A pattern language for touch point ecosystem user experience: a proposal

Abstract

The construct of Touch Point, in relation to the firm-customer engagement has been defined. It is argued that there is a need to adopt a Touch Point Ecosystem perspective. A customer interacts during a sustained relationship with a firm via several Touch Points that constitute the ecosystem, to bring in focus the connectedness and evolution of Touch Points to meet changing socio-technical contexts. The challenges in designing the user interactions and resulting experience when a user interacts with the Touch Point Ecosystem need a multidisciplinary approach. Patterns and Pattern Language can provide the necessary framework in developing solutions which are rooted in the context of the problems, yet are not prescriptive. A pattern language for Touch Point Ecosystem User Experience is proposed and two examples of proposed patterns are discussed.