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Mapping Experiences workshop at UXI Studio - Chris Risdon

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

Published in: Design
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Mapping Experiences workshop at UXI Studio - Chris Risdon

  1. 1. 14 DECEMBER, 2014 Mapping Experiences Chris Risdon
  2. 2. ADAPTIVE PATH EXPERIENCE MAPPING 2 #xmapping @ChrisRisdon #xmapping
  3. 3. ADAPTIVE PATH EXPERIENCE MAPPING What Are We Doing Today? 3
  4. 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. 5. ADAPTIVE PATH EXPERIENCE MAPPING Meet your group... 5
  6. 6. ADAPTIVE PATH EXPERIENCE MAPPING 1 WHAT IS EXPERIENCE MAPPING? 6
  7. 7. ADAPTIVE PATH EXPERIENCE MAPPING 7 Product Phone FAQ Marketing Mobile EXPERIENCE
  8. 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. 9. SERVICE DESIGN 9ADAPTIVE PATH EXPERIENCE MAPPING
  10. 10. CROSS-CHANNEL ADAPTIVE PATH EXPERIENCE MAPPING 10
  11. 11. MULTI-PLATFORM ECOSYSTEM 11ADAPTIVE PATH EXPERIENCE MAPPING
  12. 12. TOUCHPOINTS AND CHANNELS NEED TO WORK IN CONCERT WITH ONE OTHER 12ADAPTIVE PATH EXPERIENCE MAPPING
  13. 13. ADAPTIVE PATH EXPERIENCE MAPPING 13 Design for experiences that unfold over time and across many different touchpoints.
  14. 14. ADAPTIVE PATH EXPERIENCE MAPPING 14 Tell the story with depth and richness around the human experience.
  15. 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. 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. 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. 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. 19. ADAPTIVE PATH EXPERIENCE MAPPING How do you do experience mapping successfully? 19
  20. 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. 21. ADAPTIVE PATH EXPERIENCE MAPPING 21 1 DISCOVERY 2 RESEARCH 3 MAPPING THE JOURNEY 4 COMMUNICATING 
 THE JOURNEY 5 IDENTIFYING OPPORTUNITIES
  22. 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. 23. ADAPTIVE PATH EXPERIENCE MAPPING This is not a solo adventure... 23
  24. 24. ADAPTIVE PATH EXPERIENCE MAPPING 24 It’s about the verb, not the noun. It’s about the activity, not the artifact.
  25. 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. 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. 27. CASE STUDY 27ADAPTIVE PATH EXPERIENCE MAPPING
  28. 28. ADAPTIVE PATH EXPERIENCE MAPPING 28 EXHIBITS UX IT MARKETING EDUCATION PARTNERSHIPS
  29. 29. ADAPTIVE PATH EXPERIENCE MAPPING 29
  30. 30. ADAPTIVE PATH EXPERIENCE MAPPING 30
  31. 31. ADAPTIVE PATH EXPERIENCE MAPPING Wait a minute... What is a touchpoint? 31
  32. 32. ADAPTIVE PATH EXPERIENCE MAPPING 32 Touchpoint ≠ Channel
  33. 33. ADAPTIVE PATH EXPERIENCE MAPPING 33 Channel A medium of interaction with customers or users.
  34. 34. ADAPTIVE PATH EXPERIENCE MAPPING 34 Channel Channels define the opportunity or constraint around the touchpoint.
  35. 35. ADAPTIVE PATH EXPERIENCE MAPPING 35 CONSTRAINTS Small Screen Awkward Input Distractions MOBILE CHANNEL = MOBILE CONSTRAINTS + OPPORTUNITIES OPPORTUNITIES Portability Sensors Networked
  36. 36. ADAPTIVE PATH EXPERIENCE MAPPING 36 Touchpoint A point of interaction involving a specific human need in a specific time and place.
  37. 37. ADAPTIVE PATH EXPERIENCE MAPPING 37 Touchpoint Touchpoints are enabled by channels, but are not ultimately defined by them.
  38. 38. 38ADAPTIVE PATH EXPERIENCE MAPPING TOUCHPOINT 
 COMPUTER VALIDATION CHANNELS 
 WEB AND
 PHONE OR
 TEXT OR
 EMAIL
  39. 39. KOREA’S HOME PLUS VIRTUAL GROCERY STORES 39ADAPTIVE PATH EXPERIENCE MAPPING TOUCHPOINT 
 PURCHASE GROCERIES CHANNELS 
 PHYSICAL (BILLBOARD) AND
 MOBILE PHONE
  40. 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. 41. TOUCHPOINT 41 CHANNEL CHANNEL CHANNEL CHANNEL CHANNEL CHANNEL ADAPTIVE PATH EXPERIENCE MAPPING TOUCHPOINT 
 CONFIRMING RESERVATION
  42. 42. Journey Hub of empathy, understanding and strategy Moment in time!
  43. 43. person (with need) organization (value proposition in action)
  44. 44. person (with need) organization (value proposition in action) touchpoint How do we support this?
  45. 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. 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. 47 We want to orchestrate our touchpoints. What is each instrument doing? How and when are they doing it?
  48. 48. ADAPTIVE PATH EXPERIENCE MAPPING 2 SCIENCE BEFORE ADVENTURE 48
  49. 49. ADAPTIVE PATH EXPERIENCE MAPPING EXPERIENCE MAPPING MUST ADDRESS: Feeling Thinking Doing Time Place (Context) 49
  50. 50. 50 SEEING DOING
 (ACTIONS) FEELING
 (MOTIVATIONS) HEARING THINKING
 (FRAMING) DEVICE RELATIONSHIPSTIME PLACE CONTEXT
  51. 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. 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. 53. ADAPTIVE PATH EXPERIENCE MAPPING Discovery: What do you know about everything? 53
  54. 54. ADAPTIVE PATH EXPERIENCE MAPPING 54 DIFFERENT METHODS FOR DISCOVERY Territory 
 Mapping Touchpoint Inventory System 
 Maps Expectation 
 Maps Ecosystem Mapping Flow Diagramming
  55. 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. 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. 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. 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. 59. ECOSYSTEM MAP 59ADAPTIVE PATH EXPERIENCE MAPPING Alex Pappas, Austin Center for Design
  60. 60. 60ADAPTIVE PATH EXPERIENCE MAPPING SYSTEM MAP
  61. 61. SERVICE ECOSYSTEM 61 Service Design: From Insight to Implementation – Polaine, Løvlie, Reason ADAPTIVE PATH EXPERIENCE MAPPING
  62. 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. 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. 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. 65. KOREA’S HOME PLUS VIRTUAL GROCERY STORES 65ADAPTIVE PATH EXPERIENCE MAPPING TOUCHPOINT 
 PURCHASE GROCERIES CHANNELS 
 PHYSICAL (BILLBOARD) AND
 MOBILE PHONE
  66. 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. 67. ADAPTIVE PATH EXPERIENCE MAPPING 67 ARTIFACT ARTIFACT LOCATION ACTOR ACTOR ACTOR ARTIFACT ARTIFACT ARTIFACT AGENT AGENT
  68. 68. Let’s do some discovery… 68 EXERCISE 1: DISCOVERY ADAPTIVE PATH EXPERIENCE MAPPING
  69. 69. EXERCISE 1 Discovery 69 EXERCISE 1: DISCOVERY ADAPTIVE PATH EXPERIENCE MAPPING
  70. 70. ADAPTIVE PATH EXPERIENCE MAPPING 70 EXERCISE 1: DISCOVERY
  71. 71. ADAPTIVE PATH EXPERIENCE MAPPING 71 EXERCISE 1: DISCOVERY
  72. 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. 73. ADAPTIVE PATH EXPERIENCE MAPPING Research: 
 Where do you start? 73
  74. 74. ADAPTIVE PATH EXPERIENCE MAPPING 74 Experiences are complex.
  75. 75. ADAPTIVE PATH EXPERIENCE MAPPING 75 One simple way to get a well-rounded view of experiences...
  76. 76. ADAPTIVE PATH EXPERIENCE MAPPING 76 Feeling Thinking Doing MOTIVATIONS FRAMING BEHAVIORS
  77. 77. ADAPTIVE PATH EXPERIENCE MAPPING 77 PERSON ORGANIZATION -ENJOYMENT+
  78. 78. ADAPTIVE PATH EXPERIENCE MAPPING 78 WHERE DO THE INSIGHTS COME FROM? Quantitative Qualitative
  79. 79. ADAPTIVE PATH EXPERIENCE MAPPING 79 QUANTITATIVE RESEARCH
  80. 80. ADAPTIVE PATH EXPERIENCE MAPPING 80 Web analytics Marketing research Satisfaction scores Call log statistics Customer surveys
  81. 81. ADAPTIVE PATH EXPERIENCE MAPPING 81 QUALITATIVE RESEARCH
  82. 82. ADAPTIVE PATH EXPERIENCE MAPPING 82 Customer interviews Contextual inquiry Observations Video ethnography Diary studies
  83. 83. ADAPTIVE PATH EXPERIENCE MAPPING 83 CUSTOMER INTERVIEWS Kennisland, http://www.flickr.com/photos/kl/9355879389/sizes/o/
  84. 84. 84ADAPTIVE PATH EXPERIENCE MAPPING PRO TIP: SKETCHNOTE!
  85. 85. Let’s do some research… 85 EXERCISE 2: RESEARCH ADAPTIVE PATH EXPERIENCE MAPPING
  86. 86. EXERCISE 2 Research 86 EXERCISE 2: RESEARCH ADAPTIVE PATH EXPERIENCE MAPPING
  87. 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. 88. RECORDING THE JOURNEY
  89. 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. 90. ADAPTIVE PATH EXPERIENCE MAPPING 90
  91. 91. ADAPTIVE PATH EXPERIENCE MAPPING You have your inputs and insights, now what? 91
  92. 92. CASE STUDY ADAPTIVE PATH EXPERIENCE MAPPING A Story of 
 a Pleasant Trip 
 by Rail 92
  93. 93. ADAPTIVE PATH EXPERIENCE MAPPING 93
  94. 94. ADAPTIVE PATH EXPERIENCE MAPPING 94
  95. 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. 96. ADAPTIVE PATH EXPERIENCE MAPPING 96 QUANTITATIVE RESEARCH
  97. 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. 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. 99. ADAPTIVE PATH EXPERIENCE MAPPING 99
  100. 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. 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. 102. ADAPTIVE PATH EXPERIENCE MAPPING 3 CARTOGRAPHY 101 102
  103. 103. ADAPTIVE PATH EXPERIENCE MAPPING How do we capture the journey? 103
  104. 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. 105. 105ADAPTIVE PATH EXPERIENCE MAPPING
  106. 106. ADAPTIVE PATH EXPERIENCE MAPPING 106 Time Troop Strength Direction Temperature Location Building Blocks
  107. 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. 108. ADAPTIVE PATH EXPERIENCE MAPPING 108 Stages Channels Touchpoints Feeling Thinking Doing Places Time Events Devices People Relationships Building Blocks
  109. 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. 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. 111. QUALITATIVE INSIGHT – THINKING & FEELING 111 nForm ADAPTIVE PATH EXPERIENCE MAPPING
  112. 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. 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. 114. ADAPTIVE PATH EXPERIENCE MAPPING 114 ChannelsTouchpoints Feeling Thinking Doing Places Time People Relationships JOURNEY REFLECTS THE CUSTOMER JOURNEY CAPTURES THE CONTEXT

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