Does UX bridge the gap between channels and content?

Chris Risdon touchpoints
For the love of classifying: I wish I could use this touchpoint taxonomy one day…

Really liked how this Chris Risdon deck integrates interactions and micro-interactions within consumer journeys.

Even if I’m not sure touchpoints “have to be humans” and I certainly disagree that it’s interactions – except if you consider a media exposure a touchpoint – considering them as answers of expressed needs by people forces us to walk a mile in people’s shoes and be more consumer driven.

In a certain way, following this definition, touchpoints are content within medias. It’s then highly important to make sure than the right channels deliver proper messages experiences.

The last slides about the “service anticipation gap” are also essential even if I mostly speak to marketers rather than true people. How many bad brands thrive despite of their poor UX?