To create a continuous customer experience, your design framework must consider both the activities that the customer wants to perform from each touch-point and the overall customer experience. In the context of the retail campaign example from yesterday, the design for each initial touch point needs to consider the effectiveness of the initial message received AND the design artifacts that can lead to a seamless customer experience. Therefore, the print campaign must be designed effectively for the print and mail environment and also include simple ways to move from paper to a mobile device (a QR CodeTM or other mobile scan code) or to a specific website.
Channel transitions should be thought out carefully to make them as streamlined as possible. Don’t just send the customer to the main website – include links to take them exactly where they need to go to take action. Also consider that there may be more than one thing that a customer wants to do, so always think about the next logical step in the process. If the customer sees what they want on-line they may still want to pick it up at the local store. A customer may enjoy getting your email promotions – but not on their work email – have you created a path for them to change their preferences or only to unsubscribe?
Of course you also have to consider that not all channels are well suited to all activities and your design approach needs to vary to make the best use of the channel. Working in a mobile environment where screen space is limited and the users attention is short will quickly train a good designer to make sure that the most relevant content dominates the layout. This kind of necessary discipline is equally effective in other mediums such as print where space is physically limited and online where users can be easily distracted.