Multi-Channel Experience Design - UPA 2010

CDesigning for a Multi-C

Amy Cueva - @amycuevaMegan Grocki - @megux

C Channel Experience

ICE BREAKINGLet’s talk about…

What are multi-channel expe

Collaborating with StakeholdCollaborating with Stakehold

Understanding Who and Whe

Navigating Political Waters

Examples & BrainstormExamples & Brainstorm

Takin’ Action

eriences?

dersders

ere Users Are

ICE BREAKINGHow did we get in the game?

Mmmm. Tasty and satisfying.

Hungry for a challenge, empathetic, and psolution oriented.

ICE BREAKINGWhat is a Multi-Channel Experience?

What percentage of Consumers cross at least 2 channels when making a purchase?

Web to store

Store to Web

Web to phonep

ICE BREAKINGCustomers cross channe

Did not cross channelsDid not cross channels

els.What are they doing there? Why?

Make a purchaseMake a purchase

Window Shop

Seek assistance

Conduct a transactionConduct a transaction

Gather information

Source: Profiling The Multichannel ConsumerHow Retailers Can Enable Multichannel Consumer Behavior

Forrester Report July 29, 2009, By Patti Freeman Evans

ICE BREAKINGMulti-Channel Landscap

Customer StoreWebsWeb A

“I want to…”Web ACall CMailMobilExpectations, goals, MobilWord Socia

Expectations, goals,tasks, desired outcomes

Planned and unplanned interactions

AdverCataloEmail

Perceptions

EmailProdu

e

Companysite(s) Application(s) p y

“I want to…” Application(s)Center

le Inbound & outbound le of Mouthl Media

Inbound & outbound communications

Handling positive and negative interactions

rtisingogl

g

Internal ownership & coordination

luct

ICE BREAKINGTouch points that represe/Website(s)/Applications

EmailLive chatLive chatSocial Media presenceCatalog / CircularsCatalog / CircularsIn-Store / In-personTelesales

Phone / Call CenterInteractive Voice Response

ent opportunities:Di i l Ki kDigital KioskMobile InterfacePrint AdvertisementsPrint AdvertisementsBillboards & SignagePoint-of-Sale Point of Sale PackagingChannel partners

Online CommunityOther?

ICE BREAKINGAvoiding negative and facilitating positive episodes

ICE BREAKINGWhat is your brand essennce?

Does everyone know your basic brand principles?

It’s not about creating identical experiencesp

Optimize and connect channel interactions tochannel interactions to deliver consistent brand experiences

ICE BREAKINGIf your brand were a persson who would they be?

How will they treat you across you across channels?

How will that experience be experience be brought to life across channels?channels?

ICE BREAKINGStakeholder Group Theraapy

Include those who own different sites, properties, different sites, properties, and channels

Include those who will be effected by the design

Include those who will build what is designedwhat is designed

ICE BREAKINGBuild One Cohesive Perspective

Provide the same data and user stories to all groups

Cross-pollination creating opportunities to share and opportunities to share and learn new viewpoints

ICE BREAKINGBuild One Cohesive Perspective

Effective governance is sticky and needs structure

Alter organization to be focused on the customer not the channelnot the channelThe customer experience, at every touch point affects at every touch point, affects revenue and profits.

ICE BREAKINGA Peek Inside the Organiization

Different communication

and interaction channels supported by supported by different areas of the areas of the organization.

ICE BREAKINGA Vision for What Could B Be

Cross area representation and

coordination

ICE BREAKINGLeverage experience des

CUSTOMER

BRAND & PRODUCT & BRAND & MARKETING BUSINESSXD

TECHNOLOGY & OPERATIONS

sign to tame the chaos.Process extracts & synchronizes goals and

objectives from various stakeholding groups

Discipline understandshow people interact with

technology, other people, and brands

ICE BREAKINGUser Research for Multi--Channel

Traditional user research methods applied in new ways:

• In-store experiencesPrint• Print

• PhoneSecret shopperSecret shopper

Research Informs Strategy PersonasFocus on the customer,

regardless of channelDemonstrate customer and user experiences visuallyuser experiences visuallyDetermine cultural and behavioral dynamics to behavioral dynamics to recognize how to integrate channels

ICE BREAKINGResearch Informs Strategy

SHOW stakeholders their customer’s behavior customer s behavior

Video PhotographsStories

Better et get stakeholdersBetter yet, get stakeholdersout of the board room

ICE BREAKINGExploring Newer Channe

Provides a way to connect witheir most ardent fans

Keeps customers engaged

Encourage loyalty & active evangelismevangelism

els: Social Mediaith

ICE BREAKING“Good Enough” Is No Lonnger Good Enough

Exposes highs AND lows

Blurry boundaries

Experiment, learn & refinep


Still in its infancy, mobile commerce is an increasingly

important channel

32% use their mobile devices to research monthly

15% are completing 15% are completing transactions with their mobile devices monthly

els: Mobile

Source: The Art Technology Group (ATG) ReportCross-Channel Commerce: The Consumer View

March 2010


What is the role of Mobile in connecting with users?

What is different than more traditional channels?traditional channels?

Do you really need it?Do you really need it?

els: Mobile

ICE BREAKINGWhat Is Channel-Appropriate Interaction?

In-person

EmailEmail

Web

Print

MobileMobile

Social/Public

ICE BREAKINGMulti-Channel Experiencces

Website: www.lindt.com

In StoreKioskPhonePhoneEmailChocolate Connoisseur’s CluChocolate Connoisseur s CluSocial Media


Website: www.virginamerica.comPhoneEmailSocial MediaSocial MediaMobile AlertsIn-personIn personIn-flightFrequent Flyer Loyalty Program

ICE BREAKING\Multi-Channel ExperienccesWeb site:www.staples.com

In Store, SignageCircular / Catalog / PhoneUbiquitous Easy Button / Ubiquitous Easy Button / Brand MessageContact Us in Many WaysContact Us in Many WaysDesktop Gadget


Website: www.williams-sonoma.com

Catalog, PhoneEmailBridal RegistryBridal RegistryIn-store Technique, CookingClasses, Product Demos & Classes, Product Demos & Food Tasting

ICE BREAKINGHow to coordinate chann

Consider & research customer’s experiences

across all channels

Brainstorm & prioritize

Balance business objectives against user objectivesagainst user objectives

Develop a multi-channel experience strategyexperience strategy

els for the brand?

ICE BREAKINGWhat can you do?

What, noWhat, noCXO?CXO?

Ask the right questions

Go beyond your mandate Go beyond your mandate

Share knowledge

Encourage collaboration

Don’t be Milton but don’t geDon t be Milton, but don t gefired

ICE BREAKINGWe want to learn from yo

What What do you do you know?know?

ou.Which companies have successfully used different

channels to create deeper customer relationships?

What tools and expertise wilenable richer relationships enable richer relationships between customers and brands?

ICE BREAKINGQuestions?

ICE BREAKINGContact Us

Amy CuevaAmy CuevaFounder & Chief Experience Officer

[email protected] @amycueva

Megan GrockiMegan GrockiSenior Experience Designer

[email protected]: @megUX

Multi-Channel Experience Design - UPA 2010

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