Experience Design for Multiple Customer Touchpoints

Roto, Virpi; Väätäjä, Heli; Law, Effie; Powers, Rachel

doi:10.1145/2971485.2987685

Cited by 8 publications

(2 citation statements)

References 7 publications

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“…Touchpoint [18][19][20] (also touch point, contact point, point of contact) is a business jargon for any encounter where customers and business engage to exchange information, provide service, or handle transactions. Touchpoints within the customer journey help define a lot of moments, both good and not-so-good.…”

Section: Methodsmentioning

confidence: 99%

A method of intelligent product design cue construction based on customer touchpoint correlation analysis and positive creativity theory

Wang

Wei

Zhang

et al. 2019

Advances in Mechanical Engineering

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User experience plays an indispensable role in intelligent product design. Building a system for user research, capturing firsthand information from users and turning insights into achievable product design solutions is the key to innovation. This article introduces service design into product design and studies the design cue construction method through intelligent product design case. First, the authors capture customer touchpoints in the process of user interaction with the product by observing the user behavior and perform the correlation analysis of the customer touchpoint to obtain the user's complaints and dissatisfaction. Second, the authors use positive creation theory to transform requirements and turn the complaints collected in user research into achievable functional requirements. Third, the authors use the KANO model for sensitivity analysis of functional requirements and select high-sensitivity requirements for priority development. Finally, using the service design innovation methods to analyze the user experience and stakeholders, the design cue map can be exported, and a new service system was established to enhance the overall user experience.

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Section: Methodsmentioning

confidence: 99%

A method of intelligent product design cue construction based on customer touchpoint correlation analysis and positive creativity theory

Wang

Wei

Zhang

et al. 2019

Advances in Mechanical Engineering

View full text Add to dashboard Cite

show abstract

“…Although some scholars have considered and explored the association between touchpoints in service design, the research method for this aspect is imperfect: Clatworthy [20] coordinated multiple touchpoints in the service process via integrated marketing, customer relationship management, and collaborative design research, which presented the first step in the establishment of a touchpoint knowledge system for service design. Roto et al [36] proposed a multi-touchpoint experience design that combines service design (through multiple touchpoints), experience design (through the utilization of user needs), and omni-channel design (through the utilization of brand identity) to define company goals of customer satisfaction. e above research only stays at the stage of theoretical research, does not describe specific methods, and has not been applied in practice.…”

Section: Service Process Volpi and Paulinomentioning

confidence: 99%

Complex Service Process Optimization Based on Service Touchpoint Association and the Design Structure Matrix

et al. 2021

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Service process optimization is conducive to the innovation of enterprise services, but the poor logic design of multiple touchpoints can easily lead to problems in the service process, such as scattered layouts and repeated paths. Aiming at the promotion of service innovation and user experience, this paper takes the optimization of a single service touchpoint as the prerequisite and proposes a service process optimization method based on service touchpoint association and the design structure matrix (DSM). The association of service touchpoints is categorized into two types, namely, noncoupled and coupled association. The DSM is used to describe the two types of association between service touchpoints, and the matrix operation is used for modular identification and layering of the two kinds of association. Finally, through the above steps, the problematic service process was replanned. By using the service process optimization of a new retail convenience store as an example, the service process is divided into 6 relatively independent modules, and the order of module execution is arranged. Moreover, the optimal service process of the convenience store system is determined, and the method is verified to be feasible. Through optimization both from single service touchpoint and service process modularization, the study provides a reference for process optimization of the complex service system.

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The Intersection of User Experience (UX), Customer Experience (CX), and Brand Experience (BX)

Sand

Frison

Zotz

et al. 2019

Management for Professionals

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Experience Design for Multiple Customer Touchpoints

Cited by 8 publications

References 7 publications

A method of intelligent product design cue construction based on customer touchpoint correlation analysis and positive creativity theory

A method of intelligent product design cue construction based on customer touchpoint correlation analysis and positive creativity theory

Complex Service Process Optimization Based on Service Touchpoint Association and the Design Structure Matrix

The Intersection of User Experience (UX), Customer Experience (CX), and Brand Experience (BX)

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