1. Don’t Become a Digital
Dinosaur
Design for the Space Between
Web 2.0 2011
@samanthastarmer

2. 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. first time at brick &
mortar
http://www.flickr.com/photos/dirpics/464458290/

5. Waitress picture
10 years in
restaurant business

6. a story…
http://www.flickr.com/photos/sugarpond/3016905349

7. Australian
conference

8. Sydney picture
imagined myself in
Sydney

9. but I’m a
procrastinator

10. oh crap

11. huh. an electronic Visa.
well, that’s pretty cool.

12. except I can’t
check in online

13. even though I bought my
tickets and Visa online

14. damn, have to talk to a
person
http://www.flickr.com/photos/mkooiman/787191703

15. waited in long check-in
line
http://www.flickr.com/photos/jopoe/4569447498

16. http://www.flickr.com/photos/bryansblog/411455656

17. Flight agent picture
http://www.flickr.com/photos/dykstranet/211106615

18. “this won’t
work”

19. Censored!
but, it has official stuff
and numbers and …

20. “i’m a human,
not a machine”

21. Flight agent picture
http://www.flickr.com/photos/dykstranet/211106615

22. “what’s your
itinerary?”

23. thank god I’m old
school

24. what about my
visa?

25. Sleeping at Airport
http://www.flickr.com/photos/feline_dacat/3197429380

26. “i have no idea”

27. Flight agent picture
http://www.flickr.com/photos/dykstranet/211106615

28. http://www.flickr.com/photos/slworking/4169134307

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. lesson?
http://www.flickr.com/photos/pjern/2150873799

31. Holistic
experience

32. http://www.flickr.com/photos/raftwetjewell/3121396468

33. our lives cross
physical and
digital

34. our lives cross
channels

35. we must design for
the holistic
experience

36. don’t design for just website

37. …app

38. …or physical environment
http://www.flickr.com/photos/24218656@N03/4589621372/

39. digital and physical
are colliding

40. 70% of US online
consumers research
products online and
purchase them
offline
Forrester, Profiling The Multichannel Consumer, July 2009

41. 53% of mobile
searches on Bing
have a local intent
Greg Sterling
Search Engine Land
https://searchengineland.com/microsoft-53-percent-of-mobile-searches-have-local-intent-55556

43. technology is
everywhere

45. ‘integrated
experiences
are
few and far
between’
Alexandra Deschamps-Sonsino
http://www.slideshare.net/designswarm/creating-the-internet-of-things

46. customers
don’t think
about
channels

47. http://www.crwgraphics.com/blog/wp-content/uploads/2010/08/multichannel-marketing.bmp

48. customers
don’t think
about design
disciplines

49. 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

50. customers
do think about
your company

51. across time,
touchpoints
and
experiences

52. however we want
to shop

53. whenever we see
your brand
http://www.flickr.com/photos/cdevers/3388665920

54. outside
http://www.flickr.com/photos/cafemama/542656019

55. inside
http://www.flickr.com/photos/penmachine/2971108982

56. packaging
http://www.flickr.com/photos/streamishmc/2391505902

57. signs
http://www.flickr.com/photos/andrewbain/2510253694

58. employees
http://www.flickr.com/photos/7577938@N02/4897443265

59. things outside our
control
http://www.flickr.com/photos/jaxphotography/267129315

60. design cross channel
experiences

61. design for multiple
interaction
touchpoints

62. design for the space
between
interactions, interfaces,
and channels

63. design for the
holistic experience

66. “fill in the
activity gaps
to create
great
continuous
experiences”

67. http://www.uie.com/articles/gap_between_activities/

68. http://www.uie.com/articles/gap_between_activities/
http://www.uie.com/articles/gap_between_activities/

69. between channels

70. between channels
between platforms

71. between channels
between platforms
across digital & physical

72. tie the experience
together
http://www.flickr.com/photos/__olga__/4749585423/

74. 5 principles
5 methods
5 tools

75. 5 principles
1. convenient
2. connected
3. consistent
4. contextual
5. (a) cross time

76. convenient

77. Walgreen on iPad

78. http://www.flickr.com/photos/jsrcyclist/3181389420
http://www.flickr.com/photos/zachklein/3964249

79. Walgreen’s drive in
http://www.flickr.com/photos/ambernectar/4042608385

80. consistent

84. SF Nordstrom

85. Nordstrom Brass Plum

86. Nordstrom Savvy

87. Nordstrom Encore

89. connected

90. consider the experience
of transitions
http://www.flickr.com/photos/mcdemoura/2209204939

91. Multiple Waiters

92. Netflix

95. contextual

96. 15% bump in
weekend traffic
http://www.flickr.com/photos/dalydaly/10813808

99. Trying on tent
research online, try
in store
http://www.flickr.com/photos/hollabackpack/184849492

100. think about on ramps and
off ramps

101. (a)cross time

102. http://www.flickr.com/photos/mcmortygreen/3176998867

103. http://www.flickr.com/photos/yourdon/2594767344

104. http://www.flickr.com/photos/sa_ku_ra/13009153

105. 5 methods
1. think in terms of services
2. share the sandbox
3. start walking
4. comfort in discomfort
5. why vs. what

106. 1. Think in terms of services
think in terms of services
Waitress

108. Fluevog on iPad

109. 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

110. http://www.flickr.com/photos/trufflepig/4370405501

111. Incremental Sale

112. 2. share the sandbox
http://www.flickr.com/photos/erikwdavis/2687670846

113. UX Mag
let people in.
let people design.
let people play.

114. 3. start walking
http://www.flickr.com/photos/jonathanbeard/3038114579/

119. 4. comfort in discomfort

120. you don’t have
to be an expert

121. eek – I don’t know anything
about store design!
http://www.twobackpackers.com/wp-content/uploads/2009/07/REI-Backpacks.jpg

122. “an interesting thing happened
today – 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”

123. 5. why vs. what
http://www.flickr.com/photos/segozyme/3105128025/

124. buying a tent

125. for backyard?
http://www.flickr.com/photos/jcast911/4037694806

126. or backcountry
snow?
http://www.flickr.com/photos/reway2007/427303733

127. 5 tools
1. document
2. experience map
3. get behind the scenes
4. tell a story
5. cross train

128. 1. document
http://www.flickr.com/photos/thelustlizardofmelancholycove/5053889505/

129. http://www.flickr.com/photos/frerieke/3882000183

131. 2. experience map
http://www.flickr.com/photos/dimitratzanos/4615310997

133. think about the
customer’s whole
journey

134. 3. get behind the scenes
http://www.flickr.com/photos/honorapearls/4155009907/

135. http://www.flickr.com/photos/vitorcastillo/2994723741

136. http://www.flickr.com/photos/mattwright/1787856/

137. http://www.flickr.com/photos/oldonliner/3484504583/

138. 4. tell a story
http://www.flickr.com/photos/sugarpond/3016905349

139. Meet Jane
Outdoor Loyal
38, Portland
Involved in overlapping
sports and understands
the value of good gear
“I kind of have a jacket
problem… I’m running
out of reasons to buy
another one”

140. Monday… I want to go backpacking this weekend!

141. Time to plan…

142. I want to go somewhere beautiful…

143. 5. cross train
http://www.flickr.com/photos/zackojones/4191554608/

144. Success

145. Don’t be a
digital
dinosaur

146. don’t design for the
screen, design for the
holistic experience

147. don’t design for the
technology, design for the
holistic experience

148. don’t design for the
channel, design for the
holistic experience

149. design for the space
between…
http://www.flickr.com/photos/mrxception/4999592715

150. 5 principles 5 methods
1. convenient 1. think in terms of services
2. connected 2. share the sandbox
3. consistent 3. start walking
4. contextual 4. comfort in discomfort
5. (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

151. Workshops
The Future of Web
Design Isn’t Just the
Beyond Digital:
Web: Design for
Designing for the
Cross-Channel
Cross-Channel
Experiences
Wednesday, May 25th
Future
Portland, OR With Jess McMullin
Thursday, March 31st
Denver, CO
http://www.flickr.com/photos/39747297@N05/5229733647

152. Questions??
http://www.flickr.com/photos/druclimb/3277540656/

153. Thank you
sstarme@rei.com
@samanthastarmer
http://uxmag.com/strategy/dont-become-a-digital-dinosaur