context matters: a crash course in multi-channel ux
TRANSCRIPT
Have you ever received important news (possibly upsetting) in a way that felt inappropriate?
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@DanielTulloh #UniversalUX
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Have you ever received important news (possibly upsetting) in a way that felt inappropriate?
Have you ever received a message in a channel that totally ruined the intent?
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“Great design is a multi-layered relationship between human life and its environment.”
–Naoto Fukasawa
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The power of multi-channel UX is the ability to move seamlessly between channels in order to exploit each channel for its strength without
anyone ever noticing.
W H A T I S G O O D M U L T I - C H A N N E L U X ?
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Good Multi-channel UX is truly realized when it benefits the user because of its relevance
& intuition.
W H A T I S G O O D M U L T I - C H A N N E L U X ?
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It’s all about context & synchronicity.
Communicating at the EXACT right time, in the channel that makes sense for the context.
@DanielTulloh #UniversalUX
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However, there are still many times we don’t get it right.
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Engage in the channel that makes the most sense. Imag ine th is same not i f icat ion as an emai l . Imag ine i t on a webs i te . Even a text message doesn’ t fee l qu i te fee l r ight .
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S T R E N G T H S
Tang ib le & permanent …
In-person & s i tuat iona l …
Fee ls of f ic ia l , cred ib le
W E A K N E S S E S
Expens ive …
Complete ly pass ive …
Not eas i ly measured …
Impersona l
PHONE
S T R E N G T H S
Interact ive …
If persona l i t can be humaniz ing
… On-demand
W E A K N E S S E S
Feels invas ive …
If robo-ca l l , i s ver y impersona l
… If l i ve-agents , expens ive
WEBSITE
S T R E N G T H S
Interact ive …
Eas i ly measured & updated
… Sca lab le &
re lat ive ly cheap
W E A K N E S S E S
Somewhat pass ive – requ i res users to
d i scover i t & hard to keep them engaged
S T R E N G T H S
Interact ive …
Opportun i ty for longterm user engagement
… Not intrus ive
W E A K N E S S E S
Users often ignore …
Des ign constra ints …
Can dr ive away users i f not proper ly executed
Channel strengths & weaknesses
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Channel strengths & weaknesses
TEXT MESSAGE
S T R E N G T H S
High leve l of user engagement – most users
read w i th in 6 minutes …
Relat ive ly cheap
W E A K N E S S E S
Heav i ly regu lated …
Can eas i ly fee l l i ke spam …
L imited in des ign opt ions & content length
APP INTERFACE
S T R E N G T H S
Interact ive …
On dev ice –requi res l i t t le f rom user
… Access to dev ice interface & data .
W E A K N E S S E S
Users WILL de lete i f not usefu l
… Expens ive &
Apple’ s regu lat ion i s unpred ictab le
VOICE
S T R E N G T H S
Interact ive …
High ly-persona l , conversat iona l
… Wow factor
W E A K N E S S E S
Doesn’ t a lways work as p lanned – can be
ver y f rustrat ing.
APP NOTIFICATION
S T R E N G T H S
Like text messages , top of mind to most users
… Leverag ing user data , can
be extremely powerfu l .
W E A K N E S S E S
Can eas i ly annoy users , caus ing abandonment .
… L imited in des ign opt ions
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Here’s a perfect example of NOT using a channel for its strengths.
Bes ides the barrage of texts , th i s i s the wrong channel for someth ing that i s of no benef i t to the user.
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T E X T R E G I S T R A T I O N 5 C H A N N E L S I N U N D E R A M I N U T E
C A S E S T U D Y
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C H A N N E L I N G S T R E N G T H ST E X T R E G I S T R A T I O N
Print At po int of sa le , i t s the best way to
instruct the customer & i s a tang ib le reminder. i
Camera & Text Message Is a natura l f i t for send ing a photo
AND a l lows us to leverage a key datapo int . i
Web Al lows us to move to an interact ive
p lat form AND serve up other offers . i
Emai l Al lows us to cont inue the conversat ion in the future .
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T H E R E S U L T ST E X T R E G I S T R A T I O N
60% of users came through text reg ist rat ion . …
Pi loted in 18 stores & went nat ionwide to over 4300 stores in a year.
… Huge re lat ionsh ip w in for a cr i t ica l c l ient .
… Vast increase in user data co l lect ion .
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Voice is simply a different interface for the traditionally visual web.
But the feeling is different.
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WHAT DO YOU THINK? LET’S DISCUSS.
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STRENGTHS & WEAKNESSES KIT
design.asurion.com/context-matters/multi-channel-tips.pdf
Thank you Big (D)esign!