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N-SCREEN | USER EXPERIENCE 2012 2nd semester class by jylee
NUX.jylee6977.com/tc
20121128 Class12 N-Screen Concept Model
8. 주차별 강의계획
주 날짜 주제 내용
1 09/05 수업 소개 Class Introduction & Ice Braking
2 09/12 환경 조사(1) N-Screen환경에 대한 심화 연구_사용자를 중심으로 | N-Screen에 대한 담론 (1)
3 09/19 환경 조사(2) N-Screen환경에 대한 심화 연구_기술과 마켓을 중심으로| N-Screen에 대한 담론 (2)
4 09/26 방법론 연구(1) 사용자 경험디자인방법론 실슴 | Co-creative Workshop
5 10/10 방법론 연구(2) 사용자 경험디자인 방법론 기초 | 워크샵 결과에 대한 Desk Research
6 10/17 사용자 리서치(1) 사용자 경험에 대한 사용자 리서치 방법론 기초
7 10/24 사용자 리서치(2) 개인별/그룹별 사용자 리서치 진행에 대한 내용 토론 및 키워드 추출
8 10/31 중간고사 문제점 발견 및 그에 따른 요소정의/환경요소에 대한 서론 제출
9 11/07 방법론 실행(1) 중간고사 내용을 중심으로 문제를 해결하기 위한 다양한 방법 연구 기초
10 11/14 방법론 실행(2) Persona, Mindmapping등을 통한 주요한 키 Finding 추출
11 11/21 방법론 실행(3) 사용자 스토리보드/시나리오 제작
12 11/28 프로토타이핑(1) Experience Mapping
13 12/05 프로토타이핑(2) 프로토타이핑 기획 및 제작
14 12/12 프로토타이핑(3) 프로토타이핑 및 Documentation
15 12/27 기말고사 Public Presentation
Class Schedule
Part1 환경조사
Part2 사용자조사
Part3 사용자경험
Part4 프로토타이핑
| Today we are going to cover, Elevator Pitch -Persona/Day in Life Story Experience Mapping
| N-Screen Strategy
N-Screen Strategy
Design
N-Screen Strategy
Design
Empathy Map
Persona & Lifecycle Mapping
Experience Mapping
N-screen Features
N-Screen Strategy
MOTIVATION
VISION
ACTIVITY GOAL TASK & ACTION
STRATEGY
Empathy map
User Research Define what user needs/wants/problems
Context Research Define what user do with device through a day
User & Context Mapping User & Context To Accomplish his/her goal
Experience Mapping & Device Strategy
Persona, Day in life & Touch-point Inventory
Device Strategy & Features Mapping Device Features
Prototyping
PRODUCT & FEATURES
N-Screen Strategy
MOTIVATION
VISION
ACTIVITY GOAL TASK & ACTION
STRATEGY
Empathy map
User Research Define what user needs/wants/problems
Context Research Define what user do with device through a day
User & Context Mapping User & Context To Accomplish his/her goal
Experience Mapping & Device Strategy
Persona, Day in life & Touch-point Inventory
Device Strategy & Features Mapping Device Features
Prototyping
PRODUCT & FEATURES
Lifecycle Mapping
Touch-point Inventory
N-Screen Device Strategy
N-Screen Strategy
| N-Screen Experience Mapping
Service Customer Experience User System Touchpoint
Blueprint Map Journey Ecosystem Story Matrix
ServiceCustomerExperienceUserSystemTouchpoint
Blueprint Map Journey Ecosystem Story Matrix
Why experience maps over customer journey maps?
Shorter.experience mapcustomer journey map
actually, I user either term, depending on context.
When you think about experience mapping, think about Indiana Jones.
Tell the story with depth and richness around the human experience.
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.
Channel(i.e. web)
store check out
print return label
research products
Touchpoint
mobile
environment
Touchpoint: Computer validation
Channels: Website and Phone or Text or Email
Touchpoint: Purchase GroceriesChannels: Retail (Station?) and Mobile Phone
Touchpoints = FeaturesTouchpoints better reflect the importance of the interaction to the person
Touchpoints should be orchestrated*
What is each instrument doing; how and when are they doing it.
*
Exclusive Critical(directly supports value prop)
Enhancement Sequential
Orchestrating touchpointsDefining their characteristics
Continuing FrequentRepair/Recovery Required (by user)
Repair/Recovery
Password recovery
Product returns
Exclusive
Text message Red Cross
Sequential
Required
Computer validation
Enhancement
Free try-on
Experiences and touchpoints
Feeling, thinking, doing.
Feeling, thinking, doing.
Motivations Framing Behaviors
Experiences happen across touchpoints.
StageResearch & Planning Shopping Booking
Pre-Travel (Documents) Travel Post-Travel
ChannelsWebsite Maps
Test intinerariesTimetablesDestination PagesFAQGeneral product & site exploration
Schedule look-upPrice look-upMulti-city look-upPass comparison
Web booking funnel- Pass- Trips- Multiple Trips
Select document option (from available options)- station e-ticket- home print e-ticket- mail ticket
Contact page for email or phone
Call Center Order brochurePlanning (Products)SchedulesGeneral questions
Site navigation help Automated booking paymentCust. Rep bookingSite navigation help
Call re: ticket optionsRequest ticket mailedReslove problems (info, pay-ment, etc.)
Call with questions regarding ticketsGeneral calls re: schedules, strikes, documents
Mobile Trip ideas Schedules Mobile trip booking Access itineraryLook up schedulesBuy additional tickets
Communication Channels (social media, email, chat)
Chat for web nav help FB ComparatorEmail questionsChat for website nav help
Chat for booking support Email confirmationsEmail for general helpHold ticket
Ask questions or resolve prob-lems re: schedules and tickets
Complaints or complimentsSurvey
Customer Relations Request for refund, escelation from call center.
Non-REI Channels Trip AdvisorTravel blogsSocial MediaGeneral Google searching
Airline comparisonKayakDirect rail sites
Expedia Travel BlogsDirect rail sitesGoogle searches
Trip AdvisorReview sitesFacebook
Rail Europe Touchpoints by Channel
Linear process Non-linear, but time based
Non-linear, no time restrictions
Touchpoint Inventory
Journey mapping must address:
- Feeling
- Thinking
- Doing
- Time
- Place (Context)
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel
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.
EXPERIENCE
Rail Europe Experience Map
Kayak, compare
airfare
Google searches
Research hotels
Talk with friends
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Paper tickets arrive in mail
• 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.
• 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?
• 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.
• Stressed that I’m about to leave the country 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!
• I am feeling vulnerable to be in an unknown place in the middle of the night.
• Stressed that the train won’t arrive on time for my connection.
• Meeting people who want to show us around is fun, serendipitous, and special.
• Excited to share my vacation story with my friends.
• A bit annoyed to be dealing with ticket refund issues when I just got home.
View maps
Arrange travel
Blogs & Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review & confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileurope.com
Wait for paper tickets to arriveResearch destinations, routes and products
Live chat for questions
Activities, unexpected changes
Change plans
Check ticket status
Print e-tickets at home
web/apps
Look up timetables
Plan/confirm activities
Web
Share photos
Share experience (reviews)
Request refunds
Follow-up on refunds for booking changes
Share experience
Buy additional tickets
Look up time tables
Stakeholder interviewsCognitive walkthroughs
Customer Experience SurveyExisting Rail Europe Documentation
Opportunities
Guiding Principles
Customer Journey
Information sources
RAIL EUROPE
THINKING
• 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 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?
• Do I have all the tickets, passes and reservationsI 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
when an issue came up, I couldn’t get help.• What will I do if my tickets don’t arrive in time?
• 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
do that?
• Trying to return ticket I was not able to use. Not 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.
Ongoing, non-linear
Linear process
Non-linear, but time based
Communicate a clear value proposition.
STAGE: Initial visit
Connect planning, shopping and booking on the web.
STAGES: Planning, Shopping, Booking
Arm customers with information for making decisions.
STAGES: Shopping, Booking
Improve the paper ticket experience.
STAGES: Post-Booking, Travel, Post-Travel
Make your customers into better, more savvy travelers.
STAGES: Global
Proactively help people deal with change.
STAGES: Post-Booking, Traveling
Support people in creating their own solutions.
STAGES: Global
Visualize the trip for planning and booking.
STAGES: Planning, Shopping
Enable people to plan over time.
STAGES: Planning, Shopping
Engage in social media with explicit purposes.
STAGES: Global
Communicate status clearly at all times.
STAGES: Post-Booking, Post Travel
Accommodate planning and booking in Europe too.
STAGE: Traveling
Aggregate shipping with a reasonable timeline.
STAGE: Booking
Help people get the help they need.
STAGES: Global
GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Mail tickets for refund
Get stamp for refund
Five components:
- Lens
- Journey Model
- Qualitative insight
- Quantitative information
- Takeaways
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel
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.
EXPERIENCE
Rail Europe Experience Map
Kayak, compare
airfare
Google searches
Research hotels
Talk with friends
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Paper tickets arrive in mail
• 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.
• 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?
• 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.
• Stressed that I’m about to leave the country 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!
• I am feeling vulnerable to be in an unknown place in the middle of the night.
• Stressed that the train won’t arrive on time for my connection.
• Meeting people who want to show us around is fun, serendipitous, and special.
• Excited to share my vacation story with my friends.
• A bit annoyed to be dealing with ticket refund issues when I just got home.
Viewmaps
Arrangetravel
Blogs & Travel sites
Plan withinteractive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review & confirm
Map itinerary(finding pass)
Destinationpages
May call if difficulties
occur
E-ticket Print at Station
Web
raileurope.com
Wait for paper tickets to arriveResearch destinations, routes and products
Live chat for questions
Activities, unexpected changes
Change plans
Check ticket status
Print e-tickets at home
web/apps
Look up timetables
Plan/confirm activities
Web
Share photos
Share experience (reviews)
Request refunds
Follow-up on refunds for booking changes
Share experience
Buy additionaltickets
Look up time tables
Opportunities
Guiding Principles
Customer Journey
Informationsources
RAIL EUROPE
THINKING
• 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 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?
• Do I have all the tickets, passes and reservationsI 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
when an issue came up, I couldn’t get help.• What will I do if my tickets don’t arrive in time?
• 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
do that?
• Trying to return ticket I was not able to use. Not 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.
Ongoing, non-linear
Linear process
Non-linear, but time based
Communicate a clear valueproposition.
STAGE: Initial visit
Connect planning, shopping andbooking on the web.
STAGES: Planning, Shopping, Booking
Arm customers with informationfor making decisions.
STAGES: Shopping, Booking
Improve the paper ticketexperience.
STAGES: Post-Booking, Travel, Post-Travel
Make your customers into better,more savvy travelers.
STAGES: Global
Proactively help people dealwith change.
STAGES: Post-Booking, Traveling
Support people in creating theirown solutions.
STAGES: Global
Visualize the trip for planningand booking.
STAGES: Planning, Shopping
Enable people to plan over time.
STAGES: Planning, Shopping
Engage in social media withexplicit purposes.
STAGES: Global
Communicate status clearly atall times.
STAGES: Post-Booking, Post Travel
Accommodate planning andbooking in Europe too.
STAGE: Traveling
Aggregate shipping with areasonable timeline.
STAGE: Booking
Help people get the help theyneed.
STAGES: Global
GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Mail tickets for refund
Get stamp for refund
the lens
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research & PlanningShopping
BookingPost-Booking, Pre-Travel
TravelPost Travel
People choose rail travel because it is
convenient, easy, and flexible.
Rail booking is only one part of people’s larger
travel process.
EXPERIENCE
Rail Europe Experience Map
Kayak, compare
airfare
Google searches
Research hotelsTalk with
friends
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Paper tickets arrive in mail
• 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.
• 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?
• 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.
• Stressed that I’m about to leave the country
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!
• I am feeling vulnerable to be in an unknown place in
the middle of the night.
• Stressed that the train won’t arrive on time for my
connection.
• Meeting people who want to show us around is fun,
serendipitous, and special.
• Excited to share my vacation story with
my friends.
• A bit annoyed to be dealing with ticket refund
issues when I just got home.
Viewmaps
Arrangetravel
Blogs & Travel sites
Plan withinteractive map
Review fares
Select pass(es)Enter trips Confirm
itineraryDelivery options
Payment options
Review & confirm
Map itinerary(finding pass)
Destinationpages
May call if difficulties
occur
E-ticket Print at Station
Web
raileurope.com
Wait for paper tickets to arrive
Research destinations, routes and products
Live chat for questions
Activities, unexpected changes
Change plans
Check ticket status
Print e-tickets at home
web/apps
Look up timetables
Plan/confirm activities
Web
Share photos
Share experience
(reviews)
Request refunds
Follow-up on refunds for booking changesShare experience
Buy additionaltickets
Look up time tables
Opportunities
Guiding Principles
Customer Journey
Informationsources
RAIL EUROPE
THINKING
• 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 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?
• 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
when an issue came up, I couldn’t get help.
• What will I do if my tickets don’t arrive in time?
• 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
do that?
• Trying to return ticket I was not able to use. Not
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.
Ongoing, non-linear
Linear process
Non-linear, but time based
Communicate a clear value
proposition.
STAGE: Initial visit Connect planning, shoppingand
booking on the web.
STAGES: Planning, Shopping, Booking
Arm customers with information
for making decisions.
STAGES: Shopping, Booking
Improve the paper ticket
experience.
STAGES: Post-Booking, Travel, Post-Travel
Make your customers into better,
more savvy travelers.
STAGES: Global
Proactively help people deal
with change.
STAGES: Post-Booking, Traveling
Support people in creating their
own solutions.
STAGES: Global
Visualize the trip for planning
and booking.
STAGES: Planning, Shopping
Enable people to plan over time.
STAGES: Planning, Shopping
Engage in social media with
explicit purposes.
STAGES: Global
Communicate status clearly at
all times.
STAGES: Post-Booking, Post Travel
Accommodate planning and
booking in Europe too.
STAGE: Traveling
Aggregate shipping with a
reasonable timeline.
STAGE: Booking
Help people get the help they
need.
STAGES: Global
GLOBAL
PLANNING, SHOPPING, BOOKING
POST-BOOK, TRAVEL, POST-TRAVEL
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Mail tickets for refund
Get stamp for refund
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research & Planning ShoppingBooking
Post-Booking, Pre-Travel TravelPost Travel
Rail booking is only one part of people’s larger travel process.
EXPERIENCE
Rail Europe Experience Map
Kayak, compare airfare
Google searches Research
hotels
Talk with friends
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Paper tickets arrive in mail
• 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.
• 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?
• 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.
• Stressed that I’m about to leave the country 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!
• I am feeling vulnerable to be in an unknown place in the middle of the night.• Stressed that the train won’t arrive on time for my connection.• Meeting people who want to show us around is fun, serendipitous, and special.
• Excited to share my vacation story with my friends.• A bit annoyed to be dealing with ticket refund issues when I just got home.
Viewmaps
Arrangetravel
Blogs & Travel sites
Plan withinteractive map
Review faresSelect pass(es)
Enter tripsConfirm itinerary
Delivery options
Payment options
Review & confirm
Map itinerary(finding pass)
Destinationpages
May call if difficulties
occur
E-ticket Print at Station
Web
raileurope.com
Wait for paper tickets to arrive
Research destinations, routes and products
Live chat for questions
Activities, unexpected changes
Change plans
Check ticket status
Print e-tickets at home
web/apps
Look up timetables
Plan/confirm
activities
Web
Share photos
Share experience (reviews)
Request refunds
Follow-up on refunds for booking changes
Share experience
Buy additionaltickets
Look up time tables
Opportunities
Guiding Principles
Customer Journey
Informationsources
RAIL EUROPE
THINKING• 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 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?
• Do I have all the tickets, passes and reservationsI 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, butwhen an issue came up, I couldn’t get help.• What will I do if my tickets don’t arrive in time?
• 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 do that?
• Trying to return ticket I was not able to use. Not 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.
Ongoing, non-linear Linear
process Non-linear, but time based
Communicate a clear valueproposition.STAGE: Initial visit
Connect planning, shopping andbooking on the web.STAGES: Planning, Shopping, Booking
Arm customers with informationfor making decisions.STAGES: Shopping, Booking
Improve the paper ticketexperience.STAGES: Post-Booking, Travel, Post-Travel
Make your customers into better,more savvy travelers.STAGES: Global
Proactively help people dealwith change.STAGES: Post-Booking, Traveling
Support people in creating theirown solutions.STAGES: Global
Visualize the trip for planningand booking.STAGES: Planning, Shopping
Enable people to plan over time.
STAGES: Planning, ShoppingEngage in social media withexplicit purposes.STAGES: Global
Communicate status clearly atall times.
STAGES: Post-Booking, Post Travel
Accommodate planning andbooking in Europe too.STAGE: Traveling
Aggregate shipping with areasonable timeline.STAGE: Booking
Help people get the help theyneed.
STAGES: Global
GLOBAL
PLANNING, SHOPPING, BOOKING
POST-BOOK, TRAVEL, POST-TRAVEL
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail EuropeRelevance of Rail Europe
Enjoyability
Helpfulness of Rail EuropeRelevance of Rail Europe
Enjoyability
Helpfulness of Rail EuropeRelevance of Rail Europe
Enjoyability
Helpfulness of Rail EuropeRelevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Mail tickets for refund
Get stamp for refund
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research & Planning Shopping BookingPost-Booking, Pre-Travel Travel
Post Travel
People build their travel plans over time.
EXPERIENCE
Rail Europe Experience Map
Kayak, compare airfare
Google searches Research
hotels
Talk with friends
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Paper tickets arrive in mail
• 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.
• 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?
• 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.
• Stressed that I’m about to leave the country 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!
• I am feeling vulnerable to be in an unknown place in the middle of the night.• Stressed that the train won’t arrive on time for my connection.• Meeting people who want to show us around is fun, serendipitous, and special.
• Excited to share my vacation story with my friends.• A bit annoyed to be dealing with ticket refund issues when I just got home.
Viewmaps
Arrangetravel
Blogs & Travel sites
Plan withinteractive map
Review fares
Select pass(es)
Enter tripsConfirm itinerary
Delivery options
Payment options
Review & confirm
Map itinerary(finding pass)
Destinationpages
May call if difficulties
occur
E-ticket Print at Station
Web
raileurope.com
Wait for paper tickets to arrive
Research destinations, routes and products
Live chat for questions
Activities, unexpected changes
Change plans
Check ticket status
Print e-tickets at home
web/apps
Look up timetables
Plan/confirm
activities
Web
Share photos
Share experience (reviews)
Request refunds
Follow-up on refunds for booking changes
Share experience
Buy additionaltickets
Look up time tables
Opportunities
Guiding Principles
Customer Journey
Informationsources
RAIL EUROPE
THINKING• 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 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?
• Do I have all the tickets, passes and reservationsI 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, butwhen an issue came up, I couldn’t get help.• What will I do if my tickets don’t arrive in time?
• 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 do that?
• Trying to return ticket I was not able to use. Not 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.
Ongoing, non-linear
Linear process Non-linear, but
time based
Communicate a clear valueproposition.
STAGE: Initial visit
Connect planning, shopping andbooking on the web.STAGES: Planning, Shopping, Booking
Arm customers with informationfor making decisions.STAGES: Shopping, Booking
Improve the paper ticketexperience.
STAGES: Post-Booking, Travel, Post-Travel
Make your customers into better,more savvy travelers.STAGES: Global
Proactively help people dealwith change.
STAGES: Post-Booking, Traveling
Support people in creating theirown solutions.
STAGES: Global
Visualize the trip for planningand booking.
STAGES: Planning, Shopping
Enable people to plan over time.
STAGES: Planning, ShoppingEngage in social media withexplicit purposes.STAGES: Global
Communicate status clearly atall times.
STAGES: Post-Booking, Post Travel
Accommodate planning andbooking in Europe too.STAGE: TravelingAggregate shipping with areasonable timeline.
STAGE: Booking
Help people get the help theyneed.
STAGES: Global
GLOBAL
PLANNING, SHOPPING, BOOKING
POST-BOOK, TRAVEL, POST-TRAVEL
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Mail tickets for refund
Get stamp for refund
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel
EXPERIENCE
Rail Europe Experience Map
Kayak, compare
airfare
Google searches
Research hotels
Talk with friends
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Paper tickets arrive in mail
• 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.
• 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?
• 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.
• Stressed that I’m about to leave the country 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!
• I am feeling vulnerable to be in an unknown place in the middle of the night.
• Stressed that the train won’t arrive on time for my connection.
• Meeting people who want to show us around is fun, serendipitous, and special.
• Excited to share my vacation story with my friends.
• A bit annoyed to be dealing with ticket refund issues when I just got home.
View maps
Arrange travel
Blogs & Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review & confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileurope.com
Wait for paper tickets to arriveResearch destinations, routes and products
Live chat for questions
Activities, unexpected changes
Change plans
Check ticket status
Print e-tickets at home
web/apps
Look up timetables
Plan/confirm activities
Web
Share photos
Share experience (reviews)
Request refunds
Follow-up on refunds for booking changes
Share experience
Buy additional tickets
Look up time tables
Opportunities
Guiding Principles
Customer Journey
Informationsources
RAIL EUROPE
THINKING
• 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 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?
• Do I have all the tickets, passes and reservationsI 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
when an issue came up, I couldn’t get help.• What will I do if my tickets don’t arrive in time?
• 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
do that?
• Trying to return ticket I was not able to use. Not 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.
Ongoing, non-linear
Linear process
Non-linear, but time based
Communicate a clear valueproposition.
STAGE: Initial visit
Connect planning, shopping andbooking on the web.
STAGES: Planning, Shopping, Booking
Arm customers with informationfor making decisions.
STAGES: Shopping, Booking
Improve the paper ticketexperience.
STAGES: Post-Booking, Travel, Post-Travel
Make your customers into better,more savvy travelers.
STAGES: Global
Proactively help people dealwith change.
STAGES: Post-Booking, Traveling
Support people in creating theirown solutions.
STAGES: Global
Visualize the trip for planningand booking.
STAGES: Planning, Shopping
Enable people to plan over time.
STAGES: Planning, Shopping
Engage in social media withexplicit purposes.
STAGES: Global
Communicate status clearly atall times.
STAGES: Post-Booking, Post Travel
Accommodate planning andbooking in Europe too.
STAGE: Traveling
Aggregate shipping with areasonable timeline.
STAGE: Booking
Help people get the help theyneed.
STAGES: Global
GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Mail tickets for refund
Get stamp for refund
the model
doing
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel
EXPERIENCE
Rail Europe Experience Map
Kayak, compare
airfare
Google searches
Research hotels
Talk with friends
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Paper tickets arrive in mail
• 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.
• 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?
• 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.
• Stressed that I’m about to leave the country 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!
• I am feeling vulnerable to be in an unknown place in the middle of the night.
• Stressed that the train won’t arrive on time for my connection.
• Meeting people who want to show us around is fun, serendipitous, and special.
• Excited to share my vacation story with my friends.
• A bit annoyed to be dealing with ticket refund issues when I just got home.
Viewmaps
Arrangetravel
Blogs & Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review & confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileurope.com
Wait for paper tickets to arriveResearch destinations, routes and products
Live chat for questions
Activities, unexpected changes
Change plans
Check ticket status
Print e-tickets at home
web/apps
Look up timetables
Plan/confirm activities
Web
Share photos
Share experience (reviews)
Request refunds
Follow-up on refunds for booking changes
Share experience
Buy additionaltickets
Look up time tables
Opportunities
Guiding Principles
Customer Journey
Informationsources
RAIL EUROPE
THINKING
• 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 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?
• Do I have all the tickets, passes and reservationsI 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
when an issue came up, I couldn’t get help.• What will I do if my tickets don’t arrive in time?
• 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
do that?
• Trying to return ticket I was not able to use. Not 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.
Ongoing, non-linear
Linear process
Non-linear, but time based
Communicate a clear valueproposition.
STAGE: Initial visit
Connect planning, shopping andbooking on the web.
STAGES: Planning, Shopping, Booking
Arm customers with informationfor making decisions.
STAGES: Shopping, Booking
Improve the paper ticketexperience.
STAGES: Post-Booking, Travel, Post-Travel
Make your customers into better,more savvy travelers.
STAGES: Global
Proactively help people dealwith change.
STAGES: Post-Booking, Traveling
Support people in creating theirown solutions.
STAGES: Global
Visualize the trip for planningand booking.
STAGES: Planning, Shopping
Enable people to plan over time.
STAGES: Planning, Shopping
Engage in social media withexplicit purposes.
STAGES: Global
Communicate status clearly atall times.
STAGES: Post-Booking, Post Travel
Accommodate planning andbooking in Europe too.
STAGE: Traveling
Aggregate shipping with areasonable timeline.
STAGE: Booking
Help people get the help theyneed.
STAGES: Global
GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Mail tickets for refund
Get stamp for refund
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel
EXPERIENCE
Rail Europe Experience Map
Kayak, compare
airfare
Google searches
Research hotels
Talk with friends
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Paper tickets arrive in mail
• 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.
• 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?
• 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.
• Stressed that I’m about to leave the country 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!
• I am feeling vulnerable to be in an unknown place in the middle of the night.
• Stressed that the train won’t arrive on time for my connection.
• Meeting people who want to show us around is fun, serendipitous, and special.
• Excited to share my vacation story with my friends.
• A bit annoyed to be dealing with ticket refund issues when I just got home.
Viewmaps
Arrangetravel
Blogs & Travel sites
Plan withinteractive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review & confirm
Map itinerary(finding pass)
Destinationpages
May call if difficulties
occur
E-ticket Print at Station
Web
raileurope.com
Wait for paper tickets to arriveResearch destinations, routes and products
Live chat for questions
Activities, unexpected changes
Change plans
Check ticket status
Print e-tickets at home
web/apps
Look up timetables
Plan/confirm activities
Web
Share photos
Share experience (reviews)
Request refunds
Follow-up on refunds for booking changes
Share experience
Buy additionaltickets
Look up time tables
Opportunities
Guiding Principles
Customer Journey
Informationsources
RAIL EUROPE
THINKING
• 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 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?
• Do I have all the tickets, passes and reservationsI 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
when an issue came up, I couldn’t get help.• What will I do if my tickets don’t arrive in time?
• 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
do that?
• Trying to return ticket I was not able to use. Not 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.
Ongoing, non-linear
Linear process
Non-linear, but time based
Communicate a clear valueproposition.
STAGE: Initial visit
Connect planning, shopping andbooking on the web.
STAGES: Planning, Shopping, Booking
Arm customers with informationfor making decisions.
STAGES: Shopping, Booking
Improve the paper ticketexperience.
STAGES: Post-Booking, Travel, Post-Travel
Make your customers into better,more savvy travelers.
STAGES: Global
Proactively help people dealwith change.
STAGES: Post-Booking, Traveling
Support people in creating theirown solutions.
STAGES: Global
Visualize the trip for planningand booking.
STAGES: Planning, Shopping
Enable people to plan over time.
STAGES: Planning, Shopping
Engage in social media withexplicit purposes.
STAGES: Global
Communicate status clearly atall times.
STAGES: Post-Booking, Post Travel
Accommodate planning andbooking in Europe too.
STAGE: Traveling
Aggregate shipping with areasonable timeline.
STAGE: Booking
Help people get the help theyneed.
STAGES: Global
GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Mail tickets for refund
Get stamp for refund
qualitative insightthinking & feeling
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research& Planning
Shopping
Booking
Post-Booking, Pre-
TravelTravel
Post Travel
EXPERIENCE
Rail Europe Experienc
e Map
Kayak, compare
airfare
Googlesearches
Research hotels
Talk withfriends
Relevance of Rail EuropeEnjoyability
Helpfulness of Rail Europe
Paper tickets
arrive in mail
• 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.
• 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?
• 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.
• Stressed that I’m about to leave the country
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!
• I am feeling vulnerable to be in an unknown place in
the middle of the night.
• Stressed that the train won’t arrive on time for my
connection.
• Meeting people who want to show us around is fun,
serendipitous, and special.
• Excited to share my vacation story with
my friends.
• A bit annoyed to be dealing with ticket refund
issues when I just got home.
Viewmaps
Arrangetravel
Blogs &
Travel sites
Plan with
interactivemap
Review fares
Select pass(es)Enter trips
Confirm
itinerary
Delivery
options
Payment
options
Review &
confirm
Map itinerary
(finding pass)
Destination
pages
May call if
difficulties occur
E-ticket Print
at Station
Web
raileurope.com
Wait for paper tickets to arrive
Research destinations, routes and products
Live chat for
questions
Activities, unexpected changes
Change
plans
Check ticket
status
Print e-tickets
at home
web/apps
Look up
timetables
Plan/confirm activities
Web
Share photos
Share experience
(reviews)
Request refunds
Follow-up on refunds for booking changesShare experience
Buy additional
tickets
Look up
time tables
Opportunities
Guiding Principles
Customer Journey
Informationsources
RAIL EUROPE
THINKING
• 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 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?
• 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
when an issue came up, I couldn’t get help.
• What will I do if my tickets don’t arrive in time?
• 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
do that?
• Trying to return ticket I was not able to use. Not
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.
Ongoing,
non-linear
Linear process
Non-linear, but
time based
Communicate a clear value
proposition.
STAGE: Initial visit
Connect planning, s
hopping and
booking on the web.
STAGES: Planning, Shopping, Booking
Arm customers with information
for making decisions.
STAGES: Shopping, Booking
Improve the paper ticket
experience.
STAGES: Post-Booking, Travel, Post-Travel
Make your customers into better,
more savvy travelers.
STAGES: Global
Proactively help people deal
with change.
STAGES: Post-Booking, Traveling
Support people in creating their
own solutions.
STAGES: Global
Visualize the trip for planning
and booking.
STAGES: Planning, ShoppingEnable people to plan over time.
STAGES: Planning, Shopping
Engage in social media with
explicit purposes.
STAGES: Global
Communicate status clearly at
all times.
STAGES: Post-Booking, Post Travel
Accommodate planning and
booking in Europe too.
STAGE: Traveling
Aggregateshipping with a
reasonable timeline.
STAGE: BookingHelp people get the help they
need.
STAGES: Global
GLOBAL
PLANNING, SHOPPING, BOOKING
POST-BOOK, TRAVEL, POST-TRAVEL
Relevance of Rail EuropeEnjoyability
Helpfulness of Rail Europe
Relevance of Rail EuropeEnjoyability
Helpfulness of Rail Europe
Relevance of Rail EuropeEnjoyability
Helpfulness of Rail Europe
Relevance of Rail EuropeEnjoyability
Helpfulness of Rail Europe
Relevance of Rail EuropeEnjoyability
Helpfulness of Rail Europe
Mail tickets
for refund
Get stamp
for refund
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel
EXPERIENCE
Rail Europe Experience Map
Kayak, compare
airfare
Google searches
Research hotels
Talk with friends
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Paper tickets arrive in mail
• 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.
• 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?
• 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.
• Stressed that I’m about to leave the country 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!
• I am feeling vulnerable to be in an unknown place in the middle of the night.
• Stressed that the train won’t arrive on time for my connection.
• Meeting people who want to show us around is fun, serendipitous, and special.
• Excited to share my vacation story with my friends.
• A bit annoyed to be dealing with ticket refund issues when I just got home.
Viewmaps
Arrangetravel
Blogs & Travel sites
Plan withinteractive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review & confirm
Map itinerary(finding pass)
Destinationpages
May call if difficulties
occur
E-ticket Print at Station
Web
raileurope.com
Wait for paper tickets to arriveResearch destinations, routes and products
Live chat for questions
Activities, unexpected changes
Change plans
Check ticket status
Print e-tickets at home
web/apps
Look up timetables
Plan/confirm activities
Web
Share photos
Share experience (reviews)
Request refunds
Follow-up on refunds for booking changes
Share experience
Buy additionaltickets
Look up time tables
Opportunities
Guiding Principles
Customer Journey
Informationsources
RAIL EUROPE
THINKING
• 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 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?
• Do I have all the tickets, passes and reservationsI 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
when an issue came up, I couldn’t get help.• What will I do if my tickets don’t arrive in time?
• 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
do that?
• Trying to return ticket I was not able to use. Not 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.
Ongoing, non-linear
Linear process
Non-linear, but time based
Communicate a clear valueproposition.
STAGE: Initial visit
Connect planning, shopping andbooking on the web.
STAGES: Planning, Shopping, Booking
Arm customers with informationfor making decisions.
STAGES: Shopping, Booking
Improve the paper ticketexperience.
STAGES: Post-Booking, Travel, Post-Travel
Make your customers into better,more savvy travelers.
STAGES: Global
Proactively help people dealwith change.
STAGES: Post-Booking, Traveling
Support people in creating theirown solutions.
STAGES: Global
Visualize the trip for planningand booking.
STAGES: Planning, Shopping
Enable people to plan over time.
STAGES: Planning, Shopping
Engage in social media withexplicit purposes.
STAGES: Global
Communicate status clearly atall times.
STAGES: Post-Booking, Post Travel
Accommodate planning andbooking in Europe too.
STAGE: Traveling
Aggregate shipping with areasonable timeline.
STAGE: Booking
Help people get the help theyneed.
STAGES: Global
GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Mail tickets for refund
Get stamp for refund
quantitative information
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel
EXPERIENCE
Rail Europe Experience Map
Kayak, compare
airfare
Google searches
Research hotels
Talk with friends
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Paper tickets arrive in mail
• 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.
• 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?
• 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.
• Stressed that I’m about to leave the country 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!
• I am feeling vulnerable to be in an unknown place in the middle of the night.
• Stressed that the train won’t arrive on time for my connection.
• Meeting people who want to show us around is fun, serendipitous, and special.
• Excited to share my vacation story with my friends.
• A bit annoyed to be dealing with ticket refund issues when I just got home.
Viewmaps
Arrangetravel
Blogs & Travel sites
Plan withinteractive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review & confirm
Map itinerary(finding pass)
Destinationpages
May call if difficulties
occur
E-ticket Print at Station
Web
raileurope.com
Wait for paper tickets to arriveResearch destinations, routes and products
Live chat for questions
Activities, unexpected changes
Change plans
Check ticket status
Print e-tickets at home
web/apps
Look up timetables
Plan/confirm activities
Web
Share photos
Share experience (reviews)
Request refunds
Follow-up on refunds for booking changes
Share experience
Buy additionaltickets
Look up time tables
Stakeholder interviews Customer Experience Survey
Opportunities
Guiding Principles
Customer Journey
Informationsources
RAIL EUROPE
THINKING
• 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 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?
• Do I have all the tickets, passes and reservationsI 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
when an issue came up, I couldn’t get help.• What will I do if my tickets don’t arrive in time?
• 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
do that?
• Trying to return ticket I was not able to use. Not 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.
Ongoing, non-linear
Linear process
Non-linear, but time based
Communicate a clear value proposition.
STAGE: Initial visit
Connect planning, shopping and booking on the web.
STAGES: Planning, Shopping, Booking
Arm customers with information for making decisions.
STAGES: Shopping, Booking
Improve the paper ticket experience.
STAGES: Post-Booking, Travel, Post-Travel
Make your customers into better, more savvy travelers.
STAGES: Global
Proactively help people deal with change.
STAGES: Post-Booking, Traveling
Support people in creating their own solutions.
STAGES: Global
Visualize the trip for planning and booking.
STAGES: Planning, Shopping
Enable people to plan over time.
STAGES: Planning, Shopping
Engage in social media with explicit purposes.
STAGES: Global
Communicate status clearly at all times.
STAGES: Post-Booking, Post Travel
Accommodate planning and booking in Europe too.
STAGE: Traveling
Aggregate shipping with a reasonable timeline.
STAGE: Booking
Help people get the help they need.
STAGES: Global
GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Mail tickets for refund
Get stamp for refund
the takeaways
Stakeholder interviews Customer Experience Survey
Connect planning, shopping and booking on the web.
STAGES: Planning, Shopping, Booking
Arm customers with information for making decisions.
STAGES: Shopping, Booking
Improveexperience.
STAGES: Post-Booking, Travel, Post-Travel
Proactivelywith change.
STAGES: Post-Booking, Traveling
creating their Visualize the trip for planning and booking.
STAGES: Planning, Shopping
Enable people to plan over time.
STAGES: Planning, Shopping
Aggregate shipping with a reasonable timeline.
STAGE: Booking
PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL
Touchpoints should be:Appropriate context + cultureRelevant meeting needs/functionalMeaningful importance/purposeEndearing subtle, playful, delightConnected available, seamless
| For Next Week - Experience Mapping & Scenario
| This Week - Touch-Point Inventory