Digital Touchpoints - Thinking Beyond The Device

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If interactions make or break experiences, how do you develop an iterative process of aligning CX requirements with UX development?

Deck from my talk at Total User Experience in San Diego, CA on 11/6/2013

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Digital Touchpoints - Thinking Beyond The Device

  1. 1. DIGITAL TOUCHPOINTS THINKING BEYOND THE DEVICE alberta soranzo | @albertatrebla UCLA Center for Health Policy Research CC Image courtesy of dragontomato on Flickr
  2. 2. CX TOUCHPOINTS Any point of contact between buyer and seller digital touchpoints alberta soranzo | @albertatrebla
  3. 3. BRICK AND MORTAR digital touchpoints alberta soranzo | @albertatrebla Image courtesy of pleasantfamilyshopping.blogspot.com
  4. 4. CATALOG digital touchpoints CC Image courtesy of Telstar on Flickr alberta soranzo | @albertatrebla
  5. 5. ORDER FORM digital touchpoints CC Image courtesy of Telstar on Flickr alberta soranzo | @albertatrebla
  6. 6. EVERYTHING IS MORE COMPLICATED CC Image courtesy of yanconnz on Flickr
  7. 7. UX TOUCHPOINT Any point of interaction involving a specific human need at a specific time and place. — Chris Risdon digital touchpoints alberta soranzo | @albertatrebla
  8. 8. CHANNEL A medium of interaction with users digital touchpoints alberta soranzo | @albertatrebla
  9. 9. DEVICE Users are device-agnostic and device-hopping. digital touchpoints alberta soranzo | @albertatrebla
  10. 10. PLATFORM How users interact with brands online. digital touchpoints alberta soranzo | @albertatrebla
  11. 11. CONTEXT The circumstances in which the interaction occurs. digital touchpoints alberta soranzo | @albertatrebla
  12. 12. CONTEXT FEELING Needs Wants Fears Aspirations etc. EMOTIONAL PHYSICAL COGNITIVE digital touchpoints DOING Ability Environment Stimuli Habits etc. LEARNING Assumptions Prejudices Education Teachability etc. alberta soranzo | @albertatrebla
  13. 13. TIME digital touchpoints alberta soranzo |amylovesyah on Flickr CC Image courtesy of @albertatrebla
  14. 14. CONTENT digital touchpoints alberta soranzo | @albertatrebla image courtesy of webshed.ie
  15. 15. TOUCHPOINTS = INTERACTIONS
  16. 16. INTERACTION COMPONENTS Digital Experience Customer Service digital touchpoints Social Media Interactive Marketing alberta soranzo | @albertatrebla
  17. 17. CHOICES, CHOICES There is no recipe for success. digital touchpoints alberta soranzo | @albertatrebla
  18. 18. YOU DON’T GET A DO-OVER CC Image courtesy of w4nd3rl0st on Flickr
  19. 19. ONE CHANCE Interactions make or break experiences. digital touchpoints alberta soranzo | @albertatrebla
  20. 20. DIRECTV digital touchpoints alberta soranzo | @albertatrebla
  21. 21. DIRECTV (VIDEO) digital touchpoints alberta soranzo | @albertatrebla
  22. 22. DIRECTV digital touchpoints alberta soranzo | @albertatrebla
  23. 23. DIRECTV digital touchpoints alberta soranzo | @albertatrebla
  24. 24. ZAPPOS digital touchpoints alberta soranzo | @albertatrebla
  25. 25. ZAPPOS (VIDEO) digital touchpoints alberta soranzo | @albertatrebla
  26. 26. ZAPPOS digital touchpoints alberta soranzo | @albertatrebla
  27. 27. ZAPPOS digital touchpoints alberta soranzo | @albertatrebla
  28. 28. ZAPPOS digital touchpoints alberta soranzo | @albertatrebla
  29. 29. WEB digital touchpoints alberta soranzo | @albertatrebla
  30. 30. TWITTER digital touchpoints alberta soranzo | @albertatrebla
  31. 31. FACEBOOK digital touchpoints alberta soranzo | @albertatrebla
  32. 32. SHOPYOURWAY digital touchpoints alberta soranzo | @albertatrebla
  33. 33. PINTEREST digital touchpoints alberta soranzo | @albertatrebla
  34. 34. APP? WHICH ONE? digital touchpoints alberta soranzo | @albertatrebla
  35. 35. BETTER TOUCHPOINTS, BETTER EXPERIENCE CC Image courtesy of enterprisedesignassociates on Flickr
  36. 36. USER INSIGHTS GENERATE TOUCHPOINTS digital touchpoints CC Image courtesy of mwichary on Flickr alberta soranzo | @albertatrebla
  37. 37. RESEARCH GENERATES USER INSIGHTS digital touchpoints CC Image courtesy | usoceangov on Flickr alberta soranzo of@albertatrebla
  38. 38. COLLABORATE. WITH EVERYBODY CC Image courtesy of theory on Flickr
  39. 39. LISTEN TO OTHER TEAMS digital touchpoints CC Image courtesy of petergarnhum on Flickr alberta soranzo | @albertatrebla
  40. 40. A LOT OF TEAMS digital touchpoints Image courtesy of Adaptive Path ‘s Guide to Experience Mapping alberta soranzo | @albertatrebla
  41. 41. COLLABORATION GENERATES ALIGNMENT digital touchpoints CC Image courtesy of dizzygirl on Flickr alberta soranzo | @albertatrebla
  42. 42. MAP THE JOURNEY CC Image courtesy of katiedavispics on Flickr
  43. 43. LISTEN, UNDERSTAND, ACT digital touchpoints CC Image courtesy | highersights on Flickr alberta soranzoof @albertatrebla
  44. 44. USER TASKS BLUEPRINT digital touchpoints image: tylertate.com/blog/2012/02/21/cross-channel-iablueprint.html alberta soranzo | @albertatrebla
  45. 45. TOUCHPOINTS MATRIX image: journalofia.org/volume1/issue1/02-brugnoli/jofia-0101-02-brugnoli.pdf digital touchpoints alberta soranzo | @albertatrebla
  46. 46. EXPERIENCE JOURNEY Awareness digital touchpoints Consideration Engagement Retention Advocacy alberta soranzo | @albertatrebla
  47. 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. 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. 49. HIGH LEVEL OVERVIEW Image courtesy of Adaptive Path ‘s Guide to Experience Mapping digital touchpoints alberta soranzo | @albertatrebla
  50. 50. EXPERIENCE MAP Image courtesy of www.adaptivepath.com/ideas/the-anatomy-of-an-experience-map/ digital touchpoints alberta soranzo | @albertatrebla
  51. 51. EXPERIENCE MAP Image courtesy of www.adaptivepath.com/ideas/the-anatomy-of-an-experience-map/ digital touchpoints alberta soranzo | @albertatrebla
  52. 52. EXPLORATORIUM digital touchpoints alberta soranzo | @albertatrebla
  53. 53. CHOICES, CHOICES digital touchpoints alberta soranzo | @albertatrebla
  54. 54. CHOICES, CHOICES digital touchpoints alberta soranzo | @albertatrebla
  55. 55. CHOICES, CHOICES digital touchpoints alberta soranzo | @albertatrebla
  56. 56. CHOICES, CHOICES digital touchpoints alberta soranzo | @albertatrebla
  57. 57. ZAPPOS digital touchpoints alberta soranzo | @albertatrebla
  58. 58. ZAPPOS digital touchpoints alberta soranzo | @albertatrebla
  59. 59. EXPLORATORIUM digital touchpoints alberta soranzo | @albertatrebla
  60. 60. BRING THE HUMANS BACK CC Image courtesy of nhussein on Flickr
  61. 61. SEARS, 1906 digital touchpoints CC soranzo | @albertatrebla albertaImage courtesy of rich801 on Flickr
  62. 62. SEARS, 1958 digital touchpoints Image courtesy of becwriters.blogspot.com/ alberta soranzo | @albertatrebla
  63. 63. SEARS, 2013 digital touchpoints alberta soranzo | @albertatrebla
  64. 64. CUSTOMER SERVICE digital touchpoints alberta soranzo | @albertatrebla
  65. 65. CONTACT US digital touchpoints alberta soranzo | @albertatrebla
  66. 66. ZAPPOS digital touchpoints alberta soranzo | @albertatrebla
  67. 67. ZAPPOS digital touchpoints alberta soranzo | @albertatrebla
  68. 68. IN CONCLUSION CC Image courtesy of derpunk on Flickr
  69. 69. 1. THERE IS NO RECIPE FOR SUCCESS Treat each project and experience as unique. digital touchpoints alberta soranzo | @albertatrebla
  70. 70. 2. DO USER RESEARCH Information in = insights into needs, wants, aspirations, motivations. digital touchpoints alberta soranzo | @albertatrebla
  71. 71. 3. INVOLVE OTHER TEAMS Digital touchpoints are part of the ecosystem. Work in context. digital touchpoints alberta soranzo | @albertatrebla
  72. 72. 4. HUMANIZE INTERACTIONS Interactions are emotional connections. Respect and consistency win trust. digital touchpoints alberta soranzo | @albertatrebla
  73. 73. 5. BE SOCIAL Engage with users. Experience is conversation, not broadcasting. digital touchpoints alberta soranzo | @albertatrebla
  74. 74. 6. HAVE A VISION People are unique. The experience you design is a vision at best. digital touchpoints alberta soranzo | @albertatrebla
  75. 75. OBSESS OVER THE SMALL THINGS The small things matter the most. digital touchpoints alberta soranzo | @albertatrebla
  76. 76. thank you. @albertatrebla albertasoranzo@gmail.com CC Image courtesy of fliegender on Flickr

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