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,

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

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

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/

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

94@jessmcmullin@samanthastarmer

FieldResearch

What to look for....

• People• Touchpoints• Interactions• Flow

Welcome Back from the Field!

Now Lunch...See you at 1:00

Discovery

Service inventory

Service Inventory Exercise

Service

Touchpoint

Customer Journey Mapping

Adaptive Path

http://www.flickr.com/photos/sethandalexa/3747145717

Maya Design

Journey Mapping Exercise

Action

Touchpoint

Touchpoint Notes

Journey Mapping Exercise

Touchpoint

Step 1 Step 2 Step 3 Step 4

Notes Notes Notes Notes

From Insightsto Solutions

Solution=Facilitation

Facilitation=Giving upownership

It’s ok. Really.

MentalModels

Mental Models

http://www.rosenfeldmedia.com/books/mental-models

Mental Models

Business Origami

Paper Prototyping for Systems Design

Business Origami Session

Courtesy Prof. Kenta Ota, Chiba University Design Department & Design Division, Hitachi Ltd.

Service Blueprint

http://lovelearn.wordpress.com/2009/07/11/initial-blueprint/

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

UXSwimlanes

UX Swimlanes

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

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!

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

leaving flatland - ia summit workshop 2010

current experience

better experience

envisioned experience

research http

customer service

us online consumers

patience http

customers journey http

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