SlideShare a Scribd company logo
building & evangelizing
holistic experience design
 Samantha Starmer   sstarme@rei.com        @samanthastarmer
                                      http://www.flickr.com/photos/29023275@N04/2753536862
me
     design and experience stuff: Amazon, Microsoft
                  REI – Recreational Equipment, Inc.
                    lead design & experience teams
                  teach at University of Washington
Building and Evangelizing Holistic Experience Design - DMI Seattle 2011
http://www.flickr.com/photos/dirpics/464458290/

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technologyassessmentlearning
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Designing AI for Humans
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Artificial Intelligence seems to be all around us, and many organizations are feeling the pressure to implement AI solutions. But like with any technology, especially the emergent ones that get a lot of buzz, it’s critical to let your business and consumer needs lead the technology, not the other way around. I believe that it is the IA practitioners in an organization who can and should be the ones leading when AI and machine learning makes sense, which interactions it can best support, and how to architect and design those interactions so that they best support humans – whether those humans are employees, end consumers or citizens. In this talk I will ensure we all understand why we should be forefront in creating AI experiences, why they are exciting and yet challenging (and even risky) and how we can immediately get involved.

aiartificial intelligencedesign
Building and Evangelizing Holistic Experience Design - DMI Seattle 2011
tell a fairy tale
tell a fairy tale


• get people excited about the
  possibilities
• design your storytelling
• consider your audience
Meet Aaron

Outdoor Loyal
31, Chicago

Weekend warrior
involved in many sports,
knows a lot about gear,
and loves to research

“I push myself in work
and play and need my
gear to keep up with me”

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Preparing for Distributed Commerce
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retailinnovationuser experience
I’ll visit REI for gear suggestions for my upcoming race…
Here is my bike research list…
lead change




              http://www.flickr.com/photos/donabelandewen/3571289971
lead change


• model the behavior
• begin slowly
• start with your own work and
  team

                   http://www.flickr.com/photos/donabelandewen/3571289971

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Designing for Holistic Cross Channel Experiences
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http://www.flickr.com/photos/elitatt/4959931
232                              http://www.flickr.com/photos/centralasian/4099680559
Building and Evangelizing Holistic Experience Design - DMI Seattle 2011
3. build the path
          http://www.flickr.com/photos/23072179@N00/514528095
build the path
1.   listen holistically
2.   learn executives’ goals
2.   get political
3.   remove road blocks

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Taxonomy Bootcamp 2012 Keynote - Improving Information Interactions
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This document discusses designing seamless customer experiences across digital and physical channels. It tells a story of a car accident victim's frustrating experience trying to get their car repaired due to a lack of integration between their insurance company's digital and physical systems. The document argues that as the physical and digital worlds collide, organizations must design holistic, interactive experiences that satisfy customers' information needs whenever, however, and wherever they engage with a brand. It encourages attendees to open their eyes to opportunities to improve customer experiences through better organization of information.

information architectureuser experienceinteraction design
Design for Cross Channel - UX Week 2012 Workshop
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Slides 18-66 used in prior presentations, slides 77-160 largely from other presentations, but a few new examples.

iauxcross channel
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• market research
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• facebook, twitter, blogs
Building and Evangelizing Holistic Experience Design - DMI Seattle 2011
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Building and Evangelizing Holistic Experience Design - DMI Seattle 2011
learn executives’ goals
learn executives’ goals


• how are they incentivized?
• what is important to each?
• what are they trying to get done
  this year? next year?
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Game Product Manager VS Product Manager.pdf
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Hi guys! To do the first things first, I have to introduce myself and my background, and we need an explanation for the reason and incentive behind this summary presentation and the series of articles that may follow for more details. I am a game designer with a focus on economy design. After some years of working in game design, I felt the most inspiring thing for me is seeing an increase in a graph (of course, not the churn graph). The combination of this with a focus on features and their results and the needs of the game led me toward becoming a product manager. At first, I started reading about product managers' roles, responsibilities, daily routines, and most importantly, the methods they use for fulfilling their responsibilities. Initially, I tried to implement these methods in our structure, but the deeper I delved into gaming product management, the more methods I found that needed to change to achieve the best results. After some time, I realized that having knowledge of how product managers in application products operate is necessary but not sufficient to call oneself a game product manager. Of course, they invented the wheel, special thanks to them, but the fact is that we do not have a car; we have bicycles or airplanes! So, the same wheel does not work for us! In this series of articles, I want to describe how things are different when playing the role of a PM or GPM, what you need to know, and what are not our primary challenges. How to become a GPM after discussing the pros and cons of being a PM or GPM. If you are going to choose between one of them, you can stop reading this and choose PM! But if you are passionate about becoming a GPM, I suggest you read these, then take a deep breath, make your final decision, take your sword, and be ready to face dragons, without knowing how to use the sword!

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businessstartupbusiness advice
(blurred on purpose…)
get political
get political


• manage up, down and
  sideways
• pay attention
• talk the talk, walk the walk
http://media.nara.gov/media/images/29/4/29-0378a.gif

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Building and Evangelizing Holistic Experience Design - DMI Seattle 2011
remove road blocks




               http://www.flickr.com/photos/cyberslayer/3556721606
remove road blocks

• make it easy for your team
• have the hard conversations for
  them
• focus on clearing brush before
  they encounter it

                     http://www.flickr.com/photos/cyberslayer/3556721606
Building and Evangelizing Holistic Experience Design - DMI Seattle 2011

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don’t ask permission




               http://www.flickr.com/photos/62719770@N00/2959566124
don’t ask permission


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                   http://www.flickr.com/photos/62719770@N00/2959566124

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Building and Evangelizing Holistic Experience Design - DMI Seattle 2011
tear it up a little




                      http://www.flickr.com/photos/18161462@N00/73573681
tear it up a little

• invite others in
• invite others out
• go way outside your brand –
  then pull back


                      http://www.flickr.com/photos/18161462@N00/73573681
UX Mag

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Building and Evangelizing Holistic Experience Design - DMI Seattle 2011
use metrics




              http://www.flickr.com/photos/iliahi/2606645766/
use metrics

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                     http://www.flickr.com/photos/iliahi/2606645766/
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Building and Evangelizing Holistic Experience Design - DMI Seattle 2011
start with small wins




         http://tlc.discovery.com/tv/hoarding-buried-alive/slideshows/before-and-after-episodes-1-4-02.html
start with small wins


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• choose one channel
• partner with one department


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Building and Evangelizing Holistic Experience Design - DMI Seattle 2011
expand your mind                  create the vision
1.   break out of silos           1.   know the big picture
2.   make new friends             2.   follow the north star
3.   get outside your box         3.   tell a fairy tale
4.   find comfort in discomfort   4.   lead change




     build the path                       just do it
1.   listen holistically          1.   don’t ask permission
2.   learn executives’ goals      2.   tear it up a little
2.   get political                3.   use metrics
3.   remove road blocks           4.   start with small wins
thank you!!
Samantha Starmer   sstarme@rei.com   @samanthastarmer

                                         http://www.flickr.com/photos/baking_in_pearls/3960662314

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Building and Evangelizing Holistic Experience Design - DMI Seattle 2011

  • 1. building & evangelizing holistic experience design Samantha Starmer sstarme@rei.com @samanthastarmer http://www.flickr.com/photos/29023275@N04/2753536862
  • 2. me design and experience stuff: Amazon, Microsoft REI – Recreational Equipment, Inc. lead design & experience teams teach at University of Washington
  • 5. do you want your team to make a difference?
  • 6. do you want to be involved in strategy?
  • 7. do you want to be part of the decision process?
  • 9. digital and physical are colliding
  • 10. 70% of US online consumers research products online and purchase them offline Forrester, Profiling The Multichannel Consumer, July 2009
  • 11. 53% of mobile searches on Bing have a local intent Greg Sterling Search Engine Land https://searchengineland.com/microsoft-53-percent-of-mobile-searches-have-local-intent-55556
  • 13. ‘integrated experiences are few and far between’ Alexandra Deschamps-Sonsino http://www.slideshare.net/designswarm/creating-the-internet-of-things
  • 22. build your team to design for the holistic experience
  • 25. 1. expand your mind 2. create the vision 3. build the path 4. just do it
  • 27. expand your mind 1. break out of silos 2. make new friends 3. get outside your box 4. find comfort in discomfort
  • 28. break out of silos http://www.flickr.com/photos/14617207@N00/4872111479
  • 29. break out of silos • get out of your cube! • leave your desk! • get out on the street! http://www.flickr.com/photos/14617207@N00/4872111479
  • 31. make new friends http://averagecats.com/page/7
  • 32. make new friends • hang out with marketing • learn IT speak • what does a project manager care about? http://averagecats.com/page/7
  • 35. get outside your box http://www.flickr.com/photos/jaboobie/4756495600
  • 36. get outside your box • shadow in another department • build something physical • design something with crayons
  • 40. comfort in discomfort “an interesting thing happened today – we were invited to help Visual Merch decide what shelf labels and categories to use in the retail stores for backpacks.”
  • 41. eek – I don’t know anything about store design! http://www.twobackpackers.com/wp-content/uploads/2009/07/REI-Backpacks.jpg
  • 42. you don’t have to be an expert
  • 43. 2. create the vision http://www.flickr.com/photos/pasukaru76/3998273279
  • 44. create the vision 1. know the big picture 2. follow the north star 3. tell a fairy tale 4. lead change
  • 45. know the big picture http://www.flickr.com/photos/aatemu/4784742636/
  • 46. know the big picture • know your company strategic mission • get beyond your own division • learn how the parts play together http://www.flickr.com/photos/aatemu/4784742636/
  • 50. follow the north star http://www.flickr.com/photos/brunmarde/4264215019/
  • 51. follow the north star • focus on the customer (user, citizen, visitor) • be ‘Swiss’ • stay grounded http://www.flickr.com/photos/brunmarde/4264215019/
  • 52. Trying on tent http://www.flickr.com/photos/hollabackpack/184849492
  • 54. tell a fairy tale
  • 55. tell a fairy tale • get people excited about the possibilities • design your storytelling • consider your audience
  • 56. Meet Aaron Outdoor Loyal 31, Chicago Weekend warrior involved in many sports, knows a lot about gear, and loves to research “I push myself in work and play and need my gear to keep up with me”
  • 57. I’ll visit REI for gear suggestions for my upcoming race…
  • 58. Here is my bike research list…
  • 59. lead change http://www.flickr.com/photos/donabelandewen/3571289971
  • 60. lead change • model the behavior • begin slowly • start with your own work and team http://www.flickr.com/photos/donabelandewen/3571289971
  • 61. http://www.flickr.com/photos/elitatt/4959931 232 http://www.flickr.com/photos/centralasian/4099680559
  • 63. 3. build the path http://www.flickr.com/photos/23072179@N00/514528095
  • 64. build the path 1. listen holistically 2. learn executives’ goals 2. get political 3. remove road blocks
  • 66. listen holistically • market research • email, calls, customer service • facebook, twitter, blogs
  • 71. learn executives’ goals • how are they incentivized? • what is important to each? • what are they trying to get done this year? next year?
  • 75. get political • manage up, down and sideways • pay attention • talk the talk, walk the walk
  • 78. remove road blocks http://www.flickr.com/photos/cyberslayer/3556721606
  • 79. remove road blocks • make it easy for your team • have the hard conversations for them • focus on clearing brush before they encounter it http://www.flickr.com/photos/cyberslayer/3556721606
  • 81. 4. just do it http://www.flickr.com/photos/tutuwon/2745902664
  • 82. just do it 1. don’t ask permission 2. tear it up a little 3. use metrics 4. start with small wins
  • 83. don’t ask permission http://www.flickr.com/photos/62719770@N00/2959566124
  • 84. don’t ask permission • but don’t be crazy • start with things everyone cares about • think non-controversial http://www.flickr.com/photos/62719770@N00/2959566124
  • 86. tear it up a little http://www.flickr.com/photos/18161462@N00/73573681
  • 87. tear it up a little • invite others in • invite others out • go way outside your brand – then pull back http://www.flickr.com/photos/18161462@N00/73573681
  • 90. use metrics http://www.flickr.com/photos/iliahi/2606645766/
  • 91. use metrics • get comfortable with quantitative • learn synergies between attitudes and behavior • where does your team add measureable value? http://www.flickr.com/photos/iliahi/2606645766/
  • 94. start with small wins http://tlc.discovery.com/tv/hoarding-buried-alive/slideshows/before-and-after-episodes-1-4-02.html
  • 95. start with small wins • pick one interaction • choose one channel • partner with one department http://tlc.discovery.com/tv/hoarding-buried-alive/slideshows/before-and-after-episodes-1-4-02.html
  • 98. expand your mind create the vision 1. break out of silos 1. know the big picture 2. make new friends 2. follow the north star 3. get outside your box 3. tell a fairy tale 4. find comfort in discomfort 4. lead change build the path just do it 1. listen holistically 1. don’t ask permission 2. learn executives’ goals 2. tear it up a little 2. get political 3. use metrics 3. remove road blocks 4. start with small wins
  • 99. thank you!! Samantha Starmer sstarme@rei.com @samanthastarmer http://www.flickr.com/photos/baking_in_pearls/3960662314

Editor's Notes

  1. Buying a tentWhy?
  2. Buying a tentWhy?
  3. Buying a tentWhy?
  4. Picture of calendar