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Mapping the
Experience
Chris Risdon
@chrisrisdon
#xmap
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, aggregate experience
There are some subtle differences, but just as there are differences between a font and a
typeface, they ultimately get used interchangeably. And who wants to be the pretentious
douche that corrects someone that says font when they should say typeface. For me it comes
down to one key technical differece......
Shorter.

experience map
customer journey map

actually, I user either term, depending on context.
What’s experience
mapping?
When you think
about experience
mapping, think
about Indiana Jones.
Midwest UX '12: Mapping the Experience
Midwest UX '12: Mapping the Experience
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
Service Blueprint
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.
Inside-out
Service Blueprint
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
Rail Europe Experience Map

Outside-in

Guiding Principles

Customer Journey
Research & Planning

STAGES

RAIL EUROPE

Shopping

Enter trips

Research destinations, routes and products

Review fares

Select pass(es)

Confirm
itinerary

Post-Booking, Pre-Travel

Delivery
options

Payment
options

Review &
confirm

Post Travel

Share experience

Activities, unexpected changes

Wait for paper tickets to arrive

Look up
time tables

Change
plans

Plan with
interactive map

Map itinerary
(finding pass)

Follow-up on refunds for booking changes

Kayak,
compare
airfare

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.

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?

• 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?

Share
photos

Get stamp
for refund

Buy additional
tickets

May call if
difficulties
occur

Blogs &
Travel sites

FEELING

Check ticket
status

Live chat for
questions

raileurope.com

THINKING

Travel

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.
Destination
pages

DOING

Booking

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
How do you do experience
mapping successfully?
First:

What is a touchpoint?
Touchpoint ≠ Channel
Channel:
A medium of interaction
with customers or users.
Touchpoint (UX version):
A point of interaction
involving a specific
human need in a specific
time and place.
Touchpoints take place in
channels but are not ultimately
defined by them.
research products

Channel

store check out

(i.e. web)
print return label
environment

Touchpoint

email
mobile
Touchpoint:
Computer
validation
Channels:
Website and
Phone or
Text or
Email
A single touchpoint—a need being met: validating
your compluter— spanning multiple channels
Touchpoint:
Purchase Groceries
Channels:
Retail (Station?)
and Mobile Phone
Korea’s Home Plus virtual
grocery stores
“Virtual shelves” of inventory
where ads normal display in
subway stations. Mobile photos of
QR codes used to purchase
groceries.
A single touchpoint—a need being met:
purchasing groceries— utilizing multiple
channels simultaneously
Channels define the
opportunity or the constraint
around the touchpoint.

Example:
mobile contraint=screen size
mobile opportunity=sensors
Touchpoints = Features
Touchpoints = Features
Touchpoints better reflect the importance of the interaction
to the person
Context pliable, discrete “things” to orchestrate the
whole experience
Information objects (IA) wrapped in interactions (IxD)
Touchpoints should be orchestrated*
What is each instrument doing; how and when are they doing it.

*you can never have too many metaphors!
How do you do experience
mapping successfully?
1. 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.
Before you get Indiana Jones, you need Dr.
Jones, the archeologist, the social scientist.

This guy is not
possible...
Before you get Indiana Jones, you need Dr.
Jones, the archeologist, the social scientist.

This guy is not
possible...

...without this
guy first.
You need to really be in the lives
of your customers.
We’ve been layer data, adding context to tell a
rich story, for years.
2. Experiences and touchpoints
Experiences are complex.
One simple way to get a well-rounded
view of experiences...
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)
3. Take everyone with you
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.
“Work with stakeholders until
they know the story so well
they are constantly telling
and retelling it themselves.”
— Dane Howard, eBay
You need a process that
takes a whole team or
organization along.
4. Compel action
A catalyst, not a conclusion
A good mapping endeavor
produces understanding
that influences strategy
and tactics.
It starts at inception.

The moment you think about doing this activity,
you should anchor it to the initiative or
initiatives you want it to drive.
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?)
A research technique for getting past symptoms to
causality. You should go through this process when you
decide you might want to map the customer journey.
Root uses for experience mapping:
- Organizational planning
- Surface and prioritize initiatives
- Provides guiding principles that
informs design
a story of a

Pleasant Trip by Rail.

Case study
a story of a

pleasant trip by rail.

Rail Europe is a US distributor that offers North
American travelers a single place to book rail
tickets and passes throughout Europe.
We wanted to take an outside-in approach,
understanding the customers travel experience
and Rail Europe’s role in that experience.
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

Cannes

,
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

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

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

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

We spoke to actual customers to better understand their
experience, roughly starting to map out the thinking/
feeling/dooing of their journeys
booking: 3 times to get the one i wanted
We conducted quantitative research, a survey with
2,500 respondents, to understand where and when
people were interacting with the service.
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?

We also learned how people viewed the role of
Rail Europe in their travel, and how valuable Rail
Europe was in the process.
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

Complaints or compliments
Survey

Request for refund, escelation
from call center.

Trip Advisor

Airline comparison

Travel blogs
Social Media

Expedia

Travel Blogs

Trip Advisor

Kayak

Direct rail sites

Review sites

Direct rail sites

Google searches

Facebook

General Google
searching
Non-linear, no time
restrictions

Linear process

Non-linear, but
time based

Similar to a content inventory or audit, we did a
touchpoint inventory, cataloging all possible
touchpoints throughout the stages of the journey.
After we synthesized all the research, we collaborated across the
organization—product managers, marketing, call center managers,
etc.— to understand the journey and prioritize touchpoints.
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

Review fares

Select pass(es)

Confirm
itinerary

Post-Booking, Pre-Travel

Delivery
options

Payment
options

Review &
confirm

Change
plans

Share experience

Activities, unexpected changes

Check ticket
status

E-ticket Print
at Station

Live chat for
questions

Map itinerary
(finding pass)

Follow-up on refunds for booking changes

Share
photos

Kayak,
compare
airfare

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

• 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

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

• 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

Web

Share
experience
(reviews)

Buy additional
tickets

May call if
difficulties
occur

Blogs &
Travel sites

FEELING

Post Travel

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

THINKING

Travel

Wait for paper tickets to arrive

Look up
time tables

raileurope.com

DOING

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
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
Five components:
- Lens
- Journey Model
- Qualitative insight
- Quantitative information
- Takeaways
(and #6, cite the sources!)
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

Research destinations, routes and products

Destination
pages

p

Look up
time tables

Post-Booking, Pre-Travel

the lens
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

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

Research destinat

E-ticket Print
at Station

Arrange
travel

Get stamp
for refund

Web

Share
experience
(reviews)

Plan/
confirm
activities

• 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

STAGES: Planning, Shopping

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

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

• Stressed that I’m about to leave the country

Enjoyability

Enable people to plan over time.

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

Support people in creating their
own solutions.

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?

Relevance of Rail Europe

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

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

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

Post Travel

Buy additional
tickets

May call if
difficulties
occur

Web

Talk with
friends

Review &
confirm

Travel

Live chat for
questions

Map itinerary
(finding pass)

Guiding Principles

Payment
options

Change
plans

raileurope.com

DOING

Review fares

Select pass(es)

ope Experience
Ma

y
)

People value service that is respectful, effective
and personable.

issues when I just got home.

Enjoyability
Travel

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

POST-BOOK, TRAVEL, POST-TRAVEL

Review &
confirm

Activities, unexpected ch

Arm customers with information
for making decisions.

Improve the paper ticket
experience.

STAGES: Shopping, Booking

STAGES: Post-Booking, Travel, Post-Travel

ang

Accommodate planning and
booking in Europe too.

STAGES: Planning, Shopping

Look up
time tables

Visualize the trip for planning
and booking.

STAGE: Traveling

Change
Ch judge
The guide against which you eck ticket the journey. May be
plans
status
E-ticket Pr
ooLive g at for
kin ch
personas, orBprinciples, or value proposotion.atIt’sionint lens
a
Stat
through which questions
you view the journey. Post-Booking, Pre-TraGeetlst
v
Map itinerary

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

raileurope.com
Enter trips

ions, routes and pr
oducts an with
Pl
interactive map

Information
sources

Rev pa fa
(finding iewss)res
Select pass(es)

Ongoing,
non-linear

Confirm
itinerary

Delivery
options

Payment

Linear
process

May call if
difficulties

Non-linear, but
time based

for ref

Experience Map for Rail Europe | August 2011

Review &
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
Midwest UX '12: Mapping the Experience
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

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FEELIN

DOING

FEELING

place for site seeing and activities?

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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
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Comm Relevance .of Rail Europe
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• 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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il Europ
ce of Ra
Relevan
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web/
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STAGES: Global

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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
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
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?

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

Relevance of Rail Europe
Helpfulness of Rail Europe

EXPERIENCE

Enjoyability

Web

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.

Proa
with

Share
experience
(reviews)

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.

the takeaways

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

Enjoyability

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?

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

• 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

Relevance of Rail Europe

Relevance of Rail Europe

Relevance of Rail Europe

Relevance of Rail Europe

Relevance of Rail Europe

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
Now what?
Remember!

Catalyst, not a conclusion
Root uses for experience mapping:
- Organizational planning
- Surface and prioritize initiatives
- Provides guiding principles that
informs design
Better understand your
touchpoints
Describe
Characterize
Measure
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
Touchpoints should be:
Appropriate context + culture
Relevant meeting needs/functional
Meaningful importance/purpose
Endearing subtle, playful, delight
Connected available, seamless
Peter Morville
http://www.slideshare.net/morville/ubiquitous-ia-crosschannel-strategy

Samantha Starmer

http://www.slideshare.net/sstarmer/ia-summit-cross-channel-workshop
Where do you get started?
Experience maps can start simple and
evolve as you research and gain insights.
Even as you are still applying that rigor and collecting data,
you can start with what you know and start sketching out the
journey, and mapping high and low points.
Start ugly, in a collaborative format. Keep parts
moveable, and highlight different aspects (people,
channels, emotions, etc.)
How do you do experience
mapping successfully?
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 the Experience
Chris Risdon
@chrisrisdon
#xmap

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Midwest UX '12: Mapping the Experience

  • 4. Why experience maps over customer journey maps?
  • 5. Customer Journey Map A specific archetype journey Experience Map A generalized, aggregate experience There are some subtle differences, but just as there are differences between a font and a typeface, they ultimately get used interchangeably. And who wants to be the pretentious douche that corrects someone that says font when they should say typeface. For me it comes down to one key technical differece......
  • 6. Shorter. experience map customer journey map actually, I user either term, depending on context.
  • 8. When you think about experience mapping, think about Indiana Jones.
  • 11. Tell the story with depth and richness around the human experience.
  • 12. Your organization should feel what it’s like to experience every touchpoint.
  • 14. Inside-out Service Blueprint 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.
  • 15. Inside-out Service Blueprint 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.
  • 16. 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
  • 17. Rail Europe Experience Map Outside-in Guiding Principles Customer Journey Research & Planning STAGES RAIL EUROPE Shopping Enter trips Research destinations, routes and products Review fares Select pass(es) Confirm itinerary Post-Booking, Pre-Travel Delivery options Payment options Review & confirm Post Travel Share experience Activities, unexpected changes Wait for paper tickets to arrive Look up time tables Change plans Plan with interactive map Map itinerary (finding pass) Follow-up on refunds for booking changes Kayak, compare airfare 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. 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? • 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? Share photos Get stamp for refund Buy additional tickets May call if difficulties occur Blogs & Travel sites FEELING Check ticket status Live chat for questions raileurope.com THINKING Travel 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. Destination pages DOING Booking 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
  • 18. How do you do experience mapping successfully?
  • 19. First: What is a touchpoint?
  • 21. Channel: A medium of interaction with customers or users.
  • 22. Touchpoint (UX version): A point of interaction involving a specific human need in a specific time and place.
  • 23. Touchpoints take place in channels but are not ultimately defined by them.
  • 24. research products Channel store check out (i.e. web) print return label
  • 26. Touchpoint: Computer validation Channels: Website and Phone or Text or Email A single touchpoint—a need being met: validating your compluter— spanning multiple channels
  • 27. Touchpoint: Purchase Groceries Channels: Retail (Station?) and Mobile Phone Korea’s Home Plus virtual grocery stores “Virtual shelves” of inventory where ads normal display in subway stations. Mobile photos of QR codes used to purchase groceries. A single touchpoint—a need being met: purchasing groceries— utilizing multiple channels simultaneously
  • 28. Channels define the opportunity or the constraint around the touchpoint. Example: mobile contraint=screen size mobile opportunity=sensors
  • 30. Touchpoints = Features Touchpoints better reflect the importance of the interaction to the person Context pliable, discrete “things” to orchestrate the whole experience Information objects (IA) wrapped in interactions (IxD)
  • 31. Touchpoints should be orchestrated* What is each instrument doing; how and when are they doing it. *you can never have too many metaphors!
  • 32. How do you do experience mapping successfully?
  • 33. 1. Science before adventure
  • 34. You need to tell an engaging story.
  • 35. But make sure you are telling a true story.
  • 36. Experience mapping requires a certain amount of rigor to be meaningful.
  • 37. Before you get Indiana Jones, you need Dr. Jones, the archeologist, the social scientist. This guy is not possible...
  • 38. Before you get Indiana Jones, you need Dr. Jones, the archeologist, the social scientist. This guy is not possible... ...without this guy first.
  • 39. You need to really be in the lives of your customers.
  • 40. We’ve been layer data, adding context to tell a rich story, for years.
  • 41. 2. Experiences and touchpoints
  • 42. Experiences are complex. One simple way to get a well-rounded view of experiences...
  • 44. It’s not just pieces and actions. You need to understand motivations.
  • 49. Experience mapping must address: - Feeling - Thinking - Doing - Time - Place (Context)
  • 50. 3. Take everyone with you
  • 51. It’s about the verb, not the noun.
  • 52. It’s about the verb, not the noun. It’s about the activity, not the artifact.
  • 53. Everyone should be involved at a deep level.
  • 54. “Work with stakeholders until they know the story so well they are constantly telling and retelling it themselves.” — Dane Howard, eBay
  • 55. You need a process that takes a whole team or organization along.
  • 57. A catalyst, not a conclusion
  • 58. A good mapping endeavor produces understanding that influences strategy and tactics.
  • 59. It starts at inception. The moment you think about doing this activity, you should anchor it to the initiative or initiatives you want it to drive.
  • 60. Deliverables with no explicit intent defined Rot on the vine.
  • 61. 5 Why’s Peel back the layers: why is this artifact needed? (or is it?) A research technique for getting past symptoms to causality. You should go through this process when you decide you might want to map the customer journey.
  • 62. Root uses for experience mapping: - Organizational planning - Surface and prioritize initiatives - Provides guiding principles that informs design
  • 63. a story of a Pleasant Trip by Rail. Case study
  • 64. a story of a pleasant trip by rail. Rail Europe is a US distributor that offers North American travelers a single place to book rail tickets and passes throughout Europe.
  • 65. We wanted to take an outside-in approach, understanding the customers travel experience and Rail Europe’s role in that experience.
  • 66. 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 Cannes , 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 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 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 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 We spoke to actual customers to better understand their experience, roughly starting to map out the thinking/ feeling/dooing of their journeys booking: 3 times to get the one i wanted
  • 67. We conducted quantitative research, a survey with 2,500 respondents, to understand where and when people were interacting with the service.
  • 68. 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? We also learned how people viewed the role of Rail Europe in their travel, and how valuable Rail Europe was in the process.
  • 69. 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 Complaints or compliments Survey Request for refund, escelation from call center. Trip Advisor Airline comparison Travel blogs Social Media Expedia Travel Blogs Trip Advisor Kayak Direct rail sites Review sites Direct rail sites Google searches Facebook General Google searching Non-linear, no time restrictions Linear process Non-linear, but time based Similar to a content inventory or audit, we did a touchpoint inventory, cataloging all possible touchpoints throughout the stages of the journey.
  • 70. After we synthesized all the research, we collaborated across the organization—product managers, marketing, call center managers, etc.— to understand the journey and prioritize touchpoints.
  • 71. 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
  • 72. 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 Share experience Activities, unexpected changes Check ticket status E-ticket Print at Station Live chat for questions Map itinerary (finding pass) Follow-up on refunds for booking changes Share photos Kayak, compare airfare 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 • 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 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 • 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 Web Share experience (reviews) Buy additional tickets May call if difficulties occur Blogs & Travel sites FEELING Post Travel Doesn’t just communicate insight, it reveals the process. Plan with interactive map THINKING Travel Wait for paper tickets to arrive Look up time tables raileurope.com DOING 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 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
  • 73. Five components: - Lens - Journey Model - Qualitative insight - Quantitative information - Takeaways (and #6, cite the sources!)
  • 74. 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 Research destinations, routes and products Destination pages p Look up time tables Post-Booking, Pre-Travel the lens 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 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 Research destinat E-ticket Print at Station Arrange travel Get stamp for refund Web Share experience (reviews) Plan/ confirm activities • 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 STAGES: Planning, Shopping 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 • Trying to return ticket I was not able to use. Not • Stressed that I’m about to leave the country Enjoyability Enable people to plan over time. 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 Support people in creating their own solutions. 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? Relevance of Rail Europe 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 • I want to get the best price, but I’m willing to pay a 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 Post Travel Buy additional tickets May call if difficulties occur Web Talk with friends Review & confirm Travel Live chat for questions Map itinerary (finding pass) Guiding Principles Payment options Change plans raileurope.com DOING Review fares Select pass(es) ope Experience Ma y ) People value service that is respectful, effective and personable. issues when I just got home. Enjoyability Travel Paym t Relevance Delivery of Rail Europe en optio Helpfulness options of Rail Europe ns POST-BOOK, TRAVEL, POST-TRAVEL Review & confirm Activities, unexpected ch Arm customers with information for making decisions. Improve the paper ticket experience. STAGES: Shopping, Booking STAGES: Post-Booking, Travel, Post-Travel ang Accommodate planning and booking in Europe too. STAGES: Planning, Shopping Look up time tables Visualize the trip for planning and booking. STAGE: Traveling Change Ch judge The guide against which you eck ticket the journey. May be plans status E-ticket Pr ooLive g at for kin ch personas, orBprinciples, or value proposotion.atIt’sionint lens a Stat through which questions you view the journey. Post-Booking, Pre-TraGeetlst v Map itinerary 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 raileurope.com Enter trips ions, routes and pr oducts an with Pl interactive map Information sources Rev pa fa (finding iewss)res Select pass(es) Ongoing, non-linear Confirm itinerary Delivery options Payment Linear process May call if difficulties Non-linear, but time based for ref Experience Map for Rail Europe | August 2011 Review &
  • 75. 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
  • 77. 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
  • 78. 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
  • 79. 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? so negative. • Keeping track of all the different products is confusing. • Am I sure this is the trip I want to take? Relevance of Rail Europe Helpfulness of Rail Europe EXPERIENCE Enjoyability Web 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. Proa with Share experience (reviews) 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. the takeaways • It’s hard to trust Trip Advisor. Everyone is Enjoyability 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? 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 • 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 Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe 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
  • 82. Root uses for experience mapping: - Organizational planning - Surface and prioritize initiatives - Provides guiding principles that informs design
  • 84. 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
  • 85. Orchestrating touchpoints Defining their characteristics Exclusive Critical Enhancement Sequential (directly supports value prop) Continuing Repair/Recovery Required (by user) Frequent
  • 90. Touchpoints should be: Appropriate context + culture Relevant meeting needs/functional Meaningful importance/purpose Endearing subtle, playful, delight Connected available, seamless
  • 92. Where do you get started? Experience maps can start simple and evolve as you research and gain insights.
  • 93. Even as you are still applying that rigor and collecting data, you can start with what you know and start sketching out the journey, and mapping high and low points.
  • 94. Start ugly, in a collaborative format. Keep parts moveable, and highlight different aspects (people, channels, emotions, etc.)
  • 95. How do you do experience mapping successfully?
  • 96. 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.
  • 97. Thank you! Mapping the Experience Chris Risdon @chrisrisdon #xmap