Designing Cross Channel Experiences - MX 2011
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Samantha Starmer discusses the importance of designing cross-channel experiences that consider the holistic customer journey rather than focusing on individual platforms or technologies. She outlines five key principles and five methods for effective cross-channel design, emphasizing convenience, consistency, and contextual relevance. The document highlights the integration of digital and physical experiences to enhance customer satisfaction and engagement across various touchpoints and timeframes.
Designing Cross Channel Experiences - MX 2011
- 1. Designing Cross Channel ExperiencesSamantha StarmerManaging Experience; March 8, 2011
- 2. Designing (great) Cross Channel Experiences
- 3. meUX & IA related work for places like Amazon, MicrosoftREI – Recreational Equipment, Inc. Create and lead IA, UX, IxD teamsTeach at University of Washington
- 5. first time at brick & mortarhttp://www.flickr.com/photos/dirpics/464458290/
- 6. Waitress picture10 years in restaurant business
- 8. Australian information architecture conference
- 9. Sydney pictureimagined myself in Sydney
- 10. but I’m a procrastinator
- 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 personhttp://www.flickr.com/photos/mkooiman/787191703
- 16. waited in long check-in linehttp://www.flickr.com/photos/jopoe/4569447498
- 20. Censored!but, it has official stuff and numbers and …
- 21. “i’m a human, not a machine”
- 24. thank god I’m old school
- 25. what about my visa?
- 27. “i have no idea”
- 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”
- 32. our lives are cross channel
- 33. design for the holistic experience
- 34. don’t design for just website
- 35. …app
- 37. digital and physical are colliding
- 38. 70%of US online consumers research products online and purchase them offlineForrester, Profiling The Multichannel Consumer, July 2009
- 39. 53% of mobile searches on Bing have a local intentGreg SterlingSearch Engine Landhttps://searchengineland.com/microsoft-53-percent-of-mobile-searches-have-local-intent-55556
- 41. but
- 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
- 48. customers do think about your company
- 49. across time, touchpoints and experiences
- 50. however we want to shop
- 51. whenever we see your brandhttp://www.flickr.com/photos/cdevers/3388665920
- 57. things outside our controlhttp://www.flickr.com/photos/jaxphotography/267129315
- 58. design cross channel experiences
- 59. design for the holistic experience
- 60. how?
- 61. 5 principles5 methods5 tools
- 63. convenient
- 64. Walgreen on iPad
- 67. consistent
- 71. connected
- 72. consider the experience of transitionshttp://www.flickr.com/photos/mcdemoura/2209204939
- 73. Netflix
- 76. contextual
- 77. 15% bump in weekend traffichttp://www.flickr.com/photos/dalydaly/10813808
- 78. Trying on tentresearch online, try in storehttp://www.flickr.com/photos/hollabackpack/184849492
- 79. (a)cross time
- 83. 5 methods1. think in terms of services share the sandboxstart walking comfort in discomfortwhy vs. what
- 84. 1. Think in terms of services1. think in terms of servicesWaitress
- 86. Fluevog on iPad
- 87. From: seattlefluevog@cablespeed.comTo: sstarmerj@hotmail.comSubject: Fluevog order 20110211-00072873Date: Fri, 11 Feb 2011 16:52:38 -0800Hey 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)728-7955seattle@fluevog.comwww.fluevog.comwww.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 sandboxhttp://www.flickr.com/photos/erikwdavis/2687670846
- 91. UX Maglet people in. let people design. let people play.
- 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. whathttp://www.flickr.com/photos/segozyme/3105128025/
- 101. buying a tent
- 104. 5 tools1. document experience map get behind the scenes tell a story cross train
- 109. think about the customer’s whole journey
- 110. 3. get behind the sceneshttp://www.flickr.com/photos/honorapearls/4155009907/
- 114. 4. tell a storyhttp://www.flickr.com/photos/sugarpond/3016905349
- 115. Meet JaneOutdoor Loyal38, PortlandInvolved 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. ViewViewViewViewI want to go somewhere beautiful…
- 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 methodsthink in terms of servicesshare the sandboxstart walkingcomfort in discomfortwhy vs. what5principles convenientconnectedconsistentcontextual(a) crosstime5 tools documentexperience mapget behind the scenestell a storycross train
- 126. Beyond Digital: Designing for the Cross-Channel FutureWith Jess McMullinThursday, March 31stDenver, COhttp://www.flickr.com/photos/39747297@N05/5229733647
- 128. Who will it be?http://www.flickr.com/photos/kelleys/358629845
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?