This document discusses the concept of touchpoints in designing customer experiences across multiple channels. It defines a touchpoint as a specific point of customer interaction that meets a human need at a certain time and place. Touchpoints should be designed holistically while considering the constraints and opportunities of different channels, as well as customers' feelings, thoughts and behaviors. The document also discusses how organizations can characterize, measure and design touchpoints to create a seamless customer journey and overcome gaps between anticipated and actual customer experiences.

1. Orchestrating
Touchpoints
Chris Risdon
@chrisrisdon
#touchpoints

2. I’m a digital product designer

3. ...wait...no I’m not...

4. Products became services

5. ...and not just digital

6. 6
Product /Service
Digital UX
Empathy
Design Thinking
Informed Strategy

7. 6
Product /Service
Physical Space Call Center
Digital UX
Empathy
Design Thinking
Informed Strategy

8. 6
Product /Service
Physical Space Call Center
Digital UX
Empathy
Design Thinking
Informed Strategy

9. 6
Product /Service
Physical Space Call Center
Digital UX
Empathy
Design Thinking
Informed Strategy

10. 6
Organization
Product /Service
Physical Space Call Center
Digital UX
Empathy
Design Thinking
Informed Strategy

11. 7
Retail Hotel Rail Travel Cruise Insurance

12. service experience
Orchestrated experience among all
parts of the service, from people to
objects to places to interfaces
product experience
Typically an experience between
person and single touchpoint,
usually a digital product
illustration: Jamin Hegeman

13. 9
Maintaining empathy in the
face of increased complexity.

14. Service Design

15. Cross-Channel CX

16. Multi-Platform Ecosystems

17. 13
Design for experiences that
unfold over time and through
many different touchpoints.

19. 15

20. SERVICE ARCHITECTURE

21. Service Blueprint of Presby Neuro Clinic
PHYSICAL
EVIDENCE
PATIENT
ACTIONS
ONSTAGE
CONTACT
PERSON
BACKSTAGE
CONTACT
PERSON
Front
Desk
Debbie’s
Chart Cart
? ? ? ? ?
Records/
Database
System
Bin
System
Check
Vitals &
Ask Quest
Place in
Kassam
Bin
Meet Dr.
Kassam
Kassam
Gets Quick
Review
Take
Away
Chart
Process &
Check-out
Records/
Database
System
Dictation
Chart
Storage
System
Door Tag
System
See Other
Patients
SUPPORT
PROCESSES
Sign In
Waiting
Room
Front
Desk
Front
Desk
Hallway Exam
Room
MRI &
Chart
Exam
Room
MRI &
Chart
Door Tag Waiting
Room
Check-out
Room
Waiting
Room
Line of Interaction
Line of Visibility
Responds Follow to
Exam Rm
Answer
Questions
Ask
Questions
Return
Door Tag
Check-out,
Pay, &
Leave
Check-in
Welcome
Get
Patient
Chart
See Other
Patients
Process
See Other
Patients
Brings
Door Tag
Back
Call
Patient
Grab
Door Tag
Escort to
Exam Rm
Chart in
To Be
Seen Bin
Write Rm
# on
Schedule
See Other
Patients
Grab
Chart
from Bin
Chart
Taken by
Staff
Check
Patient
Location
Check
Patient
Location
Schedule
System
Line of Internal Interaction
Wait Wait Wait in
Exam Rm Wait Wait

22. Organization
Enabling design/
Supporting journey/
Transforming Enterprises
Journey
Hub of empathy,
understanding and strategy
Change management
Process Engineering
Road mapping

23. Organization
Enabling design/
Supporting journey/
Transforming Enterprises
Journey
Hub of empathy,
understanding and strategy
Change management
Process Engineering
Road mapping
Touchpoint
(macrointeraction)
Envisioning
Designing the moment
Interactions
Microinteractions

24. What are the interactions that
must occur to support that
moment—that touchpoint?
And what are the constraints and opportunities that
are afforded to us in designing those moments?

25. !
Un-Sucking
the touchpoint

26. 22
Static Interactive Human

27. 22
Static Interactive Human
Touchpoints need to be human,
and actionable.

28. 23
Touchpoint ≠ Channel
Touchpoint ≠ Medium
Touchpoint ≠ Platform

29. 24
Channel:
A medium of interaction
with customers or users.

30. MOBILE CHANNEL = MOBILE CONSTRAINTS + OPPORTUNITIES
CONSTRAINTS
Small Screen
Awkward Input
Distractions
OPPORTUNITIES
Portability
Sensors
Networked

31. Touchpoint:
A point of interaction involving a
specific human need in a specific
time and place.

32. Touchpoint:
A point of interaction involving a
specific human need in a specific
time and place.

33. Touchpoint:
A point of interaction involving a
specific human need in a specific
time and place.

34. Touchpoint:
A point of interaction involving a
specific human need in a specific
time and place.

35. KOREA’S HOME PLUS
VIRTUAL GROCERY STORES
TOUCHPOINT
PURCHASE
GROCERIES
CHANNELS
PHYSICAL (BILLBOARD)
AND
MOBILE PHONE

36. KOREA’S HOME PLUS
VIRTUAL GROCERY STORES
The customer
doesn’t care about
the channels—but
we do.
We need to know
what limits us, or
what opportunities
we have: print
display, physical
environment,
mobile technology.
TOUCHPOINT
PURCHASE
GROCERIES
CHANNELS
PHYSICAL (BILLBOARD)
AND
MOBILE PHONE

37. CHANNEL
CHANNEL
CHANNEL
CHANNEL
CHANNEL
CHANNEL
TOUCHPOINT

38. 33
We want to
orchestrate our
touchpoints.
What is each
instrument doing?
How and when are
they doing it?

39. person
(with need)
organization
(value proposition
in action)

40. person
(with need)
touchpoint
organization
(value proposition
in action)

41. person
(with need)
touchpoint
organization
(value proposition
in action)
How do we support this?

42. 36
Thinking (framing)
Thinking (framing)
Feeling (motivations)
With whom
Artifacts
Doing (behavior)
Where
Seeing
Hearing
When

43. person
organization - enjoyment +

44. person
organization - enjoyment +

45. person
+
enjoyment - How do we design to support all of these?
organization

46. (Simplified) Touchpoints for a car sharing service
specific need at
this time and place
Sign Up
channels involved
to support this
Desktop web
(provide information)
Mail/Keycard
(receive membership
card in mail)
specific need at
this time and place
Reserving Car
channels involved
to support this
Mobile App
(find & reserve)
Text Msg
(confirm reservation
and location)
specific need at
this time and place
Begin Rental
channels involved
to support this
Keycard
(car entry)
In-dash screen
(PIN authorization)
specific need at
this time and place
Get Help/Support
channels involved
to support this
In-dash screen
(call for help/support)
Mobile phone
(call for help/support)
Some other touchpoints: finding parking, fueling car,
ending reservation, checking usage/billing

47. We have our touchpoint—
a moment in time.
We know what is afforded to us—people, places,
things—to support this moment.
What’s missing?

48. Feeling, thinking, doing.

49. Feeling, thinking, doing.
Motivations Framing Behaviors

50. BETTER UNDERSTAND
YOUR TOUCHPOINTS
Describe
Characterize
Measure

51. 42
Every touchpoint should
have a value proposition.
!
It must justify it’s value, and
contribution to the overall journey.

52. Touchpoints should be:
Appropriate context + culture
Relevant meeting needs/functional
Meaningful importance/purpose
Endearing subtle, playful, delight
+
Connected seamless in the journey
*Todd Wilkens

53. Characterizing touchpoints
Exclusive Critical
(directly supports value prop)
Enhancement Sequential
Continuing Repair/Recovery Required (by user) Frequent

54. Password recovery
Repair/Recovery
Product returns

55. 46
Sequential
Required
Computer validation

56. 47
Enhancement
Free try-on

57. Designing discreet
touchpoints, but with the
DNA of the whole journey.

58. “You set their expectations high for
what you can do for them, maybe
even connect to some deep emotional
need, and then dash their hopes when
they experience the reality of your
service.”
$2–$5 Billion
Planning &
Design of
Services
$40 Billion
Ad Spend Service
Anticipation
Gap
Brandon Schauer
http://www.adaptivepath.com/ideas/serious-service-sag/ photo by Seal Beach AT&T

59. OVERCOMING SAG
Capture lost revenues from the Service Anticipation Gap
by applying just a portion of the overwhelming ad spends
on the optimization and creation of services.
Awareness Entry Engagement Action
Traditional Ad Spends Service Investments
Inferences Highly measurable
Fades quickly Long-lasting investment
Diminishing returns Increasing returns

62. (Comcast is one of the most hated companies in the United
States ,because of it’s poor customer service)
Comcast CEO Brian Roberts vowed Tuesday to bring Uber-like
quality to the company's much-maligned customer service.
!
Uber "is fantastic," he said, wielding his iPhone to demonstrate
a new Comcast app that lets customers schedule an
appointment and troubleshoot set-top boxes remotely. "I need
to (be able) to push the button and see where my truck is.
We're beginning to make our service look like Uber.”
!
- USA TODAY

63. service experience
Orchestrated experience among all
parts of the service, from people to
objects to places to interfaces
product experience
Typically an experience between
person and single touchpoint,
usually a digital product
illustration: Jamin Hegeman

64. DEFINING THE JOURNEY
WHOLE JOURNEY
TOUCHPOINTS
WITHIN THE JOURNEY
OTHER EVENTS
WITHIN THE JOURNEY
Buying a home vs. getting a mortgage
Going on a trip vs. being a passenger
Using transportation vs. buying a car
The whole journey involves more than, and
extends past, the touchpoints of your company.

65. How do we create new and redefine existing roles?
How do we implement metrics to measure a
a holistic cross-channel experience?
How should organizations be structured for
sustainable experience strategy, planning,
and design?
55
Moving Forward

66. 56
Airbnb commissioned a Pixar animator to storyboard an entire trip
experience frame by frame.
!
The 30 slides now hang around Airbnb’s product studio…each
radiating empathy for each particular emotional moment in a trip:
the guest’s arrival at the airport, her transportation, the first
interaction with the host, and more.
!
When we critique our designs, we
literally say, ‘Which frame is this helping
to improve?’
!
— Joe Gebbia, co-founder Airbnb
!
!
Fast Company, April 2014
“
”

67. 57
Thank you!
Orchestrating Touchpoints
Chris Risdon
@chrisrisdon
#touchpoints