One of the dirty secrets about cross-channel user experience is that we've always worked cross-channel. What's changed is how much—and how well—we can impact the experience across these channels.
In this presentation, we’ll examine three guiding principles for working cross-channel. With those principles in mind, we’ll look at four tools you can use to help guide and improve cross-channel user experiences at your organization.
Maximum Value IA: creating a larger impact on the business
User Experience Architecture in a Cross-Channel World
1. USER
EXPERIENCE
ARCHITECTURE
IN A CROSS-
CHANNEL
WORLD
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
2. Introduction
One of the dirty secrets about cross-channel user
experience is that we've always worked cross-channel.
What's changed is how much—and how well—we can
impact the experience across these channels.
In this presentation, we’ll examine three guiding
principles for working cross-channel. With those
principles in mind, we’ll look at four tools you can use
to help guide and improve cross-channel user
experiences at your organization.
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
3. INTRODUCTION
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
4. Introduction
The Goal
Change how
you practice
design
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
5. Introduction
The Goal
Change how
you think about
design
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
6. Introduction
The Goal
Change how
you understand
design
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
7. Introduction
The Question
How do we create
better user
experiences
across channels?
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
8. Introduction
3 Principles
1. Open
2. Forward
3. Conservative
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
9. Introduction
5 Core Activities
1. Access
2. Create
3. View
4. Edit
5. Delete
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
10. Mind Game
What’s the coolest, most
awesome thing about
where you work?
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
11. Mind Game
Hi, I’m Austin Govella, an
Experience Design Manager
at Avanade where we’re
re-inventing how enterprises
collaborate.
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
12. Mind Game
Hi, I’m Austin name
your Govella, an
Experience Design Manager
your title
at company where we’re
Avanade
r e-inventing howawesome
the coolest, most enterprises
thing about where you work
abut about about elaborate.
Christina Wodtke, “Tell me a little about yourself”, eleganthack.com, 2012.
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
13. HOUSEKEEPING
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
14. Housekeeping
Get The Slides
Available on
SlideShare:
http://slideshare.net/austingovella/crosschannelux
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
15. Housekeeping
Questions
Save questions for
the end.
Better yet, grab a drink, lunch,
dinner, hallway conversation, walk,
coffee, email, with me afterward!
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
16. Housekeeping
Comments
Tweet the f#@k
out of this.
#CrossChannelUX
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
17. Housekeeping
Contact Me
ag@agux.co
@austingovella
www.thinkingandmaking.com
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
18. A MANIFESTO FOR
USER EXPERIENCE
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
19. Manifesto
Designers don’t design anything.
Organizations design everything.
Just as your best thinker improves
everything, that person who doesn’t
understand user experience creates a
drag on every product or service you
produce. To make better experiences,
you must make better organizations.
To improve your organization’s
design literacy, you have to improve
the design literacy of everyone in
the group.
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
20. Manifesto
Organizations face common barriers
to designing better experiences.
These barriers — value, focus, time,
memory, talent, process, and
improvement — represent the
distance between you and the
balanced teams your organization
needs to create better experiences.
These cultural barriers are codified
into your organization’s process,
hidden as assumptions in your team
member's minds, and reinforced in
your tools.
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
21. Manifesto
Don’t change what you do.
Change how you do it.
Don’t change your design activities.
Change how you work with your
team. Change how you work, so your
goal is always a better organization
instead of a better product. Change
how you accomplish the design, so
that you always improve your team’s
design literacy.
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
22. Manifesto
Change Now
“Don’t look for the next
opportunity.
The one you have in hand is
the opportunity.”
— Paul Arden
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
23. WHAT IS ‘USER
EXPERIENCE’?
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
24. What is User Experience?
The Elements Of
User Experience
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
25. What is User Experience?
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
26. What is User Experience?
o
Users
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
27. What is User Experience?
p
Interfaces
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
28. What is User Experience?
Interactions
o p
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
29. What is User Experience?
Systems
o p
o p
o p
o p
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
30. What is User Experience?
Design is a modeling discipline. The design process
creates models we use to validate predictions about a
system. Design validates what we expect against what
we perceive. We architect systems that engender
expectations and perceptions. Experience is the gap
between expectation and perception. We design this
gap. We design experience.
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
31. WHAT IS ‘CROSS
CHANNEL’?
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
32. What is Cross-Channel?
In traditional multichannel strategies, more than one
channel is used simultaneously and alternatively...
— Andrea Resmini & Luca Rosati, Pervasive Information Architecture,
Morgan Kaufman, 2011.
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
33. What is Cross-Channel?
In cross-channel, a single service is spread across
multiple channels in such a way that it can be exper-
ienced as a whole (if ever) only by polling a number
of different environments and media.... If one of the
pieces is missing, you might miss some of the infor-
mation being transmitted along the process and that
may or may not be available through other channels.
— Andrea Resmini & Luca Rosati, Pervasive Information Architecture,
Morgan Kaufman, 2011.
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
34. What is Cross-Channel?
In cross-channel, a single service is spread across
multiple channels in such a way that it can be exper-
ienced as a whole (if ever) only by polling a number
of different environments and media.... If one of the
pieces is missing, you might miss some of the infor-
mation being transmitted along the process and that
may or may not be available through other channels.
— Andrea Resmini & Luca Rosati, Pervasive Information Architecture,
Morgan Kaufman, 2011.
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
35. What is Cross-Channel?
Modern Narrative
Start End
Modernism is a tendency in contemporary culture... which rejects
subjective truth and the impossibility of a single, global narrative.
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
36. What is Cross-Channel?
Postmodern
Narrative
Start End
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
37. What is Cross-Channel?
In cross-channel, a single service is spread across
multiple channels in such a way that it can be used
simultaneously and alternatively.
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
38. What is Cross-Channel?
So... What’s A Channel?
Good question.
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
39. What is Cross-Channel?
The human evolutionary advantage is our ability to
communicate information across our network to create
shared information environments (culture).
Anything that allows us access to communicate
information is a channel. Everything is a channel.
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
40. What is Cross-Channel?
The Question
How do we enable
better cross-
channel user
experiences?
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
41. What is Cross-Channel?
The Question
How do we manage the gap
between expectations and
perceptions as our users
switch among ubiquitous
information environments?
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
42. 3 Principles
3 Principles
1. Open
2. Forward
3. Conservative
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
43. OPEN
says me (the first principle)
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
44. Introduction
Open
First
Principle
Services that are
more open will be
easier to use
cross-channel.
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
45. Introduction
Open
Flickr Is Open
Add photos:
1. Web App
2. Mobile app
3. Email
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
46. Introduction
Open
IPhoto Is Closed
Add photos:
1. App
2. iPhone synch
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
47. Open
Access Is Often
Not Open
Security has an
easy job if there is
no risk (a story).
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
48. Open
“What sorts of features support their
attempts to figure out where they are,
which paths connect them to a given
destination, and how best to actually
go about getting there?”
Adam Greenfield, Everyware, New Riders, 2006.
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
49. Open
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
50. Open
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
51. FORWARD
thinking (the second principle)
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
52. Introduction
Forward
Second
Principle
Services that are
more forward will
be easier to use
cross-channel.
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
53. Forward
“Designers create objects, products,
processes, symbols that anticipate the
future. However, these innovations
can also be metabolized on a broad
scale...”
Bruce Sterling, Shaping Things, MIT Press, 2005.
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
54. Introduction
Forward
Email Is
Everywhere
1. People/systems
can send email
2. People/systems
can receive email
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
55. Introduction
Forward
Faxes Aren’t
1. Fedex Office
2. Research online
services
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
56. Forward
Email Addresses
Live Forever
Anyone/thing can
email customer
service (a story).
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
57. CONSERVATIVE
it’s always right (the third principle)
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
58. Conservative
Introduction
Third
Principle
Services that are
more conservative
will be easier to
use cross-channel.
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
59. Conservative
Styleguides Are
Not Conservative
Birth 11 Styleguide
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
60. Conservative
Introduction
Names Are
Conservative
“Birth”
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
61. Conservative
Introduction
(Controlled)
Vocabularies
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
62. Conservative
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
63. Conservative
Introduction
Be The Best Lego
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
64. WHAT ARE THE
CHALLENGES?
people suck
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
65. Challenges
Brand used to be about control. Now, we know you have
no control over use. Brand is the user's experience with
the company.
Your tools can only frame the experience users have.
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
66. Agile
“...the designer is shaping culture,
changing behavior, and advancing his
set of values and priorities.”
Jon Kolko, Wicked Problems, AC4D, 2012.
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
67. Challenges
Cross-channel applies internally and externally:
everywho and everyhow. Who uses what interface to
interact with what channel when for what?
You can't impact everything, so you must prioritize.
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
68. Agile
“Everyone designs who devises
courses of action aimed at
changing existing situations into
preferred ones”
Herbert Simon, Sciences of the Artificial, 1969.
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
69. Forward
CRM
Channel
experiences need
to be managed
(a story).
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
71. Legibility
The Question
How do we manage the gap
between expectations and
perceptions as our users
switch among ubiquitous
information environments?
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
72. Legibility
“What sorts of features support their
attempts to figure out where they are,
which paths connect them to a given
destination, and how best to actually
go about getting there?”
Adam Greenfield, Everyware, New Riders, 2006.
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
75. Introduction
Legibility
Hang the stars so people can navigate
to wherever it is their journeys may
take them.
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
76. Introduction
Thank You!
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013