UX design is important, but let’s be honest – we are not saving lives here. While we might not be curing the sick, that doesn’t mean we shouldn’t have good bedside manner. User engagement is a two-way conversation across multiple channels, over long periods of time and is a relationship built on trust and experience. What we say matters, but the context (channel) we say it in can matter just as much. In this talk, we’ll dive into case studies, share insights from industry pioneers and explore how emerging channels will influence UX design. By leveraging each channel for their strengths, we can create seamless experiences that benefit both users and products.

1. CONTEXT MATTERS
BIG DESIGN CONFERENCE 2016

2. Have you ever received important news
(possibly upsetting) in a way that felt inappropriate?
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3. @DanielTulloh
#UniversalUX
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Have you ever received important news
(possibly upsetting) in a way that felt inappropriate?

4. What you say matters.
How you say it does too.
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5. Have you ever received a
message in a channel that
totally ruined the intent?
#UniversalUX
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6. “Great design is a multi-layered relationship
between human life and its environment.”
–Naoto Fukasawa
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8. Context is everything.
C H A N N E L S = C O N T E X T
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10. WHAT IS MULTI-CHANNEL UX?
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11. The power of multi-channel UX is the ability to
move seamlessly between channels in order to
exploit each channel for its strength without
anyone ever noticing.
W H AT I S G O O D M U LT I-C H A N N E L U X ?
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12. Good Multi-channel UX is truly realized when it
benefits the user because of its relevance
& intuition.
W H AT I S G O O D M U LT I-C H A N N E L U X ?
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13. It’s all about context
& synchronicity.
Communicating at the EXACT right
time, in the channel that makes sense
for the context.

14. @DanielTulloh
#UniversalUX
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However, there are still many
times we don’t get it right.
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15. Engage in the channel that
makes the most sense.
Imagine this same notification as an
email. Imagine it on a website. Even
a text message doesn’t feel quite
feel right.
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16. PRINT
S T R E N G T H S
Tangible & permanent
…
In-person & situational
…
Feels official, credible
W E A K N E S S E S
Expensive
…
Completely passive
…
Not easily measured
…
Impersonal
PHONE
S T R E N G T H S
Interactive
…
If personal it can be
humanizing
…
On-demand
W E A K N E S S E S
Feels invasive
…
If robo-call, is very
impersonal
…
If live-agents, expensive
WEBSITE
S T R E N G T H S
Interactive
…
Easily measured &
updated
…
Scalable &
relatively cheap
W E A K N E S S E S
Somewhat passive –
requires users to
discover it & hard to
keep them engaged
EMAIL
S T R E N G T H S
Interactive
…
Opportunity for longterm
user engagement
…
Not intrusive
W E A K N E S S E S
Users often ignore
…
Design constraints
…
Can drive away users if
not properly executed
Channel strengths & weaknesses
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17. Channel strengths & weaknesses
TEXT MESSAGE
S T R E N G T H S
High level of user
engagement – most users
read within 6 minutes
…
Relatively cheap
W E A K N E S S E S
Heavily regulated
…
Can easily feel like spam
…
Limited in design options
& content length
APP INTERFACE
S T R E N G T H S
Interactive
…
On device –requires
little from user
…
Access to device
interface & data.
W E A K N E S S E S
Users WILL delete if
not useful
…
Expensive &
Apple’s regulation
is unpredictable
VOICE
S T R E N G T H S
Interactive
…
Highly-personal,
conversational
…
Wow factor
W E A K N E S S E S
Doesn’t always work
as planned – can be
very frustrating.
APP NOTIFICATION
S T R E N G T H S
Like text messages, top
of mind to most users
…
Leveraging user data, can
be extremely powerful.
W E A K N E S S E S
Can easily annoy users,
causing abandonment.
…
Limited in design options
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18. Only use a channel for its strengths.
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19. Here’s a perfect example
of NOT using a channel for
its strengths.
Besides the barrage of texts, this is the
wrong channel for something that is of
no benefit to the user.
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20. Find the path of least resistance.
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21. T E X T
R E G I S T R AT I O N
5 C H A N N E L S I N U N D E R A M I N U T E
C A S E S T U DY
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22. #UniversalUX
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23. #UniversalUX
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24. #UniversalUX
#AsurionDesign

25. #UniversalUX
#AsurionDesign

26. Text Registration
#UniversalUX
#AsurionDesign

27. C H A N N E L I N G S T R E N G T H S
T E X T R E G I S T R AT I O N
Print
At point of sale, its the best way to
instruct the customer & is a tangible reminder.
i
Camera & Text Message
Is a natural fit for sending a photo
AND allows us to leverage a key datapoint.
i
Web
Allows us to move to an interactive
platform AND serve up other offers.
i
Email
Allows us to continue the conversation in the future.
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28. T H E R E S U LT S
T E X T R E G I S T R AT I O N
60% of users came through text registration.
…
Piloted in 18 stores & went nationwide to
over 4300 stores in a year.
…
Huge relationship win for a critical client.
…
Vast increase in user data collection.
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29. I F T T T
C A S E S T U DY
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30. #AsurionDesign

31. #AsurionDesign

33. #AsurionDesign

34. M U T L I A P P
E N G A G E M E N T
C A S E S T U DY
+

35. The experience begins here

38. WHAT’S NEXT?
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39. The ‘internet of things’
is becoming a viable channel.
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44. Voice is becoming a
viable channel.
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45. Voice is simply a different interface
for the traditionally visual web.
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46. #AsurionDesign

47. Voice is simply a different interface
for the traditionally visual web.
But the feeling is different.
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48. EPILOGUE
Context matters.
Great multi-channel UX is invisible.
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49. WHAT DO YOU THINK? LET’S DISCUSS.
derek.tam@asurion.com
daniel.tulloh@asurion.com
FEEL FREE TO SHARE THIS PRESENTATION
slideshare.net/DanTulloh/context-matters-multichannel-ux
STRENGTHS & WEAKNESSES KIT
design.asurion.com/context-matters/multi-channel-tips.pdf
Thank you Big (D)esign!