Layering
Going deeper into the people and systems behind your product helps you spot gaps and avoid pitfalls.
Overview
This exercise is sometimes called a touchpoints matrix. You'll take the scenario and storyboard you created earlier and build on them by adding layers.
When considering an experience, remember that the customer experience extends beyond the interactions they have with your product. Consider all aspects of the journey, including pre-purchase research and post-purchase support. Think about backend processes like order processing and shipping, plus interactions with third-party vendors or partners — or other participants if it's a two-sided marketplace.
By creating a comprehensive touchpoints matrix, you can better understand the experience and identify areas for improvement. That leads to increased satisfaction, loyalty, and ultimately, business success.
Anticipating Needs at Airbnb
One example of digging deeper under the surface of an experience is Airbnb. When they first started, they focused on the upfront part: making it easy to find and book a place to stay. But they soon realized that wasn't enough.
By talking to customers and digging into their needs, Airbnb discovered a larger opportunity to provide a more immersive travel experience. They focused on helping people find unique, off-the-beaten-path places, and offered experiences tailored to their interests, like cooking classes and guided tours.
Through this, they understood what customers really wanted and differentiated themselves to create a more compelling product.