CONTEXT MATTERS

BIG DESIGN CONFERENCE 2016

Have you ever received important news (possibly upsetting) in a way that felt inappropriate?

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@DanielTulloh #UniversalUX

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Have you ever received important news (possibly upsetting) in a way that felt inappropriate?

What you say matters. How you say it does too.

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Have you ever received a message in a channel that totally ruined the intent?

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“Great design is a multi-layered relationship between human life and its environment.”

–Naoto Fukasawa

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Context is everything.C H A N N E L S = C O N T E X T

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W H AT I S M U LT I- C H A N N E L U X ?

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The power of multi-channel UX is the ability to move seamlessly between channels in order to exploit each channel for its strength without

anyone ever noticing.

W H A T I S G O O D M U L T I - C H A N N E L U X ?

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Good Multi-channel UX is truly realized when it benefits the user because of its relevance

& intuition.

W H A T I S G O O D M U L T I - C H A N N E L U X ?

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It’s all about context & synchronicity.

Communicating at the EXACT right time, in the channel that makes sense for the context.

@DanielTulloh #UniversalUX

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However, there are still many times we don’t get it right.

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Engage in the channel that makes the most sense. Imag ine th is same not i f icat ion as an emai l . Imag ine i t on a webs i te . Even a text message doesn’ t fee l qu i te fee l r ight .

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PRINT

S T R E N G T H S

Tang ib le & permanent …

In-person & s i tuat iona l …

Fee ls of f ic ia l , cred ib le

W E A K N E S S E S

Expens ive …

Complete ly pass ive …

Not eas i ly measured …

Impersona l

PHONE

S T R E N G T H S

Interact ive …

If persona l i t can be humaniz ing

… On-demand

W E A K N E S S E S

Feels invas ive …

If robo-ca l l , i s ver y impersona l

… If l i ve-agents , expens ive

WEBSITE

S T R E N G T H S

Interact ive …

Eas i ly measured & updated

… Sca lab le &

re lat ive ly cheap

W E A K N E S S E S

Somewhat pass ive – requ i res users to

d i scover i t & hard to keep them engaged

EMAIL

S T R E N G T H S

Interact ive …

Opportun i ty for longterm user engagement

… Not intrus ive

W E A K N E S S E S

Users often ignore …

Des ign constra ints …

Can dr ive away users i f not proper ly executed

Channel strengths & weaknesses

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Channel strengths & weaknesses

TEXT MESSAGE

S T R E N G T H S

High leve l of user engagement – most users

read w i th in 6 minutes …

Relat ive ly cheap

W E A K N E S S E S

Heav i ly regu lated …

Can eas i ly fee l l i ke spam …

L imited in des ign opt ions & content length

APP INTERFACE

S T R E N G T H S

Interact ive …

On dev ice –requi res l i t t le f rom user

… Access to dev ice interface & data .

W E A K N E S S E S

Users WILL de lete i f not usefu l

… Expens ive &

Apple’ s regu lat ion i s unpred ictab le

VOICE

S T R E N G T H S

Interact ive …

High ly-persona l , conversat iona l

… Wow factor

W E A K N E S S E S

Doesn’ t a lways work as p lanned – can be

ver y f rustrat ing.

APP NOTIFICATION

S T R E N G T H S

Like text messages , top of mind to most users

… Leverag ing user data , can

be extremely powerfu l .

W E A K N E S S E S

Can eas i ly annoy users , caus ing abandonment .

… L imited in des ign opt ions

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Only use a channel for its strengths.

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Here’s a perfect example of NOT using a channel for its strengths.

Bes ides the barrage of texts , th i s i s the wrong channel for someth ing that i s of no benef i t to the user.

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Find the path of least resistance.

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T E X T R E G I S T R A T I O N 5 C H A N N E L S I N U N D E R A M I N U T E

C A S E S T U D Y

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#UniversalUX #AsurionDesign

#UniversalUX #AsurionDesign

#UniversalUX #AsurionDesign

#UniversalUX #AsurionDesign

Text Registration

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C H A N N E L I N G S T R E N G T H ST E X T R E G I S T R A T I O N

Print At po int of sa le , i t s the best way to

instruct the customer & i s a tang ib le reminder. i

Camera & Text Message Is a natura l f i t for send ing a photo

AND a l lows us to leverage a key datapo int . i

Web Al lows us to move to an interact ive

p lat form AND serve up other offers . i

Emai l Al lows us to cont inue the conversat ion in the future .

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T H E R E S U L T ST E X T R E G I S T R A T I O N

60% of users came through text reg ist rat ion . …

Pi loted in 18 stores & went nat ionwide to over 4300 stores in a year.

… Huge re lat ionsh ip w in for a cr i t ica l c l ient .

… Vast increase in user data co l lect ion .

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I F T T TC A S E S T U D Y

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M U T L I A P P E N G A G E M E N T

C A S E S T U D Y

+

The experience begins here

W H AT ’ S N E X T ?

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The ‘internet of things’ is becoming a viable channel.

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Voice is becoming a viable channel.

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Voice is simply a different interface for the traditionally visual web.

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Voice is simply a different interface for the traditionally visual web.

But the feeling is different.

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EPILOGUE

Context matters.

Great multi-channel UX is invisible.

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WHAT DO YOU THINK? LET’S DISCUSS.

derek.tam@asurion.com daniel.tulloh@asurion.com

FEEL FREE TO SHARE THIS PRESENTATION slideshare.net/DanTulloh/context-matters-multichannel-ux

STRENGTHS & WEAKNESSES KIT

design.asurion.com/context-matters/multi-channel-tips.pdf

Thank you Big (D)esign!