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
digital touchpoints alberta soranzo | @albertatrebla
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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digital touchpoints alberta soranzo | @albertatrebla
UX TOUCHPOINT
Any point of interaction involving a specific human need at a specific time and place.
— Chris Risdon
digital touchpoints alberta soranzo | @albertatrebla
CHANNEL
A medium of interaction with users
digital touchpoints alberta soranzo | @albertatrebla
DEVICE
Users are device-agnostic and device-hopping.
digital touchpoints alberta soranzo | @albertatrebla
PLATFORM
How users interact with brands online.
digital touchpoints alberta soranzo | @albertatrebla
CONTEXT
The circumstances in which the interaction occurs.
digital touchpoints alberta soranzo | @albertatrebla
CONTEXT
PHYSICAL
COGNITIVE
EMOTIONAL
FEELINGNeedsWantsFearsAspirationsetc.
DOINGAbilityEnvironmentStimuliHabitsetc.
LEARNINGAssumptionsPrejudicesEducationTeachabilityetc.
digital touchpoints alberta soranzo | @albertatrebla
TIME
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CONTENT
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TOUCHPOINTS = INTERACTIONS
digital touchpoints alberta soranzo | @albertatrebla
INTERACTION COMPONENTS
CustomerService
InteractiveMarketing
DigitalExperience
SocialMedia
digital touchpoints alberta soranzo | @albertatrebla
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.
digital touchpoints alberta soranzo | @albertatrebla
DIRECTV
digital touchpoints alberta soranzo | @albertatrebla
DIRECTV (VIDEO)
digital touchpoints alberta soranzo | @albertatrebla
DIRECTV
digital touchpoints alberta soranzo | @albertatrebla
DIRECTV
digital touchpoints alberta soranzo | @albertatrebla
ZAPPOS
digital touchpoints alberta soranzo | @albertatrebla
ZAPPOS (VIDEO)
digital touchpoints alberta soranzo | @albertatrebla
ZAPPOS
digital touchpoints alberta soranzo | @albertatrebla
ZAPPOS
digital touchpoints alberta soranzo | @albertatrebla
ZAPPOS
digital touchpoints alberta soranzo | @albertatrebla
WEB
digital touchpoints alberta soranzo | @albertatrebla
digital touchpoints alberta soranzo | @albertatrebla
digital touchpoints alberta soranzo | @albertatrebla
SHOPYOURWAY
digital touchpoints alberta soranzo | @albertatrebla
digital touchpoints alberta soranzo | @albertatrebla
APP? WHICH ONE?
BETTER TOUCHPOINTS, BETTER EXPERIENCE
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USER INSIGHTS GENERATE TOUCHPOINTS
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RESEARCH GENERATES USER INSIGHTS
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COLLABORATE. WITH EVERYBODY
digital touchpoints alberta soranzo | @albertatrebla
LISTEN TO OTHER TEAMS
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A LOT OF TEAMS
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COLLABORATION GENERATES ALIGNMENT
MAP THE JOURNEY
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LISTEN, UNDERSTAND, ACT
digital touchpoints alberta soranzo | @albertatrebla
USER TASKS BLUEPRINT
image: tylertate.com/blog/2012/02/21/cross-channel-ia-blueprint.html
digital touchpoints alberta soranzo | @albertatrebla
image: journalofia.org/volume1/issue1/02-brugnoli/jofia-0101-02-brugnoli.pdf
TOUCHPOINTS MATRIX
digital touchpoints alberta soranzo | @albertatrebla
EXPERIENCE JOURNEY
Awareness Consideration Engagement Retention Advocacy
digital touchpoints alberta soranzo | @albertatrebla
EXPERIENCE JOURNEY
Awareness Consideration Engagement Retention Advocacy
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 alberta soranzo | @albertatrebla
DIGITAL TOUCHPOINTS
Awareness Consideration Engagement Retention Advocacy
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 alberta soranzo | @albertatrebla
HIGH LEVEL OVERVIEW
Image courtesy of Adaptive Path ‘s Guide to Experience Mapping
digital touchpoints alberta soranzo | @albertatrebla
EXPERIENCE MAP
Image courtesy of www.adaptivepath.com/ideas/the-anatomy-of-an-experience-map/
digital touchpoints alberta soranzo | @albertatrebla
EXPERIENCE MAP
Image courtesy of www.adaptivepath.com/ideas/the-anatomy-of-an-experience-map/
digital touchpoints alberta soranzo | @albertatrebla
EXPLORATORIUM
digital touchpoints alberta soranzo | @albertatrebla
CHOICES, CHOICES
digital touchpoints alberta soranzo | @albertatrebla
CHOICES, CHOICES
digital touchpoints alberta soranzo | @albertatrebla
CHOICES, CHOICES
digital touchpoints alberta soranzo | @albertatrebla
CHOICES, CHOICES
digital touchpoints alberta soranzo | @albertatrebla
ZAPPOS
digital touchpoints alberta soranzo | @albertatrebla
ZAPPOS
digital touchpoints alberta soranzo | @albertatrebla
EXPLORATORIUM
BRING THE HUMANS BACK
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SEARS, 1906
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SEARS, 1958
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SEARS, 2013
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CUSTOMER SERVICE
digital touchpoints alberta soranzo | @albertatrebla
CONTACT US
digital touchpoints alberta soranzo | @albertatrebla
ZAPPOS
digital touchpoints alberta soranzo | @albertatrebla
ZAPPOS
IN CONCLUSION
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digital touchpoints alberta soranzo | @albertatrebla
1. THERE IS NO RECIPE FOR SUCCESS
Treat each project and experience as unique.
digital touchpoints alberta soranzo | @albertatrebla
2. DO USER RESEARCH
Information in = insights into needs, wants, aspirations, motivations.
digital touchpoints alberta soranzo | @albertatrebla
3. INVOLVE OTHER TEAMS
Digital touchpoints are part of the ecosystem. Work in context.
digital touchpoints alberta soranzo | @albertatrebla
4. HUMANIZE INTERACTIONS
Interactions are emotional connections. Respect and consistency win trust.
digital touchpoints alberta soranzo | @albertatrebla
5. BE SOCIAL
Engage with users. Experience is conversation, not broadcasting.
digital touchpoints alberta soranzo | @albertatrebla
6. HAVE A VISION
People are unique. The experience you design is a vision at best.
digital touchpoints alberta soranzo | @albertatrebla
OBSESS OVER THE SMALL THINGS
The small things matter the most.
thank you.
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