CONTENTS
CHAPTER 1
Understanding Channels
Channels Don’t Exist in Isolation
Channels Reflect Interactions, Information, and Context
Changing the Channel-Centric Mindset
CHAPTER 2
Pinning Down Touchpoints
Cataloging and Communicating Your Touchpoints
CHAPTER 2 WORKSHOP
Touchpoint Inventory
Example Pitch to Participants (and Their Managers)
From Business to Experience Ecosystems
Unpacking an Experience Ecosystem
Using an Ecosystem Map as a Tool
CHAPTER 3 WORKSHOP
Landscape Alignment
Example Pitch to Participants (and Their Managers)
CHAPTER 4
Orienting Around Journeys
There Are Many Types of Journeys
Journeys Are Valuable to Everyone
Journey: The Hub of Empathy and Understanding
Unpacking End-to-End Experiences
PART II: INSIGHTS AND POSSIBILITIES
Learning Your Customers’ Stories
Making Sense of What You Learned
CHAPTER 5 WORKSHOP
Experience Mapping
CHAPTER 6
Defining Experience Principles
Crafting for Adoption and Impact
CHAPTER 6 WORKSHOP
Experience Principles Refinement
CHAPTER 7
Identifying Opportunities
Opportunities Are Not Solutions
Opportunities, Intent, and Timing
CHAPTER 7 WORKSHOP
Opportunity Identification and Prioritization
CHAPTER 8
Generating and Evaluating Ideas
CHAPTER 8 WORKSHOP
From Ideas to Narratives
CHAPTER 9
Crafting a Tangible Vision
CHAPTER 10
Designing the Moment