Orchestrate Against Atomism | EuroIA

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Note: Updated for EuroIA, September 28, 2012 Brands large and small are placing increased importance on delivering a seamless, cross-channel customer experience. But most corporations struggle to define and communicate internally one vision for the experience and to coordinate design and implementation activities across the organization to realize that vision. The result: a customer experience that is the sum of its disjointed parts rather than a meaningful whole. In this talk, I explore this phenomenon and share the following: An overview of common organizational and cultural dynamics that make holistic customer experience design challenging The importance of building relationships inside of the enterprise to create seamless, cross-channel customer experiences Methods from or inspired by service design, film production, gamestorming, and consulting that I have experimented with (successfully and unsuccessfully) to orchestrate cross-functional teams A challenge to architects and designers to facilitate cross-functional collaboration and integrated planning.

Transcript of Orchestrate Against Atomism | EuroIA

  • Orchestrate Against Atomism

    source: http://mysuccesscircleonline.com/wp-content/uploads/2011/06/orchestra-conductor.jpg

    EuroIA 2012 Rome

    Patrick Quattlebaum@ptquattlebaum

    Hi, Im Patrick Quattlebaum, a design director with Adaptive Path working out of our San Francisco studio. Im excited to share with you my thoughts on ways you can better engage your organization to design for more effecive cross-channel experiences.

  • cross channelis not new

    #AgainstAtomismCross-channel experience design is certainly not a new topic. It was the theme of this years IA Summit, and many speakers in New Orleans touched on the growing importance of cross-channel design in their work and what this means for information architects and their organizations.

  • the hype aroundcross-, multi-, omni-channel is growing

    #AgainstAtomismIn my own consulting, Im seeing more projects getting budgeted and approved when their explicit goal is to look at serving users across multiple channels and touch points. At a minimum, digital cross-channel design is the focus, but Im seeing industries from retail, to financial, to healthcare looking more holistically at digital and physical touch points together, rather apart.

  • #AgainstAtomism#AgainstAtomism source: http://www.latimes.com/media/photo/2012-07/71162741.jpgAnd the business cases for these initiatives are being built by guys dressed like this who work for business strategy consultancies. Along with Forrester and Gartner, they have proclaimed this is the age of omni-channel with a stated goal of making all touch points seamlessly connect to one another.

  • Omni-ChannelSeamlessly integrating the customer experience across all channels of interactionincluding stores, websites, direct mail and catalogs, mobile platforms, social networks, home shopping and gaming.

    #AgainstAtomism#AgainstAtomism source: http://www.latimes.com/media/photo/2012-07/71162741.jpgAnd the business cases for these initiatives are being built by guys dressed like this who work for business strategy consultancies. Along with Forrester and Gartner, they have proclaimed this is the age of omni-channel with a stated goal of making all touch points seamlessly connect to one another.

  • #AgainstAtomism

    Seamlessly integrating interaction

    For designers of all stripes, these words are opening up new opportunities to add value and lead. For example, interaction designers are benefiting greatly in this environment as organizations react to the explosion of digital touch points driven by new mobile and tablet behaviors.

  • #AgainstAtomism

    Seamlessly integrating interactions

    For designers of all stripes, these words are opening up new opportunities to add value and lead. For example, interaction designers are benefiting greatly in this environment as organizations react to the explosion of digital touch points driven by new mobile and tablet behaviors.

  • #AgainstAtomismBut as organizations race to design and deploy new touch points, they are struggling with the goal of seamless integration, with connecting the dots across their ecosystem of touch points. User expectations are that they should be able to move among these touch points at will and that knowledge of what they did in one channel will be leveraged in the next. Falling short of these expectations leads to at best frustration and dismay; at worst public admonishment.

  • #AgainstAtomismBut as organizations race to design and deploy new touch points, they are struggling with the goal of seamless integration, with connecting the dots across their ecosystem of touch points. User expectations are that they should be able to move among these touch points at will and that knowledge of what they did in one channel will be leveraged in the next. Falling short of these expectations leads to at best frustration and dismay; at worst public admonishment.

  • #AgainstAtomismThere are some good examples out there of companies doing this well and continually working to get better at cross-channel experience design. But, im ready to see these well-deserved poster-children of cross-channel experience design get some company.

  • mostcross-channel experiences

    suck

    #AgainstAtomismBecause... lets face it... most cross-channel experiences leave a lot to be desired. The growing investment in user experience and customer experience - to paint a broad stroke - rarely have the additive effect of delivering the promise of seamless, holistic cross-channel customer experiences.

  • #AgainstAtomism

    dj vu

    if you are like me you have had dj vu the last couple of years. Cross channel feels like user experience did a decade ago when corporations started to wake up to investing more in user experience and changing their business strategies as they did so. The information architecture community, with our mindset, experience, and skills that have been so critical in establishing the new medium of the web are even more valuable and necessary as cross-channel experience design evolves from you should do it to if you dont do it, dont expect to prosper.

  • "Information architecture is a design connector between

    channels and contexts."

    #AgainstAtomismWe know it's the space in between touch points - the bridges, the connectors, life - that can make or break a cross-channel experience. We understand the elements of language, visuals, and behavior are critical to keep the experience consistent and coherent within and among channels and touch points. We believe people are as important to complex system design - to ecosystems - as zeroes and ones, brand style guides, and so on.

  • #AgainstAtomism source: http://prezi.com/aafmvya6bk7t/understanding-information-architecture/

    can i get original from peter?

    The IA discipline has always served as the badly needed "glue" in designing user experiences and building bridges between almost anything involving information, people, technology, and the institutions we have worked for and consulted with.

  • #AgainstAtomismAs cross-channel customer experiences have become more central to our companies and clients strategy, it is no surprise that some great thinking is coming out of our community to offer concepts, frameworks, and heuristics to tie all channels and touch points together.

  • #AgainstAtomism source: http://adaptivepath.com/ideas/the-anatomy-of-an-experience-mapOur community is developing and evolving tools to understand the complexities of cross-channel design and communicate holistic solutions to our clients and stakeholders.

  • #AgainstAtomism source: http://www.slideshare.net/morville/the-future-of-information-architecture

  • #AgainstAtomism source: Pervasive Information ArchitectureWe are evangelizing how to provide the right experiences on single touch points while balancing consistency across all touch points.

  • #AgainstAtomism source: http://tylertate.com/blog/2012/02/21/cross-channel-ia-blueprint.html

  • most cross-channel experiences

    suck

    #AgainstAtomismYet... most cross-channel experiences still suck. So, what i wanted to spend my time with you today talking about is one of the reasons why this is true, and how we can all add value in our organizations at our clients to make things better.

  • #AgainstAtomism#AgainstAtomism source: http://www.illustration4hire.com/apollobeyond/Files/9.Project%20Gantt%20Chart/GanttChart.8.png

    holistic

    The word holistic gets thrown around a lot both in business and experience design. I know ive done my fair share of using the word in strategy work when Im helping my clients see the importance of cross-channel design and how to change their processes to approach their customer experience... uh, holistically.

  • #AgainstAtomism

    This type of vision work its easy to point out inconsistencies across channels, frame the business value of doing something about it, and to show conceptually the types of experiences that should unfold for customers cross-channel.

  • #AgainstAtomism source: http-//28.media.tumblr.com/tumblr_ld4tzwIlqV1qcf25xo1_400Pulling off a holistic cross channel experience, however, is much easier said than done.

  • #AgainstAtomism

    Outside-in thinking can paint a nice pretty picture of how all the pieces not just fit together but are of one.

  • #AgainstAtomism

    But as each functional area - marketing, mobile, web, call center, etc - starts to work on their piece of the puzzle, things start to get a little messy.

  • #AgainstAtomism

    The holistic vision begins to give way to myopic channel or touch point design and execution. The whole - the seamless cross-channel experience - is no longer top of mind.

  • #AgainstAtomism

    What does typically become top of mind is how creative and wonderful one touch point will be by the team who designs it.

  • #AgainstAtomism source: http://www.illustration4hire.com/apollobeyond/Files/9.Project%20Gantt%20Chart/GanttChart.8.pngBecause, lets face it, this is where human desire for control and to show ones individual value kicks in. Each stakeholder and craftsperson - whether it be digital, physical, people - can begin to lose sight of the big picture - the cross-channel experience - and passionately make their touch point the object of their sole focus.

  • atomism

    #AgainstAtomismThis tendency to focus on the pieces and hope they magically arrange and connect themselves as one customer experience is the opposing philosophy to holism. It is atomism. Designers and architects create holistic visions but then organizations try to realize them using reductionist management techn