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the future of  design isn’t just the web
design forcross channel experiencesSamantha Starmer   @samanthastarmer WebVisions 2011
today why care about cross channel design? how to think about cross channel design try cross channel design   discover...
me     web and experience stuff: Amazon, Microsoft               REI – Recreational Equipment, Inc.                create ...
now
first time at brick &              mortar     http://www.flickr.com/photos/dirpics/464458290/
Waitress picture         10 years inrestaurant business
a story…           http://www.flickr.com/photos/sugarpond/3016905349
Oz IA(Australia!!)
Sydney pictureimagined myself in          Sydney
but I’m aprocrastinator
oh crap
huh. an electronic Visa.well, that’s pretty cool.
except I can’tcheck 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”
Censored!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?”              “Bac...
lesson? http://www.flickr.com/photos/pjern/2150873799
Holisticexperience
we live across physical and        digital
our lives cross     channels –websites, apps, phone,                 etc…
we must design for      the holistic      experience
don’t design for just website
…app
…product       http://www.flickr.com/photos/differentview/5506159327
…or physical environment               http://www.flickr.com/photos/24218656@N03/4589621372/
we must design      across all   touchpoints
digital and physical        are colliding
70% of US onlineconsumers researchproducts online and    purchase them             offline    Forrester, Profiling The Mul...
53% of mobile searches on Binghave a local intent                                                                   Greg S...
technology is everywhere
(and here is our   opportunity)
‘integrated      experiences               are       few and far         between’                         Alexandra Descha...
customersdon’t think     about  channels
http://www.crwgraphics.com/blog/wp-content/uploads/2010/08/multichannel-marketing.bmp
customers  don’t thinkabout design  disciplines
http://www.kickerstudio.com/blog/images/ux.jpg                        http://www.jjg.net/elements/pdf/elements.pdf        ...
customersdo think aboutyour company, your product
across time,touchpoints         andexperiences
however we want      to interact
whenever we see     your brand       http://www.flickr.com/photos/cdevers/3388665920
outsidehttp://www.flickr.com/photos/cafemama/542656019
insidehttp://www.flickr.com/photos/penmachine/2971108982
packaging http://www.flickr.com/photos/streamishmc/2391505902
signshttp://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 across digital        and physical
between channels
between channelsbetween platforms
between channels      between platformsbetween digital & physical
5 principles 5 methods     5 tools
5 principles1.   convenient2.   connected3.   consistent4.   contextual5. (a) cross time
convenient
Walgreen on iPad
http://www.flickr.com/photos/jsrcyclist/3181389420    http://www.flickr.com/photos/zachklein/3964249
Walgreen’s drive in                      http://www.flickr.com/photos/ambernectar/4042608385
consistent
connected
consider the experience           of transitions               http://www.flickr.com/photos/mcdemoura/2209204939
http://www.flickr.com/photos/hotel-de-la-ville-monza/4182940190
Netflix
no Encore…
contextual
15% bump inweekend traffic        http://www.flickr.com/photos/dalydaly/10813808
Trying on tentresearch online, try           in store                      http://www.flickr.com/photos/hollabackpack/1848...
(a)cross time
days
years
http://www.flickr.com/photos/mcmortygreen/3176998867
http://www.flickr.com/photos/yourdon/2594767344
http://www.flickr.com/photos/sa_ku_ra/13009153
5 methods1.   think in terms of services2.   share the sandbox3.   start walking4.   comfort in discomfort5.   why vs. what
1. Think in terms of services   think in terms of services             Waitress
Fluevog on iPad
From: seattlefluevog@cablespeed.comTo: sstarmerj@hotmail.comSubject: Fluevog order 20110211-00072873Date: Fri, 11 Feb 2011...
http://www.flickr.com/photos/trufflepig/4370405501
Incremental Sale
2. share the sandbox                  http://www.flickr.com/photos/erikwdavis/2687670846
UX Mag      let people in.let people design.   let people play.
3. start walking                   http://www.flickr.com/photos/jonathanbeard/3038114579/
4. comfort in discomfort
you don’t haveto be an expert
“an interesting thing happenedtoday – we were invited to help Visual Merch decide what shelf  labels and categories to use...
eek – I don’t know anything         about store design!              http://www.twobackpackers.com/wp-content/uploads/2009...
“an interesting thing happenedtoday – we were invited to help Visual Merch decide what shelf  labels and categories to use...
5. why vs. what                  http://www.flickr.com/photos/segozyme/3105128025/
buying a tent
for backyard?      http://www.flickr.com/photos/jcast911/4037694806
or backcountry        snow?        http://www.flickr.com/photos/reway2007/427303733
5 tools1. document the present2. map the future3. get behind the scenes4. tell a story5. cross train
1. document the present              http://www.flickr.com/photos/thelustlizardofmelancholycove/5053889505/
http://www.flickr.com/photos/frerieke/3882000183
2. map the future           http://images.asc.ohio-state.edu/is/image/eHistory/world/images/maps2/1942world1600.jpg
getting from point  A to point      B; and everythingin between
think about thecustomer’s whole     journey
3. get behind the scenes                 http://www.flickr.com/photos/honorapearls/4155009907/
how is the digitalexperience supported?                http://www.flickr.com/photos/vitorcastillo/2994723741
http://www.flickr.com/photos/mattwright/1787856/
http://www.flickr.com/photos/oldonliner/3484504583/
4. tell a story                  http://www.flickr.com/photos/sugarpond/3016905349
Meet JaneOutdoor Loyal38, PortlandInvolved in overlappingsports and understandsthe value of good gear“I kind of have a jac...
Monday… I want to go backpacking this weekend!
Time to plan…
I want to go somewhere beautiful…
5. cross train                 http://www.flickr.com/photos/zackojones/4191554608/
Success
don’t design for thechannel, design for the  holistic experience
don’t design for thescreen, design for the holistic experience
don’t design for thetechnology, design for the     holistic experience
5 principles                          5 methods1.   convenient                     1.   think in terms of services2.   con...
discovery
stakeholder interviews                  http://www.flickr.com/photos/kino-eye/226951415
field research                 http://www.flickr.com/photos/romeral/3911756000
co-design            http://www.flickr.com/photos/thinkpublic/4499674785
design games        http://www.flickr.com/photos/elitatt/4959931        232                              http://www.flickr...
gamestorming - the book                    http://www.flickr.com/photos/elitatt/4959938630
customer journeys             http://www.delightability.com/wp-content/uploads/2010/08/rental-car-customer-journey.pn
service inventory                    http://farm5.static.flickr.com/4023/4526736556_3b5a628b7f.jpg
exerciseexperience      map
http://www.thosepeskyusers.com/wp-content/uploads/2010/12/customer-experience-map.jpg
http://www.maya.com/portfolio/carnegie-library
http://www.businessweek.com/innovate/content/nov2008/id20081110_531328.htm
http://experiencematters.files.wordpress.com/2009/03/legowheel.png
http://www.flickr.com/photos/g_w_y_n/3625095073
what is the experience of         buying a bicycle?                 http://www.flickr.com/photos/sl4sh79/471062898
what are the tasks?what are the touchpoints?  what are the decisions? what support is needed?
experience map       touchpoint   touchpoint   touchpoint   touchpoint   touchpointtasktasktasktasktasktask
experience map              touchpoint touchpoint   touchpoint   touchpoint   touchpointneeddecisionresearchtest ridepurch...
look for… Interactions moments of truth gaps front stage and back stage needed systems/support
questions Pain points – what are the responses/options the  design needs to address? Positive points – what are the thin...
discovery re-cap stakeholder interviews field research co-design design games body storming customer journey servic...
solution    http://www.flickr.com/photos/yannconz/2796311194
mental models                http://www.flickr.com/photos/jaaronfarr/314981744
Mental Modelsmental models - the book @jessmcmullin @samanthastarmer                                               188    ...
comics         http://www.flickr.com/photos/designetrecherche/546120971
storyboards                                                               SCAD Service Design Project        http://servd....
swim lanes             http://nform.com/blog/images/Swimlane_example2.gi
business origami (@jessmcmullin)                        http://www.flickr.com/photos/benry/4101687804
touchpoint matrix                    http://brandtouchpointmatrix.com/
exercise  serviceblueprint
Service blueprint       Physical      Evidence  (touchpoints)         User       Actions ‘Front Stage’(front line staff)  ...
Service Blueprint           http://lovelearn.wordpress.com/2009/07/11/initial-blueprint/
@jessmcmullin@samanthastarmer   197
SCAD Service Design Projecthttp://servd.us/The_Project_files/Screen%20shot%202010-02-03%20at%2011.38.26%20PM.png
service blueprint user’s perspective how service components link together different touchpoints and options organizati...
elements1. customer actions2. physical evidence3. front stage, customer facing (real time   service or self service)4. bac...
Service blueprint       Physical      Evidence  (touchpoints)         User       Actions ‘Front Stage’(front line staff)  ...
http://www.slideshare.net/morville/xmaps-upload; slide 112
Solution re-cap mental models comics story boards swim lanes business origami touchpoint matrix service blueprint ...
cross channel alignment
do some research             http://www.flickr.com/photos/euthman/2097753744
understand executives’ goals
use metrics              http://www.flickr.com/photos/iliahi/2606645766/
track online and offline                           130     30
on ramps and off ramps
flex soft skills
cultivate 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
find the bodies
Understand organizational structureunderstand org structure
don’t boil the ocean
tell a fairy tale
close the loop                 http://www.flickr.com/photos/pelegrino/3957449915
http://www.flickr.com/photos/62719770@N00/2959566124
make business case                 http://www.flickr.com/photos/10458725@N02/3042138367
listen
designing a holistic experiencemeans listening holistically:•   usual UX research, but also•   call center•   email querie...
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• ...
don’t get overwhelmed        http://tlc.discovery.com/tv/hoarding-buried-alive/slideshows/before-and-after-episodes-1-4-02...
you can’t be everywhere at once•   target a channel pair•   focus on incremental progress•   Measure stuff•   celebrate (a...
don’t be grabby                  http://www.flickr.com/photos/jimfrazier/1810966604/
questions??              http://www.flickr.com/photos/druclimb/3277540656/
The Future of Design isn't Just the Web - WebVisions 2011 Workshop
The Future of Design isn't Just the Web - WebVisions 2011 Workshop
The Future of Design isn't Just the Web - WebVisions 2011 Workshop
The Future of Design isn't Just the Web - WebVisions 2011 Workshop
The Future of Design isn't Just the Web - WebVisions 2011 Workshop
The Future of Design isn't Just the Web - WebVisions 2011 Workshop
The Future of Design isn't Just the Web - WebVisions 2011 Workshop
The Future of Design isn't Just the Web - WebVisions 2011 Workshop
The Future of Design isn't Just the Web - WebVisions 2011 Workshop
The Future of Design isn't Just the Web - WebVisions 2011 Workshop
The Future of Design isn't Just the Web - WebVisions 2011 Workshop
The Future of Design isn't Just the Web - WebVisions 2011 Workshop
The Future of Design isn't Just the Web - WebVisions 2011 Workshop
The Future of Design isn't Just the Web - WebVisions 2011 Workshop
The Future of Design isn't Just the Web - WebVisions 2011 Workshop
The Future of Design isn't Just the Web - WebVisions 2011 Workshop
The Future of Design isn't Just the Web - WebVisions 2011 Workshop
The Future of Design isn't Just the Web - WebVisions 2011 Workshop
The Future of Design isn't Just the Web - WebVisions 2011 Workshop
The Future of Design isn't Just the Web - WebVisions 2011 Workshop
The Future of Design isn't Just the Web - WebVisions 2011 Workshop
The Future of Design isn't Just the Web - WebVisions 2011 Workshop
The Future of Design isn't Just the Web - WebVisions 2011 Workshop
The Future of Design isn't Just the Web - WebVisions 2011 Workshop
The Future of Design isn't Just the Web - WebVisions 2011 Workshop
The Future of Design isn't Just the Web - WebVisions 2011 Workshop
The Future of Design isn't Just the Web - WebVisions 2011 Workshop
The Future of Design isn't Just the Web - WebVisions 2011 Workshop
The Future of Design isn't Just the Web - WebVisions 2011 Workshop
The Future of Design isn't Just the Web - WebVisions 2011 Workshop
The Future of Design isn't Just the Web - WebVisions 2011 Workshop
The Future of Design isn't Just the Web - WebVisions 2011 Workshop
The Future of Design isn't Just the Web - WebVisions 2011 Workshop
The Future of Design isn't Just the Web - WebVisions 2011 Workshop
The Future of Design isn't Just the Web - WebVisions 2011 Workshop
The Future of Design isn't Just the Web - WebVisions 2011 Workshop
The Future of Design isn't Just the Web - WebVisions 2011 Workshop
The Future of Design isn't Just the Web - WebVisions 2011 Workshop
The Future of Design isn't Just the Web - WebVisions 2011 Workshop
The Future of Design isn't Just the Web - WebVisions 2011 Workshop
The Future of Design isn't Just the Web - WebVisions 2011 Workshop
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The Future of Design isn't Just the Web - WebVisions 2011 Workshop

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The Future of Design isn't Just the Web - WebVisions 2011 Workshop

  1. the future of design isn’t just the web
  2. design forcross channel experiencesSamantha Starmer @samanthastarmer WebVisions 2011
  3. today why care about cross channel design? how to think about cross channel design try cross channel design  discovery activities  solution activities sell cross channel design start cross-channel design now
  4. me web and experience stuff: Amazon, Microsoft REI – Recreational Equipment, Inc. create and lead IA, UX, IxD teams teach at University of Washington
  5. now
  6. first time at brick & mortar http://www.flickr.com/photos/dirpics/464458290/
  7. Waitress picture 10 years inrestaurant business
  8. a story… http://www.flickr.com/photos/sugarpond/3016905349
  9. Oz IA(Australia!!)
  10. Sydney pictureimagined myself in Sydney
  11. but I’m aprocrastinator
  12. oh crap
  13. huh. an electronic Visa.well, that’s pretty cool.
  14. except I can’tcheck in online
  15. even though I bought my tickets and Visa online
  16. damn, have to talk to a person http://www.flickr.com/photos/mkooiman/787191703
  17. waited in long check-in line http://www.flickr.com/photos/jopoe/4569447498
  18. http://www.flickr.com/photos/bryansblog/411455656
  19. Flight agent picture http://www.flickr.com/photos/dykstranet/211106615
  20. “this won’t work”
  21. Censored!but, it has official stuff and numbers and …
  22. “i’m a human,not a machine”
  23. Flight agent picture http://www.flickr.com/photos/dykstranet/211106615
  24. “what’s your itinerary?”
  25. thank god I’m old school
  26. what about my visa?
  27. Sleeping at Airport http://www.flickr.com/photos/feline_dacat/3197429380
  28. “i have no idea”
  29. Flight agent picture http://www.flickr.com/photos/dykstranet/211106615
  30. http://www.flickr.com/photos/slworking/4169134307
  31. “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”
  32. lesson? http://www.flickr.com/photos/pjern/2150873799
  33. Holisticexperience
  34. we live across physical and digital
  35. our lives cross channels –websites, apps, phone, etc…
  36. we must design for the holistic experience
  37. don’t design for just website
  38. …app
  39. …product http://www.flickr.com/photos/differentview/5506159327
  40. …or physical environment http://www.flickr.com/photos/24218656@N03/4589621372/
  41. we must design across all touchpoints
  42. digital and physical are colliding
  43. 70% of US onlineconsumers researchproducts online and purchase them offline Forrester, Profiling The Multichannel Consumer, July 2009
  44. 53% of mobile searches on Binghave a local intent Greg Sterling Search Engine Land https://searchengineland.com/microsoft-53-percent-of-mobile-searches-have-local-intent-55556
  45. technology is everywhere
  46. (and here is our opportunity)
  47. ‘integrated experiences are few and far between’ Alexandra Deschamps-Sonsinohttp://www.slideshare.net/designswarm/creating-the-internet-of-things
  48. customersdon’t think about channels
  49. http://www.crwgraphics.com/blog/wp-content/uploads/2010/08/multichannel-marketing.bmp
  50. customers don’t thinkabout design disciplines
  51. 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
  52. customersdo think aboutyour company, your product
  53. across time,touchpoints andexperiences
  54. however we want to interact
  55. whenever we see your brand http://www.flickr.com/photos/cdevers/3388665920
  56. outsidehttp://www.flickr.com/photos/cafemama/542656019
  57. insidehttp://www.flickr.com/photos/penmachine/2971108982
  58. packaging http://www.flickr.com/photos/streamishmc/2391505902
  59. signshttp://www.flickr.com/photos/andrewbain/2510253694
  60. employees http://www.flickr.com/photos/7577938@N02/4897443265
  61. things outside our control http://www.flickr.com/photos/jaxphotography/267129315
  62. design across digital and physical
  63. between channels
  64. between channelsbetween platforms
  65. between channels between platformsbetween digital & physical
  66. 5 principles 5 methods 5 tools
  67. 5 principles1. convenient2. connected3. consistent4. contextual5. (a) cross time
  68. convenient
  69. Walgreen on iPad
  70. http://www.flickr.com/photos/jsrcyclist/3181389420 http://www.flickr.com/photos/zachklein/3964249
  71. Walgreen’s drive in http://www.flickr.com/photos/ambernectar/4042608385
  72. consistent
  73. connected
  74. consider the experience of transitions http://www.flickr.com/photos/mcdemoura/2209204939
  75. http://www.flickr.com/photos/hotel-de-la-ville-monza/4182940190
  76. Netflix
  77. no Encore…
  78. contextual
  79. 15% bump inweekend traffic http://www.flickr.com/photos/dalydaly/10813808
  80. Trying on tentresearch online, try in store http://www.flickr.com/photos/hollabackpack/184849492
  81. (a)cross time
  82. days
  83. years
  84. http://www.flickr.com/photos/mcmortygreen/3176998867
  85. http://www.flickr.com/photos/yourdon/2594767344
  86. http://www.flickr.com/photos/sa_ku_ra/13009153
  87. 5 methods1. think in terms of services2. share the sandbox3. start walking4. comfort in discomfort5. why vs. what
  88. 1. Think in terms of services think in terms of services Waitress
  89. Fluevog on iPad
  90. 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 pickthem up this weekend and save on shipping let us know otherwise they will ship outMonday.Thanks,LeahJohn Fluevog Shoes205 Pine St.Seattle, WA 98101phone: (206)441-1065fax : (206)728-7955seattle@fluevog.comwww.fluevog.comwww.myspace.com/fluevogseattle"There are two kinds of people: those who shy away from attention, and those who wearFluevogs." - JF
  91. http://www.flickr.com/photos/trufflepig/4370405501
  92. Incremental Sale
  93. 2. share the sandbox http://www.flickr.com/photos/erikwdavis/2687670846
  94. UX Mag let people in.let people design. let people play.
  95. 3. start walking http://www.flickr.com/photos/jonathanbeard/3038114579/
  96. 4. comfort in discomfort
  97. you don’t haveto be an expert
  98. “an interesting thing happenedtoday – we were invited to help Visual Merch decide what shelf labels and categories to use inthe retail stores for backpacks.”
  99. eek – I don’t know anything about store design! http://www.twobackpackers.com/wp-content/uploads/2009/07/REI-Backpacks.jpg
  100. “an interesting thing happenedtoday – 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”
  101. 5. why vs. what http://www.flickr.com/photos/segozyme/3105128025/
  102. buying a tent
  103. for backyard? http://www.flickr.com/photos/jcast911/4037694806
  104. or backcountry snow? http://www.flickr.com/photos/reway2007/427303733
  105. 5 tools1. document the present2. map the future3. get behind the scenes4. tell a story5. cross train
  106. 1. document the present http://www.flickr.com/photos/thelustlizardofmelancholycove/5053889505/
  107. http://www.flickr.com/photos/frerieke/3882000183
  108. 2. map the future http://images.asc.ohio-state.edu/is/image/eHistory/world/images/maps2/1942world1600.jpg
  109. getting from point A to point B; and everythingin between
  110. think about thecustomer’s whole journey
  111. 3. get behind the scenes http://www.flickr.com/photos/honorapearls/4155009907/
  112. how is the digitalexperience supported? http://www.flickr.com/photos/vitorcastillo/2994723741
  113. http://www.flickr.com/photos/mattwright/1787856/
  114. http://www.flickr.com/photos/oldonliner/3484504583/
  115. 4. tell a story http://www.flickr.com/photos/sugarpond/3016905349
  116. Meet JaneOutdoor Loyal38, PortlandInvolved in overlappingsports and understandsthe value of good gear“I kind of have a jacketproblem… I’m runningout of reasons to buyanother one”
  117. Monday… I want to go backpacking this weekend!
  118. Time to plan…
  119. I want to go somewhere beautiful…
  120. 5. cross train http://www.flickr.com/photos/zackojones/4191554608/
  121. Success
  122. don’t design for thechannel, design for the holistic experience
  123. don’t design for thescreen, design for the holistic experience
  124. don’t design for thetechnology, design for the holistic experience
  125. 5 principles 5 methods1. convenient 1. think in terms of services2. connected 2. share the sandbox3. consistent 3. start walking4. contextual 4. comfort in discomfort5. (a) cross time 5. why vs. what 5 tools 1. document 2. experience map 3. get behind the scenes 4. tell a story 5. cross train
  126. discovery
  127. stakeholder interviews http://www.flickr.com/photos/kino-eye/226951415
  128. field research http://www.flickr.com/photos/romeral/3911756000
  129. co-design http://www.flickr.com/photos/thinkpublic/4499674785
  130. design games http://www.flickr.com/photos/elitatt/4959931 232 http://www.flickr.com/photos/centralasian/4099680559
  131. gamestorming - the book http://www.flickr.com/photos/elitatt/4959938630
  132. customer journeys http://www.delightability.com/wp-content/uploads/2010/08/rental-car-customer-journey.pn
  133. service inventory http://farm5.static.flickr.com/4023/4526736556_3b5a628b7f.jpg
  134. exerciseexperience map
  135. http://www.thosepeskyusers.com/wp-content/uploads/2010/12/customer-experience-map.jpg
  136. http://www.maya.com/portfolio/carnegie-library
  137. http://www.businessweek.com/innovate/content/nov2008/id20081110_531328.htm
  138. http://experiencematters.files.wordpress.com/2009/03/legowheel.png
  139. http://www.flickr.com/photos/g_w_y_n/3625095073
  140. what is the experience of buying a bicycle? http://www.flickr.com/photos/sl4sh79/471062898
  141. what are the tasks?what are the touchpoints? what are the decisions? what support is needed?
  142. experience map touchpoint touchpoint touchpoint touchpoint touchpointtasktasktasktasktasktask
  143. experience map touchpoint touchpoint touchpoint touchpoint touchpointneeddecisionresearchtest ridepurchaseclassmaintenance
  144. look for… Interactions moments of truth gaps front stage and back stage needed systems/support
  145. questions Pain points – what are the responses/options the design needs to address? Positive points – what are the things the design must keep or enhance? Are there areas that take more time than we expect ? How can we accommodate? Are all the touchpoints and interactions within our control? Is the reason why a user interacts with us reconciled with how we envision the service?
  146. discovery re-cap stakeholder interviews field research co-design design games body storming customer journey service inventory experience map
  147. solution http://www.flickr.com/photos/yannconz/2796311194
  148. mental models http://www.flickr.com/photos/jaaronfarr/314981744
  149. Mental Modelsmental models - the book @jessmcmullin @samanthastarmer 188 http://www.rosenfeldmedia.com/books/mental-models
  150. comics http://www.flickr.com/photos/designetrecherche/546120971
  151. storyboards SCAD Service Design Project http://servd.us/The_Project_files/Screen%20shot%202010-02-03%20at%2011.38.42%20PM.png
  152. swim lanes http://nform.com/blog/images/Swimlane_example2.gi
  153. business origami (@jessmcmullin) http://www.flickr.com/photos/benry/4101687804
  154. touchpoint matrix http://brandtouchpointmatrix.com/
  155. exercise serviceblueprint
  156. Service blueprint Physical Evidence (touchpoints) User Actions ‘Front Stage’(front line staff) The line of visibility ‘Back Stage’ (support staff) Support (systems, databases)
  157. Service Blueprint http://lovelearn.wordpress.com/2009/07/11/initial-blueprint/
  158. @jessmcmullin@samanthastarmer 197
  159. SCAD Service Design Projecthttp://servd.us/The_Project_files/Screen%20shot%202010-02-03%20at%2011.38.26%20PM.png
  160. service blueprint user’s perspective how service components link together different touchpoints and options organizational impact how internal people, processes and systems support chronological
  161. elements1. customer actions2. physical evidence3. front stage, customer facing (real time service or self service)4. backstage, enabling actions5. support Processes http://people.ischool.berkeley.edu/~glushko/IS243Readings/ServiceBlueprinting.pdf
  162. Service blueprint Physical Evidence (touchpoints) User Actions ‘Front Stage’(front line staff) The line of visibility ‘Back Stage’ (support staff) Support (systems, databases)
  163. http://www.slideshare.net/morville/xmaps-upload; slide 112
  164. Solution re-cap mental models comics story boards swim lanes business origami touchpoint matrix service blueprint desktop walkthrough
  165. cross channel alignment
  166. do some research http://www.flickr.com/photos/euthman/2097753744
  167. understand executives’ goals
  168. use metrics http://www.flickr.com/photos/iliahi/2606645766/
  169. track online and offline 130 30
  170. on ramps and off ramps
  171. flex soft skills
  172. cultivate patience http://www.flickr.com/photos/dirkjankraan/4092709643
  173. start at the grassroots http://www.flickr.com/photos/cobalt/282227013
  174. but work towards top-down http://www.flickr.com/photos/flickrmarcus/3382920952
  175. find the bodies
  176. Understand organizational structureunderstand org structure
  177. don’t boil the ocean
  178. tell a fairy tale
  179. close the loop http://www.flickr.com/photos/pelegrino/3957449915
  180. http://www.flickr.com/photos/62719770@N00/2959566124
  181. make business case http://www.flickr.com/photos/10458725@N02/3042138367
  182. listen
  183. designing a holistic experiencemeans listening holistically:• usual UX research, but also• call center• email queries and feedback• live chat transcripts• social media• sentiment analysis• market research• analytics (behavior)• brick & mortar follows/shop alongs
  184. hang with a new crowd http://averagecats.com/pa
  185. make new friends Marketing• IT, or anyone who can build stuff• Finance• Distribution Center• Customer Service• Innies with outies, outies with innies• Different industriesArtists, architects, museum curators, restaurant workers, baristas, landscapers, hotel managers…
  186. don’t get overwhelmed http://tlc.discovery.com/tv/hoarding-buried-alive/slideshows/before-and-after-episodes-1-4-02.html
  187. 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
  188. don’t be grabby http://www.flickr.com/photos/jimfrazier/1810966604/
  189. questions?? http://www.flickr.com/photos/druclimb/3277540656/

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