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Designing for a Multi-Channel Experience

Designing for a Multi-Channel Experience

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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Megan Grocki

May 27, 2010
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  1. Designing for a Multi-Channel Experience Amy Cueva - @amycueva Megan

    Grocki - @megangrocki
  2. 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
  3. ICE BREAKING How did we get in the game? ê 

    Mmmm. Tasty and satisfying. ê  Hungry for a challenge, empathetic, and solution oriented.
  4. 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
  5. 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
  6. 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
  7. 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?
  8. ICE BREAKING Avoiding negative and facilitating positive episodes x o

  9. 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
  10. 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?
  11. 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
  12. 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 The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
  13. 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.
  14. ICE BREAKING A Peek Inside the Organization Different communication and

    interaction channels supported by different areas of the organization.
  15. ICE BREAKING A Vision for What Could Be Cross area

    representation and coordination
  16. 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
  17. ICE BREAKING User Research for Multi-Channel ê  Secret shopper ê 

    Traditional user research methods applied in new ways: •  In-store experiences •  Print •  Phone
  18. 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
  19. 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
  20. 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
  21. ICE BREAKING “Good Enough” Is No Longer Good Enough ê 

    Exposes highs AND lows ê  Blurry boundaries ê  Experiment, learn & refine
  22. 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
  23. 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?
  24. ICE BREAKING What Is Channel-Appropriate Interaction? ê  In-person ê  Email

    ê  Web ê  Print ê  Mobile ê  Social/Public
  25. ICE BREAKING Multi-Channel Experiences ê  Website: www.lindt.com ê  In Store

    ê  Kiosk ê  Phone ê  Email ê  Chocolate Connoisseur’s Clu ê  Social Media
  26. 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
  27. 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
  28. 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
  29. 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
  30. 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 The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
  31. 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?
  32. 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?
  33. ICE BREAKING Questions? ???

  34. ICE BREAKING Contact Us Amy Cueva Founder & Chief Experience

    Officer amy@madpow.net Twitter @amycueva Megan Grocki Senior Experience Designer mgrocki@madpow.net Twitter: @megangrocki