Design seamless omnichannel ux in 3 easy steps electricity water hose analogy

Frost & Sullivan defines omnichannel as “seamless and effortless, high-quality customer experiences that occur within and between contact channels.” With these seamless and effortless experiences, the goal is to put users the core of your UX strategy.

Bank of America’s customer-centered model offers users a dynamic experience across board. Users can deposit checks, schedule appointments, cancel payments, access lending specialists and even get cash back from both the mobile and desktop apps. Sephora’s omnichannel UX Image credit: Emarsys

Sephora users can access Sephora’s Beauty Bag both on mobile and desktop. This includes all the data required to inform browsing and purchases, such as favorites list, past purchases, and how many rewards points they have. Users can also scan items in store to see other options available online, watch video tutorials, and find their nearest store. Walgreens’ omnichannel UX Image credit: Emarsys

Walgreen’s mobile app allows users to view and manage their pharmacy prescriptions directly in the app, fill out rapid refill requests, print photos from device, browse deals and discounts on in-store products, and make orders that can then be picked up at their nearest location.

But it’s not just about technique, it’s about having the right tool too. Next we’ll see how you can design an effective omnichannel user experience early on in your design process, using Justinmind prototypes. How to design an effective omnichannel user experience

Designing an omnichannel ecosystem starts with understanding the customer journey through user research. Then, designers need to map out all the touchpoints of their interface and all the possible ways the user might take to reach their goal, in order to make those touchpoints connect across channels and devices. Creating an omnichannel experience within your prototype

Cassie googles pasta machines on her smartphone, and reads up on electric vs manual, the pros and cons of different brands and consumer product reviews, and finally decides on the make she wants. She’s all ready to order from the retailer’s app when she realizes that they don’t do same day delivery.

She needs it today, so can’t order online and wait for delivery. She switches over to her laptop for ease of browsing and checks the retailer’s website for pricing and stock availability. She reserves and pays for the pasta machine via the website. Then, she drives off to the store to collect it, using the order summary she receives in her Inbox on her smartphone as proof of reservation and purchase.

Design your mobile app by dragging widgets that you’ll find in the Widget library palette to the canvas. Make sure you check out the readymade screens for iPhone in the iPhone library. Touchpoint 2 – creating the pasta machine website screen

Customize your web screen, adding a data list with records of paginated items. Then, try creating a Data Master in order to input real data into your web screen and create a shopping cart experience. Touchpoint 3 – creating the Gmail Inbox app screen

Finally, it’s time to create another iPhone X screen so that Cassie can pull up her order summary on her smartphone in-store. Go back to the Screens palette and click the ‘+’ icon. In the dialog that appears, name this screen ‘Inbox order summary’ and choose ‘iPhone X’ from the Device drop down.

Omnichannel UX is not the first attempt made at designing holistic interactions around the user. First we had multichannel UX, or cross-channel UX. This allows users to interact natively with brands wherever they prefer to browse. These experiences offer users choices, making it easier for them to complete a task in whatever way is most comfortable for them.

There has been much debate over this, but suffice to say, multichannel UX strategy is not omnichannel. Just because a brand offers their services across numerous channels – mail, social media, chat, phone, in-store – and on multiple devices (web or mobile browser, or mobile app), doesn’t mean they offer an omnichannel experience.

Omnichannel UX extends across these cross-channel experiences, creating experience loops across your brand’s channels according to user behavior. Omnichannel is about allowing users to browse and connect with your brand wherever they are, while communicating in a way that is in tune with why they use a given channel and showing awareness of their individual stage in the customer lifecycle, according to Tommy Walker. Conclusion

Omnichannel user experience puts the user at the front and center of your brand’s UX strategy and allows you to create fluid, personalized user experience. With this post, you’ve got everything you need to create your own. So what are you waiting for? Download Justinmind now and great your first omnichannel UX now!