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.
ICT role in 21st century education and its challenges
Digital Touchpoints - Thinking Beyond The Device
1. DIGITAL TOUCHPOINTS
THINKING BEYOND THE DEVICE
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UCLA Center for Health Policy Research
CC Image courtesy of dragontomato on Flickr
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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Image courtesy of pleasantfamilyshopping.blogspot.com
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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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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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
alberta soranzo | @albertatrebla