This document discusses designing multi-channel experiences. It defines multi-channel experiences as coordinating a company's interactions with customers across multiple touchpoints like websites, stores, mobile apps, call centers, and more. It emphasizes understanding customers, collaborating across stakeholder groups, researching customer needs and behaviors, and creating a consistent brand experience regardless of channel. The goal is optimizing all channels to deliver a seamless customer experience.

1. Designing for a Multi-Channel Experience
Amy Cueva - @amycueva
Megan Grocki - @megangrocki

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Let’s talk about…
ê What are multi-channel experiences?
ê Understanding Who and Where Users Are
ê Collaborating with Stakeholders
ê Navigating Political Waters
ê Examples & Brainstorm
ê Takin’ Action

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How did we get in the game?
ê Mmmm. Tasty and
satisfying.
ê Hungry for a
challenge, empathetic,
and solution oriented.

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What is a Multi-Channel Experience?
What percentage of
Consumers cross at
least 2 channels when
making a purchase?
ê Web to store
ê Store to Web
ê Web to phone

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Customers cross channels.
What are they doing there?
Why?
ê Make a purchase
ê Window Shop
ê Seek assistance
Did not cross channels
ê Conduct a transaction
ê Gather information Source: Profiling The Multichannel Consumer
How Retailers Can Enable Multichannel Consumer Behavior
Forrester Report July 29, 2009, By Patti Freeman Evans

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Multi-Channel Landscape
ê Store
ê Website(s)
Customer ê Web Application(s) Company
“I want to…” ê Call Center “I want to…”
ê Mail
Expectations, goals, Inbound & outbound
tasks, desired outcomes ê Mobile communications
ê Word of Mouth
Planned and unplanned Handling positive and
interactions ê Social Media negative interactions
Perceptions ê Advertising Internal ownership &
ê Catalog coordination
ê Email
ê Product

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Touch points that represent opportunities:
ê Website(s)/Applications ê Digital Kiosk
ê Email ê Mobile Interface
ê Live chat ê Print Advertisements
ê Social Media presence ê Billboards & Signage
ê Catalog / Circulars ê Point-of-Sale
ê In-Store / In-person ê Packaging
ê Telesales ê Channel partners
ê Phone / Call Center ê Online Community
ê Interactive Voice ê Other?
Response

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Avoiding negative and facilitating positive
episodes
o

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What is your brand essence?
ê Does everyone know your
basic brand principles?
ê It’s not about creating
identical experiences
ê Optimize and connect
channel interactions to
deliver consistent brand
experiences

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If your brand were a person who would they be?
ê How will they treat
you across
channels?
ê How will that
experience be
brought to life
across channels?

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Stakeholder Group Therapy
ê Include those who own
different sites, properties,
and channels
ê Include those who will be
effected by the design
ê Include those who will
build what is designed

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Build One Cohesive Perspective
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still appears, you may have to delete the image and then insert it again.
ê Provide the same data
and user stories to all
groups
ê Cross-pollination creating
opportunities to share and
learn new viewpoints

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Build One Cohesive Perspective
ê Effective governance is
sticky and needs structure
ê Alter organization to be
focused on the customer
not the channel
ê The customer experience,
at every touch point,
affects revenue and
profits.

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A Peek Inside the Organization
Different
communication
and interaction
channels
supported by
different
areas of the
organization.

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A Vision for What Could Be
Cross area
representation
and coordination

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Leverage experience design to tame the chaos.
CUSTOMER
ê Process extracts &
synchronizes goals and
objectives from various
stakeholding groups
BRAND & PRODUCT &
XD
MARKETING BUSINESS
ê Discipline understands
how people interact with
TECHNOLOGY &
technology, other
OPERATIONS people, and brands

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User Research for Multi-Channel
ê Secret shopper
ê Traditional user research
methods applied in new
ways:
• In-store experiences
• Print
• Phone

18. Research Informs Strategy
ê Personas
ê Focus on the customer,
regardless of channel
ê Demonstrate customer
and user experiences
visually
ê Determine cultural and
behavioral dynamics to
recognize how to integrate
channels

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Research Informs Strategy
ê SHOW stakeholders their
customer’s behavior
ê Video
ê Photographs
ê Stories
ê Better yet, get
stakeholders out of the
board room

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Exploring Newer Channels: Social Media
ê Provides a way to connect
with their most ardent fans
ê Keeps customers engaged
ê Encourage loyalty & active
evangelism

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“Good Enough” Is No Longer Good Enough
ê Exposes highs AND lows
ê Blurry boundaries
ê Experiment, learn & refine

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Exploring Newer Channels: Mobile
ê Still
in its infancy, mobile
commerce is an increasingly
important channel
ê 32% use their mobile devices to
research monthly
ê 15% are completing
transactions with their mobile
devices monthly
Source: The Art Technology Group (ATG) Report
Cross-Channel Commerce: The Consumer View
March 2010

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Exploring Newer Channels: Mobile
ê What is the role of Mobile in
connecting with users?
ê What is different than more
traditional channels?
ê Do you really need it?

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What Is Channel-Appropriate Interaction?
ê In-person
ê Email
ê Web
ê Print
ê Mobile
ê Social/Public

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Multi-Channel Experiences
ê Website:
www.lindt.com
ê In Store
ê Kiosk
ê Phone
ê Email
ê Chocolate Connoisseur’s Clu
ê Social Media

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Multi-Channel Experiences
ê Website:
www.virginamerica.com
ê Phone
ê Email
ê Social Media
ê Mobile Alerts
ê In-person
ê In-flight
ê Frequent Flyer Loyalty
Program

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Multi-Channel Experiences
ê Website:
www.virginamerica.com
ê Phone
ê Email
ê Social Media
ê Mobile Alerts
ê In-person
ê In-flight
ê Frequent Flyer Loyalty
Program

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Multi-Channel Experiences
ê Web site:
www.staples.com
ê In Store, Signage
ê Circular / Catalog / Phone
ê Ubiquitous Easy Button /
Brand Message
ê Contact Us in Many Ways
ê Desktop Gadget

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Multi-Channel Experiences
ê Website:
www.williams-sonoma.com
ê Catalog, Phone
ê Email
ê Bridal Registry
ê In-store Technique,
Cooking Classes, Product
Demos & Food Tasting

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How to coordinate channels for the brand?
ê Consider & research The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the
red x still appears, you may have to delete the image and then insert it again.
customer’s experiences across
all channels
ê Brainstorm & prioritize
ê Balance business objectives
against user objectives
ê Develop a multi-channel
experience strategy

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What can you do?
What, ê
ê
Ask the right questions
Go beyond your mandate
Share knowledge
no
ê
ê Encourage collaboration
ê Don’t be Milton, but don’t get
CXO?
fired

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We want to learn from you.
What
ê Which companies have
successfully used different
channels to create deeper
customer relationships?
do you ê What tools and expertise will
enable richer relationships
know? between customers and
brands?

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Questions?
???

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Contact Us
Amy Cueva Megan Grocki
Founder & Chief Experience Officer Senior Experience Designer
amy@madpow.net mgrocki@madpow.net
Twitter @amycueva Twitter: @megangrocki