leaving flatland - ia summit workshop 2010

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ASIS&T Information Architecture Summit 2010 Leaving Flatland Designing Services & Systems Across Channels Jess McMullin, the Centre for Citizen Experience Samantha Starmer, REI April 8, 2010 | Phoenix, AZ

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Workshop on cross cross channel experience design with Jess McMullin.

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Page 1: 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

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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

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[Jess’s intro]

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WHATis multi-channel

design?

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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

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First, a story…

http://www.flickr.com/photos/seandreilinger/2959785536/

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Palm Springs!

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Resort Hotel!!

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I am lucky

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Verdant

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Lush

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Foliage…lots of foliage

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Like The Secret Garden!

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But…

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I was tired

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I needed an adult beverage

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But I’m cheap…

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…and car-less

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and have to get out of a 13 acre resort

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With a crappy map

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and tips…seriously

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I find my way out

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And escape to the real world

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But now it is dark

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And the lovely, secret foliage

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With all of the nooks and crannies

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That I already got lost in when it was light…

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Is kinda scary

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Finally, thank god

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Now I really need a drink

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At least for walking, exploring or doing

anything not related to sitting by a pool and

drinking

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no sign policy

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except…

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WHYshould you care?

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 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

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They are coming from everywhere!

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We have no control

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over how people hear about us

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get to us

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or decide to buy from us

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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).

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Over half REI online

business is picked up in a

store

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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

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http://www.flickr.com/photos/mindaugasdanys/3766009204

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And one more reason?

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Our Marketing peers are way ahead of us…

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http://www.flickr.com/photos/shaireproductions/3176968409/

Even if you think you are web only, you

are multi-channel

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The customer is interacting with your

brand…they don’t care about

the channel

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I’m the same customer in each interaction

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the whole of the experience should be greater than the

sum of its parts

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Think about the customer’s journey

http://images-cdn01.associatedcontent.com/image/A7760/776083/470_776083.jpg

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A small example

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Leaving lovely hotel room

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Getting flight # via email

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Check in via mobile app

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I don’t want flight status!

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Okay, trying netbook

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Flight not recognized

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http://www.flickr.com/photos/mindaugasdanys/3766009204

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Fine. Old school check in.

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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

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Jess’s airline story

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SELLMulti channel

design

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Do some research

http://www.flickr.com/photos/euthman/2097753744

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Understand executives’ goals

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Use metrics

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

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30

130

Online vs. Offline

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Soft Skills

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Patience

http://www.flickr.com/photos/dirkjankraan/4092709643

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Start at the grassroots

http://www.flickr.com/photos/cobalt/282227013

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But work towards top-down

http://www.flickr.com/photos/flickrmarcus/3382920952

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Where are the bodies?

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Understand organizational structure

Understand Org Structure

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Don’t boil the ocean

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Tell a Fairy Tale

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There is a craving for stories that

show people what is possible

~Fred Collopy

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Try it!

http://www.flickr.com/photos/pmorgan/71679820/

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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!

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2 minutes. Timed.

http://www.flickr.com/photos/ricardodiaz/2311260401

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Break!

http://www.flickr.com/photos/johnmcnab/4298812324

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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

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HOW to start

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Marketing makes promises

The experience (regardless of channel)

has to deliver on those promises

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Think about on ramps and off ramps

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Hmm – where is that award?

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Directions anyone?

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Who is REI? Why am I here?

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Ensure a good experience in all interactions, via all doors

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Be consistent…

Consistent brand

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Don’t assume the customer is using the front

door.

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Reinforce the brand at all entrances

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Back door

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Side door

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Brand integration?

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What are your doors like?

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Be consistent…

Consistent information

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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

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Not the same information!

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Not the same information!

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Be consistent…

But optimize channel capabilities

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http://news.cnet.com/8301-10805_3-10016573-75.html

Surface at a hotel

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http://news.cnet.com/8301-10805_3-10016573-75.html

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Surface at a casino. To flirt…

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http://www.tobi.com/

Web cam dressing room

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Digital and physical

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Not just a stupid advertising app

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Augmented human interaction

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Don’t design for user's needs on website,

design for the experience the customer expects.

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http://www.flickr.com/photos/7973320@N07/2792554600

Exciting?

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http://www.flickr.com/photos/rknickme/308268766/

Relaxing?

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http://www.flickr.com/photos/44462967@N00/165090124

Electric?

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Be consistent…

Tie it all together

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Coordination, timing

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Just do it

http://www.flickr.com/photos/eightfivezero/2459026594

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Wander the halls

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Leave your comfort zone

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http://farm4.static.flickr.com/3007/2680257100_69b12c6e7d.jpg

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Close the loop

http://www.flickr.com/photos/pelegrino/3957449915

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Listen

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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

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http://averagecats.com/page/7

Hang with a new crowd

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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…

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Don’t get overwhelmed

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

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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

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Finally…(and this one is hard)

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http://www.flickr.com/photos/jimfrazier/1810966604/

Don’t be grabby Facilitate vs. Own

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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?

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EVERYONE owns customer experience

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