building and evangelizing for holistic customer experience
Post on 18-Sep-2014
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building & evangelizing holistic experience
designSamantha Starmer [email protected]
@samanthastarmer http://www.flickr.com/photos/29023275@N04/2753536862
melots of web stuff: Amazon, MicrosoftREI – Recreational Equipment, Inc.
lead design & experience teamsteach at University of Washington
http://www.flickr.com/photos/dirpics/464458290/
experiences are across
touchpoints, channels,
mediums & devices
if we want our teams to make a difference…
if we want to be involved in strategy…
if we want to be part of the decision
process…
we must design for a holistic experience
http://www.flickr.com/photos/raftwetjewell/3121396468
our lives aren’t just digital
digital and physical are
colliding
don’t design for just website
…app
http://www.flickr.com/photos/differentview/5506159327
…product
…or physical environment
http://www.flickr.com/photos/24218656@N03/4589621372/
we must design across all
touchpoints and channels
70% of US online consumers
research products online
and purchase them offline
Forrester, Profiling The Multichannel Consumer, July 2009
but
‘integrated experience
s are few and
far between’
Alexandra Deschamps-Sonsino http://www.slideshare.net/designswarm/creating-the-internet-of-things
a (common
) example
no Encore…
“there will be an all-out war to own
the customer experience
management space”
Forrester, 2011 Customer Experience Predictions
build our teams to design for
the holistic experience
how?
http://www.flickr.com/photos/cinnamonsnow/1444667535
1. expand your mind
2. create the vision3. build the path4. just do it
1. expand your mind
expand your mind
1.make new friends2. get outside your box3. find comfort in discomfort
http://averagecats.com/page/7
make new friends
http://averagecats.com/page/7
make new friends• get out of your cube!
leave your desk! get out on the street!
• hang out with the people you don’t like
• spend time with the people who scare you
expand your mind
1.make new friends2. get outside your box3. find comfort in discomfort
get outside your box
http://www.flickr.com/photos/jaboobie/4756495600
get outside your box
• digital to physical; physical to digital
• design with crayons, or matchsticks, or paper plates
• shadow in another department
http://www.flickr.com/photos/vitorcastillo/2994723741
expand your mind
1.make new friends2. get outside your box3. find comfort in discomfort
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 tale
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 or your own industry
• focus on how the parts play together
know the big picture
create the vision
1. know the big picture2. follow the north star3. tell a fairy tale
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’ - lead the way through the battles between form and function, growth and savings
• stay grounded
Trying on tent
http://www.flickr.com/photos/hollabackpack/184849492
create the vision
1. know the big picture2. follow the north star3. tell a fairy tale
tell a fairy tale
tell a fairy tale
• design your storytelling• get people excited about
the possibilities• build on existing
strategic direction• consider your audience
Meet AaronMeet 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”
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…
3. build the path
http://www.flickr.com/photos/23072179@N00/514528095
build the path1. listen holistically2. get political3. remove road blocks
listen holistically
listen holistically• listen in different ways
than you might be used to: market research, email, calls, customer service, facebook, twitter, blogs
• pay attention to the gaps in the experience
build the path1. listen holistically2. get political3. remove road blocks
get political
get political• manage up, down and
sideways• pay attention – learn
what incentivizes your executives
• talk the talk, walk the walk
• get comfortable at the strategy table
http://media.nara.gov/media/images/29/4/29-0378a.gif
build the path1. listen holistically2. get political3. remove road blocks
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
you may not get to design in the same way
any more
you have to be okay with that
solution & process design is still design
4. just do it
http://www.flickr.com/photos/tutuwon/2745902664
just do it1.tear it up a little2. use metrics3. start with small wins
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 to play with you
• don’t be grabby; no one can ‘own’ the design or experience
• the journey can be more valuable than the results
• go way outside your brand – then pull back
UX Mag
just do it1.tear it up a little2. use metrics3. start with small wins
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?
just do it1.tear it up a little2. use metrics3. start with small wins
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 pair• partner with one
department• fully complete some tiny
things before starting any big things
expand your mind
1. make new friends2. get outside your box3. find comfort in
discomfort
create the vision
1. know the big picture2. follow the north star3. tell a fairy tale
build the path
1. listen holistically2. get political3. remove road blocks
just do it1. tear it up a little2. use metrics3. start with small wins
build our teams to design for
the holistic experience
MAKE IT HAPPEN
http://www.flickr.com/photos/baking_in_pearls/3960662314
thank you!!
Samantha Starmer [email protected] @samanthastarmer