Orchestrating Touchpoints

Chris Risdon

@chrisrisdon#touchpoints

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Digital UXEmpathy

Design Thinking Informed Strategy

Product /Service

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Digital UXEmpathy

Design Thinking Informed Strategy

Call CenterPhysical Space

Product /Service

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Digital UXEmpathy

Design Thinking Informed Strategy

Call CenterPhysical Space

Product /Service

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Digital UXEmpathy

Design Thinking Informed Strategy

Call CenterPhysical Space

Product /Service

Organization

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Maintaining empathy in the face of increased complexity.

Service Design

Cross-Channel

Multi-Platform Ecosystems

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Design for experiences that unfold over time and through many different touchpoints.

Journey Hub of empathy, understanding and strategy

Journey Hub of empathy, understanding and strategy

Organization Enabling design/Supporting journey/ Transforming Enterprises

Change management

Process Engineering

Road mapping

Journey Hub of empathy, understanding and strategy

Organization Enabling design/Supporting journey/ Transforming Enterprises

Change management

Process Engineering

Road mapping

Touchpoint (macrointeraction) Envisioning Designing the moment

Journey Hub of empathy, understanding and strategy

Organization Enabling design/Supporting journey/ Transforming Enterprises

Change management

Process Engineering

Road mapping

Interactions

Microinteractions

Touchpoint (macrointeraction) Envisioning Designing the moment

Journey Hub of empathy, understanding and strategy

Interactions

Microinteractions

Touchpoint (macrointeraction) Envisioning Designing the moment

Moment in time!

And what are the constraints and opportunities that are afforded to us in designing those moments?

What are the interactions that must occur to support that moment—that touchpoint?

Wait a minute... What is a touchpoint?

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InteractiveStatic Human

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Touchpoints need to be human, and actionable.

InteractiveStatic Human

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Touchpoint ≠ ChannelTouchpoint ≠ MediumTouchpoint ≠ Platform

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Channel: A medium of interaction with customers or users.

CONSTRAINTS

Small Screen

Awkward Input

Distractions

MOBILE CHANNEL = MOBILE CONSTRAINTS + OPPORTUNITIES

OPPORTUNITIES

Portability

Sensors

Networked

Touchpoint: A point of interaction involving a specific human need in a specific time and place.

KOREA’S HOME PLUS VIRTUAL GROCERY STORES

TOUCHPOINT PURCHASE GROCERIES

CHANNELS PHYSICAL (BILLBOARD)

ANDMOBILE PHONE

KOREA’S HOME PLUS VIRTUAL GROCERY STORES

TOUCHPOINT PURCHASE GROCERIES

The customer doesn’t care about the channels—but we do.

We need to know what limits us, or what opportunities we have: print display, physical environment, mobile technology.

CHANNELS PHYSICAL (BILLBOARD)

ANDMOBILE PHONE

TOUCHPOINT

CHANNEL

CHANNEL

CHANNEL

CHANNEL

CHANNEL

CHANNEL

TOUCHPOINT

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We want to orchestrate our touchpoints.

What is each instrument doing?

How and when are they doing it?

person (with need)

organization (value proposition

in action)

person (with need)

organization (value proposition

in action)to

uchpoint

How do we support this?

person

organization

- en

joym

ent +

person

organization

- en

joym

ent +

How do we design to support all of these?

(Simplified) Touchpoints for a car sharing service

Sign Up

specific need at this time and place

channels involved to support this

Desktop web (provide information)

Mail/Keycard (receive membership

card in mail)

Reserving Car

specific need at this time and place

channels involved to support this

Mobile App (find & reserve)

Text Msg (confirm reservation

and location)

Begin Rental

specific need at this time and place

channels involved to support this

Keycard (car entry)

In-dash screen (PIN authorization)

Get Help/Support

specific need at this time and place

channels involved to support this

In-dash screen (call for help/support)

Mobile phone (call for help/support)

Some other touchpoints: finding parking, fueling car, ending reservation, checking usage/billing

Feeling, thinking, doing.

Feeling, thinking, doing.

Motivations Framing Behaviors

BETTER UNDERSTAND YOUR TOUCHPOINTS

Describe Characterize Measure

Touchpoints should be: Appropriate context + culture Relevant meeting needs/functional Meaningful importance/purpose Endearing subtle, playful, delight + Connected seamless in the journey

*Todd Wilkens

Exclusive Critical (directly supports value prop)

Enhancement Sequential

Characterizing touchpoints

Continuing FrequentRepair/Recovery Required (by user)

Repair/Recovery

Password recovery

Product returns

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Sequential

Required

Computer validation

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Every touchpoint should have a value proposition. !

It must justify it’s value, and contribution to the overall journey.

$2–$5 Billion Planning & Design of Services

$40 Billion Ad Spend Service

Anticipation Gap

photo by Seal Beach AT&Thttp://www.adaptivepath.com/ideas/serious-service-sag/Brandon Schauer

“You set their expectations high for what you can do for them, maybe even connect to some deep emotional need, and then dash their hopes when they experience the reality of your service.”

Awareness Entry Engagement Action

Traditional Ad Spends Service Investments

OVERCOMING SAG

Capture lost revenues from the Service Anticipation Gap by applying just a portion of the overwhelming ad spends on the optimization and creation of services.

Fades quickly Long-lasting investment

Highly measurableInferences

Diminishing returns Increasing returns

Comcast CEO Brian Roberts vowed Tuesday to bring Uber-like quality to the company's much-maligned customer service. !Uber "is fantastic," he said, wielding his iPhone to demonstrate a new Comcast app that lets customers schedule an appointment and troubleshoot set-top boxes remotely. "I need to (be able) to push the button and see where my truck is. We're beginning to make our service look like Uber.” !- USA TODAY

(Comcast is one of the most hated companies in the United States ,because of it’s poor customer service)

Creating new and redefining existing staff roles

Changing internal metrics to measure a cross-channel experience

Developing new business functions to support the sustainability of the desired experience, e.g., a program

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Moving Forward

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Airbnb commissioned a Pixar animator to storyboard an entire trip experience frame by frame. !The 30 slides now hang around Airbnb’s product studio…each radiating empathy for each particular emotional moment in a trip: the guest’s arrival at the airport, her transportation, the first interaction with the host, and more. !

When we critique our designs, we literally say, ‘Which frame is this helping to improve?’

!— Joe Gebbia, co-founder Airbnb

!!

Fast Company, April 2014

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The universe is made of stories, not atoms.

Muriel Rukeyser

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Thank you!

Orchestrating Touchpoints

Chris Risdon

@chrisrisdon#touchpoints