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  • 1. 2012 2nd semester class by jyleeN-SCREEN | USER EXPERIENCE 20121128 Class12 N-Screen Concept Model NUX.jylee6977.com/tc
  • 2. Class Schedule 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) Part1 환경조사 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 Part2 사용자조사 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 Part3 사용자경험 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 Part4 프로토타이핑 13 12/05 프로토타이핑(2) 프로토타이핑 기획 및 제작 14 12/12 프로토타이핑(3) 프로토타이핑 및 Documentation 15 12/27 기말고사 Public Presentation
  • 3. | Today we are going to cover,Elevator Pitch-Persona/Day in Life StoryExperience Mapping
  • 4. | N-Screen Strategy
  • 5. N-Screen Strategy Design
  • 6. N-Screen Strategy Empathy Map Persona & Lifecycle Mapping Experience Mapping N-screen Features Design
  • 7. N-Screen StrategyUser Research Context Research User & Context Device Strategy &Define what user Define what user do with Mapping User & Context Featuresneeds/wants/problems device through a day To Accomplish his/her goal Mapping Device Features MOTIVATION ACTIVITY GOAL TASK & ACTION VISION STRATEGY PRODUCT & FEATURES Empathy map Persona, Day in life & Experience Mapping & Prototyping Touch-point Inventory Device Strategy
  • 8. N-Screen StrategyUser Research Context Research User & Context Device Strategy &Define what user Define what user do with Mapping User & Context Featuresneeds/wants/problems device through a day To Accomplish his/her goal Mapping Device Features MOTIVATION ACTIVITY GOAL TASK & ACTION VISION STRATEGY PRODUCT & FEATURES Empathy map Persona, Day in life & Experience Mapping & Prototyping Touch-point Inventory Device Strategy
  • 9. Lifecycle Mapping
  • 10. Touch-point Inventory
  • 11. N-Screen Device Strategy
  • 12. N-Screen Strategy
  • 13. | N-Screen Experience Mapping
  • 14. Service BlueprintCustomer MapExperience JourneyUser EcosystemSystem StoryTouchpoint Matrix
  • 15. Service BlueprintCustomer MapExperience JourneyUser EcosystemSystem StoryTouchpoint Matrix
  • 16. Why experience maps overcustomer journey maps?
  • 17. experience mapShorter. customer journey map actually, I user either term, depending on context.
  • 18. When you thinkabout experiencemapping, thinkabout IndianaJones.
  • 19. Tell the story withdepth and richnessaround the humanexperience.
  • 20. Touchpoint ≠ Channel
  • 21. Channel:A medium of interactionwith customers or users.
  • 22. Touchpoint (UX version):A point of interactioninvolving a specifichuman need in a specifictime and place.
  • 23. Touchpoints take place inchannels but are notultimately defined by them.
  • 24. research productsChannel store check out(i.e. web) print return label
  • 25. environmentTouchpoint email mobile
  • 26. Touchpoint:ComputervalidationChannels:Website andPhone orText or Email
  • 27. Touchpoint:PurchaseGroceriesChannels: Retail(Station?) andMobile Phone
  • 28. Touchpoints = FeaturesTouchpoints better reflect the importance of theinteraction to the person
  • 29. Touchpoints should be orchestrated*What is each instrument doing; how and when are they doing it. *
  • 30. Orchestrating touchpointsDefining their characteristics Exclusive Critical Enhancement Sequential (directly supports value prop) Continuing Repair/Recovery Required (by user) Frequent
  • 31. Password recovery Repair/RecoveryProduct returns
  • 32. Exclusive Text message Red Cross
  • 33. Sequential Required Computer validation
  • 34. Enhancement Free try-on
  • 35. Experiences and touchpoints
  • 36. Feeling, thinking, doing.
  • 37. Feeling, thinking, doing.Motivations Framing Behaviors
  • 38. Experiences happenacross touchpoints.
  • 39. Touchpoint InventoryRail Europe Touchpoints by Channel Research Pre-Travel Stage & Planning Shopping Booking (Documents) Travel Post-TravelChannelsWebsite Maps Schedule look-up Web booking funnel Select document option (from Contact page for email or phone Test intineraries Price look-up - Pass available options) Timetables Multi-city look-up - Trips - station e-ticket Destination Pages Pass comparison - Multiple Trips - home print e-ticket FAQ - mail ticket General product & site explorationCall Center Order brochure Site navigation help Automated booking payment Call re: ticket options Call with questions regarding Planning (Products) Cust. Rep booking Request ticket mailed tickets Schedules Site navigation help Reslove problems (info, pay- General calls re: schedules, ment, etc.) strikes, documents General questionsMobile Trip ideas Schedules Mobile trip booking Access itinerary Look up schedules Buy additional ticketsCommunication Chat for web nav help FB Comparator Chat for booking support Email confirmations Ask questions or resolve prob- Complaints or compliments lems re: schedules and ticketsChannels (social Email questions Email for general help Surveymedia, email, chat) Chat for website nav help Hold ticketCustomer Relations Request for refund, escelation from call center.Non-REI Channels Trip Advisor Airline comparison Expedia Travel Blogs Trip Advisor Travel blogs Kayak Direct rail sites Review sites Social Media Direct rail sites Google searches Facebook General Google searching Non-linear, no time Non-linear, but Linear process restrictions time based
  • 40. Journey mapping must address: - Feeling - Thinking - Doing - Time - Place (Context)
  • 41. Rail Europe Experience MapGuiding PrinciplesPeople choose rail travel because it is Rail booking is only one part of people’s larger People build their travel plans over time. People value service that is respectful, effectiveconvenient, easy, and flexible. travel process. and personable.Customer Journey STAGES Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel Enter trips Review fares Confirm Delivery Payment Review & Share experience RAIL EUROPE Research destinations, routes and products Wait for paper tickets to arrive Activities, unexpected changes Select pass(es) itinerary options options confirm Follow-up on refunds for booking changes Destination Look up pages Change Check ticket Share time tables E-ticket Print plans status photos at Station Get stamp Live chat for for refund Web raileurope.com questions Plan with Map itinerary interactive map (finding pass) Share experience May call if Buy additional (reviews) DOING tickets difficulties occur Kayak, View Blogs & web/ compare maps apps Travel sites Print e-tickets airfare at home Paper tickets Plan/ Web arrive in mail Look up confirm timetables Arrange Request Mail tickets Talk with activities Google Research refunds for refund friends travel searches hotels • What is the easiest way to get around Europe? • I want to get the best price, but I’m willing to pay a • Do I have all the tickets, passes and reservations • Do I have everything I need? • I just figured we could grab a train but there are • Trying to return ticket I was not able to use. Not • Where do I want to go? little more for first class. I need in this booking so I don’t pay more • Rail Europe website was easy and friendly, but not more trains. What can we do now? sure if I’ll get a refund or not. THINKING • How much time should I/we spend in each • How much will my whole trip cost me? What are my shipping? when an issue came up, I couldn’t get help. • Am I on the right train? If not, what next? • People are going to love these photos! place for site seeing and activities? trade-offs? • Rail Europe is not answering the phone. How • I want to make more travel plans. How do I • Next time, we will explore routes and availability • Are there other activities I can add to my plan? • What will I do if my tickets don’t arrive in time? else can I get my question answered? do that? more carefully. • I’m excited to go to Europe! • It’s hard to trust Trip Advisor. Everyone is • Website experience is easy and friendly! • Stressed that I’m about to leave the country • I am feeling vulnerable to be in an unknown place in • Excited to share my vacation story with • Will I be able to see everything I can? so negative. • Frustrated to not know sooner about which and Rail Europe won’t answer the phone. the middle of the night. my friends. • What if I can’t afford this? • Keeping track of all the different products tickets are eTickets and which are paper tickets. • Stressed that the train won’t arrive on time for my FEELING • Frustrated that Rail Europe won’t ship tickets connection. • A bit annoyed to be dealing with ticket refund • I don’t want to make the wrong choice. is confusing. Not sure my tickets will arrive in time. to Europe. • Meeting people who want to show us around is fun, issues when I just got home. • Am I sure this is the trip I want to take? • Happy to receive my tickets in the mail! serendipitous, and special. Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability EXPERIENCE Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail EuropeOpportunitiesGLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVELCommunicate a clear value Help people get the help they Support people in creating their Enable people to plan over time. Visualize the trip for planning Arm customers with information Improve the paper ticket Accommodate planning andproposition. need. own solutions. and booking. for making decisions. experience. booking in Europe too.STAGE: Initial visit STAGES: Global STAGES: Global STAGES: Planning, Shopping STAGES: Planning, Shopping STAGES: Shopping, Booking STAGES: Post-Booking, Travel, Post-Travel STAGE: TravelingMake your customers into better, Engage in social media with Connect planning, shopping and Aggregate shipping with a Proactively help people deal Communicate status clearly atmore savvy travelers. explicit purposes. booking on the web. reasonable timeline. with change. all times.STAGES: Global STAGES: Global STAGES: Planning, Shopping, Booking STAGE: Booking STAGES: Post-Booking, Traveling STAGES: Post-Booking, Post Travel Information Stakeholder interviews Customer Experience Survey Ongoing, Linear Non-linear, but non-linear process time based sources Cognitive walkthroughs Existing Rail Europe Documentation Experience Map for Rail Europe | August 2011
  • 42. Five components:- Lens- Journey Model- Qualitative insight- Quantitative information- Takeaways
  • 43. Rail Europe Experience Map Guiding Principles People choose rail travel because it is Rail booking is only one part of people’s larger People build their travel plans over time. People value service that is respectful, effective convenient, easy, and flexible. travel process. and personable. Customer Journey STAGES Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel the lens Enter trips Review fares Confirm Delivery Payment Review & Share experience RAIL EUROPE Research destinations, routes and products Wait for paper tickets to arrive Activities, unexpected changes Select pass(es) itinerary options options confirm Follow-up on refunds for booking changes Destination Look up pages Change Check ticket Share time tables E-ticket Print plans photosp status at Station Get stamp pe Experience Map Live chat for for refund Web raileurope.com Rail Euro questions Plan with Map itinerary interactive map (finding pass) Share experience May call if Buy additional (reviews) DOING tickets difficulties occur Guiding Principles le’s larger Kayak, View only one part of peop Blogs & web/ compare maps apps Travel sites Print e-tickets Rail booking is airfare at home Paper tickets Plan/ se it is arrive in mail Look up oose rail travel becau Web confirm Peopel buildeths.ir travel timetables Request travle proc s e Arrange activities Mail tickets People ch Talk with plans over time. Google Research refunds for refund friends travel searches xible. hotelsope Experience con venient, easy, and fle Map • What is the easiest way to get around Europe? • I want to get the best price, but I’m willing to pay a • Do I have all the tickets, passes and reservations • Do I have everything I need? • I just figured we could grab a train but there are • Trying to return ticket I was not able to use. Not • Where do I want to go? little more for first class. I need in this booking so I don’t pay more • Rail Europe website was easy and friendly, but not more trains. What can we do now? sure if I’ll get a refund or not. THINKING • How much time should I/we spend in each • How much will my whole trip cost me? What are my shipping? when an issue came up, I couldn’t get help. • Am I on the right train? If not, what next? • People are going to love these photos! place for site seeing and activities? trade-offs? • Rail Europe is not answering the phone. How • I want to make more travel plans. How do I • Next time, we will explore routes and availability • Are there other activities I can add to my plan? • What will I do if my tickets don’t arrive in time? else can I get my question answered? do that? more carefully.iples Customer Journey • I’m excited to go to Europe! • It’s hard to trust Trip Advisor. Everyone is • Website experience is easy and friendly! • Stressed that I’m about to leave the country • I am feeling vulnerable to be in an unknown place in • Excited to share my vacation story with Booking • Will I be able to see everything I can? so negative. • Frustrated to not know sooner about which and Rail Europe won’t answer the phone. the middle of the night. my friends. Shoppi • What if I can’t afford this? • Keeping track of all the different products tickets are eTickets and which are paper tickets. • Stressed that the train won’t arrive on time for my FEELING ng • Frustrated that Rail Europe won’t ship tickets connection. • A bit annoyed to be dealing with ticket refund Shopping • I don’t want to make the wrong choice. is confusing. Not sure my tickets will arrive in time. to Europe. issues when I just got home. Booking • Am I sure this is the trip I want to take? • Meeting people who want to show us around is fun, • Happy to receive my tickets in the mail! g Research & Plannin serendipitous, and special. Rail booking is on Post-Booking, Pre-Trav STAGES el Enjoyability Enjoyability ly one part of peo Enjoyability Enjoyability Enjoyability Travel Enjoyability Review & EXPERIENCE Relevance of Rail Europe Enter trips Relevance of Rail Europe travel process. ple’sReview er s larg fare Relevance of Rail Europe Enter trips Relevance of Rail Europe Relevance of Rail Europe Confirm Relevance Paym t Delivery of Rail Europe en confirmcts Review faresHelpfulness of Rail Europe Helpfulness of Rail Europe Confirm Helpfulness of Rail Europe Helpfulness of Rail Europe itinerary Helpfulness of Rail Europe options of Rail Europe ns Helpfulness optio Delivery Payment Select pass(es) itinch destinations,ns utes and productsReview & ar erary optio ro Select pass(es) Opportunities Rese options confirm Wait for paper tickets to ney GLOBAL RAIL EUROPE PLANNING, SHOPPING, BOOKING arr ive POST-BOOK, TRAVEL, POST-TRAVEL Activities, unexpected ch ang Communicate a clear value Help people get the help they Support people in creating their Enable people to plan over time. Visualize the trip for planning Arm customers with information Improve the paper ticket Accommodate planning and proposition. need. own solutions. and booking. for making decisions. experience. booking in Europe too. Destination Look up Research & Plan STAGE: Initial visit STAGES: Global STAGES: Global STAGES: Planning, Shopping time tables STAGES: Planning, Shopping STAGES: Shopping, Booking STAGES: Post-Booking, Travel, Post-Travel STAGE: Traveling ning pages Change Make your customers into better, more savvy travelers. Engage in social media with explicit purposes. Shopping Connect planning, shopping and booking on the web. Aggregate shipping with a reasonable timeline. plans Check ticket help people deal Proactively with change. Communicate status clearly at all times. BooLive g at for status E-ticket Print STAGES: Global Live chat forGlobal STAGES: STAGES: Planning, Shopping, Booking STAGE: Booking kin ch STAGES: Post-Booking, Traveling STAGES: Post-Booking, Post Travel questions at Stationy raileurope.com questions Post-Booking, P) Research destinat re-Travelst Get Map itinerary sources Information Ongoing, Linear Non-linear, but ions, routes and pr Enter trips non-linear process time based for ref oducts an with Pl Rev pa fa (finding iewss)res interactiv e map Confirm Delivery May call if Experience Map for Rail Europe | August 2011 Select pass(es) Payment Review & itinerary options difficulties
  • 44. Rail Europe Experience Map Guiding Principles Customer Journey STAGES Research & Planning Shopping the model Booking Post-Booking, Pre-Travel Travel Post Travel Enter trips Review fares Confirm Delivery Payment Review & Share experience RAIL EUROPE Research destinations, routes and products Wait for paper tickets to arrive Activities, unexpected changes Select pass(es) itinerary options options confirm Follow-up on refunds for booking changese Experience Map Destination Look up pages Change Check ticket Share time tables E-ticket Print plans status photos at Station Get stamp Live chat for for refund Web raileurope.com questions Plan with Map itinerarys interactive map (finding pass) Share experience May call if Buy additional (reviews) DOING tickets difficulties occur Kayak, View Blogs & web/ compare maps apps Travel sites Print e-tickets airfare at home Paper tickets Plan/ Web arrive in mail Look up confirm timetables Arrange Request Mail tickets Talk with activities Google Research refunds for refund friends travel searches hotels • What is the easiest way to get around Europe? • I want to get the best price, but I’m willing to pay a • Do I have all the tickets, passes and reservations • Do I have everything I need? • I just figured we could grab a train but there are • Trying to return ticket I was not able to use. Not • Where do I want to go? little more for first class. I need in this booking so I don’t pay more • Rail Europe website was easy and friendly, but not more trains. What can we do now? sure if I’ll get a refund or not. THINKING • How much will my whole trip cost me? What are my doing • How much time should I/we spend in each shipping? when an issue came up, I couldn’t get help. • Am I on the right train? If not, what next? • People are going to love these photos!y place for site seeing and activities? trade-offs? • Rail Europe is not answering the phone. How • I want to make more travel plans. How do I • Next time, we will explore routes and availability • Are there other activities I can add to my plan? • What will I do if my tickets don’t arrive in time? else can I get my question answered? do that? more carefully. • I’m excited to go to Europe! • It’s hard to trust Trip Advisor. Everyone is • Website experience is easy and friendly! • Stressed that I’m about to leave the country • I am feeling vulnerable to be in an unknown place in • Excited to share my vacation story with • Will I be able to see everything I can? so negative. • Frustrated to not know sooner about which and Rail Europe won’t answer the phone. the middle of the night. my friends.esearch & Planning FEELING • What if I can’t afford this? • I don’t want to make the wrong choice. is confusing. Shopping • Keeping track of all the different products • Am I sure this is the trip I want to take? tickets are eTickets and which are paper tickets. Not sure my tickets will arrive in time. to Europe. Booking • Frustrated that Rail Europe won’t ship tickets • Stressed that the train won’t arrive on time for my connection. • Meeting people who want to show us around is fun, Post-Booking, Pre- • A bit annoyed to be dealing with ticket refund issues when I just got home. • Happy to receive my tickets in the mail! serendipitous, and special. Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability EXPERIENCE Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Enter trips Review fares Confirm Delivery Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Review & Payment Helpfulness of Rail Europe Research destinations, routes and products Wait for paper ticket Select pass(es) itinerary options options confirm Opportunities GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL Communicate a clear value Help people get the help they Support people in creating their Enable people to plan over time. Visualize the trip for planning Accommodate planning and proposition. Destination need. Look up own solutions. and booking. Arm customers with information for making decisions. Improve the paper ticket experience. booking in Europe too. pages Change STAGE: Initial visit STAGES: Global time tables Global STAGES: STAGES: Planning, Shopping STAGES: Planning, Shopping STAGES: Shopping, Booking STAGES: Post-Booking, Travel, Post-Travel STAGE: Traveling plans Make your customers into better, Engage in social media with Connect planning, shopping and Aggregate shipping with a Proactively help people deal Communicate status clearly at more savvy travelers. explicit purposes. booking on the web. reasonable timeline. with change. all times. STAGES: Global STAGES: Global STAGES: Post-Booking, Post Travel Live chat for STAGES: Planning, Shopping, Booking STAGE: Booking STAGES: Post-Booking, Traveling raileurope.com questions Plan with Map itinerary Information Ongoing, non-linear Linear process Non-linear, but time based sources interactive map (finding pass) Experience Map for Rail Europe | August 2011
  • 45. WebRail Europe Experience Map Researc h and Google hotels passes tickets, aGuiding Principles s all the I don’t p h searche •D o I have this boo king so Talk wit ay a I need in ling to p ring the p friends ice, but I’m wil ? shipping e is not answe answe est pr urop tion et the b What are my • Rail E n I get my ques • Iw ant to g first class. ost me? ? little mo re for y whole trip c else ca round Europe mu ch will m lan?Customer Journey to get a • How ffs? to my p ay can add asiest w trade-o tivities I d at is the e t to go? each other ac easy an Shopping Wh • do I wa n Booking spend in • Are therePre-Travel rience is sooner ite expe Research & Planning Post-Booking, Travel Post Travel I/we STAGES re ld • Whe uch time shou d activities? • Webs ted to not know which wm • Ho foReviewefares eing an a • Frustr are eTickets an arrive i d r sit se e is Everyon unexpected changes l place tickets refunds t booking changes kets wil Enter trips Share experience dvisor. 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STAGE Conne the we ar valu nee king on te a cle boo municaof Rail Europe Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability EXPERIENCE Relevance of Rail Europe Com Relevance . Relevance of Rail Europe : S Global Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Shoppin g ition STAGE nning, Helpfulness of Rail Europe proposHelpfulness of Rail Europe Helpfulness of Rail Europe with Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness ofSTAG Rail EuropeES: Pla cial media : Initial v isit in so Engage urposes. qualitative insightOpportunities STAGE better, SHOPPING,lBOOKING exp icit p ers intoGLOBAL PLANNING, POST-BOOK, TRAVEL, POST-TRAVEL cus m toin creating their oursolutions. Make y ownvy travelers.Communicate a clear value Help people get the help they Support people Enable people to plan over time. Visualize the trip for planning Arm customers with information Improve the paper ticket Accommodate planning and alproposition. need. S: Glob and booking. for making decisions. experience. booking in Europe too. av STAGESTAGE: Initial visit STAGES: Global more s STAGES: Global STAGES: Planning, Shopping STAGES: Planning, Shopping STAGES: Shopping, Booking STAGES: Post-Booking, Travel, Post-Travel STAGE: TravelingMake your customers into better, Engage in social media with S: Global Connect planning, shopping and Aggregate shipping with a Proactively help people deal Communicate status clearly at STAGE thinking & feelingmore savvy travelers. explicit purposes. booking on the web. reasonable timeline. with change. all times.STAGES: Global STAGES: Global STAGES: Planning, Shopping, Booking STAGE: Booking STAGES: Post-Booking, Traveling STAGES: Post-Booking, Post Travel Information Ongoing, Linear Non-linear, but non-linear process time based sources Experience Map for Rail Europe | August 2011
  • 46. Rail Europe Experience MapGuiding PrinciplesCustomer Journey STAGES Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel Enter trips Review fares Confirm Delivery Payment Review & Share experience RAIL EUROPE Research destinations, routes and products Wait for paper tickets to arrive Activities, unexpected changes Select pass(es) itinerary options options confirm Follow-up on refunds for booking changes Destination Look up pages Change Check ticket Share time tables E-ticket Print plans status photos at Station Get stamp Live chat for for refund Web raileurope.com questions Plan with Map itinerary interactive map (finding pass) Share experience May call if Buy additional (reviews) DOING tickets difficulties occur Kayak, View Blogs & web/ compare maps apps Travel sites Print e-tickets airfare at home Paper tickets Plan/ Web arrive in mail Look up confirm timetables Arrange Request Mail tickets Talk with activities Google Research refunds for refund friends travel searches hotels • What is the easiest way to get around Europe? • I want to get the best price, but I’m willing to pay a • Do I have all the tickets, passes and reservations • Do I have everything I need? • I just figured we could grab a train but there are • Trying to return ticket I was not able to use. Not • Where do I want to go? little more for first class. I need in this booking so I don’t pay more • Rail Europe website was easy and friendly, but not more trains. What can we do now? sure if I’ll get a refund or not. THINKING • How much time should I/we spend in each • How much will my whole trip cost me? What are my shipping? when an issue came up, I couldn’t get help. • Am I on the right train? If not, what next? • People are going to love these photos! place for site seeing and activities? trade-offs? • Rail Europe is not answering the phone. How • I want to make more travel plans. How do I • Next time, we will explore routes and availability • Are there other activities I can add to my plan? • What will I do if my tickets don’t arrive in time? else can I get my question answered? do that? more carefully. • I’m excited to go to Europe! • It’s hard to trust Trip Advisor. Everyone is • Website experience is easy and friendly! • Stressed that I’m about to leave the country • I am feeling vulnerable to be in an unknown place in • Excited to share my vacation story with • Will I be able to see everything I can? so negative. • Frustrated to not know sooner about which and Rail Europe won’t answer the phone. the middle of the night. my friends. • What if I can’t afford this? • Keeping track of all the different products tickets are eTickets and which are paper tickets. • Stressed that the train won’t arrive on time for my FEELING • Frustrated that Rail Europe won’t ship tickets connection. • A bit annoyed to be dealing with ticket refund • I don’t want to make the wrong choice. is confusing. Not sure my tickets will arrive in time. to Europe. • Meeting people who want to show us around is fun, issues when I just got home. • Am I sure this is the trip I want to take? • Happy to receive my tickets in the mail! serendipitous, and special. Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability EXPERIENCE Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail EuropeOpportunitiesGLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVELCommunicate a clear value Help people get the help they Support people in creating their Enable people to plan over time. Visualize the trip for planning Arm customers with information Improve the paper ticket Accommodate planning and quantitative informationproposition. need. own solutions. and booking. for making decisions. experience. booking in Europe too.STAGE: Initial visit STAGES: Global STAGES: Global STAGES: Planning, Shopping STAGES: Planning, Shopping STAGES: Shopping, Booking STAGES: Post-Booking, Travel, Post-Travel STAGE: TravelingMake your customers into better, Engage in social media with Connect planning, shopping and Aggregate shipping with a Proactively help people deal Communicate status clearly atmore savvy travelers. explicit purposes. booking on the web. reasonable timeline. with change. all times.STAGES: Global STAGES: Global STAGES: Planning, Shopping, Booking STAGE: Booking STAGES: Post-Booking, Traveling STAGES: Post-Booking, Post Travel Information Ongoing, Linear Non-linear, but non-linear process time based sources Experience Map for Rail Europe | August 2011
  • 47. Rail Europe Experience Map Guiding Principles Customer Journey PLANNING, SHOPPING, BOOKING POST STAGES Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travelng their Enable people to plan over time. Visualize the trip for planning Arm customers with information Impr Enter trips Review fares Share experience and booking. for making decisions. Confirm Delivery Payment Review & RAIL EUROPE Research destinations, routes and products Select pass(es) itinerary options options confirm Wait for paper tickets to arrive Activities, unexpected changes Follow-up on refunds for booking changes expe Destination Look up STAGES: Planning,time tables pages Shopping STAGES: Planning, Shopping Change plans Check ticket STAGES: Shopping, Booking E-ticket Print Share photos STAGE status at Station Get stamp Live chat for for refund Web raileurope.com questions Map itinerary Connect planning, shopping and Aggregate shipping with a Plan with interactive map (finding pass) Share experience Proa DOING booking on the web. reasonable timeline. May call if difficulties Buy additional tickets (reviews) with occur Kayak, View Blogs & web/ STAGES: Planning, Shopping, Booking Travel sites compare STAGE: Booking Print e-tickets maps apps STAGE airfare at home Paper tickets Plan/ Web arrive in mail Look up confirm timetables Arrange Request Mail tickets Talk with activities Google Research refunds for refund friends travel searches hotels Stakeholder interviews Customer Experience Survey • What is the easiest way to get around Europe? • I want to get the best price, but I’m willing to pay a • Do I have all the tickets, passes and reservations • Do I have everything I need? • I just figured we could grab a train but there are • Trying to return ticket I was not able to use. Not • Where do I want to go? little more for first class. I need in this booking so I don’t pay more • Rail Europe website was easy and friendly, but not more trains. What can we do now? sure if I’ll get a refund or not. THINKING • How much time should I/we spend in each • How much will my whole trip cost me? What are my shipping? when an issue came up, I couldn’t get help. • Am I on the right train? If not, what next? • People are going to love these photos! place for site seeing and activities? trade-offs? • Rail Europe is not answering the phone. How • I want to make more travel plans. How do I • Next time, we will explore routes and availability • Are there other activities I can add to my plan? • What will I do if my tickets don’t arrive in time? else can I get my question answered? do that? more carefully. the takeaways • I’m excited to go to Europe! • It’s hard to trust Trip Advisor. Everyone is • Website experience is easy and friendly! • Stressed that I’m about to leave the country • I am feeling vulnerable to be in an unknown place in • Excited to share my vacation story with • Will I be able to see everything I can? so negative. • Frustrated to not know sooner about which and Rail Europe won’t answer the phone. the middle of the night. my friends. • What if I can’t afford this? • Keeping track of all the different products tickets are eTickets and which are paper tickets. • Stressed that the train won’t arrive on time for my FEELING • Frustrated that Rail Europe won’t ship tickets connection. • A bit annoyed to be dealing with ticket refund • I don’t want to make the wrong choice. is confusing. Not sure my tickets will arrive in time. to Europe. • Meeting people who want to show us around is fun, issues when I just got home. • Am I sure this is the trip I want to take? • Happy to receive my tickets in the mail! serendipitous, and special. Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability EXPERIENCE Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Opportunities GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL Communicate a clear value Help people get the help they Support people in creating their Enable people to plan over time. Visualize the trip for planning Arm customers with information Improve the paper ticket Accommodate planning and proposition. need. own solutions. and booking. for making decisions. experience. booking in Europe too. STAGE: Initial visit STAGES: Global STAGES: Global STAGES: Planning, Shopping STAGES: Planning, Shopping STAGES: Shopping, Booking STAGES: Post-Booking, Travel, Post-Travel STAGE: Traveling Make your customers into better, Engage in social media with Connect planning, shopping and Aggregate shipping with a Proactively help people deal Communicate status clearly at more savvy travelers. explicit purposes. booking on the web. reasonable timeline. with change. all times. STAGES: Global STAGES: Global STAGES: Planning, Shopping, Booking STAGE: Booking STAGES: Post-Booking, Traveling STAGES: Post-Booking, Post Travel Information Stakeholder interviews Customer Experience Survey Ongoing, Linear Non-linear, but non-linear process time based sources Experience Map for Rail Europe | August 2011
  • 48. Touchpoints should be:Appropriate context + cultureRelevant meeting needs/functionalMeaningful importance/purposeEndearing subtle, playful, delightConnected available, seamless
  • 49. | This Week- Touch-Point Inventory| For Next Week- Experience Mapping & Scenario