Mind The Touchpoints – Travelling With The User – Part VI

In this day and age, the content we create reaches the user at multiple touchpoints. Life has speeded up tremendously in the last couple of decades. Society moves at a pace that seems more hectic each following day. We are increasingly mobile and so is the user. Content is consumed at increasingly numbered touchpoints.

The first thing you do in the morning after waking up is to check out your phone. On the way to work you are on your tablet or listening to a podcast or an audiobook in your car. At work, you sit in front of a computer and so the day goes on.

Imagine you are working on this huge project that will land you your next promotion or are booking are researching your next family’s vacation. Chances are you are optimising your day by doing the work on every device you have at any spare moment you get. Your touchpoints are various, to say the least.

Analog Touchpoints

In addition to your devices, there are also touchpoints in the analog world. Think of IKEA! It usually takes a trip to a remote IKEA location, so you want to make sure you plan your purchases and you have your list ready before you reach the megastore.

You repeat all the steps on your digital devices as mentioned above, and then you go to IKEA. You search for the touchpad and try to locate the items, or you simply bring on your phone’s screen up to the app and check the map. But before that, you go to the IKEA restaurant, of course.

In many cases, the digital and analog touchpoints mix and match. Especially in the case where the client is a brick and mortar business.

Before your project gets to the execution stage, all possible touchpoints should be identified, analysed, and considered. I can’t tell you how many projects I was taking part in my early career and things went south because we did not do our homework. I am sure most of you have the same experience.

This post is part of a talk I gave at Bulgarian Web Summit on “Travelling With The User”. You can find the slides here.

Image source: tylertate.com

Copyright © 2017 Borislav Kiprin. All Rights Reserved.