midwest ux '12: mapping the experience

Mapping the

ExperienceChris Risdon@chrisrisdon#xmap

ServiceCustomerExperienceUserSystemTouchpoint

BlueprintMapJourneyEcosystemStoryMatrix

Why experience maps over customer journey maps?

Customer Journey Map

Experience Map

A specific archetype journey

A generalized, aggregate experienceThere 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 mapcustomer journey map

actually, I user either term, depending on context.

What’s experience mapping?

When you think about experience mapping, think about Indiana Jones.

Tell the story with depth and richness around the human experience.

Your organization should feel what it’s like to experience every touchpoint.

Outside invs.

Inside Out

Inside-outService BlueprintI 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.

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

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 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, 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.


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


Enjoyability



Enjoyability



Enjoyability



Enjoyability



Enjoyability


Mail tickets for refund

Get stamp for refund

Outside-in


STAGES

DOING

FEELING


EXPERIENCE


Kayak, compare

airfare

Google searches

Research hotels

Talk with friends


Enjoyability

















View maps

Arrange travel



Review fares

Select pass(es)


Delivery options

Payment options

Review & confirm


Destination pages


occur


Web

raileurope.com




Change plans

Check ticket status


web/apps

Look up timetables


Web

Share photos


Request refunds


Share experience


Look up time tables



Opportunities

Guiding Principles

Customer Journey

Information sources

RAIL EUROPE

THINKING












do that?



more carefully.

Ongoing, non-linear

Linear process











STAGES: Global




STAGES: Global






STAGES: Global




STAGE: Traveling


STAGE: Booking


STAGES: Global



Enjoyability



Enjoyability



Enjoyability



Enjoyability



Enjoyability




Outside-in

Experience MapI 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.

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.

Channel(i.e. web)

store check out

print return label

research products

Touchpoint

mobile

email

environment

Touchpoint:Computer validation

Channels:Website andPhone orText orEmail

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 sizemobile opportunity=sensors

Touchpoints = Features

Touchpoints = FeaturesTouchpoints 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!

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.

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.

Before you get Indiana Jones, you need Dr. Jones, the archeologist, the social scientist.

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.

person

organization

- en

joym

ent +

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’sPeel 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.

STORY OF YOUR TRIP: Laurel 8 weeks in Europe

A bunch of friends living in Europe

Parents made this trip

Stayed with friends and in hostels

Friends going to the Cannes film festival

Looking into it more: maps & guide books

Summer break

Look up plane fare on websites.

Going to France, see other friends too:

make sure a place to stay

Looking for good price on plane fare:

looking for best pricegoogle search-->

Flexible dates for flying

Train travel in Europe easiest: a lot of

train stations with flexible times and

dates

Know about Eurail

Heard about RailEurope, suggest by

mother …friend in German also suggested

Skymiles: DeltaNY-> FranceFlights and then Eurail Pass

A month after book, head to Europe

Pass arrived in the mail

Booked the reservations online and got

them mailed separately--easy

Read on RailEurope website, that trains would require reservations

One or 2 etickets

Second batch of reservations booked

in the US, shipped to my house in US

and then sent to France --expecting it

to be an eTicket

* Couldn't be booked as eTickets because some were Italian/German

Frustrated about not being able to print

eTicked but not much to be able to do

about it

Overnight trains, wanted to reserve

couchette

Arrived in Charles Degaules, Paris

Cannes

Paris: stayed for a long time, get itinerary together

friends invited to stayLook up cheap flights EasyJetE-ticket for the flight with confirmation number

Munich

Amsterdam

fly:Scotland, Edinburgh

bus to Londonpretty terrible, very long bus ride, 9 hours,

cramped with no stops, but cheap and easy

fly to Brussels

Luxembourg

Zurich: connection in Milan late missed connection

difficult don't speak Italiandifficult to find a hotel in an expensive city

woman had a map with hotel prices

Florence

day trips:Venice, Rome

Florence to Parisfly out to NY

train in the US before

stressful when trains wouldn't arrive on

time, when there were connections

Italy: nicest trains, maps on the train, a

bit like being on a flight

other trains: hoping you are on the right

train

Germany also easy for navigating

decided to go to the UK in Paris

Brussels, Luxembourg --we both had the passes so just got on the train

Eurail pass 10 day global flexipass was a good investment

overnight trains are a good idea and

a good bargain

book trains with good connections

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

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

Friends knew I was going

Laptop with me, internet connection, changed status, uploading pictures from London

International phone for talking to people in Europe, internet for keeping in touch with people at home

tried calling Rail Europe once, call got disconnectedcalling about options on etickets before paying $50frustrated, not a lot of time, with everything else to do, not time to be on hold againwary about emailing websites, wanted to talk to a personnothing I can do about this nowtalk to a person to make sure, before committing to shipping and then sending to FranceMom fedex tickets to me, RailEurope would not send tickets to France, tried to put my friends address but they wouldn't

online experience was good, easy friendly, but when issue came up I wanted to speak to a person and I couldn'trather pay on price to have all the tickets shipped--5 reservations shipped to me

RESEARCH & PLANNING SHOPPING BOOKINGPRE-TRAVEL

TRAVEL

POST-TRAVEL

add more pictures to facebook

STORY OF YOUR TRIP: Joseph flew into Londonstayed for two days

took a fast train to Paris -booked round trip3 daystour de france at the same time

RE: paris pass, museums, catacombsgot us a break on the Louvre, Picasso

start 15 day passGeneva to Lucern

Lucernovernight

bungie jumping pass Lucarno

just figured we could grab a train out but there was not trains

last train out to get us to a main line

connected to another train to Lake Como- unexpected but very nice --beautiful

were heading to Venice

maybe should have booked first few trains

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

3 week trip

tickets to Venice

at the tracks, we were fresh and new --got on the wrong train to Milan 1.5 hours

took Muni to main stationbackpack stolen on the Muni/metro

talked to security/police

train to Venice

had hotel bookings in the larger cities determined

plan with daughter: 14

make a list of place to see togetherwe saw a whole lot more with a friend, see places that local friend thinks is cool -- trade speaking English with seeing the unique sights

train pass: no driving, no getting lostrented scooters and bikes

planningThomas Cook books, a great map, big map with rail routes, big readabletalk with people who have visited Europe, word of mouththe books too

airline/hotel rewards -- extended to 3 weekstraded miles with friend2 months before going start planning

book hotels the month beforemarriot hotel rewards

rail passes: month beforewent on Rail Europe website, kind of traveler selectionGlobal Pass, a little more, first classodd, reservation issue, cost of reservations 20EU here and there --pay for 2nd class sometimescould have done a hard booking ahead of time

booking trips, no availability for our discounted tickets

bed and breakfast barcelona: website

missed trains, difficult to get a place in the middle of the night

Euro-cheapo: web site: ways to save moneysee 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 whereExpected Rail Europe station agent: because of website expected it to be good

traveled with AT&T iPad, every country has it's own chip -- find the places that sell the chip in each country --closed on sundays and also middle of the day when things shut down

also: iPhone, but iPad is all you neednotion of off the grid

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+ train schedules on the rail europe website:+ other sites too+ using electronic ticket machine: wouldn't take our credit card doesn't have the chip in it+ France is frustrating

RE office in Geneva:not so greatcrowded

Skype and email

eventually used the phone

daughter is social media personTour de France was a main reason to go

talking to a person at the beginning

make sure i was getting the right price

phone: people were very helpfulno attitude

booking: 3 times to get the one i wanted

qualitative research

customers’ journeys

We spoke to actual customers to better understand their experience, roughly starting to map out the thinking/feeling/dooing of their journeys

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

0%

25%

50%

75%

100%

Important? RE Successful?

As a ResourceNot delivering

0%

25%

50%

75%

100%


As a RepresentativeNot delivering

0%

25%

50%

75%

100%


YesSomewhatNo

As InspirationNot very important

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

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

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.


STAGES

DOING

FEELING


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


Kayak, compare

airfare

Google searches

Research hotels

Talk with friends


Enjoyability

















View maps

Arrange travel



Review fares

Select pass(es)


Delivery options

Payment options

Review & confirm


Destination pages


occur


Web

raileurope.com




Change plans

Check ticket status


web/apps

Look up timetables


Web

Share photos


Request refunds


Share experience


Look up time tables



Opportunities

Guiding Principles

Customer Journey

Information sources

RAIL EUROPE

THINKING












do that?



more carefully.

Ongoing, non-linear

Linear process











STAGES: Global




STAGES: Global






STAGES: Global




STAGE: Traveling


STAGE: Booking


STAGES: Global



Enjoyability



Enjoyability



Enjoyability



Enjoyability



Enjoyability





STAGES

DOING

FEELING





EXPERIENCE


Kayak, compare

airfare

Google searches

Research hotels

Talk with friends


Enjoyability

















View maps

Arrange travel



Review fares

Select pass(es)


Delivery options

Payment options

Review & confirm


Destination pages


occur


Web

raileurope.com




Change plans

Check ticket status


web/apps

Look up timetables


Web

Share photos


Request refunds


Share experience


Look up time tables



Opportunities

Guiding Principles

Customer Journey

Information sources

RAIL EUROPE

THINKING












do that?



more carefully.

Ongoing, non-linear

Linear process











STAGES: Global




STAGES: Global






STAGES: Global




STAGE: Traveling


STAGE: Booking


STAGES: Global



Enjoyability



Enjoyability



Enjoyability



Enjoyability



Enjoyability



Get stamp for refundDoesn’t just

communicate insight, it reveals the process.

Five components:- Lens- Journey Model- Qualitative insight- Quantitative information

- Takeaways

(and #6, cite the sources!)


STAGES

DOING

FEELING





EXPERIENCE


Kayak, compare

airfare

Google searches

Research hotels

Talk with friends


Enjoyability

















View maps

Arrange travel



Review fares

Select pass(es)


Delivery options

Payment options

Review & confirm


Destination pages


occur


Web

raileurope.com




Change plans

Check ticket status


web/apps

Look up timetables


Web

Share photos


Request refunds


Share experience


Look up time tables

Opportunities

Guiding Principles

Customer Journey

Information sources

RAIL EUROPE

THINKING












do that?



more carefully.

Ongoing, non-linear

Linear process











STAGES: Global




STAGES: Global






STAGES: Global




STAGE: Traveling


STAGE: Booking


STAGES: Global



Enjoyability



Enjoyability



Enjoyability



Enjoyability



Enjoyability




the lens


STAGES

DOING

FEELING

Research & Planning ShoppingBooking

Post-Booking, Pre-TravelTravel

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.

EXPERIENCE


Kayak, compare

airfare

Google searches

Research hotelsTalk with

friends


Enjoyability



• 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.


• 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.


• 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



Review fares

Select pass(es)Enter trips Confirm

itineraryDelivery options

Payment options

Review & confirm


Destination pages


occur


Web

raileurope.com

Wait for paper tickets to arrive

Research destinations, routes and products



Change plans

Check ticket status


web/apps

Look up timetables


Web

Share photos

Share experience

(reviews)

Request refunds

Follow-up on refunds for booking changesShare experience


Look up time tables

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


• 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



STAGE: Initial visit Connect planning, shopping and booking on the web.







STAGES: Global




STAGES: Global






STAGES: Global




STAGE: Traveling


STAGE: Booking


STAGES: Global

GLOBAL

PLANNING, SHOPPING, BOOKING

POST-BOOK, TRAVEL, POST-TRAVEL


Enjoyability



Enjoyability



Enjoyability



Enjoyability



Enjoyability





STAGES

DOING

FEELING

Research & Planning ShoppingBooking

Post-Booking, Pre-Travel TravelPost Travel


EXPERIENCE


Kayak, compare airfare

Google searches Research

hotels

Talk with friends


Enjoyability




• 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



Review faresSelect pass(es)

Enter tripsConfirm itinerary

Delivery options

Payment options

Review & confirm


Destination pages


occur


Web

raileurope.com





Change plans

Check ticket status


web/apps

Look up timetables

Plan/confirm

activities

Web

Share photos


Request refunds


Share experience


Look up time tables

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 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, 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


STAGES: Planning, ShoppingEngage in social media with explicit purposes.STAGES: Global



Accommodate planning and booking in Europe too.STAGE: Traveling

Aggregate shipping with a reasonable timeline.STAGE: Booking


STAGES: Global

GLOBAL




Enjoyability

Helpfulness of Rail EuropeRelevance of Rail Europe

Enjoyability


Enjoyability


Enjoyability


Enjoyability





STAGES

DOING

FEELING

Research & Planning Shopping BookingPost-Booking, Pre-Travel Travel

Post Travel

People build their travel plans over time.

EXPERIENCE


Kayak, compare airfare

Google searches Research

hotels

Talk with friends


Enjoyability




• 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



Review fares

Select pass(es)

Enter tripsConfirm itinerary

Delivery options

Payment options

Review & confirm


Destination pages


occur


Web

raileurope.com





Change plans

Check ticket status


web/apps

Look up timetables

Plan/confirm

activities

Web

Share photos


Request refunds


Share experience


Look up time tables

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 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



Connect planning, shopping and booking on the web.STAGES: Planning, Shopping, Booking

Arm customers with information for making decisions.STAGES: Shopping, Booking



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


STAGES: Planning, ShoppingEngage in social media with explicit purposes.STAGES: Global



Accommodate planning and booking in Europe too.STAGE: TravelingAggregate shipping with a reasonable timeline.

STAGE: Booking


STAGES: Global

GLOBAL




Enjoyability



Enjoyability



Enjoyability



Enjoyability



Enjoyability




The guide against which you judge the journey. May be personas, or principles, or value proposotion. It’s a lens through which you view the journey.


STAGES

DOING

FEELING


EXPERIENCE


Kayak, compare

airfare

Google searches

Research hotels

Talk with friends


Enjoyability

















View maps

Arrange travel



Review fares

Select pass(es)


Delivery options

Payment options

Review & confirm


Destination pages


occur


Web

raileurope.com




Change plans

Check ticket status


web/apps

Look up timetables


Web

Share photos


Request refunds


Share experience


Look up time tables

Opportunities

Guiding Principles

Customer Journey

Information sources

RAIL EUROPE

THINKING












do that?



more carefully.

Ongoing, non-linear

Linear process











STAGES: Global




STAGES: Global






STAGES: Global




STAGE: Traveling


STAGE: Booking


STAGES: Global



Enjoyability



Enjoyability



Enjoyability



Enjoyability



Enjoyability




the model

doing


STAGES

DOING

FEELING


EXPERIENCE


Kayak, compare

airfare

Google searches

Research hotels

Talk with friends


Enjoyability

















View maps

Arrange travel



Review fares

Select pass(es)


Delivery options

Payment options

Review & confirm


Destination pages


occur


Web

raileurope.com




Change plans

Check ticket status


web/apps

Look up timetables


Web

Share photos


Request refunds


Share experience


Look up time tables

Opportunities

Guiding Principles

Customer Journey

Information sources

RAIL EUROPE

THINKING












do that?



more carefully.

Ongoing, non-linear

Linear process











STAGES: Global




STAGES: Global






STAGES: Global




STAGE: Traveling


STAGE: Booking


STAGES: Global



Enjoyability



Enjoyability



Enjoyability



Enjoyability



Enjoyability





STAGES

DOING

FEELING


EXPERIENCE


Kayak, compare

airfare

Google searches

Research hotels

Talk with friends


Enjoyability

















View maps

Arrange travel



Review fares

Select pass(es)


Delivery options

Payment options

Review & confirm


Destination pages


occur


Web

raileurope.com




Change plans

Check ticket status


web/apps

Look up timetables


Web

Share photos


Request refunds


Share experience


Look up time tables

Opportunities

Guiding Principles

Customer Journey

Information sources

RAIL EUROPE

THINKING












do that?



more carefully.

Ongoing, non-linear

Linear process











STAGES: Global




STAGES: Global






STAGES: Global




STAGE: Traveling


STAGE: Booking


STAGES: Global



Enjoyability



Enjoyability



Enjoyability



Enjoyability



Enjoyability




qualitative insightthinking & feeling


STAGES

DOING

FEELING

Research & Planning

Shopping

Booking

Post-Booking, Pre-Tr

avelTravel

Post Travel

EXPERIENCE

Rail Europe Experience

Map

Kayak, compare

airfare

Google searches

Research hotels

Talk with friends

Relevance of Rail EuropeEnjoyability


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.


• 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.


• 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



Live chat for

questions


Change

plans

Check ticket

status

Print e-tickets

at home

web/apps

Look up

timetables


Web

Share photos

Share experience

(reviews)

Request refunds

Follow-up on refunds for booking changesShare experience


Look up

time tables

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


• 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?


• 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.


Connect planning, shop

ping and

booking on the web.


Arm customers with information

for making decisions.


Improve the paper ticket

experience.


Make your customers into better,

more savvy travelers.

STAGES: Global

Proactively help people deal

with change.


Support people in creating their

own solutions.

STAGES: Global

Visualize the trip for planning

and booking.

STAGES: Planning, ShoppingEnable people to plan over time.


Engage in social media with

explicit purposes.

STAGES: Global

Communicate status clearly at

all times.


Accommodate planning and

booking in Europe too.

STAGE: Traveling

Aggregate shipping with a

reasonable timeline.

STAGE: BookingHelp people get the help they

need.

STAGES: Global

GLOBAL













Mail tickets

for refund

Get stamp

for refund


STAGES

DOING

FEELING


EXPERIENCE


Kayak, compare

airfare

Google searches

Research hotels

Talk with friends


Enjoyability

















View maps

Arrange travel



Review fares

Select pass(es)


Delivery options

Payment options

Review & confirm


Destination pages


occur


Web

raileurope.com




Change plans

Check ticket status


web/apps

Look up timetables


Web

Share photos


Request refunds


Share experience


Look up time tables

Opportunities

Guiding Principles

Customer Journey

Information sources

RAIL EUROPE

THINKING












do that?



more carefully.

Ongoing, non-linear

Linear process











STAGES: Global




STAGES: Global






STAGES: Global




STAGE: Traveling


STAGE: Booking


STAGES: Global



Enjoyability



Enjoyability



Enjoyability



Enjoyability



Enjoyability




quantitative information


STAGES

DOING

FEELING


EXPERIENCE


Kayak, compare

airfare

Google searches

Research hotels

Talk with friends


Enjoyability

















View maps

Arrange travel



Review fares

Select pass(es)


Delivery options

Payment options

Review & confirm


Destination pages


occur


Web

raileurope.com




Change plans

Check ticket status


web/apps

Look up timetables


Web

Share photos


Request refunds


Share experience


Look up time tables

Stakeholder interviews Customer Experience Survey

Opportunities

Guiding Principles

Customer Journey

Information sources

RAIL EUROPE

THINKING












do that?



more carefully.

Ongoing, non-linear

Linear process











STAGES: Global




STAGES: Global






STAGES: Global




STAGE: Traveling


STAGE: Booking


STAGES: Global



Enjoyability



Enjoyability



Enjoyability



Enjoyability



Enjoyability




the takeawaysStakeholder interviews Customer Experience Survey





Improveexperience.


Proactivelywith change.


creating their Visualize the trip for planning and booking.





STAGE: Booking

PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL

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 touchpointsDescribeCharacterizeMeasure

Understand channel contextMulti-channelSame need met by different channelsSingle Channel (Exclusive)Can only happen in one channelCross ChannelNeed met spanning multiple channels

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

Touchpoints should be:Appropriate context + cultureRelevant meeting needs/functionalMeaningful importance/purposeEndearing subtle, playful, delightConnected available, seamless

Peter Morville

Samantha Starmer

http://www.slideshare.net/morville/ubiquitous-ia-crosschannel-strategy

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.)

1. Science before adventureIt shows the research and surfaces the evidence.

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

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

4. Compel actionIt’s designed to be a catalyst. It influences strategy and tactics—this must be defined at inception.

Mapping the ExperienceChris Risdon@chrisrisdon

Thank you!

#xmap