1. building & evangelizing
holistic experience design
Samantha Starmer sstarme@rei.com @samanthastarmer
http://www.flickr.com/photos/29023275@N04/2753536862

2. me
design and experience stuff: Amazon, Microsoft
REI – Recreational Equipment, Inc.
lead design & experience teams
teach at University of Washington

4. http://www.flickr.com/photos/dirpics/464458290/

5. do you want your
team to make a
difference?

6. do you want to be
involved in
strategy?

7. do you want to be
part of the decision
process?

8. design for the
holistic experience

9. digital and physical
are colliding

10. 70% of US online
consumers research
products online and
purchase them
offline
Forrester, Profiling The Multichannel Consumer, July 2009

11. 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

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

19. no Encore…

22. build your team to
design for the
holistic experience

24. me, looking confused

25. 1. expand your mind
2. create the vision
3. build the path
4. just do it

26. 1. expand your mind

27. expand your mind
1. break out of silos
2. make new friends
3. get outside your box
4. find comfort in discomfort

28. break out of silos
http://www.flickr.com/photos/14617207@N00/4872111479

29. break out of silos
• get out of your cube!
• leave your desk!
• get out on the street!
http://www.flickr.com/photos/14617207@N00/4872111479

31. make new friends
http://averagecats.com/page/7

32. make new friends
• hang out with marketing
• learn IT speak
• what does a project manager
care about?
http://averagecats.com/page/7

33. http://www.flickr.com/photos/vitorcastillo/2994723741

34. http://www.flickr.com/photos/oldonliner/3484504583/

35. get outside your box
http://www.flickr.com/photos/jaboobie/4756495600

36. get outside your box
• shadow in another department
• build something physical
• design something with crayons

39. comfort in discomfort

40. comfort in discomfort
“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.”

41. eek – I don’t know
anything about store
design!
http://www.twobackpackers.com/wp-content/uploads/2009/07/REI-Backpacks.jpg

42. you don’t have
to be an expert

43. 2. create the vision
http://www.flickr.com/photos/pasukaru76/3998273279

44. create the vision
1. know the big picture
2. follow the north star
3. tell a fairy tale
4. lead change

45. know the big picture
http://www.flickr.com/photos/aatemu/4784742636/

46. know the big picture
• know your company strategic
mission
• get beyond your own division
• learn how the parts play
together
http://www.flickr.com/photos/aatemu/4784742636/

50. follow the north star
http://www.flickr.com/photos/brunmarde/4264215019/

51. follow the north star
• focus on the customer (user,
citizen, visitor)
• be ‘Swiss’
• stay grounded
http://www.flickr.com/photos/brunmarde/4264215019/

52. Trying on tent
http://www.flickr.com/photos/hollabackpack/184849492

54. tell a fairy tale

55. tell a fairy tale
• get people excited about the
possibilities
• design your storytelling
• consider your audience

56. Meet Aaron
Outdoor Loyal
31, Chicago
Weekend warrior
involved in many sports,
knows a lot about gear,
and loves to research
“I push myself in work
and play and need my
gear to keep up with me”

57. I’ll visit REI for gear suggestions for my upcoming race…

58. Here is my bike research list…

59. lead change
http://www.flickr.com/photos/donabelandewen/3571289971

60. lead change
• model the behavior
• begin slowly
• start with your own work and
team
http://www.flickr.com/photos/donabelandewen/3571289971

61. http://www.flickr.com/photos/elitatt/4959931
232 http://www.flickr.com/photos/centralasian/4099680559

63. 3. build the path
http://www.flickr.com/photos/23072179@N00/514528095

64. build the path
1. listen holistically
2. learn executives’ goals
2. get political
3. remove road blocks

65. listen holistically

66. listen holistically
• market research
• email, calls, customer service
• facebook, twitter, blogs

70. learn executives’ goals

71. learn executives’ goals
• how are they incentivized?
• what is important to each?
• what are they trying to get done
this year? next year?

73. (blurred on purpose…)

74. get political

75. get political
• manage up, down and
sideways
• pay attention
• talk the talk, walk the walk

76. http://media.nara.gov/media/images/29/4/29-0378a.gif

78. remove road blocks
http://www.flickr.com/photos/cyberslayer/3556721606

79. remove road blocks
• make it easy for your team
• have the hard conversations for
them
• focus on clearing brush before
they encounter it
http://www.flickr.com/photos/cyberslayer/3556721606

81. 4. just do it
http://www.flickr.com/photos/tutuwon/2745902664

82. just do it
1. don’t ask permission
2. tear it up a little
3. use metrics
4. start with small wins

83. don’t ask permission
http://www.flickr.com/photos/62719770@N00/2959566124

84. don’t ask permission
• but don’t be crazy
• start with things everyone
cares about
• think non-controversial
http://www.flickr.com/photos/62719770@N00/2959566124

86. tear it up a little
http://www.flickr.com/photos/18161462@N00/73573681

87. tear it up a little
• invite others in
• invite others out
• go way outside your brand –
then pull back
http://www.flickr.com/photos/18161462@N00/73573681

88. UX Mag

90. use metrics
http://www.flickr.com/photos/iliahi/2606645766/

91. use metrics
• get comfortable with
quantitative
• learn synergies between
attitudes and behavior
• where does your team add
measureable value?
http://www.flickr.com/photos/iliahi/2606645766/

94. start with small wins
http://tlc.discovery.com/tv/hoarding-buried-alive/slideshows/before-and-after-episodes-1-4-02.html

95. start with small wins
• pick one interaction
• choose one channel
• partner with one department
http://tlc.discovery.com/tv/hoarding-buried-alive/slideshows/before-and-after-episodes-1-4-02.html

98. expand your mind create the vision
1. break out of silos 1. know the big picture
2. make new friends 2. follow the north star
3. get outside your box 3. tell a fairy tale
4. find comfort in discomfort 4. lead change
build the path just do it
1. listen holistically 1. don’t ask permission
2. learn executives’ goals 2. tear it up a little
2. get political 3. use metrics
3. remove road blocks 4. start with small wins

99. thank you!!
Samantha Starmer sstarme@rei.com @samanthastarmer
http://www.flickr.com/photos/baking_in_pearls/3960662314