UX Israel Studio 2013 workshop. Much of the structure and content is similar to other workshop presentations I've posted, but there are some new examples and exercises.
2. NOTE: These are the slides from a
workshop given for UXI Studio.
The structure and content is similar
to other workshops I have already
posted; there are some updated
examples and exercises
3. today
what is cross channel design?
why care about cross channel design
how to think about cross channel design
try cross channel design
sell cross channel design
start cross-channel design now
4. (loose) agenda
9-9:15am introductions
9:15-10:30am what and why of cross channel
10:30-11am break
11:00-12pm how to think about cross channel
12-1pm cross channel experience tools
1-2pm lunch
2-3pm cross channel experience tools
3-3:30pm break
3:30-4:30pm cross channel experience tools
4:30-4:45pm how to sell and start now
4:45-5pm final questions and wrap up
10. but anytime…
http://www.flickr.com/photos/baggis/4701908515
11. me
VP Customer Experience - Razorfish
Director, Customer Experience - REI
Microsoft, Amazon
Teach at University of Washington
12.
13. single channel experience
B A N K
single touchpoint available
diagram adapted from http://retail-industry.blogspot.com
14. multi channel experience
B A N K
multiple touchpoints operating independently
diagram adapted from http://retail-industry.blogspot.com
15. cross channel experience
B A N K
cross multiple touchpoints as part of same brand
diagram adapted from http://retail-industry.blogspot.com
16. omni channel experience
B A N K
customer interacts with brand anytime, anywhere – not a
channel within a brand
diagram adapted from http://retail-industry.blogspot.com
18. needed progression as technology becomes ubiquitous
single multi cross omni
Single touchpoint Multiple touchpoints operating Cross multiple touchpoints as Customer interacts with brand
available separately part of same brand anytime, anywhere – not a
channel within a brand
diagram adapted from http://retail-industry.blogspot.com
19. “The omnichannel approach
is one where physical and
virtual channels come
together to enable a
seamless experience...”
Cisco
IBSG Omnichannel Study: Winning Strategies for OmniChannel Banking
http://www.cisco.com/web/about/ac79/docs/Cisco-IBSG-Omnichannel-Study.pdf
20. but crawl, walk, run
http://www.flickr.com/photos/joeshlabotnik/3251113755
http://www.flickr.com/photos/vastateparksstaff/5330849194
http://www.flickr.com/photos/n_corboy/4921290518
21. previous cross channel experience?
Managing 18 points of services in library
building
Background of creating digital content and
experiences across platforms.
Designing customer experience using digital
tools
None
Have some exprience
Mobile and web, with some offline CRM
22. what do you hope to learn?
Better match and coordination between virtual
and physical services
Choosing right channel for target audience
Guidelines to each channel
Basic principles and hands-on
Examples from abroad and how to implement
them in Israeli market and Israeli companies
Connecting between virtual & physical
What skills do I need? What kind of
background is preferred?
23. what do you hope to learn?
Process of customer experience and how to design
customer experience
Practical tools for designing cross channel
What are the best practices of X-sell - which channels
should we use?
How to communicate the added value of cross
channel upon only digital ux
Be the 'go-to' person for ux stuff
Is it a stand alone "job position" ?
How to do it right!
Everything I can
24. Let’s share our knowledge and
expertise – we are all learning…
25. meet your group
http://www.flickr.com/photos/n_corboy/4921290518
53. 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
84. fridge alarm via social media
Virtual Fridge Lock: http://www.bangstyle.com/wp-content/uploads/2012/05/e06fc2b0a04a0b1f4c0ad1bc21bcf820-621x465.jpg
95. integrated
experiences
are
few and far
between
Alexandra Deschamps-Sonsino
http://www.slideshare.net/designswarm/creating-the-internet-of-things
96. 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.
97. consumers cited their greatest
frustration as when the
experience does not match the
promise a company made to
them up front.
The New Realities of “Dating” in the Digital Age: Are Customers
Really Cheating, or Are You Just Not Paying Enough Attention?
Accenture 2011 Global
Consumer Research Study
98. 86% of consumers will
pay more for a better
customer experience
Customer Experience Impact Report. Oracle
99. only 1% of consumers feel
their expectations for a
good customer experience
are always met
Customer Experience Impact Report. Oracle
183. 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
187. 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.
REI customer comment
200. 5 minutes
individually
think of a recent poor experience
across channels or devices (e.g.
banking, traveling, shopping)
Write or sketch the main story points
and interactions
201. 5 minutes
in your group
agree on one story. be sure to
define the beginning and end.
hint – choose one that is
straightforward, but with multiple
interactions across digital and
physical
202. the person in your group
whose story you have chosen
moves to the next table…
203. 10 minutes
interview & identify…
1. The existing story.
2. The stages of the story. Try to boil it down to no more than
8 stages. Write down on post its.
3. The corresponding interactions. Write/sketch on post its.
4. The corresponding emotions. Write/sketch on post its.
204.
205. 10 minutes
interview & identify…
1. The existing story.
2. The stages of the story. Try to boil it down to no more than
8 stages. Write down on post its.
3. The corresponding interactions. Write/sketch on post its.
4. The corresponding emotions. Write/sketch on post its.
212. save on shipping?
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
213. visit the store? don’t mind if I do
http://www.flickr.com/photos/trufflepig/4370405501
227. from one of my employees
“an interesting thing
happened today – we were
invited to help Visual Merch
decide what shelf labels to
use in the retail stores .”
228. eek – I don’t know store design
http://www.twobackpackers.com/wp-content/uploads/2009/07/REI-Backpacks.jpg
229. my employee was smarter
“an interesting thing happened
today – we were invited to help
Visual Merch decide what shelf
labels to use in the retail stores .”
“This is a great win for us”
230. 5. why vs. what
http://www.flickr.com/photos/segozyme/3105128025/
235. 10 tools
Discovery Solution
1. employee research 1. design games
2. environment research 2. co-design
3. touchpoint inventory 3. body storming
4. service inventory 4. business origami
5. experience map 5. service blueprint
236. tips
do early in project
focus on ideation and brainstorming
can be used with many development
methodologies
best to do in cross divisional groups
break down the silos
everyone has valuable perspective
240. employee research
front line employees
ecosystem other employees have to
work within
uncover training issues
uncover system issues
uncover priority user needs
get great ideas
gain buy in
249. 2. environment research
hand in hand with employee research
understand issues with physical
environment
discover experience blockers
find cheaper resolutions than new
technology
also can be conceptual to understand
organizational silos
259. uniform and store room issues
“It is usually in my pocket
and gets caught on the
ladder all the time… I’ve
started leaving it here on
the shelf instead”
260. 3. service inventory
http://farm5.static.flickr.com/4023/4526736556_3b5a628b7f.jpg
261. 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)
263. touchpoint inventory
track all ways customers interact with your
organization
can use both for as-is and to-be states
excellent for corralling complex programs and
products across channels
great to use for mapping out needed system
architectures
helpful for non-web/non-technology people to
understand impacts
269. touchpoint = checkout
channels: retail store, mobile
app, website, contact center
slide from Erin Hawk, REI
270. so why talk channels?
Ultimately you want to recognize that
in any interaction with a customer,
what you’re trying to support is a
conversation.
Identifying a channel through which
Chris Risdon
the conversation takes place is just a
means of understanding what
constraints and opportunities enable
the conversation.
http://adaptivepath.com/ideas/there-is-no-spoon-the-construct-of-channels
278. experience mapping
customer perspective, actions and reactions
throughout interactions
triggers and touchpoints
intangible and qualitative motivations,
frustrations and meanings
helpful for non-web/non-technology people
can get all points of view on the table (e.g. is
your experience my experience?)
about the process, not just the result
288. 1. design games
http://www.flickr.com/photos/elitatt/4959931
232 http://www.flickr.com/photos/centralasian/4099680559
289. 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
290. gamestorming - the book
http://www.flickr.com/photos/elitatt/4959938630
292. 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
294. 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, improvise the
customer and support roles (including products
or objects)
296. 10 minutes
Narrow the story
1. Pick no more than 4 stages from your story.
2. Think of each stage, with its corresponding
interactions and emotions as a scene.
3. Brainstorm ideas for the ideal story.
4. Note dialog, new interactions, new emotions.
Hint: Think of fairy tales. Objects can talk, animals
have emotion. Magic can happen. Nothing is
impossible.
297. 20 minutes
Act it out…
1. No sitting
2. Use words, sounds, gestures
3. Make sure someone plays the customer, others
play products, touchpoints, employees, etc.
(e.g. the cats, the cat carrier, the website, the
airplane, the service agent)
4. Don’t worry about being silly! The point is to free
your brain and to experiment.
299. 4. business origami (@jessmcmullin
http://www.flickr.com/photos/benry/4101687804
300. business origami
http://www.flickr.com/photos/benry/4101687804
http://www.thechickentest.com/canux2009/132.jpg
301. 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
303. service blueprint
start with the desired experience – the story
track the customer interactions
include needed touchpoints
define optimal channels
determine how service components link
determine how internal people, processes and
systems support
304. Service Blueprint
http://lovelearn.wordpress.com/2009/07/11/initial-blueprint/
305. SCAD Service Design Project
http://servd.us/The_Project_files/Screen%20shot%202010-02-03%20at%2011.38.26%20PM.png
310. 40 minutes
create your service blueprint
1. Start with the story stages
2. Define the new, desired experience
3. Identify the needed touchpoints
4. Identify the optimal channel for each touchpoint
5. Identify needed support (people and/or systems)
stage stage stage stage stage stage stage stage
desired desired desired desired desired desired desired desired
experience experience experience experience experience experience experience experience
touchpoint touchpoint touchpoint touchpoint touchpoint touchpoint touchpoint touchpoint
optimal optimal optimal optimal optimal optimal optimal optimal
channel channel channel channel channel channel channel channel
support support support support support support support support
people & people & people & people & people & people & people & people &
systems systems systems systems systems systems systems systems
314. 5 ways to sell
1. understand the executives
2. use metrics
3. start at the grassroots - but
work towards top-down
4. watch for the bodies
5. cultivate patience
316. understand the executives
what incentives are driving the
executives?
what do they think is important?
what language do they use?
what style are they comfortable
with? (blue sky? numbers?)
make friends with assistants
317. 2. use metrics
http://www.flickr.com/photos/iliahi/2606645766/
318. use metrics
get comfortable with quantitative
find out behavior as well as attitude
and perceptions (do they do what
they say?)
track measures like conversion,
abandonment, visits
where does experience design add
value?
319. 3. start at the grassroots…
http://www.flickr.com/photos/cobalt/282227013
320. …but work towards top-down
http://www.flickr.com/photos/flickrmarcus/3382920952
321. start at the grassroots
get allies at all levels
find what resonates for each person,
team and role
tell the story
generate buzz at the bottom
work towards a direction from the
top
323. watch for the bodies
others have gone before you –
where did they misstep?
are some terms too politically
charged?
decide what hills you want to die on
build on top of previous successes
325. cultivate patience
understand how change is accepted (or fought)
in the organization
complete some tiny things before starting any
big things
focus on bringing people along
prioritize your efforts
learn to let some stuff go until a better time
Image source: State Farm Mutual Automobile Insurance (http://www.statefarm.com/)
Buying a tentWhy?
Buying a tentWhy?
Customers now use many devices to engage across multiple touchpoints.Our work will include building an inventory of touchpoints, cataloging all possible touchpoints throughout the stages of the experience.At each touchpoint, the map defines customers needs and identifies how we currently meets those needs. A good experience map helps the audience feel what it is like to experience every touchpoint.
Another example of a touchpoint across channels.
The map is just a tool…this isnt the end goal. The work of analyzing and improving the experience is the most important part.