Managing a Multiscreen, Multicontext Customer Journey

© CGI Group Inc. CONFIDENTIAL
Managing a Multiscreen,
Multicontext Customer Journey
Karri Ojanen
March 26, 2014

Introductions.

3
Karri Ojanen
User experience designer, strategist and creative
director with experience in Europe, the Middle
East, USA, and Canada.
Worked with digital design agencies, software
startups, large, global ad agencies, and as an
independent consultant.
Currently the Creative Director with the CGI
Customer Experience Practice in Toronto, Canada.

4
CGI Customer Experience Practice
We help our clients use technology and design to build strong relationships with their
customers, employees and partners.
We do this by providing a comprehensive range of strategy, research, design and front-
end technology services to create impactful user experiences that drive positive
business results.
+ + =

Context.

6
2.8 billion people, 39% of the world
population, use the Internet.
International Telecommunications Union, 2013
Ninanord [Creative Commons]

7
1.75 billion use the mobile Internet.
eMarketer, 2014
Donkeyhotey [Creative Commons]

8
“We are moving from millions of computers
CONNECTED by the internet, to one huge computer
that IS the internet. Every device will be a window
into it.”
-Graeme Wood
Milind Alvares [Creative Commons]

9
A smartphone has more computing
power than all of NASA in 1969.

10
Today’s consumers own multiple devices
and move seamlessly between them
throughout the day.
Jeffrey Riehle [Creative Commons]
“The most popular activity for smartphone and tablet
owners while watching TV is social networking.”
Nielsen, 2012

11
People access the Web using whatever
device makes sense to them at the time.
Intel Free Press [Creative Commons]

12
Start on smartphone… …continue on desktop/laptop… …complete on tablet.
Start on desktop/laptop… …continue on tablet… …complete on smartphone.
People take a multi-platform, multi-device path
to purchases.

13
zizzybaloobah [Creative Commons]
People move between online and offline.
53% of US online consumers say they research products online
that they subsequently buy offline.
Forrester, 2009

14
Mobile + Location Aware + Social + Multi-Screen + Internet of Things
Individual smart objects interconnect to form a personal ecosystem.
ITU – International Telecommunication Union [Creative Commons]

15
“We always overestimate the change that will occur in the next two
years and underestimate the change that will occur in the next ten.
Don't let yourself be lulled into inaction.”
Bill Gates
Science Museum London [Creative Commons]

What to Do?

17
Don’t push technology for the sake of pushing
technology.
"You've got to start with the customer experience
and work back toward the technology.”
Steve Jobs

18
Focus on creating a SOLUTION…
James Mitchell [Creative Commons]

19
…avoid silos…
Bern Loos [Creative Commons]
When people engage with an organization through a
specific channel, they don't consider it to be the
"email channel" or the ”social media channel”. They
see it as one of the many interactions that make up
their overall user experience with the company.

20
…think of what you need to know in order to be
able to come up with a solution.
Knowsley Council [Creative Commons]

21
Business needs
User needs Technology
VISION
Define a shared perspective:
what problem are we solving, who are we solving
it for, and why?

22
The Elements of a Successful Cross-Channel Experience
Consistent
SeamlessAvailable
Context-
specific

23
Consistent: jetBlue
• Visual design and tone of voice are persistent
• Users can complete most common tasks from
any channel: web, mobile, kiosk
• Common activities are easily available
Don’t think of this just in terms of marketing and
visual design, but interaction design. Close the gap
between what you promise and what you deliver.
Marketing makes promises. The experience
(regardless of channel) has to deliver on those
promises.

24
Seamless: Netflix
• Start watching on one platform, pause, and continue on another
Don’t assume the customer is going to use the front door or follow
your script.

25
Context-specific: Yelp
• Makes various recommendations based on location
• Offers useful content
Focus on valuable content that matches the context.

26
Design for the entire journey, not a single
touchpoint or interaction.

27
Don’t focus on just screen size, browser, use
case, context, or purpose.
Focus on all of them.
The whole of the experience should be
greater than the sum of its parts.
Naoko Takano [Creative Commons]
If you only focus on the low-hanging fruit, you’re
neglecting the overall health of the tree.
The whole of the experience should be greater
than the sum of its parts.

How to Do it?

29
Map the customer journey.
From the customer’s perspective.
Even if you’re working on just a piece of it, get an understanding of the big picture
first.
Alvaro Rubio [Creative Commons]

30
Get to know your customers. For real.
Use direct observation, putting yourself in their place instead of
third party research and reports.
esS.de [Creative Commons]
We know far too little about most types of users, so
we work off anecdotes, popular-media portrayals,
and gut instinct all too often.

31
Remember that feedback from your customers
isn’t everything.
Paul [Creative Commons]
“If I had asked people what they wanted, they would
have said faster horses.”
-Henry Ford

32
Alvaro Rubio [Creative Commons]
Designing for multiple channels and platforms is
not an option anymore. It’s a must.

33
When you collect data, give back to your customers.
Use what you learn from your customers to improve the experience they get.
Latitude Research [Creative Commons]

34
Design the experience to help your customers, not to sell more.

35
Go the extra mile.

36
The Elements of a Great User Experience
Usable
Desirable
Useful

Questions, commen
ts.

THANK YOU.
CGI.com
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Managing a Multiscreen, Multicontext Customer Journey

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