eTail East 2017

August 14-August 17, 2017

The Sheraton, Boston


John Yesko

Sr. Director
John Yesko is a veteran user experience and creative professional with a background in interaction design, information architecture, and visual design. He is currently Senior Director of Customer Experience at Walgreens Digital in Chicago, focused on the experience on company websites, in-store interfaces, and mobile applications. He manages a 50+ team of professionals across the end-to-end digital design continuum - user research, user experience design, visual design, and content/production. John previously led user experience for several top agencies and consulting firms.

Main Day One: eCommerce and Omni-Channel Growth Tactics – August 15

1:45 PM Case Study Remix: Service Design At The Heart Of Omni-Channel

How do you create a customer experience of consistent quality across multi-channel touchpoints? A service design approach is a great start. Customer journey mapping, co-design with customers, and iterative ideate-prototype-test cycles are firmly established in digital experience design. By applying these same fundamentals across omni-channel, we can present a holistic brand experience.

Audience members will:
Consider how service design tools and processes can be leveraged in omni-channel
Learn about a “solution-agnostic” customer insights approach
Examine the potential to evolve customer experience roles within their own organizations

2:40 PM Panel Discussion Remix: Redefining Omni-Channel: Bridging The Gap Between Digital And In-Store

Omni-channel is definitely the path forward for traditional and pure play retailers alike. That being said, it is no easy task to achieve true omni-channel integration. A diverse group of retailers will talk through their greatest challenges and successes in creating an optimal experience and how they are working on:

Fully integrating in-store with their other channels
The key initiatives that they are focusing on with this integration, and why
Evaluating the impact of mobile on the in-store experience
Examining the impact of the digital footprint (web and mobile) on in-store sales
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