Phases & Touchpoints

The journey should be broken into a small number of phases (3–7). Each phase represents a meaningful shift in context or intent.

Common phase examples

• Discover
• Consider
• Purchase
• Onboarding
• Use
• Support

Defining touchpoints

Touchpoints are the moments a user interacts with your product or service (app screen, email, ad, in-store). For each touchpoint, capture:

• Channel (web, mobile, email, phone)
• Point of contact (UI screen, message, person)
• Typical user action

Exercise

For your case study sonstruct a simple 5-phase outline and list two touchpoints per phase.