building & evangelizing holistic experience

designSamantha Starmer sstarme@rei.com

@samanthastarmer http://www.flickr.com/photos/29023275@N04/2753536862

medesign and experience stuff: Amazon,

MicrosoftREI – Recreational Equipment, Inc.

lead design & experience teamsteach at University of Washington

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

do you want your team to

make a difference?

do you want to be involved in

strategy?

do you want to be part of the decision

process?

design for the holistic

experience

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

but

‘integrated experience

s are few and

far between’

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

no Encore…

build your team to design for

the holistic experience

how?

me, looking confused

1. expand your mind

2. create the vision3. build the path4. just do it

1. expand your mind

expand your mind

1. break out of silos2. make new friends3. get outside your box4. find comfort in discomfort

break out of silos

http://www.flickr.com/photos/14617207@N00/4872111479

break out of silos

http://www.flickr.com/photos/14617207@N00/4872111479

• get out of your cube! • leave your desk! • get out on the street!

http://averagecats.com/page/7

make new friends

http://averagecats.com/page/7

make new friends

• hang out with marketing• learn IT speak• what does a project

manager care about?

http://www.flickr.com/photos/vitorcastillo/2994723741

http://www.flickr.com/photos/oldonliner/3484504583/

get outside your box

http://www.flickr.com/photos/jaboobie/4756495600

get outside your box

• shadow in another department

• build something physical• design something with

crayons

comfort in discomfort

comfort in discomfort

“an interesting thing happened today – we were

invited to help Visual Merch decide what shelf labels

and categories to use in the retail stores for

backpacks.”

http://www.twobackpackers.com/wp-content/uploads/2009/07/REI-Backpacks.jpg

eek – I don’t know anything about store

design!

you don’t have to be an expert

2. create the vision

http://www.flickr.com/photos/pasukaru76/3998273279

create the vision

1. know the big picture2. follow the north star3. tell a fairy tale4. lead change

know the big picture

http://www.flickr.com/photos/aatemu/4784742636/

http://www.flickr.com/photos/aatemu/4784742636/

• know your company strategic mission

• get beyond your own division

• learn how the parts play together

know the big picture

follow the north star

http://www.flickr.com/photos/brunmarde/4264215019/

follow the north star

http://www.flickr.com/photos/brunmarde/4264215019/

• focus on the customer (user, citizen, visitor)

• be ‘Swiss’• stay grounded

Trying on tent

http://www.flickr.com/photos/hollabackpack/184849492

tell a fairy tale

tell a fairy tale

• get people excited about the possibilities

• design your storytelling• consider your audience

Meet Aaron

Outdoor Loyal31, Chicago

Weekend warrior involved in many sports, knows a lot about gear, and loves to research

“I push myself in work and play and need my gear to keep up with me”

I’ll visit REI for gear suggestions for my upcoming race…

Here is my bike research list…

lead change

http://www.flickr.com/photos/donabelandewen/3571289971

lead change

http://www.flickr.com/photos/donabelandewen/3571289971

• model the behavior• begin slowly• start with your own

work and team

http://www.flickr.com/photos/elitatt/4959931232 http://www.flickr.com/photos/centralasian/4099680559

3. build the path

http://www.flickr.com/photos/23072179@N00/514528095

build the path1. listen holistically2. learn executives’ goals2. get political3. remove road blocks

listen holistically

listen holistically

• market research• email, calls, customer

service• facebook, twitter, blogs

learn executives’ goals

learn executives’ goals

• how are they incentivized?

• what is important to each?

• what are they trying to get done this year? next year?

(blurred on purpose…)

get political

get political

• manage up, down and sideways

• pay attention• talk the talk, walk the

walk

http://media.nara.gov/media/images/29/4/29-0378a.gif

remove road blocks

http://www.flickr.com/photos/cyberslayer/3556721606

remove road blocks

http://www.flickr.com/photos/cyberslayer/3556721606

• make it easy for your team

• have the hard conversations for them

• focus on clearing brush before they encounter it

4. just do it

http://www.flickr.com/photos/tutuwon/2745902664

just do it1. don’t ask permission2. tear it up a little3. use metrics4. start with small wins

http://www.flickr.com/photos/62719770@N00/2959566124

don’t ask permission

http://www.flickr.com/photos/62719770@N00/2959566124

don’t ask permission

• but don’t be crazy• start with things

everyone cares about• think non-controversial

tear it up a little

http://www.flickr.com/photos/18161462@N00/73573681

tear it up a little

http://www.flickr.com/photos/18161462@N00/73573681

• invite others in• invite others out• go way outside your

brand – then pull back

UX Mag

use metrics

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

use metrics

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

• get comfortable with quantitative

• learn synergies between attitudes and behavior

• where does your team add measureable value?

start with small wins

http://tlc.discovery.com/tv/hoarding-buried-alive/slideshows/before-and-after-episodes-1-4-02.html

start with small wins

http://tlc.discovery.com/tv/hoarding-buried-alive/slideshows/before-and-after-episodes-1-4-02.html

• pick one interaction• choose one channel• partner with one

department

expand your mind

1. break out of silos2. make new friends3. get outside your box4. find comfort in

discomfort

create the vision

1. know the big picture2. follow the north star3. tell a fairy tale4. lead change

build the path

1. listen holistically2. learn executives’ goals2. get political3. remove road blocks

just do it

1. don’t ask permission2. tear it up a little3. use metrics4. start with small wins

http://www.flickr.com/photos/baking_in_pearls/3960662314

thank you!!

Samantha Starmer sstarme@rei.com @samanthastarmer