Workshop Exercises: Understand

Touchpoint Mapping

Identify customer touchpoints to improve the entire funnel

Illustration of Touchpoint Mapping
Run a Touchpoint Mapping play

Also called: Customer Touchpoint Mapping

Alternative plays: Empathy Mapping, Service Blueprint

Follow-up plays: Journey Mapping, Service Blueprint

Timing: Discovery

Run time
30-60 minutes

Group size

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

This workshop exercise is part of the Workshop Patterns printed card deck.

A collection of workshop exercises that will help you ditch dull meetings and facilitate with confidence. It will help you master the design process and have more productive time with your team. The card deck will be ready for purchase in the end of 2023 and is now undergoing rigorous testing.

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Instructions for running this play

  1. Review business goals (final outcome) and present relevant user research.
  2. Draw the following on a large surface and post sticky note a and b:
  3. 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.
    1. Anticipate multiple pathways
    2. 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.
  4. Each member of the group does a Playback of their notes and places them along the dashed line in the order they occur.
  5. Discuss and rank the criticality of each touchpoint to identify your biggest impact. Consider following up with Impact Mapping.
  6. 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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