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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
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]
Beyond Digital - IA Summit 2010 Workshop
Beyond Digital - IA Summit 2010 Workshop
first time at brick &
              mortar
     http://www.flickr.com/photos/dirpic
10 years in
    Waitress picture


restaurant business
Why
cross 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
procrastinator
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
damn, have to talk to a
               person
               http://www.flickr.com/photos/mkooiman/787191703
waited in long check-in
                   line
               http://www.flickr.com/photos/jopoe/4569447498
http://www.flickr.com/photos/bryansblog/411455656
Flight agent picture




                  http://www.flickr.com/photos/dykstranet/211106615
“this won’t
  work”
Censor
                 ed!




but, it has official stuff
  and numbers and …
“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?



F
     http://www.flickr.com/photos/pjern/2150873799
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 Sterling
                                                             Search Engine Land
    https://searchengineland.com/microsoft-53-percent-of-mobile-searches-have-local-intent-55556
technology is
 everywhere
Beyond Digital - IA Summit 2010 Workshop
‘integrated
      experiences
               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.jpg
                        http://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, touchpoi
        nts and
   experiences
however we want
         to shop
whenever we see
     your brand
       http://www.flickr.com/photos/cdevers/3388665920
outside

http://www.flickr.com/photos/cafemama/542656019
inside

http://www.flickr.com/photos/penmachine/2971108982
packaging

 http://www.flickr.com/photos/streamishmc/2391505902
signs
http://www.flickr.com/photos/andrewbain/2510253694
employees

  http://www.flickr.com/photos/7577938@N02/4897443265
things outside our
           control
         http://www.flickr.com/photos/jaxphotography/267129315
design cross channel
         experiences
design for the
holistic experience
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
Jess’s airline
   story
SELL
cross channel design
Do some research




             http://www.flickr.com/photos/euthman/2097753744
Understand executives’ goals
Use metrics




              http://www.flickr.com/photos/iliahi/2606645766/
Online vs. Offline




                     130




     30
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
Case Study
@jessmcmullin
@samanthastarmer   77
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
Stakeholder
Interviews
@jessmcmullin
@samanthastarmer   79
Break!


         http://www.flickr.com/photos/johnmcnab/42988123
Field
Research
@jessmcmullin
@samanthastarmer   81
What to look for....

• People
• Touchpoints
• Interactions
• Flow


@jessmcmullin
@samanthastarmer       82
Welcome Back from the Field!



Now Lunch...
See you at 1:00
@jessmcmullin
@samanthastarmer               83
Discovery
@jessmcmullin
@samanthastarmer   84
Bodystorming
@jessmcmullin
@samanthastarmer   85
@jessmcmullin
@samanthastarmer   http://www.flickr.com/photos/xian/3763798434   86
Touchpoint
Matrix
@jessmcmullin
@samanthastarmer   87
Hello Future




@jessmcmullin
@samanthastarmer   http://brandtouchpointmatrix.com/   88
Customer
 Journey
 Mapping
@jessmcmullin
@samanthastarmer   89
Adaptive Path




http://www.flickr.com/photos/sethandalexa/3747145717


    @jessmcmullin
    @samanthastarmer                                   90
nForm




@jessmcmullin
@samanthastarmer   91
@jessmcmullin
@samanthastarmer   92
Maya Design




@jessmcmullin
@samanthastarmer   93
Journey Mapping Exercise
                   Touch   Touch   Touch   Touch
                                                   Notes
                   point   point   point   point
 Action

 Action

 Action

 Action




@jessmcmullin
@samanthastarmer                                           94
Journey Mapping Exercise
                   Step 1   Step 2    Step 3    Step 4


 Touchpoint

 Touchpoint

 Touchpoint

 Touchpoint

                   Notes    Notes    Notes     Notes




@jessmcmullin
@samanthastarmer                                         95
From Insights
to Solutions
@jessmcmullin
@samanthastarmer   96
Solution=
Facilitation
@jessmcmullin
@samanthastarmer   97
Facilitation=
Giving up
ownership
@jessmcmullin
@samanthastarmer   98
It’s ok. Really.
@jessmcmullin
@samanthastarmer   99
Mental
Models
@jessmcmullin
@samanthastarmer   100
Mental Models




@jessmcmullin
@samanthastarmer   101
Mental Models




@jessmcmullin
@samanthastarmer                                                  102
                   http://www.rosenfeldmedia.com/books/mental-models
Mental Models




@jessmcmullin
@samanthastarmer   103
UX
Swimlanes
@jessmcmullin
@samanthastarmer   104
UX Swimlanes




@jessmcmullin
@samanthastarmer   105
@jessmcmullin
@samanthastarmer   106
Business
Origami
@jessmcmullin
@samanthastarmer   107
Paper Prototyping for Systems Design




@jessmcmullin
@samanthastarmer                       108
Business Origami Session




@jessmcmullin
@samanthastarmer           109
@jessmcmullin
 @samanthastarmer                                                                     110
Courtesy Prof. Kenta Ota, Chiba University Design Department & Design Division, Hitachi Ltd.
@jessmcmullin
@samanthastarmer   111
@jessmcmullin
@samanthastarmer   112
@jessmcmullin
@samanthastarmer   113
@jessmcmullin
@samanthastarmer   114
@jessmcmullin
@samanthastarmer   115
@jessmcmullin
@samanthastarmer   116
@jessmcmullin
@samanthastarmer   117
@jessmcmullin
@samanthastarmer   118
@jessmcmullin
@samanthastarmer   119
@jessmcmullin
@samanthastarmer   120
@jessmcmullin
@samanthastarmer   121
@jessmcmullin
@samanthastarmer   122
Service
Blueprint
@jessmcmullin
@samanthastarmer   123
Service Blueprint




               http://lovelearn.wordpress.com/2009/07/11/initial-blueprint/
@jessmcmullin
@samanthastarmer                                                              124
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


@jessmcmullin
@samanthastarmer                                                                 125
@jessmcmullin
@samanthastarmer   126
Service Blueprinting Exercise
   Physical
   Evidence

   Customer
   Actions

   Onstage
   Employee
   Actions
   Backstage
   Employee
   Actions

   Support
   Processes


@jessmcmullin
@samanthastarmer                127
Break!


@jessmcmullin
@samanthastarmer                                          128
                   http://www.flickr.com/photos/johnmcnab/42988123
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
Get collaborators




                    http://averagecats.com/pa
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
Don’t be grabby




                  http://www.flickr.com/photos/jimfrazier/1810966604/
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?

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