Contact Point Innovation

What is this method about?

A research activity that gathers insights into customer experiences at five specific contact points throughout the delivery and use of a product/service.

Why use it

This activity helps identify any issues or opportunities that exist in the different stages of the customer experience, and it clarifies how different customer types respond to the five contact points. It provides design and development teams with a better understanding of where to focus product/service improvements. When to use After general customer types have been identified, and during the design and refinement the overall customer journey.

When should I use it?

Whenever a team wants to find improvement opportunities across the delivery and use of a product or service, typically after the key contact points are known and before redesign work begins.

What you get

Design and development teams will identify issues and opportunities in each of the five contact points. Teams will gain a deeper understanding of your core customer types. Research results will be used to guide improvements in customer experience.

At a glance

• Time: Long
• Effort: Medium
• Cost: Medium

Materials

• Notepad
• Pen/paper
• Whiteboard / flip chart
• Markers
• Theoretical Customer Types

Who is involved

• Product Designer
• Product Manager/Owner
• CX Researcher
• CX Designer