Workshop Exercises: Understand
Touchpoint Mapping
Identify customer touchpoints to improve the entire funnel
Why: Mapping out touchpoints can help identify gaps, bottlenecks, and unmet customer needs
When: Use to improve the end-to-end customer journey, optimize customer interactions, or develop a new product or service
Instructions for running this play
- Review business goals (final outcome) and present relevant user research.
- Draw the following on a large surface and post sticky note a and b:
- Conduct Silent Storming with the group on how the user is exposed to- and interacts with your brand or product, in between, and after point a and b.
- Anticipate multiple pathways
- Brainstorm on several stages: awareness, before purchase, during purchase, after purchase, before use, during use, and after use. Consider naming the stages later using Affinity Mapping.
- Each member of the group does a Playback of their notes and places them along the dashed line in the order they occur.
- Discuss and rank the criticality of each touchpoint to identify your biggest impact. Consider following up with Impact Mapping.
- Write How Might We…*…questions for the most critical steps.
Tips to perfect this play
Master and adapt the play to fit your context and needs.
Tip: A shared understanding
Maps are for creating a shared understanding across disciplines – between you, your team, and your stakeholders. Invite everyone relevant.
Tip: Omni-channel mapping
Explore touchpoints across multiple channels and platforms to ensure a seamless and consistent experience for customers across all touchpoints.
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Running behavioral design workshops? The Persuasive Patterns Workshop Playbook (PDF) shows you how to design and run them.
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