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The Holistic Customer
Beyond the Website
Experience
Samantha Starmer
sstarme@rei.com
@samanthastarmer
REI – Recreational Equipment, Inc.
Retailer, Member owned co-op
1938
"We inspire, educate and outfit for a
lifetime of outdoor adventure and
stewardship."
me
UX & IA related work for places like Amazon, Microsoft
REI – first experience at a non high tech company
Teach at University of Washington
Most important - Spent 10 years in the
restaurant and bar business. With a
lot of customers.
First, a
story…
http://www.flickr.com/photos/seandreilinger/2959785536/

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The document discusses designing cross-channel experiences. It begins by explaining that customers experience brands across multiple touchpoints and channels, both digital and physical. The key is to design experiences that are convenient, connected, consistent, contextual, and span across time. The document then provides five principles and five methods for cross-channel design. The principles are to make experiences convenient, connected, consistent, contextual, and spanning across time. The methods are to think in terms of services, share design work across teams, start by observing customer behaviors, be comfortable with ambiguity, and focus on customer needs rather than specific solutions. Finally, the document discusses various discovery and solution activities for cross-channel design, such as stakeholder interviews

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To get a seat at the strategy table, one must understand the organization's strategic goals and objectives, know how decisions are made, and think about long term changes. It is important to build relationships with allies, know potential opponents, and have important conversations before proposing new ideas. One should pick their battles wisely, help others' goals, and offer solutions, preferably with proposed solutions or already implemented solutions. It is also important to learn how executives communicate, listen more than speaking, and become comfortable discussing strategy with executives.

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The document discusses the importance of designing cross-channel experiences that are convenient, consistent, connected, contextual, and span time. It provides 5 principles and 5 methods for holistic experience design across digital and physical touchpoints. The principles are to think of services, share resources openly, gain diverse perspectives, address discomfort, and focus on user needs over solutions. Methods include documenting journeys, mapping experiences, understanding backend systems, storytelling, and cross-training teams. Tools involve using experience maps, getting different perspectives, telling stories, and cross-training teams in other disciplines. The talk encourages designing for the holistic experience rather than any single channel.

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The gap between physical and digital has blurred: we use Wiis to get in shape, computers to order a pizza, or our smartphone’s GPS to find hot dates. People want to interact with products and services when they want to and how they want to – and that’s not always on the web. The future of design is everywhere the customer touches our product or service - digital or physical. User experience practitioners must move beyond the screen to designing a holistic customer experience that is seamless across channels and devices.

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This document discusses how quantitative analytics can help drive information architecture (IA) decisions. It provides examples of the types of metrics that can be measured, such as traffic to different sections of a website, and how these metrics can be used to understand user behavior and improve the user experience. Quantitative data is presented as complementing, not replacing, qualitative research methods. The document advocates starting analytics efforts by clearly defining business questions and goals in order to focus measurement efforts and ensure the collected data will provide actionable insights.

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1) Holistic information architecture is about designing integrated experiences across channels, platforms, and the digital and physical worlds. 2) Information, not technology, should be the foundation to connect experiences as users transition between different touchpoints. 3) An effective information architecture provides consistent and predictable pathways of information to tie together a user's experience holistically as they engage with a brand through various channels over time.

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The document discusses the need for experience designers to design holistic experiences that span both digital and physical channels, as well as multiple platforms. It notes that traditional boundaries are blurring as technology becomes ubiquitous and information can be accessed anywhere. The author advocates designing for the "space between" interactions by focusing on consistency of information and user journeys across channels to create a seamless overall experience. Experience design must look beyond individual websites or apps to consider all points of customer contact.

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The document discusses how to incorporate user experience (UX) design principles into agile development processes. It recommends conducting quick user interviews to understand user needs, creating low-fidelity prototypes to test early with users, and iterating the prototypes based on user feedback to refine the design. Conducting rapid and frequent user testing is important to iteratively improve the design and ensure it meets user needs. Adopting an agile mindset of frequent collaboration, iteration and user feedback is key for meaningful UX work.

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 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
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http://tlc.discovery.com/tv/hoarding-buried-alive/slideshows/before-and-after-episodes-1-4-02.html
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Don’t be grabby
Let go of control
• It’s okay when other people start talking about
the customer experience
• It’s okay when other people try to improve the
customer experience
• 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?
EVERYONE should care
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Journey
http://images-cdn01.associatedcontent.com/image/A7760/776083/470_776083.jpg
Thank you.
Samantha Starmer
sstarme@rei.com
@samanthastarmer

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Holistic Customer Experience - MX 2010

Editor's Notes

  1. I currently work at REI, managing experience work.
  2. But most importantly (at least to this conversation), I spent 10 years in the restaurant and bar business and waited on a LOT of customers.
  3. But I had just arrived
  4. I later learned that the Parker Hotel has a ‘no sign’ policy.
  5. They made us take off our conference badges anytime we left the conference ‘sequestering’ area. They yelled at us if we walked around the property with our badges on.
  6. Door picture
  7. So, why should you care about this?
  8. They hear about you from print advertising
  9. From all sorts of physical messaging
  10. Door picture
  11. Regardless of how I was interacting with the Parker – whether it was making a reservation online, calling them to check something about my reservation or physically at the hotel. I was the same person, the same customer interacting with them.
  12. I want to look into changing my seat while I check in for my flight, and don’t want to pull out and boot up my computer. Heck, I have an iPhone, I shouldn’t have to. I get my flight number via an email confirmation of my itinerary. And the email links me to a app to check in. Sweet.
  13. But the mobile app will only let me check flight status. Arrgh.
  14. Damn. I have to pull out my already packed computer
  15. Find the US Airways site (because I always forget the URL and end up at some advertising site instead)
  16. And the flight number that I just confirmed IS NOT RECOGNIZED.
  17. WAAAAAH. I can’t check in online. I can’t change my seat.
  18. Ritz carlton
  19. BUT. When I get to the airport the next morning, no one is at the US Airways desk. Not only that, there isn’t even a self service kiosk!!! I had to hang out in the check in area for over an hour before I could check in for my flight. And by then I couldn’t change my seat.
  20. And one more reason you should care about customer experience beyond the website….
  21. Okay, so how to start thinking about holistic customer experience.
  22. Door picture
  23. Door picture
  24. Door picture
  25. Door picture
  26. Door picture
  27. Being consistent is important, but you also want to maximize the capabilities of each channel.
  28. This touch screen reader in a conference hotel was super handy for finding the room I was supposed to be in without having to ask for anyone or log into a computer.
  29. I think a lot of iPhone apps are kind of stupid and don’t maximize the strengths of the phone. But I really like this feature in Target’s app – it can tell you which aisle a product is in at your local store. Wow. I pull this up when I’m in a Target to save time and easily find the product I want to buy.
  30. There are a lot of tools to help you design for a holistic customer experience.
  31. And a lot of related disciplines.
  32. Ritz carlton
  33. Checking out the wayfinding
  34. And other signs. Hmmm – this one is hard to see because of all of the product stacked in front of it. That’s not a great experience.
  35. Door picture