create cross channel experiences - managing experience 2011
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Designing Cross
Channel Experien
cesSamantha Starmer Managing Experience; March 8, 2011
Designing (great)
Cross Channel
Experiences
meUX & IA related work for places like Amazon,
MicrosoftREI – Recreational Equipment, Inc. Create and lead IA, UX, IxD teamsTeach at University of Washington
http://www.flickr.com/photos/dirpics/464458290/
first time at brick & mortar
Waitress picture
10 years in restaurant
business
a story…
http://www.flickr.com/photos/sugarpond/3016905349
Australian information architecture conference
Sydney picture
imagined myself in
Sydney
but I’m a procrastinato
r
oh crap
huh. an electronic Visa. well, that’s
pretty cool.
except I can’t check
in online
even though I bought my tickets and Visa
online
http://www.flickr.com/photos/mkooiman/787191703
damn, have to talk to a person
http://www.flickr.com/photos/jopoe/4569447498
waited in long check-in line
http://www.flickr.com/photos/bryansblog/411455656
Flight agent picture
http://www.flickr.com/photos/dykstranet/211106615
“this won’t work”
but, it has official stuff and numbers
and …
Censored!
“i’m a human, not a
machine”
Flight agent picture
http://www.flickr.com/photos/dykstranet/211106615
“what’s your itinerary?”
thank god I’m old school
what about my visa?
Sleeping at Airport
http://www.flickr.com/photos/feline_dacat/3197429380
“i have no idea”
Flight agent picture
http://www.flickr.com/photos/dykstranet/211106615
http://www.flickr.com/photos/slworking/4169134307
“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”
lesson?
http://www.flickr.com/photos/pjern/2150873799
F
our lives are cross
channel
design for the holistic
experience
don’t design for just website
…app
…or physical environment
http://www.flickr.com/photos/24218656@N03/4589621372/
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
technology is
everywhere
but
(and here is our
opportunity)
‘integrated experience
s are few and
far between’
Alexandra Deschamps-Sonsino http://www.slideshare.net/designswarm/creating-the-internet-of-things
customers don’t think
about channels
http://www.crwgraphics.com/blog/wp-content/uploads/2010/08/multichannel-marketing.bmp
customers don’t think
about design
disciplines
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
customers do think
about your company
across time,
touchpoints and
experiences
however we want to shop
http://www.flickr.com/photos/cdevers/3388665920
whenever we see your brand
http://www.flickr.com/photos/cafemama/542656019
outside
http://www.flickr.com/photos/penmachine/2971108982
inside
http://www.flickr.com/photos/streamishmc/2391505902
packaging
http://www.flickr.com/photos/andrewbain/2510253694
signs
http://www.flickr.com/photos/7577938@N02/4897443265
employees
http://www.flickr.com/photos/jaxphotography/267129315
things outside our control
design cross channel
experiences
design for the holistic
experience
how?
5 principles5 methods
5 tools
5 principles
1. convenient2. connected3. consistent4. contextual
5. (a) cross time
convenient
Walgreen on iPad
http://www.flickr.com/photos/zachklein/3964249http://www.flickr.com/photos/jsrcyclist/3181389420
Walgreen’s drive in
http://www.flickr.com/photos/ambernectar/4042608385
consistent
connected
consider the experience of
transitions
http://www.flickr.com/photos/mcdemoura/2209204939
Netflix
contextual
http://www.flickr.com/photos/dalydaly/10813808
15% bump in weekend
traffic
Trying on tent
http://www.flickr.com/photos/hollabackpack/184849492
research online, try in store
(a)cross time
http://www.flickr.com/photos/mcmortygreen/3176998867
http://www.flickr.com/photos/yourdon/2594767344
http://www.flickr.com/photos/sa_ku_ra/13009153
5 methods
1. think in terms of services2. share the sandbox3. start walking 4. comfort in discomfort5. why vs. what
Waitress
1. Think in terms of services1. think in terms of services
Fluevog on iPad
From: [email protected]: [email protected]: Fluevog order 20110211-00072873Date: Fri, 11 Feb 2011 16:52:38 -0800
Hey Samantha,We have both shoes you ordered online here at the Seattle store. If you’d like to pick them up this weekend and save on shipping let us know otherwise they will ship out Monday.Thanks,Leah John Fluevog Shoes205 Pine St.Seattle, WA 98101phone: (206)441-1065fax : (206)[email protected]/fluevogseattle
"There are two kinds of people: those who shy away from attention, and those who wear Fluevogs." - JF
http://www.flickr.com/photos/trufflepig/4370405501
Incremental Sale
2. share the sandbox
http://www.flickr.com/photos/erikwdavis/2687670846
UX Mag
let people in. let people
design. let people play.
3. start walking
http://www.flickr.com/photos/jonathanbeard/3038114579/
4. comfort in discomfort
you don’t have to be an expert
http://www.twobackpackers.com/wp-content/uploads/2009/07/REI-Backpacks.jpg
eek – I don’t know anything about store
design!
“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.
This is a great win for us”
5. why vs. what
http://www.flickr.com/photos/segozyme/3105128025/
buying a tent
http://www.flickr.com/photos/jcast911/4037694806
for backyard?
http://www.flickr.com/photos/reway2007/427303733
or backcountry
snow?
5 tools
1. document2. experience map3. get behind the scenes4. tell a story5. cross train
1. document
http://www.flickr.com/photos/thelustlizardofmelancholycove/5053889505/
http://www.flickr.com/photos/frerieke/3882000183
2. experience map
http://www.flickr.com/photos/dimitratzanos/4615310997
think about the customer’s whole
journey
3. get behind the scenes
http://www.flickr.com/photos/honorapearls/4155009907/
http://www.flickr.com/photos/vitorcastillo/2994723741
http://www.flickr.com/photos/mattwright/1787856/
http://www.flickr.com/photos/oldonliner/3484504583/
4. tell a story
http://www.flickr.com/photos/sugarpond/3016905349
Meet Jane
Outdoor Loyal38, Portland
Involved in overlapping sports and understands the value of good gear
“I kind of have a jacket problem… I’m running out of reasons to buy another one”
Monday… I want to go backpacking this weekend!
Time to plan…
I want to go somewhere beautiful…
View
View
View
View
5. cross train
http://www.flickr.com/photos/zackojones/4191554608/
Success
Designing (great)
Cross Channel
Experiences
don’t design for the screen, design for
the holistic experience
don’t design for the technology, design for
the holistic experience
don’t design for the channel, design for
the holistic experience
5 principles
1. convenient2. connected3. consistent4. contextual
5. (a) cross time
5 methods
1. think in terms of services
2. share the sandbox3. start walking4. comfort in discomfort5. why vs. what
5 tools
1. document2. experience map3. get behind the
scenes4. tell a story5. cross train
http://www.flickr.com/photos/39747297@N05/5229733647
Beyond Digital: Designing for the Cross-Channel
FutureWith Jess McMullin
Thursday, March 31st
Denver, CO
chief customer officer…
Who will it be?http://www.flickr.com/photos/kelleys/358629845
