This document summarizes a presentation on multi-channel design given by Jess McMullin and Samantha Starmer. The presentation defines multi-channel design as designing services and systems across different customer touchpoints. It discusses why organizations should care about multi-channel design to provide a consistent customer experience across channels. The presentation provides tips on researching multiple channels, conducting field research, mapping customer journeys, developing solutions through facilitation and prototyping, and provides advice on how organizations can start implementing multi-channel design approaches.
1. 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
2. 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
43. 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
49. 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).
51. 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
72. 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
90. 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!
100. Service Inventory Exercise
Touch Touch Touch Touch Touch
point point point point point
Service
Service
Service
Service
@jessmcmullin
@samanthastarmer 100
158. 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
193. 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
194. Hang with a new crowd
http://averagecats.com/pa
195. 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…
196. Don’t get overwhelmed
http://tlc.discovery.com/tv/hoarding-buried-alive/slideshows/before-and-after-episodes-1-4-02.html
197. 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
200. 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?