Читать книгу Orchestrating Experiences - Chris Risdon - Страница 16

To design for good product and service experiences, you must know the capabilities and constraints of the different channels at your disposal. Designing a form delivered via a mobile channel is very different than designing one delivered in print. Creating advertisements for web, outdoor, and television requires different skills and expertise. This means that organizations need specialists for each form to be defined, designed, and executed. These specialists are typically organized by channel (i.e., digital) and then by a specialty in that channel (i.e., web, mobile, etc.). A hierarchical taxonomy of channels based on technology, however, gets muddy fast in the context of defining and executing end-to-end experiences.

As an exercise, list common channels in your business by media, and you will find overlap, redundancy, and conflict. Some of these channels are defined by their context of use (mobile), some by the means of interaction (tablet), others by their technological means of distribution (web), and still others by the content or information they distribute (social media).

A better approach is to define channels by three qualitative facets—interaction, information, and context.

• Interaction: What means does the customer use to interact with you? Examples include touch devices, mouse and keyboard, keypad, or voice (see Figure 1.6).

• Information: What is the nature of the content being provided to, or exchanged with, the customer? For example, social media.

• Context: What is the context—from environment to emotion—in which the interaction is happening. For example, physical stores.

FIGURE 1.6 The materiality of a channel creates opportunities and constraints.

A channel may be defined by one or more of these facets. Thinking explicitly about each channel through this lens ensures that you are not overlooking the unique material of a channel and how best to leverage it to support customer needs.