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Mapping Experiences and
Orchestrating Touchpoints

Chris Risdon & Patrick Quattlebaum
@chrisrisdon
#xmap

@ptquattlebaum
Welcome!
#xmap

@chrisrisdon
@ptquattlebaum
What are we doing
today?
1. What’s Experience Mapping?
Guiding principles for engaging with people across time and space.

2. Science Before Adventure
What are the key inputs and insights you need to gather?

3. Cartography 101
A framework for mapping human experiences across multiples
situations and interactions.

4. Storytelling & Narrative
Techniques for visualizing experience maps to communicate
insights and incite action.

5. Have Map, Will Travel
Tips for using maps to create more seamless, valuable experiences.
Meet your group...
What’s Experience Mapping?
First, about that label...
Service
Customer
Experience
User
System
Touchpoint

Blueprint
Map
Journey
Ecosystem
Story
Matrix
Service
Customer
Experience
User
System
Touchpoint

Blueprint
Map
Journey
Ecosystem
Story
Matrix
Why experience maps over
customer journey maps?
Customer Journey Map

A specific archetype journey

Experience Map

A generalized experience
actually, we user either term, depending on context.
What’s experience
mapping?
When you think
about experience
mapping, think
about Indiana Jones.
Mapping Experiences and Orchestrating Touchpoints | Chris Risdon & Patrick Quattlebaum | UX Week 2012
Mapping Experiences and Orchestrating Touchpoints | Chris Risdon & Patrick Quattlebaum | UX Week 2012
Mapping Experiences and Orchestrating Touchpoints | Chris Risdon & Patrick Quattlebaum | UX Week 2012
Tell the story with depth
and richness around
the human experience.
Your organization should
feel what it’s like to
experience every touchpoint.
Outside in
vs.

Inside Out
Inside-out
Inside-out
I describe how a service works.
I show the nature and characteristics of
interactions in enough detail for an org
to verify, implement, and maintain it.
Rail Europe Experience Map

Outside-in

Guiding Principles

Customer Journey
STAGES

Research & Planning

RAIL EUROPE

Shopping

Enter trips

Research destinations, routes and products

Destination
pages

Review fares

Select pass(es)

Confirm
itinerary

Post-Booking, Pre-Travel

Delivery
options

Payment
options

Review &
confirm

Change
plans

Map itinerary
(finding pass)

Print e-tickets
at home

Web

FEELING

Check ticket
status

Google
searches

• What is the easiest way to get around Europe?
• Where do I want to go?
• How much time should I/we spend in each
place for site seeing and activities?

• I’m excited to go to Europe!
• Will I be able to see everything I can?
• What if I can’t afford this?
• I don’t want to make the wrong choice.

E-ticket Print
at Station

View
maps
Paper tickets
arrive in mail

Look up
timetables

Research
hotels

• I want to get the best price, but I’m willing to pay a

little more for first class.
• How much will my whole trip cost me? What are my
trade-offs?
• Are there other activities I can add to my plan?

• It’s hard to trust Trip Advisor. Everyone is

so negative.
• Keeping track of all the different products
is confusing.
• Am I sure this is the trip I want to take?

Follow-up on refunds for booking changes

Share
photos
Get stamp
for refund

Web

Share
experience
(reviews)

Buy additional
tickets

Kayak,
compare
airfare

Blogs &
Travel sites

Share experience

Activities, unexpected changes

May call if
difficulties
occur

Talk with
friends

Post Travel

Live chat for
questions

DOING

THINKING

Travel

Wait for paper tickets to arrive

Look up
time tables

raileurope.com
Plan with
interactive map

Booking

• Do I have everything I need?
• Rail Europe website was easy and friendly, but

• Do I have all the tickets, passes and reservations
I need in this booking so I don’t pay more
shipping?
• Rail Europe is not answering the phone. How
else can I get my question answered?

web/
apps

Arrange
travel

Plan/
confirm
activities

Request
refunds

• I just figured we could grab a train but there are

• Trying to return ticket I was not able to use. Not

when an issue came up, I couldn’t get help.
• What will I do if my tickets don’t arrive in time?

• Stressed that I’m about to leave the country

• Website experience is easy and friendly!
• Frustrated to not know sooner about which

not more trains. What can we do now?
• Am I on the right train? If not, what next?
• I want to make more travel plans. How do I
do that?

• I am feeling vulnerable to be in an unknown place in

• Excited to share my vacation story with

• Stressed that the train won’t arrive on time for my

• A bit annoyed to be dealing with ticket refund

and Rail Europe won’t answer the phone.
• Frustrated that Rail Europe won’t ship tickets
to Europe.
• Happy to receive my tickets in the mail!

tickets are eTickets and which are paper tickets.
Not sure my tickets will arrive in time.

sure if I’ll get a refund or not.

• People are going to love these photos!
• Next time, we will explore routes and availability
more carefully.

the middle of the night.

my friends.

connection.
• Meeting people who want to show us around is fun,
serendipitous, and special.

issues when I just got home.

Enjoyability

Enjoyability

Enjoyability

Enjoyability

Enjoyability

Enjoyability

Relevance of Rail Europe

Relevance of Rail Europe

Relevance of Rail Europe

Relevance of Rail Europe

Relevance of Rail Europe

Relevance of Rail Europe

Helpfulness of Rail Europe

EXPERIENCE

Mail tickets
for refund

Helpfulness of Rail Europe

Helpfulness of Rail Europe

Helpfulness of Rail Europe

Helpfulness of Rail Europe

Helpfulness of Rail Europe

Opportunities
GLOBAL

PLANNING, SHOPPING, BOOKING

POST-BOOK, TRAVEL, POST-TRAVEL

Communicate a clear value
proposition.

Help people get the help they
need.

Support people in creating their
own solutions.

Enable people to plan over time.

Visualize the trip for planning
and booking.

Arm customers with information
for making decisions.

Improve the paper ticket
experience.

Accommodate planning and
booking in Europe too.

STAGE: Initial visit

STAGES: Global

STAGES: Global

STAGES: Planning, Shopping

STAGES: Planning, Shopping

STAGES: Shopping, Booking

STAGES: Post-Booking, Travel, Post-Travel

STAGE: Traveling

Make your customers into better,
more savvy travelers.

Engage in social media with
explicit purposes.

Connect planning, shopping and
booking on the web.

Aggregate shipping with a
reasonable timeline.

Proactively help people deal
with change.

Communicate status clearly at
all times.

STAGES: Global

STAGES: Global

STAGES: Planning, Shopping, Booking

STAGE: Booking

STAGES: Post-Booking, Traveling

STAGES: Post-Booking, Post Travel

Information
sources

Stakeholder interviews
Cognitive walkthroughs

Customer Experience Survey
Existing Rail Europe Documentation

Ongoing,
non-linear

Linear
process

Non-linear, but
time based

Experience Map for Rail Europe | August 2011
Outside-in
Experience Map
I describe how a service is experienced.
I show the journey of the user through
the different touchpoints that afford and
characterize his or her interactions.

Rail Europe Experience Map
Guiding Principles

Customer Journey
STAGES

RAIL EUROPE

Research & Planning

Shopping

Research destinations, routes and products

Destination
pages

Enter trips

Review fares

Select pass(es)

Confirm
itinerary

Post-Booking, Pre-Travel

Delivery
options

Payment
options

Review &
confirm

Map itinerary
(finding pass)

Change
plans

Post Travel

Activities, unexpected changes

Check ticket
status

E-ticket Print
at Station

Live chat for
questions

Kayak,
compare
airfare

Print e-tickets
at home

View
maps
Paper tickets

Share experience
Follow-up on refunds for booking changes

Share
photos
Get stamp
for refund

Buy additional
tickets

May call if
difficulties
occur

DOING
Blogs &
Travel sites

Travel

Wait for paper tickets to arrive

Look up
time tables

raileurope.com
Plan with
interactive map

Booking

web/
apps
Plan/

Web

Share
experience
(reviews)
Wait a minute...

What’s a touchpoint?
Touchpoint ≠ Channel
Channel:
A medium of interaction
with customers or users.
Channels define the
opportunity or the constraint
around the touchpoint.
Mobile constraint: small screen
Mobile opportunity: sensors
Touchpoint (UX version):
A point of interaction
involving a specific
human need in a specific
time and place.
Touchpoints are enabled by
channels but are not ultimately
defined by them.
Touchpoints

research products

Channel

store check out

(i.e. web)

print return label
Channels

environment

Touchpoint

email
mobile
Touchpoint:
Computer
validation
Channels:
Website and
Phone or
Text or
Email
Touchpoint:
Purchase Groceries
Channels:
Retail (Station?)
and Mobile Phone

Korea’s Home Plus
virtual grocery stores
Why Touchpoints?
Touchpoints = Features, but better reflect the importance of the
interaction to the person
Can be articulated as user stories in Agile environments
Context pliable, discrete “things” to orchestrate the
whole experience
Information objects (IA) wrapped in interactions (IxD)
We want to orchestrate
our touchpoints.

What is each instrument doing?
How and when are they doing it?
How do you do experience
mapping successfully?
1

Discovery
Uncovering and
understanding all the ways
your company interacts or
communicates with your
customers/users, plus all
the points that influence
the customer that you
don’t control.

2

Research
Conducting qualitative
research, getting
quantitative data—the
material we use to tell the
story of the journey.

5
3

Mapping Journey
The activity of mapping
out the journey and all of
its facets.
4

Communicating Journey
Modeling or visualizing
the journey to best
communicate the journey
insight, pain points and
opportunities.

Identifying Takeaways
Like the morals of the
story, stating clearly in
actionable terms, what
the journey tells us about
the experience and what
you should do as a result
This is not a solo adventure...
It’s about the verb, not the noun.
It’s about the verb, not the noun.
It’s about the activity, not the artifact.
Everyone should be involved
at a deep level.
You need a process that takes a whole
team or organization along.
“Work with stakeholders until
they know the story so well
they are constantly telling
and retelling it themselves.”
— Dane Howard, eBay
Science Before Adventure
You need to tell an
engaging story.
But make sure you are
telling a true story.
Experience mapping requires
a certain amount of rigor
to be meaningful.
This guy is not
possible...
This guy is not
possible...

...without this
guy first.
Mapping Experiences and Orchestrating Touchpoints | Chris Risdon & Patrick Quattlebaum | UX Week 2012
What are the key inputs
you need to gather?
Experiences are complex.
One simple way to get a well-rounded
view of experiences...
Feeling, thinking, doing.
Feeling, thinking, doing.
Motivations

Framing Behaviors
It’s not just pieces and actions.
You need to understand motivations.
Experiences happen
across touchpoints.
-

enjoyment

+

person

organization
-

enjoyment

+

person

organization
Visualize the intangible.
Experience mapping
must address:
- Feeling
- Thinking
- Doing
- Time
- Place (Context)
Time to put the “work” in
“workshop”...
Exercise 1: Research
Interview two participants about a time he
or she stayed at a hotel on vacation from the
moment they arrived at the hotel until they
they went to sleep the first night.
Steps:
1. Determine roles and who will be interviewed. (5 min)
2. Conduct the first interview. (10 min)
3. Reorganize for the second interview. (2 min)
4. Conduct the second interview. (10 min)
Listen for:
What triggered his or her visit to the hotel?
What were his or her expectations?
What actions did he or she take?
What did he or she feel at different points in time?
What was he or she thinking at specific moments?
What touchpoints did he or she interact with?
What people were involved?
What locations did actions take place in?
What was his or her lasting impression?
Mapping Experiences and Orchestrating Touchpoints | Chris Risdon & Patrick Quattlebaum | UX Week 2012
Mapping Experiences and Orchestrating Touchpoints | Chris Risdon & Patrick Quattlebaum | UX Week 2012
Cartography 101
You have your inputs and
insights, now what?
a story of a

Pleasant Trip by Rail.
a story of a

pleasant trip by rail.
Mapping Experiences and Orchestrating Touchpoints | Chris Risdon & Patrick Quattlebaum | UX Week 2012
qualitative research

customers’ journeys
POST-TRAVEL

add more pictures to faceb

ook

TRAVEL

8 weeks in Europe

el
STORY OF YOUR TRIP: Laur
A bunch of friends living in

Paris
Arrived in Charles Degaules,

Parents made this trip

no smart phone in Europe
a laptop but difficult to get
an internet connection

PRE-TRAVEL
SHOPPING

RESEARCH & PLANNING

Friends going to the
Cannes film festival
Looking into it more:
maps & guide books
Summer break

Florence to Paris
fly out to NY

Europe

to Europe
A month after book, head

ites.

Look up plane fare on webs

s too:

Pass arrived in the mail

fare:

Booked the reservations onlin
y
them mailed separately--eas

friend
Going to France, see other
make sure a place to stay
plane
Looking for good price on
looking for best price
google search-->

BOOKING

e and got

ite, that
Read on RailEurope webs
ns
trains would require reservatio

Flexible dates for flying

One or 2 etickets

st: a lot of
Train travel in Europe easie
and
train stations with flexible times
dates

ns booked
Second batch of reservatio
e in US
in the US, shipped to my hous
ecting it
and then sent to France --exp
to be an eTicket

Know about Eurail
est by
Heard about RailEurope, sugg
also
mother …friend in German
suggested
Skymiles: Delta
NY-> France
Flights and then Eurail Pass

ets
* Couldn't be booked as eTick
rman
because some were Italian/Ge
able to print
Frustrated about not being
able to do
eTicked but not much to be
about it
reserve
Overnight trains, wanted to
couchette

,
tried calling Rail Europe once
call got disconnected
t options on
calling abou
etickets before paying $50
frustrated, not a lot of time,
not
with everything else to do,
time to be on hold again
about emailing websites,
wary
wanted to talk to a person
nothing I can do about this
now
talk to a person to make sure,
ing
before committing to shipp
e
and then sending to Franc
Mom fedex tickets to me,
RailEurope would not send
tickets to France, tried to put
my friends address but they
wouldn't

Cannes
get itinerary together
Paris: stayed for a long time,
friends invited to stay
Jet
Look up cheap flights Easy
rmation number
E-ticket for the flight with confi

one guide book: Rick
Steves guide book, general
Europe Through the
Backdoor
not very helpful in
Switzerland

Munich

Amsterdam
decided to go to the UK in

Paris

day trips:
Venice, Rome

Florence
late missed connectio
Zurich: connection in Milan
difficult don't speak Italian
an expensive city
difficult to find a hotel in
prices
woman had a map with hotel

Luxembourg

n

train in the US before

dn't arrive on
stressful when trains woul
ections
both
time, when there were conn
Brussels, Luxembourg --we
fly:
on the
had the passes so just got
on the train, a
fly to Brussels
Scotland,
Italy: nicest trains, maps
train
STORY OF YOUR TRIP: Joseph
h
bit like being on a flight
flew into London Edinburg
,
traveled with AT&T iPad, every country has it's own
online experience was good
chip -- find the places that sell the
plan with daughter: 14issue
10 day global flexipassstayed for two
chip in each country --closed on sundays and also
Eurail pass
middle of the day when the right
easy friendly, but when
on
bus to London
shut down
investment
days
other trains: hoping you are things
k to
d to
9 hours,
came up I wanteplacespea together was a good
make a list of
to see
y terrible, very long bus ride,
prett
p and easy
a person and I couldn't with a friend, see places
cheaalso: iPhone, but iPad is all you need train
we saw a whole lot more
that local
a thinks idea and a fast train to Pariscramped with no stops, but
all
took
overnight trains friendgood
is pay trade speaking English with seeing the unique are
rathercool --on price to have
-booked round trip
notion of off the grid
ating
sights
Germany also easy for navig
shipped--5
3 days
a good bargain
the tickets
train pass: no driving, no getting lost
reservations shipped to me
rented scooters and bikes

book trains

tour de france at the same time
with good connections

planning
Stayed with friends and in
Thomas Cook books, a great map, big map with rail
routes, big readable
talk with people who have visited Europe, word of mouth
the books too

RE: paris pass, museums, catacombs
hostels us a break on the
got
Louvre, Picasso

off the grid: maps app, shows you where you are
good to have a sim card in every place

+ iPad maps, find sim card store: orange
+ find the next route
+ on google a lot
start 15 day pass
Friends knew I was going
+ train schedules on the rail europe website:
airline/hotel rewards -- extended to 3 weeks
Geneva to uploading pictures from London + other sites too
ged status,Lucern
home
traded miles with friend
+ using electronic ticket machine: wouldn't take our
me, internet connection, chan
ing in touch with people at
Laptop with
credit card doesn't have the chip
le in Europe, internet for keep
2 months before going start planning
g to peop
in it
International phone for talkin
+ France is frustrating
Lucern
book hotels the month before
connected to
overnight
tickets to Venice
marriot hotel rewards
train to Venice
rail passes: month before
went on Rail Europe website, kind of traveler selection
Global Pass, a little more, first class
odd, reservation issue, cost of reservations 20EU here
and there --pay
for 2nd class sometimes
could have done a hard booking ahead of time

bungie jumping
pass
Lucarno
just figured we
could grab a train
out but there was
not trains

booking trips, no availability for our discounted tickets
bed and breakfast barcelona: website
missed trains, difficult to get a place in the middle of

last train out to get
us to a main line

the night

Euro-cheapo: web site: ways to save money
see what people are saying: travel site
passes came in the main: titus, metro pass, maps,
Global Pass,
it was really clear
made reservations in London, Rail Europe office: only
saw one
office….expected to see them in all the stations
RE is like expedia, didn't realize how many different
train there where
Expected Rail Europe station agent: because of website
expected it to
be good

another train to
Lake Comounexpected but
very nice -beautiful

were heading to
Venice
maybe should
have booked first
few trains

at the tracks, we
were fresh and
new --got on the
wrong train to
Milan 1.5 hours
took Muni to main
station
backpack stolen
on the Muni/metro
talked to security/
police

3 week trip

RE office in
Geneva:
not so great
crowded

talking to a person at the beginning
make sure i was getting the right price
phone: people were very helpful
no attitude
booking: 3 times to get the one i wanted

had hotel
bookings in the
larger cities
determined

timeline on the trains
was a stumbling points
if we could have booked
online in Europe we
would have
all of our trips were
booked in Europe
next time:
explore routes and
availability
got a car when couldn't
take a train

Skype and email
eventually used the phone
daughter is social media person
Tour de France was a main reason to go
Mapping Experiences and Orchestrating Touchpoints | Chris Risdon & Patrick Quattlebaum | UX Week 2012
Service Design

Rail Europe
As Inspiration
Not very important

As a Resource
Not delivering

As a Representative
Not delivering

100%

100%

100%

75%

75%

75%

50%

50%

50%

25%

25%

25%

0%

0%

0%

Important? RE Successful?

No
Somewhat
Yes

Important? RE Successful?

Important? RE Successful?
Touchpoint Inventory
Rail Europe Touchpoints by Channel
Research
Stage & Planning

Shopping

Booking

Pre-Travel
(Documents)

Travel

Post-Travel

Channels
Website

Maps

Schedule look-up

Web booking funnel

Test intineraries

Price look-up

- Pass

Timetables

Multi-city look-up

- Trips

Destination Pages

Pass comparison

- Multiple Trips

- home print e-ticket

Site navigation help

Automated booking payment

Call re: ticket options

Planning (Products)

Cust. Rep booking

Request ticket mailed

Schedules

Site navigation help

Reslove problems (info, payment, etc.)

FAQ

Select document option (from
available options)

Contact page for email or phone

- station e-ticket
- mail ticket

General product
& site exploration

Call Center

Order brochure

General questions

Mobile

Trip ideas

Schedules

Mobile trip booking

Call with questions regarding
tickets
General calls re: schedules,
strikes, documents

Access itinerary
Look up schedules
Buy additional tickets

Communication
Channels (social
media, email, chat)

Chat for web nav help

FB Comparator

Chat for booking support

Email confirmations

Email questions

Email for general help

Chat for website nav help

Ask questions or resolve problems re: schedules and tickets

Hold ticket

Customer Relations

Non-REI Channels

Survey

Request for refund, escelation
from call center.

Trip Advisor

Airline comparison

Travel blogs
Social Media

Travel Blogs

Trip Advisor

Kayak

Direct rail sites

Review sites

Direct rail sites

Google searches

Facebook

General Google
searching
Non-linear, no time
restrictions

Complaints or compliments

Linear process

Non-linear, but
time based

Expedia
Mapping Experiences and Orchestrating Touchpoints | Chris Risdon & Patrick Quattlebaum | UX Week 2012
Mapping Experiences and Orchestrating Touchpoints | Chris Risdon & Patrick Quattlebaum | UX Week 2012
Rail Europe Experience Map
Guiding Principles

People choose rail travel because it is
convenient, easy, and flexible.

Rail booking is only one part of people’s larger
travel process.

People build their travel plans over time.

People value service that is respectful, effective
and personable.

Customer Journey
STAGES

Research & Planning

RAIL EUROPE

Shopping

Enter trips

Research destinations, routes and products

Destination
pages

Review fares

Select pass(es)

Confirm
itinerary

Post-Booking, Pre-Travel

Delivery
options

Payment
options

Review &
confirm

Change
plans

Map itinerary
(finding pass)

Print e-tickets
at home

Web

FEELING

Check ticket
status

Google
searches

• What is the easiest way to get around Europe?
• Where do I want to go?
• How much time should I/we spend in each
place for site seeing and activities?

• I’m excited to go to Europe!
• Will I be able to see everything I can?
• What if I can’t afford this?
• I don’t want to make the wrong choice.

E-ticket Print
at Station

View
maps
Paper tickets
arrive in mail

Look up
timetables

Research
hotels

• I want to get the best price, but I’m willing to pay a

little more for first class.
• How much will my whole trip cost me? What are my
trade-offs?
• Are there other activities I can add to my plan?

• It’s hard to trust Trip Advisor. Everyone is

so negative.
• Keeping track of all the different products
is confusing.
• Am I sure this is the trip I want to take?

Follow-up on refunds for booking changes

Share
photos
Get stamp
for refund

Web

Share
experience
(reviews)

Buy additional
tickets

Kayak,
compare
airfare

Blogs &
Travel sites

Share experience

Activities, unexpected changes

May call if
difficulties
occur

Talk with
friends

Post Travel

Live chat for
questions

DOING

THINKING

Travel

Wait for paper tickets to arrive

Look up
time tables

raileurope.com
Plan with
interactive map

Booking

• Do I have everything I need?
• Rail Europe website was easy and friendly, but

• Do I have all the tickets, passes and reservations
I need in this booking so I don’t pay more
shipping?
• Rail Europe is not answering the phone. How
else can I get my question answered?

web/
apps

Arrange
travel

Plan/
confirm
activities

Request
refunds

• I just figured we could grab a train but there are

• Trying to return ticket I was not able to use. Not

when an issue came up, I couldn’t get help.
• What will I do if my tickets don’t arrive in time?

• Stressed that I’m about to leave the country

• Website experience is easy and friendly!
• Frustrated to not know sooner about which

not more trains. What can we do now?
• Am I on the right train? If not, what next?
• I want to make more travel plans. How do I
do that?

• I am feeling vulnerable to be in an unknown place in

• Excited to share my vacation story with

• Stressed that the train won’t arrive on time for my

• A bit annoyed to be dealing with ticket refund

and Rail Europe won’t answer the phone.
• Frustrated that Rail Europe won’t ship tickets
to Europe.
• Happy to receive my tickets in the mail!

tickets are eTickets and which are paper tickets.
Not sure my tickets will arrive in time.

sure if I’ll get a refund or not.

• People are going to love these photos!
• Next time, we will explore routes and availability
more carefully.

the middle of the night.

my friends.

connection.
• Meeting people who want to show us around is fun,
serendipitous, and special.

issues when I just got home.

Enjoyability

Enjoyability

Enjoyability

Enjoyability

Enjoyability

Enjoyability

Relevance of Rail Europe

Relevance of Rail Europe

Relevance of Rail Europe

Relevance of Rail Europe

Relevance of Rail Europe

Relevance of Rail Europe

Helpfulness of Rail Europe

EXPERIENCE

Mail tickets
for refund

Helpfulness of Rail Europe

Helpfulness of Rail Europe

Helpfulness of Rail Europe

Helpfulness of Rail Europe

Helpfulness of Rail Europe

Opportunities
GLOBAL

PLANNING, SHOPPING, BOOKING

POST-BOOK, TRAVEL, POST-TRAVEL

Communicate a clear value
proposition.

Help people get the help they
need.

Support people in creating their
own solutions.

Enable people to plan over time.

Visualize the trip for planning
and booking.

Arm customers with information
for making decisions.

Improve the paper ticket
experience.

Accommodate planning and
booking in Europe too.

STAGE: Initial visit

STAGES: Global

STAGES: Global

STAGES: Planning, Shopping

STAGES: Planning, Shopping

STAGES: Shopping, Booking

STAGES: Post-Booking, Travel, Post-Travel

STAGE: Traveling

Make your customers into better,
more savvy travelers.

Engage in social media with
explicit purposes.

Connect planning, shopping and
booking on the web.

Aggregate shipping with a
reasonable timeline.

Proactively help people deal
with change.

Communicate status clearly at
all times.

STAGES: Global

STAGES: Global

STAGES: Planning, Shopping, Booking

STAGE: Booking

STAGES: Post-Booking, Traveling

STAGES: Post-Booking, Post Travel

Information
sources

Stakeholder interviews
Cognitive walkthroughs

Customer Experience Survey
Existing Rail Europe Documentation

Ongoing,
non-linear

Linear
process

Non-linear, but
time based

Experience Map for Rail Europe | August 2011
Rail Europe Experience Map
Guiding Principles

People choose rail travel because it is
convenient, easy, and flexible.

Rail booking is only one part of people’s larger
travel process.

People build their travel plans over time.

People value service that is respectful, effective
and personable.

Customer Journey
STAGES

Research & Planning

RAIL EUROPE

Shopping

Enter trips

Research destinations, routes and products

Destination
pages

Booking

Review fares

Select pass(es)

Confirm
itinerary

Post-Booking, Pre-Travel

Delivery
options

Payment
options

Review &
confirm

Change
plans

Share experience

Check ticket
status

E-ticket Print
at Station

Follow-up on refunds for booking changes

Share
photos

Doesn’t just
communicate insight,
it reveals the process.
Plan with
interactive map

Live chat for
questions

Map itinerary
(finding pass)

Kayak,
compare
airfare

Blogs &
Travel sites

Print e-tickets
at home

Web

Talk with
friends

Google
searches

• What is the easiest way to get around Europe?
• Where do I want to go?
• How much time should I/we spend in each
place for site seeing and activities?

• I’m excited to go to Europe!
• Will I be able to see everything I can?
• What if I can’t afford this?
• I don’t want to make the wrong choice.

View
maps

Paper tickets
arrive in mail

Look up
timetables

Research
hotels

• I want to get the best price, but I’m willing to pay a

little more for first class.
• How much will my whole trip cost me? What are my
trade-offs?
• Are there other activities I can add to my plan?

• It’s hard to trust Trip Advisor. Everyone is

so negative.
• Keeping track of all the different products
is confusing.
• Am I sure this is the trip I want to take?

Get stamp
for refund

Buy additional
tickets

May call if
difficulties
occur

DOING

FEELING

Post Travel

Activities, unexpected changes

Wait for paper tickets to arrive

Look up
time tables

raileurope.com

THINKING

Travel

• Do I have everything I need?
• Rail Europe website was easy and friendly, but

• Do I have all the tickets, passes and reservations
I need in this booking so I don’t pay more
shipping?
• Rail Europe is not answering the phone. How
else can I get my question answered?

Web

Share
experience
(reviews)

web/
apps

Arrange
travel

Plan/
confirm
activities

Request
refunds

• I just figured we could grab a train but there are

• Trying to return ticket I was not able to use. Not

when an issue came up, I couldn’t get help.
• What will I do if my tickets don’t arrive in time?

• Stressed that I’m about to leave the country

• Website experience is easy and friendly!
• Frustrated to not know sooner about which

not more trains. What can we do now?
• Am I on the right train? If not, what next?
• I want to make more travel plans. How do I
do that?

• I am feeling vulnerable to be in an unknown place in

• Excited to share my vacation story with

• Stressed that the train won’t arrive on time for my

• A bit annoyed to be dealing with ticket refund

and Rail Europe won’t answer the phone.
• Frustrated that Rail Europe won’t ship tickets
to Europe.
• Happy to receive my tickets in the mail!

tickets are eTickets and which are paper tickets.
Not sure my tickets will arrive in time.

sure if I’ll get a refund or not.

• People are going to love these photos!
• Next time, we will explore routes and availability
more carefully.

the middle of the night.

my friends.

connection.
• Meeting people who want to show us around is fun,
serendipitous, and special.

issues when I just got home.

Enjoyability

Enjoyability

Enjoyability

Enjoyability

Enjoyability

Enjoyability

Relevance of Rail Europe

Relevance of Rail Europe

Relevance of Rail Europe

Relevance of Rail Europe

Relevance of Rail Europe

Relevance of Rail Europe

Helpfulness of Rail Europe

EXPERIENCE

Mail tickets
for refund

Helpfulness of Rail Europe

Helpfulness of Rail Europe

Helpfulness of Rail Europe

Helpfulness of Rail Europe

Helpfulness of Rail Europe

Opportunities
GLOBAL

PLANNING, SHOPPING, BOOKING

POST-BOOK, TRAVEL, POST-TRAVEL

Communicate a clear value
proposition.

Help people get the help they
need.

Support people in creating their
own solutions.

Enable people to plan over time.

Visualize the trip for planning
and booking.

Arm customers with information
for making decisions.

Improve the paper ticket
experience.

Accommodate planning and
booking in Europe too.

STAGE: Initial visit

STAGES: Global

STAGES: Global

STAGES: Planning, Shopping

STAGES: Planning, Shopping

STAGES: Shopping, Booking

STAGES: Post-Booking, Travel, Post-Travel

STAGE: Traveling

Make your customers into better,
more savvy travelers.

Engage in social media with
explicit purposes.

Connect planning, shopping and
booking on the web.

Aggregate shipping with a
reasonable timeline.

Proactively help people deal
with change.

Communicate status clearly at
all times.

STAGES: Global

STAGES: Global

STAGES: Planning, Shopping, Booking

STAGE: Booking

STAGES: Post-Booking, Traveling

STAGES: Post-Booking, Post Travel

Information
sources

Stakeholder interviews
Cognitive walkthroughs

Customer Experience Survey
Existing Rail Europe Documentation

Ongoing,
non-linear

Linear
process

Non-linear, but
time based

Experience Map for Rail Europe | August 2011
What components make
up a map?
Key Components:
- Lens
- Journey Model
- Takeaways

(and #4, cite the sources!)
Lens

Journey

Takeaways
Lens
Sets up and frames the journey
Gauge how successful any given phase or moment is by
measuring through the lens

-

Personas
Value Propositions
Missions
Design Principles
Problem or Challenge faced by company
Rail Europe Experience Map
Guiding Principles

People choose rail travel because it is
convenient, easy, and flexible.

Rail booking is only one part of people’s larger
travel process.

People build their travel plans over time.

Customer Journey
Research & Planning

STAGES

RAIL EUROPE

Shopping

Booking

Enter trips

Select pass(es)

Look up
time tables

Confirm
itinerary

Delivery
options

pe Experience Map
Rail Euro
Plan with
interactive map

se it is
oose rail travel becau
People ch
xible.
venient, easy, and fle
con
Google
searches

THINKING

place for site seeing and activities?

iples

Customer Journey
Shoppi
ng

FEELING

• I’m excited to go to Europe!
• Will I be able to see everything I can?
• What if I can’t afford this?
• I don’t want to make the wrong choice.

STAGES
Enjoyability
EXPERIENCE

cts

p

• I want to get the best price, but I’m willing to pay a

little more for first class.
• How much will my whole trip cost me? What are my
trade-offs?
• Are there other activities I can add to my plan?

• It’s hard to trust Trip Advisor. Everyone is

so negative.
• Keeping track of all the different products
is confusing.
• Am I sure this is the trip I want to take?

Booking
g
Research & Plannin
Enjoyability

Relevance of Rail Europe

Enter trips

Relevance of Rail Europe

• Do I have all the tickets, passes and reservations
I need in this booking so I don’t pay more
shipping?
• Rail Europe is not answering the phone. How
else can I get my question answered?

• Website experience is easy and friendly!
• Frustrated to not know sooner about which

tickets are eTickets and which are paper tickets.
Not sure my tickets will arrive in time.

Research & Plan
ning
STAGE: Initial visit

STAGES: Global

Make your customers into better,
more savvy travelers.

Engage in social media with
explicit purposes.

STAGES: Global

Live chat forGlobal
STAGES:
questions

E-ticket Print
at Station

Arrange
travel

Get stamp
for refund

Web

Share
experience
(reviews)

Plan/
confirm
activities

• Trying to return ticket I was not able to use. Not

• Stressed that I’m about to leave the country

• I am feeling vulnerable to be in an unknown place in

• Excited to share my vacation story with

• Stressed that the train won’t arrive on time for my

• A bit annoyed to be dealing with ticket refund

and Rail Europe won’t answer the phone.
• Frustrated that Rail Europe won’t ship tickets
to Europe.
• Happy to receive my tickets in the mail!

the middle of the night.

Relevance of Rail Europe

Relevance of Rail Europe

more carefully.

Booking

Relevance of Rail Europe

Confirm
Helpfulness of Rail Europe
itinerary

Helpfulness of Rail Europe

sure if I’ll get a refund or not.

• People are going to love these photos!
• Next time, we will explore routes and availability

my friends.

connection.
• Meeting people who want to show us around is fun,
serendipitous, and special.

Enjoyability

STAGES: Global

Mail tickets
for refund

when an issue came up, I couldn’t get help.
• What will I do if my tickets don’t arrive in time?

Enjoyability

Enable people to plan over time.

Request
refunds

not more trains. What can we do now?
• Am I on the right train? If not, what next?
• I want to make more travel plans. How do I
do that?

Enjoyability

Support people in creating their
own solutions.

Shopping

Share
photos

• I just figured we could grab a train but there are

Post-Booking, Pre-Trav
Rail booking is on
el
ly one part of peo
ple’sReview er s
larg fare
travel process.
Enter trips

Destination
pages

Follow-up on refunds for booking changes

web/
apps

Look up
timetables

• Do I have everything I need?
• Rail Europe website was easy and friendly, but

Select pass(es)
Wait for paper tickets to
arrive

ney

Help people get the help they
need.

Paper tickets
arrive in mail

Shopping

Review faresHelpfulness of Rail Europe
Helpfulness of Rail Europe
Confirm
Delivery
Payment
Select pass(es)
itinch destinations,ns utes and productsReview &
optio ro
ar erary
Rese
options
confirm
Opportunities
RAIL EUROPE
GLOBAL
PLANNING, SHOPPING, BOOKING
Helpfulness of Rail Europe

Communicate a clear value
proposition.

Check ticket
status

View
maps

Print e-tickets
at home

Research
hotels

ope Experience
Ma

Share experience

Activities, unexpected changes

Wait for paper tickets to arrive

le’s larger
only one part of peop
Rail booking is
Peopel buildeths.ir travel
travle proc s e
plans over time.

Kayak,
compare
airfare

Blogs &
Travel sites

• What is the easiest way to get around Europe?
• Where do I want to go?
• How much time should I/we spend in each

Review &
confirm

Post Travel

Buy additional
tickets

May call if
difficulties
occur

Web

Talk with
friends

Travel

Live chat for
questions

Map itinerary
(finding pass)

Guiding Principles

Payment
options

Change
plans

raileurope.com

DOING

Review fares

Post-Booking, Pre-Travel

the lens example

Research destinations, routes and products

Destination
pages

p

y
)

People value service that is respectful, effective
and personable.

issues when I just got home.

Enjoyability
Travel

Review &
confirm

Paym t
Relevance
Delivery of Rail Europe en
optio
Helpfulness
options of Rail Europe ns

POST-BOOK, TRAVEL, POST-TRAVEL

Activities, unexpected ch

Visualize the trip for planning
and booking.

Arm customers with information
for making decisions.

Improve the paper ticket
experience.

STAGES: Planning, Shopping

STAGES: Planning, Shopping

STAGES: Shopping, Booking

STAGES: Post-Booking, Travel, Post-Travel

STAGE: Traveling

Connect planning, shopping and
booking on the web.

Aggregate shipping with a
reasonable timeline.

STAGES: Planning, Shopping, Booking

STAGE: Booking

ang

Accommodate planning and
booking in Europe too.

Look up
time tables

raileurope.com
Information
Map itinerary sources
ions, routes and pr
Enter trips
oducts an with
Rev pa fa
Pl
(finding iewss)res
e map
interactiv
Select pass(es)

BooLive g at for
kin ch

Change
plans

Proactively
Check ticket help people deal
with change.
status
STAGES: Post-Booking, Traveling

Ongoing,
non-linear

Confirm
itinerary

Delivery
options

E-ticket Print
at Station

STAGES: Post-Booking, Post Travel

Post-Booking, P
re

questions

Research destinat

Communicate status clearly at
all times.

Payment

Linear
process

May call if
difficulties

-Travelst
Get
Non-linear, but
time based

for ref

Experience Map for Rail Europe | August 2011

Review &
Takeaways
Summarizes key findings from the process
Should tie directly to initiatives map will catalyze
So what/Now what?

-

Strategic insight
Recommendations
Design Principles
Rail Europe Experience Map
Guiding Principles

Customer Journey
STAGES

PLANNING, SHOPPING, BOOKING

Research & Planning

ng their

Shopping

Enable people to plan over time.

RAIL EUROPE

Enter trips

Research destinations, routes and products

Destination

Review fares

Select pass(es)

Look up

pages
STAGES: Planning,time tables
Shopping

Live chat for
questions

Map itinerary
(finding pass)

Connect planning, shopping and
booking on the web.

DOING

Post-Booking, Pre-Travel

Travel

Visualize the trip for planning
and booking.
Confirm
itinerary

Delivery
options

Payment
options

Review &
confirm

STAGES: Planning, Shopping, Booking

Check ticket
status

Google
searches

View
maps

Print e-tickets
at home

Paper tickets
arrive in mail

Look up
timetables

Research
hotels

THINKING

FEELING

place for site seeing and activities?

• I’m excited to go to Europe!
• Will I be able to see everything I can?
• What if I can’t afford this?
• I don’t want to make the wrong choice.

• I want to get the best price, but I’m willing to pay a

little more for first class.
• How much will my whole trip cost me? What are my
trade-offs?
• Are there other activities I can add to my plan?

• It’s hard to trust Trip Advisor. Everyone is

so negative.
• Keeping track of all the different products
is confusing.
• Am I sure this is the trip I want to take?

I need in this booking so I don’t pay more
shipping?
• Rail Europe is not answering the phone. How
else can I get my question answered?

Web

STAGE

Arrange
travel

Plan/
confirm
activities

Request
refunds

• I just figured we could grab a train but there are

• I am feeling vulnerable to be in an unknown place in

and Rail Europe won’t answer the phone.
• Frustrated that Rail Europe won’t ship tickets
to Europe.
• Happy to receive my tickets in the mail!

sure if I’ll get a refund or not.

• People are going to love these photos!
• Next time, we will explore routes and availability
more carefully.

• Excited to share my vacation story with

the middle of the night.

my friends.

the takeaways example

• Stressed that the train won’t arrive on time for my

• A bit annoyed to be dealing with ticket refund

connection.
• Meeting people who want to show us around is fun,
serendipitous, and special.

issues when I just got home.

Enjoyability

Enjoyability

Enjoyability

Enjoyability

Enjoyability

Enjoyability

Relevance of Rail Europe

Relevance of Rail Europe

Relevance of Rail Europe

Relevance of Rail Europe

Relevance of Rail Europe

Relevance of Rail Europe

Helpfulness of Rail Europe

EXPERIENCE

Mail tickets
for refund

• Trying to return ticket I was not able to use. Not

not more trains. What can we do now?
• Am I on the right train? If not, what next?
• I want to make more travel plans. How do I
do that?

• Stressed that I’m about to leave the country

tickets are eTickets and which are paper tickets.
Not sure my tickets will arrive in time.

Proa
with

Share
experience
(reviews)

when an issue came up, I couldn’t get help.
• What will I do if my tickets don’t arrive in time?

• Website experience is easy and friendly!
• Frustrated to not know sooner about which

STAGE

Customer Experience Survey

• Do I have everything I need?
• Rail Europe website was easy and friendly, but

• Do I have all the tickets, passes and reservations

Get stamp
for refund

web/
apps

Stakeholder interviews
• What is the easiest way to get around Europe?
• Where do I want to go?
• How much time should I/we spend in each

Share
photos

Buy additional
tickets

Web

Talk with
friends

at Station

Aggregate shipping with a
May call if
reasonable timeline.
difficulties
STAGE: Booking

Follow-up on refunds for booking changes

STAGES: Shopping, Booking
E-ticket Print

Change
plans

Impr
expe

Share experience

Activities, unexpected changes

occur
Kayak,
compare
airfare

Blogs &
Travel sites

Post Travel

Arm customers with information
for making decisions.

Wait for paper tickets to arrive

STAGES: Planning, Shopping

raileurope.com
Plan with
interactive map

POST
Booking

Helpfulness of Rail Europe

Helpfulness of Rail Europe

Helpfulness of Rail Europe

Helpfulness of Rail Europe

Helpfulness of Rail Europe

Opportunities
GLOBAL

PLANNING, SHOPPING, BOOKING

POST-BOOK, TRAVEL, POST-TRAVEL

Communicate a clear value
proposition.

Help people get the help they
need.

Support people in creating their
own solutions.

Enable people to plan over time.

Visualize the trip for planning
and booking.

Arm customers with information
for making decisions.

Improve the paper ticket
experience.

Accommodate planning and
booking in Europe too.

STAGE: Initial visit

STAGES: Global

STAGES: Global

STAGES: Planning, Shopping

STAGES: Planning, Shopping

STAGES: Shopping, Booking

STAGES: Post-Booking, Travel, Post-Travel

STAGE: Traveling

Make your customers into better,
more savvy travelers.

Engage in social media with
explicit purposes.

Connect planning, shopping and
booking on the web.

Aggregate shipping with a
reasonable timeline.

Proactively help people deal
with change.

Communicate status clearly at
all times.

STAGES: Global

STAGES: Global

STAGES: Planning, Shopping, Booking

STAGE: Booking

STAGES: Post-Booking, Traveling

STAGES: Post-Booking, Post Travel

Information
sources

Stakeholder interviews

Customer Experience Survey

Ongoing,
non-linear

Linear
process

Non-linear, but
time based

Experience Map for Rail Europe | August 2011
The Journey
Models the journey across time and place
Built by qualitative and quantitative data
Captures feeling, thinking and doing
Strives to visually represent journey for fast comprehension
Rail Europe Experience Map
Guiding Principles

the model

Customer Journey
STAGES

Research & Planning

RAIL EUROPE

Shopping

Booking

Enter trips

Research destinations, routes and products

Review fares

Select pass(es)

Confirm
itinerary

Post-Booking, Pre-Travel

Delivery
options

Payment
options

Review &
confirm

Change
plans

Map itinerary
(finding pass)

Plan with
interactive map

Check ticket
status

Kayak,
compare
airfare

Blogs &
Travel sites

Print e-tickets
at home

Web

THINKING

Google
searches

• What is the easiest way to get around Europe?
• Where do I want to go?
• How much time should I/we spend in each
place for site seeing and activities?

• I’m excited to go to Europe!
• Will I be able to see everything I can?
• What if I can’t afford this?
• I don’t want to make the wrong choice.

little more for first class.
• How much will my whole trip cost me? What are my
trade-offs?
• Are there other activities I can add to my plan?

• It’s hard to trust Trip Advisor. Everyone is

so negative.
• Keeping track of all the different products
is confusing.
• Am I sure this is the trip I want to take?

FEELING
esearch & Planning

Shopping

Enjoyability

Enjoyability

Relevance of Rail Europe

Relevance of Rail Europe

Helpfulness of Rail Europe

EXPERIENCE

View
maps
Paper tickets
arrive in mail

Look up
timetables

Research
hotels

• I want to get the best price, but I’m willing to pay a

Helpfulness of Rail Europe

Research destinations, routes and products

• Do I have all the tickets, passes and reservations
I need in this booking so I don’t pay more
shipping?
• Rail Europe is not answering the phone. How
else can I get my question answered?

• Do I have everything I need?
• Rail Europe website was easy and friendly, but

Share
photos
Get stamp
for refund

Web

Share
experience
(reviews)

tickets are eTickets and which are paper tickets.
Not sure my tickets will arrive in time.

Enjoyability

Review fares

Helpfulness of Rail Europe

Select pass(es)

Arrange
travel

Plan/
confirm
activities

Request
refunds

• I just figured we could grab a train but there are

Mail tickets
for refund

• Trying to return ticket I was not able to use. Not

when an issue came up, I couldn’t get help.
• What will I do if my tickets don’t arrive in time?

• Stressed that I’m about to leave the country

• I am feeling vulnerable to be in an unknown place in

• Excited to share my vacation story with

• Stressed that the train won’t arrive on time for my

• A bit annoyed to be dealing with ticket refund

and Rail Europe won’t answer the phone.
• Frustrated that Rail Europe won’t ship tickets
to Europe.
• Happy to receive my tickets in the mail!

Booking

Enjoyability

Relevance of Rail Europe

web/
apps

not more trains. What can we do now?
• Am I on the right train? If not, what next?
• I want to make more travel plans. How do I
do that?

doing

• Website experience is easy and friendly!
• Frustrated to not know sooner about which

Enter trips

Share experience
Follow-up on refunds for booking changes

Buy additional
tickets

May call if
difficulties
occur

DOING

Talk with
friends

E-ticket Print
at Station

Live chat for
questions

raileurope.com

s

y

Look up
time tables

Post Travel

Activities, unexpected changes

Wait for paper tickets to arrive

e Experience Map
Destination
pages

Travel

Relevance of Rail Europe

Confirm
Helpfulness of Rail Europe
itinerary

sure if I’ll get a refund or not.

• People are going to love these photos!
• Next time, we will explore routes and availability
more carefully.

the middle of the night.

my friends.

Post-Booking, Pre-

connection.
• Meeting people who want to show us around is fun,
serendipitous, and special.

issues when I just got home.

Enjoyability

Delivery
options

Enjoyability

Relevance of Rail Europe

Relevance of Rail Europe

Payment
Helpfulness of Rail Europe Review &
options
confirm

Helpfulness of Rail Europe

Wait for paper ticket

Opportunities
GLOBAL

PLANNING, SHOPPING, BOOKING

Communicate a clear value
proposition.

Destination
pages
STAGE: Initial visit

Help people get the help they
need.

Make your customers into better,
more savvy travelers.

Engage in social media with
explicit purposes.

STAGES: Global

STAGES: Global

STAGES: Global

Support people in creating their
own solutions.

Look up
STAGES:
time tables Global

Plan with
interactive map

Visualize the trip for planning
and booking.

Arm customers with information
for making decisions.

Improve the paper ticket
experience.

Accommodate planning and
booking in Europe too.

STAGES: Planning, Shopping

STAGES: Planning, Shopping

STAGES: Shopping, Booking

STAGES: Post-Booking, Travel, Post-Travel

STAGE: Traveling

Connect planning, shopping and
booking on the web.

Aggregate shipping with a
reasonable timeline.

Proactively help people deal
with change.

Communicate status clearly at
all times.

STAGE: Booking

STAGES: Post-Booking, Traveling

STAGES: Post-Booking, Post Travel

Live chat for
questions

STAGES: Planning, Shopping, Booking

raileurope.com
Map itinerary
(finding pass)

POST-BOOK, TRAVEL, POST-TRAVEL

Enable people to plan over time.

Information
sources

Ongoing,
non-linear

Linear
process

Change
plans

Non-linear, but
time based

Experience Map for Rail Europe | August 2011
Mapping Experiences and Orchestrating Touchpoints | Chris Risdon & Patrick Quattlebaum | UX Week 2012
Building Blocks
Time

Troop Strength

Temperature

Location

Direction
Building Blocks
Feeling

Thinking

Doing

Actors

Relationships

Touchpoints

Places

Time

Stages
Building Blocks
Feeling

Thinking

Doing

Actors

Relationships

Touchpoints

Places

Time

Stages

Principles

Data

Opportunities
Journey
reflects

Journey
captures

Feeling

Actors

Relationships

Thinking

Places

Time

Doing

Stages

Touchpoints

Through qualitative
and quantitative data

Defines context of any given moment
Web

Rail Europe Experience Map
Guiding Principles

STAGES

Research & Planning

G

RAIL EUROPE

Research destinations, routes and products

THINKIN

Destination
pages

Select pass(es)

Look up
time tables

Plan with
interactive map

•

G
FEELIN

DOING

FEELING

place for site seeing and activities?

O

Enjoyability

EXPERIENCE

Relevance of Rail Europe

ility

• How much will my whole trip cost me? What are my
trade-offs?
• Are there other activities I can add to my plan?

GLOBAL
Communicate a clear value
proposition.
STAGE: Initial visit

• It’s hard to trust Trip Advisor. Everyone is
so negative.

• Keeping track of all the different products
is confusing.

• Am I sure this is the trip I want to take?

L
e
GLOBA
ar valu
Enjoyability
e a cle
unicat
Comm Relevance .of Rail Europe
ition
proposHelpfulness of Rail Europe

shipping?
• Rail Europe is not answering the phone. How
else can I get my question answered?

• Do I have everything I need?
• Rail Europe website was easy and friendly, but
when an issue came up, I couldn’t get help.
• What will I do if my tickets don’t arrive in time?

Share
photos
Get stamp
for refund

y

ilit
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e
il Europ
ce of Ra
Relevan
ope
Rail Eur
lness of
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web/
apps

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S:
explicit purposes.
STAGE

STAGES: Global

STAGES: Global

Global

Mail tickets
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ING, BO
SHOPP
ING,
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la
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p
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Enable
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• I want to make more travel plans. How do I

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ting the
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ct
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Relevance of Rail Europe : Global
S
STAGE

Relevance of Rail Europe

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Helpfulness of Rail Europe

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ropLook up
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nce of R
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He
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st Trip A

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ring the
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at is th
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an
wm
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options
options
confirm

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s
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h
Talk wit
friends

Customer Journey

h

Researc
hotels

POST-BOOK, TRAVEL, POST-TRAVEL

Arm customers with information
for making decisions.

Improve the paper ticket
experience.

Accommodate planning and
booking in Europe too.

STAGES: Shopping, Booking

STAGES: Post-Booking, Travel, Post-Travel

STAGE: Traveling

Connect planning, shopping and
booking on the web.

Aggregate shipping with a
reasonable timeline.

Proactively help people deal
with change.

Communicate status clearly at
all times.

STAGES: Planning, Shopping, Booking

STAGE: Booking

STAGES: Post-Booking, Traveling

STAGES: Post-Booking, Post Travel

thinking & feeling
Information
sources

Ongoing,
non-linear

Linear
process

g

Shoppin

Non-linear, but
time based

Experience Map for Rail Europe | August 2011
nForm

qualitative insight
thinking & feeling
Rail Europe Experience Map
Guiding Principles

Customer Journey
STAGES

Research & Planning

RAIL EUROPE

Shopping

Enter trips

Research destinations, routes and products

Destination
pages

Review fares

Select pass(es)

Confirm
itinerary

Post-Booking, Pre-Travel

Delivery
options

Payment
options

Review &
confirm

Change
plans

Map itinerary
(finding pass)

Print e-tickets
at home

Web

THINKING

FEELING

Google
searches

place for site seeing and activities?

• I’m excited to go to Europe!
• Will I be able to see everything I can?
• What if I can’t afford this?
• I don’t want to make the wrong choice.

E-ticket Print
at Station

View
maps
Paper tickets
arrive in mail

Look up
timetables

Research
hotels

• I want to get the best price, but I’m willing to pay a

little more for first class.
• How much will my whole trip cost me? What are my
trade-offs?
• Are there other activities I can add to my plan?

• It’s hard to trust Trip Advisor. Everyone is

so negative.
• Keeping track of all the different products
is confusing.
• Am I sure this is the trip I want to take?

Follow-up on refunds for booking changes

Share
photos
Get stamp
for refund

Web

Share
experience
(reviews)

Buy additional
tickets

Kayak,
compare
airfare

Blogs &
Travel sites

Share experience

Activities, unexpected changes

Check ticket
status

May call if
difficulties
occur

• What is the easiest way to get around Europe?
• Where do I want to go?
• How much time should I/we spend in each

Post Travel

Live chat for
questions

DOING

Talk with
friends

Travel

Wait for paper tickets to arrive

Look up
time tables

raileurope.com
Plan with
interactive map

Booking

• Do I have all the tickets, passes and reservations
I need in this booking so I don’t pay more
shipping?
• Rail Europe is not answering the phone. How
else can I get my question answered?

• Website experience is easy and friendly!
• Frustrated to not know sooner about which

tickets are eTickets and which are paper tickets.
Not sure my tickets will arrive in time.

• Do I have everything I need?
• Rail Europe website was easy and friendly, but

web/
apps

Arrange
travel

Plan/
confirm
activities

Request
refunds

• I just figured we could grab a train but there are

• Trying to return ticket I was not able to use. Not

when an issue came up, I couldn’t get help.
• What will I do if my tickets don’t arrive in time?

not more trains. What can we do now?
• Am I on the right train? If not, what next?
• I want to make more travel plans. How do I
do that?

• Stressed that I’m about to leave the country

• I am feeling vulnerable to be in an unknown place in

• Excited to share my vacation story with

• Stressed that the train won’t arrive on time for my

• A bit annoyed to be dealing with ticket refund

and Rail Europe won’t answer the phone.
• Frustrated that Rail Europe won’t ship tickets
to Europe.
• Happy to receive my tickets in the mail!

sure if I’ll get a refund or not.

• People are going to love these photos!
• Next time, we will explore routes and availability
more carefully.

the middle of the night.

my friends.

connection.
• Meeting people who want to show us around is fun,
serendipitous, and special.

issues when I just got home.

Enjoyability

Enjoyability

Enjoyability

Enjoyability

Enjoyability

Enjoyability

Relevance of Rail Europe

Relevance of Rail Europe

Relevance of Rail Europe

Relevance of Rail Europe

Relevance of Rail Europe

Relevance of Rail Europe

Helpfulness of Rail Europe

EXPERIENCE

Mail tickets
for refund

Helpfulness of Rail Europe

Helpfulness of Rail Europe

Helpfulness of Rail Europe

Helpfulness of Rail Europe

Helpfulness of Rail Europe

Opportunities
GLOBAL
Communicate a clear value
proposition.
STAGE: Initial visit

Make your customers into better,
more savvy travelers.
STAGES: Global

PLANNING, SHOPPING, BOOKING

POST-BOOK, TRAVEL, POST-TRAVEL

Help people get the help they
need.

Support people in creating their
own solutions.

Enable people to plan over time.

Visualize the trip for planning
and booking.

Arm customers with information
for making decisions.

Improve the paper ticket
experience.

Accommodate planning and
booking in Europe too.

STAGES: Global

STAGES: Global

STAGES: Planning, Shopping

STAGES: Planning, Shopping

STAGES: Shopping, Booking

STAGES: Post-Booking, Travel, Post-Travel

STAGE: Traveling

Engage in social media with
explicit purposes.

Connect planning, shopping and
booking on the web.

Aggregate shipping with a
reasonable timeline.

Proactively help people deal
with change.

Communicate status clearly at
all times.

STAGES: Global

STAGES: Planning, Shopping, Booking

STAGE: Booking

STAGES: Post-Booking, Traveling

STAGES: Post-Booking, Post Travel

quantitative information
Information
sources

Ongoing,
non-linear

Linear
process

Non-linear, but
time based

Experience Map for Rail Europe | August 2011
Select pass(es)
Destination
pages

options

options

confirm

Look up
time tables

Change
plans

Check ticket
status

Live chat for
questions

raileurope.com
Plan with
interactive map

itinerary

Map itinerary
(finding pass)

May call if
difficulties
occur
Kayak,
compare
airfare

Blogs &
Travel sites

Print e-tickets
at home

Web

Talk with
friends

Google
searches

• What is the easiest way to get around Europe?
• Where do I want to go?
• How much time should I/we spend in each
place for site seeing and activities?

• I’m excited to go to Europe!
• Will I be able to see everything I can?
• What if I can’t afford this?
• I don’t want to make the wrong choice.

View
map
Paper tickets
arrive in mail

Loo
time

Research
hotels

• I want to get the best price, but I’m willing to pay a

little more for first class.
• How much will my whole trip cost me? What are my
trade-offs?
• Are there other activities I can add to my plan?

• It’s hard to trust Trip Advisor. Everyone is

so negative.
• Keeping track of all the different products
is confusing.
• Am I sure this is the trip I want to take?

• Do I have all the tickets, passes and reservations
I need in this booking so I don’t pay more
shipping?
• Rail Europe is not answering the phone. How
else can I get my question answered?

• Website experience is easy and friendly!
• Frustrated to not know sooner about which

tickets are eTickets and which are paper tickets.
Not sure my tickets will arrive in time.

• Do I have everything I need?
• Rail Europe website was easy and friendly, but

• I just

not m

• What will I do if my tickets don’t arrive in time?

• Am I
• I wan

• Stressed that I’m about to leave the country

• I am

when an issue came up, I couldn’t get help.

and Rail Europe won’t answer the phone.
• Frustrated that Rail Europe won’t ship tickets
to Europe.
• Happy to receive my tickets in the mail!

do th

the m

• Stres

conn

• Meet

seren

Enjoyability

Enjoyability

Enjoyability

Enjoyability

Enjoyab

Relevance of Rail Europe

Relevance of Rail Europe

Relevance of Rail Europe

Relevance of Rail Europe

Relevan

Helpfulness of Rail Europe

Helpfulness of Rail Europe

Helpfulness of Rail Europe

Helpfulness of Rail Europe

Helpfuln

ies

a clear value

omers into better,
velers.

quantitative information
in the journey
PLANNING, SHOPPING, BOOKING

Help people get the help they
need.

Support people in creating their
own solutions.

Enable people to plan over time.

Visualize the trip for planning
and booking.

Arm customers with informa
for making decisions.

STAGES: Global

STAGES: Global

STAGES: Planning, Shopping

STAGES: Planning, Shopping

STAGES: Shopping, Booking

Engage in social media with
explicit purposes.

Connect planning, shopping and
booking on the web.

Aggregate shipping with a
reasonable timeline.

STAGES: Global

STAGES: Planning, Shopping, Booking

STAGE: Booking
Let’s do some mapping...
Where do you get started?
Experience maps can start simple and
evolve as you research and gain insights.
Mapping Experiences and Orchestrating Touchpoints | Chris Risdon & Patrick Quattlebaum | UX Week 2012
Exercise 2: Mapping
It is time to start analyzing and
synthesizing your data into a journey model.
The Journey
As a team, begin turning your notes into a visual
journey that addresses the following:
Stages
Doing (Actions)
Thinking
Feeling (Emotions)
People
Touchpoints
Context
Stage

Stage

Stage

Stage

Stage
Stage
Web
Hotel
Mobile
Phone

Stage

Stage

Stage
Stage
Happy

Sad

Stage

Stage

Stage
Seamless, self managed check in.
Stage

Checkin
Getting Room
Key
Using touch
screen

Kiosk

Feeling

I’m tired

Touchpoint
Doing
Actor/Artifact

How do I
make special
requests?

Thinking
Seamless, self managed check in.
Checkin
Getting Room
Key

Using touch
screen

I’m tired

Mobile
How do I
make special
requests?

Kiosk

Bellhop
Elevator
Elevator
interface/
Get to room
buttons
Which way is
Rm 526?

Room Key
Mapping Experiences and Orchestrating Touchpoints | Chris Risdon & Patrick Quattlebaum | UX Week 2012
Storytelling & Narrative
Mapping Experiences and Orchestrating Touchpoints | Chris Risdon & Patrick Quattlebaum | UX Week 2012
Mapping Experiences and Orchestrating Touchpoints | Chris Risdon & Patrick Quattlebaum | UX Week 2012
Rail Europe Experience Map
Guiding Principles

People choose rail travel because it is
convenient, easy, and flexible.

Rail booking is only one part of people’s larger
travel process.

People build their travel plans over time.

People value service that is respectful, effective
and personable.

Customer Journey
STAGES

Research & Planning

RAIL EUROPE

Shopping

Destination
pages

Review fares

Select pass(es)

Confirm
itinerary

Post-Booking, Pre-Travel

Delivery
options

Payment
options

Review &
confirm

Change
plans

Print e-tickets
at home

Web

Google
searches

• What is the easiest way to get around Europe?
• Where do I want to go?
• How much time should I/we spend in each
place for site seeing and activities?

• I’m excited to go to Europe!
• Will I be able to see everything I can?
• What if I can’t afford this?
• I don’t want to make the wrong choice.

Share experience

E-ticket Print
at Station

Follow-up on refunds for booking changes

Share
photos
Get stamp
for refund

Web

Share
experience
(reviews)

Buy additional
tickets

Kayak,
compare
airfare

Blogs &
Travel sites

FEELING

Check ticket
status

May call if
difficulties
occur

Talk with
friends

Post Travel

Activities, unexpected changes

Live chat for
questions

Map itinerary
(finding pass)

DOING

THINKING

Travel

Wait for paper tickets to arrive

Look up
time tables

raileurope.com
Plan with
interactive map

Booking

Enter trips

Research destinations, routes and products

View
maps
Paper tickets
arrive in mail

Look up
timetables

Research
hotels

web/
apps

Arrange
travel

Plan/
confirm
activities

Request
refunds

little more for first class.

• How much will my whole trip cost me? What are my
trade-offs?

• Are there other activities I can add to my plan?

• It’s hard to trust Trip Advisor. Everyone is
so negative.

• Keeping track of all the different products

• Do I have all the tickets, passes and reservations

• Do I have everything I need?
• Rail Europe website was easy and friendly, but

• I just figured we could grab a train but there are

• Trying to return ticket I was not able to use. Not

• Rail Europe is not answering the phone. How

• What will I do if my tickets don’t arrive in time?

• Am I on the right train? If not, what next?
• I want to make more travel plans. How do I

• People are going to love these photos!
• Next time, we will explore routes and availability

• Website experience is easy and friendly!
• Frustrated to not know sooner about which

• I want to get the best price, but I’m willing to pay a

• Stressed that I’m about to leave the country

• I am feeling vulnerable to be in an unknown place in

• Excited to share my vacation story with

• Stressed that the train won’t arrive on time for my

• A bit annoyed to be dealing with ticket refund

I need in this booking so I don’t pay more
shipping?

when an issue came up, I couldn’t get help.

else can I get my question answered?

and Rail Europe won’t answer the phone.
• Frustrated that Rail Europe won’t ship tickets
to Europe.
• Happy to receive my tickets in the mail!

tickets are eTickets and which are paper tickets.
Not sure my tickets will arrive in time.

is confusing.

• Am I sure this is the trip I want to take?

not more trains. What can we do now?

sure if I’ll get a refund or not.

do that?

more carefully.

the middle of the night.

my friends.

connection.

issues when I just got home.

• Meeting people who want to show us around is fun,
serendipitous, and special.

Enjoyability

Enjoyability

Enjoyability

Enjoyability

Enjoyability

Enjoyability

Relevance of Rail Europe

Relevance of Rail Europe

Relevance of Rail Europe

Relevance of Rail Europe

Relevance of Rail Europe

Relevance of Rail Europe

Helpfulness of Rail Europe

EXPERIENCE

Mail tickets
for refund

Helpfulness of Rail Europe

Helpfulness of Rail Europe

Helpfulness of Rail Europe

Helpfulness of Rail Europe

Helpfulness of Rail Europe

Opportunities
GLOBAL

PLANNING, SHOPPING, BOOKING

POST-BOOK, TRAVEL, POST-TRAVEL

Communicate a clear value
proposition.

Help people get the help they
need.

Support people in creating their
own solutions.

Enable people to plan over time.

Visualize the trip for planning
and booking.

Arm customers with information
for making decisions.

Improve the paper ticket
experience.

Accommodate planning and
booking in Europe too.

STAGE: Initial visit

STAGES: Global

STAGES: Global

STAGES: Planning, Shopping

STAGES: Planning, Shopping

STAGES: Shopping, Booking

STAGES: Post-Booking, Travel, Post-Travel

STAGE: Traveling

Make your customers into better,
more savvy travelers.

Engage in social media with
explicit purposes.

Connect planning, shopping and
booking on the web.

Aggregate shipping with a
reasonable timeline.

Proactively help people deal
with change.

Communicate status clearly at
all times.

STAGES: Global

STAGES: Global

STAGES: Planning, Shopping, Booking

STAGE: Booking

STAGES: Post-Booking, Traveling

STAGES: Post-Booking, Post Travel

Information
sources

Stakeholder interviews
Cognitive walkthroughs

Customer Experience Survey
Existing Rail Europe Documentation

Ongoing,
non-linear

Linear
process

Non-linear, but
time based

Experience Map for Rail Europe | August 2011

lo

fidelity

high
Mapping Experiences and Orchestrating Touchpoints | Chris Risdon & Patrick Quattlebaum | UX Week 2012
Mapping Experiences and Orchestrating Touchpoints | Chris Risdon & Patrick Quattlebaum | UX Week 2012
Experience Map

experience

channels

feeling

thinking

doing

identify needs

find products

evaluate products

enroll

use

renew
Mapping Experiences and Orchestrating Touchpoints | Chris Risdon & Patrick Quattlebaum | UX Week 2012
Mapping Experiences and Orchestrating Touchpoints | Chris Risdon & Patrick Quattlebaum | UX Week 2012
Mapping Experiences and Orchestrating Touchpoints | Chris Risdon & Patrick Quattlebaum | UX Week 2012
Choose a facet to tell drive your story
Feeling

Thinking

Doing

Actors

Relationships

Touchpoints

Places

Time

Stages
Feeling
I’M FEELING
I NEED

I’M DOING

plan

search

find it!

orchestrate moving

move in

Feeling

new life
I’M FEELING
I NEED

I’M DOING

plan

search

find it!

orchestrate moving

move in

Feeling

new life
Touchpoints
Mapping Experiences and Orchestrating Touchpoints | Chris Risdon & Patrick Quattlebaum | UX Week 2012
Doing
Time for some storytelling...
Exercise 3: Tell a Story
Now that you have basic components of your
journey model defined, you can take it to a
higher level of fidelity to tell a story that will
engage your client and incite action.
Lens

Journey

Takeaways
As a team:
Explore different ways to communicate the most
important insights and present opportunities for
improvements or innovation. Consider which facets of the
journey you are mapping require the most weight to help
others understand the most important details:
Stages
Doing (Actions), Thinking, or Feeling (Emotions)
People
Relationship
Touchpoints
Context
Time
Mapping Experiences and Orchestrating Touchpoints | Chris Risdon & Patrick Quattlebaum | UX Week 2012
Have Map, Will Travel
What do you do with the
map once you have it?
A catalyst, not a conclusion
A good mapping endeavor
produces understanding
that influences strategy
and tactics.
Rail Europe Experience Map
Guiding Principles

Customer Journey
STAGES

PLANNING, SHOPPING, BOOKING

Research & Planning

ng their

Shopping

Enable people to plan over time.

RAIL EUROPE

Enter trips

Research destinations, routes and products

Destination

Review fares

Select pass(es)

Look up

pages
STAGES: Planning,time tables
Shopping

Live chat for
questions

Map itinerary
(finding pass)

Connect planning, shopping and
booking on the web.

DOING

Post-Booking, Pre-Travel

Travel

Visualize the trip for planning
and booking.
Confirm
itinerary

Delivery
options

Payment
options

Review &
confirm

STAGES: Planning, Shopping, Booking

Check ticket
status

Google
searches

View
maps

Print e-tickets
at home

Paper tickets
arrive in mail

Look up
timetables

Research
hotels

THINKING

FEELING

place for site seeing and activities?

• I want to get the best price, but I’m willing to pay a

little more for first class.
• How much will my whole trip cost me? What are my
trade-offs?
• Are there other activities I can add to my plan?

I need in this booking so I don’t pay more
shipping?
• Rail Europe is not answering the phone. How
else can I get my question answered?

Web

• It’s hard to trust Trip Advisor. Everyone is

so negative.
• Keeping track of all the different products
is confusing.
• Am I sure this is the trip I want to take?

when an issue came up, I couldn’t get help.
• What will I do if my tickets don’t arrive in time?

• Stressed that I’m about to leave the country

• Website experience is easy and friendly!
• Frustrated to not know sooner about which

and Rail Europe won’t answer the phone.
• Frustrated that Rail Europe won’t ship tickets
to Europe.
• Happy to receive my tickets in the mail!

tickets are eTickets and which are paper tickets.
Not sure my tickets will arrive in time.

STAGE

Arrange
travel

Plan/
confirm
activities

Request
refunds

• I just figured we could grab a train but there are

Mail tickets
for refund

• Trying to return ticket I was not able to use. Not

not more trains. What can we do now?
• Am I on the right train? If not, what next?
• I want to make more travel plans. How do I
do that?

sure if I’ll get a refund or not.

• People are going to love these photos!
• Next time, we will explore routes and availability
more carefully.

• I am feeling vulnerable to be in an unknown place in

• Excited to share my vacation story with

• Stressed that the train won’t arrive on time for my

• A bit annoyed to be dealing with ticket refund

the middle of the night.

my friends.

connection.
• Meeting people who want to show us around is fun,
serendipitous, and special.

issues when I just got home.

Enjoyability

Enjoyability

Enjoyability

Enjoyability

Enjoyability

Enjoyability

Relevance of Rail Europe

Relevance of Rail Europe

Relevance of Rail Europe

Relevance of Rail Europe

Relevance of Rail Europe

Relevance of Rail Europe

Helpfulness of Rail Europe

EXPERIENCE

Proa
with

Share
experience
(reviews)

This is why we have the takeaways

• I’m excited to go to Europe!
• Will I be able to see everything I can?
• What if I can’t afford this?
• I don’t want to make the wrong choice.

STAGE

Customer Experience Survey

• Do I have everything I need?
• Rail Europe website was easy and friendly, but

• Do I have all the tickets, passes and reservations

Get stamp
for refund

web/
apps

Stakeholder interviews
• What is the easiest way to get around Europe?
• Where do I want to go?
• How much time should I/we spend in each

Share
photos

Buy additional
tickets

Web

Talk with
friends

at Station

Aggregate shipping with a
May call if
reasonable timeline.
difficulties
STAGE: Booking

Follow-up on refunds for booking changes

STAGES: Shopping, Booking
E-ticket Print

Change
plans

Impr
expe

Share experience

Activities, unexpected changes

occur
Kayak,
compare
airfare

Blogs &
Travel sites

Post Travel

Arm customers with information
for making decisions.

Wait for paper tickets to arrive

STAGES: Planning, Shopping

raileurope.com
Plan with
interactive map

POST
Booking

Helpfulness of Rail Europe

Helpfulness of Rail Europe

Helpfulness of Rail Europe

Helpfulness of Rail Europe

Helpfulness of Rail Europe

Opportunities
GLOBAL

PLANNING, SHOPPING, BOOKING

POST-BOOK, TRAVEL, POST-TRAVEL

Communicate a clear value
proposition.

Help people get the help they
need.

Support people in creating their
own solutions.

Enable people to plan over time.

Visualize the trip for planning
and booking.

Arm customers with information
for making decisions.

Improve the paper ticket
experience.

Accommodate planning and
booking in Europe too.

STAGE: Initial visit

STAGES: Global

STAGES: Global

STAGES: Planning, Shopping

STAGES: Planning, Shopping

STAGES: Shopping, Booking

STAGES: Post-Booking, Travel, Post-Travel

STAGE: Traveling

Make your customers into better,
more savvy travelers.

Engage in social media with
explicit purposes.

Connect planning, shopping and
booking on the web.

Aggregate shipping with a
reasonable timeline.

Proactively help people deal
with change.

Communicate status clearly at
all times.

STAGES: Global

STAGES: Global

STAGES: Planning, Shopping, Booking

STAGE: Booking

STAGES: Post-Booking, Traveling

STAGES: Post-Booking, Post Travel

Information
sources

Stakeholder interviews

Customer Experience Survey

Ongoing,
non-linear

Linear
process

Non-linear, but
time based

Experience Map for Rail Europe | August 2011
It starts at inception.
Deliverables with no explicit intent defined

Rot on the vine.
5 Why’s
Peel back the layers: why is
this artifact needed? (or is it?)
Root uses for experience mapping:
- Organizational planning
- Surface and prioritize initiatives
- Provides guiding principles that
informs design
Better understand your
touchpoints
Describe
Characterize
Measure
Discreet touchpoints,
but with the DNA of
the whole journey.
Touchpoints should be:
Appropriate context + culture
Relevant meeting needs/functional
Meaningful importance/purpose
Endearing subtle, playful, delight
Connected available, seamless
Understand channel context
Multi-channel
Same need met by different channels
Single Channel (Exclusive)
Can only happen in one channel
Cross Channel
Need met spanning multiple channels
Orchestrating touchpoints
Defining their characteristics
Exclusive

Critical

Enhancement

Sequential

(directly supports value prop)

Continuing

Repair/Recovery

Required (by user)

Frequent
Password recovery

Repair/Recovery

Product returns
Exclusive

Text message Red Cross
Sequential

Required

Computer validation
Enhancement

Free try-on
Peter Morville
http://www.slideshare.net/morville/ubiquitous-ia-crosschannel-strategy

Samantha Starmer

http://www.slideshare.net/sstarmer/ia-summit-cross-channel-workshop
Key Takeaways
1. Science before adventure
It shows the research and surfaces the evidence.

2. Experiences and touchpoints
It gives insight to experiences customers have
with your touchpoints. Make touchpoints human.

3. Take everyone with you
It’s a process that takes the whole team along.

4. Compel action
It’s designed to be a catalyst. It influences strategy
and tactics—this must be defined at inception.
Thank you!
Mapping Experiences and
Orchestrating Touchpoints
Chris Risdon & Patrick Quattlebaum
@chrisrisdon
#xmap

@ptquattlebaum

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Mapping Experiences and Orchestrating Touchpoints | Chris Risdon & Patrick Quattlebaum | UX Week 2012

  • 1. Mapping Experiences and Orchestrating Touchpoints Chris Risdon & Patrick Quattlebaum @chrisrisdon #xmap @ptquattlebaum
  • 4. What are we doing today?
  • 5. 1. What’s Experience Mapping? Guiding principles for engaging with people across time and space. 2. Science Before Adventure What are the key inputs and insights you need to gather? 3. Cartography 101 A framework for mapping human experiences across multiples situations and interactions. 4. Storytelling & Narrative Techniques for visualizing experience maps to communicate insights and incite action. 5. Have Map, Will Travel Tips for using maps to create more seamless, valuable experiences.
  • 8. First, about that label...
  • 11. Why experience maps over customer journey maps?
  • 12. Customer Journey Map A specific archetype journey Experience Map A generalized experience actually, we user either term, depending on context.
  • 14. When you think about experience mapping, think about Indiana Jones.
  • 18. Tell the story with depth and richness around the human experience.
  • 19. Your organization should feel what it’s like to experience every touchpoint.
  • 22. Inside-out I describe how a service works. I show the nature and characteristics of interactions in enough detail for an org to verify, implement, and maintain it.
  • 23. Rail Europe Experience Map Outside-in Guiding Principles Customer Journey STAGES Research & Planning RAIL EUROPE Shopping Enter trips Research destinations, routes and products Destination pages Review fares Select pass(es) Confirm itinerary Post-Booking, Pre-Travel Delivery options Payment options Review & confirm Change plans Map itinerary (finding pass) Print e-tickets at home Web FEELING Check ticket status Google searches • What is the easiest way to get around Europe? • Where do I want to go? • How much time should I/we spend in each place for site seeing and activities? • I’m excited to go to Europe! • Will I be able to see everything I can? • What if I can’t afford this? • I don’t want to make the wrong choice. E-ticket Print at Station View maps Paper tickets arrive in mail Look up timetables Research hotels • I want to get the best price, but I’m willing to pay a little more for first class. • How much will my whole trip cost me? What are my trade-offs? • Are there other activities I can add to my plan? • It’s hard to trust Trip Advisor. Everyone is so negative. • Keeping track of all the different products is confusing. • Am I sure this is the trip I want to take? Follow-up on refunds for booking changes Share photos Get stamp for refund Web Share experience (reviews) Buy additional tickets Kayak, compare airfare Blogs & Travel sites Share experience Activities, unexpected changes May call if difficulties occur Talk with friends Post Travel Live chat for questions DOING THINKING Travel Wait for paper tickets to arrive Look up time tables raileurope.com Plan with interactive map Booking • Do I have everything I need? • Rail Europe website was easy and friendly, but • Do I have all the tickets, passes and reservations I need in this booking so I don’t pay more shipping? • Rail Europe is not answering the phone. How else can I get my question answered? web/ apps Arrange travel Plan/ confirm activities Request refunds • I just figured we could grab a train but there are • Trying to return ticket I was not able to use. Not when an issue came up, I couldn’t get help. • What will I do if my tickets don’t arrive in time? • Stressed that I’m about to leave the country • Website experience is easy and friendly! • Frustrated to not know sooner about which not more trains. What can we do now? • Am I on the right train? If not, what next? • I want to make more travel plans. How do I do that? • I am feeling vulnerable to be in an unknown place in • Excited to share my vacation story with • Stressed that the train won’t arrive on time for my • A bit annoyed to be dealing with ticket refund and Rail Europe won’t answer the phone. • Frustrated that Rail Europe won’t ship tickets to Europe. • Happy to receive my tickets in the mail! tickets are eTickets and which are paper tickets. Not sure my tickets will arrive in time. sure if I’ll get a refund or not. • People are going to love these photos! • Next time, we will explore routes and availability more carefully. the middle of the night. my friends. connection. • Meeting people who want to show us around is fun, serendipitous, and special. issues when I just got home. Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Helpfulness of Rail Europe EXPERIENCE Mail tickets for refund Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Opportunities GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL Communicate a clear value proposition. Help people get the help they need. Support people in creating their own solutions. Enable people to plan over time. Visualize the trip for planning and booking. Arm customers with information for making decisions. Improve the paper ticket experience. Accommodate planning and booking in Europe too. STAGE: Initial visit STAGES: Global STAGES: Global STAGES: Planning, Shopping STAGES: Planning, Shopping STAGES: Shopping, Booking STAGES: Post-Booking, Travel, Post-Travel STAGE: Traveling Make your customers into better, more savvy travelers. Engage in social media with explicit purposes. Connect planning, shopping and booking on the web. Aggregate shipping with a reasonable timeline. Proactively help people deal with change. Communicate status clearly at all times. STAGES: Global STAGES: Global STAGES: Planning, Shopping, Booking STAGE: Booking STAGES: Post-Booking, Traveling STAGES: Post-Booking, Post Travel Information sources Stakeholder interviews Cognitive walkthroughs Customer Experience Survey Existing Rail Europe Documentation Ongoing, non-linear Linear process Non-linear, but time based Experience Map for Rail Europe | August 2011
  • 24. Outside-in Experience Map I describe how a service is experienced. I show the journey of the user through the different touchpoints that afford and characterize his or her interactions. Rail Europe Experience Map Guiding Principles Customer Journey STAGES RAIL EUROPE Research & Planning Shopping Research destinations, routes and products Destination pages Enter trips Review fares Select pass(es) Confirm itinerary Post-Booking, Pre-Travel Delivery options Payment options Review & confirm Map itinerary (finding pass) Change plans Post Travel Activities, unexpected changes Check ticket status E-ticket Print at Station Live chat for questions Kayak, compare airfare Print e-tickets at home View maps Paper tickets Share experience Follow-up on refunds for booking changes Share photos Get stamp for refund Buy additional tickets May call if difficulties occur DOING Blogs & Travel sites Travel Wait for paper tickets to arrive Look up time tables raileurope.com Plan with interactive map Booking web/ apps Plan/ Web Share experience (reviews)
  • 25. Wait a minute... What’s a touchpoint?
  • 27. Channel: A medium of interaction with customers or users.
  • 28. Channels define the opportunity or the constraint around the touchpoint. Mobile constraint: small screen Mobile opportunity: sensors
  • 29. Touchpoint (UX version): A point of interaction involving a specific human need in a specific time and place.
  • 30. Touchpoints are enabled by channels but are not ultimately defined by them.
  • 31. Touchpoints research products Channel store check out (i.e. web) print return label
  • 34. Touchpoint: Purchase Groceries Channels: Retail (Station?) and Mobile Phone Korea’s Home Plus virtual grocery stores
  • 35. Why Touchpoints? Touchpoints = Features, but better reflect the importance of the interaction to the person Can be articulated as user stories in Agile environments Context pliable, discrete “things” to orchestrate the whole experience Information objects (IA) wrapped in interactions (IxD)
  • 36. We want to orchestrate our touchpoints. What is each instrument doing? How and when are they doing it?
  • 37. How do you do experience mapping successfully?
  • 38. 1 Discovery Uncovering and understanding all the ways your company interacts or communicates with your customers/users, plus all the points that influence the customer that you don’t control. 2 Research Conducting qualitative research, getting quantitative data—the material we use to tell the story of the journey. 5 3 Mapping Journey The activity of mapping out the journey and all of its facets. 4 Communicating Journey Modeling or visualizing the journey to best communicate the journey insight, pain points and opportunities. Identifying Takeaways Like the morals of the story, stating clearly in actionable terms, what the journey tells us about the experience and what you should do as a result
  • 39. This is not a solo adventure...
  • 40. It’s about the verb, not the noun.
  • 41. It’s about the verb, not the noun. It’s about the activity, not the artifact.
  • 42. Everyone should be involved at a deep level. You need a process that takes a whole team or organization along.
  • 43. “Work with stakeholders until they know the story so well they are constantly telling and retelling it themselves.” — Dane Howard, eBay
  • 45. You need to tell an engaging story.
  • 46. But make sure you are telling a true story.
  • 47. Experience mapping requires a certain amount of rigor to be meaningful.
  • 48. This guy is not possible...
  • 49. This guy is not possible... ...without this guy first.
  • 51. What are the key inputs you need to gather?
  • 52. Experiences are complex. One simple way to get a well-rounded view of experiences...
  • 55. It’s not just pieces and actions. You need to understand motivations.
  • 60. Experience mapping must address: - Feeling - Thinking - Doing - Time - Place (Context)
  • 61. Time to put the “work” in “workshop”...
  • 62. Exercise 1: Research Interview two participants about a time he or she stayed at a hotel on vacation from the moment they arrived at the hotel until they they went to sleep the first night.
  • 63. Steps: 1. Determine roles and who will be interviewed. (5 min) 2. Conduct the first interview. (10 min) 3. Reorganize for the second interview. (2 min) 4. Conduct the second interview. (10 min)
  • 64. Listen for: What triggered his or her visit to the hotel? What were his or her expectations? What actions did he or she take? What did he or she feel at different points in time? What was he or she thinking at specific moments? What touchpoints did he or she interact with? What people were involved? What locations did actions take place in? What was his or her lasting impression?
  • 68. You have your inputs and insights, now what?
  • 69. a story of a Pleasant Trip by Rail.
  • 70. a story of a pleasant trip by rail.
  • 72. qualitative research customers’ journeys POST-TRAVEL add more pictures to faceb ook TRAVEL 8 weeks in Europe el STORY OF YOUR TRIP: Laur A bunch of friends living in Paris Arrived in Charles Degaules, Parents made this trip no smart phone in Europe a laptop but difficult to get an internet connection PRE-TRAVEL SHOPPING RESEARCH & PLANNING Friends going to the Cannes film festival Looking into it more: maps & guide books Summer break Florence to Paris fly out to NY Europe to Europe A month after book, head ites. Look up plane fare on webs s too: Pass arrived in the mail fare: Booked the reservations onlin y them mailed separately--eas friend Going to France, see other make sure a place to stay plane Looking for good price on looking for best price google search--> BOOKING e and got ite, that Read on RailEurope webs ns trains would require reservatio Flexible dates for flying One or 2 etickets st: a lot of Train travel in Europe easie and train stations with flexible times dates ns booked Second batch of reservatio e in US in the US, shipped to my hous ecting it and then sent to France --exp to be an eTicket Know about Eurail est by Heard about RailEurope, sugg also mother …friend in German suggested Skymiles: Delta NY-> France Flights and then Eurail Pass ets * Couldn't be booked as eTick rman because some were Italian/Ge able to print Frustrated about not being able to do eTicked but not much to be about it reserve Overnight trains, wanted to couchette , tried calling Rail Europe once call got disconnected t options on calling abou etickets before paying $50 frustrated, not a lot of time, not with everything else to do, time to be on hold again about emailing websites, wary wanted to talk to a person nothing I can do about this now talk to a person to make sure, ing before committing to shipp e and then sending to Franc Mom fedex tickets to me, RailEurope would not send tickets to France, tried to put my friends address but they wouldn't Cannes get itinerary together Paris: stayed for a long time, friends invited to stay Jet Look up cheap flights Easy rmation number E-ticket for the flight with confi one guide book: Rick Steves guide book, general Europe Through the Backdoor not very helpful in Switzerland Munich Amsterdam decided to go to the UK in Paris day trips: Venice, Rome Florence late missed connectio Zurich: connection in Milan difficult don't speak Italian an expensive city difficult to find a hotel in prices woman had a map with hotel Luxembourg n train in the US before dn't arrive on stressful when trains woul ections both time, when there were conn Brussels, Luxembourg --we fly: on the had the passes so just got on the train, a fly to Brussels Scotland, Italy: nicest trains, maps train STORY OF YOUR TRIP: Joseph h bit like being on a flight flew into London Edinburg , traveled with AT&T iPad, every country has it's own online experience was good chip -- find the places that sell the plan with daughter: 14issue 10 day global flexipassstayed for two chip in each country --closed on sundays and also Eurail pass middle of the day when the right easy friendly, but when on bus to London shut down investment days other trains: hoping you are things k to d to 9 hours, came up I wanteplacespea together was a good make a list of to see y terrible, very long bus ride, prett p and easy a person and I couldn't with a friend, see places cheaalso: iPhone, but iPad is all you need train we saw a whole lot more that local a thinks idea and a fast train to Pariscramped with no stops, but all took overnight trains friendgood is pay trade speaking English with seeing the unique are rathercool --on price to have -booked round trip notion of off the grid ating sights Germany also easy for navig shipped--5 3 days a good bargain the tickets train pass: no driving, no getting lost reservations shipped to me rented scooters and bikes book trains tour de france at the same time with good connections planning Stayed with friends and in Thomas Cook books, a great map, big map with rail routes, big readable talk with people who have visited Europe, word of mouth the books too RE: paris pass, museums, catacombs hostels us a break on the got Louvre, Picasso off the grid: maps app, shows you where you are good to have a sim card in every place + iPad maps, find sim card store: orange + find the next route + on google a lot start 15 day pass Friends knew I was going + train schedules on the rail europe website: airline/hotel rewards -- extended to 3 weeks Geneva to uploading pictures from London + other sites too ged status,Lucern home traded miles with friend + using electronic ticket machine: wouldn't take our me, internet connection, chan ing in touch with people at Laptop with credit card doesn't have the chip le in Europe, internet for keep 2 months before going start planning g to peop in it International phone for talkin + France is frustrating Lucern book hotels the month before connected to overnight tickets to Venice marriot hotel rewards train to Venice rail passes: month before went on Rail Europe website, kind of traveler selection Global Pass, a little more, first class odd, reservation issue, cost of reservations 20EU here and there --pay for 2nd class sometimes could have done a hard booking ahead of time bungie jumping pass Lucarno just figured we could grab a train out but there was not trains booking trips, no availability for our discounted tickets bed and breakfast barcelona: website missed trains, difficult to get a place in the middle of last train out to get us to a main line the night Euro-cheapo: web site: ways to save money see what people are saying: travel site passes came in the main: titus, metro pass, maps, Global Pass, it was really clear made reservations in London, Rail Europe office: only saw one office….expected to see them in all the stations RE is like expedia, didn't realize how many different train there where Expected Rail Europe station agent: because of website expected it to be good another train to Lake Comounexpected but very nice -beautiful were heading to Venice maybe should have booked first few trains at the tracks, we were fresh and new --got on the wrong train to Milan 1.5 hours took Muni to main station backpack stolen on the Muni/metro talked to security/ police 3 week trip RE office in Geneva: not so great crowded talking to a person at the beginning make sure i was getting the right price phone: people were very helpful no attitude booking: 3 times to get the one i wanted had hotel bookings in the larger cities determined timeline on the trains was a stumbling points if we could have booked online in Europe we would have all of our trips were booked in Europe next time: explore routes and availability got a car when couldn't take a train Skype and email eventually used the phone daughter is social media person Tour de France was a main reason to go
  • 74. Service Design Rail Europe As Inspiration Not very important As a Resource Not delivering As a Representative Not delivering 100% 100% 100% 75% 75% 75% 50% 50% 50% 25% 25% 25% 0% 0% 0% Important? RE Successful? No Somewhat Yes Important? RE Successful? Important? RE Successful?
  • 75. Touchpoint Inventory Rail Europe Touchpoints by Channel Research Stage & Planning Shopping Booking Pre-Travel (Documents) Travel Post-Travel Channels Website Maps Schedule look-up Web booking funnel Test intineraries Price look-up - Pass Timetables Multi-city look-up - Trips Destination Pages Pass comparison - Multiple Trips - home print e-ticket Site navigation help Automated booking payment Call re: ticket options Planning (Products) Cust. Rep booking Request ticket mailed Schedules Site navigation help Reslove problems (info, payment, etc.) FAQ Select document option (from available options) Contact page for email or phone - station e-ticket - mail ticket General product & site exploration Call Center Order brochure General questions Mobile Trip ideas Schedules Mobile trip booking Call with questions regarding tickets General calls re: schedules, strikes, documents Access itinerary Look up schedules Buy additional tickets Communication Channels (social media, email, chat) Chat for web nav help FB Comparator Chat for booking support Email confirmations Email questions Email for general help Chat for website nav help Ask questions or resolve problems re: schedules and tickets Hold ticket Customer Relations Non-REI Channels Survey Request for refund, escelation from call center. Trip Advisor Airline comparison Travel blogs Social Media Travel Blogs Trip Advisor Kayak Direct rail sites Review sites Direct rail sites Google searches Facebook General Google searching Non-linear, no time restrictions Complaints or compliments Linear process Non-linear, but time based Expedia
  • 78. Rail Europe Experience Map Guiding Principles People choose rail travel because it is convenient, easy, and flexible. Rail booking is only one part of people’s larger travel process. People build their travel plans over time. People value service that is respectful, effective and personable. Customer Journey STAGES Research & Planning RAIL EUROPE Shopping Enter trips Research destinations, routes and products Destination pages Review fares Select pass(es) Confirm itinerary Post-Booking, Pre-Travel Delivery options Payment options Review & confirm Change plans Map itinerary (finding pass) Print e-tickets at home Web FEELING Check ticket status Google searches • What is the easiest way to get around Europe? • Where do I want to go? • How much time should I/we spend in each place for site seeing and activities? • I’m excited to go to Europe! • Will I be able to see everything I can? • What if I can’t afford this? • I don’t want to make the wrong choice. E-ticket Print at Station View maps Paper tickets arrive in mail Look up timetables Research hotels • I want to get the best price, but I’m willing to pay a little more for first class. • How much will my whole trip cost me? What are my trade-offs? • Are there other activities I can add to my plan? • It’s hard to trust Trip Advisor. Everyone is so negative. • Keeping track of all the different products is confusing. • Am I sure this is the trip I want to take? Follow-up on refunds for booking changes Share photos Get stamp for refund Web Share experience (reviews) Buy additional tickets Kayak, compare airfare Blogs & Travel sites Share experience Activities, unexpected changes May call if difficulties occur Talk with friends Post Travel Live chat for questions DOING THINKING Travel Wait for paper tickets to arrive Look up time tables raileurope.com Plan with interactive map Booking • Do I have everything I need? • Rail Europe website was easy and friendly, but • Do I have all the tickets, passes and reservations I need in this booking so I don’t pay more shipping? • Rail Europe is not answering the phone. How else can I get my question answered? web/ apps Arrange travel Plan/ confirm activities Request refunds • I just figured we could grab a train but there are • Trying to return ticket I was not able to use. Not when an issue came up, I couldn’t get help. • What will I do if my tickets don’t arrive in time? • Stressed that I’m about to leave the country • Website experience is easy and friendly! • Frustrated to not know sooner about which not more trains. What can we do now? • Am I on the right train? If not, what next? • I want to make more travel plans. How do I do that? • I am feeling vulnerable to be in an unknown place in • Excited to share my vacation story with • Stressed that the train won’t arrive on time for my • A bit annoyed to be dealing with ticket refund and Rail Europe won’t answer the phone. • Frustrated that Rail Europe won’t ship tickets to Europe. • Happy to receive my tickets in the mail! tickets are eTickets and which are paper tickets. Not sure my tickets will arrive in time. sure if I’ll get a refund or not. • People are going to love these photos! • Next time, we will explore routes and availability more carefully. the middle of the night. my friends. connection. • Meeting people who want to show us around is fun, serendipitous, and special. issues when I just got home. Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Helpfulness of Rail Europe EXPERIENCE Mail tickets for refund Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Opportunities GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL Communicate a clear value proposition. Help people get the help they need. Support people in creating their own solutions. Enable people to plan over time. Visualize the trip for planning and booking. Arm customers with information for making decisions. Improve the paper ticket experience. Accommodate planning and booking in Europe too. STAGE: Initial visit STAGES: Global STAGES: Global STAGES: Planning, Shopping STAGES: Planning, Shopping STAGES: Shopping, Booking STAGES: Post-Booking, Travel, Post-Travel STAGE: Traveling Make your customers into better, more savvy travelers. Engage in social media with explicit purposes. Connect planning, shopping and booking on the web. Aggregate shipping with a reasonable timeline. Proactively help people deal with change. Communicate status clearly at all times. STAGES: Global STAGES: Global STAGES: Planning, Shopping, Booking STAGE: Booking STAGES: Post-Booking, Traveling STAGES: Post-Booking, Post Travel Information sources Stakeholder interviews Cognitive walkthroughs Customer Experience Survey Existing Rail Europe Documentation Ongoing, non-linear Linear process Non-linear, but time based Experience Map for Rail Europe | August 2011
  • 79. Rail Europe Experience Map Guiding Principles People choose rail travel because it is convenient, easy, and flexible. Rail booking is only one part of people’s larger travel process. People build their travel plans over time. People value service that is respectful, effective and personable. Customer Journey STAGES Research & Planning RAIL EUROPE Shopping Enter trips Research destinations, routes and products Destination pages Booking Review fares Select pass(es) Confirm itinerary Post-Booking, Pre-Travel Delivery options Payment options Review & confirm Change plans Share experience Check ticket status E-ticket Print at Station Follow-up on refunds for booking changes Share photos Doesn’t just communicate insight, it reveals the process. Plan with interactive map Live chat for questions Map itinerary (finding pass) Kayak, compare airfare Blogs & Travel sites Print e-tickets at home Web Talk with friends Google searches • What is the easiest way to get around Europe? • Where do I want to go? • How much time should I/we spend in each place for site seeing and activities? • I’m excited to go to Europe! • Will I be able to see everything I can? • What if I can’t afford this? • I don’t want to make the wrong choice. View maps Paper tickets arrive in mail Look up timetables Research hotels • I want to get the best price, but I’m willing to pay a little more for first class. • How much will my whole trip cost me? What are my trade-offs? • Are there other activities I can add to my plan? • It’s hard to trust Trip Advisor. Everyone is so negative. • Keeping track of all the different products is confusing. • Am I sure this is the trip I want to take? Get stamp for refund Buy additional tickets May call if difficulties occur DOING FEELING Post Travel Activities, unexpected changes Wait for paper tickets to arrive Look up time tables raileurope.com THINKING Travel • Do I have everything I need? • Rail Europe website was easy and friendly, but • Do I have all the tickets, passes and reservations I need in this booking so I don’t pay more shipping? • Rail Europe is not answering the phone. How else can I get my question answered? Web Share experience (reviews) web/ apps Arrange travel Plan/ confirm activities Request refunds • I just figured we could grab a train but there are • Trying to return ticket I was not able to use. Not when an issue came up, I couldn’t get help. • What will I do if my tickets don’t arrive in time? • Stressed that I’m about to leave the country • Website experience is easy and friendly! • Frustrated to not know sooner about which not more trains. What can we do now? • Am I on the right train? If not, what next? • I want to make more travel plans. How do I do that? • I am feeling vulnerable to be in an unknown place in • Excited to share my vacation story with • Stressed that the train won’t arrive on time for my • A bit annoyed to be dealing with ticket refund and Rail Europe won’t answer the phone. • Frustrated that Rail Europe won’t ship tickets to Europe. • Happy to receive my tickets in the mail! tickets are eTickets and which are paper tickets. Not sure my tickets will arrive in time. sure if I’ll get a refund or not. • People are going to love these photos! • Next time, we will explore routes and availability more carefully. the middle of the night. my friends. connection. • Meeting people who want to show us around is fun, serendipitous, and special. issues when I just got home. Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Helpfulness of Rail Europe EXPERIENCE Mail tickets for refund Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Opportunities GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL Communicate a clear value proposition. Help people get the help they need. Support people in creating their own solutions. Enable people to plan over time. Visualize the trip for planning and booking. Arm customers with information for making decisions. Improve the paper ticket experience. Accommodate planning and booking in Europe too. STAGE: Initial visit STAGES: Global STAGES: Global STAGES: Planning, Shopping STAGES: Planning, Shopping STAGES: Shopping, Booking STAGES: Post-Booking, Travel, Post-Travel STAGE: Traveling Make your customers into better, more savvy travelers. Engage in social media with explicit purposes. Connect planning, shopping and booking on the web. Aggregate shipping with a reasonable timeline. Proactively help people deal with change. Communicate status clearly at all times. STAGES: Global STAGES: Global STAGES: Planning, Shopping, Booking STAGE: Booking STAGES: Post-Booking, Traveling STAGES: Post-Booking, Post Travel Information sources Stakeholder interviews Cognitive walkthroughs Customer Experience Survey Existing Rail Europe Documentation Ongoing, non-linear Linear process Non-linear, but time based Experience Map for Rail Europe | August 2011
  • 81. Key Components: - Lens - Journey Model - Takeaways (and #4, cite the sources!)
  • 83. Lens Sets up and frames the journey Gauge how successful any given phase or moment is by measuring through the lens - Personas Value Propositions Missions Design Principles Problem or Challenge faced by company
  • 84. Rail Europe Experience Map Guiding Principles People choose rail travel because it is convenient, easy, and flexible. Rail booking is only one part of people’s larger travel process. People build their travel plans over time. Customer Journey Research & Planning STAGES RAIL EUROPE Shopping Booking Enter trips Select pass(es) Look up time tables Confirm itinerary Delivery options pe Experience Map Rail Euro Plan with interactive map se it is oose rail travel becau People ch xible. venient, easy, and fle con Google searches THINKING place for site seeing and activities? iples Customer Journey Shoppi ng FEELING • I’m excited to go to Europe! • Will I be able to see everything I can? • What if I can’t afford this? • I don’t want to make the wrong choice. STAGES Enjoyability EXPERIENCE cts p • I want to get the best price, but I’m willing to pay a little more for first class. • How much will my whole trip cost me? What are my trade-offs? • Are there other activities I can add to my plan? • It’s hard to trust Trip Advisor. Everyone is so negative. • Keeping track of all the different products is confusing. • Am I sure this is the trip I want to take? Booking g Research & Plannin Enjoyability Relevance of Rail Europe Enter trips Relevance of Rail Europe • Do I have all the tickets, passes and reservations I need in this booking so I don’t pay more shipping? • Rail Europe is not answering the phone. How else can I get my question answered? • Website experience is easy and friendly! • Frustrated to not know sooner about which tickets are eTickets and which are paper tickets. Not sure my tickets will arrive in time. Research & Plan ning STAGE: Initial visit STAGES: Global Make your customers into better, more savvy travelers. Engage in social media with explicit purposes. STAGES: Global Live chat forGlobal STAGES: questions E-ticket Print at Station Arrange travel Get stamp for refund Web Share experience (reviews) Plan/ confirm activities • Trying to return ticket I was not able to use. Not • Stressed that I’m about to leave the country • I am feeling vulnerable to be in an unknown place in • Excited to share my vacation story with • Stressed that the train won’t arrive on time for my • A bit annoyed to be dealing with ticket refund and Rail Europe won’t answer the phone. • Frustrated that Rail Europe won’t ship tickets to Europe. • Happy to receive my tickets in the mail! the middle of the night. Relevance of Rail Europe Relevance of Rail Europe more carefully. Booking Relevance of Rail Europe Confirm Helpfulness of Rail Europe itinerary Helpfulness of Rail Europe sure if I’ll get a refund or not. • People are going to love these photos! • Next time, we will explore routes and availability my friends. connection. • Meeting people who want to show us around is fun, serendipitous, and special. Enjoyability STAGES: Global Mail tickets for refund when an issue came up, I couldn’t get help. • What will I do if my tickets don’t arrive in time? Enjoyability Enable people to plan over time. Request refunds not more trains. What can we do now? • Am I on the right train? If not, what next? • I want to make more travel plans. How do I do that? Enjoyability Support people in creating their own solutions. Shopping Share photos • I just figured we could grab a train but there are Post-Booking, Pre-Trav Rail booking is on el ly one part of peo ple’sReview er s larg fare travel process. Enter trips Destination pages Follow-up on refunds for booking changes web/ apps Look up timetables • Do I have everything I need? • Rail Europe website was easy and friendly, but Select pass(es) Wait for paper tickets to arrive ney Help people get the help they need. Paper tickets arrive in mail Shopping Review faresHelpfulness of Rail Europe Helpfulness of Rail Europe Confirm Delivery Payment Select pass(es) itinch destinations,ns utes and productsReview & optio ro ar erary Rese options confirm Opportunities RAIL EUROPE GLOBAL PLANNING, SHOPPING, BOOKING Helpfulness of Rail Europe Communicate a clear value proposition. Check ticket status View maps Print e-tickets at home Research hotels ope Experience Ma Share experience Activities, unexpected changes Wait for paper tickets to arrive le’s larger only one part of peop Rail booking is Peopel buildeths.ir travel travle proc s e plans over time. Kayak, compare airfare Blogs & Travel sites • What is the easiest way to get around Europe? • Where do I want to go? • How much time should I/we spend in each Review & confirm Post Travel Buy additional tickets May call if difficulties occur Web Talk with friends Travel Live chat for questions Map itinerary (finding pass) Guiding Principles Payment options Change plans raileurope.com DOING Review fares Post-Booking, Pre-Travel the lens example Research destinations, routes and products Destination pages p y ) People value service that is respectful, effective and personable. issues when I just got home. Enjoyability Travel Review & confirm Paym t Relevance Delivery of Rail Europe en optio Helpfulness options of Rail Europe ns POST-BOOK, TRAVEL, POST-TRAVEL Activities, unexpected ch Visualize the trip for planning and booking. Arm customers with information for making decisions. Improve the paper ticket experience. STAGES: Planning, Shopping STAGES: Planning, Shopping STAGES: Shopping, Booking STAGES: Post-Booking, Travel, Post-Travel STAGE: Traveling Connect planning, shopping and booking on the web. Aggregate shipping with a reasonable timeline. STAGES: Planning, Shopping, Booking STAGE: Booking ang Accommodate planning and booking in Europe too. Look up time tables raileurope.com Information Map itinerary sources ions, routes and pr Enter trips oducts an with Rev pa fa Pl (finding iewss)res e map interactiv Select pass(es) BooLive g at for kin ch Change plans Proactively Check ticket help people deal with change. status STAGES: Post-Booking, Traveling Ongoing, non-linear Confirm itinerary Delivery options E-ticket Print at Station STAGES: Post-Booking, Post Travel Post-Booking, P re questions Research destinat Communicate status clearly at all times. Payment Linear process May call if difficulties -Travelst Get Non-linear, but time based for ref Experience Map for Rail Europe | August 2011 Review &
  • 85. Takeaways Summarizes key findings from the process Should tie directly to initiatives map will catalyze So what/Now what? - Strategic insight Recommendations Design Principles
  • 86. Rail Europe Experience Map Guiding Principles Customer Journey STAGES PLANNING, SHOPPING, BOOKING Research & Planning ng their Shopping Enable people to plan over time. RAIL EUROPE Enter trips Research destinations, routes and products Destination Review fares Select pass(es) Look up pages STAGES: Planning,time tables Shopping Live chat for questions Map itinerary (finding pass) Connect planning, shopping and booking on the web. DOING Post-Booking, Pre-Travel Travel Visualize the trip for planning and booking. Confirm itinerary Delivery options Payment options Review & confirm STAGES: Planning, Shopping, Booking Check ticket status Google searches View maps Print e-tickets at home Paper tickets arrive in mail Look up timetables Research hotels THINKING FEELING place for site seeing and activities? • I’m excited to go to Europe! • Will I be able to see everything I can? • What if I can’t afford this? • I don’t want to make the wrong choice. • I want to get the best price, but I’m willing to pay a little more for first class. • How much will my whole trip cost me? What are my trade-offs? • Are there other activities I can add to my plan? • It’s hard to trust Trip Advisor. Everyone is so negative. • Keeping track of all the different products is confusing. • Am I sure this is the trip I want to take? I need in this booking so I don’t pay more shipping? • Rail Europe is not answering the phone. How else can I get my question answered? Web STAGE Arrange travel Plan/ confirm activities Request refunds • I just figured we could grab a train but there are • I am feeling vulnerable to be in an unknown place in and Rail Europe won’t answer the phone. • Frustrated that Rail Europe won’t ship tickets to Europe. • Happy to receive my tickets in the mail! sure if I’ll get a refund or not. • People are going to love these photos! • Next time, we will explore routes and availability more carefully. • Excited to share my vacation story with the middle of the night. my friends. the takeaways example • Stressed that the train won’t arrive on time for my • A bit annoyed to be dealing with ticket refund connection. • Meeting people who want to show us around is fun, serendipitous, and special. issues when I just got home. Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Helpfulness of Rail Europe EXPERIENCE Mail tickets for refund • Trying to return ticket I was not able to use. Not not more trains. What can we do now? • Am I on the right train? If not, what next? • I want to make more travel plans. How do I do that? • Stressed that I’m about to leave the country tickets are eTickets and which are paper tickets. Not sure my tickets will arrive in time. Proa with Share experience (reviews) when an issue came up, I couldn’t get help. • What will I do if my tickets don’t arrive in time? • Website experience is easy and friendly! • Frustrated to not know sooner about which STAGE Customer Experience Survey • Do I have everything I need? • Rail Europe website was easy and friendly, but • Do I have all the tickets, passes and reservations Get stamp for refund web/ apps Stakeholder interviews • What is the easiest way to get around Europe? • Where do I want to go? • How much time should I/we spend in each Share photos Buy additional tickets Web Talk with friends at Station Aggregate shipping with a May call if reasonable timeline. difficulties STAGE: Booking Follow-up on refunds for booking changes STAGES: Shopping, Booking E-ticket Print Change plans Impr expe Share experience Activities, unexpected changes occur Kayak, compare airfare Blogs & Travel sites Post Travel Arm customers with information for making decisions. Wait for paper tickets to arrive STAGES: Planning, Shopping raileurope.com Plan with interactive map POST Booking Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Opportunities GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL Communicate a clear value proposition. Help people get the help they need. Support people in creating their own solutions. Enable people to plan over time. Visualize the trip for planning and booking. Arm customers with information for making decisions. Improve the paper ticket experience. Accommodate planning and booking in Europe too. STAGE: Initial visit STAGES: Global STAGES: Global STAGES: Planning, Shopping STAGES: Planning, Shopping STAGES: Shopping, Booking STAGES: Post-Booking, Travel, Post-Travel STAGE: Traveling Make your customers into better, more savvy travelers. Engage in social media with explicit purposes. Connect planning, shopping and booking on the web. Aggregate shipping with a reasonable timeline. Proactively help people deal with change. Communicate status clearly at all times. STAGES: Global STAGES: Global STAGES: Planning, Shopping, Booking STAGE: Booking STAGES: Post-Booking, Traveling STAGES: Post-Booking, Post Travel Information sources Stakeholder interviews Customer Experience Survey Ongoing, non-linear Linear process Non-linear, but time based Experience Map for Rail Europe | August 2011
  • 87. The Journey Models the journey across time and place Built by qualitative and quantitative data Captures feeling, thinking and doing Strives to visually represent journey for fast comprehension
  • 88. Rail Europe Experience Map Guiding Principles the model Customer Journey STAGES Research & Planning RAIL EUROPE Shopping Booking Enter trips Research destinations, routes and products Review fares Select pass(es) Confirm itinerary Post-Booking, Pre-Travel Delivery options Payment options Review & confirm Change plans Map itinerary (finding pass) Plan with interactive map Check ticket status Kayak, compare airfare Blogs & Travel sites Print e-tickets at home Web THINKING Google searches • What is the easiest way to get around Europe? • Where do I want to go? • How much time should I/we spend in each place for site seeing and activities? • I’m excited to go to Europe! • Will I be able to see everything I can? • What if I can’t afford this? • I don’t want to make the wrong choice. little more for first class. • How much will my whole trip cost me? What are my trade-offs? • Are there other activities I can add to my plan? • It’s hard to trust Trip Advisor. Everyone is so negative. • Keeping track of all the different products is confusing. • Am I sure this is the trip I want to take? FEELING esearch & Planning Shopping Enjoyability Enjoyability Relevance of Rail Europe Relevance of Rail Europe Helpfulness of Rail Europe EXPERIENCE View maps Paper tickets arrive in mail Look up timetables Research hotels • I want to get the best price, but I’m willing to pay a Helpfulness of Rail Europe Research destinations, routes and products • Do I have all the tickets, passes and reservations I need in this booking so I don’t pay more shipping? • Rail Europe is not answering the phone. How else can I get my question answered? • Do I have everything I need? • Rail Europe website was easy and friendly, but Share photos Get stamp for refund Web Share experience (reviews) tickets are eTickets and which are paper tickets. Not sure my tickets will arrive in time. Enjoyability Review fares Helpfulness of Rail Europe Select pass(es) Arrange travel Plan/ confirm activities Request refunds • I just figured we could grab a train but there are Mail tickets for refund • Trying to return ticket I was not able to use. Not when an issue came up, I couldn’t get help. • What will I do if my tickets don’t arrive in time? • Stressed that I’m about to leave the country • I am feeling vulnerable to be in an unknown place in • Excited to share my vacation story with • Stressed that the train won’t arrive on time for my • A bit annoyed to be dealing with ticket refund and Rail Europe won’t answer the phone. • Frustrated that Rail Europe won’t ship tickets to Europe. • Happy to receive my tickets in the mail! Booking Enjoyability Relevance of Rail Europe web/ apps not more trains. What can we do now? • Am I on the right train? If not, what next? • I want to make more travel plans. How do I do that? doing • Website experience is easy and friendly! • Frustrated to not know sooner about which Enter trips Share experience Follow-up on refunds for booking changes Buy additional tickets May call if difficulties occur DOING Talk with friends E-ticket Print at Station Live chat for questions raileurope.com s y Look up time tables Post Travel Activities, unexpected changes Wait for paper tickets to arrive e Experience Map Destination pages Travel Relevance of Rail Europe Confirm Helpfulness of Rail Europe itinerary sure if I’ll get a refund or not. • People are going to love these photos! • Next time, we will explore routes and availability more carefully. the middle of the night. my friends. Post-Booking, Pre- connection. • Meeting people who want to show us around is fun, serendipitous, and special. issues when I just got home. Enjoyability Delivery options Enjoyability Relevance of Rail Europe Relevance of Rail Europe Payment Helpfulness of Rail Europe Review & options confirm Helpfulness of Rail Europe Wait for paper ticket Opportunities GLOBAL PLANNING, SHOPPING, BOOKING Communicate a clear value proposition. Destination pages STAGE: Initial visit Help people get the help they need. Make your customers into better, more savvy travelers. Engage in social media with explicit purposes. STAGES: Global STAGES: Global STAGES: Global Support people in creating their own solutions. Look up STAGES: time tables Global Plan with interactive map Visualize the trip for planning and booking. Arm customers with information for making decisions. Improve the paper ticket experience. Accommodate planning and booking in Europe too. STAGES: Planning, Shopping STAGES: Planning, Shopping STAGES: Shopping, Booking STAGES: Post-Booking, Travel, Post-Travel STAGE: Traveling Connect planning, shopping and booking on the web. Aggregate shipping with a reasonable timeline. Proactively help people deal with change. Communicate status clearly at all times. STAGE: Booking STAGES: Post-Booking, Traveling STAGES: Post-Booking, Post Travel Live chat for questions STAGES: Planning, Shopping, Booking raileurope.com Map itinerary (finding pass) POST-BOOK, TRAVEL, POST-TRAVEL Enable people to plan over time. Information sources Ongoing, non-linear Linear process Change plans Non-linear, but time based Experience Map for Rail Europe | August 2011
  • 94. Web Rail Europe Experience Map Guiding Principles STAGES Research & Planning G RAIL EUROPE Research destinations, routes and products THINKIN Destination pages Select pass(es) Look up time tables Plan with interactive map • G FEELIN DOING FEELING place for site seeing and activities? O Enjoyability EXPERIENCE Relevance of Rail Europe ility • How much will my whole trip cost me? What are my trade-offs? • Are there other activities I can add to my plan? GLOBAL Communicate a clear value proposition. STAGE: Initial visit • It’s hard to trust Trip Advisor. Everyone is so negative. • Keeping track of all the different products is confusing. • Am I sure this is the trip I want to take? L e GLOBA ar valu Enjoyability e a cle unicat Comm Relevance .of Rail Europe ition proposHelpfulness of Rail Europe shipping? • Rail Europe is not answering the phone. How else can I get my question answered? • Do I have everything I need? • Rail Europe website was easy and friendly, but when an issue came up, I couldn’t get help. • What will I do if my tickets don’t arrive in time? Share photos Get stamp for refund y ilit Enjoyab e il Europ ce of Ra Relevan ope Rail Eur lness of Helpfu web/ apps Arrange travel Plan/ confirm activities Request refunds Engage in social media with S: explicit purposes. STAGE STAGES: Global STAGES: Global Global Mail tickets for refund ING, BO SHOPP ING, PLANN • Trying to return ticket I was not able to use. Not n o la sure if I’ll get a refund or not. le to p p love these • People are going to peo photos! Enable • Next time, we will explore routes and availability • I just figured we could grab a train but there are not more trains. What can we do now? • Am I on the right train? If not, what next? • I want to make more travel plans. How do I ir ting the in crea ple ort pe•oam feeling • Website experience is easy and friendly! • Stressed that I’m about to leave thepp Su country tioIthe middle ofvulnerable to be in an unknown place in . • Frustrated to not know sooner about which and Rail Europe won’t answer the phone. lu ns the night. they tickets are eTickets and which are paper tickets. • p helFrustrated that Rail Europe won’t shipn so • Stressed that the train won’t arrive on time for my ow tickets e connection. Not sure my tickets will arrive in time. et th to Europe. g • Meeting people who want to show us around is fun, people • Happy to receive my tickets in the mail! l aserendipitous, and special. Help S: Glob STAGE d. nee do that? more carefully. G STA my friends. • A bit annoyed to be dealing with ticket refund g, sh plannin b. ct Conne the we king on Enjoyability boo issues when I just got home. Enjoyability Enjoyability Enjoyability Relevance of Rail Europe : Global S STAGE Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Helpfulness of Rail Europe Helpfulness ofSTAG Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe pping ing, Sho • Excited to shareS: Plann story with E my vacation nning, ES: Pla qualitative insight Make your customers into better, more savvy travelers. Web Share experience (reviews) Buy additional tickets rope View maps f Rail Eu vance o Rele Paper tickets e ropLook up arrive in mailail Eu ess of R timetables Helpfuln h dia wit cial me isit in so : Initial v STAGE Engage urposes. p better, SHOPPING,lBOOKING PLANNING, exp icit ers into m toin creating their cus Help people get the help they Support people Enable people to plan over time. Visualize the trip for planning oursolutions. al need. Make y ownvy travelers. S: Glob and booking. STAGE av STAGES: Global STAGES: Planning, Shopping STAGES: Planning, Shopping more s STAGES: Global Helpfulness of Rail Europe Opportunities cts t produ differen g e so nChange ack of all the tr Check ticket E-ticket Print eeping t e? • K plans sing. status nt to atak Station onfu trip I wa e is c this is th sure • Am I Research hotels ies ortunit pp • I’m excited to go to Europe! • Will I be able to see everything I can? • What if I can’t afford this? • I don’t want to make the wrong choice. to tru rd • It’s ha ative. d easy an rience is sooner ite expe • Webs ted to not know which a d • Frustr are eTickets an arrive i Share experience l tickets refunds t booking changes kets wil Follow-up on e myforic Not sur Post Travel e is Everyon unexpected changes Activities, Print e-tickets at home e ail Europ nce of R Releva Europe IENCE to get the best price, but I’m lpfuto payss of Rail I have all the tickets, passes and reservations willing lne a • I want What is the easiest way to get aroundPER Europe? • Do EX He little more for first class. Where do I want to go? I need in this booking so I don’t pay more Google searches dvisor. st Trip A Wait for paper tickets to arrive ility Enjoyab Enjoyab Web • • • How much time should I/we spend in each est pr my et the b What are ant to g first class. • Iw ost me? trip c re for y whole little mo ch will m lan? mu to my p • How ffs? can add tivities I trade-o other ac therePre-Travel Post-Booking, Travel • Are May call if difficulties occur Kayak, compare airfare Blogs & Travel sites Talk with friends ay a ling to p pe! to Euro an? ed to go e everything I c excit e Live I’mfor • chat ble to s is? . questionsl I be a Wil afford th wrong choice • e if I can’t h • What want to make t on’t Id Map itinerary (finding pass) and passes tickets, a all the I don’t p o I have king so •D this boo I need in p ? ring the shipping e is not answe answe tion urop • Rail E n I get my ques else ca I’m wil ice, but ? Europe around get t way to e easies go? ach at is th nt to Booking spend in e Shopping Wh • do I wa I/we ld re • Whe uch time shou d activities? an wm • Ho foReviewefares eing Enter trips r sit se Confirm Delivery Payment Review & place itinerary options options confirm raileurope.com THINKING Google s searche h Talk wit friends Customer Journey h Researc hotels POST-BOOK, TRAVEL, POST-TRAVEL Arm customers with information for making decisions. Improve the paper ticket experience. Accommodate planning and booking in Europe too. STAGES: Shopping, Booking STAGES: Post-Booking, Travel, Post-Travel STAGE: Traveling Connect planning, shopping and booking on the web. Aggregate shipping with a reasonable timeline. Proactively help people deal with change. Communicate status clearly at all times. STAGES: Planning, Shopping, Booking STAGE: Booking STAGES: Post-Booking, Traveling STAGES: Post-Booking, Post Travel thinking & feeling Information sources Ongoing, non-linear Linear process g Shoppin Non-linear, but time based Experience Map for Rail Europe | August 2011
  • 96. Rail Europe Experience Map Guiding Principles Customer Journey STAGES Research & Planning RAIL EUROPE Shopping Enter trips Research destinations, routes and products Destination pages Review fares Select pass(es) Confirm itinerary Post-Booking, Pre-Travel Delivery options Payment options Review & confirm Change plans Map itinerary (finding pass) Print e-tickets at home Web THINKING FEELING Google searches place for site seeing and activities? • I’m excited to go to Europe! • Will I be able to see everything I can? • What if I can’t afford this? • I don’t want to make the wrong choice. E-ticket Print at Station View maps Paper tickets arrive in mail Look up timetables Research hotels • I want to get the best price, but I’m willing to pay a little more for first class. • How much will my whole trip cost me? What are my trade-offs? • Are there other activities I can add to my plan? • It’s hard to trust Trip Advisor. Everyone is so negative. • Keeping track of all the different products is confusing. • Am I sure this is the trip I want to take? Follow-up on refunds for booking changes Share photos Get stamp for refund Web Share experience (reviews) Buy additional tickets Kayak, compare airfare Blogs & Travel sites Share experience Activities, unexpected changes Check ticket status May call if difficulties occur • What is the easiest way to get around Europe? • Where do I want to go? • How much time should I/we spend in each Post Travel Live chat for questions DOING Talk with friends Travel Wait for paper tickets to arrive Look up time tables raileurope.com Plan with interactive map Booking • Do I have all the tickets, passes and reservations I need in this booking so I don’t pay more shipping? • Rail Europe is not answering the phone. How else can I get my question answered? • Website experience is easy and friendly! • Frustrated to not know sooner about which tickets are eTickets and which are paper tickets. Not sure my tickets will arrive in time. • Do I have everything I need? • Rail Europe website was easy and friendly, but web/ apps Arrange travel Plan/ confirm activities Request refunds • I just figured we could grab a train but there are • Trying to return ticket I was not able to use. Not when an issue came up, I couldn’t get help. • What will I do if my tickets don’t arrive in time? not more trains. What can we do now? • Am I on the right train? If not, what next? • I want to make more travel plans. How do I do that? • Stressed that I’m about to leave the country • I am feeling vulnerable to be in an unknown place in • Excited to share my vacation story with • Stressed that the train won’t arrive on time for my • A bit annoyed to be dealing with ticket refund and Rail Europe won’t answer the phone. • Frustrated that Rail Europe won’t ship tickets to Europe. • Happy to receive my tickets in the mail! sure if I’ll get a refund or not. • People are going to love these photos! • Next time, we will explore routes and availability more carefully. the middle of the night. my friends. connection. • Meeting people who want to show us around is fun, serendipitous, and special. issues when I just got home. Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Helpfulness of Rail Europe EXPERIENCE Mail tickets for refund Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Opportunities GLOBAL Communicate a clear value proposition. STAGE: Initial visit Make your customers into better, more savvy travelers. STAGES: Global PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL Help people get the help they need. Support people in creating their own solutions. Enable people to plan over time. Visualize the trip for planning and booking. Arm customers with information for making decisions. Improve the paper ticket experience. Accommodate planning and booking in Europe too. STAGES: Global STAGES: Global STAGES: Planning, Shopping STAGES: Planning, Shopping STAGES: Shopping, Booking STAGES: Post-Booking, Travel, Post-Travel STAGE: Traveling Engage in social media with explicit purposes. Connect planning, shopping and booking on the web. Aggregate shipping with a reasonable timeline. Proactively help people deal with change. Communicate status clearly at all times. STAGES: Global STAGES: Planning, Shopping, Booking STAGE: Booking STAGES: Post-Booking, Traveling STAGES: Post-Booking, Post Travel quantitative information Information sources Ongoing, non-linear Linear process Non-linear, but time based Experience Map for Rail Europe | August 2011
  • 97. Select pass(es) Destination pages options options confirm Look up time tables Change plans Check ticket status Live chat for questions raileurope.com Plan with interactive map itinerary Map itinerary (finding pass) May call if difficulties occur Kayak, compare airfare Blogs & Travel sites Print e-tickets at home Web Talk with friends Google searches • What is the easiest way to get around Europe? • Where do I want to go? • How much time should I/we spend in each place for site seeing and activities? • I’m excited to go to Europe! • Will I be able to see everything I can? • What if I can’t afford this? • I don’t want to make the wrong choice. View map Paper tickets arrive in mail Loo time Research hotels • I want to get the best price, but I’m willing to pay a little more for first class. • How much will my whole trip cost me? What are my trade-offs? • Are there other activities I can add to my plan? • It’s hard to trust Trip Advisor. Everyone is so negative. • Keeping track of all the different products is confusing. • Am I sure this is the trip I want to take? • Do I have all the tickets, passes and reservations I need in this booking so I don’t pay more shipping? • Rail Europe is not answering the phone. How else can I get my question answered? • Website experience is easy and friendly! • Frustrated to not know sooner about which tickets are eTickets and which are paper tickets. Not sure my tickets will arrive in time. • Do I have everything I need? • Rail Europe website was easy and friendly, but • I just not m • What will I do if my tickets don’t arrive in time? • Am I • I wan • Stressed that I’m about to leave the country • I am when an issue came up, I couldn’t get help. and Rail Europe won’t answer the phone. • Frustrated that Rail Europe won’t ship tickets to Europe. • Happy to receive my tickets in the mail! do th the m • Stres conn • Meet seren Enjoyability Enjoyability Enjoyability Enjoyability Enjoyab Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevan Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfuln ies a clear value omers into better, velers. quantitative information in the journey PLANNING, SHOPPING, BOOKING Help people get the help they need. Support people in creating their own solutions. Enable people to plan over time. Visualize the trip for planning and booking. Arm customers with informa for making decisions. STAGES: Global STAGES: Global STAGES: Planning, Shopping STAGES: Planning, Shopping STAGES: Shopping, Booking Engage in social media with explicit purposes. Connect planning, shopping and booking on the web. Aggregate shipping with a reasonable timeline. STAGES: Global STAGES: Planning, Shopping, Booking STAGE: Booking
  • 98. Let’s do some mapping...
  • 99. Where do you get started? Experience maps can start simple and evolve as you research and gain insights.
  • 101. Exercise 2: Mapping It is time to start analyzing and synthesizing your data into a journey model.
  • 103. As a team, begin turning your notes into a visual journey that addresses the following: Stages Doing (Actions) Thinking Feeling (Emotions) People Touchpoints Context
  • 107. Seamless, self managed check in. Stage Checkin Getting Room Key Using touch screen Kiosk Feeling I’m tired Touchpoint Doing Actor/Artifact How do I make special requests? Thinking
  • 108. Seamless, self managed check in. Checkin Getting Room Key Using touch screen I’m tired Mobile How do I make special requests? Kiosk Bellhop Elevator Elevator interface/ Get to room buttons Which way is Rm 526? Room Key
  • 113. Rail Europe Experience Map Guiding Principles People choose rail travel because it is convenient, easy, and flexible. Rail booking is only one part of people’s larger travel process. People build their travel plans over time. People value service that is respectful, effective and personable. Customer Journey STAGES Research & Planning RAIL EUROPE Shopping Destination pages Review fares Select pass(es) Confirm itinerary Post-Booking, Pre-Travel Delivery options Payment options Review & confirm Change plans Print e-tickets at home Web Google searches • What is the easiest way to get around Europe? • Where do I want to go? • How much time should I/we spend in each place for site seeing and activities? • I’m excited to go to Europe! • Will I be able to see everything I can? • What if I can’t afford this? • I don’t want to make the wrong choice. Share experience E-ticket Print at Station Follow-up on refunds for booking changes Share photos Get stamp for refund Web Share experience (reviews) Buy additional tickets Kayak, compare airfare Blogs & Travel sites FEELING Check ticket status May call if difficulties occur Talk with friends Post Travel Activities, unexpected changes Live chat for questions Map itinerary (finding pass) DOING THINKING Travel Wait for paper tickets to arrive Look up time tables raileurope.com Plan with interactive map Booking Enter trips Research destinations, routes and products View maps Paper tickets arrive in mail Look up timetables Research hotels web/ apps Arrange travel Plan/ confirm activities Request refunds little more for first class. • How much will my whole trip cost me? What are my trade-offs? • Are there other activities I can add to my plan? • It’s hard to trust Trip Advisor. Everyone is so negative. • Keeping track of all the different products • Do I have all the tickets, passes and reservations • Do I have everything I need? • Rail Europe website was easy and friendly, but • I just figured we could grab a train but there are • Trying to return ticket I was not able to use. Not • Rail Europe is not answering the phone. How • What will I do if my tickets don’t arrive in time? • Am I on the right train? If not, what next? • I want to make more travel plans. How do I • People are going to love these photos! • Next time, we will explore routes and availability • Website experience is easy and friendly! • Frustrated to not know sooner about which • I want to get the best price, but I’m willing to pay a • Stressed that I’m about to leave the country • I am feeling vulnerable to be in an unknown place in • Excited to share my vacation story with • Stressed that the train won’t arrive on time for my • A bit annoyed to be dealing with ticket refund I need in this booking so I don’t pay more shipping? when an issue came up, I couldn’t get help. else can I get my question answered? and Rail Europe won’t answer the phone. • Frustrated that Rail Europe won’t ship tickets to Europe. • Happy to receive my tickets in the mail! tickets are eTickets and which are paper tickets. Not sure my tickets will arrive in time. is confusing. • Am I sure this is the trip I want to take? not more trains. What can we do now? sure if I’ll get a refund or not. do that? more carefully. the middle of the night. my friends. connection. issues when I just got home. • Meeting people who want to show us around is fun, serendipitous, and special. Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Helpfulness of Rail Europe EXPERIENCE Mail tickets for refund Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Opportunities GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL Communicate a clear value proposition. Help people get the help they need. Support people in creating their own solutions. Enable people to plan over time. Visualize the trip for planning and booking. Arm customers with information for making decisions. Improve the paper ticket experience. Accommodate planning and booking in Europe too. STAGE: Initial visit STAGES: Global STAGES: Global STAGES: Planning, Shopping STAGES: Planning, Shopping STAGES: Shopping, Booking STAGES: Post-Booking, Travel, Post-Travel STAGE: Traveling Make your customers into better, more savvy travelers. Engage in social media with explicit purposes. Connect planning, shopping and booking on the web. Aggregate shipping with a reasonable timeline. Proactively help people deal with change. Communicate status clearly at all times. STAGES: Global STAGES: Global STAGES: Planning, Shopping, Booking STAGE: Booking STAGES: Post-Booking, Traveling STAGES: Post-Booking, Post Travel Information sources Stakeholder interviews Cognitive walkthroughs Customer Experience Survey Existing Rail Europe Documentation Ongoing, non-linear Linear process Non-linear, but time based Experience Map for Rail Europe | August 2011 lo fidelity high
  • 120. Choose a facet to tell drive your story Feeling Thinking Doing Actors Relationships Touchpoints Places Time Stages
  • 122. I’M FEELING I NEED I’M DOING plan search find it! orchestrate moving move in Feeling new life
  • 123. I’M FEELING I NEED I’M DOING plan search find it! orchestrate moving move in Feeling new life
  • 126. Doing
  • 127. Time for some storytelling...
  • 128. Exercise 3: Tell a Story Now that you have basic components of your journey model defined, you can take it to a higher level of fidelity to tell a story that will engage your client and incite action.
  • 130. As a team: Explore different ways to communicate the most important insights and present opportunities for improvements or innovation. Consider which facets of the journey you are mapping require the most weight to help others understand the most important details: Stages Doing (Actions), Thinking, or Feeling (Emotions) People Relationship Touchpoints Context Time
  • 132. Have Map, Will Travel
  • 133. What do you do with the map once you have it?
  • 134. A catalyst, not a conclusion
  • 135. A good mapping endeavor produces understanding that influences strategy and tactics.
  • 136. Rail Europe Experience Map Guiding Principles Customer Journey STAGES PLANNING, SHOPPING, BOOKING Research & Planning ng their Shopping Enable people to plan over time. RAIL EUROPE Enter trips Research destinations, routes and products Destination Review fares Select pass(es) Look up pages STAGES: Planning,time tables Shopping Live chat for questions Map itinerary (finding pass) Connect planning, shopping and booking on the web. DOING Post-Booking, Pre-Travel Travel Visualize the trip for planning and booking. Confirm itinerary Delivery options Payment options Review & confirm STAGES: Planning, Shopping, Booking Check ticket status Google searches View maps Print e-tickets at home Paper tickets arrive in mail Look up timetables Research hotels THINKING FEELING place for site seeing and activities? • I want to get the best price, but I’m willing to pay a little more for first class. • How much will my whole trip cost me? What are my trade-offs? • Are there other activities I can add to my plan? I need in this booking so I don’t pay more shipping? • Rail Europe is not answering the phone. How else can I get my question answered? Web • It’s hard to trust Trip Advisor. Everyone is so negative. • Keeping track of all the different products is confusing. • Am I sure this is the trip I want to take? when an issue came up, I couldn’t get help. • What will I do if my tickets don’t arrive in time? • Stressed that I’m about to leave the country • Website experience is easy and friendly! • Frustrated to not know sooner about which and Rail Europe won’t answer the phone. • Frustrated that Rail Europe won’t ship tickets to Europe. • Happy to receive my tickets in the mail! tickets are eTickets and which are paper tickets. Not sure my tickets will arrive in time. STAGE Arrange travel Plan/ confirm activities Request refunds • I just figured we could grab a train but there are Mail tickets for refund • Trying to return ticket I was not able to use. Not not more trains. What can we do now? • Am I on the right train? If not, what next? • I want to make more travel plans. How do I do that? sure if I’ll get a refund or not. • People are going to love these photos! • Next time, we will explore routes and availability more carefully. • I am feeling vulnerable to be in an unknown place in • Excited to share my vacation story with • Stressed that the train won’t arrive on time for my • A bit annoyed to be dealing with ticket refund the middle of the night. my friends. connection. • Meeting people who want to show us around is fun, serendipitous, and special. issues when I just got home. Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Helpfulness of Rail Europe EXPERIENCE Proa with Share experience (reviews) This is why we have the takeaways • I’m excited to go to Europe! • Will I be able to see everything I can? • What if I can’t afford this? • I don’t want to make the wrong choice. STAGE Customer Experience Survey • Do I have everything I need? • Rail Europe website was easy and friendly, but • Do I have all the tickets, passes and reservations Get stamp for refund web/ apps Stakeholder interviews • What is the easiest way to get around Europe? • Where do I want to go? • How much time should I/we spend in each Share photos Buy additional tickets Web Talk with friends at Station Aggregate shipping with a May call if reasonable timeline. difficulties STAGE: Booking Follow-up on refunds for booking changes STAGES: Shopping, Booking E-ticket Print Change plans Impr expe Share experience Activities, unexpected changes occur Kayak, compare airfare Blogs & Travel sites Post Travel Arm customers with information for making decisions. Wait for paper tickets to arrive STAGES: Planning, Shopping raileurope.com Plan with interactive map POST Booking Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Opportunities GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL Communicate a clear value proposition. Help people get the help they need. Support people in creating their own solutions. Enable people to plan over time. Visualize the trip for planning and booking. Arm customers with information for making decisions. Improve the paper ticket experience. Accommodate planning and booking in Europe too. STAGE: Initial visit STAGES: Global STAGES: Global STAGES: Planning, Shopping STAGES: Planning, Shopping STAGES: Shopping, Booking STAGES: Post-Booking, Travel, Post-Travel STAGE: Traveling Make your customers into better, more savvy travelers. Engage in social media with explicit purposes. Connect planning, shopping and booking on the web. Aggregate shipping with a reasonable timeline. Proactively help people deal with change. Communicate status clearly at all times. STAGES: Global STAGES: Global STAGES: Planning, Shopping, Booking STAGE: Booking STAGES: Post-Booking, Traveling STAGES: Post-Booking, Post Travel Information sources Stakeholder interviews Customer Experience Survey Ongoing, non-linear Linear process Non-linear, but time based Experience Map for Rail Europe | August 2011
  • 137. It starts at inception.
  • 138. Deliverables with no explicit intent defined Rot on the vine.
  • 139. 5 Why’s Peel back the layers: why is this artifact needed? (or is it?)
  • 140. Root uses for experience mapping: - Organizational planning - Surface and prioritize initiatives - Provides guiding principles that informs design
  • 142. Discreet touchpoints, but with the DNA of the whole journey.
  • 143. Touchpoints should be: Appropriate context + culture Relevant meeting needs/functional Meaningful importance/purpose Endearing subtle, playful, delight Connected available, seamless
  • 144. Understand channel context Multi-channel Same need met by different channels Single Channel (Exclusive) Can only happen in one channel Cross Channel Need met spanning multiple channels
  • 145. Orchestrating touchpoints Defining their characteristics Exclusive Critical Enhancement Sequential (directly supports value prop) Continuing Repair/Recovery Required (by user) Frequent
  • 152. 1. Science before adventure It shows the research and surfaces the evidence. 2. Experiences and touchpoints It gives insight to experiences customers have with your touchpoints. Make touchpoints human. 3. Take everyone with you It’s a process that takes the whole team along. 4. Compel action It’s designed to be a catalyst. It influences strategy and tactics—this must be defined at inception.
  • 153. Thank you! Mapping Experiences and Orchestrating Touchpoints Chris Risdon & Patrick Quattlebaum @chrisrisdon #xmap @ptquattlebaum