Gianluca Brugnolifrog design

http://twitter.com/lowresolution

November 2010

Multichannel meChasing after the

multichannel userA user centered approach to design

multichannel experiences

Where do we start?

The digital world. Yesterday.

Single device, PC-based, browser centered, web site navigation. The main starting point is a search engine, the destination is a web site.

This is just a PC

This is a search engine

This is a web browser and a web site

The digital world. Today. The ecosystem is wider and open

Mobile and pervasive, multichannel and multiscreen, application based.The main starting point is a social network, relevant content is found

following social connections or a location.

This is still a PC

a twitter client

There is still a search engine

Social network

Tablet

mobile app

The digital world. Today. Fragmentation is a necessity

Users are mobile and multichannel by nature. To reach them the same content and service must be distributed

through multiple touch points, channels and devices. Chasing after the multichannel user, the digital ecosystem gets

more and more fragmented.

A multi channel experience is not just a technical innovation.

They live their digital experience across multiple touchpoints and situations.

The more a digital system is open and agnostic against channels and devices the better is for the user.

It is a natural condition for end users.

Image: http://www.flickr.com/photos/estherase/340565398

Example: Google eBooks

Keep on reading your favorite books, no matter what device you are using and where the content is stored.

Multiple screens and devices live togetherUsers access data, content and services with the best screen available in that situation

Example: metamirror

Media and services integrate and complete each other

Example: twitter Word Cup 2010Gathering the real-time tweets tra!c during the football matches

Example: twitter and MTVTracking real-time twitter tra!c during the MTV VMA 2010

Example: frog design TV Chatter iPhone app

By 2013, mobile phones will overtake PCs as the most common Web access device worldwide

PC installed base forecast, the total number of PCs in use will reach 1.78 billion units in 2013. By 2013, the combined installed base of smartphones and browser-equipped enhanced phones will exceed 1.82 billion units and will be greater than the installed base for PCs thereafter.

Mobile Web users are typically prepared to make fewer clicks on a website than users accessing sites from a PC. Although a growing number of websites and Web-based applications o!er support for small-form-factor mobile devices, many still do not. Websites not optimized for the smaller-screen formats will become a market barrier for their owners — much content and many sites will need to be reformatted/rebuilt.

Scenario change: the future is mobile and pervasive

Maybe“The reports about death of the web are greatly exaggerated”

“Two decades after its birth, the World Wide Web is in decline, as simpler, sleeker services — think apps — are less about the searching and more about the getting.”

“Because the screens are smaller, such mobile tra"c tends to be driven by specialty software, mostly apps, designed for a single purpose. For the sake of the optimized experience on mobile devices, users forgo the general-purpose browser. They use the Net, but not the Web.”

Mostly likely the web-browser-centered model won’t be the principal way to access data and services online.

Nevertheless tra"c on the internet is expected to grow over and over.

The web is not dead. But another model is rising.

The internet tra!c has grown. And the channels are multiplying.

Video

Applications

Web

Mobile web

Social media

Email

6. CRM AND SUPPORT

1. LANDING AND PROMOTION

2. PRODUCT DISCOVERY

3. PRODUCT PRESENTATION

4. SHOPPING CART MANAGEMENT

5. ORDER SET UP CHECK OUT

The multichannel shopping experienceThe multichannel shopping User Experience flows on a service

platform made of di"erent channels and touchpoints.

Website

eMail

Mobile

Store

Call Center

Paper

6. CRM AND SUPPORT

1. LANDING AND PROMOTION

2. PRODUCT DISCOVERY

3. PRODUCT PRESENTATION

4. SHOPPING CART MANAGEMENT

5. ORDER SET UP CHECK OUT

Website

eMail

Mobile

Store

Call Center

Paper

The multichannel shopping experienceEnd users build their own experience across the platform, jumping from a channel to another, connecting the available touchpoints.

Mobile is the bridge between online and in-store experience

Sources: PSFK “Future of Retail” and eMarketer

Shopkick http://www.shopkick.com

Mobile is the bridge between online and in-store experience

Example: Albert Heijn - Appie shopping assistant.From the web to the grocery store through a mobile app

New digital services and devices are changing the way we shop within the store

New digital services and devices are changing the way we shop within the store

Example: DieselCamStraight from the store to facebook

Example: Smart Shopping - Intel Point of Sale Kiosk

Example: Intel Augmented reality retail touchscreen

Example: Intel Augmented reality retail touchscreen

Thank youGrazie

gianluca brugnoli@lowresolution