The cross channel experience - UXLx

Who  is  using  your  system?    We  know  them.  Evidence  Driven  Design  

The  Cross-­‐Channel  Experience  Presented  by  Nick  Finck  

About  Me  

Photo  by    Jeff  Cro<  -­‐  h>p://bit.ly/g0hPil  

User  Experience  Evangelist  Blink  InteracHve    Personal  Site  NickFinck.com  

Twi9er  @nickf    Nominated  Sea>le’s  sexiest  geek  

Twi9er  hashtag:  #xChannel    

UX  Lx  is  the  best  user  experience  conference  in  the  world.    

Folks,  brace  yourselves,  today  is  going  to  be  full  of  Awesome.  

Overview  

1)  DefiniHons    2)  Methods  3)  Tools  4)  Examples  5)  Q&A  

90%  

90%  of  businesses  say  the  cross-­‐channel  experience  is  criMcal  to  their  business’s  success.   - Foviance & Econsultancy, “Multi-channel Customer Experience Report”, Nov 2010  

What  is  cross-­‐channel  experience  design?  

Cross-­‐Channel  Experience  Design  is  the  process  of  designing  for  all  the  touchpoints  a  person  has  with  a  business  regardless  of  channel.  

Wait!  Aren’t  you  just  talking  about…  -­‐  User  Experience  Design?  -­‐  Customer  Experience  Design?  -­‐  Service  Design?  

YES  

“70%  of  US  online  customers      research  products  online  &      purchase  them  offline.”                        -­‐  Forrester,  “Profiling  The  MulHchannel  Customer”,  July  2009  

   65%  of  search  visitors  are        looking  for  further  info  on      something  they  saw  via      another  channel.                -­‐  Andrea  Resmini  &  Luca  RosaH,  “IA  for  Ubiquitous  Ecologies”,  2007  

“53%  of  mobile  searches  on      Bing  have  local  intent.”                        -­‐  Greg  Sterling,  Search  Engine  Land,  November  2010  

3  Types  of  Touchpoints  

StaHc  Touchpoints  

InteracHve  Touchpoints  

Human  Touchpoints  

You  might  think  of  your  work  in  the  context  of  a  channel  but  your  customers  do  not.  

So  how  do  we  cra_  a  good  cross-­‐channel  experience?  

Methods  

Observe  how  people  use  it  

Know  the  context  of  use  

A>enHon  to  detail  counts  

Look  for  hacks  

Follow  the  whole  engagement  

Learn  the  business  processes  

Understand  how  employees  work  

Tools  

Audience  

On  Stage  

Backstage  

Support  Processes  &  Systems  

Customer  Journey  Map  

Experience  Map  

Service  Blueprint  Twitter ExperiencePhysicalEvidence

Line of Interaction

Onstage Contact Person

Backstage Contact Person

User Actions

Support Processes

Line of Visibility

Line of Internal Interaction

Publish blog post

ExpressionEngine

Clicks on link

Tweet

Comments on post

Blog Post

Post to Twitter

Comment Form Twitter Profile

Review, edit, & approve blog post

Responds to comment

Reads blog post

CoTweet

Follows on Twitter@Replies to Tweet

Tweet

Respond to @Reply

ExpressionEngine

Review, edit, & approve comment

reply

Visits Website

URL on Twitter profile

DMs over Twitter

DM button on Twitter Profile

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Analyze followers Analyze web logs

Metricly Metricly & Google AnalyticsCoTweet

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Some  Examples  

Add  a  DVD  to  my  queue  on  the  website  

Told  me  when  to  expect  the  DVD  

DVDs  arrives  in  the  mail  

…and  I  can  tell  them  when  something  went  wrong  

Confirmed  when  they  received  the  DVD  

I  can  also  stream  movies  on  my  Laptop  

I  can  resume  the  movie  on  the  web  

…or  through  the  app  

…on  Xbox,  tablet,  smartphone,  laptop,  or  TV.  

Asked  me  how  my  experience  was  a<erwards  

Compensated  me  when  something  went  wrong  

…and  I  can  tell  them  when  something  went  wrong  

Cross-­‐Channel  touchpoints  

1)  Web  2)  Email  3)  Packaging  4)  Product  5)  Streaming  Media  6)  Mobile  

I  wanted  to  get  a  mountain  bike  

So  I  researched  them  online  

I  wanted  to  test  them  in  person  

Photo  by  Hien  Nguyen  -­‐  h>p://bit.ly/ekeNdN  

I  headed  to  the  store  

They  had  many  mountain  bikes  

…and  a  place  to  test  them!  

Cross-­‐Channel  touchpoints  

1)  Web  2)  Retail  3)  Product  4)  Sales  Support  5)  Environment  

So  I  wanted  to  watch  Game  of  Thrones…  

There  is  no  way  to  add  HBO  on  the  web  

So  I  went  to  Twi>er…  

HBO  was  added  in  no  Hme  

…and  then,  like  magic,  I  had  HBO.  

Cross-­‐Channel  touchpoints  

1)  Web  2)  Click-­‐To-­‐Chat  3)  Social  Media  4)  Broadcast  Media  

Business  

Not  everyone’s  boss  is  David  Brent  

…They  are  more  like  Neil  Godwin.  

“We  can't  solve  problems  by      using  the  same  kind  of        thinking  we  used  when  we      created  them.”                        -­‐  Albert  Einstein  

We  must  break  down  the  silos.  

We  must  cross-­‐pollenate  

We  must  work  more  like  a  hive  

…with  a  unified  vision  of  what  we’re  trying  to  do.  

Thank  You  

QuesMons  

Follow-­‐up  quesHons  

•  ConsulHng:  BlinkInteracHve.com  •  Personal:  NickFinck.com  •  Email:  nick@blinkinteracHve.com  •  Twi>er:  @nickf