Digital Touchpoints - Thinking Beyond The Device

DIGITAL TOUCHPOINTSTHINKING BEYOND THE DEVICE

alberta soranzo | @albertatreblaUCLA Center for Health Policy Research

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digital touchpoints alberta soranzo | @albertatrebla

CX TOUCHPOINTS

Any point of contact between buyer and seller


BRICK AND MORTAR

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CATALOG

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ORDER FORM

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EVERYTHING IS MORE COMPLICATED

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UX TOUCHPOINT

Any point of interaction involving a specific human need at a specific time and place.

— Chris Risdon


CHANNEL

A medium of interaction with users


DEVICE

Users are device-agnostic and device-hopping.


PLATFORM

How users interact with brands online.


CONTEXT

The circumstances in which the interaction occurs.


CONTEXT

PHYSICAL

COGNITIVE

EMOTIONAL

FEELINGNeedsWantsFearsAspirationsetc.

DOINGAbilityEnvironmentStimuliHabitsetc.

LEARNINGAssumptionsPrejudicesEducationTeachabilityetc.


TIME

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CONTENT

image courtesy of webshed.ie

TOUCHPOINTS = INTERACTIONS


INTERACTION COMPONENTS

CustomerService

InteractiveMarketing

DigitalExperience

SocialMedia


CHOICES, CHOICES

There is no recipe for success.

YOU DON’T GET A DO-OVER

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ONE CHANCE

Interactions make or break experiences.


DIRECTV


DIRECTV (VIDEO)


DIRECTV


DIRECTV


ZAPPOS


ZAPPOS (VIDEO)


ZAPPOS


ZAPPOS


ZAPPOS


WEB


TWITTER


FACEBOOK


SHOPYOURWAY


PINTEREST


APP? WHICH ONE?

BETTER TOUCHPOINTS, BETTER EXPERIENCE

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USER INSIGHTS GENERATE TOUCHPOINTS

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digital touchpoints alberta soranzo | @albertatreblaCC Image courtesy of usoceangov on Flickr

RESEARCH GENERATES USER INSIGHTS

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COLLABORATE. WITH EVERYBODY


LISTEN TO OTHER TEAMS

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A LOT OF TEAMS

Image courtesy of Adaptive Path ‘s Guide to Experience Mapping

digital touchpoints alberta soranzo | @albertatreblaCC Image courtesy of dizzygirl on Flickr

COLLABORATION GENERATES ALIGNMENT

MAP THE JOURNEY

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LISTEN, UNDERSTAND, ACT


USER TASKS BLUEPRINT

image: tylertate.com/blog/2012/02/21/cross-channel-ia-blueprint.html


image: journalofia.org/volume1/issue1/02-brugnoli/jofia-0101-02-brugnoli.pdf

TOUCHPOINTS MATRIX


EXPERIENCE JOURNEY

Awareness Consideration Engagement Retention Advocacy


EXPERIENCE JOURNEY


Blog, Ads, News,Referrals, Email,Radio, TV, etc.

Website, Reviews,Social Media,

Blog, etc.

Store, Website,E-commerce,

Demo, etc.

Online Community,Promotions, FAQ,

Blog, Offers, Social Media,

etc.

Events, Blog,Newsletter, Social

Media, etc.


DIGITAL TOUCHPOINTS


Blog, Ads, News,Referrals, Email,

Radio, TV, etc.

Website, Reviews,Social Media,

Blog, etc.

Store, Website,E-commerce,

Demo, etc.

Online Community,Promotions, FAQ,

Blog, Offers, Social Media,

etc.

Events, Blog,Newsletter, Social

Media, etc.


HIGH LEVEL OVERVIEW

Image courtesy of Adaptive Path ‘s Guide to Experience Mapping


EXPERIENCE MAP

Image courtesy of www.adaptivepath.com/ideas/the-anatomy-of-an-experience-map/

http://www.adaptivepath.com/ideas/the-anatomy-of-an-experience-map/



EXPERIENCE MAP

Image courtesy of www.adaptivepath.com/ideas/the-anatomy-of-an-experience-map/




EXPLORATORIUM


CHOICES, CHOICES


CHOICES, CHOICES


CHOICES, CHOICES


CHOICES, CHOICES


ZAPPOS


ZAPPOS


EXPLORATORIUM

BRING THE HUMANS BACK

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SEARS, 1906

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SEARS, 1958

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SEARS, 2013


CUSTOMER SERVICE


CONTACT US


ZAPPOS


ZAPPOS

IN CONCLUSION

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1. THERE IS NO RECIPE FOR SUCCESS

Treat each project and experience as unique.


2. DO USER RESEARCH

Information in = insights into needs, wants, aspirations, motivations.


3. INVOLVE OTHER TEAMS

Digital touchpoints are part of the ecosystem. Work in context.


4. HUMANIZE INTERACTIONS

Interactions are emotional connections. Respect and consistency win trust.


5. BE SOCIAL

Engage with users. Experience is conversation, not broadcasting.


6. HAVE A VISION

People are unique. The experience you design is a vision at best.


OBSESS OVER THE SMALL THINGS

The small things matter the most.

@[email protected]

thank you.

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mailto:[email protected]

mailto:[email protected]

Technology

Digital Touchpoints - Thinking Beyond The Device