When users engage with an organization through a specific channel, that interaction is often just one part of a largercustomer journey他们承诺完成目标。今天的用户经常使用许多不同的客户旅行通道s and touchpointsand expect perfect synchronicity among all these points of contact with the business. So, even though the experience on each individual channel can be stellar, if transitions across these channels are difficult or these experiences are inconsistent, the overall experience will suffer.

我们对Omnichannel客户旅程的用户研究确定了5个高质量体验的关键要素:

This article discusses how collaboration can enrich the omnichannel experience.

What Is Collaboration?

合作是指一次体验允许两个或更多通常完全不同的设备或通道一起使用以实现一个目标。

例如,Oculus虚拟现实耳机允许用户将他们的游戏玩法投射到移动设备上的Oculus应用程序上进行录制或供其他人观看。

oculus耳机到手机
The Oculus headset pairs with the Oculus app to help users record their gameplay or share with others. (Image Source:https://www.facebook.com/OculusCreators/photos/)

Of all 5 omnichannel components, collaboration is the only one that should not be considered a requirement for a high-quality omnichannel experience. Although collaboration often creates valuable and enriching touchpoints, the lack of collaborative interactions in a journey is not detrimental to the basic experience.

Utilizing Collaboration in the Customer Journey

There are several reasons designers should create opportunities for multichannel collaborative interactions into their customer experience:

  • 通过降低可用交互通道上的交互成本来解决该通道的限制
  • 丰富和增加现有互动的价值

Reducing Interaction Cost

Interaction cost是用户在与站点交互时为了达到他们的目标而必须进行的精神和身体上的努力的总和。理想情况下,我们希望尽可能减少交互成本。一种降低频道交互成本的方法(我们称之为目标通道)就是利用另一个帮手通道,利用其资源完成与较少努力的互动。

例如,登录网站可以具有高的交互成本,因为用户必须记住他们的密码。这些天,人们有这么多的密码来管理,他们不可避免地忘记了他们用于哪个网站的密码。然而,在中国,账户登录往往需要更少的努力 - 部分是因为普遍存在移动登录方式. 例如,当微信用户想要登录新的目标设备(如桌面或平板电脑)时,系统会生成一个唯一的二维码,用户可以使用微信手机应用程序(充当助手)扫描该二维码。如果用户已经登录到该应用程序(这是常见的情况),系统将识别用于扫描代码的手机(和帐户),并自动将用户登录到目标设备。

wechat mobile login with QR code
在WeChat的桌面应用程序(左)上,登录窗口为用户提供了QR码(右)与我们的微信移动应用程序扫描。(为了使登录到工作,必须在他们的微信移动应用程序上登录用户,但几乎所有中国用户都被永久登录到微信中,因为它 offers so many other useful features. )

In this example, WeChat uses channel collaboration to reduce the effort required to log in on desktop. This type of collaboration works by borrowing the resources of the helper device (the phone’s camera and existing login) to eliminate the tedious input on the target device. WeChat used QR codes to facilitate this collaboration between the two channels (the desktop website and the company’s mobile application).

Dropbox, a popular file-hosting service, also uses collaboration to reduce interaction cost. Existing Dropbox users can use a helper device such as a phone or tablet currently associated to their account to scan an image displayed on the target device and thus quickly download the Dropbox application on that target device.

drop box二维码登录
Dropbox displays an image on the desktop, the target device where Dropbox needs to be installed. The user can use the helper device (iPad in this case) to scan the image and automatically download and sync the Dropbox application on the desktop.

几年前,CurboTax是一种消费税务制作软件,提出了一种不同类型的解决方案来解决税务制备经验中确定的高互动成本。税收准备是一个复杂的活动,Turbotax寻求为日常消费者可以实现,但即便如此,用户仍然不可避免地因行话而困惑或遇到其他挑战,需要专业的帮助。在过去,当客户遇到他们通过电话到TurboTax的问题​​。如此不可避免地参与等待客户代表。然后用户不得不向没有看同一信息的代理人解释问题,这是一个真正的挫折和互动成本的来源。

为了解决这个问题,TurboTax创建了SmartLook解决方案,允许在线报税人在在线税务准备平台内与税务专业人员进行视频聊天。这项功能允许用户在网上申报时立即获得帮助,并为用户和税务专业人士提供了共同点。在这个协作的例子中,获得税收援助是减少交互成本的任务;目标频道是客户支持频道,助手频道是TurboTax的web应用程序。

turbotax smartlook应用程序
TurboTax'SmartLook工具使用两个协作频道(其在线税务申请工具及其客户 - 支持渠道)。合作消除了访问帮助的努力,允许税务专家加入他们在工具中提供的用户并提供援助。(图像来源:https://blogs.nvidia.com/blog/2017/05/09/09/09/turbotax- artlook/)

用电脑拍照是乏味的如果不是我possible, and inserting a photo in a presentation often involves a fairly complicated workflow of taking the picture, locating the picture in the cloud, and then inserting it in the presentation. The Keynote presentation application for Mac computers includes options such asTake Photo或者Add Sketchto add various types of media to a presentation by using a helper device. Selecting these options automatically pulls up the appropriate app on the user’s nearby device via Bluetooth.

主题演示介质菜单从其他设备添加图像
Keynote的媒体菜单包括拍照或添加草图的选项。选择这些选项可通过蓝牙自动将适当的应用程序拉上用户附近的智能手机或平板电脑上的相应应用程序。

用户可以使用辅助设备的相机拍照,照片会自动放置在演示文稿中。

Even though this type of helper connection is enabled by the iOS device ecosystem and may be harder to replicate by other companies, it should inspire software designers to use the options available to add efficiencies through collaboration.

智能家居设备和其他物联网技术为利用助手通道提供了自然的机会,以降低交互成本。这些设备通常是连接的,但往往具有笨重的接口,或者使用他们的接口Mayne偶尔对用户不方便。助手通道可以显着提高这些设备的体验。

Anova Sous Vide Precision Coper对具有移动应用程序的炊具对,允许用户从其移动设备监控温度和剩余烹饪时间。用户不再需要留在厨房或物理上监控烹饪。即使ANOVA COOKER不是Internet启用了Internet,它也可以通过蓝牙与ANOVA移动应用程序配对,向用户发送有关他们食物的状态通知。

Anove sous vide设备搭配智能手机应用程序
The Anova Sous Vide cooker allows users to monitor the progress of the meal on their mobile device. (Image source:https://anovaculinary.com/)

流媒体服务Netflix专用应用程序没有only for mobile and tablets, but also for smart TVs and other devices such as Roku or XBox. However, searching and browsing content using a TV or console remote can be cumbersome at best. One user described how she and her family use their own Netflix mobile apps to eliminate the interaction cost associated with selecting a show on the TV. They sit down on the couch preparing to watch a movie with Netflix open, but they often resort to pulling up Netflix on their phones and tablets to collectively search for a movie — effectively splitting an often cumbersome task across various more-efficient helper devices. When a potential movie is found, they save these options to the movie queue, which can then be accessed through the TV.

Netflix智能手机应用程序来控制电视
可以通过移动设备上的Netflix应用程序(左)将节目和电影添加到观看列表,然后通过电视应用程序(右)快速访问,从而减少与电视应用程序交互以选择节目的时间和精力。

Although this second-screen helper approach is always an option, many users may not have discovered this shortcut for in-the-moment content selection. Netflix could do more to improve the discoverability of this option so that more users benefit from it.

丰富现有的互动

在交互中添加第二频道并不总是用来解决摩擦。协作也可以是一种制作现有交互的工具。这通常是通过第二屏体验完成的 - 两个单独的信道经验,这些经历是在串联中使用的。

The Washington Wizards’ NBA team launched a Virtual Gameday experience to bring the arena atmosphere to fans at home. (This effort was partially fueled by the 2020 pandemic, when many loyal fans were unable to attend in person.) The Wizards’ Virtual Gameday is a second-screen experience that fans can access on their personal devices while watching the Wizards play on TV. The experience brings in-game features such as dancers, DJs, in-arena hosts, rally cries, national-anthem performances, traditions, and other entertainment into customers’ homes.

华盛顿奇才虚拟游戏日计划
向导的虚拟Gameday经验使用户可以访问通常只能在竞技场中观看游戏的粉丝的游戏程序。(图像来源:https://www.nba.com/wizards/virtual-program/)

除了以这些传统的舞台组件为特色之外,该平台还提供了对集成的Live游戏统计信息,聊天功能和具有实时可视化的交互式欢呼功能的访问。

华盛顿奇才虚拟游戏玩家阵容
巫师的虚拟Gameday经验显示了一个深入的Pregame阵容,无法在电视上访问。用户还可以在此屏幕截图的右侧看到它们之间聊天。(图像来源:https://monumentalsports.com/2020/12/monumental-sports-entartainment-and-kiswe-launch-virtual-gameday-a-new-second-screen-offering-for-start-of-washington-wizards-2020-21季/)

According to a study by Facebook, 94 percent of TV viewers use their smartphone while watching TV. In fact, the term ’second-screen social’ refers to viewers’ habits of using social media on a mobile device while simultaneously consuming television or movie content. Marketers and TV programs have begun to leverage this behavior, reaching their customers through various other channels on their mobile devices in conjunction with television content. A study by Twitter showed that when a show’s actor or cast member live-tweeted during the show's broadcast, the program saw a boost of 64% in engagement on Twitter compared to shows that didn't live-tweet.

在物理空间中也是可能的协作,配对具有传统交互的附加信道经验。洛杉矶的广播博物馆创建了一个专门用于访问博物馆的智能手机应用程序。应用程序丰富了人们通过添加辅助通道,传统体验人们在物理空间中查看了艺术品,该辅助频道提供有关显示上的碎片的其他信息。用户可以通过博物馆或周围的位置收听音频旅行并接收附加信息的通知。

Broad museum mobile app
The Broad museum’s mobile app provides additional content for guests viewing the displayed artwork in person.

大型食品店已经开始测试一款移动助手应用程序,该应用程序设计用于杂货店,以减少顾客结账的时间和精力。该应用程序允许客户扫描他们的物品,并在购物车中打包。而不是等待和卸载杂货在传统的结帐通道扫描信息技术用户通过特殊的扫描信息技术快速通道,将批准扫描的购买,并处理数字付款,然后发送客户的方式。

巨型食品店scanit移动应用程序
巨型食品店扫描IT应用让客户在他们走出时扫描他们的杂货,消除了传统商店退房车道所需的交互成本。(图像来源:https://www.retailwire.com/discussion/have-giant-food-and-stop-shop-nailed-frictionless-checkouts/)

Finding Opportunities for Collaboration Across Channels

UX researchers should look for opportunities to create collaboration across channels to either reduce interaction cost during the customer journey or enrich the overall experience. For example, look for pain points in the experience and consider channel collaboration to resolve them. Or, identify instances where users already use multiple devices to resolve limitations in their experiences and generally enrich them.

在CHI 2015会议上发表的一篇论文报告了一份日记研究的调查结果,以观察多种设备使用行为。作者将资源贷款确定为用户采用的共同解决方案,以解决单数设备体验的限制。例如,一个用户使用笔记本电脑在他们的手机上组织消息和音乐.

此外,想想通过额外频道可以增强经验的可能方法。问自己不同的频道是否可以将补充信息带到任务。彻头彻task analysis而且,通过像contextual inquiry, identify situations where users rely on (or may simply benefit from) external tools or sources of information to complete the task, then ideate for branded, collaboration-based solutions to address such issues.

协作:推荐的5个全渠道组件中的第5个

巧妙地使用合作可以减少努力,丰富已经很好的客户体验。设计师应该是谨慎的,而不是仔细使用它,而不是强迫它成为拥有它的经验,或者用户将看到合作只是一个不必要的噱头。

When designing second-screen collaborative solutions into the customer journey, be sure these options are discoverable to users. If users don’t know these options exist, they can’t take advantage of the efficiencies and enhanced experience.

In addition to being collaborative, omnichannel channel experiences must be一致的,optimized for context,seamless, and策划.

Our full-day course on全渠道旅行和客户体验covers these recommended components further.

参考

Tero Jokela、Jarno Ojala和Thomas Olsson。2015.关于在日常活动和任务中结合多种信息设备的日记研究。在Proceedings of the 33rd Annual ACM Conference on Human Factors in Computing Systems (CHI ’15), April 2015, Seoul Republic of Korea. ACM Inc. New York, NY, 226-236.https://dl.acm.org/doi/10.1145/2702123.2702211.

Facebook. 2017. Mobile and TV: Between the Screens. Retrieved fromhttps://www.facebook.com/business/news/insights/mobile-and-tv-between-the-screens.

推特. 2014. Study: Live-Tweeting lifts Tweet volume, builds a social audience for your show. Retrieved fromhttps://blog.twitter.com/official/en_us/a/2014/study-live-tweeting-lifts-tweet-volume-builds-a-social-audience-for-your-show.html.