Aligning  to  mul+-­‐screen  customer  journeys  

Paul  Booth  iCON  MOBILE  

A  paradigm  shi9  has  occurred  

Features

Technology

Relevant WOW Emotional

Different  channels,  different  needs  

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Articles Read By Device

Desktop Phone Tablet

Desktop is “diving” while mobile is “snorkeling”. We use mobile in frequent and short bursts of use throughout the day.

For  what  we  need  right  now:  

Repetitive now Bored now

Lookup/find (urgent/local info) I need an answer to something now – very often related to location.

Explore/Play (bored/local) I have some time to kill and just need a distraction.

Check In/Status (repeat, micro-tasking) Something important to me is changing or updating and I want to stay on top of it.

Edit/Create (urgent, micro-tasking) I need to get something done now and it can’t wait.

Urgent now

Changing  the  way  people  buy  things...  

The customer journey is more complex than it used to be. It involves a number of different sources and devices, and is very often not as linear as we think it to be.

http://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey

But  more  importantly,  how  we  relate  to  brands  

Shoes Fitness

Automobile Mobility

A  breeding  ground  for  disrup+ve  innova+on  

Users don‘t care No baggage (no legacy) Crowd funding Social media Bits and bites

*

*http://icanhas.cheezburger.com/

Carrie  Byrne  SEATTLE  WUNDERMAN  NETWORK    

90% move between screens to complete a task Nielsen. “State of the Media: Cross-Platform Report Q2, 2012.” November 2012.

•  Color/contrast  •  Sound/music  

•  Responsive  design,  alternate  modes    

(Carvajal)  

•  Light  condi+ons  •  Noise  interference  

•  Mo+on  

•  Interrup+on  

•  Surfaces  for  display,  use  

•  Traffic  flow  between  devices  

•  Mul+-­‐screen  ac+vity  

interac+on  design  

•  Visibility  of  system  status  

•  Match  between  system  and  real  world  

•  User  control  and  freedom  

•  Consistency  and  standards  

•  Error  preven+on  

context  of  use  touchscreen    

•  Physical  interac+on  and  ergonomics  

•  Available  inputs  

•  Scale  

•  Customiza+on  and  shortcuts  

More screens = more design principles

•  Recogni+on  over  recall  

•  Flexibility  and  efficiency  of  use  

•  Aesthe+c  and  minimalist  design  

•  Error  recovery  

•  Help  and  documenta+on  

(Nielsen)  

A call for experience maps

voice of customer

UX insights analytics

market research

business goals

•  site metrics •  satisfaction studies

•  third party reports •  competitive

research •  segment studies

•  stakeholder interviews

•  content audit • KPIs

•  usability studies •  cognitive

walkthrough

•  tele, chat •  social •  interviews

First step" Second logical step in discovery"

Sign in may appear here"

Fourth step with customization"

Fifth step here"

Sixth step almost to the end"

Task completion"

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Legend

Linking Landmarking Expectations Forms Error Handling Escalation CTAs, Resources

Moving from linear task flow…

…To  nonlinear  customer  journeys  A

CTI

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•  Reads article on tech blog about cloud storage trends

•  Searches for branded terms •  Learns about key workloads

for storage

•  Is there a free version that meets my needs?

•  Who are the big players? Are they built to last?

•  Scans supplier sites for differences between services, subscription levels

•  Reads expert reviews about leading services

•  Considers benefits of new features that exceed needs

•  What is the tier structure and how much do you get?

•  Can I avoid trading on my friends to get more storage?

•  Is there an app for every device? •  What’s the best plan to keep

personal and business data?

•  Checks service features against needs

•  Reviews technical specs •  Begins free trial

•  How easy is it to migrate date? To manage syncing?

•  How do I add storage? •  What controls are available with

sharing? •  Where does data go after trial?

•  Converts trial to paid subscription or upgrades

•  Migrates data to new service

•  How long will it take to get started? When should I do it?

•  What does the payment structure/timing look like?

•  Can I cancel at anytime? What happens to my data?

Cloud  Storage  Prosumer  –  “Ryan”  18 days 10 days 15 days 7 days

TIM

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•  Downloads apps •  Administers backups, sync

sessions •  Shares content with others •  Uses service toolset to

author/edit stored files

•  How do I renew? •  What happens to my data if I

switch vendors?

For  example…  

Evaluated on:

Geoff  Harrison  BLINK  UX  

Designing  mul+-­‐screen  customer  journeys  

•  The  elements  and  role  of  an  experience  map  •  Move  from  the  experience  map  to  a  design  roadmap  

1.  Create  an  experience  map  

•  Visualize  the  journey  •  Inform  the  design  roadmap  

Experience  map  elements  

•  Customer  journey  stages    •  Device  touchpoints    •  Customer  goals  and  moJvaJons    •  Customer  senJment  •  OpportuniJes  

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1. DEFINE 2.SEARCH 3. COMPARE 4. CHOOSE 5. CONTRACT 6. MOVE

•  DEFINE FINANCES: Determine what they can afford and how they will finance the home

•  DEFINE LOCATION: Learn about regions and property types

•  SEARCH FOR SPECIFICS: Gather information about facilities, commute, security, size, floor plan, year built, sun’s position, etc.

•  SEARCH EFFICIENTLY: Get quick answers on websites that load fast and require few clicks

•  COMPARE VISUALIZATIONS: Pictures of the property, the building, the street, etc.

•  COMPARE SPECIFICS: Facilities, commute, security, size, floor plan, year built, sun’s position, etc.

•  MAKE INFORMED CHOICE: The right choice will stand out because it’s clear that it fulfills the requirements

•  SIGN CONTRACT: Understand how the process works and sign the contract

•  SETTLE INTO NEW HOME: Unpack and get to know the region, facilities, commute

•  RENNOVATE: make changes to the property or hire someone to do the work

(FAMILY, FRIENDS) Ask for advice about neighborhoods and property types

Use the internet to learn about shops, restaurants, parks, crime, and public transit available in regions

(FAMILY, FRIENDS) get recommendations for agents and websites (DOORMAN) Ask about the neighbors, crime, vacancies

Look for properties Google, search engines (mainly ZAP and WEBCASAS), real estates websites, Google maps

Walk thought a neighborhood looking for “For Rent” or “For Sale” signs

(FAMILY, FRIENDS) Ask for advice about the best option

Schedule visits

Visualize options and get more info. about properties web search engines, real estates websites, news, Google maps

Visit properties to gather more information

(FAMILY) Ask for approval

Present the decision Deliver documents and sign the contract

(FAMILY, FRIENDS) Live together, invite over to visit

Get information about the neighborhood, look for services in the area (painters, plumber etc)

PEOPLE

AGENCY

INTERNET

PLACES

DEVICES / TOOLS

GO

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PO

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SA

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LEVE

L BEFORE DURING AFTER

Call agent

Hope and excitement about improving their quality of life.

Frustration by not finding the ideal property online or let down if the property doesn’t match description (very different from the pictures).

Happiness for finding the right property and starting fresh.

Move into new home

Internet Internet Internet, Word, Excel, email

Internet, Word, email

Internet Call, pictures Call Call,

Internet Call, Internet

Buyer  or  renter  experience  map  

City  visit  app  experience  map  (touchpoints)  

City  visit  app  experience  map  (goals)  

City  visit  app  experience  map  (sen+ment)  

Feelings

City  visit  app  experience  map  (opportuni+es)  

2.  Priori+ze  the  opportuni+es  

•  IdenJfy  the  customer  pain  points  on  the  map  •  PrioriJze  opportuniJes  based  on  customer,  business  and  technical  value    

3.  Create  new  customer  stories    

•  Storyboard  how  someone  would  ideally  move  through  and  feel  in  the  new  experience  

•  Ensure  the  story  encompasses  the  prioriJzed  opportuniJes  

2.  Create  new  customer  stories    

Crea+ng  customer  stories  

•  MulJ-­‐device  stories  are  usually  ones  that  build  on  each  other    e.g.    Customer  gets  status  on  mobile  on  way  to  work,  later  accesses  the  product  on  her  laptop  

•  Think  of  stories  first,  devices  second.      A  single  story  may  apply  to  more  than  one  device  

•  Be  clear  about  where  each  story  fits  in  the  experience  lifecycle  A  single  story  may  be  applied  in  more  than  one  place  

   

4.  The  design  roadmap  

•  Experience  map  •  Illustrated  customer  stories  •  Feature  matrix  by  channel  •  Detailed  design,  prototyping  and  tesJng  plan      

Ques+ons?  

 

Our  ques+ons  for  you  

•  What  is  the  number  one  thing  you  find  that  prevents  you  from  doing  this?  

•  What  are  the  barriers  for  geUng  this  started?  •  What  alternaJve  methods  have  you  used  to  inform  experience  maps?  

•  How  do  you  get  started?  •  What  mistakes  do  you  see  being  made  frequently