Full day training course

Omnichannel Journeys and Customer 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
  • Understanding 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
    • Overcoming common barriers
    • Data continuity – Integrating messaging across touch points
  • Elements that create an excellent cross-channel experience
    • Consistent UX across touch points
    • Optimized experience for every touchpoint
    • Seamless transitions between channels
    • Synchronization of information across channels
    • Collaboration between channels
    • 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 and researching the customer journey
    • Running your own omnichannel research study
    • Measuring changes and improvements
    • Using customer journey maps as a diagnostic tool



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

Related Course

Related Course

A related NN/g course, Journey Mapping to Better Understand Customer Needs, focuses on learning the process for capturing and communicating UX insights across complex interactions, including:

  • Determining when to apply journey mapping as a design tool, and how to convince others of its merit
  • Learning how to gather and compile research into truthful narratives, and find out which research methods are best for the journey mapping process
  • Understanding how to visualize findings in the end visual and use that artifact to communicate your insights to others

Participant Comments

Participant Comments

"Kim was a great instructor — clear and engaging, and obviously passionate about her subject matter.  The day flew by!"

Meghan Bortolan

"Solid overview of an emerging field. Difficult to divorce the conceptual execution of an omnichannel strategy from the technical delivery, but this course did good job of sparking thought and conversation."


"Great overview of omnichannel UX, a lot of content covered during the course."

Codi Okonkwo, QRC

"Really good insight to omnichannel with some good walkthrough examples."

Fraser Crick, Estee Lauder

"A very good overview of methodologies that help UX designers to create omnichannel experiences."

Michal Blazej, Lighting Beetle s.r.o.

"I enjoyed this course because it was very different from other courses offered. I appreciated being able to consider UX beyond just websites. Thanks!"

Lisa Murray, Zion&Zion

"Very relevant training for anyone designing for more than one platform. Makes you think about changing how organizations are thinking and organized."

Harry van Mierloo, Fox It



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.