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Workshop at 2011 IA Summit; presented with Jess McMullin
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ASIS&T Information Architecture Summit 2011
Beyond Digital: Designing for a Cross
Channel FutureJess McMullin, the Centre for Citizen
ExperienceSamantha Starmer, REI
March 30, 2011 | Denver, CO
Today What is cross-channel design? Why should you care? Selling the need Case Study Field Research experience Discovery tools and methods Solution tools and methods How to do it
[Jess’s intro]
http://www.flickr.com/photos/dirpics/464458290/
first time at brick & mortar
Waitress picture10 years in restaurant
business
Whycross channel
design
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
‘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
Envisioning holistic experiences1. Your travel here…
Forget about the current experience Ignore how airline ticketing works
2. Imagine you own a new airline Think about your customer’s journey Think about possible touchpoints
3. Spend 5 minutes Ideate a better experience Note the highlights
Jess’s airline story
SELLcross channel
design
Do some research
http://www.flickr.com/photos/euthman/2097753744
Understand executives’ goals
Use metrics
http://www.flickr.com/photos/iliahi/2606645766/
30
130
Online vs. Offline
Soft Skills
Patience
http://www.flickr.com/photos/dirkjankraan/4092709643
Start at the grassroots
http://www.flickr.com/photos/cobalt/282227013
But work towards top-down
http://www.flickr.com/photos/flickrmarcus/3382920952
Where are the bodies?
Understand organizational structure
Understand Org Structure
Don’t boil the ocean
Tell a Fairy Tale
There is a craving for stories that
show people what is possible
~Fred Collopy
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Case Study
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IA Summit Journey
AwarenessInterestApprovalRegisteringFinding SessionsOngoing promosTravelingArrivalRegistrationAttendingSessionsConnecting & Reconnecting with people
Formal/Informal gatheringsSocialGoodbyesDepartureTravelReturn to real worldApplySharing out (team, IA re-dux, block)Podcasts
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Stakeholder Interviews
Break!
http://www.flickr.com/photos/johnmcnab/4298812324
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FieldResearch
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What to look for....
• People• Touchpoints• Interactions• Flow
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Welcome Back from the Field!
Now Lunch...See you at 1:00
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Discovery
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Bodystorming
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Touchpoint Matrix
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Hello Future
http://brandtouchpointmatrix.com/
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Customer Journey Mapping
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Adaptive Path
http://www.flickr.com/photos/sethandalexa/3747145717
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nForm
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Maya Design
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Journey Mapping Exercise
Action
Action
Action
Action
Touchpoint
Touchpoint
Touchpoint
Touchpoint Notes
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Journey Mapping Exercise
Touchpoint
Touchpoint
Touchpoint
Touchpoint
Step 1 Step 2 Step 3 Step 4
Notes Notes Notes Notes
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From Insightsto Solutions
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Solution=Facilitation
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Facilitation=Giving upownership
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It’s ok. Really.
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MentalModels
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Mental Models
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Mental Models
http://www.rosenfeldmedia.com/books/mental-models
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Mental Models
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UXSwimlanes
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UX Swimlanes
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Business Origami
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Paper Prototyping for Systems Design
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Business Origami Session
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Courtesy Prof. Kenta Ota, Chiba University Design Department & Design Division, Hitachi Ltd.
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Service Blueprint
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Service Blueprint
http://lovelearn.wordpress.com/2009/07/11/initial-blueprint/
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Service Blueprint Elements
• Physical Evidence• Customer Actions• Onstage, Customer Facing Employee Actions• Backstage, Enabling Employee Actions• Support Processes
http://people.ischool.berkeley.edu/~glushko/IS243Readings/ServiceBlueprinting.pdf
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Service Blueprinting Exercise
Physical Evidence
Customer Actions
OnstageEmployeeActions
BackstageEmployeeActions
Support Processes
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Break!
http://www.flickr.com/photos/johnmcnab/4298812324
HOW to start
Marketing makes promises
The experience (regardless of channel)
has to deliver on those promises
on ramps and off ramps
Close the loop
http://www.flickr.com/photos/pelegrino/3957449915
Make Business Case
http://www.flickr.com/photos/10458725@N02/3042138367
Listen
Designing a holistic experience means listening holistically:• Usual UX research, but also• Call center• Email queries and feedback• Live Chat transcripts• Social Media• Sentiment Analysis• Market Research• Analytics (behavior)• Store follows/shop alongs
http://averagecats.com/page/7
Get collaborators
Make new friends Marketing• IT, or anyone who can build stuff• Finance• Distribution Center• Customer Service• Innies with outies, outies with innies• Different industries
Artists, architects, museum curators, restaurant workers, baristas,
landscapers, hotel managers…
Don’t get overwhelmed
http://tlc.discovery.com/tv/hoarding-buried-alive/slideshows/before-and-after-episodes-1-4-02.html
You can’t be everywhere at once• Target a channel pair • Focus on incremental progress• Measure stuff• Celebrate (and communicate) quick
wins• Get your ‘real’ work done • Get allies to spread the work
http://www.flickr.com/photos/jimfrazier/1810966604/
Don’t be grabby
Let go of control
• It’s okay when other people start talking about the customer experience
• It’s okay when other people try to improve the customer experience
• It’s okay if you aren’t involved in EVERYTHING
• It’s okay if you aren’t the only one making a difference.
Isn’t it all about the customer?