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the future of design isn’t just the web,[object Object]
design for cross channel experiences,[object Object],Samantha Starmer     @samanthastarmer   WebVisions 2011,[object Object]
today,[object Object],why care about cross channel design?,[object Object],how to think about cross channel design,[object Object],try cross channel design,[object Object],discovery activities,[object Object],solution activities,[object Object],partner on cross channel design,[object Object],sell cross channel design,[object Object],start cross-channel design now,[object Object]
extrapolation encouraged,[object Object],http://www.flickr.com/photos/danilush/3259099985,[object Object]
me,[object Object],web and experience stuff: Amazon, Microsoft,[object Object],REI – Recreational Equipment, Inc. ,[object Object],lead IA, UX, IxD & analytics teams,[object Object],teach at University of Washington,[object Object]
why now?,[object Object]
first time at brick & mortar,[object Object],http://www.flickr.com/photos/dirpics/464458290/,[object Object]
Waitress picture,[object Object],10 years in restaurant business,[object Object]
you,[object Object],web developers, web producers, creative/art directors, designers, architects,[object Object],education, agencies, B2B, government, financial,[object Object],lots of familiarity with website user experience and design, some with mobile design,[object Object],some cross channel experience; mostly via web and mobile,[object Object]
some expectations,[object Object],beyond specifically web based applications,[object Object],strengths and weaknesses of each channel and how to develop a seamless, integrated user experience,[object Object],high level guidelines and gotchas,[object Object],how to take a brand beyond print and web while keeping the integrity of the brand intact,[object Object],how to create a consistent customer experience among all channels,[object Object]
a story…,[object Object],http://www.flickr.com/photos/sugarpond/3016905349,[object Object]
conference in Australia!!,[object Object]
Sydney picture,[object Object],imagined myself in Sydney,[object Object]
but I’m a procrastinator,[object Object]
oh crap,[object Object]
huh.  an electronic Visa.  well, that’s pretty cool.,[object Object]
silence…silence…,[object Object]
luggage,[object Object], i’m ready,[object Object],http://www.flickr.com/photos/benleto/4593774334,[object Object]
hmm… I can’t check in online,[object Object]
even though I bought my tickets and Visa online,[object Object]
 have to check in at airport,[object Object],http://www.flickr.com/photos/gexydaf/5087612417,[object Object]
damn, have to talk to a person,[object Object],http://www.flickr.com/photos/mkooiman/787191703,[object Object]
  wait in long check-in line,[object Object],http://www.flickr.com/photos/jopoe/4569447498,[object Object]
http://www.flickr.com/photos/bryansblog/411455656,[object Object]
Flight agent picture,[object Object],http://www.flickr.com/photos/dykstranet/211106615,[object Object]
“this won’t work”,[object Object]
Censored!,[object Object],but, it has official stuff and numbers and …,[object Object]
“i’m a human, not a machine”,[object Object]
Flight agent picture,[object Object],http://www.flickr.com/photos/dykstranet/211106615,[object Object]
“what’s your itinerary?”,[object Object]
 me, looking confused,[object Object]
thank god I’m old school,[object Object]
i’m also paranoid,[object Object]
what about my visa?,[object Object]
Sleeping at Airport,[object Object],http://www.flickr.com/photos/feline_dacat/3197429380,[object Object]
“i have no idea”,[object Object]
Flight agent picture,[object Object],http://www.flickr.com/photos/dykstranet/211106615,[object Object]
http://www.flickr.com/photos/slworking/4169134307,[object Object]
“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”,[object Object]
silence…silence…,[object Object]
“good luck”,[object Object]
lesson?,[object Object],http://www.flickr.com/photos/pjern/2150873799,[object Object]
Holistic experience,[object Object]
why?,[object Object]
our lives cross channels – websites, apps, phone, etc…,[object Object]
we live across physical and digital,[object Object]
we must design for the holistic experience,[object Object]
don’t design for just website,[object Object]
…app,[object Object]
…product,[object Object],http://www.flickr.com/photos/differentview/5506159327,[object Object]
…or physical environment,[object Object],http://www.flickr.com/photos/24218656@N03/4589621372/,[object Object]
we must design across all touchpoints and channels,[object Object]
digital and physical are colliding,[object Object]
70%of US online consumers research products online and purchase them offline,[object Object],Forrester, Profiling The Multichannel Consumer, July 2009,[object Object]
53% of mobile searches on Bing have a local intent,[object Object],Greg Sterling,[object Object],Search Engine Land,[object Object],https://searchengineland.com/microsoft-53-percent-of-mobile-searches-have-local-intent-55556,[object Object]
technology is everywhere,[object Object]
but,[object Object]
(and here is our opportunity),[object Object]
‘integrated experiences are ,[object Object],few and far between’,[object Object],Alexandra Deschamps-Sonsino ,[object Object],http://www.slideshare.net/designswarm/creating-the-internet-of-things,[object Object]
customers don’t think about channels,[object Object]
http://www.crwgraphics.com/blog/wp-content/uploads/2010/08/multichannel-marketing.bmp,[object Object]
customers don’t think about design disciplines,[object Object]
http://www.kickerstudio.com/blog/images/ux.jpg,[object Object],http://www.jjg.net/elements/pdf/elements.pdf,[object Object],http://www.montparnas.com/articles/wp-content/uploads/2006/10/user%20experience%20design%20explained.gif ,[object Object],http://mickwinters.com/wp-content/uploads/2010/02/venn1.gif,[object Object]
customers ,[object Object],do think about your organization ,[object Object]
across time, touchpoints and experiences,[object Object]
however we want to interact,[object Object]
whenever we see a brand,[object Object],http://www.flickr.com/photos/cdevers/3388665920,[object Object]
outside,[object Object],http://www.flickr.com/photos/cafemama/542656019,[object Object]
inside,[object Object],http://www.flickr.com/photos/penmachine/2971108982,[object Object]
packaging,[object Object],http://www.flickr.com/photos/streamishmc/2391505902 ,[object Object]
signs,[object Object],http://www.flickr.com/photos/andrewbain/2510253694,[object Object]
employees,[object Object],http://www.flickr.com/photos/7577938@N02/4897443265,[object Object]
things outside our control,[object Object],http://www.flickr.com/photos/jaxphotography/267129315,[object Object]
all touchpoints and channels impact perception & loyalty,[object Object]
design across digital and physical,[object Object]
across platforms,[object Object]
across platforms,[object Object],across devices,[object Object]
across platforms,[object Object],across devices,[object Object],across channels,[object Object]
how?,[object Object]
5 principles,[object Object],5 methods,[object Object],5 tools,[object Object]
5 principles ,[object Object],convenient,[object Object],connected,[object Object],consistent,[object Object],contextual,[object Object],(a) crosstime,[object Object]
convenient,[object Object]
The Future of Design is Not Just the Web - Web Visions Workshop 2011
The Future of Design is Not Just the Web - Web Visions Workshop 2011
Walgreen on iPad,[object Object]
http://www.flickr.com/photos/jsrcyclist/3181389420,[object Object],http://www.flickr.com/photos/zachklein/3964249,[object Object]
Walgreen’s drive in,[object Object],http://www.flickr.com/photos/ambernectar/4042608385,[object Object]
consistent,[object Object]
The Future of Design is Not Just the Web - Web Visions Workshop 2011
The Future of Design is Not Just the Web - Web Visions Workshop 2011
The Future of Design is Not Just the Web - Web Visions Workshop 2011
The Future of Design is Not Just the Web - Web Visions Workshop 2011
The Future of Design is Not Just the Web - Web Visions Workshop 2011
The Future of Design is Not Just the Web - Web Visions Workshop 2011
The Future of Design is Not Just the Web - Web Visions Workshop 2011
The Future of Design is Not Just the Web - Web Visions Workshop 2011
connected,[object Object]
consider the experience of transitions,[object Object],http://www.flickr.com/photos/mcdemoura/2209204939,[object Object]
http://www.flickr.com/photos/hotel-de-la-ville-monza/4182940190,[object Object]
Netflix,[object Object]
The Future of Design is Not Just the Web - Web Visions Workshop 2011
The Future of Design is Not Just the Web - Web Visions Workshop 2011
The Future of Design is Not Just the Web - Web Visions Workshop 2011
The Future of Design is Not Just the Web - Web Visions Workshop 2011
The Future of Design is Not Just the Web - Web Visions Workshop 2011
The Future of Design is Not Just the Web - Web Visions Workshop 2011
The Future of Design is Not Just the Web - Web Visions Workshop 2011
no Encore…,[object Object]
The Future of Design is Not Just the Web - Web Visions Workshop 2011
The Future of Design is Not Just the Web - Web Visions Workshop 2011
contextual,[object Object]
15% bump in weekend traffic,[object Object],http://www.flickr.com/photos/dalydaly/10813808,[object Object]
The Future of Design is Not Just the Web - Web Visions Workshop 2011
The Future of Design is Not Just the Web - Web Visions Workshop 2011
Trying on tent,[object Object],design for researching online, trying in store,[object Object],http://www.flickr.com/photos/hollabackpack/184849492,[object Object]
(a)cross time,[object Object]
days,[object Object]
good,[object Object]
bad,[object Object]
years,[object Object]
customer lifecycle,[object Object],http://www.flickr.com/photos/mcmortygreen/3176998867,[object Object]
http://www.flickr.com/photos/yourdon/2594767344,[object Object]
http://www.flickr.com/photos/sa_ku_ra/13009153,[object Object]
5 methods,[object Object],think in terms of services,[object Object],  share the sandbox,[object Object],  start walking ,[object Object],  comfort in discomfort,[object Object],  why vs. what ,[object Object]
1. Think in terms of services,[object Object],1. think in terms of services,[object Object],Waitress,[object Object]
The Future of Design is Not Just the Web - Web Visions Workshop 2011
Fluevog on iPad,[object Object]
From: seattlefluevog@cablespeed.comTo: sstarmerj@hotmail.comSubject: Fluevog order 20110211-00072873Date: Fri, 11 Feb 2011 16:52:38 -0800Hey Samantha,,[object Object],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.,[object Object],Thanks,,[object Object],Leah,[object Object], ,[object Object],John Fluevog Shoes,[object Object],205 Pine St.,[object Object],Seattle, WA 98101,[object Object],phone: (206)441-1065,[object Object],fax :   (206)728-7955,[object Object],seattle@fluevog.com,[object Object],www.fluevog.com,[object Object],www.myspace.com/fluevogseattle,[object Object], ,[object Object],"There are two kinds of people: those who shy away from attention, and those who wear Fluevogs." - JF,[object Object]
http://www.flickr.com/photos/trufflepig/4370405501,[object Object]
Incremental Sale,[object Object]
2. share the sandbox,[object Object],http://www.flickr.com/photos/erikwdavis/2687670846,[object Object]
UX Mag,[object Object],let people in. ,[object Object],let people design. ,[object Object],let people play.,[object Object]
3. start walking,[object Object],http://www.flickr.com/photos/jonathanbeard/3038114579/,[object Object]
The Future of Design is Not Just the Web - Web Visions Workshop 2011
The Future of Design is Not Just the Web - Web Visions Workshop 2011
The Future of Design is Not Just the Web - Web Visions Workshop 2011
The Future of Design is Not Just the Web - Web Visions Workshop 2011
4. comfort in discomfort,[object Object]
you don’t have to be an expert,[object Object]
“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.”  ,[object Object]
 eek – I don’t know anything about store design!,[object Object],http://www.twobackpackers.com/wp-content/uploads/2009/07/REI-Backpacks.jpg,[object Object]
“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.  ,[object Object],This is a great win for us” ,[object Object]
5. why vs. what,[object Object],http://www.flickr.com/photos/segozyme/3105128025/,[object Object]
buying a tent,[object Object]
for backyard?,[object Object],http://www.flickr.com/photos/jcast911/4037694806,[object Object]
or backcountry snow?,[object Object],http://www.flickr.com/photos/reway2007/427303733,[object Object]
5 tools,[object Object],1.	  document the present,[object Object],  map the future,[object Object],  get behind the scenes,[object Object],  tell a story,[object Object],  cross train,[object Object]
1. document the present,[object Object],http://www.flickr.com/photos/thelustlizardofmelancholycove/5053889505/,[object Object]
http://www.flickr.com/photos/frerieke/3882000183,[object Object]
The Future of Design is Not Just the Web - Web Visions Workshop 2011
The Future of Design is Not Just the Web - Web Visions Workshop 2011
The Future of Design is Not Just the Web - Web Visions Workshop 2011
The Future of Design is Not Just the Web - Web Visions Workshop 2011
The Future of Design is Not Just the Web - Web Visions Workshop 2011
2. map the future,[object Object],http://images.asc.ohio-state.edu/is/image/eHistory/world/images/maps2/1942world1600.jpg,[object Object]
getting from point A to point B; and everything in between,[object Object]
The Future of Design is Not Just the Web - Web Visions Workshop 2011
think about the customer’s whole journey,[object Object]
3. get behind the scenes,[object Object],http://www.flickr.com/photos/honorapearls/4155009907/,[object Object]
are experiences supported?,[object Object],http://www.flickr.com/photos/vitorcastillo/2994723741,[object Object]
here?,[object Object],http://www.flickr.com/photos/mattwright/1787856/,[object Object]
and here?,[object Object],http://www.flickr.com/photos/oldonliner/3484504583/,[object Object]
4. tell a story,[object Object],http://www.flickr.com/photos/sugarpond/3016905349,[object Object]
Meet Jane,[object Object],Outdoor Loyal,[object Object],38, Portland,[object Object],Involved in overlapping sports and understands the value of good gear,[object Object],“I kind of have a jacket problem… I’m running out of reasons to buy another one”,[object Object]
Monday… I want to go backpacking this weekend!,[object Object]
Time to plan…,[object Object]
View,[object Object],View,[object Object],View,[object Object],View,[object Object],I want to go somewhere beautiful…,[object Object]
5. cross train,[object Object],http://www.flickr.com/photos/zackojones/4191554608/,[object Object]
The Future of Design is Not Just the Web - Web Visions Workshop 2011
don’t design for the channel, design for the holistic experience,[object Object]
don’t design for the screen, design for the holistic experience,[object Object]
don’t design for the technology, design for the holistic experience,[object Object]
5 principles ,[object Object],convenient,[object Object],connected,[object Object],consistent,[object Object],contextual,[object Object],(a) crosstime,[object Object],5 methods,[object Object],think in terms of services,[object Object],share the sandbox,[object Object],start walking,[object Object],comfort in discomfort,[object Object],why vs. what,[object Object],5 tools ,[object Object],document,[object Object],experience map,[object Object],get behind the scenes,[object Object],tell a story,[object Object],cross train,[object Object]
break!,[object Object],http://www.flickr.com/photos/johnmcnab/4298812324,[object Object]
try… ,[object Object]
discovery,[object Object]
  internal stakeholder interviews,[object Object],http://www.flickr.com/photos/kino-eye/226951415,[object Object]
stakeholder interviews,[object Object],what experiences do stakeholders think should happen?,[object Object],what experiences do stakeholders think ARE happening?,[object Object],what assumptions are stakeholders making?,[object Object],customers,[object Object],technology,[object Object],business process,[object Object],service and support,[object Object]
  field research,[object Object],http://www.flickr.com/photos/romeral/3911756000,[object Object]
field research,[object Object],what experiences are happening?,[object Object],what experiences are customers expecting?,[object Object],where are the “moments of truth”?,[object Object],what channels, devices or platforms do customers want to interact with?  When?,[object Object],what do customers do if their expectations are disappointed?,[object Object],what is happening behind the scenes to support the experiences?,[object Object]
  co-design,[object Object],http://www.flickr.com/photos/thinkpublic/4499674785,[object Object]
co-design,[object Object],tease out what customers say they want vs. what they actually do or use,[object Object],get your project team in the room,[object Object],get your executives in the room,[object Object],process of collaboration and hearing different perspectives can be more valuable than the end artifacts,[object Object]
  design games,[object Object],http://www.flickr.com/photos/elitatt/4959931232,[object Object],http://www.flickr.com/photos/centralasian/4099680559,[object Object]
design games,[object Object],don’t just use with designers!,[object Object],encourage use of analog tools and toys,[object Object],bar is low, nothing is wrong,[object Object],think of as more play than work,[object Object],can bring out quieter types,[object Object],new ways of thinking,[object Object],find creativity where you didn’t expect it ,[object Object]
  gamestorming - the book,[object Object],http://www.flickr.com/photos/elitatt/4959938630,[object Object]
  journeys,[object Object],http://www.delightability.com/wp-content/uploads/2010/08/rental-car-customer-journey.png,[object Object]
journeys,[object Object],what is the customer’s journey across touchpoints and time?,[object Object],can be micro  - details within a specific feature or functionality,[object Object],can be macro – understanding full lifecycle ,[object Object],uncover gaps in the experience,[object Object],focus on the experience between channels, platforms and devices,[object Object],challenge assumptions and perceptions,[object Object],good to put on the wall to unify and remind,[object Object]
  service inventory,[object Object],http://farm5.static.flickr.com/4023/4526736556_3b5a628b7f.jpg,[object Object]
service inventory,[object Object],similar to process map but focus on the customer and their service needs,[object Object],great way to ensure being comprehensive,[object Object],good to build after mapping customer’s journey,[object Object],take a broad view of service – websites, mobile apps,  etc provide some form of service,[object Object],illuminates areas where you can surprise & delight (or royally screw up),[object Object]
exercise experience map,[object Object]
The Future of Design is Not Just the Web - Web Visions Workshop 2011
http://www.thosepeskyusers.com/wp-content/uploads/2010/12/customer-experience-map.jpg,[object Object]
http://www.maya.com/portfolio/carnegie-library,[object Object]
http://everyonecampaign.com,[object Object]
http://www.businessweek.com/innovate/content/nov2008/id20081110_531328.htm,[object Object]
http://experiencematters.files.wordpress.com/2009/03/legowheel.png,[object Object]
try now,[object Object]
http://www.flickr.com/photos/g_w_y_n/3625095073,[object Object]
the scenario,[object Object],hired to design consistent cross channel experience for a cycling company,[object Object],digital and physical presence,[object Object],opening a new physical location,[object Object],expanding email and social media presence to grow revenue,[object Object],start offering classes and maintenance appointments,[object Object],brand differentiator = friendly expertise and advice,[object Object],buying advertising ,[object Object]
design cross channel experience of buying a bicycle,[object Object],http://www.flickr.com/photos/sl4sh79/471062898,[object Object]
  stand up, stretch, and sit together,[object Object],http://www.flickr.com/photos/jameshopkirk/5635553120,[object Object]
from customer perspective…,[object Object],what is the goal?,[object Object],what are the tasks?,[object Object],what are the touchpoints?,[object Object],what are the decisions?,[object Object],what support is needed?,[object Object]
personas,[object Object]
experience map,[object Object]
experience map,[object Object],t,[object Object]
think about…,[object Object],holistic journey across time and space,[object Object],pain points and positive points,[object Object],needs and expectations for services,[object Object],all potential interactions,[object Object],which channels are most effective ,[object Object],which touchpoints drive moments of truth (decisions, disgust, delight),[object Object]
look for…,[object Object],customer expectations, behaviors and emotions,[object Object],needed interactions,[object Object],gaps that service/design needs to fill,[object Object],offline and online needs,[object Object],areas out of our control,[object Object]
it doesn’t have to be linear,[object Object],Winning the consumer decision journey,[object Object],http://www.mckinsey.com/Client_Service/Marketing_and_sales/Latest_thinking/CDJ/Winning_the_consumer_decision_journey.aspx,[object Object]
the scenario,[object Object],hired to design consistent cross channel experience for a cycling company,[object Object],digital and physical presence,[object Object],opening a new physical location,[object Object],expanding email and social media presence to grow revenue,[object Object],start offering classes and maintenance appointments,[object Object],brand differentiator = friendly expertise and advice,[object Object]
remember 5 principles ,[object Object], convenient,[object Object], connected,[object Object], consistent,[object Object], contextual,[object Object],(a) crosstime,[object Object]
experience map,[object Object],t,[object Object]
solution,[object Object],http://www.flickr.com/photos/yannconz/2796311194,[object Object]
  mental models,[object Object],http://www.flickr.com/photos/jaaronfarr/314981744,[object Object]
Mental Models,[object Object],  mental models - the book,[object Object],http://www.rosenfeldmedia.com/books/mental-models,[object Object]
  comics,[object Object],http://www.flickr.com/photos/designetrecherche/546120971,[object Object]
comics & storyboards,[object Object],visual representations make complexity easier to grasp,[object Object],emphasis on story continues focus on customer,[object Object],sketching and photography uses different parts of the brain,[object Object],opens up to thinking beyond the screen,[object Object],helps plan the right flow without missing gaps,[object Object]
  storyboards,[object Object],SCAD Service Design Project,[object Object], http://servd.us/The_Project_files/Screen%20shot%202010-02-03%20at%2011.38.42%20PM.png,[object Object]
  storyboards,[object Object],http://www.flickr.com/photos/doos/4174319172,[object Object]
  swim lanes,[object Object],http://nform.com/blog/images/Swimlane_example2.gif,[object Object]
swim lanes,[object Object],tie together storyboard and supporting design and processes,[object Object],keeps track of each part of the necessary experience,[object Object],good for chronological experiences,[object Object],excellent tool for waterfall type approaches (i.e. throwing design ‘over the wall’),[object Object]
  business origami (@jessmcmullin),[object Object],http://www.flickr.com/photos/benry/4101687804,[object Object]
business origami,[object Object],3 dimensions helps envision experience solutions,[object Object],can be easier than sketching for non-designers to feel creative,[object Object],great for services and experiences that involve crossing locations,[object Object],easy to move pieces lessen any feeling of commitment or making a mistake,[object Object]
  touchpoint matrix,[object Object],http://brandtouchpointmatrix.com/,[object Object]
touchpoint matrix,[object Object],track all ways customers interact with your organization,[object Object],can use both for as-is and to-be states,[object Object],excellent for corralling complex marketing and advertising programs,[object Object],helpful for non-web/non-technology people to understand impacts,[object Object],good way to evangelize need for holistic experience (don’t paw the  customer),[object Object]
exercise service blueprint,[object Object]
service blueprint,[object Object],Physical Evidence,[object Object],(touchpoints),[object Object],Customer Action,[object Object],‘Front Stage’ (front line staff),[object Object],The line of visibility ,[object Object],‘Back Stage’,[object Object],(support staff),[object Object],Support,[object Object],(systems, databases),[object Object]
Service Blueprint ,[object Object],http://lovelearn.wordpress.com/2009/07/11/initial-blueprint/,[object Object]
The Future of Design is Not Just the Web - Web Visions Workshop 2011
SCAD Service Design Project,[object Object],http://servd.us/The_Project_files/Screen%20shot%202010-02-03%20at%2011.38.26%20PM.png,[object Object]
service blueprint,[object Object],can start with experience map,[object Object],create blueprint from user POV,[object Object],use to understand org impact ,[object Object],determine how service components link,[object Object],include all prioritized touchpoints,[object Object],determine how internal people, processes and systems support,[object Object]
elements,[object Object],customer actions,[object Object],physical evidence (touchpoints),[object Object],front stage, customer facing,[object Object],backstage, enabling actions,[object Object],support processes,[object Object]
service blueprint,[object Object],Physical Evidence,[object Object],(touchpoints),[object Object],Customer action,[object Object],‘Front Stage’ (front line staff),[object Object],The line of visibility ,[object Object],‘Back Stage’,[object Object],(support staff),[object Object],Support,[object Object],(systems, databases),[object Object]
partner,[object Object]
partner,[object Object], understand org structure,[object Object], flex soft skills,[object Object], cultivate patience,[object Object], learn the big picture,[object Object], close the loop,[object Object]
1. understand org structure,[object Object],Understand organizational structure,[object Object]
  2. flex soft skills,[object Object]
  3. cultivate patience,[object Object],http://www.flickr.com/photos/dirkjankraan/4092709643,[object Object]
  4. learn the big picture,[object Object],http://www.flickr.com/photos/aatemu/4784742636/,[object Object]
  5. close the loop,[object Object],http://www.flickr.com/photos/pelegrino/3957449915,[object Object]
sell,[object Object]
5ways to sell,[object Object],1.	  understand executives’ goals,[object Object],  use metrics,[object Object],  start at the grassroots - but work towards top-down,[object Object],  watch for the bodies,[object Object],  tell a fairy tale,[object Object]
  1. understand executive goals,[object Object]
  2. use metrics,[object Object],http://www.flickr.com/photos/iliahi/2606645766/,[object Object]
  3. start at the grassroots…,[object Object],http://www.flickr.com/photos/cobalt/282227013,[object Object]
 …but work towards top-down,[object Object],http://www.flickr.com/photos/flickrmarcus/3382920952,[object Object]
  4. watch for the bodies,[object Object]
  5. tell a fairy tale,[object Object]
start,[object Object]
http://www.flickr.com/photos/62719770@N00/2959566124,[object Object]
5 actions,[object Object],1.	  make the business case,[object Object],  listen across channels,[object Object],  make new friends,[object Object],  start with small wins,[object Object],  share the wealth,[object Object]
  make the business case,[object Object],http://www.flickr.com/photos/10458725@N02/3042138367,[object Object]
make the business case,[object Object],[object Object]
think about ROI
start with one gap in the experience – try to pick one that impacts your organizations goals
expose your executives and other powerful people to customer feedback
get people excited,[object Object]
designing a holistic experience means listening holistically:,[object Object],[object Object]
call center
email queries and feedback
live chat transcripts
social media
sentiment analysis

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The Future of Design is Not Just the Web - Web Visions Workshop 2011

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Notes de l'éditeur

  1. Door picture
  2. Waitress picture
  3. Waitress picture
  4. Waitress picture
  5. Waitress picture
  6. Waitress picture
  7. Waitress picture
  8. Door picture
  9. Ritz carlton
  10. Ritz carlton
  11. Buying a tentWhy?
  12. Buying a tentWhy?
  13. Buying a tentWhy?
  14. Buying a tentWhy?
  15. Buying a tentWhy?
  16. Buying a tentWhy?
  17. Buying a tentWhy?
  18. Buying a tentWhy?
  19. Door picture
  20. Door picture
  21. Door picture