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Designing for the entire engagement August 17th, 2013 presented by nick finck The Cross-Channel Experience

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Who the heck?

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Photo credit: Jeff Croft Director of UX projekt202 Personal Site NickFinck.com Twitter @nickf Notable UX toreador

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we make software make sense.

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100+ designers, technologists, researchers, & strategists 3 studios + 5 satellite offices Denver Austin Seattle Berlin Dallas Denmark Los Angeles Philadelphia

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Some of our clients

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#xChannel

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● Definitions ● Methods ● Tools ● Examples ● Business Overview

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90%

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90% of businesses say the cross-channel experience is critical to their business’s success. - Foviance & Econsultancy, “Multi-channel Customer Experience Report”, Nov 2010

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90% of businesses say the cross-channel experience is critical to their business’s success. - Foviance & Econsultancy, “Multi-channel Customer Experience Report”, Nov 2010

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What is it anyway?

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Cross-Channel Experience Design is the process of designing for all the touchpoints a person has with a business regardless of channel.

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Wait, aren’t you just talking about: ● User Experience Design ● Customer Experience Design ● Service Design

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YES

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“70% of U.S. online customers research products online & purchase them offline.” - Forrester, “Profiling The Multichannel Customer”, July 2009

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“65% of search visitors are looking for further info on something they saw via another channel.” - Andrea Resmini & Luca Rosati, “IA for Ubiquitous Ecologies”, 2007

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“53% of mobile searches on Bing have local intent.” - Greg Sterling, Search Engine Land, November 2010

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Three types of touchpoints

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Static touchpoints

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Interactive touchpoints

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Human touchpoints

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You might think of your work in the context of a channel but your customers do not.

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So how do we craft a good cross-channel experience?

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Methods

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Observe how people use it

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Know the context of use

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Attention to detail counts

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Look for hacks

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Follow the whole engagement

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Learn the business process

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Understand how employees work

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Tools

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Audience

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Onstage

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Backstage

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Support processes and systems

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Customer Journey Map

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Experience Map

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Service Blueprint

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Two Examples

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I needed a lift to the airport

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I decided to use Uber

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My location is inherent in the mobile app

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In 8 minutes a car pulled up

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Payments are automated & you can rate the driver

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Receipt is emailed

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I can track my trips online

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● Web - Account creation, trip history ● Mobile - Request car, rate driver, tracking, phone verification ● Environment - The towncar ● Email - Receipt, follow-up ● Staff - The driver, customer support Touchpoints

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I wanted to get a mountain bike

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So I researched them online

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I wanted to try them out in-person

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They had many mountain bikes

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...and places to test them!

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Photo credit: Hien Nguyen ● Web - Product research, check inventory locations ● Product - The bikes ● Staff - Subject matter expert, sales support ● Environment - Retail store, test trails Touchpoints

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Business

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Not everyone’s boss is David Brent

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...they are more like Neil Godwin.

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“We can't solve problems by using the same kind of thinking we used when we created them.” - Albert Einstein

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We must break down the silos

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We must cross-pollinate

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We must work more like a hive

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...with a unified vision.

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Thank you.

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Questions?

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● Employer Site: projekt202.com ● Personal Site: NickFinck.com ● Email: nick.fi[email protected] ● Twitter: @nickf Contact me