User Experience
Touchpoints
Plain English
Every point where a user interacts.
Definition
glossaryTouchpointA touchpoint is a single moment of contact between a person and a service or brand, whether a webpage, an email, a phone call, or a delivery. Each one contributes to the impression of the whole.Open glossary term are the moments where users interact with a product, glossaryServiceA service is a component or function that performs a specific task within a system.Open glossary term, or brand.
In practice
Includes websites, apps, emails, customer glossaryServiceA service is a component or function that performs a specific task within a system.Open glossary term, and physical glossaryInteractionInteraction refers to any action a user takes within a product and how the system responds. It includes clicks, taps, gestures, and inputs that drive the user experience.Open glossary term.
In context
Auditing them across a glossaryServiceA service is a component or function that performs a specific task within a system.Open glossary term usually finds more than anyone expected, and a handful that nobody has looked at since launch.
The reality
glossaryTouchpointA touchpoint is a single moment of contact between a person and a service or brand, whether a webpage, an email, a phone call, or a delivery. Each one contributes to the impression of the whole.Open glossary term are often designed in isolation rather than as part of a journey.
Compared with
Touchpoints vs Channels
glossaryChannelA channel is a source or pathway through which users arrive at a product, such as search, social media, paid ads, or direct traffic.Open glossary term are the mediums through which contact happens. glossaryTouchpointA touchpoint is a single moment of contact between a person and a service or brand, whether a webpage, an email, a phone call, or a delivery. Each one contributes to the impression of the whole.Open glossary term are the individual moments within them. One channel can hold dozens of touchpoints of wildly varying quality.
FAQ
Common questions
A few practical answers to the questions that usually come up around this term.
What are touchpoints?
They are moments where users interact with a product or glossaryServiceA service is a component or function that performs a specific task within a system.Open glossary term.
Why are touchpoints important?
They shape the overall experience.
Where do touchpoints occur?
Across digital and physical glossaryInteractionInteraction refers to any action a user takes within a product and how the system responds. It includes clicks, taps, gestures, and inputs that drive the user experience.Open glossary term.
What is a common issue?
Lack of glossaryConsistencyConsistency is the use of uniform patterns, behaviours, and visual elements across a product to create familiarity and predictability. It helps users learn once and apply that knowledge throughout the experience.Open glossary term between glossaryTouchpointA touchpoint is a single moment of contact between a person and a service or brand, whether a webpage, an email, a phone call, or a delivery. Each one contributes to the impression of the whole.Open glossary term.
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