UX Panel Aligning to Multi-screen Customer Journeys Panelists: Carrie Byrne, Seattle Wunderman Network Paul Booth, iconmobile Geoff Harrison, Blink User Experience Multi-screen consumption is the new norm. In this session with UX and strategy leads from Seattle Wunderman Network, Blink UX, and iconmobile, you will discover how businesses can learn to align their multi-platform properties to the customer journey—or ignore the new paradigm at their own risk.

1. Aligning
to
mul+-­‐screen
customer
journeys

2. Paul
Booth
iCON
MOBILE

3. A
paradigm
shi9
has
occurred
Relevant
Features
Technology
WOW
Emotional

4. Different
channels,
different
needs
10
9
8
7
6
5
4
3
2
1
0
1a
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6a
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10a
11a
12p
1p
2p
3p
4p
5p
6p
7p
8p
9p
10p
11p
12a
Articles Read By Device
Desktop
Phone
Tablet
Desktop is “diving”
while mobile is
“snorkeling”. We use
mobile in frequent and
short bursts of use
throughout the day.

5. For
what
we
need
right
now:
Urgent now
Lookup/find
(urgent/local info)
I need an answer to
something now – very
often related to
location.
Edit/Create
(urgent, microtasking)
I need to get something
done now and it can’t
wait.
Repetitive now
Check In/Status
(repeat, micro-tasking)
Something important to me is
changing or updating and I want to
stay on top of it.
Bored now
Explore/Play
(bored/local)
I have some time to kill and
just need a distraction.

6. Changing
the
way
people
buy
things...
The customer journey is more complex
than it used to be. It involves a number of
different sources and devices, and is very
often not as linear as we think it to be.
http://blogs.forrester.com/lori_wizdo/12-10-04buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey

7. But
more
importantly,
how
we
relate
to
brands
Shoes
Fitness

8. Automobile
Mobility

9. A
breeding
ground
for
disrup+ve
innova+on
*
Users don‘t care
No baggage (no legacy)
Crowd funding
Social media
Bits and bites
*http://icanhas.cheezburger.com/

10. Carrie
Byrne
SEATTLE
WUNDERMAN
NETWORK

11. 90%
move between screens
to complete a task
Nielsen. “State of the Media: Cross-Platform Report Q2, 2012.” November 2012.

12. More screens = more design principles
interac+on
design
•
Visibility
of
system
status
•
Match
between
system
Flexibility
and
•
and
real
world
efficiency
of
use
•
User
control
and
freedom
•
•
Consistency
and
standards
•
•
Error
preven+on
•
Recogni+on
over
recall
Aesthe+c
and
minimalist
design
Error
recovery
Help
and
documenta+on
(Nielsen)
•
touchscreen
•
Physical
interac+on
and
ergonomics
•
Available
inputs
•
Scale
•
Customiza+on
and
shortcuts
context
of
use
•
Color/contrast
•
Light
condi+ons
•
Sound/music
•
Noise
interference
•
Mo+on
•
Interrup+on
Responsive
design,
alternate
modes
(Carvajal)
•
•
Surfaces
for
display,
use
•
Traffic
flow
between
devices
•
Mul+-­‐screen
ac+vity

13. A call for experience maps
voice of
customer
• site metrics
• satisfaction studies
• third party reports
• competitive
research
• segment studies
analytics
market
research
• tele, chat
• social
• interviews
UX
insights
business
goals
• usability studies
• cognitive
walkthrough
• stakeholder
interviews
• content audit
• KPIs

14. Moving from linear task flow…
1
2
3
4
5
6
7
First step"
Second
logical step
in discovery"
Sign in may
appear here"
Fourth step
with
customization"
Fifth step
here"
Sixth step
almost to
the end"
Task
completion"
Legend
Linking
Landmarking
Expectations
Forms
Escalation
Error Handling
CTAs, Resources

15. …To
nonlinear
customer
journeys
10 days
15 days
18 days
ACTIONS
• Reads article on tech blog
about cloud storage trends
• Searches for branded terms
• Learns about key workloads
for storage
• Scans supplier sites for
differences between services,
subscription levels
• Reads expert reviews about
leading services
• Considers benefits of new
features that exceed needs
• Checks service features against
needs
• Reviews technical specs
• Begins free trial
• Converts trial to paid
subscription or upgrades
• Migrates data to new service
• Downloads apps
• Administers backups, sync
sessions
• Shares content with others
• Uses service toolset to
author/edit stored files
QUESTIONS
TOUCHPOINTS
TIME
7 days
Cloud
Storage
Prosumer
–
“Ryan”
• Is there a free version that meets
my needs?
• Who are the big players? Are
they built to last?
• What is the tier structure and
how much do you get?
• Can I avoid trading on my friends
to get more storage?
• Is there an app for every device?
• What’s the best plan to keep
personal and business data?
• How easy is it to migrate date?
To manage syncing?
• How do I add storage?
• What controls are available with
sharing?
• Where does data go after trial?
• How long will it take to get
started? When should I do it?
• What does the payment
structure/timing look like?
• Can I cancel at anytime?
What happens to my data?
• How do I renew?
• What happens to my data if I
switch vendors?

16. For
example…
Evaluated on:

17. Geoff
Harrison
BLINK
UX

18. Designing
mul+-­‐screen
customer
journeys
•
•
The
elements
and
role
of
an
experience
map
Move
from
the
experience
map
to
a
design
roadmap

19. 1.
Create
an
experience
map
•
•
Visualize
the
journey
Inform
the
design
roadmap

20. Experience
map
elements
•
•
•
•
•
Customer
journey
stages
Device
touchpoints
Customer
goals
and
moJvaJons
Customer
senJment
OpportuniJes

21. ACTION
Buyer
or
renter
experience
map
BEFORE
1. DEFINE
DURING
2.SEARCH
3. COMPARE
AFTER
4. CHOOSE
GOAL
• SEARCH FOR SPECIFICS:
Gather information about
facilities, commute, security,
size, floor plan, year built, sun’s
position, etc.
• SEARCH EFFICIENTLY: Get
quick answers on websites that
load fast and require few clicks
• COMPARE
VISUALIZATIONS: Pictures
of the property, the building,
the street, etc.
• COMPARE SPECIFICS:
Facilities, commute, security,
size, floor plan, year built,
sun’s position, etc.
• MAKE INFORMED CHOICE:
The right choice will stand out
because it’s clear that it fulfills
the requirements
(FAMILY, FRIENDS) Ask for
advice about neighborhoods and
property types
(FAMILY, FRIENDS) get
recommendations for agents
and websites (DOORMAN) Ask
about the neighbors, crime,
vacancies
Call agent
(FAMILY, FRIENDS) Ask for
advice about the best option
(FAMILY) Ask for approval
Schedule visits
Present the decision
Look for properties
Google, search engines (mainly
ZAP and WEBCASAS), real
estates websites, Google maps
Visualize options and get more
info. about properties web search
engines, real estates websites,
news, Google maps
Get information about the
neighborhood, look for services
in the area (painters, plumber
etc)
Walk thought a neighborhood
looking for “For Rent” or “For
Sale” signs
Visit properties to gather more
information
Move into new home
TOUCH POINTS
AGENCY
INTERNE
T
Use the internet to learn about
shops, restaurants, parks, crime,
and public transit available in
regions
PLACES
DEVICES /
TOOLS
Call,
Internet
Internet
Hope and excitement about
improving their quality of life.
Internet
Call,
pictures
Internet,
Word, Excel,
email
Frustration by not finding the ideal
property online or let down if the
property doesn’t match description
(very different from the pictures).
Internet,
Word, email
• SIGN CONTRACT:
Understand how the process
works and sign the contract
6. MOVE
• DEFINE FINANCES:
Determine what they can
afford and how they will
finance the home
• DEFINE LOCATION: Learn
about regions and property
types
PEOPLE
SATISFACTION
LEVEL
5. CONTRACT
• SETTLE INTO NEW HOME:
Unpack and get to know the
region, facilities, commute
• RENNOVATE: make changes
to the property or hire
someone to do the work
(FAMILY, FRIENDS) Live
together, invite over to visit
Deliver documents and sign the
contract
Call
Happiness for finding the right
property and starting fresh.
Internet
Call,
Internet

22. City
visit
app
experience
map
(touchpoints)

23. City
visit
app
experience
map
(goals)

24. City
visit
app
experience
map
(sen+ment)
Feelings

25. City
visit
app
experience
map
(opportuni+es)

26. 2.
Priori+ze
the
opportuni+es
IdenJfy
the
customer
pain
points
on
the
map
• PrioriJze
opportuniJes
based
on
customer,
business
and
technical
value
•

27. 3.
Create
new
customer
stories
Storyboard
how
someone
would
ideally
move
through
and
feel
in
the
new
experience
• Ensure
the
story
encompasses
the
prioriJzed
opportuniJes
•

28. 2.
Create
new
customer
stories

29. Crea+ng
customer
stories
MulJ-­‐device
stories
are
usually
ones
that
build
on
each
other
e.g.
Customer
gets
status
on
mobile
on
way
to
work,
later
accesses
the
product
on
her
laptop
• Think
of
stories
first,
devices
second.
A
single
story
may
apply
to
more
than
one
device
• Be
clear
about
where
each
story
fits
in
the
experience
lifecycle
A
single
story
may
be
applied
in
more
than
one
place
•

30. 4.
The
design
roadmap
•
•
•
•
Experience
map
Illustrated
customer
stories
Feature
matrix
by
channel
Detailed
design,
prototyping
and
tesJng
plan

31. Ques+ons?

32. Our
ques+ons
for
you
What
is
the
number
one
thing
you
find
that
prevents
you
from
doing
this?
• What
are
the
barriers
for
geUng
this
started?
• What
alternaJve
methods
have
you
used
to
inform
experience
maps?
• How
do
you
get
started?
• What
mistakes
do
you
see
being
made
frequently
•