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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
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]
WHAT
is 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
Lush
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…
WHY
should 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, 2007
From ‘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
      store
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 ATG
http://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…
Even if you think
  you are web
  only, you are
 multi-channel



              http://www.flickr.com/photos/shaireproductions/3176968409/
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 experiences
1.   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
SELL
Multi 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




                     130




      30
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 organizationalStructure
     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/42988123
Researching Multiple Channels
 3rd Party Websites
 Phone
   Voice
   Text
 Social Media
   Twitter
   Facebook
 IM
 Physical Locations
Field
Research
@jessmcmullin
@samanthastarmer   94
What to look for....

• People
• Touchpoints
• Interactions
• Flow


@jessmcmullin
@samanthastarmer       95
Welcome Back from the Field!



Now Lunch...
See you at 1:00
@jessmcmullin
@samanthastarmer               96
Discovery
@jessmcmullin
@samanthastarmer   97
Service inventory




@jessmcmullin
@samanthastarmer    98
@jessmcmullin
@samanthastarmer   99
Service Inventory Exercise
                   Touch   Touch   Touch   Touch   Touch
                   point   point   point   point   point
 Service

 Service

 Service

 Service




@jessmcmullin
@samanthastarmer                                           100
Customer
 Journey
 Mapping
@jessmcmullin
@samanthastarmer   101
Adaptive Path




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


    @jessmcmullin
    @samanthastarmer                                   102
nForm




@jessmcmullin
@samanthastarmer   103
@jessmcmullin
@samanthastarmer   104
Maya Design




@jessmcmullin
@samanthastarmer   105
Journey Mapping Exercise
                   Touch   Touch   Touch   Touch
                                                   Notes
                   point   point   point   point
 Action

 Action

 Action

 Action




@jessmcmullin
@samanthastarmer                                           106
Journey Mapping Exercise
                   Step 1   Step 2    Step 3    Step 4


 Touchpoint

 Touchpoint

 Touchpoint

 Touchpoint

                   Notes    Notes    Notes     Notes




@jessmcmullin
@samanthastarmer                                         107
From Insights
to Solutions
@jessmcmullin
@samanthastarmer   108
Solution=
Facilitation
@jessmcmullin
@samanthastarmer   109
Facilitation=
Giving up
ownership
@jessmcmullin
@samanthastarmer   110
It’s ok. Really.
@jessmcmullin
@samanthastarmer   111
Mental
Models
@jessmcmullin
@samanthastarmer   112
Mental Models




@jessmcmullin
@samanthastarmer   113
Mental Models




@jessmcmullin
@samanthastarmer                                                  114
                   http://www.rosenfeldmedia.com/books/mental-models
Mental Models




@jessmcmullin
@samanthastarmer   115
Business
Origami
@jessmcmullin
@samanthastarmer   116
Paper Prototyping for Systems Design




@jessmcmullin
@samanthastarmer                       117
Business Origami Session




@jessmcmullin
@samanthastarmer           118
@jessmcmullin
 @samanthastarmer                                                                     119
Courtesy Prof. Kenta Ota, Chiba University Design Department & Design Division, Hitachi Ltd.
@jessmcmullin
@samanthastarmer   120
@jessmcmullin
@samanthastarmer   121
@jessmcmullin
@samanthastarmer   122
@jessmcmullin
@samanthastarmer   123
@jessmcmullin
@samanthastarmer   124
@jessmcmullin
@samanthastarmer   125
@jessmcmullin
@samanthastarmer   126
@jessmcmullin
@samanthastarmer   127
@jessmcmullin
@samanthastarmer   128
@jessmcmullin
@samanthastarmer   129
@jessmcmullin
@samanthastarmer   130
@jessmcmullin
@samanthastarmer   131
Service Blueprint




               http://lovelearn.wordpress.com/2009/07/11/initial-blueprint/
@jessmcmullin
@samanthastarmer                                                              132
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


@jessmcmullin
@samanthastarmer                                                                 133
@jessmcmullin
@samanthastarmer   134
UX
Swimlanes
@jessmcmullin
@samanthastarmer   135
UX Swimlanes




@jessmcmullin
@samanthastarmer   136
@jessmcmullin
@samanthastarmer   137
Break!


@jessmcmullin
@samanthastarmer                                          138
                   http://www.flickr.com/photos/johnmcnab/42988123
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 Temkin
                Forrester
      experiencematters.wordpress.com
Don’t assume the customer is
   using the front door.
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!
Not the same information!
Be consistent…

But optimize channel
     capabilities
Surface at a hotel




                     http://news.cnet.com/8301-10805_3-10016573-75.html
http://news.cnet.com/8301-10805_3-10016573-75.html
Surface at a casino. To flirt…
Web cam dressing room



                 http://www.tobi.com/
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.
Exciting?




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




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




            http://www.flickr.com/photos/44462967@N00/165090124
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
Hang with a new crowd




                   http://averagecats.com/pa
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)
Don’t be grabby
Facilitate vs. Own




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

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