Upload
joyce-hostyn
View
40.591
Download
5
Embed Size (px)
Citation preview
What’s your story?Designing a holistic
customer experience
Joyce Hostyn
Director Customer Experience, Open Text
twitter: @joyce_hostyn
blog: www.joycehostyn.com
Recently I picked up numerous travel guides in the United
Kingdom and Germany about Alberta and Canada's West; I was
shocked by the continual down play of the Edmonton
regions… What is Edmonton doing to portray itself as a
holiday destination or destination of business? Being originally
from Metro Edmonton, I am proud of the city. However when I
come back (I am based in Colorado) I see the lacking spirit
or since or direction. What is Edmonton about? Are we a city
of the next generation?
Edmonton ...
who are you? To many of us you are still the mysterious post in the West
that seems to grow without tremendous direction or drive. Oil
has provided a target, but
what are your ambitions? - Brentk
What's the most boring place on Earth? BBC news
A British correspondent at the World Athletics Championships in Edmonton has found himself in the news after
describing the host city as a
Deadmonton
…the Edmonton experience IS what people look for
and value in a place to live or visit. Our city is ranked high in terms of the key attributes people look for
when considering the ideal place to live or visit. Moreover, awareness of Edmonton is low in national markets,
but the experience of Edmonton is highly valued by the people who live here. In short,
we have an awareness problem.
Animals didn’t make for compelling content. Animal Kingdom. CEO Michael Eisner questioned the idea that
looking at animals would get people excited. "they're just animals," he wondered aloud. "so what?" "I thought
you might say that, " Joe Rohde said, smiling. Rohde got up from his chair and walked over to the door of
Eisner's office. He opened it to reveal a 400 pound Bengal tiger. "I see your point.” – Wired to Care
Journey off the beaten path and
create networking events that focus on exotic surroundings and adventurous endeavors
at Disney's Animal Kingdom® Park. From scenic
backdrops, colorful costumes and unique
architectural accents to lush surroundings and
majestic animals both real and imagined, it all
adds up to a
unique experience that will add fascination and excitement to your
event while enchanting your guests. Following
are just a few of the wild event possibilities
that await your group:
•Happily Everest After
•Kilimanjaro Safaris® area
•Festival of the Lion King Gala
www.disney.com
A product or service is merely a means to an
end. The deeper value lies in the
story- Arne van Oosterom
holism(from ὅλος holos, a Greek word meaning all,
entire, total) is the idea that all the properties of
a given system (physical, biological, chemical, social,
economic, mental, linguistic, etc.) cannot be
determined or explained by its component parts
alone. Instead, the
system as a whole
determines in an
important way how the
parts behave.
Michael Hodge, flickr
Magic only happens in a
spectator’s mind. Everything else is a distraction… Methods for
their own sake are a distraction. You cannot
cross over into the world of magic until you
put everything else aside and behind you –
including your own desires and needs – and
focus on bringing an
experience to the audience.
This is magic. Nothing else.
– Jamy Ian Swiss
sprott.physics.wisc.edu/pickover/zenad.html
We cannot create experiences directly.
All we can do is create artifacts…
that are likely to create certain kinds
of experience when a
player interacts
with them…
and cross our fingers that the
experience that
takes place during that interaction is
something they will enjoy. – Jesse Schell
Valeriana Solaris’, flickr
line of interaction magicmoments
interface...that strange new zone
between medium and
message. That zone is
what we call the interface.
-Steven Johnson
Design for Service, www.designforservice.com
content inventory
content audit
metadata strategy
SEO
interactions/system response
processes
content management
style guide
governance
templates
information architecture
It's like a marionette
theater, you want to
look at the puppets. You
don't want to look at the
strings.
My kids ask me, 'What'd
you do today, Dad?' I
designed a toilet!
Lighting, props, sets and
costumes all contribute to
the look of a movie — the
planned
visual
narrative.
– J. Michael Riva
Jon’s pics, flickr
think of the
memories you
want to evoke, then
design for those
memories
NOT what messages
to communicate or
what media should
carry them
And all the men and women merely players;
They have their exits and their entrances;
And one man in his time plays many parts,
His acts being seven ages. At first the infant,
Mewling and puking in the nurse's arms;
And then the whining school-boy, with his satchel
And shining morning face, creeping like snail
Unwillingly to school. And then the lover,
Sighing like furnace, with a woeful ballad
Made to his mistress' eyebrow. Then a soldier,
Full of strange oaths, and bearded like the pard,
Jealous in honour, sudden and quick in quarrel,
Seeking the bubble reputation
Even in the cannon's mouth. And then the justice,
In fair round belly with good capon lin'd,
With eyes severe and beard of formal cut,
Full of wise saws and modern instances;
And so he plays his part. The sixth age shifts
Into the lean and slipper'd pantaloon,
With spectacles on nose and pouch on side;
His youthful hose, well sav'd, a world too wide
For his shrunk shank; and his big manly voice,
Turning again toward childish treble, pipes
And whistles in his sound. Last scene of all,
That ends this strange eventful history,
Is second childishness and mere oblivion;
Sans teeth, sans eyes, sans taste, sans everything. - Shakespeare
All the world's a stage
.by providing structure from which the story
can emerge
http://www.molecularstation.com/molecular-biology-images/data/502/dna.jpg
need to design for
emergence because the
experience is
fragmenting – it doesn’t just happen
using a product or
website http://nform.ca/blog/2010/02/experience-maps-cross-channel-experiences-deliverable-for-gamers
the experience is designed for every stage of the customer
lifecycle, from initial roll-out to ongoing support
Customer Experience Grid, Brandon Schauer http://www.brandonschauer.com/blog/?p=175
magic
moment
blueprint
theme
journey
designed
experience
listening
Discover & decide
Plan & prepDev resolution &
integration testing
User acceptance validation
Production deployment
Go live Soak Advocate
what’s the importance of this touchpoint?
ideas for being proactive, great recovery, to combine or eliminate – possible to find a purple cow for
wow or breakthrough experience?
time, volume, action, satisfaction…
moment of truth
opportunities
metrics
how do you want customers to feel?emotions to evoke
place where you interact with or touch the main character - website, phone, product interface, help,
face-to-face, newsletter, demo, social media, advertisement, event, magazine, reception, parking lot…touchpoint
experience
(thoughts,
feelings,
actions)
a step along the journeykey journey step
how to move them along to the next step (actions, emotions, touchpoints, other factors)levers
positive
neutral
negative
online help
user guide
webinar series Yahoo
CS
KC
Champion Toolkit
Release Notes
Admin Manual
Install Guide
Learn Evaluate PlanDev resolution & integration
testing
User acceptance validation
Production deployment
Go live Soak Advocate
Training
what’s new?benefits
Learn Evaluate PlanDev resolution & integration
testing
User acceptance validation
Production deployment
Go live Soak Advocate
what’s new?benefits
Dario Trainer
Peter ECM Champion
Decision makers
best practiceschecklistswhat’s new videos
why upgrade? benefitsreq’s
forumtroubleshootingtest use cases
req’schecklistcase studiesconcept diagramsplanning guide
post upgrade checklist
why upgrade? req’s
req’s (arch)case studiesconcept diagramsadoption best practices
Adam Administrator
eLearningquick referenceshow to videosknowledge champion training
what’s new?benefits
what’s new?benefits
eLearningquick referencehow to (videos)
upgrade case study
Doris Knowledge Worker
line of internal interaction
line of visibility
line of interaction
<supporting processes & procedures>
<backstage actions>
<onstage actions>
<physical evidence>
<customer action>
The idea that everyone is
a marketer is still hard for
a surprisingly large number of
organizations…
But it’s so clearly true, I don’t even
have to outline here how
the product is the marketing,
how the service is the marketing,
how every human being
who touches something is
doing marketing.
– Seth Godin
A true theme is not a
word but a sentence---one clear,
coherent sentence that expresses
a story’s irreducible
meaning.
– Robert McKee, STORY
Creation of a powerful theme statement is
critical, for it will be the central mechanism for focusing
discussion and inspiring participation. The theme
statement, however, cannot be a lengthy, dry, recitation
of goals and objectives. It must have the
capacity to inspire participation by
being specific enough to indicate the direction, while
possessing sufficient openness to allow for the
imagination of the group to take over.
One way of thinking about the theme statement is as
the opening paragraph of a
truly exciting storyThe reader should have enough detail to know where
the tale is headed and what some of the possible
adventures are likely to be.
sparks imagination
puts experience
front & center
unifies
structures for emergence
inspires participation
shapes decisions
focuses dialogue
a theme
when we make a
decision, we choose
between memories
of the experience of the story
– Daniel Kahneman
The content is the heart of
the website. I can’t build you a
body until you give me a heart…
If we want to get back on track
– to allow writers to
write wonderful
user experiences – we
have to change our expectations
and our rules…
Content… establishes
emotional connectionsbetween people. The writing has
heart and spirit; it has something
to say and the wherewithal to
stand up and say it.
– Amber Simmons
qthomasbower, flickr
As experiences now span multiple
media, channels & formats, we need to
look to
narrative and
emotional elements to sustain
interaction in a world of complex technology
where websites, software, and interactive
multimedia have become part of
the same beast.– Cindy Chastain
digitalART2, flickr
beauty
emotion
meaning
function
performance
ease of use
intangibletangible
strategy experience theme (story)
Cindy Chastain, Experience Themes
image/cinematography
actors
locations/sets
music/sound
editing
lighting
words/lines
coordinated in service of a story
Cindy Chastain, Experience Themes
creative
marketing
business
information
architecture/
interaction design
outside resource
engineering
product VP’s
assistant
visual design
copy/text
information/content
navigation
layout/content presentation
processes
animations
error messages
music/sound
help
interactions/system response
not coordinated
Cindy Chastain, Experience Themes
visual design
copy/text
information/content
navigation
interactions/system response
processes
animations
music/sound
error messages
help
layout/content presentation
Cindy Chastain, Experience Themes
story frame
This means that in order to develop a B2B content strategy,
the marketer [content strategist] also becomes
coach and counselor – Valeria Moltoni