29. THIS Valley Medical Center
http://cdn.assets.sites.launchrocketship.com/7a019f65-a5c3-4d32-930
0640affd6f7b/files/de97003a-2719-4f24-bf02-3771bcfd0a72/zvm-east_exterior-afternoo
71. 70% of US online
consumers research
products online and
purchase them offline
Forrester, Profiling The Multichannel Consumer, July 2009
72. slightly more than one in
three purchasers used
their smartphone to
make a purchase while
in a store
Comscore 2011
73. 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
76. integrated
experiences
are
few and far
between
Alexandra Deschamps-Sonsino
http://www.slideshare.net/designswarm/creating-the-internet-of-things
77. entire industries are in
their customer experience
infancy
(…health insurance, TV service, Internet
Service providers, PC manufacturers,
wireless service providers, airlines and credit
card providers.)
2011, Forrester Research, Inc.
78. we usually
design for a
particular device
or channel type
99. people notice
This experience has been so stupid.
There is no way to explain the huge gap
between operations in the store and
online. I will never be shopping at
either again. I do not understand how
you can want and advertise 100%
customer satisfaction when I know I am
0% satisfied.
101. There's now an all-
encompassing information
layer on top of real-world
daily life…further blurring
the boundaries between
online and offline.
Trendwatching
http://trendwatching.com/trends/massmingling
161. street bump
residents use Street Bump to record “bumps” which are
identified using the device’s accelerometer and located using
its GPS
http://www.flickr.com/photos/topsy/188144452
http://www.newurbanmechanics.org
162. which context makes sense?
Not sure how to cancel a class I
registered for online. The
cancellation policy just says what
time frame I need to cancel in, but
not how to do it online. Only
suggestion is to call the store.
Doesn't seem worth the hassle.
163. but be careful…
what idiot made the decision that
says - ‘if they are on a cellular
connection they are not interested
in anything but a static text display
of the store operating hours’?
177. (some) tools
stakeholder co-design
interviews body storming
field research business origami
touchpoint matrix service blueprint
service inventory experience map
design games experience matrix
179. stakeholder interviews
what experiences do internal
stakeholders think should happen?
what experiences do stakeholders think
ARE happening?
what assumptions are stakeholders
making?
180. field research
http://www.flickr.com/photos/romeral/3911756000
181. field research
what experiences are happening?
what experiences are customers
expecting?
what channels, devices or platforms do
customers want to interact with? When?
what do customers do if their
expectations are disappointed?
183. touchpoint matrix
track all ways customers interact with your
organization
can use both for as-is and to-be states
excellent for corralling complex marketing
and advertising programs
helpful for non-web/non-technology people
to understand impacts
good way to evangelize need for holistic
experience (don’t paw the customer)
184. service inventory
http://farm5.static.flickr.com/4023/4526736556_3b5a628b7f.jpg
185. service inventory
inventory all services customer
encounters
similar to a process map but focuses on
the customer and their service needs
good to build after mapping customer’s
journey
illuminates areas where you can surprise
& delight (or royally screw up)
186. design games
http://www.flickr.com/photos/elitatt/4959931
232 http://www.flickr.com/photos/centralasian/4099680559
187. design games
great with non-designers
bar is low, nothing is wrong
think of as more play than work
can bring out quieter types
new ways of thinking
188. gamestorming - the book
http://www.flickr.com/photos/elitatt/4959938630
190. co-design
sketch with project team
draw with stakeholders
diagram with support teams
sticky note with customers
less about the outcome, more about the
conversation
191. body storming
http://www.flickr.com/photos/xian/3763798434
192. body storming
sketching not with a pencil and paper,
but with our bodies (Dave Gray)
physically act out possible experiences
often used for designing services,
especially within physical environment
start with scenario or task, improv the
customer and support roles (including
props)
194. business origami
3 dimensions helps envision experience
solutions
can be easier than sketching for non-
designers to feel creative
great for services and experiences that
involve crossing locations
easy to move pieces lessen any feeling of
commitment or making a mistake
196. service blueprint
start with the customer experience
track the customer actions
include needed touchpoints
determine how service components link
determine how internal people, processes
and systems support
197. 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
202. experience map
customer perspective, actions and
reactions throughout interactions
triggers and touchpoints
intangible and qualitative motivations,
frustrations and meanings
can get all points of view on the table
(e.g. is your experience my experience?)
212. accident - the basic experience
1. exchange insurance information
2. tow car
3. care for injuries
4. report to insurance
5. pick up car
6. receive progress updates
7. resolution
215. think about
desired experience
most convenient channel/touchpoint (face to
face, mobile app, phone, website, etc)
information needed to support the desired
experience
how the service components link together
support people and systems needed to support
the experience
added services or value that could be added for
loyalty and delight