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.

1. DIGITAL TOUCHPOINTS
THINKING BEYOND THE DEVICE
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UCLA Center for Health Policy Research
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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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4. CATALOG
digital touchpoints
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5. ORDER FORM
digital touchpoints
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6. EVERYTHING IS MORE COMPLICATED
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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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9. DEVICE
Users are device-agnostic and
device-hopping.
digital touchpoints
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10. PLATFORM
How users interact with brands online.
digital touchpoints
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11. CONTEXT
The circumstances in which the interaction
occurs.
digital touchpoints
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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.
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13. TIME
digital touchpoints
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14. CONTENT
digital touchpoints
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15. TOUCHPOINTS = INTERACTIONS

16. INTERACTION COMPONENTS
Digital
Experience
Customer
Service
digital touchpoints
Social
Media
Interactive
Marketing
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17. CHOICES, CHOICES
There is no recipe for success.
digital touchpoints
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18. YOU DON’T GET A DO-OVER
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19. ONE CHANCE
Interactions make or break experiences.
digital touchpoints
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20. DIRECTV
digital touchpoints
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21. DIRECTV (VIDEO)
digital touchpoints
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22. DIRECTV
digital touchpoints
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23. DIRECTV
digital touchpoints
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24. ZAPPOS
digital touchpoints
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25. ZAPPOS (VIDEO)
digital touchpoints
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26. ZAPPOS
digital touchpoints
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27. ZAPPOS
digital touchpoints
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28. ZAPPOS
digital touchpoints
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29. WEB
digital touchpoints
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30. TWITTER
digital touchpoints
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31. FACEBOOK
digital touchpoints
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32. SHOPYOURWAY
digital touchpoints
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33. PINTEREST
digital touchpoints
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34. APP? WHICH ONE?
digital touchpoints
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35. BETTER TOUCHPOINTS,
BETTER EXPERIENCE
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36. USER INSIGHTS GENERATE TOUCHPOINTS
digital touchpoints
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37. RESEARCH GENERATES USER INSIGHTS
digital touchpoints
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38. COLLABORATE. WITH EVERYBODY
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39. LISTEN TO OTHER TEAMS
digital touchpoints
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40. A LOT OF TEAMS
digital touchpoints
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41. COLLABORATION GENERATES ALIGNMENT
digital touchpoints
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42. MAP THE JOURNEY
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43. LISTEN, UNDERSTAND, ACT
digital touchpoints
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44. USER TASKS BLUEPRINT
digital touchpoints
image: tylertate.com/blog/2012/02/21/cross-channel-iablueprint.html
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45. TOUCHPOINTS MATRIX
image: journalofia.org/volume1/issue1/02-brugnoli/jofia-0101-02-brugnoli.pdf
digital touchpoints
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46. EXPERIENCE JOURNEY
Awareness
digital touchpoints
Consideration
Engagement
Retention
Advocacy
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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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52. EXPLORATORIUM
digital touchpoints
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53. CHOICES, CHOICES
digital touchpoints
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54. CHOICES, CHOICES
digital touchpoints
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55. CHOICES, CHOICES
digital touchpoints
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56. CHOICES, CHOICES
digital touchpoints
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57. ZAPPOS
digital touchpoints
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58. ZAPPOS
digital touchpoints
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59. EXPLORATORIUM
digital touchpoints
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60. BRING THE HUMANS BACK
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61. SEARS, 1906
digital touchpoints
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62. SEARS, 1958
digital touchpoints
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63. SEARS, 2013
digital touchpoints
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64. CUSTOMER SERVICE
digital touchpoints
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65. CONTACT US
digital touchpoints
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66. ZAPPOS
digital touchpoints
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67. ZAPPOS
digital touchpoints
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68. IN CONCLUSION
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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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76. thank you.
@albertatrebla
albertasoranzo@gmail.com
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