Workshop 1 – Designing for Cross-Channel Experiences

This was the first of two pre-conference workshops I signed up for.  I was familiar with Peter Morville from his books, but I hadn’t seen Samantha Starmer before. It was a great workshop and Samantha had some great real-world examples to step through.

Notes (Peter)

We’re still making it up

  • Classic IA
  • We Strategy (web, mobile, etc.)
  • Cross-channel (digital/physical)
  • Ubiquitous IA (intertwingularity – Peters fave new word)
Nodes & links to create environments for understanding – Jorge
The Library of Congress and Macy’s are not ready for Cross-channel, though they want to do it.
It’s REALLY hard
“Pace layering” adds a an aspect of time to the experience. Peters drawing has NATURE at the bottom and something like FASHION at the top. The lower ones take longer, but have the greater effect.
Nordstrom’s added Wi-Fi to their stores to aid access to customer reviews while browsing in-store.
Notes (Samantha)


Insurance claim cross-channel story

Samantha walked us through her experience with her (then) insurance carrier when she was in an accident.
  • Proof of Insurance had no information on it to help
  • Horrible claims experience (fax, postcards, calls, mail)
Did a group discussion on how the experience could’ve been better.
Target had a good cross-channel experience where she saw a print ad, went to store, used Target app to find the aisle the item was in.
Moments of truth are where you can find/lose the person
Notes (Peter & Samantha)
From the 90’s we had “Content, Context, and Users” overlapping in a venn diagram – The Three Circles of Information Architecture. Then Peter came up with The User Experience Honeycomb and now there’s the ’Cross-channel crystal’.  And when we think of creating customer stories, we should be thinking of the “5 Somethings”:
  1. consistent
  2. convenient
  3. connected
  4. contextual
  5. cross-time
There’s also 10 things we can work through to help future projects:
  1. Stakeholder interviews
  2. Field research
  3. Touchpoint matrix
  4. Service inventory
  5. Design games
  6. Co-design
  7. Body storming (RPG approach)
  8. Business origami (@jessmcmullin)
  9. Service blueprint
  10. Experience maps

Stuff to look up:
  1. MAYA “Information” (video)
  2. ‘What’s mine is yours’ (book)
  3. Verplank’s keynote (video)
  4. ‘CODE/SPACE’ from MIT Books (book)
  5. Tyler Tate’s posts on Cross-channel blueprints (link)
  6. ‘This is service design’ (book)