The document discusses digital touchpoints, which are any points of interaction between a buyer and seller across digital channels. It emphasizes that touchpoints must be considered holistically as part of a user's overall experience, and outlines several key strategies for designing touchpoints including conducting user research, involving cross-functional teams, humanizing interactions, being social, having a clear vision, and focusing on details. Successful companies are highlighted for how they optimized touchpoints across multiple channels to improve the customer experience.
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Digital Touchpoints: Thinking Beyond the Device
1. DIGITAL TOUCHPOINTS
THINKING BEYOND THE DEVICE
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UCLA Center for Health Policy Research
CC Image courtesy of dragontomato on Flickr
2. CX TOUCHPOINTS
Any point of contact between buyer and
seller
digital touchpoints
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3. BRICK AND MORTAR
digital touchpoints
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Image courtesy of pleasantfamilyshopping.blogspot.com
7. UX TOUCHPOINT
Any point of interaction involving a
specific human need at a specific time and
place.
— Chris Risdon
digital touchpoints
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8. CHANNEL
A medium of interaction with users
digital touchpoints
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47. EXPERIENCE JOURNEY
Blog, Ads, News,
Referrals, Email,
Radio, TV, etc.
Awareness
Consideration
Website, Reviews,
Social Media,
Blog, etc.
digital touchpoints
Store, Website,
E-commerce,
Demo, etc.
Engagement
Events, Blog,
Newsletter, Social
Media, etc.
Retention
Advocacy
Online Community,
Promotions, FAQ,
Blog, Offers,
Social Media,
etc.
alberta soranzo | @albertatrebla
48. DIGITAL TOUCHPOINTS
Blog, Ads, News,
Referrals, Email,
Radio, TV, etc.
Awareness
Consideration
Website, Reviews,
Social Media,
Blog, etc.
digital touchpoints
Store, Website,
E-commerce,
Demo, etc.
Engagement
Events, Blog,
Newsletter, Social
Media, etc.
Retention
Advocacy
Online Community,
Promotions, FAQ,
Blog, Offers,
Social Media,
etc.
alberta soranzo | @albertatrebla
49. HIGH LEVEL OVERVIEW
Image courtesy of Adaptive Path ‘s Guide to Experience Mapping
digital touchpoints
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50. EXPERIENCE MAP
Image courtesy of www.adaptivepath.com/ideas/the-anatomy-of-an-experience-map/
digital touchpoints
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51. EXPERIENCE MAP
Image courtesy of www.adaptivepath.com/ideas/the-anatomy-of-an-experience-map/
digital touchpoints
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69. 1. THERE IS NO RECIPE FOR SUCCESS
Treat each project and experience as
unique.
digital touchpoints
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70. 2. DO USER RESEARCH
Information in = insights into needs, wants,
aspirations, motivations.
digital touchpoints
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71. 3. INVOLVE OTHER TEAMS
Digital touchpoints are part of the
ecosystem. Work in context.
digital touchpoints
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72. 4. HUMANIZE INTERACTIONS
Interactions are emotional connections.
Respect and consistency win trust.
digital touchpoints
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73. 5. BE SOCIAL
Engage with users. Experience is
conversation, not broadcasting.
digital touchpoints
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74. 6. HAVE A VISION
People are unique. The experience you
design is a vision at best.
digital touchpoints
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75. OBSESS OVER THE SMALL THINGS
The small things matter the most.
digital touchpoints
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