As services become more interconnected across channels and devices—and more importantly across time and space—it’s becoming increasingly important to find ways to gain insight about customers’ interactions with your product or service.
We’ll focus on the power and peril of the touchpoint—where customers connect with your product or service. We’ll show how to map the customer journey across touchpoints and channels. We’ll explore how every occasion where your organization touches or connects with a person’s life is appropriate, relevant, meaningful, and endearing.
What You'll Learn
Learn how to examine the full view of your users’ journeys and draw a blueprint of those interactions at this full-day workshop. Learn the characteristics of touchpoints, so you can define them for your organization.
- Identify and gather the inputs that make a good experience map
- How to explore the ecosystem people live in and the role your product or service plays in it
- Get everyone involved in identifying touchpoints
- Visually describe what the user’s journey looks like
- Tell stories and craft narratives from the user’s point of view
- Use mapping as a catalyst to discuss organizational goals
- Orient teams around a shared understanding of the journey
- Expand on scenarios, personas, and mental models
- Diving into experience mapping
- The context, people, and systems involved in experience mapping
- What a touchpoint is—and how to identify yours
- Methods for conducting research on your users’ journeys
- Mapping with your team
- Techniques for involving your organization in mapping activities,
- Ways to layer data to tell an engaging story about your users’ journeys
- The stages, emotions, and channels that affect the quality of a journey
- Creating a narrative
- Types of artifacts and how they support your storytelling
- Ways to visually represent user data with richness, depth, and detail
- The sizing, fidelities, and channels that influence your illustration
- Using maps as a catalyst
- How to identify, describe, and measure touchpoints in context of the journey
- The criteria to vet touchpoints for cross-channel experiences
- When to plug the touchpoints back into the full user’s journey
Chris Risdon is Head of Behavioral Design for Capital One's emerging Behavioral Insights and Design practice, where he’s defining new methods for applying behavioral science in services at scale, and leveraging machine learning with behavioral economics. Previously, he was Head of Design for Capital One Labs, where he led a multidisciplinary design team focused on empathy-to-iteration explorations of next generation financial services.
Before that, Chris was a Design Director at Adaptive Path, the pioneering experience design consultancy, now part of Capital One. Chris has brought digital and physical services to market since 1996 and introduced and advanced new methods in design, teaching thousands of design professionals and students. Chris holds an MFA in design from the Savannah College of Art and Design. By night he’s an adjunct professor at the California College of the Arts, teaching interaction design theory and service design to the next generation of designers.