- Frank West
The cross-channel experience presented by Nick Finck (@nickf) at HybridConf 2013. Nick discussed the importance of creating a unified user experience across all channels and provided 2 great examples. Here's what I learned from his talk.
- 90% of businesses say the cross channel experience is critical to the business's success.
- 70% of the US research online before they buy products offline.
- 65% of search visitors are looking for more information on something seen on another channel, such as a TV advert.
- 53% of mobile searches on Bing have local intent.
- There are 3 touch points:
- Static - Designed once and shipped, such as the physical devices iPad and newspapers.
- Interactive - Things you can engage with such as websites, tweeting and mobile applications.
- Human - Interacting with a physical person, perhaps in a store, a taxi or over the phone.
- Customers do not think in channels, failure in any single channel can cost a sale.
Follow the methods
- Observe how customers use your product, watch them first hand.
- A survey is no replacement to watching, you cannot ask questions about things you do not know.
- Know the context of use.
- Pay attention to detail.
- Look for hacks, if people write plugins to use something then why didn't you include it?
- Follow the whole engagement, don't just watch the app, how did they download it, install it?
You have many tools
- Audience, people there to experience it.
- On stage, what is being put out for people to see, what's the experience of the packaging.
- Backstage, things which are not exposed to the customer, the back store of a shop.
- Support, processes and systems.
Example 1: Using Uber when needing a lift to the airport.
- 1. Visit the website to sign up
- 2. Download, install and use the application which allows you to see the vehicle coming towards you on a map.
- 3. A vehicle turns up quickly (in this instance within 8 minutes) along with the driver.
- 4. Payment is processed through the app and an invoice is sent via email.
- 5. You can then rate the driver and they can rate you.
- 6. Website provides logs of your journey.
In this instance Uber provides a great cross channel experience linking the website, application and driver. Removing as many concerns as possible such as easy payment and auditing.
Example 2: Using REI to purchase a mountain bike
- 1. Visit the website to research bikes, finish by choosing the pickup in store button.
- This is really important for this type of product and a prime example of thinking about cross channel.
- Automatically locates the closest store with the product in stock.
- 2. In store a staff members asks questions and offers suggestions pointing towards another bike.
- 3. Outside the store is a custom made bike trail to provide customers with a realistic testing experience.
In this instance REI understood cross channel providing the pickup in store button and creating a realistic test area to get your more comfortable with the product.
- Implementing cross channel can be very difficult, you must tear down internal walls and sell the ideas through examples.
- Learn to work live a hive, share information between everyone.
- Developers can, and should talk to in store staff.
- Unify all user experiences.