Omnichannel
Map the journey spine across channels before designing any screen
The end-to-end journey across web, mobile, email, support, and physical touchpoints is mapped first, so channel handoffs are designed rather than discovered.
How to run it
- 01
List every touchpoint including non-digital ones - calls, letters, in-person, and third-party portals.
- 02
Mark each handoff between channels; these are where journeys actually break.
- 03
Identify the identity and state that must travel across each handoff, such as a single sign-on or a saved application.
- 04
Assign one owner per handoff, not just per channel, so no gap is unowned.
- 05
Design the handoff experiences first, then the individual screens.
Anti-pattern this prevents
Three well-designed products with three separate logins, where the customer experiences one fragmented workflow that nobody owns.