Create Cross Channel Experiences - Managing Experience 2011
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The document discusses designing cross-channel experiences. It recommends designing for the holistic customer experience across channels rather than any single channel. It provides 5 principles for cross-channel design including convenience, consistency, and experiences that span time. It also offers 5 methods like thinking in terms of customer services and 5 tools including documenting experiences and experience mapping. The document advocates letting customers' experiences guide design rather than technology or design disciplines.
Create Cross Channel Experiences - Managing Experience 2011
- 1. Designing Cross Channel Experiences Samantha Starmer Managing Experience; March 8, 2011
- 2. Designing (great) Cross Channel Experiences
- 3. me UX & IA related work for places like Amazon, Microsoft REI – Recreational Equipment, Inc. Create and lead IA, UX, IxD teams Teach at University of Washington
- 5. first time at brick & mortar http://www.flickr.com/photos/dirpics/464458290/
- 6. Waitress picture 10 years in restaurant business
- 7. a story… http://www.flickr.com/photos/sugarpond/3016905349
- 8. Australian information architecture conference
- 9. Sydney picture imagined myself in Sydney
- 11. oh crap
- 12. huh. an electronic Visa. well, that’s pretty cool.
- 13. except I can’t check in online
- 14. even though I bought my tickets and Visa online
- 15. damn, have to talk to a person http://www.flickr.com/photos/mkooiman/787191703
- 16. waited in long check-in line http://www.flickr.com/photos/jopoe/4569447498
- 18. Flight agent picture http://www.flickr.com/photos/dykstranet/211106615
- 19. “this won’t work”
- 20. Censored! but, it has official stuff and numbers and …
- 21. “i’m a human, not a machine”
- 22. Flight agent picture http://www.flickr.com/photos/dykstranet/211106615
- 24. thank god I’m old school
- 25. what about my visa?
- 26. Sleeping at Airport http://www.flickr.com/photos/feline_dacat/3197429380
- 27. “i have no idea”
- 28. Flight agent picture http://www.flickr.com/photos/dykstranet/211106615
- 30. “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”
- 31. lesson? F http://www.flickr.com/photos/pjern/2150873799
- 32. our lives are cross channel
- 33. design for the holistic experience
- 34. don’t design for just website
- 35. …app
- 36. …or physical environment http://www.flickr.com/photos/24218656@N03/4589621372/
- 37. digital and physical are colliding
- 38. 70% of US online consumers research products online and purchase them offline Forrester, Profiling The Multichannel Consumer, July 2009
- 39. 53% of mobile searches on Bing have a local intent Greg Sterling Search Engine Land https://searchengineland.com/microsoft-53-percent-of-mobile-searches-have-local-intent-55556
- 42. (and here is our opportunity)
- 43. ‘integrated experiences are few and far between’ Alexandra Deschamps-Sonsino http://www.slideshare.net/designswarm/creating-the-internet-of-things
- 44. customers don’t think about channels
- 46. customers don’t think about design disciplines
- 47. 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
- 48. customers do think about your company
- 49. across time, touchpoi nts and experiences
- 50. however we want to shop
- 51. whenever we see your brand http://www.flickr.com/photos/cdevers/3388665920
- 57. things outside our control http://www.flickr.com/photos/jaxphotography/267129315
- 58. design cross channel experiences
- 59. design for the holistic experience
- 61. 5 principles 5 methods 5 tools
- 62. 5 principles 1. convenient 2. connected 3. consistent 4. contextual 5. (a) cross time
- 63. convenient
- 64. Walgreen on iPad
- 65. http://www.flickr.com/photos/jsrcyclist/3181389420 http://www.flickr.com/photos/zachklein/3964249
- 66. Walgreen’s drive in http://www.flickr.com/photos/ambernectar/4042608385
- 67. consistent
- 71. connected
- 72. consider the experience of transitions http://www.flickr.com/photos/mcdemoura/2209204939
- 73. Netflix
- 76. contextual
- 77. 15% bump in weekend traffic http://www.flickr.com/photos/dalydaly/10813808
- 78. Trying on tent research online, try in store http://www.flickr.com/photos/hollabackpack/184849492
- 79. (a)cross time
- 83. 5 methods 1. think in terms of services 2. share the sandbox 3. start walking 4. comfort in discomfort 5. why vs. what
- 84. 1. Think in terms of services think in terms of services Waitress
- 86. Fluevog on iPad
- 87. From: seattlefluevog@cablespeed.com To: sstarmerj@hotmail.com Subject: Fluevog order 20110211-00072873 Date: 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 Shoes 205 Pine St. Seattle, WA 98101 phone: (206)441-1065 fax : (206)728-7955 seattle@fluevog.com www.fluevog.com www.myspace.com/fluevogseattle "There are two kinds of people: those who shy away from attention, and those who wear Fluevogs." - JF
- 89. Incremental Sale
- 90. 2. share the sandbox http://www.flickr.com/photos/erikwdavis/2687670846
- 91. UX Mag let people in. let people design. let people play.
- 92. 3. start walking http://www.flickr.com/photos/jonathanbeard/3038114579/
- 96. 4. comfort in discomfort
- 97. you don’t have to be an expert
- 98. eek – I don’t know anything about store design! http://www.twobackpackers.com/wp-content/uploads/2009/07/REI-Backpacks.jpg
- 99. “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”
- 100. 5. why vs. what http://www.flickr.com/photos/segozyme/3105128025/
- 101. buying a tent
- 102. for backyard? http://www.flickr.com/photos/jcast911/4037694806
- 103. or backcountry snow? http://www.flickr.com/photos/reway2007/427303733
- 104. 5 tools 1. document 2. experience map 3. get behind the scenes 4. tell a story 5. cross train
- 105. 1. document http://www.flickr.com/photos/thelustlizardofmelancholycove/5053889505/
- 108. 2. experience map http://www.flickr.com/photos/dimitratzanos/4615310997
- 109. think about the customer’s whole journey
- 110. 3. get behind the scenes http://www.flickr.com/photos/honorapearls/4155009907/
- 114. 4. tell a story http://www.flickr.com/photos/sugarpond/3016905349
- 115. Meet Jane Outdoor Loyal 38, 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”
- 116. Monday… I want to go backpacking this weekend!
- 117. Time to plan…
- 118. I want to go somewhere beautiful…
- 119. 5. cross train http://www.flickr.com/photos/zackojones/4191554608/
- 120. Success
- 121. Designing (great) Cross Channel Experiences
- 122. don’t design for the screen, design for the holistic experience
- 123. don’t design for the technology, design for the holistic experience
- 124. don’t design for the channel, design for the holistic experience
- 125. 5 principles 5 methods 1. convenient 1. think in terms of services 2. connected 2. share the sandbox 3. consistent 3. start walking 4. contextual 4. comfort in discomfort 5. (a) cross time 5. why vs. what 5 tools 1. document 2. experience map 3. get behind the scenes 4. tell a story 5. cross train
- 126. Beyond Digital: Designing for the Cross-Channel Future With Jess McMullin Thursday, March 31st Denver, CO http://www.flickr.com/photos/39747297@N05/522973
- 127. chief customer officer…
- 128. Who will it be? http://www.flickr.com/photos/kelleys/358629845
- 129. join the opportunity!! @samanthastarmer sstarme@rei.com
Editor's Notes
- #7: Waitress picture
- #10: Waitress picture
- #19: Waitress picture
- #23: Waitress picture
- #27: Waitress picture
- #29: Waitress picture
- #32: Door picture
- #36: Ritz carlton
- #37: Ritz carlton
- #79: Buying a tentWhy?
- #103: Buying a tentWhy?
- #104: Buying a tentWhy?
- #108: Buying a tentWhy?
- #112: Buying a tentWhy?
- #113: Buying a tentWhy?
- #114: Buying a tentWhy?
- #120: Buying a tentWhy?