Leaving Flatland - IA Summit Workshop 2010

ASIS&T Information Architecture
Summit 2010
Leaving Flatland
Designing Services & Systems Across Channels

Jess McMullin, the Centre
for Citizen Experience
Samantha Starmer, REI
April 8, 2010 | Phoenix, AZ

Today
 What is multi-channel design?
 Why should you care?
 Selling the need
 Field Research experience
 Discovery tools and methods
 Solution tools and methods
 How to do it

Different terms – similar ideas
 Cross/Multi channel experience
 Cross/Multi touchpoint experience
 Bridge experiences
 Customer experience
 Customer experience management
 Customer relationship management
 Total customer experience
 Experience design
 Service design

First, a story…

http://www.flickr.com/photos/seandreilinger/2959785536/

and have to get out of a 13 acre resort

And the lovely, secret foliage

With all of the nooks and crannies

That I already got lost in
when it was light…

At least for walking, exploring or
doing anything not related to sitting
by a pool and drinking

65% of visitors to an online search
engine were looking for further
information in relation to a product or
service they saw in a television
commercial or in a newspaper
advertisement.

Pubblicita offline e ricerche nei motori, 2007
From ‘Information Architecture for Ubiquitous Ecologies’, Andrea
Resmini and Luca Rosati

They are coming from everywhere!

53% of US online consumers
say they research products
online that they subsequently
buy offline.

Forrester, North American Technographics Retail Online Survey, Q1 2009 (US).

Over half REI
online business
is picked up in a
store

43% of consumers said they start their
research online or through a mobile
device, but then need to call a customer
service or call center representative to
complete the transaction because the
necessary product or service information
cannot be found online.

Survey by ATG
http://www.retailcustomerexperience.com/article/21560/Report-We-are-seeing-a-multichannel-revolution

http://www.flickr.com/photos/mindaugasdanys/3766009204

Our Marketing peers are way
ahead of us…

Even if you think
you are web
only, you are
multi-channel

http://www.flickr.com/photos/shaireproductions/3176968409/

The customer is interacting
with your brand…
they don’t care about the
channel

I’m the same customer in each interaction

the whole of the
experience should be
greater than the sum of
its parts

Think about the customer’s journey

http://images-cdn01.associatedcontent.com/image/A7760/776083/470_776083.jpg

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

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

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

Understand organizationalStructure
Understand Org structure

There is a craving for
stories that show people
what is possible

~Fred Collopy

Try it!
http://www.flickr.com/photos/pmorgan/71679820/

Take your new experience
1. Jess and I are the board chairs for your
new airline. We are traditional.
2. Spend 10 minutes
 How is your envisioned experience a
differentiator?
 How will it drive sales?
 How will it save money?
 How will it engage customers?
3. Sell it to us!

2 minutes. Timed.

http://www.flickr.com/photos/ricardodiaz/2311260401

Break!

http://www.flickr.com/photos/johnmcnab/42988123

Researching Multiple Channels
 3rd Party Websites
 Phone
 Voice
 Text
 Social Media
 Twitter
 Facebook
 IM
 Physical Locations

Field
Research
@jessmcmullin
@samanthastarmer 94

What to look for....

• People
• Touchpoints
• Interactions
• Flow

@jessmcmullin
@samanthastarmer 95

Welcome Back from the Field!

Now Lunch...
See you at 1:00
@jessmcmullin
@samanthastarmer 96

Discovery
@jessmcmullin
@samanthastarmer 97

Service inventory

@jessmcmullin
@samanthastarmer 98

@jessmcmullin
@samanthastarmer 99

Service Inventory Exercise
Touch Touch Touch Touch Touch
point point point point point
Service

Service

Service

Service

@jessmcmullin
@samanthastarmer 100

Customer
Journey
Mapping
@jessmcmullin

Adaptive Path

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

@jessmcmullin

nForm

@jessmcmullin

@jessmcmullin

Maya Design

@jessmcmullin

Journey Mapping Exercise
Touch Touch Touch Touch
Notes
point point point point
Action

Action

Action

Action

@jessmcmullin

Journey Mapping Exercise
Step 1 Step 2 Step 3 Step 4

Touchpoint

Touchpoint

Touchpoint

Touchpoint

Notes Notes Notes Notes

@jessmcmullin

From Insights
to Solutions
@jessmcmullin

Solution=
Facilitation
@jessmcmullin

Facilitation=
Giving up
ownership
@jessmcmullin

It’s ok. Really.
@jessmcmullin

Mental
Models
@jessmcmullin

Mental Models

@jessmcmullin

Mental Models

@jessmcmullin
http://www.rosenfeldmedia.com/books/mental-models

Mental Models

@jessmcmullin

Business
Origami
@jessmcmullin

Paper Prototyping for Systems Design

@jessmcmullin

Business Origami Session

@jessmcmullin

@jessmcmullin
Courtesy Prof. Kenta Ota, Chiba University Design Department & Design Division, Hitachi Ltd.

@jessmcmullin

Service Blueprint

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

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

@jessmcmullin

UX
Swimlanes
@jessmcmullin

UX Swimlanes

@jessmcmullin

@jessmcmullin

Break!

@jessmcmullin
http://www.flickr.com/photos/johnmcnab/42988123

Marketing makes
promises

The experience (regardless of
channel) has to deliver on those
promises

Think about on ramps and off ramps

Ensure a good experience in all
interactions, via all doors

Be consistent…

Consistent brand

Reinforce the brand with every
interaction…
Bruce Temkin
Forrester
experiencematters.wordpress.com

Don’t assume the customer is
using the front door.

Reinforce the brand at all entrances

Be consistent…

Consistent information

The most common problems
reported by Web-to-store shoppers
related to discrepancies in prices
and product information across the
two channels.

Forrester, How Satisfied Are US Consumers With Web-To-Store Shopping?
December 2009

Be consistent…

But optimize channel
capabilities

Surface at a hotel

http://news.cnet.com/8301-10805_3-10016573-75.html

http://news.cnet.com/8301-10805_3-10016573-75.html

Surface at a casino. To flirt…

Web cam dressing room

http://www.tobi.com/

Not just a stupid advertising app

Don’t design for user's needs
on website, design for the
experience the customer
expects.

Exciting?

http://www.flickr.com/photos/7973320@N07/2792554600

Relaxing?

http://www.flickr.com/photos/rknickme/308268766/

Electric?

http://www.flickr.com/photos/44462967@N00/165090124

Be consistent…

Tie it all together

Just do it

http://www.flickr.com/photos/eightfivezero/2459026594

http://farm4.static.flickr.com/3007/2680257100_69b12c6e7d.jpg

Close the loop

http://www.flickr.com/photos/pelegrino/3957449915

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

Hang with a new crowd

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

Finally…
(and this one is hard)

Don’t be grabby
Facilitate vs. Own

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?

EVERYONE owns customer
experience

Leaving Flatland - IA Summit Workshop 2010

Leaving Flatland - IA Summit Workshop 2010

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