Читать книгу Orchestrating Experiences - Chris Risdon - Страница 32

Publically accessible websites and mobile applications are often the easiest channels to begin your discovery. You can simply click or tap your way through each screen and state, capturing your touchpoints along the way. Digital touchpoints are often, but not always, equivalent to product features, and can even be articulated as user stories common in an agile development environment.

For example, starting at Target.com, you quickly realize that you must navigate from the Target website to CVS.com (see Figure 2.10). You do so via a bridge touchpoint. (An improvement would be an additional wayfinding touchpoint that communicates that you are still “at Target,” not a generic CVS.) Some of the CVS Pharmacy website touchpoints include: signing in, finding a pharmacy, transferring a prescription, printing prescriptions, and managing automatic prescriptions.

FIGURE 2.10 A bridge touchpoint (“go to CVS Pharmacy”) connects the customer to a site that provides a full set of online services.

In addition to exploring these online channels organically, you may want to try flowing through them by simulating a common user scenario or task. For example, you could search on Google for “get a flu shot at Target” and see what touchpoints begin to appear in your path.