[nux]12 nux

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

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

email

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.


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

Five components:

- Lens

- Journey Model

- Qualitative insight

- Quantitative information

- Takeaways


STAGES

DOING

FEELING


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


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

















Viewmaps

Arrangetravel


Plan withinteractive map

Review fares

Select pass(es)


Delivery options

Payment options

Review & confirm


Destinationpages


occur


Web

raileurope.com




Change plans

Check ticket status


web/apps

Look up timetables


Web

Share photos


Request refunds


Share experience

Buy additionaltickets

Look up time tables

Opportunities

Guiding Principles

Customer Journey

Informationsources

RAIL EUROPE

THINKING












do that?



more carefully.

Ongoing, non-linear

Linear process


Communicate a clear valueproposition.


Connect planning, shopping andbooking on the web.


Arm customers with informationfor making decisions.


Improve the paper ticketexperience.


Make your customers into better,more savvy travelers.

STAGES: Global

Proactively help people dealwith change.


Support people in creating theirown solutions.

STAGES: Global

Visualize the trip for planningand booking.




Engage in social media withexplicit purposes.

STAGES: Global

Communicate status clearly atall times.


Accommodate planning andbooking in Europe too.

STAGE: Traveling

Aggregate shipping with areasonable timeline.

STAGE: Booking

Help people get the help theyneed.

STAGES: Global



Enjoyability



Enjoyability



Enjoyability



Enjoyability



Enjoyability




the lens


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


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.

Viewmaps

Arrangetravel



Review fares

Select pass(es)Enter trips Confirm

itineraryDelivery options

Payment options

Review & confirm


Destinationpages


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

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


• 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


Communicate a clear value

proposition.

STAGE: Initial visit Connect planning, shoppingand

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.




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: Booking

Help people get the help they

need.

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.

Viewmaps

Arrangetravel



Review faresSelect pass(es)

Enter tripsConfirm itinerary

Delivery options

Payment options

Review & confirm


Destinationpages


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

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


STAGES: Planning, ShoppingEngage in social media withexplicit purposes.STAGES: Global



Accommodate planning andbooking in Europe too.STAGE: Traveling

Aggregate shipping with areasonable 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.

Viewmaps

Arrangetravel



Review fares

Select pass(es)

Enter tripsConfirm itinerary

Delivery options

Payment options

Review & confirm


Destinationpages


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

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



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

Arm customers with informationfor making decisions.STAGES: Shopping, Booking



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




STAGES: Global




STAGES: Planning, ShoppingEngage in social media withexplicit purposes.STAGES: Global



Accommodate planning andbooking in Europe too.STAGE: TravelingAggregate shipping with areasonable timeline.

STAGE: Booking


STAGES: Global

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

Buy additional tickets

Look up time tables

Opportunities

Guiding Principles

Customer Journey

Informationsources

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

















Viewmaps

Arrangetravel



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

Informationsources

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

















Viewmaps

Arrangetravel



Review fares

Select pass(es)


Delivery options

Payment options

Review & confirm


Destinationpages


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

Informationsources

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-

TravelTravel

Post Travel

EXPERIENCE

Rail Europe Experienc

e Map

Kayak, compare

airfare

Googlesearches

Research hotels

Talk withfriends

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.

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



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

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


• 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, s

hopping 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

Aggregateshipping 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

















Viewmaps

Arrangetravel



Review fares

Select pass(es)


Delivery options

Payment options

Review & confirm


Destinationpages


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

Informationsources

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

















Viewmaps

Arrangetravel



Review fares

Select pass(es)


Delivery options

Payment options

Review & confirm


Destinationpages


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

Informationsources

RAIL EUROPE

THINKING












do that?



more carefully.

Ongoing, non-linear

Linear process


Communicate a clear value proposition.






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.




Engage in social media with explicit purposes.

STAGES: Global

Communicate status clearly at all times.


Accommodate planning and booking in Europe too.

STAGE: Traveling


STAGE: Booking

Help people get the help they need.

STAGES: Global



Enjoyability



Enjoyability



Enjoyability



Enjoyability



Enjoyability




the takeaways

Stakeholder 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

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