用户通过许多人与组织进行互动渠道,包括网络,电子邮件,移动和平板电脑应用,信息亭,在线聊天,电话,以及访问物理位置​​。无论渠道如何,人们都希望公司提供可用的经验。因此,重要的是要了解渠道在客户旅程中的角色以及该频道上下文的设计,同时创建Omnichannel用户体验(有时称为跨通道用户体验)。

我们对Omnichannel用户体验的用户研究确定了可用交叉频道体验的5个关键组件:

以下文章讨论了第二个组件的作用 - 设计优化了整个上下文的体验。

What Makes Up Context of Use

Before discussing why design optimized for context is essential for omnichannel experience, we need to clarify the constituents of context. Here are four elements that are essential to understanding context of use and to delivering right experience at the right time: understand:

  1. 用户最重要的和常见的任务:为什么人们与业务进行搞
  2. 何时何地他们完成了这些任务:典型的设置,环境和时间点
  3. 什么设备和渠道they use to complete these tasks at different stages of the customer journey, as well as the most common tasks on each of these channels
  4. 每个设备和频道的优势以及每个人的最常见的使用背景

From looking at this list, it’s easy to see that some of the elements refer to users and their tasks and some refer to devices and channels. While the user-related contextual elements will be specific to your business and the services it provides, many of the device-related contextual elements are general and apply across a variety of organization types. We’ll discuss these in the next section.

渠道优势

每个设备都有强度,影响我们可以做出的假设,为什么,用户如何以及当用户可以选择使用这些设备与组织进行交互时。例如:

  • 桌面有一个大型屏幕,具有高效的输入设备,如键盘和鼠标。我们可以假设桌面或笔记本电脑上的大多数用户正在寻找多任务,具有富有成效和高效,并完成复杂的任务。
  • 手机是便携式的,无处不在使用。它具有独特的优势,如地理位置,照片输入功能或基于指纹的身份验证,但会话短暂且经常被外部事件中断。我们可以假设手机上的用户在家里或在旅途中,但他们正在寻找较小的微放大或快速访问目标信息。

Being aware of these device strengths and common contexts of use will help teams understand each device’s role in the customer journey and will enable them to design experiences that include practical and easy-to-use elements which meet users’ needs and expectations on each device and channel and at specific points in their journey.

设备 普通渠道 设备优势 背景假设
Desktop

Web

电子邮件

Social media

在线聊天

大屏幕

高处理能力

访问输入设备(键盘和鼠标)

在家里或工作

Used for productivity in complex tasks and multitasking

药片

Web

电子邮件

Social media

在线聊天

药片Applications

便携的

相机

位置感知

Gestures and touch input

中型高分辨率便携式屏幕

媒体消费,如流视频,阅读书籍,检查电子邮件)

用于环境不利于一个键盘and mouse

主要用于家庭

手机

Web

电子邮件

Social media

在线聊天

Mobile phone applications

电话

短信

高度便携

相机

位置感知

拨号和说话

Gestures and touch input

Always within reach

用于微型任务 - 发送,接收和检索小型信息

用于刺激时刻活动

逃离家庭

This table outlines the common devices together with the channels commonly associated with them, their strengths, and the assumptions we can make about the context of use for sessions on these devices.

基于上下文优化频道体验

下面我们将讨论一些最常见的设备,以及如何优化与这些设备相关联的频道的体验。

桌面/笔记本电脑频道

  • 支持复杂的任务。复杂的活动,如填写长形式,查看复杂的仪表板,甚至在线购买大量购买都是在笔记本电脑或桌面设备上进行的。这些设备的独特优势使它们适合此类活动:大屏幕,键盘上的易于打字,互联网速度和处理能力,较低的较低可能性的较低和犯错误。

以下是我们研究中的一个参与者的报价,给出了他使用e *贸易的桌面现场的一些原因,在线投资平台:

“我总是在e *传统的日常交易e mobile app, and I’ll use the app for checking notifications and status updates. But, when I’m having a call with my [financial] advisor, I’ll pull up my investment dashboard on the desktop so I can spread the browser out and see longer trends easier. Also, If I’m researching a new stock or something I do that on my desktop because I am going to be doing a lot of reading and typing and most likely I’ll have a lot of browser tabs going at one time.”

  • Provide rich, scannable content on desktop.Those conducting research in the early stages of a customer journey commonly use desktop websites. Users expect this channel to provide detailed content and support decision-making tasks best.

我们研究中的一个参与者正在考虑购买巢保护烟雾和碳一氧化物警报。他访问了他的笔记本电脑上的巢网网站来研究产品,并有这是对他的经验说:“我正在尝试研究巢的语音交互,并查看巢与iPhone的所有方式。我认为该网站将拥有有关产品功能的最多信息。我用了我的笔记本电脑,因为我认为大型监视器最好让我浏览网站并与多个窗口进行交互。我不喜欢这些信息如何[呈现]只在小模糊中而不是完整的细节。“

在他的旅程中,在这一点上没有满足该用户的信息:他正在寻找详细的规格和可用各种型号的比较,但页面仅提供了一般的信息片段。

Nest Protect Desktop
Nest.com: The Nest Protect product-detail page did not provide rich product information.

In contrast, Jiffy Lube’s desktop website was nicely optimized for the desktop: it had rich information outlining the array of vehicle services that the company offers, as well as easy access to complex activities such as applying for a credit card, purchasing a gift card, and requesting information about fleet services. The brake-services page included rich, scannable information, presenting all of the available brake services in detail.

jiffylube桌面
Jiffy Lube’s desktop website provided in-depth content and easy access to complex activities.

Mobile-Phone and Tablet Channels

  • 对于移动电话,强调所需的内容和功能。这GPS feature available to mobile applications and websites allows them to detect users’ physical location and provide content (e.g., local promotions, distance to points of interest) tailored to it. Many activities on the go are centered around the “here and now”, which is why store finders and other locators should be especially prominent in mobile designs.

通过检测用户当前位置并显示有关最近的服务中心的信息,Jiffy Lube移动网站利用了智能手机的优势。该网站还呈现了特定于位置的移动优惠券,可以从客户手机中显示和扫描,从数字到物理世界的无缝过渡。

jiffylube mobile
Jiffy Lube的移动网站强调了所需的内容和功能。

JIFFY Lube的移动网站分层信息,使其在小屏幕上轻松消耗。该网站在菜单中呈现了可用服务的列表;在每个服务的详细信息页面中,它提供了在手机下提供了服务和HID附加详细信息的高级描述(可能是某些用户所需的)。此分层方法允许移动用户扫描可用主题并更深入地挖掘感兴趣的主题,从而使富含内容更加可管理的小屏幕。每个服务详细信息页面都包含与提供相应服务的附近地点的链接;从而利用智能手机的优势。

jiffylube移动菜单
Jiffy Lube’s mobile website: The site menu (left) and vehicle-service page (right) layer the information for mobile viewing and optimize the experience for the mobile context.
  • Integrate channel capabilities。手机s and tablets have unique capabilities like geolocation, built-in cameras and text capabilities that can be leveraged to deliver simplified and contextual experiences on mobile and tablet channels.

Chase Bank使用短信来提醒客户在信用卡上提醒客户潜在的欺诈性购买。文本消息经常被视为比移动设备上的电子邮件更直接和可访问。它们是轻量级,可操作的,往往会很快到达。另一方面的电子邮件包括更多的开销。它可能需要更多的时间到达,需要更大量的数据,用户必须打开他们的电子邮件应用程序并在电子邮件中找到操作项。

在单一的一天进行几次大型购买后,一项研究参与者让她追逐的信用卡在尝试另一次购买时否认。在注册时,她收到了一个追逐欺诈警报短信,要求她批准或拒绝收费。她说:“这太棒了,我觉得我的手机嗡嗡声,它是追逐的文字。我所要做的就是回复接受收费,然后我的卡立即经历。事实证明,他们也给我发了一封关于它的电子邮件,他们打电话给我的手机并留言。我几乎没有在商场里有任何服务,所以我没有得到那些,直到我离开。我怀疑我会注意到一封新的电子邮件并在寄存器上检查。“

追逐理解,短信是一个有效的渠道,可以到达正在进行的顾客,并可能潜在地专注于其他东西。通过利用电话的消息传递功能和使用文本推动紧急通信,追逐优化客户旅程背景的体验,以及在购物时手中的常用设备。

追逐银行短信
Chase Bank通过短信发送了欺诈警报;警报很容易注意到并允许用户快速对其进行反应。
TurboTax照片上传
Turbotax software took advantage of the mobile phone’s camera functionality to allow users to quickly input income information by photographing the forms received from their employers (e.g., W2) for automatic upload.
Navy Federal iPad TouchID
海军联邦信用社的iPad应用程序通过允许客户使用指纹登录其帐户来利用iPad的触摸ID功能。这使得通过不需要用户记住密码,这使得登录更加简单,同时仍然可以保护个人财务信息。
  • 强调平板电脑体验中的媒体消费。虽然平板电脑可以是非常便携的,但它们没有像智能手机一样批量使用。更大的高分辨率平板电脑屏幕非常适合阅读,查看照片和观看视频。这就是为什么平板电脑通常用于内容消费以及不需要大量文本输入的其他任务。

Our Nest Protect customer moved from desktop to tablet when he finished comparing the different features of candidate products and wanted to watch installation videos for each model. He said, “I decided to buy the Nest Protect, but I wanted to compare the wireless and wired versions and what goes along with the install of each model. I used my tablet to watch the installation videos because I like using my tablet when I will be watching videos and I know I won't be clicking through multiple screens. It's nicer to just sit down and watch videos that way.”

平板电脑设计应利用较大的移动触摸屏。强调媒体内容,并在共同活动周围创建沉浸体验。

AllRecipes.com的iPad应用程序经过优化,可促进厨房的膳食准备。大字体可以远离读取,页面布局可轻松访问成分和方向,很少需要滚动和攻击可能潮湿或凌乱的手。我完成的大号是触摸友好的;该页面将大量空间投入到演示如何准备菜的视频。此信息也存在于其他移动和桌面通道上,但沉浸式演示和强调易于消费对iPad应用程序是独一无二的。

AllRecipes iPad.
AllRecipes.com的iPad应用程序旨在帮助用户在膳食准备期间;它针对平板电脑强度和使用背景进行了优化。

优化与一致性

优化一个设备或通道通常意味着设计一种唯一对该频道定制的体验。为此,它可能意味着至少在某种程度上偶尔前进到横向沟道一致性。

Consistency is one of the most important components in a successful omnichannel experience. Experiences across various channels should have a consistent look and feel and consistent core functionality in order to create a cohesive, learnable, efficient experience across all channels. However, consistency does not mean that we should provide the exact same experience on all channels, because we also strive for an experience that is optimized for the device, screen size and the context of use. The goal is to provide core consistency, but make compromises to optimize the experience where it is appropriate.

虽然Jiffy Lube的移动网站在移动设备上强调基于位置的内容,但它仍然通过在桌面上提供的相同车辆服务信息提供明确的路径来提供一致的体验。这种经验在其核心方面是一致的,但它强调了移动任务。

Geico, an insurance company, is another example of a good compromise between consistency and optimization for context of use and device strengths.

Geico的桌面网站和移动应用程序表现出相同的视觉设计和品牌标识,并且都提供了对核心内容和策略和计费信息等核心内容和功能的访问。但是,此内容在不同的设备上不同地呈现,使用针对屏幕大小优化的布局。桌面体验还支持更复杂或专业的用户任务,例如管理策略,保险证明和打印策略取消信件。这些类型的任务更适合桌面优势(例如,较大的屏幕,访问打印机,更容易输入)。

Geico’s mobile-application experience was optimized for the mobile-device capabilities and the mobile users’ needs. For example, the app allowed fingerprint authentication with iOS Touch ID and emphasized information and tools that may be needed while traveling (e.g., roadside assistance, glass damage, claims). Some of the app features were not available on the desktop: getting a ride in case of a roadside breakdown, or finding gas stations nearby. Another mobile feature, Your Wallet, was specifically designed for customers who need quick access to important documents and vehicle information.

Geico桌面
图片1为2:Geico的桌面体验使用户可以访问核心功能的组合,并且可能在桌面上访问的复杂功能。
Geico移动应用程序
图像2的2.Geico iPhone应用程序与桌面网站具有相同的视觉外观,并支持适合小型移动屏幕的布局中的核心功能。为用户旅行或远离家乡的用户提供了其他功能

针对上下文进行了优化:5的5个推荐的Omnichannel组件

In a world where customers use multiple channels and devices to interact with organizations, understanding each device’s and channel’s role in a customer’s journey can help organizations incorporate helpful and usable context-specific elements necessary to create an exceptional user experience.

为了焦点设计努力,团队必须了解每个频道内用户完成的共同任务。研究客户如何使用您支持的所有通道来揭示您组织独一无二的上下文细节,并确定创建频道优化体验的机会,这些体验将构建用户忠诚度并将您的组织与竞争对手区分开来。

In addition to being optimized for the channel, successful omnichannel experiences areconsistent无缝的,策划和协作。我们全天的课程Omnichannel Journeys and Customer Experience进一步涵盖这些推荐的特征。