1. ASIS&T Information Architecture Summit 2011
Beyond Digital: Designing for
a Cross Channel Future
Jess McMullin, the Centre for Citizen Experience
Samantha Starmer, REI
March 30, 2011 | Denver, CO

2. Today
 What is cross-channel design?
 Why should you care?
 Selling the need
 Case Study
 Field Research experience
 Discovery tools and methods
 Solution tools and methods
 How to do it

3. [Jess’s intro]

6. first time at brick &
mortar
http://www.flickr.com/photos/dirpic

7. 10 years in
Waitress picture
restaurant business

8. Why
cross channel design

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

10. Australian information
architecture
conference

11. Sydney picture
imagined myself in
Sydney

12. but I’m a
procrastinator

13. oh crap

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

15. except I can’t
check in online

16. even though I bought my
tickets and Visa online

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

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

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

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

21. “this won’t
work”

22. Censor
ed!
but, it has official stuff
and numbers and …

23. “i’m a human,
not a machine”

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

25. “what’s your
itinerary?”

26. thank god I’m old
school

27. what about my
visa?

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

29. “i have no idea”

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

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

32. “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”

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

34. our lives are
cross channel

35. design for the
holistic experience

36. don’t design for just website

37. …app

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

39. digital and physical
are colliding

40. 70% of US online
consumers research
products online and
purchase them
offline
Forrester, Profiling The Multichannel Consumer, July 2009

41. 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

42. technology is
everywhere

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

45. customers
don’t think
about
channels

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

47. customers
don’t think
about design
disciplines

48. 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

49. customers
do think about
your company

50. across
time, touchpoi
nts and
experiences

51. however we want
to shop

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

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

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

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

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

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

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

59. design cross channel
experiences

60. design for the
holistic experience

61. 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

62. Jess’s airline
story

63. SELL
cross channel design

64. Do some research
http://www.flickr.com/photos/euthman/2097753744

65. Understand executives’ goals

66. Use metrics
http://www.flickr.com/photos/iliahi/2606645766/

67. Online vs. Offline
130
30

68. Soft Skills

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

70. Start at the grassroots
http://www.flickr.com/photos/cobalt/282227013

71. But work towards top-down
http://www.flickr.com/photos/flickrmarcus/3382920952

72. Where are the bodies?

73. Understand organizational structure
Understand Org Structure

74. Don’t boil the ocean

75. Tell a Fairy Tale

76. There is a craving for
stories that show
people what is possible
~Fred Collopy

77. Case Study
@jessmcmullin
@samanthastarmer 77

78. IA Summit Journey
Awareness
Interest Formal/Informal gatherings
Approval Social
Registering Goodbyes
Finding Sessions Departure
Ongoing promos
Traveling
Travel
Arrival Return to real world
Registration Apply
Attending Sharing out (team, IA re-dux, block)
Sessions Podcasts
Connecting & Reconnecting with people
@jessmcmullin
@samanthastarmer 78

79. Stakeholder
Interviews
@jessmcmullin
@samanthastarmer 79

80. Break!
http://www.flickr.com/photos/johnmcnab/42988123

81. Field
Research
@jessmcmullin
@samanthastarmer 81

82. What to look for....
• People
• Touchpoints
• Interactions
• Flow
@jessmcmullin
@samanthastarmer 82

83. Welcome Back from the Field!
Now Lunch...
See you at 1:00
@jessmcmullin
@samanthastarmer 83

84. Discovery
@jessmcmullin
@samanthastarmer 84

85. Bodystorming
@jessmcmullin
@samanthastarmer 85

86. @jessmcmullin
@samanthastarmer http://www.flickr.com/photos/xian/3763798434 86

87. Touchpoint
Matrix
@jessmcmullin
@samanthastarmer 87

88. Hello Future
@jessmcmullin
@samanthastarmer http://brandtouchpointmatrix.com/ 88

89. Customer
Journey
Mapping
@jessmcmullin
@samanthastarmer 89

90. Adaptive Path
http://www.flickr.com/photos/sethandalexa/3747145717
@jessmcmullin
@samanthastarmer 90

91. nForm
@jessmcmullin
@samanthastarmer 91

92. @jessmcmullin
@samanthastarmer 92

93. Maya Design
@jessmcmullin
@samanthastarmer 93

94. Journey Mapping Exercise
Touch Touch Touch Touch
Notes
point point point point
Action
Action
Action
Action
@jessmcmullin
@samanthastarmer 94

95. Journey Mapping Exercise
Step 1 Step 2 Step 3 Step 4
Touchpoint
Touchpoint
Touchpoint
Touchpoint
Notes Notes Notes Notes
@jessmcmullin
@samanthastarmer 95

96. From Insights
to Solutions
@jessmcmullin
@samanthastarmer 96

97. Solution=
Facilitation
@jessmcmullin
@samanthastarmer 97

98. Facilitation=
Giving up
ownership
@jessmcmullin
@samanthastarmer 98

99. It’s ok. Really.
@jessmcmullin
@samanthastarmer 99

100. Mental
Models
@jessmcmullin
@samanthastarmer 100

101. Mental Models
@jessmcmullin
@samanthastarmer 101

102. Mental Models
@jessmcmullin
@samanthastarmer 102
http://www.rosenfeldmedia.com/books/mental-models

103. Mental Models
@jessmcmullin
@samanthastarmer 103

104. UX
Swimlanes
@jessmcmullin
@samanthastarmer 104

105. UX Swimlanes
@jessmcmullin
@samanthastarmer 105

106. @jessmcmullin
@samanthastarmer 106

107. Business
Origami
@jessmcmullin
@samanthastarmer 107

108. Paper Prototyping for Systems Design
@jessmcmullin
@samanthastarmer 108

109. Business Origami Session
@jessmcmullin
@samanthastarmer 109

110. @jessmcmullin
@samanthastarmer 110
Courtesy Prof. Kenta Ota, Chiba University Design Department & Design Division, Hitachi Ltd.

111. @jessmcmullin
@samanthastarmer 111

112. @jessmcmullin
@samanthastarmer 112

113. @jessmcmullin
@samanthastarmer 113

114. @jessmcmullin
@samanthastarmer 114

115. @jessmcmullin
@samanthastarmer 115

116. @jessmcmullin
@samanthastarmer 116

117. @jessmcmullin
@samanthastarmer 117

118. @jessmcmullin
@samanthastarmer 118

119. @jessmcmullin
@samanthastarmer 119

120. @jessmcmullin
@samanthastarmer 120

121. @jessmcmullin
@samanthastarmer 121

122. @jessmcmullin
@samanthastarmer 122

123. Service
Blueprint
@jessmcmullin
@samanthastarmer 123

124. Service Blueprint
http://lovelearn.wordpress.com/2009/07/11/initial-blueprint/
@jessmcmullin
@samanthastarmer 124

125. 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 125

126. @jessmcmullin
@samanthastarmer 126

127. Service Blueprinting Exercise
Physical
Evidence
Customer
Actions
Onstage
Employee
Actions
Backstage
Employee
Actions
Support
Processes
@jessmcmullin
@samanthastarmer 127

128. Break!
@jessmcmullin
@samanthastarmer 128
http://www.flickr.com/photos/johnmcnab/42988123

129. HOW
to start

130. Marketing makes
promises
The experience (regardless of
channel) has to deliver on those
promises

131. on ramps and off ramps

132. Close the loop
http://www.flickr.com/photos/pelegrino/3957449915

133. Make Business Case
http://www.flickr.com/photos/10458725@N02/3042138367

134. Listen

135. 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

136. Get collaborators
http://averagecats.com/pa

137. 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…

138. Don’t get overwhelmed
http://tlc.discovery.com/tv/hoarding-buried-alive/slideshows/before-and-after-episodes-1-4-02.html

139. 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

140. Don’t be grabby
http://www.flickr.com/photos/jimfrazier/1810966604/

141. 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?