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?

A great talk on the consumer journey tells us how this method is all about community

Avanade_CustomerJourney_graphic

Here’s a great one summing up the whole process of the consumer journey.

Perhaps too much details but still very rich.

Several thoughts:

  • Journeys are made to activate and inspire, not blind with too much data.
  • There’s different outputs coming from journeys: from anthropological ones to advertising or design. Journeys workshop have to be designed regarding to each situation. A one-fits-all method can be misleading.
  • Collective thinking remains the main point of doing these workshops. No matter will the key learnings, it’s all about spending some time together.