Cross-channel design aims to provide a seamless experience for customers across digital and physical touchpoints. The document discusses the need for designing experiences that are convenient, connected, consistent, and contextual across channels over time. It provides five principles and five methods for cross-channel design, including thinking in terms of services, sharing design processes, starting with small experiments, embracing discomfort, and focusing on customer needs over specific solutions. Discovery activities like interviews, research, and experience mapping are recommended to understand the current customer journey. Solution techniques include mental models, storytelling, service blueprints, and touchpoint matrices to holistically design experiences across channels.
3. today
why care about cross channel design?
how to think about cross channel design
try cross channel design
discovery activities
solution activities
sell cross channel design
start cross-channel design now
4. me
web and experience stuff: Amazon, Microsoft
REI – Recreational Equipment, Inc.
create and lead IA, UX, IxD teams
teach at University of Washington
44. 70% of US online
consumers research
products online and
purchase them
offline
Forrester, Profiling The Multichannel Consumer, July 2009
45. 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
117. 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
129. “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.”
130. eek – I don’t know anything
about store design!
http://www.twobackpackers.com/wp-content/uploads/2009/07/REI-Backpacks.jpg
131. “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”
132. 5. why vs. what
http://www.flickr.com/photos/segozyme/3105128025/
152. 4. tell a story
http://www.flickr.com/photos/sugarpond/3016905349
153. 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”
182. experience map
touchpoint touchpoint touchpoint touchpoint touchpoint
need
decision
research
test ride
purchase
class
maintenance
183. look for…
Interactions
moments of truth
gaps
front stage and back stage
needed systems/support
184. questions
Pain points – what are the responses/options the
design needs to address?
Positive points – what are the things the design must
keep or enhance?
Are there areas that take more time than we expect ?
How can we accommodate?
Are all the touchpoints and interactions within our
control?
Is the reason why a user interacts with us reconciled
with how we envision the service?
185. discovery re-cap
stakeholder interviews
field research
co-design
design games
body storming
customer journey
service inventory
experience map
195. Service blueprint
Physical
Evidence
(touchpoints)
User
Actions
‘Front Stage’
(front line staff)
The line of visibility
‘Back Stage’
(support staff)
Support
(systems,
databases)
196. Service Blueprint
http://lovelearn.wordpress.com/2009/07/11/initial-blueprint/
198. SCAD Service Design Project
http://servd.us/The_Project_files/Screen%20shot%202010-02-03%20at%2011.38.26%20PM.png
199. service blueprint
user’s perspective
how service components link together
different touchpoints and options
organizational impact
how internal people, processes and
systems support
chronological
200. elements
1. customer actions
2. physical evidence
3. front stage, customer facing (real time
service or self service)
4. backstage, enabling actions
5. support Processes
http://people.ischool.berkeley.edu/~glushko/IS243Readings/ServiceBlueprinting.pdf
201. Service blueprint
Physical
Evidence
(touchpoints)
User
Actions
‘Front Stage’
(front line staff)
The line of visibility
‘Back Stage’
(support staff)
Support
(systems,
databases)
224. 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)
• brick & mortar follows/shop alongs
225. hang with a new crowd
http://averagecats.com/pa
226. 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…
227. don’t get overwhelmed
http://tlc.discovery.com/tv/hoarding-buried-alive/slideshows/before-and-after-episodes-1-4-02.html
228. 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
229. don’t be grabby
http://www.flickr.com/photos/jimfrazier/1810966604/