Don't forget the non-digital experience


Ensure people who use the digital service can also use the other available channels if needed, without repetition or confusion.

  • Understand why users rely on non-digital channels and their digital limitations.
  • Build to make transition to a non-digital channel easy.
  • Plan to shift non-digital users to the digital channel.

People often start using a service and have to come back to it later, or switch to a non-digital channel to complete the transaction. We need to make sure users transitions between non-digital and digital channels (when they need to happen) are as smooth as possible.

During Discovery stage and Alpha stage you should have developed a good understanding of where users will go for the service you are building. You should understand what proportion of users rely on non-digital channels, wholly or in part, and have a plan for how you will address this in your build.

During Alpha you should show you understand:

  • all the touch points in users journeys, their contexts of use, and the digital limitations affecting different groups of users
  • existing channels and how they interact with the service and with each other
  • the channels required to support all groups of users of the service, and where a user may need to change channels
  • if there are any repeat transactions by users over different channels
  • the interactions occurring between the channels that deliver and capture user transactions.

During the Beta stage you will apply the knowledge gained in Alpha to design a service that works with the other channels, as appropriate.

By the end of Beta and launch, you should:

  • detail the channels required to support all groups of users of the service
  • understand the non-digital service channels and have a plan to move users to the digital channel where appropriate
  • have developed and tested the service so that a user can change channels without repeating themselves