened it to reveal a 400 pound Bengal tiger. "I see your point.” – Wired to Care

Journey off the beaten path and

create networking events that focus on exotic surroundings and adventurous endeavors

at Disney's Animal Kingdom® Park. From scenic

backdrops, colorful costumes and unique

architectural accents to lush surroundings and

majestic animals both real and imagined, it all

adds up to a

unique experience that will add fascination and excitement to your

event while enchanting your guests. Following

are just a few of the wild event possibilities

that await your group:

•Happily Everest After

•Kilimanjaro Safaris® area

•Festival of the Lion King Gala

www.disney.com

A product or service is merely a means to an

end. The deeper value lies in the

story- Arne van Oosterom

holism(from ὅλος holos, a Greek word meaning all,

entire, total) is the idea that all the properties of

a given system (physical, biological, chemical, social,

economic, mental, linguistic, etc.) cannot be

determined or explained by its component parts

alone. Instead, the

system as a whole

determines in an

important way how the

parts behave.

Michael Hodge, flickr

emmett.hume, flickr

…the structure is the

message not the content

– Clotaire Rapaille

…the experience is the

message not the content

first ask what experience?

vali… almost black, flickr

experiences are all about people

experiences are emotional

experiences

touchpoints

interactions

processes

inside out systemsmiserymoments

experiences

systems

touchpoints

interactions

processes

outside inmagicmoments

experiences

magic

interactions

an experience is a memorable event

an experience is a magic moment

Magic only happens in a

spectator’s mind. Everything else is a distraction… Methods for

their own sake are a distraction. You cannot

cross over into the world of magic until you

put everything else aside and behind you –

including your own desires and needs – and

focus on bringing an

experience to the audience.

This is magic. Nothing else.

– Jamy Ian Swiss

sprott.physics.wisc.edu/pickover/zenad.html

We cannot create experiences directly.

All we can do is create artifacts…

that are likely to create certain kinds

of experience when a

player interacts

with them…

and cross our fingers that the

experience that

takes place during that interaction is

something they will enjoy. – Jesse Schell

Valeriana Solaris’, flickr

line of interaction magicmoments

interface...that strange new zone

between medium and

message. That zone is

what we call the interface.

-Steven Johnson

Design for Service, www.designforservice.com

content inventory

content audit

metadata strategy

SEO

interactions/system response

processes

content management

style guide

governance

templates

information architecture

It's like a marionette

theater, you want to

look at the puppets. You

don't want to look at the

strings.

My kids ask me, 'What'd

you do today, Dad?' I

designed a toilet!

Lighting, props, sets and

costumes all contribute to

the look of a movie — the

planned

visual

narrative.

– J. Michael Riva

Jon’s pics, flickr

line of interaction

interface

magicmoments

are you listening for the backstory?

misery moment

misery moment

misery moment

misery moment

misery moments are unthought

magicmoment

magic moments have structure

http://www.undertheinfluenceofdesign.com/2009/06/19/the-art-of-storytelling/

beginning endmiddle

think of the

memories you

want to evoke, then

design for those

memories

NOT what messages

to communicate or

what media should

carry them

great experiences have memorable

events

The Art of Game Design: A Deck of Lenses, Jesse Schell

And 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 nurse's arms;

And then the whining school-boy, with his satchel

And shining morning face, creeping like snail

Unwillingly to school. And then the lover,

Sighing like furnace, with a woeful ballad

Made 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 reputation

Even in the cannon's mouth. And then the justice,

In fair round belly with good capon lin'd,

With eyes severe and beard of formal cut,

Full of wise saws and modern instances;

And so he plays his part. The sixth age shifts

Into the lean and slipper'd pantaloon,

With spectacles on nose and pouch on side;

His youthful hose, well sav'd, a world too wide

For his shrunk shank; and his big manly voice,

Turning again toward childish treble, pipes

And 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

All the world's a stage

people buy

stories, not stuff, and it’s stories

that spread,

not stuff

– Seth Godin

good design tells a story

good content strategy tells a story

.by providing structure from which the story

can emerge

http://www.molecularstation.com/molecular-biology-images/data/502/dna.jpg

Valeriana Solaris’, flickr

need to design for

emergence because the

experience is

fragmenting – it doesn’t just happen

using a product or

website http://nform.ca/blog/2010/02/experience-maps-cross-channel-experiences-deliverable-for-gamers

content becomes invisible

the experience is designed for every stage of the customer

lifecycle, from initial roll-out to ongoing support

The Experience Cycle, Hugh Dubberly and Shelley Evenson

The Journey Mapping Guidance Cabinet Office, Gerald Power

The Journey Mapping Guidance Cabinet Office, Gerald Power

The Journey Mapping Guidance Cabinet Office, Gerald Power

Customer Experience Grid, Brandon Schauer http://www.brandonschauer.com/blog/?p=175

magic

moment

blueprint

theme

journey

designed

experience

listening

Discover & decide

Plan & prepDev resolution &

integration testing

User acceptance validation

Production deployment

Go live Soak Advocate

what’s the importance of this touchpoint?

ideas for being proactive, great recovery, to combine or eliminate – possible to find a purple cow for

wow or breakthrough experience?

time, volume, action, satisfaction…

moment of truth

opportunities

metrics

how do you want customers to feel?emotions to evoke

place where you interact with or touch the main character - website, phone, product interface, help,

face-to-face, newsletter, demo, social media, advertisement, event, magazine, reception, parking lot…touchpoint

experience

(thoughts,

feelings,

actions)

a step along the journeykey journey step

how to move them along to the next step (actions, emotions, touchpoints, other factors)levers

positive

neutral

negative

online help

user guide

webinar series Yahoo

CS

KC

Champion Toolkit

Release Notes

Admin Manual

Install Guide

Learn Evaluate PlanDev resolution & integration

testing

User acceptance validation

Production deployment

Go live Soak Advocate

Training

what’s new?benefits

Learn Evaluate PlanDev resolution & integration

testing

User acceptance validation

Production deployment

Go live Soak Advocate

what’s new?benefits

Dario Trainer

Peter ECM Champion

Decision makers

best practiceschecklistswhat’s new videos

why upgrade? benefitsreq’s

forumtroubleshootingtest use cases

req’schecklistcase studiesconcept diagramsplanning guide

post upgrade checklist

why upgrade? req’s

req’s (arch)case studiesconcept diagramsadoption best practices

Adam Administrator

eLearningquick referenceshow to videosknowledge champion training

what’s new?benefits

what’s new?benefits

eLearningquick referencehow to (videos)

upgrade case study

Doris Knowledge Worker

line of internal interaction

line of visibility

line of interaction

<supporting processes & procedures>

<backstage actions>

<onstage actions>

<physical evidence>

<customer action>

visualizing experiences bridges silos

The Art of Game Design: A Deck of Lenses, Jesse Schell

Triggering the hive mind

The idea that everyone is

a marketer is still hard for

a surprisingly large number of

organizations…

But it’s so clearly true, I don’t even

have to outline here how

the product is the marketing,

how the service is the marketing,

how every human being

who touches something is

doing marketing.

– Seth Godin

good stories have a theme

A true theme is not a

word but a sentence---one clear,

coherent sentence that expresses

a story’s irreducible

meaning.

– Robert McKee, STORY

Creation of a powerful theme statement is

critical, for it will be the central mechanism for focusing

discussion and inspiring participation. The theme

statement, however, cannot be a lengthy, dry, recitation

of goals and objectives. It must have the

capacity to inspire participation by

being specific enough to indicate the direction, while

possessing sufficient openness to allow for the

imagination of the group to take over.

One way of thinking about the theme statement is as

the opening paragraph of a

truly exciting storyThe reader should have enough detail to know where

the tale is headed and what some of the possible

adventures are likely to be.

sparks imagination

puts experience

front & center

unifies

structures for emergence

inspires participation

shapes decisions

focuses dialogue

a theme

content

strategy needs

heart

porcherie, flickr

emotion is the energy required to learn

clotaire rapaille, the culture code

when we make a

decision, we choose

between memories

of the experience of the story

– Daniel Kahneman

The content is the heart of

the website. I can’t build you a

body until you give me a heart…

If we want to get back on track

– to allow writers to

write wonderful

user experiences – we

have to change our expectations

and our rules…

Content… establishes

emotional connectionsbetween people. The writing has

heart and spirit; it has something

to say and the wherewithal to

stand up and say it.

– Amber Simmons

qthomasbower, flickr

pleasure

emotion

meaning

Theme, when manifest

in a

product [content], can

induce…

- Cindy Chastain

As experiences now span multiple

media, channels & formats, we need to

look to

narrative and

emotional elements to sustain

interaction in a world of complex technology

where websites, software, and interactive

multimedia have become part of

the same beast.– Cindy Chastain

digitalART2, flickr

beauty

emotion

meaning

function

performance

ease of use

intangibletangible

strategy experience theme (story)

Cindy Chastain, Experience Themes

image/cinematography

actors

locations/sets

music/sound

editing

lighting

words/lines

coordinated in service of a story

Cindy Chastain, Experience Themes

creative

marketing

business

information

architecture/

interaction design

outside resource

engineering

product VP’s

assistant

visual design

copy/text

information/content

navigation

layout/content presentation

processes

animations

error messages

music/sound

help

interactions/system response

not coordinated

Cindy Chastain, Experience Themes

visual design

copy/text

information/content

navigation

interactions/system response

processes

animations

music/sound

error messages

help

layout/content presentation

Cindy Chastain, Experience Themes

story frame

Cindy Chastain, Experience Themes

better user experience with storytelling, Francisco Inchauste, Smashing Magazine

This means that in order to develop a B2B content strategy,

the marketer [content strategist] also becomes

coach and counselor – Valeria Moltoni

a theme triggers emotion

a theme bridges silos

The Art of Game Design: A Deck of Lenses, Jesse Schell

to deliver a holistic

customer

experience,

we need to embrace the

dark side

design for emotionjim thompson awakening galactic culture

http://www.cirquedusoleil.com/

stage experiences

using story

to create a platform

for magic

Ask “what

experiences should I be

staging?”