Entrepreneurship & organisations: influences and organizations
Beyond Digital - IA Summit 2010 Workshop
1. ASIS&T Information Architecture Summit 2011
Beyond Digital: Designing for
a Cross Channel Future
Jess McMullin, the Centre for Citizen Experience
Samantha Starmer, REI
March 30, 2011 | Denver, CO
2. 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
40. 70% of US online
consumers research
products online and
purchase them
offline
Forrester, Profiling The Multichannel Consumer, July 2009
41. 53% of mobile
searches on Bing
have a local intent
Greg Sterling
Search Engine Land
https://searchengineland.com/microsoft-53-percent-of-mobile-searches-have-local-intent-55556
61. Envisioning holistic experiences
1. 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
78. IA Summit Journey
Awareness
Interest Formal/Informal gatherings
Approval Social
Registering Goodbyes
Finding Sessions Departure
Ongoing promos
Traveling
Travel
Arrival Return to real world
Registration Apply
Attending Sharing out (team, IA re-dux, block)
Sessions Podcasts
Connecting & Reconnecting with people
@jessmcmullin
@samanthastarmer 78
135. 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
137. 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…
138. Don’t get overwhelmed
http://tlc.discovery.com/tv/hoarding-buried-alive/slideshows/before-and-after-episodes-1-4-02.html
139. 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
140. Don’t be grabby
http://www.flickr.com/photos/jimfrazier/1810966604/
141. 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?