Sustainable success requires the right touch; sustainable digital success requires the right touchpoints. Already the fastest-growing mobile game in U.S. history, Pokémon Go’s astonishing popularity highlights how profoundly touchpoints — any interaction between your customer and your offer — define and design user experience. Much of Go’s global appeal comes from an augmented reality sensibility that literally and figuratively transforms real-world environments into digital playgrounds. Touchpoints brilliantly coalesce into “touch surfaces” and “touch constellations.”