Users often don’t complete an activity in one sitting or through a single channel. Sometimes users are interrupted, sometimes it is more appropriate to switch device, or they move from the digital world to the physical world—and vice versa—by choice or necessity. For these reasons, it’s important to offer a seamless experience as users move from channel to channel to complete activities. The continuity of experience will become increasingly important as the line between the digital and physical worlds continues to blur. This talk will give practical advice for cross device design for users, and the important mobile technology plays in the role of seamless experiences.
Text of Designing for Cross Channel User Experience
DESIGNING FOR CROSS-CHANNEL USER EXPERIENCE Chrissy Welsh Lead & Principal UX Consultant
DESIGNING FORTHE ENTIRE JOURNEY, NOT A SINGLE INTERACTION
In the coming post-desktop era, we must reach across disciplines and think more holistically to produce not just a single, self-sufcient user interface, but to deliver context-aware experiences across multiple channels.
CROSS CHANNEL EXPERIENCE IS NOT RESPONSIVE DESIGN * even if its pretty
OK, so what is it?
4 KEY ELEMENTS OF A USABLE CROSS-CHANNEL EXPERIENCE:
CONSISTENT People should be able to move from channel to channel without having to relearn how to complete activities.
SEAMLESS It should be possible to complete a task across multiple channels, if desired.
AVAILABLE Users should be able to complete their desired activities regardless of the channel.
CONTEXT SPECIFIC The experience should be optimised for the channel.
Real life example time (Amazon Prime)
Now lets look at how the experience of reading has changed
UNDERSTANDTHE CONTEXT OF CHOOSING A CHANNEL
Seamless, cross-channel experiences are the way of the future, as technology fades into the background and the personal, physical, and social context determine the methods we use to interact with information.
SUPPORT USERS ASTHEY MOVE FROMTHE DIGITAL WORLDTOTHE PHYSICAL WORLD NEED The experience requires them to transition from the digital world to the physical world, or vice-versa. (e.g. movie tickets) CHOICE They want to move from the digital world to the physical world, or vice versa. (e.g. shoe shopping)
EXPERIENCESTHAT NEED USERSTO MOVE FROMTHE DIGITAL WORLDTO THE PHYSICAL WORLD
Real life example time (California Pizza Kitchen)
MOVING FROMTHE DIGITAL WORLD TOTHE PHYSICAL WORLD BY CHOICE
Real life example time (Home Depot)
We understand that experiences go beyond interfaces; we understand we move between devices in context but did you know experiences go beyond singular devices at the same time?
THERE ARETWO MAIN MODES OF MULTI-SCREENING:
WE ALSO MULTI-SCREEN BY USING MORE THAN ONE DEVICE SIMULTANEOUSLY
CONSUMERSTAKE A MULTI-DEVICE PATH TO PURCHASE
So what now?
KNOWYOUR USERS JOURNEY - NOT JUSTTHE POINTSTHEY USE A DEVICE * in the example of taking a trip
EMBRACETHAT MAPPINGTHE EXPERIENCE MIGHT NOT RESULT IN A STRAIGHT LINE
HELPING USERS RECOVER FROM INTERRUPTIONS
DOING IT RIGHT REQUIRES CROSS-DISCIPLINE COLLABORATION Effective cross-channel experiences demand strategic leadership and multidisciplinary cooperation.
DESIGN FORTHE EXPERIENCE, NOTTHE CHANNEL We are no longer just designing for the web.
Your brand is as good as my last poor experience with you.
Chrissy Welsh Lead & Principal UX Consultant @chrissywelsh