Multiple Touchpoints Know the users’ attitude towards touchpoints perform user research into behaviour and expectations The wide range of touchpoints means a wide target group model more personas and their touchpoint preferences You need an optimal mix of touchpoints and functionalities develop use scenarios that are valuable for both business and customer
Multiple Contexts-of-Use Consider user flow, attention, and social context design variants in interaction style andtone-of-voice Some touchpoints allow for the inclusion of social features define the effects on the social context
Context-rich Profiles Each context-of-use calls for additional attributes to be added to the visitor's profile track which touchpoints have been used when, for which functionality, and how Knowledgeaboutusersallowsyour designs to adapt create interfaces thatadapttheirbehaviourbasedon data from user profiles
Web Analytics to quantify current user behaviour and discover opportunities for improvement
Analysis of a funnel To hire XX people, we need Ytimes more registrants for the game (assuming we increase registration-to-play rate to 75%) xxxxx xxxxx xxxx 75% xx xxxx xx x 66,7% 0,09% 25% x register for game play game finish game hire
Create swimlanes (from workflow and service design practice) to document potential flows through multiple touchpoints
Multiple-touchpointscenarios After a visitbySales, the clientreceivesanemail with a confirmation (1), asking her to visit the portal to complete her contact data (2-4). Shealsochecks her order and downloads a copy of the invoice (6-7). Ed dignissimfelis non orcilaoreet sit ametullamcorperligulapulvinar. Nullafringillaeuismoderos, rutrumfacilisis nisi consequat. Nam sednequevelpurusgravidapellentesqueutsedurna. Maecenas nisi massa, fringillased tempus ac, suscipit at nibh.
Scenario 1: First login 1 4 2 5 3 desktopwidget 6 7 Email fromSalestriggersfirstvisit Clientcreates new password uponfirst login. Onfirstvisit, client is asked to confirmclient data. Then taken to homepage. Likely to check order. Overview of order confirmationswithoption to download. Touchpoint selection(1=email, 2-7 = web, rest=widget)
Specify interactive components that employ adaptive interfaces
reuse an existing profile on a social network site(e.g. Ning, Facebook Connect) base profile on explicitly stated interests(e.g. for e-commerce sites) use the profile of the content to enrich user profiles (e.g. using metadata for targeted bannering) collect behaviour over several touchpoints(e.g. Facebook Beacon, and a profile-sharing program proposed by CMS producer «GX») enrich profiles with data from profiles of friends(e.g. Hyves, Facebook)
responsible for the quality of (online) service
Case 1: Association of Public Libraries central, local and personalized portals, socialnetworks informational, functional, personal, community wide range of personas, personalized portals, metricsonwidgetusage
Case 1: Association of Public Libraries Strategy
Lessonslearned: Strategy Strategy Developing an exploding strategy is a great way to transform the service into an effective service in new contexts Affiliations with partners are a logical step in an exploding strategy but not the easiest direction to take (or even envision) for a company You want to build beta versions of all the elements in the exploding website's ecosystem: do not release touchpoints individually (as client will try to make you do).
Lessonslearned: Design Design A collaborative design method employing sketching and storyboards, combined with script-based deliverables seems to be the best way to develop a exploding system You need to switch from designing fixed structures and their interactive interfaces and start to design fragmented, impulse-driven experiences for multiple touchpoints
Model users Specifyoutcomesthat match users’ goals Profiles Design adaptivecomponents Contexts Select valuablebehaviour to support Writescenarios and scripts,and direct yourscenes Touchpoints