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ASIS&T Information Architecture Summit 2011

Beyond Digital: Designing for
     a Cross Channel Future


          Jess McMullin, the Centre for Citizen Experience
                                  Samantha Starmer, REI
                              March 30, 2011 | Denver, CO
Today
 What is cross-channel design?
 Why should you care?
 Selling the need
 Case Study
 Field Research experience
 Discovery tools and methods
 Solution tools and methods
 How to do it
[Jess’s intro]
Beyond Digital - IAS Workshop 2011

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  @samanthastarmer                                                             78
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@jessmcmullin
@samanthastarmer                                           94
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@samanthastarmer                                                  102
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In the high speed and serious universe of worldwide business, having the right administration group is fundamental for progress. International executive recruiters representatives assume an imperative part in assisting organizations with recognizing, draw in, and hold top leader ability for their worldwide development endeavors. Their profound comprehension of worldwide business sectors, broad organizations, and skill in cross-line enlistment guarantee that organizations can with certainty explore the intricacies of global employing and construct major areas of strength for a group that drives manageable development and achievement.

international executiveexecutive recruiters
Business Origami Session




@jessmcmullin
@samanthastarmer           109
@jessmcmullin
 @samanthastarmer                                                                     110
Courtesy Prof. Kenta Ota, Chiba University Design Department & Design Division, Hitachi Ltd.
@jessmcmullin
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Service
Blueprint
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Service Blueprint




               http://lovelearn.wordpress.com/2009/07/11/initial-blueprint/
@jessmcmullin
@samanthastarmer                                                              124

Recommended for you

Service Blueprint Elements

•    Physical Evidence
•    Customer Actions
•    Onstage, Customer Facing Employee Actions
•    Backstage, Enabling Employee Actions
•    Support Processes

 http://people.ischool.berkeley.edu/~glushko/IS243Readings/ServiceBlueprinting.pdf


@jessmcmullin
@samanthastarmer                                                                 125
@jessmcmullin
@samanthastarmer   126
Service Blueprinting Exercise
   Physical
   Evidence

   Customer
   Actions

   Onstage
   Employee
   Actions
   Backstage
   Employee
   Actions

   Support
   Processes


@jessmcmullin
@samanthastarmer                127
Break!


@jessmcmullin
@samanthastarmer                                          128
                   http://www.flickr.com/photos/johnmcnab/42988123

Recommended for you

HOW
to start
Marketing makes
        promises

 The experience (regardless of
channel) has to deliver on those
           promises
on ramps and off ramps
Close the loop




                 http://www.flickr.com/photos/pelegrino/3957449915

Recommended for you

Make Business Case




               http://www.flickr.com/photos/10458725@N02/3042138367
Listen
Designing a holistic experience
means listening holistically:
•   Usual UX research, but also
•   Call center
•   Email queries and feedback
•   Live Chat transcripts
•   Social Media
•   Sentiment Analysis
•   Market Research
•   Analytics (behavior)
•   Store follows/shop alongs
Get collaborators




                    http://averagecats.com/pa

Recommended for you

Make new friends
   Marketing
•   IT, or anyone who can build stuff
•   Finance
•   Distribution Center
•   Customer Service
•   Innies with outies, outies with innies
•   Different industries


Artists, architects, museum curators, restaurant
       workers, baristas, landscapers, hotel
                     managers…
Don’t get overwhelmed




 http://tlc.discovery.com/tv/hoarding-buried-alive/slideshows/before-and-after-episodes-1-4-02.html
You can’t be everywhere at once
• Target a channel pair
• Focus on incremental progress
• Measure stuff
• Celebrate (and communicate) quick wins
• Get your ‘real’ work done
• Get allies to spread the work
Don’t be grabby




                  http://www.flickr.com/photos/jimfrazier/1810966604/

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Let go of control
• It’s okay when other people start talking about
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• It’s okay when other people try to improve the
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• It’s okay if you aren’t involved in EVERYTHING
• It’s okay if you aren’t the only one making a
  difference.


 Isn’t it all about the customer?

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Beyond Digital - IAS Workshop 2011

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