Managing a Multiscreen, Multicontext Customer Journey

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Managing a Multiscreen, Multicontext Customer Journey

Karri OjanenMarch 26, 2014

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Introductions.

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Karri Ojanen

User experience designer, strategist and creative director with experience in Europe, the Middle East, USA, and Canada.

Worked with digital design agencies, software startups, large, global ad agencies, and as an independent consultant.

Currently the Creative Director with the CGI Customer Experience Practice in Toronto, Canada.

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CGI Customer Experience Practice

We help our clients use technology and design to build strong relationships with their customers, employees and partners.

We do this by providing a comprehensive range of strategy, research, design and front-end technology services to create impactful user experiences that drive positive business results.

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Context.

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2.8 billion people, 39% of the world population, use the Internet.International Telecommunications Union, 2013

Ninanord [Creative Commons]

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1.75 billion use the mobile Internet.eMarketer, 2014

Donkeyhotey [Creative Commons]

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“We are moving from millions of computers CONNECTED by the internet, to one huge computer that IS the internet. Every device will be a window into it.”-Graeme Wood

Milind Alvares [Creative Commons]

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A smartphone has more computing power than all of NASA in 1969.

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Today’s consumers own multiple devices and move seamlessly between them throughout the day.

Jeffrey Riehle [Creative Commons]

“The most popular activity for smartphone and tablet owners while watching TV is social

networking.”Nielsen, 2012

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People access the Web using whatever device makes sense to them at the time.

Intel Free Press [Creative Commons]

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Intel Free Press [Creative Commons]

Start on smartphone… …continue on desktop/laptop… …complete on tablet.

Start on desktop/laptop… …continue on tablet… …complete on smartphone.

People take a multi-platform, multi-device path to purchases.

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zizzybaloobah [Creative Commons]

People move between online and offline.

53% of US online consumers say they research products online that they subsequently buy offline.Forrester, 2009

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Mobile + Location Aware + Social + Multi-Screen + Internet of ThingsIndividual smart objects interconnect to form a personal ecosystem.

ITU – International Telecommunication Union [Creative Commons]

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“We always overestimate the change that will occur in the next two years and underestimate the change that will occur in the next ten. Don't let yourself be lulled into inaction.”Bill Gates

Science Museum London [Creative Commons]

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What to Do?

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Don’t push technology for the sake of pushing technology.

"You've got to start with the customer experience and work back toward the

technology.”Steve Jobs

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Focus on creating a SOLUTION…

James Mitchell [Creative Commons]

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…avoid silos…

Bern Loos [Creative Commons]

When people engage with an organization through a specific channel, they don't

consider it to be the "email channel" or the ”social media channel”. They see it as one of

the many interactions that make up their overall user experience with the company.

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…think of what you need to know in order to be able to come up with a solution.

Knowsley Council [Creative Commons]

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Business needs

User needs Technology

VISION

Define a shared perspective: what problem are we solving, who are we

solving it for, and why?

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The Elements of a Successful Cross-Channel Experience

Consistent

SeamlessAvailable

Context-specific

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Consistent: jetBlue• Visual design and tone of voice are

persistent• Users can complete most common tasks

from any channel: web, mobile, kiosk• Common activities are easily available

Don’t think of this just in terms of marketing and visual design, but interaction design. Close the gap between what you promise and what you deliver. Marketing makes promises. The experience (regardless of channel) has to deliver on those promises.

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Seamless: Netflix• Start watching on one platform, pause, and continue on

another

Don’t assume the customer is going to use the front door or follow your script.

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Context-specific: Yelp• Makes various recommendations based on

location• Offers useful content

Focus on valuable content that matches the context.

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Design for the entire journey, not a single touchpoint or interaction.

Intel Free Press [Creative Commons]

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Don’t focus on just screen size, browser, use case, context, or purpose.Focus on all of them.

The whole of the experience should be greater than the sum of its parts.

Naoko Takano [Creative Commons]

If you only focus on the low-hanging fruit, you’re neglecting the overall health of the tree.

The whole of the experience should be greater than the sum of its parts.

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How to Do it?

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Map the customer journey.From the customer’s perspective.Even if you’re working on just a piece of it, get an understanding of the big picture first.

Alvaro Rubio [Creative Commons]

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Get to know your customers. For real.Use direct observation, putting yourself in their place instead of third party research and reports.

esS.de [Creative Commons]

We know far too little about most types of users, so we work off anecdotes, popular-

media portrayals, and gut instinct all too often.

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Remember that feedback from your customers isn’t everything.

Paul [Creative Commons]

“If I had asked people what they wanted, they would have said faster horses.”

-Henry Ford

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Alvaro Rubio [Creative Commons]

Designing for multiple channels and platforms is not an option anymore. It’s a must.

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When you collect data, give back to your customers.Use what you learn from your customers to improve the experience they get.

Latitude Research [Creative Commons]

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Design the experience to help your customers, not to sell more.

Latitude Research [Creative Commons]

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Go the extra mile.

Latitude Research [Creative Commons]

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The Elements of a Great User Experience

Usable

Desirable

Useful

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Questions, comments.

THANK YOU.

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