Full day training course

Customer Journeys and Omnichannel User Experience

Create a usable cross-channel experience, including the web, email, social media, phone, print, apps and online chat

Customers interact with businesses not only through many channels, but also on many devices. Rather than seeing each of these interactions as a separate experience, users view all interactions with an organization as part of one larger user experience. Thus, a company may think, “multi-channel service,” but a customer thinks, “one company, one user experience.”

For this reason, organizations must create a cohesive ecosystem of business channels and touchpoints where each not only provides their own unique benefits, but also compliments and seamlessly connects to the experience as a whole.

This course will focus on identifying a customer’s journey as it relates to your business and understanding how to leverage these insights. We will also discuss guidelines for creating a usable experience across many channels, including the web, print, mobile devices, email, social media (Facebook, Twitter, etc.), phone, and online chat.

Topics Covered

Topics Covered

  • What is omnichannel user experience?
  • The case for providing an exceptional omnichannel experience
  • How users engage with organizations
    • Digital, physical and hybrid touch points
    • Static vs. interactive
    • Understanding how users choose devices and channels
    • Transitioning between channels
    • Using multiple channels in parallel
  • Mapping the customer journey
    • Identifying and defining touchpoints
    • Understanding interactions with customers over time
  • Developing a cross-channel strategy and experience
    • Explore common pitfalls and ideas that work
    • Identifying primary and secondary tasks on each channel
    • Overcoming common barriers
    • Data continuity – Integrating messaging across touch points
  • Elements that create an excellent cross-channel experience
    • Consistent UX across touch points
    • Seamless transitions between channels
    • Availability of necessary information regardless of channel
    • Optimized experience for every touch point
    • Leveraging channel-specific capabilities
  • Channel-specific usability recommendations
    • Web: desktop and mobile
    • Social media
    • Print 
    • In-store and in-person
    • Email
    • Phone
    • SMS/Text
  • Designing for future channels
    • Designing for the experience, not for the page or screen
  • Evaluating your omnichannel experience
    • Running your own omnichannel research study
    • Measuring changes and improvements



The course is mainly in lecture format with a couple of group exercises to reinforce the learned principles and guidelines.

The course also includes

  • Findings from our own usability studies
  • Videos from usability testing of people's behavior
  • Screenshots of designs that work and don't work
  • Opportunities to ask questions and get answers



Kim Flaherty

Kim Flaherty is a User Experience Specialist with Nielsen Norman Group. Flaherty combines her background as a developer and education in Computer Science with her user experience expertise, particularly around complex applications, to bring well-rounded insights to her work. Read more about Kim

Currently Scheduled

Currently Scheduled:

Apply this course toward UX Certification