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How many touch points does your brand have with your customers? Multi-channel experience design is accomplished by understanding of how technology and interaction are entwined into real users’ context of use. Various types of research and analytical activities will help give you a healthier understanding of your audience and their behavior.
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Designing for a Multi-Channel Experience
Amy Cueva - @amycueva Megan Grocki - @megangrocki
ICE BREAKING 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
ICE BREAKING How did we get in the game?
ê Mmmm. Tasty and satisfying.
ê Hungry for a challenge, empathetic, and solution oriented.
ICE BREAKING 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
ICE BREAKING Customers cross channels.
What are they doing there? Why?
ê Make a purchase
ê Window Shop
ê Seek assistance
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
Did not cross channels
ICE BREAKING Multi-Channel Landscape
Customer “I want to…”
Company “I want to…”
ê Store ê Website(s) ê Web Application(s) ê Call Center ê Mail ê Mobile ê Word of Mouth ê Social Media ê Advertising ê Catalog ê Email ê Product
Inbound & outbound communications
Handling positive and negative interactions
Internal ownership & coordination
Expectations, goals, tasks, desired outcomes
Planned and unplanned interactions
Perceptions
ICE BREAKING Touch points that represent opportunities: ê Website(s)/Applications ê Email ê Live chat ê Social Media presence ê Catalog / Circulars ê In-Store / In-person ê Telesales ê Phone / Call Center ê Interactive Voice
Response
ê Digital Kiosk ê Mobile Interface ê Print Advertisements ê Billboards & Signage ê Point-of-Sale ê Packaging ê Channel partners ê Online Community ê Other?
ICE BREAKING Avoiding negative and facilitating positive episodes x o
ICE BREAKING 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
ICE BREAKING 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?
ICE BREAKING 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
ICE BREAKING Build One Cohesive Perspective
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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ICE BREAKING 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.
ICE BREAKING A Peek Inside the Organization
Different communication and interaction channels supported by different areas of the organization.
ICE BREAKING A Vision for What Could Be
Cross area representation and coordination
ICE BREAKING Leverage experience design to tame the chaos.
ê Process extracts & synchronizes goals and objectives from various stakeholding groups
ê Discipline understands how people interact with technology, other people, and brands
CUSTOMER
TECHNOLOGY & OPERATIONS
BRAND & MARKETING
PRODUCT & BUSINESS XD
ICE BREAKING User Research for Multi-Channel
ê Secret shopper ê Traditional user research
methods applied in new ways:
• In-store experiences • Print • Phone
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
ICE BREAKING 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
ICE BREAKING 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
ICE BREAKING “Good Enough” Is No Longer Good Enough
ê Exposes highs AND lows
ê Blurry boundaries
ê Experiment, learn & refine
ICE BREAKING 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
ICE BREAKING 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?
ICE BREAKING What Is Channel-Appropriate Interaction?
ê In-person
ê Email
ê Web
ê Print
ê Mobile
ê Social/Public
ICE BREAKING Multi-Channel Experiences
ê Website: www.lindt.com
ê In Store ê Kiosk ê Phone ê Email ê Chocolate Connoisseur’s Club ê Social Media
ICE BREAKING
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
Multi-Channel Experiences
ICE BREAKING
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
Multi-Channel Experiences
ICE BREAKING
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
\ Multi-Channel Experiences
ICE BREAKING
ê Website: www.williams-sonoma.com
ê Catalog, Phone ê Email ê Bridal Registry ê In-store Technique,
Cooking Classes, Product Demos & Food Tasting
Multi-Channel Experiences
ICE BREAKING How to coordinate channels for the brand? ê Consider & research
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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ICE BREAKING What can you do?
ê Ask the right questions
ê Go beyond your mandate
ê Share knowledge
ê Encourage collaboration
ê Don’t be Milton, but don’t get fired
What, no CXO?
ICE BREAKING We want to learn from you.
ê Which companies have successfully used different channels to create deeper customer relationships?
ê What tools and expertise will enable richer relationships between customers and brands?
What do you know?
ICE BREAKING Questions?
???
ICE BREAKING Contact Us
Amy Cueva Founder & Chief Experience Officer [email protected] Twitter @amycueva
Megan Grocki Senior Experience Designer [email protected] Twitter: @megangrocki
