Even a small amount of design research has the power to transform your project and lay a foundation for success. This quick primer will give you the tools and understanding needed to get started today.
Slides Ian Multon recently used in his discussion w/ mentees of The Product Mentor.
The Product Mentor is a program designed to pair Product Mentors and Mentees from around the World, across all industries, from start-up to enterprise, guided by the fundamental goals…Better Decisions. Better Products. Better Product People.
Throughout the program, each mentor leads a conversation in an area of their expertise that is live streamed and available to both mentee and the broader product community.
http://TheProductMentor.com
Stop UX Research being a Blocker. How to fit UX research into agile teams.
UX research can’t be rushed but it also can’t be uncapped.
Some research activities will take longer than others, but it’s most important to differentiate between research that provides specific value in the moment vs. research that pays off strategically in the long run.
Foundational research methods will help you decide where you want to go, while directional methods will give you turn by turn directions for how to get there.
Slides Ian Multon recently used in his discussion w/ mentees of The Product Mentor.
The Product Mentor is a program designed to pair Product Mentors and Mentees from around the World, across all industries, from start-up to enterprise, guided by the fundamental goals…Better Decisions. Better Products. Better Product People.
Throughout the program, each mentor leads a conversation in an area of their expertise that is live streamed and available to both mentee and the broader product community.
http://TheProductMentor.com
Stop UX Research being a Blocker. How to fit UX research into agile teams.
UX research can’t be rushed but it also can’t be uncapped.
Some research activities will take longer than others, but it’s most important to differentiate between research that provides specific value in the moment vs. research that pays off strategically in the long run.
Foundational research methods will help you decide where you want to go, while directional methods will give you turn by turn directions for how to get there.
UX is omnipresent nowadays and will grow more and more the tool of innovation. Companies are becoming aware of the vitality of adopting this technology from the start. The Importance of UX is a presentation of how we as a UX Design Team implement UX in projects.
A key to surviving disruption is understanding the tasks customers are trying accomplish: they “hire” products to get a job done. Jobs to be done (JTBD) is a growing field of study and increasingly seen as a source for business growth.
Luckily, UX strategists have the skills to analyze customer behavior and correlate this to business opportunity using JTBD theory. This allows us to maximize opportunity by finding jobs that are most important to users, but with which they are least satisfied. Focus on delivering value for those jobs first.
This talk outlines JTBD theory and practice, and shows its relevance to UX strategy. Through examples, I’ll show how to prioritize efforts in a way that has real impact.
A brief introduction to User Experience (UX) Research (in English and Bahasa Indonesia). This lecture was delivered on 19th February 2019 at Ciputra University, Surabaya, Indonesia.
This proposal of work contains details and samples of the user centric design process I follow. I have been trying to find a good graph that represents the process, but at the end I have decided to make my own! ;)
Best Practices for Benchmarking the Website User Experience featuring Measuri...UserZoom
Stand-alone UX research generates a lot of data, but without a comparison to other benchmarks, you're often left wondering how your website stacks up in the real world. One of the best ways to put your task scenarios and metrics into context is to see how you compare against the competition.
To provide a meaningful comparison, UserZoom presents MeasuringU's Jeff Sauro, who will provide Best Practices for Benchmarking the Website User Experience.
View this UserZoom webinar on-demand and discover:
TOP solutions, tools and methodologies for Competitive UX Benchmarking
HOW to track the most important competitive metrics and stand out from the pack
PRACTICAL tips for Competitive UX Benchmarking you won't find anywhere else
Join us for our new webinar series Putting Users in UX.
Throughout the series we discuss research methods for involving your audiences in user experience design and development.
In episode 1, we start with methods for generating ideas and imagining the future of your app, website, or other digital product.
In subsequent episodes, we’ll examine methods for design collaboration and evaluation as well as some of the important mechanics of planning, conducting and analyzing your research.
Create a User Experience Mindset Within Your Organization by Conducting Custo...UXPA International
A Customer Experience Journey Map is a very useful tool to understand and improve customer experience. It allows organizations to develop a user experience mindset and gain better insights into customer’s needs. It helps identify key Moments of Truth and drive actionable priorities to improve a product or innovate on creating new products.
When you involve stakeholders in creating a Journey Map, they “walk in the customer’s shoes” and know the story of customer experience. They start telling this story to themselves and others in the organization. The customer stories and insights gained from the Journey Map lead to
identifying actionable items aligned with organizational strategy
prioritizing initiatives
uniting the cross-functional team to take action on the findings
creating better user experiences
In this presentation, you learn
What Customer Journey Mapping is
Why it is important
What is the process for conducting it
How to create a user experience mindset within your organization
UX is omnipresent nowadays and will grow more and more the tool of innovation. Companies are becoming aware of the vitality of adopting this technology from the start. The Importance of UX is a presentation of how we as a UX Design Team implement UX in projects.
A key to surviving disruption is understanding the tasks customers are trying accomplish: they “hire” products to get a job done. Jobs to be done (JTBD) is a growing field of study and increasingly seen as a source for business growth.
Luckily, UX strategists have the skills to analyze customer behavior and correlate this to business opportunity using JTBD theory. This allows us to maximize opportunity by finding jobs that are most important to users, but with which they are least satisfied. Focus on delivering value for those jobs first.
This talk outlines JTBD theory and practice, and shows its relevance to UX strategy. Through examples, I’ll show how to prioritize efforts in a way that has real impact.
A brief introduction to User Experience (UX) Research (in English and Bahasa Indonesia). This lecture was delivered on 19th February 2019 at Ciputra University, Surabaya, Indonesia.
This proposal of work contains details and samples of the user centric design process I follow. I have been trying to find a good graph that represents the process, but at the end I have decided to make my own! ;)
Best Practices for Benchmarking the Website User Experience featuring Measuri...UserZoom
Stand-alone UX research generates a lot of data, but without a comparison to other benchmarks, you're often left wondering how your website stacks up in the real world. One of the best ways to put your task scenarios and metrics into context is to see how you compare against the competition.
To provide a meaningful comparison, UserZoom presents MeasuringU's Jeff Sauro, who will provide Best Practices for Benchmarking the Website User Experience.
View this UserZoom webinar on-demand and discover:
TOP solutions, tools and methodologies for Competitive UX Benchmarking
HOW to track the most important competitive metrics and stand out from the pack
PRACTICAL tips for Competitive UX Benchmarking you won't find anywhere else
Join us for our new webinar series Putting Users in UX.
Throughout the series we discuss research methods for involving your audiences in user experience design and development.
In episode 1, we start with methods for generating ideas and imagining the future of your app, website, or other digital product.
In subsequent episodes, we’ll examine methods for design collaboration and evaluation as well as some of the important mechanics of planning, conducting and analyzing your research.
Create a User Experience Mindset Within Your Organization by Conducting Custo...UXPA International
A Customer Experience Journey Map is a very useful tool to understand and improve customer experience. It allows organizations to develop a user experience mindset and gain better insights into customer’s needs. It helps identify key Moments of Truth and drive actionable priorities to improve a product or innovate on creating new products.
When you involve stakeholders in creating a Journey Map, they “walk in the customer’s shoes” and know the story of customer experience. They start telling this story to themselves and others in the organization. The customer stories and insights gained from the Journey Map lead to
identifying actionable items aligned with organizational strategy
prioritizing initiatives
uniting the cross-functional team to take action on the findings
creating better user experiences
In this presentation, you learn
What Customer Journey Mapping is
Why it is important
What is the process for conducting it
How to create a user experience mindset within your organization
The Art of Interviewing is part of our 'This Is How We Do It Series'. This is for you if you want to undertake interviews that give you rich insight into what people actually do, not just what they say they do. This presentation will also help you plan, conduct and capture interviews as well as give you some insights into different interview techniques.
Market Research - Course Slides
CONTENTS
1. Introduction
-Marketing Research
-Types of Market Research
-Research Methods
2.Qualitative Research Methods
- Focus Groups
- Depth Interview
- Projective Techniques
- Comparison of Qualitative Techniques
3. Observation Methods
4. Survey: Measurement and Scaling
- Intorduction
- Comparative Scales
- Non-comparative Scales
- Multi-item Scales
- Reliability and Validity
5.Questionnaire
- Asking Questions
- Overcoming Inability to Answer
- Overcoming Unwillingness to Answer
- Increasing Willingness of Respondents
- Determining the Order of Questions
- What’s Next?
6.Sampling
- Non-probability Sampling
- Probability Sampling
- Choosing Non-Probability vs. Probability Sampling
- Sample Size
7. Data Analysis: A Concise Overview of Statistical Techniques
- Descriptive Statistics: Some Popular Displays of Data
- Organizing Qualitative Data
- Organizing Quantitative Data
- Summarizing Data Numerically
- Cross-Tabulations
- Inferential Statistics: Can the results be generalized to population?
- Hypothesis Testing
- Strength of a Relationship in Cross-Tabulation
- Describing the Relationship Between Two (Ratio Scaled) Variables
8. Advanced Techniques of Market Analysis: A Brief Overview of Some Useful Concepts
- Conjoint Analysis
- Market Simulations
- Market Segmentation
- Perceptual Positioning Maps
9. Reporting Results
Designing for Multi-touchpoint ExperiencesJamin Hegeman
Want to help your team and stakeholders develop a mindset for designing and delivering multi-touchpoint service experiences before getting caught up in constraints and requirements? Could you use a fun, experience-driven method to level the playing field and get multidisciplinary teams working together to generate ideas?
During the first part of this service experience workshop, we’ll use an acting method called ‘service storming’ to rapidly generate ideas for a service concept across multiple touchpoints. This simple, but powerful tool will help teams cover a wide range of experiences in a short time period.
After acting out some service experiences, we’ll focus on making them operational. For this, we will turn to the service blueprint, a service design tool that helps you capture experience across time and touchpoints in a way that many teams and stakeholders can understand and design from.
Together, these tools will help you and your teams develop a service mindset, work better across disciplines, and move from ideation to execution of multi-touchpoint service experiences.
What you’ll get in this workshop:
A great team building exercise that gets people thinking outside of the box, screen, or whatever constrains them
An introduction to service storming, a great ideation method that using acting as a way to generate and communication service concepts
An introduction to service blueprints, an operational tool used to visualize the touchpoints and backend systems needed to realize service experiences
Introducing Experience Maps with Voltaire Santos MiranmStoner, Inc.
Session Description
Experience maps — graphical representations of the interactions an individual may have with a product or service — are invaluable tools in visitor-centered web design. Experience mapping can lead to numerous insights by illustrating what audiences think, feel, and do at various stages in a process.
The utility of an experience map stretches beyond web design. By revealing existing gaps and potential opportunities in the overall user experience, these maps can educate stakeholders and drive positive changes and improvements across an entire engagement lifecycle.
In this webinar:
• You’ll learn the principles behind experience mapping, as well as various techniques for collecting necessary data and information.
• You’ll explore an array of tools for illustrating experience maps.
• You’ll discover approaches for using experience maps in your projects to ensure a positive user experience.
Learn more about mStoner: http:/www./mstoner.com
Connect with other higher education professionals: http://www.EDUniverse.org
From the UX Week description:
Have you ever wanted to make an orchestrated, integrated, cross-product, multi-channel, location-sensitive, smart commerce, service designed product ecosystem for the masses? Yes?! Then this workshop is for you! Except that in this workshop, we will throw out the buzz words and provide a sensible framework for bringing products and services into both the glory and the minutia of people’s everyday lives. We will focus on the power and peril of a touchpoint. Just because you can touch someone, does that mean you should? We will explore how you can ensure that every occasion where your organization touches or connects with a person’s life is appropriate, relevant, meaningful, and endearing.
Workshop Presenters:
Chris Risdon, Paula Wellings & Todd Wilkens
Have you ever wanted to make an orchestrated, integrated, cross-product, multi-channel, location-sensitive, smart commerce, service designed product ecosystem for the masses? Yes?!
This workshop throws out the buzz words and provides a sensible framework for bringing products and services into both the glory and the minutia of people’s everyday lives. Focus on the power and peril of a touchpoint. Just because you can touch someone, does that mean you should? We explore how you can ensure that every occasion where your organization touches or connects with a person’s life is appropriate, relevant, meaningful, and endearing.
Slides for my UX1 class at Seattle School of Visual Concepts.This week is all about looking at the problem space from 1000 feet up. Starting with the big picture makes it much easier to create a user experience that hangs together and make sense. Concepts covered: personas, design narratives, scenarios, user journey maps, user flows, storyboarding, sketchboarding
Using experience maps to improve the human experienceVoltaire Miran
Experience maps — graphical representations of the interactions an individual may have with a product or service — are invaluable tools in visitor-centered web design. Experience mapping can lead to numerous insights by illustrating what audiences think, feel, and do at various stages in a process.
The utility of an experience map stretches beyond web design. By revealing existing gaps and potential opportunities in the overall user experience, these maps can educate stakeholders and drive positive changes and improvements across an entire engagement lifecycle.
Donn DeBoard Rail Europe Chris Risdon STC Summit May 2013ddeboard
Chris Risdon (Adaptive Path)'s finished map of Rail Europe illustrates the solution for my session attendees. This map offers an opportunity to review key points from my presentation.
Was ist Gamification, wie funktioniert es und wie kann ein Unternehmen davon profitieren, das erklärt Peter Zwyssig, Geschäftsführer von foryouandyourcustomer Zürich, in seiner Präsentation. Für den Multichannel-Berater liefert das Thema des Tages einen wertvollen Beitrag im Umgang mit Kunden, Mitarbeitenden, Partner etc., dessen Einsatz jedes Unternehmen prüfen sollte.
Context, Baby! Context! User Journeys for Responsive DesignRebekah Baggs
Designing responsive experiences across screens takes consideration of users’ needs and situation. By mapping out and understanding the customer journey, we can plan content from the smallest canvas-out, and create content that's right for our organizations and our users regardless of the device.
Intro to User Journey Maps for Building Better Websites - WordCamp Minneapoli...Anthony D. Paul
You’ve asked the right questions and maybe you have some personas. There’s a heap of feature requests from your client and a whole lot of content to organize into a sitemap (IA) document and wireframes. However, something’s not sitting right and you wonder how your WordPress site fits into the bigger customer journey with the client’s brand, business, and products. In this session, we’ll learn how to get started with taking all of that subject matter expertise you’ve been collecting in your mind, and to convert it into one of several useful types of journey maps. You’ll gain techniques and approaches for summoning ideas from many decision-makers and learn how these tools can fit into your greater web project.
Intro to User Journey Mapping for Building Better Websites - WordCamp Ottawa...Anthony D. Paul
You’ve asked the right questions and maybe you have some personas. There’s a heap of feature requests from your client and a whole lot of content to organize into a sitemap (IA) document and wireframes. However, something’s not sitting right and you wonder how your WordPress site fits into the bigger customer journey with the client’s brand, business, and products. In this talk, I’ll show you how to get started with taking all of that subject matter expertise you’ve been collecting in your mind, and to convert it into one of several useful types of journey maps. I’ll share process, examples, context on how they fit into a larger project, and share how they help bring agreement among your client decision-makers.
On target three-ways-to-keep-audience-in-focus_ivmgKate Walser
Keeping your user audience in mind can be challenging. Each of these 3 tools can be adapted to project timelines and budgets to help you remember who that end user is and what he needs.
Intro to User Journey Maps for Building Better Websites - Cornell Drupal Camp...Anthony D. Paul
You’ve asked the right questions and maybe you have some personas. There’s a heap of feature requests from your client and a whole lot of content to organize into a sitemap (IA) document and wireframes. However, something’s not sitting right and you wonder how the site fits into the bigger customer journey with the client’s brand, business, and products.
In this talk, I’ll show you how to get started with taking all of that subject matter expertise you’ve been collecting in your mind, and to convert it into one of several useful types of journey maps. I’ll share process, examples, context on how they fit into a larger project, and show how they help bring agreement among your client decision-makers.
• Understand the benefits of thinking through a user journey outside of your website.
• See the variety of types of journey maps and identify where and when to use them.
• Build and use journey maps to shape client conversations and audit decisions.
Expert Accessory Dwelling Unit (ADU) Drafting ServicesResDraft
Whether you’re looking to create a guest house, a rental unit, or a private retreat, our experienced team will design a space that complements your existing home and maximizes your investment. We provide personalized, comprehensive expert accessory dwelling unit (ADU)drafting solutions tailored to your needs, ensuring a seamless process from concept to completion.
Transforming Brand Perception and Boosting Profitabilityaaryangarg12
In today's digital era, the dynamics of brand perception, consumer behavior, and profitability have been profoundly reshaped by the synergy of branding, social media, and website design. This research paper investigates the transformative power of these elements in influencing how individuals perceive brands and products and how this transformation can be harnessed to drive sales and profitability for businesses.
Through an exploration of brand psychology and consumer behavior, this study sheds light on the intricate ways in which effective branding strategies, strategic social media engagement, and user-centric website design contribute to altering consumers' perceptions. We delve into the principles that underlie successful brand transformations, examining how visual identity, messaging, and storytelling can captivate and resonate with target audiences.
Methodologically, this research employs a comprehensive approach, combining qualitative and quantitative analyses. Real-world case studies illustrate the impact of branding, social media campaigns, and website redesigns on consumer perception, sales figures, and profitability. We assess the various metrics, including brand awareness, customer engagement, conversion rates, and revenue growth, to measure the effectiveness of these strategies.
The results underscore the pivotal role of cohesive branding, social media influence, and website usability in shaping positive brand perceptions, influencing consumer decisions, and ultimately bolstering sales and profitability. This paper provides actionable insights and strategic recommendations for businesses seeking to leverage branding, social media, and website design as potent tools to enhance their market position and financial success.
Can AI do good? at 'offtheCanvas' India HCI preludeAlan Dix
Invited talk at 'offtheCanvas' IndiaHCI prelude, 29th June 2024.
https://www.alandix.com/academic/talks/offtheCanvas-IndiaHCI2024/
The world is being changed fundamentally by AI and we are constantly faced with newspaper headlines about its harmful effects. However, there is also the potential to both ameliorate theses harms and use the new abilities of AI to transform society for the good. Can you make the difference?
Dive into the innovative world of smart garages with our insightful presentation, "Exploring the Future of Smart Garages." This comprehensive guide covers the latest advancements in garage technology, including automated systems, smart security features, energy efficiency solutions, and seamless integration with smart home ecosystems. Learn how these technologies are transforming traditional garages into high-tech, efficient spaces that enhance convenience, safety, and sustainability.
Ideal for homeowners, tech enthusiasts, and industry professionals, this presentation provides valuable insights into the trends, benefits, and future developments in smart garage technology. Stay ahead of the curve with our expert analysis and practical tips on implementing smart garage solutions.
You could be a professional graphic designer and still make mistakes. There is always the possibility of human error. On the other hand if you’re not a designer, the chances of making some common graphic design mistakes are even higher. Because you don’t know what you don’t know. That’s where this blog comes in. To make your job easier and help you create better designs, we have put together a list of common graphic design mistakes that you need to avoid.
Top 5 Indian Style Modular Kitchen DesignsFinzo Kitchens
Get the perfect modular kitchen in Gurgaon at Finzo! We offer high-quality, custom-designed kitchens at the best prices. Wardrobes and home & office furniture are also available. Free consultation! Best Quality Luxury Modular kitchen in Gurgaon available at best price. All types of Modular Kitchens are available U Shaped Modular kitchens, L Shaped Modular Kitchen, G Shaped Modular Kitchens, Inline Modular Kitchens and Italian Modular Kitchen.
Between Filth and Fortune- Urban Cattle Foraging Realities by Devi S Nair, An...Mansi Shah
This study examines cattle rearing in urban and rural settings, focusing on milk production and consumption. By exploring a case in Ahmedabad, it highlights the challenges and processes in dairy farming across different environments, emphasising the need for sustainable practices and the essential role of milk in daily consumption.
Between Filth and Fortune- Urban Cattle Foraging Realities by Devi S Nair, An...
UX Research - The Most Powerful Tool in Your Kit
1. UX Research
The most powerful tool in your kit?
Mary Wharmby
UX Design Director, Spring Studio
!
@marywharmby
www.marywharmby.com
Presented to Tradecraft
September 30, 2014
3. Who are we designing for?
What do they
want?
What do they love?
What do they they hate?
Who are they with?
When, where, how do
they engage?
Where are the hand
offs?
What is the scenario?
How can we help?
9. Research can be as simple as “people watching”
Listening
Having a meaningful conversation
10. Two major purposes
Generative
Conducted before
beginning design. Helps
identify user goals,
needs, behaviors,
attitudes,and mental
models. Used to generate
ideas for design
solutions.
Evaluative
Conducted once there
are designs to test with
users. This can be a
completed design,
wireframes or even
concept sketches. Used to
determine the success of
the design.
12. Two broad approaches
Qualitative
Gain an understanding
of underlying reasons
and motivations.
Provide insights into
setting, touch points
and relationships.
Quantitative
Quantify data and
generalize results from a
sample.
Measure the incidence of
various views and
opinions in a chosen
sample.
13. Mix and match
Qualitative Quantitative
Evaluative Generative
Interviews
Usability
Testing
Surveys
Analytics
15. Before, during and after
Planning Execution Analysis
Strategize
Hypothesize
Script
Prepare
Facilitate
Observe
Listen
Collect
Group
Synthesize
Map
Understand
16. Time budgeting
Time for planning and analysis is usually
underestimated
Loose rule of thumb
Planning : Execution : Analysis
1 : 1 : 1 (at least)
19. Then go narrow
!
What specific questions
will provide insights?
20. What triggered the journey/encounter?
What were the expectations?
What did he or she think, feel, do at different
points in time?
What touch points did he or she interact with?
What people were involved?
What tech (screens, devices, etc.) were involved?
How was the experience?
23. But which method when?
Focus Groups
Interviews
Surveys
Card Sorting
Cognitive Walkthrough
Usability Testing
User Needs Concept
x
x
x
Validation
Usability
!
x
!
x
x
!
x
!
!
x
x
24. Choose participants
Who are you designing for?
Choose participants that closely match your target audience.
Where can you find them?
Its usually best to observe them in the wild.
How can you get them to participate?
Many people are interested in helping. Or, compensate.
25. Formulate a plan
Research goal
Schedule and budget
Problem / hypotheses
Recruitment profile/screener (persona hypotheses)
Research method
Task list
Testing environment and/or equipment
Facilitator script / discussion guide
Evaluation criteria
26. Prepare your materials
Discussion guide
Post-Its or index cards
Sharpies
Prototype
Visual aids
Camera
Recorder
Notetaker/observer
28. Be ready and nimble
The better your research is planned and executed,
the more valid and useful the results.
Let participants react to your designs
and not to the test itself.
Pivot when necessary.
29. Warm it up
Put your participant at ease - make them welcome and relaxed
Establish rapport
Thank them for participating!
Give them their overall objective
Give them an idea what to expect
Make sure they understand we are NOT testing them
Explain that you may not be able to answer questions
Ask them to think out-loud as they go through tasks
30. Lead and follow
Start wide and narrow as you go
Ask open questions
Articulate a scenario so the user can orient themselves
Don’t ask leading questions
Keep the wording of tasks simple
Don’t give away the answer in the task description
Ask what they are thinking and feeling as well as doing
Observe what they do (not necessarily what they say)
31. React smoothly
Answer a question with a question (what do YOU think that
button should do?)
Be patient!
Their are no wrong answers
Take criticism with grace
At the end answer any questions that came up
Thank the participant
32. Capture everything
Video the interview/encounter
Sketchnote the interview
Use sticky notes to record observations and ideas
Take photos of setting and artifacts
34. What does it mean?
!
How can you make the information most
accessible and actionable to team
members, stakeholders and yourself?
35. Create tools
(design research artifacts)
!
Mind maps, personas and
journey maps are my top three
36. Discover connections
with mind maps
Start with one story then build out
Group ideas and draw connections
Look for surprises, trends
and opportunities
37. References
Issues
Link to Source/
File & Inline/
URL
Description
of problem, how
to fix and
examples
Correlated
Issues
Advice/
Recommend
ations
Comment
History
Explanation/
Examples
Status
(Issue Age)
Not Fixed
History
Fixed
(gone)
No
Attempts
Attempt
Fail
Maps
HP Defined
Priority
Kingdoms
PCI
OWASP
Other
Other
Other
15 Others
High
Critical
Medium
Low
First
Appearance
(new)
Which scans
has it show
in
Category
(~550)
38. Understand users
with personas
Capture:
Attitudes and mindsets
Goals
Behaviors
Opportunities
Who is the user?
What do they care about?
What do they love/hate?
How do they interact?
How can we help?
39.
40. Model context
with journey maps
Illuminate the complete experience a person may have with
your product or service.
Visually describe how an experience unfolds over a period of
time and through different touch points and channels.
Enable deep understanding of the user’s entire experience.
Highlight design opportunities.
41. Customer STAGES
Journey
Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel
EUROPE
THINKING
EXPERIENCE
Enter trips Confirm
Wait for paper tickets to arrive Research destinations, routes and products
Kayak,
compare
airfare
Google
searches
Research
hotels
Talk with
friends
Enjoyability
Relevance of Rail Europe
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.
Follow-up on refunds for booking changes
• Excited to share my vacation story with
my friends.
• A bit annoyed to be dealing with ticket issues when I just got home.
View
maps
Arrange
travel
Blogs &
Travel sites
Plan with
interactive map
Review fares
Select pass(es)
itinerary
Delivery
options
Payment
options
Review &
confirm
Map itinerary
(finding pass)
Destination
pages
May call if
difficulties
occur
E-ticket Print
at Station
Web
raileurope.com
Live chat for
questions
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
Share experience
Buy additional
tickets
Look up
time tables
Opportunities
• 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 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.
visit
Arm Enjoyability
customers with information
for making decisions.
STAGES: Shopping, Booking
Enjoyability
Improve the paper ticket
experience.
STAGES: Post-Booking, Travel, Post-Travel
Enjoyability
Support people in creating their
own solutions.
STAGES: Global
Enjoyability
Visualize the trip for planning
and booking.
STAGES: Planning, Shopping
Enjoyability
Enable people to plan over time.
STAGES: Planning, Shopping
Accommodate planning and
booking in Europe too.
STAGE: Traveling
Help people get the help they
need.
STAGES: Global
PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL
Relevance of Rail Europe
Helpfulness of Rail Europe
Relevance of Rail Europe
Helpfulness of Rail Europe
Relevance of Rail Europe
Helpfulness of Rail Europe
Relevance of Rail Europe
Helpfulness of Rail Europe
Relevance of Rail Europe
Helpfulness of Rail Europe
Mail tickets
for refund
Get stamp
for refund
43. Make use of your artifacts
Define and rank opportunities
Inform strategy and tactics
Share understanding
within and across teams
44. And keep using them
Create living documents that are continuously
updated
Gut check designs along the way
Maintain the overall vision
Keep your audience at the center of your thinking