Download - Orchestrate Against Atomism | EuroIA

Transcript
Page 1: 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, I’m Patrick Quattlebaum, a design director with Adaptive Path working out of our San Francisco studio. I’m excited to share with you my thoughts on ways you can better engage your organization to design for more effecive cross-channel experiences.

Page 2: Orchestrate Against Atomism | EuroIA

cross channelis not new

#AgainstAtomism

Cross-channel experience design is certainly not a new topic. It was the theme of this year’s 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.

Page 3: Orchestrate Against Atomism | EuroIA

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

#AgainstAtomism

In my own consulting, I’m 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 I’m seeing industries from retail, to financial, to healthcare looking more holistically at digital and physical touch points together, rather apart.

Page 4: Orchestrate Against Atomism | EuroIA

#AgainstAtomism#AgainstAtomism source: http://www.latimes.com/media/photo/2012-07/71162741.jpg

And 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.

Page 5: Orchestrate Against Atomism | EuroIA

Omni-ChannelSeamlessly integrating the customer experience across all channels of interaction—including 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.jpg

And 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.

Page 8: Orchestrate Against Atomism | EuroIA

#AgainstAtomism

But 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.

Page 9: Orchestrate Against Atomism | EuroIA

#AgainstAtomism

But 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.

Page 10: Orchestrate Against Atomism | EuroIA

#AgainstAtomism

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

Page 11: Orchestrate Against Atomism | EuroIA

mostcross-channel experiences

suck

#AgainstAtomism

Because... let’s 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.

Page 12: Orchestrate Against Atomism | EuroIA

#AgainstAtomism

déjà vu

if you are like me you have had déjà 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 don’t do it, don’t expect to prosper.”

Page 13: Orchestrate Against Atomism | EuroIA

"Information architecture is a design connector between

channels and contexts."

#AgainstAtomism

We 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.

Page 14: Orchestrate Against Atomism | EuroIA

#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.

Page 15: Orchestrate Against Atomism | EuroIA

#AgainstAtomism

As 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.

Page 16: Orchestrate Against Atomism | EuroIA

#AgainstAtomism source: http://adaptivepath.com/ideas/the-anatomy-of-an-experience-map

Our community is developing and evolving tools to understand the complexities of cross-channel design and communicate holistic solutions to our clients and stakeholders.

Page 17: Orchestrate Against Atomism | EuroIA

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

Page 18: Orchestrate Against Atomism | EuroIA

#AgainstAtomism source: Pervasive Information Architecture

We are evangelizing how to provide the right experiences on single touch points while balancing consistency across all touch points.

Page 19: Orchestrate Against Atomism | EuroIA

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

Page 20: Orchestrate Against Atomism | EuroIA

most cross-channel experiences

suck

#AgainstAtomism

Yet... 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.

Page 21: Orchestrate Against Atomism | EuroIA

#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 i’ve done my fair share of using the word in strategy work when I’m helping my clients see the importance of cross-channel design and how to change their processes to approach their customer experience... uh, holistically.

Page 22: Orchestrate Against Atomism | EuroIA

#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.

Page 23: Orchestrate Against Atomism | EuroIA

#AgainstAtomism source: http-//28.media.tumblr.com/tumblr_ld4tzwIlqV1qcf25xo1_400

Pulling off a holistic cross channel experience, however, is much easier said than done.

Page 24: Orchestrate Against Atomism | EuroIA

#AgainstAtomism

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

Page 25: Orchestrate Against Atomism | EuroIA

#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.

Page 26: Orchestrate Against Atomism | EuroIA

#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.

Page 27: Orchestrate Against Atomism | EuroIA

#AgainstAtomism

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

Page 28: Orchestrate Against Atomism | EuroIA

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

Because, let’s face it, this is where human desire for control and to show one’s 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.

Page 29: Orchestrate Against Atomism | EuroIA

atomism

#AgainstAtomism

This 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 techniques. We work in silos on our pieces and our companies and clients expect it to come together as whole.

Page 30: Orchestrate Against Atomism | EuroIA

orchestrate against

#AgainstAtomism

atomism

And that needs to change. Our companies, clients, and their users need us to step up to the challenge of not just conceptually framing cross-channel customer experience, but to orchestrate across silos and disciplines within organizations to make more of the vision of coherent, continuous, and valuable cross-channel experiences to exist in the world.

Page 31: Orchestrate Against Atomism | EuroIA

#AgainstAtomism source: http://www.picturesofknights.net/King_Arthur-and-the-Knights-of-the-Round-Table.jpg

And while a better seat at the table is in order as our colleagues move higher up in organizations, we can’t wait. Over the last few years, I’ve been fortunate to consult with several companies that have presented me with the opportunity to both observe difficulties they are having with cross-channel experience design and to experiment with how to do better design planning, to advocate for change, and to create new value.

Page 32: Orchestrate Against Atomism | EuroIA

#AgainstAtomism source: http://www.savagechickens.com/images/chickenroad7.jpg

But most importantly, I’ve been thinking about the context of our work and how to help lead the way to realize the great cross-channel experiences that conceptually are possible.

Page 33: Orchestrate Against Atomism | EuroIA

understand the context

#AgainstAtomism

frame the problem

build bridges

expand the toolkit

1. Understand the context2. Frame the problem3. Build bridges4. Expand the toolkit

Page 34: Orchestrate Against Atomism | EuroIA

understand the context

#AgainstAtomism

Here’s what we are up against: more companies are acknowledging the importance of cross-channel experiences but are struggling to create them. Why? Because most organizations were not architected to design and deliver cross-channel experiences that they and their customers desire.

Page 35: Orchestrate Against Atomism | EuroIA

#AgainstAtomism

cogs in the machine

source: http://www.doctormacro.com/Images/Chaplin,%20Charlie/Annex/Annex%20-%20Chaplin,%20Charlie%20(Modern%20Times)_01.jpg

While there are exceptions, most organizations are designed as large bureaucracies that are intended to run as efficient machines and produce predictable, measurable results.

Page 36: Orchestrate Against Atomism | EuroIA

#AgainstAtomism source: http://2.bp.blogspot.com/_DmtdGP6kzMQ/TIlKaHSi14I/AAAAAAAAPec/0FW9Fbnc7ZU/s1600/ExtinctDinosaurs.bmp

I’ve worked with many companies that are attempting to move away from command and control, dehumanistic work environments in hopes of being more agile and innovative in the global economy. But when you look at the org chart of most of large companies, you see the legacy of Taylorism - the mechanization of work into silos with cavernous divides between functions.

Page 37: Orchestrate Against Atomism | EuroIA

source: http://2.bp.blogspot.com/-RYkFdryP-Co/Tj7-0q3DyPI/AAAAAAAABJU/6tETrv8zyb4/s1600/OpsSilo.jpg#AgainstAtomism

Corporations struggle with silos’ myopic plans, competing objectives, duplicative work, and difficulties in communication and partnership - all of of which is antithetical to what we need to produce great cross-channel experiences.

Page 38: Orchestrate Against Atomism | EuroIA

#AgainstAtomism source: http://blogs.attask.com/wp-content/uploads/2011/09/fa40a79667504eacecdf3537aa149f29.jpg

This issue has not been lost on upper management. They hear the buzzwords of cross-channel, omninchannel, synergy, etc... but they also want to squeeze out any actual or perceived waste. A decade ago, organizations started creating Program Management Offices (PMOs) to improve cross-silo communication. If you have worked with one, you know PMOs focus on delivery - on time, on budget, and as efficient as possible.

Page 39: Orchestrate Against Atomism | EuroIA

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

pmo = efficiency

PMOs add value, but in some ways they reinforce the Taylorist mindset. By defining workstreams, tracking status, and reporting issues, PMOs have become the glue across parts of the organization on whether the work that is being produced is “green”... but “green” is defined as hitting dates or staying within budget. PMOs facilitate project management collaboration, but not the project collaboration needed for cross-channel design.

Page 40: Orchestrate Against Atomism | EuroIA

frame theproblem

#AgainstAtomism

So, here’s the problem we need to frame for the organizations we work for and with:

Acknowledging customers expect all the channels and touch points to work in harmony requires getting the organization to design holistically and work more collaboratively.

Page 41: Orchestrate Against Atomism | EuroIA

source: http://www.conairgroup.com/silverstripe/index.php/products/material-storage/#AgainstAtomism

But our organizations are built and operate antithetically to how they should be to produce good cross-channel experiences for customers.

Page 42: Orchestrate Against Atomism | EuroIA

source: http://blog.washingtonpost.com/story-lab/assemblyline.jpg#AgainstAtomism

They are built for breaking things down. To functions. To work streams. To tasks. To requirements. To user stories. To deliverables. Pieces and parts everywhere.

Page 43: Orchestrate Against Atomism | EuroIA

source: http://projectmanagementcommunications.files.wordpress.com/2011/02/cartoon_report-all-green.png#AgainstAtomism

And project charters, program management, and status reports may create efficiencies, keep budgets in check, and allow different functions to check the “we’re green” box, but it doesn’t come close to ensuring realization of seamless, delightful cross-channel experiences.

Page 44: Orchestrate Against Atomism | EuroIA

source: http://3.bp.blogspot.com/-mcsvm5qZees/T9QzJZwQkvI/AAAAAAAAEAk/KpTVst4AMGU/s1600/Business%2BAs%2BUsual%2Bay%2BSuntec%2BCity%2BSingapore.jpg#AgainstAtomism

The problem is that business as usual - siloed, unorchestrated work - isn’t and won’t cut it.

Page 45: Orchestrate Against Atomism | EuroIA

source: http://www.brainsonfire.com/blog/wp-content/uploads/2011/06/mumford.jpg#AgainstAtomism

And regardless of how things work above us, we need to reach out to our peers or urge our clients to work together from vision to realization.

Page 46: Orchestrate Against Atomism | EuroIA

build bridges

#AgainstAtomism

And as information architects, we are the natural community to spur this on.

Page 47: Orchestrate Against Atomism | EuroIA

#AgainstAtomism

We are the bridge builders.

Page 48: Orchestrate Against Atomism | EuroIA

#AgainstAtomism

And we need to build bridges internally to build bridges externally.

We need to constantly break down walls between silos and build bridges person by person, team by team, function by function. We have to help our colleagues better understand the context of their work and the issues it causes.

Page 49: Orchestrate Against Atomism | EuroIA

source: http://good-wallpapers.com/pictures/3722/soap_bubble.jpg#AgainstAtomism

pop the ux bubble

Which means we need to pop the UX bubble and work even harder to learn all we can about other parts of the organization. It’s a giant design problem we need to attack.

Page 50: Orchestrate Against Atomism | EuroIA

empathy

#AgainstAtomism

empathy

source: http://www.pccfun.us/blog2/wp-content/uploads/2011/08/empathie-69-96.gif#AgainstAtomism

And to start attacking that problem and building bridges, we start where we often do - with building empathy for what our partners and clients are facing internally. What affects their behavior to tend towards atomism? We need to be able to see the organization, their role, and their goals from their perspective and acknowledge through action their importance.

Page 51: Orchestrate Against Atomism | EuroIA

#AgainstAtomism

motivations

source: http://samplewords.files.wordpress.com/2011/10/motivation.jpg

Always keep in mind that the management philosophy of hierarchical relationships, functional performance plans, and siloed thinking is predominant. You need to approach your intended collaborators as likely being motivated by a competing objectives to harmonizing the cross-channel experience.

Page 52: Orchestrate Against Atomism | EuroIA

#AgainstAtomism

This is how we end up with fragmented customer experiences where channels and touch points fail to connect seamlessly. The teams and partners you are depending on are often being pushed towards that end for the good of their department’s objectives.

Page 53: Orchestrate Against Atomism | EuroIA

source: http://www.global-integration.com/blog/breaking-down-silos.html#AgainstAtomism

Incentives and performance plans only amplify and encourage this behavior.

Page 54: Orchestrate Against Atomism | EuroIA

taking risks

source: http://1.bp.blogspot.com/-QcfQ-yo5gQA/TlRaJzAjfyI/AAAAAAAAAQY/4p9cDrP-kkI/s1600/tightrope.jpg#AgainstAtomism

Building consensus on cross-channel initiatives is really asking your collaborators to take a risk, to go against the grain.

Page 55: Orchestrate Against Atomism | EuroIA

source: http://lsilverwoodwaltona2media.blogspot.com/2011/05/maslows-hierarchy-of-needs.html#AgainstAtomism

A key driver for someone in a large organization is safety of employment. As you work to get buy in and collaboration on building a cross-channel vision, they may think that this is beyond scope of their role (“this is not on my PDP. i can’t spend time on this.”) or they may see this as giving up control (“i need to own mobile and show that i own it.”) Cross-channel work challenges organizational boundaries and how companies are set up to reward performance.

Page 56: Orchestrate Against Atomism | EuroIA

source: http://farmlandgrab.org/wp-content/uploads/2010/04/spooner_1504_main-420x01.jpg#AgainstAtomism

And in some cultures, a defensive posture to collaborate can be based more of fear of ulterior motives, especially land grabbing.

Page 57: Orchestrate Against Atomism | EuroIA

Trust

source: http://2.bp.blogspot.com/_aoXidpr7qR4/TCWgYrYw_nI/AAAAAAAAEtk/VmtceZ_-f3U/s1600/ShorelinePark1000620-014.JPG#AgainstAtomism

So, you need to take your understanding of what motivations, fears, and desires your collaborators have and begin to build trust among your internal collaborators.

Page 58: Orchestrate Against Atomism | EuroIA

Results

Accountability

Commitment

Conflict

Trust

Inattention to

Avoidance of

Lack of

Fear of

Absence of

#AgainstAtomism

Trust is a foundational element to any team, and I’ve seen large cross-channel initiatives struggle as partners assert ownership of their channel at the expense of creating a seamless experience. At best this is driven by not yet seeing the cross-channel problem and how to solve it; at worst, politics and empire building are the actions that push the words “customer-centric” to the sidelines.

Page 59: Orchestrate Against Atomism | EuroIA

#AgainstAtomism

earning respect

source: Gap, Inc.

To build trust, you need to earn the respect of your collaborators. In addition to signaling you understand them and the context of their work, you need to lead the way in building new knowledge, learning a new language, and an understanding of each functions value and ownership.

Page 60: Orchestrate Against Atomism | EuroIA

#AgainstAtomism

learn the ropes

source: http://3.bp.blogspot.com/-TnDZ9_K7Qw0/TlhQ2lzgf2I/AAAAAAAAG18/KTODLYOeYA8/s1600/Mx21.JPG#AgainstAtomism

This starts with being an apprentice to other parts of the business so you can act as an effective connector internally.

How does the call center approach the customer experience? What’s their process for defining, designing, and implementing new initiatives? How does store operations roll out changes? What lead time does marketing face across broadcast, direct mail, print, etc?

Get knowledgeable enough to be dangerous... it will help remove some blind spots and open up new avenues for empathy and collaboration.

Page 61: Orchestrate Against Atomism | EuroIA

#AgainstAtomism

learn the language

Learning the lingo of internal partners is critical. It will help you build rapport. Don’t be hesitant to ask what a term means when you hear it. This simple action communicates your interest in understanding better the domains of your partners.

And then help build a common language among channel and touch point partners.

Page 62: Orchestrate Against Atomism | EuroIA

#AgainstAtomism source: http://1.bp.blogspot.com/-ZdQdamT0uv4/T0nl8H_76OI/AAAAAAAAAm4/OT1YV3q18ng/s1600/step+on+foot.JPG

Nothing can undercut trust and respect more than making dumb mistakes. I know I’ve often been hired by one group to craft cross-channel experience visions, only to step on the toes of other groups who own the touch points being re-imagined or impacted.

Page 63: Orchestrate Against Atomism | EuroIA

roadmap detective

#AgainstAtomism

My advice on this is to keep your ear to the ground for what initiatives are going on around you. Find overlaps, duplicative efforts, etc.

I like to think of this step as a being a roadmap detective... searching through sharepoint sites, asking teams to share their plans, sitting in on cross-functional meetings... piecing together all the visions for each channel and looking for synergies, gaps, conflicts....

Page 64: Orchestrate Against Atomism | EuroIA

#AgainstAtomism#AgainstAtomism

I also make it point to help all stakeholders see sooner than later the impact their ideas will have on the cross-channel experience, both for the business and customers.

Simple visuals like this back of the napkin touch point impact diagram communicate to other parts of the business that you are thinking through the problem space holistically - an important signal to send if you are asking for their collaboration in creating a new or improving an existing experience.

Page 65: Orchestrate Against Atomism | EuroIA

#AgainstAtomism#AgainstAtomism

StageResearch & Planning Shopping Booking

Pre-Travel (Documents) Travel Post-Travel

ChannelsWebsite Maps

Test intinerariesTimetablesDestination PagesFAQGeneral product & site exploration

Schedule look-upPrice look-upMulti-city look-upPass comparison

Web booking funnel- Pass- Trips- Multiple Trips

Select document option (from available options)- station e-ticket- home print e-ticket- mail ticket

Contact page for email or phone

Call Center Order brochurePlanning (Products)SchedulesGeneral questions

Site navigation help Automated booking paymentCust. Rep bookingSite navigation help

Call re: ticket optionsRequest ticket mailedReslove problems (info, pay-ment, etc.)

Call with questions regarding ticketsGeneral calls re: schedules, strikes, documents

Mobile Trip ideas Schedules Mobile trip booking Access itineraryLook up schedulesBuy additional tickets

Communication Channels (social media, email, chat)

Chat for web nav help FB ComparatorEmail questionsChat for website nav help

Chat for booking support Email confirmationsEmail for general helpHold ticket

Ask questions or resolve prob-lems re: schedules and tickets

Complaints or complimentsSurvey

Customer Relations Request for refund, escelation from call center.

Non-REI Channels Trip AdvisorTravel blogsSocial MediaGeneral Google searching

Airline comparisonKayakDirect rail sites

Expedia Travel BlogsDirect rail sitesGoogle searches

Trip AdvisorReview sitesFacebook

Rail Europe Touchpoints by Channel

Linear process Non-linear, but time based

Non-linear, no time restrictions

Cataloging touch points and showing them in a model that focuses on the user and their journey can help stakeholders see the bigger picture and options for better connecting touch points.

Page 66: Orchestrate Against Atomism | EuroIA

#AgainstAtomism source: http://www.fuad-luke.com/images/home/co-design_loop.png

And the spirit of everything that I am talking about - of building bridges - is to encourage collaborators to trust one another to work towards common solutions that are good for the corporation and good for its employees and customers.

Page 67: Orchestrate Against Atomism | EuroIA

#AgainstAtomism source: http://moonlings.com/wp-content/uploads/m000033.jpg

... not to fall into the muscle memory of old patterns that get the same results.

Page 68: Orchestrate Against Atomism | EuroIA

expand thetoolkit

#AgainstAtomism

Orchestration requires refining existing methods, stealing from other disciplines, and inventing new ones. Over the last couple of years I’ve been inspired by gamestorming, service design, and cinema. Here’s a few I wanted to share...

Page 69: Orchestrate Against Atomism | EuroIA

source: http://2.bp.blogspot.com/_aoXidpr7qR4/TCWgYrYw_nI/AAAAAAAAEtk/VmtceZ_-f3U/s1600/ShorelinePark1000620-014.JPG

invite to play

#AgainstAtomism

An underlying philosophy I have - and many others do - is that we need invite our colleagues to play more at work. And I’ve found that the more I take the lead in meetings with clients and their organizational peers in making turning meetings in working sessions and working sessions in workshops, the better results we see.

Page 70: Orchestrate Against Atomism | EuroIA

source: http://designinitiative.posterous.com/gamestorming-workshop-january-16th#AgainstAtomism

Most of us in this room have likely been leveraging gamestorming techniques recently or for much of our careers.

Page 71: Orchestrate Against Atomism | EuroIA

source: http://designinitiative.posterous.com/gamestorming-workshop-january-16th#AgainstAtomism

And I‘ve sat through too cross-functional meetings in which attendees sit around a conference table talking about a project or a concept... I built this little box to have on hand for meetings and offer to facilitate. This good will gesture makes meetings more fun, communicates the importance of active collaboration, and also exhibits my willingness to serve the team for the greater good of the program.

Page 72: Orchestrate Against Atomism | EuroIA

#AgainstAtomism

acting

Even better, getting stakeholders and designers from different functions out of the office and into new environments helps break muscle memory and create a sense of team.

Page 73: Orchestrate Against Atomism | EuroIA

source: http://ingridsnotes.files.wordpress.com/2011/03/stage-play.jpg#AgainstAtomism

service design

The service design community is developing a lot of great tools that can be leveraged for holistic design and orchestrating the pieces to realization.

Page 74: Orchestrate Against Atomism | EuroIA

source: http://www.servicedesigntools.org/sites/default/files/res_images/CJM.png#AgainstAtomism

journey mapping

The first method is customer journey mapping, which has become a very popular method in the industry.

Page 75: Orchestrate Against Atomism | EuroIA

source: http://bellthompson.files.wordpress.com/2010/02/sdc13082.jpg#AgainstAtomism

Customer journey maps are created collaboratively with a cross-functional group. Ideally they are backed by research and observations of customers actual experiences with a product, service, or brand, or with a specific context in which a new product or service can help them accomplish a goal. This technique can also be used to create maps of target experiences for products and services under consideration.

Page 76: Orchestrate Against Atomism | EuroIA

source: http://dietrovetro.com/wp-content/day-stickies.jpg#AgainstAtomism

blueprinting

Another technique I use is blueprinting, which begins to get deeper into complexities of pulling off these experiences and moving them through the planning process towards execution by multiple teams across multiple channels.

Page 77: Orchestrate Against Atomism | EuroIA

source: http://www.flickr.com/photos/rachelshadoan/4171746951#AgainstAtomism

Here’s an example of a blueprint for a grocery delivery service. There are rows that describe the customers actions, the physical/digital artifacts they interact with, the actions of front line staff, the actions of support staff behind the scenes, and support systems and processes integral to the delivery of the service. Each column is a step in the customer service experience.

Page 78: Orchestrate Against Atomism | EuroIA

DRAFT

1 2 3 4 5 6 7 8 9 10 11 12

Physical3Evidence Signage at POS Passport package mySmileage Card Passport package Menchies.com mySmileage Callout Registration Form

mySmileage CardRegistration PagemySmileage Card mySmileage Card Confirmation email

Customer3Actions Approach registerto make purchase

Place yogurt cupon scale

Consider programand agree to join

Commit and signup for MyLowe’s

CardDepart Navigate to

Menchies.com

Look for registrationand navigate toregistration site

Enter requiredinformation

Look for assistanceand find 1-800 #

Call customerservice

Receive emailand click on linkto view balance

On3Stage3(Visible3Human3Actions3or3Digital3Interactions) Ask customer ifthey have a card

Explain benefitsof the program

Scan card andremind customer

to register

Greet customerand discuss issue

Complete registrationfor customer

Back3Stage3(Invisible3Human3Actions) Passportsin/stock

Support3Processes Replenishment system Card activation system Registration system Card activation system

New3/3Impacted3Business3Processes Checkout Process Call center script Call center workflow

Scenario3Description:Bacon/ipsum/dolor/sit/amet/bresaola/tongue/chuck/tri;tip/turducken./Swine/bacon/jerky/turkey/frankfurter/strip/steak,/t;bone/drumstick/meatloaf/spare/ribs/beef/flank./Ribeye/ham/hock/short/loin/biltong,/ground/round/pork/belly/bresaola/meatball/chicken/cow/turducken./Spare/ribs/turducken/beef/tongue/capicola/meatball./Pastrami/boudin/tenderloin/tri;tip/pork/loin/beef.

Experience3Blue3Print:3mySmileage3Card3Customer3Help333

#AgainstAtomism

fictionalized example

But here’s another example, which is a simple template I use to create and iterate on experience blueprints. Typically, I run one or multiple customer journey sessions to gather all the best ideas on a specific customer experience and then I synthesize them into this template. There are then multiple iterations to improve it and flesh out with all the channel partners.

Page 79: Orchestrate Against Atomism | EuroIA

DRAFT

1 2 3 4 5 6 7 8 9 10 11 12

Physical3Evidence Signage at POS Passport package mySmileage Card Passport package Menchies.com mySmileage Callout Registration Form

mySmileage CardRegistration PagemySmileage Card mySmileage Card Confirmation email

Customer3Actions Approach registerto make purchase

Place yogurt cupon scale

Consider programand agree to join

Commit and signup for MyLowe’s

CardDepart Navigate to

Menchies.com

Look for registrationand navigate toregistration site

Enter requiredinformation

Look for assistanceand find 1-800 #

Call customerservice

Receive emailand click on linkto view balance

On3Stage3(Visible3Human3Actions3or3Digital3Interactions) Ask customer ifthey have a card

Explain benefitsof the program

Scan card andremind customer

to register

Greet customerand discuss issue

Complete registrationfor customer

Back3Stage3(Invisible3Human3Actions) Passportsin/stock

Support3Processes Replenishment system Card activation system Registration system Card activation system

New3/3Impacted3Business3Processes Checkout Process Call center script Call center workflow

Scenario3Description:Bacon/ipsum/dolor/sit/amet/bresaola/tongue/chuck/tri;tip/turducken./Swine/bacon/jerky/turkey/frankfurter/strip/steak,/t;bone/drumstick/meatloaf/spare/ribs/beef/flank./Ribeye/ham/hock/short/loin/biltong,/ground/round/pork/belly/bresaola/meatball/chicken/cow/turducken./Spare/ribs/turducken/beef/tongue/capicola/meatball./Pastrami/boudin/tenderloin/tri;tip/pork/loin/beef.

Experience3Blue3Print:3mySmileage3Card3Customer3Help333

#AgainstAtomism

fictionalized example

This template proved to be quite popular with my last client. I noticed people bringing it to meetings and writing notes on it. It served as a key touch stone for them, and I learned that marketing took it and adapted it to think through cross-channel promotions.

Page 80: Orchestrate Against Atomism | EuroIA

source: http://www.cinemaisdope.com/news/films/troublewithharry/twh-1.jpg#AgainstAtomism

cinema

Lately I have been drawing a lot of inspiration from cinema in looking for new ways to think about engendering collaboration, not losing the plot, and keeping consistency throughout the experience. Here’s a couple of methods I’ve been playing with.

Page 81: Orchestrate Against Atomism | EuroIA

#AgainstAtomism

continuity

Another concept from film that I have been playing with is the role of continuity director, who is responsible for ensuring consistency of key cinematic elements, such as plots, places, and events, over time.

Page 82: Orchestrate Against Atomism | EuroIA

#AgainstAtomism

Mistakes like this one can be humorous if you notice them, but some continuity errors are jarring enough to take the viewer out of the movie. Cross-channel experiences are like this. Moving from one touch point to another is like moving between shots or scenes in the film. Small inconsistencies can break flow.

Page 83: Orchestrate Against Atomism | EuroIA

#AgainstAtomism source:TBD#AgainstAtomism

So, continuity directors have developed tools to track the small details that are so important to internal consistency in a film that is produced by multiple craftspeople, working in multiple units, across distance and time. This continuity report is one example.

Page 84: Orchestrate Against Atomism | EuroIA

Element Description Bridge1From1(Originating1Channel(s)) Bridge1To1(Channel(s)) Scenario(s) Cross1Channel1Design1Guidelines

1 mySmileage Brochure (in store) This brochure is provided to the consumer both as awareness/consideration collateral and provides instructions to complete registration online.

Store > POS Menchies.com (direct)Store > POS (indirect)

• Acquiring a mySmileage Card in Store Menchies.com• URL to form to complete process• Consistent imagery and copy• Educate customer on mySmileage Card benefits

Store > POS:• Remind customer on in-store process ("scan every time you check out")• Ideally, imagery/copy related to how to use would be consistent with POS signage

#AgainstAtomism

fictionalized example

Here’s a integrated plan template I created. This is used to list out each touch point, its purpose, and how it fits with other touch points. As you can see here, it described as a bridge to the web site (and as a good place to let the customer know about its purpose and value each time they come back in the store.)

The design guidelines column provides requirements for how the brochure needs to hand off to the web site and how the web site needs tie in with the brochure. This is to provide context but also be used to go into creative briefs and to use in status meetings.

Page 85: Orchestrate Against Atomism | EuroIA

Element Description Bridge1From1(Originating1Channel(s)) Bridge1To1(Channel(s)) Scenario(s) Cross1Channel1Design1Guidelines

1 mySmileage Brochure (in store) This brochure is provided to the consumer both as awareness/consideration collateral and provides instructions to complete registration online.

Store > POS Menchies.com (direct)Store > POS (indirect)

• Acquiring a mySmileage Card in Store Menchies.com• URL to form to complete process• Consistent imagery and copy• Educate customer on mySmileage Card benefits

Store > POS:• Remind customer on in-store process ("scan every time you check out")• Ideally, imagery/copy related to how to use would be consistent with POS signage

#AgainstAtomism

fictionalized example

Here’s a integrated plan template I created. This is used to list out each touch point, its purpose, and how it fits with other touch points. As you can see here, it described as a bridge to the web site (and as a good place to let the customer know about its purpose and value each time they come back in the store.)

The design guidelines column provides requirements for how the brochure needs to hand off to the web site and how the web site needs tie in with the brochure. This is to provide context but also be used to go into creative briefs and to use in status meetings.

Page 86: Orchestrate Against Atomism | EuroIA

source: http://www.animationjam.nl/wp-content/uploads/2010/06/StoryboardWall.jpg#AgainstAtomism

storyboarding

Another technique from film that has already been adopted by the user experience is storyboarding.

Page 87: Orchestrate Against Atomism | EuroIA

#AgainstAtomism source: The Art of the Storyboard

Storyboarding is a pre-visualization tool to think through and share how a user will move through a system of touch points. It can help craftsmen from different functions to collaborate and communicate about connections and bridges.

Page 88: Orchestrate Against Atomism | EuroIA

#AgainstAtomism source: The Art of the Storyboard

Storyboarding can work at different level of granularity. The level of zoom depends on what you are wanting to explore and design.

Page 89: Orchestrate Against Atomism | EuroIA

#AgainstAtomism

“Storyboards have to explain to every department exactly what is demanded of them.” - Jan de Bont

But, most importantly, it can help large complex teams get on the same page about what each is doing and how it all fits together as an experience. (Note - this doesn’t assure for quality!)

Page 90: Orchestrate Against Atomism | EuroIA

source: http://www.cinemaisdope.com/news/films/troublewithharry/twh-1.jpg#AgainstAtomism

rough cutting

A new method I’ve been playing with lately is roughcutting, inspired by the film production technique.

Page 91: Orchestrate Against Atomism | EuroIA

source: http://vimeo.com/9339739#AgainstAtomism

Some frames may be words describing what the animation may be, others may be animatics, and others may be complete production quality.

Page 92: Orchestrate Against Atomism | EuroIA

#AgainstAtomism

On a recent initiative I worked with, my team and I ran post-mortem of the cross-channel experience with all the functions that work on different elements. We filled a conference room up with 40-50 people, and walked through the experience, sharing issues we were seeing and feedback that had been collected from customers. This is was eye opening for the attendees because they could see their work in the context of the entire experience, and they were invited to suggest improvements via sticky notes on any element they wished.

Page 93: Orchestrate Against Atomism | EuroIA

Your Smileage card # XXXX XXXX XXXX

Prosciutto chuck meatloaf ball tip rump. Tongue capicola strip steak ball tip brisket spare

ribs t-bone salami, pastrami kielbasa filet mignon tenderloin andouille ham frankfurter.

Drumstick tongue tenderloin ground round shoulder sirloin swine, hamburger jerky salami

kielbasa. Bresaola kielbasa ball tip shank rump. Cow t-bone ball tip pig, bresaola short loin

turducken fatback tenderloin ribeye.

LOGO copyright

XXXXXX

Your Smileage card # XXXX XXXX XXXX

Prosciutto chuck meatloaf ball tip rump. Tongue capicola strip steak ball tip brisket spare

ribs t-bone salami, pastrami kielbasa filet mignon tenderloin andouille ham frankfurter.

Drumstick tongue tenderloin ground round shoulder sirloin swine, hamburger jerky salami

kielbasa. Bresaola kielbasa ball tip shank rump. Cow t-bone ball tip pig, bresaola short loin

turducken fatback tenderloin ribeye.

LOGO copyright

XXXXXX

HERO HERE

Register Here!

Submit

navigation

Feedback

Feedback

#AgainstAtomism

fictionalized example

I’m now having success in having initiatives work rough cutting into the process where a war room. Here’s a mocked up example of loyalty card design placed next to the online sign-up form the customer would navigate to following the URL on the card.

Page 94: Orchestrate Against Atomism | EuroIA

source: http://oliveyuba.blogspot.com/2011/04/its-not-about-olives.html#AgainstAtomism

In concert, these methods and others are what I’m finding I am leaning on more to help the broader team see the forest for the trees and balance seeing the big cross-channel picture with their piece of the puzzle.

Page 95: Orchestrate Against Atomism | EuroIA

#AgainstAtomism source: http://hrb-family-business-consulting.com/files/2012/08/Sisyphus_lr.jpg

Important to point out that this is an iterative process within projects and programs, across initiatives and over time. This is about change in business is done in the long run. But it starts one project at a time, and one relationship at a time.

Page 96: Orchestrate Against Atomism | EuroIA

#AgainstAtomism

And to do this, we need to keep learning about the people we work with in the organization, what they own, what their vision is for the customer experience, what their plans are, and what is motivating them.

Page 97: Orchestrate Against Atomism | EuroIA

#AgainstAtomism

We need to help them see their touch point, their channel, their initiatives, and their work not only within the context of the other parts of the customer experience and the organization...

Page 98: Orchestrate Against Atomism | EuroIA

#AgainstAtomism

... but as part of a holistic vision for that experience that requires greater collaboration and new ways of working to achieve.

Page 99: Orchestrate Against Atomism | EuroIA

understand the context

#AgainstAtomism

frame the problem

build bridges

expand the toolkit

1. Understand the context2. Frame the problem3. Build bridges4. Expand the toolkit

Page 103: 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