1. What’s your story?
Designing a holistic
customer experience
Joyce Hostyn
Director Customer Experience, Open Text
twitter: @joyce_hostyn
blog: www.joycehostyn.com

2. the problem with content
and those of us who work with content

3. squidgy

4. messy

5. boring

6. bloated
fdecomite, Flickr

7. afterthought

8. me me me me me me

9. Hostyn’s Hoist
Edmonton 1908

10. Recently I picked up numerous travel guides in the United
Kingdom and Germany about Alberta and Canada's West; I was
shocked by the continual down play of the Edmonton
regions… What is Edmonton doing to portray itself as a
holiday destination or destination of business? Being originally
from Metro Edmonton, I am proud of the city. However when I
come back (I am based in Colorado) I see the lacking spirit
or since or direction. What is Edmonton about? Are we a city
of the next generation?
Edmonton ...
who are you?
To many of us you are still the mysterious post in the West
that seems to grow without tremendous direction or drive. Oil
has provided a target, but
what are your ambitions?
- Brentk

11. What's the most boring place on Earth? BBC news
A British correspondent at the World Athletics Championships in Edmonton has found himself in the news after
describing the host city as a
Deadmonton

13. …the Edmonton experience IS what people look for
and value in a place to live or visit. Our city is ranked high in terms of the key attributes people look for
when considering the ideal place to live or visit. Moreover, awareness of Edmonton is low in national markets,
but the experience of Edmonton is highly valued by the people who live here. In short,
we have an awareness problem.

16. The Edmonton Message Map is a compilation of the highlights of the
Edmonton story

19. content is only a tool for conversation

20. …traditional circus had no shortage of content
greeblie Flickr

21. Tim Farris Flickr

22. Tim Farris Flickr
…but lacked conversation

23. …then along came
Cirque du Soleil

24. Cirque du Soleil

25. Animals didn’t make for compelling content. Animal Kingdom. CEO Michael Eisner questioned the idea that
looking at animals would get people excited. "they're just animals," he wondered aloud. "so what?" "I thought
you might say that, " Joe Rohde said, smiling. Rohde got up from his chair and walked over to the door of
Eisner's office. He opened it to reveal a 400 pound Bengal tiger. "I see your point.” – Wired to Care

26. Journey off the beaten path an
create networking events that foc
exotic surroundings and adventurous ende
at Disney's Animal Kingdom® Park. From
backdrops, colorful costumes and unique
architectural accents to lush surroundings
majestic animals both real and imagined,
adds up to a
unique experien
that will add fascination and excitement t
event while enchanting your guests. Follow
are just a few of the wild event possibilit
that await your group:
•Happily Everest After
•Kilimanjaro Safaris® area
•Festival of the Lion King Gala
www.disney.com

28. A product or service is merely a means to an
end. The deeper value lies in the
story
- Arne van Oosterom

29. holism
(from ὅλος holos, a Greek word meaning all,
entire, total) is the idea that all the properties of
a given system (physical, biological, chemical, social,
economic, mental, linguistic, etc.) cannot be
determined or explained by its component parts
alone. Instead, the
system as a whole
determines in an
important way how the
parts behave.
Michael Hodge, flickr

30. emmett.hume, flickr

32. …the structure
is the
message not the content
– Clotaire Rapaille

33. …the experience is the
message not the content

34. first ask what experience?

35. experiences are all about people
vali… almost black, flickr

36. experiences are emotional

37. experiences
interactions
touchpoints
processes
misery inside out systems
moments

38. experiences
interactions
touchpoints
processes
magic outside in systems
moments

39. experiences
interactions
magic

40. an experience is a memorable event

41. an experience is a magic moment

42. Magic only happens in a
spectator’s mind.
Everything else is a distraction… Methods for
their own sake are a distraction. You cannot
cross over into the world of magic until you
put everything else aside and behind you –
including your own desires and needs – and
focus on bringing an
experience to the audience.
This is magic.
Nothing else.
– Jamy Ian Swiss
sprott.physics.wisc.edu/pickover/zenad.html

43. We cannot create experiences directly.
All we can do is create artifacts…
that are likely to create certain kinds
of experience when a
player interacts
with them…
and cross our fingers that the
experience that
takes place during that interaction is
something they will enjoy.
– Jesse Schell
Valeriana Solaris’, flickr

44. interface
...that strange new zone
between medium and
message. That zone is
what we call the interface.
-Steven Johnson
line of interaction magic
moments
Design for Service, www.designforservice.com

45. content inventory
content audit
metadata strategy
SEO
information architecture
interactions/system response
processes
content management
style guide
governance
templates

46. It's like a marionette
theater, you want to
look at the puppets.You
don't want to look at the
strings.
My kids ask me, 'What'd
you do today, Dad?' I
designed a toilet!
Lighting, props, sets and
costumes all contribute to
the look of a movie — the
planned
visual
narrative .
– J. Michael Riva
Jon’s pics, flickr

47. interface
line of interaction
magic
moments
are you listening for the backstory?

48. misery
moment
misery
moment
misery
moment
misery
moment

49. misery moments are unthought

50. magic
moment

51. magic moments have structure

53. beginning middle end
http://www.undertheinfluenceofdesign.com/2009/06/19/the-art-of-storytelling/

54. think of the
memories you
want to evoke, then
design for those
memories
NOT what messages
to communicate or
what media should
carry them

55. great experiences have memorable
events

56. The Art of Game Design: A Deck of Lenses, Jesse Schell

57. All the world's a stage
And all the men and women merely players;
They have their exits and their entrances;
And one man in his time plays many parts,
His acts being seven ages. At first the infant,
Mewling and puking in the nurse's arms;
And then the whining school-boy, with his satchel
And shining morning face, creeping like snail
Unwillingly to school. And then the lover,
Sighing like furnace, with a woeful ballad
Made to his mistress' eyebrow. Then a soldier,
Full of strange oaths, and bearded like the pard,
Jealous in honour, sudden and quick in quarrel,
Seeking the bubble reputation
Even in the cannon's mouth. And then the justice,
In fair round belly with good capon lin'd,
With eyes severe and beard of formal cut,
Full of wise saws and modern instances;
And so he plays his part. The sixth age shifts
Into the lean and slipper'd pantaloon,
With spectacles on nose and pouch on side;
His youthful hose, well sav'd, a world too wide
For his shrunk shank; and his big manly voice,
Turning again toward childish treble, pipes
And whistles in his sound. Last scene of all,
That ends this strange eventful history,
Is second childishness and mere oblivion;
Sans teeth, sans eyes, sans taste, sans everything. - Shakespeare

58. people buy
stories,
not stuff, and it’s stories
that spread,
not stuff
– Seth Godin

59. good design tells a story

60. good content strategy tells a story

61. by providing structure from which. the story
can emerge
http://www.molecularstation.com/molecular-biology-images/data/502/dna.jpg

62. Valeriana Solaris’, flickr

63. need to design for
emergence because the
experience is
fragmenting
– it doesn’t just happen
using a product or
website http://nform.ca/blog/2010/02/experience-maps-cross-channel-experiences-deliverable-for-gamers

64. content becomes invisible

65. the experience is designed for every stage of the customer
lifecycle, from initial roll-out to ongoing support

66. The Experience Cycle, Hugh Dubberly and Shelley Evenson

67. The Journey Mapping Guidance Cabinet Office, Gerald Power

68. The Journey Mapping Guidance Cabinet Office, Gerald Power

69. The Journey Mapping Guidance Cabinet Office, Gerald Power

72. journey
magic
theme listening
moment
designed
blueprint
experience
Customer Experience Grid, Brandon Schauer http://www.brandonschauer.com/blog/?p=175

73. Dev resolution &
Discover & User acceptance Production
Plan & prep integration Go live Soak Advocate
decide validation deployment
testing

74. key journey step a step along the journey
place where you interact with or touch the main character - website, phone, product interface, help,
touchpoint
face-to-face, newsletter, demo, social media, advertisement, event, magazine, reception, parking lot…
experience positive
(thoughts,
feelings,
actions)
neutral
negative
moment of truth what’s the importance of this touchpoint?
opportunities ideas for being proactive, great recovery, to combine or eliminate – possible to find a purple cow for
wow or breakthrough experience?
levers how to move them along to the next step (actions, emotions, touchpoints, other factors)
metrics time, volume, action, satisfaction…
emotions to evoke how do you want customers to feel?

75. Training
webinar series Champion Toolkit Yahoo
Release Notes CS
Admin Manual KC
Install Guide
Dev resolution User
Production
Learn Evaluate Plan & integration acceptance Go live Soak Advocate
deployment
testing validation
online help
user guide

76. Decision makers
Peter ECM Champion
what’s new? why upgrade? req’s (arch)
benefits req’s case studies
concept diagrams
adoption best
practices
Adam Administrator
what’s new? why upgrade? req’s forum post upgrade upgrade case
benefits benefits checklist troubleshooting checklist study
req’s case studies test use cases
concept diagrams
planning guide
Dev resolution User
Production
Learn Evaluate Plan & integration acceptance Go live Soak Advocate
deployment
testing validation
Dario Trainer
what’s new? best practices eLearning
benefits checklists quick references
what’s new videos how to videos
knowledge
champion training
Doris Knowledge Worker
what’s new? eLearning
benefits quick reference
how to (videos)

77. <physical evidence>
<customer action>
line of interaction
<onstage actions>
line of visibility
<backstage actions>
line of internal interaction
<supporting processes & procedures>

79. visualizing experiences bridges silos

80. The Art of Game Design: A Deck of Lenses, Jesse Schell

81. Triggering the hive mind

82. everyone is
The idea that
a marketer is still hard for
a surprisingly large number of
organizations…
But it’s so clearly true, I don’t even
have to outline here how
the product is the marketing,
how the service is the marketing,
how every human being
who touches something is
doing marketing.
– Seth Godin

83. good stories have a theme

84. A true theme is not a
word but a sentence---one clear,
coherent sentence that expresses
astory’s irreducible
meaning.
– Robert McKee, STORY

85. Creation of a powerful theme statement is
critical, for it will be the central mechanism for focusing
discussion and inspiring participation. The theme
statement, however, cannot be a lengthy, dry, recitation
must have the
of goals and objectives. It
capacity to inspire participation by
being specific enough to indicate the direction, while
possessing sufficient openness to allow for the
imagination of the group to take over.
One way of thinking about the theme statement is as
opening paragraph of a
the
truly exciting story
The reader should have enough detail to know where
the tale is headed and what some of the possible
adventures are likely to be.

86. sparks
imagination
puts
focuses
experience
dialogue
front & center
shapes
a theme unifies
decisions
inspires structures for
participation emergence

88. content
strategy needs
heart
porcherie, flickr

89. emotion is the energy required to learn
clotaire rapaille, the culture code

90. when we make a
decision, we choose
betweenmemories
of the experience
of the story
– Daniel Kahneman

91. The content is the heart of
the website. I can’t build you a
body until you give me a heart…
If we want to get back on track
– to allow writers to
write wonderful
user experiences – we
have to change our expectations
and our rules…
Content… establishes
emotional connections
between people. The writing has
heart and spirit; it has something
to say and the wherewithal to
stand up and say it.
– Amber Simmons
qthomasbower, flickr

92. Theme, when manifest
in a
product [content], can
induce…
pleasure
emotion
meaning
- Cindy Chastain

93. As experiences now span multiple
media, channels & formats, we need to
look to
narrative and
emotional
elements to sustain
interaction
in a world of complex technology
where websites, software, and interactive
multimedia have become part of
the same beast.
– Cindy Chastain
digitalART2, flickr

94. tangible intangible
function beauty
performance emotion
ease of use meaning
strategy experience theme (story)
Cindy Chastain, Experience Themes

95. coordinated in service of a story
words/lines
actors
locations/sets
image/cinematography
lighting
music/sound
editing
Cindy Chastain, Experience Themes

96. not coordinated
creative visual design
copy/text marketing
business information/content
navigation
information
layout/content presentation architecture/
interactions/system response interaction design
processes
outside resource animations
music/sound
engineering
error messages
product VP’s
help
assistant
Cindy Chastain, Experience Themes

97. story frame
visual design
copy/text
information/content
navigation
layout/content presentation
interactions/system response
processes
animations
music/sound
error messages
help
Cindy Chastain, Experience Themes

98. Cindy Chastain, Experience Themes

99. better user experience with storytelling, Francisco Inchauste, Smashing Magazine

100. This means that in order to develop a B2B content strateg
[content strategist]
the marketer also becomes
coach and counselor
– Valeria Moltoni

101. a theme triggers emotion

102. a theme bridges silos

103. The Art of Game Design: A Deck of Lenses, Jesse Schell

104. to deliver a holistic
customer
experience,
we need to embrace the
dark side

105. design for emotion
jim thompson awakening galactic culture

106. stage experiences
http://www.cirquedusoleil.com/

107. using story

108. to create a platform

109. for magic

110. Ask
“what
experiences
should I be
staging?”