Building and Evangelizing for Holistic Customer Experience

111
uilding & evangelizing holistic experience design Samantha Starmer [email protected] @samanthastarmer http://www.flickr.com/photos/29023275@N04/2753536862
  • date post

    18-Sep-2014
  • Category

    Business

  • view

    10
  • download

    5

description

 

Transcript of Building and Evangelizing for Holistic Customer Experience

Page 1: Building and Evangelizing for Holistic Customer Experience

building & evangelizing holistic experience

designSamantha Starmer [email protected]

@samanthastarmer http://www.flickr.com/photos/29023275@N04/2753536862

Page 2: Building and Evangelizing for Holistic Customer Experience

melots of web stuff: Amazon, MicrosoftREI – Recreational Equipment, Inc.

lead design & experience teamsteach at University of Washington

Page 3: Building and Evangelizing for Holistic Customer Experience
Page 4: Building and Evangelizing for Holistic Customer Experience

http://www.flickr.com/photos/dirpics/464458290/

Page 5: Building and Evangelizing for Holistic Customer Experience

experiences are across

touchpoints, channels,

mediums & devices

Page 6: Building and Evangelizing for Holistic Customer Experience

if we want our teams to make a difference…

Page 7: Building and Evangelizing for Holistic Customer Experience

if we want to be involved in strategy…

Page 8: Building and Evangelizing for Holistic Customer Experience

if we want to be part of the decision

process…

Page 9: Building and Evangelizing for Holistic Customer Experience

we must design for a holistic experience

Page 10: Building and Evangelizing for Holistic Customer Experience

http://www.flickr.com/photos/raftwetjewell/3121396468

our lives aren’t just digital

Page 11: Building and Evangelizing for Holistic Customer Experience

digital and physical are

colliding

Page 12: Building and Evangelizing for Holistic Customer Experience

don’t design for just website

Page 13: Building and Evangelizing for Holistic Customer Experience

…app

Page 14: Building and Evangelizing for Holistic Customer Experience

http://www.flickr.com/photos/differentview/5506159327

…product

Page 15: Building and Evangelizing for Holistic Customer Experience

…or physical environment

http://www.flickr.com/photos/24218656@N03/4589621372/

Page 16: Building and Evangelizing for Holistic Customer Experience

we must design across all

touchpoints and channels

Page 17: Building and Evangelizing for Holistic Customer Experience

70% of US online consumers

research products online

and purchase them offline

Forrester, Profiling The Multichannel Consumer, July 2009

Page 18: Building and Evangelizing for Holistic Customer Experience

but

Page 19: Building and Evangelizing for Holistic Customer Experience

‘integrated experience

s are few and

far between’

Alexandra Deschamps-Sonsino http://www.slideshare.net/designswarm/creating-the-internet-of-things

Page 20: Building and Evangelizing for Holistic Customer Experience

a (common

) example

Page 21: Building and Evangelizing for Holistic Customer Experience
Page 22: Building and Evangelizing for Holistic Customer Experience
Page 23: Building and Evangelizing for Holistic Customer Experience
Page 24: Building and Evangelizing for Holistic Customer Experience
Page 25: Building and Evangelizing for Holistic Customer Experience
Page 26: Building and Evangelizing for Holistic Customer Experience
Page 27: Building and Evangelizing for Holistic Customer Experience
Page 28: Building and Evangelizing for Holistic Customer Experience

no Encore…

Page 29: Building and Evangelizing for Holistic Customer Experience
Page 30: Building and Evangelizing for Holistic Customer Experience
Page 31: Building and Evangelizing for Holistic Customer Experience
Page 32: Building and Evangelizing for Holistic Customer Experience

“there will be an all-out war to own

the customer experience

management space”

Forrester, 2011 Customer Experience Predictions

Page 33: Building and Evangelizing for Holistic Customer Experience

build our teams to design for

the holistic experience

Page 34: Building and Evangelizing for Holistic Customer Experience

how?

Page 35: Building and Evangelizing for Holistic Customer Experience
Page 36: Building and Evangelizing for Holistic Customer Experience

http://www.flickr.com/photos/cinnamonsnow/1444667535

Page 37: Building and Evangelizing for Holistic Customer Experience

1. expand your mind

2. create the vision3. build the path4. just do it

Page 38: Building and Evangelizing for Holistic Customer Experience

1. expand your mind

Page 39: Building and Evangelizing for Holistic Customer Experience

expand your mind

1.make new friends2. get outside your box3. find comfort in discomfort

Page 40: Building and Evangelizing for Holistic Customer Experience

http://averagecats.com/page/7

make new friends

Page 41: Building and Evangelizing for Holistic Customer Experience

http://averagecats.com/page/7

make new friends• get out of your cube!

leave your desk! get out on the street!

• hang out with the people you don’t like

• spend time with the people who scare you

Page 42: Building and Evangelizing for Holistic Customer Experience
Page 43: Building and Evangelizing for Holistic Customer Experience
Page 44: Building and Evangelizing for Holistic Customer Experience

expand your mind

1.make new friends2. get outside your box3. find comfort in discomfort

Page 45: Building and Evangelizing for Holistic Customer Experience

get outside your box

http://www.flickr.com/photos/jaboobie/4756495600

Page 46: Building and Evangelizing for Holistic Customer Experience

get outside your box

• digital to physical; physical to digital

• design with crayons, or matchsticks, or paper plates

• shadow in another department

Page 47: Building and Evangelizing for Holistic Customer Experience
Page 48: Building and Evangelizing for Holistic Customer Experience

http://www.flickr.com/photos/vitorcastillo/2994723741

Page 49: Building and Evangelizing for Holistic Customer Experience
Page 50: Building and Evangelizing for Holistic Customer Experience

expand your mind

1.make new friends2. get outside your box3. find comfort in discomfort

Page 51: Building and Evangelizing for Holistic Customer Experience

comfort in discomfort

Page 52: Building and Evangelizing for Holistic Customer Experience

comfort in discomfort

“an interesting thing happened today – we were

invited to help Visual Merch decide what shelf labels

and categories to use in the retail stores for

backpacks.”

Page 53: Building and Evangelizing for Holistic Customer Experience

http://www.twobackpackers.com/wp-content/uploads/2009/07/REI-Backpacks.jpg

eek – I don’t know anything about store

design!

Page 54: Building and Evangelizing for Holistic Customer Experience

you don’t have to be an expert

Page 55: Building and Evangelizing for Holistic Customer Experience

2. create the vision

http://www.flickr.com/photos/pasukaru76/3998273279

Page 56: Building and Evangelizing for Holistic Customer Experience

create the vision

1. know the big picture2. follow the north star3. tell a fairy tale

Page 57: Building and Evangelizing for Holistic Customer Experience

know the big picture

http://www.flickr.com/photos/aatemu/4784742636/

Page 58: Building and Evangelizing for Holistic Customer Experience

http://www.flickr.com/photos/aatemu/4784742636/

• know your company strategic mission

• get beyond your own division or your own industry

• focus on how the parts play together

know the big picture

Page 59: Building and Evangelizing for Holistic Customer Experience
Page 60: Building and Evangelizing for Holistic Customer Experience
Page 61: Building and Evangelizing for Holistic Customer Experience
Page 62: Building and Evangelizing for Holistic Customer Experience

create the vision

1. know the big picture2. follow the north star3. tell a fairy tale

Page 63: Building and Evangelizing for Holistic Customer Experience

follow the north star

http://www.flickr.com/photos/brunmarde/4264215019/

Page 64: Building and Evangelizing for Holistic Customer Experience

follow the north star

http://www.flickr.com/photos/brunmarde/4264215019/

• focus on the customer (user, citizen, visitor)

• be ‘Swiss’ - lead the way through the battles between form and function, growth and savings

• stay grounded

Page 65: Building and Evangelizing for Holistic Customer Experience

Trying on tent

http://www.flickr.com/photos/hollabackpack/184849492

Page 66: Building and Evangelizing for Holistic Customer Experience
Page 67: Building and Evangelizing for Holistic Customer Experience

create the vision

1. know the big picture2. follow the north star3. tell a fairy tale

Page 68: Building and Evangelizing for Holistic Customer Experience

tell a fairy tale

Page 69: Building and Evangelizing for Holistic Customer Experience

tell a fairy tale

• design your storytelling• get people excited about

the possibilities• build on existing

strategic direction• consider your audience

Page 70: Building and Evangelizing for Holistic Customer Experience

Meet AaronMeet Aaron

Outdoor Loyal31, Chicago

Weekend warrior involved in many sports, knows a lot about gear, and loves to research

“I push myself in work and play and need my gear to keep up with me”

Outdoor Loyal31, Chicago

Weekend warrior involved in many sports, knows a lot about gear, and loves to research

“I push myself in work and play and need my gear to keep up with me”

Page 71: Building and Evangelizing for Holistic Customer Experience

I’ll visit REI for gear suggestions for my upcoming race…

Page 72: Building and Evangelizing for Holistic Customer Experience

Here is my bike research list…

Page 73: Building and Evangelizing for Holistic Customer Experience

3. build the path

http://www.flickr.com/photos/23072179@N00/514528095

Page 74: Building and Evangelizing for Holistic Customer Experience

build the path1. listen holistically2. get political3. remove road blocks

Page 75: Building and Evangelizing for Holistic Customer Experience

listen holistically

Page 76: Building and Evangelizing for Holistic Customer Experience

listen holistically• listen in different ways

than you might be used to: market research, email, calls, customer service, facebook, twitter, blogs

• pay attention to the gaps in the experience

Page 77: Building and Evangelizing for Holistic Customer Experience
Page 78: Building and Evangelizing for Holistic Customer Experience
Page 79: Building and Evangelizing for Holistic Customer Experience

build the path1. listen holistically2. get political3. remove road blocks

Page 80: Building and Evangelizing for Holistic Customer Experience

get political

Page 81: Building and Evangelizing for Holistic Customer Experience

get political• manage up, down and

sideways• pay attention – learn

what incentivizes your executives

• talk the talk, walk the walk

• get comfortable at the strategy table

Page 82: Building and Evangelizing for Holistic Customer Experience

http://media.nara.gov/media/images/29/4/29-0378a.gif

Page 83: Building and Evangelizing for Holistic Customer Experience
Page 84: Building and Evangelizing for Holistic Customer Experience
Page 85: Building and Evangelizing for Holistic Customer Experience

build the path1. listen holistically2. get political3. remove road blocks

Page 86: Building and Evangelizing for Holistic Customer Experience

remove road blocks

http://www.flickr.com/photos/cyberslayer/3556721606

Page 87: Building and Evangelizing for Holistic Customer Experience

remove road blocks

http://www.flickr.com/photos/cyberslayer/3556721606

• make it easy for your team

• have the hard conversations for them

• focus on clearing brush before they encounter it

Page 88: Building and Evangelizing for Holistic Customer Experience
Page 89: Building and Evangelizing for Holistic Customer Experience

you may not get to design in the same way

any more

you have to be okay with that

solution & process design is still design

Page 90: Building and Evangelizing for Holistic Customer Experience

4. just do it

http://www.flickr.com/photos/tutuwon/2745902664

Page 91: Building and Evangelizing for Holistic Customer Experience

just do it1.tear it up a little2. use metrics3. start with small wins

Page 92: Building and Evangelizing for Holistic Customer Experience

tear it up a little

http://www.flickr.com/photos/18161462@N00/73573681

Page 93: Building and Evangelizing for Holistic Customer Experience

tear it up a little

http://www.flickr.com/photos/18161462@N00/73573681

• invite others in to play with you

• don’t be grabby; no one can ‘own’ the design or experience

• the journey can be more valuable than the results

• go way outside your brand – then pull back

Page 94: Building and Evangelizing for Holistic Customer Experience

UX Mag

Page 95: Building and Evangelizing for Holistic Customer Experience
Page 96: Building and Evangelizing for Holistic Customer Experience
Page 97: Building and Evangelizing for Holistic Customer Experience

just do it1.tear it up a little2. use metrics3. start with small wins

Page 98: Building and Evangelizing for Holistic Customer Experience

use metrics

http://www.flickr.com/photos/iliahi/2606645766/

Page 99: Building and Evangelizing for Holistic Customer Experience

use metrics

http://www.flickr.com/photos/iliahi/2606645766/

• get comfortable with quantitative

• learn synergies between attitudes and behavior

• where does your team add measureable value?

Page 100: Building and Evangelizing for Holistic Customer Experience
Page 101: Building and Evangelizing for Holistic Customer Experience
Page 102: Building and Evangelizing for Holistic Customer Experience
Page 103: Building and Evangelizing for Holistic Customer Experience

just do it1.tear it up a little2. use metrics3. start with small wins

Page 104: Building and Evangelizing for Holistic Customer Experience

start with small wins

http://tlc.discovery.com/tv/hoarding-buried-alive/slideshows/before-and-after-episodes-1-4-02.html

Page 105: Building and Evangelizing for Holistic Customer Experience

start with small wins

http://tlc.discovery.com/tv/hoarding-buried-alive/slideshows/before-and-after-episodes-1-4-02.html

• pick one interaction• choose one channel pair• partner with one

department• fully complete some tiny

things before starting any big things

Page 106: Building and Evangelizing for Holistic Customer Experience
Page 107: Building and Evangelizing for Holistic Customer Experience
Page 108: Building and Evangelizing for Holistic Customer Experience

expand your mind

1. make new friends2. get outside your box3. find comfort in

discomfort

create the vision

1. know the big picture2. follow the north star3. tell a fairy tale

build the path

1. listen holistically2. get political3. remove road blocks

just do it1. tear it up a little2. use metrics3. start with small wins

Page 109: Building and Evangelizing for Holistic Customer Experience

build our teams to design for

the holistic experience

Page 110: Building and Evangelizing for Holistic Customer Experience

MAKE IT HAPPEN

Page 111: Building and Evangelizing for Holistic Customer Experience

http://www.flickr.com/photos/baking_in_pearls/3960662314

thank you!!

Samantha Starmer [email protected] @samanthastarmer