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Designing Omnichannel Experiences - eTail West 2013

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Presentation for eTail West 2013. Includes 6 key omnichannel attributes and 6 ways to start designing for omnichannel today.

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Designing Omnichannel Experiences - eTail West 2013

  1. 1. designing foromnichannel experiences eTail West February 25, 2013 @samanthastarmer samantha.starmer@razorfish.com
  2. 2. today…• why omnichannel experiences need to be designed• what are key attributes of omnichannel experience design• how to start designing for omnichannel experiences today
  3. 3. VP Customerabout creating GREAT omnichannel passionate Experience – Razorfish Commerce Director, Customer Experience - REI customer experiencesMicrosoft, Amazon, adjunct at University of Washington
  4. 4. I began omnichannel here
  5. 5. raise your hand if… http://www.flickr.com/photos/athena1970/2619104565
  6. 6. you thinkomnichannel is important…
  7. 7. raise your hand if… http://www.flickr.com/photos/athena1970/2619104565
  8. 8. you think you are doingomnichannel well…
  9. 9. it’s not easy…
  10. 10. we usuallydesign for a particular channel
  11. 11. customers don’tdistinguish channels
  12. 12. email print ads direct mail text websitesblogs videos social media white papers broadcast media
  13. 13. customersdo think about all of their experiences
  14. 14. across time,touchpoints, devices and channels
  15. 15. this will only increase…
  16. 16. with device diversification http://www.flickr.com/photos/joexpo/4144816306
  17. 17. near ubiquitous connectivity http://www.flickr.com/photos/joyoflife/7122232287
  18. 18. (even on a mountain top) http://www.flickr.com/photos/aleksiaaltonen/4791533886k
  19. 19. digital & physical are colliding
  20. 20. even for luddites
  21. 21. ebooks with books
  22. 22. self-service food ordering http://www.girlaroundtown.net/wp-content/uploads/2011/11/Interactive-tables.jpg
  23. 23. and entertainment http://www.behance.net/gallery/Genesco-op-Interactive-Table-Barneys-New-York/5053455
  24. 24. fridge alarm via social media Virtual Fridge Lock: http://www.bangstyle.com/wp-content/uploads/2012/05/e06fc2b0a04a0b1f4c0ad1bc21bcf820-621x465.jpg
  25. 25. physical & digital simultaneously Shopkick: http://siliconangle.com/files/2011/08/american-eagle-shopkick-mrphoto13-wide-0824.jpg
  26. 26. shopping behaviors have changed! http://marketingland.com/study-90-percent-use-multiple-screens-throughout-the-same-day-20386
  27. 27. (and here is our opportunity)
  28. 28. integrated experiences are few and far between Alexandra Deschamps-Sonsinohttp://www.slideshare.net/designswarm/creating-the-internet-of-things
  29. 29. 86% of consumers willpay more for a better customer experience Customer Experience Impact Report. Oracle
  30. 30. only 1% of consumers feel their expectations for agood customer experience are always met Customer Experience Impact Report. Oracle
  31. 31. this is sad
  32. 32. successfulomnichannel experiencesdon’t happen by magic
  33. 33. so what do we do?
  34. 34. design foromnichannel
  35. 35. (not just this kind of design)
  36. 36. 6 key omnichannel attributes1. seamless connections2. maximized convenience3. service oriented4. compelling content5. product focused6. starts with the experience
  37. 37. 6 key omnichannel attributes1. seamless connections2. maximized convenience3. service oriented4. compelling content5. product focused6. starts with the experience
  38. 38. shopping can have many stages
  39. 39. especially gifts
  40. 40. awesome, gift ideas
  41. 41. we cross channels
  42. 42. and need consistency
  43. 43. good, the same recommendations
  44. 44. here too
  45. 45. start with product
  46. 46. check across channels sign catalog site
  47. 47. for seamless information site eMail in-store product handout product tag advertising
  48. 48. 6 key omnichannel attributes1. seamless connections2. maximized convenience3. service oriented4. compelling content5. product focused6. starts with the experience
  49. 49. my first iPhone app
  50. 50. even better…
  51. 51. easy refill http://www.flickr.com/photos/zachklein/3964249 http://www.flickr.com/photos/jsrcyclist/31813
  52. 52. no need to call
  53. 53. mobile check out
  54. 54. 6 key omnichannel attributes1. seamless connections2. maximized convenience3. service oriented4. compelling content5. product focused6. starts with the experience
  55. 55. service economy Everything Is A Service - Dave Gray http://www.dachisgroup.com/2011/11/everything-is-a-service/
  56. 56. oooh, shoes
  57. 57. cute shoes Fluevog on iPad
  58. 58. save on shipping?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 thisweekend and save on shipping let us know otherwise they will ship out Monday.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 wear Fluevogs." - JF
  59. 59. visit the store? don’t mind if I do http://www.flickr.com/photos/trufflepig/4370405501
  60. 60. Incremental Sale
  61. 61. watch customers
  62. 62. see what service is needed
  63. 63. try service yourself!
  64. 64. 6 key omnichannel attributes1. seamless connections2. maximized convenience3. service oriented4. compelling content5. product focused6. starts with the experience
  65. 65. offer advice
  66. 66. make expert recommendations
  67. 67. (looks like a newspaper office) http://www.acontinuouslean.com/2012/01/31/acl-field-trip-mr-porters-office/
  68. 68. brand appropriate
  69. 69. custom and timely via Fast Company http://www.fastcompany.com/3004369/how-rei-put-bow-social-marketing-and-wowed-customers
  70. 70. 6 key omnichannel attributes1. seamless connections2. maximized convenience3. service oriented4. compelling content5. product focused6. starts with the experience
  71. 71. product front and center
  72. 72. across channels
  73. 73. clear, straightforward product
  74. 74. remember why you exist
  75. 75. and focus on it
  76. 76. everywhere
  77. 77. 6 key omnichannel attributes1. seamless connections2. maximized convenience3. service oriented4. compelling content5. product focused6. starts with the experience
  78. 78. good customer experience = sales
  79. 79. propensity to switch brands Megan Burns, Forrester Research, “The Business Impact Of Customer Experience, 2012”
  80. 80. likelihood to recommend Megan Burns, Forrester Research, “The Business Impact Of Customer Experience, 2012”
  81. 81. willingness to pay Megan Burns, Forrester Research, “The Business Impact Of Customer Experience, 2012”
  82. 82. a team is worth the investment
  83. 83. across disciplines
  84. 84. stay connected to customers
  85. 85. 6 key omnichannel attributes1. seamless connections2. maximized convenience3. service oriented4. compelling content5. product focused6. starts with the experience
  86. 86. don’t be overwhelmed
  87. 87. 6 ways to start today 1. open your eyes 2. map the future 3. plan the present 4. find comfort in discomfort 5. love your employees 6. make new friends
  88. 88. 6 ways to start today 1. open your eyes 2. map the future 3. plan the present 4. find comfort in discomfort 5. love your employees 6. make new friends
  89. 89. notice the world around you
  90. 90. track your experiences
  91. 91. what works
  92. 92. and doesn’t work
  93. 93. 6 ways to start today 1. open your eyes 2. map the future 3. plan the present 4. find comfort in discomfort 5. love your employees 6. make new friends
  94. 94. getting from point A to point B; and everythingin between
  95. 95. experience mapping
  96. 96. customer centeredMeet Jane38, PortlandInvolved in overlappingsports and understandsthe value of good gear“I kind of have a jacketproblem… I’m runningout of reasons to buyanother one”
  97. 97. align on the vision
  98. 98. map it to build it
  99. 99. great examples here http://pinterest.com/uxjam/journeys
  100. 100. 6 ways to start today 1. open your eyes 2. map the future 3. plan the present 4. find comfort in discomfort 5. love your employees 6. make new friends
  101. 101. work across disciplines
  102. 102. inventory touchpoints
  103. 103. connect campaigns
  104. 104. plan across channels
  105. 105. 6 ways to start today 1. open your eyes 2. map the future 3. plan the present 4. find comfort in discomfort 5. love your employees 6. make new friends
  106. 106. you don’t haveto be an expert
  107. 107. from one of my employees “an interesting thing happened today – we were invited to help Visual Merch decide what shelf labels to use in the retail stores .”
  108. 108. eek – I don’t know store design http://www.twobackpackers.com/wp-content/uploads/2009/07/REI-Backpacks.jpg
  109. 109. my employee was smarter “an interesting thing happened today – we were invited to help Visual Merch decide what shelf labels to use in the retail stores .” “This is a great win for us”
  110. 110. 6 ways to start today 1. open your eyes 2. map the future 3. plan the present 4. find comfort in discomfort 5. love your employees 6. make new friends
  111. 111. understand employees
  112. 112. how many tools?
  113. 113. how are their systems?
  114. 114. how do they work?
  115. 115. where do they work?
  116. 116. what are their tasks?
  117. 117. what is their uniform?
  118. 118. “(the mobile POS) is usually in my pocket and gets caught on the ladder all the time… I’ve startedleaving it here on the shelf instead”
  119. 119. following, notes & diary study
  120. 120. co-design with employees
  121. 121. happy employees = happy experiences
  122. 122. 6 ways to start today 1. open your eyes 2. map the future 3. plan the present 4. find comfort in discomfort 5. love your employees 6. make new friends
  123. 123. hang out with different people http://averagecats.com/page/7
  124. 124. leave the computer
  125. 125. go to another department
  126. 126. share your work
  127. 127. learn from others’ work
  128. 128. plan together
  129. 129. work together UX Mag
  130. 130. design foromnichannel
  131. 131. remember…6 key attributes 6 ways to start1. seamless connections 1. open your eyes2. maximized convenience 2. map the future3. service oriented 3. plan the present4. compelling content 4. find comfort in discomfort5. product focused 5. love your employees6. start with the experience 6. make new friends
  132. 132. get out there and be a hero http://www.flickr.com/photos/baking_in_pearls/3960662314
  133. 133. thank you!! samantha starmer @samanthastarmer samantha.starmer@razorfish.com http://www.flickr.com/photos/baking_in_pearls/3960662314
  134. 134. questions?? http://www.flickr.com/photos/druclimb/3277540656/

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