beyond digital - ias workshop 2011
DESCRIPTION
Workshop at 2011 IA Summit; presented with Jess McMullinTRANSCRIPT
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ASIS&T Information Architecture Summit 2011
Beyond Digital: Designing for a Cross
Channel FutureJess McMullin, the Centre for Citizen
ExperienceSamantha Starmer, REI
March 30, 2011 | Denver, CO
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Today What is cross-channel design? Why should you care? Selling the need Case Study Field Research experience Discovery tools and methods Solution tools and methods How to do it
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[Jess’s intro]
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http://www.flickr.com/photos/dirpics/464458290/
first time at brick & mortar
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Waitress picture10 years in restaurant
business
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Whycross channel
design
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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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‘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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Envisioning holistic experiences1. Your travel here…
Forget about the current experience Ignore how airline ticketing works
2. Imagine you own a new airline Think about your customer’s journey Think about possible touchpoints
3. Spend 5 minutes Ideate a better experience Note the highlights
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Jess’s airline story
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SELLcross channel
design
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Do some research
http://www.flickr.com/photos/euthman/2097753744
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Understand executives’ goals
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Use metrics
http://www.flickr.com/photos/iliahi/2606645766/
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30
130
Online vs. Offline
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Soft Skills
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Patience
http://www.flickr.com/photos/dirkjankraan/4092709643
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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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Where are the bodies?
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Understand organizational structure
Understand Org Structure
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Don’t boil the ocean
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Tell a Fairy Tale
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There is a craving for stories that
show people what is possible
~Fred Collopy
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77@jessmcmullin@samanthastarmer
Case Study
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78@jessmcmullin@samanthastarmer
IA Summit Journey
AwarenessInterestApprovalRegisteringFinding SessionsOngoing promosTravelingArrivalRegistrationAttendingSessionsConnecting & Reconnecting with people
Formal/Informal gatheringsSocialGoodbyesDepartureTravelReturn to real worldApplySharing out (team, IA re-dux, block)Podcasts
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79@jessmcmullin@samanthastarmer
Stakeholder Interviews
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Break!
http://www.flickr.com/photos/johnmcnab/4298812324
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81@jessmcmullin@samanthastarmer
FieldResearch
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82@jessmcmullin@samanthastarmer
What to look for....
• People• Touchpoints• Interactions• Flow
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83@jessmcmullin@samanthastarmer
Welcome Back from the Field!
Now Lunch...See you at 1:00
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84@jessmcmullin@samanthastarmer
Discovery
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85@jessmcmullin@samanthastarmer
Bodystorming
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86@jessmcmullin@samanthastarmer http://www.flickr.com/photos/xian/3763798434
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87@jessmcmullin@samanthastarmer
Touchpoint Matrix
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88@jessmcmullin@samanthastarmer
Hello Future
http://brandtouchpointmatrix.com/
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89@jessmcmullin@samanthastarmer
Customer Journey Mapping
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90@jessmcmullin@samanthastarmer
Adaptive Path
http://www.flickr.com/photos/sethandalexa/3747145717
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91@jessmcmullin@samanthastarmer
nForm
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92@jessmcmullin@samanthastarmer
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93@jessmcmullin@samanthastarmer
Maya Design
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94@jessmcmullin@samanthastarmer
Journey Mapping Exercise
Action
Action
Action
Action
Touchpoint
Touchpoint
Touchpoint
Touchpoint Notes
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95@jessmcmullin@samanthastarmer
Journey Mapping Exercise
Touchpoint
Touchpoint
Touchpoint
Touchpoint
Step 1 Step 2 Step 3 Step 4
Notes Notes Notes Notes
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From Insightsto Solutions
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Solution=Facilitation
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Facilitation=Giving upownership
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It’s ok. Really.
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MentalModels
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Mental Models
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102@jessmcmullin@samanthastarmer
Mental Models
http://www.rosenfeldmedia.com/books/mental-models
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Mental Models
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UXSwimlanes
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UX Swimlanes
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Business Origami
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108@jessmcmullin@samanthastarmer
Paper Prototyping for Systems Design
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Business Origami Session
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110@jessmcmullin@samanthastarmer
Courtesy Prof. Kenta Ota, Chiba University Design Department & Design Division, Hitachi Ltd.
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Service Blueprint
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124@jessmcmullin@samanthastarmer
Service Blueprint
http://lovelearn.wordpress.com/2009/07/11/initial-blueprint/
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125@jessmcmullin@samanthastarmer
Service Blueprint Elements
• Physical Evidence• Customer Actions• Onstage, Customer Facing Employee Actions• Backstage, Enabling Employee Actions• Support Processes
http://people.ischool.berkeley.edu/~glushko/IS243Readings/ServiceBlueprinting.pdf
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127@jessmcmullin@samanthastarmer
Service Blueprinting Exercise
Physical Evidence
Customer Actions
OnstageEmployeeActions
BackstageEmployeeActions
Support Processes
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128@jessmcmullin@samanthastarmer
Break!
http://www.flickr.com/photos/johnmcnab/4298812324
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HOW to start
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Marketing makes promises
The experience (regardless of channel)
has to deliver on those promises
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on ramps and off ramps
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Close the loop
http://www.flickr.com/photos/pelegrino/3957449915
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Make Business Case
http://www.flickr.com/photos/10458725@N02/3042138367
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Listen
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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)• Store follows/shop alongs
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http://averagecats.com/page/7
Get collaborators
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Make new friends 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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Don’t get overwhelmed
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/
Don’t be grabby
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Let go of control
• It’s okay when other people start talking about the customer experience
• It’s okay when other people try to improve the customer experience
• It’s okay if you aren’t involved in EVERYTHING
• It’s okay if you aren’t the only one making a difference.
Isn’t it all about the customer?