Masterclass- Touchpoint mapping and cross-channel UX
APRIL 1st 8:00AM PST; 11:00AM EST; 4:00 PM GMT; 8:30 PM IST
3 hrs
Buy this course and recording for $100 USD:
Agenda:
Products and service systems (think mobile app orders food delivery) rely on touchpoints. Touchpoints are value-rich exchanges between customers and your business. Common examples of touchpoints include information, help, advice, or consultation. Touchpoints occur when and where the customer wants them to occur. User behavior is “choose your own channel” (omnichannel) by default. It is for this reason that touchpoints need to be observed, optimized, and made consistently available across channels.
Channels are not touchpoints. Channels are just how a customer approaches your company (mobile, Chat, Web, call center, etc). Omnichannel interactions have become the default, whether your company is noticing or not. And there’s the rub. Without a full inventory of customer interactions (via touchpoints) and an understanding of these touchpoints over time (a Customer Journey), you can be wasting money. For example, a mobile app that does not offer the same form hints as the Web version (because hover is not supported on mobile and designers used hover) caused users to enter the wrong information. This serious error required a call to the call center call (expensive to the company). Had the two digital channels in this example offered consistent hints to users, errors would have been prevented.
In this Masterclass we zoom into touchpoint mapping, an inventorying technique to uncover breaks in customer touchpoints. We will unpack actual customer data touchpoints and develop recommendations for optimizing touchpoints unique to that channel. This will offer attendees a mini-workshop experience or “learning by doing”.
About Monthly MasterClasses:
These monthly meet-ups are topic-driven live events with an informal presentation by Frank Spillers and group activities and discussions. Monthly MasterClasses are included as part of your membership. They allow a deep dive into important UX topics, with insights drawn from process best practices and case studies from Frank’s two decades in the field.
Cost:
VALUE of $100…join the UX Inner Circle to get this and enjoy access to $10,385 worth of value- recording trainings from 20 years of Frank Spillers’s work. Try it for 30-days free…
FREE FOR INNER CIRCLE MEMBERS
Want to access the MasterClass? Join now starting at USD $49 Nonprofit-Student-Emerging Market/ $99 Individual/$349 Team of 4.
| Date: | 01 Apr 2022 |
|---|---|
| Time: | 08:00 am PST 11:00 am EST 05:00 pm BST 05:00 pm CET |
| Check Your Timezone | |
Who You will Learn From
Frank Spillers
Founder - UX Inner Circle
Frank Spillers, MS, founded the UX Inner Circle in 2020 to support senior practitioners facing complex challenges. The community exists to sharpen thinking, increase your confidence, and pressure-test real decisions. It’s built for people doing the work, not just talking about it. Frank founded an award-winning UX and Service Design consultancy (Experience Dynamics) and now leads UX and Service Design at numerous organisations, including the UK Government Digital Service. He has worked with and led teams to deliver hundreds of products and services over several decades. His work spans government, enterprise platforms, nonprofits, and global brands. He brings 25+ years as a senior UX and Service Design leader. His focus areas include Inclusive Design, accessibility, emotion-led design, cross-cultural UX, VR/AR, and UX leadership. His work has directly increased conversion by 88% and revenue by 300% for organizations including Nike, Microsoft, Intel, Capital One, Global Disability Rights Now!, the World Bank, and the City of New York.
