Slides 18-66 used in prior presentations, slides 77-160 largely from other presentations, but a few new examples.

1. design for
cross-channel
delight
UX Week
August 22, 2012
@samanthastarmer

2. today
 what is cross channel design?
 why care about cross channel design
 how to think about cross channel design
 try cross channel design
 start cross-channel design now

3. agenda
 9-9:15am introductions
 9:15-10am what, why and how
 10-10:30am try - tools & first exercise
 10:30-11am break
 11-11:30am try - tools & second exercise
 11:30-12pm try – tools & third exercise
 12:15-12:30pm start & wrap up

4. a few
logistics

5. extrapolation encouraged
http://www.flickr.com/photos/danilush/3259099985

6. questions & input encouraged
http://www.flickr.com/photos/ducdigital/3011652637/

7. activities and discussion
http://www.flickr.com/photos/acplinfo/3721979202/

8. scheduled break
http://www.flickr.com/photos/johnmcnab/4298812

9. but anytime…
http://www.flickr.com/photos/baggis/4701908515

10. Director, Customer Experience for REI
Experience Design
Information and Content Management
Microsoft, Amazon
Teach at University of Washington

12. who are you?
 Manager, Content Strategy  Interactive Strategist
 UX Designer  User Experience Lead
 Creative Director  Sr. Content Strategist
 Senior Interactive Design  Graphic Artist
Specialist  User Experience Developer
 User Experience Manager  Senior UX Designer
 Information architect  UX lead/architect
 Interaction designer  Creative Manager
 Usability Specialist  UX Director
 Senior UX Designer  Co-founder, product-y
design lead/manager

13. who are you?
 Range of levels of experience
 Some have mostly designed for the web
 Some have designed for web and mobile
 Some have designed across a large number of digital
devices
 Some have incorporated physical
 Beginner to Advanced
Let’s share our knowledge and expertise
– we are all learning…

14. what industries do you work in?
 Travel  Healthcare Technology
 Retail  High-tech
 Building Automation  Online recruitment
 Entertainment  Electrical Distribution
 Hospitality, hotels  Insurance
 Financial services  Digital Media and Services
 Medical  Automotive
 Telecom  Government
 Non-Profit  Biotech

15. what do you hope to learn?
 ways to branch out into other channels
 incorporate retail experience into online
experience
 360 degree customer experience learning
 considerations in cross-channel
 understand new trend
 how to get teams from different disciplines
and parts of the company to develop
coordinated effort

16. what do you hope to learn?
 how to deal with transitions between
channels
 breaking through the "that's our
area/channel, not yours" mentality
within an organisation
 how to best communicate and present a
complete cross channel design solution
 how to design, where/how to be
consistent in interaction design

17. what do you hope to learn?
 strategies or case studies of how product
teams discovered issues in their cross-channel
experiences and how they designed to
improve them
 keeping consistency and learning the ins and
outs of cross-channel promotion and design
 best practices, pitfalls to avoid, the good...the
bad...and the ugly

18. let’s
begin

19. a story…
http://www.flickr.com/photos/sugarpond/3016905349

20. july 19, 6am

21. it started as a good day

22. and then…

23. kaboom
http://www.flickr.com/photos/amishpatel/4803420473

24. my car

25. his car

26. and yes…

27. the cop car
http://www.flickr.com/photos/sillygwailo/56

28. proof of insurance
http://www.flickr.com/photos/rootology/2767323250/

29. oh crap

30. just don’t do it again
http://www.flickr.com/photos/rootology/2767323250/

31. exchanging information

32. need to get car out of road

33. so sad – collision repair
http://www.carstar.com/files/6uiyw73inwb3f999189vjwzsyjpv7o09.jpg

34. this is why I
have insurance

36. two hours later – ow.

37. good, they have an app

38. can’t get in

39. okay, trying the website

40. arrrrgh

41. damn, have to talk to a human

42. “go to Valley Medical Center”

43. we can’t help
you

44. “oops”

45. THIS Valley Medical Center
http://cdn.assets.sites.launchrocketship.com/7a019f65-a5c3-4d32-930
0640affd6f7b/files/de97003a-2719-4f24-bf02-3771bcfd0a72/zvm-east_exterior-afternoo

46. five days
later…

47. oh, that’s helpful

48. the paperwork begins

49. my friend, the fax machine

50. a flurry of mail

51. from all different people

52. confusing mail

53. over three months later

54. insurance was supposed
to pay this…

55. we can’t help

56. crap, i better pay

57. silence
silence

58. four months later

59. six months later

60. more
silence

61. march

62. thanks a bunch.
Ta

63. lesson?
http://www.flickr.com/photos/pjern/2150873799

64. holistic
experience

65. digital and physical
are colliding

66. even for luddites

67. ebooks with books

68. devices outdoors
Nexus 7 Camping: http://www.youtube.com/watch?v=qqiSE-ukmgc

69. GoPago - place an order before arriving in a
store. Merchant receives on tablet.
http://static2.businessinsider.com/image/5022b7b4eab8ead85c00002d-400-300/gopago-store-sign.jpg

70. Square/Starbucks - don’t
even have to take the phone out
of your pocket or sign a receipt.
https://squareup.com/pay-with-square

71. Warby Parker – try on five pairs, choose one

72. digital self service for physical task

73. Virtual Fridge Lock – late night raid
automatically transmits to your social networks
http://www.bangstyle.com/wp-content/uploads/2012/05/e06fc2b0a04a0b1f4c0ad1bc21bcf820-621x465.jpg

74. Fashion Like – real time facebook likes for
each item
http://zapp5.staticworld.net/images/article/2012/05/fashion20like-11356673.jpg

75. physical/digital groceries
http://www.youtube.com/watch?v=nJVoYsBym88

76. “experiential industry” :
people in the future
willing to allocate high
percentages of their
salaries to live amazing
experiences.

78. (and here is our
opportunity)

79. integrated
experiences
are
few and far
between
Alexandra Deschamps-Sonsino
http://www.slideshare.net/designswarm/creating-the-internet-of-things

80. entire industries are in
their customer experience
infancy
(…health insurance, TV service, Internet
Service providers, PC manufacturers,
wireless service providers, airlines and credit
card providers.)
2011, Forrester Research, Inc.

81. consumers cited their greatest
frustration as when the
experience does not match the
promise a company made to
them up front.
The New Realities of “Dating” in the Digital Age: Are Customers
Really Cheating, or Are You Just Not Paying Enough Attention?
Accenture 2011 Global
Consumer Research Study

82. we usually
design for a
particular
channel

83. users don’t
distinguish
channels

84. http://www.crwgraphics.com/blog/wp-content/uploads/2010/08/multichannel-marketing.bmp

85. users don’t
think about
design
disciplines

86. http://www.kickerstudio.com/blog/images/ux.jpg
http://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

87. users
do think about
all of their
experiences

88. across time,
touchpoints,
devices and
channels

89. we have to design
beyond websites,
mobile devices,
software apps…

90. design for cross
channel
experiences

91. idly flipping – oh, cheap TV

92. can I buy it locally?

93. gotta buy something for me

94. cool

95. all set

96. here we are

97. picking up in store…

98. oh god, Christmas

99. but I have my list!

100. and it tells me where!

101. a little hard to see…

102. but it worked!

104. not easy

105. cross between herding cats
http://www.flickr.com/photos/wendyness/2278274546

106. and slaying dragons
http://www.flickr.com/photos/76578669@N00/377000490

107. 5 principles
1. consistent
2. convenient
3. connected
4. contextual
5. (a) cross time

108. consistent

109. shopping has many stages

110. especially gifts

111. awesome, gift ideas

112. we often cross channels

113. and need consistency

114. good, the same recommendations

115. here too

116. not so good

117. same item, different info
sign
catalog
site

118. and more different info
eMail
site
in-store product handout
product tag advertising

119. convenient

120. my first iPhone app

121. even better…

122. no need to call
http://www.flickr.com/photos/zachklein/3964249
http://www.flickr.com/photos/jsrcyclist/31813

123. or get out of the car
Walgreen’s drive in
http://www.flickr.com/photos/ambernectar/4042608385

124. not so convenient

125. what happened to self service?

126. connected

127. the experience of transitions
http://www.flickr.com/photos/mcdemoura/2209204939

128. leafing through GQ…

129. hubby would look great in that

130. I can get the look!

131. going to GQ/selects

132. here it is

133. and I can buy it

134. (plus great cross commentary)

135. not so good

136. my mom

137. her favorite store

138. directory

139. departments

140. her favorite department

141. but…

142. no encore

143. but they have plus sized clothes

144. lots of them

145. and they are tagged encore

146. mom was sad

147. contextual

148. may not have a tape measure
http://www.flickr.com/photos/nicpic/30423961

149. but I have my phone!

150. street bump
residents use Street Bump to record “bumps” which are
identified using the device’s accelerometer and located using
its GPS
http://www.flickr.com/photos/topsy/188144452
http://www.newurbanmechanics.org

151. which context makes sense?
Not sure how to cancel a class I
registered for online. The
cancellation policy just says what
time frame I need to cancel in, but
not how to do it online. Only
suggestion is to call the store.
Doesn't seem worth the hassle.
REI customer comment

152. (a)cross time

153. traveling on 3/26/11

154. yuck

155. nightmare lines

156. they didn’t forget about me

157. not so good

158. tests at the doctor’s office

159. results by mail

160. but not on the website?

161. 5 principles
1. consistent
2. convenient
3. connected
4. contextual
5. (a) cross time

162. some tools
1. employee research
2. environment research
3. make it or break it
4. touchpoint inventory
5. interaction ecology
6. experience mapping
7. experience matrix

163. tips
 do early in project
 focus on ideation and brainstorming
 can be used with many development
methodologies
 best to do in cross divisional groups
 break down the silos
 everyone has valuable perspective

164. good ideas here

165. employee research

166. employee research
 front line employees
 ecosystem other employees have to
work within
 uncover training issues
 uncover system issues
 uncover priority user needs
 get great ideas
 gain buy in

167. mobile point-of-sale

168. have to carry two devices

169. following + notes
3 notebooks full of notes look at the handwriting, seriously

170. turned into blog
3 notebooks full of notes … which became a blog

171. then set up diary study
after every transaction, record the story 15 stores nationwide 100+ employees

172. organize transcripts

173. affinity map

174. co-design

175. environment research
 hand in hand with employee research
 understand issues with physical
environment
 discover experience blockers
 find cheaper resolutions than new
technology
 also can be conceptual to understand
organizational silos

176. not quite mobile

177. the store room

178. inventory

179. uniform issues

180. uniform and store room issues
“It is usually in my pocket
and gets caught on the
ladder all the time… I’ve
started leaving it here on
the shelf instead”

181. how many screens?

182. old systems

183. tangled wires

184. low tech communications

185. busy lines

186. convoluted org chart
http://cei.org/sites/default/files/Table-from-Amicus-Motion-MN--RI-11-10-2010.jpg

187. make it or break it

188. make it or break it
 first define existing experience(s)
 use research, customer feedback,
behavioral data
 understand where the experience breaks
 define where the experience could be
better
 which are the worst interactions?
 where could delight happen?

189. ACTIVITY
make it or
break it

190. remember?

191. my car

192. ow

193. the paperwork

194. please make it better!!

195. what are the
make or break
experience
opportunities?

197. think about
 my as-is experience – what actually happened?
 what were my emotions?
 where was my experience broken? (sad face)
 where could Ameriprise have ‘made’ my
experience? (happy face)
write down the top 5 make or
break opportunities

200. observations?

201. touchpoint inventory
http://brandtouchpointmatrix.com/

202. touchpoint inventory
 track all ways customers interact with your
organization
 can use both for as-is and to-be states
 excellent for corralling complex, multi-
channel programs and products
 great to use for mapping out needed system
architectures
 helpful for non-web/non-technology people
to understand impacts

203. touchpoint inventory

204. touchpoint inventory

205. touchpoint inventory

206. touchpoint inventory

207. interaction ecology
via Justin Davis
http://www.slideshare.net/jwd2a/toilet-paper-and-information-sharing-designing-compelling-information-ecosystems

208. interaction ecology
 inspired by Justin Davis
 establish key customer narrative(s)
 define the needed interaction to get to each
next step in the narrative
 understand the location(s) that interaction
might occur in
 identify the touchpoint or device that can
support the interaction and narrative in context
 map the needed data and the connections
between interactions

209. interaction ecology
1. define the narrative
2. determine the needed interactions
3. define the interaction location
4. define the touchpoint
5. define the data points
6. identify the connections
7. map the data

210. example

211. define the narrative

212. define the needed interactions

213. define the interaction location

214. define the touchpoint

215. define the data points

216. repeat for each interaction in narrative

217. map the connections

218. ACTIVITY
interaction
ecology

219. the narrative
1. accident occurs
2. exchange information
3. tow car
4. get rental
5. get treatment for injuries
6. provide report to insurance
7. get progress report from insurance
8. resolution

220. 1. specify the interaction
exchange information

221. 2. define the interaction location
exchange information
in street

222. 3. define the touchpoint
exchange information
in street
mobile

223. 4. define the data points
exchange information
in street
mobile
insurance information name

225. observations?

226. experience mapping
http://www.thosepeskyusers.com/wp-content/uploads/2010/12/customer-experience-map.jpg

227. experience mapping
 customer perspective, actions and
reactions throughout interactions
 triggers and touchpoints
 intangible and qualitative motivations,
frustrations and meanings
 can get all points of view on the table
(e.g. is your experience my experience?)

228. http://adaptivepath.com/uploads/documents/RailEurope_AdaptivePath_CXMap_FINAL.pdf

229. campaign ‘experience’ map

230. journey mapping

231. marketing alignment mapping

232. good collection of examples
http://pinterest.com/uxjam/journeys/

233. experience matrix

234. experience matrix
 uses ‘service blueprint’ from service design as its
inspiration
 uses more generally known language to avoid
having to provide terminology to stakeholders
(e.g. front stage/back stage, physical evidence)
 goes the next step from defining the experience
to understanding how to support it
 use as basis for which systems, people and
processes will be impacted

235. ACTIVITY
experience
matrix

236. you are ameriprise
Ta

237. experience matrix
 define the experience narrative
 determine desired experience
 note most convenient channel/touchpoint
for each part of the experience
 define the support people and systems
needed
 come up with added services or benefits to
‘surprise and delight’

238. what is needed
to support the
better
experience?

239. experience matrix
 define the experience narrative (done)
 determine desired experience (done)
 note most convenient channel/touchpoint
for each part of the experience (done)
 define the support people and systems
needed - remember your data points
 services or benefits to ‘surprise and delight’
– remember your ‘make it or break it’ ideas

240. a framework
Narrative – Accident and Insurance story
Accident occurs Exchange Tow car, get rental Report to insurance Progress Report Retrieve Car Resolution
information
experience
Desired
Most convenient
Channel(s)
Support People
Support Systems
Added Service

242. observations?

243. start…

244. plan

245. involve others

246. work creatively

247. work creatively

248. simulate

249. open the kimono

250. cross train

251. share the wealth
http://www.flickr.com/photos/jimfrazier/1810966604/

252. everyone owns cross
channel experience

253. questions??
http://www.flickr.com/photos/druclimb/3277540656/

254. thank you!!
http://www.flickr.com/photos/baking_in_pearls/3960662314