Orchestrating Touchpoints

Chris Risdon

@chrisrisdon#touchpoints

I’m a digital product designer

...wait...no I’m not...

Products became services

...and not just digital

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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

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Digital UXEmpathy

Design Thinking Informed Strategy

Call CenterPhysical Space

Product /Service

Organization

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Retail Hotel Rail Travel Cruise Insurance

service experience

Orchestrated experience among all parts of the service, from people to

objects to places to interfaces

product experience

Typically an experience between person and single touchpoint,

usually a digital product

illustration: Jamin Hegeman

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Maintaining empathy in the face of increased complexity.

Service Design

Cross-Channel CX

Multi-Platform Ecosystems

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

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SERVICE ARCHITECTURE

PATIENTACTIONS

PHYSICAL EVIDENCE

ONSTAGECONTACTPERSON

BACKSTAGECONTACTPERSON

Debbie’s Chart Cart

Records/Database

System

Bin System

Check Vitals &

Ask Quest

Place in Kassam

Bin

Meet Dr. Kassam

Kassam Gets Quick

Review

Take Away Chart

Process & Check-out

Records/Database

System

Dictation

Chart Storage System

Door Tag System

See Other Patients

SUPPORT PROCESSES

Sign In

Front Desk

Waiting Room

Front Desk

Front Desk

Hallway Exam Room

MRI & Chart

Exam Room

MRI & Chart

Door Tag Waiting Room

Check-out Room

Waiting Room

Line of Interaction

Line of Visibility

Responds Follow toExam Rm

AnswerQuestions

AskQuestions

ReturnDoor Tag

Check-out, Pay, & Leave

Check-in

Welcome

Get Patient Chart

See Other Patients

Process

See Other Patients

Brings Door Tag

Back

CallPatient

Grab Door Tag

Escort to Exam Rm

Chart in To Be

Seen Bin

Write Rm # on

Schedule

See Other Patients

Grab Chart

from Bin

Chart Taken by

Staff

Check Patient

Location

Check Patient

Location

Schedule System

Service Blueprint of Presby Neuro Clinic

? ? ? ? ?

Line of Internal Interaction

? ? ?

Wait Wait Wait inExam Rm Wait Wait

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

Interactions

Microinteractions

Touchpoint (macrointeraction) Envisioning Designing the moment

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?

!

Un-Sucking the 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.

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

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

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

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

person (with need)

organization (value proposition

in action)to

uchpoint

How do we support this?

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Thinking (framing)

Feeling (motivations)With whom

Artifacts

Where

Doing (behavior)

Thinking (framing)

Seeing

With whom

When

Hearing

person

organization

- en

joym

ent +

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

We know what is afforded to us—people, places, things—to support this moment.

We have our touchpoint—a moment in time.

What’s missing?

Feeling, thinking, doing.

Feeling, thinking, doing.

Motivations Framing Behaviors

BETTER UNDERSTAND YOUR TOUCHPOINTS

Describe Characterize Measure

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Every touchpoint should have a value proposition. !

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

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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Enhancement

Free try-on

Designing discreet touchpoints, but with the DNA of the whole 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)

service experience

Orchestrated experience among all parts of the service, from people to

objects to places to interfaces

product experience

Typically an experience between person and single touchpoint,

usually a digital product

illustration: Jamin Hegeman

DEFINING THE JOURNEY

WHOLE JOURNEY

TOUCHPOINTS WITHIN THE JOURNEY

OTHER EVENTS WITHIN THE JOURNEY

Buying a home vs. getting a mortgage Going on a trip vs. being a passenger Using transportation vs. buying a car

The whole journey involves more than, and extends past, the touchpoints of your company.

How do we create new and redefine existing roles?

How do we implement metrics to measure a a holistic cross-channel experience?

How should organizations be structured for sustainable experience strategy, planning, and design?

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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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Thank you!

Orchestrating TouchpointsChris Risdon

@chrisrisdon#touchpoints