Who is using your system? We know them.Evidence Driven Design

The Cross-Channel ExperiencePresented by Nick Finck

About Me

Photo by Jeff Croft - http://bit.ly/g0hPil

User Experience EvangelistBlink Interactive

Personal SiteNickFinck.com

Twitter@nickf

PhobiaNon-geeks

Overview

1) Definitions 2) Methods3) Tools4) Examples5) Q&A

90%

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

What is cross-channel experience design?

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

Wait! Aren’t you just talking about…- User Experience Design?- Customer Experience Design?- Service Design?

YES

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

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

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

3 Types of Touchpoints

Static Touchpoints

Interactive Touchpoints

Human Touchpoints

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

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

Methods

Observe how people use it

Know the context of use

Attention to detail counts

Look for hacks

Follow the whole engagement

Learn the business processes

Understand how employees work

Tools

Audience

On Stage

Backstage

Support Processes & Systems

Customer Journey Map

Experience Map

Service Blueprint

Business

Not everyone’s boss is Michael Scott

…They are more like David Wallace.

We must break down the silos.

We must cross-pollenate

We must work more like a hive

…with a unified vision of what we’re trying to do.

Some Examples

Add a DVD to my queue on the website

Told me when to expect the DVD

DVDs arrives in the mail

…and I can tell them when something went wrong

Confirmed when they received the DVD

I can also stream movies on my Laptop

I can resume the movie on the web

…or through the app

…on Xbox, tablet, smartphone, laptop, or TV.

Asked me how my experience was afterwards

Compensated me when something went wrong

…and I can tell them when something went wrong

Cross-Channel touchpoints

1) Web2) Email3) Packaging4) Product5) Streaming Media6) Mobile

I wanted to get a mountain bike

So I researched them online

I wanted to test them in person

Photo by Hien Nguyen - http://bit.ly/ekeNdN

I headed to the store

They had many mountain bikes

…and a place to test them!

Cross-Channel touchpoints

1) Web2) Retail3) Product4) Sales Support5) Environment

So I wanted to watch Game of Thrones…

There is no way to add HBO on the web

So I went to Twitter…

HBO was added in no time

…and then, like magic, I had HBO.

Cross-Channel touchpoints

1) Web2) Click-To-Chat3) Social Media4) Broadcast Media

Thank You

Questions

Follow-up questions

• Consulting: BlinkInteractive.com• Personal: NickFinck.com• Email: nick@blinkinteractive.com• Twitter: @nickf