Design for Cross Channel - UX Week 2012 Workshop

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

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

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

extrapolation encouraged

http://www.flickr.com/photos/danilush/3259099985

questions & input encouraged

http://www.flickr.com/photos/ducdigital/3011652637/

activities and discussion

http://www.flickr.com/photos/acplinfo/3721979202/

scheduled break

http://www.flickr.com/photos/johnmcnab/4298812

but anytime…

http://www.flickr.com/photos/baggis/4701908515

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

Design for Cross Channel - UX Week 2012 Workshop

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

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…

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

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

 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

 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

a story…

http://www.flickr.com/photos/sugarpond/3016905349

kaboom

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

the cop car

http://www.flickr.com/photos/sillygwailo/56

proof of insurance

http://www.flickr.com/photos/rootology/2767323250/

just don’t do it again

http://www.flickr.com/photos/rootology/2767323250/

so sad – collision repair

http://www.carstar.com/files/6uiyw73inwb3f999189vjwzsyjpv7o09.jpg

“go to Valley Medical Center”

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

insurance was supposed
to pay this…

lesson?

http://www.flickr.com/photos/pjern/2150873799

digital and physical
are colliding

devices outdoors

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

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

Square/Starbucks - don’t
even have to take the phone out
of your pocket or sign a receipt.

https://squareup.com/pay-with-square

Warby Parker – try on five pairs, choose one

digital self service for physical task

Virtual Fridge Lock – late night raid
automatically transmits to your social networks

http://www.bangstyle.com/wp-content/uploads/2012/05/e06fc2b0a04a0b1f4c0ad1bc21bcf820-621x465.jpg

Fashion Like – real time facebook likes for
each item

http://zapp5.staticworld.net/images/article/2012/05/fashion20like-11356673.jpg

physical/digital groceries

http://www.youtube.com/watch?v=nJVoYsBym88

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

(and here is our
opportunity)

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

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.

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

we usually
design for a
particular
channel

users don’t
distinguish
channels

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

users don’t
think about
design
disciplines

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

users
do think about
all of their
experiences

across time,
touchpoints,
devices and
channels

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

design for cross
channel
experiences

idly flipping – oh, cheap TV

cross between herding cats

http://www.flickr.com/photos/wendyness/2278274546

and slaying dragons

http://www.flickr.com/photos/76578669@N00/377000490

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

good, the same recommendations

same item, different info

sign

catalog
site

and more different info

eMail
site

in-store product handout
product tag advertising

no need to call

http://www.flickr.com/photos/zachklein/3964249
http://www.flickr.com/photos/jsrcyclist/31813

or get out of the car

Walgreen’s drive in

http://www.flickr.com/photos/ambernectar/4042608385

what happened to self service?

the experience of transitions

http://www.flickr.com/photos/mcdemoura/2209204939

hubby would look great in that

but they have plus sized clothes

may not have a tape measure

http://www.flickr.com/photos/nicpic/30423961

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

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

tests at the doctor’s office

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

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

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

following + notes

3 notebooks full of notes look at the handwriting, seriously

turned into blog

3 notebooks full of notes … which became a blog

then set up diary study

after every transaction, record the story 15 stores nationwide 100+ employees

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

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”

convoluted org chart

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

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?

what are the
make or break
experience
opportunities?

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

touchpoint inventory

http://brandtouchpointmatrix.com/

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

interaction ecology

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

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

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

define the needed interactions

define the interaction location

repeat for each interaction in narrative

ACTIVITY
interaction
ecology

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

1. specify the interaction
exchange information

2. define the interaction location

in street

3. define the touchpoint

in street

mobile

4. define the data points

in street

mobile

insurance information name

experience mapping

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

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?)

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

good collection of examples

http://pinterest.com/uxjam/journeys/

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

ACTIVITY
experience
matrix

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’

what is needed
to support the
better
experience?

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

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

share the wealth

http://www.flickr.com/photos/jimfrazier/1810966604/

everyone owns cross
channel experience

questions??

http://www.flickr.com/photos/druclimb/3277540656/

thank you!!

http://www.flickr.com/photos/baking_in_pearls/3960662314

Design for Cross Channel - UX Week 2012 Workshop

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