Design for the unique traits of each and every touchpoint.
“Emphasize and leverage each channel’s unique strengths to create usable and helpful context-specific experiences. (…) Incorporating helpful and usable context-specific elements creates an exceptional user experience in a world of competing channels, devices, and screen sizes. In order to focus design efforts, teams must understand the common tasks completed by users within each channel. This will help identify the best opportunities for creating channel-optimized experiences that will build user loyalty and differentiate the organization from competitors. In addition to being optimized for the channel, cross-channel experiences must be consistent, seamless and available.”