Scott Gunter and Elizabeth Rosenweig -- Designing a Cohesive Customer Experience
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Transcript of Scott Gunter and Elizabeth Rosenweig -- Designing a Cohesive Customer Experience
Designing a Cohesive Customer Experience
Elizabeth Rosenzweig – Bentley University
Scott Gunter – Usability Sciences
About UsScott Gunter
VP of User Experience at Usability SciencesOver 13 years as usability / user experience
researcherHas led over 250 research projects on behalf of
companies like Microsoft, J.C. Penney, Nokia, Kohl’s, Oracle, and Nike.
Elizabeth Rosenzweig Principal Consultant, Adjunct Faculty, Bentley
UniversityOver 25 years experience in UX fieldFounder and Director World Usability Day4 Patents in UX Design
Today’s TalkIntroduction
Touch points and the User Experience
Research
Virtual Ethnography
Some solutions
Setting the stageYour company has continued to expanded its
market presence by adding a…Facebook pageMobile enabled siteiPhone appAndroid appWeekly promotional emails,etc.
Each of which received extensive user testing before deployment.
Touch pointsIs the experience across each of these new
touch points consistent?
What about with the existing touch points (e.g., website, store, etc.)
Are the individual touch points working together to enhance the customer's total experience?
What role does each touch point play in your customer's journey?
“You recently moved into a new apartment and would
like to purchase a reasonably priced leather sofa.”
Website
Mobile
Store
CUSTOMER JOURNEY
Was the experience consistent across each touch point? Was trust being built along the
way?
Was the customer compelled to continue shopping?
Was the brand messaging consistent?
Multichannel Customer Experience
by Consultancy, November 2010
49% of company respondents say a joined-up multichannel customer experience is very important to their organization,
41% say multichannel UX is quite important. 68% recognize a strong link between long-term
business performance and customer experience.
Multichannel Customer Experience cont’d
69% of organizations are just beginning to develop a UX strategy.
9% surveyed have no strategy for improving the customer experience.
38% report that ownership of the multichannel customer experience lies within a combination of different departments.
Forrester Research
Global eBusiness And Channel Strategy Professional Online Survey, Forrester Research Inc., November 2010
Retailers who had focused on multichannel integration found:an average of 48% increase in online sales28% reduction in operating costs25% increased profitability
Cross-Channel Experiences in Retail
http://pervasiveia.com/blog/cross-channel-retailing83% of consumers prefer retailers offering a
continuous and consistent shopping experience across the different channels
Pervasive information architectures are consistent information spaces that are not limited to the Web, but bridge across all active communication channels for a given company, product, or service. In the the team promotes a heuristic approach to design them, based on 5 related indicators: place-making, consistency, resilience, correlation, and reduction.
The Cross-Channel Experience, Slide Share Presentation
by Nick Finck
3 Types of Touch points• Static Touch points• Interactive Touch
points• Human Touch points
Cross Channel Touch Points
• Web• Email• Packaging• Product• Streaming media• Mobile
• Retail• Sales Support• Environment• Click-to-Chat• Social Media• Broadcast Media
3 Types of Touch Points• Static Touch points• Online or on paper (newspaper, magazines) information
only
• Interactive Touch points• Often online, internet or mobile internet, allows for
interactions:• Search• Find a product• Ask about a product• Find a store• Etc.
• Human Touch points
• In person, usually at the store
Static Touch Point
Interactive Touch Point
Human Touch Point
How can “Out of the Box” thinking help?
Virtual EthnographyBrings together disparate elements to understand
a complex problemTime, Space and Technology- where do they merge
Virtual Ethnographyby Christine Hine
Ongoing study of how people interact online, through the social world of the internet
Time is viewed differently in a virtual world, it can slow down or speed up with no relation to the laws of physics
Space becomes an altered reality, whereas it must adhere to the laws of physics in the physical world
Technology then evolves based on how people use it
Consider ThisSpace and Time create a context for interaction
Space, Time and Technology
Some Steps To A SolutionIdentify your core customer
Put the user at the center of the process: Inventory your touch points Identify attributes of each touch-pointCreate journey maps
Evaluate touch points within journey map
More SolutionsResearch new ways to create and augment
online reality
Use tools of Virtual Ethnography to study online social behavior
Observe the effects of Space and Time on touch points
Today’s TalkNew customer experience must integrate many
touch points
What are examples of different touch points
What is the latest thinking
What can you do to apply this to your work
Q&AAny questions?