Orchestrating Touchpoints - Chris Risdon
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Transcript of Orchestrating Touchpoints - Chris Risdon
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
6
Digital UXEmpathy
Design Thinking Informed Strategy
Call CenterPhysical Space
Product /Service
6
Digital UXEmpathy
Design Thinking Informed Strategy
Call CenterPhysical Space
Product /Service
6
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
13
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