mapping experiences workshop at uxi studio - chris risdon
TRANSCRIPT
14 DECEMBER, 2014
Mapping Experiences
Chris Risdon
ADAPTIVE PATH EXPERIENCE MAPPING 2
#xmapping
@ChrisRisdon
#xmapping
ADAPTIVE PATH EXPERIENCE MAPPING
What Are We Doing Today?
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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.
ADAPTIVE PATH EXPERIENCE MAPPING
Meet your group...
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ADAPTIVE PATH EXPERIENCE MAPPING
1 WHAT IS EXPERIENCE MAPPING?
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Product
Phone
FAQ
Marketing
Mobile
EXPERIENCE
ADAPTIVE PATH EXPERIENCE MAPPING 8
over timeEXPERIENCE
SERVICE
EXPERIENCES OUTSIDE OF YOUR SERVICE CAN INFLUENCE THE DESIGN
OF YOUR SERVICE.
Marketing Mobile Phone FAQProduct Use
SERVICE DESIGN
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CROSS-CHANNEL
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MULTI-PLATFORM ECOSYSTEM
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TOUCHPOINTS AND CHANNELS NEED TO WORK IN CONCERT WITH ONE OTHER
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Design for experiences that unfold over time and across many different touchpoints.
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Tell the story with depth and richness around the human experience.
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
PATIENTACTIVITIES
INFORMATIONNEEDS
Critical MomentPatient 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 MomentPatient needs JMH
Critical MomentSeverity 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 MomentPatient gets diagnosis
Critical MomentPatient gets or starts treatment
Critical MomentGet patient on the road to normal
Critical MomentPatient sees Care Provider
RedirectReferred to Specialist, patient is looking to connect with right Care Provider for them
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+ ANXIETY
+ RELIEF
STORY ARCThe 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 momentsomething feelswrongUnsure what is wrong. Scare of the unknown.
my needs Validate that I need help
key momentdecide to get helpConfident I will get help and hopeful that I can get answers.
my needs Be ready for me
key momentmonitor treatmentConfident 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 momentcheck-upsConsistent access to my Doctor. Confident in my care and prepared if anything comes up.
my needs Show me progress
key momentsee a specialistConfident in my care and trust in Doctor. Empathy for my situation.
my needs Be my rock and hub of information
key momentchoose treatment optionClear 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 momenttalk to doctors to see what is going onNo empathy or comfort. Feel rushed and unimportant to my Doctor.
my needsListen to me so I can trust you
key moment
change treatmentNo set expectations of progress. No confi-dence in my care or doctor.
my needsProvide me options
key momentget tests and review resultsNo clear answer, so no confidence in my care. No expectations of when we’ll know.
my needsNeed 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 CarePatient 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
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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
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Critical MomentPatient sees Care Provider
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Critical MomentPatient gets diagnosis
Critical MomentPatient gets or starts treatment
Critical MomentGet patient on the road to normal
Critical MomentPatient sees Care Provider
RedirectReferred to Specialist, patient is looking to connect with right Care Provider for them
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key momentmonitor treatmentConfident 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 momentsee a specialistConfident in my care and trust in Doctor. Empathy for my situation.
my needs Be my rock and hub of information
key momentchoose treatment optionClear expectations of how my life will change with helpful resources. Empathy for my situation.
my needs Understand how this will impact me long-term
talk to doctors to see what is
comfort. Feel rushed and unimportant to
Listen to me so I can trust you
key moment
change treatmentNo set expectations of progress. No confi-dence in my care or doctor.
my needsProvide me options
key momentget tests and review resultsNo clear answer, so no confidence in my care. No expectations of when we’ll know.
my needsNeed 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.
EXPERIENCE MAP
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ACTIONSKeeping silentUsing drugs and alcoholDenying problems
FEELINGConfused, Scared, Alone
NEEDSHelp and adviceFeel normalProtection
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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 someoneelse 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.
EmpowermentPositiveInfluence
NegativeInfluence
Fear
COMMUNITYSOCIETY
FAMILY & FRIENDSME
Creating Positive Change for Youth in the Western Addition
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I'm not talking about my problems.
I can helpothers.
I feel supported and empowered.
I feel good about me.
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DenialPHASE 1
“Nothing is wrong with me.”
ROAD BLOCKS
DENIAL
SOCIAL STIGMA
ROAD BLOCKS
FINANCEACCESS
SOCIAL STIGMA
ACTIONSSkipping schoolSelf medicatingHurting others
FEELINGDepressed, Angry, Numb
NEEDSHelp EducationSupport
SensingPHASE 2
“Why am I like this?”
ROAD BLOCKS
DENIALTRUST
WRONG HELPTOO HARD
ACTIONSRelapsingChanging behaviorHelping others
FEELINGSupported, Validated, Hopeful
NEEDSCulturally competent careFamily supportEncouragement
EngagementPHASE 5
“I can change.”
ROAD BLOCKS
WRONG HELPTOO HARD TO CHANGE
SOCIAL PRESSUREINCONSISTENT HELP
ROAD BLOCKS
WRONGHELP
SOCIAL STIGMA
ACTIONSSelf diagnosingSeeking helpTalk to someone
NEEDSPrivacy TrustSafety
AwarenessPHASE 3
“There are things I need to deal with.”
ACTIONSAsking for or being directed to helpTalking to parents for treatment consentStarting / Quitting therapy
FEELINGHopeful, Crazy, Fear
NEEDSAdviceValidation
FEELINGRelief, Skeptical,Not alone
ConnectionPHASE 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
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How do you do experience mapping successfully?
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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.
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1 DISCOVERY
2 RESEARCH
3 MAPPING THE
JOURNEY
4 COMMUNICATING
THE JOURNEY
5 IDENTIFYING
OPPORTUNITIES
DISCOVER DEFINE DESIGN DELIVER
Making the leap
Making the leap
Interviews Field Research
Experience Principles Experience Map Opportunities
ExperienceMap
Principles Opportunities Ideation Prototyping Testing Experience Story & Opportunities
MAPPING IN THE GRAND SCHEME OF THINGS
ADAPTIVE PATH EXPERIENCE MAPPING
This is not a solo adventure...
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It’s about the verb, not the noun. It’s about the activity, not the artifact.
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Everyone should be involved at a deep level. You need a process that takes a whole team or organization along.
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You want to work with stakeholders until they know the story so well they are constantly telling and retelling it themselves.
CASE STUDY
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EXHIBITS
UX
IT
MARKETING
EDUCATION
PARTNERSHIPS
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ADAPTIVE PATH EXPERIENCE MAPPING
Wait a minute... What is a touchpoint?
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Touchpoint ≠ Channel
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Channel A medium of interaction with customers or users.
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Channel Channels define the opportunity or constraint around the touchpoint.
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CONSTRAINTS
Small Screen
Awkward Input
Distractions
MOBILE CHANNEL = MOBILE CONSTRAINTS + OPPORTUNITIES
OPPORTUNITIES
Portability
Sensors
Networked
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Touchpoint A point of interaction involving a specific human need in a specific time and place.
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Touchpoint Touchpoints are enabled by channels, but are not ultimately defined by them.
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TOUCHPOINT COMPUTER VALIDATION
CHANNELS WEB ANDPHONE ORTEXT OREMAIL
KOREA’S HOME PLUS VIRTUAL GROCERY STORES
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TOUCHPOINT PURCHASE GROCERIES
CHANNELS PHYSICAL (BILLBOARD) AND
MOBILE PHONE
KOREA’S HOME PLUS VIRTUAL GROCERY STORES
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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
TOUCHPOINT
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CHANNEL
CHANNEL
CHANNEL
CHANNEL
CHANNEL
CHANNEL
ADAPTIVE PATH EXPERIENCE MAPPING
TOUCHPOINT CONFIRMING RESERVATION
Journey Hub of empathy, understanding and strategy
Moment in time!
person (with need)
organization (value proposition
in action)
person (with need)
organization (value proposition
in action)
touchpoin
tHow do we support this?
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?
(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
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We want to orchestrate our touchpoints.
What is each instrument doing?
How and when are they doing it?
ADAPTIVE PATH EXPERIENCE MAPPING
2 SCIENCE BEFORE ADVENTURE
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ADAPTIVE PATH EXPERIENCE MAPPING
EXPERIENCE MAPPING MUST ADDRESS:
Feeling
Thinking
Doing
Time
Place (Context)
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SEEING
DOING(ACTIONS)
FEELING(MOTIVATIONS)
HEARING
THINKING(FRAMING)
DEVICE
RELATIONSHIPSTIME PLACE
CONTEXT
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.
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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?
ADAPTIVE PATH EXPERIENCE MAPPING
Discovery: What do you know about everything?
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DIFFERENT METHODS FOR DISCOVERY
Territory Mapping
Touchpoint Inventory
System Maps
Expectation Maps
Ecosystem Mapping
Flow Diagramming
TERRITORY MAP
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YOU(and your family)
COMMUNITY
ENVIRONMENT
Social Connections
Home Monitoring
Automation
Be Efficent
Share Energy
ChangeBehavior
SupportEnvironment
Save Money
ProvideComfort
Competition
Donations
Kickstarter
Microlending
Comparison
Dialogue
Teams / Groups
ResourceManagement
EnergySecurity
Renewables
Solar
Biking
Natural Disasters
EnergyRegulation
Infastructure
Incentives
Subsidies
DecentralizedModel
Rebates
Usage Patterns
Visualize Behavior
Smart Meter Data
Technology
ServiceProvider
Resources
Conservation
Weather
Education
Government
ChangingBehaviors
Recycling
ElectricCars
GlobalWarming
ReducingDemand
Draft 1/10/13
Cost
Rate Plans
Billing
Alerts
Comfort
Home ModesConstruction
Location
SmartAppliances
Disaggrigation
ConservationSensors
your home
territory map
WastedEnergy
TERRITORY MAP
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YOU(and your family)
COMMUNITY
ENVIRONMENT
Social Connections
Home Monitoring
Automation
Be Efficent
Share Energy
ChangeBehavior
SupportEnvironment
Save Money
ProvideComfort
Competition
Donations
Kickstarter
Microlending
Comparison
Dialogue
Teams / Groups
ResourceManagement
EnergySecurity
Renewables
Solar
Biking
Natural Disasters
EnergyRegulation
Infastructure
Incentives
Subsidies
DecentralizedModel
Rebates
Usage Patterns
Visualize Behavior
Smart Meter Data
Technology
ServiceProvider
Resources
Conservation
Weather
Education
Government
ChangingBehaviors
Recycling
ElectricCars
GlobalWarming
ReducingDemand
Draft 1/10/13
Cost
Rate Plans
Billing
Alerts
Comfort
Home ModesConstruction
Location
SmartAppliances
Disaggrigation
ConservationSensors
your home
territory map
WastedEnergy
Serves as a visual tool to help the team and stakeholders make decisions about where to focus, what is known, and what is unknown.
TOUCHPOINT INVENTORY
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StageResearch & Planning Shopping Booking
Pre-Travel (Documents) Travel Post-Travel
ChannelsWebsite Maps
Test intinerariesTimetablesDestination PagesFAQGeneral product & site exploration
Schedule look-upPrice look-upMulti-city look-upPass 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 brochurePlanning (Products)SchedulesGeneral questions
Site navigation help Automated booking paymentCust. Rep bookingSite navigation help
Call re: ticket optionsRequest ticket mailedReslove problems (info, pay-ment, etc.)
Call with questions regarding ticketsGeneral calls re: schedules, strikes, documents
Mobile Trip ideas Schedules Mobile trip booking Access itineraryLook up schedulesBuy additional tickets
Communication Channels (social media, email, chat)
Chat for web nav help FB ComparatorEmail questionsChat for website nav help
Chat for booking support Email confirmationsEmail for general helpHold ticket
Ask questions or resolve prob-lems re: schedules and tickets
Complaints or complimentsSurvey
Customer Relations Request for refund, escelation from call center.
Non-REI Channels Trip AdvisorTravel blogsSocial MediaGeneral Google searching
Airline comparisonKayakDirect rail sites
Expedia Travel BlogsDirect rail sitesGoogle searches
Trip AdvisorReview sitesFacebook
Rail Europe Touchpoints by Channel
Linear process Non-linear, but time based
Non-linear, no time restrictions
ADAPTIVE PATH EXPERIENCE MAPPING
TOUCHPOINT
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StageResearch & Planning Shopping Booking
Pre-Travel (Documents) Travel Post-Travel
ChannelsWebsite Maps
Test intinerariesTimetablesDestination PagesFAQGeneral product & site exploration
Schedule look-upPrice look-upMulti-city look-upPass 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 brochurePlanning (Products)SchedulesGeneral questions
Site navigation help Automated booking paymentCust. Rep bookingSite navigation help
Call re: ticket optionsRequest ticket mailedReslove problems (info, pay-ment, etc.)
Call with questions regarding ticketsGeneral calls re: schedules, strikes, documents
Mobile Trip ideas Schedules Mobile trip booking Access itineraryLook up schedulesBuy additional tickets
Communication Channels (social media, email, chat)
Chat for web nav help FB ComparatorEmail questionsChat for website nav help
Chat for booking support Email confirmationsEmail for general helpHold ticket
Ask questions or resolve prob-lems re: schedules and tickets
Complaints or complimentsSurvey
Customer Relations Request for refund, escelation from call center.
Non-REI Channels Trip AdvisorTravel blogsSocial MediaGeneral Google searching
Airline comparisonKayakDirect rail sites
Expedia Travel BlogsDirect rail sitesGoogle searches
Trip AdvisorReview sitesFacebook
Rail Europe Touchpoints by Channel
Linear process Non-linear, but time based
Non-linear, no time restrictions
ADAPTIVE PATH EXPERIENCE MAPPING
Maps existing service touchpoints to the channels that deliver them as well as the customer journey.
ECOSYSTEM MAP
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Alex Pappas, Austin Center for Design
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SYSTEM MAP
SERVICE ECOSYSTEM
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Service Design: From Insight to Implementation – Polaine, Løvlie, Reason
ADAPTIVE PATH EXPERIENCE MAPPING
SERVICE ECOLOGY
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Visualizes the actors, stakeholders, and other entities of a service as well as the relationships among them.
PLACEHOLDER IMAGE – REPLACE
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RETAIL ECOSYSTEM
Ecosystem maps give you a means to establish a shared overview of the space you wish to work within.
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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.
KOREA’S HOME PLUS VIRTUAL GROCERY STORES
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TOUCHPOINT PURCHASE GROCERIES
CHANNELS PHYSICAL (BILLBOARD) AND
MOBILE PHONE
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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.
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ARTIFACT
ARTIFACT
LOCATION
ACTOR
ACTOR
ACTOR
ARTIFACT
ARTIFACT
ARTIFACT
AGENT
AGENT
Let’s do some discovery…
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EXERCISE 1: DISCOVERY
ADAPTIVE PATH EXPERIENCE MAPPING
EXERCISE 1
Discovery
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EXERCISE 1: DISCOVERY
ADAPTIVE PATH EXPERIENCE MAPPING
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EXERCISE 1: DISCOVERY
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EXERCISE 1: DISCOVERY
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.
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EXERCISE 1: DISCOVERY
ADAPTIVE PATH EXPERIENCE MAPPING
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Research: Where do you start?
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Experiences are complex.
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One simple way to get a well-rounded view of experiences...
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Feeling Thinking Doing
MOTIVATIONS FRAMING BEHAVIORS
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PERSON
ORGANIZATION
- EN
JOY
MEN
T +
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WHERE DO THE INSIGHTS COME FROM?
Quantitative Qualitative
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QUANTITATIVE RESEARCH
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Web analytics
Marketing research
Satisfaction scores
Call log statistics
Customer surveys
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QUALITATIVE RESEARCH
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Customer interviews
Contextual inquiry
Observations
Video ethnography
Diary studies
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CUSTOMER INTERVIEWS
Kennisland, http://www.flickr.com/photos/kl/9355879389/sizes/o/
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PRO TIP: SKETCHNOTE!
Let’s do some research…
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EXERCISE 2: RESEARCH
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EXERCISE 2
Research
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EXERCISE 2: RESEARCH
ADAPTIVE PATH EXPERIENCE MAPPING
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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 pricegoogle 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: DeltaNY-> FranceFlights 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 stayLook up cheap flights EasyJetE-ticket for the flight with confirmation number
Munich
Amsterdam
fly:Scotland, Edinburgh
bus to Londonpretty 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 Italiandifficult to find a hotel in an expensive city
woman had a map with hotel prices
Florence
day trips:Venice, Rome
Florence to Parisfly 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 Europea 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 disconnectedcalling about options on etickets before paying $50frustrated, not a lot of time, with everything else to do, not time to be on hold againwary about emailing websites, wanted to talk to a personnothing I can do about this nowtalk to a person to make sure, before committing to shipping and then sending to FranceMom 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'trather pay on price to have all the tickets shipped--5 reservations shipped to me
RESEARCH & PLANNING SHOPPING BOOKINGPRE-TRAVEL
TRAVEL
POST-TRAVEL
add more pictures to facebook
STORY OF YOUR TRIP: Joseph flew into Londonstayed for two days
took a fast train to Paris -booked round trip3 daystour de france at the same time
RE: paris pass, museums, catacombsgot us a break on the Louvre, Picasso
start 15 day passGeneva to Lucern
Lucernovernight
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 stationbackpack 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 togetherwe 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 lostrented scooters and bikes
planningThomas Cook books, a great map, big map with rail routes, big readabletalk with people who have visited Europe, word of mouththe books too
airline/hotel rewards -- extended to 3 weekstraded miles with friend2 months before going start planning
book hotels the month beforemarriot hotel rewards
rail passes: month beforewent on Rail Europe website, kind of traveler selectionGlobal Pass, a little more, first classodd, reservation issue, cost of reservations 20EU here and there --pay for 2nd class sometimescould 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 moneysee 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 whereExpected 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 neednotion 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 greatcrowded
Skype and email
eventually used the phone
daughter is social media personTour 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 helpfulno attitude
booking: 3 times to get the one i wanted
RECORDING THE JOURNEY
RECORDING THE JOURNEY
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
ADAPTIVE PATH EXPERIENCE MAPPING 90
ADAPTIVE PATH EXPERIENCE MAPPING
You have your inputs and insights, now what?
91
CASE STUDY
ADAPTIVE PATH EXPERIENCE MAPPING
A Story of a Pleasant Trip by Rail
92
ADAPTIVE PATH EXPERIENCE MAPPING 93
ADAPTIVE PATH EXPERIENCE MAPPING 94
STORY OF YOUR TRIP: Laurel
8 weeks in EuropeA 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 pricegoogle 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: DeltaNY-> FranceFlights 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 stayLook up cheap flights EasyJetE-ticket for the flight with confirmation number
Munich
Amsterdam
fly:Scotland, Edinburgh
bus to Londonpretty 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 connectiondifficult don't speak Italiandifficult to find a hotel in an expensive citywoman had a map with hotel prices
Florence
day trips:Venice, Rome
Florence to Parisfly 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 Europea 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 LondonInternational phone for talking to people in Europe, internet for keeping in touch with people at home
tried calling Rail Europe once, call got disconnectedcalling about options on etickets before paying $50frustrated, not a lot of time, with everything else to do, not time to be on hold againwary about emailing websites, wanted to talk to a personnothing I can do about this nowtalk to a person to make sure, before committing to shipping and then sending to FranceMom 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'trather 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 Londonstayed for two days
took a fast train to Paris -booked round trip3 daystour de france at the same time
RE: paris pass, museums, catacombsgot us a break on the Louvre, Picasso
start 15 day passGeneva to Lucern
Lucernovernight
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 stationbackpack 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 togetherwe 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 lostrented scooters and bikes
planningThomas Cook books, a great map, big map with rail routes, big readabletalk with people who have visited Europe, word of mouththe books too
airline/hotel rewards -- extended to 3 weekstraded miles with friend2 months before going start planning
book hotels the month beforemarriot hotel rewards
rail passes: month beforewent on Rail Europe website, kind of traveler selectionGlobal Pass, a little more, first classodd, reservation issue, cost of reservations 20EU here and there --pay for 2nd class sometimescould 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 moneysee 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 whereExpected 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 neednotion 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 greatcrowded
Skype and email
eventually used the phone
daughter is social media personTour 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 helpfulno attitude
booking: 3 times to get the one i wanted
95ADAPTIVE PATH EXPERIENCE MAPPING
QUALITATIVE RESEARCH: CUSTOMERS’ JOURNEYS
ADAPTIVE PATH EXPERIENCE MAPPING 96
QUANTITATIVE RESEARCH
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?
YesSomewhatNo
As Inspiration Not very important
ADAPTIVE PATH EXPERIENCE MAPPING 97
QUANTITATIVE RESEARCH
ADAPTIVE PATH EXPERIENCE MAPPING 98
StageResearch & Planning Shopping Booking
Pre-Travel (Documents) Travel Post-Travel
ChannelsWebsite Maps
Test intinerariesTimetablesDestination PagesFAQGeneral product & site exploration
Schedule look-upPrice look-upMulti-city look-upPass 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 brochurePlanning (Products)SchedulesGeneral questions
Site navigation help Automated booking paymentCust. Rep bookingSite navigation help
Call re: ticket optionsRequest ticket mailedReslove problems (info, pay-ment, etc.)
Call with questions regarding ticketsGeneral calls re: schedules, strikes, documents
Mobile Trip ideas Schedules Mobile trip booking Access itineraryLook up schedulesBuy additional tickets
Communication Channels (social media, email, chat)
Chat for web nav help FB ComparatorEmail questionsChat for website nav help
Chat for booking support Email confirmationsEmail for general helpHold ticket
Ask questions or resolve prob-lems re: schedules and tickets
Complaints or complimentsSurvey
Customer Relations Request for refund, escelation from call center.
Non-REI Channels Trip AdvisorTravel blogsSocial MediaGeneral Google searching
Airline comparisonKayakDirect rail sites
Expedia Travel BlogsDirect rail sitesGoogle searches
Trip AdvisorReview sitesFacebook
Rail Europe Touchpoints by Channel
Linear process Non-linear, but time based
Non-linear, no time restrictions
TOUCHPOINT INVENTORY
ADAPTIVE PATH EXPERIENCE MAPPING 99
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 interviewsCognitive walkthroughs
Customer Experience SurveyExisting 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
ADAPTIVE PATH EXPERIENCE MAPPING 101
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel
convenient, easy, and flexible. travel process. 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
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
The map doesn’t just communicate insight, it reveals the process.
ADAPTIVE PATH EXPERIENCE MAPPING
3 CARTOGRAPHY 101
102
ADAPTIVE PATH EXPERIENCE MAPPING
How do we capture the journey?
103
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
105ADAPTIVE PATH EXPERIENCE MAPPING
ADAPTIVE PATH EXPERIENCE MAPPING 106
TimeTroop
StrengthDirection Temperature Location
Building Blocks
PATIENTACTIVITIES
INFORMATIONNEEDS
Critical MomentPatient 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 MomentPatient needs JMH
Critical MomentSeverity 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 MomentPatient gets diagnosis
Critical MomentPatient gets or starts treatment
Critical MomentGet patient on the road to normal
Critical MomentPatient sees Care Provider
RedirectReferred to Specialist, patient is looking to connect with right Care Provider for them
6
+ ANXIETY
+ RELIEF
STORY ARCThe 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 momentsomething feelswrongUnsure what is wrong. Scare of the unknown.
my needs Validate that I need help
key momentdecide to get helpConfident I will get help and hopeful that I can get answers.
my needs Be ready for me
key momentmonitor treatmentConfident 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 momentcheck-upsConsistent access to my Doctor. Confident in my care and prepared if anything comes up.
my needs Show me progress
key momentsee a specialistConfident in my care and trust in Doctor. Empathy for my situation.
my needs Be my rock and hub of information
key momentchoose treatment optionClear 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 momenttalk to doctors to see what is going onNo empathy or comfort. Feel rushed and unimportant to my Doctor.
my needsListen to me so I can trust you
key moment
change treatmentNo set expectations of progress. No confi-dence in my care or doctor.
my needsProvide me options
key momentget tests and review resultsNo clear answer, so no confidence in my care. No expectations of when we’ll know.
my needsNeed 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 CarePatient 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
ADAPTIVE PATH EXPERIENCE MAPPING 108
Stages Channels Touchpoints
Feeling Thinking Doing
Places Time Events
Devices People Relationships
Building Blocks
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 interviewsCognitive walkthroughs
Customer Experience SurveyExisting 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
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
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
QUALITATIVE INSIGHT – THINKING & FEELING
110
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
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 interviewsCognitive walkthroughs
Customer Experience SurveyExisting 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
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
QUALITATIVE INSIGHT – THINKING & FEELING
111
nForm
ADAPTIVE PATH EXPERIENCE MAPPING
QUANTITATIVE INFORMATION – EMBEDDED IN THE JOURNEY
112
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
ADAPTIVE PATH EXPERIENCE MAPPING
QUANTITATIVE INFORMATION – EXPLICITLY CALLED OUT
113
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
ADAPTIVE PATH EXPERIENCE MAPPING
ADAPTIVE PATH EXPERIENCE MAPPING 114
ChannelsTouchpoints
Feeling Thinking Doing
Places
Time People Relationships
JOURNEY REFLECTS THE CUSTOMER
JOURNEY CAPTURES THE CONTEXT
115
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 interviewsCognitive walkthroughs
Customer Experience SurveyExisting 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
STAGES
TOUCHPOINTS
CHANNELS
DOING
THINKING
FEELING
ADAPTIVE PATH EXPERIENCE MAPPING
Let’s do some mapping…
116
EXERCISE 3: MAPPING THE EXPERIENCE
ADAPTIVE PATH EXPERIENCE MAPPING
EXERCISE 3
Mapping the Experience
117
EXERCISE 3: MAPPING THE EXPERIENCE
ADAPTIVE PATH EXPERIENCE MAPPING
118
PEOPLE
TOUCHPOINTS
DOING
THINKING
FEELING
ADAPTIVE PATH EXPERIENCE MAPPING
ADAPTIVE PATH EXPERIENCE MAPPING
STAGE STAGE STAGE STAGE STAGE
119
By Building Block
EXERCISE 3: MAPPING THE EXPERIENCE
ADAPTIVE PATH EXPERIENCE MAPPING 120
By Channel
EXERCISE 3: MAPPING THE EXPERIENCE
STAGE STAGE STAGE STAGE
Web
Hotel
Mobile
Phone
ADAPTIVE PATH EXPERIENCE MAPPING 121
By Emotion / Satisfaction
EXERCISE 3: MAPPING THE EXPERIENCE
STAGE STAGE STAGE STAGE
Happy
Sad
ADAPTIVE PATH EXPERIENCE MAPPING
STAGE STAGE STAGE STAGE STAGE
122
By Building Block With Callouts
EXERCISE 3: MAPPING THE EXPERIENCE
ADAPTIVE PATH EXPERIENCE MAPPING 123
Start in a stage, then build around a touchpoint
EXERCISE 3: MAPPING THE EXPERIENCE
CHECK-IN
SEAMLESS, SELF MANAGED CHECK-IN
Stage
GETTING ROOM KEY
KIOSK
USING TOUCH SCREEN
I’M TIRED
HOW DO I MAKE SPECIAL
REQUESTS?
Touchpoint
Actor/Artifact
Doing
Feeling
Thinking
ADAPTIVE PATH EXPERIENCE MAPPING 124
Start in a stage, then build around a touchpoint
EXERCISE 3: MAPPING THE EXPERIENCE
CHECK-IN
HIGH-TOUCH, PERSONALIZED CHECK-IN
Stage
GETTING ROOM KEY
FRONT DESK REPRESENTATIVE
TAKING TO REP
I’M TIRED
IS THIS GOING TO TAKE A WHILE?
Touchpoint
Actor
Doing
Feeling
Thinking
Channel PHYSICAL
ADAPTIVE PATH EXPERIENCE MAPPING 125
Start in a stage, then build around a touchpoint
EXERCISE 3: MAPPING THE EXPERIENCE
CHECK-IN
SEAMLESS, SELF MANAGED CHECK-IN
Stage
GETTING ROOM KEY
KIOSK
USING TOUCH SCREEN
I’M TIRED
HOW DO I MAKE SPECIAL
REQUESTS?
Touchpoint
Actor/Artifact
Doing
Feeling
Thinking
GETTING TO ROOM
ELEVATOR
KEYCARD
WHICH WAY IS MY ROOM
GETTING SETTLED / ORIENTING
ADAPTIVE PATH EXPERIENCE MAPPING 126
May look messy and bleed into each other
EXERCISE
CHECK-IN
SEAMLESS, SELF MANAGED CHECK-IN
GETTING
ROOM KEY
KIOSK
USING TOUCH SCREEN
I’M TIREDHOW DO I
MAKE SPECIAL
MOBILE
GET TO ROOM
ELEVATOR
ELEVATOR
INTERFACE/
BUTTONSWHICH WAY IS RM 526?
BELLHOP
ROOM KEY
127
PEOPLE
TOUCHPOINTS
DOING
THINKING
FEELING
ADAPTIVE PATH EXPERIENCE MAPPING
128ADAPTIVE PATH EXPERIENCE MAPPING
As a team, begin turning your notes into a visual journey that addresses the following
129
EXERCISE 3: MAPPING THE EXPERIENCE
Stages
Touchpoints (key moment)
Channels
Events
Doing (Actions)
Thinking (Expectations)
Feeling (Emotions)
Artifacts (Things)
People
Context (places, circumstances)
You may have lots of some things, and few of others
ADAPTIVE PATH EXPERIENCE MAPPING
130
EXERCISE 3: MAPPING THE EXPERIENCE
ADAPTIVE PATH EXPERIENCE MAPPING
SUGGESTED STEPS:
1. Identify what are the 4-6 most important touchpoints (moments)(not limited to interview)
2. Identify key contextual elements to those moments (feeling, thinking, doing, context—people, places and things)
3. Identify additional supporting touchpoints and events
4. Identify additional contextual elements (feeling, thinking, doing, context)
5. Identify stages of the journey (3-5, typically—things may change between touchpoint and stage, embrace fluidity)
PATIENTACTIVITIES
INFORMATIONNEEDS
Critical MomentPatient 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 MomentPatient needs JMH
Critical MomentSeverity 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 MomentPatient gets diagnosis
Critical MomentPatient gets or starts treatment
Critical MomentGet patient on the road to normal
Critical MomentPatient sees Care Provider
RedirectReferred to Specialist, patient is looking to connect with right Care Provider for them
6
+ ANXIETY
+ RELIEF
STORY ARCThe 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 momentsomething feelswrongUnsure what is wrong. Scare of the unknown.
my needs Validate that I need help
key momentdecide to get helpConfident I will get help and hopeful that I can get answers.
my needs Be ready for me
key momentmonitor treatmentConfident 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 momentcheck-upsConsistent access to my Doctor. Confident in my care and prepared if anything comes up.
my needs Show me progress
key momentsee a specialistConfident in my care and trust in Doctor. Empathy for my situation.
my needs Be my rock and hub of information
key momentchoose treatment optionClear 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 momenttalk to doctors to see what is going onNo empathy or comfort. Feel rushed and unimportant to my Doctor.
my needsListen to me so I can trust you
key moment
change treatmentNo set expectations of progress. No confi-dence in my care or doctor.
my needsProvide me options
key momentget tests and review resultsNo clear answer, so no confidence in my care. No expectations of when we’ll know.
my needsNeed 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 CarePatient 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."
131ADAPTIVE 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 interviewsCognitive walkthroughs
Customer Experience SurveyExisting 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 132
ADAPTIVE PATH EXPERIENCE MAPPING 133
Shopping journey
Product return journey
ADAPTIVE PATH EXPERIENCE MAPPING
4 STORYTELLING & NARRATIVE
134
ADAPTIVE PATH EXPERIENCE MAPPING 135
ADAPTIVE PATH EXPERIENCE MAPPING 136
ADAPTIVE PATH EXPERIENCE MAPPING 137
ADAPTIVE PATH EXPERIENCE MAPPING 138
THERE ANDBACK AGAINA SF MUNI USER JOURNEY
KEY
GOODACTIVITIES
BAD
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by Evan Litvak
ADAPTIVE PATH EXPERIENCE MAPPING
Getting to the Story
139
ADAPTIVE PATH EXPERIENCE MAPPING 140
1. WHAT’S YOUR STORY?
Know your audience & their context
2. WHAT’S YOUR POINT OF VIEW?
Have one!
What are you trying to accomplish?
3. REPEAT AS NEEDED
If your visual isn’t working, it might be the story.
ADAPTIVE PATH EXPERIENCE MAPPING 141
“The information designer shapes an experience, or view, of the data with a particular aim in mind.”
—Ferdi van Heerden
ADAPTIVE PATH EXPERIENCE MAPPING 142
Troop Stength
Time Temperature Location
ADAPTIVE PATH EXPERIENCE MAPPING 143
Sketching is the most efficient way to quickly explore different visual models. Work fast & loose – critique later.
Your visual should convey the essence of your story immediately. If you can’t sketch it, you may not have your story yet.
SKETCH
ADAPTIVE PATH EXPERIENCE MAPPING 144
Sketches courtesy Toi Valentine, AP
ADAPTIVE PATH EXPERIENCE MAPPING 145
A good experience map has a lot in common with a good poster.
What makes a good poster? Above all, hierarchy. It should make a strong statement immediately, but work on multiple levels.
Consider the 1 second, 1 minute and 10 minute views.
MAKING IT REAL
ADAPTIVE PATH EXPERIENCE MAPPING 146
The hierarchy of information is up to you – your visual is an argument. Make it strong.
What is the single most important thing your map should convey? What are the top three? Evaluate the success of your design based on how faithfully it conveys these things.
Following are some basic techniques to create hierarchy and interest.
HIERARCHY
ADAPTIVE PATH EXPERIENCE MAPPING 147
SCALE
ADAPTIVE PATH EXPERIENCE MAPPING 148
UNITY& CONTRAST
ADAPTIVE PATH EXPERIENCE MAPPING 149
VISUALIZE YOUR STORY
“OH, NO!”
“CAN SOMEONE HELP ME?”
“YAY!”
HIGHLIGHT AREAS OF GREATEST OPPORTUNITY.
ADAPTIVE PATH EXPERIENCE MAPPING
“OH, NO!”
“CAN SOMEONE HELP ME?”
“YAY!”
150
VISUALIZE YOUR STORY
DO
ING
TH
INK
ING
FE
EL
ING
RESEARCH PURCHASE USE
• How wi l l this process work?
• What sort of payment plans are avai lable?
• How do I even get started?
• Excited, but a l i tt le anxious
• Unsure
• Ready to get started
• Worrying about money
• Wants to consult fr iends and fami ly for advice
• Browsing the internet
• Comparing exper iences with fr iends and fami ly
• Doing background research
• Reading horror story reviews onl ine
• Watching commercia ls
• Reading advert isements
• Is there a tr ia l per iod for this product?
• Would a fr iend l ike this product?
• Can I save money by buying mult ip le products?
• Can I buy it onl ine? Do I need to go to a store?
• In the mood to spend
• Convinced
• Excited to own something brand new
• Interact ing with sales staff
• Shar ing information about the purchase via socia l networks
• Dr iv ing to br ick-and-mortar store to buy product
• Does this store have a return pol icy?
• Why is nothing about returns or warranties written on their website?
• I ’m happy about my purchase and would be wi l l ing to tel l others about this service!
• Happy
• Rel ieved
• Impressed
• Satisf ied
• Ready to refer fr iends and fami ly to service
• Relaxing
• Writ ing rave reviews onl ine
• Using the new product on a regular basis
• Refer ing fr iends and fami ly
“YAY!”
“OH, NO!”
“CAN SOMEONE HELP ME?”
MAKE SURE SUPPORTING
INFORMATION IS PRESENT,
BUT SECONDARY.
ADAPTIVE PATH EXPERIENCE MAPPING 151
Know your story
Communicate hierarchy
Sketch fearlessly
Does it work across the room?
Keep it simple
VISUALIZE THE STORY
Time for some storytelling…
152
EXERCISE 4: TELLING THE STORY
ADAPTIVE PATH EXPERIENCE MAPPING
EXERCISE 4
Telling the Story
153
EXERCISE 4: TELLING THE STORY
ADAPTIVE PATH EXPERIENCE MAPPING
AS A TEAM
Explore different ways to communicate the most important insights and present opportunities for improvements or innovation. Consider which facets of the journey you are mapping require the most weight to help others understand the most important details:
154
EXERCISE 4: TELLING THE STORY
Stages
Doing (Actions)
Thinking
Feeling (Emotions)
People
Places
Touchpoints
Channels
Context
Time
ADAPTIVE PATH EXPERIENCE MAPPING
ADAPTIVE PATH EXPERIENCE MAPPING 155
CHOOSE A FACET – OR THEME – TO TELL YOUR STORY
EXERCISE 4: TELLING THE STORY
Stages Channels Touchpoints
Feeling Thinking Doing
Places Time Events
Devices People Relationships
156ADAPTIVE PATH EXPERIENCE MAPPING
157ADAPTIVE PATH EXPERIENCE MAPPING
158ADAPTIVE PATH EXPERIENCE MAPPING
ADAPTIVE PATH EXPERIENCE MAPPING 159
160
EXERCISE 4: TELLING THE STORY
ADAPTIVE PATH EXPERIENCE MAPPING
Stages
Doing (Actions)
Thinking
Feeling (Emotions)
People
Places
Touchpoints
Channels
Context
Time
AS A TEAM Explore different ways to communicate the most important insights and present opportunities for improvements or innovation. Consider which facets of the journey you are mapping require the most weight to help others understand the most important details:
ADAPTIVE PATH EXPERIENCE MAPPING 161
Sketches courtesy Toi Valentine, AP
Doing
163
Path
PATIENTACTIVITIES
INFORMATIONNEEDS
Critical MomentPatient 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 MomentPatient needs JMH
Critical MomentSeverity 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 MomentPatient gets diagnosis
Critical MomentPatient gets or starts treatment
Critical MomentGet patient on the road to normal
Critical MomentPatient sees Care Provider
RedirectReferred to Specialist, patient is looking to connect with right Care Provider for them
6
+ ANXIETY
+ RELIEF
STORY ARCThe relative change in anxiety and relief and the range in patient stories
key momentsomething feelswrongUnsure what is wrong. Scare of the unknown.
my needs Validate that I need help
key momentdecide to get helpConfident I will get help and hopeful that I can get answers.
my needs Be ready for me
key momentmonitor treatmentConfident 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 momentcheck-upsConsistent access to my Doctor. Confident in my care and prepared if anything comes up.
my needs Show me progress
key momentsee a specialistConfident in my care and trust in Doctor. Empathy for my situation.
my needs Be my rock and hub of information
key momentchoose treatment optionClear 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 momenttalk to doctors to see what is going onNo empathy or comfort. Feel rushed and unimportant to my Doctor.
my needsListen to me so I can trust you
key moment
change treatmentNo set expectations of progress. No confi-dence in my care or doctor.
my needsProvide me options
key momentget tests and review resultsNo clear answer, so no confidence in my care. No expectations of when we’ll know.
my needsNeed expert of my disease to help me
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."
164
Emotion
area of visibility
account executives product executives (BTO) operational executives (SO)
P P P PP P P P P PP
scri
pt
hazard line
prov
ider
’s st
eps
cust
omer
ste
psba
ckst
age
ap
plic
atio
nsu
ppor
t pr
oces
ses
serv
ice
repr
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implementation
Dialing IBM-HELP to get assistance with Lotus NotesCarrie Chan | IBM T.J Watson Research Center, Hawthorne NY | 6.15.07Blueprinting ideas v.4
problem with Lotus Notes Mail and Calendar syncing
cust
omer
’s jo
urne
y
i’m pressing ‘3’ and nothing is happening...
serv
ice
evid
ence
he’s apologizing for soft-ware malfunction - is this the same problem i was just having? or should i be worrying about something else?
how long am i being put on hold for?
he’s talking really fast
he’s assuming i know all the IBM language even though I’ve repeatedly told him I was new
is he even listening to me? he seems to be typing a lot. and not paying attention.
6D1511 is before 6A1511 in the menu choices... did I hear 6D1511 correctly?
finally, the agent is back
Dislike calling call centers
DIAL TALK TO AGENTNAVIGATE PRE-RECORDED MENU WAIT FOLLOW AGENT’S STEPS TO SOLVE PROBLEM
Ask customer what problem they’re having.
Ask for employee serial number.
Present customer with menu options to redirect call.
Redirect call after customer inputs a choice.
Introduce yourself.Apologize for software malfunction.
Ask if they are on or off site.
Look up information regarding Lotus Notes Mail and Calendar syncing on database.
Ask what error message the customer is getting.
Proceed to follow steps outlined in documentation.Give introductory speech.
line of visibility
WAIT FOR CALL INTRODUCTIONDIRECT CALL TO PROPER DEPT. FIND SOLUTION TO PROBLEM WALK CUSTOMER THROUGH PROBLEM SOLUTIONGET PROBLEM
thinkcarrie.com Living with Complexity, Donald Norman
Needs
ADAPTIVE PATH EXPERIENCE MAPPING
5 HAVE MAP WILL TRAVEL
166
ADAPTIVE PATH EXPERIENCE MAPPING
What do you do with the map once you have it?
167
ADAPTIVE PATH EXPERIENCE MAPPING 168
A catalyst, not a conclusion
ADAPTIVE PATH EXPERIENCE MAPPING 169
A good mapping endeavor produces understanding that influences strategy and tactics.
170
A symbol that unites people from across an organization to support the E2E customer experience.
ADAPTIVE PATH EXPERIENCE MAPPING 171
YOUR MAP IS A TOOL TO HELP YOU:
Identify and prioritize opportunities
Codify your touchpoint experiences
Generate stories of future experiences
Define cross-channel experience principles
Model the ideal E2E customer experience
ADAPTIVE PATH EXPERIENCE MAPPING 172
KEY USES FOR EXPERIENCE MAPPING:
Organizational planning
Surface and prioritize initiatives
Provide guiding principles that inform design
DISCOVER DEFINE DESIGN DELIVER
Making the leap
Making the leap
Interviews Field Research
Experience Principles Experience Map Opportunities
ExperienceMap
Principles Opportunities Ideation Prototyping Testing Experience Story & Opportunities
MAPPING IN THE GRAND SCHEME OF THINGS
journey
ideation
blueprint
touchpoints
storyboard
research
illustration: Jamin Hegeman
175ADAPTIVE PATH EXPERIENCE MAPPING
176ADAPTIVE PATH EXPERIENCE MAPPING
177ADAPTIVE PATH EXPERIENCE MAPPING
178
journey
blueprint
blueprint
blueprint
blueprint
SELECTING AREAS TO BLUEPRINT
179
Now you can design discreet touchpoints, but with the DNA of the whole journey.
ADAPTIVE PATH EXPERIENCE MAPPING 181
BETTER UNDERSTAND YOUR TOUCHPOINTS
Describe
Characterize
Measure
182
Recommendations
Customers continue to want to book travel when they are in Europe. Whether this is because of changes from unforeseen events, such as a strike, or from impromptu travel plans, customers want to use Rail Europe services for convenience while traveling in Europe.
Accommodate planning and booking in Europe too.
Tactical Recommendations
Sources Cognitive walkthrough,
Channels Web, Mobile Devices
Business Value Opportunity for additional passes, tickets and activities.
Traveling
Implementation Challenge: 1: Easy 2: Challenges 3: Difficult 4: Not Possible
Implementation Challenge
1 easy - 4 not possible
Business Priority
Enable ability for customers to purchase additional products while traveling in Europe.
2 High
Support technologies people will plan and book when traveling, such as the iPad.
3 Medium
Problems Customers are in Europe but not buying from Rail Europe. !People go directly to the carrier. !People’s price expectations change !People expect to be in touch with Rail Europe. !Difficult and not convenient for customers. !People calling from Europe which adding to call center load
A catalyst for identifying and planning initiatives
ADAPTIVE PATH EXPERIENCE MAPPING
Let’s do some design…
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EXERCISE 5: DESIGNING THE TOUCHPOINT
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EXERCISE 5
Designing the Touchpoint
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EXERCISE 5: DESIGNING THE TOUCHPOINT
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EXERCISE 5: DESIGNING THE TOUCHPOINT
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EXERCISE 5: DESIGNING THE TOUCHPOINT
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TOUCHPOINTS SHOULD BE:
Appropriate context + culture
Relevant meeting needs/functional
Meaningful importance/purpose
Endearing subtle, playful, delight
Connected available, seamless
EXERCISE 5: DESIGNING THE TOUCHPOINT
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EXERCISE 5: DESIGNING THE TOUCHPOINT
“Booking a hotel happens in 3 taps and a swipe. This is a competitive advantage.”
—Sam Shank, CEO of HotelTonight(recounted from @lukew’s workshop)
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ADAPTIVE PATH EXPERIENCE MAPPING
If nothing else, remember…
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1. SCIENCE BEFORE ADVENTURE
It shows the research and surfaces the evidence.
2. EXPERIENCES AND TOUCHPOINTS
What are the key inputs and insights you need to gather to understand what customers are feeling, thinking and doing?
3. TAKE EVERYONE WITH YOU
It’s a process that takes the whole team along.
4. COMPEL ACTION
It’s designed to be a catalyst. It influences strategy and tactics—this must be defined at inception.
Thank You #xmapping
Chris Risdon
24 SEPTEMBER, 2014