Touchpoint Strategy

A touchpoint is any interaction between a customer and a product, brand, business or service. A touchpoint can be either physical or digital (e.g. a call to customer support or your company’s website). A touchpoint strategy defines what these touchpoints need to entail to realize your envisioned service. Where service design focuses on the service as a whole, UX design focuses on creating meaningful user experiences.

A great UX Design requires a ton of well-made decisions that benefit your users.

Digital design with the richness of service design

To make a great design, a UX-designer continually shifts between your service strategy and the details of each specific interaction. When designing touchpoints, the touchpoint strategy canvas helps to understand the relation between a user need and a specific digital design choice. So it serves as a strategic compass when designing your digital products. 

We developed the touchpoint strategy canvas after we encountered some pitfalls in combining service design and UX design. It’s one of the benefits of having a team with both service- and UX designers. 

When to use a Touchpoint Strategy?

A touchpoint strategy is best used to translate a customer journey into requirements for your digital products. When the ideal customer journey is validated by design sprints, the resulting concepts need to be allocated to the different company backlogs. A well developed touchpoint strategy guides UX-designers and developers during the creating of these concepts in scrum sprints.

Download the Touchpoint Strategy Canvas templates

Interaction Design

Maturity Scan

Need Based Personas

Transformation Program

Design Sprint


Visual Design

Value Proposition

Business Playbooks

Customer Journey Mapping