Context & Continuity: The forces required to bridge digital and physical experiences

Creating the right experience, at the right moment is a matter of context and timing. Being in the right place at the right time to make a sale, or build a customer relationship is not a matter of luck, but of carefully planning the experience: choreographing touchpoints correctly.

Presenting at XD2020, PJH juxtaposed two case studies of projects that perfectly fuse digital and physical touchpoints into successful experiences: the first of a leading department store and the second of a library. In both cases understanding and responding to the users context was the magic ingredient between designing another interface and truly designing an experience.

Transcript

1. Context & Continuity The forces required to bridge digital and physical experiences
2. Thinking of experiences as ‘seamless’ isn’t helping
3. Seamless creates a blindspot
4. Context + Continuity CONTEXT What is appropriate here and now? e.g. location; device; channel; immediate task; physical surroundings; other people; their relationships What is appropriate based on our previous relationship? i.e. things I’ve done before (e.g. previous purchases); things I’m likely to do next (based on predictive models); consideration of my preferences; what you know about me. CONTINUITY
5. Context + Continuity CONTEXT A CONTEXT B CONTEXT C CONTINUITY CONTINUITY
6. Going deep undercover to understand people’s shopping behaviour
7. Context & Continuity Fashion Retail BROWSING AT HOME SHOPPING IN-STORE INTEGRATING INTO YOUR WARDROBE
8. Context & Continuity Fashion Retail BROWSING AT HOME SHOPPING IN-STORE INTEGRATING INTO YOUR WARDROBE
9. Retail begins at home
10. Context & Continuity Fashion Retail BROWSING AT HOME SHOPPING IN-STORE INTEGRATING INTO YOUR WARDROBE
11. Bringing my device into the store experience
12. Choreographing the switches between contexts Experience Map: at home, on the high street and in the store. Needs a new item for an outfit 
 (e.g. for work or for going out) OR Needs an outfit for a particular occasion Has a good idea what suits her, and starts with a preconceived idea of what she wants to buy. BROWSE & SHORTLIST CHOOSE BUY WEAR & LOVE OR RETURN INSTORE CONFIDENT ERVOUS Feels that she hasn’t got anything to wear (e.g. for work or for going out) OR Needs an outfit for a particular occasion IN-STORE: Keeps in mind her existing wardrobe. Will stray from her shortlist constantly evaluating new items. HIGH STREET: Visits a number of stores in quick succession, with her particular item and trends or looks in mind. ONLINE: Casually visits the websites of a number of her favourite stores, while looking at trends in magazines and her Pinterest board. Shortlists to her Pinterest board (or bookmarks). Tends to stick to a small number of stores and brands that she knows well. Often orders to replace or update clothes she owns. IN-STORE: Will try on a number of items and variants on a theme. Is working towards a look by combining new items with ones she already owns. ONLINE: Moves quickly through her shortlist, comparing items as she goes. ONLINE: Will buy a number of items with the intention of returning what she doesn’t want. Mixes new an existing items into outfits. Is always delighted when an item combines into unexpected combinations. Will buy a selection of items and returns those she doesn’t want. AT HOME IN-STORE: Unlikely to try things on in-store. She prefers to try them on in the comfort of her own home. Often returns items after trying them on at home to find they don’t fit or they don’t suit her. IN-STORE: Will use in-store displays and merchandising to help put outfits and styles together. Will often buy groups of items from the same theme or label. ONLINE: Finds it hard to differentiate
13. Context & Continuity Fashion Retail BROWSING AT HOME SHOPPING IN-STORE INTEGRATING INTO YOUR WARDROBE
14. The opportunity present in every customer’s wardrobe
15. Context & Continuity Fashion Retail BROWSING AT HOME SHOPPING IN-STORE INTEGRATING INTO YOUR WARDROBE
16. Context + Continuity CONTEXT What is appropriate here and now? e.g. location; device; channel; immediate task; physical surroundings; other people; their relationships What is appropriate based on our previous relationship? i.e. things I’ve done before (e.g. previous purchases); things I’m likely to do next (based on predictive models); consideration of my preferences; what you know about me. CONTINUITY
17. Deconstructing context + continuity _ When does this experience start? _ What moments make up this experience? _ What are activities and contexts make up these moments? _ How can we narrow the gap between contexts? _ How can continuity build a stronger relationship? _ What bonds does continuity create to reinforce that relationship? _ What is the purpose of physical space in this moment? _ What is the purpose of technology in this moment? _ When does this experience end? Must it?
18. Get in touch Paul-Jervis Heath Founding Partner & Chief Designer paul@modernhuman.co +44 79 7456 7823 @pauljervisheath
19. modernhuman.co