Designing Omnichannel Content Experiences
How content designers can help brands connect.
Omnichannel vs. single and multichannel
Key takeaways
Brands have a lot to gain from crafting omnichannel experiences that resonate with customers. Foremost is their ability to connect to customers in more ways than ever. But we all know from experience that just connecting to a customer is not enough.
To win, brands need to serve contextual content at the right time in the user’s journey with consistent, unified experiences that spark
engagement and brand recognition at every touchpoint.
Delivering consistent, seamless, and optimized content experience across app, web, social, in-store, and email is a steep order. For the brands who get omni-channel experiences right comes new customers, more sales, retention and loyalty.
In this article, we’ll explore omnichannel experience design from a content design perspective and focus on 1) why omnichannel experience design is beneficial and 2) how to design experiences that resonate with your customers.
- Omnichannel strategies help companies target new and existing customer segments with more dynamic, meaningful user experiences
- Omnichannel experience design focuses on serving contextual content at the optimal time in the user journey
- Content designers is best equipped to map the customer journey, identify touchpoints, and shape consistent, continuous, and complimentary content experiences
Brands have a lot to gain from crafting omnichannel experiences that resonate with customers. Foremost is their ability to connect to customers in more ways than ever. But we all know from experience that just connecting to a customer is not enough.
To win, brands need to serve contextual content at the right time in the user’s journey with consistent, unified experiences that spark
engagement and brand recognition at every touchpoint.
Delivering consistent, seamless, and optimized content experience across app, web, social, in-store, and email is a steep order. For the brands who get omni-channel experiences right comes new customers, more sales, retention and loyalty.
In this article, we’ll explore omnichannel experience design from a content design perspective and focus on 1) why omnichannel experience design is beneficial and 2) how to design experiences that resonate with your customers.
Content Ecosystem courtesy of UX Collective
What is omnichannel strategy?
An omnichannel strategy is one that offers a customer multiple touchpoints over a variety of channels that seamlessly connect, enabling customers to easily move from one experience to another to complete their task or journey. Basically, it's about giving customers the ability to complete tasks across devices and tailoring the content in each touchpoint to optimize the brand.
The challenge is not in identifying channels, it is in creating a unified experience. To do this, content designers need to understand the customer and their journey to meet them where they are on that journey with content that resonates.
Think of omnichannel as an ecosystem of different ways your brand interacts with customers. A brand shapes their identity across platforms, devices and channels. To be memorable, the experiences must be consistent and cohesive. That’s because customers focus more on the task they wish to accomplish on their journey, rather than the device they are on at the time.
An omnichannel strategy is one that offers a customer multiple touchpoints over a variety of channels that seamlessly connect, enabling customers to easily move from one experience to another to complete their task or journey. Basically, it's about giving customers the ability to complete tasks across devices and tailoring the content in each touchpoint to optimize the brand.
The challenge is not in identifying channels, it is in creating a unified experience. To do this, content designers need to understand the customer and their journey to meet them where they are on that journey with content that resonates.
Think of omnichannel as an ecosystem of different ways your brand interacts with customers. A brand shapes their identity across platforms, devices and channels. To be memorable, the experiences must be consistent and cohesive. That’s because customers focus more on the task they wish to accomplish on their journey, rather than the device they are on at the time.
Omni vs. multichannel design
Omni is the new multi
If you’ve heard of multichannel strategies, they are the same concept except multichannel typically focuses messages across a few of a brand's channels whereas omnichannel strategies focus messages across all of a brand's channels.
Some brands use both, leveraging a multichannel campaign to reach a targeting group of customers and omnichannel to reach everyone who interacts with the brand. They both have a place, but omnichannel approaches offer a broader, more coherent brand message that generally drives greater returns.
What is omnichannel experience design?
Omnichannel experience design is a user experience approach to creating omnichannel messaging or branding experiences. It focuses on the entire set of interactions between customer and brand across all channels.
In omnichannel design, the content designer develops a holistic strategy that covers all customer interactions. The focus is on creating customer journeys and identifying touch points to provide a seamless experience across all. The effort is user-focused since the user is the only consistent factor.
If you’ve heard of multichannel strategies, they are the same concept except multichannel typically focuses messages across a few of a brand's channels whereas omnichannel strategies focus messages across all of a brand's channels.
Some brands use both, leveraging a multichannel campaign to reach a targeting group of customers and omnichannel to reach everyone who interacts with the brand. They both have a place, but omnichannel approaches offer a broader, more coherent brand message that generally drives greater returns.
What is omnichannel experience design?
Omnichannel experience design is a user experience approach to creating omnichannel messaging or branding experiences. It focuses on the entire set of interactions between customer and brand across all channels.
In omnichannel design, the content designer develops a holistic strategy that covers all customer interactions. The focus is on creating customer journeys and identifying touch points to provide a seamless experience across all. The effort is user-focused since the user is the only consistent factor.
Courtesy of stickybranding.com
Benefits of omnichannel content experiences
A 2019 Salesforce study revealed that “67% of customers use multiple channels to complete a single transaction.” This means that any business today that doesn’t offer multichannel engagement is providing a sub-optimal experience for their customers.
For many consumers, an omnichannel strategy isn’t even negotiable. The same study revealed “40% of customers say that they won’t do business with companies if they can’t use their preferred channels.” Essentially, companies must focus on omnichannel strategy to reach customers where they are…and to stay in business.
If you're not convinced yet, here's a shortlist of the benefits of an omnichannel messaging strategy:
- Improve brand awareness. More touchpoints means more places to increase brand awareness.
- Improve brand stickiness. Letting customers use their preferred methods to interact with your brand increases engagement with your brand.
- Improve sales. Exposing customers to more touchpoints and a unified user experience across devices offers more places to buy your product or service.
- Improve post-purchase communication. Offering consistent experiences across more touchpoints reduces the need for customer support and helps users get up to speed quickly.
- More customer feedback. Increasing places to interact with your brand also increases opportunities for valuable customer feedback.
An omnichannel customer experience is made up of individual customer touchpoints,
over a variety of channels that seamlessly connect, allowing customers to pick up
where they left off on one channel and continue the experience on another. Genesys.com
How to design omnichannel experiences
Creating omnichannel content experiences is multi-faceted. Here, we will focus on 1) principles to guide designing experiences 2) the Content designer's role and 3) how to shape a strategy.
Principles for designing omnichannel experiences
Michal Levin, author of Designing Multi-Device Experiences focuses on 3 principles to successful omnichannel design.
Nielsen Norman Group focused on the usability of omnichannel experiences and focused on two more principles:
Creating omnichannel content experiences is multi-faceted. Here, we will focus on 1) principles to guide designing experiences 2) the Content designer's role and 3) how to shape a strategy.
Principles for designing omnichannel experiences
Michal Levin, author of Designing Multi-Device Experiences focuses on 3 principles to successful omnichannel design.
- Consistent experiences replicated across touchpoints and devices so it's easy to move from one to the other and accomplish a task
- Continuous experiences across devices for maximum comprehension
- Complement(ary) experiences across devices with information and functionality to create a continuous connection
Nielsen Norman Group focused on the usability of omnichannel experiences and focused on two more principles:
- Seamless integration between devices for “ease of ability for a user to start a task on one device and complete it on another.”
- Context optimization to serve additional information or activities based on an understanding of the context of the user.
Google Drive courtesy of Google
1. Consistent
According to Levin, consistency is the foundation of a great omnichannel experience to make it seamless to move from one device to another.
That doesn’t mean each experience across devices are exactly the same – some visual or functional optimization for devices is recommended (e.g., location optimization on mobile). The goal is to create a unified experience (content, navigation, calls to action) to enable users to complete their task across devices.
Google Drive
Google Drive offers users a consistent experience across platforms. Drive is a cloud-based storage solution that lets users save files online and access them anywhere from any smartphone, tablet, or computer. Users store important documents on the drive and benefit from the consistent interface and familiar functionality as they move across devices. Consistency also makes it easy for users to edit and collaborate on files.
Amazon Prime Video courtesy of Amazon
2. Continuous
This is about enabling users to flow from one device to the next under different contexts. When a user moves from one device to another, one device picks up where the other left off.
Many products showcase this capability today, including Amazon Kindle and Eventbrite. Users can continue both a single task and a sequence of tasks that make up a broader goal across devices.
Amazon Prime Video
Amazon Prime Video is a great example of continuous design because they make it easy for customers to start watching something on one device and continue on another.
The continuous design approach lets users consume (or binge-watch) content as they move between different contexts or places in their lives. A customer can start a Prime Video series on a mobile device as they wait for a train and continue on a smart TV when they get home.
This is about enabling users to flow from one device to the next under different contexts. When a user moves from one device to another, one device picks up where the other left off.
Many products showcase this capability today, including Amazon Kindle and Eventbrite. Users can continue both a single task and a sequence of tasks that make up a broader goal across devices.
Amazon Prime Video
Amazon Prime Video is a great example of continuous design because they make it easy for customers to start watching something on one device and continue on another.
The continuous design approach lets users consume (or binge-watch) content as they move between different contexts or places in their lives. A customer can start a Prime Video series on a mobile device as they wait for a train and continue on a smart TV when they get home.
Omnichannel experiences flow like a relay race, where one runner passes a baton to the next without dropping it."
- Jennifer Waltner, "Mastering the Art of Omnichannel Experiences"
3. Complimentary
Levin’s third design principle, complementary, focuses on offering a richer experience when multiple devices interact as an ensemble. This can be seen in collaborative game play and entertainment.
Nest thermostat
Nest thermostat is a good example of complimentary design. This smart device learns your schedule, programs itself and uses Wi-fi to connect to multiple devices.
In the article "Beyond the single screen: an ecosystem of multi-device experiences," Ian Batterbee singles out Nest as a strong example of successful complimentary experiences. Essentially, says Batterbee, the “Nest thermostat can ‘compliment’ other devices.”
Users control the thermostat just like they do other thermostats. They can also “form a connected group of devices, including smartphones and voice assistants, to create a complimentary type of experience.” It makes no difference if you are just in another room or across an ocean, the complimentary nature of the interaction makes control and collaboration across devices easy.
Levin’s third design principle, complementary, focuses on offering a richer experience when multiple devices interact as an ensemble. This can be seen in collaborative game play and entertainment.
Nest thermostat
Nest thermostat is a good example of complimentary design. This smart device learns your schedule, programs itself and uses Wi-fi to connect to multiple devices.
In the article "Beyond the single screen: an ecosystem of multi-device experiences," Ian Batterbee singles out Nest as a strong example of successful complimentary experiences. Essentially, says Batterbee, the “Nest thermostat can ‘compliment’ other devices.”
Users control the thermostat just like they do other thermostats. They can also “form a connected group of devices, including smartphones and voice assistants, to create a complimentary type of experience.” It makes no difference if you are just in another room or across an ocean, the complimentary nature of the interaction makes control and collaboration across devices easy.
Complimentary Nest suite of products courtesy of Nest
Courtesy of NN/g
4. Seamless integration (usability)
Can a user start a task on one channel and complete it via another? This is called seamless integration. There should be a real-time data sync between all channels, enabling a seamless user experience.
5. Context optimization (usability)
You don’t need to deliver everything all the time. A context-driven perspective will help to improve the customer experience. For example, different devices may be better suited for certain content or experiences. Context optimization across channels helps customers get the most out of each experience.
What is the role of content design in creating an omnichannel strategy?
Omnichannel strategies are a form of a content strategy. They both focus on identifying the right content in the right place at the right time. A content designer can identify content on each touchpoint on the customer journey to build the unified experience. Content designers are best equipped to lead the effort to map the customer journey and identify the right content experiences across it.
Well-designed content experiences invite more consumer engagement and offer an exchange of value at all relevant touchpoints. Even though each experience depends on many different factors, a content designer can recognize and plan for those moments of interaction in their content strategy.
A unified experience requires a strategy.
Jim Kalbach, the author of the Strategy Blueprint says “strategy is about devising a way you believe you’ll best overcome challenges to reach a desired position. It is a creative endeavor, not based on analysis and planning alone.”
Jim offers a simple three-tier strategy content designers can use to shape a strategy for omnichannel content experiences.
Omnichannel strategies are a form of a content strategy. They both focus on identifying the right content in the right place at the right time. A content designer can identify content on each touchpoint on the customer journey to build the unified experience. Content designers are best equipped to lead the effort to map the customer journey and identify the right content experiences across it.
Well-designed content experiences invite more consumer engagement and offer an exchange of value at all relevant touchpoints. Even though each experience depends on many different factors, a content designer can recognize and plan for those moments of interaction in their content strategy.
A unified experience requires a strategy.
Jim Kalbach, the author of the Strategy Blueprint says “strategy is about devising a way you believe you’ll best overcome challenges to reach a desired position. It is a creative endeavor, not based on analysis and planning alone.”
Jim offers a simple three-tier strategy content designers can use to shape a strategy for omnichannel content experiences.
Three-tier strategy to creating a unified experience. Courtesy of Jim Kalbach
- Analysis is about analyzing customer data to understand the customer journey.
- Strategy is about creating a strategic approach to what, where, how to launch content.
- Planning is about the process of creating the content.
1. Analysis: Map the journey
To start, we need a detailed look at the customer journey across all touchpoints. We can capture this in a journey map, which is a roadmap of all the points the customer interacts with your brand.
By providing a roadmap of how customers interact with your brand—from initial research and discovery, to purchase and retention—customer journey maps demystify the customer experience.” - Hanover Research
Journey map courtesy of Meta
Journey maps help you visualize and understand the customer experience by capturing how and where customers interact with your brand – from discovery to purchase and retention. Companies use journey maps to keep ahead of customers’ changing needs, guide messaging, and inform product decisions. According to Hanover Research, “79% of companies say their maps have allowed them to become more customer-centric.”
Your goal is to understand the touchpoints and identify the customer intent behind them in order to create experiences that matter. Your job is to identify the purpose behind the customer action at each stage of the journey. This is the key information to guide your content strategy so you can deliver the right content at the right time and help users accomplish their needs.
Your goal is to understand the touchpoints and identify the customer intent behind them in order to create experiences that matter. Your job is to identify the purpose behind the customer action at each stage of the journey. This is the key information to guide your content strategy so you can deliver the right content at the right time and help users accomplish their needs.
2. Strategy: Defining a strategic approach
After analysis of the customer journey, the next step is to define a strategic approach toward unifying all your platforms to deliver the omnichannel experience.
This starts with aligning brand goals with consumer goals.
So far, you have focused on the customer’s journey and goals. The next step is to align the customer goals with your brand goals. Content strategists are famous for aligning consumer and business goals and that’s exactly what is needed here. Start by defining the expectations from both sides.
3. Document the strategy
The planning phase of the work involves documenting steps along the way to inform your actions. Here are a few of the areas to document:
In addition, content audits and content performance reports will help your ongoing strategies.
After analysis of the customer journey, the next step is to define a strategic approach toward unifying all your platforms to deliver the omnichannel experience.
This starts with aligning brand goals with consumer goals.
So far, you have focused on the customer’s journey and goals. The next step is to align the customer goals with your brand goals. Content strategists are famous for aligning consumer and business goals and that’s exactly what is needed here. Start by defining the expectations from both sides.
3. Document the strategy
The planning phase of the work involves documenting steps along the way to inform your actions. Here are a few of the areas to document:
- Journey map, including intents and target personas
- Branding guidelines that describe the core identity of your brand
- A content strategy diagram with documented goals and objectives
In addition, content audits and content performance reports will help your ongoing strategies.
Omnichannel = meeting the user where they are
Whether it’s offering a user a consistent experience across their devices or complimentary experiences to layer up, omnichannel focuses on meeting the user where they are. Get it right by offering a seamless experience and you’ll boost your brand and increase customer satisfaction and loyalty.
Whether it’s offering a user a consistent experience across their devices or complimentary experiences to layer up, omnichannel focuses on meeting the user where they are. Get it right by offering a seamless experience and you’ll boost your brand and increase customer satisfaction and loyalty.
Resources:
- Designing Multi-Device Experiences by Michal Levin
- Strategy Blueprint by Jim Kalbach
- Multi-device experiences, a reality we have to embrace by Luis Suarez Beyond the single screen: an ecosystem of multi-device experiences by Ian Batterbe
- NN/G: Optimizing for Context in the Omnichannel User Experience
- Qualtrics: Omnichannel Experience Design
- Applause: Mastering the Art of Omnichannel Experiences
- The role of content in creating omnichannel consumer experiences by Chris Churlinov
Geoffrey O’Brian
Geoffrey is a content designer and creative leader who uses content design to champion user needs and help businesses create user-driven content.