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When you have little time, or just want to get a first iteration complete, your focus should be on nailing down the basics: stages, channels, and touchpoints. The Rail Europe example (see Figure 2.9) illustrates this level of detail. The stages should have clear labels in customer-centric language. It should reflect your primary channels, while less used channels can be summarized or combined. Touchpoints should then be organized at the intersection of stages and channels.

Figure 2.13 illustrates another approach on the leaner side of the spectrum. This inventory reflects a future-state vision of how to combine new and existing touchpoints into a better end-to-end experience. It includes specifications for each moment—required screens, content, and communications—to support the design process for different channels teams.

If you need to be even leaner and you have the wall space, build your inventory in sticky notes or take a picture of your workshop outputs and put up a large printout of it. Just make sure that your work stays visible to others so they can refer to it to inform strategy and design activities. Keep socializing the framework to unite others on its holistic view of where and when customers will interact with your product or service.

FIGURE 2.13 An example of a touchpoint inventory.