No matter how many departments your organization has, to your customers, it's all the same business. They expect a cohesive experience across all touch-points with your company, regardless of whether it's related to advertising, customer service, social presence, or the actual product or service you provide. The satisfaction of your customers, and thereby the success of your organization, depends in no small part on your ability to create a cohesive and consistently high-quality cross-channel experience. Some examples of disjointed cross-channel experiences are: The customer has to inform the customer service representative of what the website says about their own return policy. The specifications of a product online does not match the actual product a customer goes to pick up in the retail store. The experience of the mobile application is far superior to the experience of the standard web application or software application. The customer has to make three different phone calls to get their account changed because the information is stored in three separate business units. Applying consideration for the cross-channel experience is much easier said than done. It requires a significant level of coordination and collaboration between the stakeholders, to understand not just how to optimize their particular part of the service, but to maintain that optimal and consistent experience throughout. For example, the customer service department can do a great job of correcting a problem after the fact, but they can add greater value to the product or service as a whole by collaborating with sales and product teams to prevent the issue from arising in the first place. In this presentation, you will gain a better understanding of the different ways your customers might interact with your business. We will show how you can map out these touchpoints and help drive the creation of a cohesive experience across the various channels. We will show you how to navigate the political waters within your business to implement a true cross-channel design, which will build great experiences for your customers, regardless of how they are engaging with your business.

1. Who
is
using
your
system?
We
know
them.
Evidence
Driven
Design
The
Cross-­‐Channel
Experience
Presented
by
Nick
Finck

2. About
Me
User
Experience
Evangelist
Blink
InteracHve
Personal
Site
NickFinck.com
Twi9er
@nickf
Nominated
Sea>le’s
sexiest
geek
Photo
by
Jeff
Cro<
-­‐
h>p://bit.ly/g0hPil

3. Twi9er
hashtag:
#xChannel

4. UX
Lx
is
the
best
user
experience
conference
in
the
world.

5. Folks,
brace
yourselves,
today
is
going
to
be
full
of
Awesome.

6. Overview
1) DefiniHons
2) Methods
3) Tools
4) Examples
5) Q&A

7. 90%

8. 90%
of
businesses
say
the
cross-­‐
channel
experience
is
criMcal
to
their
business’s
success.
- Foviance & Econsultancy, “Multi-channel Customer Experience Report”, Nov 2010

9. What
is
cross-­‐channel
experience
design?

10. Cross-­‐Channel
Experience
Design
is
the
process
of
designing
for
all
the
touchpoints
a
person
has
with
a
business
regardless
of
channel.

11. Wait!
Aren’t
you
just
talking
about…
-­‐ User
Experience
Design?
-­‐ Customer
Experience
Design?
-­‐ Service
Design?

12. YES

13. “70%
of
US
online
customers
research
products
online
&
purchase
them
offline.”
-­‐
Forrester,
“Profiling
The
MulHchannel
Customer”,
July
2009

14.
65%
of
search
visitors
are
looking
for
further
info
on
something
they
saw
via
another
channel.
-­‐
Andrea
Resmini
&
Luca
RosaH,
“IA
for
Ubiquitous
Ecologies”,
2007

15. “53%
of
mobile
searches
on
Bing
have
local
intent.”
-­‐
Greg
Sterling,
Search
Engine
Land,
November
2010

16. 3
Types
of
Touchpoints

17. StaHc
Touchpoints

18. InteracHve
Touchpoints

19. Human
Touchpoints

20. You
might
think
of
your
work
in
the
context
of
a
channel
but
your
customers
do
not.

21. So
how
do
we
cra_
a
good
cross-­‐channel
experience?

22. Methods

23. Observe
how
people
use
it

24. Know
the
context
of
use

25. A>enHon
to
detail
counts

26. Look
for
hacks

27. Follow
the
whole
engagement

28. Learn
the
business
processes

29. Understand
how
employees
work

30. Tools

31. Audience

32. On
Stage

33. Backstage

34. Support
Processes
&
Systems

35. Customer
Journey
Map

36. Experience
Map

37. Service
Blueprint
Twitter Experience
Physical Tweet Blog Post Comment Form Tweet Twitter Profile
DM button on Twitter
URL on Twitter profile
Evidence Profile
User
Actions
Clicks on link Reads blog post Comments on post @Replies to Tweet Follows on Twitter DMs over Twitter Visits Website
Line of Interaction
Onstage
Contact Post to Twitter Publish blog post Responds to comment Respond to @Reply Analyze followers Respond to DM Analyze web logs
Person
Line of Visibility
Backstage Review, edit, &
Review, edit, & Review, edit, & Review, edit, &
Contact approve blog post
approve comment
approve responce approve responce
reply
Person
Line of Internal Interaction
Support Metricly & Google
CoTweet ExpressionEngine ExpressionEngine CoTweet Metricly CoTweet
Processes Analytics

38. Some
Examples

40. Add
a
DVD
to
my
queue
on
the
website

41. Told
me
when
to
expect
the
DVD

42. DVDs
arrives
in
the
mail

43. …and
I
can
tell
them
when
something
went
wrong

44. Confirmed
when
they
received
the
DVD

45. I
can
also
stream
movies
on
my
Laptop

46. I
can
resume
the
movie
on
the
web

47. …or
through
the
app

48. …on
Xbox,
tablet,
smartphone,
laptop,
or
TV.

49. Asked
me
how
my
experience
was
a<erwards

50. Compensated
me
when
something
went
wrong

51. …and
I
can
tell
them
when
something
went
wrong

52. Cross-­‐Channel
touchpoints
1) Web
2) Email
3) Packaging
4) Product
5) Streaming
Media
6) Mobile

54. I
wanted
to
get
a
mountain
bike

55. So
I
researched
them
online

56. I
wanted
to
test
them
in
person

57. I
headed
to
the
store
Photo
by
Hien
Nguyen
-­‐
h>p://bit.ly/ekeNdN

58. They
had
many
mountain
bikes

59. …and
a
place
to
test
them!

60. Cross-­‐Channel
touchpoints
1) Web
2) Retail
3) Product
4) Sales
Support
5) Environment

62. So
I
wanted
to
watch
Game
of
Thrones…

63. There
is
no
way
to
add
HBO
on
the
web

64. So
I
went
to
Twi>er…

65. HBO
was
added
in
no
Hme

66. …and
then,
like
magic,
I
had
HBO.

67. Cross-­‐Channel
touchpoints
1) Web
2) Click-­‐To-­‐Chat
3) Social
Media
4) Broadcast
Media

68. Business

69. Not
everyone’s
boss
is
David
Brent

70. …They
are
more
like
Neil
Godwin.

71. “We
can't
solve
problems
by
using
the
same
kind
of
thinking
we
used
when
we
created
them.”
-­‐
Albert
Einstein

72. We
must
break
down
the
silos.

73. We
must
cross-­‐pollenate

74. We
must
work
more
like
a
hive

75. …with
a
unified
vision
of
what
we’re
trying
to
do.

76. Thank
You

77. QuesMons

78. Follow-­‐up
quesHons
• ConsulHng:
BlinkInteracHve.com
• Personal:
NickFinck.com
• Email:
nick@blinkinteracHve.com
• Twi>er:
@nickf