multi-channel experience design - upa 2010
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CDesigning for a Multi-C
Amy Cueva - @amycuevaMegan Grocki - @megux
C Channel Experience
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ICE BREAKINGLet’s talk about…
What are multi-channel expe
Collaborating with StakeholdCollaborating with Stakehold
Understanding Who and Whe
Navigating Political Waters
Examples & BrainstormExamples & Brainstorm
Takin’ Action
eriences?
dersders
ere Users Are
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ICE BREAKINGHow did we get in the game?
Mmmm. Tasty and satisfying.
Hungry for a challenge, empathetic, and psolution oriented.
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ICE BREAKINGWhat is a Multi-Channel Experience?
What percentage of Consumers cross at least 2 channels when making a purchase?
Web to store
Store to Web
Web to phonep
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ICE BREAKINGCustomers cross channe
Did not cross channelsDid not cross channels
els.What are they doing there? Why?
Make a purchaseMake a purchase
Window Shop
Seek assistance
Conduct a transactionConduct a transaction
Gather information
Source: Profiling The Multichannel ConsumerHow Retailers Can Enable Multichannel Consumer Behavior
Forrester Report July 29, 2009, By Patti Freeman Evans
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ICE BREAKINGMulti-Channel Landscap
Customer StoreWebsWeb A
“I want to…”Web ACall CMailMobilExpectations, goals, MobilWord Socia
Expectations, goals,tasks, desired outcomes
Planned and unplanned interactions
AdverCataloEmail
Perceptions
EmailProdu
e
Companysite(s) Application(s) p y
“I want to…” Application(s)Center
le Inbound & outbound le of Mouthl Media
Inbound & outbound communications
Handling positive and negative interactions
rtisingogl
g
Internal ownership & coordination
luct
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ICE BREAKINGTouch points that represe/Website(s)/Applications
EmailLive chatLive chatSocial Media presenceCatalog / CircularsCatalog / CircularsIn-Store / In-personTelesales
Phone / Call CenterInteractive Voice Response
ent opportunities:Di i l Ki kDigital KioskMobile InterfacePrint AdvertisementsPrint AdvertisementsBillboards & SignagePoint-of-Sale Point of Sale PackagingChannel partners
Online CommunityOther?
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ICE BREAKINGAvoiding negative and facilitating positive episodes
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ICE BREAKINGWhat is your brand essennce?
Does everyone know your basic brand principles?
It’s not about creating identical experiencesp
Optimize and connect channel interactions tochannel interactions to deliver consistent brand experiences
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ICE BREAKINGIf your brand were a persson who would they be?
How will they treat you across you across channels?
How will that experience be experience be brought to life across channels?channels?
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ICE BREAKINGStakeholder Group Theraapy
Include those who own different sites, properties, different sites, properties, and channels
Include those who will be effected by the design
Include those who will build what is designedwhat is designed
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ICE BREAKINGBuild One Cohesive Perspective
Provide the same data and user stories to all groups
Cross-pollination creating opportunities to share and opportunities to share and learn new viewpoints
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ICE BREAKINGBuild One Cohesive Perspective
Effective governance is sticky and needs structure
Alter organization to be focused on the customer not the channelnot the channelThe customer experience, at every touch point affects at every touch point, affects revenue and profits.
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ICE BREAKINGA Peek Inside the Organiization
Different communication
and interaction channels supported by supported by different areas of the areas of the organization.
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ICE BREAKINGA Vision for What Could B Be
Cross area representation and
coordination
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ICE BREAKINGLeverage experience des
CUSTOMER
BRAND & PRODUCT & BRAND & MARKETING BUSINESSXD
TECHNOLOGY & OPERATIONS
sign to tame the chaos.Process extracts & synchronizes goals and
objectives from various stakeholding groups
Discipline understandshow people interact with
technology, other people, and brands
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ICE BREAKINGUser Research for Multi--Channel
Traditional user research methods applied in new ways:
• In-store experiencesPrint• Print
• PhoneSecret shopperSecret shopper
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Research Informs Strategy PersonasFocus on the customer,
regardless of channelDemonstrate customer and user experiences visuallyuser experiences visuallyDetermine cultural and behavioral dynamics to behavioral dynamics to recognize how to integrate channels
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ICE BREAKINGResearch Informs Strategy
SHOW stakeholders their customer’s behavior customer s behavior
Video PhotographsStories
Better et get stakeholdersBetter yet, get stakeholdersout of the board room
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ICE BREAKINGExploring Newer Channe
Provides a way to connect witheir most ardent fans
Keeps customers engaged
Encourage loyalty & active evangelismevangelism
els: Social Mediaith
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ICE BREAKING“Good Enough” Is No Lonnger Good Enough
Exposes highs AND lows
Blurry boundaries
Experiment, learn & refinep
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ICE BREAKINGExploring Newer Channe
Still in its infancy, mobile commerce is an increasingly
important channel
32% use their mobile devices to research monthly
15% are completing 15% are completing transactions with their mobile devices monthly
els: Mobile
Source: The Art Technology Group (ATG) ReportCross-Channel Commerce: The Consumer View
March 2010
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ICE BREAKINGExploring Newer Channe
What is the role of Mobile in connecting with users?
What is different than more traditional channels?traditional channels?
Do you really need it?Do you really need it?
els: Mobile
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ICE BREAKINGWhat Is Channel-Appropriate Interaction?
In-person
EmailEmail
Web
MobileMobile
Social/Public
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ICE BREAKINGMulti-Channel Experiencces
Website: www.lindt.com
In StoreKioskPhonePhoneEmailChocolate Connoisseur’s CluChocolate Connoisseur s CluSocial Media
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ICE BREAKINGMulti-Channel Experiencces
Website: www.virginamerica.comPhoneEmailSocial MediaSocial MediaMobile AlertsIn-personIn personIn-flightFrequent Flyer Loyalty Program
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ICE BREAKINGMulti-Channel Experiencces
Website: www.virginamerica.comPhoneEmailSocial MediaSocial MediaMobile AlertsIn-personIn personIn-flightFrequent Flyer Loyalty Program
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ICE BREAKING\Multi-Channel ExperienccesWeb site:www.staples.com
In Store, SignageCircular / Catalog / PhoneUbiquitous Easy Button / Ubiquitous Easy Button / Brand MessageContact Us in Many WaysContact Us in Many WaysDesktop Gadget
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ICE BREAKINGMulti-Channel Experiencces
Website: www.williams-sonoma.com
Catalog, PhoneEmailBridal RegistryBridal RegistryIn-store Technique, CookingClasses, Product Demos & Classes, Product Demos & Food Tasting
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ICE BREAKINGHow to coordinate chann
Consider & research customer’s experiences
across all channels
Brainstorm & prioritize
Balance business objectives against user objectivesagainst user objectives
Develop a multi-channel experience strategyexperience strategy
els for the brand?
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ICE BREAKINGWhat can you do?
What, noWhat, noCXO?CXO?
Ask the right questions
Go beyond your mandate Go beyond your mandate
Share knowledge
Encourage collaboration
Don’t be Milton but don’t geDon t be Milton, but don t gefired
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ICE BREAKINGWe want to learn from yo
What What do you do you know?know?
ou.Which companies have successfully used different
channels to create deeper customer relationships?
What tools and expertise wilenable richer relationships enable richer relationships between customers and brands?
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ICE BREAKINGQuestions?
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ICE BREAKINGContact Us
Amy CuevaAmy CuevaFounder & Chief Experience Officer
[email protected] @amycueva
Megan GrockiMegan GrockiSenior Experience Designer
[email protected]: @megUX