Slides from my portion of the workshop with Peter Morville for the 2012 IA Summit.

2. what is
cross
channel
experience?

3. questions & input encouraged
http://www.flickr.com/photos/ducdigital/3011652637/

4. a story…
http://www.flickr.com/photos/sugarpond/3016905349

5. july 19, 6am

6. it started as a good day

7. and then…

8. kaboom
http://www.flickr.com/photos/amishpatel/4803420473

9. my car

10. his car

11. the cop car
http://www.flickr.com/photos/sillygwailo/56

12. proof of insurance
http://www.flickr.com/photos/rootology/2767323250/

13. oh crap

14. just don’t do it again
http://www.flickr.com/photos/rootology/2767323250/

15. exchanging information

16. need to get car out of road

17. so sad – collision repair
http://www.carstar.com/files/6uiyw73inwb3f999189vjwzsyjpv7o09.jpg

18. this is why I
have insurance

20. two hours later – ow.

21. good, they have an app

22. can’t get in

23. okay, trying the website

24. arrrrgh

25. damn, have to talk to a human

26. “go to Valley Medical Center”

27. we can’t help
you

28. “oops”

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

30. five days
later…

31. oh, that’s helpful

32. the paperwork begins

33. my friend, the fax machine

34. a flurry of mail

35. from all different people

36. confusing mail

37. really confusing mail

38. over three months later

39. insurance was supposed
to pay this…

40. we can’t help

41. crap, i better pay

42. silence
silence

43. four months later

44. six months later

45. more
silence

46. last week

47. thanks a bunch.
Ta

48. lesson?
http://www.flickr.com/photos/pjern/2150873799

49. holistic
experience

51. we live across
physical and
digital

52. we live our lives
beyond websites
physical experiences,
apps, phone, etc…

53. we need to
design beyond
websites

54. design for cross
channel
experiences

55. what does
this mean?

56. idly flipping – oh, cheap TV

57. can I buy it locally?

58. gotta buy something for me

59. cool

60. all set

61. here we are

62. picking up in store…

63. oh god, Christmas

64. but I have my list!

65. and it tells me where!

66. a little hard to see…

67. but it worked!

68. technology is ubiquitous
http://www.nytimes.com/imagepages/2011/12/22/garden/22SKYPE1.html

69. even for luddites

70. digital and physical
are colliding

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

75. (and here is our
opportunity)

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

79. users don’t
distinguish
channels

80. http://www.crwgraphics.com/blog/wp-content/uploads/2010/08/multichannel-marketing.bmp

81. users don’t
think about
design
disciplines

82. http://www.kickerstudio.com/blog/images/ux.jpg
http://www.jjg.net/elements/pdf/elements.pdf
http://www.montparnas.com/articles/wp-
content/uploads/2006/10/user%20experience%20design%20explained.gif
http://mickwinters.com/wp-content/uploads/2010/02/venn1.gif

83. users
do think about
all of their
experiences

84. across time,
touchpoints,
devices and
channels

85. wherever they
see your brand

86. advertising

87. packaging
http://thewordzombie.com/wp-content/uploads/clamshell-packaging.jpg

88. employees
http://www.flickr.com/photos/7577938@N02/4897443265

89. a truck
http://www.flickr.com/photos/walmartcorporate/5261659794

90. a sign
http://www.flickr.com/photos/mrvelocipede/523744336

91. all touchpoints
impact user
experience

92. shh…organizational underpants
http://www.flickr.com/photos/practicalowl/1423935574

93. remember…

94. ad: “volkl rtm 84/ipt wide ride”

95. let’s look on the site

96. search volkl rtm 84 - nada

97. search volkl wide ride - nope

98. whoops

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.

100. experiences are
across touchpoints,
channels, mediums
& devices

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

102. we have to design
beyond web sites

104. EXERCISE
experience
opportunities

105. remember?

106. my car

107. ow

108. the paperwork

109. what was my
existing end to
end experience?

110. what are the
experience
opportunities?

111. Insurance – a Cross Channel Story

112. 10 min

113. observations?

115. not easy

116. cross between herding cats
http://www.flickr.com/photos/wendyness/2278274546

117. and slaying dragons
http://www.flickr.com/photos/76578669@N00/377000490

118. 5 principles
1. consistent
2. convenient
3. connected
4. contextual
5. (a) cross time

119. consistent

120. shopping has many stages

121. especially gifts

122. awesome, gift ideas

123. we often cross channels

124. and need consistency

125. good, the same recommendations

126. here too

127. not so good

128. same item, different info
sign
catalog
site

129. and more different info
eMail

130. convenient

131. my first iPhone app

132. even better…

133. no need to call
http://www.flickr.com/photos/zachklein/3964249
http://www.flickr.com/photos/jsrcyclist/31813

134. or get out of the car
Walgreen’s drive in
http://www.flickr.com/photos/ambernectar/4042608385

135. (except in New Orleans)

136. not so convenient

137. what happened to self service?

138. maybe just for garbage

139. connected

140. the experience of transitions
http://www.flickr.com/photos/mcdemoura/2209204939

141. different tastes
Netflix

142. on the iPad

143. on the iPhone

144. not so good

145. my mom

146. her favorite store

147. directory

148. categorization

149. labeling

150. sounds like IA
stuff, huh?

151. her favorite department

152. but…

153. no encore

154. but they have plus sized clothes

155. lots of them

156. and they are tagged encore

157. mom was sad

158. contextual

159. may not have a tape measure
http://www.flickr.com/photos/nicpic/30423961

160. but I have my phone!

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’?

164. (a)cross time

165. traveling on 3/26/11

166. yuck

167. nightmare lines

168. they didn’t forget about me

169. not so good

170. tests at the doctor’s office

171. time to get results by mail

172. but not on the website?

173. 5 principles
1. consistent
2. convenient
3. connected
4. contextual
5. (a) cross time

174. tools

176. good ideas here

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

178. stakeholder interviews
http://www.flickr.com/photos/kino-eye/226951415

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?

182. touchpoint matrix
http://brandtouchpointmatrix.com/

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

189. co-design
http://www.flickr.com/photos/thinkpublic/4499674785

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)

193. business origami (@jessmcmullin)
http://www.flickr.com/photos/benry/4101687804

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

195. service blueprint

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

199. http://www.flickr.com/photos/rachelshadoan/4171746951

201. experience map
http://www.businessweek.com/innovate/content/nov2008/id20081110_531328.htm

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?)

203. many different
ways to map

204. http://www.thosepeskyusers.com/wp-content/uploads/2010/12/customer-experience-map.jpg

205. http://old.littlespringsdesign.com/wp-content/themes/LSD%20theme/images/experiencemap1.pdf

206. http://everyonecampaign.com

207. http://experiencematters.files.wordpress.com/2009/03/legowheel.png

210. EXERCISE
experience
matrix

211. you are ameriprise
Ta

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

213. what would be a
better
experience?

214. what is needed
to support a
better
experience?

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

216. a framework

217. 30 min

218. observations?