Designing Cross Channel Experiences - MX 2011

Designing Cross

Channel Experien

cesSamantha Starmer Managing Experience; March 8, 2011

Designing (great)

Cross Channel

Experiences

meUX & IA related work for places like Amazon,

MicrosoftREI – Recreational Equipment, Inc. Create and lead IA, UX, IxD teamsTeach at University of Washington

http://www.flickr.com/photos/dirpics/464458290/

first time at brick & mortar

Waitress picture

10 years in restaurant

business

a story…

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

Australian information architecture conference

Sydney picture

imagined myself in

Sydney

but I’m a procrastinato

r

oh crap

huh. an electronic Visa. well, that’s

pretty cool.

except I can’t check

in online

even though I bought my tickets and Visa

online

http://www.flickr.com/photos/mkooiman/787191703

damn, have to talk to a person

http://www.flickr.com/photos/jopoe/4569447498

waited in long check-in line

http://www.flickr.com/photos/bryansblog/411455656

Flight agent picture

http://www.flickr.com/photos/dykstranet/211106615

“this won’t work”

but, it has official stuff and numbers

and …

Censored!

“i’m a human, not a

machine”

Flight agent picture

http://www.flickr.com/photos/dykstranet/211106615

“what’s your itinerary?”

thank god I’m old school

what about my visa?

Sleeping at Airport

http://www.flickr.com/photos/feline_dacat/3197429380

“i have no idea”

Flight agent picture

http://www.flickr.com/photos/dykstranet/211106615

http://www.flickr.com/photos/slworking/4169134307

“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”

lesson?

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

F

our lives are cross

channel

design for the holistic

experience

don’t design for just website

…app

…or physical environment

http://www.flickr.com/photos/24218656@N03/4589621372/

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 SterlingSearch Engine Land

https://searchengineland.com/microsoft-53-percent-of-mobile-searches-have-local-intent-55556

technology is

everywhere

but

(and here is our

opportunity)

‘integrated experience

s are few and

far between’

Alexandra Deschamps-Sonsino http://www.slideshare.net/designswarm/creating-the-internet-of-things

customers don’t think

about channels

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

customers don’t think

about design

disciplines

http://www.kickerstudio.com/blog/images/ux.jpghttp://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

customers do think

about your company

across time,

touchpoints and

experiences

however we want to shop

http://www.flickr.com/photos/cdevers/3388665920

whenever we see your brand

http://www.flickr.com/photos/cafemama/542656019

outside

http://www.flickr.com/photos/penmachine/2971108982

inside

http://www.flickr.com/photos/streamishmc/2391505902

packaging

http://www.flickr.com/photos/andrewbain/2510253694

signs

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

employees

http://www.flickr.com/photos/jaxphotography/267129315

things outside our control

design cross channel

experiences

design for the holistic

experience

how?

5 principles5 methods

5 tools

5 principles

1. convenient2. connected3. consistent4. contextual

5. (a) cross time

convenient

Walgreen on iPad

http://www.flickr.com/photos/zachklein/3964249http://www.flickr.com/photos/jsrcyclist/3181389420

Walgreen’s drive in

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

consistent

connected

consider the experience of

transitions

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

Netflix

contextual

http://www.flickr.com/photos/dalydaly/10813808

15% bump in weekend

traffic

Trying on tent

http://www.flickr.com/photos/hollabackpack/184849492

research online, try in store

(a)cross time

http://www.flickr.com/photos/mcmortygreen/3176998867

http://www.flickr.com/photos/yourdon/2594767344

http://www.flickr.com/photos/sa_ku_ra/13009153

5 methods

1. think in terms of services2. share the sandbox3. start walking 4. comfort in discomfort5. why vs. what

Waitress

1. Think in terms of services1. think in terms of services

Fluevog on iPad

From: seattlefluevog@cablespeed.comTo: sstarmerj@hotmail.comSubject: Fluevog order 20110211-00072873Date: 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 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

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

Incremental Sale

2. share the sandbox

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

UX Mag

let people in. let people

design. let people play.

3. start walking

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

4. comfort in discomfort

you don’t have to be an expert

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

eek – I don’t know anything about store

design!

“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”

5. why vs. what

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

buying a tent

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

for backyard?

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

or backcountry

snow?

5 tools

1. document2. experience map3. get behind the scenes4. tell a story5. cross train

1. document

http://www.flickr.com/photos/thelustlizardofmelancholycove/5053889505/

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

2. experience map

http://www.flickr.com/photos/dimitratzanos/4615310997

think about the customer’s whole

journey

3. get behind the scenes

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

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

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

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

4. tell a story

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

Meet Jane

Outdoor Loyal38, 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”

Monday… I want to go backpacking this weekend!

Time to plan…

I want to go somewhere beautiful…

View

View

View

View

5. cross train

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

Success

Designing (great)

Cross Channel

Experiences

don’t design for the screen, design for

the holistic experience

don’t design for the technology, design for

the holistic experience

don’t design for the channel, design for

the holistic experience

5 principles

1. convenient2. connected3. consistent4. contextual

5. (a) cross time

5 methods

1. think in terms of services

2. share the sandbox3. start walking4. comfort in discomfort5. why vs. what

5 tools

1. document2. experience map3. get behind the

scenes4. tell a story5. cross train

http://www.flickr.com/photos/39747297@N05/5229733647

Beyond Digital: Designing for the Cross-Channel

FutureWith Jess McMullin

Thursday, March 31st

Denver, CO

chief customer officer…

Who will it be?http://www.flickr.com/photos/kelleys/358629845

join the opportunity!!

@samanthastarmersstarme@rei.com