Talk for 2012 MIMA - Minnesota Interactive Marketing Association

1. in the future…

2. the future of
experience
design
MIMA Summit
October 10th, 2012
@samanthastarmer

3. me
NEW – VP Multichannel Commerce Experience -
Razorfish
Director, Customer Experience - REI
Microsoft, Amazon
Teach at University of Washington

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

5. (Feel free to skip to slide 47 if
you have seen my insurance
fail story before…)

6. july 19, 6am

7. it started as a good day

8. and then…

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

10. my car

11. his car

12. and yes…

13. the cop car
http://www.flickr.com/photos/sillygwailo/5617660719

14. oh crap

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

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. over three months later

38. insurance was supposed
to pay this…

39. we can’t help

40. crap, i better pay

41. silence
silence

42. four months later

43. six months later

44. more
silence

45. march

46. thanks a bunch.
Ta

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

48. holistic
experience

50. we live our lives
across physical
& digital

51. the future of
experience
design must
be…

52. across digital &
physical

53. digital & physical are colliding

54. even for luddites

55. ebooks with books

56. order online, try on at home

57. digital self service for physical task

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

60. (and here is our
opportunity)

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

62. 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

63. because we live
our lives across
digital &
physical

64. we have to
design
experiences for
all touchpoints

65. “The future…belongs to
brands that create the
best customer
experiences across all
channels.”
Toys”R”Us Chairman and CEO Jerry Storch

66. usually, not so much…
email print ads
direct mail
text
They are all
websites
yelling at
me!!
blogs
videos
social media white papers
broadcast media

67. …and all
interactions

68. whenever, wherever
laptop
at home
tablet
face-to-face
fax at the office
text smartphone
snail mail
phone television
desktop
social media paper form
in the car

69. how do they
work together
now?

70. remember?

71. at home desktop
laptop
fax
in the office
phone in the car

72. 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.
REI customer comment

73. okay, so
what does
this mean?

74. the future of
experience design
is providing
seamless
experience

76. omnichannel

77. what the heck is that?

78. omniscient?

79. omnipotent?

80. omni?
OMNI (magazine) –
launched by Kathy
Keeton wife of
Penthouse
magazine publisher
Bob Guccione.
(Wikipedia)

81. omni
definition
all : universally

82. let’s start
over

83. single channel experience
B A N K
single touchpoint available
diagram adapted from http://retail-industry.blogspot.com

84. multi channel experience
B A N K
multiple touchpoints operating independently
diagram adapted from http://retail-industry.blogspot.com

85. cross channel experience
B A N K
cross multiple touchpoints as part of same brand
diagram adapted from http://retail-industry.blogspot.com

86. 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

87. (nirvana)

88. 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

89. “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

90. ah ha!

91. so what do we do?

92. design for
omnichannel

93. omnichannel is…
1. digital & physical
2. intertwined
3. anytime, anywhere
4.experiential
5. about services

94. omnichannel is…
1. digital & physical
2. intertwined
3. anytime, anywhere
4.experiential
5. about services

95. digital enhances physical
Go Pro Camera: http://gopro.com/wp-content/uploads/2012/05/683x426_d04.jpg

96. track digital likes of item
Brazilian Fashion Designer C&A: http://zapp5.staticworld.net/images/article/2012/05/fashion20like-11356673.jpg

97. physical hug from digital like
Like-a-Hug: http://www.melissakitchow.com/#Like-A-Hug

98. life size digital touch shopping

100. omnichannel is…digital &
physical
move through
space

101. experience the physical

102. see what works

103. see what doesn’t work

104. omnichannel is…
1. digital & physical
2. intertwined
3. anytime, anywhere
4.experiential
5. about services

105. leafing through GQ…

106. hubby would look great in that

107. I can get the look!

108. going to GQ/selects

109. here it is

110. and I can buy it

111. (plus great cross commentary)

113. omnichannel is…intertwined
build
connections

114. touchpoint inventory

115. campaign experience mapping
(specifics blurred for publishing
purposes)

116. marketing alignment mapping
(specifics blurred for publishing
(specifics blurred for publishing
purposes)
purposes)

117. journey mapping
(specifics blurred for publishing
purposes)

118. omnichannel is…
1. digital & physical
2. intertwined
3. anytime, anywhere
4.experiential
5. about services

119. outside
http://www.flickr.com/photos/mytudut/5183269139

120. in bed
http://www.flickr.com/photos/tenyjr/6574852293

121. on a mountain
http://www.flickr.com/photos/aleksiaaltonen/4791533886
k

122. just going to increase

124. omnichannel is…anytime,
anywhere
understand
context

125. crazy lines?

126. think about line busting

127. using in the wilderness?

128. think about what is needed

129. omnichannel is…
1. digital & physical
2. intertwined
3. anytime, anywhere
4.experiential
5. about services

130. digital enhancing experience
Nexus 7: http://www.youtube.com/watch?v=qqiSE-ukmgc

131. info about environment
http://www.petapixel.com/2010/05/24/museum-of-london-releases-augmented-reality-app-for-historical-photos/

133. omnichannel is…experiential
advise & curate

134. offer advice

135. make expert recommendations

136. help me discover

137. omnichannel is…
1. digital & physical
2. intertwined
3. anytime, anywhere
4.experiential
5. about services

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

139. 5am this
morning

140. not for health

141. need to work off nerves

142. card doesn’t work!!

143. service makes a difference

144. arrrgh

145. that guy

146. service makes a difference

147. service is getting harder

148. have to be ambidextrous!

150. omnichannel is…about
services
employees

151. understand employees

152. be an employee

153. old OLD systems

154. one device doesn’t cut it?

155. taking inventory

156. stockrooms and ladders

157. uniform problems

158. “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”

159. following + notes
3 notebooks full of notes look at the handwriting, seriously

160. diary study
after every transaction, record the story 15 stores nationwide 100+ employees

161. co-design

162. happy employees = happy
experiences

163. omnichannel is…
1. digital & physical – move through space
2. intertwined – build connections
3. anytime, anywhere – understand context
4. experiential – advise and curate
5. about services – heart employees

164. break boundaries:
design for
seamless
experiences

165. break boundaries:
design for
omnichannel

166. one last
thing…

167. the future is
now

168. 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.

169. omnichannel
is HUGE

170. executives care about this

171. get yourself a raise
http://www.flickr.com/photos/68751915@N05/6355231757

172. get a seat at the strategy table
http://www.flickr.com/photos/esagor/6938330534

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

174. thank you!!
Samantha Starmer
@samanthastarmer
starmer@gmail.com
http://www.flickr.com/photos/baking_in_pearls/3960662314