Beyond Digital - IAS Workshop 2011

ASIS&T Information Architecture Summit 2011

Beyond Digital: Designing for a Cross

Channel FutureJess McMullin, the Centre for Citizen

ExperienceSamantha Starmer, REI

March 30, 2011 | Denver, CO

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

[Jess’s intro]

http://www.flickr.com/photos/dirpics/464458290/

first time at brick & mortar

Waitress picture10 years in restaurant

business

Whycross channel

design

a story…

http://www.flickr.com/photos/sugarpond/3016905349

Australian information architecture conference

Sydney picture

imagined myself in

Sydney

but I’m a procrastinato

r

oh crap

huh. an electronic Visa. well, that’s

pretty cool.

except I can’t check

in online

even though I bought my tickets and Visa

online

http://www.flickr.com/photos/mkooiman/787191703

damn, have to talk to a person

http://www.flickr.com/photos/jopoe/4569447498

waited in long check-in line

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

Flight agent picture

http://www.flickr.com/photos/dykstranet/211106615

“this won’t work”

but, it has official stuff and numbers

and …

Censored!

“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?”“Backslash Backslash”

“Okay, tietac”“What?”“Tietac”“huh?”

“Like Tie”“carrot backslash”

“United States”“Pillow Pillow”

“Change Screens”

lesson?

http://www.flickr.com/photos/pjern/2150873799

F

our lives are cross

channel

design for the holistic

experience

don’t design for just website

…app

…or physical environment

http://www.flickr.com/photos/24218656@N03/4589621372/

digital and physical are

colliding

70% of US online consumers

research products online

and purchase them offline

Forrester, Profiling The Multichannel Consumer, July 2009

53% of mobile searches on Bing have a local intent

Greg SterlingSearch Engine Land

https://searchengineland.com/microsoft-53-percent-of-mobile-searches-have-local-intent-55556

technology is

everywhere

but

‘integrated experience

s are few and

far between’

Alexandra Deschamps-Sonsino http://www.slideshare.net/designswarm/creating-the-internet-of-things

customers don’t think

about channels

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

customers don’t think

about design

disciplines

http://www.kickerstudio.com/blog/images/ux.jpghttp://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

customers do think

about your company

across time,

touchpoints and

experiences

however we want to shop

http://www.flickr.com/photos/cdevers/3388665920

whenever we see your brand

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

outside

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

inside

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

packaging

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

signs

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

employees

http://www.flickr.com/photos/jaxphotography/267129315

things outside our control

design cross channel

experiences

design for the holistic

experience

Envisioning holistic experiences1. 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

Jess’s airline story

SELLcross channel

design

Do some research

http://www.flickr.com/photos/euthman/2097753744

Understand executives’ goals

Use metrics

http://www.flickr.com/photos/iliahi/2606645766/

30

130

Online vs. Offline

Soft Skills

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

Where are the bodies?

Understand organizational structure

Understand Org Structure

Don’t boil the ocean

Tell a Fairy Tale

There is a craving for stories that

show people what is possible

~Fred Collopy

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Case Study

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IA Summit Journey

AwarenessInterestApprovalRegisteringFinding SessionsOngoing promosTravelingArrivalRegistrationAttendingSessionsConnecting & Reconnecting with people

Formal/Informal gatheringsSocialGoodbyesDepartureTravelReturn to real worldApplySharing out (team, IA re-dux, block)Podcasts

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Stakeholder Interviews

Break!

http://www.flickr.com/photos/johnmcnab/4298812324

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FieldResearch

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What to look for....

• People• Touchpoints• Interactions• Flow

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Welcome Back from the Field!

Now Lunch...See you at 1:00

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Discovery

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Bodystorming

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Touchpoint Matrix

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Hello Future

http://brandtouchpointmatrix.com/

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Customer Journey Mapping

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Adaptive Path

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

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nForm

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Maya Design

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Journey Mapping Exercise

Action

Action

Action

Action

Touchpoint

Touchpoint

Touchpoint

Touchpoint Notes

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Journey Mapping Exercise

Touchpoint

Touchpoint

Touchpoint

Touchpoint

Step 1 Step 2 Step 3 Step 4

Notes Notes Notes Notes

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From Insightsto Solutions

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Solution=Facilitation

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Facilitation=Giving upownership

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It’s ok. Really.

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MentalModels

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Mental Models

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Mental Models

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

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Mental Models

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UXSwimlanes

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UX Swimlanes

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Business Origami

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Paper Prototyping for Systems Design

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Business Origami Session

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

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Service Blueprint

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Service Blueprint

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

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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

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Service Blueprinting Exercise

Physical Evidence

Customer Actions

OnstageEmployeeActions

BackstageEmployeeActions

Support Processes

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Break!

http://www.flickr.com/photos/johnmcnab/4298812324

HOW to start

Marketing makes promises

The experience (regardless of channel)

has to deliver on those promises

on ramps and off ramps

Close the loop

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

Make Business Case

http://www.flickr.com/photos/10458725@N02/3042138367

Listen

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

http://averagecats.com/page/7

Get collaborators

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

http://www.flickr.com/photos/jimfrazier/1810966604/

Don’t be grabby

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?