Jess McMullin & Samantha Starmer's 2010 IA Summit workshop on cross-channel customer experience design

1. ASIS&T Information Architecture
Summit 2010
Leaving Flatland
Designing Services & Systems Across Channels
Jess McMullin, the Centre
for Citizen Experience
Samantha Starmer, REI
April 8, 2010 | Phoenix, AZ

2. Today
What is multi-channel design?
Why should you care?
Selling the need
Field Research experience
Discovery tools and methods
Solution tools and methods
How to do it

3. [Jess’s intro]

5. WHAT
is multi-channel design?

6. Different terms – similar ideas
Cross/Multi channel experience
Cross/Multi touchpoint experience
Bridge experiences
Customer experience
Customer experience management
Customer relationship management
Total customer experience
Experience design
Service design

7. First, a story…
http://www.flickr.com/photos/seandreilinger/2959785536/

9. Palm Springs!

10. Resort Hotel!!

11. I am lucky

12. Verdant

13. Lush

14. Foliage…lots of foliage

15. Like The Secret Garden!

16. But…

17. I was tired

18. I needed an adult beverage

19. But I’m cheap…

20. …and car-less

21. and have to get out of a 13 acre resort

22. With a crappy map

23. and tips…seriously

24. I find my way out

25. And escape to the real world

26. But now it is dark

27. And the lovely, secret foliage

28. With all of the nooks and crannies

29. That I already got lost in
when it was light…

30. Is kinda scary

31. Finally, thank god

32. Now I really need a drink

33. At least for walking, exploring or
doing anything not related to sitting
by a pool and drinking

34. no sign
policy

40. except…

42. WHY
should you care?

43. 65% of visitors to an online search
engine were looking for further
information in relation to a product or
service they saw in a television
commercial or in a newspaper
advertisement.
Pubblicita offline e ricerche nei motori, 2007
From ‘Information Architecture for Ubiquitous Ecologies’, Andrea
Resmini and Luca Rosati

44. They are coming from everywhere!

45. We have no control

46. over how people hear about us

47. get to us

48. or decide to buy from us

49. 53% of US online consumers
say they research products
online that they subsequently
buy offline.
Forrester, North American Technographics Retail Online Survey, Q1 2009 (US).

50. Over half REI
online business
is picked up in a
store

51. 43% of consumers said they start their
research online or through a mobile
device, but then need to call a customer
service or call center representative to
complete the transaction because the
necessary product or service information
cannot be found online.
Survey by ATG
http://www.retailcustomerexperience.com/article/21560/Report-We-are-seeing-a-multichannel-revolution

52. http://www.flickr.com/photos/mindaugasdanys/3766009204

53. And one more
reason?

54. Our Marketing peers are way
ahead of us…

55. Even if you think
you are web
only, you are
multi-channel
http://www.flickr.com/photos/shaireproductions/3176968409/

56. The customer is interacting
with your brand…
they don’t care about the
channel

57. I’m the same customer in each interaction

58. the whole of the
experience should be
greater than the sum of
its parts

59. Think about the customer’s journey
http://images-cdn01.associatedcontent.com/image/A7760/776083/470_776083.jpg

60. A small
example

61. Leaving lovely hotel room

62. Getting flight # via email

63. Check in via mobile app

64. I don’t want flight status!

65. Okay, trying netbook

67. Flight not recognized

68. http://www.flickr.com/photos/mindaugasdanys/3766009204

69. Fine.
Old school check in.

72. Envisioning holistic experiences
1. Your travel here…
Forget about the current experience
Ignore how airline ticketing works
2. Imagine you own a new airline
Think about your customer’s journey
Think about possible touchpoints
3. Spend 5 minutes
Ideate a better experience
Note the highlights

73. Jess’s airline
story

74. SELL
Multi channel design

75. Do some research
http://www.flickr.com/photos/euthman/2097753744

76. Understand executives’ goals

77. Use metrics
http://www.flickr.com/photos/iliahi/2606645766/

78. Online vs. Offline
130
30

80. Soft Skills

81. Patience
http://www.flickr.com/photos/dirkjankraan/4092709643

82. Start at the grassroots
http://www.flickr.com/photos/cobalt/282227013

83. But work towards top-down
http://www.flickr.com/photos/flickrmarcus/3382920952

84. Where are the bodies?

85. Understand organizationalStructure
Understand Org structure

86. Don’t boil the ocean

87. Tell a Fairy Tale

88. There is a craving for
stories that show people
what is possible
~Fred Collopy

89. Try it!
http://www.flickr.com/photos/pmorgan/71679820/

90. Take your new experience
1. Jess and I are the board chairs for your
new airline. We are traditional.
2. Spend 10 minutes
How is your envisioned experience a
differentiator?
How will it drive sales?
How will it save money?
How will it engage customers?
3. Sell it to us!

91. 2 minutes. Timed.
http://www.flickr.com/photos/ricardodiaz/2311260401

92. Break!
http://www.flickr.com/photos/johnmcnab/4298812324

93. Researching Multiple Channels
3rd Party Websites
Phone
Voice
Text
Social Media
Twitter
Facebook
IM
Physical Locations

94. Field
Research
@jessmcmullin
@samanthastarmer 94

95. What to look for....
• People
• Touchpoints
• Interactions
• Flow
@jessmcmullin
@samanthastarmer 95

96. Welcome Back from the Field!
Now Lunch...
See you at 1:00
@jessmcmullin
@samanthastarmer 96

97. Discovery
@jessmcmullin
@samanthastarmer 97

98. Service inventory
@jessmcmullin
@samanthastarmer 98

99. @jessmcmullin
@samanthastarmer 99

100. Service Inventory Exercise
Touch Touch Touch Touch Touch
point point point point point
Service
Service
Service
Service
@jessmcmullin
@samanthastarmer 100

101. Customer
Journey
Mapping
@jessmcmullin
@samanthastarmer 101

102. Adaptive Path
http://www.flickr.com/photos/sethandalexa/3747145717
@jessmcmullin
@samanthastarmer 102

103. nForm
@jessmcmullin
@samanthastarmer 103

104. @jessmcmullin
@samanthastarmer 104

105. Maya Design
@jessmcmullin
@samanthastarmer 105

106. UK Government
HEART MONITOR
Objectives,
Track the process experienced by jurors Customer
scope & journey Jurors
to improve levels of service segment
type
Moments
of truth
Key journey Receive Jury In court In court – Deliber- Delivery of
Post trial
steps summons selection pre-trial during trial ation verdict
Receive letter Judge thanks
– looking Judge was Finishing
jury – much was a relief
Great forward to it ‘professional’ appreciated
+100
Trial was
Expenses impersonal
‘a hassle’
Customer
Satisfaction Easy to Locked
Rating change date in Victims
by email family start Not sent
to cry – information
Only small ‘lowest about
amount of point’ sentencing
-100 Slow Late start evidence No
Poor selection most days useful preparation
process for delivering
verdict
Comms: Manage Customer face: Process: Comms: Environment: Customer face: Comms:
expectations Explain delays Simplify expenses Make jurors Provide adequate Talk to jurors – Ensure follow-up
Levers for Channel: Environment: system aware of role facilities stress the letter goes out re
24 hour access Make the wait as Look at time- played by all the Comms: importance of sentencing
solution hunting painless as keeping evidence Brief on verdict what they’ve done
possible delivery
© Oxford Strategic Marketing
@jessmcmullin
@samanthastarmer 106

107. Journey Mapping Exercise
Touch Touch Touch Touch
Notes
point point point point
Action
Action
Action
Action
@jessmcmullin
@samanthastarmer 107

108. Journey Mapping Exercise
Step 1 Step 2 Step 3 Step 4
Touchpoint
Touchpoint
Touchpoint
Touchpoint
Notes Notes Notes Notes
@jessmcmullin
@samanthastarmer 108

109. From Insights
to Solutions
@jessmcmullin
@samanthastarmer 109

110. Solution=
Facilitation
@jessmcmullin
@samanthastarmer 110

111. Facilitation=
Giving up
ownership
@jessmcmullin
@samanthastarmer 111

112. It’s ok. Really.
@jessmcmullin
@samanthastarmer 112

113. Mental
Models
@jessmcmullin
@samanthastarmer 113

114. Mental Models
@jessmcmullin
@samanthastarmer 114

115. Mental Models
@jessmcmullin
@samanthastarmer 115
http://www.rosenfeldmedia.com/books/mental-models

116. Mental Models
@jessmcmullin
@samanthastarmer 116

117. Business
Origami
@jessmcmullin
@samanthastarmer 117

118. Paper Prototyping for Systems Design
@jessmcmullin
@samanthastarmer 118

119. Business Origami Session
@jessmcmullin
@samanthastarmer 119

120. @jessmcmullin
@samanthastarmer 120
Courtesy Prof. Kenta Ota, Chiba University Design Department & Design Division, Hitachi Ltd.

121. @jessmcmullin
@samanthastarmer 121

122. @jessmcmullin
@samanthastarmer 122

123. @jessmcmullin
@samanthastarmer 123

124. @jessmcmullin
@samanthastarmer 124

125. @jessmcmullin
@samanthastarmer 125

126. @jessmcmullin
@samanthastarmer 126

127. @jessmcmullin
@samanthastarmer 127

128. @jessmcmullin
@samanthastarmer 128

129. @jessmcmullin
@samanthastarmer 129

130. @jessmcmullin
@samanthastarmer 130

131. @jessmcmullin
@samanthastarmer 131

132. @jessmcmullin
@samanthastarmer 132

133. Service Blueprint
http://lovelearn.wordpress.com/2009/07/11/initial-blueprint/
@jessmcmullin
@samanthastarmer 133

134. Service Blueprint Elements
• Physical Evidence
• Customer Actions
• Onstage, Customer Facing Employee Actions
• Backstage, Enabling Employee Actions
• Support Processes
http://people.ischool.berkeley.edu/~glushko/IS243Readings/ServiceBlueprinting.pdf
@jessmcmullin
@samanthastarmer 134

135. @jessmcmullin
@samanthastarmer 135

136. UX
Swimlanes
@jessmcmullin
@samanthastarmer 136

137. UX Swimlanes
@jessmcmullin
@samanthastarmer 137

138. @jessmcmullin
@samanthastarmer 138

139. Break!
@jessmcmullin
@samanthastarmer 139
http://www.flickr.com/photos/johnmcnab/4298812324

140. HOW
to start

141. Marketing makes
promises
The experience (regardless of
channel) has to deliver on those
promises

142. Think about on ramps and off ramps

144. Hmm – where is that award?

145. Directions anyone?

148. Who is REI? Why am I here?

149. Ensure a good experience in all
interactions, via all doors

150. Be consistent…
Consistent brand

151. Reinforce the brand with every
interaction…
Bruce Temkin
Forrester
experiencematters.wordpress.com

152. Don’t assume the customer is
using the front door.

153. Reinforce the brand at all entrances

154. Back door

155. Side door

156. Brand integration?

157. What are your doors like?

158. Be consistent…
Consistent information

159. The most common problems
reported by Web-to-store shoppers
related to discrepancies in prices
and product information across the
two channels.
Forrester, How Satisfied Are US Consumers With Web-To-Store Shopping?
December 2009

160. Not the same information!

161. Not the same information!

162. Be consistent…
But optimize channel
capabilities

163. Surface at a hotel
http://news.cnet.com/8301-10805_3-10016573-75.html

164. http://news.cnet.com/8301-10805_3-10016573-75.html

166. Surface at a casino. To flirt…

167. Web cam dressing room
http://www.tobi.com/

168. Digital and physical

169. Not just a stupid advertising app

170. Augmented human interaction

171. Don’t design for user's needs
on website, design for the
experience the customer
expects.

172. Exciting?
http://www.flickr.com/photos/7973320@N07/2792554600

173. Relaxing?
http://www.flickr.com/photos/rknickme/308268766/

174. Electric?
http://www.flickr.com/photos/44462967@N00/165090124

175. Be consistent…
Tie it all together

180. Coordination, timing

181. Just do it
http://www.flickr.com/photos/eightfivezero/2459026594

182. Wander the halls

185. Leave your comfort zone

190. http://farm4.static.flickr.com/3007/2680257100_69b12c6e7d.jpg

191. Get collaborators

192. Close the loop

193. Listen

194. Designing a holistic experience
means listening holistically:
• Usual UX research, but also
• Call center
• Email queries and feedback
• Live Chat transcripts
• Social Media
• Sentiment Analysis
• Market Research
• Analytics (behavior)
• Store follows/shop alongs

195. Hang with a new crowd
http://averagecats.com/page/7

196. Make new friends
Marketing
• IT, or anyone who can build stuff
• Finance
• Distribution Center
• Customer Service
• Innies with outies, outies with innies
• Different industries
Artists, architects, museum curators, restaurant
workers, baristas, landscapers, hotel
managers…

197. Don’t get overwhelmed
http://tlc.discovery.com/tv/hoarding-buried-alive/slideshows/before-and-after-episodes-1-4-02.html

198. You can’t be everywhere at once
• Target a channel pair
• Focus on incremental progress
• Measure stuff
• Celebrate (and communicate) quick wins
• Get your ‘real’ work done
• Get allies to spread the work

199. Finally…
(and this one is hard)

200. Don’t be grabby
Facilitate vs. Own
http://www.flickr.com/photos/jimfrazier/1810966604/

201. Let go of control
• It’s okay when other people start talking about
the customer experience
• It’s okay when other people try to improve the
customer experience
• It’s okay if you aren’t involved in EVERYTHING
• It’s okay if you aren’t the only one making a
difference.
Isn’t it all about the customer?

202. EVERYONE owns customer
experience

203. Thanks, please stay in touch
Samantha Starmer
@samanthastarmer
sstarme AT rei.com
Jess McMullin
@jessmcmullin
jess AT ctzn.ca