Touchpoints, not clicks

Brands are not experienced in campaigns, but in moments.

You encounter brands many times every day - long before you even think about buying anything. A post on Instagram. An email you don't open. An ad you scroll past. A conversation with a friend. These are all touchpoints - small encounters where emotions, moods and associations are formed.

This means that your user journey doesn't start when you visit a website. It starts when you feel something. When a brand hits a nerve. When a moment feels recognizable.

“Touchpoints aren’t clicks – they’re moments when something feels right.”

What is a touchpoint?

A touchpoint is anything that connects the user with your brand - digital, physical or human. It could be an Instagram feed, a showroom, a customer service experience or a package delivered to your door. Each touchpoint carries an emotion.

That's why UX isn't about "traffic" or "clicks." It's about the rhythm between all the little touchpoints - and how they together create meaning. A brand is experienced as a whole, not as fragments.

From click to context

Imagine you see an ad for a cap on Instagram. You don't click, but you remember the vibe. The next day you see the brand again - this time on a friend. You get curious. The third time you see it on Google, and you click. That's three touchpoints , not one click. And it's the sum of them that creates the action.

That's why we don't just measure CTR and conversions at Morrow. We measure the whole: How often the user encounters the brand, and how they feel about those encounters? That's where we find the reason why some brands create loyalty – and others disappear into the noise.

“UX is about creating flow between touchpoints - not just traffic between pages.”

Your company

What are your brand's touchpoints? What moments shape your users' experience? These are the questions UX needs to ask - before we even talk design or functionality.