1. Designing for a Multi-C
Channel Experience
C
Amy Cueva - @amycueva
Megan Grocki - @megux
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Let’s talk about…
What are multi-channel expe
eriences?
Collaborating with Stakehold
ders
Understanding Who and Whe Users Are
ere
Navigating Political Waters
Examples & Brainstorm
Takin’ Action
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How did we get in the game?
Mmmm. Tasty and
satisfying.
Hungry for a challenge,
empathetic, and
p
solution oriented.
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What is a Multi-Channel Experience?
What percentage of
Consumers cross at
least 2 channels when
making a purchase?
Web to store
Store to Web
Web to phone
p
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Customers cross channe
els.
What are they doing there? Why?
Make a purchase
Window Shop
Seek assistance
Did not cross channels Conduct a transaction
Gather information
Source: Profiling The Multichannel Consumer
How Retailers Can Enable Multichannel Consumer Behavior
Forrester Report July 29, 2009, By Patti Freeman Evans
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Multi-Channel Landscape
Store
Webs site(s)
Customer Web Application(s)
A Company
p y
“I want to…” Call C
Center “I want to…”
Mail
Expectations, goals, Inbound & outbound
tasks, desired outcomes
Mobille communications
Word of Mouth
Planned and unplanned Handling positive and
interactions Social Media negative interactions
g
Perceptions Adverrtising Internal ownership &
Catalo
og coordination
Email l
Produuct
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Touch points that represe opportunities:
ent
Website(s)/Applications
/ Digital Kiosk
Di i l Ki k
Email Mobile Interface
Live chat Print Advertisements
Social Media presence Billboards & Signage
Catalog / Circulars Point of Sale
Point-of-Sale
In-Store / In-person Packaging
Telesales Channel partners
Phone / Call Center Online Community
Interactive Voice Response Other?
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What is your brand essence?
n
Does everyone know your
basic brand principles?
It’s not about creating
identical experiences
p
Optimize and connect
channel interactions to
deliver consistent brand
experiences
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If your brand were a person who would they be?
s
How will they treat
you across
channels?
How will that
experience be
brought to life across
channels?
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Stakeholder Group Therapy
a
Include those who own
different sites, properties,
and channels
Include those who will be
effected by the design
Include those who will build
what is designed
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Build One Cohesive Perspective
Provide the same data and
user stories to all groups
Cross-pollination creating
opportunities to share and
learn new viewpoints
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Build One Cohesive Perspective
Effective governance is
sticky and needs structure
Alter organization to be
focused on the customer
not the channel
The customer experience,
at every touch point, affects
point
revenue and profits.
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A Peek Inside the Organization
i
Different
communication
and interaction
channels
supported by
different
areas of the
organization.
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A Vision for What Could B
Be
Cross area
representation and
coordination
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Leverage experience des
sign to tame the chaos.
Process extracts &
CUSTOMER
synchronizes goals and
objectives from various
stakeholding groups
BRAND & PRODUCT &
XD
MARKETING BUSINESS
Discipline understands
how people interact with
TECHNOLOGY &
technology, other people,
OPERATIONS and brands
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User Research for Multi-Channel
-
Traditional user research
methods applied in new
ways:
• In-store experiences
• Print
• Phone
Secret shopper
18. Research Informs Strategy
Personas
Focus on the customer,
regardless of channel
Demonstrate customer and
user experiences visually
Determine cultural and
behavioral dynamics to
recognize how to integrate
channels
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Research Informs Strategy
SHOW stakeholders their
customer s
customer’s behavior
Video
Photographs
Stories
Better yet, get stakeholders
et
out of the board room
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Exploring Newer Channe Social Media
els:
Provides a way to connect wi
ith
their most ardent fans
Keeps customers engaged
Encourage loyalty & active
evangelism
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“Good Enough” Is No Longer Good Enough
n
Exposes highs AND lows
Blurry boundaries
Experiment, learn & refine
p
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Exploring Newer Channe Mobile
els:
Still in its infancy, mobile
commerce is an increasingly
important channel
32% use their mobile devices
to research monthly
15% are completing
transactions with their
mobile devices monthly
Source: The Art Technology Group (ATG) Report
Cross-Channel Commerce: The Consumer View
March 2010
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Exploring Newer Channe Mobile
els:
What is the role of Mobile in
connecting with users?
What is different than more
traditional channels?
Do you really need it?
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What Is Channel-Appropriate Interaction?
In-person
Email
Web
Print
Mobile
Social/Public
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Multi-Channel Experiences
c
Website:
www.virginamerica.com
Phone
Email
Social Media
Mobile Alerts
In person
In-person
In-flight
Frequent Flyer Loyalty
Program
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Multi-Channel Experiences
c
Website:
www.virginamerica.com
Phone
Email
Social Media
Mobile Alerts
In person
In-person
In-flight
Frequent Flyer Loyalty
Program
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Multi-Channel Experiences
c
Web site:
www.staples.com
In Store, Signage
Circular / Catalog / Phone
Ubiquitous Easy Button /
Brand Message
Contact Us in Many Ways
Desktop Gadget
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How to coordinate channels for the brand?
Consider & research
customer’s experiences
across all channels
Brainstorm & prioritize
Balance business objectives
against user objectives
Develop a multi-channel
experience strategy
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What can you do?
Ask the right questions
What, no Go beyond your mandate
Share knowledge
CXO? Encourage collaboration
Don t Milton
Don’t be Milton, but don t ge
don’t
fired
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We want to learn from yo
ou.
What Which companies have
successfully used different
channels to create deeper
customer relationships?
do you What tools and expertise wil
enable richer relationships
know? between customers and
brands?
