Touchpoint strategy

The key to combining service design and UX design successfully lies in the connection between the approaches. Instead of regarding the two approaches as phases, start considering them as views: service design offers a more zoomed out view on the user experience than UX design. In that sense, UX design should not be a mere follow up of service design: you should alternate them along the way.
What the combination of the Service Design and UX design processes look like at Koos

The Touchpoint Strategy Canvas functions as a strategic compass during the process of UX designing one selected touchpoint (e.g. a digital platform, a website). It summarizes company aspects, goals of users, and product features that will satisfy the user goals. In that sense, it forms a bridge between service design, which regards the service as a whole, and UX design, which zooms in to one selected touchpoint. 

During designing, the canvas supports decision making, in giving an overview of prioritized users’ goals and desired features. Also, it allows capturing new insights and ideas gained during designing or scrumming – hang the thing on the wall, folks! – thereby keeping the service design strategy current.

How to make a canvas? — a step-by-step guide

Before filling out the actual Canvas you fill the ‘Touchpoint Strategy for Persona’ canvas for your personas. We advise selecting between 2–5 personas. The persona canvasses will serve as input for the large canvas, which helps to get things right per persona first.

Step 1: Fill out Canvasses for each persona

  1. What personas will be using your product? We advise selecting between 2–5 personas.
  2. Print enough Touchpoint Strategy Canvasses For Personas on A2 paper for the selected personas. And print the Touchpoint Strategy Canvas on A0 paper.
  3. Grab a Touchpoint Strategy Canvas Per Persona, starting with your most important persona. Fill in the personas name. (If you have only one type of user, you can follow these steps but stick post-its to the large Touchpoint Strategy Canvas immediately).
  4. What are the overall goals of your persona? What is he trying to achieve? These are the reasons for using the service as a whole. Note down one ‘goal’ per post-it. (Tip 1: Less is more. 2 — 3 goals are plenty. Tip 2: If you happen to have made a VPC, have a look at your ‘jobs’ section, they should show similarities.)
  5. What are his immediate goals? Focus on the touchpoint. Write down one need per post-it. You can draw imaginary links between goals and needs: is the need section complete?
  6. How can we satisfy his needs? We start with hygiene factors: Stuff the user’s expecting. Things that need to be there, otherwise he becomes really unhappy. Again, you can make imaginary links starting from goals and needs. Tip: You want to be complete, but please focus on the essential stuff (advisory are 5 – 8 features). 
  7. Lastly, how can we delight the user? How can we give him a wow-experience? You don’t want to create ‘just another app’ right? 
  8. You can make imaginary links from goals to features, like visualized below, to assess how goals are satisfied. Review the post-its: does this give a razor-sharp overview of what the user is looking for? Do post-its show overlap? Combine them and rewrite to a new one. Is the overview incomplete? Add the missing post-its to fill the gaps.

Step 2: Bring them together in the Touchpoint Strategy Canvas

    1. Boom, you’re getting somewhere! Let’s continue to the larger Touchpoint Strategy Canvas. Hang the canvas printed in A0 on the wall. Fill in the touchpoints name. A short and ambitious title works well. Example ‘The student life in my pocket’
    2. Next, are company aspects: what are the indicators to evaluate the success of innovating on this touchpoint (KPI’s)? (e.g. reduce the bounce rate of ‘home’ with 10%, reduce calls to customer support) 
    3. What are the brand values? Use these values during designing to make the touchpoint design speak for the brand.
    4. Now the fun part starts of translating Canvasses Per Persona to the Touchpoint Strategy Canvas, starting with the most important persona on the left. For each field (overall goals, hygiene factors, et cetera) you stick post-its to the large canvas and prioritize them from left to right. Prioritization doesn’t have a weight: order matters. Only continue to next persona if you completed the current one. 
    5. Done with all personas? High five all people in the room, and give the Touchpoint Strategy Canvas a prominent place in your project war room!  

Who can use it? When?

The tool can be used by teams that are going for a comprehensive, user-centered innovation project, whereby one touchpoint (a website, an app, an information booklet, etc) will be redesigned. We advise filling in the canvas in a collaborative workshop with 5 to 8 people, among whom are service designers, UX designers and product owners — key figures that ran the project so far and key people that will be responsible to bring design glory. Your team creates a shared vision on what users to focus on, what user goals are most important to answer first, and on how to meet the users’ goals in the best possible way.

Download the Touchpoint Strategy Canvas templates
Not sure you can canvas?

User testing

Morphological psychology

Customer journey mapping

Value proposition

Contextmapping

Prototyping

UX design

Service blueprint

Need-based personas

Interaction design