but anytime… http://www.flickr.com/photos/baggis/4701908515
Director, Customer Experience for REI Experience DesignInformation and Content Management Microsoft, Amazon Teach at University of Washington
who are you? Manager, Content Strategy Interactive Strategist UX Designer User Experience Lead Creative Director Sr. Content Strategist Senior Interactive Design Graphic Artist Specialist User Experience Developer User Experience Manager Senior UX Designer Information architect UX lead/architect Interaction designer Creative Manager Usability Specialist UX Director Senior UX Designer Co-founder, product-y design lead/manager
who are you? Range of levels of experience Some have mostly designed for the web Some have designed for web and mobile Some have designed across a large number of digital devices Some have incorporated physical Beginner to AdvancedLet’s share our knowledge and expertise – we are all learning…
what industries do you work in? Travel Healthcare Technology Retail High-tech Building Automation Online recruitment Entertainment Electrical Distribution Hospitality, hotels Insurance Financial services Digital Media and Services Medical Automotive Telecom Government Non-Profit Biotech
what do you hope to learn? ways to branch out into other channels incorporate retail experience into online experience 360 degree customer experience learning considerations in cross-channel understand new trend how to get teams from different disciplines and parts of the company to develop coordinated effort
what do you hope to learn? how to deal with transitions between channels breaking through the "thats our area/channel, not yours" mentality within an organisation how to best communicate and present a complete cross channel design solution how to design, where/how to be consistent in interaction design
what do you hope to learn? strategies or case studies of how product teams discovered issues in their cross-channel experiences and how they designed to improve them keeping consistency and learning the ins and outs of cross-channel promotion and design best practices, pitfalls to avoid, the good...the bad...and the ugly
integrated experiences are few and far between Alexandra Deschamps-Sonsinohttp://www.slideshare.net/designswarm/creating-the-internet-of-things
entire industries are intheir customer experience infancy (…health insurance, TV service, Internet Service providers, PC manufacturers,wireless service providers, airlines and credit card providers.) 2011, Forrester Research, Inc.
consumers cited their greatest frustration as when theexperience 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
street bump residents use Street Bump to record “bumps” which areidentified using the device’s accelerometer and located using its GPS http://www.flickr.com/photos/topsy/188144452 http://www.newurbanmechanics.org
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. Doesnt seem worth the hassle. REI customer comment
5 principles1. consistent2. convenient3. connected4. contextual5. (a) cross time
some tools1. employee research2. environment research3. make it or break it4. touchpoint inventory5. interaction ecology6. experience mapping7. experience matrix
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
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
make it or break it first define existing experience(s) use research, customer feedback, behavioral data understand where the experience breaks define where the experience could be better which are the worst interactions? where could delight happen?
what are themake or break experienceopportunities?
think about my as-is experience – what actually happened? what were my emotions? where was my experience broken? (sad face) where could Ameriprise have ‘made’ my experience? (happy face) write down the top 5 make or break opportunities
touchpoint inventory track all ways customers interact with your organization can use both for as-is and to-be states excellent for corralling complex, multi- channel programs and products great to use for mapping out needed system architectures helpful for non-web/non-technology people to understand impacts
interaction ecology inspired by Justin Davis establish key customer narrative(s) define the needed interaction to get to each next step in the narrative understand the location(s) that interaction might occur in identify the touchpoint or device that can support the interaction and narrative in context map the needed data and the connections between interactions
interaction ecology 1. define the narrative 2. determine the needed interactions 3. define the interaction location 4. define the touchpoint 5. define the data points 6. identify the connections 7. map the data
experience mapping 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?)
experience matrix uses ‘service blueprint’ from service design as its inspiration uses more generally known language to avoid having to provide terminology to stakeholders (e.g. front stage/back stage, physical evidence) goes the next step from defining the experience to understanding how to support it use as basis for which systems, people and processes will be impacted
experience matrix define the experience narrative determine desired experience note most convenient channel/touchpoint for each part of the experience define the support people and systems needed come up with added services or benefits to ‘surprise and delight’
what is neededto support the better experience?
experience matrix define the experience narrative (done) determine desired experience (done) note most convenient channel/touchpoint for each part of the experience (done) define the support people and systems needed - remember your data points services or benefits to ‘surprise and delight’ – remember your ‘make it or break it’ ideas
a frameworkNarrative – Accident and Insurance story Accident occurs Exchange Tow car, get rental Report to insurance Progress Report Retrieve Car Resolution informationexperience DesiredMost convenient Channel(s)Support PeopleSupport SystemsAdded Service