Presentation for eTail West 2013. Includes 6 key omnichannel attributes and 6 ways to start designing for omnichannel today.

1. designing for
omnichannel
experiences
eTail West
February 25, 2013
@samanthastarmer
samantha.starmer@razorfish.com

2. today…
• why omnichannel experiences
need to be designed
• what are key attributes of
omnichannel experience design
• how to start designing for
omnichannel experiences today

3. VP Customerabout creating GREAT omnichannel
passionate Experience – Razorfish Commerce
Director, Customer Experience - REI
customer experiences
Microsoft, Amazon, adjunct at University of Washington

4. I began omnichannel here

5. raise your hand if…
http://www.flickr.com/photos/athena1970/2619104565

6. you think
omnichannel is
important…

7. raise your hand if…
http://www.flickr.com/photos/athena1970/2619104565

8. you think you
are doing
omnichannel
well…

9. it’s not easy…

10. we usually
design for a
particular
channel

11. customers
don’t
distinguish
channels

12. email print ads
direct mail
text websites
blogs
videos
social media white papers
broadcast media

13. customers
do think about
all of their
experiences

14. across time,
touchpoints,
devices and
channels

15. this will only
increase…

16. with device diversification
http://www.flickr.com/photos/joexpo/4144816306

17. near ubiquitous connectivity
http://www.flickr.com/photos/joyoflife/7122232287

18. (even on a mountain top)
http://www.flickr.com/photos/aleksiaaltonen/4791533886k

19. digital & physical are colliding

20. even for luddites

21. ebooks with books

22. self-service food ordering
http://www.girlaroundtown.net/wp-content/uploads/2011/11/Interactive-tables.jpg

23. and entertainment
http://www.behance.net/gallery/Genesco-op-Interactive-Table-Barneys-New-York/5053455

24. fridge alarm via social media
Virtual Fridge Lock: http://www.bangstyle.com/wp-content/uploads/2012/05/e06fc2b0a04a0b1f4c0ad1bc21bcf820-621x465.jpg

25. physical & digital simultaneously
Shopkick: http://siliconangle.com/files/2011/08/american-eagle-shopkick-mrphoto13-wide-0824.jpg

26. shopping behaviors have changed!
http://marketingland.com/study-90-percent-use-multiple-screens-throughout-the-same-day-20386

28. (and here is our
opportunity)

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

30. 86% of consumers will
pay more for a better
customer experience
Customer Experience Impact Report. Oracle

31. only 1% of consumers feel
their expectations for a
good customer experience
are always met
Customer Experience Impact Report. Oracle

32. this is sad

33. successful
omnichannel
experiences
don’t happen
by magic

34. so what do we do?

35. design for
omnichannel

36. (not just this kind of design)

38. 6 key omnichannel attributes
1. seamless connections
2. maximized convenience
3. service oriented
4. compelling content
5. product focused
6. starts with the experience

39. 6 key omnichannel attributes
1. seamless connections
2. maximized convenience
3. service oriented
4. compelling content
5. product focused
6. starts with the experience

40. shopping can have many stages

41. especially gifts

42. awesome, gift ideas

43. we cross channels

44. and need consistency

45. good, the same recommendations

46. here too

47. start with product

48. check across channels
sign
catalog
site

49. for seamless information
site
eMail
in-store product handout
product tag advertising

50. 6 key omnichannel attributes
1. seamless connections
2. maximized convenience
3. service oriented
4. compelling content
5. product focused
6. starts with the experience

51. my first iPhone app

52. even better…

53. easy refill
http://www.flickr.com/photos/zachklein/3964249
http://www.flickr.com/photos/jsrcyclist/31813

54. no need to call

55. mobile check out

56. 6 key omnichannel attributes
1. seamless connections
2. maximized convenience
3. service oriented
4. compelling content
5. product focused
6. starts with the experience

57. service economy
Everything Is A Service - Dave Gray
http://www.dachisgroup.com/2011/11/everything-is-a-service/

58. oooh, shoes

59. cute shoes
Fluevog on iPad

60. 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

61. visit the store? don’t mind if I do
http://www.flickr.com/photos/trufflepig/4370405501

62. Incremental Sale

63. watch customers

64. see what service is needed

65. try service yourself!

66. 6 key omnichannel attributes
1. seamless connections
2. maximized convenience
3. service oriented
4. compelling content
5. product focused
6. starts with the experience

67. offer advice

68. make expert recommendations

69. (looks like a newspaper office)
http://www.acontinuouslean.com/2012/01/31/acl-field-trip-mr-porters-office/

70. brand appropriate

71. custom and timely
via Fast Company
http://www.fastcompany.com/3004369/how-rei-put-bow-social-marketing-and-wowed-customers

72. 6 key omnichannel attributes
1. seamless connections
2. maximized convenience
3. service oriented
4. compelling content
5. product focused
6. starts with the experience

73. product front and center

74. across channels

75. clear, straightforward product

76. remember why you exist

77. and focus on it

78. everywhere

79. 6 key omnichannel attributes
1. seamless connections
2. maximized convenience
3. service oriented
4. compelling content
5. product focused
6. starts with the experience

80. good customer
experience =
sales

81. propensity to switch brands
Megan Burns, Forrester Research, “The Business Impact Of Customer Experience, 2012”

82. likelihood to recommend
Megan Burns, Forrester Research, “The Business Impact Of Customer Experience, 2012”

83. willingness to pay
Megan Burns, Forrester Research, “The Business Impact Of Customer Experience, 2012”

84. a team is worth the investment

85. across disciplines

86. stay connected to customers

87. 6 key omnichannel attributes
1. seamless connections
2. maximized convenience
3. service oriented
4. compelling content
5. product focused
6. starts with the experience

88. don’t be overwhelmed

89. 6 ways to start today
1. open your eyes
2. map the future
3. plan the present
4. find comfort in discomfort
5. love your employees
6. make new friends

90. 6 ways to start today
1. open your eyes
2. map the future
3. plan the present
4. find comfort in discomfort
5. love your employees
6. make new friends

91. notice the world around you

92. track your experiences

93. what works

94. and doesn’t work

95. 6 ways to start today
1. open your eyes
2. map the future
3. plan the present
4. find comfort in discomfort
5. love your employees
6. make new friends

96. getting
from point
A to point
B; and
everything
in between

97. experience mapping

98. customer centered
Meet Jane
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”

99. align on the vision

100. map it to build it

101. great examples here
http://pinterest.com/uxjam/journeys

102. 6 ways to start today
1. open your eyes
2. map the future
3. plan the present
4. find comfort in discomfort
5. love your employees
6. make new friends

103. work across disciplines

104. inventory touchpoints

105. connect campaigns

106. plan across channels

107. 6 ways to start today
1. open your eyes
2. map the future
3. plan the present
4. find comfort in discomfort
5. love your employees
6. make new friends

108. you don’t have
to be an expert

109. 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 .”

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

111. 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”

112. 6 ways to start today
1. open your eyes
2. map the future
3. plan the present
4. find comfort in discomfort
5. love your employees
6. make new friends

113. understand employees

114. how many tools?

115. how are their systems?

116. how do they work?

117. where do they work?

118. what are their tasks?

119. what is their uniform?

120. “(the mobile POS) is
usually in my pocket and
gets caught on the ladder
all the time… I’ve started
leaving it here on the shelf
instead”

121. following, notes & diary study

122. co-design with employees

123. happy employees = happy
experiences

124. 6 ways to start today
1. open your eyes
2. map the future
3. plan the present
4. find comfort in discomfort
5. love your employees
6. make new friends

125. hang out with different people
http://averagecats.com/page/7

126. leave the computer

127. go to another department

128. share your work

129. learn from others’ work

130. plan together

131. work together
UX Mag

132. design for
omnichannel

133. remember…
6 key attributes 6 ways to start
1. seamless connections 1. open your eyes
2. maximized convenience 2. map the future
3. service oriented 3. plan the present
4. compelling content 4. find comfort in discomfort
5. product focused 5. love your employees
6. start with the experience 6. make new friends

134. get out there and be a hero
http://www.flickr.com/photos/baking_in_pearls/3960662314

135. thank you!!
samantha starmer
@samanthastarmer
samantha.starmer@razorfish.com
http://www.flickr.com/photos/baking_in_pearls/3960662314

136. questions??
http://www.flickr.com/photos/druclimb/3277540656/