Mapping Experiences - Chris Risdon The workshop took place at UXI Studio

1. 14 DECEMBER, 2014
Mapping Experiences
Chris Risdon

2. ADAPTIVE PATH EXPERIENCE MAPPING 2
#xmapping
@ChrisRisdon
#xmapping

3. ADAPTIVE PATH EXPERIENCE MAPPING
What Are We
Doing Today?
3

4. ADAPTIVE PATH EXPERIENCE MAPPING 4
1. WHAT’S EXPERIENCE MAPPING?
When and why you want to map the experience and guiding
principles for engaging with people across time and space.
2. SCIENCE BEFORE ADVENTURE
What are the key inputs and insights you need to gather to
understand what customers are feeling, thinking and doing?
3. CARTOGRAPHY 101
A framework for collaboratively mapping human experiences
across multiples situations and interactions.
4. STORYTELLING & NARRATIVE
Techniques for visualizing experience maps to communicate
insights and incite action.
5. HAVE MAP, WILL TRAVEL
Tips for putting maps into action to create more seamless,
valuable experiences.

5. ADAPTIVE PATH EXPERIENCE MAPPING
Meet your
group...
5

6. ADAPTIVE PATH EXPERIENCE MAPPING
1
WHAT IS
EXPERIENCE
MAPPING?
6

7. ADAPTIVE PATH EXPERIENCE MAPPING 7
Product
Phone
FAQ
Marketing
Mobile
EXPERIENCE

8. ADAPTIVE PATH EXPERIENCE MAPPING 8
over time
EXPERIENCE
SERVICE
EXPERIENCES OUTSIDE
OF YOUR SERVICE CAN
INFLUENCE THE DESIGN
OF YOUR SERVICE.
Marketing Mobile Phone FAQProduct Use

9. SERVICE DESIGN
9ADAPTIVE PATH EXPERIENCE MAPPING

10. CROSS-CHANNEL
ADAPTIVE PATH EXPERIENCE MAPPING 10

11. MULTI-PLATFORM ECOSYSTEM
11ADAPTIVE PATH EXPERIENCE MAPPING

12. TOUCHPOINTS AND CHANNELS NEED TO WORK IN CONCERT WITH ONE OTHER
12ADAPTIVE PATH EXPERIENCE MAPPING

13. ADAPTIVE PATH EXPERIENCE MAPPING 13
Design for experiences that unfold
over time and across many different
touchpoints.

14. ADAPTIVE PATH EXPERIENCE MAPPING 14
Tell the story with depth and richness
around the human experience.

15. Journey
Hub of empathy,
understanding and strategy
Organization
Enabling design/
Supporting journey/
Transforming Enterprises
Change management
Process Engineering
Road mapping
Interactions
Microinteractions
Touchpoint (macrointeraction)
Envisioning
Designing the moment

16. PATIENT
ACTIVITIES
INFORMATION
NEEDS
Critical Moment
Patient sees Care
Provider
activities
i think i need helpstages discover what is wrong with me make me better maintain my new normal
1 2 3 4 5 7 8 9 10 11 12 13 14
Critical Moment
Patient needs JMH
Critical Moment
Severity of condition
can determine the
tone of the journey
Redirect
Get patient on correct
path: ER/UC/PCP
May have been
directed from
routine PCP visit
Critical Moment
Patient gets diagnosis
Critical Moment
Patient gets or starts
treatment
Critical Moment
Get patient on the
road to normal
Critical Moment
Patient sees Care
Provider
Redirect
Referred to Specialist,
patient is looking to
connect with right
Care Provider for them
6
+ ANXIETY
+ RELIEF
STORY ARC
The relative change in
anxiety and relief and the
range in patient stories
EXPERIENCE DRIVERS
UNDERSTANDING:
Building knowledge and clarity
REPETITION:
Multiplying the unknown
UNKNOWN:
Creating uncertainty and obscurity
STABILITY:
Progressing and sense of security
COMFORT:
Growing ease and alleviation
DOUBT:
Growing skepticism and mistrust
HIGH IMPACT
key moment
something feels
wrong
Unsure what is
wrong. Scare of
the unknown.
my needs
Validate that I
need help
key moment
decide to
get help
Confident I will get
help and hopeful that
I can get answers.
my needs
Be ready for me
key moment
monitor
treatment
Confident in my care.
Clear expectations of
what is progress.
Access to my Doctor
just in case.
my needs
Access to help
when needed.
Reassurance that
there is progress.
key moment
check-ups
Consistent access to
my Doctor. Confident
in my care and
prepared if anything
comes up.
my needs
Show me progress
key moment
see a specialist
Confident in my care
and trust in Doctor.
Empathy for my
situation.
my needs
Be my rock and hub
of information
key moment
choose
treatment option
Clear expectations of
how my life will
change with helpful
resources. Empathy
for my situation.
my needs
Understand how
this will impact me
long-term
key moment
talk to doctors
to see what is
going on
No empathy or
comfort. Feel rushed
and unimportant to
my Doctor.
my needs
Listen to me so
I can trust you
key moment
change
treatment
No set expectations of
progress. No confi-
dence in my care or
doctor.
my needs
Provide me options
key moment
get tests and
review results
No clear answer, so no
confidence in my care.
No expectations of
when we’ll know.
my needs
Need expert of my
disease to help me
Finding the right Care Provider who can act as a partner and set
clear expectations early in your journey is a key driver of overall
experience. Having access to this care is paramount.
Chronic Care
Patient Experience Map
check-ups
• Continue routine checks up and tests
• Repeat new treatments/monitoring if
needed
something feels wrong
• Having pain or onset of symptoms
• Notice a sudden change in at-home
monitoring
i think i need help
• Call Primary Doctor or a General Line
• Ask family/friends with similar symptoms
• Self diagnose
• Google triage
1
2
1
2
3
4
3
4
5 7
7
10
11
12
11
12
1413
1413
8
8
9
10
9
6
5
6
decide to get help
• Go to the ER or Urgent Care Center
• Schedule a visit with Primary Doctor
talk to doctors to see what
is going on
• Explain my symptoms
• Answer questions
• Visit PCP or Specialist
get tests and review results
• Nurse or techs administers tests
• Wait
• Get referral for Specialists
see specialists
• Doctor may give initial diagnosis
• Get more referrals
• Get additional tests
• See multiple Specialists
get diagnosis
• Ask additional questions
• Hear results of the tests and what
they mean
• Learn about diagnosis and what that means
• Do my own research to validate diagnosis or
learn more
choose treatment option
• Hear treatment option(s)
• Do my own research to validate
treatment decision
get treatment
• Get initial treatment administered by
Doctor or Nurse
• Receive follow-up instructions to monitor
get prescriptions
• Start an ongoing treatment, like medication
or at home care
• Receive instructions on how to continue
ongoing treatment at home
maintain overall health
• Fix other things that are impacted by my
chronic treatment
• Exercise and diet
• Get emotional and social support
monitor treatment
• Monitor and log progress at home or
through visits
• Monitor side effects and effectiveness
change treatment
• By phone or doctor's visits
• Change or add doctors if needed
• Repeat
something feels wrong
• Symptom checker
• Google triage
• Primary care phone number for triage
i think i need help
• Where do I go for what
• Triage Phone Number
decide to get help
• Facility address
• Time of appointment
• Phone numbers
talk to doctors to see what
is going on
• Prepared questions
get tests and review results
• Tests and what they are for
• Results
• Referral for Specialist
see specialists
• Coordinated appointment with Specialist
• Managed list of who I've seen for what
get diagnosis
• Why this is happening to me
• What the diagnosis is
• Expectations of how things will change
choose treatment option
• Why this treatment
• Side effects
• What treatment will entail
get treatment
• Who to call for what
• Discharge papers and after-care instructions
• Prescription
• Doctor's note
get prescriptions
• Side effects
maintain overall health
• Other ways my life will be impacted
• Resources to manage social and
emotional changes
check-ups
• Update on my progress
• Lab work
monitor treatment
• What to look out for
• Instructions
• Doctor’s phone number for emergency
change treatment
• Doctor’s phone number for emergency
• When to call
GET TREATMENT
"I appreciated that
he didn’t sugar
coat it, but was
still hopeful."
GET DIAGNOSIS
"You never forget this
moment, no matter how
gently your Doctor
breaks the news."
MONITOR TREATMENT
"Things seem to return to
normal and then there is
this curve ball."
CHECK-UPS
"I still don’t feel like I’ve
got the answers I need to
deal with this."
OUTSIDE IN: HOW A SERVICE IS EXPERIENCED
16ADAPTIVE PATH EXPERIENCE MAPPING

17. 17ADAPTIVE PATH EXPERIENCE MAPPING
ritical Moment
atient sees Care
rovider
5 7 8 9 10 11 12
Critical Moment
Patient gets diagnosis
Critical Moment
Patient gets or starts
treatment
Critical Moment
Get patient on the
road to normal
Critical Moment
Patient sees Care
Provider
Redirect
Referred to Specialist,
patient is looking to
connect with right
Care Provider for them
6
key moment
monitor
treatment
Confident in my care.
Clear expectations of
what is progress.
Access to my Doctor
just in case.
my needs
Access to help
when needed.
Reassurance that
there is progress.
key moment
see a specialist
Confident in my care
and trust in Doctor.
Empathy for my
situation.
my needs
Be my rock and hub
of information
key moment
choose
treatment option
Clear expectations of
how my life will
change with helpful
resources. Empathy
for my situation.
my needs
Understand how
this will impact me
long-term
rs
s
hed
to
o
u
key moment
change
treatment
No set expectations of
progress. No confi-
dence in my care or
doctor.
my needs
Provide me options
key moment
get tests and
review results
No clear answer, so no
confidence in my care.
No expectations of
when we’ll know.
my needs
Need expert of my
disease to help me
GET TREATMENT
"I appreciated that
he didn’t sugar
coat it, but was
still hopeful."
GET DIAGNOSIS
"You never forget this
moment, no matter how
gently your Doctor
breaks the news."
MONITOR TREATMENT
"Things seem to return to
normal and then there is
this curve ball."
Shows the journey of
the user through the
different touchpoints
that afford and
characterize his or her
interactions.
Ultimately, it’s an
articulation of
research insights.

18. EXPERIENCE MAP
18ADAPTIVE PATH EXPERIENCE MAPPING
ACTIONS
Keeping silent
Using drugs and alcohol
Denying problems
FEELING
Confused, Scared, Alone
NEEDS
Help and advice
Feel normal
Protection
1
2
4
I’m not crazy.
I feel bad, but I
don’t know why.
If I keep doing
this, people will
think I'm crazy.
I didn’t get the right
help, so I’m out.
Better someone
else than me.
Ignorance
is bliss.
Things seemed,
fucked up, but
that’s normal.
I don’t want
to hear it.
I'm not talking about
my problems.
I’m not crazy, but
I need help.
There are people
I can talk to.
I feel like I'm
not alone.
Talking to others
like me really helps.
Empowerment
Positive
Influence
Negative
Influence
Fear
COMMUNITY
SOCIETY
F
AMILY & FRIEND
S
ME
Creating Positive Change for
Youth in the Western Addition
5
I'm not
talking about
my problems.
I can help
others.
I feel supported and
empowered.
I feel good
about me.
3
Denial
PHASE 1
“Nothing is wrong with me.”
ROAD BLOCKS
DENIAL
SOCIAL
STIGMA
ROAD BLOCKS
FINANCE
ACCESS
SOCIAL
STIGMA
ACTIONS
Skipping school
Self medicating
Hurting others
FEELING
Depressed, Angry, Numb
NEEDS
Help
Education
Support
Sensing
PHASE 2
“Why am I like this?”
ROAD BLOCKS
DENIAL
TRUST
WRONG HELP
TOO HARD
ACTIONS
Relapsing
Changing behavior
Helping others
FEELING
Supported, Validated, Hopeful
NEEDS
Culturally
competent care
Family support
Encouragement
Engagement
PHASE 5
“I can change.”
ROAD BLOCKS
WRONG HELP
TOO HARD TO CHANGE
SOCIAL PRESSURE
INCONSISTENT HELP
ROAD BLOCKS
WRONG
HELP
SOCIAL
STIGMA
ACTIONS
Self diagnosing
Seeking help
Talk to someone
NEEDS
Privacy
Trust
Safety
Awareness
PHASE 3
“There are things I need
to deal with.”
ACTIONS
Asking for or being
directed to help
Talking to parents for
treatment consent
Starting / Quitting
therapy
FEELING
Hopeful, Crazy, Fear
NEEDS
Advice
Validation
FEELING
Relief, Skeptical,
Not alone
Connection
PHASE 4
“I’m not alone.”
Youth need trusting relationships and access
to mental health services that meet them half-
way to ensure they don’t fall off the grid.
From Fear to Empowerment

19. ADAPTIVE PATH EXPERIENCE MAPPING
How do you do
experience mapping
successfully?
19

20. ADAPTIVE PATH EXPERIENCE MAPPING 20
Exploring the product/
service ecosystem
and codifying your
company’s customer
or end-user
touchpoints.
1
DISCOVERY
2
RESEARCH
Conducting research
to gather the data and
stories that reveal the
experiences of your
customers.
3
MAPPING THE
JOURNEY
Surfacing insights
and collaboratively
creating models of
your customers’
journeys.
4
COMMUNICATING
THE JOURNEY
Visually telling the
story of your
customers’ pain
points and needs.
5
IDENTIFYING
OPPORTUNITIES
Using the map to
identify opportunities
and to generate new
solutions for better
customer experiences.

21. ADAPTIVE PATH EXPERIENCE MAPPING 21
1
DISCOVERY
2
RESEARCH
3
MAPPING THE
JOURNEY
4
COMMUNICATING
THE JOURNEY
5
IDENTIFYING
OPPORTUNITIES

22. DISCOVER DEFINE DESIGN DELIVER
Making the leap
Making the leap
Interviews Field
Research
Experience Principles
Experience Map
Opportunities
Experience
Map
Principles Opportunities Ideation Prototyping Testing Experience Story
& Opportunities
MAPPING IN THE GRAND SCHEME OF THINGS

23. ADAPTIVE PATH EXPERIENCE MAPPING
This is not a solo
adventure...
23

24. ADAPTIVE PATH EXPERIENCE MAPPING 24
It’s about the verb, not the noun.
It’s about the activity, not the artifact.

25. ADAPTIVE PATH EXPERIENCE MAPPING 25
Everyone should be involved at a deep level.
You need a process that takes a whole
team or organization along.

26. ADAPTIVE PATH EXPERIENCE MAPPING 26
You want to work with stakeholders
until they know the story so well
they are constantly telling and
retelling it themselves.

27. CASE STUDY
27ADAPTIVE PATH EXPERIENCE MAPPING

28. ADAPTIVE PATH EXPERIENCE MAPPING 28
EXHIBITS
UX
IT
MARKETING
EDUCATION
PARTNERSHIPS

29. ADAPTIVE PATH EXPERIENCE MAPPING 29

30. ADAPTIVE PATH EXPERIENCE MAPPING 30

31. ADAPTIVE PATH EXPERIENCE MAPPING
Wait a minute...
What is a touchpoint?
31

32. ADAPTIVE PATH EXPERIENCE MAPPING 32
Touchpoint ≠ Channel

33. ADAPTIVE PATH EXPERIENCE MAPPING 33
Channel
A medium of interaction with
customers or users.

34. ADAPTIVE PATH EXPERIENCE MAPPING 34
Channel
Channels define the opportunity or
constraint around the touchpoint.

35. ADAPTIVE PATH EXPERIENCE MAPPING 35
CONSTRAINTS
Small Screen
Awkward Input
Distractions
MOBILE CHANNEL = MOBILE CONSTRAINTS + OPPORTUNITIES
OPPORTUNITIES
Portability
Sensors
Networked

36. ADAPTIVE PATH EXPERIENCE MAPPING 36
Touchpoint
A point of interaction involving a
specific human need in a specific
time and place.

37. ADAPTIVE PATH EXPERIENCE MAPPING 37
Touchpoint
Touchpoints are enabled by
channels, but are not ultimately
defined by them.

38. 38ADAPTIVE PATH EXPERIENCE MAPPING
TOUCHPOINT
COMPUTER
VALIDATION
CHANNELS
WEB AND
PHONE OR
TEXT OR
EMAIL

39. KOREA’S HOME PLUS
VIRTUAL GROCERY STORES
39ADAPTIVE PATH EXPERIENCE MAPPING
TOUCHPOINT
PURCHASE
GROCERIES
CHANNELS
PHYSICAL (BILLBOARD) AND
MOBILE PHONE

40. KOREA’S HOME PLUS
VIRTUAL GROCERY STORES
40ADAPTIVE PATH EXPERIENCE MAPPING
TOUCHPOINT
PURCHASE
GROCERIES
The customer doesn’t
care about the
channels—but we do.
We need to know
what limits us, or
what opportunities we
have: print display,
physical environment,
mobile technology.
CHANNELS
PHYSICAL (BILLBOARD) AND
MOBILE PHONE

41. TOUCHPOINT
41
CHANNEL
CHANNEL
CHANNEL
CHANNEL
CHANNEL
CHANNEL
ADAPTIVE PATH EXPERIENCE MAPPING
TOUCHPOINT
CONFIRMING
RESERVATION

42. Journey
Hub of empathy,
understanding and strategy
Moment in time!

43. person
(with need)
organization
(value proposition
in action)

44. person
(with need)
organization
(value proposition
in action)
touchpoint
How do we support this?

45. And what are the constraints and opportunities that
are afforded to us in designing those moments?
What are the interactions that
must occur to support that
moment—that touchpoint?

46. (Simplified) Touchpoints for a car sharing service
Sign Up
specific need at
this time and place
Desktop web
(provide information)
Mail/Keycard
(receive membership
card in mail)
Reserving Car
specific need at
this time and place
Mobile App
(find & reserve)
Text Msg
(confirm reservation
and location)
Begin Rental
specific need at
this time and place
Keycard
(car entry)
In-dash screen
(PIN authorization)
Get Help/Support
specific need at
this time and place
In-dash screen
(call for help/support)
Mobile phone
(call for help/support)
Some other touchpoints: finding parking, fueling car,
ending reservation, checking usage/billing
how is it
experience?
I’m excited!
This takes too long!
how is it
experience?
How far is the
car from me?
how is it
experience?
How do I get gas?
I’m in a hurry!
how is it
experience?
I don’t know
what to do!
2. People,
places,
things
3. Feeling,
thinking,
doing
1. Touchpoint

47. 47
We want to
orchestrate our
touchpoints.
What is each
instrument doing?
How and when are
they doing it?

48. ADAPTIVE PATH EXPERIENCE MAPPING
2
SCIENCE BEFORE
ADVENTURE
48

49. ADAPTIVE PATH EXPERIENCE MAPPING
EXPERIENCE MAPPING MUST ADDRESS:
Feeling
Thinking
Doing
Time
Place (Context)
49

50. 50
SEEING
DOING
(ACTIONS)
FEELING
(MOTIVATIONS)
HEARING
THINKING
(FRAMING)
DEVICE
RELATIONSHIPSTIME PLACE
CONTEXT

51. SEEING
DOING
(ACTIONS)
FEELING
(MOTIVATIONS)
HEARING
THINKING
(FRAMING)
DEVICE
RELATIONSHIPSTIME PLACE
CONTEXT
We want to understand
the context in which
this touchpoint occurs
(time, place, emotions)
so we can design to
support the goal.

52. ADAPTIVE PATH EXPERIENCE MAPPING 52
Exploring the product/
service ecosystem
and codifying your
company’s customer
touchpoints.
1
DISCOVERY
2
RESEARCH
Conducting research
to gather the data and
stories that reveal the
experiences of your
customers.
3
MAPPING THE
JOURNEY
Surfacing insights
and collaboratively
creating models of
your customers’
journeys.
4
COMMUNICATING
THE JOURNEY
Visually telling the
story of your
customers’ pain
points and needs.
5
IDENTIFYING
OPPORTUNITIES
Using the map to
identify opportunities
and to generate new
solutions for better
customer experiences.
People, places, and
things that influence
the journey.
What are people
feeling, thinking
and doing along
the journey?

53. ADAPTIVE PATH EXPERIENCE MAPPING
Discovery:
What do you know
about everything?
53

54. ADAPTIVE PATH EXPERIENCE MAPPING 54
DIFFERENT METHODS FOR DISCOVERY
Territory
Mapping
Touchpoint
Inventory
System
Maps
Expectation
Maps
Ecosystem
Mapping
Flow
Diagramming

55. TERRITORY MAP
55ADAPTIVE PATH EXPERIENCE MAPPING
YOU
(and your family)
COMMUNITY
ENVIRONMENT
Social
Connections
Home
Monitoring
Automation
Be Efficent
Share Energy
Change
Behavior
Support
Environment
Save Money
Provide
Comfort
Competition
Donations
Kickstarter
Microlending
Comparison
Dialogue
Teams /
Groups
Resource
Management
Energy
Security
Renewables
Solar
Biking
Natural
Disasters
Energy
Regulation
Infastructure
Incentives
Subsidies
Decentralized
Model
Rebates
Usage
Patterns
Visualize
Behavior
Smart
Meter Data
Technology
Service
Provider
Resources
Conservation
Weather
Education
Government
Changing
Behaviors
Recycling
Electric
Cars
Global
Warming
Reducing
Demand
Cost
Rate
Plans
Billing
Alerts
Comfort
Home Modes
Construction
Location
Smart
Appliances
Disaggrigation
Conservation
Sensors
your home
Wasted
Energy

56. TERRITORY MAP
56ADAPTIVE PATH EXPERIENCE MAPPING
YOU
(and your family)
COMMUNITY
Home
Monitoring
Automatio
Be Efficent
Share Energy
Change
Behavior
Support
Environment
Save Money
Provide
Comfort
Don
Kickstarter
Microlending
Subsidies
Usage
Patterns
Visualize
Behavior
Smart
Meter Data
Service
Provider
Conservation
Education
Changing
Behaviors
Recycling
Electric
Cars
Global
Warming
Reducing
Demand
Cost
Rate
Plans
Billing
Alerts
Comfort
Home Modes
Construction
Location
Smart
Appliances
Disaggrigation
your home
Wasted
Energy
Serves as a visual tool
to help the team and
stakeholders make
decisions about where
to focus, what is
known, and what is
unknown.

57. TOUCHPOINT INVENTORY
57
Stage
Research
& Planning Shopping Booking
Pre-Travel
(Documents) Travel Post-Travel
Channels
Website Maps
Test intineraries
Timetables
Destination Pages
FAQ
General product
& site exploration
Schedule look-up
Price look-up
Multi-city look-up
Pass 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 brochure
Planning (Products)
Schedules
General questions
Site navigation help Automated booking payment
Cust. Rep booking
Site navigation help
Call re: ticket options
Request ticket mailed
Reslove problems (info, pay-
ment, etc.)
Call with questions regarding
tickets
General calls re: schedules,
strikes, documents
Mobile Trip ideas Schedules Mobile trip booking Access itinerary
Look up schedules
Buy additional tickets
Communication
Channels (social
media, email, chat)
Chat for web nav help FB Comparator
Email questions
Chat for website nav help
Chat for booking support Email confirmations
Email for general help
Hold ticket
Ask questions or resolve prob-
lems re: schedules and tickets
Complaints or compliments
Survey
Customer Relations Request for refund, escelation
from call center.
Non-REI Channels Trip Advisor
Travel blogs
Social Media
General Google
searching
Airline comparison
Kayak
Direct rail sites
Expedia Travel Blogs
Direct rail sites
Google searches
Trip Advisor
Review sites
Facebook
Rail Europe Touchpoints by Channel
Linear process
Non-linear, but
time based
Non-linear, no time
restrictions
ADAPTIVE PATH EXPERIENCE MAPPING

58. TOUCHPOINT
58
Stage
Research
& Planning Shopping Booking
Pre-Travel
(Documents) Travel Post-T
Channels
Website Maps
Test intineraries
Timetables
Destination Pages
FAQ
General product
& site exploration
Schedule look-up
Price look-up
Multi-city look-up
Pass 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 brochure
Planning (Products)
Schedules
General questions
Site navigation help Automated booking payment
Cust. Rep booking
Site navigation help
Call re: ticket options
Request ticket mailed
Reslove problems (info, pay-
ment, etc.)
Call with questions regarding
tickets
General calls re: schedules,
strikes, documents
Mobile Trip ideas Schedules Mobile trip booking Access itinerary
Look up schedules
Buy additional tickets
Communication
Channels (social
media, email, chat)
Chat for web nav help FB Comparator
Email questions
Chat for website nav help
Chat for booking support Email confirmations
Email for general help
Hold ticket
Ask questions or resolve prob-
lems re: schedules and tickets
Complain
Survey
Customer Relations Request f
from call
Non-REI Channels Trip Advisor
Travel blogs
Social Media
Airline comparison
Kayak
Direct rail sites
Expedia Travel Blogs
Direct rail sites
Google searches
Trip Advis
Review si
Facebook
Rail Europe Touchpoints by Channel
ADAPTIVE PATH EXPERIENCE MAPPING
Maps existing service
touchpoints to the
channels that deliver
them as well as the
customer journey.

59. ECOSYSTEM MAP
59ADAPTIVE PATH EXPERIENCE MAPPING
Alex Pappas, Austin Center for Design

60. 60ADAPTIVE PATH EXPERIENCE MAPPING
SYSTEM MAP

61. SERVICE ECOSYSTEM
61
Service Design: From Insight to Implementation – Polaine, Løvlie, Reason
ADAPTIVE PATH EXPERIENCE MAPPING

62. SERVICE ECOLOGY
62ADAPTIVE PATH EXPERIENCE MAPPING
Visualizes the actors,
stakeholders, and
other entities of a
service as well as
the relationships
among them.

63. PLACEHOLDER IMAGE – REPLACE
ADAPTIVE PATH PROJECT TITLE DATE 63
RETAIL ECOSYSTEM
Ecosystem maps
give you a means to
establish a shared
overview of the
space you wish to
work within.

64. ADAPTIVE PATH EXPERIENCE MAPPING 64
WHY MAP ECOSYSTEMS?
To identify actors, locations, artifacts and connections.
To surface all the points of interaction.
To investigate relationships that are part of or affect the service.
To explore new service concepts by reorganizing how actors work together.

65. KOREA’S HOME PLUS
VIRTUAL GROCERY STORES
65ADAPTIVE PATH EXPERIENCE MAPPING
TOUCHPOINT
PURCHASE
GROCERIES
CHANNELS
PHYSICAL (BILLBOARD) AND
MOBILE PHONE

66. ADAPTIVE PATH EXPERIENCE MAPPING 66
In the end, whatever the method, you want to
reveal and understand the people, places,
things and events that make up the journey,
and their role in that journey.

67. ADAPTIVE PATH EXPERIENCE MAPPING 67
ARTIFACT
ARTIFACT
LOCATION
ACTOR
ACTOR
ACTOR
ARTIFACT
ARTIFACT
ARTIFACT
AGENT
AGENT

68. Let’s do some discovery…
68
EXERCISE 1: DISCOVERY
ADAPTIVE PATH EXPERIENCE MAPPING

69. EXERCISE 1
Discovery
69
EXERCISE 1: DISCOVERY
ADAPTIVE PATH EXPERIENCE MAPPING

70. ADAPTIVE PATH EXPERIENCE MAPPING 70
EXERCISE 1: DISCOVERY

71. ADAPTIVE PATH EXPERIENCE MAPPING 71
EXERCISE 1: DISCOVERY

72. CHEAT SHEET
People
Places
Things
(devices, screens, physical artifacts, channels)
Events
3rd party services or products
+ Connections/Groups/Themes
Is this a channel, or a device?—don’t worry about labels, just capture it.
72
EXERCISE 1: DISCOVERY
ADAPTIVE PATH EXPERIENCE MAPPING

73. ADAPTIVE PATH EXPERIENCE MAPPING
Research:
Where do you start?
73

74. ADAPTIVE PATH EXPERIENCE MAPPING 74
Experiences are complex.

75. ADAPTIVE PATH EXPERIENCE MAPPING 75
One simple way to get a well-rounded
view of experiences...

76. ADAPTIVE PATH EXPERIENCE MAPPING 76
Feeling Thinking Doing
MOTIVATIONS FRAMING BEHAVIORS

77. ADAPTIVE PATH EXPERIENCE MAPPING 77
PERSON
ORGANIZATION
-ENJOYMENT+

78. ADAPTIVE PATH EXPERIENCE MAPPING 78
WHERE DO THE INSIGHTS COME FROM?
Quantitative Qualitative

79. ADAPTIVE PATH EXPERIENCE MAPPING 79
QUANTITATIVE RESEARCH

80. ADAPTIVE PATH EXPERIENCE MAPPING 80
Web analytics
Marketing research
Satisfaction scores
Call log statistics
Customer surveys

81. ADAPTIVE PATH EXPERIENCE MAPPING 81
QUALITATIVE RESEARCH

82. ADAPTIVE PATH EXPERIENCE MAPPING 82
Customer interviews
Contextual inquiry
Observations
Video ethnography
Diary studies

83. ADAPTIVE PATH EXPERIENCE MAPPING 83
CUSTOMER INTERVIEWS
Kennisland, http://www.flickr.com/photos/kl/9355879389/sizes/o/

84. 84ADAPTIVE PATH EXPERIENCE MAPPING
PRO TIP: SKETCHNOTE!

85. Let’s do some research…
85
EXERCISE 2: RESEARCH
ADAPTIVE PATH EXPERIENCE MAPPING

86. EXERCISE 2
Research
86
EXERCISE 2: RESEARCH
ADAPTIVE PATH EXPERIENCE MAPPING

87. 87
STORY OF YOUR TRIP: Laurel 8 weeks in Europe
A bunch of friends living in Europe
Parents made this trip
Stayed with friends and in hostels
Friends going to the
Cannes film festival
Looking into it more:
maps & guide books
Summer break
Look up plane fare on websites.
Going to France, see other friends too:
make sure a place to stay
Looking for good price on plane fare:
looking for best price
google search-->
Flexible dates for flying
Train travel in Europe easiest: a lot of
train stations with flexible times and
dates
Know about Eurail
Heard about RailEurope, suggest by
mother …friend in German also
suggested
Skymiles: Delta
NY-> France
Flights and then Eurail Pass
A month after book, head to Europe
Pass arrived in the mail
Booked the reservations online and got
them mailed separately--easy
Read on RailEurope website, that
trains would require reservations
One or 2 etickets
Second batch of reservations booked
in the US, shipped to my house in US
and then sent to France --expecting it
to be an eTicket
* Couldn't be booked as eTickets
because some were Italian/German
Frustrated about not being able to print
eTicked but not much to be able to do
about it
Overnight trains, wanted to reserve
couchette
Arrived in Charles Degaules, Paris
Cannes
Paris: stayed for a long time, get itinerary together
friends invited to stay
Look up cheap flights EasyJet
E-ticket for the flight with confirmation number
Munich
Amsterdam
fly:
Scotland,
Edinburgh
bus to London
pretty terrible, very long bus ride, 9 hours,
cramped with no stops, but cheap and easy
fly to Brussels
Luxembourg
Zurich: connection in Milan late missed connection
difficult don't speak Italian
difficult to find a hotel in an expensive city
woman had a map with hotel prices
Florence
day trips:
Venice, Rome
Florence to Paris
fly out to NY
train in the US before
stressful when trains wouldn't arrive on
time, when there were connections
Italy: nicest trains, maps on the train, a
bit like being on a flight
other trains: hoping you are on the right
train
Germany also easy for navigating
decided to go to the UK in Paris
Brussels, Luxembourg --we both
had the passes so just got on the
train
Eurail pass 10 day global flexipass
was a good investment
overnight trains are a good idea and
a good bargain
book trains with good connections
no smart phone in Europe
a laptop but difficult to get
an internet connection
one guide book: Rick
Steves guide book, general
Europe Through the
Backdoor
not very helpful in
Switzerland
Friends knew I was going
Laptop with me, internet connection, changed status, uploading pictures from London
International phone for talking to people in Europe, internet for keeping in touch with people at home
tried calling Rail Europe once,
call got disconnected
calling about options on
etickets before paying $50
frustrated, not a lot of time,
with everything else to do, not
time to be on hold again
wary about emailing websites,
wanted to talk to a person
nothing I can do about this
now
talk to a person to make sure,
before committing to shipping
and then sending to France
Mom fedex tickets to me,
RailEurope would not send
tickets to France, tried to put
my friends address but they
wouldn't
online experience was good,
easy friendly, but when issue
came up I wanted to speak to
a person and I couldn't
rather pay on price to have all
the tickets shipped--5
reservations shipped to me
RESEARCH & PLANNING
SHOPPING BOOKING
PRE-TRAVEL
TRAVEL
POST-TRAVEL
add more pictures to facebook
STORY OF YOUR TRIP: Joseph flew into London
stayed for two
days
took a fast train to Paris -booked round trip
3 days
tour de france at the same time
RE: paris pass, museums, catacombs
got us a break on the Louvre, Picasso
start 15 day pass
Geneva to Lucern
Lucern
overnight
bungie jumping
pass
Lucarno
just figured we
could grab a train
out but there was
not trains
last train out to get
us to a main line
connected to
another train to
Lake Como-
unexpected but
very nice --
beautiful
were heading to
Venice
maybe should
have booked first
few trains
timeline on the trains
was a stumbling points
if we could have booked
online in Europe we
would have
all of our trips were
booked in Europe
next time:
explore routes and
availability
got a car when couldn't
take a train
3 week trip
tickets to Venice
at the tracks, we
were fresh and
new --got on the
wrong train to
Milan 1.5 hours
took Muni to main
station
backpack stolen
on the Muni/metro
talked to security/
police
train to Venice
had hotel
bookings in the
larger cities
determined
plan with daughter: 14
make a list of place to see together
we saw a whole lot more with a friend, see places that local friend thinks
is cool -- trade speaking English with seeing the unique sights
train pass: no driving, no getting lost
rented scooters and bikes
planning
Thomas Cook books, a great map, big map with rail routes, big readable
talk with people who have visited Europe, word of mouth
the books too
airline/hotel rewards -- extended to 3 weeks
traded miles with friend
2 months before going start planning
book hotels the month before
marriot hotel rewards
rail passes: month before
went on Rail Europe website, kind of traveler selection
Global Pass, a little more, first class
odd, reservation issue, cost of reservations 20EU here and there --pay
for 2nd class sometimes
could have done a hard booking ahead of time
booking trips, no availability for our discounted tickets
bed and breakfast barcelona: website
missed trains, difficult to get a place in the middle of the night
Euro-cheapo: web site: ways to save money
see what people are saying: travel site
passes came in the main: titus, metro pass, maps, Global Pass,
it was really clear
made reservations in London, Rail Europe office: only saw one
office….expected to see them in all the stations
RE is like expedia, didn't realize how many different train there where
Expected Rail Europe station agent: because of website expected it to
be good
traveled with AT&T iPad, every country has it's own chip -- find the places that sell thechip in each country --closed on sundays and also middle of the day when thingsshut down
also: iPhone, but iPad is all you need
notion of off the grid
off the grid: maps app, shows you where you are
good to have a sim card in every place
+ iPad maps, find sim card store: orange
+ find the next route
+ on google a lot
+ train schedules on the rail europe website:
+ other sites too
+ using electronic ticket machine: wouldn't take our credit card doesn't have the chipin it
+ France is frustrating
RE office in
Geneva:
not so great
crowded
Skype and email
eventually used the phone
daughter is social media person
Tour de France was a main reason to go
talking to a person at the beginning
make sure i was getting the right price
phone: people were very helpful
no attitude
booking: 3 times to get the one i wanted
RECORDING THE JOURNEY

88. RECORDING THE JOURNEY

89. LISTENING TO THE STORY
What triggered his or her journey?
What were his or her expectations?
What actions did he or she take?
What touchpoints did he or she
interact with?
What events took place?
What did he or she feel at different
points in time?
What was he or she thinking at
specific moments?
What people were involved?
What tech (screens, devices, etc.)
were involved?
What locations did actions take place
in?
How long did it take?
What was his or her lasting impression?
about the journey
during different moments along the journey
at the end of the journey

90. ADAPTIVE PATH EXPERIENCE MAPPING 90

91. ADAPTIVE PATH EXPERIENCE MAPPING
You have your
inputs and insights,
now what?
91

92. CASE STUDY
ADAPTIVE PATH EXPERIENCE MAPPING
A Story of
a Pleasant Trip
by Rail
92

93. ADAPTIVE PATH EXPERIENCE MAPPING 93

94. ADAPTIVE PATH EXPERIENCE MAPPING 94

95. STORY OF YOUR TRIP: Laurel
8 weeks in Europe
A bunch of friends living in Europe
Parents made this trip
Stayed with friends and in hostels
Friends going to the
Cannes film festival
Looking into it more:
maps & guide books
Summer break
Look up plane fare on websites.
Going to France, see other friends too:
make sure a place to stay
Looking for good price on plane fare:
looking for best price
google search-->
Flexible dates for flying
Train travel in Europe easiest: a lot of
train stations with flexible times and
dates
Know about Eurail
Heard about RailEurope, suggest by
mother …friend in German also
suggested
Skymiles: Delta
NY-> France
Flights and then Eurail Pass
A month after book, head to Europe
Pass arrived in the mail
Booked the reservations online and got
them mailed separately--easy
Read on RailEurope website, that
trains would require reservations
One or 2 etickets
Second batch of reservations booked
in the US, shipped to my house in US
and then sent to France --expecting it
to be an eTicket
* Couldn't be booked as eTickets
because some were Italian/German
Frustrated about not being able to print
eTicked but not much to be able to do
about it
Overnight trains, wanted to reserve
couchette
Arrived in Charles Degaules, Paris
Cannes
Paris: stayed for a long time, get itinerary together
friends invited to stay
Look up cheap flights EasyJet
E-ticket for the flight with confirmation number
Munich
Amsterdam
fly:
Scotland,
Edinburgh
bus to London
pretty terrible, very long bus ride, 9 hours,
cramped with no stops, but cheap and easy
fly to Brussels
Luxembourg
Zurich: connection in Milan late missed connection
difficult don't speak Italian
difficult to find a hotel in an expensive city
woman had a map with hotel prices
Florence
day trips:
Venice, Rome
Florence to Paris
fly out to NY
train in the US before
stressful when trains wouldn't arrive on
time, when there were connections
Italy: nicest trains, maps on the train, a
bit like being on a flight
other trains: hoping you are on the right
train
Germany also easy for navigating
decided to go to the UK in Paris
Brussels, Luxembourg --we both
had the passes so just got on the
train
Eurail pass 10 day global flexipass
was a good investment
overnight trains are a good idea and
a good bargain
book trains with good connections
no smart phone in Europe
a laptop but difficult to get
an internet connection
one guide book: Rick
Steves guide book, general
Europe Through the
Backdoor
not very helpful in
Switzerland
Friends knew I was going
Laptop with me, internet connection, changed status, uploading pictures from London
International phone for talking to people in Europe, internet for keeping in touch with people at home
tried calling Rail Europe once,
call got disconnected
calling about options on
etickets before paying $50
frustrated, not a lot of time,
with everything else to do, not
time to be on hold again
wary about emailing websites,
wanted to talk to a person
nothing I can do about this
now
talk to a person to make sure,
before committing to shipping
and then sending to France
Mom fedex tickets to me,
RailEurope would not send
tickets to France, tried to put
my friends address but they
wouldn't
online experience was good,
easy friendly, but when issue
came up I wanted to speak to
a person and I couldn't
rather pay on price to have all
the tickets shipped--5
reservations shipped to me
RESEARCH & PLANNING SHOPPING BOOKING PRE-TRAVEL
TRAVEL
POST-TRAVEL
add more pictures to facebook
STORY OF YOUR TRIP: Joseph flew into London
stayed for two
days
took a fast train to Paris -booked round trip
3 days
tour de france at the same time
RE: paris pass, museums, catacombs
got us a break on the Louvre, Picasso
start 15 day pass
Geneva to Lucern
Lucern
overnight
bungie jumping
pass
Lucarno
just figured we
could grab a train
out but there was
not trains
last train out to get
us to a main line
connected to
another train to
Lake Como-
unexpected but
very nice --
beautiful
were heading to
Venice
maybe should
have booked first
few trains
timeline on the trains
was a stumbling points
if we could have booked
online in Europe we
would have
all of our trips were
booked in Europe
next time:
explore routes and
availability
got a car when couldn't
take a train
3 week trip
tickets to Venice
at the tracks, we
were fresh and
new --got on the
wrong train to
Milan 1.5 hours
took Muni to main
station
backpack stolen
on the Muni/metro
talked to security/
police
train to Venice
had hotel
bookings in the
larger cities
determined
plan with daughter: 14
make a list of place to see together
we saw a whole lot more with a friend, see places that local friend thinks
is cool -- trade speaking English with seeing the unique sights
train pass: no driving, no getting lost
rented scooters and bikes
planning
Thomas Cook books, a great map, big map with rail routes, big readable
talk with people who have visited Europe, word of mouth
the books too
airline/hotel rewards -- extended to 3 weeks
traded miles with friend
2 months before going start planning
book hotels the month before
marriot hotel rewards
rail passes: month before
went on Rail Europe website, kind of traveler selection
Global Pass, a little more, first class
odd, reservation issue, cost of reservations 20EU here and there --pay
for 2nd class sometimes
could have done a hard booking ahead of time
booking trips, no availability for our discounted tickets
bed and breakfast barcelona: website
missed trains, difficult to get a place in the middle of the night
Euro-cheapo: web site: ways to save money
see what people are saying: travel site
passes came in the main: titus, metro pass, maps, Global Pass,
it was really clear
made reservations in London, Rail Europe office: only saw one
office….expected to see them in all the stations
RE is like expedia, didn't realize how many different train there where
Expected Rail Europe station agent: because of website expected it to
be good
traveled with AT&T iPad, every country has it's own chip -- find the places that sell the
chip in each country --closed on sundays and also middle of the day when things
shut down
also: iPhone, but iPad is all you need
notion of off the grid
off the grid: maps app, shows you where you are
good to have a sim card in every place
+ iPad maps, find sim card store: orange
+ find the next route
+ on google a lot
+ train schedules on the rail europe website:
+ other sites too
+ using electronic ticket machine: wouldn't take our credit card doesn't have the chip
in it
+ France is frustrating
RE office in
Geneva:
not so great
crowded
Skype and email
eventually used the phone
daughter is social media person
Tour de France was a main reason to go
talking to a person at the beginning
make sure i was getting the right price
phone: people were very helpful
no attitude
booking: 3 times to get the one i wanted
95ADAPTIVE PATH EXPERIENCE MAPPING
QUALITATIVE RESEARCH: CUSTOMERS’ JOURNEYS

96. ADAPTIVE PATH EXPERIENCE MAPPING 96
QUANTITATIVE RESEARCH

97. Rail Europe
0%
25%
50%
75%
100%
Important? RE Successful?
As a Resource
Not delivering
0%
25%
50%
75%
100%
Important? RE Successful?
As a Representative
Not delivering
0%
25%
50%
75%
100%
Important? RE Successful?
Yes
Somewhat
No
As Inspiration
Not very important
ADAPTIVE PATH EXPERIENCE MAPPING 97
QUANTITATIVE RESEARCH

98. ADAPTIVE PATH EXPERIENCE MAPPING 98
Stage
Research
& Planning Shopping Booking
Pre-Travel
(Documents) Travel Post-Travel
Channels
Website Maps
Test intineraries
Timetables
Destination Pages
FAQ
General product
& site exploration
Schedule look-up
Price look-up
Multi-city look-up
Pass 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 brochure
Planning (Products)
Schedules
General questions
Site navigation help Automated booking payment
Cust. Rep booking
Site navigation help
Call re: ticket options
Request ticket mailed
Reslove problems (info, pay-
ment, etc.)
Call with questions regarding
tickets
General calls re: schedules,
strikes, documents
Mobile Trip ideas Schedules Mobile trip booking Access itinerary
Look up schedules
Buy additional tickets
Communication
Channels (social
media, email, chat)
Chat for web nav help FB Comparator
Email questions
Chat for website nav help
Chat for booking support Email confirmations
Email for general help
Hold ticket
Ask questions or resolve prob-
lems re: schedules and tickets
Complaints or compliments
Survey
Customer Relations Request for refund, escelation
from call center.
Non-REI Channels Trip Advisor
Travel blogs
Social Media
General Google
searching
Airline comparison
Kayak
Direct rail sites
Expedia Travel Blogs
Direct rail sites
Google searches
Trip Advisor
Review sites
Facebook
Rail Europe Touchpoints by Channel
Linear process
Non-linear, but
time based
Non-linear, no time
restrictions
TOUCHPOINT INVENTORY

99. ADAPTIVE PATH EXPERIENCE MAPPING 99

100. 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 interviews
Cognitive walkthroughs
Customer Experience Survey
Existing Rail Europe Documentation
Opportunities
Guiding Principles
Customer Journey
Information
sources
RAIL EUROPE
THINKING
• What is the easiest way to get around Europe?
• Where do I want to go?
• How much time should I/we spend in each
place for site seeing and activities?
• I want to get the best price, but I’m willing to pay a
little more for first class.
• How much will my whole trip cost me? What are my
trade-offs?
• Are there other activities I can add to my plan?
• Do I have all the tickets, passes and reservations
I need in this booking so I don’t pay more
shipping?
• Rail Europe is not answering the phone. How
else can I get my question answered?
• Do I have everything I need?
• Rail Europe website was easy and friendly, but
when an issue came up, I couldn’t get help.
• What will I do if my tickets don’t arrive in time?
• I just figured we could grab a train but there are
not more trains. What can we do now?
• Am I on the right train? If not, what next?
• I want to make more travel plans. How do I
do that?
• Trying to return ticket I was not able to use. Not
sure if I’ll get a refund or not.
• People are going to love these photos!
• Next time, we will explore routes and availability
more carefully.
Ongoing,
non-linear
Linear
process
Non-linear, but
time based
Communicate a clear value
proposition.
STAGE: Initial visit
Connect planning, shopping and
booking on the web.
STAGES: Planning, Shopping, Booking
Arm customers with information
for making decisions.
STAGES: Shopping, Booking
Improve the paper ticket
experience.
STAGES: Post-Booking, Travel, Post-Travel
Make your customers into better,
more savvy travelers.
STAGES: Global
Proactively help people deal
with change.
STAGES: Post-Booking, Traveling
Support people in creating their
own solutions.
STAGES: Global
Visualize the trip for planning
and booking.
STAGES: Planning, Shopping
Enable people to plan over time.
STAGES: Planning, Shopping
Engage in social media with
explicit purposes.
STAGES: Global
Communicate status clearly at
all times.
STAGES: Post-Booking, Post Travel
Accommodate planning and
booking in Europe too.
STAGE: Traveling
Aggregate shipping with a
reasonable timeline.
STAGE: Booking
Help people get the help they
need.
STAGES: Global
GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Mail tickets
for refund
Get stamp
for refund
ADAPTIVE PATH EXPERIENCE MAPPING 100

101. ADAPTIVE PATH EXPERIENCE MAPPING 101
Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel
asy, and flexible. travel process. and personable.
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
rney
• What is the easiest way to get around Europe?
• Where do I want to go?
• How much time should I/we spend in each
place for site seeing and activities?
• I want to get the best price, but I’m willing to pay a
little more for first class.
• How much will my whole trip cost me? What are my
trade-offs?
• Are there other activities I can add to my plan?
• Do I have all the tickets, passes and reservations
I need in this booking so I don’t pay more
shipping?
• Rail Europe is not answering the phone. How
else can I get my question answered?
• Do I have everything I need?
• Rail Europe website was easy and friendly, but
when an issue came up, I couldn’t get help.
• What will I do if my tickets don’t arrive in time?
• I just figured we could grab a train but there are
not more trains. What can we do now?
• Am I on the right train? If not, what next?
• I want to make more travel plans. How do I
do that?
• Trying to return ticket I was not able to use. Not
sure if I’ll get a refund or not.
• People are going to love these photos!
• Next time, we will explore routes and availability
more carefully.
ar value
Connect planning, shopping and
booking on the web.
Arm customers with information
for making decisions.
STAGES: Shopping, Booking
Improve the paper ticket
experience.
STAGES: Post-Booking, Travel, Post-Travel
rs into better,
s.
Proactively help people deal
with change.
Support people in creating their
own solutions.
STAGES: Global
Visualize the trip for planning
and booking.
STAGES: Planning, Shopping
Enable people to plan over time.
STAGES: Planning, Shopping
Engage in social media with
explicit purposes.
Communicate status clearly at
all times.
Accommodate planning and
booking in Europe too.
STAGE: Traveling
Aggregate shipping with a
reasonable timeline.
Help people get the help they
need.
STAGES: Global
PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Mail tickets
for refund
Get stamp
for refund
The map doesn’t
just communicate
insight, it reveals the
process.

102. ADAPTIVE PATH EXPERIENCE MAPPING
3
CARTOGRAPHY
101
102

103. ADAPTIVE PATH EXPERIENCE MAPPING
How do we capture
the journey?
103

104. ADAPTIVE PATH EXPERIENCE MAPPING 104
Models the journey across time and place
Built by qualitative and quantitative data
Captures feeling, thinking and doing
Strives to visually represent journey for fast comprehension
The Journey

105. 105ADAPTIVE PATH EXPERIENCE MAPPING

106. ADAPTIVE PATH EXPERIENCE MAPPING 106
Time
Troop
Strength
Direction Temperature Location
Building Blocks

107. PATIENT
ACTIVITIES
INFORMATION
NEEDS
Critical Moment
Patient sees Care
Provider
activities
i think i need helpstages discover what is wrong with me make me better maintain my new normal
1 2 3 4 5 7 8 9 10 11 12 13 14
Critical Moment
Patient needs JMH
Critical Moment
Severity of condition
can determine the
tone of the journey
Redirect
Get patient on correct
path: ER/UC/PCP
May have been
directed from
routine PCP visit
Critical Moment
Patient gets diagnosis
Critical Moment
Patient gets or starts
treatment
Critical Moment
Get patient on the
road to normal
Critical Moment
Patient sees Care
Provider
Redirect
Referred to Specialist,
patient is looking to
connect with right
Care Provider for them
6
+ ANXIETY
+ RELIEF
STORY ARC
The relative change in
anxiety and relief and the
range in patient stories
EXPERIENCE DRIVERS
UNDERSTANDING:
Building knowledge and clarity
REPETITION:
Multiplying the unknown
UNKNOWN:
Creating uncertainty and obscurity
STABILITY:
Progressing and sense of security
COMFORT:
Growing ease and alleviation
DOUBT:
Growing skepticism and mistrust
HIGH IMPACT
key moment
something feels
wrong
Unsure what is
wrong. Scare of
the unknown.
my needs
Validate that I
need help
key moment
decide to
get help
Confident I will get
help and hopeful that
I can get answers.
my needs
Be ready for me
key moment
monitor
treatment
Confident in my care.
Clear expectations of
what is progress.
Access to my Doctor
just in case.
my needs
Access to help
when needed.
Reassurance that
there is progress.
key moment
check-ups
Consistent access to
my Doctor. Confident
in my care and
prepared if anything
comes up.
my needs
Show me progress
key moment
see a specialist
Confident in my care
and trust in Doctor.
Empathy for my
situation.
my needs
Be my rock and hub
of information
key moment
choose
treatment option
Clear expectations of
how my life will
change with helpful
resources. Empathy
for my situation.
my needs
Understand how
this will impact me
long-term
key moment
talk to doctors
to see what is
going on
No empathy or
comfort. Feel rushed
and unimportant to
my Doctor.
my needs
Listen to me so
I can trust you
key moment
change
treatment
No set expectations of
progress. No confi-
dence in my care or
doctor.
my needs
Provide me options
key moment
get tests and
review results
No clear answer, so no
confidence in my care.
No expectations of
when we’ll know.
my needs
Need expert of my
disease to help me
Finding the right Care Provider who can act as a partner and set
clear expectations early in your journey is a key driver of overall
experience. Having access to this care is paramount.
Chronic Care
Patient Experience Map
check-ups
• Continue routine checks up and tests
• Repeat new treatments/monitoring if
needed
something feels wrong
• Having pain or onset of symptoms
• Notice a sudden change in at-home
monitoring
i think i need help
• Call Primary Doctor or a General Line
• Ask family/friends with similar symptoms
• Self diagnose
• Google triage
1
2
1
2
3
4
3
4
5 7
7
10
11
12
11
12
1413
1413
8
8
9
10
9
6
5
6
decide to get help
• Go to the ER or Urgent Care Center
• Schedule a visit with Primary Doctor
talk to doctors to see what
is going on
• Explain my symptoms
• Answer questions
• Visit PCP or Specialist
get tests and review results
• Nurse or techs administers tests
• Wait
• Get referral for Specialists
see specialists
• Doctor may give initial diagnosis
• Get more referrals
• Get additional tests
• See multiple Specialists
get diagnosis
• Ask additional questions
• Hear results of the tests and what
they mean
• Learn about diagnosis and what that means
• Do my own research to validate diagnosis or
learn more
choose treatment option
• Hear treatment option(s)
• Do my own research to validate
treatment decision
get treatment
• Get initial treatment administered by
Doctor or Nurse
• Receive follow-up instructions to monitor
get prescriptions
• Start an ongoing treatment, like medication
or at home care
• Receive instructions on how to continue
ongoing treatment at home
maintain overall health
• Fix other things that are impacted by my
chronic treatment
• Exercise and diet
• Get emotional and social support
monitor treatment
• Monitor and log progress at home or
through visits
• Monitor side effects and effectiveness
change treatment
• By phone or doctor's visits
• Change or add doctors if needed
• Repeat
something feels wrong
• Symptom checker
• Google triage
• Primary care phone number for triage
i think i need help
• Where do I go for what
• Triage Phone Number
• Insurance benefits - cost/benefit of where
to go
decide to get help
• Facility address
• Time of appointment
• Phone numbers
talk to doctors to see what
is going on
• Prepared questions
• What I should tell my doctor
get tests and review results
• Tests and what they are for
• Results
• Referral for Specialist
see specialists
• Coordinated appointment with Specialist
• Managed list of who I've seen for what
get diagnosis
• Why this is happening to me
• What the diagnosis is
• Expectations of how things will change
choose treatment option
• Why this treatment
• Side effects
• What treatment will entail
get treatment
• Who to call for what
• Discharge papers and after-care instructions
• Prescription
• Doctor's note
get prescriptions
• Side effects
• Prescription information
• After-care information
maintain overall health
• Other ways my life will be impacted
• Resources to manage social and
emotional changes
check-ups
• Update on my progress
• Lab work
monitor treatment
• What to look out for
• Instructions
• Doctor’s phone number for emergency
change treatment
• Doctor’s phone number for emergency
• When to call
GET TREATMENT
"I appreciated that
he didn’t sugar
coat it, but was
still hopeful."
GET DIAGNOSIS
"You never forget this
moment, no matter how
gently your Doctor
breaks the news."
MONITOR TREATMENT
"Things seem to return to
normal and then there is
this curve ball."
CHECK-UPS
"I still don’t feel like I’ve
got the answers I need to
deal with this."
107ADAPTIVE PATH EXPERIENCE MAPPING

108. ADAPTIVE PATH EXPERIENCE MAPPING 108
Stages Channels Touchpoints
Feeling Thinking Doing
Places Time Events
Devices People Relationships
Building Blocks

109. THE MODEL
109ADAPTIVE PATH EXPERIENCE MAPPING
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 interviews
Cognitive walkthroughs
Customer Experience Survey
Existing Rail Europe Documentation
Opportunities
Guiding Principles
Customer Journey
Information
sources
RAIL EUROPE
THINKING
• What is the easiest way to get around Europe?
• Where do I want to go?
• How much time should I/we spend in each
place for site seeing and activities?
• I want to get the best price, but I’m willing to pay a
little more for first class.
• How much will my whole trip cost me? What are my
trade-offs?
• Are there other activities I can add to my plan?
• Do I have all the tickets, passes and reservations
I need in this booking so I don’t pay more
shipping?
• Rail Europe is not answering the phone. How
else can I get my question answered?
• Do I have everything I need?
• Rail Europe website was easy and friendly, but
when an issue came up, I couldn’t get help.
• What will I do if my tickets don’t arrive in time?
• I just figured we could grab a train but there are
not more trains. What can we do now?
• Am I on the right train? If not, what next?
• I want to make more travel plans. How do I
do that?
• Trying to return ticket I was not able to use. Not
sure if I’ll get a refund or not.
• People are going to love these photos!
• Next time, we will explore routes and availability
more carefully.
Ongoing,
non-linear
Linear
process
Non-linear, but
time based
Communicate a clear value
proposition.
STAGE: Initial visit
Connect planning, shopping and
booking on the web.
STAGES: Planning, Shopping, Booking
Arm customers with information
for making decisions.
STAGES: Shopping, Booking
Improve the paper ticket
experience.
STAGES: Post-Booking, Travel, Post-Travel
Make your customers into better,
more savvy travelers.
STAGES: Global
Proactively help people deal
with change.
STAGES: Post-Booking, Traveling
Support people in creating their
own solutions.
STAGES: Global
Visualize the trip for planning
and booking.
STAGES: Planning, Shopping
Enable people to plan over time.
STAGES: Planning, Shopping
Engage in social media with
explicit purposes.
STAGES: Global
Communicate status clearly at
all times.
STAGES: Post-Booking, Post Travel
Accommodate planning and
booking in Europe too.
STAGE: Traveling
Aggregate shipping with a
reasonable timeline.
STAGE: Booking
Help people get the help they
need.
STAGES: Global
GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Mail tickets
for refund
Get stamp
for refund
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel
EXPERIENCE
Rail Europe Experience Map
Kayak,
compare
airfare
Google
searches
Research
hotels
Talk with
friends
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Paper tickets
arrive in mail
• I’m excited to go to Europe!
• Will I be able to see everything I can?
• What if I can’t afford this?
• I don’t want to make the wrong choice.
• It’s hard to trust Trip Advisor. Everyone is
so negative.
• Keeping track of all the different products
is confusing.
• Am I sure this is the trip I want to take?
• Website experience is easy and friendly!
• Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets.
Not sure my tickets will arrive in time.
• Stressed that I’m about to leave the country
and Rail Europe won’t answer the phone.
• Frustrated that Rail Europe won’t ship tickets
to Europe.
• Happy to receive my tickets in the mail!
• I am feeling vulnerable to be in an unknown place in
the middle of the night.
• Stressed that the train won’t arrive on time for my
connection.
• Meeting people who want to show us around is fun,
serendipitous, and special.
• Excited to share my vacation story with
my friends.
• A bit annoyed to be dealing with ticket refund
issues when I just got home.
View
maps
Arrange
travel
Blogs &
Travel sites
Plan with
interactive map
Review fares
Select pass(es)
Enter trips Confirm
itinerary
Delivery
options
Payment
options
Review &
confirm
Map itinerary
(finding pass)
Destination
pages
May call if
difficulties
occur
E-ticket Print
at Station
Web
raileurope.com
Wait for paper tickets to arriveResearch destinations, routes and products
Live chat for
questions
Activities, unexpected changes
Change
plans
Check ticket
status
Print e-tickets
at home
web/
apps
Look up
timetables
Plan/
confirm
activities
Web
Share
photos
Share
experience
(reviews)
Request
refunds
Follow-up on refunds for booking changes
Share experience
Buy additional
tickets
Look up
time tables
Opportunities
Guiding Principles
Customer Journey
Information
sources
RAIL EUROPE
THINKING
• What is the easiest way to get around Europe?
• Where do I want to go?
• How much time should I/we spend in each
place for site seeing and activities?
• I want to get the best price, but I’m willing to pay a
little more for first class.
• How much will my whole trip cost me? What are my
trade-offs?
• Are there other activities I can add to my plan?
• Do I have all the tickets, passes and reservations
I need in this booking so I don’t pay more
shipping?
• Rail Europe is not answering the phone. How
else can I get my question answered?
• Do I have everything I need?
• Rail Europe website was easy and friendly, but
when an issue came up, I couldn’t get help.
• What will I do if my tickets don’t arrive in time?
• I just figured we could grab a train but there are
not more trains. What can we do now?
• Am I on the right train? If not, what next?
• I want to make more travel plans. How do I
do that?
• Trying to return ticket I was not able to use. Not
sure if I’ll get a refund or not.
• People are going to love these photos!
• Next time, we will explore routes and availability
more carefully.
Ongoing,
non-linear
Linear
process
Non-linear, but
time based
Communicate a clear value
proposition.
STAGE: Initial visit
Connect planning, shopping and
booking on the web.
STAGES: Planning, Shopping, Booking
Arm customers with information
for making decisions.
STAGES: Shopping, Booking
Improve the paper ticket
experience.
STAGES: Post-Booking, Travel, Post-Travel
Make your customers into better,
more savvy travelers.
STAGES: Global
Proactively help people deal
with change.
STAGES: Post-Booking, Traveling
Support people in creating their
own solutions.
STAGES: Global
Visualize the trip for planning
and booking.
STAGES: Planning, Shopping
Enable people to plan over time.
STAGES: Planning, Shopping
Engage in social media with
explicit purposes.
STAGES: Global
Communicate status clearly at
all times.
STAGES: Post-Booking, Post Travel
Accommodate planning and
booking in Europe too.
STAGE: Traveling
Aggregate shipping with a
reasonable timeline.
STAGE: Booking
Help people get the help they
need.
STAGES: Global
GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Mail tickets
for refund
Get stamp
for refund
STAGES
DOING
Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel
Rail Europe Experience Map
Kayak,
compare
airfare
Google
searches
Research
hotels
Talk with
friends
Paper tickets
arrive in mail
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
Guiding Principles
Customer Journey
RAIL EUROPE
THINKING
• What is the easiest way to get around Europe?
• Where do I want to go?
• How much time should I/we spend in each
place for site seeing and activities?
• I want to get the best price, but I’m willing to pay a
little more for first class.
• How much will my whole trip cost me? What are my
trade-offs?
• Are there other activities I can add to my plan?
• Do I have all the tickets, passes and reservations
I need in this booking so I don’t pay more
shipping?
• Rail Europe is not answering the phone. How
• 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
• 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
Mail tickets
for refund
Get stamp
for refund
STAGES
DOING
FEELING
Research & Planning Shopping Booking
EXPERIENCE
Kayak,
compare
airfare
Google
searches
Research
hotels
Talk with
friends
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
• 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 experien
• Frustrated to not
tickets are eTicke
Not sure my ticke
Blogs &
Travel sites
Plan with
interactive map
Review fares
Select pass(es)
Enter trips Confirm
itinerary
Deliv
optio
Map itinerary
(finding pass)
Destination
pages
M
d
Web
raileurope.com
Research destinations, routes and products
Live chat for
questions
Look up
time tables
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
I need in this boo
shipping?
• Rail Europe is no
else can I get my
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Eu
Enjoyability
Helpfulness of Rail E

110. QUALITATIVE INSIGHT – THINKING & FEELING
110
FEELING
EXPERIENCE
Kayak,
compare
airfare
Google
searches
Research
hotels
Talk with
friends
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
• 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?
• Web
• Frust
ticke
Not s
Blogs &
Travel sites
Web
Opportunities
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
I nee
shipp
• Rail E
else
Communicate a clear value
proposition.
STAGE: Initial visit
Connect p
booking o
STAGES: Plan
Make your customers into better,
more savvy travelers.
STAGES: Global
Support people in creating their
own solutions.
STAGES: Global
Enable pe
STAGES: Plan
Engage in social media with
explicit purposes.
STAGES: Global
Help people get the help they
need.
STAGES: Global
GLOBAL PLANNING
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevan
Enjoyab
Helpfuln
ADAPTIVE PATH EXPERIENCE MAPPING
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 interviews
Cognitive walkthroughs
Customer Experience Survey
Existing Rail Europe Documentation
Opportunities
Guiding Principles
Customer Journey
Information
sources
RAIL EUROPE
THINKING
• What is the easiest way to get around Europe?
• Where do I want to go?
• How much time should I/we spend in each
place for site seeing and activities?
• I want to get the best price, but I’m willing to pay a
little more for first class.
• How much will my whole trip cost me? What are my
trade-offs?
• Are there other activities I can add to my plan?
• Do I have all the tickets, passes and reservations
I need in this booking so I don’t pay more
shipping?
• Rail Europe is not answering the phone. How
else can I get my question answered?
• Do I have everything I need?
• Rail Europe website was easy and friendly, but
when an issue came up, I couldn’t get help.
• What will I do if my tickets don’t arrive in time?
• I just figured we could grab a train but there are
not more trains. What can we do now?
• Am I on the right train? If not, what next?
• I want to make more travel plans. How do I
do that?
• Trying to return ticket I was not able to use. Not
sure if I’ll get a refund or not.
• People are going to love these photos!
• Next time, we will explore routes and availability
more carefully.
Ongoing,
non-linear
Linear
process
Non-linear, but
time based
Communicate a clear value
proposition.
STAGE: Initial visit
Connect planning, shopping and
booking on the web.
STAGES: Planning, Shopping, Booking
Arm customers with information
for making decisions.
STAGES: Shopping, Booking
Improve the paper ticket
experience.
STAGES: Post-Booking, Travel, Post-Travel
Make your customers into better,
more savvy travelers.
STAGES: Global
Proactively help people deal
with change.
STAGES: Post-Booking, Traveling
Support people in creating their
own solutions.
STAGES: Global
Visualize the trip for planning
and booking.
STAGES: Planning, Shopping
Enable people to plan over time.
STAGES: Planning, Shopping
Engage in social media with
explicit purposes.
STAGES: Global
Communicate status clearly at
all times.
STAGES: Post-Booking, Post Travel
Accommodate planning and
booking in Europe too.
STAGE: Traveling
Aggregate shipping with a
reasonable timeline.
STAGE: Booking
Help people get the help they
need.
STAGES: Global
GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Mail tickets
for refund
Get stamp
for refund
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel
EXPERIENCE
Rail Europe Experience Map
Kayak,
compare
airfare
Google
searches
Research
hotels
Talk with
friends
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Paper tickets
arrive in mail
• I’m excited to go to Europe!
• Will I be able to see everything I can?
• What if I can’t afford this?
• I don’t want to make the wrong choice.
• It’s hard to trust Trip Advisor. Everyone is
so negative.
• Keeping track of all the different products
is confusing.
• Am I sure this is the trip I want to take?
• Website experience is easy and friendly!
• Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets.
Not sure my tickets will arrive in time.
• Stressed that I’m about to leave the country
and Rail Europe won’t answer the phone.
• Frustrated that Rail Europe won’t ship tickets
to Europe.
• Happy to receive my tickets in the mail!
• I am feeling vulnerable to be in an unknown place in
the middle of the night.
• Stressed that the train won’t arrive on time for my
connection.
• Meeting people who want to show us around is fun,
serendipitous, and special.
• Excited to share my vacation story with
my friends.
• A bit annoyed to be dealing with ticket refund
issues when I just got home.
View
maps
Arrange
travel
Blogs &
Travel sites
Plan with
interactive map
Review fares
Select pass(es)
Enter trips Confirm
itinerary
Delivery
options
Payment
options
Review &
confirm
Map itinerary
(finding pass)
Destination
pages
May call if
difficulties
occur
E-ticket Print
at Station
Web
raileurope.com
Wait for paper tickets to arriveResearch destinations, routes and products
Live chat for
questions
Activities, unexpected changes
Change
plans
Check ticket
status
Print e-tickets
at home
web/
apps
Look up
timetables
Plan/
confirm
activities
Web
Share
photos
Share
experience
(reviews)
Request
refunds
Follow-up on refunds for booking changes
Share experience
Buy additional
tickets
Look up
time tables
Opportunities
Guiding Principles
Customer Journey
Information
sources
RAIL EUROPE
THINKING
• What is the easiest way to get around Europe?
• Where do I want to go?
• How much time should I/we spend in each
place for site seeing and activities?
• I want to get the best price, but I’m willing to pay a
little more for first class.
• How much will my whole trip cost me? What are my
trade-offs?
• Are there other activities I can add to my plan?
• Do I have all the tickets, passes and reservations
I need in this booking so I don’t pay more
shipping?
• Rail Europe is not answering the phone. How
else can I get my question answered?
• Do I have everything I need?
• Rail Europe website was easy and friendly, but
when an issue came up, I couldn’t get help.
• What will I do if my tickets don’t arrive in time?
• I just figured we could grab a train but there are
not more trains. What can we do now?
• Am I on the right train? If not, what next?
• I want to make more travel plans. How do I
do that?
• Trying to return ticket I was not able to use. Not
sure if I’ll get a refund or not.
• People are going to love these photos!
• Next time, we will explore routes and availability
more carefully.
Ongoing,
non-linear
Linear
process
Non-linear, but
time based
Communicate a clear value
proposition.
STAGE: Initial visit
Connect planning, shopping and
booking on the web.
STAGES: Planning, Shopping, Booking
Arm customers with information
for making decisions.
STAGES: Shopping, Booking
Improve the paper ticket
experience.
STAGES: Post-Booking, Travel, Post-Travel
Make your customers into better,
more savvy travelers.
STAGES: Global
Proactively help people deal
with change.
STAGES: Post-Booking, Traveling
Support people in creating their
own solutions.
STAGES: Global
Visualize the trip for planning
and booking.
STAGES: Planning, Shopping
Enable people to plan over time.
STAGES: Planning, Shopping
Engage in social media with
explicit purposes.
STAGES: Global
Communicate status clearly at
all times.
STAGES: Post-Booking, Post Travel
Accommodate planning and
booking in Europe too.
STAGE: Traveling
Aggregate shipping with a
reasonable timeline.
STAGE: Booking
Help people get the help they
need.
STAGES: Global
GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Mail tickets
for refund
Get stamp
for refund
Kayak,
compare
airfare
Google
searches
Research
hotels
e
ope
Paper tickets
arrive in mail
Europe!
everything I can?
this?
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 vulnerabl
the middle of the nigh
• Stressed that the train
connection.
• Meeting people who
serendipitous, and sp
View
maps
Ar
tr
Blogs &
Travel sites
p
Select pass(es) itinerary options options confirm
Map itinerary
(finding pass)
on
May call if
difficulties
occur
E-ticket
at Sta
Web
raileurope.com
Wait for paper tickets to arrivedestinations, routes and products
Live chat for
questions
Activities, u
Change
plans
Check ticket
status
Print e-tickets
at home
w
a
Look up
timetables
Look up
time tables
way to get around Europe?
go?
ould I/we spend in each
and activities?
• I want to get the best price, but I’m willing to pay a
little more for first class.
• How much will my whole trip cost me? What are my
trade-offs?
• Are there other activities I can add to my plan?
• Do I have all the tickets, passes and reservations
I need in this booking so I don’t pay more
shipping?
• Rail Europe is not answering the phone. How
else can I get my question answered?
• Do I have everything I need?
• Rail Europe website was easy and friendly, but
when an issue came up, I couldn’t get help.
• What will I do if my tickets don’t arrive in time?
• I just figured we cou
not more trains. Wh
• Am I on the right tra
• I want to make mor
do that?
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Euro
Enjoyability
Helpfulness of Rail Eur

111. QUALITATIVE INSIGHT – THINKING & FEELING
111
nForm
ADAPTIVE PATH EXPERIENCE MAPPING

112. QUANTITATIVE INFORMATION – EMBEDDED IN THE JOURNEY
112
AGES
OING
ELING
Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel
PERIENCE
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
the middle of the night.
• Stressed that the train
connection.
• Meeting people who w
serendipitous, and spe
View
maps
Arra
tra
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 P
at Stati
Web
raileurope.com
Wait for paper tickets to arriveResearch destinations, routes and products
Live chat for
questions
Activities, un
Change
plans
Check ticket
status
Print e-tickets
at home
w
ap
Look up
timetables
Look up
time tables
portunities
IL EUROPE
INKING
• What is the easiest way to get around Europe?
• Where do I want to go?
• How much time should I/we spend in each
place for site seeing and activities?
• I want to get the best price, but I’m willing to pay a
little more for first class.
• How much will my whole trip cost me? What are my
trade-offs?
• Are there other activities I can add to my plan?
• Do I have all the tickets, passes and reservations
I need in this booking so I don’t pay more
shipping?
• Rail Europe is not answering the phone. How
else can I get my question answered?
• Do I have everything I need?
• Rail Europe website was easy and friendly, but
when an issue came up, I couldn’t get help.
• What will I do if my tickets don’t arrive in time?
• I just figured we coul
not more trains. Wha
• Am I on the right trai
• I want to make more
do that?
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Euro
ADAPTIVE PATH EXPERIENCE MAPPING

113. QUANTITATIVE INFORMATION – EXPLICITLY CALLED OUT
113
STAGES
DOING
FEELING
Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel
EXPERIENCE
Rail Europe Experience Map
Kayak,
compare
airfare
Google
searches
Research
hotels
Talk with
friends
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Paper tickets
arrive in mail
• I’m excited to go to Europe!
• Will I be able to see everything I can?
• What if I can’t afford this?
• I don’t want to make the wrong choice.
• It’s hard to trust Trip Advisor. Everyone is
so negative.
• Keeping track of all the different products
is confusing.
• Am I sure this is the trip I want to take?
• Website experience is easy and friendly!
• Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets.
Not sure my tickets will arrive in time.
• Stressed that I’m about to leave the country
and Rail Europe won’t answer the phone.
• Frustrated that Rail Europe won’t ship tickets
to Europe.
• Happy to receive my tickets in the mail!
• I am feeling vulnerable to be in an unknown place in
the middle of the night.
• Stressed that the train won’t arrive on time for my
connection.
• Meeting people who want to show us around is fun,
serendipitous, and special.
• Excited to share my vacation story with
my friends.
• A bit annoyed to be dealing with ticket refund
issues when I just got home.
View
maps
Arrange
travel
Blogs &
Travel sites
Plan with
interactive map
Review fares
Select pass(es)
Enter trips Confirm
itinerary
Delivery
options
Payment
options
Review &
confirm
Map itinerary
(finding pass)
Destination
pages
May call if
difficulties
occur
E-ticket Print
at Station
Web
raileurope.com
Wait for paper tickets to arriveResearch destinations, routes and products
Live chat for
questions
Activities, unexpected changes
Change
plans
Check ticket
status
Print e-tickets
at home
web/
apps
Look up
timetables
Plan/
confirm
activities
Web
Share
photos
Share
experience
(reviews)
Request
refunds
Follow-up on refunds for booking changes
Share experience
Buy additional
tickets
Look up
time tables
Opportunities
Guiding Principles
Customer Journey
RAIL EUROPE
THINKING
• What is the easiest way to get around Europe?
• Where do I want to go?
• How much time should I/we spend in each
place for site seeing and activities?
• I want to get the best price, but I’m willing to pay a
little more for first class.
• How much will my whole trip cost me? What are my
trade-offs?
• Are there other activities I can add to my plan?
• Do I have all the tickets, passes and reservations
I need in this booking so I don’t pay more
shipping?
• Rail Europe is not answering the phone. How
else can I get my question answered?
• Do I have everything I need?
• Rail Europe website was easy and friendly, but
when an issue came up, I couldn’t get help.
• What will I do if my tickets don’t arrive in time?
• I just figured we could grab a train but there are
not more trains. What can we do now?
• Am I on the right train? If not, what next?
• I want to make more travel plans. How do I
do that?
• Trying to return ticket I was not able to use. Not
sure if I’ll get a refund or not.
• People are going to love these photos!
• Next time, we will explore routes and availability
more carefully.
Communicate a clear value
proposition.
STAGE: Initial visit
Connect planning, shopping and
booking on the web.
STAGES: Planning, Shopping, Booking
Arm customers with information
for making decisions.
STAGES: Shopping, Booking
Improve the paper ticket
experience.
STAGES: Post-Booking, Travel, Post-Travel
Make your customers into better,
more savvy travelers.
STAGES: Global
Proactively help people deal
with change.
STAGES: Post-Booking, Traveling
Support people in creating their
own solutions.
STAGES: Global
Visualize the trip for planning
and booking.
STAGES: Planning, Shopping
Enable people to plan over time.
STAGES: Planning, Shopping
Engage in social media with
explicit purposes.
STAGES: Global
Communicate status clearly at
all times.
STAGES: Post-Booking, Post Travel
Accommodate planning and
booking in Europe too.
STAGE: Traveling
Aggregate shipping with a
reasonable timeline.
STAGE: Booking
Help people get the help they
need.
STAGES: Global
GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Mail tickets
for refund
Get stamp
for refund
ADAPTIVE PATH EXPERIENCE MAPPING

114. ADAPTIVE PATH EXPERIENCE MAPPING 114
ChannelsTouchpoints
Feeling Thinking Doing
Places
Time People Relationships
JOURNEY REFLECTS THE CUSTOMER
JOURNEY CAPTURES THE CONTEXT