The gap between physical and digital has blurred: we use Wiis to get in shape, computers to order a pizza, or our smartphone’s GPS to find hot dates. People want to interact with products and services when they want to and how they want to – and that’s not always on the web. The future of design is everywhere the customer touches our product or service - digital or physical. User experience practitioners must move beyond the screen to designing a holistic customer experience that is seamless across channels and devices.

1. Designing Cross Channel Experiences Samantha StarmerManaging Experience; March 8, 2011

2. Designing (great) Cross Channel Experiences

3. me UX & IA related work for places like Amazon, Microsoft REI – Recreational Equipment, Inc. Create and lead IA, UX, IxD teams Teach at University of Washington

5. first time at brick & mortar http://www.flickr.com/photos/dirpics/464458290/

6. Waitress picture 10 years in restaurant business

7. a story… http://www.flickr.com/photos/sugarpond/3016905349

8. Australian information architecture conference

9. Sydney picture imagined myself in Sydney

10. but I’m a procrastinator

11. oh crap

12. huh. an electronic Visa. well, that’s pretty cool.

13. except I can’t check in online

14. even though I bought my tickets and Visa online

15. damn, have to talk to a person http://www.flickr.com/photos/mkooiman/787191703

16. waited in long check-in line http://www.flickr.com/photos/jopoe/4569447498

17. http://www.flickr.com/photos/bryansblog/411455656

18. Flight agent picture http://www.flickr.com/photos/dykstranet/211106615

19. “this won’t work”

20. Censored! but, it has official stuff and numbers and …

21. “i’m a human, not a machine”

22. Flight agent picture http://www.flickr.com/photos/dykstranet/211106615

23. “what’s your itinerary?”

24. thank god I’m old school

25. what about my visa?

26. Sleeping at Airport http://www.flickr.com/photos/feline_dacat/3197429380

27. “i have no idea”

28. Flight agent picture http://www.flickr.com/photos/dykstranet/211106615

29. http://www.flickr.com/photos/slworking/4169134307

30. “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”

31. lesson? F http://www.flickr.com/photos/pjern/2150873799

32. our lives are cross channel

33. design for the holistic experience

34. don’t design for just website

35. …app

36. …or physical environment http://www.flickr.com/photos/24218656@N03/4589621372/

37. digital and physical are colliding

38. 70%of US online consumers research products online and purchase them offline Forrester, Profiling The Multichannel Consumer, July 2009

39. 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

40. technology is everywhere

41. but

42. (and here is our opportunity)

43. ‘integrated experiences are few and far between’ Alexandra Deschamps-Sonsino http://www.slideshare.net/designswarm/creating-the-internet-of-things

44. customers don’t think about channels

45. http://www.crwgraphics.com/blog/wp-content/uploads/2010/08/multichannel-marketing.bmp

46. customers don’t think about design disciplines

47. 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

48. customers do think about your company

49. across time, touchpoints and experiences

50. however we want to shop

51. whenever we see your brand http://www.flickr.com/photos/cdevers/3388665920

52. outside http://www.flickr.com/photos/cafemama/542656019

53. inside http://www.flickr.com/photos/penmachine/2971108982

54. packaging http://www.flickr.com/photos/streamishmc/2391505902

55. signs http://www.flickr.com/photos/andrewbain/2510253694

56. employees http://www.flickr.com/photos/7577938@N02/4897443265

57. things outside our control http://www.flickr.com/photos/jaxphotography/267129315

58. design cross channel experiences

59. design for the holistic experience

60. how?

61. 5 principles 5 methods 5 tools

62. 5principles convenient connected consistent contextual (a) crosstime

63. convenient

64. Walgreen on iPad

65. http://www.flickr.com/photos/jsrcyclist/3181389420 http://www.flickr.com/photos/zachklein/3964249

66. Walgreen’s drive in http://www.flickr.com/photos/ambernectar/4042608385

67. consistent

71. connected

72. consider the experience of transitions http://www.flickr.com/photos/mcdemoura/2209204939

73. Netflix

76. contextual

77. 15% bump in weekend traffic http://www.flickr.com/photos/dalydaly/10813808

78. Trying on tent research online, try in store http://www.flickr.com/photos/hollabackpack/184849492

79. (a)cross time

80. http://www.flickr.com/photos/mcmortygreen/3176998867

81. http://www.flickr.com/photos/yourdon/2594767344

82. http://www.flickr.com/photos/sa_ku_ra/13009153

83. 5 methods 1. think in terms of services share the sandbox start walking comfort in discomfort why vs. what

84. 1. Think in terms of services 1. think in terms of services Waitress

86. Fluevog on iPad

87. From: seattlefluevog@cablespeed.comTo: sstarmerj@hotmail.comSubject: Fluevog order 20110211-00072873Date: Fri, 11 Feb 2011 16:52:38 -0800Hey Samantha, We have both shoes you ordered online here at the Seattle store. If you’d like to pick them up this weekend and save on shipping let us know otherwise they will ship out Monday. Thanks, Leah John Fluevog Shoes 205 Pine St. Seattle, WA 98101 phone: (206)441-1065 fax : (206)728-7955 seattle@fluevog.com www.fluevog.com www.myspace.com/fluevogseattle "There are two kinds of people: those who shy away from attention, and those who wear Fluevogs." - JF

88. http://www.flickr.com/photos/trufflepig/4370405501

89. Incremental Sale

90. 2. share the sandbox http://www.flickr.com/photos/erikwdavis/2687670846

91. UX Mag let people in. let people design. let people play.

92. 3. start walking http://www.flickr.com/photos/jonathanbeard/3038114579/

96. 4. comfort in discomfort

97. you don’t have to be an expert

98. eek – I don’t know anything about store design! http://www.twobackpackers.com/wp-content/uploads/2009/07/REI-Backpacks.jpg

99. “an interesting thing happened today – we were invited to help Visual Merch decide what shelf labels and categories to use in the retail stores for backpacks. This is a great win for us”

100. 5. why vs. what http://www.flickr.com/photos/segozyme/3105128025/

101. buying a tent

102. for backyard? http://www.flickr.com/photos/jcast911/4037694806

103. or backcountry snow? http://www.flickr.com/photos/reway2007/427303733

104. 5 tools 1. document experience map get behind the scenes tell a story cross train

105. 1. document http://www.flickr.com/photos/thelustlizardofmelancholycove/5053889505/

106. http://www.flickr.com/photos/frerieke/3882000183

108. 2. experience map http://www.flickr.com/photos/dimitratzanos/4615310997

109. think about the customer’s whole journey

110. 3. get behind the scenes http://www.flickr.com/photos/honorapearls/4155009907/

111. http://www.flickr.com/photos/vitorcastillo/2994723741

112. http://www.flickr.com/photos/mattwright/1787856/

113. http://www.flickr.com/photos/oldonliner/3484504583/

114. 4. tell a story http://www.flickr.com/photos/sugarpond/3016905349

115. Meet Jane Outdoor Loyal 38, Portland Involved in overlapping sports and understands the value of good gear “I kind of have a jacket problem… I’m running out of reasons to buy another one”

116. Monday… I want to go backpacking this weekend!

117. Time to plan…

118. View View View View I want to go somewhere beautiful…

119. 5. cross train http://www.flickr.com/photos/zackojones/4191554608/

120. Success

121. Designing (great) Cross Channel Experiences

122. don’t design for the screen, design for the holistic experience

123. don’t design for the technology, design for the holistic experience

124. don’t design for the channel, design for the holistic experience

125. 5 methods think in terms of services share the sandbox start walking comfort in discomfort why vs. what 5principles convenient connected consistent contextual (a) crosstime 5 tools document experience map get behind the scenes tell a story cross train

126. Beyond Digital: Designing for the Cross-Channel Future With Jess McMullin Thursday, March 31st Denver, CO http://www.flickr.com/photos/39747297@N05/5229733647

127. chief customer officer…

128. Who will it be? http://www.flickr.com/photos/kelleys/358629845

129. join the opportunity!! @samanthastarmer sstarme@rei.com