Topologies of EngagementExperience Design
I’ve been developing several different mental models to help visualize a theory of brand that can be easily understood. In a Topology of Engagement the expanse of the customer experience is visualized. Via platforms that add value to the exchange the experience itself becomes non-linear. Most models like to portray this experience as a pathway – a customer journey. While this framework might suffice as a quick look at the importance of engagement it is inadequate at portraying the complexities of customer choice. Some customers may only choose to engage at one point. Others might choose to engage at many. When the platforms are viewed discretely and layered appropriately the topologies of engagement can be viewed for what they could become – engagement points that can create value at any single instance. This changes the emphasis from a linear path to a point of engagement – which is the way most customers experience a brand.