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Design for a holistic experience for your customers - don't just think about the website. I'll talk about why this is important and provide some tips on how to get started!
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REI – Recreational Equipment, Inc.
Retailer, Member owned co-op1938
"We inspire, educate and outfit for a lifetime of outdoor
adventure and stewardship."
meUX & IA related work for places like Amazon, MicrosoftREI – first experience at a non high tech companyTeach at University of Washington
Most important - Spent 10 years in the restaurant and bar business. With a lot of
customers.
First, a story…
http://www.flickr.com/photos/seandreilinger/2959785536/
Palm Springs!
Resort Hotel!!
I am lucky
Verdant
Lush
Foliage…lots of foliage
Like The Secret Garden!
But…
I was tired
I needed an adult beverage
$80 wine!!!
But I’m cheap…
…and car-less
I have to get out of a 13 acre resort
So, with a crappy map
and tips (seriously),
I finally find my way out
And escape to the real world
But now it is dark
And the lovely, secret foliage
With all of the nooks and crannies
That I already got lost in when it was light…
Is kinda scary
Finally, thank god
Now I really need a drink
At least for walking, exploring or doing
anything not related to sitting by a pool and
drinking
no sign policy
except…
WHYshould you care?
65% of visitors to an online search engine were looking for further information in relation to a product or service they saw in a television commercial or in a newspaper advertisement.
Pubblicita offline e ricerche nei motori, 2007From ‘Information Architecture for Ubiquitous Ecologies’, Andrea Resmini and Luca Rosati
They are coming from everywhere!
We have no control
over how people hear about us
Or get to us
53% of US online consumers say they
research products online that they subsequently
buy offline.
Forrester, North American Technographics Retail Online Survey, Q1 2009 (US).
Over half REI online
business is picked up in a
store
http://www.flickr.com/photos/shaireproductions/3176968409/
Even if you think you are web only, you
are multi-channel
Customers are interacting with your
brand.
They don’t care about the channel; they care about the experience.
I’m the same customer in each interaction
Leaving lovely hotel room
Getting flight # via email
Check in via mobile app
I don’t want flight status!
Okay, trying another way
Flight not recognized
http://www.flickr.com/photos/mindaugasdanys/3766009204
Fine. Old school check in.
US Airways….
And one more reason?
Our Marketing peers are way ahead of us…
someGUIDELINES
Think about on ramps and off ramps
Don’t assume the customer is using the front
door.
Holistic experience at all entrances
Back door
Side door
Holistic experience?
Where’s the award?
Store directions?
Who is REI? Why am I here?
Are your on ramps and off ramps a
good experience?
Be consistent…
Consistent brand
Coordination, timing
Be consistent…
Consistent information
The most common problems reported by Web-to-store
shoppers related to discrepancies in prices and product information across
the two channels.Forrester, How Satisfied Are US Consumers With Web-To-Store Shopping?
December 2009
Not the same information!
Not the same information!
Be consistent…
But optimize channel capabilities
http://news.cnet.com/8301-10805_3-10016573-75.html
Surface at a hotel
http://news.cnet.com/8301-10805_3-10016573-75.html
http://www.tobi.com/
Augmented Reality dressing
room
Not just a stupid advertising app
Don’t design for user's needs on the website, design for
the holistic experience
HOW to start
Use metrics
http://www.flickr.com/photos/iliahi/2606645766/
mechanics
Tools
•Experience Design•Service design•Customer experience•Customer relationship management
•Multi-Channel communications•Cross-Channel Marketing•Ubiquitous computing•Design Thinking•Pervasive IA (@resmini)
Disciplines
•Field Experience•Service Inventory•Customer Journey Mapping•Experience mapping•Mental Models•Business Origami (@jessmcmullin)
Tools and Methods
Wander the halls
Leave your comfort zone
http://farm4.static.flickr.com/3007/2680257100_69b12c6e7d.jpg
Understand executives’ goals
Listen
Designing a holistic experience means listening holistically:• Usual UX research, but also• Call center• Email queries and feedback• Live Chat transcripts• Social Media• Sentiment Analysis• Market Research• Analytics (behavior)• Store follows/shop alongs
http://averagecats.com/page/7
Hang with a new crowd
Make new friends Marketing• IT, or anyone who can build stuff• Finance• Distribution Center• Customer Service• Innies with outies, outies with innies• Different industries
Artists, architects, museum curators, restaurant workers, baristas,
landscapers, hotel managers…
Don’t get overwhelmed
http://tlc.discovery.com/tv/hoarding-buried-alive/slideshows/before-and-after-episodes-1-4-02.html
You can’t be everywhere at once• Target a channel pair • Focus on incremental progress• Measure stuff• Celebrate (and communicate)
quick wins• Get allies to spread the work
Finally…(and this one is hard)
http://www.flickr.com/photos/jimfrazier/1810966604/
Don’t be grabby
Let go of control• It’s okay when other people start
talking about the customer experience• It’s okay when other people try to
improve the customer experience• It’s okay if you aren’t involved in
EVERYTHING• It’s okay if you aren’t the only one
making a difference.
Isn’t it all about the customer?
EVERYONE should care about customer
experience
Join the Journey
http://images-cdn01.associatedcontent.com/image/A7760/776083/470_776083.jpg
