Leaving Flatland - IA Summit Workshop 2010
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Transcript of Leaving Flatland - IA Summit Workshop 2010
ASIS&T Information Architecture Summit 2010
Leaving FlatlandDesigning Services & Systems Across
Channels
Jess McMullin, the Centre for Citizen
ExperienceSamantha Starmer, REIApril 8, 2010 | Phoenix,
AZ
Today What is multi-channel design? Why should you care? Selling the need Field Research experience Discovery tools and methods Solution tools and methods How to do it
[Jess’s intro]
WHATis multi-channel
design?
Different terms – similar ideas
Cross/Multi channel experience Cross/Multi touchpoint experience Bridge experiences Customer experience Customer experience management Customer relationship management Total customer experience Experience design Service design
First, a story…
http://www.flickr.com/photos/seandreilinger/2959785536/
Palm Springs!
Resort Hotel!!
I am lucky
Verdant
Lush
Foliage…lots of foliage
Like The Secret Garden!
But…
I was tired
I needed an adult beverage
But I’m cheap…
…and car-less
and have to get out of a 13 acre resort
With a crappy map
and tips…seriously
I find my way out
And escape to the real world
But now it is dark
And the lovely, secret foliage
With all of the nooks and crannies
That I already got lost in when it was light…
Is kinda scary
Finally, thank god
Now I really need a drink
At least for walking, exploring or doing
anything not related to sitting by a pool and
drinking
no sign policy
except…
WHYshould you care?
65% of visitors to an online search engine were looking for further information in relation to a product or service they saw in a television commercial or in a newspaper advertisement.
Pubblicita offline e ricerche nei motori, 2007From ‘Information Architecture for Ubiquitous Ecologies’, Andrea Resmini and Luca Rosati
They are coming from everywhere!
We have no control
over how people hear about us
get to us
or decide to buy from us
53% of US online consumers say they
research products online that they subsequently
buy offline.
Forrester, North American Technographics Retail Online Survey, Q1 2009 (US).
Over half REI online
business is picked up in a
store
43% of consumers said they start their research online or through a mobile device, but then need to call a customer service or call
center representative to complete the transaction because the necessary product or service
information cannot be found online.
Survey by ATGhttp://www.retailcustomerexperience.com/article/21560/Report-We-are-seeing-a-multichannel-revolution
http://www.flickr.com/photos/mindaugasdanys/3766009204
And one more reason?
Our Marketing peers are way ahead of us…
http://www.flickr.com/photos/shaireproductions/3176968409/
Even if you think you are web only, you
are multi-channel
The customer is interacting with your
brand…they don’t care about
the channel
I’m the same customer in each interaction
the whole of the experience should be greater than the
sum of its parts
Think about the customer’s journey
http://images-cdn01.associatedcontent.com/image/A7760/776083/470_776083.jpg
A small example
Leaving lovely hotel room
Getting flight # via email
Check in via mobile app
I don’t want flight status!
Okay, trying netbook
Flight not recognized
http://www.flickr.com/photos/mindaugasdanys/3766009204
Fine. Old school check in.
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
SELLMulti 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
Try it!
http://www.flickr.com/photos/pmorgan/71679820/
Take your new experience
1. Jess and I are the board chairs for your new airline. We are traditional.
2. Spend 10 minutes How is your envisioned experience a
differentiator? How will it drive sales? How will it save money? How will it engage customers?
3. Sell it to us!
2 minutes. Timed.
http://www.flickr.com/photos/ricardodiaz/2311260401
Break!
http://www.flickr.com/photos/johnmcnab/4298812324
Researching Multiple Channels 3rd Party Websites Phone
Voice Text
Social Media Twitter Facebook
IM Physical Locations
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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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Service inventory
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Service Inventory Exercise
Service
Service
Service
Service
Touchpoint
Touchpoint
Touchpoint
Touchpoint
Touchpoint
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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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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
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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UXSwimlanes
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UX Swimlanes
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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
Think about on ramps and off ramps
Hmm – where is that award?
Directions anyone?
Who is REI? Why am I here?
Ensure a good experience in all interactions, via all doors
Be consistent…
Consistent brand
Reinforce the brand with every interaction…
Bruce TemkinForrester
experiencematters.wordpress.com
Don’t assume the customer is using the front
door.
Reinforce the brand at all entrances
Back door
Side door
Brand integration?
What are your doors like?
Be consistent…
Consistent information
The most common problems reported by Web-to-store
shoppers related to discrepancies in prices and product information across
the two channels.Forrester, How Satisfied Are US Consumers With Web-To-Store Shopping?
December 2009
Not the same information!
Not the same information!
Be consistent…
But optimize channel capabilities
http://news.cnet.com/8301-10805_3-10016573-75.html
Surface at a hotel
http://news.cnet.com/8301-10805_3-10016573-75.html
Surface at a casino. To flirt…
http://www.tobi.com/
Web cam dressing room
Digital and physical
Not just a stupid advertising app
Augmented human interaction
Don’t design for user's needs on website,
design for the experience the customer expects.
http://www.flickr.com/photos/7973320@N07/2792554600
Exciting?
http://www.flickr.com/photos/rknickme/308268766/
Relaxing?
http://www.flickr.com/photos/44462967@N00/165090124
Electric?
Be consistent…
Tie it all together
Coordination, timing
Just do it
http://www.flickr.com/photos/eightfivezero/2459026594
Wander the halls
Leave your comfort zone
http://farm4.static.flickr.com/3007/2680257100_69b12c6e7d.jpg
Close the loop
http://www.flickr.com/photos/pelegrino/3957449915
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
Hang with a new crowd
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
Finally…(and this one is hard)
http://www.flickr.com/photos/jimfrazier/1810966604/
Don’t be grabby Facilitate vs. Own
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?
EVERYONE owns customer experience