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Create Cross Channel Experiences - Managing Experience 2011

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Create Cross Channel Experiences - Managing Experience 2011

  1. 1. Designing Cross ChannelExperiences Samantha Starmer Managing Experience; March 8, 2011
  2. 2. Designing(great) Cross Channel Experiences
  3. 3. me UX & IA related work for places like Amazon, Microsoft REI – Recreational Equipment, Inc. Create and lead IA, UX, IxD teams Teach at University of Washington
  4. 4. first time at brick & mortar http://www.flickr.com/photos/dirpics/464458290/
  5. 5. Waitress picture 10 years inrestaurant business
  6. 6. a story… http://www.flickr.com/photos/sugarpond/3016905349
  7. 7. Australian information architecture conference
  8. 8. Sydney pictureimagined myself in Sydney
  9. 9. but I’m aprocrastinator
  10. 10. oh crap
  11. 11. huh. an electronic Visa.well, that’s pretty cool.
  12. 12. except I can’tcheck in online
  13. 13. even though I bought my tickets and Visa online
  14. 14. damn, have to talk to a person http://www.flickr.com/photos/mkooiman/787191703
  15. 15. waited in long check-in line http://www.flickr.com/photos/jopoe/4569447498
  16. 16. http://www.flickr.com/photos/bryansblog/411455656
  17. 17. Flight agent picture http://www.flickr.com/photos/dykstranet/211106615
  18. 18. “this won’t work”
  19. 19. Censored!but, it has official stuff and numbers and …
  20. 20. “i’m a human,not a machine”
  21. 21. Flight agent picture http://www.flickr.com/photos/dykstranet/211106615
  22. 22. “what’s your itinerary?”
  23. 23. thank god I’m old school
  24. 24. what about my visa?
  25. 25. Sleeping at Airport http://www.flickr.com/photos/feline_dacat/3197429380
  26. 26. “i have no idea”
  27. 27. Flight agent picture http://www.flickr.com/photos/dykstranet/211106615
  28. 28. http://www.flickr.com/photos/slworking/4169134307
  29. 29. “Change screens, Pillow Pillow” “Where’s the Pillow?”“Didn’t they cover that in training?” “Backslash Backslash” “Okay, tietac” “What?” “Tietac” “huh?” “Like Tie” “carrot backslash” “United States” “Pillow Pillow” “Change Screens”
  30. 30. lesson?F http://www.flickr.com/photos/pjern/2150873799
  31. 31. our lives arecross channel
  32. 32. design for theholistic experience
  33. 33. don’t design for just website
  34. 34. …app
  35. 35. …or physical environment http://www.flickr.com/photos/24218656@N03/4589621372/
  36. 36. digital and physical are colliding
  37. 37. 70% of US onlineconsumers researchproducts online and purchase them offline Forrester, Profiling The Multichannel Consumer, July 2009
  38. 38. 53% of mobile searches on Binghave a local intent Greg Sterling Search Engine Land https://searchengineland.com/microsoft-53-percent-of-mobile-searches-have-local-intent-55556
  39. 39. technology is everywhere
  40. 40. (and here is our opportunity)
  41. 41. ‘integrated experiences are few and far between’ Alexandra Deschamps-Sonsinohttp://www.slideshare.net/designswarm/creating-the-internet-of-things
  42. 42. customersdon’t think about channels
  43. 43. http://www.crwgraphics.com/blog/wp-content/uploads/2010/08/multichannel-marketing.bmp
  44. 44. customers don’t thinkabout design disciplines
  45. 45. 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
  46. 46. customersdo think aboutyour company
  47. 47. acrosstime, touchpoi nts and experiences
  48. 48. however we want to shop
  49. 49. whenever we see your brand http://www.flickr.com/photos/cdevers/3388665920
  50. 50. outsidehttp://www.flickr.com/photos/cafemama/542656019
  51. 51. insidehttp://www.flickr.com/photos/penmachine/2971108982
  52. 52. packaging http://www.flickr.com/photos/streamishmc/2391505902
  53. 53. signshttp://www.flickr.com/photos/andrewbain/2510253694
  54. 54. employees http://www.flickr.com/photos/7577938@N02/4897443265
  55. 55. things outside our control http://www.flickr.com/photos/jaxphotography/267129315
  56. 56. design cross channel experiences
  57. 57. design for theholistic experience
  58. 58. 5 principles 5 methods 5 tools
  59. 59. 5 principles1. convenient2. connected3. consistent4. contextual5. (a) cross time
  60. 60. convenient
  61. 61. Walgreen on iPad
  62. 62. http://www.flickr.com/photos/jsrcyclist/3181389420 http://www.flickr.com/photos/zachklein/3964249
  63. 63. Walgreen’s drive in http://www.flickr.com/photos/ambernectar/4042608385
  64. 64. consistent
  65. 65. connected
  66. 66. consider the experience of transitions http://www.flickr.com/photos/mcdemoura/2209204939
  67. 67. Netflix
  68. 68. contextual
  69. 69. 15% bump inweekend traffic http://www.flickr.com/photos/dalydaly/10813808
  70. 70. Trying on tentresearch online, try in store http://www.flickr.com/photos/hollabackpack/184849492
  71. 71. (a)cross time
  72. 72. http://www.flickr.com/photos/mcmortygreen/3176998867
  73. 73. http://www.flickr.com/photos/yourdon/2594767344
  74. 74. http://www.flickr.com/photos/sa_ku_ra/13009153
  75. 75. 5 methods1. think in terms of services2. share the sandbox3. start walking4. comfort in discomfort5. why vs. what
  76. 76. 1. Think in terms of services think in terms of services Waitress
  77. 77. Fluevog on iPad
  78. 78. From: seattlefluevog@cablespeed.comTo: sstarmerj@hotmail.comSubject: Fluevog order 20110211-00072873Date: Fri, 11 Feb 2011 16:52:38 -0800Hey Samantha,We have both shoes you ordered online here at the Seattle store. If you’d like to pickthem up this weekend and save on shipping let us know otherwise they will ship outMonday.Thanks,LeahJohn Fluevog Shoes205 Pine St.Seattle, WA 98101phone: (206)441-1065fax : (206)728-7955seattle@fluevog.comwww.fluevog.comwww.myspace.com/fluevogseattle"There are two kinds of people: those who shy away from attention, and those who wearFluevogs." - JF
  79. 79. http://www.flickr.com/photos/trufflepig/4370405501
  80. 80. Incremental Sale
  81. 81. 2. share the sandbox http://www.flickr.com/photos/erikwdavis/2687670846
  82. 82. UX Mag let people in.let people design. let people play.
  83. 83. 3. start walking http://www.flickr.com/photos/jonathanbeard/3038114579/
  84. 84. 4. comfort in discomfort
  85. 85. you don’t haveto be an expert
  86. 86. eek – I don’t know anything about store design! http://www.twobackpackers.com/wp-content/uploads/2009/07/REI-Backpacks.jpg
  87. 87. “an interesting thing happenedtoday – we were invited to help Visual Merch decide what shelf labels and categories to use in the retail stores for backpacks.This is a great win for us”
  88. 88. 5. why vs. what http://www.flickr.com/photos/segozyme/3105128025/
  89. 89. buying a tent
  90. 90. for backyard? http://www.flickr.com/photos/jcast911/4037694806
  91. 91. or backcountry snow? http://www.flickr.com/photos/reway2007/427303733
  92. 92. 5 tools1. document2. experience map3. get behind the scenes4. tell a story5. cross train
  93. 93. 1. document http://www.flickr.com/photos/thelustlizardofmelancholycove/5053889505/
  94. 94. http://www.flickr.com/photos/frerieke/3882000183
  95. 95. 2. experience map http://www.flickr.com/photos/dimitratzanos/4615310997
  96. 96. think about thecustomer’s whole journey
  97. 97. 3. get behind the scenes http://www.flickr.com/photos/honorapearls/4155009907/
  98. 98. http://www.flickr.com/photos/vitorcastillo/2994723741
  99. 99. http://www.flickr.com/photos/mattwright/1787856/
  100. 100. http://www.flickr.com/photos/oldonliner/3484504583/
  101. 101. 4. tell a story http://www.flickr.com/photos/sugarpond/3016905349
  102. 102. Meet JaneOutdoor Loyal38, PortlandInvolved in overlappingsports and understandsthe value of good gear“I kind of have a jacketproblem… I’m runningout of reasons to buyanother one”
  103. 103. Monday… I want to go backpacking this weekend!
  104. 104. Time to plan…
  105. 105. I want to go somewhere beautiful…
  106. 106. 5. cross train http://www.flickr.com/photos/zackojones/4191554608/
  107. 107. Success
  108. 108. Designing(great) Cross Channel Experiences
  109. 109. don’t design for thescreen, design for the holistic experience
  110. 110. don’t design for thetechnology, design for the holistic experience
  111. 111. don’t design for thechannel, design for the holistic experience
  112. 112. 5 principles 5 methods1. convenient 1. think in terms of services2. connected 2. share the sandbox3. consistent 3. start walking4. contextual 4. comfort in discomfort5. (a) cross time 5. why vs. what 5 tools 1. document 2. experience map 3. get behind the scenes 4. tell a story 5. cross train
  113. 113. Beyond Digital: Designing for the Cross-Channel Future With Jess McMullin Thursday, March 31st Denver, CO http://www.flickr.com/photos/39747297@N05/522973
  114. 114. chief customer officer…
  115. 115. Who will it be? http://www.flickr.com/photos/kelleys/358629845
  116. 116. join theopportunity!! @samanthastarmer sstarme@rei.com

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