1.
Multichannel me
Chasing after the
multichannel user
A user centered approach to design
multichannel experiences
Gianluca Brugnoli
frog design
http://twitter.com/lowresolution
November 2010

2.
Where do we start?

3.
The digital world. Yesterday.
This is just a PC
This is a web
browser and a This is a search
web site engine
Single device, PC-based, browser centered, web site navigation.
The main starting point is a search engine, the destination is a web site.

4.
The digital world. Today. The ecosystem is wider and open
Social network
This is still a PC
Tablet
a twitter client
mobile app
There is still a
search engine
Mobile and pervasive, multichannel and multiscreen, application based.
The main starting point is a social network, relevant content is found
following social connections or a location.

5.
The digital world. Today. Fragmentation is a necessity
Users are mobile and multichannel by nature.
To reach them the same content and service must be distributed
through multiple touch points, channels and devices.
Chasing after the multichannel user, the digital ecosystem gets
more and more fragmented.

6.
A multi channel experience is
not just a technical innovation.
It is a natural condition for end users.
They live their digital
experience across multiple
touchpoints and situations.
The more a digital system is
open and agnostic against
channels and devices the
better is for the user.
Image: http://www.flickr.com/photos/estherase/340565398

7.
Example: Google eBooks
Keep on reading your favorite
books, no matter what device you
are using and where the content is
stored.

8.
Multiple screens and devices
live together
Users access data, content and services with
the best screen available in that situation

9.
Example: metamirror
Media and services
integrate and complete
each other

10.
Example: twitter Word Cup 2010
Gathering the real-time tweets tra c during the football matches

11.
Example: twitter and MTV
Tracking real-time twitter tra c during the MTV VMA 2010

12.
Example: frog design TV
Chatter iPhone app

13.
Scenario change: the future is mobile and pervasive
By 2013, mobile phones will
overtake PCs as the most common
Web access device worldwide
PC installed base forecast, the total number of PCs in use will
reach 1.78 billion units in 2013. By 2013, the combined
installed base of smartphones and browser-equipped
enhanced phones will exceed 1.82 billion units and will be
greater than the installed base for PCs thereafter.
Mobile Web users are typically prepared to make fewer clicks
on a website than users accessing sites from a PC. Although a
growing number of websites and Web-based applications
o er support for small-form-factor mobile devices, many still
do not. Websites not optimized for the smaller-screen formats
will become a market barrier for their owners — much
content and many sites will need to be reformatted/rebuilt.

14.
“Two decades after its birth, the World
Wide Web is in decline, as simpler,
sleeker services — think apps — are
less about the searching and more
about the getting.”
Maybe
“The reports about death of the
web are greatly exaggerated”

15.
The web is not dead.
But another model is rising.
“Because the screens are smaller, such
mobile tra c tends to be driven by
specialty software, mostly apps,
designed for a single purpose. For the
sake of the optimized experience on
mobile devices, users forgo the general-
purpose browser. They use the Net, but
not the Web.”
Mostly likely the web-browser-centered
model won’t be the principal way to
access data and services online.
Nevertheless tra c on the internet is
expected to grow over and over.

16.
The internet tra c has grown. And the channels are multiplying.
Email
Video
Social media
Applications
Mobile web
Web

17.
The multichannel shopping experience
The multichannel shopping User Experience flows on a service
platform made of di erent channels and touchpoints.
1. LANDING AND 2. PRODUCT 3. PRODUCT 4. SHOPPING CART 5. ORDER SET UP 6. CRM AND
PROMOTION DISCOVERY PRESENTATION MANAGEMENT CHECK OUT SUPPORT
Website
eMail
Mobile
Store
Call Center
Paper

18.
The multichannel shopping experience
End users build their own experience across the platform, jumping
from a channel to another, connecting the available touchpoints.
1. LANDING AND 2. PRODUCT 3. PRODUCT 4. SHOPPING CART 5. ORDER SET UP 6. CRM AND
PROMOTION DISCOVERY PRESENTATION MANAGEMENT CHECK OUT SUPPORT
Website
eMail
Mobile
Store
Call Center
Paper

19.
Mobile is the
bridge between
online and in-
store
experience
Sources: PSFK “Future of Retail” and eMarketer

20.
Shopkick http://www.shopkick.com
Mobile is the
bridge between
online and in-
store
experience

21.
Example: Albert Heijn - Appie shopping assistant.
From the web to the grocery store through a mobile app

22.
New digital services
and devices are
changing the way we
shop within the store

23.
New digital services
and devices are
changing the way we
shop within the store

24.
Example: DieselCam
Straight from the store to facebook

25.
Example: Smart Shopping - Intel Point of Sale Kiosk

26.
Example: Intel Augmented reality retail touchscreen

27.
Example: Intel Augmented reality retail touchscreen

28.
Thank you
Grazie
gianluca brugnoli
@lowresolution