1. Designing
Cross
Channel
Experiences
Samantha Starmer Managing Experience; March 8, 2011

2. Designing
(great) Cross
Channel
Experiences

3. me
UX & IA related work for places like Amazon, Microsoft
REI – Recreational Equipment, Inc.
Create and lead IA, UX, IxD teams
Teach at University of Washington

5. first time at brick &
mortar
http://www.flickr.com/photos/dirpics/464458290/

6. Waitress picture
10 years in
restaurant business

7. a story…
http://www.flickr.com/photos/sugarpond/3016905349

8. Australian information
architecture
conference

9. Sydney picture
imagined myself in
Sydney

10. but I’m a
procrastinator

11. oh crap

12. huh. an electronic Visa.
well, that’s pretty cool.

13. except I can’t
check in online

14. even though I bought my
tickets and Visa online

15. damn, have to talk to a
person
http://www.flickr.com/photos/mkooiman/787191703

16. waited in long check-in
line
http://www.flickr.com/photos/jopoe/4569447498

17. http://www.flickr.com/photos/bryansblog/411455656

18. Flight agent picture
http://www.flickr.com/photos/dykstranet/211106615

19. “this won’t
work”

20. Censored!
but, it has official stuff
and numbers and …

21. “i’m a human,
not a machine”

22. Flight agent picture
http://www.flickr.com/photos/dykstranet/211106615

23. “what’s your
itinerary?”

24. thank god I’m old
school

25. what about my
visa?

26. Sleeping at Airport
http://www.flickr.com/photos/feline_dacat/3197429380

27. “i have no idea”

28. Flight agent picture
http://www.flickr.com/photos/dykstranet/211106615

29. http://www.flickr.com/photos/slworking/4169134307

30. “Change screens, Pillow Pillow”
“Where’s the Pillow?”
“Didn’t they cover that in training?”
“Backslash Backslash”
“Okay, tietac”
“What?”
“Tietac”
“huh?”
“Like Tie”
“carrot backslash”
“United States”
“Pillow Pillow”
“Change Screens”

31. lesson?
F
http://www.flickr.com/photos/pjern/2150873799

32. our lives are
cross channel

33. design for the
holistic experience

34. don’t design for just website

35. …app

36. …or physical environment
http://www.flickr.com/photos/24218656@N03/4589621372/

37. digital and physical
are colliding

38. 70% of US online
consumers research
products online and
purchase them
offline
Forrester, Profiling The Multichannel Consumer, July 2009

39. 53% of mobile
searches on Bing
have a local intent
Greg Sterling
Search Engine Land
https://searchengineland.com/microsoft-53-percent-of-mobile-searches-have-local-intent-55556

40. technology is
everywhere

42. (and here is our
opportunity)

43. ‘integrated
experiences
are
few and far
between’
Alexandra Deschamps-Sonsino
http://www.slideshare.net/designswarm/creating-the-internet-of-things

44. customers
don’t think
about
channels

45. http://www.crwgraphics.com/blog/wp-content/uploads/2010/08/multichannel-marketing.bmp

46. customers
don’t think
about design
disciplines

47. http://www.kickerstudio.com/blog/images/ux.jpg
http://www.jjg.net/elements/pdf/elements.pdf
http://www.montparnas.com/articles/wp-
content/uploads/2006/10/user%20experience%20design%20explained.gif
http://mickwinters.com/wp-content/uploads/2010/02/venn1.gif

48. customers
do think about
your company

49. across
time, touchpoi
nts and
experiences

50. however we want
to shop

51. whenever we see
your brand
http://www.flickr.com/photos/cdevers/3388665920

52. outside
http://www.flickr.com/photos/cafemama/542656019

53. inside
http://www.flickr.com/photos/penmachine/2971108982

54. packaging
http://www.flickr.com/photos/streamishmc/2391505902

55. signs
http://www.flickr.com/photos/andrewbain/2510253694

56. employees
http://www.flickr.com/photos/7577938@N02/4897443265

57. things outside our
control
http://www.flickr.com/photos/jaxphotography/267129315

58. design cross channel
experiences

59. design for the
holistic experience

61. 5 principles
5 methods
5 tools

62. 5 principles
1. convenient
2. connected
3. consistent
4. contextual
5. (a) cross time

63. convenient

64. Walgreen on iPad

65. http://www.flickr.com/photos/jsrcyclist/3181389420
http://www.flickr.com/photos/zachklein/3964249

66. Walgreen’s drive in
http://www.flickr.com/photos/ambernectar/4042608385

67. consistent

71. connected

72. consider the experience
of transitions
http://www.flickr.com/photos/mcdemoura/2209204939

73. Netflix

76. contextual

77. 15% bump in
weekend traffic
http://www.flickr.com/photos/dalydaly/10813808

78. Trying on tent
research online, try
in store
http://www.flickr.com/photos/hollabackpack/184849492

79. (a)cross time

80. http://www.flickr.com/photos/mcmortygreen/3176998867

81. http://www.flickr.com/photos/yourdon/2594767344

82. http://www.flickr.com/photos/sa_ku_ra/13009153

83. 5 methods
1. think in terms of services
2. share the sandbox
3. start walking
4. comfort in discomfort
5. why vs. what

84. 1. Think in terms of services
think in terms of services
Waitress

86. Fluevog on iPad

87. From: seattlefluevog@cablespeed.com
To: sstarmerj@hotmail.com
Subject: Fluevog order 20110211-00072873
Date: Fri, 11 Feb 2011 16:52:38 -0800
Hey Samantha,
We have both shoes you ordered online here at the Seattle store. If you’d like to pick
them up this weekend and save on shipping let us know otherwise they will ship out
Monday.
Thanks,
Leah
John Fluevog Shoes
205 Pine St.
Seattle, WA 98101
phone: (206)441-1065
fax : (206)728-7955
seattle@fluevog.com
www.fluevog.com
www.myspace.com/fluevogseattle
"There are two kinds of people: those who shy away from attention, and those who wear
Fluevogs." - JF

88. http://www.flickr.com/photos/trufflepig/4370405501

89. Incremental Sale

90. 2. share the sandbox
http://www.flickr.com/photos/erikwdavis/2687670846

91. UX Mag
let people in.
let people design.
let people play.

92. 3. start walking
http://www.flickr.com/photos/jonathanbeard/3038114579/

96. 4. comfort in discomfort

97. you don’t have
to be an expert

98. eek – I don’t know anything
about store design!
http://www.twobackpackers.com/wp-content/uploads/2009/07/REI-Backpacks.jpg

99. “an interesting thing happened
today – we were invited to help
Visual Merch decide what shelf
labels and categories to use in
the retail stores for backpacks.
This is a great win for us”

100. 5. why vs. what
http://www.flickr.com/photos/segozyme/3105128025/

101. buying a tent

102. for backyard?
http://www.flickr.com/photos/jcast911/4037694806

103. or backcountry
snow?
http://www.flickr.com/photos/reway2007/427303733

104. 5 tools
1. document
2. experience map
3. get behind the scenes
4. tell a story
5. cross train

105. 1. document
http://www.flickr.com/photos/thelustlizardofmelancholycove/5053889505/

106. http://www.flickr.com/photos/frerieke/3882000183

108. 2. experience map
http://www.flickr.com/photos/dimitratzanos/4615310997

109. think about the
customer’s whole
journey

110. 3. get behind the scenes
http://www.flickr.com/photos/honorapearls/4155009907/

111. http://www.flickr.com/photos/vitorcastillo/2994723741

112. http://www.flickr.com/photos/mattwright/1787856/

113. http://www.flickr.com/photos/oldonliner/3484504583/

114. 4. tell a story
http://www.flickr.com/photos/sugarpond/3016905349

115. Meet Jane
Outdoor Loyal
38, Portland
Involved in overlapping
sports and understands
the value of good gear
“I kind of have a jacket
problem… I’m running
out of reasons to buy
another one”

116. Monday… I want to go backpacking this weekend!

117. Time to plan…

118. I want to go somewhere beautiful…

119. 5. cross train
http://www.flickr.com/photos/zackojones/4191554608/

120. Success

121. Designing
(great) Cross
Channel
Experiences

122. don’t design for the
screen, design for the
holistic experience

123. don’t design for the
technology, design for the
holistic experience

124. don’t design for the
channel, design for the
holistic experience

125. 5 principles 5 methods
1. convenient 1. think in terms of services
2. connected 2. share the sandbox
3. consistent 3. start walking
4. contextual 4. comfort in discomfort
5. (a) cross time 5. why vs. what
5 tools
1. document
2. experience map
3. get behind the scenes
4. tell a story
5. cross train

126. Beyond Digital: Designing for the
Cross-Channel Future
With Jess McMullin
Thursday, March 31st
Denver, CO
http://www.flickr.com/photos/39747297@N05/522973

127. chief customer
officer…

128. Who will it be?
http://www.flickr.com/photos/kelleys/358629845

129. join the
opportunity!!
@samanthastarmer
sstarme@rei.com