The Future of Design is Not Just the Web - Web Visions Workshop 2011
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The document discusses designing cross-channel experiences. It begins by explaining that customers experience brands across multiple touchpoints and channels, both digital and physical. The key is to design experiences that are convenient, connected, consistent, contextual, and span across time. The document then provides five principles and five methods for cross-channel design. The principles are to make experiences convenient, connected, consistent, contextual, and spanning across time. The methods are to think in terms of services, share design work across teams, start by observing customer behaviors, be comfortable with ambiguity, and focus on customer needs rather than specific solutions. Finally, the document discusses various discovery and solution activities for cross-channel design, such as stakeholder interviews
The Future of Design is Not Just the Web - Web Visions Workshop 2011
- 1. the future of design isn’t just the web
- 2. design for cross channel experiencesSamantha Starmer @samanthastarmer WebVisions 2011
- 3. todaywhy care about cross channel design?how to think about cross channel designtry cross channel designdiscovery activitiessolution activitiespartner on cross channel designsell cross channel designstart cross-channel design now
- 5. meweb and experience stuff: Amazon, MicrosoftREI – Recreational Equipment, Inc. lead IA, UX, IxD & analytics teamsteach at University of Washington
- 6. why now?
- 7. first time at brick & mortarhttp://www.flickr.com/photos/dirpics/464458290/
- 8. Waitress picture10 years in restaurant business
- 9. youweb developers, web producers, creative/art directors, designers, architectseducation, agencies, B2B, government, financiallots of familiarity with website user experience and design, some with mobile designsome cross channel experience; mostly via web and mobile
- 10. some expectationsbeyond specifically web based applicationsstrengths and weaknesses of each channel and how to develop a seamless, integrated user experiencehigh level guidelines and gotchashow to take a brand beyond print and web while keeping the integrity of the brand intacthow to create a consistent customer experience among all channels
- 13. Sydney pictureimagined myself in Sydney
- 14. but I’m a procrastinator
- 15. oh crap
- 16. huh. an electronic Visa. well, that’s pretty cool.
- 17. silence…silence…
- 19. hmm… I can’t check in online
- 20. even though I bought my tickets and Visa online
- 21. have to check in at airporthttp://www.flickr.com/photos/gexydaf/5087612417
- 22. damn, have to talk to a personhttp://www.flickr.com/photos/mkooiman/787191703
- 23. wait in long check-in linehttp://www.flickr.com/photos/jopoe/4569447498
- 27. Censored!but, it has official stuff and numbers and …
- 28. “i’m a human, not a machine”
- 31. me, looking confused
- 32. thank god I’m old school
- 34. what about my visa?
- 36. “i have no idea”
- 39. “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”
- 40. silence…silence…
- 41. “good luck”
- 44. why?
- 45. our lives cross channels – websites, apps, phone, etc…
- 46. we live across physical and digital
- 47. we must design for the holistic experience
- 48. don’t design for just website
- 49. …app
- 52. we must design across all touchpoints and channels
- 53. digital and physical are colliding
- 54. 70%of US online consumers research products online and purchase them offlineForrester, Profiling The Multichannel Consumer, July 2009
- 55. 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
- 57. but
- 58. (and here is our opportunity)
- 59. ‘integrated experiences are few and far between’Alexandra Deschamps-Sonsino http://www.slideshare.net/designswarm/creating-the-internet-of-things
- 60. customers don’t think about channels
- 62. customers don’t think about design disciplines
- 64. customers do think about your organization
- 65. across time, touchpoints and experiences
- 66. however we want to interact
- 67. whenever we see a brandhttp://www.flickr.com/photos/cdevers/3388665920
- 73. things outside our controlhttp://www.flickr.com/photos/jaxphotography/267129315
- 74. all touchpoints and channels impact perception & loyalty
- 75. design across digital and physical
- 76. across platforms
- 78. across platformsacross devicesacross channels
- 79. how?
- 80. 5 principles5 methods5 tools
- 81. 5 principles convenientconnectedconsistentcontextual(a) crosstime
- 82. convenient
- 85. Walgreen on iPad
- 88. consistent
- 97. connected
- 98. consider the experience of transitionshttp://www.flickr.com/photos/mcdemoura/2209204939
- 100. Netflix
- 108. no Encore…
- 111. contextual
- 112. 15% bump in weekend traffichttp://www.flickr.com/photos/dalydaly/10813808
- 115. Trying on tentdesign for researching online, trying in storehttp://www.flickr.com/photos/hollabackpack/184849492
- 116. (a)cross time
- 117. days
- 118. good
- 119. bad
- 120. years
- 124. 5 methodsthink in terms of services share the sandbox start walking comfort in discomfort why vs. what
- 125. 1. Think in terms of services1. think in terms of servicesWaitress
- 127. Fluevog on iPad
- 128. 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
- 130. Incremental Sale
- 131. 2. share the sandboxhttp://www.flickr.com/photos/erikwdavis/2687670846
- 132. UX Maglet people in. let people design. let people play.
- 138. 4. comfort in discomfort
- 139. you don’t have to be an expert
- 140. “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.”
- 141. eek – I don’t know anything about store design!http://www.twobackpackers.com/wp-content/uploads/2009/07/REI-Backpacks.jpg
- 142. “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”
- 143. 5. why vs. whathttp://www.flickr.com/photos/segozyme/3105128025/
- 144. buying a tent
- 147. 5 tools1. document the present map the future get behind the scenes tell a story cross train
- 148. 1. document the presenthttp://www.flickr.com/photos/thelustlizardofmelancholycove/5053889505/
- 155. 2. map the futurehttp://images.asc.ohio-state.edu/is/image/eHistory/world/images/maps2/1942world1600.jpg
- 156. getting from point A to point B; and everything in between
- 158. think about the customer’s whole journey
- 159. 3. get behind the sceneshttp://www.flickr.com/photos/honorapearls/4155009907/
- 160. are experiences supported?http://www.flickr.com/photos/vitorcastillo/2994723741
- 163. 4. tell a storyhttp://www.flickr.com/photos/sugarpond/3016905349
- 164. 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”
- 165. Monday… I want to go backpacking this weekend!
- 166. Time to plan…
- 167. ViewViewViewViewI want to go somewhere beautiful…
- 170. don’t design for the channel, design for the holistic experience
- 171. don’t design for the screen, design for the holistic experience
- 172. don’t design for the technology, design for the holistic experience
- 173. 5 principles convenientconnectedconsistentcontextual(a) crosstime5 methodsthink in terms of servicesshare the sandboxstart walkingcomfort in discomfortwhy vs. what5 tools documentexperience mapget behind the scenestell a storycross train
- 175. try…
- 176. discovery
- 177. internal stakeholder interviewshttp://www.flickr.com/photos/kino-eye/226951415
- 178. stakeholder interviewswhat experiences do stakeholders think should happen?what experiences do stakeholders think ARE happening?what assumptions are stakeholders making?customerstechnologybusiness processservice and support
- 179. field researchhttp://www.flickr.com/photos/romeral/3911756000
- 180. field researchwhat experiences are happening?what experiences are customers expecting?where are the “moments of truth”?what channels, devices or platforms do customers want to interact with? When?what do customers do if their expectations are disappointed?what is happening behind the scenes to support the experiences?
- 182. co-designtease out what customers say they want vs. what they actually do or useget your project team in the roomget your executives in the roomprocess of collaboration and hearing different perspectives can be more valuable than the end artifacts
- 183. design gameshttp://www.flickr.com/photos/elitatt/4959931232http://www.flickr.com/photos/centralasian/4099680559
- 184. design gamesdon’t just use with designers!encourage use of analog tools and toysbar is low, nothing is wrongthink of as more play than workcan bring out quieter typesnew ways of thinkingfind creativity where you didn’t expect it
- 185. gamestorming - the bookhttp://www.flickr.com/photos/elitatt/4959938630
- 186. journeyshttp://www.delightability.com/wp-content/uploads/2010/08/rental-car-customer-journey.png
- 187. journeyswhat is the customer’s journey across touchpoints and time?can be micro - details within a specific feature or functionalitycan be macro – understanding full lifecycle uncover gaps in the experiencefocus on the experience between channels, platforms and deviceschallenge assumptions and perceptionsgood to put on the wall to unify and remind
- 188. service inventoryhttp://farm5.static.flickr.com/4023/4526736556_3b5a628b7f.jpg
- 189. service inventorysimilar to process map but focus on the customer and their service needsgreat way to ensure being comprehensivegood to build after mapping customer’s journeytake a broad view of service – websites, mobile apps, etc provide some form of serviceilluminates areas where you can surprise & delight (or royally screw up)
- 197. try now
- 199. the scenariohired to design consistent cross channel experience for a cycling companydigital and physical presenceopening a new physical locationexpanding email and social media presence to grow revenuestart offering classes and maintenance appointmentsbrand differentiator = friendly expertise and advicebuying advertising
- 200. design cross channel experience of buying a bicyclehttp://www.flickr.com/photos/sl4sh79/471062898
- 201. stand up, stretch, and sit togetherhttp://www.flickr.com/photos/jameshopkirk/5635553120
- 202. from customer perspective…what is the goal?what are the tasks?what are the touchpoints?what are the decisions?what support is needed?
- 203. personas
- 204. experience map
- 205. experience mapt
- 206. think about…holistic journey across time and spacepain points and positive pointsneeds and expectations for servicesall potential interactionswhich channels are most effective which touchpoints drive moments of truth (decisions, disgust, delight)
- 207. look for…customer expectations, behaviors and emotionsneeded interactionsgaps that service/design needs to filloffline and online needsareas out of our control
- 208. it doesn’t have to be linearWinning the consumer decision journeyhttp://www.mckinsey.com/Client_Service/Marketing_and_sales/Latest_thinking/CDJ/Winning_the_consumer_decision_journey.aspx
- 209. the scenariohired to design consistent cross channel experience for a cycling companydigital and physical presenceopening a new physical locationexpanding email and social media presence to grow revenuestart offering classes and maintenance appointmentsbrand differentiator = friendly expertise and advice
- 210. remember 5 principles convenient connected consistent contextual(a) crosstime
- 211. experience mapt
- 213. mental modelshttp://www.flickr.com/photos/jaaronfarr/314981744
- 214. Mental Models mental models - the bookhttp://www.rosenfeldmedia.com/books/mental-models
- 216. comics & storyboardsvisual representations make complexity easier to graspemphasis on story continues focus on customersketching and photography uses different parts of the brainopens up to thinking beyond the screenhelps plan the right flow without missing gaps
- 217. storyboardsSCAD Service Design Project http://servd.us/The_Project_files/Screen%20shot%202010-02-03%20at%2011.38.42%20PM.png
- 219. swim laneshttp://nform.com/blog/images/Swimlane_example2.gif
- 220. swim lanestie together storyboard and supporting design and processeskeeps track of each part of the necessary experiencegood for chronological experiencesexcellent tool for waterfall type approaches (i.e. throwing design ‘over the wall’)
- 221. business origami (@jessmcmullin)http://www.flickr.com/photos/benry/4101687804
- 222. business origami3 dimensions helps envision experience solutionscan be easier than sketching for non-designers to feel creativegreat for services and experiences that involve crossing locationseasy to move pieces lessen any feeling of commitment or making a mistake
- 223. touchpoint matrixhttp://brandtouchpointmatrix.com/
- 224. touchpoint matrixtrack all ways customers interact with your organizationcan use both for as-is and to-be statesexcellent for corralling complex marketing and advertising programshelpful for non-web/non-technology people to understand impactsgood way to evangelize need for holistic experience (don’t paw the customer)
- 226. service blueprintPhysical Evidence(touchpoints)Customer Action‘Front Stage’ (front line staff)The line of visibility ‘Back Stage’(support staff)Support(systems, databases)
- 229. SCAD Service Design Projecthttp://servd.us/The_Project_files/Screen%20shot%202010-02-03%20at%2011.38.26%20PM.png
- 230. service blueprintcan start with experience mapcreate blueprint from user POVuse to understand org impact determine how service components linkinclude all prioritized touchpointsdetermine how internal people, processes and systems support
- 231. elementscustomer actionsphysical evidence (touchpoints)front stage, customer facingbackstage, enabling actionssupport processes
- 232. service blueprintPhysical Evidence(touchpoints)Customer action‘Front Stage’ (front line staff)The line of visibility ‘Back Stage’(support staff)Support(systems, databases)
- 233. partner
- 234. partner understand org structure flex soft skills cultivate patience learn the big picture close the loop
- 235. 1. understand org structureUnderstand organizational structure
- 236. 2. flex soft skills
- 237. 3. cultivate patiencehttp://www.flickr.com/photos/dirkjankraan/4092709643
- 238. 4. learn the big picturehttp://www.flickr.com/photos/aatemu/4784742636/
- 239. 5. close the loophttp://www.flickr.com/photos/pelegrino/3957449915
- 240. sell
- 241. 5ways to sell1. understand executives’ goals use metrics start at the grassroots - but work towards top-down watch for the bodies tell a fairy tale
- 242. 1. understand executive goals
- 243. 2. use metricshttp://www.flickr.com/photos/iliahi/2606645766/
- 244. 3. start at the grassroots…http://www.flickr.com/photos/cobalt/282227013
- 245. …but work towards top-downhttp://www.flickr.com/photos/flickrmarcus/3382920952
- 246. 4. watch for the bodies
- 247. 5. tell a fairy tale
- 248. start
- 250. 5 actions1. make the business case listen across channels make new friends start with small wins share the wealth
- 251. make the business casehttp://www.flickr.com/photos/10458725@N02/3042138367
- 252. make the business caseunderstand how your organization prioritizes
- 253. think about ROI
- 254. start with one gap in the experience – try to pick one that impacts your organizations goals
- 255. expose your executives and other powerful people to customer feedback
- 256. get people excitedlisten across channels
- 257. designing a holistic experience means listening holistically:usual UX research, but also
- 258. call center
- 259. email queries and feedback
- 261. social media
- 262. sentiment analysis
- 263. market research
- 264. analytics (behavior)
- 265. brick & mortar follows/shop alongs make new friendshttp://averagecats.com/page/7
- 266. hang with a new crowdMarketingIT, or anyone who can build stuff
- 267. Finance
- 268. Distribution Center
- 269. Customer Service
- 270. Innies with outies, outies with innies
- 271. Different industriesArtists, architects, museum curators, restaurant workers, baristas, landscapers, hotel managers…
- 272. start with small winshttp://tlc.discovery.com/tv/hoarding-buried-alive/slideshows/before-and-after-episodes-1-4-02.html
- 273. you can’t be everywhere at oncetarget a channel pair
- 274. focus on incremental progress
- 275. Measure stuff
- 276. celebrate (and communicate) quick wins
- 277. get your ‘real’ work done
- 278. get allies to spread the work share the wealthhttp://www.flickr.com/photos/jimfrazier/1810966604/
- 279. everyone owns customer experience
Editor's Notes
- #4: Door picture
- #9: Waitress picture
- #14: Waitress picture
- #26: Waitress picture
- #30: Waitress picture
- #36: Waitress picture
- #38: Waitress picture
- #43: Door picture
- #50: Ritz carlton
- #52: Ritz carlton
- #116: Buying a tentWhy?
- #146: Buying a tentWhy?
- #147: Buying a tentWhy?
- #151: Buying a tentWhy?
- #161: Buying a tentWhy?
- #162: Buying a tentWhy?
- #163: Buying a tentWhy?
- #169: Buying a tentWhy?
- #175: Door picture
- #231: Door picture
- #232: Door picture