## 5 A Case Study of Design Practice
### Touchpoint Optimization Design  
Because secondary indicators are used to identify touchpoints, the FMEA team believes that classifying the evaluation indicators that are not satisfied for each failed touchpoint would help them find the reasons for cultural empathy-evoking failure. Figure 5 illustrates that the failure points that do not correspond to the evaluation indicators that are mostly in the cultural correlation and scenario restoration categories. As a consequence, we contend the failure of symbolic CCPs to elicit cultural empathy is related to failure with correlate association and scenario restoration. \begin{table}
\begin{tabular}{c c c c c c c c} \hline \hline \multirow{2}{*}{**Correlation**} & \multirow{2}{*}{**Restoration**} & \multicolumn{3}{c}{**Identity**} & \multirow{2}{*}{**Touchpoints**} & \multirow{2}{*}{
\begin{tabular}{c} **Action** \\ **Priority** \\ \end{tabular} } \\ \cline{3-4}  & & & & **I = 1** & & **I = 2-4** & **I = 5-6** & **I = 7-10** & **T1** & **H** \\ \hline C = 1 & R = 1\(\sim\)10 & L & L & L & L & \(T_{3}\) & M \\ \hline \multirow{4}{*}{C = 2\(\sim\)3} & R = 1 & L & L & L & L & \(T_{4}\) & L \\ \cline{2-6}  & R = 2\(\sim\)3 & L & L & L & L & \(T_{5}\) & M \\ \cline{2-6}  & R = 4\(\sim\)5 & L & L & L & L & \(T_{6}\) & H \\ \cline{2-6}  & R = 6\(\sim\)7 & L & L & L & L & \(T_{7}\) & H \\ \cline{2-6}  & R = 8\(\sim\)10 & L & L & M & M & \(T_{8}\) & L \\ \hline \multirow{4}{*}{C = 4\(\sim\)6} & R = 1 & L & L & L & L & \(T_{9}\) & M \\ \cline{2-6}  & R = 2\(\sim\)3 & L & L & L & L & \(T_{10}\) & L \\ \cline{2-6}  & R = 4\(\sim\)5 & L & L & L & M & \(T_{11}\) & M \\ \cline{2-6}  & R = 6\(\sim\)7 & L & M & M & M & \(T_{12}\) & M \\ \cline{2-6}  & R = 8\(\sim\)10 & M & M & H & H & \(T_{13}\) & L \\ \hline \multirow{4}{*}{C = 7\(\sim\)8} & R = 1 & L & L & L & L & \(T_{14}\) & M \\ \cline{2-6}  & R = 2\(\sim\)3 & L & L & M & M & \(T_{15}\) & L \\ \cline{2-6}  & R = 4\(\sim\)5 & M & M & M & H & \(T_{16}\) & L \\ \cline{2-6}  & R = 6\(\sim\)7 & M & H & H & H & \(T_{17}\) & L \\ \cline{2-6}  & R = 8\(\sim\)10 & H & H & H & H & \(T_{18}\) & H \\ \hline \multirow{4}{*}{C = 9\(\sim\)10} & R = 1 & L & L & L & L & \(T_{19}\) & L \\ \cline{2-6}  & R = 2\(\sim\)3 & L & L & M & H & \(T_{20}\) & L \\ \cline{2-6}  & R = 4\(\sim\)5 & M & H & H & H & \(T_{21}\) & L \\ \cline{2-6}  & R = 6\(\sim\)7 & H & H & H & H & \(T_{22}\) & L \\ \cline{2-6}  & R = 8\(\sim\)10 & H & H & H & H & \(T_{23}\) & L \\ \hline \hline \end{tabular} (a)  
\end{table} 
Table 8: AP level of touchpoints. (a) Action priority table. (b) The AP level of touchpoints. Different background colors in the table represent a certain risk level respectively. Blue stands for the low risk level; yellow represents the medium risk level, which implies a warning; and red indicates the high risk level, meaning that immediate measures must be taken. The FMEA team will review its findings, combining user research data with the failure reasons for touchpoints in Table 5, to provide optimization design ideas, and summarize the reasons for touchpoint failure. Figure 5 shows that, on the one hand, it is because the symbols do not have enough or the right kind of meaning (\(T_{1}\), \(T_{3}\), \(T_{5}\), \(T_{6}\), and \(T_{7}\)), which, when combined with incomplete cultural information (\(T_{9}\) and \(T_{12}\)), makes cognitive correlation fail. On the other hand, scenario restoration fails due to its single design form (\(T_{18}\)) or lack of cultural context (\(T_{11}\), \(T_{12}\), and \(T_{14}\)). As a result, design ideas are classified into three types: symbol design, cultural information presentations, and design and experience forms. In terms of symbol image, the key failure reasons for \(T_{1}\) are that symbol image lacks formal beauty, and it is difficult to engage the target user through the product's visual effects. The fundamental cause of \(T_{7}\) failure is that the symbol image does not adequately describe the cultural content, making it difficult for the user to associate with the culture.