IA Summit 2012: Mapping the Experience

Mapping theExperienceChris Risdon@chrisrisdon#ExperienceMapping#xmap

Service BlueprintCustomer MapExperience JourneyUser EcosystemSystem StoryTouchpoint Matrix

Why experience maps overcustomer journey maps?

experience mapShorter. customer journey map actually, I user either term, depending on context.

What’s experiencemapping?

When you thinkabout experiencemapping, thinkabout Indiana Jones.

Tell the story with depthand richness aroundthe human experience.

Your organization shouldfeel what it’s like toexperience every touchpoint.

Outside in vs.Inside Out

Inside-out

Inside-outI describe how a service works.I show the nature and characteristics ofinteractions in enough detail for an orgto verify, implement, and maintain it.

Outside-in

Outside-inI describe how a service is experienced.I show the journey of the user throughthe different touchpoints that afford andcharacterize his or her interactions.

How do you do experiencemapping successfully?

First:What is a touchpoint?

Touchpoint ≠ Channel

Channel:A medium of interactionwith customers or users.

Touchpoint (UX version):A point of interactioninvolving a specifichuman need in a specifictime and place.

Touchpoints take place inchannels but are not ultimatelydefined by them.

research productsChannel store check out(i.e. web) print return label

environmentTouchpoint email mobile

Touchpoint:ComputervalidationChannels:Website andPhone orText orEmail

Touchpoint:Purchase GroceriesChannels:Retail (Station?)and Mobile Phone Korea’s Home Plus virtual grocery stores

Touchpoints = FeaturesTouchpoints better reflect the importance of the interactionto the personPliable, discrete “things” to orchestrate the whole experienceInformation 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 anengaging story.

But make sure you aretelling a true story.

Experience mapping requiresa certain amount of rigorto be meaningful.

This guy is not ...without thispossible... guy first.

2. Experiences and touchpoints

Experiences are complex.

One simple way toget a well-rounded viewof experiences...

Feeling, thinking, doing.

Feeling, thinking, doing.Motivations Framing Behaviors

It’s not just pieces and actions.You need to understand motivations.

Experiences happenacross touchpoints.

+enjoyment- person organization

Journey mapping must address: - Feeling- Thinking- Doing- Time- Place (Context)

3. Take everyone with you

An activity, not an artifact

Everyone should be involvedat 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 thattakes a whole team ororganization along.

4. Compel action

A catalyst, not a conclusion

A good mapping endeavorproduces understandingthat influences strategyand tactics.

It starts at inception.

Deliverables with no explicit intentRot on the vine.

5 Why’sPeel back the layers: why isthis artifact needed? (or is it?)

Root uses for experience mapping:- Organizational planning- Surface and prioritize initiatives- Provides guiding principles that informs design

a story of aPleasant Trip by Rail.

a story of apleasant trip by rail.

qualitative research customers’ journeys POST-TRAVEL ook add more pictures to faceb TRAVEL el 8 weeks in EuropeSTORY OF YOUR TRIP: Laur A bunch of friends living in Europe Florence to Paris Paris fly out to NY Arrived in Charles Degaules, no smart phone in Europe Parents made this trip a laptop but difficult to get PRE-TRAVEL an internet connection day trips: BOOKING SHOPPING , Cannes Venice, Rome RESEARCH & PLANNING to Europe tried calling Rail Europe once one guide book: Rick ites. A month after book, head call got disconnected Steves guide book, general Look up plane fare on webs t options on get itinerary together Friends going to the calling abou Paris: stayed for a long time, Europe Through the Cannes film festival friend s too: Pass arrived in the mail etickets before paying $50 friends invited to stay Backdoor Florence Going to France, see other frustrated, not a lot of time, Jet make sure a place to stay e and got not Look up cheap flights Easy not very helpful in Looking into it more: Booked the reservations onlin with everything else to do, rmation number n y E-ticket for the flight with confi Switzerland Zurich: connection in Milan late missed connectio maps & guide books fare: them mailed separately--eas time to be on hold again Looking for good price on plane wary about emailing websites, difficult dont speak Italian wanted to talk to a person difficult to find a hotel in an expensive city looking for best price Read on RailEurope webs ite, that Summer break nothing I can do about this Munich prices google search--> trains would require reservatio ns woman had a map with hotel now Flexible dates for flying talk to a person to make sure, One or 2 etickets before committing to shipp ing st: a lot of and then sending to Franc e Amsterdam Luxembourg train in the US before Train travel in Europe easie Second batch of reservatio ns booked and Mom fedex tickets to me, decided to go to the UK in Paris train stations with flexible times in the US, shipped to my hous e in US dnt arrive on ecting it RailEurope would not send stressful when trains woul dates and then sent to France --exp tickets to France, tried to put Brussels, Luxembourg --we both time, when there were conn ections to be an eTicket my friends address but they on the fly: Know about Eurail had the passes so just got on the train, a wouldnt Scotland, fly to Brussels Italy: nicest trains, maps ets train est by * Couldnt be booked as eTick STORY OF YOUR TRIP: Joseph flew into London Edinburg h bit like being on a flight Heard about RailEurope, sugg because some were Italian/Ge rman online experience was good , traveled with AT&T iPad, every country has its own also plan with daughter: 14issue 10 day global flexipassstayed for two chip -- find the places that sell the mother …friend in German easy friendly, but when Eurail pass chip in each country --closed on sundays and also middle of the day when the right on timeline on the trains able to print k to came up I wanteplacespea together was a good d to investment days bus to London shut down 9 hours, other trains: hoping you are things was a stumbling points suggested Frustrated about not being make a list of to see prett y terrible, very long bus ride, eTicked but not much to be able to do a person and I couldnt with a friend, see places cheaalso: iPhone, but iPad is all you need train p and easy a thinks idea and a fast train to Pariscramped with no stops, but we saw a whole lot more overnight trains friendgood all that local Skymiles: Delta is pay trade speaking English with seeing the unique are rathercool --on price to have took -booked round trip notion of off the grid ating if we could have booked about it the tickets shipped--5 a good bargain sights 3 days Germany also easy for navig online in Europe we NY-> France Flights and then Eurail Pass reserve reservations shipped to me train pass: no driving, no getting lost tour de france at the same time off the grid: maps app, shows you where you are would have Overnight trains, wanted to rented scooters and bikes book trains with good connections couchette RE: paris pass, museums, catacombs good to have a sim card in every place all of our trips were planning hostels us a break on the Stayed with friends and in Thomas Cook books, a great map, big map with rail got Louvre, Picasso + iPad maps, find sim card store: orange booked in Europe routes, big readable talk with people who have visited Europe, word of mouth + find the next route the books too + on google a lot next time: Friends knew I was going start 15 day pass + train schedules on the rail europe website: explore routes and airline/hotel rewards -- extended to 3 weeks Geneva to uploading pictures from London + other sites too ged status,Lucern availability traded miles with friend Laptop with me, internet connection, chan ing in touch with people at home + using electronic ticket machine: wouldnt take our 2 months before going start planning g to peop le in Europe, internet for keep credit card doesnt have the chip International phone for talkin in it got a car when couldnt + France is frustrating book hotels the month before Lucern take a train marriot hotel rewards overnight connected to tickets to Venice train to Venice another train to rail passes: month before Lake Como- at the tracks, we had hotel went on Rail Europe website, kind of traveler selection bungie jumping unexpected but were fresh and Global Pass, a little more, first class pass bookings in the very nice -- new --got on the larger cities odd, reservation issue, cost of reservations 20EU here Lucarno Skype and email for 2nd class sometimes and there --pay beautiful wrong train to determined could have done a hard booking ahead of time Milan 1.5 hours eventually used the phone just figured we were heading to booking trips, no availability for our discounted tickets could grab a train Venice took Muni to main out but there was daughter is social media person station Tour de France was a main reason to go bed and breakfast barcelona: website not trains maybe should backpack stolen missed trains, difficult to get a place in the middle of have booked first on the Muni/metro the night last train out to get few trains Euro-cheapo: web site: ways to save money us to a main line talked to security/ see what people are saying: travel site police passes came in the main: titus, metro pass, maps, Global Pass, 3 week trip it was really clear made reservations in London, Rail Europe office: only saw one office….expected to see them in all the stations RE office in talking to a person at the beginning Geneva: RE is like expedia, didnt realize how many different train there where not so great make sure i was getting the right price Expected Rail Europe station agent: because of website expected it to crowded be good phone: people were very helpful no attitude booking: 3 times to get the one i wanted

Service DesignRail Europe As Inspiration As a Resource As a Representative Not very important Not delivering Not delivering100% 100% 100% 75% 75% 75% 50% 50% 50% 25% 25% 25% 0% 0% 0% Important? RE Successful? Important? RE Successful? Important? RE Successful? No Somewhat Yes

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

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

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 Doesn’t just 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 communicate insight, 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? it reveals the process. 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

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

Rail Europe Experience Map Guiding Principles People choose rail travel because it is 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

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

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How do I • Next time, we will explore routes and availability eir • What will I do if my tickets don’t arrive in time? ating th • Are there other activities I can add to my plan? else can I get my question answered? do that? more carefully. re ple in c peoam feeling vulnerable to be in an unknown place in pping o t •I Su country r • Stressed that I’m about to leave thepp ing, Sho • Excited to shareS: Plann story with ies the s . and Rail Europe won’t answer the phone. olutionmiddle of the night. E my vacation • I’m excited to go to Europe! • It’s hard to trust Trip Advisor. 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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

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

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

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 yourtouchpointsDescribeCharacterizeMeasure

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

Orchestrating touchpointsDefining their characteristics Exclusive Critical Enhancement Sequential (directly supports value prop) Continuing Repair/Recovery Required (by user) Frequent

Password recovery Repair/RecoveryProduct 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

1. Science before adventureIt shows the research and surfaces the evidence.2. Experiences and touchpointsIt gives insight to experiences customers havewith your touchpoints3. Take everyone with youIt’s a process that takes the whole team along.4. Compel actionIt’s designed to be a catalyst. It influences strategyand tactics.

Thank you!Mapping the ExperienceChris Risdon@chrisrisdon#ExperienceMapping

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IA Summit 2012: Mapping the Experience

by Chris Risdon

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IA Summit 2012: Mapping the Experience Presentation Transcript