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designing for
holistic cross
     channel
 experiences
            UXI Studio
      February 20, 2013
     @samanthastarmer
NOTE: These are the slides from a
  workshop given for UXI Studio.

The structure and content is similar
 to other workshops I have already
  posted; there are some updated
      examples and exercises
today
 what is cross channel design?
 why care about cross channel design
 how to think about cross channel design
 try cross channel design
 sell cross channel design
 start cross-channel design now
(loose) agenda
   9-9:15am       introductions
   9:15-10:30am   what and why of cross channel
   10:30-11am     break
   11:00-12pm     how to think about cross channel
   12-1pm         cross channel experience tools
   1-2pm          lunch
   2-3pm          cross channel experience tools
   3-3:30pm       break
   3:30-4:30pm    cross channel experience tools
   4:30-4:45pm    how to sell and start now
   4:45-5pm       final questions and wrap up
a few
logistics
broadening examples encouraged




                  http://www.flickr.com/photos/danilush/3259099985
questions & input encouraged




                    http://www.flickr.com/photos/ducdigital/3011652637/
activities and discussion




                     http://www.flickr.com/photos/acplinfo/3721979202/
scheduled break




                  http://www.flickr.com/photos/johnmcnab/4298812
but anytime…




               http://www.flickr.com/photos/baggis/4701908515
me
     VP Customer Experience - Razorfish
         Director, Customer Experience - REI
                         Microsoft, Amazon
          Teach at University of Washington
Designing for Holistic Cross Channel Experiences
single channel experience




              B A N K

       single touchpoint available
                          diagram adapted from http://retail-industry.blogspot.com
multi channel experience




     B A N K


  multiple touchpoints operating independently
                             diagram adapted from http://retail-industry.blogspot.com
cross channel experience




       B A N K

  cross multiple touchpoints as part of same brand
                               diagram adapted from http://retail-industry.blogspot.com
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
(nirvana)
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
“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
but crawl, walk, run




                 http://www.flickr.com/photos/joeshlabotnik/3251113755


                     http://www.flickr.com/photos/vastateparksstaff/5330849194

                      http://www.flickr.com/photos/n_corboy/4921290518
previous cross channel experience?
 Managing 18 points of services in library
  building
 Background of creating digital content and
  experiences across platforms.
 Designing customer experience using digital
  tools
 None
 Have some exprience
 Mobile and web, with some offline CRM
what do you hope to learn?
 Better match and coordination between virtual
  and physical services
 Choosing right channel for target audience
 Guidelines to each channel
 Basic principles and hands-on
 Examples from abroad and how to implement
  them in Israeli market and Israeli companies
 Connecting between virtual & physical
 What skills do I need? What kind of
  background is preferred?
what do you hope to learn?
 Process of customer experience and how to design
  customer experience
 Practical tools for designing cross channel
 What are the best practices of X-sell - which channels
  should we use?
 How to communicate the added value of cross
  channel upon only digital ux
 Be the 'go-to' person for ux stuff
 Is it a stand alone "job position" ?
 How to do it right!
 Everything I can
Let’s share our knowledge and
expertise – we are all learning…
meet your group




                  http://www.flickr.com/photos/n_corboy/4921290518
let’s
begin
a story…




           http://www.flickr.com/photos/sugarpond/3016905349
july 19, 6am
it started as a good day
and then…
kaboom




         http://www.flickr.com/photos/amishpatel/4803420473
my car
his car
and yes…
the cop car




              http://www.flickr.com/photos/sillygwailo/56
proof of insurance




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




                   http://www.flickr.com/photos/rootology/2767323250/
exchanging information
need to get car out of road
so sad – collision repair




                   http://www.carstar.com/files/6uiyw73inwb3f999189vjwzsyjpv7o09.jpg
this is why I
have insurance
Designing for Holistic Cross Channel Experiences
two hours later – ow.
good, they have an app
can’t get in
okay, trying the website
arrrrgh
damn, have to talk to a human
“go to Valley Medical Center”
we can’t help
          you
“oops”
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
five days
  later…
oh, that’s helpful
the paperwork begins
my friend, the fax machine
a flurry of mail
from all different people
confusing mail
over three months later
insurance was supposed
      to pay this…
we can’t help
crap, i better pay
silence
silence
four months later
six months later
more
silence
march
thanks a bunch.
   Ta
lesson?




 http://www.flickr.com/photos/pjern/2150873799
holistic cross
     channel
 experience
Designing for Holistic Cross Channel Experiences
our lives aren’t just digital




                   http://www.flickr.com/photos/raftwetjewell/3121396468
we live our lives
 across physical
        & digital
digital & physical are colliding
even for luddites
ebooks with books
social, AR & curation




                                                           Artlens App
                http://www.springwise.com/img/uploads/2013/02/artlens.jpg
experiential




               http://www.youtube.com/watch?v=Gc_GtVvzO4A&
dinner information
and entertainment




           http://www.behance.net/gallery/Genesco-op-Interactive-Table-Barneys-New-York/5053455
digital self service for physical task
fridge alarm via social media




       Virtual Fridge Lock: http://www.bangstyle.com/wp-content/uploads/2012/05/e06fc2b0a04a0b1f4c0ad1bc21bcf820-621x465.jpg
you as an interface
mobile for remote car entry




© 2013 Forrester Research, Inc. Reproduction Prohibited   86
experiences simultaneously




          Shopkick: http://siliconangle.com/files/2011/08/american-eagle-shopkick-mrphoto13-wide-0824.jpg
some statistics




                  Source: Google/Ipsos/Sterling, 2012
crossing devices




                   Source: Google/Ipsos/Sterling, 2012
purchases on multiple devices




            http://marketingland.com/study-90-percent-use-multiple-screens-throughout-the-same-day-20386
second screens




                 Source: Google/Ipsos/Sterling, 2012
second screens




          http://marketingland.com/study-90-percent-use-multiple-screens-throughout-the-same-day-20386
Designing for Holistic Cross Channel Experiences
(and here is our
   opportunity)
integrated
      experiences
               are
       few and far
          between
                         Alexandra Deschamps-Sonsino
http://www.slideshare.net/designswarm/creating-the-internet-of-things
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.
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
86% of consumers will
pay more for a better
 customer experience

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

          Customer Experience Impact Report. Oracle
the
problem?
we usually
design for a
  particular
    channel
(e.g.
website, mobile
   app, email)
but users don’t
    distinguish
      channels
http://www.crwgraphics.com/blog/wp-content/uploads/2010/08/multichannel-marketing.bmp
users don’t
think about
     design
 disciplines
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
users
do think about
    all of their
  experiences
across time,
touchpoints,
 devices and
    channels
holistic
       cross
    channel
experiences
         and
interactions
       don’t
  happen by
      magic
we must design
      for cross
       channel
   experiences
Designing for Holistic Cross Channel Experiences
idly flipping – oh, cheap TV
can I buy it locally?
gotta buy something for me
cool
all set
here we are
picking up in store…
oh god, Christmas
but I have my list!
and it tells me where!
a little hard to see…
but it worked!
Designing for Holistic Cross Channel Experiences
not easy
cross between herding cats




                    http://www.flickr.com/photos/wendyness/2278274546
and slaying dragons




                      http://www.flickr.com/photos/76578669@N00/377000490
5 principles
1.   convenient
2.   consistent
3.   connected
4.   contextual
5. (a) cross time
convenient
my first iPhone app
even better…
easy refill




              http://www.flickr.com/photos/zachklein/3964249
                           http://www.flickr.com/photos/jsrcyclist/31813
no need to call
or get out of the car


          Walgreen’s drive in




                                http://www.flickr.com/photos/ambernectar/4042608385
consistent
shopping has many stages
especially gifts
awesome, gift ideas
we often cross channels
and need consistency
good, the same recommendations
here too
not so good
same item, different info


            sign



                            catalog
   site
and more different info



                                eMail
                                  site




              in-store product handout
  product tag                       advertising
U.S. TV ad for big retailer
cool, it’s a collection
and they are talking about it
everywhere
hmm – except the website
or the mobile app
(though another ad is here…)
connected
the experience of transitions




                    http://www.flickr.com/photos/mcdemoura/2209204939
Netflix
Designing for Holistic Cross Channel Experiences
Designing for Holistic Cross Channel Experiences
leafing through GQ…
hubby would look great in that
I can get the look!
going to GQ/selects
here it is
and I can buy it
(plus great cross commentary)
not so good
my mom
her favorite store
directory
departments
her favorite department
but…
no encore
but they have plus sized clothes
lots of them
and they are tagged encore
mom was sad
contextual
may not have a tape measure




                   http://www.flickr.com/photos/nicpic/30423961
but I have my phone!
set autoreplies while driving




© 2013 Forrester Research, Inc. Reproduction Prohibited   180
big store?




             http://www.doobybrain.com/wp-content/uploads/2010/05/24-hours-in
think about location services
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
not so good
looked for cues
duh
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.
                    REI customer comment
(a)cross time
traveling on 26 March
yuck
nightmare lines
they didn’t forget about me
not so good
tests at the doctor’s office
results by mail
but not on the website?
5 principles
1.   convenient
2.   consistent
3.   connected
4.   contextual
5. (a) cross time
first
exercise
define your story
5 minutes
individually

think of a recent poor experience
across channels or devices (e.g.
banking, traveling, shopping)

Write or sketch the main story points
and interactions
5 minutes
in your group

agree on one story. be sure to
define the beginning and end.
hint – choose one that is
straightforward, but with multiple
interactions across digital and
physical
the person in your group
whose story you have chosen
moves to the next table…
10 minutes
interview & identify…
1. The existing story.
2. The stages of the story. Try to boil it down to no more than
   8 stages. Write down on post its.
3. The corresponding interactions. Write/sketch on post its.
4. The corresponding emotions. Write/sketch on post its.
Designing for Holistic Cross Channel Experiences
10 minutes
interview & identify…
1. The existing story.
2. The stages of the story. Try to boil it down to no more than
   8 stages. Write down on post its.
3. The corresponding interactions. Write/sketch on post its.
4. The corresponding emotions. Write/sketch on post its.
return to your original table
observations?
5 methods
1.   think in terms of services
2.   share the sandbox
3.   start walking
4.   find comfort in discomfort
5.   why vs. what
1. Think in terms of services
   think in terms of services



             Waitress
oooh, shoes
cute shoes


             Fluevog on iPad
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
visit the store? don’t mind if I do




                      http://www.flickr.com/photos/trufflepig/4370405501
Incremental Sale
2. share the sandbox




                  http://www.flickr.com/photos/erikwdavis/2687670846
let others in
let others design
let others play with you


           UX Mag
3. start walking




                   http://www.flickr.com/photos/jonathanbeard/3038114579/
get out of your cube
experience the physical
see what is needed
notice the world around you
where does digital help?
4. find comfort in discomfort
you don’t have
to be an expert
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 .”
eek – I don’t know store design




               http://www.twobackpackers.com/wp-content/uploads/2009/07/REI-Backpacks.jpg
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”
5. why vs. what




                  http://www.flickr.com/photos/segozyme/3105128025/
buying a tent
for backyard camping?




                 http://www.flickr.com/photos/jcast911/4037694806
or backcountry snow?




                 http://www.flickr.com/photos/reway2007/427303733
tools and methods
10 tools
Discovery                   Solution
1.   employee research      1.   design games
2.   environment research   2.   co-design
3.   touchpoint inventory   3.   body storming
4.   service inventory      4.   business origami
5.   experience map         5.   service blueprint
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
discovery
good ideas here
1. employee research
employee research
 front line employees
 ecosystem other employees have to
  work within
 uncover training issues
 uncover system issues
 uncover priority user needs
 get great ideas
 gain buy in
mobile point-of-sale
have to carry two devices
following + notes




3 notebooks   full   of notes   look at the handwriting, seriously
turned into blog




3 notebooks   full   of notes   … which became a blog
then set up diary study
organize transcripts
affinity map
co-design
2. 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
old systems
tangled wires
low tech communications
how many screens?
busy lines
convoluted org chart




            http://cei.org/sites/default/files/Table-from-Amicus-Motion-MN--RI-11-10-2010.jpg
the store room
inventory
uniform issues
uniform and store room issues
 “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”
3. service inventory




                 http://farm5.static.flickr.com/4023/4526736556_3b5a628b7f.jpg
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)
4. touchpoint inventory
touchpoint inventory
 track all ways customers interact with your
  organization
 can use both for as-is and to-be states
 excellent for corralling complex programs and
  products across channels
 great to use for mapping out needed system
  architectures
 helpful for non-web/non-technology people to
  understand impacts
<definition>
channels
            email         print ads
                                           direct mail



  text                                                   websites




 blogs
                                                          videos



         social media                     white papers
                        broadcast media
touchpoint
when a customer
comes into contact
with products or
services (the point
and place of
interaction)
                      slide from Erin Hawk, REI
touchpoints…

• meet a customer need
• are experience driven
• can span multiple channels & devices




                                 slide from Erin Hawk, REI
touchpoint:
product information


channels:
retail store,
web,
mobile app,
contact center

                      slide from Erin Hawk, REI
touchpoint = checkout




    channels: retail store, mobile
    app, website, contact center
                                slide from Erin Hawk, REI
so why talk channels?
                Ultimately you want to recognize that
                in any interaction with a customer,
                what you’re trying to support is a
                conversation.

                Identifying a channel through which
 Chris Risdon
                the conversation takes place is just a
                means of understanding what
                constraints and opportunities enable
                the conversation.


                         http://adaptivepath.com/ideas/there-is-no-spoon-the-construct-of-channels
</definition>
touchpoint inventory




       http://www.touchpointdashboard.com/2011/12/cooking-up-a-winning-customer-journey-map-part-ii-the-recipe/
second
exercise
10 minutes
in your group

Define the touchpoints and the
channels in the existing story.

Write or sketch them on post its.
observations?
5. experience mapping




           http://www.thosepeskyusers.com/wp-content/uploads/2010/12/customer-experience-map.jpg
remember
  your first
   exercise
experience mapping
 customer perspective, actions and reactions
  throughout interactions
 triggers and touchpoints
 intangible and qualitative motivations,
  frustrations and meanings
 helpful for non-web/non-technology people
 can get all points of view on the table (e.g. is
  your experience my experience?)
 about the process, not just the result
many different
 ways to map
http://blogs.hbr.org/cs/HT%20customer%20journey%20map.pdf
http://adaptivepath.com/uploads/documents/RailEurope_AdaptivePath_CXMap_FINAL.pdf
http://desonance.files.wordpress.com/2012/07/cxexample_highres_desonance.pdf
hint, start simple




     http://www.slideshare.net/AdaptivePath/mapping-experiences-and-orchestrating-touchpoints-chris-risdon-patrick-quattlebaum-ux-week-2012
good collection of examples




                http://pinterest.com/uxjam/journeys/
“A good experience map feels like a
catalyst, not a conclusion.”
                       -Chris Risdon, Adaptive Path
solutions
     http://www.flickr.com/photos/yannconz/2796311194
what should the
 experience be?
1. design games




       http://www.flickr.com/photos/elitatt/4959931
       232                              http://www.flickr.com/photos/centralasian/4099680559
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
gamestorming - the book




                   http://www.flickr.com/photos/elitatt/4959938630
2. co-design




               http://www.flickr.com/photos/thinkpublic/4499674785
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
3. body storming




                   http://www.flickr.com/photos/xian/3763798434
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, improvise the
  customer and support roles (including products
  or objects)
third
exercise
10 minutes
Narrow the story

1. Pick no more than 4 stages from your story.
2. Think of each stage, with its corresponding
   interactions and emotions as a scene.
3. Brainstorm ideas for the ideal story.
4. Note dialog, new interactions, new emotions.

  Hint: Think of fairy tales. Objects can talk, animals
    have emotion. Magic can happen. Nothing is
                       impossible.
20 minutes
Act it out…

1. No sitting
2. Use words, sounds, gestures
3. Make sure someone plays the customer, others
   play products, touchpoints, employees, etc.
      (e.g. the cats, the cat carrier, the website, the
             airplane, the service agent)
4. Don’t worry about being silly! The point is to free
   your brain and to experiment.
observations?
4. business origami (@jessmcmullin




                      http://www.flickr.com/photos/benry/4101687804
business origami




                         http://www.flickr.com/photos/benry/4101687804

                   http://www.thechickentest.com/canux2009/132.jpg
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
5. service blueprint
service blueprint
   start with the desired experience – the story
   track the customer interactions
   include needed touchpoints
   define optimal channels
   determine how service components link
   determine how internal people, processes and
    systems support
Service Blueprint




                    http://lovelearn.wordpress.com/2009/07/11/initial-blueprint/
SCAD Service Design Project
http://servd.us/The_Project_files/Screen%20shot%202010-02-03%20at%2011.38.26%20PM.png
Designing for Holistic Cross Channel Experiences
Designing for Holistic Cross Channel Experiences
what is needed
  to support a
         better
  experience?
last
exercise
40 minutes
create your service blueprint
1.    Start with the story stages
2.    Define the new, desired experience
3.    Identify the needed touchpoints
4.    Identify the optimal channel for each touchpoint
5.    Identify needed support (people and/or systems)
     stage       stage        stage        stage        stage        stage        stage        stage
   desired      desired      desired      desired      desired      desired      desired      desired
experience   experience   experience   experience   experience   experience   experience   experience
touchpoint   touchpoint   touchpoint   touchpoint   touchpoint   touchpoint   touchpoint   touchpoint

  optimal      optimal      optimal      optimal      optimal      optimal      optimal      optimal
  channel      channel      channel      channel      channel      channel      channel      channel
  support      support      support      support      support      support      support      support
 people &     people &     people &     people &     people &     people &     people &     people &
  systems      systems      systems      systems      systems      systems      systems      systems
observations?
Designing for Holistic Cross Channel Experiences
Designing for Holistic Cross Channel Experiences
5 ways to sell
1. understand the executives
2. use metrics
3. start at the grassroots - but
  work towards top-down
4. watch for the bodies
5. cultivate patience
1. understand the executives
understand the executives
 what incentives are driving the
  executives?
 what do they think is important?
 what language do they use?
 what style are they comfortable
  with? (blue sky? numbers?)
 make friends with assistants
2. use metrics




                 http://www.flickr.com/photos/iliahi/2606645766/
use metrics
 get comfortable with quantitative
 find out behavior as well as attitude
  and perceptions (do they do what
  they say?)
 track measures like conversion,
  abandonment, visits
 where does experience design add
  value?
3. start at the grassroots…




                 http://www.flickr.com/photos/cobalt/282227013
…but work towards top-down




                http://www.flickr.com/photos/flickrmarcus/3382920952
start at the grassroots
 get allies at all levels
 find what resonates for each person,
  team and role
 tell the story
 generate buzz at the bottom
 work towards a direction from the
  top
4. watch for the bodies
watch for the bodies
 others have gone before you –
  where did they misstep?
 are some terms too politically
  charged?
 decide what hills you want to die on
 build on top of previous successes
3. cultivate patience




                 http://www.flickr.com/photos/dirkjankraan/4092709643
cultivate patience
 understand how change is accepted (or fought)
  in the organization
 complete some tiny things before starting any
  big things
 focus on bringing people along
 prioritize your efforts
 learn to let some stuff go until a better time
start…
5 ways to start
1. document the present
2. map the future
3. get behind the scenes
4. cross train
5. share the wealth
1. document the present
not just for fun
can be notes, sketches




                 http://www.flickr.com/photos/frerieke/3882000183
or photos
documenting experiences
2. map the future




           http://images.asc.ohio-state.edu/is/image/eHistory/world/images/maps2/1942world1600.jpg
getting
 from point
  A to point
      B; and
 everything
in between
think about the
customer’s whole
     journey
3. get behind the scenes




                 http://www.flickr.com/photos/honorapearls/4155009907/
are experiences supported?




                  http://www.flickr.com/photos/vitorcastillo/2994723741
here?
here?




        http://www.flickr.com/photos/mattwright/1787856/
and here?




            http://www.flickr.com/photos/oldonliner/3484504583/
4. cross train




                 http://www.flickr.com/photos/zackojones/4191554608/
it’s amazing what you learn
5. share the wealth




               http://www.flickr.com/photos/jimfrazier/1810966604/
everyone owns cross
 channel experience
questions??




              http://www.flickr.com/photos/druclimb/3277540656/
thank you!!
              samantha starmer
              @samanthastarmer
              starmer@gmail.com
              http://www.flickr.com/photos/baking_in_pearls/3960662314

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Designing for Holistic Cross Channel Experiences

Editor's Notes

  1. Door picture
  2. Door picture
  3. Door picture
  4. Door picture
  5. Door picture
  6. Door picture
  7. Door picture
  8. Image source: Zipcar mobile app
  9. Image source: State Farm Mutual Automobile Insurance (http://www.statefarm.com/)
  10. Buying a tentWhy?
  11. Buying a tentWhy?
  12. Customers now use many devices to engage across multiple touchpoints.Our work will include building an inventory of touchpoints, cataloging all possible touchpoints throughout the stages of the experience.At each touchpoint, the map defines customers needs and identifies how we currently meets those needs. A good experience map helps the audience feel what it is like to experience every touchpoint.
  13. Another example of a touchpoint across channels.
  14. The map is just a tool…this isnt the end goal. The work of analyzing and improving the experience is the most important part.
  15. Door picture
  16. Buying a tentWhy?
  17. Buying a tentWhy?
  18. Buying a tentWhy?
  19. Buying a tentWhy?