Often users don’t complete an activity in one sitting or
through a single channel. Some of the most common reasons why users change
channels include:
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- There
is an external interruption or change in context. In some situations, users are not able to complete an
activity in one go because they are interrupted. Imagine you’re in the
middle of purchasing a new car-insurance policy on your desktop computer
when it’s time to go pick up your child from school. You might continue
the registration process on your mobile device while you wait in the parking
lot, taking advantage of the fact that your vehicle identification number
and license plate are easily available.
- The
task is better suited for another channel. Users will often change channels because their activity has
become too laborious on the current channel and a different channel
appears more effective or efficient. Imagine discussing a charge on your
mobile phone bill via online chat. If the circumstances are complex and
require a lot of explanation, you might choose to call the carrier to continue
the discussion over the phone instead of typing a lot of information. Or
you may start to watch a live basketball game on your mobile phone on your
commute from work, but, once you get home, you finish it on your desktop
computer or large television.
- The activity requires it.
Some activities by nature require users to move across various channels to
complete them. For example, preparing a meal from an online recipe can
require multiple channels. It may begin on the desktop as you select a
recipe, then move to the mobile app as you shop the list of ingredients in
the store, and finish in the kitchen on a tablet so you can reference the
recipe as you cook it.
Understanding why and when users move across channels can help
you design efficient and streamlined channel transitions. Aim to string
together these various to
create a seamless journey rather than a collection of disjointed interactions.
Definition:
Seamlessness is a quality of any crosschannel customer
journey where the transitions (or handoffs) from one channel to the next
involve zero or minimal overhead for the users. Basically, if you can
pick up where you left off, the user experience will be seamless. But if users
have to reestablish their contexts and/or redo work when switching to a new
channel, then the experience will feel bumpy.
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