How to Design for the Future - Cross Channel Experience Design

cross-channel
experience
design
OSCON
July 16, 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

extrapolation encouraged

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

questions & input encouraged

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

three activities

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
Program Management
Microsoft, Amazon
Teach at University of Washington

who are you?
 Support Engineer  Programmer
 Systems Analyst  CIO
 Web Application  Web Manager
Developer  System Architect
 Technical Analyst  Software Engineer Lead
 Senior Software Engineer  IT Director/Engineering
 User Experience Engineer

what do you hope to learn?
 tools that can help me improve the online experience of the
product to educate people about the actual physical product.

 a primer for cross-channel experience design, an overview, and
maybe some high points expanded upon.

 Why and How to design cross channel experience design

 How to think about things more broadly to encompass the
entire user experience.

 what is cross-channel experience design?

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

the future of
web design
isn’t just the
web

we live our lives
beyond websites
physical experiences,
apps, phone, etc…

we need to
design beyond
websites

design for cross
channel
experiences

idly flipping – oh, cheap TV

technology is ubiquitous

http://www.nytimes.com/imagepages/2011/12/22/garden/22SKYPE1.html

digital and physical
are colliding

70% of US online
consumers research
products online and
purchase them offline

Forrester, Profiling The Multichannel Consumer, July 2009

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

(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.

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

packaging

http://thewordzombie.com/wp-content/uploads/clamshell-packaging.jpg

employees

http://www.flickr.com/photos/7577938@N02/4897443265

a truck

http://www.flickr.com/photos/walmartcorporate/5261659794

a sign

http://www.flickr.com/photos/mrvelocipede/523744336

all touchpoints
impact user
experience

shh…organizational underpants

http://www.flickr.com/photos/practicalowl/1423935574

ad: “volkl rtm 84/ipt wide ride”

people notice
This experience has been so stupid.
There is no way to explain the huge gap
between operations in the store and
online. I will never be shopping at
either again. I do not understand how
you can want and advertise 100%
customer satisfaction when I know I am
0% satisfied.
REI customer comment

experiences are
across touchpoints,
channels, mediums
& devices

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

cross between herding cats

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

and slaying dragons


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

different tastes

Netflix

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

but be careful…
what idiot made the decision that
says - ‘if they are on a cellular
connection they are not interested
in anything but a static text display
of the store operating hours’?

another REI customer comment

tests at the doctor’s office

5 methods
1. think in terms of services
2. share the sandbox
3. start walking
4. comfort in discomfort
5. why vs. what

1. Think in terms of services
think in terms of services

Waitress

cute shoes

Fluevog on iPad

save on shipping?
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

visit the store? don’t mind if I do

http://www.flickr.com/photos/trufflepig/4370405501

2. share the sandbox

http://www.flickr.com/photos/erikwdavis/2687670846

let others play with you

UX Mag

3. start walking

http://www.flickr.com/photos/jonathanbeard/3038114579/

you don’t have
to be an expert

from one of my employees

“an interesting thing
happened today – we were
invited to help Visual Merch
decide what shelf labels to
use in the retail stores .”

eek – I don’t know store design

http://www.twobackpackers.com/wp-content/uploads/2009/07/REI-Backpacks.jpg

my employee was smarter
“an interesting thing happened
today – we were invited to help
Visual Merch decide what shelf
labels to use in the retail stores .”

“This is a great win for us”

5. why vs. what

http://www.flickr.com/photos/segozyme/3105128025/

for backyard camping?

http://www.flickr.com/photos/jcast911/4037694806

or backcountry snow?

http://www.flickr.com/photos/reway2007/427303733

Insurance – a Cross Channel Story

what are the
make or break
experience
opportunities?

think about
 my as-is experience – what actually happened?
Be clear on the narrative
 what were my emotions?
 where was my experience broken? (sad face)
 where could Ameriprise have ‘made’ my
experience? (happy face)

 write down the make or break opportunities

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

(some) tools
 stakeholder  co-design
interviews  body storming
 field research  business origami
 touchpoint matrix  service blueprint
 service inventory  experience map
 design games  experience matrix

tips
 do early in project – ideally well before
requirements or user stories
 focus on ideation and brainstorming –
not building, architecting or designing
 can be used within waterfall or agile
methodologies or anything in between
 best to do in cross divisional groups

stakeholder interviews

http://www.flickr.com/photos/kino-eye/226951415

stakeholder interviews
 what experiences do internal
stakeholders think should happen?
 what experiences do stakeholders think
ARE happening?
 what assumptions are stakeholders
making?

field research

http://www.flickr.com/photos/romeral/3911756000

field research
 what experiences are happening?
 what experiences are customers
expecting?
 what channels, devices or platforms do
customers want to interact with? When?
 what do customers do if their
expectations are disappointed?

touchpoint matrix

http://brandtouchpointmatrix.com/

touchpoint matrix
 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

design games

http://www.flickr.com/photos/elitatt/4959931
232 http://www.flickr.com/photos/centralasian/4099680559

design games
 great with non-designers
 bar is low, nothing is wrong
 think of as more play than work
 can bring out quieter types
 new ways of thinking
 Low tech methods create level playing
field for multi-disciplinary participants

gamestorming - the book

http://www.flickr.com/photos/elitatt/4959938630

co-design

http://www.flickr.com/photos/thinkpublic/4499674785

co-design
 sketch with project team
 draw with stakeholders
 diagram with support teams
 sticky note with customers
 less about the outcome, more about the
conversation
 Can also call it co-creation, brainstorming, etc (the
word ‘design may scare some people)

body storming

http://www.flickr.com/photos/xian/3763798434

body storming
 sketching not with a pencil and paper,
but with our bodies (Dave Gray)
 physically act out possible experiences
 often used for designing services,
especially within physical environment
 start with scenario or task, improv the
customer and support roles (including
props)

business origami (@jessmcmullin)

http://www.flickr.com/photos/benry/4101687804

business origami
 3 dimensions helps envision experience
solutions
 can be easier than sketching for non-
designers to feel creative
 great for services and experiences that
involve crossing locations
 easy to move pieces lessen any feeling of
commitment or making a mistake

service inventory

http://farm5.static.flickr.com/4023/4526736556_3b5a628b7f.jpg

service inventory
 inventory all services customer
encounters
 similar to a process map but focuses on
the customer and their service needs
 good to build after mapping customer’s
journey
 illuminates areas where you can surprise
& delight (or royally screw up)

experience map

http://www.businessweek.com/innovate/content/nov2008/id20081110_531328.htm

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

http://old.littlespringsdesign.com/wp-content/themes/LSD%20theme/images/experiencemap1.pdf

http://everyonecampaign.com

http://experiencematters.files.wordpress.com/2009/03/legowheel.png

accident – the basic sequence
1. accident occurs
2. exchange information
3. tow car
4. report to insurance
5. progress report
6. retrieve car
7. resolution

what would
have made my
experience
better?

think about
 the accident journey

 the main steps from the customer’s perspective
that need to occur in resolving an accident claim
 what is the desired experience? what would give
me a happy face in each section?

 map out the desired experience – write down the
optimal ways to support the holistic, cross
channel experience

service blueprint

 start with the customer experience
 track the customer actions
 include needed touchpoints
 determine how service components link
 determine how internal people, processes
and systems support

Service Blueprint

http://lovelearn.wordpress.com/2009/07/11/initial-blueprint/

SCAD Service Design Project
http://servd.us/The_Project_files/Screen%20shot%202010-02-03%20at%2011.38.26%20PM.png

ACTIVITY
experience
matrix

what is needed
to support the
better
experience?

think about
 use desired experience from last activity
 most convenient channel/touchpoint for each
part of the experience(face to face, mobile app,
phone, website, etc)

 how the experience components need to link
together for a holistic cross-channel experience
 the support people and systems needed
 EXTRA CREDIT – extra services or benefits to
‘surprise and delight’

5 ways to start
1. document the present
2. map the future
3. get behind the scenes
4. cross train
5. share the wealth

can be notes, sketches

http://www.flickr.com/photos/frerieke/3882000183

2. map the future

http://images.asc.ohio-state.edu/is/image/eHistory/world/images/maps2/1942world1600.jpg

getting
from point
A to point
B; and
everything
in between

think about the
customer’s whole
journey

3. get behind the scenes

http://www.flickr.com/photos/honorapearls/4155009907/

are experiences supported?

http://www.flickr.com/photos/vitorcastillo/2994723741

here?

http://www.flickr.com/photos/mattwright/1787856/

and here?

http://www.flickr.com/photos/oldonliner/3484504583/

4. cross train

http://www.flickr.com/photos/zackojones/4191554608/

5. share the wealth

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

everyone owns cross
channel experience

thank you!!

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

questions??

samantha starmer
@samanthastarmer
sstarme@rei.com
http://www.flickr.com/photos/druclimb/3277540656/

How to Design for the Future - Cross Channel Experience Design

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