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Multichannel me
Chasing after the
multichannel user
A user centered approach to design
         multichannel experiences




                  Gianluca Brugnoli
                        frog design

            http://twitter.com/lowresolution

                         November 2010
Where do we start?
The digital world. Yesterday.


                                                           This is just a PC




   This is a web
   browser and a                                            This is a search
   web site                                                 engine




       Single device, PC-based, browser centered, web site navigation.
    The main starting point is a search engine, the destination is a web site.
The digital world. Today. The ecosystem is wider and open




                      Social network
                                                     This is still a PC

 Tablet

                                                                 a twitter client




                                                                          mobile app



                                                   There is still a
                                                   search engine




     Mobile and pervasive, multichannel and multiscreen, application based.
      The main starting point is a social network, relevant content is found
                   following social connections or a location.
The digital world. Today. Fragmentation is a necessity




                  Users are mobile and multichannel by nature.
        To reach them the same content and service must be distributed
              through multiple touch points, channels and devices.
         Chasing after the multichannel user, the digital ecosystem gets
                          more and more fragmented.
A multi channel experience is
not just a technical innovation.


It is a natural condition for end users.
They live their digital
experience across multiple
touchpoints and situations.

The more a digital system is
open and agnostic against
channels and devices the
better is for the user.



                                   Image: http://www.flickr.com/photos/estherase/340565398
Example: Google eBooks


Keep on reading your favorite
books, no matter what device you
are using and where the content is
stored.
Multiple screens and devices
live together
Users access data, content and services with
the best screen available in that situation
Example: metamirror

Media and services
integrate and complete
each other
Example: twitter Word Cup 2010
Gathering the real-time tweets tra c during the football matches
Example: twitter and MTV
Tracking real-time twitter tra c during the MTV VMA 2010
Example: frog design TV
Chatter iPhone app
Scenario change: the future is mobile and pervasive



                            By 2013, mobile phones will
                            overtake PCs as the most common
                            Web access device worldwide

                            PC installed base forecast, the total number of PCs in use will
                            reach 1.78 billion units in 2013. By 2013, the combined
                            installed base of smartphones and browser-equipped
                            enhanced phones will exceed 1.82 billion units and will be
                            greater than the installed base for PCs thereafter.

                            Mobile Web users are typically prepared to make fewer clicks
                            on a website than users accessing sites from a PC. Although a
                            growing number of websites and Web-based applications
                            o er support for small-form-factor mobile devices, many still
                            do not. Websites not optimized for the smaller-screen formats
                            will become a market barrier for their owners — much
                            content and many sites will need to be reformatted/rebuilt.
“Two decades after its birth, the World
Wide Web is in decline, as simpler,
sleeker services — think apps — are
less about the searching and more
about the getting.”




                 Maybe
        “The reports about death of the
        web are greatly exaggerated”
The web is not dead.
But another model is rising.

“Because the screens are smaller, such
mobile tra c tends to be driven by
specialty software, mostly apps,
designed for a single purpose. For the
sake of the optimized experience on
mobile devices, users forgo the general-
purpose browser. They use the Net, but
not the Web.”


Mostly likely the web-browser-centered
model won’t be the principal way to
access data and services online.

Nevertheless tra c on the internet is
expected to grow over and over.
The internet tra c has grown. And the channels are multiplying.

                                                              Email




                                                              Video




                                                              Social media

                                                              Applications


                                                              Mobile web



                                                              Web
The multichannel shopping experience
                The multichannel shopping User Experience flows on a service
                    platform made of di erent channels and touchpoints.



          1. LANDING AND   2. PRODUCT    3. PRODUCT    4. SHOPPING CART   5. ORDER SET UP   6. CRM AND
             PROMOTION     DISCOVERY    PRESENTATION      MANAGEMENT         CHECK OUT       SUPPORT


Website

eMail

Mobile

Store

Call Center

Paper
The multichannel shopping experience
              End users build their own experience across the platform, jumping
               from a channel to another, connecting the available touchpoints.



          1. LANDING AND   2. PRODUCT    3. PRODUCT    4. SHOPPING CART   5. ORDER SET UP   6. CRM AND
             PROMOTION     DISCOVERY    PRESENTATION      MANAGEMENT         CHECK OUT       SUPPORT


Website

eMail

Mobile

Store

Call Center

Paper
Mobile is the
bridge between
online and in-
store
experience




                 Sources: PSFK “Future of Retail” and eMarketer
Shopkick http://www.shopkick.com

Mobile is the
bridge between
online and in-
store
experience
Example: Albert Heijn - Appie shopping assistant.
From the web to the grocery store through a mobile app
New digital services
and devices are
changing the way we
shop within the store
New digital services
and devices are
changing the way we
shop within the store
Example: DieselCam
Straight from the store to facebook
Example: Smart Shopping - Intel Point of Sale Kiosk
Example: Intel Augmented reality retail touchscreen
Example: Intel Augmented reality retail touchscreen
Thank you
 Grazie




gianluca brugnoli
 @lowresolution

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Multichannel me - Chasing after the multichannel user

  • 1. Multichannel me Chasing after the multichannel user A user centered approach to design multichannel experiences Gianluca Brugnoli frog design http://twitter.com/lowresolution November 2010
  • 2. Where do we start?
  • 3. The digital world. Yesterday. This is just a PC This is a web browser and a This is a search web site engine Single device, PC-based, browser centered, web site navigation. The main starting point is a search engine, the destination is a web site.
  • 4. The digital world. Today. The ecosystem is wider and open Social network This is still a PC Tablet a twitter client mobile app There is still a search engine Mobile and pervasive, multichannel and multiscreen, application based. The main starting point is a social network, relevant content is found following social connections or a location.
  • 5. The digital world. Today. Fragmentation is a necessity Users are mobile and multichannel by nature. To reach them the same content and service must be distributed through multiple touch points, channels and devices. Chasing after the multichannel user, the digital ecosystem gets more and more fragmented.
  • 6. A multi channel experience is not just a technical innovation. It is a natural condition for end users. They live their digital experience across multiple touchpoints and situations. The more a digital system is open and agnostic against channels and devices the better is for the user. Image: http://www.flickr.com/photos/estherase/340565398
  • 7. Example: Google eBooks Keep on reading your favorite books, no matter what device you are using and where the content is stored.
  • 8. Multiple screens and devices live together Users access data, content and services with the best screen available in that situation
  • 9. Example: metamirror Media and services integrate and complete each other
  • 10. Example: twitter Word Cup 2010 Gathering the real-time tweets tra c during the football matches
  • 11. Example: twitter and MTV Tracking real-time twitter tra c during the MTV VMA 2010
  • 12. Example: frog design TV Chatter iPhone app
  • 13. Scenario change: the future is mobile and pervasive By 2013, mobile phones will overtake PCs as the most common Web access device worldwide PC installed base forecast, the total number of PCs in use will reach 1.78 billion units in 2013. By 2013, the combined installed base of smartphones and browser-equipped enhanced phones will exceed 1.82 billion units and will be greater than the installed base for PCs thereafter. Mobile Web users are typically prepared to make fewer clicks on a website than users accessing sites from a PC. Although a growing number of websites and Web-based applications o er support for small-form-factor mobile devices, many still do not. Websites not optimized for the smaller-screen formats will become a market barrier for their owners — much content and many sites will need to be reformatted/rebuilt.
  • 14. “Two decades after its birth, the World Wide Web is in decline, as simpler, sleeker services — think apps — are less about the searching and more about the getting.” Maybe “The reports about death of the web are greatly exaggerated”
  • 15. The web is not dead. But another model is rising. “Because the screens are smaller, such mobile tra c tends to be driven by specialty software, mostly apps, designed for a single purpose. For the sake of the optimized experience on mobile devices, users forgo the general- purpose browser. They use the Net, but not the Web.” Mostly likely the web-browser-centered model won’t be the principal way to access data and services online. Nevertheless tra c on the internet is expected to grow over and over.
  • 16. The internet tra c has grown. And the channels are multiplying. Email Video Social media Applications Mobile web Web
  • 17. The multichannel shopping experience The multichannel shopping User Experience flows on a service platform made of di erent channels and touchpoints. 1. LANDING AND 2. PRODUCT 3. PRODUCT 4. SHOPPING CART 5. ORDER SET UP 6. CRM AND PROMOTION DISCOVERY PRESENTATION MANAGEMENT CHECK OUT SUPPORT Website eMail Mobile Store Call Center Paper
  • 18. The multichannel shopping experience End users build their own experience across the platform, jumping from a channel to another, connecting the available touchpoints. 1. LANDING AND 2. PRODUCT 3. PRODUCT 4. SHOPPING CART 5. ORDER SET UP 6. CRM AND PROMOTION DISCOVERY PRESENTATION MANAGEMENT CHECK OUT SUPPORT Website eMail Mobile Store Call Center Paper
  • 19. Mobile is the bridge between online and in- store experience Sources: PSFK “Future of Retail” and eMarketer
  • 20. Shopkick http://www.shopkick.com Mobile is the bridge between online and in- store experience
  • 21. Example: Albert Heijn - Appie shopping assistant. From the web to the grocery store through a mobile app
  • 22. New digital services and devices are changing the way we shop within the store
  • 23. New digital services and devices are changing the way we shop within the store
  • 24. Example: DieselCam Straight from the store to facebook
  • 25. Example: Smart Shopping - Intel Point of Sale Kiosk
  • 26. Example: Intel Augmented reality retail touchscreen
  • 27. Example: Intel Augmented reality retail touchscreen
  • 28. Thank you Grazie gianluca brugnoli @lowresolution