• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Digital Touchpoints - Thinking Beyond The Device
 

Digital Touchpoints - Thinking Beyond The Device

on

  • 1,614 views

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

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

Statistics

Views

Total Views
1,614
Views on SlideShare
1,584
Embed Views
30

Actions

Likes
13
Downloads
83
Comments
2

2 Embeds 30

http://www.linkedin.com 17
https://www.linkedin.com 13

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel

12 of 2 previous next

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
  • Almost 2 years since this was posted. Quite a bit has changed....NOW it's THINK MOBILE.....
    Are you sure you want to
    Your message goes here
    Processing…
  • very interssing
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Digital Touchpoints - Thinking Beyond The Device Digital Touchpoints - Thinking Beyond The Device Presentation Transcript

    • DIGITAL TOUCHPOINTS THINKING BEYOND THE DEVICE alberta soranzo | @albertatrebla UCLA Center for Health Policy Research CC Image courtesy of dragontomato on Flickr
    • CX TOUCHPOINTS Any point of contact between buyer and seller digital touchpoints alberta soranzo | @albertatrebla
    • BRICK AND MORTAR digital touchpoints alberta soranzo | @albertatrebla Image courtesy of pleasantfamilyshopping.blogspot.com
    • CATALOG digital touchpoints CC Image courtesy of Telstar on Flickr alberta soranzo | @albertatrebla
    • ORDER FORM digital touchpoints CC Image courtesy of Telstar on Flickr alberta soranzo | @albertatrebla
    • EVERYTHING IS MORE COMPLICATED CC Image courtesy of yanconnz on Flickr
    • 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 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
    • TIME digital touchpoints alberta soranzo |amylovesyah on Flickr CC Image courtesy of @albertatrebla
    • CONTENT digital touchpoints alberta soranzo | @albertatrebla image courtesy of webshed.ie
    • TOUCHPOINTS = INTERACTIONS
    • INTERACTION COMPONENTS Digital Experience Customer Service digital touchpoints Social Media Interactive Marketing alberta soranzo | @albertatrebla
    • CHOICES, CHOICES There is no recipe for success. digital touchpoints alberta soranzo | @albertatrebla
    • YOU DON’T GET A DO-OVER CC Image courtesy of w4nd3rl0st on Flickr
    • 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
    • TWITTER digital touchpoints alberta soranzo | @albertatrebla
    • FACEBOOK digital touchpoints alberta soranzo | @albertatrebla
    • SHOPYOURWAY digital touchpoints alberta soranzo | @albertatrebla
    • PINTEREST digital touchpoints alberta soranzo | @albertatrebla
    • APP? WHICH ONE? digital touchpoints alberta soranzo | @albertatrebla
    • BETTER TOUCHPOINTS, BETTER EXPERIENCE CC Image courtesy of enterprisedesignassociates on Flickr
    • USER INSIGHTS GENERATE TOUCHPOINTS digital touchpoints CC Image courtesy of mwichary on Flickr alberta soranzo | @albertatrebla
    • RESEARCH GENERATES USER INSIGHTS digital touchpoints CC Image courtesy | usoceangov on Flickr alberta soranzo of@albertatrebla
    • COLLABORATE. WITH EVERYBODY CC Image courtesy of theory on Flickr
    • LISTEN TO OTHER TEAMS digital touchpoints CC Image courtesy of petergarnhum on Flickr alberta soranzo | @albertatrebla
    • A LOT OF TEAMS digital touchpoints Image courtesy of Adaptive Path ‘s Guide to Experience Mapping alberta soranzo | @albertatrebla
    • COLLABORATION GENERATES ALIGNMENT digital touchpoints CC Image courtesy of dizzygirl on Flickr alberta soranzo | @albertatrebla
    • MAP THE JOURNEY CC Image courtesy of katiedavispics on Flickr
    • LISTEN, UNDERSTAND, ACT digital touchpoints CC Image courtesy | highersights on Flickr alberta soranzoof @albertatrebla
    • USER TASKS BLUEPRINT digital touchpoints image: tylertate.com/blog/2012/02/21/cross-channel-iablueprint.html alberta soranzo | @albertatrebla
    • TOUCHPOINTS MATRIX image: journalofia.org/volume1/issue1/02-brugnoli/jofia-0101-02-brugnoli.pdf digital touchpoints alberta soranzo | @albertatrebla
    • EXPERIENCE JOURNEY Awareness digital touchpoints Consideration Engagement Retention Advocacy alberta soranzo | @albertatrebla
    • 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
    • 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
    • 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 digital touchpoints alberta soranzo | @albertatrebla
    • BRING THE HUMANS BACK CC Image courtesy of nhussein on Flickr
    • SEARS, 1906 digital touchpoints CC soranzo | @albertatrebla albertaImage courtesy of rich801 on Flickr
    • SEARS, 1958 digital touchpoints Image courtesy of becwriters.blogspot.com/ alberta soranzo | @albertatrebla
    • SEARS, 2013 digital touchpoints alberta soranzo | @albertatrebla
    • CUSTOMER SERVICE digital touchpoints alberta soranzo | @albertatrebla
    • CONTACT US digital touchpoints alberta soranzo | @albertatrebla
    • ZAPPOS digital touchpoints alberta soranzo | @albertatrebla
    • ZAPPOS digital touchpoints alberta soranzo | @albertatrebla
    • IN CONCLUSION CC Image courtesy of derpunk on Flickr
    • 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. digital touchpoints alberta soranzo | @albertatrebla
    • thank you. @albertatrebla albertasoranzo@gmail.com CC Image courtesy of fliegender on Flickr