1. Only Good Touching
Doing UX strategy and design
in a multi-touchpoint universe
Chris Risdon (@chrisrisdon), Paula Wellings (@paulawellings), Todd Wilkens

2. What is a touchpoint?

3. Just because you can
touch someone...
should you?

4. We don’t want to be this guy.

5. AGENDA
9:00-10:00
10:00-11:00
11:00-12:30
12:30-2:00
2:00-3:30
3:30-5:30
Touchpoint Fundamentals
Modeling & Mapping
Defining a User Experience Platform
Lunch
Putting Touchpoints to Work
Telling the story

6. Hello.

7. Touchpoint Fundamentals

8. What is a touchpoint?

9. Touchpoint ≠ Channel

10. Channel:
A medium of interaction with customers
or users.

11. Touchpoint (UX version):
A point of interaction involving a
specific human need in a specific
time and space.

12. Touchpoints take place in channels but
are not ultimately defined by them.

13. Channel
Touchpoint
Web
Shopper needs to check out at end of a
purchase
Phone
Customer just moved and needs to
change address on file
Print
Middle-aged professional needs monthly
update on 401k activity
Service
Patient in hospital needs vitals checked
and medication administered every day

14. Once upon a time...

15. ElectroCo
“Trusted advice for an enjoyable life”

16. The in-store experience involved
many touchpoints and was, on the
whole, haphazard and uncoordinated.
Customer
visits
- Efforts regularly used up lots of resources
with little obvious return.
- Experiences neither built trust nor inspired
participants.
- Associates actively discouraged customers
from using interactives.
- Only “successful” project was internet kiosks
but customers regularly complained, “I don’t
come to the store to use the Internet.”
Storre
Sto e
to see
Products
to talk with
Associate
to find
information about

17. Inappropriate
Meaningless
“I don’t come to the store to
use the Internet.”
“Specs are nice but...what
does 1080p really mean?”
Irrelevant
Not endearing
“This isn’t really helping me
learn any of the things I need
to know.”
“This feels pretty clunky.”

18. Field Research

19. Insights
Thinking, feeling, and doing
The in-store experience is social and tactile. The core pieces are:
+
People
Products

20. Insights
Thinking, feeling, and doing

21. Insights
Mapping the needs and activities
Learning is social.
Trust is a relationship.
Customers and
associates are always
learning from each
other.
Interaction between
customers and employees is
the basis for trust.

22. Articulate experience concepts

24. Orchestrate the touchpoints in detail

25. Orchestrate the touchpoints in detail
Need 1
Need 2
Need 3

26. Tell a tangible story about the vision

27. Tell a tangible story about the vision
at
ncept story was wh
e co
to mention that th
I wanted
ere (since most are
eh
nated with everyon
really reso
Ultimately, I think
ils).
d in technical deta
not mire
ful (and brilliant)
wer
ry was the most po
ent
the design sto
ain for your excell
ag
the study. Thanks
piece of
work!
r
Electronics Retaile
— Client at

28. What makes a good
touchpoint experience?

29. Touchpoints should be orchestrated

31. What is each instrument doing; how
and when are they doing it.

32. Touchpoints should be:
Appropriate, relevant, meaningful,
and endearing

33. Appropriate (context + culture)

34. Appropriate (context + culture)
Suitable for a particular person or place or condition
In the context of morality, a sense of behavioral conduct that
differentiates intentions, decisions, and actions between those that are
good (or right) and bad (or wrong).

35. Appropriate?

36. Appropriate

37. Appropriate?

38. Relevant (meeting needs/functional)

39. Relevant (meeting needs/functional)
Closely connected to or having precise and logical pertinence to the
matter at hand
In information science and information retrieval, relevance denotes
how well a retrieved document or set of documents meets the
information need of the user.

40. Relevant?

41. Relevant?
The Children’s ATM Bank

42. Relevant?
Progression Wake Up Clock
The Children’s ATM Bank

43. Relevant?
Progression Wake Up Clock
The Children’s ATM Bank
Upside-Down Tomato Garden

44. Relevant?
Progression Wake Pool Cue
The Laser Guided Up Clock
The Children’s ATM Bank
Upside-Down Tomato Garden

45. Relevant?
Progression Wake Pool Cue
The Laser Guided Up Clock
The Children’s ATM Bank
The MASHMELLOW SHOOTER
Upside-Down Tomato Garden

46. Relevant?
Progression Wake Pool Cue
The Remote Control Clock
The Laser Guided UpShark
The Children’s ATM Bank
The MASHMELLOW SHOOTER
Upside-Down Tomato Garden

47. Relevant?
Progression Wake Pool Cue
The Remote Control Clock
The Laser Guided UpShark
The
The TheChildren’s ATM Garden
Upside-Down Tomato Bank
MASHMELLOW SHOOTER
Automatic Golf Tee

48. Relevant?
Progression WakeDockCue
The Laser Stereo UpShark
Remote Control Clock
The iCarta Guided Pool
The
The TheChildren’s ATM Garden
Upside-Down Tomato Bank
MASHMELLOW SHOOTER
Automatic Golf Tee

49. Relevant?
Progression WakeDockCue
The Laser Stereo UpShark
Remote Control Clock
The iCarta Guided Pool
The
Auto-Card ATM Bank
The TheChildren’sManager
Upside-Down Tomato Garden
MASHMELLOW SHOOTER
Automatic Golf Tee

50. Meaningful (emotional importance)

51. Meaningful (emotional importance)
Having a serious, important, or useful quality or purpose
Having meaning in a symbolic sense such as meaningful elements
in a language or questions that are meaningful to students
Communicating something that is not directly expressed such as
meaningful glances

52. Meaningful
<boom> “I need to sign up for life insurance...” <boom>

53. Endearing (subtle, playful, delight)

54. Endearing (subtle, playful, delight)
Inspiring love or affection; attractive or lovable; making dear or precious

55. Endearing?

56. Endearing

57. Modeling and Mapping

58. Model:
v: Devise a representation of a phenomenon or
system, especially to assist calculations and
predictions

59. Model:
v: Devise a representation of a phenomenon or
system, especially to assist calculations and
predictions

62. System map for Skype

63. But people are a little more complicated
to predict than stars and systems.

64. It’s not just pieces and actions.

65. It’s not just pieces and actions.
You need to understand motivations.

66. Thinking, feeling, and doing.

67. System map for Skype

68. Lots of doing but very little thinking
and feeling.

69. System map for Skype

70. What else is missing in this experience
map?

71. Time.

72. Time.

73. Time.

74. At the most basic level, maps for multitouchpoint experiences need to
address:
• Thinking
• Feeling
• Doing
• Time

75. Experience Maps vs.
Service Blueprints

76. Inside-out

77. Inside-out
I describe how a service works.
I show the nature and characteristics of
interactions in enough detail for an org
to verify, implement, and maintain it.

78. Rail Europe Experience Map
Outside-in
Guiding Principles
Customer Journey
STAGES
Research & Planning
RAIL EUROPE
Shopping
Enter trips
Research destinations, routes and products
Destination
pages
Review fares
Select pass(es)
Confirm
itinerary
Post-Booking, Pre-Travel
Delivery
options
Payment
options
Review &
confirm
Change
plans
Map itinerary
(finding pass)
Print e-tickets
at home
Web
FEELING
Check ticket
status
Google
searches
• What is the easiest way to get around Europe?
• Where do I want to go?
• How much time should I/we spend in each
place for site seeing and activities?
• I’m excited to go to Europe!
• Will I be able to see everything I can?
• What if I can’t afford this?
• I don’t want to make the wrong choice.
E-ticket Print
at Station
View
maps
Paper tickets
arrive in mail
Look up
timetables
Research
hotels
• I want to get the best price, but I’m willing to pay a
little more for first class.
• How much will my whole trip cost me? What are my
trade-offs?
• Are there other activities I can add to my plan?
• It’s hard to trust Trip Advisor. Everyone is
so negative.
• Keeping track of all the different products
is confusing.
• Am I sure this is the trip I want to take?
Follow-up on refunds for booking changes
Share
photos
Get stamp
for refund
Web
Share
experience
(reviews)
Buy additional
tickets
Kayak,
compare
airfare
Blogs &
Travel sites
Share experience
Activities, unexpected changes
May call if
difficulties
occur
Talk with
friends
Post Travel
Live chat for
questions
DOING
THINKING
Travel
Wait for paper tickets to arrive
Look up
time tables
raileurope.com
Plan with
interactive map
Booking
• Do I have everything I need?
• Rail Europe website was easy and friendly, but
• Do I have all the tickets, passes and reservations
I need in this booking so I don’t pay more
shipping?
• Rail Europe is not answering the phone. How
else can I get my question answered?
web/
apps
Arrange
travel
Plan/
confirm
activities
Request
refunds
• I just figured we could grab a train but there are
• Trying to return ticket I was not able to use. Not
when an issue came up, I couldn’t get help.
• What will I do if my tickets don’t arrive in time?
• Stressed that I’m about to leave the country
• Website experience is easy and friendly!
• Frustrated to not know sooner about which
not more trains. What can we do now?
• Am I on the right train? If not, what next?
• I want to make more travel plans. How do I
do that?
• I am feeling vulnerable to be in an unknown place in
• Excited to share my vacation story with
• Stressed that the train won’t arrive on time for my
• A bit annoyed to be dealing with ticket refund
and Rail Europe won’t answer the phone.
• Frustrated that Rail Europe won’t ship tickets
to Europe.
• Happy to receive my tickets in the mail!
tickets are eTickets and which are paper tickets.
Not sure my tickets will arrive in time.
sure if I’ll get a refund or not.
• People are going to love these photos!
• Next time, we will explore routes and availability
more carefully.
the middle of the night.
my friends.
connection.
• Meeting people who want to show us around is fun,
serendipitous, and special.
issues when I just got home.
Enjoyability
Enjoyability
Enjoyability
Enjoyability
Enjoyability
Enjoyability
Relevance of Rail Europe
Relevance of Rail Europe
Relevance of Rail Europe
Relevance of Rail Europe
Relevance of Rail Europe
Relevance of Rail Europe
Helpfulness of Rail Europe
EXPERIENCE
Mail tickets
for refund
Helpfulness of Rail Europe
Helpfulness of Rail Europe
Helpfulness of Rail Europe
Helpfulness of Rail Europe
Helpfulness of Rail Europe
Opportunities
GLOBAL
PLANNING, SHOPPING, BOOKING
POST-BOOK, TRAVEL, POST-TRAVEL
Communicate a clear value
proposition.
Help people get the help they
need.
Support people in creating their
own solutions.
Enable people to plan over time.
Visualize the trip for planning
and booking.
Arm customers with information
for making decisions.
Improve the paper ticket
experience.
Accommodate planning and
booking in Europe too.
STAGE: Initial visit
STAGES: Global
STAGES: Global
STAGES: Planning, Shopping
STAGES: Planning, Shopping
STAGES: Shopping, Booking
STAGES: Post-Booking, Travel, Post-Travel
STAGE: Traveling
Make your customers into better,
more savvy travelers.
Engage in social media with
explicit purposes.
Connect planning, shopping and
booking on the web.
Aggregate shipping with a
reasonable timeline.
Proactively help people deal
with change.
Communicate status clearly at
all times.
STAGES: Global
STAGES: Global
STAGES: Planning, Shopping, Booking
STAGE: Booking
STAGES: Post-Booking, Traveling
STAGES: Post-Booking, Post Travel
Information
sources
Stakeholder interviews
Cognitive walkthroughs
Customer Experience Survey
Existing Rail Europe Documentation
Ongoing,
non-linear
Linear
process
Non-linear, but
time based
Experience Map for Rail Europe | August 2011

79. Our challenge

80. What happens when a foster kid ages out
of the foster care system?

81. So long and good luck.

82. Imagine being 18 and having no
one to help you with things like...
finding a place to live
• getting food
• finding a job
• going to college
•

83. There are actually hundreds of resources
that could be available to these youth but
they have historically had terrible troubles
getting connected to them.

84. Hello, myfoco.

85. myfoco is an early stage social
startup that is creating a
platform to connect former
foster youth to the resources
that can help them succeed.
Chadwick Sapenter

86. Value proposition for youth:
Get help and resources to become a
successful, independent adult.

87. How it works:
Foster kids have varying sets of
needs when they leave the
system.

88. How it works:
where am i
going to sleep
tonight?
Foster kids have varying sets of
needs when they leave the
system.

89. How it works:
where am i
going to sleep
tonight?
i only have
enough food for this
week.
Foster kids have varying sets of
needs when they leave the
system.

90. How it works:
where am i
going to sleep
tonight?
how do i get into
college?
i only have
enough food for this
week.
Foster kids have varying sets of
needs when they leave the
system.

91. How it works:
where am i
going to sleep
tonight?
i only have
enough food for this
week.
how do i get into
college?
i think i have the
flu. what do i do?
Foster kids have varying sets of
needs when they leave the
system.

92. How it works:
emergency
short term
These needs can be straightforward and
immediate or long-term and complex.
long term

93. How it works:
emergency
short term
food
These needs can be straightforward and
immediate or long-term and complex.
long term

94. How it works:
emergency
short term
food
housing
These needs can be straightforward and
immediate or long-term and complex.
long term

95. How it works:
emergency
short term
food
housing
education
These needs can be straightforward and
immediate or long-term and complex.
long term

96. How it works:
emergency
short term
food
housing
education
There are lots of people who can help with
these needs in different ways.
long term

97. How it works:
emergency
short term
food
housing
education
i have food!
There are lots of people who can help with
these needs in different ways.
long term

98. How it works:
emergency
short term
food
housing
education
i have food!
i know about
housing resources!
There are lots of people who can help with
these needs in different ways.
long term

99. How it works:
emergency
short term
long term
food
housing
education
i have food!
i know about
housing resources!
There are lots of people who can help with
these needs in different ways.
i can help with
college planning!

100. How it works:
emergency
food
housing
education
short term
long term

101. How it works:
emergency
short term
long term
food
housing
education
Youth needs and actions:
Get answers
Get real resources
Get advice
Reliable support
Build relationships
Set goals
Make plans
Make progress

102. How it works:
myfoco is building a social platform that can help
connect...
former foster kids
• relevant institutions and social services
• volunteers with knowledge, skills, and resources
• biological and foster families
•

103. How it works:
myfoco is building a social platform that can help connect...
former foster kids
• relevant institutions and social services
• volunteers with knowledge, skills, and resources
• biological and foster families
•

104. Mapping the youth journey

105. Orienting
Signed up by
an agency
See what it’s
all about
Hello!
username
password
Sign in for first
time
Set up profile,
needs, goals,
urgency

106. Connecting
myfoco
recommends
relevant
connections
Search for other
relevant
connections
Connect
Explore/review
suggested
connections

107. Questioning
Explore current
answers
Ask question
Ask:
username
Ask: username
Answers:
Ask: username
Answers:
Explore additional
answers
Wait for more
answers

108. Questioning
Explore current
answers
Ask question
Ask:
username
Ask: username
Answers:
Ask: username
Answers:
Explore additional
answers
Urgent
question
Wait for more
answers
phone
phone
Immediate
answers

109. Planning & Progressing
Co-create goals
and plans with
volunteers
phone
online
myfoco suggests
connections to help with
the plan
myfoco attaches rewards
to some steps
$
Choose a step
and work to
complete it
Explore questions
and answers for
this step
in-person
Talk with
friends
Explore suggested
connections
Move on to next
step in plan
phone
Way to go!
Log accomplishment, get
rewards and recognition
$
Get help from
volunteers
!
in-person
Accomplish
the step
Talk/coordinate
with volunteers

110. Putting it into practice

111. Activity:
Volunteer Experience Mapping

112. Defining a user experience
platform

113. My first model for a user experience platform
The platform enables young people to engage
in a culture of collecting, training, and battling
649 fictional species.
circa ~1998

114. Engaging in a culture of collecting, training, & battling
handheld games
tv series
trading card game
comic books
movies
console games

115. Engaging in a culture of collecting, training, & battling
leveling up in training
tv series
trading card game
comic books
movies
console games

116. Engaging in a culture of collecting, training, & battling
leveling up in training
tv series
collecting and battling together
comic books
movies
console games

117. Engaging in a culture of collecting, training, & battling
leveling up in training
tv series
collecting and battling together
comic books
learning about
new creatures
console games

118. Engaging in a culture of collecting, training, & battling
leveling up in training
observing training techniques
collecting and battling together
comic books
learning about
new creatures
console games

119. Engaging in a culture of collecting, training, & battling
leveling up in training
observing training techniques
collecting and battling together
reading folklore
learning about
new creatures
console games

120. Engaging in a culture of collecting, training, & battling
leveling up in training
observing training techniques
collecting and battling together
reading folklore
learning about
new creatures
battling with peers

121. A user experience platform is
a framework for making
an organization’s value proposition
actionable in people’s lives
over time & place.

122. Existing organizations as UX platforms
Organization
is a UX platform for...
Square
transforming everyday transactions into
extraordinary experiences for both buyers
and sellers
Zipcar
simple and responsible
urban living
AARP
enhancing quality of life
for all as we age
Fitbit
helping people lead healthier,
more active lives
Airbnb
connecting people who have space to
spare with those who are looking for a
place to stay

123. A user experience platform is
a framework for making
an organization’s value proposition
actionable in people’s lives
over time & place.

124. A user experience platform is
a framework for making
an organization’s value proposition
actionable in people’s lives
over time & place.

125. The UX value proposition

126. Value propositions: old school

127. Value propositions: old school
1911: we are unique!

128. Value propositions: old school
1911: we are unique!
1921: we improve your prospects

129. Value propositions: old school
1911: we are unique!
1921: we improve your prospects
1931: we heighten your pleasure

130. Value propositions: old school
1911: we are unique!
1921: we improve your prospects
1931: we heighten your pleasure
1941: we make you appear smart

131. Value propositions: old school
1911: we are unique!
1921: we improve your prospects
1931: we heighten your pleasure
1941: we make you appear smart
1951: we make you appear worthy

132. Value propositions: old school
1911: we are unique!
1921: we improve your prospects
1931: we heighten your pleasure
1941: we make you appear smart
1951: we make you appear worthy
1961: we are good! good! good!

133. Value propositions: old school challenge

134. UX value propositions come from...
Understanding what people aspire to do, think and
feel
Reflecting on how the organization can interact with
people through touchpoints that are:
•
•
•
•
appropriate
relevant
meaningful
endearing

135. Creating a UX-based value proposition
__________________ need __________________.
Audience / Who
Insight / Why
__________________ provides __________________.
Name of the Experience
Solution & Differentiator /
What & How

136. Flickr: UX-based value proposition
Digital photographers need to get their good
photos off their hard drive and to share their
pictures with family, friends and the rest of the
world.
Flickr provides photo sharing, storage and search
tools with community features and unique and fun
ways to explore other people’s pictures.

137. Southwest: UX-based value proposition
Travelers need simple and fun ways to fly wherever
it is that life takes you.
Southwest Airlines provides low fares to 70+
destinations nationwide and brings a sense of
warmth, friendliness, individual pride, and Company
Spirit to the travel experience.

138. Zappos: UX-based value proposition
Online shoppers need the best selection of items
with the best possible service.
Zappos provides more than 3 million shoes,
handbags, clothing items and accessories from over
1,136 brands with free shipping, free returns, free
365 day return policy and 24/7 customer service.

139. Putting it into practice

140. Activity:
Create a UX-based
value proposition
for myfoco volunteers
10 minutes

141. __________________ need __________________.
Audience / Who
Insight / Why
__________________ provides __________________.
Name of the Experience
Solution & Differentiator /
What & How

142. Crafting a UX platform

143. A user experience platform is
a framework for making
an organization’s value proposition
actionable in people’s lives
over time & place.

144. person
organization
value proposition
in action

145. person
organization
value proposition
in action

146. A UX touchpoint
to
uc
hp
oi
n
t
person
organization
value proposition
in action

147. person
organization value proposition in action

148. A series of UX touchpoints over time & place
person
organization value proposition in action

150. Implications for UX touchpoints over time & place
Being in touch with people at more points in their lives
influences people’s expectations for familiarity and
presence.
When organizations work to be perceived more like
friends and family, people expect organizations to know
them individually and understand what they need.
Experience accumulates in people’s memories.
Because of of the social web, touchpoints between an
organization and a person are no longer private.

151. Alexa Andrzejewski

152. Planning for a UX platform: value proposition in action
Alexa Andrzejewski

153. Planning for a UX platform

154. Planning for a UX platform

155. Planning for a UX platform

156. lunteer
yfocoVo
m
nteerism
ime volu
re, anyt
anywhe
munities
heir com
ct with t
nd conne
tribute a
ys to con
eed wa
pertise
.
nteers n
volu
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ork load
Modern
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their skil
id schedu
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uration.
d to a rig
pportunit
ours in d
being tie
s to 2 h
ith the o
without
2 minute
nteers w
ging from
ides volu
tasks ran
er prov
olunte
uth with
myfocoV
foster yo
former
00 local
start
rt of 3,0
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s
ETI
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H
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simple ta
rs do
Voluntee
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ir downt
e
during th
& finish t
asks

157. Putting it into practice

158. Activity:
Planning a UX platform for myfoco volunteers:
the value proposition in action

159. Putting touchpoints
to work

160. We now have our
experience concepts
Let’s turn them into
touchpoints

161. Let’s turn them into
appropriate, relevant, meaningful,
endearing touchpoints

162. Touchpoints as design
requirements

163. Features take an
inside-out approach.
res
tu
fea
fea
res
tu
s
products
and
systems
nce
tur
es
erie
exp
erie
nce
s
exp
fea
fea
tur
e
s

164. Touchpoints take
an outside-in approach.
in
ts
po
ch
oi
n
to
u
ts
nt
oi
hp
o
hp
uc
to
s
products
and
systems
ts
in
uc
hp
to
rie
pe
ex
uc
es
nc
rie
pe
nc
es
ex
to

165. Touchpoints better reflect
the importance of the interaction
to the person.

166. Touchpoints are better for
orchestrating the whole experience.

167. Touchpoints are
more context pliable
Channels, features, interaction patterns

168. Describe
Characterize
Measure

169. Does this touchpoint support the
value proposition?
Is this touchpoint appropriate, relevant,
meaningful, and engaging?
How is it connected to other touchpoints?
Can we measure the success of this touchpoint?

170. Factor into the design
Multi-channel
Same need meet by different channels
Single-channel exclusive
Can only happen through one channel
Cross-channel
Need met spanning multiple channels

171. Orchestrating touchpoints
Defining their characteristics
Exclusive
Continuing
Critical
Repair/Recovery
Enhancement
Required (by user)
Sequential
Frequent

172. Repair/Recovery

173. Exclusive

174. Sequential
Required

175. Enhancement

176. When you have fleshed out
touchpoints, you can orchestrate
the whole journey.

177. Putting it into practice

178. Activity:
Touchpoint worksheet

179. Telling the story

180. Storytelling and prototyping are
different ways to demonstrate
your experience journey

181. The experience prototype allows designers to show
and test the solution through an active participation of
the users.
(2000) Marion Buchenau, Jane Fulton Suri, Experience Prototyping, paper presented at the Symposium on
Designing Interactive Systems.

182. The experience prototype allows designers to show
and test the solution through an active
participation of the users.
(2000) Marion Buchenau, Jane Fulton Suri, Experience Prototyping, paper presented at the Symposium on
Designing Interactive Systems.

183. We all use stories to communicate...and inspire.
Basing stories on fact will help you communicate your
own ideas effectively. Tell your story well: you'll get buyin for the design and you'll have everyone on the same
page.
Whitney Quesenbery, Storytelling for User Experience

184. We all use stories to communicate...and inspire.
Basing stories on fact will help you communicate your
own ideas effectively. Tell your story well: you'll get
buy-in for the design and you'll have everyone
on the same page.
Whitney Quesenbery, Storytelling for User Experience

185. Storytelling stands on it’s
own
Prototypes often requires
moderation, facilitation
2nd person
1st person
Storytelling describes a
complete experience
Prototypes tests parts of the
experience
Explanation
Exploration

186. Telling the story should be based on
research, mapping, touchpoint framing
and testing.
Persona + Journey + Touchpoints

187. Illuminate the value proposition
Tell a persons journey in time and space
Shows a notional representation
Optimized for the audience
Fidelity, medium, tone

188. ElectroCo
[example removed]

189. InsuroCo
[example removed]

190. Charmr

191. Putting it into practice

192. Activity:
UX storytelling

193. thank you for being part of this workshop!
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