Orchestrating Touchpoints

As services become more interconnected across channels and devices, and across time and space, it is increasingly important to understand how customers interact with a product or service. In this 2014 talk, Chris Risdon, head of design at Capital One Labs and previously a design director at Adaptive Path, looks at how to design for that.

Whether the challenge is an expanding digital product ecosystem, a cross-channel retail experience or a complex, intangible service, Risdon asks how we design experiences that unfold over time and through changing contexts, and how we ramp up new cross-functional teams that don’t share a process or methodology.

The mandate is to design a holistic experience that spans the whole customer journey, one where every moment an organisation touches a person’s life is appropriate, relevant, meaningful and endearing.