This worksheet is for the attendees fo my customer journey map session to helpthem brainstorm how to create a real-world journey map.

1. Copyright Donn DeBoard 2013 (Rail Europe Experience Map: Chris Risdon, Adaptive Path, August 2011, Rail Europe site: http://bit.ly/Vxzhq4)
Worksheet: Rail Europe Journey Map
Traveler’s Guiding Principles
People choose rail travel because it is convenient, easy, and
flexible.
?
? ?
Customer Journey
Stages Research and
Planning
Shopping Booking Post-booking,
Pre-Travel
Travel Post-Travel
Tasks (Doing) Research
destinations,
routes, and
products.
Find trips. Confirm itinerary. Waiting for paper
tickets to arrive.
Activities,
unexpected
changes in plans.
Share experience.
Other? Other? Other? Other? Other? Other?
Social/On-line
Thinking Where do I want
to go?
?
Feeling I’m excited to
travel!
?
Experience Enjoy ability
Opportunities
Global Phase: Phase Phase Phase