Touchpoint Mapping

Learning Statement: In this article we use examples to help you think about the best way to map your Touchpoints to your organizational structure. This way, your Insights dashboard will be tailored to you. This article is conceptual. For step-by-step instructions on how to organize Touchpoints, see this article.
Audience: This article is aimed at all OMBEA Insights users.


OMBEA Insights features three key elements that help you arrange your Touchpoints so they match your organizational structure. These elements are:

Touchpoints: The points of feedback themselves. Each is given a meaningful name. Touchpoints are associated with…

Locations: These store the physical addresses of location-specific Touchpoints such as ExpressPods and Links.

Websites: These are the web addresses of your Web Widgets.

Folders: Just like folders for your computer files, OMBEA Insights folders help you organize your Locations and Websites.

In the illustrations below, we arrange three scenarios into Touchpoints, Locations, Websites, and Folders.

Scenario One: The Roasted Bean

We introduced this coffee shop earlier in the Guidebook. It is a chain with three branches. It has 4 Touchpoints.


  1. Hill Valley
  2. Emerald City
  3. Amity Island




  1. Hill Valley Checkout (ExpressPod)
  2. Emerald City Checkout (ExpressPod)
  3. Amity Island Checkout (ExpressPod)
  4. Three-Location Survey (Link)

The illustration below is one suggestion for how The Roasted Bean might arrange these using Insights Folders.

OMBEA Insights Touchpoint Map Scenario One

Scenario Two: Happy Hawaii Poke Bowls

Now imagine this chain of food restaurants. This time we have two restaurants as well as online ordering. Each restaurant has two ExpressPods; one at the till and one at the exit. Happy Hawaii also uses an OMBEA Website Widget to capture feedback about the menu choices on their website. This means they have:


  1. Radiator Springs
  2. Sunnydale


  1. Happy Hawaii Website


  1. Radiator Springs Checkout (ExpressPod)
  2. Radiator Springs Exit (ExpressPod)
  3. Sunnydale Checkout (ExpressPod)
  4. Sunnydale Exit (ExpressPod)
  5. Happy Hawaii Online Menu (Website Widget)

The illustration below is one suggestion for how Happy Hawaii might arrange these using Insights Folders.

OMBEA Insights Touchpoint Map Scenario Two

Scenario Three: The Bubble Farm

This time we have chain of 5 stationery shops. Three of these are flagship stores, and two our outlet stores. Each has one ExpressPod at the exit. The Bubble Farm website has two Website Widgets; one for the landing page and one on the checkout page. Finally, they also use three ExpressPods and one Link at their corporate headquarters, to capture employee feedback. This means they have:


  1. Springfield (Flagship)
  2. Bedrock (Flagship)
  3. Neverland (Flagship)
  4. Venusville (Outlet)
  5. Hogsmead (Outlet)
  6. Whoville (Corporate)


  1. Bubble Farm Website

We have one Website heer because the plan is that each page will feature the same Stream, using the same questions. If we were using different Streams on each page, we would set up two Websites.


  1. Springfield Exit (ExpressPod)
  2. Bedrock Exit (ExpressPod)
  3. Neverland Exit (ExpressPod)
  4. Venusville Exit (ExpressPod)
  5. Hogsmead Exit (ExpressPod)
  6. Whoville x 3 (ExpressPods)
  7. Whoville x 1 (Link)
  8. Website Landing Page (Web Widget)
  9. Website Checkout Page (Web Widget)

The illustration below is one suggestion for how The Bubble Farm might arrange these using Insights Folders.

OMBEA Insights Touchpoint Map Scenario Three