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サービスデザインの時代
FITS2015 2015529 コンセント concentinc 長谷川 敦士 ahaseg
1 What is Service Design
サイズ小 サイズ大
低価格低性能低品位
高価格高性能高品位
SMART利利用者が求めているもの
小さなサイズ times 高品位
rarr 取り回し rarr 快適さ
「価値」＝
「顧客の感じる価値」は「製品スペック」と比例例しない
顧客の感じる価値 ＝体験の質
1900-‐‑‒1960 Age of Manufacturing 「製造」の時代
1960-‐‑‒1990 Age of Distribution 「流流通」の時代
1990-‐‑‒2010 Age of Information 「情報」の時代
2010-‐‑‒ Age of the Customer 「顧客」の時代
Kerry Bodine Keynote of Service Design Network Conference 2011
購入 利利用
交換価値 利利用価値
認知
Goods Dominant Logic
Service Dominant Logic
概念念顧客へ提供されるのは製造された「もの」自体（含む「サービス」という「もの」）
顧客に提供されるのはすべて「サービス」「もの」は構成要素の
ひとつ
顧客への提供価値
交換価値サービス全体の利利用価値 顧客と事業者との関係性
httpsdlogicnet
顧客価値＋ ビジネスの実現 ＝サービスデザイン
「サービスデザイン」とは顧客への提供価値をもとに事業を構築するこれからの時代のビジネスアプローチ
ndash T H E O D O R E L E V I T T 1 9 6 8
「顧客はldquoドリルrdquoが欲しいのではなく ldquoねじの穴rdquoが欲しいのだ」
ndash J E F F R E Y P R E S T O N B E Z O S
Q キンドルファイアが好調な理由はなんでしょうか
A キンドルファイアがただのデバイスではなくサービスだからです
J E F F B E Z O S C E O O F A M A Z O N
bull Q 米国ではカラー液晶を採用したタブレット端末「キンドルファイア」がかなり売れているようですが好調の理由は何でしょうか
bull ベゾスキンドルファイアがただのデバイスではなくサービスだからですエンドツーエンドのサービスであることでほかのタブレット端末と差別化できています
bull 私の個人的な意見ですがただデバイスを作っただけで顧客が関心を持つとは思えない顧客が求めていること顧客がしようとしていることは何か書籍を買い音楽を買い映画やテレビ番組アプリを買うことですそのためにエコシステムを構築しそのエコシステムにデバイスをシームレスに融合させる顧客が簡単に見たいコンテンツを買って見られる環境を作るということですそれを実現したのがキンドルファイアなのです
「日本での電子書籍事業開始は年内早期に発表する」
米アマゾンドットコムのジェフベゾスCEOインタビュー｜日経ビジネスONLINE
httpbusinessnikkeibpcojparticletopics20120427231477rt=nocnt
サービスデザインを考慮した組織
事業戦略
UXデザイン
事業 戦略
UXデザイン
GDL型 SDL型
bull「付加価値」でなく価値自体が商品
emsp 顧客 ビジネス
提供価値-‐‑‒ 継続性 -‐‑‒ 意義
-‐‑‒ 体験 -‐‑‒ 文脈
ビジネスモデルジェネレーション 翔泳社
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
ビジネスモデルキャンバス（Business Model Generationsより）
httpwwwbusinessmodelgenerationcomdownloadsbusiness_model_canvas_posterpdf
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル（iTunes Store後）
レーベル
プラットフォーム管理理
サーバ
すぐに音楽が買える
一曲 99セント
Like
iTunes Store
Winユーザー
Geekじゃない 音楽ファン
著作権料料ネットワーク コスト
楽曲販売 代金金
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル（iPhone後）
レーベル
プラットフォーム管理理
サーバ
すぐに音楽が買える
一曲 99セント
Like
iTunes Store
Winユーザー
Geekじゃない 音楽ファン
著作権料料ネットワーク コスト
楽曲販売 代金金
出版社
TV局映画 スタジオ
通信キャリア
アプリ開発者
クールな端末
安全なアプリ
デファクト スタンダード
キャリア
App Store
キャリア
世界中の携帯ユーザー
アプリ開発者
開発者への 分配
購読代金金コンテンツ販売代金金
通信料料金金 シェア
端末販売代金金 広告
スペック指向から 体験価値思考への ビジネス
リフレーミング
bull サービスデザインに関しての国際組織 bull 毎年年秋に国際カンファレンス10月にNYにて bull AirbnbVOLVOマクドナルドSearsSONYなどが事例例紹介
bull 日本支部でも国内カンファレンスイベントなどを主催しています
Service Design Network httpwwwservice-‐‑‒design-‐‑‒networkorg
Japan
2 Service Design Thinking
ユーザ中心 User-centered サービスはユーザの目を通して体験されるものである
共創 Co-creative すべてのステークホルダーがプロセスに関わる
インタラクションの連続性 Sequencing サービスは相互に関係する活動の連続として設計する
物的証拠 Evidencing 無形なサービスを物理的な人工物によって可視化する
全体的な視点 Holistic サービスの環境全体をよく考慮する
サービスデザイン
思考の5原則
THIS IS SERVICE DESIGN THINKING Marc Stickdorn Jakob Schneider
3 Process of Service Design
サービス デザイン
アクティビティ デザイン
インタラクション デザイン
CONCENT_サービスデザインフレームワーク
bullエスノグラフィ調査 bullバリュープロポジション定義 bull事業コンセプト立立案
bull文脈調査（Contextual Inquiry） bullカスタマージャーニー bullタッチポイント戦略略
bullプロトタイプ bullユーザー評価 bullコンテンツ開発
Service Design 提供価値の発見見
ビジネス価値と顧客の期待価値に基づく ビジネスリフレーミング
体験のコンセプト
顧客
ビジネス
期待価値 行行動文脈
提供価値 競合優位性
Activity Design 体験のプラニング
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
体験のldquo日常rdquoは製品サービス以外
日常生活 日常生活
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
httpwwwadaptivepathcomuploadsdocumentsRailEurope_AdaptivePath_CXMap_FINALpdf
Customer Journey Map 「経験」にまつわるストーリーを 深く豊かに表現する方法
by Chris Risdon from Adaptive Path IA Summit 2012
なんのため
bull目的やプランの共有 bull分析 bull発見見
CJMの解体bullThe Lensレンズスコープ bullJourney Modelモデルマップ
bullFindings発見見洞洞察（insights） 改善示唆（opportunities）
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 Lens
Journey Model
Insights Opportunities
The Lens
bullペルソナ bullユーザーゴール bull視点観点制約
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
People choose rail travel because it is convenient easy and flexible
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Journey Model
bull行行動 bullタッチポイント bullステージ
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Insights
bull質的 -‐‑‒ 心理理状態 -‐‑‒ 感情 bull量量的
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Opportunitiesbull現状分析 bull改善示唆
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
サービスブループリント Service Blueprint
bullカスタマアクション bullフロントステージアクション bullバックステージアクション bullサポートプロセス bullサービス提供媒体
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
カスタマアクション
フロントステージアクション
バックステージアクション
サポートプロセス
サービス提供媒体
Inside-‐‑‒out Outside-‐‑‒in
Inside-‐‑‒outbull サービスがどのように機能するか bull 一つのサービスでもタッチポイントごとに求められることは異異なる
bull インタラクションの性質特徴 bull 一連のサービス飛び石的なサービス bull 事業観点での品質管理理
Inside-‐‑‒out CJM 〜～ サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
Outside-‐‑‒inbull 顧客がどのようにサービスを体験するか bull 顧客観点 bull さまざまなタッチポイントをまたがる経験の流流れ（Journey）
bull 特定の会社のサービス製品利利用にとどまらない顧客の行行動 rarr クロスサービス
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
プラニング観点「旅行」という体験
旅行行前 旅行行中 旅行行後
航空会社
旅行行前 旅行行中 旅行行後
航空会社
Inside-‐‑‒out 視点でのプラニング rarr クロスオムニチャンネル
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
Outside-‐‑‒in 視点でのプラニング rarr クロスサービス
Atsushi HASEGAWA ltahaseggmailcomgt
eTicket Itinerary and Receipt for Confirmation GCEWWW
United Airlines Inc ltunitedairlinesunitedcomgt Sat Mar 10 2012 at 1106 PMTo AHASEGgmailcom
ConfirmationGCEWWWCheck-shyIn gt
Issue Date March 10 2012
Traveler eTicket Number Frequent Flyer SeatsHASEGAWAATSUSHIMR 0162320667315 UA-shyEGT4XXXX Premier Silver S 30H12D-shy-shy-shy-shy-shy-shy
FLIGHT INFORMATIONDay Date Flight ClassDeparture City and Time Arrival City and Time Aircraft MealWed 21MAR12 UA8041S TOKYO JAPAN
(NRT -shy NARITA) 430 PMWASHINGTON DC (IAD -shy DULLES) 351 PM
777-shy200Dinner
Wed 21MAR12 UA2632S WASHINGTON DC (IAD -shy DULLES) 505 PM
NEW ORLEANS LA (MSY) 647 PM
A-shy319 Purchase
Mon 26MAR12 UA4973S NEW ORLEANS LA (MSY) 601 AM
SAN FRANCISCO CA (SFO) 900 AM
A-shy320 Purchase
Mon 26MAR12 UA8374S SAN FRANCISCO CA (SFO) 1101 AM
TOKYO JAPAN (NRT -shy NARITA) 200 PM (27MAR)
747-shy400Lunch
1 Flight operated by UNITED AIRLINES2 Flight operated by UNITED AIRLINES3 Flight operated by UNITED AIRLINES4 Flight operated by UNITED AIRLINES
FARE INFORMATIONFare BreakdownAirfare 77400JPYJapan Passenger Security ServiceCharge
500
Japan Passenger ServiceFacilities Charge
2040
Fuel Surcharge 50000September 11th Security Fee 630US Federal Transportation Tax 2760US APHIS User Fee 420US Immigration User Fee 580US Customs User Fee 460US Passenger Facility Charge 380Per Person Total 135170JPYeTicket Total 135170JPY
Form of PaymentAMERICAN EXPRESSLast Four Digits 5303
The airfare you paid on this itinerary totals 77400 JPYThe taxes fees and surcharges paid total 57770 JPYFare Rules Additional charges may apply for changes in addition to any fare rules listed
REFUNDABLECXL FEE
International eTicket Reminders
Check-shyin Requirement -shy Bags must be checked and boarding passes obtained at least 60 minutes prior toscheduled departure Baggage will not be accepted and advance seat assignments may be canceled if thiscondition is not met
Boarding Requirement -shy Passengers must be prepared to board at the departure gate with their boarding
121130 Gmail -‐‑ Hyatt Regency New Orleans -‐‑ Confirmation -‐‑ ATSUSHI HASEGAWA -‐‑ 3212012 -‐‑ 1758081
13httpsmailgooglecommailu0ui=2ampik=9938667debampview=ptampq=hyatt regencyampqs=trueampsearchhellip
Naoko KAWACHI ltnaokokawachigmailcomgt
Hyatt Regency New Orleans -shy Confirmation -shy ATSUSHI HASEGAWA -shy3212012 -shy 1758081
Hyatt Regency New Orleans ltConciergehyatte-shyconciergecomgt Thu Mar 8 2012 at 151 AMTo NAOKOKAWACHIgmailcom
Hyatt E-shyConcierge | Customer Service | Hotel Website | Print E-shyMail | View Online
RESERVATION CONFIRMATION
CONFIRMATION NUMBER 1758081
CHECK-shyIN DATE Wednesday March 21 2012HOTEL CHECK-shyIN TIME 300 PM
CHECK-shyOUT DATE Sunday March 25 2012HOTEL CHECK-shyOUT TIME 1100 AM
Hyatt Regency New OrleansPoydras At Loyola AvenueNew Orleans LA 70113 USTel 504-shy561-shy1234 Fax 504-shy587-shy4141
ATSUSHI HASEGAWA
Greetings from Hyatt Regency New Orleans
Thank you for your reservation We look forward to welcoming you to our hotel
To make changes to your reservation please click here or email us as at reservationshyattcom Tospeak with us directly please call 1 877 827 1356 within the US and Canada or simply contact yourlocal worldwide reservation center
We are excited about your upcoming visit and look forward to creating a memorable experience for you
Warmest Regards
Hyatt Regency New Orleans Team
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
デバイスサービスをまたがった旅行に関する情報のオーガナイズサポート
rarr TripIt
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
単なるPOS革命ではなくて
紙のレシートrarrメールレシート 新しいタッチポイントの創出
bull購入記録の簡便便な保存家計簿管理理 bull店舗EC連動した顧客との関係構築 bull購入記録を利利用した新サービス創出
メールレシートの サービスデザイン的価値
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
1 What is Service Design
サイズ小 サイズ大
低価格低性能低品位
高価格高性能高品位
SMART利利用者が求めているもの
小さなサイズ times 高品位
rarr 取り回し rarr 快適さ
「価値」＝
「顧客の感じる価値」は「製品スペック」と比例例しない
顧客の感じる価値 ＝体験の質
1900-‐‑‒1960 Age of Manufacturing 「製造」の時代
1960-‐‑‒1990 Age of Distribution 「流流通」の時代
1990-‐‑‒2010 Age of Information 「情報」の時代
2010-‐‑‒ Age of the Customer 「顧客」の時代
Kerry Bodine Keynote of Service Design Network Conference 2011
購入 利利用
交換価値 利利用価値
認知
Goods Dominant Logic
Service Dominant Logic
概念念顧客へ提供されるのは製造された「もの」自体（含む「サービス」という「もの」）
顧客に提供されるのはすべて「サービス」「もの」は構成要素の
ひとつ
顧客への提供価値
交換価値サービス全体の利利用価値 顧客と事業者との関係性
httpsdlogicnet
顧客価値＋ ビジネスの実現 ＝サービスデザイン
「サービスデザイン」とは顧客への提供価値をもとに事業を構築するこれからの時代のビジネスアプローチ
ndash T H E O D O R E L E V I T T 1 9 6 8
「顧客はldquoドリルrdquoが欲しいのではなく ldquoねじの穴rdquoが欲しいのだ」
ndash J E F F R E Y P R E S T O N B E Z O S
Q キンドルファイアが好調な理由はなんでしょうか
A キンドルファイアがただのデバイスではなくサービスだからです
J E F F B E Z O S C E O O F A M A Z O N
bull Q 米国ではカラー液晶を採用したタブレット端末「キンドルファイア」がかなり売れているようですが好調の理由は何でしょうか
bull ベゾスキンドルファイアがただのデバイスではなくサービスだからですエンドツーエンドのサービスであることでほかのタブレット端末と差別化できています
bull 私の個人的な意見ですがただデバイスを作っただけで顧客が関心を持つとは思えない顧客が求めていること顧客がしようとしていることは何か書籍を買い音楽を買い映画やテレビ番組アプリを買うことですそのためにエコシステムを構築しそのエコシステムにデバイスをシームレスに融合させる顧客が簡単に見たいコンテンツを買って見られる環境を作るということですそれを実現したのがキンドルファイアなのです
「日本での電子書籍事業開始は年内早期に発表する」
米アマゾンドットコムのジェフベゾスCEOインタビュー｜日経ビジネスONLINE
httpbusinessnikkeibpcojparticletopics20120427231477rt=nocnt
サービスデザインを考慮した組織
事業戦略
UXデザイン
事業 戦略
UXデザイン
GDL型 SDL型
bull「付加価値」でなく価値自体が商品
emsp 顧客 ビジネス
提供価値-‐‑‒ 継続性 -‐‑‒ 意義
-‐‑‒ 体験 -‐‑‒ 文脈
ビジネスモデルジェネレーション 翔泳社
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
ビジネスモデルキャンバス（Business Model Generationsより）
httpwwwbusinessmodelgenerationcomdownloadsbusiness_model_canvas_posterpdf
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル（iTunes Store後）
レーベル
プラットフォーム管理理
サーバ
すぐに音楽が買える
一曲 99セント
Like
iTunes Store
Winユーザー
Geekじゃない 音楽ファン
著作権料料ネットワーク コスト
楽曲販売 代金金
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル（iPhone後）
レーベル
プラットフォーム管理理
サーバ
すぐに音楽が買える
一曲 99セント
Like
iTunes Store
Winユーザー
Geekじゃない 音楽ファン
著作権料料ネットワーク コスト
楽曲販売 代金金
出版社
TV局映画 スタジオ
通信キャリア
アプリ開発者
クールな端末
安全なアプリ
デファクト スタンダード
キャリア
App Store
キャリア
世界中の携帯ユーザー
アプリ開発者
開発者への 分配
購読代金金コンテンツ販売代金金
通信料料金金 シェア
端末販売代金金 広告
スペック指向から 体験価値思考への ビジネス
リフレーミング
bull サービスデザインに関しての国際組織 bull 毎年年秋に国際カンファレンス10月にNYにて bull AirbnbVOLVOマクドナルドSearsSONYなどが事例例紹介
bull 日本支部でも国内カンファレンスイベントなどを主催しています
Service Design Network httpwwwservice-‐‑‒design-‐‑‒networkorg
Japan
2 Service Design Thinking
ユーザ中心 User-centered サービスはユーザの目を通して体験されるものである
共創 Co-creative すべてのステークホルダーがプロセスに関わる
インタラクションの連続性 Sequencing サービスは相互に関係する活動の連続として設計する
物的証拠 Evidencing 無形なサービスを物理的な人工物によって可視化する
全体的な視点 Holistic サービスの環境全体をよく考慮する
サービスデザイン
思考の5原則
THIS IS SERVICE DESIGN THINKING Marc Stickdorn Jakob Schneider
3 Process of Service Design
サービス デザイン
アクティビティ デザイン
インタラクション デザイン
CONCENT_サービスデザインフレームワーク
bullエスノグラフィ調査 bullバリュープロポジション定義 bull事業コンセプト立立案
bull文脈調査（Contextual Inquiry） bullカスタマージャーニー bullタッチポイント戦略略
bullプロトタイプ bullユーザー評価 bullコンテンツ開発
Service Design 提供価値の発見見
ビジネス価値と顧客の期待価値に基づく ビジネスリフレーミング
体験のコンセプト
顧客
ビジネス
期待価値 行行動文脈
提供価値 競合優位性
Activity Design 体験のプラニング
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
体験のldquo日常rdquoは製品サービス以外
日常生活 日常生活
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
httpwwwadaptivepathcomuploadsdocumentsRailEurope_AdaptivePath_CXMap_FINALpdf
Customer Journey Map 「経験」にまつわるストーリーを 深く豊かに表現する方法
by Chris Risdon from Adaptive Path IA Summit 2012
なんのため
bull目的やプランの共有 bull分析 bull発見見
CJMの解体bullThe Lensレンズスコープ bullJourney Modelモデルマップ
bullFindings発見見洞洞察（insights） 改善示唆（opportunities）
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 Lens
Journey Model
Insights Opportunities
The Lens
bullペルソナ bullユーザーゴール bull視点観点制約
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
People choose rail travel because it is convenient easy and flexible
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Journey Model
bull行行動 bullタッチポイント bullステージ
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Insights
bull質的 -‐‑‒ 心理理状態 -‐‑‒ 感情 bull量量的
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Opportunitiesbull現状分析 bull改善示唆
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
サービスブループリント Service Blueprint
bullカスタマアクション bullフロントステージアクション bullバックステージアクション bullサポートプロセス bullサービス提供媒体
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
カスタマアクション
フロントステージアクション
バックステージアクション
サポートプロセス
サービス提供媒体
Inside-‐‑‒out Outside-‐‑‒in
Inside-‐‑‒outbull サービスがどのように機能するか bull 一つのサービスでもタッチポイントごとに求められることは異異なる
bull インタラクションの性質特徴 bull 一連のサービス飛び石的なサービス bull 事業観点での品質管理理
Inside-‐‑‒out CJM 〜～ サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
Outside-‐‑‒inbull 顧客がどのようにサービスを体験するか bull 顧客観点 bull さまざまなタッチポイントをまたがる経験の流流れ（Journey）
bull 特定の会社のサービス製品利利用にとどまらない顧客の行行動 rarr クロスサービス
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
プラニング観点「旅行」という体験
旅行行前 旅行行中 旅行行後
航空会社
旅行行前 旅行行中 旅行行後
航空会社
Inside-‐‑‒out 視点でのプラニング rarr クロスオムニチャンネル
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
Outside-‐‑‒in 視点でのプラニング rarr クロスサービス
Atsushi HASEGAWA ltahaseggmailcomgt
eTicket Itinerary and Receipt for Confirmation GCEWWW
United Airlines Inc ltunitedairlinesunitedcomgt Sat Mar 10 2012 at 1106 PMTo AHASEGgmailcom
ConfirmationGCEWWWCheck-shyIn gt
Issue Date March 10 2012
Traveler eTicket Number Frequent Flyer SeatsHASEGAWAATSUSHIMR 0162320667315 UA-shyEGT4XXXX Premier Silver S 30H12D-shy-shy-shy-shy-shy-shy
FLIGHT INFORMATIONDay Date Flight ClassDeparture City and Time Arrival City and Time Aircraft MealWed 21MAR12 UA8041S TOKYO JAPAN
(NRT -shy NARITA) 430 PMWASHINGTON DC (IAD -shy DULLES) 351 PM
777-shy200Dinner
Wed 21MAR12 UA2632S WASHINGTON DC (IAD -shy DULLES) 505 PM
NEW ORLEANS LA (MSY) 647 PM
A-shy319 Purchase
Mon 26MAR12 UA4973S NEW ORLEANS LA (MSY) 601 AM
SAN FRANCISCO CA (SFO) 900 AM
A-shy320 Purchase
Mon 26MAR12 UA8374S SAN FRANCISCO CA (SFO) 1101 AM
TOKYO JAPAN (NRT -shy NARITA) 200 PM (27MAR)
747-shy400Lunch
1 Flight operated by UNITED AIRLINES2 Flight operated by UNITED AIRLINES3 Flight operated by UNITED AIRLINES4 Flight operated by UNITED AIRLINES
FARE INFORMATIONFare BreakdownAirfare 77400JPYJapan Passenger Security ServiceCharge
500
Japan Passenger ServiceFacilities Charge
2040
Fuel Surcharge 50000September 11th Security Fee 630US Federal Transportation Tax 2760US APHIS User Fee 420US Immigration User Fee 580US Customs User Fee 460US Passenger Facility Charge 380Per Person Total 135170JPYeTicket Total 135170JPY
Form of PaymentAMERICAN EXPRESSLast Four Digits 5303
The airfare you paid on this itinerary totals 77400 JPYThe taxes fees and surcharges paid total 57770 JPYFare Rules Additional charges may apply for changes in addition to any fare rules listed
REFUNDABLECXL FEE
International eTicket Reminders
Check-shyin Requirement -shy Bags must be checked and boarding passes obtained at least 60 minutes prior toscheduled departure Baggage will not be accepted and advance seat assignments may be canceled if thiscondition is not met
Boarding Requirement -shy Passengers must be prepared to board at the departure gate with their boarding
121130 Gmail -‐‑ Hyatt Regency New Orleans -‐‑ Confirmation -‐‑ ATSUSHI HASEGAWA -‐‑ 3212012 -‐‑ 1758081
13httpsmailgooglecommailu0ui=2ampik=9938667debampview=ptampq=hyatt regencyampqs=trueampsearchhellip
Naoko KAWACHI ltnaokokawachigmailcomgt
Hyatt Regency New Orleans -shy Confirmation -shy ATSUSHI HASEGAWA -shy3212012 -shy 1758081
Hyatt Regency New Orleans ltConciergehyatte-shyconciergecomgt Thu Mar 8 2012 at 151 AMTo NAOKOKAWACHIgmailcom
Hyatt E-shyConcierge | Customer Service | Hotel Website | Print E-shyMail | View Online
RESERVATION CONFIRMATION
CONFIRMATION NUMBER 1758081
CHECK-shyIN DATE Wednesday March 21 2012HOTEL CHECK-shyIN TIME 300 PM
CHECK-shyOUT DATE Sunday March 25 2012HOTEL CHECK-shyOUT TIME 1100 AM
Hyatt Regency New OrleansPoydras At Loyola AvenueNew Orleans LA 70113 USTel 504-shy561-shy1234 Fax 504-shy587-shy4141
ATSUSHI HASEGAWA
Greetings from Hyatt Regency New Orleans
Thank you for your reservation We look forward to welcoming you to our hotel
To make changes to your reservation please click here or email us as at reservationshyattcom Tospeak with us directly please call 1 877 827 1356 within the US and Canada or simply contact yourlocal worldwide reservation center
We are excited about your upcoming visit and look forward to creating a memorable experience for you
Warmest Regards
Hyatt Regency New Orleans Team
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
デバイスサービスをまたがった旅行に関する情報のオーガナイズサポート
rarr TripIt
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
単なるPOS革命ではなくて
紙のレシートrarrメールレシート 新しいタッチポイントの創出
bull購入記録の簡便便な保存家計簿管理理 bull店舗EC連動した顧客との関係構築 bull購入記録を利利用した新サービス創出
メールレシートの サービスデザイン的価値
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
サイズ小 サイズ大
低価格低性能低品位
高価格高性能高品位
SMART利利用者が求めているもの
小さなサイズ times 高品位
rarr 取り回し rarr 快適さ
「価値」＝
「顧客の感じる価値」は「製品スペック」と比例例しない
顧客の感じる価値 ＝体験の質
1900-‐‑‒1960 Age of Manufacturing 「製造」の時代
1960-‐‑‒1990 Age of Distribution 「流流通」の時代
1990-‐‑‒2010 Age of Information 「情報」の時代
2010-‐‑‒ Age of the Customer 「顧客」の時代
Kerry Bodine Keynote of Service Design Network Conference 2011
購入 利利用
交換価値 利利用価値
認知
Goods Dominant Logic
Service Dominant Logic
概念念顧客へ提供されるのは製造された「もの」自体（含む「サービス」という「もの」）
顧客に提供されるのはすべて「サービス」「もの」は構成要素の
ひとつ
顧客への提供価値
交換価値サービス全体の利利用価値 顧客と事業者との関係性
httpsdlogicnet
顧客価値＋ ビジネスの実現 ＝サービスデザイン
「サービスデザイン」とは顧客への提供価値をもとに事業を構築するこれからの時代のビジネスアプローチ
ndash T H E O D O R E L E V I T T 1 9 6 8
「顧客はldquoドリルrdquoが欲しいのではなく ldquoねじの穴rdquoが欲しいのだ」
ndash J E F F R E Y P R E S T O N B E Z O S
Q キンドルファイアが好調な理由はなんでしょうか
A キンドルファイアがただのデバイスではなくサービスだからです
J E F F B E Z O S C E O O F A M A Z O N
bull Q 米国ではカラー液晶を採用したタブレット端末「キンドルファイア」がかなり売れているようですが好調の理由は何でしょうか
bull ベゾスキンドルファイアがただのデバイスではなくサービスだからですエンドツーエンドのサービスであることでほかのタブレット端末と差別化できています
bull 私の個人的な意見ですがただデバイスを作っただけで顧客が関心を持つとは思えない顧客が求めていること顧客がしようとしていることは何か書籍を買い音楽を買い映画やテレビ番組アプリを買うことですそのためにエコシステムを構築しそのエコシステムにデバイスをシームレスに融合させる顧客が簡単に見たいコンテンツを買って見られる環境を作るということですそれを実現したのがキンドルファイアなのです
「日本での電子書籍事業開始は年内早期に発表する」
米アマゾンドットコムのジェフベゾスCEOインタビュー｜日経ビジネスONLINE
httpbusinessnikkeibpcojparticletopics20120427231477rt=nocnt
サービスデザインを考慮した組織
事業戦略
UXデザイン
事業 戦略
UXデザイン
GDL型 SDL型
bull「付加価値」でなく価値自体が商品
emsp 顧客 ビジネス
提供価値-‐‑‒ 継続性 -‐‑‒ 意義
-‐‑‒ 体験 -‐‑‒ 文脈
ビジネスモデルジェネレーション 翔泳社
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
ビジネスモデルキャンバス（Business Model Generationsより）
httpwwwbusinessmodelgenerationcomdownloadsbusiness_model_canvas_posterpdf
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル（iTunes Store後）
レーベル
プラットフォーム管理理
サーバ
すぐに音楽が買える
一曲 99セント
Like
iTunes Store
Winユーザー
Geekじゃない 音楽ファン
著作権料料ネットワーク コスト
楽曲販売 代金金
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル（iPhone後）
レーベル
プラットフォーム管理理
サーバ
すぐに音楽が買える
一曲 99セント
Like
iTunes Store
Winユーザー
Geekじゃない 音楽ファン
著作権料料ネットワーク コスト
楽曲販売 代金金
出版社
TV局映画 スタジオ
通信キャリア
アプリ開発者
クールな端末
安全なアプリ
デファクト スタンダード
キャリア
App Store
キャリア
世界中の携帯ユーザー
アプリ開発者
開発者への 分配
購読代金金コンテンツ販売代金金
通信料料金金 シェア
端末販売代金金 広告
スペック指向から 体験価値思考への ビジネス
リフレーミング
bull サービスデザインに関しての国際組織 bull 毎年年秋に国際カンファレンス10月にNYにて bull AirbnbVOLVOマクドナルドSearsSONYなどが事例例紹介
bull 日本支部でも国内カンファレンスイベントなどを主催しています
Service Design Network httpwwwservice-‐‑‒design-‐‑‒networkorg
Japan
2 Service Design Thinking
ユーザ中心 User-centered サービスはユーザの目を通して体験されるものである
共創 Co-creative すべてのステークホルダーがプロセスに関わる
インタラクションの連続性 Sequencing サービスは相互に関係する活動の連続として設計する
物的証拠 Evidencing 無形なサービスを物理的な人工物によって可視化する
全体的な視点 Holistic サービスの環境全体をよく考慮する
サービスデザイン
思考の5原則
THIS IS SERVICE DESIGN THINKING Marc Stickdorn Jakob Schneider
3 Process of Service Design
サービス デザイン
アクティビティ デザイン
インタラクション デザイン
CONCENT_サービスデザインフレームワーク
bullエスノグラフィ調査 bullバリュープロポジション定義 bull事業コンセプト立立案
bull文脈調査（Contextual Inquiry） bullカスタマージャーニー bullタッチポイント戦略略
bullプロトタイプ bullユーザー評価 bullコンテンツ開発
Service Design 提供価値の発見見
ビジネス価値と顧客の期待価値に基づく ビジネスリフレーミング
体験のコンセプト
顧客
ビジネス
期待価値 行行動文脈
提供価値 競合優位性
Activity Design 体験のプラニング
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
体験のldquo日常rdquoは製品サービス以外
日常生活 日常生活
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
httpwwwadaptivepathcomuploadsdocumentsRailEurope_AdaptivePath_CXMap_FINALpdf
Customer Journey Map 「経験」にまつわるストーリーを 深く豊かに表現する方法
by Chris Risdon from Adaptive Path IA Summit 2012
なんのため
bull目的やプランの共有 bull分析 bull発見見
CJMの解体bullThe Lensレンズスコープ bullJourney Modelモデルマップ
bullFindings発見見洞洞察（insights） 改善示唆（opportunities）
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 Lens
Journey Model
Insights Opportunities
The Lens
bullペルソナ bullユーザーゴール bull視点観点制約
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
People choose rail travel because it is convenient easy and flexible
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Journey Model
bull行行動 bullタッチポイント bullステージ
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Insights
bull質的 -‐‑‒ 心理理状態 -‐‑‒ 感情 bull量量的
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Opportunitiesbull現状分析 bull改善示唆
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
サービスブループリント Service Blueprint
bullカスタマアクション bullフロントステージアクション bullバックステージアクション bullサポートプロセス bullサービス提供媒体
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
カスタマアクション
フロントステージアクション
バックステージアクション
サポートプロセス
サービス提供媒体
Inside-‐‑‒out Outside-‐‑‒in
Inside-‐‑‒outbull サービスがどのように機能するか bull 一つのサービスでもタッチポイントごとに求められることは異異なる
bull インタラクションの性質特徴 bull 一連のサービス飛び石的なサービス bull 事業観点での品質管理理
Inside-‐‑‒out CJM 〜～ サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
Outside-‐‑‒inbull 顧客がどのようにサービスを体験するか bull 顧客観点 bull さまざまなタッチポイントをまたがる経験の流流れ（Journey）
bull 特定の会社のサービス製品利利用にとどまらない顧客の行行動 rarr クロスサービス
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
プラニング観点「旅行」という体験
旅行行前 旅行行中 旅行行後
航空会社
旅行行前 旅行行中 旅行行後
航空会社
Inside-‐‑‒out 視点でのプラニング rarr クロスオムニチャンネル
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
Outside-‐‑‒in 視点でのプラニング rarr クロスサービス
Atsushi HASEGAWA ltahaseggmailcomgt
eTicket Itinerary and Receipt for Confirmation GCEWWW
United Airlines Inc ltunitedairlinesunitedcomgt Sat Mar 10 2012 at 1106 PMTo AHASEGgmailcom
ConfirmationGCEWWWCheck-shyIn gt
Issue Date March 10 2012
Traveler eTicket Number Frequent Flyer SeatsHASEGAWAATSUSHIMR 0162320667315 UA-shyEGT4XXXX Premier Silver S 30H12D-shy-shy-shy-shy-shy-shy
FLIGHT INFORMATIONDay Date Flight ClassDeparture City and Time Arrival City and Time Aircraft MealWed 21MAR12 UA8041S TOKYO JAPAN
(NRT -shy NARITA) 430 PMWASHINGTON DC (IAD -shy DULLES) 351 PM
777-shy200Dinner
Wed 21MAR12 UA2632S WASHINGTON DC (IAD -shy DULLES) 505 PM
NEW ORLEANS LA (MSY) 647 PM
A-shy319 Purchase
Mon 26MAR12 UA4973S NEW ORLEANS LA (MSY) 601 AM
SAN FRANCISCO CA (SFO) 900 AM
A-shy320 Purchase
Mon 26MAR12 UA8374S SAN FRANCISCO CA (SFO) 1101 AM
TOKYO JAPAN (NRT -shy NARITA) 200 PM (27MAR)
747-shy400Lunch
1 Flight operated by UNITED AIRLINES2 Flight operated by UNITED AIRLINES3 Flight operated by UNITED AIRLINES4 Flight operated by UNITED AIRLINES
FARE INFORMATIONFare BreakdownAirfare 77400JPYJapan Passenger Security ServiceCharge
500
Japan Passenger ServiceFacilities Charge
2040
Fuel Surcharge 50000September 11th Security Fee 630US Federal Transportation Tax 2760US APHIS User Fee 420US Immigration User Fee 580US Customs User Fee 460US Passenger Facility Charge 380Per Person Total 135170JPYeTicket Total 135170JPY
Form of PaymentAMERICAN EXPRESSLast Four Digits 5303
The airfare you paid on this itinerary totals 77400 JPYThe taxes fees and surcharges paid total 57770 JPYFare Rules Additional charges may apply for changes in addition to any fare rules listed
REFUNDABLECXL FEE
International eTicket Reminders
Check-shyin Requirement -shy Bags must be checked and boarding passes obtained at least 60 minutes prior toscheduled departure Baggage will not be accepted and advance seat assignments may be canceled if thiscondition is not met
Boarding Requirement -shy Passengers must be prepared to board at the departure gate with their boarding
121130 Gmail -‐‑ Hyatt Regency New Orleans -‐‑ Confirmation -‐‑ ATSUSHI HASEGAWA -‐‑ 3212012 -‐‑ 1758081
13httpsmailgooglecommailu0ui=2ampik=9938667debampview=ptampq=hyatt regencyampqs=trueampsearchhellip
Naoko KAWACHI ltnaokokawachigmailcomgt
Hyatt Regency New Orleans -shy Confirmation -shy ATSUSHI HASEGAWA -shy3212012 -shy 1758081
Hyatt Regency New Orleans ltConciergehyatte-shyconciergecomgt Thu Mar 8 2012 at 151 AMTo NAOKOKAWACHIgmailcom
Hyatt E-shyConcierge | Customer Service | Hotel Website | Print E-shyMail | View Online
RESERVATION CONFIRMATION
CONFIRMATION NUMBER 1758081
CHECK-shyIN DATE Wednesday March 21 2012HOTEL CHECK-shyIN TIME 300 PM
CHECK-shyOUT DATE Sunday March 25 2012HOTEL CHECK-shyOUT TIME 1100 AM
Hyatt Regency New OrleansPoydras At Loyola AvenueNew Orleans LA 70113 USTel 504-shy561-shy1234 Fax 504-shy587-shy4141
ATSUSHI HASEGAWA
Greetings from Hyatt Regency New Orleans
Thank you for your reservation We look forward to welcoming you to our hotel
To make changes to your reservation please click here or email us as at reservationshyattcom Tospeak with us directly please call 1 877 827 1356 within the US and Canada or simply contact yourlocal worldwide reservation center
We are excited about your upcoming visit and look forward to creating a memorable experience for you
Warmest Regards
Hyatt Regency New Orleans Team
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
デバイスサービスをまたがった旅行に関する情報のオーガナイズサポート
rarr TripIt
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
単なるPOS革命ではなくて
紙のレシートrarrメールレシート 新しいタッチポイントの創出
bull購入記録の簡便便な保存家計簿管理理 bull店舗EC連動した顧客との関係構築 bull購入記録を利利用した新サービス創出
メールレシートの サービスデザイン的価値
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
SMART利利用者が求めているもの
小さなサイズ times 高品位
rarr 取り回し rarr 快適さ
「価値」＝
「顧客の感じる価値」は「製品スペック」と比例例しない
顧客の感じる価値 ＝体験の質
1900-‐‑‒1960 Age of Manufacturing 「製造」の時代
1960-‐‑‒1990 Age of Distribution 「流流通」の時代
1990-‐‑‒2010 Age of Information 「情報」の時代
2010-‐‑‒ Age of the Customer 「顧客」の時代
Kerry Bodine Keynote of Service Design Network Conference 2011
購入 利利用
交換価値 利利用価値
認知
Goods Dominant Logic
Service Dominant Logic
概念念顧客へ提供されるのは製造された「もの」自体（含む「サービス」という「もの」）
顧客に提供されるのはすべて「サービス」「もの」は構成要素の
ひとつ
顧客への提供価値
交換価値サービス全体の利利用価値 顧客と事業者との関係性
httpsdlogicnet
顧客価値＋ ビジネスの実現 ＝サービスデザイン
「サービスデザイン」とは顧客への提供価値をもとに事業を構築するこれからの時代のビジネスアプローチ
ndash T H E O D O R E L E V I T T 1 9 6 8
「顧客はldquoドリルrdquoが欲しいのではなく ldquoねじの穴rdquoが欲しいのだ」
ndash J E F F R E Y P R E S T O N B E Z O S
Q キンドルファイアが好調な理由はなんでしょうか
A キンドルファイアがただのデバイスではなくサービスだからです
J E F F B E Z O S C E O O F A M A Z O N
bull Q 米国ではカラー液晶を採用したタブレット端末「キンドルファイア」がかなり売れているようですが好調の理由は何でしょうか
bull ベゾスキンドルファイアがただのデバイスではなくサービスだからですエンドツーエンドのサービスであることでほかのタブレット端末と差別化できています
bull 私の個人的な意見ですがただデバイスを作っただけで顧客が関心を持つとは思えない顧客が求めていること顧客がしようとしていることは何か書籍を買い音楽を買い映画やテレビ番組アプリを買うことですそのためにエコシステムを構築しそのエコシステムにデバイスをシームレスに融合させる顧客が簡単に見たいコンテンツを買って見られる環境を作るということですそれを実現したのがキンドルファイアなのです
「日本での電子書籍事業開始は年内早期に発表する」
米アマゾンドットコムのジェフベゾスCEOインタビュー｜日経ビジネスONLINE
httpbusinessnikkeibpcojparticletopics20120427231477rt=nocnt
サービスデザインを考慮した組織
事業戦略
UXデザイン
事業 戦略
UXデザイン
GDL型 SDL型
bull「付加価値」でなく価値自体が商品
emsp 顧客 ビジネス
提供価値-‐‑‒ 継続性 -‐‑‒ 意義
-‐‑‒ 体験 -‐‑‒ 文脈
ビジネスモデルジェネレーション 翔泳社
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
ビジネスモデルキャンバス（Business Model Generationsより）
httpwwwbusinessmodelgenerationcomdownloadsbusiness_model_canvas_posterpdf
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル（iTunes Store後）
レーベル
プラットフォーム管理理
サーバ
すぐに音楽が買える
一曲 99セント
Like
iTunes Store
Winユーザー
Geekじゃない 音楽ファン
著作権料料ネットワーク コスト
楽曲販売 代金金
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル（iPhone後）
レーベル
プラットフォーム管理理
サーバ
すぐに音楽が買える
一曲 99セント
Like
iTunes Store
Winユーザー
Geekじゃない 音楽ファン
著作権料料ネットワーク コスト
楽曲販売 代金金
出版社
TV局映画 スタジオ
通信キャリア
アプリ開発者
クールな端末
安全なアプリ
デファクト スタンダード
キャリア
App Store
キャリア
世界中の携帯ユーザー
アプリ開発者
開発者への 分配
購読代金金コンテンツ販売代金金
通信料料金金 シェア
端末販売代金金 広告
スペック指向から 体験価値思考への ビジネス
リフレーミング
bull サービスデザインに関しての国際組織 bull 毎年年秋に国際カンファレンス10月にNYにて bull AirbnbVOLVOマクドナルドSearsSONYなどが事例例紹介
bull 日本支部でも国内カンファレンスイベントなどを主催しています
Service Design Network httpwwwservice-‐‑‒design-‐‑‒networkorg
Japan
2 Service Design Thinking
ユーザ中心 User-centered サービスはユーザの目を通して体験されるものである
共創 Co-creative すべてのステークホルダーがプロセスに関わる
インタラクションの連続性 Sequencing サービスは相互に関係する活動の連続として設計する
物的証拠 Evidencing 無形なサービスを物理的な人工物によって可視化する
全体的な視点 Holistic サービスの環境全体をよく考慮する
サービスデザイン
思考の5原則
THIS IS SERVICE DESIGN THINKING Marc Stickdorn Jakob Schneider
3 Process of Service Design
サービス デザイン
アクティビティ デザイン
インタラクション デザイン
CONCENT_サービスデザインフレームワーク
bullエスノグラフィ調査 bullバリュープロポジション定義 bull事業コンセプト立立案
bull文脈調査（Contextual Inquiry） bullカスタマージャーニー bullタッチポイント戦略略
bullプロトタイプ bullユーザー評価 bullコンテンツ開発
Service Design 提供価値の発見見
ビジネス価値と顧客の期待価値に基づく ビジネスリフレーミング
体験のコンセプト
顧客
ビジネス
期待価値 行行動文脈
提供価値 競合優位性
Activity Design 体験のプラニング
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
体験のldquo日常rdquoは製品サービス以外
日常生活 日常生活
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
httpwwwadaptivepathcomuploadsdocumentsRailEurope_AdaptivePath_CXMap_FINALpdf
Customer Journey Map 「経験」にまつわるストーリーを 深く豊かに表現する方法
by Chris Risdon from Adaptive Path IA Summit 2012
なんのため
bull目的やプランの共有 bull分析 bull発見見
CJMの解体bullThe Lensレンズスコープ bullJourney Modelモデルマップ
bullFindings発見見洞洞察（insights） 改善示唆（opportunities）
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 Lens
Journey Model
Insights Opportunities
The Lens
bullペルソナ bullユーザーゴール bull視点観点制約
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
People choose rail travel because it is convenient easy and flexible
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Journey Model
bull行行動 bullタッチポイント bullステージ
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Insights
bull質的 -‐‑‒ 心理理状態 -‐‑‒ 感情 bull量量的
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Opportunitiesbull現状分析 bull改善示唆
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
サービスブループリント Service Blueprint
bullカスタマアクション bullフロントステージアクション bullバックステージアクション bullサポートプロセス bullサービス提供媒体
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
カスタマアクション
フロントステージアクション
バックステージアクション
サポートプロセス
サービス提供媒体
Inside-‐‑‒out Outside-‐‑‒in
Inside-‐‑‒outbull サービスがどのように機能するか bull 一つのサービスでもタッチポイントごとに求められることは異異なる
bull インタラクションの性質特徴 bull 一連のサービス飛び石的なサービス bull 事業観点での品質管理理
Inside-‐‑‒out CJM 〜～ サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
Outside-‐‑‒inbull 顧客がどのようにサービスを体験するか bull 顧客観点 bull さまざまなタッチポイントをまたがる経験の流流れ（Journey）
bull 特定の会社のサービス製品利利用にとどまらない顧客の行行動 rarr クロスサービス
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
プラニング観点「旅行」という体験
旅行行前 旅行行中 旅行行後
航空会社
旅行行前 旅行行中 旅行行後
航空会社
Inside-‐‑‒out 視点でのプラニング rarr クロスオムニチャンネル
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
Outside-‐‑‒in 視点でのプラニング rarr クロスサービス
Atsushi HASEGAWA ltahaseggmailcomgt
eTicket Itinerary and Receipt for Confirmation GCEWWW
United Airlines Inc ltunitedairlinesunitedcomgt Sat Mar 10 2012 at 1106 PMTo AHASEGgmailcom
ConfirmationGCEWWWCheck-shyIn gt
Issue Date March 10 2012
Traveler eTicket Number Frequent Flyer SeatsHASEGAWAATSUSHIMR 0162320667315 UA-shyEGT4XXXX Premier Silver S 30H12D-shy-shy-shy-shy-shy-shy
FLIGHT INFORMATIONDay Date Flight ClassDeparture City and Time Arrival City and Time Aircraft MealWed 21MAR12 UA8041S TOKYO JAPAN
(NRT -shy NARITA) 430 PMWASHINGTON DC (IAD -shy DULLES) 351 PM
777-shy200Dinner
Wed 21MAR12 UA2632S WASHINGTON DC (IAD -shy DULLES) 505 PM
NEW ORLEANS LA (MSY) 647 PM
A-shy319 Purchase
Mon 26MAR12 UA4973S NEW ORLEANS LA (MSY) 601 AM
SAN FRANCISCO CA (SFO) 900 AM
A-shy320 Purchase
Mon 26MAR12 UA8374S SAN FRANCISCO CA (SFO) 1101 AM
TOKYO JAPAN (NRT -shy NARITA) 200 PM (27MAR)
747-shy400Lunch
1 Flight operated by UNITED AIRLINES2 Flight operated by UNITED AIRLINES3 Flight operated by UNITED AIRLINES4 Flight operated by UNITED AIRLINES
FARE INFORMATIONFare BreakdownAirfare 77400JPYJapan Passenger Security ServiceCharge
500
Japan Passenger ServiceFacilities Charge
2040
Fuel Surcharge 50000September 11th Security Fee 630US Federal Transportation Tax 2760US APHIS User Fee 420US Immigration User Fee 580US Customs User Fee 460US Passenger Facility Charge 380Per Person Total 135170JPYeTicket Total 135170JPY
Form of PaymentAMERICAN EXPRESSLast Four Digits 5303
The airfare you paid on this itinerary totals 77400 JPYThe taxes fees and surcharges paid total 57770 JPYFare Rules Additional charges may apply for changes in addition to any fare rules listed
REFUNDABLECXL FEE
International eTicket Reminders
Check-shyin Requirement -shy Bags must be checked and boarding passes obtained at least 60 minutes prior toscheduled departure Baggage will not be accepted and advance seat assignments may be canceled if thiscondition is not met
Boarding Requirement -shy Passengers must be prepared to board at the departure gate with their boarding
121130 Gmail -‐‑ Hyatt Regency New Orleans -‐‑ Confirmation -‐‑ ATSUSHI HASEGAWA -‐‑ 3212012 -‐‑ 1758081
13httpsmailgooglecommailu0ui=2ampik=9938667debampview=ptampq=hyatt regencyampqs=trueampsearchhellip
Naoko KAWACHI ltnaokokawachigmailcomgt
Hyatt Regency New Orleans -shy Confirmation -shy ATSUSHI HASEGAWA -shy3212012 -shy 1758081
Hyatt Regency New Orleans ltConciergehyatte-shyconciergecomgt Thu Mar 8 2012 at 151 AMTo NAOKOKAWACHIgmailcom
Hyatt E-shyConcierge | Customer Service | Hotel Website | Print E-shyMail | View Online
RESERVATION CONFIRMATION
CONFIRMATION NUMBER 1758081
CHECK-shyIN DATE Wednesday March 21 2012HOTEL CHECK-shyIN TIME 300 PM
CHECK-shyOUT DATE Sunday March 25 2012HOTEL CHECK-shyOUT TIME 1100 AM
Hyatt Regency New OrleansPoydras At Loyola AvenueNew Orleans LA 70113 USTel 504-shy561-shy1234 Fax 504-shy587-shy4141
ATSUSHI HASEGAWA
Greetings from Hyatt Regency New Orleans
Thank you for your reservation We look forward to welcoming you to our hotel
To make changes to your reservation please click here or email us as at reservationshyattcom Tospeak with us directly please call 1 877 827 1356 within the US and Canada or simply contact yourlocal worldwide reservation center
We are excited about your upcoming visit and look forward to creating a memorable experience for you
Warmest Regards
Hyatt Regency New Orleans Team
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
デバイスサービスをまたがった旅行に関する情報のオーガナイズサポート
rarr TripIt
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
単なるPOS革命ではなくて
紙のレシートrarrメールレシート 新しいタッチポイントの創出
bull購入記録の簡便便な保存家計簿管理理 bull店舗EC連動した顧客との関係構築 bull購入記録を利利用した新サービス創出
メールレシートの サービスデザイン的価値
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
「顧客の感じる価値」は「製品スペック」と比例例しない
顧客の感じる価値 ＝体験の質
1900-‐‑‒1960 Age of Manufacturing 「製造」の時代
1960-‐‑‒1990 Age of Distribution 「流流通」の時代
1990-‐‑‒2010 Age of Information 「情報」の時代
2010-‐‑‒ Age of the Customer 「顧客」の時代
Kerry Bodine Keynote of Service Design Network Conference 2011
購入 利利用
交換価値 利利用価値
認知
Goods Dominant Logic
Service Dominant Logic
概念念顧客へ提供されるのは製造された「もの」自体（含む「サービス」という「もの」）
顧客に提供されるのはすべて「サービス」「もの」は構成要素の
ひとつ
顧客への提供価値
交換価値サービス全体の利利用価値 顧客と事業者との関係性
httpsdlogicnet
顧客価値＋ ビジネスの実現 ＝サービスデザイン
「サービスデザイン」とは顧客への提供価値をもとに事業を構築するこれからの時代のビジネスアプローチ
ndash T H E O D O R E L E V I T T 1 9 6 8
「顧客はldquoドリルrdquoが欲しいのではなく ldquoねじの穴rdquoが欲しいのだ」
ndash J E F F R E Y P R E S T O N B E Z O S
Q キンドルファイアが好調な理由はなんでしょうか
A キンドルファイアがただのデバイスではなくサービスだからです
J E F F B E Z O S C E O O F A M A Z O N
bull Q 米国ではカラー液晶を採用したタブレット端末「キンドルファイア」がかなり売れているようですが好調の理由は何でしょうか
bull ベゾスキンドルファイアがただのデバイスではなくサービスだからですエンドツーエンドのサービスであることでほかのタブレット端末と差別化できています
bull 私の個人的な意見ですがただデバイスを作っただけで顧客が関心を持つとは思えない顧客が求めていること顧客がしようとしていることは何か書籍を買い音楽を買い映画やテレビ番組アプリを買うことですそのためにエコシステムを構築しそのエコシステムにデバイスをシームレスに融合させる顧客が簡単に見たいコンテンツを買って見られる環境を作るということですそれを実現したのがキンドルファイアなのです
「日本での電子書籍事業開始は年内早期に発表する」
米アマゾンドットコムのジェフベゾスCEOインタビュー｜日経ビジネスONLINE
httpbusinessnikkeibpcojparticletopics20120427231477rt=nocnt
サービスデザインを考慮した組織
事業戦略
UXデザイン
事業 戦略
UXデザイン
GDL型 SDL型
bull「付加価値」でなく価値自体が商品
emsp 顧客 ビジネス
提供価値-‐‑‒ 継続性 -‐‑‒ 意義
-‐‑‒ 体験 -‐‑‒ 文脈
ビジネスモデルジェネレーション 翔泳社
-6
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$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
ビジネスモデルキャンバス（Business Model Generationsより）
httpwwwbusinessmodelgenerationcomdownloadsbusiness_model_canvas_posterpdf
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル（iTunes Store後）
レーベル
プラットフォーム管理理
サーバ
すぐに音楽が買える
一曲 99セント
Like
iTunes Store
Winユーザー
Geekじゃない 音楽ファン
著作権料料ネットワーク コスト
楽曲販売 代金金
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル（iPhone後）
レーベル
プラットフォーム管理理
サーバ
すぐに音楽が買える
一曲 99セント
Like
iTunes Store
Winユーザー
Geekじゃない 音楽ファン
著作権料料ネットワーク コスト
楽曲販売 代金金
出版社
TV局映画 スタジオ
通信キャリア
アプリ開発者
クールな端末
安全なアプリ
デファクト スタンダード
キャリア
App Store
キャリア
世界中の携帯ユーザー
アプリ開発者
開発者への 分配
購読代金金コンテンツ販売代金金
通信料料金金 シェア
端末販売代金金 広告
スペック指向から 体験価値思考への ビジネス
リフレーミング
bull サービスデザインに関しての国際組織 bull 毎年年秋に国際カンファレンス10月にNYにて bull AirbnbVOLVOマクドナルドSearsSONYなどが事例例紹介
bull 日本支部でも国内カンファレンスイベントなどを主催しています
Service Design Network httpwwwservice-‐‑‒design-‐‑‒networkorg
Japan
2 Service Design Thinking
ユーザ中心 User-centered サービスはユーザの目を通して体験されるものである
共創 Co-creative すべてのステークホルダーがプロセスに関わる
インタラクションの連続性 Sequencing サービスは相互に関係する活動の連続として設計する
物的証拠 Evidencing 無形なサービスを物理的な人工物によって可視化する
全体的な視点 Holistic サービスの環境全体をよく考慮する
サービスデザイン
思考の5原則
THIS IS SERVICE DESIGN THINKING Marc Stickdorn Jakob Schneider
3 Process of Service Design
サービス デザイン
アクティビティ デザイン
インタラクション デザイン
CONCENT_サービスデザインフレームワーク
bullエスノグラフィ調査 bullバリュープロポジション定義 bull事業コンセプト立立案
bull文脈調査（Contextual Inquiry） bullカスタマージャーニー bullタッチポイント戦略略
bullプロトタイプ bullユーザー評価 bullコンテンツ開発
Service Design 提供価値の発見見
ビジネス価値と顧客の期待価値に基づく ビジネスリフレーミング
体験のコンセプト
顧客
ビジネス
期待価値 行行動文脈
提供価値 競合優位性
Activity Design 体験のプラニング
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
体験のldquo日常rdquoは製品サービス以外
日常生活 日常生活
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
httpwwwadaptivepathcomuploadsdocumentsRailEurope_AdaptivePath_CXMap_FINALpdf
Customer Journey Map 「経験」にまつわるストーリーを 深く豊かに表現する方法
by Chris Risdon from Adaptive Path IA Summit 2012
なんのため
bull目的やプランの共有 bull分析 bull発見見
CJMの解体bullThe Lensレンズスコープ bullJourney Modelモデルマップ
bullFindings発見見洞洞察（insights） 改善示唆（opportunities）
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 Lens
Journey Model
Insights Opportunities
The Lens
bullペルソナ bullユーザーゴール bull視点観点制約
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
People choose rail travel because it is convenient easy and flexible
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Journey Model
bull行行動 bullタッチポイント bullステージ
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Insights
bull質的 -‐‑‒ 心理理状態 -‐‑‒ 感情 bull量量的
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Opportunitiesbull現状分析 bull改善示唆
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
サービスブループリント Service Blueprint
bullカスタマアクション bullフロントステージアクション bullバックステージアクション bullサポートプロセス bullサービス提供媒体
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
カスタマアクション
フロントステージアクション
バックステージアクション
サポートプロセス
サービス提供媒体
Inside-‐‑‒out Outside-‐‑‒in
Inside-‐‑‒outbull サービスがどのように機能するか bull 一つのサービスでもタッチポイントごとに求められることは異異なる
bull インタラクションの性質特徴 bull 一連のサービス飛び石的なサービス bull 事業観点での品質管理理
Inside-‐‑‒out CJM 〜～ サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
Outside-‐‑‒inbull 顧客がどのようにサービスを体験するか bull 顧客観点 bull さまざまなタッチポイントをまたがる経験の流流れ（Journey）
bull 特定の会社のサービス製品利利用にとどまらない顧客の行行動 rarr クロスサービス
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
プラニング観点「旅行」という体験
旅行行前 旅行行中 旅行行後
航空会社
旅行行前 旅行行中 旅行行後
航空会社
Inside-‐‑‒out 視点でのプラニング rarr クロスオムニチャンネル
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
Outside-‐‑‒in 視点でのプラニング rarr クロスサービス
Atsushi HASEGAWA ltahaseggmailcomgt
eTicket Itinerary and Receipt for Confirmation GCEWWW
United Airlines Inc ltunitedairlinesunitedcomgt Sat Mar 10 2012 at 1106 PMTo AHASEGgmailcom
ConfirmationGCEWWWCheck-shyIn gt
Issue Date March 10 2012
Traveler eTicket Number Frequent Flyer SeatsHASEGAWAATSUSHIMR 0162320667315 UA-shyEGT4XXXX Premier Silver S 30H12D-shy-shy-shy-shy-shy-shy
FLIGHT INFORMATIONDay Date Flight ClassDeparture City and Time Arrival City and Time Aircraft MealWed 21MAR12 UA8041S TOKYO JAPAN
(NRT -shy NARITA) 430 PMWASHINGTON DC (IAD -shy DULLES) 351 PM
777-shy200Dinner
Wed 21MAR12 UA2632S WASHINGTON DC (IAD -shy DULLES) 505 PM
NEW ORLEANS LA (MSY) 647 PM
A-shy319 Purchase
Mon 26MAR12 UA4973S NEW ORLEANS LA (MSY) 601 AM
SAN FRANCISCO CA (SFO) 900 AM
A-shy320 Purchase
Mon 26MAR12 UA8374S SAN FRANCISCO CA (SFO) 1101 AM
TOKYO JAPAN (NRT -shy NARITA) 200 PM (27MAR)
747-shy400Lunch
1 Flight operated by UNITED AIRLINES2 Flight operated by UNITED AIRLINES3 Flight operated by UNITED AIRLINES4 Flight operated by UNITED AIRLINES
FARE INFORMATIONFare BreakdownAirfare 77400JPYJapan Passenger Security ServiceCharge
500
Japan Passenger ServiceFacilities Charge
2040
Fuel Surcharge 50000September 11th Security Fee 630US Federal Transportation Tax 2760US APHIS User Fee 420US Immigration User Fee 580US Customs User Fee 460US Passenger Facility Charge 380Per Person Total 135170JPYeTicket Total 135170JPY
Form of PaymentAMERICAN EXPRESSLast Four Digits 5303
The airfare you paid on this itinerary totals 77400 JPYThe taxes fees and surcharges paid total 57770 JPYFare Rules Additional charges may apply for changes in addition to any fare rules listed
REFUNDABLECXL FEE
International eTicket Reminders
Check-shyin Requirement -shy Bags must be checked and boarding passes obtained at least 60 minutes prior toscheduled departure Baggage will not be accepted and advance seat assignments may be canceled if thiscondition is not met
Boarding Requirement -shy Passengers must be prepared to board at the departure gate with their boarding
121130 Gmail -‐‑ Hyatt Regency New Orleans -‐‑ Confirmation -‐‑ ATSUSHI HASEGAWA -‐‑ 3212012 -‐‑ 1758081
13httpsmailgooglecommailu0ui=2ampik=9938667debampview=ptampq=hyatt regencyampqs=trueampsearchhellip
Naoko KAWACHI ltnaokokawachigmailcomgt
Hyatt Regency New Orleans -shy Confirmation -shy ATSUSHI HASEGAWA -shy3212012 -shy 1758081
Hyatt Regency New Orleans ltConciergehyatte-shyconciergecomgt Thu Mar 8 2012 at 151 AMTo NAOKOKAWACHIgmailcom
Hyatt E-shyConcierge | Customer Service | Hotel Website | Print E-shyMail | View Online
RESERVATION CONFIRMATION
CONFIRMATION NUMBER 1758081
CHECK-shyIN DATE Wednesday March 21 2012HOTEL CHECK-shyIN TIME 300 PM
CHECK-shyOUT DATE Sunday March 25 2012HOTEL CHECK-shyOUT TIME 1100 AM
Hyatt Regency New OrleansPoydras At Loyola AvenueNew Orleans LA 70113 USTel 504-shy561-shy1234 Fax 504-shy587-shy4141
ATSUSHI HASEGAWA
Greetings from Hyatt Regency New Orleans
Thank you for your reservation We look forward to welcoming you to our hotel
To make changes to your reservation please click here or email us as at reservationshyattcom Tospeak with us directly please call 1 877 827 1356 within the US and Canada or simply contact yourlocal worldwide reservation center
We are excited about your upcoming visit and look forward to creating a memorable experience for you
Warmest Regards
Hyatt Regency New Orleans Team
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
デバイスサービスをまたがった旅行に関する情報のオーガナイズサポート
rarr TripIt
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
単なるPOS革命ではなくて
紙のレシートrarrメールレシート 新しいタッチポイントの創出
bull購入記録の簡便便な保存家計簿管理理 bull店舗EC連動した顧客との関係構築 bull購入記録を利利用した新サービス創出
メールレシートの サービスデザイン的価値
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
顧客の感じる価値 ＝体験の質
1900-‐‑‒1960 Age of Manufacturing 「製造」の時代
1960-‐‑‒1990 Age of Distribution 「流流通」の時代
1990-‐‑‒2010 Age of Information 「情報」の時代
2010-‐‑‒ Age of the Customer 「顧客」の時代
Kerry Bodine Keynote of Service Design Network Conference 2011
購入 利利用
交換価値 利利用価値
認知
Goods Dominant Logic
Service Dominant Logic
概念念顧客へ提供されるのは製造された「もの」自体（含む「サービス」という「もの」）
顧客に提供されるのはすべて「サービス」「もの」は構成要素の
ひとつ
顧客への提供価値
交換価値サービス全体の利利用価値 顧客と事業者との関係性
httpsdlogicnet
顧客価値＋ ビジネスの実現 ＝サービスデザイン
「サービスデザイン」とは顧客への提供価値をもとに事業を構築するこれからの時代のビジネスアプローチ
ndash T H E O D O R E L E V I T T 1 9 6 8
「顧客はldquoドリルrdquoが欲しいのではなく ldquoねじの穴rdquoが欲しいのだ」
ndash J E F F R E Y P R E S T O N B E Z O S
Q キンドルファイアが好調な理由はなんでしょうか
A キンドルファイアがただのデバイスではなくサービスだからです
J E F F B E Z O S C E O O F A M A Z O N
bull Q 米国ではカラー液晶を採用したタブレット端末「キンドルファイア」がかなり売れているようですが好調の理由は何でしょうか
bull ベゾスキンドルファイアがただのデバイスではなくサービスだからですエンドツーエンドのサービスであることでほかのタブレット端末と差別化できています
bull 私の個人的な意見ですがただデバイスを作っただけで顧客が関心を持つとは思えない顧客が求めていること顧客がしようとしていることは何か書籍を買い音楽を買い映画やテレビ番組アプリを買うことですそのためにエコシステムを構築しそのエコシステムにデバイスをシームレスに融合させる顧客が簡単に見たいコンテンツを買って見られる環境を作るということですそれを実現したのがキンドルファイアなのです
「日本での電子書籍事業開始は年内早期に発表する」
米アマゾンドットコムのジェフベゾスCEOインタビュー｜日経ビジネスONLINE
httpbusinessnikkeibpcojparticletopics20120427231477rt=nocnt
サービスデザインを考慮した組織
事業戦略
UXデザイン
事業 戦略
UXデザイン
GDL型 SDL型
bull「付加価値」でなく価値自体が商品
emsp 顧客 ビジネス
提供価値-‐‑‒ 継続性 -‐‑‒ 意義
-‐‑‒ 体験 -‐‑‒ 文脈
ビジネスモデルジェネレーション 翔泳社
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
ビジネスモデルキャンバス（Business Model Generationsより）
httpwwwbusinessmodelgenerationcomdownloadsbusiness_model_canvas_posterpdf
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル（iTunes Store後）
レーベル
プラットフォーム管理理
サーバ
すぐに音楽が買える
一曲 99セント
Like
iTunes Store
Winユーザー
Geekじゃない 音楽ファン
著作権料料ネットワーク コスト
楽曲販売 代金金
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル（iPhone後）
レーベル
プラットフォーム管理理
サーバ
すぐに音楽が買える
一曲 99セント
Like
iTunes Store
Winユーザー
Geekじゃない 音楽ファン
著作権料料ネットワーク コスト
楽曲販売 代金金
出版社
TV局映画 スタジオ
通信キャリア
アプリ開発者
クールな端末
安全なアプリ
デファクト スタンダード
キャリア
App Store
キャリア
世界中の携帯ユーザー
アプリ開発者
開発者への 分配
購読代金金コンテンツ販売代金金
通信料料金金 シェア
端末販売代金金 広告
スペック指向から 体験価値思考への ビジネス
リフレーミング
bull サービスデザインに関しての国際組織 bull 毎年年秋に国際カンファレンス10月にNYにて bull AirbnbVOLVOマクドナルドSearsSONYなどが事例例紹介
bull 日本支部でも国内カンファレンスイベントなどを主催しています
Service Design Network httpwwwservice-‐‑‒design-‐‑‒networkorg
Japan
2 Service Design Thinking
ユーザ中心 User-centered サービスはユーザの目を通して体験されるものである
共創 Co-creative すべてのステークホルダーがプロセスに関わる
インタラクションの連続性 Sequencing サービスは相互に関係する活動の連続として設計する
物的証拠 Evidencing 無形なサービスを物理的な人工物によって可視化する
全体的な視点 Holistic サービスの環境全体をよく考慮する
サービスデザイン
思考の5原則
THIS IS SERVICE DESIGN THINKING Marc Stickdorn Jakob Schneider
3 Process of Service Design
サービス デザイン
アクティビティ デザイン
インタラクション デザイン
CONCENT_サービスデザインフレームワーク
bullエスノグラフィ調査 bullバリュープロポジション定義 bull事業コンセプト立立案
bull文脈調査（Contextual Inquiry） bullカスタマージャーニー bullタッチポイント戦略略
bullプロトタイプ bullユーザー評価 bullコンテンツ開発
Service Design 提供価値の発見見
ビジネス価値と顧客の期待価値に基づく ビジネスリフレーミング
体験のコンセプト
顧客
ビジネス
期待価値 行行動文脈
提供価値 競合優位性
Activity Design 体験のプラニング
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
体験のldquo日常rdquoは製品サービス以外
日常生活 日常生活
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
httpwwwadaptivepathcomuploadsdocumentsRailEurope_AdaptivePath_CXMap_FINALpdf
Customer Journey Map 「経験」にまつわるストーリーを 深く豊かに表現する方法
by Chris Risdon from Adaptive Path IA Summit 2012
なんのため
bull目的やプランの共有 bull分析 bull発見見
CJMの解体bullThe Lensレンズスコープ bullJourney Modelモデルマップ
bullFindings発見見洞洞察（insights） 改善示唆（opportunities）
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 Lens
Journey Model
Insights Opportunities
The Lens
bullペルソナ bullユーザーゴール bull視点観点制約
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
People choose rail travel because it is convenient easy and flexible
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Journey Model
bull行行動 bullタッチポイント bullステージ
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Insights
bull質的 -‐‑‒ 心理理状態 -‐‑‒ 感情 bull量量的
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Opportunitiesbull現状分析 bull改善示唆
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
サービスブループリント Service Blueprint
bullカスタマアクション bullフロントステージアクション bullバックステージアクション bullサポートプロセス bullサービス提供媒体
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
カスタマアクション
フロントステージアクション
バックステージアクション
サポートプロセス
サービス提供媒体
Inside-‐‑‒out Outside-‐‑‒in
Inside-‐‑‒outbull サービスがどのように機能するか bull 一つのサービスでもタッチポイントごとに求められることは異異なる
bull インタラクションの性質特徴 bull 一連のサービス飛び石的なサービス bull 事業観点での品質管理理
Inside-‐‑‒out CJM 〜～ サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
Outside-‐‑‒inbull 顧客がどのようにサービスを体験するか bull 顧客観点 bull さまざまなタッチポイントをまたがる経験の流流れ（Journey）
bull 特定の会社のサービス製品利利用にとどまらない顧客の行行動 rarr クロスサービス
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
プラニング観点「旅行」という体験
旅行行前 旅行行中 旅行行後
航空会社
旅行行前 旅行行中 旅行行後
航空会社
Inside-‐‑‒out 視点でのプラニング rarr クロスオムニチャンネル
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
Outside-‐‑‒in 視点でのプラニング rarr クロスサービス
Atsushi HASEGAWA ltahaseggmailcomgt
eTicket Itinerary and Receipt for Confirmation GCEWWW
United Airlines Inc ltunitedairlinesunitedcomgt Sat Mar 10 2012 at 1106 PMTo AHASEGgmailcom
ConfirmationGCEWWWCheck-shyIn gt
Issue Date March 10 2012
Traveler eTicket Number Frequent Flyer SeatsHASEGAWAATSUSHIMR 0162320667315 UA-shyEGT4XXXX Premier Silver S 30H12D-shy-shy-shy-shy-shy-shy
FLIGHT INFORMATIONDay Date Flight ClassDeparture City and Time Arrival City and Time Aircraft MealWed 21MAR12 UA8041S TOKYO JAPAN
(NRT -shy NARITA) 430 PMWASHINGTON DC (IAD -shy DULLES) 351 PM
777-shy200Dinner
Wed 21MAR12 UA2632S WASHINGTON DC (IAD -shy DULLES) 505 PM
NEW ORLEANS LA (MSY) 647 PM
A-shy319 Purchase
Mon 26MAR12 UA4973S NEW ORLEANS LA (MSY) 601 AM
SAN FRANCISCO CA (SFO) 900 AM
A-shy320 Purchase
Mon 26MAR12 UA8374S SAN FRANCISCO CA (SFO) 1101 AM
TOKYO JAPAN (NRT -shy NARITA) 200 PM (27MAR)
747-shy400Lunch
1 Flight operated by UNITED AIRLINES2 Flight operated by UNITED AIRLINES3 Flight operated by UNITED AIRLINES4 Flight operated by UNITED AIRLINES
FARE INFORMATIONFare BreakdownAirfare 77400JPYJapan Passenger Security ServiceCharge
500
Japan Passenger ServiceFacilities Charge
2040
Fuel Surcharge 50000September 11th Security Fee 630US Federal Transportation Tax 2760US APHIS User Fee 420US Immigration User Fee 580US Customs User Fee 460US Passenger Facility Charge 380Per Person Total 135170JPYeTicket Total 135170JPY
Form of PaymentAMERICAN EXPRESSLast Four Digits 5303
The airfare you paid on this itinerary totals 77400 JPYThe taxes fees and surcharges paid total 57770 JPYFare Rules Additional charges may apply for changes in addition to any fare rules listed
REFUNDABLECXL FEE
International eTicket Reminders
Check-shyin Requirement -shy Bags must be checked and boarding passes obtained at least 60 minutes prior toscheduled departure Baggage will not be accepted and advance seat assignments may be canceled if thiscondition is not met
Boarding Requirement -shy Passengers must be prepared to board at the departure gate with their boarding
121130 Gmail -‐‑ Hyatt Regency New Orleans -‐‑ Confirmation -‐‑ ATSUSHI HASEGAWA -‐‑ 3212012 -‐‑ 1758081
13httpsmailgooglecommailu0ui=2ampik=9938667debampview=ptampq=hyatt regencyampqs=trueampsearchhellip
Naoko KAWACHI ltnaokokawachigmailcomgt
Hyatt Regency New Orleans -shy Confirmation -shy ATSUSHI HASEGAWA -shy3212012 -shy 1758081
Hyatt Regency New Orleans ltConciergehyatte-shyconciergecomgt Thu Mar 8 2012 at 151 AMTo NAOKOKAWACHIgmailcom
Hyatt E-shyConcierge | Customer Service | Hotel Website | Print E-shyMail | View Online
RESERVATION CONFIRMATION
CONFIRMATION NUMBER 1758081
CHECK-shyIN DATE Wednesday March 21 2012HOTEL CHECK-shyIN TIME 300 PM
CHECK-shyOUT DATE Sunday March 25 2012HOTEL CHECK-shyOUT TIME 1100 AM
Hyatt Regency New OrleansPoydras At Loyola AvenueNew Orleans LA 70113 USTel 504-shy561-shy1234 Fax 504-shy587-shy4141
ATSUSHI HASEGAWA
Greetings from Hyatt Regency New Orleans
Thank you for your reservation We look forward to welcoming you to our hotel
To make changes to your reservation please click here or email us as at reservationshyattcom Tospeak with us directly please call 1 877 827 1356 within the US and Canada or simply contact yourlocal worldwide reservation center
We are excited about your upcoming visit and look forward to creating a memorable experience for you
Warmest Regards
Hyatt Regency New Orleans Team
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
デバイスサービスをまたがった旅行に関する情報のオーガナイズサポート
rarr TripIt
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
単なるPOS革命ではなくて
紙のレシートrarrメールレシート 新しいタッチポイントの創出
bull購入記録の簡便便な保存家計簿管理理 bull店舗EC連動した顧客との関係構築 bull購入記録を利利用した新サービス創出
メールレシートの サービスデザイン的価値
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
1900-‐‑‒1960 Age of Manufacturing 「製造」の時代
1960-‐‑‒1990 Age of Distribution 「流流通」の時代
1990-‐‑‒2010 Age of Information 「情報」の時代
2010-‐‑‒ Age of the Customer 「顧客」の時代
Kerry Bodine Keynote of Service Design Network Conference 2011
購入 利利用
交換価値 利利用価値
認知
Goods Dominant Logic
Service Dominant Logic
概念念顧客へ提供されるのは製造された「もの」自体（含む「サービス」という「もの」）
顧客に提供されるのはすべて「サービス」「もの」は構成要素の
ひとつ
顧客への提供価値
交換価値サービス全体の利利用価値 顧客と事業者との関係性
httpsdlogicnet
顧客価値＋ ビジネスの実現 ＝サービスデザイン
「サービスデザイン」とは顧客への提供価値をもとに事業を構築するこれからの時代のビジネスアプローチ
ndash T H E O D O R E L E V I T T 1 9 6 8
「顧客はldquoドリルrdquoが欲しいのではなく ldquoねじの穴rdquoが欲しいのだ」
ndash J E F F R E Y P R E S T O N B E Z O S
Q キンドルファイアが好調な理由はなんでしょうか
A キンドルファイアがただのデバイスではなくサービスだからです
J E F F B E Z O S C E O O F A M A Z O N
bull Q 米国ではカラー液晶を採用したタブレット端末「キンドルファイア」がかなり売れているようですが好調の理由は何でしょうか
bull ベゾスキンドルファイアがただのデバイスではなくサービスだからですエンドツーエンドのサービスであることでほかのタブレット端末と差別化できています
bull 私の個人的な意見ですがただデバイスを作っただけで顧客が関心を持つとは思えない顧客が求めていること顧客がしようとしていることは何か書籍を買い音楽を買い映画やテレビ番組アプリを買うことですそのためにエコシステムを構築しそのエコシステムにデバイスをシームレスに融合させる顧客が簡単に見たいコンテンツを買って見られる環境を作るということですそれを実現したのがキンドルファイアなのです
「日本での電子書籍事業開始は年内早期に発表する」
米アマゾンドットコムのジェフベゾスCEOインタビュー｜日経ビジネスONLINE
httpbusinessnikkeibpcojparticletopics20120427231477rt=nocnt
サービスデザインを考慮した組織
事業戦略
UXデザイン
事業 戦略
UXデザイン
GDL型 SDL型
bull「付加価値」でなく価値自体が商品
emsp 顧客 ビジネス
提供価値-‐‑‒ 継続性 -‐‑‒ 意義
-‐‑‒ 体験 -‐‑‒ 文脈
ビジネスモデルジェネレーション 翔泳社
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
ビジネスモデルキャンバス（Business Model Generationsより）
httpwwwbusinessmodelgenerationcomdownloadsbusiness_model_canvas_posterpdf
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル（iTunes Store後）
レーベル
プラットフォーム管理理
サーバ
すぐに音楽が買える
一曲 99セント
Like
iTunes Store
Winユーザー
Geekじゃない 音楽ファン
著作権料料ネットワーク コスト
楽曲販売 代金金
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル（iPhone後）
レーベル
プラットフォーム管理理
サーバ
すぐに音楽が買える
一曲 99セント
Like
iTunes Store
Winユーザー
Geekじゃない 音楽ファン
著作権料料ネットワーク コスト
楽曲販売 代金金
出版社
TV局映画 スタジオ
通信キャリア
アプリ開発者
クールな端末
安全なアプリ
デファクト スタンダード
キャリア
App Store
キャリア
世界中の携帯ユーザー
アプリ開発者
開発者への 分配
購読代金金コンテンツ販売代金金
通信料料金金 シェア
端末販売代金金 広告
スペック指向から 体験価値思考への ビジネス
リフレーミング
bull サービスデザインに関しての国際組織 bull 毎年年秋に国際カンファレンス10月にNYにて bull AirbnbVOLVOマクドナルドSearsSONYなどが事例例紹介
bull 日本支部でも国内カンファレンスイベントなどを主催しています
Service Design Network httpwwwservice-‐‑‒design-‐‑‒networkorg
Japan
2 Service Design Thinking
ユーザ中心 User-centered サービスはユーザの目を通して体験されるものである
共創 Co-creative すべてのステークホルダーがプロセスに関わる
インタラクションの連続性 Sequencing サービスは相互に関係する活動の連続として設計する
物的証拠 Evidencing 無形なサービスを物理的な人工物によって可視化する
全体的な視点 Holistic サービスの環境全体をよく考慮する
サービスデザイン
思考の5原則
THIS IS SERVICE DESIGN THINKING Marc Stickdorn Jakob Schneider
3 Process of Service Design
サービス デザイン
アクティビティ デザイン
インタラクション デザイン
CONCENT_サービスデザインフレームワーク
bullエスノグラフィ調査 bullバリュープロポジション定義 bull事業コンセプト立立案
bull文脈調査（Contextual Inquiry） bullカスタマージャーニー bullタッチポイント戦略略
bullプロトタイプ bullユーザー評価 bullコンテンツ開発
Service Design 提供価値の発見見
ビジネス価値と顧客の期待価値に基づく ビジネスリフレーミング
体験のコンセプト
顧客
ビジネス
期待価値 行行動文脈
提供価値 競合優位性
Activity Design 体験のプラニング
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
体験のldquo日常rdquoは製品サービス以外
日常生活 日常生活
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
httpwwwadaptivepathcomuploadsdocumentsRailEurope_AdaptivePath_CXMap_FINALpdf
Customer Journey Map 「経験」にまつわるストーリーを 深く豊かに表現する方法
by Chris Risdon from Adaptive Path IA Summit 2012
なんのため
bull目的やプランの共有 bull分析 bull発見見
CJMの解体bullThe Lensレンズスコープ bullJourney Modelモデルマップ
bullFindings発見見洞洞察（insights） 改善示唆（opportunities）
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 Lens
Journey Model
Insights Opportunities
The Lens
bullペルソナ bullユーザーゴール bull視点観点制約
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
People choose rail travel because it is convenient easy and flexible
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Journey Model
bull行行動 bullタッチポイント bullステージ
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Insights
bull質的 -‐‑‒ 心理理状態 -‐‑‒ 感情 bull量量的
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Opportunitiesbull現状分析 bull改善示唆
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
サービスブループリント Service Blueprint
bullカスタマアクション bullフロントステージアクション bullバックステージアクション bullサポートプロセス bullサービス提供媒体
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
カスタマアクション
フロントステージアクション
バックステージアクション
サポートプロセス
サービス提供媒体
Inside-‐‑‒out Outside-‐‑‒in
Inside-‐‑‒outbull サービスがどのように機能するか bull 一つのサービスでもタッチポイントごとに求められることは異異なる
bull インタラクションの性質特徴 bull 一連のサービス飛び石的なサービス bull 事業観点での品質管理理
Inside-‐‑‒out CJM 〜～ サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
Outside-‐‑‒inbull 顧客がどのようにサービスを体験するか bull 顧客観点 bull さまざまなタッチポイントをまたがる経験の流流れ（Journey）
bull 特定の会社のサービス製品利利用にとどまらない顧客の行行動 rarr クロスサービス
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
プラニング観点「旅行」という体験
旅行行前 旅行行中 旅行行後
航空会社
旅行行前 旅行行中 旅行行後
航空会社
Inside-‐‑‒out 視点でのプラニング rarr クロスオムニチャンネル
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
Outside-‐‑‒in 視点でのプラニング rarr クロスサービス
Atsushi HASEGAWA ltahaseggmailcomgt
eTicket Itinerary and Receipt for Confirmation GCEWWW
United Airlines Inc ltunitedairlinesunitedcomgt Sat Mar 10 2012 at 1106 PMTo AHASEGgmailcom
ConfirmationGCEWWWCheck-shyIn gt
Issue Date March 10 2012
Traveler eTicket Number Frequent Flyer SeatsHASEGAWAATSUSHIMR 0162320667315 UA-shyEGT4XXXX Premier Silver S 30H12D-shy-shy-shy-shy-shy-shy
FLIGHT INFORMATIONDay Date Flight ClassDeparture City and Time Arrival City and Time Aircraft MealWed 21MAR12 UA8041S TOKYO JAPAN
(NRT -shy NARITA) 430 PMWASHINGTON DC (IAD -shy DULLES) 351 PM
777-shy200Dinner
Wed 21MAR12 UA2632S WASHINGTON DC (IAD -shy DULLES) 505 PM
NEW ORLEANS LA (MSY) 647 PM
A-shy319 Purchase
Mon 26MAR12 UA4973S NEW ORLEANS LA (MSY) 601 AM
SAN FRANCISCO CA (SFO) 900 AM
A-shy320 Purchase
Mon 26MAR12 UA8374S SAN FRANCISCO CA (SFO) 1101 AM
TOKYO JAPAN (NRT -shy NARITA) 200 PM (27MAR)
747-shy400Lunch
1 Flight operated by UNITED AIRLINES2 Flight operated by UNITED AIRLINES3 Flight operated by UNITED AIRLINES4 Flight operated by UNITED AIRLINES
FARE INFORMATIONFare BreakdownAirfare 77400JPYJapan Passenger Security ServiceCharge
500
Japan Passenger ServiceFacilities Charge
2040
Fuel Surcharge 50000September 11th Security Fee 630US Federal Transportation Tax 2760US APHIS User Fee 420US Immigration User Fee 580US Customs User Fee 460US Passenger Facility Charge 380Per Person Total 135170JPYeTicket Total 135170JPY
Form of PaymentAMERICAN EXPRESSLast Four Digits 5303
The airfare you paid on this itinerary totals 77400 JPYThe taxes fees and surcharges paid total 57770 JPYFare Rules Additional charges may apply for changes in addition to any fare rules listed
REFUNDABLECXL FEE
International eTicket Reminders
Check-shyin Requirement -shy Bags must be checked and boarding passes obtained at least 60 minutes prior toscheduled departure Baggage will not be accepted and advance seat assignments may be canceled if thiscondition is not met
Boarding Requirement -shy Passengers must be prepared to board at the departure gate with their boarding
121130 Gmail -‐‑ Hyatt Regency New Orleans -‐‑ Confirmation -‐‑ ATSUSHI HASEGAWA -‐‑ 3212012 -‐‑ 1758081
13httpsmailgooglecommailu0ui=2ampik=9938667debampview=ptampq=hyatt regencyampqs=trueampsearchhellip
Naoko KAWACHI ltnaokokawachigmailcomgt
Hyatt Regency New Orleans -shy Confirmation -shy ATSUSHI HASEGAWA -shy3212012 -shy 1758081
Hyatt Regency New Orleans ltConciergehyatte-shyconciergecomgt Thu Mar 8 2012 at 151 AMTo NAOKOKAWACHIgmailcom
Hyatt E-shyConcierge | Customer Service | Hotel Website | Print E-shyMail | View Online
RESERVATION CONFIRMATION
CONFIRMATION NUMBER 1758081
CHECK-shyIN DATE Wednesday March 21 2012HOTEL CHECK-shyIN TIME 300 PM
CHECK-shyOUT DATE Sunday March 25 2012HOTEL CHECK-shyOUT TIME 1100 AM
Hyatt Regency New OrleansPoydras At Loyola AvenueNew Orleans LA 70113 USTel 504-shy561-shy1234 Fax 504-shy587-shy4141
ATSUSHI HASEGAWA
Greetings from Hyatt Regency New Orleans
Thank you for your reservation We look forward to welcoming you to our hotel
To make changes to your reservation please click here or email us as at reservationshyattcom Tospeak with us directly please call 1 877 827 1356 within the US and Canada or simply contact yourlocal worldwide reservation center
We are excited about your upcoming visit and look forward to creating a memorable experience for you
Warmest Regards
Hyatt Regency New Orleans Team
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
デバイスサービスをまたがった旅行に関する情報のオーガナイズサポート
rarr TripIt
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
単なるPOS革命ではなくて
紙のレシートrarrメールレシート 新しいタッチポイントの創出
bull購入記録の簡便便な保存家計簿管理理 bull店舗EC連動した顧客との関係構築 bull購入記録を利利用した新サービス創出
メールレシートの サービスデザイン的価値
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
購入 利利用
交換価値 利利用価値
認知
Goods Dominant Logic
Service Dominant Logic
概念念顧客へ提供されるのは製造された「もの」自体（含む「サービス」という「もの」）
顧客に提供されるのはすべて「サービス」「もの」は構成要素の
ひとつ
顧客への提供価値
交換価値サービス全体の利利用価値 顧客と事業者との関係性
httpsdlogicnet
顧客価値＋ ビジネスの実現 ＝サービスデザイン
「サービスデザイン」とは顧客への提供価値をもとに事業を構築するこれからの時代のビジネスアプローチ
ndash T H E O D O R E L E V I T T 1 9 6 8
「顧客はldquoドリルrdquoが欲しいのではなく ldquoねじの穴rdquoが欲しいのだ」
ndash J E F F R E Y P R E S T O N B E Z O S
Q キンドルファイアが好調な理由はなんでしょうか
A キンドルファイアがただのデバイスではなくサービスだからです
J E F F B E Z O S C E O O F A M A Z O N
bull Q 米国ではカラー液晶を採用したタブレット端末「キンドルファイア」がかなり売れているようですが好調の理由は何でしょうか
bull ベゾスキンドルファイアがただのデバイスではなくサービスだからですエンドツーエンドのサービスであることでほかのタブレット端末と差別化できています
bull 私の個人的な意見ですがただデバイスを作っただけで顧客が関心を持つとは思えない顧客が求めていること顧客がしようとしていることは何か書籍を買い音楽を買い映画やテレビ番組アプリを買うことですそのためにエコシステムを構築しそのエコシステムにデバイスをシームレスに融合させる顧客が簡単に見たいコンテンツを買って見られる環境を作るということですそれを実現したのがキンドルファイアなのです
「日本での電子書籍事業開始は年内早期に発表する」
米アマゾンドットコムのジェフベゾスCEOインタビュー｜日経ビジネスONLINE
httpbusinessnikkeibpcojparticletopics20120427231477rt=nocnt
サービスデザインを考慮した組織
事業戦略
UXデザイン
事業 戦略
UXデザイン
GDL型 SDL型
bull「付加価値」でなく価値自体が商品
emsp 顧客 ビジネス
提供価値-‐‑‒ 継続性 -‐‑‒ 意義
-‐‑‒ 体験 -‐‑‒ 文脈
ビジネスモデルジェネレーション 翔泳社
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
ビジネスモデルキャンバス（Business Model Generationsより）
httpwwwbusinessmodelgenerationcomdownloadsbusiness_model_canvas_posterpdf
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル（iTunes Store後）
レーベル
プラットフォーム管理理
サーバ
すぐに音楽が買える
一曲 99セント
Like
iTunes Store
Winユーザー
Geekじゃない 音楽ファン
著作権料料ネットワーク コスト
楽曲販売 代金金
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル（iPhone後）
レーベル
プラットフォーム管理理
サーバ
すぐに音楽が買える
一曲 99セント
Like
iTunes Store
Winユーザー
Geekじゃない 音楽ファン
著作権料料ネットワーク コスト
楽曲販売 代金金
出版社
TV局映画 スタジオ
通信キャリア
アプリ開発者
クールな端末
安全なアプリ
デファクト スタンダード
キャリア
App Store
キャリア
世界中の携帯ユーザー
アプリ開発者
開発者への 分配
購読代金金コンテンツ販売代金金
通信料料金金 シェア
端末販売代金金 広告
スペック指向から 体験価値思考への ビジネス
リフレーミング
bull サービスデザインに関しての国際組織 bull 毎年年秋に国際カンファレンス10月にNYにて bull AirbnbVOLVOマクドナルドSearsSONYなどが事例例紹介
bull 日本支部でも国内カンファレンスイベントなどを主催しています
Service Design Network httpwwwservice-‐‑‒design-‐‑‒networkorg
Japan
2 Service Design Thinking
ユーザ中心 User-centered サービスはユーザの目を通して体験されるものである
共創 Co-creative すべてのステークホルダーがプロセスに関わる
インタラクションの連続性 Sequencing サービスは相互に関係する活動の連続として設計する
物的証拠 Evidencing 無形なサービスを物理的な人工物によって可視化する
全体的な視点 Holistic サービスの環境全体をよく考慮する
サービスデザイン
思考の5原則
THIS IS SERVICE DESIGN THINKING Marc Stickdorn Jakob Schneider
3 Process of Service Design
サービス デザイン
アクティビティ デザイン
インタラクション デザイン
CONCENT_サービスデザインフレームワーク
bullエスノグラフィ調査 bullバリュープロポジション定義 bull事業コンセプト立立案
bull文脈調査（Contextual Inquiry） bullカスタマージャーニー bullタッチポイント戦略略
bullプロトタイプ bullユーザー評価 bullコンテンツ開発
Service Design 提供価値の発見見
ビジネス価値と顧客の期待価値に基づく ビジネスリフレーミング
体験のコンセプト
顧客
ビジネス
期待価値 行行動文脈
提供価値 競合優位性
Activity Design 体験のプラニング
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
体験のldquo日常rdquoは製品サービス以外
日常生活 日常生活
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
httpwwwadaptivepathcomuploadsdocumentsRailEurope_AdaptivePath_CXMap_FINALpdf
Customer Journey Map 「経験」にまつわるストーリーを 深く豊かに表現する方法
by Chris Risdon from Adaptive Path IA Summit 2012
なんのため
bull目的やプランの共有 bull分析 bull発見見
CJMの解体bullThe Lensレンズスコープ bullJourney Modelモデルマップ
bullFindings発見見洞洞察（insights） 改善示唆（opportunities）
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 Lens
Journey Model
Insights Opportunities
The Lens
bullペルソナ bullユーザーゴール bull視点観点制約
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
People choose rail travel because it is convenient easy and flexible
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Journey Model
bull行行動 bullタッチポイント bullステージ
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Insights
bull質的 -‐‑‒ 心理理状態 -‐‑‒ 感情 bull量量的
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Opportunitiesbull現状分析 bull改善示唆
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
サービスブループリント Service Blueprint
bullカスタマアクション bullフロントステージアクション bullバックステージアクション bullサポートプロセス bullサービス提供媒体
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
カスタマアクション
フロントステージアクション
バックステージアクション
サポートプロセス
サービス提供媒体
Inside-‐‑‒out Outside-‐‑‒in
Inside-‐‑‒outbull サービスがどのように機能するか bull 一つのサービスでもタッチポイントごとに求められることは異異なる
bull インタラクションの性質特徴 bull 一連のサービス飛び石的なサービス bull 事業観点での品質管理理
Inside-‐‑‒out CJM 〜～ サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
Outside-‐‑‒inbull 顧客がどのようにサービスを体験するか bull 顧客観点 bull さまざまなタッチポイントをまたがる経験の流流れ（Journey）
bull 特定の会社のサービス製品利利用にとどまらない顧客の行行動 rarr クロスサービス
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
プラニング観点「旅行」という体験
旅行行前 旅行行中 旅行行後
航空会社
旅行行前 旅行行中 旅行行後
航空会社
Inside-‐‑‒out 視点でのプラニング rarr クロスオムニチャンネル
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
Outside-‐‑‒in 視点でのプラニング rarr クロスサービス
Atsushi HASEGAWA ltahaseggmailcomgt
eTicket Itinerary and Receipt for Confirmation GCEWWW
United Airlines Inc ltunitedairlinesunitedcomgt Sat Mar 10 2012 at 1106 PMTo AHASEGgmailcom
ConfirmationGCEWWWCheck-shyIn gt
Issue Date March 10 2012
Traveler eTicket Number Frequent Flyer SeatsHASEGAWAATSUSHIMR 0162320667315 UA-shyEGT4XXXX Premier Silver S 30H12D-shy-shy-shy-shy-shy-shy
FLIGHT INFORMATIONDay Date Flight ClassDeparture City and Time Arrival City and Time Aircraft MealWed 21MAR12 UA8041S TOKYO JAPAN
(NRT -shy NARITA) 430 PMWASHINGTON DC (IAD -shy DULLES) 351 PM
777-shy200Dinner
Wed 21MAR12 UA2632S WASHINGTON DC (IAD -shy DULLES) 505 PM
NEW ORLEANS LA (MSY) 647 PM
A-shy319 Purchase
Mon 26MAR12 UA4973S NEW ORLEANS LA (MSY) 601 AM
SAN FRANCISCO CA (SFO) 900 AM
A-shy320 Purchase
Mon 26MAR12 UA8374S SAN FRANCISCO CA (SFO) 1101 AM
TOKYO JAPAN (NRT -shy NARITA) 200 PM (27MAR)
747-shy400Lunch
1 Flight operated by UNITED AIRLINES2 Flight operated by UNITED AIRLINES3 Flight operated by UNITED AIRLINES4 Flight operated by UNITED AIRLINES
FARE INFORMATIONFare BreakdownAirfare 77400JPYJapan Passenger Security ServiceCharge
500
Japan Passenger ServiceFacilities Charge
2040
Fuel Surcharge 50000September 11th Security Fee 630US Federal Transportation Tax 2760US APHIS User Fee 420US Immigration User Fee 580US Customs User Fee 460US Passenger Facility Charge 380Per Person Total 135170JPYeTicket Total 135170JPY
Form of PaymentAMERICAN EXPRESSLast Four Digits 5303
The airfare you paid on this itinerary totals 77400 JPYThe taxes fees and surcharges paid total 57770 JPYFare Rules Additional charges may apply for changes in addition to any fare rules listed
REFUNDABLECXL FEE
International eTicket Reminders
Check-shyin Requirement -shy Bags must be checked and boarding passes obtained at least 60 minutes prior toscheduled departure Baggage will not be accepted and advance seat assignments may be canceled if thiscondition is not met
Boarding Requirement -shy Passengers must be prepared to board at the departure gate with their boarding
121130 Gmail -‐‑ Hyatt Regency New Orleans -‐‑ Confirmation -‐‑ ATSUSHI HASEGAWA -‐‑ 3212012 -‐‑ 1758081
13httpsmailgooglecommailu0ui=2ampik=9938667debampview=ptampq=hyatt regencyampqs=trueampsearchhellip
Naoko KAWACHI ltnaokokawachigmailcomgt
Hyatt Regency New Orleans -shy Confirmation -shy ATSUSHI HASEGAWA -shy3212012 -shy 1758081
Hyatt Regency New Orleans ltConciergehyatte-shyconciergecomgt Thu Mar 8 2012 at 151 AMTo NAOKOKAWACHIgmailcom
Hyatt E-shyConcierge | Customer Service | Hotel Website | Print E-shyMail | View Online
RESERVATION CONFIRMATION
CONFIRMATION NUMBER 1758081
CHECK-shyIN DATE Wednesday March 21 2012HOTEL CHECK-shyIN TIME 300 PM
CHECK-shyOUT DATE Sunday March 25 2012HOTEL CHECK-shyOUT TIME 1100 AM
Hyatt Regency New OrleansPoydras At Loyola AvenueNew Orleans LA 70113 USTel 504-shy561-shy1234 Fax 504-shy587-shy4141
ATSUSHI HASEGAWA
Greetings from Hyatt Regency New Orleans
Thank you for your reservation We look forward to welcoming you to our hotel
To make changes to your reservation please click here or email us as at reservationshyattcom Tospeak with us directly please call 1 877 827 1356 within the US and Canada or simply contact yourlocal worldwide reservation center
We are excited about your upcoming visit and look forward to creating a memorable experience for you
Warmest Regards
Hyatt Regency New Orleans Team
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
デバイスサービスをまたがった旅行に関する情報のオーガナイズサポート
rarr TripIt
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
単なるPOS革命ではなくて
紙のレシートrarrメールレシート 新しいタッチポイントの創出
bull購入記録の簡便便な保存家計簿管理理 bull店舗EC連動した顧客との関係構築 bull購入記録を利利用した新サービス創出
メールレシートの サービスデザイン的価値
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
Goods Dominant Logic
Service Dominant Logic
概念念顧客へ提供されるのは製造された「もの」自体（含む「サービス」という「もの」）
顧客に提供されるのはすべて「サービス」「もの」は構成要素の
ひとつ
顧客への提供価値
交換価値サービス全体の利利用価値 顧客と事業者との関係性
httpsdlogicnet
顧客価値＋ ビジネスの実現 ＝サービスデザイン
「サービスデザイン」とは顧客への提供価値をもとに事業を構築するこれからの時代のビジネスアプローチ
ndash T H E O D O R E L E V I T T 1 9 6 8
「顧客はldquoドリルrdquoが欲しいのではなく ldquoねじの穴rdquoが欲しいのだ」
ndash J E F F R E Y P R E S T O N B E Z O S
Q キンドルファイアが好調な理由はなんでしょうか
A キンドルファイアがただのデバイスではなくサービスだからです
J E F F B E Z O S C E O O F A M A Z O N
bull Q 米国ではカラー液晶を採用したタブレット端末「キンドルファイア」がかなり売れているようですが好調の理由は何でしょうか
bull ベゾスキンドルファイアがただのデバイスではなくサービスだからですエンドツーエンドのサービスであることでほかのタブレット端末と差別化できています
bull 私の個人的な意見ですがただデバイスを作っただけで顧客が関心を持つとは思えない顧客が求めていること顧客がしようとしていることは何か書籍を買い音楽を買い映画やテレビ番組アプリを買うことですそのためにエコシステムを構築しそのエコシステムにデバイスをシームレスに融合させる顧客が簡単に見たいコンテンツを買って見られる環境を作るということですそれを実現したのがキンドルファイアなのです
「日本での電子書籍事業開始は年内早期に発表する」
米アマゾンドットコムのジェフベゾスCEOインタビュー｜日経ビジネスONLINE
httpbusinessnikkeibpcojparticletopics20120427231477rt=nocnt
サービスデザインを考慮した組織
事業戦略
UXデザイン
事業 戦略
UXデザイン
GDL型 SDL型
bull「付加価値」でなく価値自体が商品
emsp 顧客 ビジネス
提供価値-‐‑‒ 継続性 -‐‑‒ 意義
-‐‑‒ 体験 -‐‑‒ 文脈
ビジネスモデルジェネレーション 翔泳社
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
ビジネスモデルキャンバス（Business Model Generationsより）
httpwwwbusinessmodelgenerationcomdownloadsbusiness_model_canvas_posterpdf
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル（iTunes Store後）
レーベル
プラットフォーム管理理
サーバ
すぐに音楽が買える
一曲 99セント
Like
iTunes Store
Winユーザー
Geekじゃない 音楽ファン
著作権料料ネットワーク コスト
楽曲販売 代金金
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル（iPhone後）
レーベル
プラットフォーム管理理
サーバ
すぐに音楽が買える
一曲 99セント
Like
iTunes Store
Winユーザー
Geekじゃない 音楽ファン
著作権料料ネットワーク コスト
楽曲販売 代金金
出版社
TV局映画 スタジオ
通信キャリア
アプリ開発者
クールな端末
安全なアプリ
デファクト スタンダード
キャリア
App Store
キャリア
世界中の携帯ユーザー
アプリ開発者
開発者への 分配
購読代金金コンテンツ販売代金金
通信料料金金 シェア
端末販売代金金 広告
スペック指向から 体験価値思考への ビジネス
リフレーミング
bull サービスデザインに関しての国際組織 bull 毎年年秋に国際カンファレンス10月にNYにて bull AirbnbVOLVOマクドナルドSearsSONYなどが事例例紹介
bull 日本支部でも国内カンファレンスイベントなどを主催しています
Service Design Network httpwwwservice-‐‑‒design-‐‑‒networkorg
Japan
2 Service Design Thinking
ユーザ中心 User-centered サービスはユーザの目を通して体験されるものである
共創 Co-creative すべてのステークホルダーがプロセスに関わる
インタラクションの連続性 Sequencing サービスは相互に関係する活動の連続として設計する
物的証拠 Evidencing 無形なサービスを物理的な人工物によって可視化する
全体的な視点 Holistic サービスの環境全体をよく考慮する
サービスデザイン
思考の5原則
THIS IS SERVICE DESIGN THINKING Marc Stickdorn Jakob Schneider
3 Process of Service Design
サービス デザイン
アクティビティ デザイン
インタラクション デザイン
CONCENT_サービスデザインフレームワーク
bullエスノグラフィ調査 bullバリュープロポジション定義 bull事業コンセプト立立案
bull文脈調査（Contextual Inquiry） bullカスタマージャーニー bullタッチポイント戦略略
bullプロトタイプ bullユーザー評価 bullコンテンツ開発
Service Design 提供価値の発見見
ビジネス価値と顧客の期待価値に基づく ビジネスリフレーミング
体験のコンセプト
顧客
ビジネス
期待価値 行行動文脈
提供価値 競合優位性
Activity Design 体験のプラニング
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
体験のldquo日常rdquoは製品サービス以外
日常生活 日常生活
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
httpwwwadaptivepathcomuploadsdocumentsRailEurope_AdaptivePath_CXMap_FINALpdf
Customer Journey Map 「経験」にまつわるストーリーを 深く豊かに表現する方法
by Chris Risdon from Adaptive Path IA Summit 2012
なんのため
bull目的やプランの共有 bull分析 bull発見見
CJMの解体bullThe Lensレンズスコープ bullJourney Modelモデルマップ
bullFindings発見見洞洞察（insights） 改善示唆（opportunities）
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 Lens
Journey Model
Insights Opportunities
The Lens
bullペルソナ bullユーザーゴール bull視点観点制約
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
People choose rail travel because it is convenient easy and flexible
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Journey Model
bull行行動 bullタッチポイント bullステージ
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Insights
bull質的 -‐‑‒ 心理理状態 -‐‑‒ 感情 bull量量的
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Opportunitiesbull現状分析 bull改善示唆
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
サービスブループリント Service Blueprint
bullカスタマアクション bullフロントステージアクション bullバックステージアクション bullサポートプロセス bullサービス提供媒体
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
カスタマアクション
フロントステージアクション
バックステージアクション
サポートプロセス
サービス提供媒体
Inside-‐‑‒out Outside-‐‑‒in
Inside-‐‑‒outbull サービスがどのように機能するか bull 一つのサービスでもタッチポイントごとに求められることは異異なる
bull インタラクションの性質特徴 bull 一連のサービス飛び石的なサービス bull 事業観点での品質管理理
Inside-‐‑‒out CJM 〜～ サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
Outside-‐‑‒inbull 顧客がどのようにサービスを体験するか bull 顧客観点 bull さまざまなタッチポイントをまたがる経験の流流れ（Journey）
bull 特定の会社のサービス製品利利用にとどまらない顧客の行行動 rarr クロスサービス
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
プラニング観点「旅行」という体験
旅行行前 旅行行中 旅行行後
航空会社
旅行行前 旅行行中 旅行行後
航空会社
Inside-‐‑‒out 視点でのプラニング rarr クロスオムニチャンネル
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
Outside-‐‑‒in 視点でのプラニング rarr クロスサービス
Atsushi HASEGAWA ltahaseggmailcomgt
eTicket Itinerary and Receipt for Confirmation GCEWWW
United Airlines Inc ltunitedairlinesunitedcomgt Sat Mar 10 2012 at 1106 PMTo AHASEGgmailcom
ConfirmationGCEWWWCheck-shyIn gt
Issue Date March 10 2012
Traveler eTicket Number Frequent Flyer SeatsHASEGAWAATSUSHIMR 0162320667315 UA-shyEGT4XXXX Premier Silver S 30H12D-shy-shy-shy-shy-shy-shy
FLIGHT INFORMATIONDay Date Flight ClassDeparture City and Time Arrival City and Time Aircraft MealWed 21MAR12 UA8041S TOKYO JAPAN
(NRT -shy NARITA) 430 PMWASHINGTON DC (IAD -shy DULLES) 351 PM
777-shy200Dinner
Wed 21MAR12 UA2632S WASHINGTON DC (IAD -shy DULLES) 505 PM
NEW ORLEANS LA (MSY) 647 PM
A-shy319 Purchase
Mon 26MAR12 UA4973S NEW ORLEANS LA (MSY) 601 AM
SAN FRANCISCO CA (SFO) 900 AM
A-shy320 Purchase
Mon 26MAR12 UA8374S SAN FRANCISCO CA (SFO) 1101 AM
TOKYO JAPAN (NRT -shy NARITA) 200 PM (27MAR)
747-shy400Lunch
1 Flight operated by UNITED AIRLINES2 Flight operated by UNITED AIRLINES3 Flight operated by UNITED AIRLINES4 Flight operated by UNITED AIRLINES
FARE INFORMATIONFare BreakdownAirfare 77400JPYJapan Passenger Security ServiceCharge
500
Japan Passenger ServiceFacilities Charge
2040
Fuel Surcharge 50000September 11th Security Fee 630US Federal Transportation Tax 2760US APHIS User Fee 420US Immigration User Fee 580US Customs User Fee 460US Passenger Facility Charge 380Per Person Total 135170JPYeTicket Total 135170JPY
Form of PaymentAMERICAN EXPRESSLast Four Digits 5303
The airfare you paid on this itinerary totals 77400 JPYThe taxes fees and surcharges paid total 57770 JPYFare Rules Additional charges may apply for changes in addition to any fare rules listed
REFUNDABLECXL FEE
International eTicket Reminders
Check-shyin Requirement -shy Bags must be checked and boarding passes obtained at least 60 minutes prior toscheduled departure Baggage will not be accepted and advance seat assignments may be canceled if thiscondition is not met
Boarding Requirement -shy Passengers must be prepared to board at the departure gate with their boarding
121130 Gmail -‐‑ Hyatt Regency New Orleans -‐‑ Confirmation -‐‑ ATSUSHI HASEGAWA -‐‑ 3212012 -‐‑ 1758081
13httpsmailgooglecommailu0ui=2ampik=9938667debampview=ptampq=hyatt regencyampqs=trueampsearchhellip
Naoko KAWACHI ltnaokokawachigmailcomgt
Hyatt Regency New Orleans -shy Confirmation -shy ATSUSHI HASEGAWA -shy3212012 -shy 1758081
Hyatt Regency New Orleans ltConciergehyatte-shyconciergecomgt Thu Mar 8 2012 at 151 AMTo NAOKOKAWACHIgmailcom
Hyatt E-shyConcierge | Customer Service | Hotel Website | Print E-shyMail | View Online
RESERVATION CONFIRMATION
CONFIRMATION NUMBER 1758081
CHECK-shyIN DATE Wednesday March 21 2012HOTEL CHECK-shyIN TIME 300 PM
CHECK-shyOUT DATE Sunday March 25 2012HOTEL CHECK-shyOUT TIME 1100 AM
Hyatt Regency New OrleansPoydras At Loyola AvenueNew Orleans LA 70113 USTel 504-shy561-shy1234 Fax 504-shy587-shy4141
ATSUSHI HASEGAWA
Greetings from Hyatt Regency New Orleans
Thank you for your reservation We look forward to welcoming you to our hotel
To make changes to your reservation please click here or email us as at reservationshyattcom Tospeak with us directly please call 1 877 827 1356 within the US and Canada or simply contact yourlocal worldwide reservation center
We are excited about your upcoming visit and look forward to creating a memorable experience for you
Warmest Regards
Hyatt Regency New Orleans Team
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
デバイスサービスをまたがった旅行に関する情報のオーガナイズサポート
rarr TripIt
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
単なるPOS革命ではなくて
紙のレシートrarrメールレシート 新しいタッチポイントの創出
bull購入記録の簡便便な保存家計簿管理理 bull店舗EC連動した顧客との関係構築 bull購入記録を利利用した新サービス創出
メールレシートの サービスデザイン的価値
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
顧客価値＋ ビジネスの実現 ＝サービスデザイン
「サービスデザイン」とは顧客への提供価値をもとに事業を構築するこれからの時代のビジネスアプローチ
ndash T H E O D O R E L E V I T T 1 9 6 8
「顧客はldquoドリルrdquoが欲しいのではなく ldquoねじの穴rdquoが欲しいのだ」
ndash J E F F R E Y P R E S T O N B E Z O S
Q キンドルファイアが好調な理由はなんでしょうか
A キンドルファイアがただのデバイスではなくサービスだからです
J E F F B E Z O S C E O O F A M A Z O N
bull Q 米国ではカラー液晶を採用したタブレット端末「キンドルファイア」がかなり売れているようですが好調の理由は何でしょうか
bull ベゾスキンドルファイアがただのデバイスではなくサービスだからですエンドツーエンドのサービスであることでほかのタブレット端末と差別化できています
bull 私の個人的な意見ですがただデバイスを作っただけで顧客が関心を持つとは思えない顧客が求めていること顧客がしようとしていることは何か書籍を買い音楽を買い映画やテレビ番組アプリを買うことですそのためにエコシステムを構築しそのエコシステムにデバイスをシームレスに融合させる顧客が簡単に見たいコンテンツを買って見られる環境を作るということですそれを実現したのがキンドルファイアなのです
「日本での電子書籍事業開始は年内早期に発表する」
米アマゾンドットコムのジェフベゾスCEOインタビュー｜日経ビジネスONLINE
httpbusinessnikkeibpcojparticletopics20120427231477rt=nocnt
サービスデザインを考慮した組織
事業戦略
UXデザイン
事業 戦略
UXデザイン
GDL型 SDL型
bull「付加価値」でなく価値自体が商品
emsp 顧客 ビジネス
提供価値-‐‑‒ 継続性 -‐‑‒ 意義
-‐‑‒ 体験 -‐‑‒ 文脈
ビジネスモデルジェネレーション 翔泳社
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ビジネスモデルキャンバス（Business Model Generationsより）
httpwwwbusinessmodelgenerationcomdownloadsbusiness_model_canvas_posterpdf
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lt5=131313
8 2(131313
+14313
小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル
-6
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13
61313
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(
lt5=131313
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小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル（iTunes Store後）
レーベル
プラットフォーム管理理
サーバ
すぐに音楽が買える
一曲 99セント
Like
iTunes Store
Winユーザー
Geekじゃない 音楽ファン
著作権料料ネットワーク コスト
楽曲販売 代金金
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル（iPhone後）
レーベル
プラットフォーム管理理
サーバ
すぐに音楽が買える
一曲 99セント
Like
iTunes Store
Winユーザー
Geekじゃない 音楽ファン
著作権料料ネットワーク コスト
楽曲販売 代金金
出版社
TV局映画 スタジオ
通信キャリア
アプリ開発者
クールな端末
安全なアプリ
デファクト スタンダード
キャリア
App Store
キャリア
世界中の携帯ユーザー
アプリ開発者
開発者への 分配
購読代金金コンテンツ販売代金金
通信料料金金 シェア
端末販売代金金 広告
スペック指向から 体験価値思考への ビジネス
リフレーミング
bull サービスデザインに関しての国際組織 bull 毎年年秋に国際カンファレンス10月にNYにて bull AirbnbVOLVOマクドナルドSearsSONYなどが事例例紹介
bull 日本支部でも国内カンファレンスイベントなどを主催しています
Service Design Network httpwwwservice-‐‑‒design-‐‑‒networkorg
Japan
2 Service Design Thinking
ユーザ中心 User-centered サービスはユーザの目を通して体験されるものである
共創 Co-creative すべてのステークホルダーがプロセスに関わる
インタラクションの連続性 Sequencing サービスは相互に関係する活動の連続として設計する
物的証拠 Evidencing 無形なサービスを物理的な人工物によって可視化する
全体的な視点 Holistic サービスの環境全体をよく考慮する
サービスデザイン
思考の5原則
THIS IS SERVICE DESIGN THINKING Marc Stickdorn Jakob Schneider
3 Process of Service Design
サービス デザイン
アクティビティ デザイン
インタラクション デザイン
CONCENT_サービスデザインフレームワーク
bullエスノグラフィ調査 bullバリュープロポジション定義 bull事業コンセプト立立案
bull文脈調査（Contextual Inquiry） bullカスタマージャーニー bullタッチポイント戦略略
bullプロトタイプ bullユーザー評価 bullコンテンツ開発
Service Design 提供価値の発見見
ビジネス価値と顧客の期待価値に基づく ビジネスリフレーミング
体験のコンセプト
顧客
ビジネス
期待価値 行行動文脈
提供価値 競合優位性
Activity Design 体験のプラニング
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
体験のldquo日常rdquoは製品サービス以外
日常生活 日常生活
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
httpwwwadaptivepathcomuploadsdocumentsRailEurope_AdaptivePath_CXMap_FINALpdf
Customer Journey Map 「経験」にまつわるストーリーを 深く豊かに表現する方法
by Chris Risdon from Adaptive Path IA Summit 2012
なんのため
bull目的やプランの共有 bull分析 bull発見見
CJMの解体bullThe Lensレンズスコープ bullJourney Modelモデルマップ
bullFindings発見見洞洞察（insights） 改善示唆（opportunities）
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 Lens
Journey Model
Insights Opportunities
The Lens
bullペルソナ bullユーザーゴール bull視点観点制約
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
People choose rail travel because it is convenient easy and flexible
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Journey Model
bull行行動 bullタッチポイント bullステージ
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Insights
bull質的 -‐‑‒ 心理理状態 -‐‑‒ 感情 bull量量的
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Opportunitiesbull現状分析 bull改善示唆
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
サービスブループリント Service Blueprint
bullカスタマアクション bullフロントステージアクション bullバックステージアクション bullサポートプロセス bullサービス提供媒体
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
カスタマアクション
フロントステージアクション
バックステージアクション
サポートプロセス
サービス提供媒体
Inside-‐‑‒out Outside-‐‑‒in
Inside-‐‑‒outbull サービスがどのように機能するか bull 一つのサービスでもタッチポイントごとに求められることは異異なる
bull インタラクションの性質特徴 bull 一連のサービス飛び石的なサービス bull 事業観点での品質管理理
Inside-‐‑‒out CJM 〜～ サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
Outside-‐‑‒inbull 顧客がどのようにサービスを体験するか bull 顧客観点 bull さまざまなタッチポイントをまたがる経験の流流れ（Journey）
bull 特定の会社のサービス製品利利用にとどまらない顧客の行行動 rarr クロスサービス
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
プラニング観点「旅行」という体験
旅行行前 旅行行中 旅行行後
航空会社
旅行行前 旅行行中 旅行行後
航空会社
Inside-‐‑‒out 視点でのプラニング rarr クロスオムニチャンネル
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
Outside-‐‑‒in 視点でのプラニング rarr クロスサービス
Atsushi HASEGAWA ltahaseggmailcomgt
eTicket Itinerary and Receipt for Confirmation GCEWWW
United Airlines Inc ltunitedairlinesunitedcomgt Sat Mar 10 2012 at 1106 PMTo AHASEGgmailcom
ConfirmationGCEWWWCheck-shyIn gt
Issue Date March 10 2012
Traveler eTicket Number Frequent Flyer SeatsHASEGAWAATSUSHIMR 0162320667315 UA-shyEGT4XXXX Premier Silver S 30H12D-shy-shy-shy-shy-shy-shy
FLIGHT INFORMATIONDay Date Flight ClassDeparture City and Time Arrival City and Time Aircraft MealWed 21MAR12 UA8041S TOKYO JAPAN
(NRT -shy NARITA) 430 PMWASHINGTON DC (IAD -shy DULLES) 351 PM
777-shy200Dinner
Wed 21MAR12 UA2632S WASHINGTON DC (IAD -shy DULLES) 505 PM
NEW ORLEANS LA (MSY) 647 PM
A-shy319 Purchase
Mon 26MAR12 UA4973S NEW ORLEANS LA (MSY) 601 AM
SAN FRANCISCO CA (SFO) 900 AM
A-shy320 Purchase
Mon 26MAR12 UA8374S SAN FRANCISCO CA (SFO) 1101 AM
TOKYO JAPAN (NRT -shy NARITA) 200 PM (27MAR)
747-shy400Lunch
1 Flight operated by UNITED AIRLINES2 Flight operated by UNITED AIRLINES3 Flight operated by UNITED AIRLINES4 Flight operated by UNITED AIRLINES
FARE INFORMATIONFare BreakdownAirfare 77400JPYJapan Passenger Security ServiceCharge
500
Japan Passenger ServiceFacilities Charge
2040
Fuel Surcharge 50000September 11th Security Fee 630US Federal Transportation Tax 2760US APHIS User Fee 420US Immigration User Fee 580US Customs User Fee 460US Passenger Facility Charge 380Per Person Total 135170JPYeTicket Total 135170JPY
Form of PaymentAMERICAN EXPRESSLast Four Digits 5303
The airfare you paid on this itinerary totals 77400 JPYThe taxes fees and surcharges paid total 57770 JPYFare Rules Additional charges may apply for changes in addition to any fare rules listed
REFUNDABLECXL FEE
International eTicket Reminders
Check-shyin Requirement -shy Bags must be checked and boarding passes obtained at least 60 minutes prior toscheduled departure Baggage will not be accepted and advance seat assignments may be canceled if thiscondition is not met
Boarding Requirement -shy Passengers must be prepared to board at the departure gate with their boarding
121130 Gmail -‐‑ Hyatt Regency New Orleans -‐‑ Confirmation -‐‑ ATSUSHI HASEGAWA -‐‑ 3212012 -‐‑ 1758081
13httpsmailgooglecommailu0ui=2ampik=9938667debampview=ptampq=hyatt regencyampqs=trueampsearchhellip
Naoko KAWACHI ltnaokokawachigmailcomgt
Hyatt Regency New Orleans -shy Confirmation -shy ATSUSHI HASEGAWA -shy3212012 -shy 1758081
Hyatt Regency New Orleans ltConciergehyatte-shyconciergecomgt Thu Mar 8 2012 at 151 AMTo NAOKOKAWACHIgmailcom
Hyatt E-shyConcierge | Customer Service | Hotel Website | Print E-shyMail | View Online
RESERVATION CONFIRMATION
CONFIRMATION NUMBER 1758081
CHECK-shyIN DATE Wednesday March 21 2012HOTEL CHECK-shyIN TIME 300 PM
CHECK-shyOUT DATE Sunday March 25 2012HOTEL CHECK-shyOUT TIME 1100 AM
Hyatt Regency New OrleansPoydras At Loyola AvenueNew Orleans LA 70113 USTel 504-shy561-shy1234 Fax 504-shy587-shy4141
ATSUSHI HASEGAWA
Greetings from Hyatt Regency New Orleans
Thank you for your reservation We look forward to welcoming you to our hotel
To make changes to your reservation please click here or email us as at reservationshyattcom Tospeak with us directly please call 1 877 827 1356 within the US and Canada or simply contact yourlocal worldwide reservation center
We are excited about your upcoming visit and look forward to creating a memorable experience for you
Warmest Regards
Hyatt Regency New Orleans Team
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
デバイスサービスをまたがった旅行に関する情報のオーガナイズサポート
rarr TripIt
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
単なるPOS革命ではなくて
紙のレシートrarrメールレシート 新しいタッチポイントの創出
bull購入記録の簡便便な保存家計簿管理理 bull店舗EC連動した顧客との関係構築 bull購入記録を利利用した新サービス創出
メールレシートの サービスデザイン的価値
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
「サービスデザイン」とは顧客への提供価値をもとに事業を構築するこれからの時代のビジネスアプローチ
ndash T H E O D O R E L E V I T T 1 9 6 8
「顧客はldquoドリルrdquoが欲しいのではなく ldquoねじの穴rdquoが欲しいのだ」
ndash J E F F R E Y P R E S T O N B E Z O S
Q キンドルファイアが好調な理由はなんでしょうか
A キンドルファイアがただのデバイスではなくサービスだからです
J E F F B E Z O S C E O O F A M A Z O N
bull Q 米国ではカラー液晶を採用したタブレット端末「キンドルファイア」がかなり売れているようですが好調の理由は何でしょうか
bull ベゾスキンドルファイアがただのデバイスではなくサービスだからですエンドツーエンドのサービスであることでほかのタブレット端末と差別化できています
bull 私の個人的な意見ですがただデバイスを作っただけで顧客が関心を持つとは思えない顧客が求めていること顧客がしようとしていることは何か書籍を買い音楽を買い映画やテレビ番組アプリを買うことですそのためにエコシステムを構築しそのエコシステムにデバイスをシームレスに融合させる顧客が簡単に見たいコンテンツを買って見られる環境を作るということですそれを実現したのがキンドルファイアなのです
「日本での電子書籍事業開始は年内早期に発表する」
米アマゾンドットコムのジェフベゾスCEOインタビュー｜日経ビジネスONLINE
httpbusinessnikkeibpcojparticletopics20120427231477rt=nocnt
サービスデザインを考慮した組織
事業戦略
UXデザイン
事業 戦略
UXデザイン
GDL型 SDL型
bull「付加価値」でなく価値自体が商品
emsp 顧客 ビジネス
提供価値-‐‑‒ 継続性 -‐‑‒ 意義
-‐‑‒ 体験 -‐‑‒ 文脈
ビジネスモデルジェネレーション 翔泳社
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
ビジネスモデルキャンバス（Business Model Generationsより）
httpwwwbusinessmodelgenerationcomdownloadsbusiness_model_canvas_posterpdf
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル（iTunes Store後）
レーベル
プラットフォーム管理理
サーバ
すぐに音楽が買える
一曲 99セント
Like
iTunes Store
Winユーザー
Geekじゃない 音楽ファン
著作権料料ネットワーク コスト
楽曲販売 代金金
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル（iPhone後）
レーベル
プラットフォーム管理理
サーバ
すぐに音楽が買える
一曲 99セント
Like
iTunes Store
Winユーザー
Geekじゃない 音楽ファン
著作権料料ネットワーク コスト
楽曲販売 代金金
出版社
TV局映画 スタジオ
通信キャリア
アプリ開発者
クールな端末
安全なアプリ
デファクト スタンダード
キャリア
App Store
キャリア
世界中の携帯ユーザー
アプリ開発者
開発者への 分配
購読代金金コンテンツ販売代金金
通信料料金金 シェア
端末販売代金金 広告
スペック指向から 体験価値思考への ビジネス
リフレーミング
bull サービスデザインに関しての国際組織 bull 毎年年秋に国際カンファレンス10月にNYにて bull AirbnbVOLVOマクドナルドSearsSONYなどが事例例紹介
bull 日本支部でも国内カンファレンスイベントなどを主催しています
Service Design Network httpwwwservice-‐‑‒design-‐‑‒networkorg
Japan
2 Service Design Thinking
ユーザ中心 User-centered サービスはユーザの目を通して体験されるものである
共創 Co-creative すべてのステークホルダーがプロセスに関わる
インタラクションの連続性 Sequencing サービスは相互に関係する活動の連続として設計する
物的証拠 Evidencing 無形なサービスを物理的な人工物によって可視化する
全体的な視点 Holistic サービスの環境全体をよく考慮する
サービスデザイン
思考の5原則
THIS IS SERVICE DESIGN THINKING Marc Stickdorn Jakob Schneider
3 Process of Service Design
サービス デザイン
アクティビティ デザイン
インタラクション デザイン
CONCENT_サービスデザインフレームワーク
bullエスノグラフィ調査 bullバリュープロポジション定義 bull事業コンセプト立立案
bull文脈調査（Contextual Inquiry） bullカスタマージャーニー bullタッチポイント戦略略
bullプロトタイプ bullユーザー評価 bullコンテンツ開発
Service Design 提供価値の発見見
ビジネス価値と顧客の期待価値に基づく ビジネスリフレーミング
体験のコンセプト
顧客
ビジネス
期待価値 行行動文脈
提供価値 競合優位性
Activity Design 体験のプラニング
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
体験のldquo日常rdquoは製品サービス以外
日常生活 日常生活
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
httpwwwadaptivepathcomuploadsdocumentsRailEurope_AdaptivePath_CXMap_FINALpdf
Customer Journey Map 「経験」にまつわるストーリーを 深く豊かに表現する方法
by Chris Risdon from Adaptive Path IA Summit 2012
なんのため
bull目的やプランの共有 bull分析 bull発見見
CJMの解体bullThe Lensレンズスコープ bullJourney Modelモデルマップ
bullFindings発見見洞洞察（insights） 改善示唆（opportunities）
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 Lens
Journey Model
Insights Opportunities
The Lens
bullペルソナ bullユーザーゴール bull視点観点制約
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
People choose rail travel because it is convenient easy and flexible
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Journey Model
bull行行動 bullタッチポイント bullステージ
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Insights
bull質的 -‐‑‒ 心理理状態 -‐‑‒ 感情 bull量量的
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Opportunitiesbull現状分析 bull改善示唆
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
サービスブループリント Service Blueprint
bullカスタマアクション bullフロントステージアクション bullバックステージアクション bullサポートプロセス bullサービス提供媒体
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
カスタマアクション
フロントステージアクション
バックステージアクション
サポートプロセス
サービス提供媒体
Inside-‐‑‒out Outside-‐‑‒in
Inside-‐‑‒outbull サービスがどのように機能するか bull 一つのサービスでもタッチポイントごとに求められることは異異なる
bull インタラクションの性質特徴 bull 一連のサービス飛び石的なサービス bull 事業観点での品質管理理
Inside-‐‑‒out CJM 〜～ サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
Outside-‐‑‒inbull 顧客がどのようにサービスを体験するか bull 顧客観点 bull さまざまなタッチポイントをまたがる経験の流流れ（Journey）
bull 特定の会社のサービス製品利利用にとどまらない顧客の行行動 rarr クロスサービス
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
プラニング観点「旅行」という体験
旅行行前 旅行行中 旅行行後
航空会社
旅行行前 旅行行中 旅行行後
航空会社
Inside-‐‑‒out 視点でのプラニング rarr クロスオムニチャンネル
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
Outside-‐‑‒in 視点でのプラニング rarr クロスサービス
Atsushi HASEGAWA ltahaseggmailcomgt
eTicket Itinerary and Receipt for Confirmation GCEWWW
United Airlines Inc ltunitedairlinesunitedcomgt Sat Mar 10 2012 at 1106 PMTo AHASEGgmailcom
ConfirmationGCEWWWCheck-shyIn gt
Issue Date March 10 2012
Traveler eTicket Number Frequent Flyer SeatsHASEGAWAATSUSHIMR 0162320667315 UA-shyEGT4XXXX Premier Silver S 30H12D-shy-shy-shy-shy-shy-shy
FLIGHT INFORMATIONDay Date Flight ClassDeparture City and Time Arrival City and Time Aircraft MealWed 21MAR12 UA8041S TOKYO JAPAN
(NRT -shy NARITA) 430 PMWASHINGTON DC (IAD -shy DULLES) 351 PM
777-shy200Dinner
Wed 21MAR12 UA2632S WASHINGTON DC (IAD -shy DULLES) 505 PM
NEW ORLEANS LA (MSY) 647 PM
A-shy319 Purchase
Mon 26MAR12 UA4973S NEW ORLEANS LA (MSY) 601 AM
SAN FRANCISCO CA (SFO) 900 AM
A-shy320 Purchase
Mon 26MAR12 UA8374S SAN FRANCISCO CA (SFO) 1101 AM
TOKYO JAPAN (NRT -shy NARITA) 200 PM (27MAR)
747-shy400Lunch
1 Flight operated by UNITED AIRLINES2 Flight operated by UNITED AIRLINES3 Flight operated by UNITED AIRLINES4 Flight operated by UNITED AIRLINES
FARE INFORMATIONFare BreakdownAirfare 77400JPYJapan Passenger Security ServiceCharge
500
Japan Passenger ServiceFacilities Charge
2040
Fuel Surcharge 50000September 11th Security Fee 630US Federal Transportation Tax 2760US APHIS User Fee 420US Immigration User Fee 580US Customs User Fee 460US Passenger Facility Charge 380Per Person Total 135170JPYeTicket Total 135170JPY
Form of PaymentAMERICAN EXPRESSLast Four Digits 5303
The airfare you paid on this itinerary totals 77400 JPYThe taxes fees and surcharges paid total 57770 JPYFare Rules Additional charges may apply for changes in addition to any fare rules listed
REFUNDABLECXL FEE
International eTicket Reminders
Check-shyin Requirement -shy Bags must be checked and boarding passes obtained at least 60 minutes prior toscheduled departure Baggage will not be accepted and advance seat assignments may be canceled if thiscondition is not met
Boarding Requirement -shy Passengers must be prepared to board at the departure gate with their boarding
121130 Gmail -‐‑ Hyatt Regency New Orleans -‐‑ Confirmation -‐‑ ATSUSHI HASEGAWA -‐‑ 3212012 -‐‑ 1758081
13httpsmailgooglecommailu0ui=2ampik=9938667debampview=ptampq=hyatt regencyampqs=trueampsearchhellip
Naoko KAWACHI ltnaokokawachigmailcomgt
Hyatt Regency New Orleans -shy Confirmation -shy ATSUSHI HASEGAWA -shy3212012 -shy 1758081
Hyatt Regency New Orleans ltConciergehyatte-shyconciergecomgt Thu Mar 8 2012 at 151 AMTo NAOKOKAWACHIgmailcom
Hyatt E-shyConcierge | Customer Service | Hotel Website | Print E-shyMail | View Online
RESERVATION CONFIRMATION
CONFIRMATION NUMBER 1758081
CHECK-shyIN DATE Wednesday March 21 2012HOTEL CHECK-shyIN TIME 300 PM
CHECK-shyOUT DATE Sunday March 25 2012HOTEL CHECK-shyOUT TIME 1100 AM
Hyatt Regency New OrleansPoydras At Loyola AvenueNew Orleans LA 70113 USTel 504-shy561-shy1234 Fax 504-shy587-shy4141
ATSUSHI HASEGAWA
Greetings from Hyatt Regency New Orleans
Thank you for your reservation We look forward to welcoming you to our hotel
To make changes to your reservation please click here or email us as at reservationshyattcom Tospeak with us directly please call 1 877 827 1356 within the US and Canada or simply contact yourlocal worldwide reservation center
We are excited about your upcoming visit and look forward to creating a memorable experience for you
Warmest Regards
Hyatt Regency New Orleans Team
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
デバイスサービスをまたがった旅行に関する情報のオーガナイズサポート
rarr TripIt
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
単なるPOS革命ではなくて
紙のレシートrarrメールレシート 新しいタッチポイントの創出
bull購入記録の簡便便な保存家計簿管理理 bull店舗EC連動した顧客との関係構築 bull購入記録を利利用した新サービス創出
メールレシートの サービスデザイン的価値
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
ndash T H E O D O R E L E V I T T 1 9 6 8
「顧客はldquoドリルrdquoが欲しいのではなく ldquoねじの穴rdquoが欲しいのだ」
ndash J E F F R E Y P R E S T O N B E Z O S
Q キンドルファイアが好調な理由はなんでしょうか
A キンドルファイアがただのデバイスではなくサービスだからです
J E F F B E Z O S C E O O F A M A Z O N
bull Q 米国ではカラー液晶を採用したタブレット端末「キンドルファイア」がかなり売れているようですが好調の理由は何でしょうか
bull ベゾスキンドルファイアがただのデバイスではなくサービスだからですエンドツーエンドのサービスであることでほかのタブレット端末と差別化できています
bull 私の個人的な意見ですがただデバイスを作っただけで顧客が関心を持つとは思えない顧客が求めていること顧客がしようとしていることは何か書籍を買い音楽を買い映画やテレビ番組アプリを買うことですそのためにエコシステムを構築しそのエコシステムにデバイスをシームレスに融合させる顧客が簡単に見たいコンテンツを買って見られる環境を作るということですそれを実現したのがキンドルファイアなのです
「日本での電子書籍事業開始は年内早期に発表する」
米アマゾンドットコムのジェフベゾスCEOインタビュー｜日経ビジネスONLINE
httpbusinessnikkeibpcojparticletopics20120427231477rt=nocnt
サービスデザインを考慮した組織
事業戦略
UXデザイン
事業 戦略
UXデザイン
GDL型 SDL型
bull「付加価値」でなく価値自体が商品
emsp 顧客 ビジネス
提供価値-‐‑‒ 継続性 -‐‑‒ 意義
-‐‑‒ 体験 -‐‑‒ 文脈
ビジネスモデルジェネレーション 翔泳社
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
ビジネスモデルキャンバス（Business Model Generationsより）
httpwwwbusinessmodelgenerationcomdownloadsbusiness_model_canvas_posterpdf
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル（iTunes Store後）
レーベル
プラットフォーム管理理
サーバ
すぐに音楽が買える
一曲 99セント
Like
iTunes Store
Winユーザー
Geekじゃない 音楽ファン
著作権料料ネットワーク コスト
楽曲販売 代金金
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル（iPhone後）
レーベル
プラットフォーム管理理
サーバ
すぐに音楽が買える
一曲 99セント
Like
iTunes Store
Winユーザー
Geekじゃない 音楽ファン
著作権料料ネットワーク コスト
楽曲販売 代金金
出版社
TV局映画 スタジオ
通信キャリア
アプリ開発者
クールな端末
安全なアプリ
デファクト スタンダード
キャリア
App Store
キャリア
世界中の携帯ユーザー
アプリ開発者
開発者への 分配
購読代金金コンテンツ販売代金金
通信料料金金 シェア
端末販売代金金 広告
スペック指向から 体験価値思考への ビジネス
リフレーミング
bull サービスデザインに関しての国際組織 bull 毎年年秋に国際カンファレンス10月にNYにて bull AirbnbVOLVOマクドナルドSearsSONYなどが事例例紹介
bull 日本支部でも国内カンファレンスイベントなどを主催しています
Service Design Network httpwwwservice-‐‑‒design-‐‑‒networkorg
Japan
2 Service Design Thinking
ユーザ中心 User-centered サービスはユーザの目を通して体験されるものである
共創 Co-creative すべてのステークホルダーがプロセスに関わる
インタラクションの連続性 Sequencing サービスは相互に関係する活動の連続として設計する
物的証拠 Evidencing 無形なサービスを物理的な人工物によって可視化する
全体的な視点 Holistic サービスの環境全体をよく考慮する
サービスデザイン
思考の5原則
THIS IS SERVICE DESIGN THINKING Marc Stickdorn Jakob Schneider
3 Process of Service Design
サービス デザイン
アクティビティ デザイン
インタラクション デザイン
CONCENT_サービスデザインフレームワーク
bullエスノグラフィ調査 bullバリュープロポジション定義 bull事業コンセプト立立案
bull文脈調査（Contextual Inquiry） bullカスタマージャーニー bullタッチポイント戦略略
bullプロトタイプ bullユーザー評価 bullコンテンツ開発
Service Design 提供価値の発見見
ビジネス価値と顧客の期待価値に基づく ビジネスリフレーミング
体験のコンセプト
顧客
ビジネス
期待価値 行行動文脈
提供価値 競合優位性
Activity Design 体験のプラニング
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
体験のldquo日常rdquoは製品サービス以外
日常生活 日常生活
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
httpwwwadaptivepathcomuploadsdocumentsRailEurope_AdaptivePath_CXMap_FINALpdf
Customer Journey Map 「経験」にまつわるストーリーを 深く豊かに表現する方法
by Chris Risdon from Adaptive Path IA Summit 2012
なんのため
bull目的やプランの共有 bull分析 bull発見見
CJMの解体bullThe Lensレンズスコープ bullJourney Modelモデルマップ
bullFindings発見見洞洞察（insights） 改善示唆（opportunities）
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 Lens
Journey Model
Insights Opportunities
The Lens
bullペルソナ bullユーザーゴール bull視点観点制約
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
People choose rail travel because it is convenient easy and flexible
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Journey Model
bull行行動 bullタッチポイント bullステージ
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Insights
bull質的 -‐‑‒ 心理理状態 -‐‑‒ 感情 bull量量的
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Opportunitiesbull現状分析 bull改善示唆
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
サービスブループリント Service Blueprint
bullカスタマアクション bullフロントステージアクション bullバックステージアクション bullサポートプロセス bullサービス提供媒体
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
カスタマアクション
フロントステージアクション
バックステージアクション
サポートプロセス
サービス提供媒体
Inside-‐‑‒out Outside-‐‑‒in
Inside-‐‑‒outbull サービスがどのように機能するか bull 一つのサービスでもタッチポイントごとに求められることは異異なる
bull インタラクションの性質特徴 bull 一連のサービス飛び石的なサービス bull 事業観点での品質管理理
Inside-‐‑‒out CJM 〜～ サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
Outside-‐‑‒inbull 顧客がどのようにサービスを体験するか bull 顧客観点 bull さまざまなタッチポイントをまたがる経験の流流れ（Journey）
bull 特定の会社のサービス製品利利用にとどまらない顧客の行行動 rarr クロスサービス
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
プラニング観点「旅行」という体験
旅行行前 旅行行中 旅行行後
航空会社
旅行行前 旅行行中 旅行行後
航空会社
Inside-‐‑‒out 視点でのプラニング rarr クロスオムニチャンネル
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
Outside-‐‑‒in 視点でのプラニング rarr クロスサービス
Atsushi HASEGAWA ltahaseggmailcomgt
eTicket Itinerary and Receipt for Confirmation GCEWWW
United Airlines Inc ltunitedairlinesunitedcomgt Sat Mar 10 2012 at 1106 PMTo AHASEGgmailcom
ConfirmationGCEWWWCheck-shyIn gt
Issue Date March 10 2012
Traveler eTicket Number Frequent Flyer SeatsHASEGAWAATSUSHIMR 0162320667315 UA-shyEGT4XXXX Premier Silver S 30H12D-shy-shy-shy-shy-shy-shy
FLIGHT INFORMATIONDay Date Flight ClassDeparture City and Time Arrival City and Time Aircraft MealWed 21MAR12 UA8041S TOKYO JAPAN
(NRT -shy NARITA) 430 PMWASHINGTON DC (IAD -shy DULLES) 351 PM
777-shy200Dinner
Wed 21MAR12 UA2632S WASHINGTON DC (IAD -shy DULLES) 505 PM
NEW ORLEANS LA (MSY) 647 PM
A-shy319 Purchase
Mon 26MAR12 UA4973S NEW ORLEANS LA (MSY) 601 AM
SAN FRANCISCO CA (SFO) 900 AM
A-shy320 Purchase
Mon 26MAR12 UA8374S SAN FRANCISCO CA (SFO) 1101 AM
TOKYO JAPAN (NRT -shy NARITA) 200 PM (27MAR)
747-shy400Lunch
1 Flight operated by UNITED AIRLINES2 Flight operated by UNITED AIRLINES3 Flight operated by UNITED AIRLINES4 Flight operated by UNITED AIRLINES
FARE INFORMATIONFare BreakdownAirfare 77400JPYJapan Passenger Security ServiceCharge
500
Japan Passenger ServiceFacilities Charge
2040
Fuel Surcharge 50000September 11th Security Fee 630US Federal Transportation Tax 2760US APHIS User Fee 420US Immigration User Fee 580US Customs User Fee 460US Passenger Facility Charge 380Per Person Total 135170JPYeTicket Total 135170JPY
Form of PaymentAMERICAN EXPRESSLast Four Digits 5303
The airfare you paid on this itinerary totals 77400 JPYThe taxes fees and surcharges paid total 57770 JPYFare Rules Additional charges may apply for changes in addition to any fare rules listed
REFUNDABLECXL FEE
International eTicket Reminders
Check-shyin Requirement -shy Bags must be checked and boarding passes obtained at least 60 minutes prior toscheduled departure Baggage will not be accepted and advance seat assignments may be canceled if thiscondition is not met
Boarding Requirement -shy Passengers must be prepared to board at the departure gate with their boarding
121130 Gmail -‐‑ Hyatt Regency New Orleans -‐‑ Confirmation -‐‑ ATSUSHI HASEGAWA -‐‑ 3212012 -‐‑ 1758081
13httpsmailgooglecommailu0ui=2ampik=9938667debampview=ptampq=hyatt regencyampqs=trueampsearchhellip
Naoko KAWACHI ltnaokokawachigmailcomgt
Hyatt Regency New Orleans -shy Confirmation -shy ATSUSHI HASEGAWA -shy3212012 -shy 1758081
Hyatt Regency New Orleans ltConciergehyatte-shyconciergecomgt Thu Mar 8 2012 at 151 AMTo NAOKOKAWACHIgmailcom
Hyatt E-shyConcierge | Customer Service | Hotel Website | Print E-shyMail | View Online
RESERVATION CONFIRMATION
CONFIRMATION NUMBER 1758081
CHECK-shyIN DATE Wednesday March 21 2012HOTEL CHECK-shyIN TIME 300 PM
CHECK-shyOUT DATE Sunday March 25 2012HOTEL CHECK-shyOUT TIME 1100 AM
Hyatt Regency New OrleansPoydras At Loyola AvenueNew Orleans LA 70113 USTel 504-shy561-shy1234 Fax 504-shy587-shy4141
ATSUSHI HASEGAWA
Greetings from Hyatt Regency New Orleans
Thank you for your reservation We look forward to welcoming you to our hotel
To make changes to your reservation please click here or email us as at reservationshyattcom Tospeak with us directly please call 1 877 827 1356 within the US and Canada or simply contact yourlocal worldwide reservation center
We are excited about your upcoming visit and look forward to creating a memorable experience for you
Warmest Regards
Hyatt Regency New Orleans Team
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
デバイスサービスをまたがった旅行に関する情報のオーガナイズサポート
rarr TripIt
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
単なるPOS革命ではなくて
紙のレシートrarrメールレシート 新しいタッチポイントの創出
bull購入記録の簡便便な保存家計簿管理理 bull店舗EC連動した顧客との関係構築 bull購入記録を利利用した新サービス創出
メールレシートの サービスデザイン的価値
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
ndash J E F F R E Y P R E S T O N B E Z O S
Q キンドルファイアが好調な理由はなんでしょうか
A キンドルファイアがただのデバイスではなくサービスだからです
J E F F B E Z O S C E O O F A M A Z O N
bull Q 米国ではカラー液晶を採用したタブレット端末「キンドルファイア」がかなり売れているようですが好調の理由は何でしょうか
bull ベゾスキンドルファイアがただのデバイスではなくサービスだからですエンドツーエンドのサービスであることでほかのタブレット端末と差別化できています
bull 私の個人的な意見ですがただデバイスを作っただけで顧客が関心を持つとは思えない顧客が求めていること顧客がしようとしていることは何か書籍を買い音楽を買い映画やテレビ番組アプリを買うことですそのためにエコシステムを構築しそのエコシステムにデバイスをシームレスに融合させる顧客が簡単に見たいコンテンツを買って見られる環境を作るということですそれを実現したのがキンドルファイアなのです
「日本での電子書籍事業開始は年内早期に発表する」
米アマゾンドットコムのジェフベゾスCEOインタビュー｜日経ビジネスONLINE
httpbusinessnikkeibpcojparticletopics20120427231477rt=nocnt
サービスデザインを考慮した組織
事業戦略
UXデザイン
事業 戦略
UXデザイン
GDL型 SDL型
bull「付加価値」でなく価値自体が商品
emsp 顧客 ビジネス
提供価値-‐‑‒ 継続性 -‐‑‒ 意義
-‐‑‒ 体験 -‐‑‒ 文脈
ビジネスモデルジェネレーション 翔泳社
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
ビジネスモデルキャンバス（Business Model Generationsより）
httpwwwbusinessmodelgenerationcomdownloadsbusiness_model_canvas_posterpdf
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル（iTunes Store後）
レーベル
プラットフォーム管理理
サーバ
すぐに音楽が買える
一曲 99セント
Like
iTunes Store
Winユーザー
Geekじゃない 音楽ファン
著作権料料ネットワーク コスト
楽曲販売 代金金
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル（iPhone後）
レーベル
プラットフォーム管理理
サーバ
すぐに音楽が買える
一曲 99セント
Like
iTunes Store
Winユーザー
Geekじゃない 音楽ファン
著作権料料ネットワーク コスト
楽曲販売 代金金
出版社
TV局映画 スタジオ
通信キャリア
アプリ開発者
クールな端末
安全なアプリ
デファクト スタンダード
キャリア
App Store
キャリア
世界中の携帯ユーザー
アプリ開発者
開発者への 分配
購読代金金コンテンツ販売代金金
通信料料金金 シェア
端末販売代金金 広告
スペック指向から 体験価値思考への ビジネス
リフレーミング
bull サービスデザインに関しての国際組織 bull 毎年年秋に国際カンファレンス10月にNYにて bull AirbnbVOLVOマクドナルドSearsSONYなどが事例例紹介
bull 日本支部でも国内カンファレンスイベントなどを主催しています
Service Design Network httpwwwservice-‐‑‒design-‐‑‒networkorg
Japan
2 Service Design Thinking
ユーザ中心 User-centered サービスはユーザの目を通して体験されるものである
共創 Co-creative すべてのステークホルダーがプロセスに関わる
インタラクションの連続性 Sequencing サービスは相互に関係する活動の連続として設計する
物的証拠 Evidencing 無形なサービスを物理的な人工物によって可視化する
全体的な視点 Holistic サービスの環境全体をよく考慮する
サービスデザイン
思考の5原則
THIS IS SERVICE DESIGN THINKING Marc Stickdorn Jakob Schneider
3 Process of Service Design
サービス デザイン
アクティビティ デザイン
インタラクション デザイン
CONCENT_サービスデザインフレームワーク
bullエスノグラフィ調査 bullバリュープロポジション定義 bull事業コンセプト立立案
bull文脈調査（Contextual Inquiry） bullカスタマージャーニー bullタッチポイント戦略略
bullプロトタイプ bullユーザー評価 bullコンテンツ開発
Service Design 提供価値の発見見
ビジネス価値と顧客の期待価値に基づく ビジネスリフレーミング
体験のコンセプト
顧客
ビジネス
期待価値 行行動文脈
提供価値 競合優位性
Activity Design 体験のプラニング
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
体験のldquo日常rdquoは製品サービス以外
日常生活 日常生活
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
httpwwwadaptivepathcomuploadsdocumentsRailEurope_AdaptivePath_CXMap_FINALpdf
Customer Journey Map 「経験」にまつわるストーリーを 深く豊かに表現する方法
by Chris Risdon from Adaptive Path IA Summit 2012
なんのため
bull目的やプランの共有 bull分析 bull発見見
CJMの解体bullThe Lensレンズスコープ bullJourney Modelモデルマップ
bullFindings発見見洞洞察（insights） 改善示唆（opportunities）
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 Lens
Journey Model
Insights Opportunities
The Lens
bullペルソナ bullユーザーゴール bull視点観点制約
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
People choose rail travel because it is convenient easy and flexible
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Journey Model
bull行行動 bullタッチポイント bullステージ
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Insights
bull質的 -‐‑‒ 心理理状態 -‐‑‒ 感情 bull量量的
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Opportunitiesbull現状分析 bull改善示唆
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
サービスブループリント Service Blueprint
bullカスタマアクション bullフロントステージアクション bullバックステージアクション bullサポートプロセス bullサービス提供媒体
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
カスタマアクション
フロントステージアクション
バックステージアクション
サポートプロセス
サービス提供媒体
Inside-‐‑‒out Outside-‐‑‒in
Inside-‐‑‒outbull サービスがどのように機能するか bull 一つのサービスでもタッチポイントごとに求められることは異異なる
bull インタラクションの性質特徴 bull 一連のサービス飛び石的なサービス bull 事業観点での品質管理理
Inside-‐‑‒out CJM 〜～ サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
Outside-‐‑‒inbull 顧客がどのようにサービスを体験するか bull 顧客観点 bull さまざまなタッチポイントをまたがる経験の流流れ（Journey）
bull 特定の会社のサービス製品利利用にとどまらない顧客の行行動 rarr クロスサービス
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
プラニング観点「旅行」という体験
旅行行前 旅行行中 旅行行後
航空会社
旅行行前 旅行行中 旅行行後
航空会社
Inside-‐‑‒out 視点でのプラニング rarr クロスオムニチャンネル
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
Outside-‐‑‒in 視点でのプラニング rarr クロスサービス
Atsushi HASEGAWA ltahaseggmailcomgt
eTicket Itinerary and Receipt for Confirmation GCEWWW
United Airlines Inc ltunitedairlinesunitedcomgt Sat Mar 10 2012 at 1106 PMTo AHASEGgmailcom
ConfirmationGCEWWWCheck-shyIn gt
Issue Date March 10 2012
Traveler eTicket Number Frequent Flyer SeatsHASEGAWAATSUSHIMR 0162320667315 UA-shyEGT4XXXX Premier Silver S 30H12D-shy-shy-shy-shy-shy-shy
FLIGHT INFORMATIONDay Date Flight ClassDeparture City and Time Arrival City and Time Aircraft MealWed 21MAR12 UA8041S TOKYO JAPAN
(NRT -shy NARITA) 430 PMWASHINGTON DC (IAD -shy DULLES) 351 PM
777-shy200Dinner
Wed 21MAR12 UA2632S WASHINGTON DC (IAD -shy DULLES) 505 PM
NEW ORLEANS LA (MSY) 647 PM
A-shy319 Purchase
Mon 26MAR12 UA4973S NEW ORLEANS LA (MSY) 601 AM
SAN FRANCISCO CA (SFO) 900 AM
A-shy320 Purchase
Mon 26MAR12 UA8374S SAN FRANCISCO CA (SFO) 1101 AM
TOKYO JAPAN (NRT -shy NARITA) 200 PM (27MAR)
747-shy400Lunch
1 Flight operated by UNITED AIRLINES2 Flight operated by UNITED AIRLINES3 Flight operated by UNITED AIRLINES4 Flight operated by UNITED AIRLINES
FARE INFORMATIONFare BreakdownAirfare 77400JPYJapan Passenger Security ServiceCharge
500
Japan Passenger ServiceFacilities Charge
2040
Fuel Surcharge 50000September 11th Security Fee 630US Federal Transportation Tax 2760US APHIS User Fee 420US Immigration User Fee 580US Customs User Fee 460US Passenger Facility Charge 380Per Person Total 135170JPYeTicket Total 135170JPY
Form of PaymentAMERICAN EXPRESSLast Four Digits 5303
The airfare you paid on this itinerary totals 77400 JPYThe taxes fees and surcharges paid total 57770 JPYFare Rules Additional charges may apply for changes in addition to any fare rules listed
REFUNDABLECXL FEE
International eTicket Reminders
Check-shyin Requirement -shy Bags must be checked and boarding passes obtained at least 60 minutes prior toscheduled departure Baggage will not be accepted and advance seat assignments may be canceled if thiscondition is not met
Boarding Requirement -shy Passengers must be prepared to board at the departure gate with their boarding
121130 Gmail -‐‑ Hyatt Regency New Orleans -‐‑ Confirmation -‐‑ ATSUSHI HASEGAWA -‐‑ 3212012 -‐‑ 1758081
13httpsmailgooglecommailu0ui=2ampik=9938667debampview=ptampq=hyatt regencyampqs=trueampsearchhellip
Naoko KAWACHI ltnaokokawachigmailcomgt
Hyatt Regency New Orleans -shy Confirmation -shy ATSUSHI HASEGAWA -shy3212012 -shy 1758081
Hyatt Regency New Orleans ltConciergehyatte-shyconciergecomgt Thu Mar 8 2012 at 151 AMTo NAOKOKAWACHIgmailcom
Hyatt E-shyConcierge | Customer Service | Hotel Website | Print E-shyMail | View Online
RESERVATION CONFIRMATION
CONFIRMATION NUMBER 1758081
CHECK-shyIN DATE Wednesday March 21 2012HOTEL CHECK-shyIN TIME 300 PM
CHECK-shyOUT DATE Sunday March 25 2012HOTEL CHECK-shyOUT TIME 1100 AM
Hyatt Regency New OrleansPoydras At Loyola AvenueNew Orleans LA 70113 USTel 504-shy561-shy1234 Fax 504-shy587-shy4141
ATSUSHI HASEGAWA
Greetings from Hyatt Regency New Orleans
Thank you for your reservation We look forward to welcoming you to our hotel
To make changes to your reservation please click here or email us as at reservationshyattcom Tospeak with us directly please call 1 877 827 1356 within the US and Canada or simply contact yourlocal worldwide reservation center
We are excited about your upcoming visit and look forward to creating a memorable experience for you
Warmest Regards
Hyatt Regency New Orleans Team
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
デバイスサービスをまたがった旅行に関する情報のオーガナイズサポート
rarr TripIt
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
単なるPOS革命ではなくて
紙のレシートrarrメールレシート 新しいタッチポイントの創出
bull購入記録の簡便便な保存家計簿管理理 bull店舗EC連動した顧客との関係構築 bull購入記録を利利用した新サービス創出
メールレシートの サービスデザイン的価値
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
J E F F B E Z O S C E O O F A M A Z O N
bull Q 米国ではカラー液晶を採用したタブレット端末「キンドルファイア」がかなり売れているようですが好調の理由は何でしょうか
bull ベゾスキンドルファイアがただのデバイスではなくサービスだからですエンドツーエンドのサービスであることでほかのタブレット端末と差別化できています
bull 私の個人的な意見ですがただデバイスを作っただけで顧客が関心を持つとは思えない顧客が求めていること顧客がしようとしていることは何か書籍を買い音楽を買い映画やテレビ番組アプリを買うことですそのためにエコシステムを構築しそのエコシステムにデバイスをシームレスに融合させる顧客が簡単に見たいコンテンツを買って見られる環境を作るということですそれを実現したのがキンドルファイアなのです
「日本での電子書籍事業開始は年内早期に発表する」
米アマゾンドットコムのジェフベゾスCEOインタビュー｜日経ビジネスONLINE
httpbusinessnikkeibpcojparticletopics20120427231477rt=nocnt
サービスデザインを考慮した組織
事業戦略
UXデザイン
事業 戦略
UXデザイン
GDL型 SDL型
bull「付加価値」でなく価値自体が商品
emsp 顧客 ビジネス
提供価値-‐‑‒ 継続性 -‐‑‒ 意義
-‐‑‒ 体験 -‐‑‒ 文脈
ビジネスモデルジェネレーション 翔泳社
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
ビジネスモデルキャンバス（Business Model Generationsより）
httpwwwbusinessmodelgenerationcomdownloadsbusiness_model_canvas_posterpdf
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル（iTunes Store後）
レーベル
プラットフォーム管理理
サーバ
すぐに音楽が買える
一曲 99セント
Like
iTunes Store
Winユーザー
Geekじゃない 音楽ファン
著作権料料ネットワーク コスト
楽曲販売 代金金
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル（iPhone後）
レーベル
プラットフォーム管理理
サーバ
すぐに音楽が買える
一曲 99セント
Like
iTunes Store
Winユーザー
Geekじゃない 音楽ファン
著作権料料ネットワーク コスト
楽曲販売 代金金
出版社
TV局映画 スタジオ
通信キャリア
アプリ開発者
クールな端末
安全なアプリ
デファクト スタンダード
キャリア
App Store
キャリア
世界中の携帯ユーザー
アプリ開発者
開発者への 分配
購読代金金コンテンツ販売代金金
通信料料金金 シェア
端末販売代金金 広告
スペック指向から 体験価値思考への ビジネス
リフレーミング
bull サービスデザインに関しての国際組織 bull 毎年年秋に国際カンファレンス10月にNYにて bull AirbnbVOLVOマクドナルドSearsSONYなどが事例例紹介
bull 日本支部でも国内カンファレンスイベントなどを主催しています
Service Design Network httpwwwservice-‐‑‒design-‐‑‒networkorg
Japan
2 Service Design Thinking
ユーザ中心 User-centered サービスはユーザの目を通して体験されるものである
共創 Co-creative すべてのステークホルダーがプロセスに関わる
インタラクションの連続性 Sequencing サービスは相互に関係する活動の連続として設計する
物的証拠 Evidencing 無形なサービスを物理的な人工物によって可視化する
全体的な視点 Holistic サービスの環境全体をよく考慮する
サービスデザイン
思考の5原則
THIS IS SERVICE DESIGN THINKING Marc Stickdorn Jakob Schneider
3 Process of Service Design
サービス デザイン
アクティビティ デザイン
インタラクション デザイン
CONCENT_サービスデザインフレームワーク
bullエスノグラフィ調査 bullバリュープロポジション定義 bull事業コンセプト立立案
bull文脈調査（Contextual Inquiry） bullカスタマージャーニー bullタッチポイント戦略略
bullプロトタイプ bullユーザー評価 bullコンテンツ開発
Service Design 提供価値の発見見
ビジネス価値と顧客の期待価値に基づく ビジネスリフレーミング
体験のコンセプト
顧客
ビジネス
期待価値 行行動文脈
提供価値 競合優位性
Activity Design 体験のプラニング
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
体験のldquo日常rdquoは製品サービス以外
日常生活 日常生活
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
httpwwwadaptivepathcomuploadsdocumentsRailEurope_AdaptivePath_CXMap_FINALpdf
Customer Journey Map 「経験」にまつわるストーリーを 深く豊かに表現する方法
by Chris Risdon from Adaptive Path IA Summit 2012
なんのため
bull目的やプランの共有 bull分析 bull発見見
CJMの解体bullThe Lensレンズスコープ bullJourney Modelモデルマップ
bullFindings発見見洞洞察（insights） 改善示唆（opportunities）
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 Lens
Journey Model
Insights Opportunities
The Lens
bullペルソナ bullユーザーゴール bull視点観点制約
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
People choose rail travel because it is convenient easy and flexible
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Journey Model
bull行行動 bullタッチポイント bullステージ
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Insights
bull質的 -‐‑‒ 心理理状態 -‐‑‒ 感情 bull量量的
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Opportunitiesbull現状分析 bull改善示唆
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
サービスブループリント Service Blueprint
bullカスタマアクション bullフロントステージアクション bullバックステージアクション bullサポートプロセス bullサービス提供媒体
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
カスタマアクション
フロントステージアクション
バックステージアクション
サポートプロセス
サービス提供媒体
Inside-‐‑‒out Outside-‐‑‒in
Inside-‐‑‒outbull サービスがどのように機能するか bull 一つのサービスでもタッチポイントごとに求められることは異異なる
bull インタラクションの性質特徴 bull 一連のサービス飛び石的なサービス bull 事業観点での品質管理理
Inside-‐‑‒out CJM 〜～ サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
Outside-‐‑‒inbull 顧客がどのようにサービスを体験するか bull 顧客観点 bull さまざまなタッチポイントをまたがる経験の流流れ（Journey）
bull 特定の会社のサービス製品利利用にとどまらない顧客の行行動 rarr クロスサービス
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
プラニング観点「旅行」という体験
旅行行前 旅行行中 旅行行後
航空会社
旅行行前 旅行行中 旅行行後
航空会社
Inside-‐‑‒out 視点でのプラニング rarr クロスオムニチャンネル
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
Outside-‐‑‒in 視点でのプラニング rarr クロスサービス
Atsushi HASEGAWA ltahaseggmailcomgt
eTicket Itinerary and Receipt for Confirmation GCEWWW
United Airlines Inc ltunitedairlinesunitedcomgt Sat Mar 10 2012 at 1106 PMTo AHASEGgmailcom
ConfirmationGCEWWWCheck-shyIn gt
Issue Date March 10 2012
Traveler eTicket Number Frequent Flyer SeatsHASEGAWAATSUSHIMR 0162320667315 UA-shyEGT4XXXX Premier Silver S 30H12D-shy-shy-shy-shy-shy-shy
FLIGHT INFORMATIONDay Date Flight ClassDeparture City and Time Arrival City and Time Aircraft MealWed 21MAR12 UA8041S TOKYO JAPAN
(NRT -shy NARITA) 430 PMWASHINGTON DC (IAD -shy DULLES) 351 PM
777-shy200Dinner
Wed 21MAR12 UA2632S WASHINGTON DC (IAD -shy DULLES) 505 PM
NEW ORLEANS LA (MSY) 647 PM
A-shy319 Purchase
Mon 26MAR12 UA4973S NEW ORLEANS LA (MSY) 601 AM
SAN FRANCISCO CA (SFO) 900 AM
A-shy320 Purchase
Mon 26MAR12 UA8374S SAN FRANCISCO CA (SFO) 1101 AM
TOKYO JAPAN (NRT -shy NARITA) 200 PM (27MAR)
747-shy400Lunch
1 Flight operated by UNITED AIRLINES2 Flight operated by UNITED AIRLINES3 Flight operated by UNITED AIRLINES4 Flight operated by UNITED AIRLINES
FARE INFORMATIONFare BreakdownAirfare 77400JPYJapan Passenger Security ServiceCharge
500
Japan Passenger ServiceFacilities Charge
2040
Fuel Surcharge 50000September 11th Security Fee 630US Federal Transportation Tax 2760US APHIS User Fee 420US Immigration User Fee 580US Customs User Fee 460US Passenger Facility Charge 380Per Person Total 135170JPYeTicket Total 135170JPY
Form of PaymentAMERICAN EXPRESSLast Four Digits 5303
The airfare you paid on this itinerary totals 77400 JPYThe taxes fees and surcharges paid total 57770 JPYFare Rules Additional charges may apply for changes in addition to any fare rules listed
REFUNDABLECXL FEE
International eTicket Reminders
Check-shyin Requirement -shy Bags must be checked and boarding passes obtained at least 60 minutes prior toscheduled departure Baggage will not be accepted and advance seat assignments may be canceled if thiscondition is not met
Boarding Requirement -shy Passengers must be prepared to board at the departure gate with their boarding
121130 Gmail -‐‑ Hyatt Regency New Orleans -‐‑ Confirmation -‐‑ ATSUSHI HASEGAWA -‐‑ 3212012 -‐‑ 1758081
13httpsmailgooglecommailu0ui=2ampik=9938667debampview=ptampq=hyatt regencyampqs=trueampsearchhellip
Naoko KAWACHI ltnaokokawachigmailcomgt
Hyatt Regency New Orleans -shy Confirmation -shy ATSUSHI HASEGAWA -shy3212012 -shy 1758081
Hyatt Regency New Orleans ltConciergehyatte-shyconciergecomgt Thu Mar 8 2012 at 151 AMTo NAOKOKAWACHIgmailcom
Hyatt E-shyConcierge | Customer Service | Hotel Website | Print E-shyMail | View Online
RESERVATION CONFIRMATION
CONFIRMATION NUMBER 1758081
CHECK-shyIN DATE Wednesday March 21 2012HOTEL CHECK-shyIN TIME 300 PM
CHECK-shyOUT DATE Sunday March 25 2012HOTEL CHECK-shyOUT TIME 1100 AM
Hyatt Regency New OrleansPoydras At Loyola AvenueNew Orleans LA 70113 USTel 504-shy561-shy1234 Fax 504-shy587-shy4141
ATSUSHI HASEGAWA
Greetings from Hyatt Regency New Orleans
Thank you for your reservation We look forward to welcoming you to our hotel
To make changes to your reservation please click here or email us as at reservationshyattcom Tospeak with us directly please call 1 877 827 1356 within the US and Canada or simply contact yourlocal worldwide reservation center
We are excited about your upcoming visit and look forward to creating a memorable experience for you
Warmest Regards
Hyatt Regency New Orleans Team
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
デバイスサービスをまたがった旅行に関する情報のオーガナイズサポート
rarr TripIt
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
単なるPOS革命ではなくて
紙のレシートrarrメールレシート 新しいタッチポイントの創出
bull購入記録の簡便便な保存家計簿管理理 bull店舗EC連動した顧客との関係構築 bull購入記録を利利用した新サービス創出
メールレシートの サービスデザイン的価値
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
サービスデザインを考慮した組織
事業戦略
UXデザイン
事業 戦略
UXデザイン
GDL型 SDL型
bull「付加価値」でなく価値自体が商品
emsp 顧客 ビジネス
提供価値-‐‑‒ 継続性 -‐‑‒ 意義
-‐‑‒ 体験 -‐‑‒ 文脈
ビジネスモデルジェネレーション 翔泳社
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
ビジネスモデルキャンバス（Business Model Generationsより）
httpwwwbusinessmodelgenerationcomdownloadsbusiness_model_canvas_posterpdf
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル（iTunes Store後）
レーベル
プラットフォーム管理理
サーバ
すぐに音楽が買える
一曲 99セント
Like
iTunes Store
Winユーザー
Geekじゃない 音楽ファン
著作権料料ネットワーク コスト
楽曲販売 代金金
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル（iPhone後）
レーベル
プラットフォーム管理理
サーバ
すぐに音楽が買える
一曲 99セント
Like
iTunes Store
Winユーザー
Geekじゃない 音楽ファン
著作権料料ネットワーク コスト
楽曲販売 代金金
出版社
TV局映画 スタジオ
通信キャリア
アプリ開発者
クールな端末
安全なアプリ
デファクト スタンダード
キャリア
App Store
キャリア
世界中の携帯ユーザー
アプリ開発者
開発者への 分配
購読代金金コンテンツ販売代金金
通信料料金金 シェア
端末販売代金金 広告
スペック指向から 体験価値思考への ビジネス
リフレーミング
bull サービスデザインに関しての国際組織 bull 毎年年秋に国際カンファレンス10月にNYにて bull AirbnbVOLVOマクドナルドSearsSONYなどが事例例紹介
bull 日本支部でも国内カンファレンスイベントなどを主催しています
Service Design Network httpwwwservice-‐‑‒design-‐‑‒networkorg
Japan
2 Service Design Thinking
ユーザ中心 User-centered サービスはユーザの目を通して体験されるものである
共創 Co-creative すべてのステークホルダーがプロセスに関わる
インタラクションの連続性 Sequencing サービスは相互に関係する活動の連続として設計する
物的証拠 Evidencing 無形なサービスを物理的な人工物によって可視化する
全体的な視点 Holistic サービスの環境全体をよく考慮する
サービスデザイン
思考の5原則
THIS IS SERVICE DESIGN THINKING Marc Stickdorn Jakob Schneider
3 Process of Service Design
サービス デザイン
アクティビティ デザイン
インタラクション デザイン
CONCENT_サービスデザインフレームワーク
bullエスノグラフィ調査 bullバリュープロポジション定義 bull事業コンセプト立立案
bull文脈調査（Contextual Inquiry） bullカスタマージャーニー bullタッチポイント戦略略
bullプロトタイプ bullユーザー評価 bullコンテンツ開発
Service Design 提供価値の発見見
ビジネス価値と顧客の期待価値に基づく ビジネスリフレーミング
体験のコンセプト
顧客
ビジネス
期待価値 行行動文脈
提供価値 競合優位性
Activity Design 体験のプラニング
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
体験のldquo日常rdquoは製品サービス以外
日常生活 日常生活
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
httpwwwadaptivepathcomuploadsdocumentsRailEurope_AdaptivePath_CXMap_FINALpdf
Customer Journey Map 「経験」にまつわるストーリーを 深く豊かに表現する方法
by Chris Risdon from Adaptive Path IA Summit 2012
なんのため
bull目的やプランの共有 bull分析 bull発見見
CJMの解体bullThe Lensレンズスコープ bullJourney Modelモデルマップ
bullFindings発見見洞洞察（insights） 改善示唆（opportunities）
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 Lens
Journey Model
Insights Opportunities
The Lens
bullペルソナ bullユーザーゴール bull視点観点制約
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
People choose rail travel because it is convenient easy and flexible
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Journey Model
bull行行動 bullタッチポイント bullステージ
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Insights
bull質的 -‐‑‒ 心理理状態 -‐‑‒ 感情 bull量量的
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Opportunitiesbull現状分析 bull改善示唆
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
サービスブループリント Service Blueprint
bullカスタマアクション bullフロントステージアクション bullバックステージアクション bullサポートプロセス bullサービス提供媒体
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
カスタマアクション
フロントステージアクション
バックステージアクション
サポートプロセス
サービス提供媒体
Inside-‐‑‒out Outside-‐‑‒in
Inside-‐‑‒outbull サービスがどのように機能するか bull 一つのサービスでもタッチポイントごとに求められることは異異なる
bull インタラクションの性質特徴 bull 一連のサービス飛び石的なサービス bull 事業観点での品質管理理
Inside-‐‑‒out CJM 〜～ サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
Outside-‐‑‒inbull 顧客がどのようにサービスを体験するか bull 顧客観点 bull さまざまなタッチポイントをまたがる経験の流流れ（Journey）
bull 特定の会社のサービス製品利利用にとどまらない顧客の行行動 rarr クロスサービス
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
プラニング観点「旅行」という体験
旅行行前 旅行行中 旅行行後
航空会社
旅行行前 旅行行中 旅行行後
航空会社
Inside-‐‑‒out 視点でのプラニング rarr クロスオムニチャンネル
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
Outside-‐‑‒in 視点でのプラニング rarr クロスサービス
Atsushi HASEGAWA ltahaseggmailcomgt
eTicket Itinerary and Receipt for Confirmation GCEWWW
United Airlines Inc ltunitedairlinesunitedcomgt Sat Mar 10 2012 at 1106 PMTo AHASEGgmailcom
ConfirmationGCEWWWCheck-shyIn gt
Issue Date March 10 2012
Traveler eTicket Number Frequent Flyer SeatsHASEGAWAATSUSHIMR 0162320667315 UA-shyEGT4XXXX Premier Silver S 30H12D-shy-shy-shy-shy-shy-shy
FLIGHT INFORMATIONDay Date Flight ClassDeparture City and Time Arrival City and Time Aircraft MealWed 21MAR12 UA8041S TOKYO JAPAN
(NRT -shy NARITA) 430 PMWASHINGTON DC (IAD -shy DULLES) 351 PM
777-shy200Dinner
Wed 21MAR12 UA2632S WASHINGTON DC (IAD -shy DULLES) 505 PM
NEW ORLEANS LA (MSY) 647 PM
A-shy319 Purchase
Mon 26MAR12 UA4973S NEW ORLEANS LA (MSY) 601 AM
SAN FRANCISCO CA (SFO) 900 AM
A-shy320 Purchase
Mon 26MAR12 UA8374S SAN FRANCISCO CA (SFO) 1101 AM
TOKYO JAPAN (NRT -shy NARITA) 200 PM (27MAR)
747-shy400Lunch
1 Flight operated by UNITED AIRLINES2 Flight operated by UNITED AIRLINES3 Flight operated by UNITED AIRLINES4 Flight operated by UNITED AIRLINES
FARE INFORMATIONFare BreakdownAirfare 77400JPYJapan Passenger Security ServiceCharge
500
Japan Passenger ServiceFacilities Charge
2040
Fuel Surcharge 50000September 11th Security Fee 630US Federal Transportation Tax 2760US APHIS User Fee 420US Immigration User Fee 580US Customs User Fee 460US Passenger Facility Charge 380Per Person Total 135170JPYeTicket Total 135170JPY
Form of PaymentAMERICAN EXPRESSLast Four Digits 5303
The airfare you paid on this itinerary totals 77400 JPYThe taxes fees and surcharges paid total 57770 JPYFare Rules Additional charges may apply for changes in addition to any fare rules listed
REFUNDABLECXL FEE
International eTicket Reminders
Check-shyin Requirement -shy Bags must be checked and boarding passes obtained at least 60 minutes prior toscheduled departure Baggage will not be accepted and advance seat assignments may be canceled if thiscondition is not met
Boarding Requirement -shy Passengers must be prepared to board at the departure gate with their boarding
121130 Gmail -‐‑ Hyatt Regency New Orleans -‐‑ Confirmation -‐‑ ATSUSHI HASEGAWA -‐‑ 3212012 -‐‑ 1758081
13httpsmailgooglecommailu0ui=2ampik=9938667debampview=ptampq=hyatt regencyampqs=trueampsearchhellip
Naoko KAWACHI ltnaokokawachigmailcomgt
Hyatt Regency New Orleans -shy Confirmation -shy ATSUSHI HASEGAWA -shy3212012 -shy 1758081
Hyatt Regency New Orleans ltConciergehyatte-shyconciergecomgt Thu Mar 8 2012 at 151 AMTo NAOKOKAWACHIgmailcom
Hyatt E-shyConcierge | Customer Service | Hotel Website | Print E-shyMail | View Online
RESERVATION CONFIRMATION
CONFIRMATION NUMBER 1758081
CHECK-shyIN DATE Wednesday March 21 2012HOTEL CHECK-shyIN TIME 300 PM
CHECK-shyOUT DATE Sunday March 25 2012HOTEL CHECK-shyOUT TIME 1100 AM
Hyatt Regency New OrleansPoydras At Loyola AvenueNew Orleans LA 70113 USTel 504-shy561-shy1234 Fax 504-shy587-shy4141
ATSUSHI HASEGAWA
Greetings from Hyatt Regency New Orleans
Thank you for your reservation We look forward to welcoming you to our hotel
To make changes to your reservation please click here or email us as at reservationshyattcom Tospeak with us directly please call 1 877 827 1356 within the US and Canada or simply contact yourlocal worldwide reservation center
We are excited about your upcoming visit and look forward to creating a memorable experience for you
Warmest Regards
Hyatt Regency New Orleans Team
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
デバイスサービスをまたがった旅行に関する情報のオーガナイズサポート
rarr TripIt
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
単なるPOS革命ではなくて
紙のレシートrarrメールレシート 新しいタッチポイントの創出
bull購入記録の簡便便な保存家計簿管理理 bull店舗EC連動した顧客との関係構築 bull購入記録を利利用した新サービス創出
メールレシートの サービスデザイン的価値
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
bull「付加価値」でなく価値自体が商品
emsp 顧客 ビジネス
提供価値-‐‑‒ 継続性 -‐‑‒ 意義
-‐‑‒ 体験 -‐‑‒ 文脈
ビジネスモデルジェネレーション 翔泳社
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
ビジネスモデルキャンバス（Business Model Generationsより）
httpwwwbusinessmodelgenerationcomdownloadsbusiness_model_canvas_posterpdf
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル（iTunes Store後）
レーベル
プラットフォーム管理理
サーバ
すぐに音楽が買える
一曲 99セント
Like
iTunes Store
Winユーザー
Geekじゃない 音楽ファン
著作権料料ネットワーク コスト
楽曲販売 代金金
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル（iPhone後）
レーベル
プラットフォーム管理理
サーバ
すぐに音楽が買える
一曲 99セント
Like
iTunes Store
Winユーザー
Geekじゃない 音楽ファン
著作権料料ネットワーク コスト
楽曲販売 代金金
出版社
TV局映画 スタジオ
通信キャリア
アプリ開発者
クールな端末
安全なアプリ
デファクト スタンダード
キャリア
App Store
キャリア
世界中の携帯ユーザー
アプリ開発者
開発者への 分配
購読代金金コンテンツ販売代金金
通信料料金金 シェア
端末販売代金金 広告
スペック指向から 体験価値思考への ビジネス
リフレーミング
bull サービスデザインに関しての国際組織 bull 毎年年秋に国際カンファレンス10月にNYにて bull AirbnbVOLVOマクドナルドSearsSONYなどが事例例紹介
bull 日本支部でも国内カンファレンスイベントなどを主催しています
Service Design Network httpwwwservice-‐‑‒design-‐‑‒networkorg
Japan
2 Service Design Thinking
ユーザ中心 User-centered サービスはユーザの目を通して体験されるものである
共創 Co-creative すべてのステークホルダーがプロセスに関わる
インタラクションの連続性 Sequencing サービスは相互に関係する活動の連続として設計する
物的証拠 Evidencing 無形なサービスを物理的な人工物によって可視化する
全体的な視点 Holistic サービスの環境全体をよく考慮する
サービスデザイン
思考の5原則
THIS IS SERVICE DESIGN THINKING Marc Stickdorn Jakob Schneider
3 Process of Service Design
サービス デザイン
アクティビティ デザイン
インタラクション デザイン
CONCENT_サービスデザインフレームワーク
bullエスノグラフィ調査 bullバリュープロポジション定義 bull事業コンセプト立立案
bull文脈調査（Contextual Inquiry） bullカスタマージャーニー bullタッチポイント戦略略
bullプロトタイプ bullユーザー評価 bullコンテンツ開発
Service Design 提供価値の発見見
ビジネス価値と顧客の期待価値に基づく ビジネスリフレーミング
体験のコンセプト
顧客
ビジネス
期待価値 行行動文脈
提供価値 競合優位性
Activity Design 体験のプラニング
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
体験のldquo日常rdquoは製品サービス以外
日常生活 日常生活
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
httpwwwadaptivepathcomuploadsdocumentsRailEurope_AdaptivePath_CXMap_FINALpdf
Customer Journey Map 「経験」にまつわるストーリーを 深く豊かに表現する方法
by Chris Risdon from Adaptive Path IA Summit 2012
なんのため
bull目的やプランの共有 bull分析 bull発見見
CJMの解体bullThe Lensレンズスコープ bullJourney Modelモデルマップ
bullFindings発見見洞洞察（insights） 改善示唆（opportunities）
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 Lens
Journey Model
Insights Opportunities
The Lens
bullペルソナ bullユーザーゴール bull視点観点制約
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
People choose rail travel because it is convenient easy and flexible
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Journey Model
bull行行動 bullタッチポイント bullステージ
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Insights
bull質的 -‐‑‒ 心理理状態 -‐‑‒ 感情 bull量量的
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Opportunitiesbull現状分析 bull改善示唆
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
サービスブループリント Service Blueprint
bullカスタマアクション bullフロントステージアクション bullバックステージアクション bullサポートプロセス bullサービス提供媒体
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
カスタマアクション
フロントステージアクション
バックステージアクション
サポートプロセス
サービス提供媒体
Inside-‐‑‒out Outside-‐‑‒in
Inside-‐‑‒outbull サービスがどのように機能するか bull 一つのサービスでもタッチポイントごとに求められることは異異なる
bull インタラクションの性質特徴 bull 一連のサービス飛び石的なサービス bull 事業観点での品質管理理
Inside-‐‑‒out CJM 〜～ サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
Outside-‐‑‒inbull 顧客がどのようにサービスを体験するか bull 顧客観点 bull さまざまなタッチポイントをまたがる経験の流流れ（Journey）
bull 特定の会社のサービス製品利利用にとどまらない顧客の行行動 rarr クロスサービス
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
プラニング観点「旅行」という体験
旅行行前 旅行行中 旅行行後
航空会社
旅行行前 旅行行中 旅行行後
航空会社
Inside-‐‑‒out 視点でのプラニング rarr クロスオムニチャンネル
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
Outside-‐‑‒in 視点でのプラニング rarr クロスサービス
Atsushi HASEGAWA ltahaseggmailcomgt
eTicket Itinerary and Receipt for Confirmation GCEWWW
United Airlines Inc ltunitedairlinesunitedcomgt Sat Mar 10 2012 at 1106 PMTo AHASEGgmailcom
ConfirmationGCEWWWCheck-shyIn gt
Issue Date March 10 2012
Traveler eTicket Number Frequent Flyer SeatsHASEGAWAATSUSHIMR 0162320667315 UA-shyEGT4XXXX Premier Silver S 30H12D-shy-shy-shy-shy-shy-shy
FLIGHT INFORMATIONDay Date Flight ClassDeparture City and Time Arrival City and Time Aircraft MealWed 21MAR12 UA8041S TOKYO JAPAN
(NRT -shy NARITA) 430 PMWASHINGTON DC (IAD -shy DULLES) 351 PM
777-shy200Dinner
Wed 21MAR12 UA2632S WASHINGTON DC (IAD -shy DULLES) 505 PM
NEW ORLEANS LA (MSY) 647 PM
A-shy319 Purchase
Mon 26MAR12 UA4973S NEW ORLEANS LA (MSY) 601 AM
SAN FRANCISCO CA (SFO) 900 AM
A-shy320 Purchase
Mon 26MAR12 UA8374S SAN FRANCISCO CA (SFO) 1101 AM
TOKYO JAPAN (NRT -shy NARITA) 200 PM (27MAR)
747-shy400Lunch
1 Flight operated by UNITED AIRLINES2 Flight operated by UNITED AIRLINES3 Flight operated by UNITED AIRLINES4 Flight operated by UNITED AIRLINES
FARE INFORMATIONFare BreakdownAirfare 77400JPYJapan Passenger Security ServiceCharge
500
Japan Passenger ServiceFacilities Charge
2040
Fuel Surcharge 50000September 11th Security Fee 630US Federal Transportation Tax 2760US APHIS User Fee 420US Immigration User Fee 580US Customs User Fee 460US Passenger Facility Charge 380Per Person Total 135170JPYeTicket Total 135170JPY
Form of PaymentAMERICAN EXPRESSLast Four Digits 5303
The airfare you paid on this itinerary totals 77400 JPYThe taxes fees and surcharges paid total 57770 JPYFare Rules Additional charges may apply for changes in addition to any fare rules listed
REFUNDABLECXL FEE
International eTicket Reminders
Check-shyin Requirement -shy Bags must be checked and boarding passes obtained at least 60 minutes prior toscheduled departure Baggage will not be accepted and advance seat assignments may be canceled if thiscondition is not met
Boarding Requirement -shy Passengers must be prepared to board at the departure gate with their boarding
121130 Gmail -‐‑ Hyatt Regency New Orleans -‐‑ Confirmation -‐‑ ATSUSHI HASEGAWA -‐‑ 3212012 -‐‑ 1758081
13httpsmailgooglecommailu0ui=2ampik=9938667debampview=ptampq=hyatt regencyampqs=trueampsearchhellip
Naoko KAWACHI ltnaokokawachigmailcomgt
Hyatt Regency New Orleans -shy Confirmation -shy ATSUSHI HASEGAWA -shy3212012 -shy 1758081
Hyatt Regency New Orleans ltConciergehyatte-shyconciergecomgt Thu Mar 8 2012 at 151 AMTo NAOKOKAWACHIgmailcom
Hyatt E-shyConcierge | Customer Service | Hotel Website | Print E-shyMail | View Online
RESERVATION CONFIRMATION
CONFIRMATION NUMBER 1758081
CHECK-shyIN DATE Wednesday March 21 2012HOTEL CHECK-shyIN TIME 300 PM
CHECK-shyOUT DATE Sunday March 25 2012HOTEL CHECK-shyOUT TIME 1100 AM
Hyatt Regency New OrleansPoydras At Loyola AvenueNew Orleans LA 70113 USTel 504-shy561-shy1234 Fax 504-shy587-shy4141
ATSUSHI HASEGAWA
Greetings from Hyatt Regency New Orleans
Thank you for your reservation We look forward to welcoming you to our hotel
To make changes to your reservation please click here or email us as at reservationshyattcom Tospeak with us directly please call 1 877 827 1356 within the US and Canada or simply contact yourlocal worldwide reservation center
We are excited about your upcoming visit and look forward to creating a memorable experience for you
Warmest Regards
Hyatt Regency New Orleans Team
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
デバイスサービスをまたがった旅行に関する情報のオーガナイズサポート
rarr TripIt
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
単なるPOS革命ではなくて
紙のレシートrarrメールレシート 新しいタッチポイントの創出
bull購入記録の簡便便な保存家計簿管理理 bull店舗EC連動した顧客との関係構築 bull購入記録を利利用した新サービス創出
メールレシートの サービスデザイン的価値
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
emsp 顧客 ビジネス
提供価値-‐‑‒ 継続性 -‐‑‒ 意義
-‐‑‒ 体験 -‐‑‒ 文脈
ビジネスモデルジェネレーション 翔泳社
-6
1313
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$9gt
13
61313
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lt5=131313
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+14313
ビジネスモデルキャンバス（Business Model Generationsより）
httpwwwbusinessmodelgenerationcomdownloadsbusiness_model_canvas_posterpdf
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル（iTunes Store後）
レーベル
プラットフォーム管理理
サーバ
すぐに音楽が買える
一曲 99セント
Like
iTunes Store
Winユーザー
Geekじゃない 音楽ファン
著作権料料ネットワーク コスト
楽曲販売 代金金
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル（iPhone後）
レーベル
プラットフォーム管理理
サーバ
すぐに音楽が買える
一曲 99セント
Like
iTunes Store
Winユーザー
Geekじゃない 音楽ファン
著作権料料ネットワーク コスト
楽曲販売 代金金
出版社
TV局映画 スタジオ
通信キャリア
アプリ開発者
クールな端末
安全なアプリ
デファクト スタンダード
キャリア
App Store
キャリア
世界中の携帯ユーザー
アプリ開発者
開発者への 分配
購読代金金コンテンツ販売代金金
通信料料金金 シェア
端末販売代金金 広告
スペック指向から 体験価値思考への ビジネス
リフレーミング
bull サービスデザインに関しての国際組織 bull 毎年年秋に国際カンファレンス10月にNYにて bull AirbnbVOLVOマクドナルドSearsSONYなどが事例例紹介
bull 日本支部でも国内カンファレンスイベントなどを主催しています
Service Design Network httpwwwservice-‐‑‒design-‐‑‒networkorg
Japan
2 Service Design Thinking
ユーザ中心 User-centered サービスはユーザの目を通して体験されるものである
共創 Co-creative すべてのステークホルダーがプロセスに関わる
インタラクションの連続性 Sequencing サービスは相互に関係する活動の連続として設計する
物的証拠 Evidencing 無形なサービスを物理的な人工物によって可視化する
全体的な視点 Holistic サービスの環境全体をよく考慮する
サービスデザイン
思考の5原則
THIS IS SERVICE DESIGN THINKING Marc Stickdorn Jakob Schneider
3 Process of Service Design
サービス デザイン
アクティビティ デザイン
インタラクション デザイン
CONCENT_サービスデザインフレームワーク
bullエスノグラフィ調査 bullバリュープロポジション定義 bull事業コンセプト立立案
bull文脈調査（Contextual Inquiry） bullカスタマージャーニー bullタッチポイント戦略略
bullプロトタイプ bullユーザー評価 bullコンテンツ開発
Service Design 提供価値の発見見
ビジネス価値と顧客の期待価値に基づく ビジネスリフレーミング
体験のコンセプト
顧客
ビジネス
期待価値 行行動文脈
提供価値 競合優位性
Activity Design 体験のプラニング
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
体験のldquo日常rdquoは製品サービス以外
日常生活 日常生活
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
httpwwwadaptivepathcomuploadsdocumentsRailEurope_AdaptivePath_CXMap_FINALpdf
Customer Journey Map 「経験」にまつわるストーリーを 深く豊かに表現する方法
by Chris Risdon from Adaptive Path IA Summit 2012
なんのため
bull目的やプランの共有 bull分析 bull発見見
CJMの解体bullThe Lensレンズスコープ bullJourney Modelモデルマップ
bullFindings発見見洞洞察（insights） 改善示唆（opportunities）
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 Lens
Journey Model
Insights Opportunities
The Lens
bullペルソナ bullユーザーゴール bull視点観点制約
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
People choose rail travel because it is convenient easy and flexible
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Journey Model
bull行行動 bullタッチポイント bullステージ
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Insights
bull質的 -‐‑‒ 心理理状態 -‐‑‒ 感情 bull量量的
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Opportunitiesbull現状分析 bull改善示唆
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
サービスブループリント Service Blueprint
bullカスタマアクション bullフロントステージアクション bullバックステージアクション bullサポートプロセス bullサービス提供媒体
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
カスタマアクション
フロントステージアクション
バックステージアクション
サポートプロセス
サービス提供媒体
Inside-‐‑‒out Outside-‐‑‒in
Inside-‐‑‒outbull サービスがどのように機能するか bull 一つのサービスでもタッチポイントごとに求められることは異異なる
bull インタラクションの性質特徴 bull 一連のサービス飛び石的なサービス bull 事業観点での品質管理理
Inside-‐‑‒out CJM 〜～ サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
Outside-‐‑‒inbull 顧客がどのようにサービスを体験するか bull 顧客観点 bull さまざまなタッチポイントをまたがる経験の流流れ（Journey）
bull 特定の会社のサービス製品利利用にとどまらない顧客の行行動 rarr クロスサービス
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
プラニング観点「旅行」という体験
旅行行前 旅行行中 旅行行後
航空会社
旅行行前 旅行行中 旅行行後
航空会社
Inside-‐‑‒out 視点でのプラニング rarr クロスオムニチャンネル
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
Outside-‐‑‒in 視点でのプラニング rarr クロスサービス
Atsushi HASEGAWA ltahaseggmailcomgt
eTicket Itinerary and Receipt for Confirmation GCEWWW
United Airlines Inc ltunitedairlinesunitedcomgt Sat Mar 10 2012 at 1106 PMTo AHASEGgmailcom
ConfirmationGCEWWWCheck-shyIn gt
Issue Date March 10 2012
Traveler eTicket Number Frequent Flyer SeatsHASEGAWAATSUSHIMR 0162320667315 UA-shyEGT4XXXX Premier Silver S 30H12D-shy-shy-shy-shy-shy-shy
FLIGHT INFORMATIONDay Date Flight ClassDeparture City and Time Arrival City and Time Aircraft MealWed 21MAR12 UA8041S TOKYO JAPAN
(NRT -shy NARITA) 430 PMWASHINGTON DC (IAD -shy DULLES) 351 PM
777-shy200Dinner
Wed 21MAR12 UA2632S WASHINGTON DC (IAD -shy DULLES) 505 PM
NEW ORLEANS LA (MSY) 647 PM
A-shy319 Purchase
Mon 26MAR12 UA4973S NEW ORLEANS LA (MSY) 601 AM
SAN FRANCISCO CA (SFO) 900 AM
A-shy320 Purchase
Mon 26MAR12 UA8374S SAN FRANCISCO CA (SFO) 1101 AM
TOKYO JAPAN (NRT -shy NARITA) 200 PM (27MAR)
747-shy400Lunch
1 Flight operated by UNITED AIRLINES2 Flight operated by UNITED AIRLINES3 Flight operated by UNITED AIRLINES4 Flight operated by UNITED AIRLINES
FARE INFORMATIONFare BreakdownAirfare 77400JPYJapan Passenger Security ServiceCharge
500
Japan Passenger ServiceFacilities Charge
2040
Fuel Surcharge 50000September 11th Security Fee 630US Federal Transportation Tax 2760US APHIS User Fee 420US Immigration User Fee 580US Customs User Fee 460US Passenger Facility Charge 380Per Person Total 135170JPYeTicket Total 135170JPY
Form of PaymentAMERICAN EXPRESSLast Four Digits 5303
The airfare you paid on this itinerary totals 77400 JPYThe taxes fees and surcharges paid total 57770 JPYFare Rules Additional charges may apply for changes in addition to any fare rules listed
REFUNDABLECXL FEE
International eTicket Reminders
Check-shyin Requirement -shy Bags must be checked and boarding passes obtained at least 60 minutes prior toscheduled departure Baggage will not be accepted and advance seat assignments may be canceled if thiscondition is not met
Boarding Requirement -shy Passengers must be prepared to board at the departure gate with their boarding
121130 Gmail -‐‑ Hyatt Regency New Orleans -‐‑ Confirmation -‐‑ ATSUSHI HASEGAWA -‐‑ 3212012 -‐‑ 1758081
13httpsmailgooglecommailu0ui=2ampik=9938667debampview=ptampq=hyatt regencyampqs=trueampsearchhellip
Naoko KAWACHI ltnaokokawachigmailcomgt
Hyatt Regency New Orleans -shy Confirmation -shy ATSUSHI HASEGAWA -shy3212012 -shy 1758081
Hyatt Regency New Orleans ltConciergehyatte-shyconciergecomgt Thu Mar 8 2012 at 151 AMTo NAOKOKAWACHIgmailcom
Hyatt E-shyConcierge | Customer Service | Hotel Website | Print E-shyMail | View Online
RESERVATION CONFIRMATION
CONFIRMATION NUMBER 1758081
CHECK-shyIN DATE Wednesday March 21 2012HOTEL CHECK-shyIN TIME 300 PM
CHECK-shyOUT DATE Sunday March 25 2012HOTEL CHECK-shyOUT TIME 1100 AM
Hyatt Regency New OrleansPoydras At Loyola AvenueNew Orleans LA 70113 USTel 504-shy561-shy1234 Fax 504-shy587-shy4141
ATSUSHI HASEGAWA
Greetings from Hyatt Regency New Orleans
Thank you for your reservation We look forward to welcoming you to our hotel
To make changes to your reservation please click here or email us as at reservationshyattcom Tospeak with us directly please call 1 877 827 1356 within the US and Canada or simply contact yourlocal worldwide reservation center
We are excited about your upcoming visit and look forward to creating a memorable experience for you
Warmest Regards
Hyatt Regency New Orleans Team
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
デバイスサービスをまたがった旅行に関する情報のオーガナイズサポート
rarr TripIt
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
単なるPOS革命ではなくて
紙のレシートrarrメールレシート 新しいタッチポイントの創出
bull購入記録の簡便便な保存家計簿管理理 bull店舗EC連動した顧客との関係構築 bull購入記録を利利用した新サービス創出
メールレシートの サービスデザイン的価値
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
ビジネスモデルジェネレーション 翔泳社
-6
1313
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13
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lt5=131313
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ビジネスモデルキャンバス（Business Model Generationsより）
httpwwwbusinessmodelgenerationcomdownloadsbusiness_model_canvas_posterpdf
-6
1313
8 71313
$9gt
13
61313
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lt5=131313
8 2(131313
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小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル
-6
1313
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61313
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(
lt5=131313
8 2(131313
+14313
小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル（iTunes Store後）
レーベル
プラットフォーム管理理
サーバ
すぐに音楽が買える
一曲 99セント
Like
iTunes Store
Winユーザー
Geekじゃない 音楽ファン
著作権料料ネットワーク コスト
楽曲販売 代金金
-6
1313
8 71313
$9gt
13
61313
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lt5=131313
8 2(131313
+14313
小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル（iPhone後）
レーベル
プラットフォーム管理理
サーバ
すぐに音楽が買える
一曲 99セント
Like
iTunes Store
Winユーザー
Geekじゃない 音楽ファン
著作権料料ネットワーク コスト
楽曲販売 代金金
出版社
TV局映画 スタジオ
通信キャリア
アプリ開発者
クールな端末
安全なアプリ
デファクト スタンダード
キャリア
App Store
キャリア
世界中の携帯ユーザー
アプリ開発者
開発者への 分配
購読代金金コンテンツ販売代金金
通信料料金金 シェア
端末販売代金金 広告
スペック指向から 体験価値思考への ビジネス
リフレーミング
bull サービスデザインに関しての国際組織 bull 毎年年秋に国際カンファレンス10月にNYにて bull AirbnbVOLVOマクドナルドSearsSONYなどが事例例紹介
bull 日本支部でも国内カンファレンスイベントなどを主催しています
Service Design Network httpwwwservice-‐‑‒design-‐‑‒networkorg
Japan
2 Service Design Thinking
ユーザ中心 User-centered サービスはユーザの目を通して体験されるものである
共創 Co-creative すべてのステークホルダーがプロセスに関わる
インタラクションの連続性 Sequencing サービスは相互に関係する活動の連続として設計する
物的証拠 Evidencing 無形なサービスを物理的な人工物によって可視化する
全体的な視点 Holistic サービスの環境全体をよく考慮する
サービスデザイン
思考の5原則
THIS IS SERVICE DESIGN THINKING Marc Stickdorn Jakob Schneider
3 Process of Service Design
サービス デザイン
アクティビティ デザイン
インタラクション デザイン
CONCENT_サービスデザインフレームワーク
bullエスノグラフィ調査 bullバリュープロポジション定義 bull事業コンセプト立立案
bull文脈調査（Contextual Inquiry） bullカスタマージャーニー bullタッチポイント戦略略
bullプロトタイプ bullユーザー評価 bullコンテンツ開発
Service Design 提供価値の発見見
ビジネス価値と顧客の期待価値に基づく ビジネスリフレーミング
体験のコンセプト
顧客
ビジネス
期待価値 行行動文脈
提供価値 競合優位性
Activity Design 体験のプラニング
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
体験のldquo日常rdquoは製品サービス以外
日常生活 日常生活
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
httpwwwadaptivepathcomuploadsdocumentsRailEurope_AdaptivePath_CXMap_FINALpdf
Customer Journey Map 「経験」にまつわるストーリーを 深く豊かに表現する方法
by Chris Risdon from Adaptive Path IA Summit 2012
なんのため
bull目的やプランの共有 bull分析 bull発見見
CJMの解体bullThe Lensレンズスコープ bullJourney Modelモデルマップ
bullFindings発見見洞洞察（insights） 改善示唆（opportunities）
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 Lens
Journey Model
Insights Opportunities
The Lens
bullペルソナ bullユーザーゴール bull視点観点制約
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
People choose rail travel because it is convenient easy and flexible
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Journey Model
bull行行動 bullタッチポイント bullステージ
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Insights
bull質的 -‐‑‒ 心理理状態 -‐‑‒ 感情 bull量量的
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Opportunitiesbull現状分析 bull改善示唆
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
サービスブループリント Service Blueprint
bullカスタマアクション bullフロントステージアクション bullバックステージアクション bullサポートプロセス bullサービス提供媒体
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
カスタマアクション
フロントステージアクション
バックステージアクション
サポートプロセス
サービス提供媒体
Inside-‐‑‒out Outside-‐‑‒in
Inside-‐‑‒outbull サービスがどのように機能するか bull 一つのサービスでもタッチポイントごとに求められることは異異なる
bull インタラクションの性質特徴 bull 一連のサービス飛び石的なサービス bull 事業観点での品質管理理
Inside-‐‑‒out CJM 〜～ サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
Outside-‐‑‒inbull 顧客がどのようにサービスを体験するか bull 顧客観点 bull さまざまなタッチポイントをまたがる経験の流流れ（Journey）
bull 特定の会社のサービス製品利利用にとどまらない顧客の行行動 rarr クロスサービス
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
プラニング観点「旅行」という体験
旅行行前 旅行行中 旅行行後
航空会社
旅行行前 旅行行中 旅行行後
航空会社
Inside-‐‑‒out 視点でのプラニング rarr クロスオムニチャンネル
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
Outside-‐‑‒in 視点でのプラニング rarr クロスサービス
Atsushi HASEGAWA ltahaseggmailcomgt
eTicket Itinerary and Receipt for Confirmation GCEWWW
United Airlines Inc ltunitedairlinesunitedcomgt Sat Mar 10 2012 at 1106 PMTo AHASEGgmailcom
ConfirmationGCEWWWCheck-shyIn gt
Issue Date March 10 2012
Traveler eTicket Number Frequent Flyer SeatsHASEGAWAATSUSHIMR 0162320667315 UA-shyEGT4XXXX Premier Silver S 30H12D-shy-shy-shy-shy-shy-shy
FLIGHT INFORMATIONDay Date Flight ClassDeparture City and Time Arrival City and Time Aircraft MealWed 21MAR12 UA8041S TOKYO JAPAN
(NRT -shy NARITA) 430 PMWASHINGTON DC (IAD -shy DULLES) 351 PM
777-shy200Dinner
Wed 21MAR12 UA2632S WASHINGTON DC (IAD -shy DULLES) 505 PM
NEW ORLEANS LA (MSY) 647 PM
A-shy319 Purchase
Mon 26MAR12 UA4973S NEW ORLEANS LA (MSY) 601 AM
SAN FRANCISCO CA (SFO) 900 AM
A-shy320 Purchase
Mon 26MAR12 UA8374S SAN FRANCISCO CA (SFO) 1101 AM
TOKYO JAPAN (NRT -shy NARITA) 200 PM (27MAR)
747-shy400Lunch
1 Flight operated by UNITED AIRLINES2 Flight operated by UNITED AIRLINES3 Flight operated by UNITED AIRLINES4 Flight operated by UNITED AIRLINES
FARE INFORMATIONFare BreakdownAirfare 77400JPYJapan Passenger Security ServiceCharge
500
Japan Passenger ServiceFacilities Charge
2040
Fuel Surcharge 50000September 11th Security Fee 630US Federal Transportation Tax 2760US APHIS User Fee 420US Immigration User Fee 580US Customs User Fee 460US Passenger Facility Charge 380Per Person Total 135170JPYeTicket Total 135170JPY
Form of PaymentAMERICAN EXPRESSLast Four Digits 5303
The airfare you paid on this itinerary totals 77400 JPYThe taxes fees and surcharges paid total 57770 JPYFare Rules Additional charges may apply for changes in addition to any fare rules listed
REFUNDABLECXL FEE
International eTicket Reminders
Check-shyin Requirement -shy Bags must be checked and boarding passes obtained at least 60 minutes prior toscheduled departure Baggage will not be accepted and advance seat assignments may be canceled if thiscondition is not met
Boarding Requirement -shy Passengers must be prepared to board at the departure gate with their boarding
121130 Gmail -‐‑ Hyatt Regency New Orleans -‐‑ Confirmation -‐‑ ATSUSHI HASEGAWA -‐‑ 3212012 -‐‑ 1758081
13httpsmailgooglecommailu0ui=2ampik=9938667debampview=ptampq=hyatt regencyampqs=trueampsearchhellip
Naoko KAWACHI ltnaokokawachigmailcomgt
Hyatt Regency New Orleans -shy Confirmation -shy ATSUSHI HASEGAWA -shy3212012 -shy 1758081
Hyatt Regency New Orleans ltConciergehyatte-shyconciergecomgt Thu Mar 8 2012 at 151 AMTo NAOKOKAWACHIgmailcom
Hyatt E-shyConcierge | Customer Service | Hotel Website | Print E-shyMail | View Online
RESERVATION CONFIRMATION
CONFIRMATION NUMBER 1758081
CHECK-shyIN DATE Wednesday March 21 2012HOTEL CHECK-shyIN TIME 300 PM
CHECK-shyOUT DATE Sunday March 25 2012HOTEL CHECK-shyOUT TIME 1100 AM
Hyatt Regency New OrleansPoydras At Loyola AvenueNew Orleans LA 70113 USTel 504-shy561-shy1234 Fax 504-shy587-shy4141
ATSUSHI HASEGAWA
Greetings from Hyatt Regency New Orleans
Thank you for your reservation We look forward to welcoming you to our hotel
To make changes to your reservation please click here or email us as at reservationshyattcom Tospeak with us directly please call 1 877 827 1356 within the US and Canada or simply contact yourlocal worldwide reservation center
We are excited about your upcoming visit and look forward to creating a memorable experience for you
Warmest Regards
Hyatt Regency New Orleans Team
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
デバイスサービスをまたがった旅行に関する情報のオーガナイズサポート
rarr TripIt
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
単なるPOS革命ではなくて
紙のレシートrarrメールレシート 新しいタッチポイントの創出
bull購入記録の簡便便な保存家計簿管理理 bull店舗EC連動した顧客との関係構築 bull購入記録を利利用した新サービス創出
メールレシートの サービスデザイン的価値
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
-6
1313
8 71313
$9gt
13
61313
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+14313
ビジネスモデルキャンバス（Business Model Generationsより）
httpwwwbusinessmodelgenerationcomdownloadsbusiness_model_canvas_posterpdf
-6
1313
8 71313
$9gt
13
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)amp04131313
(
lt5=131313
8 2(131313
+14313
小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル
-6
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13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル（iTunes Store後）
レーベル
プラットフォーム管理理
サーバ
すぐに音楽が買える
一曲 99セント
Like
iTunes Store
Winユーザー
Geekじゃない 音楽ファン
著作権料料ネットワーク コスト
楽曲販売 代金金
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル（iPhone後）
レーベル
プラットフォーム管理理
サーバ
すぐに音楽が買える
一曲 99セント
Like
iTunes Store
Winユーザー
Geekじゃない 音楽ファン
著作権料料ネットワーク コスト
楽曲販売 代金金
出版社
TV局映画 スタジオ
通信キャリア
アプリ開発者
クールな端末
安全なアプリ
デファクト スタンダード
キャリア
App Store
キャリア
世界中の携帯ユーザー
アプリ開発者
開発者への 分配
購読代金金コンテンツ販売代金金
通信料料金金 シェア
端末販売代金金 広告
スペック指向から 体験価値思考への ビジネス
リフレーミング
bull サービスデザインに関しての国際組織 bull 毎年年秋に国際カンファレンス10月にNYにて bull AirbnbVOLVOマクドナルドSearsSONYなどが事例例紹介
bull 日本支部でも国内カンファレンスイベントなどを主催しています
Service Design Network httpwwwservice-‐‑‒design-‐‑‒networkorg
Japan
2 Service Design Thinking
ユーザ中心 User-centered サービスはユーザの目を通して体験されるものである
共創 Co-creative すべてのステークホルダーがプロセスに関わる
インタラクションの連続性 Sequencing サービスは相互に関係する活動の連続として設計する
物的証拠 Evidencing 無形なサービスを物理的な人工物によって可視化する
全体的な視点 Holistic サービスの環境全体をよく考慮する
サービスデザイン
思考の5原則
THIS IS SERVICE DESIGN THINKING Marc Stickdorn Jakob Schneider
3 Process of Service Design
サービス デザイン
アクティビティ デザイン
インタラクション デザイン
CONCENT_サービスデザインフレームワーク
bullエスノグラフィ調査 bullバリュープロポジション定義 bull事業コンセプト立立案
bull文脈調査（Contextual Inquiry） bullカスタマージャーニー bullタッチポイント戦略略
bullプロトタイプ bullユーザー評価 bullコンテンツ開発
Service Design 提供価値の発見見
ビジネス価値と顧客の期待価値に基づく ビジネスリフレーミング
体験のコンセプト
顧客
ビジネス
期待価値 行行動文脈
提供価値 競合優位性
Activity Design 体験のプラニング
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
体験のldquo日常rdquoは製品サービス以外
日常生活 日常生活
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
httpwwwadaptivepathcomuploadsdocumentsRailEurope_AdaptivePath_CXMap_FINALpdf
Customer Journey Map 「経験」にまつわるストーリーを 深く豊かに表現する方法
by Chris Risdon from Adaptive Path IA Summit 2012
なんのため
bull目的やプランの共有 bull分析 bull発見見
CJMの解体bullThe Lensレンズスコープ bullJourney Modelモデルマップ
bullFindings発見見洞洞察（insights） 改善示唆（opportunities）
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 Lens
Journey Model
Insights Opportunities
The Lens
bullペルソナ bullユーザーゴール bull視点観点制約
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
People choose rail travel because it is convenient easy and flexible
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Journey Model
bull行行動 bullタッチポイント bullステージ
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Insights
bull質的 -‐‑‒ 心理理状態 -‐‑‒ 感情 bull量量的
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Opportunitiesbull現状分析 bull改善示唆
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
サービスブループリント Service Blueprint
bullカスタマアクション bullフロントステージアクション bullバックステージアクション bullサポートプロセス bullサービス提供媒体
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
カスタマアクション
フロントステージアクション
バックステージアクション
サポートプロセス
サービス提供媒体
Inside-‐‑‒out Outside-‐‑‒in
Inside-‐‑‒outbull サービスがどのように機能するか bull 一つのサービスでもタッチポイントごとに求められることは異異なる
bull インタラクションの性質特徴 bull 一連のサービス飛び石的なサービス bull 事業観点での品質管理理
Inside-‐‑‒out CJM 〜～ サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
Outside-‐‑‒inbull 顧客がどのようにサービスを体験するか bull 顧客観点 bull さまざまなタッチポイントをまたがる経験の流流れ（Journey）
bull 特定の会社のサービス製品利利用にとどまらない顧客の行行動 rarr クロスサービス
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
プラニング観点「旅行」という体験
旅行行前 旅行行中 旅行行後
航空会社
旅行行前 旅行行中 旅行行後
航空会社
Inside-‐‑‒out 視点でのプラニング rarr クロスオムニチャンネル
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
Outside-‐‑‒in 視点でのプラニング rarr クロスサービス
Atsushi HASEGAWA ltahaseggmailcomgt
eTicket Itinerary and Receipt for Confirmation GCEWWW
United Airlines Inc ltunitedairlinesunitedcomgt Sat Mar 10 2012 at 1106 PMTo AHASEGgmailcom
ConfirmationGCEWWWCheck-shyIn gt
Issue Date March 10 2012
Traveler eTicket Number Frequent Flyer SeatsHASEGAWAATSUSHIMR 0162320667315 UA-shyEGT4XXXX Premier Silver S 30H12D-shy-shy-shy-shy-shy-shy
FLIGHT INFORMATIONDay Date Flight ClassDeparture City and Time Arrival City and Time Aircraft MealWed 21MAR12 UA8041S TOKYO JAPAN
(NRT -shy NARITA) 430 PMWASHINGTON DC (IAD -shy DULLES) 351 PM
777-shy200Dinner
Wed 21MAR12 UA2632S WASHINGTON DC (IAD -shy DULLES) 505 PM
NEW ORLEANS LA (MSY) 647 PM
A-shy319 Purchase
Mon 26MAR12 UA4973S NEW ORLEANS LA (MSY) 601 AM
SAN FRANCISCO CA (SFO) 900 AM
A-shy320 Purchase
Mon 26MAR12 UA8374S SAN FRANCISCO CA (SFO) 1101 AM
TOKYO JAPAN (NRT -shy NARITA) 200 PM (27MAR)
747-shy400Lunch
1 Flight operated by UNITED AIRLINES2 Flight operated by UNITED AIRLINES3 Flight operated by UNITED AIRLINES4 Flight operated by UNITED AIRLINES
FARE INFORMATIONFare BreakdownAirfare 77400JPYJapan Passenger Security ServiceCharge
500
Japan Passenger ServiceFacilities Charge
2040
Fuel Surcharge 50000September 11th Security Fee 630US Federal Transportation Tax 2760US APHIS User Fee 420US Immigration User Fee 580US Customs User Fee 460US Passenger Facility Charge 380Per Person Total 135170JPYeTicket Total 135170JPY
Form of PaymentAMERICAN EXPRESSLast Four Digits 5303
The airfare you paid on this itinerary totals 77400 JPYThe taxes fees and surcharges paid total 57770 JPYFare Rules Additional charges may apply for changes in addition to any fare rules listed
REFUNDABLECXL FEE
International eTicket Reminders
Check-shyin Requirement -shy Bags must be checked and boarding passes obtained at least 60 minutes prior toscheduled departure Baggage will not be accepted and advance seat assignments may be canceled if thiscondition is not met
Boarding Requirement -shy Passengers must be prepared to board at the departure gate with their boarding
121130 Gmail -‐‑ Hyatt Regency New Orleans -‐‑ Confirmation -‐‑ ATSUSHI HASEGAWA -‐‑ 3212012 -‐‑ 1758081
13httpsmailgooglecommailu0ui=2ampik=9938667debampview=ptampq=hyatt regencyampqs=trueampsearchhellip
Naoko KAWACHI ltnaokokawachigmailcomgt
Hyatt Regency New Orleans -shy Confirmation -shy ATSUSHI HASEGAWA -shy3212012 -shy 1758081
Hyatt Regency New Orleans ltConciergehyatte-shyconciergecomgt Thu Mar 8 2012 at 151 AMTo NAOKOKAWACHIgmailcom
Hyatt E-shyConcierge | Customer Service | Hotel Website | Print E-shyMail | View Online
RESERVATION CONFIRMATION
CONFIRMATION NUMBER 1758081
CHECK-shyIN DATE Wednesday March 21 2012HOTEL CHECK-shyIN TIME 300 PM
CHECK-shyOUT DATE Sunday March 25 2012HOTEL CHECK-shyOUT TIME 1100 AM
Hyatt Regency New OrleansPoydras At Loyola AvenueNew Orleans LA 70113 USTel 504-shy561-shy1234 Fax 504-shy587-shy4141
ATSUSHI HASEGAWA
Greetings from Hyatt Regency New Orleans
Thank you for your reservation We look forward to welcoming you to our hotel
To make changes to your reservation please click here or email us as at reservationshyattcom Tospeak with us directly please call 1 877 827 1356 within the US and Canada or simply contact yourlocal worldwide reservation center
We are excited about your upcoming visit and look forward to creating a memorable experience for you
Warmest Regards
Hyatt Regency New Orleans Team
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
デバイスサービスをまたがった旅行に関する情報のオーガナイズサポート
rarr TripIt
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
単なるPOS革命ではなくて
紙のレシートrarrメールレシート 新しいタッチポイントの創出
bull購入記録の簡便便な保存家計簿管理理 bull店舗EC連動した顧客との関係構築 bull購入記録を利利用した新サービス創出
メールレシートの サービスデザイン的価値
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
-6
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製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル
-6
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8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル（iTunes Store後）
レーベル
プラットフォーム管理理
サーバ
すぐに音楽が買える
一曲 99セント
Like
iTunes Store
Winユーザー
Geekじゃない 音楽ファン
著作権料料ネットワーク コスト
楽曲販売 代金金
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル（iPhone後）
レーベル
プラットフォーム管理理
サーバ
すぐに音楽が買える
一曲 99セント
Like
iTunes Store
Winユーザー
Geekじゃない 音楽ファン
著作権料料ネットワーク コスト
楽曲販売 代金金
出版社
TV局映画 スタジオ
通信キャリア
アプリ開発者
クールな端末
安全なアプリ
デファクト スタンダード
キャリア
App Store
キャリア
世界中の携帯ユーザー
アプリ開発者
開発者への 分配
購読代金金コンテンツ販売代金金
通信料料金金 シェア
端末販売代金金 広告
スペック指向から 体験価値思考への ビジネス
リフレーミング
bull サービスデザインに関しての国際組織 bull 毎年年秋に国際カンファレンス10月にNYにて bull AirbnbVOLVOマクドナルドSearsSONYなどが事例例紹介
bull 日本支部でも国内カンファレンスイベントなどを主催しています
Service Design Network httpwwwservice-‐‑‒design-‐‑‒networkorg
Japan
2 Service Design Thinking
ユーザ中心 User-centered サービスはユーザの目を通して体験されるものである
共創 Co-creative すべてのステークホルダーがプロセスに関わる
インタラクションの連続性 Sequencing サービスは相互に関係する活動の連続として設計する
物的証拠 Evidencing 無形なサービスを物理的な人工物によって可視化する
全体的な視点 Holistic サービスの環境全体をよく考慮する
サービスデザイン
思考の5原則
THIS IS SERVICE DESIGN THINKING Marc Stickdorn Jakob Schneider
3 Process of Service Design
サービス デザイン
アクティビティ デザイン
インタラクション デザイン
CONCENT_サービスデザインフレームワーク
bullエスノグラフィ調査 bullバリュープロポジション定義 bull事業コンセプト立立案
bull文脈調査（Contextual Inquiry） bullカスタマージャーニー bullタッチポイント戦略略
bullプロトタイプ bullユーザー評価 bullコンテンツ開発
Service Design 提供価値の発見見
ビジネス価値と顧客の期待価値に基づく ビジネスリフレーミング
体験のコンセプト
顧客
ビジネス
期待価値 行行動文脈
提供価値 競合優位性
Activity Design 体験のプラニング
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
体験のldquo日常rdquoは製品サービス以外
日常生活 日常生活
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
httpwwwadaptivepathcomuploadsdocumentsRailEurope_AdaptivePath_CXMap_FINALpdf
Customer Journey Map 「経験」にまつわるストーリーを 深く豊かに表現する方法
by Chris Risdon from Adaptive Path IA Summit 2012
なんのため
bull目的やプランの共有 bull分析 bull発見見
CJMの解体bullThe Lensレンズスコープ bullJourney Modelモデルマップ
bullFindings発見見洞洞察（insights） 改善示唆（opportunities）
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 Lens
Journey Model
Insights Opportunities
The Lens
bullペルソナ bullユーザーゴール bull視点観点制約
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
People choose rail travel because it is convenient easy and flexible
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Journey Model
bull行行動 bullタッチポイント bullステージ
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Insights
bull質的 -‐‑‒ 心理理状態 -‐‑‒ 感情 bull量量的
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Opportunitiesbull現状分析 bull改善示唆
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
サービスブループリント Service Blueprint
bullカスタマアクション bullフロントステージアクション bullバックステージアクション bullサポートプロセス bullサービス提供媒体
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
カスタマアクション
フロントステージアクション
バックステージアクション
サポートプロセス
サービス提供媒体
Inside-‐‑‒out Outside-‐‑‒in
Inside-‐‑‒outbull サービスがどのように機能するか bull 一つのサービスでもタッチポイントごとに求められることは異異なる
bull インタラクションの性質特徴 bull 一連のサービス飛び石的なサービス bull 事業観点での品質管理理
Inside-‐‑‒out CJM 〜～ サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
Outside-‐‑‒inbull 顧客がどのようにサービスを体験するか bull 顧客観点 bull さまざまなタッチポイントをまたがる経験の流流れ（Journey）
bull 特定の会社のサービス製品利利用にとどまらない顧客の行行動 rarr クロスサービス
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
プラニング観点「旅行」という体験
旅行行前 旅行行中 旅行行後
航空会社
旅行行前 旅行行中 旅行行後
航空会社
Inside-‐‑‒out 視点でのプラニング rarr クロスオムニチャンネル
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
Outside-‐‑‒in 視点でのプラニング rarr クロスサービス
Atsushi HASEGAWA ltahaseggmailcomgt
eTicket Itinerary and Receipt for Confirmation GCEWWW
United Airlines Inc ltunitedairlinesunitedcomgt Sat Mar 10 2012 at 1106 PMTo AHASEGgmailcom
ConfirmationGCEWWWCheck-shyIn gt
Issue Date March 10 2012
Traveler eTicket Number Frequent Flyer SeatsHASEGAWAATSUSHIMR 0162320667315 UA-shyEGT4XXXX Premier Silver S 30H12D-shy-shy-shy-shy-shy-shy
FLIGHT INFORMATIONDay Date Flight ClassDeparture City and Time Arrival City and Time Aircraft MealWed 21MAR12 UA8041S TOKYO JAPAN
(NRT -shy NARITA) 430 PMWASHINGTON DC (IAD -shy DULLES) 351 PM
777-shy200Dinner
Wed 21MAR12 UA2632S WASHINGTON DC (IAD -shy DULLES) 505 PM
NEW ORLEANS LA (MSY) 647 PM
A-shy319 Purchase
Mon 26MAR12 UA4973S NEW ORLEANS LA (MSY) 601 AM
SAN FRANCISCO CA (SFO) 900 AM
A-shy320 Purchase
Mon 26MAR12 UA8374S SAN FRANCISCO CA (SFO) 1101 AM
TOKYO JAPAN (NRT -shy NARITA) 200 PM (27MAR)
747-shy400Lunch
1 Flight operated by UNITED AIRLINES2 Flight operated by UNITED AIRLINES3 Flight operated by UNITED AIRLINES4 Flight operated by UNITED AIRLINES
FARE INFORMATIONFare BreakdownAirfare 77400JPYJapan Passenger Security ServiceCharge
500
Japan Passenger ServiceFacilities Charge
2040
Fuel Surcharge 50000September 11th Security Fee 630US Federal Transportation Tax 2760US APHIS User Fee 420US Immigration User Fee 580US Customs User Fee 460US Passenger Facility Charge 380Per Person Total 135170JPYeTicket Total 135170JPY
Form of PaymentAMERICAN EXPRESSLast Four Digits 5303
The airfare you paid on this itinerary totals 77400 JPYThe taxes fees and surcharges paid total 57770 JPYFare Rules Additional charges may apply for changes in addition to any fare rules listed
REFUNDABLECXL FEE
International eTicket Reminders
Check-shyin Requirement -shy Bags must be checked and boarding passes obtained at least 60 minutes prior toscheduled departure Baggage will not be accepted and advance seat assignments may be canceled if thiscondition is not met
Boarding Requirement -shy Passengers must be prepared to board at the departure gate with their boarding
121130 Gmail -‐‑ Hyatt Regency New Orleans -‐‑ Confirmation -‐‑ ATSUSHI HASEGAWA -‐‑ 3212012 -‐‑ 1758081
13httpsmailgooglecommailu0ui=2ampik=9938667debampview=ptampq=hyatt regencyampqs=trueampsearchhellip
Naoko KAWACHI ltnaokokawachigmailcomgt
Hyatt Regency New Orleans -shy Confirmation -shy ATSUSHI HASEGAWA -shy3212012 -shy 1758081
Hyatt Regency New Orleans ltConciergehyatte-shyconciergecomgt Thu Mar 8 2012 at 151 AMTo NAOKOKAWACHIgmailcom
Hyatt E-shyConcierge | Customer Service | Hotel Website | Print E-shyMail | View Online
RESERVATION CONFIRMATION
CONFIRMATION NUMBER 1758081
CHECK-shyIN DATE Wednesday March 21 2012HOTEL CHECK-shyIN TIME 300 PM
CHECK-shyOUT DATE Sunday March 25 2012HOTEL CHECK-shyOUT TIME 1100 AM
Hyatt Regency New OrleansPoydras At Loyola AvenueNew Orleans LA 70113 USTel 504-shy561-shy1234 Fax 504-shy587-shy4141
ATSUSHI HASEGAWA
Greetings from Hyatt Regency New Orleans
Thank you for your reservation We look forward to welcoming you to our hotel
To make changes to your reservation please click here or email us as at reservationshyattcom Tospeak with us directly please call 1 877 827 1356 within the US and Canada or simply contact yourlocal worldwide reservation center
We are excited about your upcoming visit and look forward to creating a memorable experience for you
Warmest Regards
Hyatt Regency New Orleans Team
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
デバイスサービスをまたがった旅行に関する情報のオーガナイズサポート
rarr TripIt
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
単なるPOS革命ではなくて
紙のレシートrarrメールレシート 新しいタッチポイントの創出
bull購入記録の簡便便な保存家計簿管理理 bull店舗EC連動した顧客との関係構築 bull購入記録を利利用した新サービス創出
メールレシートの サービスデザイン的価値
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
-6
1313
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$9gt
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61313
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lt5=131313
8 2(131313
+14313
小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル（iTunes Store後）
レーベル
プラットフォーム管理理
サーバ
すぐに音楽が買える
一曲 99セント
Like
iTunes Store
Winユーザー
Geekじゃない 音楽ファン
著作権料料ネットワーク コスト
楽曲販売 代金金
-6
1313
8 71313
$9gt
13
61313
)amp04131313
(
lt5=131313
8 2(131313
+14313
小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル（iPhone後）
レーベル
プラットフォーム管理理
サーバ
すぐに音楽が買える
一曲 99セント
Like
iTunes Store
Winユーザー
Geekじゃない 音楽ファン
著作権料料ネットワーク コスト
楽曲販売 代金金
出版社
TV局映画 スタジオ
通信キャリア
アプリ開発者
クールな端末
安全なアプリ
デファクト スタンダード
キャリア
App Store
キャリア
世界中の携帯ユーザー
アプリ開発者
開発者への 分配
購読代金金コンテンツ販売代金金
通信料料金金 シェア
端末販売代金金 広告
スペック指向から 体験価値思考への ビジネス
リフレーミング
bull サービスデザインに関しての国際組織 bull 毎年年秋に国際カンファレンス10月にNYにて bull AirbnbVOLVOマクドナルドSearsSONYなどが事例例紹介
bull 日本支部でも国内カンファレンスイベントなどを主催しています
Service Design Network httpwwwservice-‐‑‒design-‐‑‒networkorg
Japan
2 Service Design Thinking
ユーザ中心 User-centered サービスはユーザの目を通して体験されるものである
共創 Co-creative すべてのステークホルダーがプロセスに関わる
インタラクションの連続性 Sequencing サービスは相互に関係する活動の連続として設計する
物的証拠 Evidencing 無形なサービスを物理的な人工物によって可視化する
全体的な視点 Holistic サービスの環境全体をよく考慮する
サービスデザイン
思考の5原則
THIS IS SERVICE DESIGN THINKING Marc Stickdorn Jakob Schneider
3 Process of Service Design
サービス デザイン
アクティビティ デザイン
インタラクション デザイン
CONCENT_サービスデザインフレームワーク
bullエスノグラフィ調査 bullバリュープロポジション定義 bull事業コンセプト立立案
bull文脈調査（Contextual Inquiry） bullカスタマージャーニー bullタッチポイント戦略略
bullプロトタイプ bullユーザー評価 bullコンテンツ開発
Service Design 提供価値の発見見
ビジネス価値と顧客の期待価値に基づく ビジネスリフレーミング
体験のコンセプト
顧客
ビジネス
期待価値 行行動文脈
提供価値 競合優位性
Activity Design 体験のプラニング
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
体験のldquo日常rdquoは製品サービス以外
日常生活 日常生活
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
httpwwwadaptivepathcomuploadsdocumentsRailEurope_AdaptivePath_CXMap_FINALpdf
Customer Journey Map 「経験」にまつわるストーリーを 深く豊かに表現する方法
by Chris Risdon from Adaptive Path IA Summit 2012
なんのため
bull目的やプランの共有 bull分析 bull発見見
CJMの解体bullThe Lensレンズスコープ bullJourney Modelモデルマップ
bullFindings発見見洞洞察（insights） 改善示唆（opportunities）
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 Lens
Journey Model
Insights Opportunities
The Lens
bullペルソナ bullユーザーゴール bull視点観点制約
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
People choose rail travel because it is convenient easy and flexible
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Journey Model
bull行行動 bullタッチポイント bullステージ
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Insights
bull質的 -‐‑‒ 心理理状態 -‐‑‒ 感情 bull量量的
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Opportunitiesbull現状分析 bull改善示唆
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
サービスブループリント Service Blueprint
bullカスタマアクション bullフロントステージアクション bullバックステージアクション bullサポートプロセス bullサービス提供媒体
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
カスタマアクション
フロントステージアクション
バックステージアクション
サポートプロセス
サービス提供媒体
Inside-‐‑‒out Outside-‐‑‒in
Inside-‐‑‒outbull サービスがどのように機能するか bull 一つのサービスでもタッチポイントごとに求められることは異異なる
bull インタラクションの性質特徴 bull 一連のサービス飛び石的なサービス bull 事業観点での品質管理理
Inside-‐‑‒out CJM 〜～ サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
Outside-‐‑‒inbull 顧客がどのようにサービスを体験するか bull 顧客観点 bull さまざまなタッチポイントをまたがる経験の流流れ（Journey）
bull 特定の会社のサービス製品利利用にとどまらない顧客の行行動 rarr クロスサービス
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
プラニング観点「旅行」という体験
旅行行前 旅行行中 旅行行後
航空会社
旅行行前 旅行行中 旅行行後
航空会社
Inside-‐‑‒out 視点でのプラニング rarr クロスオムニチャンネル
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
Outside-‐‑‒in 視点でのプラニング rarr クロスサービス
Atsushi HASEGAWA ltahaseggmailcomgt
eTicket Itinerary and Receipt for Confirmation GCEWWW
United Airlines Inc ltunitedairlinesunitedcomgt Sat Mar 10 2012 at 1106 PMTo AHASEGgmailcom
ConfirmationGCEWWWCheck-shyIn gt
Issue Date March 10 2012
Traveler eTicket Number Frequent Flyer SeatsHASEGAWAATSUSHIMR 0162320667315 UA-shyEGT4XXXX Premier Silver S 30H12D-shy-shy-shy-shy-shy-shy
FLIGHT INFORMATIONDay Date Flight ClassDeparture City and Time Arrival City and Time Aircraft MealWed 21MAR12 UA8041S TOKYO JAPAN
(NRT -shy NARITA) 430 PMWASHINGTON DC (IAD -shy DULLES) 351 PM
777-shy200Dinner
Wed 21MAR12 UA2632S WASHINGTON DC (IAD -shy DULLES) 505 PM
NEW ORLEANS LA (MSY) 647 PM
A-shy319 Purchase
Mon 26MAR12 UA4973S NEW ORLEANS LA (MSY) 601 AM
SAN FRANCISCO CA (SFO) 900 AM
A-shy320 Purchase
Mon 26MAR12 UA8374S SAN FRANCISCO CA (SFO) 1101 AM
TOKYO JAPAN (NRT -shy NARITA) 200 PM (27MAR)
747-shy400Lunch
1 Flight operated by UNITED AIRLINES2 Flight operated by UNITED AIRLINES3 Flight operated by UNITED AIRLINES4 Flight operated by UNITED AIRLINES
FARE INFORMATIONFare BreakdownAirfare 77400JPYJapan Passenger Security ServiceCharge
500
Japan Passenger ServiceFacilities Charge
2040
Fuel Surcharge 50000September 11th Security Fee 630US Federal Transportation Tax 2760US APHIS User Fee 420US Immigration User Fee 580US Customs User Fee 460US Passenger Facility Charge 380Per Person Total 135170JPYeTicket Total 135170JPY
Form of PaymentAMERICAN EXPRESSLast Four Digits 5303
The airfare you paid on this itinerary totals 77400 JPYThe taxes fees and surcharges paid total 57770 JPYFare Rules Additional charges may apply for changes in addition to any fare rules listed
REFUNDABLECXL FEE
International eTicket Reminders
Check-shyin Requirement -shy Bags must be checked and boarding passes obtained at least 60 minutes prior toscheduled departure Baggage will not be accepted and advance seat assignments may be canceled if thiscondition is not met
Boarding Requirement -shy Passengers must be prepared to board at the departure gate with their boarding
121130 Gmail -‐‑ Hyatt Regency New Orleans -‐‑ Confirmation -‐‑ ATSUSHI HASEGAWA -‐‑ 3212012 -‐‑ 1758081
13httpsmailgooglecommailu0ui=2ampik=9938667debampview=ptampq=hyatt regencyampqs=trueampsearchhellip
Naoko KAWACHI ltnaokokawachigmailcomgt
Hyatt Regency New Orleans -shy Confirmation -shy ATSUSHI HASEGAWA -shy3212012 -shy 1758081
Hyatt Regency New Orleans ltConciergehyatte-shyconciergecomgt Thu Mar 8 2012 at 151 AMTo NAOKOKAWACHIgmailcom
Hyatt E-shyConcierge | Customer Service | Hotel Website | Print E-shyMail | View Online
RESERVATION CONFIRMATION
CONFIRMATION NUMBER 1758081
CHECK-shyIN DATE Wednesday March 21 2012HOTEL CHECK-shyIN TIME 300 PM
CHECK-shyOUT DATE Sunday March 25 2012HOTEL CHECK-shyOUT TIME 1100 AM
Hyatt Regency New OrleansPoydras At Loyola AvenueNew Orleans LA 70113 USTel 504-shy561-shy1234 Fax 504-shy587-shy4141
ATSUSHI HASEGAWA
Greetings from Hyatt Regency New Orleans
Thank you for your reservation We look forward to welcoming you to our hotel
To make changes to your reservation please click here or email us as at reservationshyattcom Tospeak with us directly please call 1 877 827 1356 within the US and Canada or simply contact yourlocal worldwide reservation center
We are excited about your upcoming visit and look forward to creating a memorable experience for you
Warmest Regards
Hyatt Regency New Orleans Team
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
デバイスサービスをまたがった旅行に関する情報のオーガナイズサポート
rarr TripIt
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
単なるPOS革命ではなくて
紙のレシートrarrメールレシート 新しいタッチポイントの創出
bull購入記録の簡便便な保存家計簿管理理 bull店舗EC連動した顧客との関係構築 bull購入記録を利利用した新サービス創出
メールレシートの サービスデザイン的価値
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
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小売店
製造メーカー
マーケティング
デザイン企画
ハードウェア
ブランド
ソフトウェア
1000曲が ポケット
iTunesで ライブラリ
デザイン
愛情
アップルストア
小売店
音楽ファン
Macファン
ガジェッター
人件費 製造費 販管費 iPodの代金金
iPodのビジネスモデル（iPhone後）
レーベル
プラットフォーム管理理
サーバ
すぐに音楽が買える
一曲 99セント
Like
iTunes Store
Winユーザー
Geekじゃない 音楽ファン
著作権料料ネットワーク コスト
楽曲販売 代金金
出版社
TV局映画 スタジオ
通信キャリア
アプリ開発者
クールな端末
安全なアプリ
デファクト スタンダード
キャリア
App Store
キャリア
世界中の携帯ユーザー
アプリ開発者
開発者への 分配
購読代金金コンテンツ販売代金金
通信料料金金 シェア
端末販売代金金 広告
スペック指向から 体験価値思考への ビジネス
リフレーミング
bull サービスデザインに関しての国際組織 bull 毎年年秋に国際カンファレンス10月にNYにて bull AirbnbVOLVOマクドナルドSearsSONYなどが事例例紹介
bull 日本支部でも国内カンファレンスイベントなどを主催しています
Service Design Network httpwwwservice-‐‑‒design-‐‑‒networkorg
Japan
2 Service Design Thinking
ユーザ中心 User-centered サービスはユーザの目を通して体験されるものである
共創 Co-creative すべてのステークホルダーがプロセスに関わる
インタラクションの連続性 Sequencing サービスは相互に関係する活動の連続として設計する
物的証拠 Evidencing 無形なサービスを物理的な人工物によって可視化する
全体的な視点 Holistic サービスの環境全体をよく考慮する
サービスデザイン
思考の5原則
THIS IS SERVICE DESIGN THINKING Marc Stickdorn Jakob Schneider
3 Process of Service Design
サービス デザイン
アクティビティ デザイン
インタラクション デザイン
CONCENT_サービスデザインフレームワーク
bullエスノグラフィ調査 bullバリュープロポジション定義 bull事業コンセプト立立案
bull文脈調査（Contextual Inquiry） bullカスタマージャーニー bullタッチポイント戦略略
bullプロトタイプ bullユーザー評価 bullコンテンツ開発
Service Design 提供価値の発見見
ビジネス価値と顧客の期待価値に基づく ビジネスリフレーミング
体験のコンセプト
顧客
ビジネス
期待価値 行行動文脈
提供価値 競合優位性
Activity Design 体験のプラニング
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
体験のldquo日常rdquoは製品サービス以外
日常生活 日常生活
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
httpwwwadaptivepathcomuploadsdocumentsRailEurope_AdaptivePath_CXMap_FINALpdf
Customer Journey Map 「経験」にまつわるストーリーを 深く豊かに表現する方法
by Chris Risdon from Adaptive Path IA Summit 2012
なんのため
bull目的やプランの共有 bull分析 bull発見見
CJMの解体bullThe Lensレンズスコープ bullJourney Modelモデルマップ
bullFindings発見見洞洞察（insights） 改善示唆（opportunities）
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 Lens
Journey Model
Insights Opportunities
The Lens
bullペルソナ bullユーザーゴール bull視点観点制約
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
People choose rail travel because it is convenient easy and flexible
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Journey Model
bull行行動 bullタッチポイント bullステージ
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Insights
bull質的 -‐‑‒ 心理理状態 -‐‑‒ 感情 bull量量的
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Opportunitiesbull現状分析 bull改善示唆
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
サービスブループリント Service Blueprint
bullカスタマアクション bullフロントステージアクション bullバックステージアクション bullサポートプロセス bullサービス提供媒体
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
カスタマアクション
フロントステージアクション
バックステージアクション
サポートプロセス
サービス提供媒体
Inside-‐‑‒out Outside-‐‑‒in
Inside-‐‑‒outbull サービスがどのように機能するか bull 一つのサービスでもタッチポイントごとに求められることは異異なる
bull インタラクションの性質特徴 bull 一連のサービス飛び石的なサービス bull 事業観点での品質管理理
Inside-‐‑‒out CJM 〜～ サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
Outside-‐‑‒inbull 顧客がどのようにサービスを体験するか bull 顧客観点 bull さまざまなタッチポイントをまたがる経験の流流れ（Journey）
bull 特定の会社のサービス製品利利用にとどまらない顧客の行行動 rarr クロスサービス
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
プラニング観点「旅行」という体験
旅行行前 旅行行中 旅行行後
航空会社
旅行行前 旅行行中 旅行行後
航空会社
Inside-‐‑‒out 視点でのプラニング rarr クロスオムニチャンネル
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
Outside-‐‑‒in 視点でのプラニング rarr クロスサービス
Atsushi HASEGAWA ltahaseggmailcomgt
eTicket Itinerary and Receipt for Confirmation GCEWWW
United Airlines Inc ltunitedairlinesunitedcomgt Sat Mar 10 2012 at 1106 PMTo AHASEGgmailcom
ConfirmationGCEWWWCheck-shyIn gt
Issue Date March 10 2012
Traveler eTicket Number Frequent Flyer SeatsHASEGAWAATSUSHIMR 0162320667315 UA-shyEGT4XXXX Premier Silver S 30H12D-shy-shy-shy-shy-shy-shy
FLIGHT INFORMATIONDay Date Flight ClassDeparture City and Time Arrival City and Time Aircraft MealWed 21MAR12 UA8041S TOKYO JAPAN
(NRT -shy NARITA) 430 PMWASHINGTON DC (IAD -shy DULLES) 351 PM
777-shy200Dinner
Wed 21MAR12 UA2632S WASHINGTON DC (IAD -shy DULLES) 505 PM
NEW ORLEANS LA (MSY) 647 PM
A-shy319 Purchase
Mon 26MAR12 UA4973S NEW ORLEANS LA (MSY) 601 AM
SAN FRANCISCO CA (SFO) 900 AM
A-shy320 Purchase
Mon 26MAR12 UA8374S SAN FRANCISCO CA (SFO) 1101 AM
TOKYO JAPAN (NRT -shy NARITA) 200 PM (27MAR)
747-shy400Lunch
1 Flight operated by UNITED AIRLINES2 Flight operated by UNITED AIRLINES3 Flight operated by UNITED AIRLINES4 Flight operated by UNITED AIRLINES
FARE INFORMATIONFare BreakdownAirfare 77400JPYJapan Passenger Security ServiceCharge
500
Japan Passenger ServiceFacilities Charge
2040
Fuel Surcharge 50000September 11th Security Fee 630US Federal Transportation Tax 2760US APHIS User Fee 420US Immigration User Fee 580US Customs User Fee 460US Passenger Facility Charge 380Per Person Total 135170JPYeTicket Total 135170JPY
Form of PaymentAMERICAN EXPRESSLast Four Digits 5303
The airfare you paid on this itinerary totals 77400 JPYThe taxes fees and surcharges paid total 57770 JPYFare Rules Additional charges may apply for changes in addition to any fare rules listed
REFUNDABLECXL FEE
International eTicket Reminders
Check-shyin Requirement -shy Bags must be checked and boarding passes obtained at least 60 minutes prior toscheduled departure Baggage will not be accepted and advance seat assignments may be canceled if thiscondition is not met
Boarding Requirement -shy Passengers must be prepared to board at the departure gate with their boarding
121130 Gmail -‐‑ Hyatt Regency New Orleans -‐‑ Confirmation -‐‑ ATSUSHI HASEGAWA -‐‑ 3212012 -‐‑ 1758081
13httpsmailgooglecommailu0ui=2ampik=9938667debampview=ptampq=hyatt regencyampqs=trueampsearchhellip
Naoko KAWACHI ltnaokokawachigmailcomgt
Hyatt Regency New Orleans -shy Confirmation -shy ATSUSHI HASEGAWA -shy3212012 -shy 1758081
Hyatt Regency New Orleans ltConciergehyatte-shyconciergecomgt Thu Mar 8 2012 at 151 AMTo NAOKOKAWACHIgmailcom
Hyatt E-shyConcierge | Customer Service | Hotel Website | Print E-shyMail | View Online
RESERVATION CONFIRMATION
CONFIRMATION NUMBER 1758081
CHECK-shyIN DATE Wednesday March 21 2012HOTEL CHECK-shyIN TIME 300 PM
CHECK-shyOUT DATE Sunday March 25 2012HOTEL CHECK-shyOUT TIME 1100 AM
Hyatt Regency New OrleansPoydras At Loyola AvenueNew Orleans LA 70113 USTel 504-shy561-shy1234 Fax 504-shy587-shy4141
ATSUSHI HASEGAWA
Greetings from Hyatt Regency New Orleans
Thank you for your reservation We look forward to welcoming you to our hotel
To make changes to your reservation please click here or email us as at reservationshyattcom Tospeak with us directly please call 1 877 827 1356 within the US and Canada or simply contact yourlocal worldwide reservation center
We are excited about your upcoming visit and look forward to creating a memorable experience for you
Warmest Regards
Hyatt Regency New Orleans Team
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
デバイスサービスをまたがった旅行に関する情報のオーガナイズサポート
rarr TripIt
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
単なるPOS革命ではなくて
紙のレシートrarrメールレシート 新しいタッチポイントの創出
bull購入記録の簡便便な保存家計簿管理理 bull店舗EC連動した顧客との関係構築 bull購入記録を利利用した新サービス創出
メールレシートの サービスデザイン的価値
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
スペック指向から 体験価値思考への ビジネス
リフレーミング
bull サービスデザインに関しての国際組織 bull 毎年年秋に国際カンファレンス10月にNYにて bull AirbnbVOLVOマクドナルドSearsSONYなどが事例例紹介
bull 日本支部でも国内カンファレンスイベントなどを主催しています
Service Design Network httpwwwservice-‐‑‒design-‐‑‒networkorg
Japan
2 Service Design Thinking
ユーザ中心 User-centered サービスはユーザの目を通して体験されるものである
共創 Co-creative すべてのステークホルダーがプロセスに関わる
インタラクションの連続性 Sequencing サービスは相互に関係する活動の連続として設計する
物的証拠 Evidencing 無形なサービスを物理的な人工物によって可視化する
全体的な視点 Holistic サービスの環境全体をよく考慮する
サービスデザイン
思考の5原則
THIS IS SERVICE DESIGN THINKING Marc Stickdorn Jakob Schneider
3 Process of Service Design
サービス デザイン
アクティビティ デザイン
インタラクション デザイン
CONCENT_サービスデザインフレームワーク
bullエスノグラフィ調査 bullバリュープロポジション定義 bull事業コンセプト立立案
bull文脈調査（Contextual Inquiry） bullカスタマージャーニー bullタッチポイント戦略略
bullプロトタイプ bullユーザー評価 bullコンテンツ開発
Service Design 提供価値の発見見
ビジネス価値と顧客の期待価値に基づく ビジネスリフレーミング
体験のコンセプト
顧客
ビジネス
期待価値 行行動文脈
提供価値 競合優位性
Activity Design 体験のプラニング
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
体験のldquo日常rdquoは製品サービス以外
日常生活 日常生活
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
httpwwwadaptivepathcomuploadsdocumentsRailEurope_AdaptivePath_CXMap_FINALpdf
Customer Journey Map 「経験」にまつわるストーリーを 深く豊かに表現する方法
by Chris Risdon from Adaptive Path IA Summit 2012
なんのため
bull目的やプランの共有 bull分析 bull発見見
CJMの解体bullThe Lensレンズスコープ bullJourney Modelモデルマップ
bullFindings発見見洞洞察（insights） 改善示唆（opportunities）
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 Lens
Journey Model
Insights Opportunities
The Lens
bullペルソナ bullユーザーゴール bull視点観点制約
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
People choose rail travel because it is convenient easy and flexible
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Journey Model
bull行行動 bullタッチポイント bullステージ
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Insights
bull質的 -‐‑‒ 心理理状態 -‐‑‒ 感情 bull量量的
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Opportunitiesbull現状分析 bull改善示唆
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
サービスブループリント Service Blueprint
bullカスタマアクション bullフロントステージアクション bullバックステージアクション bullサポートプロセス bullサービス提供媒体
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
カスタマアクション
フロントステージアクション
バックステージアクション
サポートプロセス
サービス提供媒体
Inside-‐‑‒out Outside-‐‑‒in
Inside-‐‑‒outbull サービスがどのように機能するか bull 一つのサービスでもタッチポイントごとに求められることは異異なる
bull インタラクションの性質特徴 bull 一連のサービス飛び石的なサービス bull 事業観点での品質管理理
Inside-‐‑‒out CJM 〜～ サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
Outside-‐‑‒inbull 顧客がどのようにサービスを体験するか bull 顧客観点 bull さまざまなタッチポイントをまたがる経験の流流れ（Journey）
bull 特定の会社のサービス製品利利用にとどまらない顧客の行行動 rarr クロスサービス
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
プラニング観点「旅行」という体験
旅行行前 旅行行中 旅行行後
航空会社
旅行行前 旅行行中 旅行行後
航空会社
Inside-‐‑‒out 視点でのプラニング rarr クロスオムニチャンネル
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
Outside-‐‑‒in 視点でのプラニング rarr クロスサービス
Atsushi HASEGAWA ltahaseggmailcomgt
eTicket Itinerary and Receipt for Confirmation GCEWWW
United Airlines Inc ltunitedairlinesunitedcomgt Sat Mar 10 2012 at 1106 PMTo AHASEGgmailcom
ConfirmationGCEWWWCheck-shyIn gt
Issue Date March 10 2012
Traveler eTicket Number Frequent Flyer SeatsHASEGAWAATSUSHIMR 0162320667315 UA-shyEGT4XXXX Premier Silver S 30H12D-shy-shy-shy-shy-shy-shy
FLIGHT INFORMATIONDay Date Flight ClassDeparture City and Time Arrival City and Time Aircraft MealWed 21MAR12 UA8041S TOKYO JAPAN
(NRT -shy NARITA) 430 PMWASHINGTON DC (IAD -shy DULLES) 351 PM
777-shy200Dinner
Wed 21MAR12 UA2632S WASHINGTON DC (IAD -shy DULLES) 505 PM
NEW ORLEANS LA (MSY) 647 PM
A-shy319 Purchase
Mon 26MAR12 UA4973S NEW ORLEANS LA (MSY) 601 AM
SAN FRANCISCO CA (SFO) 900 AM
A-shy320 Purchase
Mon 26MAR12 UA8374S SAN FRANCISCO CA (SFO) 1101 AM
TOKYO JAPAN (NRT -shy NARITA) 200 PM (27MAR)
747-shy400Lunch
1 Flight operated by UNITED AIRLINES2 Flight operated by UNITED AIRLINES3 Flight operated by UNITED AIRLINES4 Flight operated by UNITED AIRLINES
FARE INFORMATIONFare BreakdownAirfare 77400JPYJapan Passenger Security ServiceCharge
500
Japan Passenger ServiceFacilities Charge
2040
Fuel Surcharge 50000September 11th Security Fee 630US Federal Transportation Tax 2760US APHIS User Fee 420US Immigration User Fee 580US Customs User Fee 460US Passenger Facility Charge 380Per Person Total 135170JPYeTicket Total 135170JPY
Form of PaymentAMERICAN EXPRESSLast Four Digits 5303
The airfare you paid on this itinerary totals 77400 JPYThe taxes fees and surcharges paid total 57770 JPYFare Rules Additional charges may apply for changes in addition to any fare rules listed
REFUNDABLECXL FEE
International eTicket Reminders
Check-shyin Requirement -shy Bags must be checked and boarding passes obtained at least 60 minutes prior toscheduled departure Baggage will not be accepted and advance seat assignments may be canceled if thiscondition is not met
Boarding Requirement -shy Passengers must be prepared to board at the departure gate with their boarding
121130 Gmail -‐‑ Hyatt Regency New Orleans -‐‑ Confirmation -‐‑ ATSUSHI HASEGAWA -‐‑ 3212012 -‐‑ 1758081
13httpsmailgooglecommailu0ui=2ampik=9938667debampview=ptampq=hyatt regencyampqs=trueampsearchhellip
Naoko KAWACHI ltnaokokawachigmailcomgt
Hyatt Regency New Orleans -shy Confirmation -shy ATSUSHI HASEGAWA -shy3212012 -shy 1758081
Hyatt Regency New Orleans ltConciergehyatte-shyconciergecomgt Thu Mar 8 2012 at 151 AMTo NAOKOKAWACHIgmailcom
Hyatt E-shyConcierge | Customer Service | Hotel Website | Print E-shyMail | View Online
RESERVATION CONFIRMATION
CONFIRMATION NUMBER 1758081
CHECK-shyIN DATE Wednesday March 21 2012HOTEL CHECK-shyIN TIME 300 PM
CHECK-shyOUT DATE Sunday March 25 2012HOTEL CHECK-shyOUT TIME 1100 AM
Hyatt Regency New OrleansPoydras At Loyola AvenueNew Orleans LA 70113 USTel 504-shy561-shy1234 Fax 504-shy587-shy4141
ATSUSHI HASEGAWA
Greetings from Hyatt Regency New Orleans
Thank you for your reservation We look forward to welcoming you to our hotel
To make changes to your reservation please click here or email us as at reservationshyattcom Tospeak with us directly please call 1 877 827 1356 within the US and Canada or simply contact yourlocal worldwide reservation center
We are excited about your upcoming visit and look forward to creating a memorable experience for you
Warmest Regards
Hyatt Regency New Orleans Team
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
デバイスサービスをまたがった旅行に関する情報のオーガナイズサポート
rarr TripIt
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
単なるPOS革命ではなくて
紙のレシートrarrメールレシート 新しいタッチポイントの創出
bull購入記録の簡便便な保存家計簿管理理 bull店舗EC連動した顧客との関係構築 bull購入記録を利利用した新サービス創出
メールレシートの サービスデザイン的価値
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
bull サービスデザインに関しての国際組織 bull 毎年年秋に国際カンファレンス10月にNYにて bull AirbnbVOLVOマクドナルドSearsSONYなどが事例例紹介
bull 日本支部でも国内カンファレンスイベントなどを主催しています
Service Design Network httpwwwservice-‐‑‒design-‐‑‒networkorg
Japan
2 Service Design Thinking
ユーザ中心 User-centered サービスはユーザの目を通して体験されるものである
共創 Co-creative すべてのステークホルダーがプロセスに関わる
インタラクションの連続性 Sequencing サービスは相互に関係する活動の連続として設計する
物的証拠 Evidencing 無形なサービスを物理的な人工物によって可視化する
全体的な視点 Holistic サービスの環境全体をよく考慮する
サービスデザイン
思考の5原則
THIS IS SERVICE DESIGN THINKING Marc Stickdorn Jakob Schneider
3 Process of Service Design
サービス デザイン
アクティビティ デザイン
インタラクション デザイン
CONCENT_サービスデザインフレームワーク
bullエスノグラフィ調査 bullバリュープロポジション定義 bull事業コンセプト立立案
bull文脈調査（Contextual Inquiry） bullカスタマージャーニー bullタッチポイント戦略略
bullプロトタイプ bullユーザー評価 bullコンテンツ開発
Service Design 提供価値の発見見
ビジネス価値と顧客の期待価値に基づく ビジネスリフレーミング
体験のコンセプト
顧客
ビジネス
期待価値 行行動文脈
提供価値 競合優位性
Activity Design 体験のプラニング
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
体験のldquo日常rdquoは製品サービス以外
日常生活 日常生活
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
httpwwwadaptivepathcomuploadsdocumentsRailEurope_AdaptivePath_CXMap_FINALpdf
Customer Journey Map 「経験」にまつわるストーリーを 深く豊かに表現する方法
by Chris Risdon from Adaptive Path IA Summit 2012
なんのため
bull目的やプランの共有 bull分析 bull発見見
CJMの解体bullThe Lensレンズスコープ bullJourney Modelモデルマップ
bullFindings発見見洞洞察（insights） 改善示唆（opportunities）
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 Lens
Journey Model
Insights Opportunities
The Lens
bullペルソナ bullユーザーゴール bull視点観点制約
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
People choose rail travel because it is convenient easy and flexible
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Journey Model
bull行行動 bullタッチポイント bullステージ
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Insights
bull質的 -‐‑‒ 心理理状態 -‐‑‒ 感情 bull量量的
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Opportunitiesbull現状分析 bull改善示唆
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
サービスブループリント Service Blueprint
bullカスタマアクション bullフロントステージアクション bullバックステージアクション bullサポートプロセス bullサービス提供媒体
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
カスタマアクション
フロントステージアクション
バックステージアクション
サポートプロセス
サービス提供媒体
Inside-‐‑‒out Outside-‐‑‒in
Inside-‐‑‒outbull サービスがどのように機能するか bull 一つのサービスでもタッチポイントごとに求められることは異異なる
bull インタラクションの性質特徴 bull 一連のサービス飛び石的なサービス bull 事業観点での品質管理理
Inside-‐‑‒out CJM 〜～ サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
Outside-‐‑‒inbull 顧客がどのようにサービスを体験するか bull 顧客観点 bull さまざまなタッチポイントをまたがる経験の流流れ（Journey）
bull 特定の会社のサービス製品利利用にとどまらない顧客の行行動 rarr クロスサービス
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
プラニング観点「旅行」という体験
旅行行前 旅行行中 旅行行後
航空会社
旅行行前 旅行行中 旅行行後
航空会社
Inside-‐‑‒out 視点でのプラニング rarr クロスオムニチャンネル
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
Outside-‐‑‒in 視点でのプラニング rarr クロスサービス
Atsushi HASEGAWA ltahaseggmailcomgt
eTicket Itinerary and Receipt for Confirmation GCEWWW
United Airlines Inc ltunitedairlinesunitedcomgt Sat Mar 10 2012 at 1106 PMTo AHASEGgmailcom
ConfirmationGCEWWWCheck-shyIn gt
Issue Date March 10 2012
Traveler eTicket Number Frequent Flyer SeatsHASEGAWAATSUSHIMR 0162320667315 UA-shyEGT4XXXX Premier Silver S 30H12D-shy-shy-shy-shy-shy-shy
FLIGHT INFORMATIONDay Date Flight ClassDeparture City and Time Arrival City and Time Aircraft MealWed 21MAR12 UA8041S TOKYO JAPAN
(NRT -shy NARITA) 430 PMWASHINGTON DC (IAD -shy DULLES) 351 PM
777-shy200Dinner
Wed 21MAR12 UA2632S WASHINGTON DC (IAD -shy DULLES) 505 PM
NEW ORLEANS LA (MSY) 647 PM
A-shy319 Purchase
Mon 26MAR12 UA4973S NEW ORLEANS LA (MSY) 601 AM
SAN FRANCISCO CA (SFO) 900 AM
A-shy320 Purchase
Mon 26MAR12 UA8374S SAN FRANCISCO CA (SFO) 1101 AM
TOKYO JAPAN (NRT -shy NARITA) 200 PM (27MAR)
747-shy400Lunch
1 Flight operated by UNITED AIRLINES2 Flight operated by UNITED AIRLINES3 Flight operated by UNITED AIRLINES4 Flight operated by UNITED AIRLINES
FARE INFORMATIONFare BreakdownAirfare 77400JPYJapan Passenger Security ServiceCharge
500
Japan Passenger ServiceFacilities Charge
2040
Fuel Surcharge 50000September 11th Security Fee 630US Federal Transportation Tax 2760US APHIS User Fee 420US Immigration User Fee 580US Customs User Fee 460US Passenger Facility Charge 380Per Person Total 135170JPYeTicket Total 135170JPY
Form of PaymentAMERICAN EXPRESSLast Four Digits 5303
The airfare you paid on this itinerary totals 77400 JPYThe taxes fees and surcharges paid total 57770 JPYFare Rules Additional charges may apply for changes in addition to any fare rules listed
REFUNDABLECXL FEE
International eTicket Reminders
Check-shyin Requirement -shy Bags must be checked and boarding passes obtained at least 60 minutes prior toscheduled departure Baggage will not be accepted and advance seat assignments may be canceled if thiscondition is not met
Boarding Requirement -shy Passengers must be prepared to board at the departure gate with their boarding
121130 Gmail -‐‑ Hyatt Regency New Orleans -‐‑ Confirmation -‐‑ ATSUSHI HASEGAWA -‐‑ 3212012 -‐‑ 1758081
13httpsmailgooglecommailu0ui=2ampik=9938667debampview=ptampq=hyatt regencyampqs=trueampsearchhellip
Naoko KAWACHI ltnaokokawachigmailcomgt
Hyatt Regency New Orleans -shy Confirmation -shy ATSUSHI HASEGAWA -shy3212012 -shy 1758081
Hyatt Regency New Orleans ltConciergehyatte-shyconciergecomgt Thu Mar 8 2012 at 151 AMTo NAOKOKAWACHIgmailcom
Hyatt E-shyConcierge | Customer Service | Hotel Website | Print E-shyMail | View Online
RESERVATION CONFIRMATION
CONFIRMATION NUMBER 1758081
CHECK-shyIN DATE Wednesday March 21 2012HOTEL CHECK-shyIN TIME 300 PM
CHECK-shyOUT DATE Sunday March 25 2012HOTEL CHECK-shyOUT TIME 1100 AM
Hyatt Regency New OrleansPoydras At Loyola AvenueNew Orleans LA 70113 USTel 504-shy561-shy1234 Fax 504-shy587-shy4141
ATSUSHI HASEGAWA
Greetings from Hyatt Regency New Orleans
Thank you for your reservation We look forward to welcoming you to our hotel
To make changes to your reservation please click here or email us as at reservationshyattcom Tospeak with us directly please call 1 877 827 1356 within the US and Canada or simply contact yourlocal worldwide reservation center
We are excited about your upcoming visit and look forward to creating a memorable experience for you
Warmest Regards
Hyatt Regency New Orleans Team
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
デバイスサービスをまたがった旅行に関する情報のオーガナイズサポート
rarr TripIt
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
単なるPOS革命ではなくて
紙のレシートrarrメールレシート 新しいタッチポイントの創出
bull購入記録の簡便便な保存家計簿管理理 bull店舗EC連動した顧客との関係構築 bull購入記録を利利用した新サービス創出
メールレシートの サービスデザイン的価値
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
2 Service Design Thinking
ユーザ中心 User-centered サービスはユーザの目を通して体験されるものである
共創 Co-creative すべてのステークホルダーがプロセスに関わる
インタラクションの連続性 Sequencing サービスは相互に関係する活動の連続として設計する
物的証拠 Evidencing 無形なサービスを物理的な人工物によって可視化する
全体的な視点 Holistic サービスの環境全体をよく考慮する
サービスデザイン
思考の5原則
THIS IS SERVICE DESIGN THINKING Marc Stickdorn Jakob Schneider
3 Process of Service Design
サービス デザイン
アクティビティ デザイン
インタラクション デザイン
CONCENT_サービスデザインフレームワーク
bullエスノグラフィ調査 bullバリュープロポジション定義 bull事業コンセプト立立案
bull文脈調査（Contextual Inquiry） bullカスタマージャーニー bullタッチポイント戦略略
bullプロトタイプ bullユーザー評価 bullコンテンツ開発
Service Design 提供価値の発見見
ビジネス価値と顧客の期待価値に基づく ビジネスリフレーミング
体験のコンセプト
顧客
ビジネス
期待価値 行行動文脈
提供価値 競合優位性
Activity Design 体験のプラニング
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
体験のldquo日常rdquoは製品サービス以外
日常生活 日常生活
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
httpwwwadaptivepathcomuploadsdocumentsRailEurope_AdaptivePath_CXMap_FINALpdf
Customer Journey Map 「経験」にまつわるストーリーを 深く豊かに表現する方法
by Chris Risdon from Adaptive Path IA Summit 2012
なんのため
bull目的やプランの共有 bull分析 bull発見見
CJMの解体bullThe Lensレンズスコープ bullJourney Modelモデルマップ
bullFindings発見見洞洞察（insights） 改善示唆（opportunities）
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 Lens
Journey Model
Insights Opportunities
The Lens
bullペルソナ bullユーザーゴール bull視点観点制約
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
People choose rail travel because it is convenient easy and flexible
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Journey Model
bull行行動 bullタッチポイント bullステージ
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Insights
bull質的 -‐‑‒ 心理理状態 -‐‑‒ 感情 bull量量的
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Opportunitiesbull現状分析 bull改善示唆
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
サービスブループリント Service Blueprint
bullカスタマアクション bullフロントステージアクション bullバックステージアクション bullサポートプロセス bullサービス提供媒体
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
カスタマアクション
フロントステージアクション
バックステージアクション
サポートプロセス
サービス提供媒体
Inside-‐‑‒out Outside-‐‑‒in
Inside-‐‑‒outbull サービスがどのように機能するか bull 一つのサービスでもタッチポイントごとに求められることは異異なる
bull インタラクションの性質特徴 bull 一連のサービス飛び石的なサービス bull 事業観点での品質管理理
Inside-‐‑‒out CJM 〜～ サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
Outside-‐‑‒inbull 顧客がどのようにサービスを体験するか bull 顧客観点 bull さまざまなタッチポイントをまたがる経験の流流れ（Journey）
bull 特定の会社のサービス製品利利用にとどまらない顧客の行行動 rarr クロスサービス
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
プラニング観点「旅行」という体験
旅行行前 旅行行中 旅行行後
航空会社
旅行行前 旅行行中 旅行行後
航空会社
Inside-‐‑‒out 視点でのプラニング rarr クロスオムニチャンネル
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
Outside-‐‑‒in 視点でのプラニング rarr クロスサービス
Atsushi HASEGAWA ltahaseggmailcomgt
eTicket Itinerary and Receipt for Confirmation GCEWWW
United Airlines Inc ltunitedairlinesunitedcomgt Sat Mar 10 2012 at 1106 PMTo AHASEGgmailcom
ConfirmationGCEWWWCheck-shyIn gt
Issue Date March 10 2012
Traveler eTicket Number Frequent Flyer SeatsHASEGAWAATSUSHIMR 0162320667315 UA-shyEGT4XXXX Premier Silver S 30H12D-shy-shy-shy-shy-shy-shy
FLIGHT INFORMATIONDay Date Flight ClassDeparture City and Time Arrival City and Time Aircraft MealWed 21MAR12 UA8041S TOKYO JAPAN
(NRT -shy NARITA) 430 PMWASHINGTON DC (IAD -shy DULLES) 351 PM
777-shy200Dinner
Wed 21MAR12 UA2632S WASHINGTON DC (IAD -shy DULLES) 505 PM
NEW ORLEANS LA (MSY) 647 PM
A-shy319 Purchase
Mon 26MAR12 UA4973S NEW ORLEANS LA (MSY) 601 AM
SAN FRANCISCO CA (SFO) 900 AM
A-shy320 Purchase
Mon 26MAR12 UA8374S SAN FRANCISCO CA (SFO) 1101 AM
TOKYO JAPAN (NRT -shy NARITA) 200 PM (27MAR)
747-shy400Lunch
1 Flight operated by UNITED AIRLINES2 Flight operated by UNITED AIRLINES3 Flight operated by UNITED AIRLINES4 Flight operated by UNITED AIRLINES
FARE INFORMATIONFare BreakdownAirfare 77400JPYJapan Passenger Security ServiceCharge
500
Japan Passenger ServiceFacilities Charge
2040
Fuel Surcharge 50000September 11th Security Fee 630US Federal Transportation Tax 2760US APHIS User Fee 420US Immigration User Fee 580US Customs User Fee 460US Passenger Facility Charge 380Per Person Total 135170JPYeTicket Total 135170JPY
Form of PaymentAMERICAN EXPRESSLast Four Digits 5303
The airfare you paid on this itinerary totals 77400 JPYThe taxes fees and surcharges paid total 57770 JPYFare Rules Additional charges may apply for changes in addition to any fare rules listed
REFUNDABLECXL FEE
International eTicket Reminders
Check-shyin Requirement -shy Bags must be checked and boarding passes obtained at least 60 minutes prior toscheduled departure Baggage will not be accepted and advance seat assignments may be canceled if thiscondition is not met
Boarding Requirement -shy Passengers must be prepared to board at the departure gate with their boarding
121130 Gmail -‐‑ Hyatt Regency New Orleans -‐‑ Confirmation -‐‑ ATSUSHI HASEGAWA -‐‑ 3212012 -‐‑ 1758081
13httpsmailgooglecommailu0ui=2ampik=9938667debampview=ptampq=hyatt regencyampqs=trueampsearchhellip
Naoko KAWACHI ltnaokokawachigmailcomgt
Hyatt Regency New Orleans -shy Confirmation -shy ATSUSHI HASEGAWA -shy3212012 -shy 1758081
Hyatt Regency New Orleans ltConciergehyatte-shyconciergecomgt Thu Mar 8 2012 at 151 AMTo NAOKOKAWACHIgmailcom
Hyatt E-shyConcierge | Customer Service | Hotel Website | Print E-shyMail | View Online
RESERVATION CONFIRMATION
CONFIRMATION NUMBER 1758081
CHECK-shyIN DATE Wednesday March 21 2012HOTEL CHECK-shyIN TIME 300 PM
CHECK-shyOUT DATE Sunday March 25 2012HOTEL CHECK-shyOUT TIME 1100 AM
Hyatt Regency New OrleansPoydras At Loyola AvenueNew Orleans LA 70113 USTel 504-shy561-shy1234 Fax 504-shy587-shy4141
ATSUSHI HASEGAWA
Greetings from Hyatt Regency New Orleans
Thank you for your reservation We look forward to welcoming you to our hotel
To make changes to your reservation please click here or email us as at reservationshyattcom Tospeak with us directly please call 1 877 827 1356 within the US and Canada or simply contact yourlocal worldwide reservation center
We are excited about your upcoming visit and look forward to creating a memorable experience for you
Warmest Regards
Hyatt Regency New Orleans Team
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
デバイスサービスをまたがった旅行に関する情報のオーガナイズサポート
rarr TripIt
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
単なるPOS革命ではなくて
紙のレシートrarrメールレシート 新しいタッチポイントの創出
bull購入記録の簡便便な保存家計簿管理理 bull店舗EC連動した顧客との関係構築 bull購入記録を利利用した新サービス創出
メールレシートの サービスデザイン的価値
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
ユーザ中心 User-centered サービスはユーザの目を通して体験されるものである
共創 Co-creative すべてのステークホルダーがプロセスに関わる
インタラクションの連続性 Sequencing サービスは相互に関係する活動の連続として設計する
物的証拠 Evidencing 無形なサービスを物理的な人工物によって可視化する
全体的な視点 Holistic サービスの環境全体をよく考慮する
サービスデザイン
思考の5原則
THIS IS SERVICE DESIGN THINKING Marc Stickdorn Jakob Schneider
3 Process of Service Design
サービス デザイン
アクティビティ デザイン
インタラクション デザイン
CONCENT_サービスデザインフレームワーク
bullエスノグラフィ調査 bullバリュープロポジション定義 bull事業コンセプト立立案
bull文脈調査（Contextual Inquiry） bullカスタマージャーニー bullタッチポイント戦略略
bullプロトタイプ bullユーザー評価 bullコンテンツ開発
Service Design 提供価値の発見見
ビジネス価値と顧客の期待価値に基づく ビジネスリフレーミング
体験のコンセプト
顧客
ビジネス
期待価値 行行動文脈
提供価値 競合優位性
Activity Design 体験のプラニング
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
体験のldquo日常rdquoは製品サービス以外
日常生活 日常生活
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
httpwwwadaptivepathcomuploadsdocumentsRailEurope_AdaptivePath_CXMap_FINALpdf
Customer Journey Map 「経験」にまつわるストーリーを 深く豊かに表現する方法
by Chris Risdon from Adaptive Path IA Summit 2012
なんのため
bull目的やプランの共有 bull分析 bull発見見
CJMの解体bullThe Lensレンズスコープ bullJourney Modelモデルマップ
bullFindings発見見洞洞察（insights） 改善示唆（opportunities）
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 Lens
Journey Model
Insights Opportunities
The Lens
bullペルソナ bullユーザーゴール bull視点観点制約
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
People choose rail travel because it is convenient easy and flexible
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Journey Model
bull行行動 bullタッチポイント bullステージ
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Insights
bull質的 -‐‑‒ 心理理状態 -‐‑‒ 感情 bull量量的
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Opportunitiesbull現状分析 bull改善示唆
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
サービスブループリント Service Blueprint
bullカスタマアクション bullフロントステージアクション bullバックステージアクション bullサポートプロセス bullサービス提供媒体
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
カスタマアクション
フロントステージアクション
バックステージアクション
サポートプロセス
サービス提供媒体
Inside-‐‑‒out Outside-‐‑‒in
Inside-‐‑‒outbull サービスがどのように機能するか bull 一つのサービスでもタッチポイントごとに求められることは異異なる
bull インタラクションの性質特徴 bull 一連のサービス飛び石的なサービス bull 事業観点での品質管理理
Inside-‐‑‒out CJM 〜～ サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
Outside-‐‑‒inbull 顧客がどのようにサービスを体験するか bull 顧客観点 bull さまざまなタッチポイントをまたがる経験の流流れ（Journey）
bull 特定の会社のサービス製品利利用にとどまらない顧客の行行動 rarr クロスサービス
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
プラニング観点「旅行」という体験
旅行行前 旅行行中 旅行行後
航空会社
旅行行前 旅行行中 旅行行後
航空会社
Inside-‐‑‒out 視点でのプラニング rarr クロスオムニチャンネル
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
Outside-‐‑‒in 視点でのプラニング rarr クロスサービス
Atsushi HASEGAWA ltahaseggmailcomgt
eTicket Itinerary and Receipt for Confirmation GCEWWW
United Airlines Inc ltunitedairlinesunitedcomgt Sat Mar 10 2012 at 1106 PMTo AHASEGgmailcom
ConfirmationGCEWWWCheck-shyIn gt
Issue Date March 10 2012
Traveler eTicket Number Frequent Flyer SeatsHASEGAWAATSUSHIMR 0162320667315 UA-shyEGT4XXXX Premier Silver S 30H12D-shy-shy-shy-shy-shy-shy
FLIGHT INFORMATIONDay Date Flight ClassDeparture City and Time Arrival City and Time Aircraft MealWed 21MAR12 UA8041S TOKYO JAPAN
(NRT -shy NARITA) 430 PMWASHINGTON DC (IAD -shy DULLES) 351 PM
777-shy200Dinner
Wed 21MAR12 UA2632S WASHINGTON DC (IAD -shy DULLES) 505 PM
NEW ORLEANS LA (MSY) 647 PM
A-shy319 Purchase
Mon 26MAR12 UA4973S NEW ORLEANS LA (MSY) 601 AM
SAN FRANCISCO CA (SFO) 900 AM
A-shy320 Purchase
Mon 26MAR12 UA8374S SAN FRANCISCO CA (SFO) 1101 AM
TOKYO JAPAN (NRT -shy NARITA) 200 PM (27MAR)
747-shy400Lunch
1 Flight operated by UNITED AIRLINES2 Flight operated by UNITED AIRLINES3 Flight operated by UNITED AIRLINES4 Flight operated by UNITED AIRLINES
FARE INFORMATIONFare BreakdownAirfare 77400JPYJapan Passenger Security ServiceCharge
500
Japan Passenger ServiceFacilities Charge
2040
Fuel Surcharge 50000September 11th Security Fee 630US Federal Transportation Tax 2760US APHIS User Fee 420US Immigration User Fee 580US Customs User Fee 460US Passenger Facility Charge 380Per Person Total 135170JPYeTicket Total 135170JPY
Form of PaymentAMERICAN EXPRESSLast Four Digits 5303
The airfare you paid on this itinerary totals 77400 JPYThe taxes fees and surcharges paid total 57770 JPYFare Rules Additional charges may apply for changes in addition to any fare rules listed
REFUNDABLECXL FEE
International eTicket Reminders
Check-shyin Requirement -shy Bags must be checked and boarding passes obtained at least 60 minutes prior toscheduled departure Baggage will not be accepted and advance seat assignments may be canceled if thiscondition is not met
Boarding Requirement -shy Passengers must be prepared to board at the departure gate with their boarding
121130 Gmail -‐‑ Hyatt Regency New Orleans -‐‑ Confirmation -‐‑ ATSUSHI HASEGAWA -‐‑ 3212012 -‐‑ 1758081
13httpsmailgooglecommailu0ui=2ampik=9938667debampview=ptampq=hyatt regencyampqs=trueampsearchhellip
Naoko KAWACHI ltnaokokawachigmailcomgt
Hyatt Regency New Orleans -shy Confirmation -shy ATSUSHI HASEGAWA -shy3212012 -shy 1758081
Hyatt Regency New Orleans ltConciergehyatte-shyconciergecomgt Thu Mar 8 2012 at 151 AMTo NAOKOKAWACHIgmailcom
Hyatt E-shyConcierge | Customer Service | Hotel Website | Print E-shyMail | View Online
RESERVATION CONFIRMATION
CONFIRMATION NUMBER 1758081
CHECK-shyIN DATE Wednesday March 21 2012HOTEL CHECK-shyIN TIME 300 PM
CHECK-shyOUT DATE Sunday March 25 2012HOTEL CHECK-shyOUT TIME 1100 AM
Hyatt Regency New OrleansPoydras At Loyola AvenueNew Orleans LA 70113 USTel 504-shy561-shy1234 Fax 504-shy587-shy4141
ATSUSHI HASEGAWA
Greetings from Hyatt Regency New Orleans
Thank you for your reservation We look forward to welcoming you to our hotel
To make changes to your reservation please click here or email us as at reservationshyattcom Tospeak with us directly please call 1 877 827 1356 within the US and Canada or simply contact yourlocal worldwide reservation center
We are excited about your upcoming visit and look forward to creating a memorable experience for you
Warmest Regards
Hyatt Regency New Orleans Team
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
デバイスサービスをまたがった旅行に関する情報のオーガナイズサポート
rarr TripIt
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
単なるPOS革命ではなくて
紙のレシートrarrメールレシート 新しいタッチポイントの創出
bull購入記録の簡便便な保存家計簿管理理 bull店舗EC連動した顧客との関係構築 bull購入記録を利利用した新サービス創出
メールレシートの サービスデザイン的価値
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
3 Process of Service Design
サービス デザイン
アクティビティ デザイン
インタラクション デザイン
CONCENT_サービスデザインフレームワーク
bullエスノグラフィ調査 bullバリュープロポジション定義 bull事業コンセプト立立案
bull文脈調査（Contextual Inquiry） bullカスタマージャーニー bullタッチポイント戦略略
bullプロトタイプ bullユーザー評価 bullコンテンツ開発
Service Design 提供価値の発見見
ビジネス価値と顧客の期待価値に基づく ビジネスリフレーミング
体験のコンセプト
顧客
ビジネス
期待価値 行行動文脈
提供価値 競合優位性
Activity Design 体験のプラニング
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
体験のldquo日常rdquoは製品サービス以外
日常生活 日常生活
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
httpwwwadaptivepathcomuploadsdocumentsRailEurope_AdaptivePath_CXMap_FINALpdf
Customer Journey Map 「経験」にまつわるストーリーを 深く豊かに表現する方法
by Chris Risdon from Adaptive Path IA Summit 2012
なんのため
bull目的やプランの共有 bull分析 bull発見見
CJMの解体bullThe Lensレンズスコープ bullJourney Modelモデルマップ
bullFindings発見見洞洞察（insights） 改善示唆（opportunities）
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 Lens
Journey Model
Insights Opportunities
The Lens
bullペルソナ bullユーザーゴール bull視点観点制約
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
People choose rail travel because it is convenient easy and flexible
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Journey Model
bull行行動 bullタッチポイント bullステージ
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Insights
bull質的 -‐‑‒ 心理理状態 -‐‑‒ 感情 bull量量的
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Opportunitiesbull現状分析 bull改善示唆
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
サービスブループリント Service Blueprint
bullカスタマアクション bullフロントステージアクション bullバックステージアクション bullサポートプロセス bullサービス提供媒体
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
カスタマアクション
フロントステージアクション
バックステージアクション
サポートプロセス
サービス提供媒体
Inside-‐‑‒out Outside-‐‑‒in
Inside-‐‑‒outbull サービスがどのように機能するか bull 一つのサービスでもタッチポイントごとに求められることは異異なる
bull インタラクションの性質特徴 bull 一連のサービス飛び石的なサービス bull 事業観点での品質管理理
Inside-‐‑‒out CJM 〜～ サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
Outside-‐‑‒inbull 顧客がどのようにサービスを体験するか bull 顧客観点 bull さまざまなタッチポイントをまたがる経験の流流れ（Journey）
bull 特定の会社のサービス製品利利用にとどまらない顧客の行行動 rarr クロスサービス
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
プラニング観点「旅行」という体験
旅行行前 旅行行中 旅行行後
航空会社
旅行行前 旅行行中 旅行行後
航空会社
Inside-‐‑‒out 視点でのプラニング rarr クロスオムニチャンネル
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
Outside-‐‑‒in 視点でのプラニング rarr クロスサービス
Atsushi HASEGAWA ltahaseggmailcomgt
eTicket Itinerary and Receipt for Confirmation GCEWWW
United Airlines Inc ltunitedairlinesunitedcomgt Sat Mar 10 2012 at 1106 PMTo AHASEGgmailcom
ConfirmationGCEWWWCheck-shyIn gt
Issue Date March 10 2012
Traveler eTicket Number Frequent Flyer SeatsHASEGAWAATSUSHIMR 0162320667315 UA-shyEGT4XXXX Premier Silver S 30H12D-shy-shy-shy-shy-shy-shy
FLIGHT INFORMATIONDay Date Flight ClassDeparture City and Time Arrival City and Time Aircraft MealWed 21MAR12 UA8041S TOKYO JAPAN
(NRT -shy NARITA) 430 PMWASHINGTON DC (IAD -shy DULLES) 351 PM
777-shy200Dinner
Wed 21MAR12 UA2632S WASHINGTON DC (IAD -shy DULLES) 505 PM
NEW ORLEANS LA (MSY) 647 PM
A-shy319 Purchase
Mon 26MAR12 UA4973S NEW ORLEANS LA (MSY) 601 AM
SAN FRANCISCO CA (SFO) 900 AM
A-shy320 Purchase
Mon 26MAR12 UA8374S SAN FRANCISCO CA (SFO) 1101 AM
TOKYO JAPAN (NRT -shy NARITA) 200 PM (27MAR)
747-shy400Lunch
1 Flight operated by UNITED AIRLINES2 Flight operated by UNITED AIRLINES3 Flight operated by UNITED AIRLINES4 Flight operated by UNITED AIRLINES
FARE INFORMATIONFare BreakdownAirfare 77400JPYJapan Passenger Security ServiceCharge
500
Japan Passenger ServiceFacilities Charge
2040
Fuel Surcharge 50000September 11th Security Fee 630US Federal Transportation Tax 2760US APHIS User Fee 420US Immigration User Fee 580US Customs User Fee 460US Passenger Facility Charge 380Per Person Total 135170JPYeTicket Total 135170JPY
Form of PaymentAMERICAN EXPRESSLast Four Digits 5303
The airfare you paid on this itinerary totals 77400 JPYThe taxes fees and surcharges paid total 57770 JPYFare Rules Additional charges may apply for changes in addition to any fare rules listed
REFUNDABLECXL FEE
International eTicket Reminders
Check-shyin Requirement -shy Bags must be checked and boarding passes obtained at least 60 minutes prior toscheduled departure Baggage will not be accepted and advance seat assignments may be canceled if thiscondition is not met
Boarding Requirement -shy Passengers must be prepared to board at the departure gate with their boarding
121130 Gmail -‐‑ Hyatt Regency New Orleans -‐‑ Confirmation -‐‑ ATSUSHI HASEGAWA -‐‑ 3212012 -‐‑ 1758081
13httpsmailgooglecommailu0ui=2ampik=9938667debampview=ptampq=hyatt regencyampqs=trueampsearchhellip
Naoko KAWACHI ltnaokokawachigmailcomgt
Hyatt Regency New Orleans -shy Confirmation -shy ATSUSHI HASEGAWA -shy3212012 -shy 1758081
Hyatt Regency New Orleans ltConciergehyatte-shyconciergecomgt Thu Mar 8 2012 at 151 AMTo NAOKOKAWACHIgmailcom
Hyatt E-shyConcierge | Customer Service | Hotel Website | Print E-shyMail | View Online
RESERVATION CONFIRMATION
CONFIRMATION NUMBER 1758081
CHECK-shyIN DATE Wednesday March 21 2012HOTEL CHECK-shyIN TIME 300 PM
CHECK-shyOUT DATE Sunday March 25 2012HOTEL CHECK-shyOUT TIME 1100 AM
Hyatt Regency New OrleansPoydras At Loyola AvenueNew Orleans LA 70113 USTel 504-shy561-shy1234 Fax 504-shy587-shy4141
ATSUSHI HASEGAWA
Greetings from Hyatt Regency New Orleans
Thank you for your reservation We look forward to welcoming you to our hotel
To make changes to your reservation please click here or email us as at reservationshyattcom Tospeak with us directly please call 1 877 827 1356 within the US and Canada or simply contact yourlocal worldwide reservation center
We are excited about your upcoming visit and look forward to creating a memorable experience for you
Warmest Regards
Hyatt Regency New Orleans Team
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
デバイスサービスをまたがった旅行に関する情報のオーガナイズサポート
rarr TripIt
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
単なるPOS革命ではなくて
紙のレシートrarrメールレシート 新しいタッチポイントの創出
bull購入記録の簡便便な保存家計簿管理理 bull店舗EC連動した顧客との関係構築 bull購入記録を利利用した新サービス創出
メールレシートの サービスデザイン的価値
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
サービス デザイン
アクティビティ デザイン
インタラクション デザイン
CONCENT_サービスデザインフレームワーク
bullエスノグラフィ調査 bullバリュープロポジション定義 bull事業コンセプト立立案
bull文脈調査（Contextual Inquiry） bullカスタマージャーニー bullタッチポイント戦略略
bullプロトタイプ bullユーザー評価 bullコンテンツ開発
Service Design 提供価値の発見見
ビジネス価値と顧客の期待価値に基づく ビジネスリフレーミング
体験のコンセプト
顧客
ビジネス
期待価値 行行動文脈
提供価値 競合優位性
Activity Design 体験のプラニング
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
体験のldquo日常rdquoは製品サービス以外
日常生活 日常生活
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
httpwwwadaptivepathcomuploadsdocumentsRailEurope_AdaptivePath_CXMap_FINALpdf
Customer Journey Map 「経験」にまつわるストーリーを 深く豊かに表現する方法
by Chris Risdon from Adaptive Path IA Summit 2012
なんのため
bull目的やプランの共有 bull分析 bull発見見
CJMの解体bullThe Lensレンズスコープ bullJourney Modelモデルマップ
bullFindings発見見洞洞察（insights） 改善示唆（opportunities）
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 Lens
Journey Model
Insights Opportunities
The Lens
bullペルソナ bullユーザーゴール bull視点観点制約
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
People choose rail travel because it is convenient easy and flexible
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Journey Model
bull行行動 bullタッチポイント bullステージ
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Insights
bull質的 -‐‑‒ 心理理状態 -‐‑‒ 感情 bull量量的
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Opportunitiesbull現状分析 bull改善示唆
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
サービスブループリント Service Blueprint
bullカスタマアクション bullフロントステージアクション bullバックステージアクション bullサポートプロセス bullサービス提供媒体
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
カスタマアクション
フロントステージアクション
バックステージアクション
サポートプロセス
サービス提供媒体
Inside-‐‑‒out Outside-‐‑‒in
Inside-‐‑‒outbull サービスがどのように機能するか bull 一つのサービスでもタッチポイントごとに求められることは異異なる
bull インタラクションの性質特徴 bull 一連のサービス飛び石的なサービス bull 事業観点での品質管理理
Inside-‐‑‒out CJM 〜～ サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
Outside-‐‑‒inbull 顧客がどのようにサービスを体験するか bull 顧客観点 bull さまざまなタッチポイントをまたがる経験の流流れ（Journey）
bull 特定の会社のサービス製品利利用にとどまらない顧客の行行動 rarr クロスサービス
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
プラニング観点「旅行」という体験
旅行行前 旅行行中 旅行行後
航空会社
旅行行前 旅行行中 旅行行後
航空会社
Inside-‐‑‒out 視点でのプラニング rarr クロスオムニチャンネル
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
Outside-‐‑‒in 視点でのプラニング rarr クロスサービス
Atsushi HASEGAWA ltahaseggmailcomgt
eTicket Itinerary and Receipt for Confirmation GCEWWW
United Airlines Inc ltunitedairlinesunitedcomgt Sat Mar 10 2012 at 1106 PMTo AHASEGgmailcom
ConfirmationGCEWWWCheck-shyIn gt
Issue Date March 10 2012
Traveler eTicket Number Frequent Flyer SeatsHASEGAWAATSUSHIMR 0162320667315 UA-shyEGT4XXXX Premier Silver S 30H12D-shy-shy-shy-shy-shy-shy
FLIGHT INFORMATIONDay Date Flight ClassDeparture City and Time Arrival City and Time Aircraft MealWed 21MAR12 UA8041S TOKYO JAPAN
(NRT -shy NARITA) 430 PMWASHINGTON DC (IAD -shy DULLES) 351 PM
777-shy200Dinner
Wed 21MAR12 UA2632S WASHINGTON DC (IAD -shy DULLES) 505 PM
NEW ORLEANS LA (MSY) 647 PM
A-shy319 Purchase
Mon 26MAR12 UA4973S NEW ORLEANS LA (MSY) 601 AM
SAN FRANCISCO CA (SFO) 900 AM
A-shy320 Purchase
Mon 26MAR12 UA8374S SAN FRANCISCO CA (SFO) 1101 AM
TOKYO JAPAN (NRT -shy NARITA) 200 PM (27MAR)
747-shy400Lunch
1 Flight operated by UNITED AIRLINES2 Flight operated by UNITED AIRLINES3 Flight operated by UNITED AIRLINES4 Flight operated by UNITED AIRLINES
FARE INFORMATIONFare BreakdownAirfare 77400JPYJapan Passenger Security ServiceCharge
500
Japan Passenger ServiceFacilities Charge
2040
Fuel Surcharge 50000September 11th Security Fee 630US Federal Transportation Tax 2760US APHIS User Fee 420US Immigration User Fee 580US Customs User Fee 460US Passenger Facility Charge 380Per Person Total 135170JPYeTicket Total 135170JPY
Form of PaymentAMERICAN EXPRESSLast Four Digits 5303
The airfare you paid on this itinerary totals 77400 JPYThe taxes fees and surcharges paid total 57770 JPYFare Rules Additional charges may apply for changes in addition to any fare rules listed
REFUNDABLECXL FEE
International eTicket Reminders
Check-shyin Requirement -shy Bags must be checked and boarding passes obtained at least 60 minutes prior toscheduled departure Baggage will not be accepted and advance seat assignments may be canceled if thiscondition is not met
Boarding Requirement -shy Passengers must be prepared to board at the departure gate with their boarding
121130 Gmail -‐‑ Hyatt Regency New Orleans -‐‑ Confirmation -‐‑ ATSUSHI HASEGAWA -‐‑ 3212012 -‐‑ 1758081
13httpsmailgooglecommailu0ui=2ampik=9938667debampview=ptampq=hyatt regencyampqs=trueampsearchhellip
Naoko KAWACHI ltnaokokawachigmailcomgt
Hyatt Regency New Orleans -shy Confirmation -shy ATSUSHI HASEGAWA -shy3212012 -shy 1758081
Hyatt Regency New Orleans ltConciergehyatte-shyconciergecomgt Thu Mar 8 2012 at 151 AMTo NAOKOKAWACHIgmailcom
Hyatt E-shyConcierge | Customer Service | Hotel Website | Print E-shyMail | View Online
RESERVATION CONFIRMATION
CONFIRMATION NUMBER 1758081
CHECK-shyIN DATE Wednesday March 21 2012HOTEL CHECK-shyIN TIME 300 PM
CHECK-shyOUT DATE Sunday March 25 2012HOTEL CHECK-shyOUT TIME 1100 AM
Hyatt Regency New OrleansPoydras At Loyola AvenueNew Orleans LA 70113 USTel 504-shy561-shy1234 Fax 504-shy587-shy4141
ATSUSHI HASEGAWA
Greetings from Hyatt Regency New Orleans
Thank you for your reservation We look forward to welcoming you to our hotel
To make changes to your reservation please click here or email us as at reservationshyattcom Tospeak with us directly please call 1 877 827 1356 within the US and Canada or simply contact yourlocal worldwide reservation center
We are excited about your upcoming visit and look forward to creating a memorable experience for you
Warmest Regards
Hyatt Regency New Orleans Team
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
デバイスサービスをまたがった旅行に関する情報のオーガナイズサポート
rarr TripIt
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
単なるPOS革命ではなくて
紙のレシートrarrメールレシート 新しいタッチポイントの創出
bull購入記録の簡便便な保存家計簿管理理 bull店舗EC連動した顧客との関係構築 bull購入記録を利利用した新サービス創出
メールレシートの サービスデザイン的価値
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
Service Design 提供価値の発見見
ビジネス価値と顧客の期待価値に基づく ビジネスリフレーミング
体験のコンセプト
顧客
ビジネス
期待価値 行行動文脈
提供価値 競合優位性
Activity Design 体験のプラニング
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
体験のldquo日常rdquoは製品サービス以外
日常生活 日常生活
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
httpwwwadaptivepathcomuploadsdocumentsRailEurope_AdaptivePath_CXMap_FINALpdf
Customer Journey Map 「経験」にまつわるストーリーを 深く豊かに表現する方法
by Chris Risdon from Adaptive Path IA Summit 2012
なんのため
bull目的やプランの共有 bull分析 bull発見見
CJMの解体bullThe Lensレンズスコープ bullJourney Modelモデルマップ
bullFindings発見見洞洞察（insights） 改善示唆（opportunities）
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 Lens
Journey Model
Insights Opportunities
The Lens
bullペルソナ bullユーザーゴール bull視点観点制約
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
People choose rail travel because it is convenient easy and flexible
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Journey Model
bull行行動 bullタッチポイント bullステージ
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Insights
bull質的 -‐‑‒ 心理理状態 -‐‑‒ 感情 bull量量的
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Opportunitiesbull現状分析 bull改善示唆
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
サービスブループリント Service Blueprint
bullカスタマアクション bullフロントステージアクション bullバックステージアクション bullサポートプロセス bullサービス提供媒体
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
カスタマアクション
フロントステージアクション
バックステージアクション
サポートプロセス
サービス提供媒体
Inside-‐‑‒out Outside-‐‑‒in
Inside-‐‑‒outbull サービスがどのように機能するか bull 一つのサービスでもタッチポイントごとに求められることは異異なる
bull インタラクションの性質特徴 bull 一連のサービス飛び石的なサービス bull 事業観点での品質管理理
Inside-‐‑‒out CJM 〜～ サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
Outside-‐‑‒inbull 顧客がどのようにサービスを体験するか bull 顧客観点 bull さまざまなタッチポイントをまたがる経験の流流れ（Journey）
bull 特定の会社のサービス製品利利用にとどまらない顧客の行行動 rarr クロスサービス
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
プラニング観点「旅行」という体験
旅行行前 旅行行中 旅行行後
航空会社
旅行行前 旅行行中 旅行行後
航空会社
Inside-‐‑‒out 視点でのプラニング rarr クロスオムニチャンネル
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
Outside-‐‑‒in 視点でのプラニング rarr クロスサービス
Atsushi HASEGAWA ltahaseggmailcomgt
eTicket Itinerary and Receipt for Confirmation GCEWWW
United Airlines Inc ltunitedairlinesunitedcomgt Sat Mar 10 2012 at 1106 PMTo AHASEGgmailcom
ConfirmationGCEWWWCheck-shyIn gt
Issue Date March 10 2012
Traveler eTicket Number Frequent Flyer SeatsHASEGAWAATSUSHIMR 0162320667315 UA-shyEGT4XXXX Premier Silver S 30H12D-shy-shy-shy-shy-shy-shy
FLIGHT INFORMATIONDay Date Flight ClassDeparture City and Time Arrival City and Time Aircraft MealWed 21MAR12 UA8041S TOKYO JAPAN
(NRT -shy NARITA) 430 PMWASHINGTON DC (IAD -shy DULLES) 351 PM
777-shy200Dinner
Wed 21MAR12 UA2632S WASHINGTON DC (IAD -shy DULLES) 505 PM
NEW ORLEANS LA (MSY) 647 PM
A-shy319 Purchase
Mon 26MAR12 UA4973S NEW ORLEANS LA (MSY) 601 AM
SAN FRANCISCO CA (SFO) 900 AM
A-shy320 Purchase
Mon 26MAR12 UA8374S SAN FRANCISCO CA (SFO) 1101 AM
TOKYO JAPAN (NRT -shy NARITA) 200 PM (27MAR)
747-shy400Lunch
1 Flight operated by UNITED AIRLINES2 Flight operated by UNITED AIRLINES3 Flight operated by UNITED AIRLINES4 Flight operated by UNITED AIRLINES
FARE INFORMATIONFare BreakdownAirfare 77400JPYJapan Passenger Security ServiceCharge
500
Japan Passenger ServiceFacilities Charge
2040
Fuel Surcharge 50000September 11th Security Fee 630US Federal Transportation Tax 2760US APHIS User Fee 420US Immigration User Fee 580US Customs User Fee 460US Passenger Facility Charge 380Per Person Total 135170JPYeTicket Total 135170JPY
Form of PaymentAMERICAN EXPRESSLast Four Digits 5303
The airfare you paid on this itinerary totals 77400 JPYThe taxes fees and surcharges paid total 57770 JPYFare Rules Additional charges may apply for changes in addition to any fare rules listed
REFUNDABLECXL FEE
International eTicket Reminders
Check-shyin Requirement -shy Bags must be checked and boarding passes obtained at least 60 minutes prior toscheduled departure Baggage will not be accepted and advance seat assignments may be canceled if thiscondition is not met
Boarding Requirement -shy Passengers must be prepared to board at the departure gate with their boarding
121130 Gmail -‐‑ Hyatt Regency New Orleans -‐‑ Confirmation -‐‑ ATSUSHI HASEGAWA -‐‑ 3212012 -‐‑ 1758081
13httpsmailgooglecommailu0ui=2ampik=9938667debampview=ptampq=hyatt regencyampqs=trueampsearchhellip
Naoko KAWACHI ltnaokokawachigmailcomgt
Hyatt Regency New Orleans -shy Confirmation -shy ATSUSHI HASEGAWA -shy3212012 -shy 1758081
Hyatt Regency New Orleans ltConciergehyatte-shyconciergecomgt Thu Mar 8 2012 at 151 AMTo NAOKOKAWACHIgmailcom
Hyatt E-shyConcierge | Customer Service | Hotel Website | Print E-shyMail | View Online
RESERVATION CONFIRMATION
CONFIRMATION NUMBER 1758081
CHECK-shyIN DATE Wednesday March 21 2012HOTEL CHECK-shyIN TIME 300 PM
CHECK-shyOUT DATE Sunday March 25 2012HOTEL CHECK-shyOUT TIME 1100 AM
Hyatt Regency New OrleansPoydras At Loyola AvenueNew Orleans LA 70113 USTel 504-shy561-shy1234 Fax 504-shy587-shy4141
ATSUSHI HASEGAWA
Greetings from Hyatt Regency New Orleans
Thank you for your reservation We look forward to welcoming you to our hotel
To make changes to your reservation please click here or email us as at reservationshyattcom Tospeak with us directly please call 1 877 827 1356 within the US and Canada or simply contact yourlocal worldwide reservation center
We are excited about your upcoming visit and look forward to creating a memorable experience for you
Warmest Regards
Hyatt Regency New Orleans Team
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
デバイスサービスをまたがった旅行に関する情報のオーガナイズサポート
rarr TripIt
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
単なるPOS革命ではなくて
紙のレシートrarrメールレシート 新しいタッチポイントの創出
bull購入記録の簡便便な保存家計簿管理理 bull店舗EC連動した顧客との関係構築 bull購入記録を利利用した新サービス創出
メールレシートの サービスデザイン的価値
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
ビジネス価値と顧客の期待価値に基づく ビジネスリフレーミング
体験のコンセプト
顧客
ビジネス
期待価値 行行動文脈
提供価値 競合優位性
Activity Design 体験のプラニング
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
体験のldquo日常rdquoは製品サービス以外
日常生活 日常生活
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
httpwwwadaptivepathcomuploadsdocumentsRailEurope_AdaptivePath_CXMap_FINALpdf
Customer Journey Map 「経験」にまつわるストーリーを 深く豊かに表現する方法
by Chris Risdon from Adaptive Path IA Summit 2012
なんのため
bull目的やプランの共有 bull分析 bull発見見
CJMの解体bullThe Lensレンズスコープ bullJourney Modelモデルマップ
bullFindings発見見洞洞察（insights） 改善示唆（opportunities）
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 Lens
Journey Model
Insights Opportunities
The Lens
bullペルソナ bullユーザーゴール bull視点観点制約
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
People choose rail travel because it is convenient easy and flexible
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Journey Model
bull行行動 bullタッチポイント bullステージ
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Insights
bull質的 -‐‑‒ 心理理状態 -‐‑‒ 感情 bull量量的
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Opportunitiesbull現状分析 bull改善示唆
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
サービスブループリント Service Blueprint
bullカスタマアクション bullフロントステージアクション bullバックステージアクション bullサポートプロセス bullサービス提供媒体
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
カスタマアクション
フロントステージアクション
バックステージアクション
サポートプロセス
サービス提供媒体
Inside-‐‑‒out Outside-‐‑‒in
Inside-‐‑‒outbull サービスがどのように機能するか bull 一つのサービスでもタッチポイントごとに求められることは異異なる
bull インタラクションの性質特徴 bull 一連のサービス飛び石的なサービス bull 事業観点での品質管理理
Inside-‐‑‒out CJM 〜～ サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
Outside-‐‑‒inbull 顧客がどのようにサービスを体験するか bull 顧客観点 bull さまざまなタッチポイントをまたがる経験の流流れ（Journey）
bull 特定の会社のサービス製品利利用にとどまらない顧客の行行動 rarr クロスサービス
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
プラニング観点「旅行」という体験
旅行行前 旅行行中 旅行行後
航空会社
旅行行前 旅行行中 旅行行後
航空会社
Inside-‐‑‒out 視点でのプラニング rarr クロスオムニチャンネル
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
Outside-‐‑‒in 視点でのプラニング rarr クロスサービス
Atsushi HASEGAWA ltahaseggmailcomgt
eTicket Itinerary and Receipt for Confirmation GCEWWW
United Airlines Inc ltunitedairlinesunitedcomgt Sat Mar 10 2012 at 1106 PMTo AHASEGgmailcom
ConfirmationGCEWWWCheck-shyIn gt
Issue Date March 10 2012
Traveler eTicket Number Frequent Flyer SeatsHASEGAWAATSUSHIMR 0162320667315 UA-shyEGT4XXXX Premier Silver S 30H12D-shy-shy-shy-shy-shy-shy
FLIGHT INFORMATIONDay Date Flight ClassDeparture City and Time Arrival City and Time Aircraft MealWed 21MAR12 UA8041S TOKYO JAPAN
(NRT -shy NARITA) 430 PMWASHINGTON DC (IAD -shy DULLES) 351 PM
777-shy200Dinner
Wed 21MAR12 UA2632S WASHINGTON DC (IAD -shy DULLES) 505 PM
NEW ORLEANS LA (MSY) 647 PM
A-shy319 Purchase
Mon 26MAR12 UA4973S NEW ORLEANS LA (MSY) 601 AM
SAN FRANCISCO CA (SFO) 900 AM
A-shy320 Purchase
Mon 26MAR12 UA8374S SAN FRANCISCO CA (SFO) 1101 AM
TOKYO JAPAN (NRT -shy NARITA) 200 PM (27MAR)
747-shy400Lunch
1 Flight operated by UNITED AIRLINES2 Flight operated by UNITED AIRLINES3 Flight operated by UNITED AIRLINES4 Flight operated by UNITED AIRLINES
FARE INFORMATIONFare BreakdownAirfare 77400JPYJapan Passenger Security ServiceCharge
500
Japan Passenger ServiceFacilities Charge
2040
Fuel Surcharge 50000September 11th Security Fee 630US Federal Transportation Tax 2760US APHIS User Fee 420US Immigration User Fee 580US Customs User Fee 460US Passenger Facility Charge 380Per Person Total 135170JPYeTicket Total 135170JPY
Form of PaymentAMERICAN EXPRESSLast Four Digits 5303
The airfare you paid on this itinerary totals 77400 JPYThe taxes fees and surcharges paid total 57770 JPYFare Rules Additional charges may apply for changes in addition to any fare rules listed
REFUNDABLECXL FEE
International eTicket Reminders
Check-shyin Requirement -shy Bags must be checked and boarding passes obtained at least 60 minutes prior toscheduled departure Baggage will not be accepted and advance seat assignments may be canceled if thiscondition is not met
Boarding Requirement -shy Passengers must be prepared to board at the departure gate with their boarding
121130 Gmail -‐‑ Hyatt Regency New Orleans -‐‑ Confirmation -‐‑ ATSUSHI HASEGAWA -‐‑ 3212012 -‐‑ 1758081
13httpsmailgooglecommailu0ui=2ampik=9938667debampview=ptampq=hyatt regencyampqs=trueampsearchhellip
Naoko KAWACHI ltnaokokawachigmailcomgt
Hyatt Regency New Orleans -shy Confirmation -shy ATSUSHI HASEGAWA -shy3212012 -shy 1758081
Hyatt Regency New Orleans ltConciergehyatte-shyconciergecomgt Thu Mar 8 2012 at 151 AMTo NAOKOKAWACHIgmailcom
Hyatt E-shyConcierge | Customer Service | Hotel Website | Print E-shyMail | View Online
RESERVATION CONFIRMATION
CONFIRMATION NUMBER 1758081
CHECK-shyIN DATE Wednesday March 21 2012HOTEL CHECK-shyIN TIME 300 PM
CHECK-shyOUT DATE Sunday March 25 2012HOTEL CHECK-shyOUT TIME 1100 AM
Hyatt Regency New OrleansPoydras At Loyola AvenueNew Orleans LA 70113 USTel 504-shy561-shy1234 Fax 504-shy587-shy4141
ATSUSHI HASEGAWA
Greetings from Hyatt Regency New Orleans
Thank you for your reservation We look forward to welcoming you to our hotel
To make changes to your reservation please click here or email us as at reservationshyattcom Tospeak with us directly please call 1 877 827 1356 within the US and Canada or simply contact yourlocal worldwide reservation center
We are excited about your upcoming visit and look forward to creating a memorable experience for you
Warmest Regards
Hyatt Regency New Orleans Team
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
デバイスサービスをまたがった旅行に関する情報のオーガナイズサポート
rarr TripIt
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
単なるPOS革命ではなくて
紙のレシートrarrメールレシート 新しいタッチポイントの創出
bull購入記録の簡便便な保存家計簿管理理 bull店舗EC連動した顧客との関係構築 bull購入記録を利利用した新サービス創出
メールレシートの サービスデザイン的価値
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
Activity Design 体験のプラニング
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
体験のldquo日常rdquoは製品サービス以外
日常生活 日常生活
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
httpwwwadaptivepathcomuploadsdocumentsRailEurope_AdaptivePath_CXMap_FINALpdf
Customer Journey Map 「経験」にまつわるストーリーを 深く豊かに表現する方法
by Chris Risdon from Adaptive Path IA Summit 2012
なんのため
bull目的やプランの共有 bull分析 bull発見見
CJMの解体bullThe Lensレンズスコープ bullJourney Modelモデルマップ
bullFindings発見見洞洞察（insights） 改善示唆（opportunities）
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 Lens
Journey Model
Insights Opportunities
The Lens
bullペルソナ bullユーザーゴール bull視点観点制約
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
People choose rail travel because it is convenient easy and flexible
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Journey Model
bull行行動 bullタッチポイント bullステージ
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Insights
bull質的 -‐‑‒ 心理理状態 -‐‑‒ 感情 bull量量的
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Opportunitiesbull現状分析 bull改善示唆
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
サービスブループリント Service Blueprint
bullカスタマアクション bullフロントステージアクション bullバックステージアクション bullサポートプロセス bullサービス提供媒体
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
カスタマアクション
フロントステージアクション
バックステージアクション
サポートプロセス
サービス提供媒体
Inside-‐‑‒out Outside-‐‑‒in
Inside-‐‑‒outbull サービスがどのように機能するか bull 一つのサービスでもタッチポイントごとに求められることは異異なる
bull インタラクションの性質特徴 bull 一連のサービス飛び石的なサービス bull 事業観点での品質管理理
Inside-‐‑‒out CJM 〜～ サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
Outside-‐‑‒inbull 顧客がどのようにサービスを体験するか bull 顧客観点 bull さまざまなタッチポイントをまたがる経験の流流れ（Journey）
bull 特定の会社のサービス製品利利用にとどまらない顧客の行行動 rarr クロスサービス
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
プラニング観点「旅行」という体験
旅行行前 旅行行中 旅行行後
航空会社
旅行行前 旅行行中 旅行行後
航空会社
Inside-‐‑‒out 視点でのプラニング rarr クロスオムニチャンネル
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
Outside-‐‑‒in 視点でのプラニング rarr クロスサービス
Atsushi HASEGAWA ltahaseggmailcomgt
eTicket Itinerary and Receipt for Confirmation GCEWWW
United Airlines Inc ltunitedairlinesunitedcomgt Sat Mar 10 2012 at 1106 PMTo AHASEGgmailcom
ConfirmationGCEWWWCheck-shyIn gt
Issue Date March 10 2012
Traveler eTicket Number Frequent Flyer SeatsHASEGAWAATSUSHIMR 0162320667315 UA-shyEGT4XXXX Premier Silver S 30H12D-shy-shy-shy-shy-shy-shy
FLIGHT INFORMATIONDay Date Flight ClassDeparture City and Time Arrival City and Time Aircraft MealWed 21MAR12 UA8041S TOKYO JAPAN
(NRT -shy NARITA) 430 PMWASHINGTON DC (IAD -shy DULLES) 351 PM
777-shy200Dinner
Wed 21MAR12 UA2632S WASHINGTON DC (IAD -shy DULLES) 505 PM
NEW ORLEANS LA (MSY) 647 PM
A-shy319 Purchase
Mon 26MAR12 UA4973S NEW ORLEANS LA (MSY) 601 AM
SAN FRANCISCO CA (SFO) 900 AM
A-shy320 Purchase
Mon 26MAR12 UA8374S SAN FRANCISCO CA (SFO) 1101 AM
TOKYO JAPAN (NRT -shy NARITA) 200 PM (27MAR)
747-shy400Lunch
1 Flight operated by UNITED AIRLINES2 Flight operated by UNITED AIRLINES3 Flight operated by UNITED AIRLINES4 Flight operated by UNITED AIRLINES
FARE INFORMATIONFare BreakdownAirfare 77400JPYJapan Passenger Security ServiceCharge
500
Japan Passenger ServiceFacilities Charge
2040
Fuel Surcharge 50000September 11th Security Fee 630US Federal Transportation Tax 2760US APHIS User Fee 420US Immigration User Fee 580US Customs User Fee 460US Passenger Facility Charge 380Per Person Total 135170JPYeTicket Total 135170JPY
Form of PaymentAMERICAN EXPRESSLast Four Digits 5303
The airfare you paid on this itinerary totals 77400 JPYThe taxes fees and surcharges paid total 57770 JPYFare Rules Additional charges may apply for changes in addition to any fare rules listed
REFUNDABLECXL FEE
International eTicket Reminders
Check-shyin Requirement -shy Bags must be checked and boarding passes obtained at least 60 minutes prior toscheduled departure Baggage will not be accepted and advance seat assignments may be canceled if thiscondition is not met
Boarding Requirement -shy Passengers must be prepared to board at the departure gate with their boarding
121130 Gmail -‐‑ Hyatt Regency New Orleans -‐‑ Confirmation -‐‑ ATSUSHI HASEGAWA -‐‑ 3212012 -‐‑ 1758081
13httpsmailgooglecommailu0ui=2ampik=9938667debampview=ptampq=hyatt regencyampqs=trueampsearchhellip
Naoko KAWACHI ltnaokokawachigmailcomgt
Hyatt Regency New Orleans -shy Confirmation -shy ATSUSHI HASEGAWA -shy3212012 -shy 1758081
Hyatt Regency New Orleans ltConciergehyatte-shyconciergecomgt Thu Mar 8 2012 at 151 AMTo NAOKOKAWACHIgmailcom
Hyatt E-shyConcierge | Customer Service | Hotel Website | Print E-shyMail | View Online
RESERVATION CONFIRMATION
CONFIRMATION NUMBER 1758081
CHECK-shyIN DATE Wednesday March 21 2012HOTEL CHECK-shyIN TIME 300 PM
CHECK-shyOUT DATE Sunday March 25 2012HOTEL CHECK-shyOUT TIME 1100 AM
Hyatt Regency New OrleansPoydras At Loyola AvenueNew Orleans LA 70113 USTel 504-shy561-shy1234 Fax 504-shy587-shy4141
ATSUSHI HASEGAWA
Greetings from Hyatt Regency New Orleans
Thank you for your reservation We look forward to welcoming you to our hotel
To make changes to your reservation please click here or email us as at reservationshyattcom Tospeak with us directly please call 1 877 827 1356 within the US and Canada or simply contact yourlocal worldwide reservation center
We are excited about your upcoming visit and look forward to creating a memorable experience for you
Warmest Regards
Hyatt Regency New Orleans Team
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
デバイスサービスをまたがった旅行に関する情報のオーガナイズサポート
rarr TripIt
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
単なるPOS革命ではなくて
紙のレシートrarrメールレシート 新しいタッチポイントの創出
bull購入記録の簡便便な保存家計簿管理理 bull店舗EC連動した顧客との関係構築 bull購入記録を利利用した新サービス創出
メールレシートの サービスデザイン的価値
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
体験のldquo日常rdquoは製品サービス以外
日常生活 日常生活
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
httpwwwadaptivepathcomuploadsdocumentsRailEurope_AdaptivePath_CXMap_FINALpdf
Customer Journey Map 「経験」にまつわるストーリーを 深く豊かに表現する方法
by Chris Risdon from Adaptive Path IA Summit 2012
なんのため
bull目的やプランの共有 bull分析 bull発見見
CJMの解体bullThe Lensレンズスコープ bullJourney Modelモデルマップ
bullFindings発見見洞洞察（insights） 改善示唆（opportunities）
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 Lens
Journey Model
Insights Opportunities
The Lens
bullペルソナ bullユーザーゴール bull視点観点制約
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
People choose rail travel because it is convenient easy and flexible
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Journey Model
bull行行動 bullタッチポイント bullステージ
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Insights
bull質的 -‐‑‒ 心理理状態 -‐‑‒ 感情 bull量量的
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Opportunitiesbull現状分析 bull改善示唆
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
サービスブループリント Service Blueprint
bullカスタマアクション bullフロントステージアクション bullバックステージアクション bullサポートプロセス bullサービス提供媒体
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
カスタマアクション
フロントステージアクション
バックステージアクション
サポートプロセス
サービス提供媒体
Inside-‐‑‒out Outside-‐‑‒in
Inside-‐‑‒outbull サービスがどのように機能するか bull 一つのサービスでもタッチポイントごとに求められることは異異なる
bull インタラクションの性質特徴 bull 一連のサービス飛び石的なサービス bull 事業観点での品質管理理
Inside-‐‑‒out CJM 〜～ サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
Outside-‐‑‒inbull 顧客がどのようにサービスを体験するか bull 顧客観点 bull さまざまなタッチポイントをまたがる経験の流流れ（Journey）
bull 特定の会社のサービス製品利利用にとどまらない顧客の行行動 rarr クロスサービス
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
プラニング観点「旅行」という体験
旅行行前 旅行行中 旅行行後
航空会社
旅行行前 旅行行中 旅行行後
航空会社
Inside-‐‑‒out 視点でのプラニング rarr クロスオムニチャンネル
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
Outside-‐‑‒in 視点でのプラニング rarr クロスサービス
Atsushi HASEGAWA ltahaseggmailcomgt
eTicket Itinerary and Receipt for Confirmation GCEWWW
United Airlines Inc ltunitedairlinesunitedcomgt Sat Mar 10 2012 at 1106 PMTo AHASEGgmailcom
ConfirmationGCEWWWCheck-shyIn gt
Issue Date March 10 2012
Traveler eTicket Number Frequent Flyer SeatsHASEGAWAATSUSHIMR 0162320667315 UA-shyEGT4XXXX Premier Silver S 30H12D-shy-shy-shy-shy-shy-shy
FLIGHT INFORMATIONDay Date Flight ClassDeparture City and Time Arrival City and Time Aircraft MealWed 21MAR12 UA8041S TOKYO JAPAN
(NRT -shy NARITA) 430 PMWASHINGTON DC (IAD -shy DULLES) 351 PM
777-shy200Dinner
Wed 21MAR12 UA2632S WASHINGTON DC (IAD -shy DULLES) 505 PM
NEW ORLEANS LA (MSY) 647 PM
A-shy319 Purchase
Mon 26MAR12 UA4973S NEW ORLEANS LA (MSY) 601 AM
SAN FRANCISCO CA (SFO) 900 AM
A-shy320 Purchase
Mon 26MAR12 UA8374S SAN FRANCISCO CA (SFO) 1101 AM
TOKYO JAPAN (NRT -shy NARITA) 200 PM (27MAR)
747-shy400Lunch
1 Flight operated by UNITED AIRLINES2 Flight operated by UNITED AIRLINES3 Flight operated by UNITED AIRLINES4 Flight operated by UNITED AIRLINES
FARE INFORMATIONFare BreakdownAirfare 77400JPYJapan Passenger Security ServiceCharge
500
Japan Passenger ServiceFacilities Charge
2040
Fuel Surcharge 50000September 11th Security Fee 630US Federal Transportation Tax 2760US APHIS User Fee 420US Immigration User Fee 580US Customs User Fee 460US Passenger Facility Charge 380Per Person Total 135170JPYeTicket Total 135170JPY
Form of PaymentAMERICAN EXPRESSLast Four Digits 5303
The airfare you paid on this itinerary totals 77400 JPYThe taxes fees and surcharges paid total 57770 JPYFare Rules Additional charges may apply for changes in addition to any fare rules listed
REFUNDABLECXL FEE
International eTicket Reminders
Check-shyin Requirement -shy Bags must be checked and boarding passes obtained at least 60 minutes prior toscheduled departure Baggage will not be accepted and advance seat assignments may be canceled if thiscondition is not met
Boarding Requirement -shy Passengers must be prepared to board at the departure gate with their boarding
121130 Gmail -‐‑ Hyatt Regency New Orleans -‐‑ Confirmation -‐‑ ATSUSHI HASEGAWA -‐‑ 3212012 -‐‑ 1758081
13httpsmailgooglecommailu0ui=2ampik=9938667debampview=ptampq=hyatt regencyampqs=trueampsearchhellip
Naoko KAWACHI ltnaokokawachigmailcomgt
Hyatt Regency New Orleans -shy Confirmation -shy ATSUSHI HASEGAWA -shy3212012 -shy 1758081
Hyatt Regency New Orleans ltConciergehyatte-shyconciergecomgt Thu Mar 8 2012 at 151 AMTo NAOKOKAWACHIgmailcom
Hyatt E-shyConcierge | Customer Service | Hotel Website | Print E-shyMail | View Online
RESERVATION CONFIRMATION
CONFIRMATION NUMBER 1758081
CHECK-shyIN DATE Wednesday March 21 2012HOTEL CHECK-shyIN TIME 300 PM
CHECK-shyOUT DATE Sunday March 25 2012HOTEL CHECK-shyOUT TIME 1100 AM
Hyatt Regency New OrleansPoydras At Loyola AvenueNew Orleans LA 70113 USTel 504-shy561-shy1234 Fax 504-shy587-shy4141
ATSUSHI HASEGAWA
Greetings from Hyatt Regency New Orleans
Thank you for your reservation We look forward to welcoming you to our hotel
To make changes to your reservation please click here or email us as at reservationshyattcom Tospeak with us directly please call 1 877 827 1356 within the US and Canada or simply contact yourlocal worldwide reservation center
We are excited about your upcoming visit and look forward to creating a memorable experience for you
Warmest Regards
Hyatt Regency New Orleans Team
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
デバイスサービスをまたがった旅行に関する情報のオーガナイズサポート
rarr TripIt
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
単なるPOS革命ではなくて
紙のレシートrarrメールレシート 新しいタッチポイントの創出
bull購入記録の簡便便な保存家計簿管理理 bull店舗EC連動した顧客との関係構築 bull購入記録を利利用した新サービス創出
メールレシートの サービスデザイン的価値
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
製品 サービス 自体
認知 広告
購買 チャネル（店頭Web）
アフター ケア
顧客の体験（Customer Experience）
体験のldquo日常rdquoは製品サービス以外
日常生活 日常生活
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
httpwwwadaptivepathcomuploadsdocumentsRailEurope_AdaptivePath_CXMap_FINALpdf
Customer Journey Map 「経験」にまつわるストーリーを 深く豊かに表現する方法
by Chris Risdon from Adaptive Path IA Summit 2012
なんのため
bull目的やプランの共有 bull分析 bull発見見
CJMの解体bullThe Lensレンズスコープ bullJourney Modelモデルマップ
bullFindings発見見洞洞察（insights） 改善示唆（opportunities）
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 Lens
Journey Model
Insights Opportunities
The Lens
bullペルソナ bullユーザーゴール bull視点観点制約
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
People choose rail travel because it is convenient easy and flexible
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Journey Model
bull行行動 bullタッチポイント bullステージ
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Insights
bull質的 -‐‑‒ 心理理状態 -‐‑‒ 感情 bull量量的
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Opportunitiesbull現状分析 bull改善示唆
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
サービスブループリント Service Blueprint
bullカスタマアクション bullフロントステージアクション bullバックステージアクション bullサポートプロセス bullサービス提供媒体
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
カスタマアクション
フロントステージアクション
バックステージアクション
サポートプロセス
サービス提供媒体
Inside-‐‑‒out Outside-‐‑‒in
Inside-‐‑‒outbull サービスがどのように機能するか bull 一つのサービスでもタッチポイントごとに求められることは異異なる
bull インタラクションの性質特徴 bull 一連のサービス飛び石的なサービス bull 事業観点での品質管理理
Inside-‐‑‒out CJM 〜～ サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
Outside-‐‑‒inbull 顧客がどのようにサービスを体験するか bull 顧客観点 bull さまざまなタッチポイントをまたがる経験の流流れ（Journey）
bull 特定の会社のサービス製品利利用にとどまらない顧客の行行動 rarr クロスサービス
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
プラニング観点「旅行」という体験
旅行行前 旅行行中 旅行行後
航空会社
旅行行前 旅行行中 旅行行後
航空会社
Inside-‐‑‒out 視点でのプラニング rarr クロスオムニチャンネル
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
Outside-‐‑‒in 視点でのプラニング rarr クロスサービス
Atsushi HASEGAWA ltahaseggmailcomgt
eTicket Itinerary and Receipt for Confirmation GCEWWW
United Airlines Inc ltunitedairlinesunitedcomgt Sat Mar 10 2012 at 1106 PMTo AHASEGgmailcom
ConfirmationGCEWWWCheck-shyIn gt
Issue Date March 10 2012
Traveler eTicket Number Frequent Flyer SeatsHASEGAWAATSUSHIMR 0162320667315 UA-shyEGT4XXXX Premier Silver S 30H12D-shy-shy-shy-shy-shy-shy
FLIGHT INFORMATIONDay Date Flight ClassDeparture City and Time Arrival City and Time Aircraft MealWed 21MAR12 UA8041S TOKYO JAPAN
(NRT -shy NARITA) 430 PMWASHINGTON DC (IAD -shy DULLES) 351 PM
777-shy200Dinner
Wed 21MAR12 UA2632S WASHINGTON DC (IAD -shy DULLES) 505 PM
NEW ORLEANS LA (MSY) 647 PM
A-shy319 Purchase
Mon 26MAR12 UA4973S NEW ORLEANS LA (MSY) 601 AM
SAN FRANCISCO CA (SFO) 900 AM
A-shy320 Purchase
Mon 26MAR12 UA8374S SAN FRANCISCO CA (SFO) 1101 AM
TOKYO JAPAN (NRT -shy NARITA) 200 PM (27MAR)
747-shy400Lunch
1 Flight operated by UNITED AIRLINES2 Flight operated by UNITED AIRLINES3 Flight operated by UNITED AIRLINES4 Flight operated by UNITED AIRLINES
FARE INFORMATIONFare BreakdownAirfare 77400JPYJapan Passenger Security ServiceCharge
500
Japan Passenger ServiceFacilities Charge
2040
Fuel Surcharge 50000September 11th Security Fee 630US Federal Transportation Tax 2760US APHIS User Fee 420US Immigration User Fee 580US Customs User Fee 460US Passenger Facility Charge 380Per Person Total 135170JPYeTicket Total 135170JPY
Form of PaymentAMERICAN EXPRESSLast Four Digits 5303
The airfare you paid on this itinerary totals 77400 JPYThe taxes fees and surcharges paid total 57770 JPYFare Rules Additional charges may apply for changes in addition to any fare rules listed
REFUNDABLECXL FEE
International eTicket Reminders
Check-shyin Requirement -shy Bags must be checked and boarding passes obtained at least 60 minutes prior toscheduled departure Baggage will not be accepted and advance seat assignments may be canceled if thiscondition is not met
Boarding Requirement -shy Passengers must be prepared to board at the departure gate with their boarding
121130 Gmail -‐‑ Hyatt Regency New Orleans -‐‑ Confirmation -‐‑ ATSUSHI HASEGAWA -‐‑ 3212012 -‐‑ 1758081
13httpsmailgooglecommailu0ui=2ampik=9938667debampview=ptampq=hyatt regencyampqs=trueampsearchhellip
Naoko KAWACHI ltnaokokawachigmailcomgt
Hyatt Regency New Orleans -shy Confirmation -shy ATSUSHI HASEGAWA -shy3212012 -shy 1758081
Hyatt Regency New Orleans ltConciergehyatte-shyconciergecomgt Thu Mar 8 2012 at 151 AMTo NAOKOKAWACHIgmailcom
Hyatt E-shyConcierge | Customer Service | Hotel Website | Print E-shyMail | View Online
RESERVATION CONFIRMATION
CONFIRMATION NUMBER 1758081
CHECK-shyIN DATE Wednesday March 21 2012HOTEL CHECK-shyIN TIME 300 PM
CHECK-shyOUT DATE Sunday March 25 2012HOTEL CHECK-shyOUT TIME 1100 AM
Hyatt Regency New OrleansPoydras At Loyola AvenueNew Orleans LA 70113 USTel 504-shy561-shy1234 Fax 504-shy587-shy4141
ATSUSHI HASEGAWA
Greetings from Hyatt Regency New Orleans
Thank you for your reservation We look forward to welcoming you to our hotel
To make changes to your reservation please click here or email us as at reservationshyattcom Tospeak with us directly please call 1 877 827 1356 within the US and Canada or simply contact yourlocal worldwide reservation center
We are excited about your upcoming visit and look forward to creating a memorable experience for you
Warmest Regards
Hyatt Regency New Orleans Team
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
デバイスサービスをまたがった旅行に関する情報のオーガナイズサポート
rarr TripIt
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
単なるPOS革命ではなくて
紙のレシートrarrメールレシート 新しいタッチポイントの創出
bull購入記録の簡便便な保存家計簿管理理 bull店舗EC連動した顧客との関係構築 bull購入記録を利利用した新サービス創出
メールレシートの サービスデザイン的価値
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
httpwwwadaptivepathcomuploadsdocumentsRailEurope_AdaptivePath_CXMap_FINALpdf
Customer Journey Map 「経験」にまつわるストーリーを 深く豊かに表現する方法
by Chris Risdon from Adaptive Path IA Summit 2012
なんのため
bull目的やプランの共有 bull分析 bull発見見
CJMの解体bullThe Lensレンズスコープ bullJourney Modelモデルマップ
bullFindings発見見洞洞察（insights） 改善示唆（opportunities）
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 Lens
Journey Model
Insights Opportunities
The Lens
bullペルソナ bullユーザーゴール bull視点観点制約
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
People choose rail travel because it is convenient easy and flexible
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Journey Model
bull行行動 bullタッチポイント bullステージ
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Insights
bull質的 -‐‑‒ 心理理状態 -‐‑‒ 感情 bull量量的
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Opportunitiesbull現状分析 bull改善示唆
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
サービスブループリント Service Blueprint
bullカスタマアクション bullフロントステージアクション bullバックステージアクション bullサポートプロセス bullサービス提供媒体
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
カスタマアクション
フロントステージアクション
バックステージアクション
サポートプロセス
サービス提供媒体
Inside-‐‑‒out Outside-‐‑‒in
Inside-‐‑‒outbull サービスがどのように機能するか bull 一つのサービスでもタッチポイントごとに求められることは異異なる
bull インタラクションの性質特徴 bull 一連のサービス飛び石的なサービス bull 事業観点での品質管理理
Inside-‐‑‒out CJM 〜～ サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
Outside-‐‑‒inbull 顧客がどのようにサービスを体験するか bull 顧客観点 bull さまざまなタッチポイントをまたがる経験の流流れ（Journey）
bull 特定の会社のサービス製品利利用にとどまらない顧客の行行動 rarr クロスサービス
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
プラニング観点「旅行」という体験
旅行行前 旅行行中 旅行行後
航空会社
旅行行前 旅行行中 旅行行後
航空会社
Inside-‐‑‒out 視点でのプラニング rarr クロスオムニチャンネル
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
Outside-‐‑‒in 視点でのプラニング rarr クロスサービス
Atsushi HASEGAWA ltahaseggmailcomgt
eTicket Itinerary and Receipt for Confirmation GCEWWW
United Airlines Inc ltunitedairlinesunitedcomgt Sat Mar 10 2012 at 1106 PMTo AHASEGgmailcom
ConfirmationGCEWWWCheck-shyIn gt
Issue Date March 10 2012
Traveler eTicket Number Frequent Flyer SeatsHASEGAWAATSUSHIMR 0162320667315 UA-shyEGT4XXXX Premier Silver S 30H12D-shy-shy-shy-shy-shy-shy
FLIGHT INFORMATIONDay Date Flight ClassDeparture City and Time Arrival City and Time Aircraft MealWed 21MAR12 UA8041S TOKYO JAPAN
(NRT -shy NARITA) 430 PMWASHINGTON DC (IAD -shy DULLES) 351 PM
777-shy200Dinner
Wed 21MAR12 UA2632S WASHINGTON DC (IAD -shy DULLES) 505 PM
NEW ORLEANS LA (MSY) 647 PM
A-shy319 Purchase
Mon 26MAR12 UA4973S NEW ORLEANS LA (MSY) 601 AM
SAN FRANCISCO CA (SFO) 900 AM
A-shy320 Purchase
Mon 26MAR12 UA8374S SAN FRANCISCO CA (SFO) 1101 AM
TOKYO JAPAN (NRT -shy NARITA) 200 PM (27MAR)
747-shy400Lunch
1 Flight operated by UNITED AIRLINES2 Flight operated by UNITED AIRLINES3 Flight operated by UNITED AIRLINES4 Flight operated by UNITED AIRLINES
FARE INFORMATIONFare BreakdownAirfare 77400JPYJapan Passenger Security ServiceCharge
500
Japan Passenger ServiceFacilities Charge
2040
Fuel Surcharge 50000September 11th Security Fee 630US Federal Transportation Tax 2760US APHIS User Fee 420US Immigration User Fee 580US Customs User Fee 460US Passenger Facility Charge 380Per Person Total 135170JPYeTicket Total 135170JPY
Form of PaymentAMERICAN EXPRESSLast Four Digits 5303
The airfare you paid on this itinerary totals 77400 JPYThe taxes fees and surcharges paid total 57770 JPYFare Rules Additional charges may apply for changes in addition to any fare rules listed
REFUNDABLECXL FEE
International eTicket Reminders
Check-shyin Requirement -shy Bags must be checked and boarding passes obtained at least 60 minutes prior toscheduled departure Baggage will not be accepted and advance seat assignments may be canceled if thiscondition is not met
Boarding Requirement -shy Passengers must be prepared to board at the departure gate with their boarding
121130 Gmail -‐‑ Hyatt Regency New Orleans -‐‑ Confirmation -‐‑ ATSUSHI HASEGAWA -‐‑ 3212012 -‐‑ 1758081
13httpsmailgooglecommailu0ui=2ampik=9938667debampview=ptampq=hyatt regencyampqs=trueampsearchhellip
Naoko KAWACHI ltnaokokawachigmailcomgt
Hyatt Regency New Orleans -shy Confirmation -shy ATSUSHI HASEGAWA -shy3212012 -shy 1758081
Hyatt Regency New Orleans ltConciergehyatte-shyconciergecomgt Thu Mar 8 2012 at 151 AMTo NAOKOKAWACHIgmailcom
Hyatt E-shyConcierge | Customer Service | Hotel Website | Print E-shyMail | View Online
RESERVATION CONFIRMATION
CONFIRMATION NUMBER 1758081
CHECK-shyIN DATE Wednesday March 21 2012HOTEL CHECK-shyIN TIME 300 PM
CHECK-shyOUT DATE Sunday March 25 2012HOTEL CHECK-shyOUT TIME 1100 AM
Hyatt Regency New OrleansPoydras At Loyola AvenueNew Orleans LA 70113 USTel 504-shy561-shy1234 Fax 504-shy587-shy4141
ATSUSHI HASEGAWA
Greetings from Hyatt Regency New Orleans
Thank you for your reservation We look forward to welcoming you to our hotel
To make changes to your reservation please click here or email us as at reservationshyattcom Tospeak with us directly please call 1 877 827 1356 within the US and Canada or simply contact yourlocal worldwide reservation center
We are excited about your upcoming visit and look forward to creating a memorable experience for you
Warmest Regards
Hyatt Regency New Orleans Team
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
デバイスサービスをまたがった旅行に関する情報のオーガナイズサポート
rarr TripIt
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
単なるPOS革命ではなくて
紙のレシートrarrメールレシート 新しいタッチポイントの創出
bull購入記録の簡便便な保存家計簿管理理 bull店舗EC連動した顧客との関係構築 bull購入記録を利利用した新サービス創出
メールレシートの サービスデザイン的価値
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
Customer Journey Map 「経験」にまつわるストーリーを 深く豊かに表現する方法
by Chris Risdon from Adaptive Path IA Summit 2012
なんのため
bull目的やプランの共有 bull分析 bull発見見
CJMの解体bullThe Lensレンズスコープ bullJourney Modelモデルマップ
bullFindings発見見洞洞察（insights） 改善示唆（opportunities）
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 Lens
Journey Model
Insights Opportunities
The Lens
bullペルソナ bullユーザーゴール bull視点観点制約
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
People choose rail travel because it is convenient easy and flexible
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Journey Model
bull行行動 bullタッチポイント bullステージ
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Insights
bull質的 -‐‑‒ 心理理状態 -‐‑‒ 感情 bull量量的
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Opportunitiesbull現状分析 bull改善示唆
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
サービスブループリント Service Blueprint
bullカスタマアクション bullフロントステージアクション bullバックステージアクション bullサポートプロセス bullサービス提供媒体
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
カスタマアクション
フロントステージアクション
バックステージアクション
サポートプロセス
サービス提供媒体
Inside-‐‑‒out Outside-‐‑‒in
Inside-‐‑‒outbull サービスがどのように機能するか bull 一つのサービスでもタッチポイントごとに求められることは異異なる
bull インタラクションの性質特徴 bull 一連のサービス飛び石的なサービス bull 事業観点での品質管理理
Inside-‐‑‒out CJM 〜～ サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
Outside-‐‑‒inbull 顧客がどのようにサービスを体験するか bull 顧客観点 bull さまざまなタッチポイントをまたがる経験の流流れ（Journey）
bull 特定の会社のサービス製品利利用にとどまらない顧客の行行動 rarr クロスサービス
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
プラニング観点「旅行」という体験
旅行行前 旅行行中 旅行行後
航空会社
旅行行前 旅行行中 旅行行後
航空会社
Inside-‐‑‒out 視点でのプラニング rarr クロスオムニチャンネル
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
Outside-‐‑‒in 視点でのプラニング rarr クロスサービス
Atsushi HASEGAWA ltahaseggmailcomgt
eTicket Itinerary and Receipt for Confirmation GCEWWW
United Airlines Inc ltunitedairlinesunitedcomgt Sat Mar 10 2012 at 1106 PMTo AHASEGgmailcom
ConfirmationGCEWWWCheck-shyIn gt
Issue Date March 10 2012
Traveler eTicket Number Frequent Flyer SeatsHASEGAWAATSUSHIMR 0162320667315 UA-shyEGT4XXXX Premier Silver S 30H12D-shy-shy-shy-shy-shy-shy
FLIGHT INFORMATIONDay Date Flight ClassDeparture City and Time Arrival City and Time Aircraft MealWed 21MAR12 UA8041S TOKYO JAPAN
(NRT -shy NARITA) 430 PMWASHINGTON DC (IAD -shy DULLES) 351 PM
777-shy200Dinner
Wed 21MAR12 UA2632S WASHINGTON DC (IAD -shy DULLES) 505 PM
NEW ORLEANS LA (MSY) 647 PM
A-shy319 Purchase
Mon 26MAR12 UA4973S NEW ORLEANS LA (MSY) 601 AM
SAN FRANCISCO CA (SFO) 900 AM
A-shy320 Purchase
Mon 26MAR12 UA8374S SAN FRANCISCO CA (SFO) 1101 AM
TOKYO JAPAN (NRT -shy NARITA) 200 PM (27MAR)
747-shy400Lunch
1 Flight operated by UNITED AIRLINES2 Flight operated by UNITED AIRLINES3 Flight operated by UNITED AIRLINES4 Flight operated by UNITED AIRLINES
FARE INFORMATIONFare BreakdownAirfare 77400JPYJapan Passenger Security ServiceCharge
500
Japan Passenger ServiceFacilities Charge
2040
Fuel Surcharge 50000September 11th Security Fee 630US Federal Transportation Tax 2760US APHIS User Fee 420US Immigration User Fee 580US Customs User Fee 460US Passenger Facility Charge 380Per Person Total 135170JPYeTicket Total 135170JPY
Form of PaymentAMERICAN EXPRESSLast Four Digits 5303
The airfare you paid on this itinerary totals 77400 JPYThe taxes fees and surcharges paid total 57770 JPYFare Rules Additional charges may apply for changes in addition to any fare rules listed
REFUNDABLECXL FEE
International eTicket Reminders
Check-shyin Requirement -shy Bags must be checked and boarding passes obtained at least 60 minutes prior toscheduled departure Baggage will not be accepted and advance seat assignments may be canceled if thiscondition is not met
Boarding Requirement -shy Passengers must be prepared to board at the departure gate with their boarding
121130 Gmail -‐‑ Hyatt Regency New Orleans -‐‑ Confirmation -‐‑ ATSUSHI HASEGAWA -‐‑ 3212012 -‐‑ 1758081
13httpsmailgooglecommailu0ui=2ampik=9938667debampview=ptampq=hyatt regencyampqs=trueampsearchhellip
Naoko KAWACHI ltnaokokawachigmailcomgt
Hyatt Regency New Orleans -shy Confirmation -shy ATSUSHI HASEGAWA -shy3212012 -shy 1758081
Hyatt Regency New Orleans ltConciergehyatte-shyconciergecomgt Thu Mar 8 2012 at 151 AMTo NAOKOKAWACHIgmailcom
Hyatt E-shyConcierge | Customer Service | Hotel Website | Print E-shyMail | View Online
RESERVATION CONFIRMATION
CONFIRMATION NUMBER 1758081
CHECK-shyIN DATE Wednesday March 21 2012HOTEL CHECK-shyIN TIME 300 PM
CHECK-shyOUT DATE Sunday March 25 2012HOTEL CHECK-shyOUT TIME 1100 AM
Hyatt Regency New OrleansPoydras At Loyola AvenueNew Orleans LA 70113 USTel 504-shy561-shy1234 Fax 504-shy587-shy4141
ATSUSHI HASEGAWA
Greetings from Hyatt Regency New Orleans
Thank you for your reservation We look forward to welcoming you to our hotel
To make changes to your reservation please click here or email us as at reservationshyattcom Tospeak with us directly please call 1 877 827 1356 within the US and Canada or simply contact yourlocal worldwide reservation center
We are excited about your upcoming visit and look forward to creating a memorable experience for you
Warmest Regards
Hyatt Regency New Orleans Team
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
デバイスサービスをまたがった旅行に関する情報のオーガナイズサポート
rarr TripIt
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
単なるPOS革命ではなくて
紙のレシートrarrメールレシート 新しいタッチポイントの創出
bull購入記録の簡便便な保存家計簿管理理 bull店舗EC連動した顧客との関係構築 bull購入記録を利利用した新サービス創出
メールレシートの サービスデザイン的価値
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
なんのため
bull目的やプランの共有 bull分析 bull発見見
CJMの解体bullThe Lensレンズスコープ bullJourney Modelモデルマップ
bullFindings発見見洞洞察（insights） 改善示唆（opportunities）
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 Lens
Journey Model
Insights Opportunities
The Lens
bullペルソナ bullユーザーゴール bull視点観点制約
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
People choose rail travel because it is convenient easy and flexible
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Journey Model
bull行行動 bullタッチポイント bullステージ
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Insights
bull質的 -‐‑‒ 心理理状態 -‐‑‒ 感情 bull量量的
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Opportunitiesbull現状分析 bull改善示唆
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
サービスブループリント Service Blueprint
bullカスタマアクション bullフロントステージアクション bullバックステージアクション bullサポートプロセス bullサービス提供媒体
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
カスタマアクション
フロントステージアクション
バックステージアクション
サポートプロセス
サービス提供媒体
Inside-‐‑‒out Outside-‐‑‒in
Inside-‐‑‒outbull サービスがどのように機能するか bull 一つのサービスでもタッチポイントごとに求められることは異異なる
bull インタラクションの性質特徴 bull 一連のサービス飛び石的なサービス bull 事業観点での品質管理理
Inside-‐‑‒out CJM 〜～ サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
Outside-‐‑‒inbull 顧客がどのようにサービスを体験するか bull 顧客観点 bull さまざまなタッチポイントをまたがる経験の流流れ（Journey）
bull 特定の会社のサービス製品利利用にとどまらない顧客の行行動 rarr クロスサービス
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
プラニング観点「旅行」という体験
旅行行前 旅行行中 旅行行後
航空会社
旅行行前 旅行行中 旅行行後
航空会社
Inside-‐‑‒out 視点でのプラニング rarr クロスオムニチャンネル
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
Outside-‐‑‒in 視点でのプラニング rarr クロスサービス
Atsushi HASEGAWA ltahaseggmailcomgt
eTicket Itinerary and Receipt for Confirmation GCEWWW
United Airlines Inc ltunitedairlinesunitedcomgt Sat Mar 10 2012 at 1106 PMTo AHASEGgmailcom
ConfirmationGCEWWWCheck-shyIn gt
Issue Date March 10 2012
Traveler eTicket Number Frequent Flyer SeatsHASEGAWAATSUSHIMR 0162320667315 UA-shyEGT4XXXX Premier Silver S 30H12D-shy-shy-shy-shy-shy-shy
FLIGHT INFORMATIONDay Date Flight ClassDeparture City and Time Arrival City and Time Aircraft MealWed 21MAR12 UA8041S TOKYO JAPAN
(NRT -shy NARITA) 430 PMWASHINGTON DC (IAD -shy DULLES) 351 PM
777-shy200Dinner
Wed 21MAR12 UA2632S WASHINGTON DC (IAD -shy DULLES) 505 PM
NEW ORLEANS LA (MSY) 647 PM
A-shy319 Purchase
Mon 26MAR12 UA4973S NEW ORLEANS LA (MSY) 601 AM
SAN FRANCISCO CA (SFO) 900 AM
A-shy320 Purchase
Mon 26MAR12 UA8374S SAN FRANCISCO CA (SFO) 1101 AM
TOKYO JAPAN (NRT -shy NARITA) 200 PM (27MAR)
747-shy400Lunch
1 Flight operated by UNITED AIRLINES2 Flight operated by UNITED AIRLINES3 Flight operated by UNITED AIRLINES4 Flight operated by UNITED AIRLINES
FARE INFORMATIONFare BreakdownAirfare 77400JPYJapan Passenger Security ServiceCharge
500
Japan Passenger ServiceFacilities Charge
2040
Fuel Surcharge 50000September 11th Security Fee 630US Federal Transportation Tax 2760US APHIS User Fee 420US Immigration User Fee 580US Customs User Fee 460US Passenger Facility Charge 380Per Person Total 135170JPYeTicket Total 135170JPY
Form of PaymentAMERICAN EXPRESSLast Four Digits 5303
The airfare you paid on this itinerary totals 77400 JPYThe taxes fees and surcharges paid total 57770 JPYFare Rules Additional charges may apply for changes in addition to any fare rules listed
REFUNDABLECXL FEE
International eTicket Reminders
Check-shyin Requirement -shy Bags must be checked and boarding passes obtained at least 60 minutes prior toscheduled departure Baggage will not be accepted and advance seat assignments may be canceled if thiscondition is not met
Boarding Requirement -shy Passengers must be prepared to board at the departure gate with their boarding
121130 Gmail -‐‑ Hyatt Regency New Orleans -‐‑ Confirmation -‐‑ ATSUSHI HASEGAWA -‐‑ 3212012 -‐‑ 1758081
13httpsmailgooglecommailu0ui=2ampik=9938667debampview=ptampq=hyatt regencyampqs=trueampsearchhellip
Naoko KAWACHI ltnaokokawachigmailcomgt
Hyatt Regency New Orleans -shy Confirmation -shy ATSUSHI HASEGAWA -shy3212012 -shy 1758081
Hyatt Regency New Orleans ltConciergehyatte-shyconciergecomgt Thu Mar 8 2012 at 151 AMTo NAOKOKAWACHIgmailcom
Hyatt E-shyConcierge | Customer Service | Hotel Website | Print E-shyMail | View Online
RESERVATION CONFIRMATION
CONFIRMATION NUMBER 1758081
CHECK-shyIN DATE Wednesday March 21 2012HOTEL CHECK-shyIN TIME 300 PM
CHECK-shyOUT DATE Sunday March 25 2012HOTEL CHECK-shyOUT TIME 1100 AM
Hyatt Regency New OrleansPoydras At Loyola AvenueNew Orleans LA 70113 USTel 504-shy561-shy1234 Fax 504-shy587-shy4141
ATSUSHI HASEGAWA
Greetings from Hyatt Regency New Orleans
Thank you for your reservation We look forward to welcoming you to our hotel
To make changes to your reservation please click here or email us as at reservationshyattcom Tospeak with us directly please call 1 877 827 1356 within the US and Canada or simply contact yourlocal worldwide reservation center
We are excited about your upcoming visit and look forward to creating a memorable experience for you
Warmest Regards
Hyatt Regency New Orleans Team
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
デバイスサービスをまたがった旅行に関する情報のオーガナイズサポート
rarr TripIt
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
単なるPOS革命ではなくて
紙のレシートrarrメールレシート 新しいタッチポイントの創出
bull購入記録の簡便便な保存家計簿管理理 bull店舗EC連動した顧客との関係構築 bull購入記録を利利用した新サービス創出
メールレシートの サービスデザイン的価値
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
CJMの解体bullThe Lensレンズスコープ bullJourney Modelモデルマップ
bullFindings発見見洞洞察（insights） 改善示唆（opportunities）
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 Lens
Journey Model
Insights Opportunities
The Lens
bullペルソナ bullユーザーゴール bull視点観点制約
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
People choose rail travel because it is convenient easy and flexible
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Journey Model
bull行行動 bullタッチポイント bullステージ
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Insights
bull質的 -‐‑‒ 心理理状態 -‐‑‒ 感情 bull量量的
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Opportunitiesbull現状分析 bull改善示唆
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
サービスブループリント Service Blueprint
bullカスタマアクション bullフロントステージアクション bullバックステージアクション bullサポートプロセス bullサービス提供媒体
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
カスタマアクション
フロントステージアクション
バックステージアクション
サポートプロセス
サービス提供媒体
Inside-‐‑‒out Outside-‐‑‒in
Inside-‐‑‒outbull サービスがどのように機能するか bull 一つのサービスでもタッチポイントごとに求められることは異異なる
bull インタラクションの性質特徴 bull 一連のサービス飛び石的なサービス bull 事業観点での品質管理理
Inside-‐‑‒out CJM 〜～ サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
Outside-‐‑‒inbull 顧客がどのようにサービスを体験するか bull 顧客観点 bull さまざまなタッチポイントをまたがる経験の流流れ（Journey）
bull 特定の会社のサービス製品利利用にとどまらない顧客の行行動 rarr クロスサービス
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
プラニング観点「旅行」という体験
旅行行前 旅行行中 旅行行後
航空会社
旅行行前 旅行行中 旅行行後
航空会社
Inside-‐‑‒out 視点でのプラニング rarr クロスオムニチャンネル
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
Outside-‐‑‒in 視点でのプラニング rarr クロスサービス
Atsushi HASEGAWA ltahaseggmailcomgt
eTicket Itinerary and Receipt for Confirmation GCEWWW
United Airlines Inc ltunitedairlinesunitedcomgt Sat Mar 10 2012 at 1106 PMTo AHASEGgmailcom
ConfirmationGCEWWWCheck-shyIn gt
Issue Date March 10 2012
Traveler eTicket Number Frequent Flyer SeatsHASEGAWAATSUSHIMR 0162320667315 UA-shyEGT4XXXX Premier Silver S 30H12D-shy-shy-shy-shy-shy-shy
FLIGHT INFORMATIONDay Date Flight ClassDeparture City and Time Arrival City and Time Aircraft MealWed 21MAR12 UA8041S TOKYO JAPAN
(NRT -shy NARITA) 430 PMWASHINGTON DC (IAD -shy DULLES) 351 PM
777-shy200Dinner
Wed 21MAR12 UA2632S WASHINGTON DC (IAD -shy DULLES) 505 PM
NEW ORLEANS LA (MSY) 647 PM
A-shy319 Purchase
Mon 26MAR12 UA4973S NEW ORLEANS LA (MSY) 601 AM
SAN FRANCISCO CA (SFO) 900 AM
A-shy320 Purchase
Mon 26MAR12 UA8374S SAN FRANCISCO CA (SFO) 1101 AM
TOKYO JAPAN (NRT -shy NARITA) 200 PM (27MAR)
747-shy400Lunch
1 Flight operated by UNITED AIRLINES2 Flight operated by UNITED AIRLINES3 Flight operated by UNITED AIRLINES4 Flight operated by UNITED AIRLINES
FARE INFORMATIONFare BreakdownAirfare 77400JPYJapan Passenger Security ServiceCharge
500
Japan Passenger ServiceFacilities Charge
2040
Fuel Surcharge 50000September 11th Security Fee 630US Federal Transportation Tax 2760US APHIS User Fee 420US Immigration User Fee 580US Customs User Fee 460US Passenger Facility Charge 380Per Person Total 135170JPYeTicket Total 135170JPY
Form of PaymentAMERICAN EXPRESSLast Four Digits 5303
The airfare you paid on this itinerary totals 77400 JPYThe taxes fees and surcharges paid total 57770 JPYFare Rules Additional charges may apply for changes in addition to any fare rules listed
REFUNDABLECXL FEE
International eTicket Reminders
Check-shyin Requirement -shy Bags must be checked and boarding passes obtained at least 60 minutes prior toscheduled departure Baggage will not be accepted and advance seat assignments may be canceled if thiscondition is not met
Boarding Requirement -shy Passengers must be prepared to board at the departure gate with their boarding
121130 Gmail -‐‑ Hyatt Regency New Orleans -‐‑ Confirmation -‐‑ ATSUSHI HASEGAWA -‐‑ 3212012 -‐‑ 1758081
13httpsmailgooglecommailu0ui=2ampik=9938667debampview=ptampq=hyatt regencyampqs=trueampsearchhellip
Naoko KAWACHI ltnaokokawachigmailcomgt
Hyatt Regency New Orleans -shy Confirmation -shy ATSUSHI HASEGAWA -shy3212012 -shy 1758081
Hyatt Regency New Orleans ltConciergehyatte-shyconciergecomgt Thu Mar 8 2012 at 151 AMTo NAOKOKAWACHIgmailcom
Hyatt E-shyConcierge | Customer Service | Hotel Website | Print E-shyMail | View Online
RESERVATION CONFIRMATION
CONFIRMATION NUMBER 1758081
CHECK-shyIN DATE Wednesday March 21 2012HOTEL CHECK-shyIN TIME 300 PM
CHECK-shyOUT DATE Sunday March 25 2012HOTEL CHECK-shyOUT TIME 1100 AM
Hyatt Regency New OrleansPoydras At Loyola AvenueNew Orleans LA 70113 USTel 504-shy561-shy1234 Fax 504-shy587-shy4141
ATSUSHI HASEGAWA
Greetings from Hyatt Regency New Orleans
Thank you for your reservation We look forward to welcoming you to our hotel
To make changes to your reservation please click here or email us as at reservationshyattcom Tospeak with us directly please call 1 877 827 1356 within the US and Canada or simply contact yourlocal worldwide reservation center
We are excited about your upcoming visit and look forward to creating a memorable experience for you
Warmest Regards
Hyatt Regency New Orleans Team
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
デバイスサービスをまたがった旅行に関する情報のオーガナイズサポート
rarr TripIt
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
単なるPOS革命ではなくて
紙のレシートrarrメールレシート 新しいタッチポイントの創出
bull購入記録の簡便便な保存家計簿管理理 bull店舗EC連動した顧客との関係構築 bull購入記録を利利用した新サービス創出
メールレシートの サービスデザイン的価値
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 Lens
Journey Model
Insights Opportunities
The Lens
bullペルソナ bullユーザーゴール bull視点観点制約
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
People choose rail travel because it is convenient easy and flexible
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Journey Model
bull行行動 bullタッチポイント bullステージ
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Insights
bull質的 -‐‑‒ 心理理状態 -‐‑‒ 感情 bull量量的
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Opportunitiesbull現状分析 bull改善示唆
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
サービスブループリント Service Blueprint
bullカスタマアクション bullフロントステージアクション bullバックステージアクション bullサポートプロセス bullサービス提供媒体
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
カスタマアクション
フロントステージアクション
バックステージアクション
サポートプロセス
サービス提供媒体
Inside-‐‑‒out Outside-‐‑‒in
Inside-‐‑‒outbull サービスがどのように機能するか bull 一つのサービスでもタッチポイントごとに求められることは異異なる
bull インタラクションの性質特徴 bull 一連のサービス飛び石的なサービス bull 事業観点での品質管理理
Inside-‐‑‒out CJM 〜～ サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
Outside-‐‑‒inbull 顧客がどのようにサービスを体験するか bull 顧客観点 bull さまざまなタッチポイントをまたがる経験の流流れ（Journey）
bull 特定の会社のサービス製品利利用にとどまらない顧客の行行動 rarr クロスサービス
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
プラニング観点「旅行」という体験
旅行行前 旅行行中 旅行行後
航空会社
旅行行前 旅行行中 旅行行後
航空会社
Inside-‐‑‒out 視点でのプラニング rarr クロスオムニチャンネル
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
Outside-‐‑‒in 視点でのプラニング rarr クロスサービス
Atsushi HASEGAWA ltahaseggmailcomgt
eTicket Itinerary and Receipt for Confirmation GCEWWW
United Airlines Inc ltunitedairlinesunitedcomgt Sat Mar 10 2012 at 1106 PMTo AHASEGgmailcom
ConfirmationGCEWWWCheck-shyIn gt
Issue Date March 10 2012
Traveler eTicket Number Frequent Flyer SeatsHASEGAWAATSUSHIMR 0162320667315 UA-shyEGT4XXXX Premier Silver S 30H12D-shy-shy-shy-shy-shy-shy
FLIGHT INFORMATIONDay Date Flight ClassDeparture City and Time Arrival City and Time Aircraft MealWed 21MAR12 UA8041S TOKYO JAPAN
(NRT -shy NARITA) 430 PMWASHINGTON DC (IAD -shy DULLES) 351 PM
777-shy200Dinner
Wed 21MAR12 UA2632S WASHINGTON DC (IAD -shy DULLES) 505 PM
NEW ORLEANS LA (MSY) 647 PM
A-shy319 Purchase
Mon 26MAR12 UA4973S NEW ORLEANS LA (MSY) 601 AM
SAN FRANCISCO CA (SFO) 900 AM
A-shy320 Purchase
Mon 26MAR12 UA8374S SAN FRANCISCO CA (SFO) 1101 AM
TOKYO JAPAN (NRT -shy NARITA) 200 PM (27MAR)
747-shy400Lunch
1 Flight operated by UNITED AIRLINES2 Flight operated by UNITED AIRLINES3 Flight operated by UNITED AIRLINES4 Flight operated by UNITED AIRLINES
FARE INFORMATIONFare BreakdownAirfare 77400JPYJapan Passenger Security ServiceCharge
500
Japan Passenger ServiceFacilities Charge
2040
Fuel Surcharge 50000September 11th Security Fee 630US Federal Transportation Tax 2760US APHIS User Fee 420US Immigration User Fee 580US Customs User Fee 460US Passenger Facility Charge 380Per Person Total 135170JPYeTicket Total 135170JPY
Form of PaymentAMERICAN EXPRESSLast Four Digits 5303
The airfare you paid on this itinerary totals 77400 JPYThe taxes fees and surcharges paid total 57770 JPYFare Rules Additional charges may apply for changes in addition to any fare rules listed
REFUNDABLECXL FEE
International eTicket Reminders
Check-shyin Requirement -shy Bags must be checked and boarding passes obtained at least 60 minutes prior toscheduled departure Baggage will not be accepted and advance seat assignments may be canceled if thiscondition is not met
Boarding Requirement -shy Passengers must be prepared to board at the departure gate with their boarding
121130 Gmail -‐‑ Hyatt Regency New Orleans -‐‑ Confirmation -‐‑ ATSUSHI HASEGAWA -‐‑ 3212012 -‐‑ 1758081
13httpsmailgooglecommailu0ui=2ampik=9938667debampview=ptampq=hyatt regencyampqs=trueampsearchhellip
Naoko KAWACHI ltnaokokawachigmailcomgt
Hyatt Regency New Orleans -shy Confirmation -shy ATSUSHI HASEGAWA -shy3212012 -shy 1758081
Hyatt Regency New Orleans ltConciergehyatte-shyconciergecomgt Thu Mar 8 2012 at 151 AMTo NAOKOKAWACHIgmailcom
Hyatt E-shyConcierge | Customer Service | Hotel Website | Print E-shyMail | View Online
RESERVATION CONFIRMATION
CONFIRMATION NUMBER 1758081
CHECK-shyIN DATE Wednesday March 21 2012HOTEL CHECK-shyIN TIME 300 PM
CHECK-shyOUT DATE Sunday March 25 2012HOTEL CHECK-shyOUT TIME 1100 AM
Hyatt Regency New OrleansPoydras At Loyola AvenueNew Orleans LA 70113 USTel 504-shy561-shy1234 Fax 504-shy587-shy4141
ATSUSHI HASEGAWA
Greetings from Hyatt Regency New Orleans
Thank you for your reservation We look forward to welcoming you to our hotel
To make changes to your reservation please click here or email us as at reservationshyattcom Tospeak with us directly please call 1 877 827 1356 within the US and Canada or simply contact yourlocal worldwide reservation center
We are excited about your upcoming visit and look forward to creating a memorable experience for you
Warmest Regards
Hyatt Regency New Orleans Team
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
デバイスサービスをまたがった旅行に関する情報のオーガナイズサポート
rarr TripIt
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
単なるPOS革命ではなくて
紙のレシートrarrメールレシート 新しいタッチポイントの創出
bull購入記録の簡便便な保存家計簿管理理 bull店舗EC連動した顧客との関係構築 bull購入記録を利利用した新サービス創出
メールレシートの サービスデザイン的価値
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
The Lens
bullペルソナ bullユーザーゴール bull視点観点制約
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
People choose rail travel because it is convenient easy and flexible
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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 amp Planning Shopping Booking Post-Booking Pre-Travel Travel Post Travel
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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Journey Model
bull行行動 bullタッチポイント bullステージ
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Insights
bull質的 -‐‑‒ 心理理状態 -‐‑‒ 感情 bull量量的
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Opportunitiesbull現状分析 bull改善示唆
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
サービスブループリント Service Blueprint
bullカスタマアクション bullフロントステージアクション bullバックステージアクション bullサポートプロセス bullサービス提供媒体
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
カスタマアクション
フロントステージアクション
バックステージアクション
サポートプロセス
サービス提供媒体
Inside-‐‑‒out Outside-‐‑‒in
Inside-‐‑‒outbull サービスがどのように機能するか bull 一つのサービスでもタッチポイントごとに求められることは異異なる
bull インタラクションの性質特徴 bull 一連のサービス飛び石的なサービス bull 事業観点での品質管理理
Inside-‐‑‒out CJM 〜～ サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
Outside-‐‑‒inbull 顧客がどのようにサービスを体験するか bull 顧客観点 bull さまざまなタッチポイントをまたがる経験の流流れ（Journey）
bull 特定の会社のサービス製品利利用にとどまらない顧客の行行動 rarr クロスサービス
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
プラニング観点「旅行」という体験
旅行行前 旅行行中 旅行行後
航空会社
旅行行前 旅行行中 旅行行後
航空会社
Inside-‐‑‒out 視点でのプラニング rarr クロスオムニチャンネル
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
Outside-‐‑‒in 視点でのプラニング rarr クロスサービス
Atsushi HASEGAWA ltahaseggmailcomgt
eTicket Itinerary and Receipt for Confirmation GCEWWW
United Airlines Inc ltunitedairlinesunitedcomgt Sat Mar 10 2012 at 1106 PMTo AHASEGgmailcom
ConfirmationGCEWWWCheck-shyIn gt
Issue Date March 10 2012
Traveler eTicket Number Frequent Flyer SeatsHASEGAWAATSUSHIMR 0162320667315 UA-shyEGT4XXXX Premier Silver S 30H12D-shy-shy-shy-shy-shy-shy
FLIGHT INFORMATIONDay Date Flight ClassDeparture City and Time Arrival City and Time Aircraft MealWed 21MAR12 UA8041S TOKYO JAPAN
(NRT -shy NARITA) 430 PMWASHINGTON DC (IAD -shy DULLES) 351 PM
777-shy200Dinner
Wed 21MAR12 UA2632S WASHINGTON DC (IAD -shy DULLES) 505 PM
NEW ORLEANS LA (MSY) 647 PM
A-shy319 Purchase
Mon 26MAR12 UA4973S NEW ORLEANS LA (MSY) 601 AM
SAN FRANCISCO CA (SFO) 900 AM
A-shy320 Purchase
Mon 26MAR12 UA8374S SAN FRANCISCO CA (SFO) 1101 AM
TOKYO JAPAN (NRT -shy NARITA) 200 PM (27MAR)
747-shy400Lunch
1 Flight operated by UNITED AIRLINES2 Flight operated by UNITED AIRLINES3 Flight operated by UNITED AIRLINES4 Flight operated by UNITED AIRLINES
FARE INFORMATIONFare BreakdownAirfare 77400JPYJapan Passenger Security ServiceCharge
500
Japan Passenger ServiceFacilities Charge
2040
Fuel Surcharge 50000September 11th Security Fee 630US Federal Transportation Tax 2760US APHIS User Fee 420US Immigration User Fee 580US Customs User Fee 460US Passenger Facility Charge 380Per Person Total 135170JPYeTicket Total 135170JPY
Form of PaymentAMERICAN EXPRESSLast Four Digits 5303
The airfare you paid on this itinerary totals 77400 JPYThe taxes fees and surcharges paid total 57770 JPYFare Rules Additional charges may apply for changes in addition to any fare rules listed
REFUNDABLECXL FEE
International eTicket Reminders
Check-shyin Requirement -shy Bags must be checked and boarding passes obtained at least 60 minutes prior toscheduled departure Baggage will not be accepted and advance seat assignments may be canceled if thiscondition is not met
Boarding Requirement -shy Passengers must be prepared to board at the departure gate with their boarding
121130 Gmail -‐‑ Hyatt Regency New Orleans -‐‑ Confirmation -‐‑ ATSUSHI HASEGAWA -‐‑ 3212012 -‐‑ 1758081
13httpsmailgooglecommailu0ui=2ampik=9938667debampview=ptampq=hyatt regencyampqs=trueampsearchhellip
Naoko KAWACHI ltnaokokawachigmailcomgt
Hyatt Regency New Orleans -shy Confirmation -shy ATSUSHI HASEGAWA -shy3212012 -shy 1758081
Hyatt Regency New Orleans ltConciergehyatte-shyconciergecomgt Thu Mar 8 2012 at 151 AMTo NAOKOKAWACHIgmailcom
Hyatt E-shyConcierge | Customer Service | Hotel Website | Print E-shyMail | View Online
RESERVATION CONFIRMATION
CONFIRMATION NUMBER 1758081
CHECK-shyIN DATE Wednesday March 21 2012HOTEL CHECK-shyIN TIME 300 PM
CHECK-shyOUT DATE Sunday March 25 2012HOTEL CHECK-shyOUT TIME 1100 AM
Hyatt Regency New OrleansPoydras At Loyola AvenueNew Orleans LA 70113 USTel 504-shy561-shy1234 Fax 504-shy587-shy4141
ATSUSHI HASEGAWA
Greetings from Hyatt Regency New Orleans
Thank you for your reservation We look forward to welcoming you to our hotel
To make changes to your reservation please click here or email us as at reservationshyattcom Tospeak with us directly please call 1 877 827 1356 within the US and Canada or simply contact yourlocal worldwide reservation center
We are excited about your upcoming visit and look forward to creating a memorable experience for you
Warmest Regards
Hyatt Regency New Orleans Team
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
デバイスサービスをまたがった旅行に関する情報のオーガナイズサポート
rarr TripIt
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
単なるPOS革命ではなくて
紙のレシートrarrメールレシート 新しいタッチポイントの創出
bull購入記録の簡便便な保存家計簿管理理 bull店舗EC連動した顧客との関係構築 bull購入記録を利利用した新サービス創出
メールレシートの サービスデザイン的価値
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
Journey Model
bull行行動 bullタッチポイント bullステージ
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Insights
bull質的 -‐‑‒ 心理理状態 -‐‑‒ 感情 bull量量的
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Opportunitiesbull現状分析 bull改善示唆
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
サービスブループリント Service Blueprint
bullカスタマアクション bullフロントステージアクション bullバックステージアクション bullサポートプロセス bullサービス提供媒体
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
カスタマアクション
フロントステージアクション
バックステージアクション
サポートプロセス
サービス提供媒体
Inside-‐‑‒out Outside-‐‑‒in
Inside-‐‑‒outbull サービスがどのように機能するか bull 一つのサービスでもタッチポイントごとに求められることは異異なる
bull インタラクションの性質特徴 bull 一連のサービス飛び石的なサービス bull 事業観点での品質管理理
Inside-‐‑‒out CJM 〜～ サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
Outside-‐‑‒inbull 顧客がどのようにサービスを体験するか bull 顧客観点 bull さまざまなタッチポイントをまたがる経験の流流れ（Journey）
bull 特定の会社のサービス製品利利用にとどまらない顧客の行行動 rarr クロスサービス
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
プラニング観点「旅行」という体験
旅行行前 旅行行中 旅行行後
航空会社
旅行行前 旅行行中 旅行行後
航空会社
Inside-‐‑‒out 視点でのプラニング rarr クロスオムニチャンネル
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
Outside-‐‑‒in 視点でのプラニング rarr クロスサービス
Atsushi HASEGAWA ltahaseggmailcomgt
eTicket Itinerary and Receipt for Confirmation GCEWWW
United Airlines Inc ltunitedairlinesunitedcomgt Sat Mar 10 2012 at 1106 PMTo AHASEGgmailcom
ConfirmationGCEWWWCheck-shyIn gt
Issue Date March 10 2012
Traveler eTicket Number Frequent Flyer SeatsHASEGAWAATSUSHIMR 0162320667315 UA-shyEGT4XXXX Premier Silver S 30H12D-shy-shy-shy-shy-shy-shy
FLIGHT INFORMATIONDay Date Flight ClassDeparture City and Time Arrival City and Time Aircraft MealWed 21MAR12 UA8041S TOKYO JAPAN
(NRT -shy NARITA) 430 PMWASHINGTON DC (IAD -shy DULLES) 351 PM
777-shy200Dinner
Wed 21MAR12 UA2632S WASHINGTON DC (IAD -shy DULLES) 505 PM
NEW ORLEANS LA (MSY) 647 PM
A-shy319 Purchase
Mon 26MAR12 UA4973S NEW ORLEANS LA (MSY) 601 AM
SAN FRANCISCO CA (SFO) 900 AM
A-shy320 Purchase
Mon 26MAR12 UA8374S SAN FRANCISCO CA (SFO) 1101 AM
TOKYO JAPAN (NRT -shy NARITA) 200 PM (27MAR)
747-shy400Lunch
1 Flight operated by UNITED AIRLINES2 Flight operated by UNITED AIRLINES3 Flight operated by UNITED AIRLINES4 Flight operated by UNITED AIRLINES
FARE INFORMATIONFare BreakdownAirfare 77400JPYJapan Passenger Security ServiceCharge
500
Japan Passenger ServiceFacilities Charge
2040
Fuel Surcharge 50000September 11th Security Fee 630US Federal Transportation Tax 2760US APHIS User Fee 420US Immigration User Fee 580US Customs User Fee 460US Passenger Facility Charge 380Per Person Total 135170JPYeTicket Total 135170JPY
Form of PaymentAMERICAN EXPRESSLast Four Digits 5303
The airfare you paid on this itinerary totals 77400 JPYThe taxes fees and surcharges paid total 57770 JPYFare Rules Additional charges may apply for changes in addition to any fare rules listed
REFUNDABLECXL FEE
International eTicket Reminders
Check-shyin Requirement -shy Bags must be checked and boarding passes obtained at least 60 minutes prior toscheduled departure Baggage will not be accepted and advance seat assignments may be canceled if thiscondition is not met
Boarding Requirement -shy Passengers must be prepared to board at the departure gate with their boarding
121130 Gmail -‐‑ Hyatt Regency New Orleans -‐‑ Confirmation -‐‑ ATSUSHI HASEGAWA -‐‑ 3212012 -‐‑ 1758081
13httpsmailgooglecommailu0ui=2ampik=9938667debampview=ptampq=hyatt regencyampqs=trueampsearchhellip
Naoko KAWACHI ltnaokokawachigmailcomgt
Hyatt Regency New Orleans -shy Confirmation -shy ATSUSHI HASEGAWA -shy3212012 -shy 1758081
Hyatt Regency New Orleans ltConciergehyatte-shyconciergecomgt Thu Mar 8 2012 at 151 AMTo NAOKOKAWACHIgmailcom
Hyatt E-shyConcierge | Customer Service | Hotel Website | Print E-shyMail | View Online
RESERVATION CONFIRMATION
CONFIRMATION NUMBER 1758081
CHECK-shyIN DATE Wednesday March 21 2012HOTEL CHECK-shyIN TIME 300 PM
CHECK-shyOUT DATE Sunday March 25 2012HOTEL CHECK-shyOUT TIME 1100 AM
Hyatt Regency New OrleansPoydras At Loyola AvenueNew Orleans LA 70113 USTel 504-shy561-shy1234 Fax 504-shy587-shy4141
ATSUSHI HASEGAWA
Greetings from Hyatt Regency New Orleans
Thank you for your reservation We look forward to welcoming you to our hotel
To make changes to your reservation please click here or email us as at reservationshyattcom Tospeak with us directly please call 1 877 827 1356 within the US and Canada or simply contact yourlocal worldwide reservation center
We are excited about your upcoming visit and look forward to creating a memorable experience for you
Warmest Regards
Hyatt Regency New Orleans Team
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
デバイスサービスをまたがった旅行に関する情報のオーガナイズサポート
rarr TripIt
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
単なるPOS革命ではなくて
紙のレシートrarrメールレシート 新しいタッチポイントの創出
bull購入記録の簡便便な保存家計簿管理理 bull店舗EC連動した顧客との関係構築 bull購入記録を利利用した新サービス創出
メールレシートの サービスデザイン的価値
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
Insights
bull質的 -‐‑‒ 心理理状態 -‐‑‒ 感情 bull量量的
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
Opportunitiesbull現状分析 bull改善示唆
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
サービスブループリント Service Blueprint
bullカスタマアクション bullフロントステージアクション bullバックステージアクション bullサポートプロセス bullサービス提供媒体
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
カスタマアクション
フロントステージアクション
バックステージアクション
サポートプロセス
サービス提供媒体
Inside-‐‑‒out Outside-‐‑‒in
Inside-‐‑‒outbull サービスがどのように機能するか bull 一つのサービスでもタッチポイントごとに求められることは異異なる
bull インタラクションの性質特徴 bull 一連のサービス飛び石的なサービス bull 事業観点での品質管理理
Inside-‐‑‒out CJM 〜～ サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
Outside-‐‑‒inbull 顧客がどのようにサービスを体験するか bull 顧客観点 bull さまざまなタッチポイントをまたがる経験の流流れ（Journey）
bull 特定の会社のサービス製品利利用にとどまらない顧客の行行動 rarr クロスサービス
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
プラニング観点「旅行」という体験
旅行行前 旅行行中 旅行行後
航空会社
旅行行前 旅行行中 旅行行後
航空会社
Inside-‐‑‒out 視点でのプラニング rarr クロスオムニチャンネル
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
Outside-‐‑‒in 視点でのプラニング rarr クロスサービス
Atsushi HASEGAWA ltahaseggmailcomgt
eTicket Itinerary and Receipt for Confirmation GCEWWW
United Airlines Inc ltunitedairlinesunitedcomgt Sat Mar 10 2012 at 1106 PMTo AHASEGgmailcom
ConfirmationGCEWWWCheck-shyIn gt
Issue Date March 10 2012
Traveler eTicket Number Frequent Flyer SeatsHASEGAWAATSUSHIMR 0162320667315 UA-shyEGT4XXXX Premier Silver S 30H12D-shy-shy-shy-shy-shy-shy
FLIGHT INFORMATIONDay Date Flight ClassDeparture City and Time Arrival City and Time Aircraft MealWed 21MAR12 UA8041S TOKYO JAPAN
(NRT -shy NARITA) 430 PMWASHINGTON DC (IAD -shy DULLES) 351 PM
777-shy200Dinner
Wed 21MAR12 UA2632S WASHINGTON DC (IAD -shy DULLES) 505 PM
NEW ORLEANS LA (MSY) 647 PM
A-shy319 Purchase
Mon 26MAR12 UA4973S NEW ORLEANS LA (MSY) 601 AM
SAN FRANCISCO CA (SFO) 900 AM
A-shy320 Purchase
Mon 26MAR12 UA8374S SAN FRANCISCO CA (SFO) 1101 AM
TOKYO JAPAN (NRT -shy NARITA) 200 PM (27MAR)
747-shy400Lunch
1 Flight operated by UNITED AIRLINES2 Flight operated by UNITED AIRLINES3 Flight operated by UNITED AIRLINES4 Flight operated by UNITED AIRLINES
FARE INFORMATIONFare BreakdownAirfare 77400JPYJapan Passenger Security ServiceCharge
500
Japan Passenger ServiceFacilities Charge
2040
Fuel Surcharge 50000September 11th Security Fee 630US Federal Transportation Tax 2760US APHIS User Fee 420US Immigration User Fee 580US Customs User Fee 460US Passenger Facility Charge 380Per Person Total 135170JPYeTicket Total 135170JPY
Form of PaymentAMERICAN EXPRESSLast Four Digits 5303
The airfare you paid on this itinerary totals 77400 JPYThe taxes fees and surcharges paid total 57770 JPYFare Rules Additional charges may apply for changes in addition to any fare rules listed
REFUNDABLECXL FEE
International eTicket Reminders
Check-shyin Requirement -shy Bags must be checked and boarding passes obtained at least 60 minutes prior toscheduled departure Baggage will not be accepted and advance seat assignments may be canceled if thiscondition is not met
Boarding Requirement -shy Passengers must be prepared to board at the departure gate with their boarding
121130 Gmail -‐‑ Hyatt Regency New Orleans -‐‑ Confirmation -‐‑ ATSUSHI HASEGAWA -‐‑ 3212012 -‐‑ 1758081
13httpsmailgooglecommailu0ui=2ampik=9938667debampview=ptampq=hyatt regencyampqs=trueampsearchhellip
Naoko KAWACHI ltnaokokawachigmailcomgt
Hyatt Regency New Orleans -shy Confirmation -shy ATSUSHI HASEGAWA -shy3212012 -shy 1758081
Hyatt Regency New Orleans ltConciergehyatte-shyconciergecomgt Thu Mar 8 2012 at 151 AMTo NAOKOKAWACHIgmailcom
Hyatt E-shyConcierge | Customer Service | Hotel Website | Print E-shyMail | View Online
RESERVATION CONFIRMATION
CONFIRMATION NUMBER 1758081
CHECK-shyIN DATE Wednesday March 21 2012HOTEL CHECK-shyIN TIME 300 PM
CHECK-shyOUT DATE Sunday March 25 2012HOTEL CHECK-shyOUT TIME 1100 AM
Hyatt Regency New OrleansPoydras At Loyola AvenueNew Orleans LA 70113 USTel 504-shy561-shy1234 Fax 504-shy587-shy4141
ATSUSHI HASEGAWA
Greetings from Hyatt Regency New Orleans
Thank you for your reservation We look forward to welcoming you to our hotel
To make changes to your reservation please click here or email us as at reservationshyattcom Tospeak with us directly please call 1 877 827 1356 within the US and Canada or simply contact yourlocal worldwide reservation center
We are excited about your upcoming visit and look forward to creating a memorable experience for you
Warmest Regards
Hyatt Regency New Orleans Team
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
デバイスサービスをまたがった旅行に関する情報のオーガナイズサポート
rarr TripIt
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
単なるPOS革命ではなくて
紙のレシートrarrメールレシート 新しいタッチポイントの創出
bull購入記録の簡便便な保存家計簿管理理 bull店舗EC連動した顧客との関係構築 bull購入記録を利利用した新サービス創出
メールレシートの サービスデザイン的価値
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
Opportunitiesbull現状分析 bull改善示唆
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
サービスブループリント Service Blueprint
bullカスタマアクション bullフロントステージアクション bullバックステージアクション bullサポートプロセス bullサービス提供媒体
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
カスタマアクション
フロントステージアクション
バックステージアクション
サポートプロセス
サービス提供媒体
Inside-‐‑‒out Outside-‐‑‒in
Inside-‐‑‒outbull サービスがどのように機能するか bull 一つのサービスでもタッチポイントごとに求められることは異異なる
bull インタラクションの性質特徴 bull 一連のサービス飛び石的なサービス bull 事業観点での品質管理理
Inside-‐‑‒out CJM 〜～ サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
Outside-‐‑‒inbull 顧客がどのようにサービスを体験するか bull 顧客観点 bull さまざまなタッチポイントをまたがる経験の流流れ（Journey）
bull 特定の会社のサービス製品利利用にとどまらない顧客の行行動 rarr クロスサービス
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
プラニング観点「旅行」という体験
旅行行前 旅行行中 旅行行後
航空会社
旅行行前 旅行行中 旅行行後
航空会社
Inside-‐‑‒out 視点でのプラニング rarr クロスオムニチャンネル
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
Outside-‐‑‒in 視点でのプラニング rarr クロスサービス
Atsushi HASEGAWA ltahaseggmailcomgt
eTicket Itinerary and Receipt for Confirmation GCEWWW
United Airlines Inc ltunitedairlinesunitedcomgt Sat Mar 10 2012 at 1106 PMTo AHASEGgmailcom
ConfirmationGCEWWWCheck-shyIn gt
Issue Date March 10 2012
Traveler eTicket Number Frequent Flyer SeatsHASEGAWAATSUSHIMR 0162320667315 UA-shyEGT4XXXX Premier Silver S 30H12D-shy-shy-shy-shy-shy-shy
FLIGHT INFORMATIONDay Date Flight ClassDeparture City and Time Arrival City and Time Aircraft MealWed 21MAR12 UA8041S TOKYO JAPAN
(NRT -shy NARITA) 430 PMWASHINGTON DC (IAD -shy DULLES) 351 PM
777-shy200Dinner
Wed 21MAR12 UA2632S WASHINGTON DC (IAD -shy DULLES) 505 PM
NEW ORLEANS LA (MSY) 647 PM
A-shy319 Purchase
Mon 26MAR12 UA4973S NEW ORLEANS LA (MSY) 601 AM
SAN FRANCISCO CA (SFO) 900 AM
A-shy320 Purchase
Mon 26MAR12 UA8374S SAN FRANCISCO CA (SFO) 1101 AM
TOKYO JAPAN (NRT -shy NARITA) 200 PM (27MAR)
747-shy400Lunch
1 Flight operated by UNITED AIRLINES2 Flight operated by UNITED AIRLINES3 Flight operated by UNITED AIRLINES4 Flight operated by UNITED AIRLINES
FARE INFORMATIONFare BreakdownAirfare 77400JPYJapan Passenger Security ServiceCharge
500
Japan Passenger ServiceFacilities Charge
2040
Fuel Surcharge 50000September 11th Security Fee 630US Federal Transportation Tax 2760US APHIS User Fee 420US Immigration User Fee 580US Customs User Fee 460US Passenger Facility Charge 380Per Person Total 135170JPYeTicket Total 135170JPY
Form of PaymentAMERICAN EXPRESSLast Four Digits 5303
The airfare you paid on this itinerary totals 77400 JPYThe taxes fees and surcharges paid total 57770 JPYFare Rules Additional charges may apply for changes in addition to any fare rules listed
REFUNDABLECXL FEE
International eTicket Reminders
Check-shyin Requirement -shy Bags must be checked and boarding passes obtained at least 60 minutes prior toscheduled departure Baggage will not be accepted and advance seat assignments may be canceled if thiscondition is not met
Boarding Requirement -shy Passengers must be prepared to board at the departure gate with their boarding
121130 Gmail -‐‑ Hyatt Regency New Orleans -‐‑ Confirmation -‐‑ ATSUSHI HASEGAWA -‐‑ 3212012 -‐‑ 1758081
13httpsmailgooglecommailu0ui=2ampik=9938667debampview=ptampq=hyatt regencyampqs=trueampsearchhellip
Naoko KAWACHI ltnaokokawachigmailcomgt
Hyatt Regency New Orleans -shy Confirmation -shy ATSUSHI HASEGAWA -shy3212012 -shy 1758081
Hyatt Regency New Orleans ltConciergehyatte-shyconciergecomgt Thu Mar 8 2012 at 151 AMTo NAOKOKAWACHIgmailcom
Hyatt E-shyConcierge | Customer Service | Hotel Website | Print E-shyMail | View Online
RESERVATION CONFIRMATION
CONFIRMATION NUMBER 1758081
CHECK-shyIN DATE Wednesday March 21 2012HOTEL CHECK-shyIN TIME 300 PM
CHECK-shyOUT DATE Sunday March 25 2012HOTEL CHECK-shyOUT TIME 1100 AM
Hyatt Regency New OrleansPoydras At Loyola AvenueNew Orleans LA 70113 USTel 504-shy561-shy1234 Fax 504-shy587-shy4141
ATSUSHI HASEGAWA
Greetings from Hyatt Regency New Orleans
Thank you for your reservation We look forward to welcoming you to our hotel
To make changes to your reservation please click here or email us as at reservationshyattcom Tospeak with us directly please call 1 877 827 1356 within the US and Canada or simply contact yourlocal worldwide reservation center
We are excited about your upcoming visit and look forward to creating a memorable experience for you
Warmest Regards
Hyatt Regency New Orleans Team
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
デバイスサービスをまたがった旅行に関する情報のオーガナイズサポート
rarr TripIt
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
単なるPOS革命ではなくて
紙のレシートrarrメールレシート 新しいタッチポイントの創出
bull購入記録の簡便便な保存家計簿管理理 bull店舗EC連動した顧客との関係構築 bull購入記録を利利用した新サービス創出
メールレシートの サービスデザイン的価値
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
サービスブループリント Service Blueprint
bullカスタマアクション bullフロントステージアクション bullバックステージアクション bullサポートプロセス bullサービス提供媒体
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
カスタマアクション
フロントステージアクション
バックステージアクション
サポートプロセス
サービス提供媒体
Inside-‐‑‒out Outside-‐‑‒in
Inside-‐‑‒outbull サービスがどのように機能するか bull 一つのサービスでもタッチポイントごとに求められることは異異なる
bull インタラクションの性質特徴 bull 一連のサービス飛び石的なサービス bull 事業観点での品質管理理
Inside-‐‑‒out CJM 〜～ サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
Outside-‐‑‒inbull 顧客がどのようにサービスを体験するか bull 顧客観点 bull さまざまなタッチポイントをまたがる経験の流流れ（Journey）
bull 特定の会社のサービス製品利利用にとどまらない顧客の行行動 rarr クロスサービス
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
プラニング観点「旅行」という体験
旅行行前 旅行行中 旅行行後
航空会社
旅行行前 旅行行中 旅行行後
航空会社
Inside-‐‑‒out 視点でのプラニング rarr クロスオムニチャンネル
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
Outside-‐‑‒in 視点でのプラニング rarr クロスサービス
Atsushi HASEGAWA ltahaseggmailcomgt
eTicket Itinerary and Receipt for Confirmation GCEWWW
United Airlines Inc ltunitedairlinesunitedcomgt Sat Mar 10 2012 at 1106 PMTo AHASEGgmailcom
ConfirmationGCEWWWCheck-shyIn gt
Issue Date March 10 2012
Traveler eTicket Number Frequent Flyer SeatsHASEGAWAATSUSHIMR 0162320667315 UA-shyEGT4XXXX Premier Silver S 30H12D-shy-shy-shy-shy-shy-shy
FLIGHT INFORMATIONDay Date Flight ClassDeparture City and Time Arrival City and Time Aircraft MealWed 21MAR12 UA8041S TOKYO JAPAN
(NRT -shy NARITA) 430 PMWASHINGTON DC (IAD -shy DULLES) 351 PM
777-shy200Dinner
Wed 21MAR12 UA2632S WASHINGTON DC (IAD -shy DULLES) 505 PM
NEW ORLEANS LA (MSY) 647 PM
A-shy319 Purchase
Mon 26MAR12 UA4973S NEW ORLEANS LA (MSY) 601 AM
SAN FRANCISCO CA (SFO) 900 AM
A-shy320 Purchase
Mon 26MAR12 UA8374S SAN FRANCISCO CA (SFO) 1101 AM
TOKYO JAPAN (NRT -shy NARITA) 200 PM (27MAR)
747-shy400Lunch
1 Flight operated by UNITED AIRLINES2 Flight operated by UNITED AIRLINES3 Flight operated by UNITED AIRLINES4 Flight operated by UNITED AIRLINES
FARE INFORMATIONFare BreakdownAirfare 77400JPYJapan Passenger Security ServiceCharge
500
Japan Passenger ServiceFacilities Charge
2040
Fuel Surcharge 50000September 11th Security Fee 630US Federal Transportation Tax 2760US APHIS User Fee 420US Immigration User Fee 580US Customs User Fee 460US Passenger Facility Charge 380Per Person Total 135170JPYeTicket Total 135170JPY
Form of PaymentAMERICAN EXPRESSLast Four Digits 5303
The airfare you paid on this itinerary totals 77400 JPYThe taxes fees and surcharges paid total 57770 JPYFare Rules Additional charges may apply for changes in addition to any fare rules listed
REFUNDABLECXL FEE
International eTicket Reminders
Check-shyin Requirement -shy Bags must be checked and boarding passes obtained at least 60 minutes prior toscheduled departure Baggage will not be accepted and advance seat assignments may be canceled if thiscondition is not met
Boarding Requirement -shy Passengers must be prepared to board at the departure gate with their boarding
121130 Gmail -‐‑ Hyatt Regency New Orleans -‐‑ Confirmation -‐‑ ATSUSHI HASEGAWA -‐‑ 3212012 -‐‑ 1758081
13httpsmailgooglecommailu0ui=2ampik=9938667debampview=ptampq=hyatt regencyampqs=trueampsearchhellip
Naoko KAWACHI ltnaokokawachigmailcomgt
Hyatt Regency New Orleans -shy Confirmation -shy ATSUSHI HASEGAWA -shy3212012 -shy 1758081
Hyatt Regency New Orleans ltConciergehyatte-shyconciergecomgt Thu Mar 8 2012 at 151 AMTo NAOKOKAWACHIgmailcom
Hyatt E-shyConcierge | Customer Service | Hotel Website | Print E-shyMail | View Online
RESERVATION CONFIRMATION
CONFIRMATION NUMBER 1758081
CHECK-shyIN DATE Wednesday March 21 2012HOTEL CHECK-shyIN TIME 300 PM
CHECK-shyOUT DATE Sunday March 25 2012HOTEL CHECK-shyOUT TIME 1100 AM
Hyatt Regency New OrleansPoydras At Loyola AvenueNew Orleans LA 70113 USTel 504-shy561-shy1234 Fax 504-shy587-shy4141
ATSUSHI HASEGAWA
Greetings from Hyatt Regency New Orleans
Thank you for your reservation We look forward to welcoming you to our hotel
To make changes to your reservation please click here or email us as at reservationshyattcom Tospeak with us directly please call 1 877 827 1356 within the US and Canada or simply contact yourlocal worldwide reservation center
We are excited about your upcoming visit and look forward to creating a memorable experience for you
Warmest Regards
Hyatt Regency New Orleans Team
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
デバイスサービスをまたがった旅行に関する情報のオーガナイズサポート
rarr TripIt
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
単なるPOS革命ではなくて
紙のレシートrarrメールレシート 新しいタッチポイントの創出
bull購入記録の簡便便な保存家計簿管理理 bull店舗EC連動した顧客との関係構築 bull購入記録を利利用した新サービス創出
メールレシートの サービスデザイン的価値
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
カスタマアクション
フロントステージアクション
バックステージアクション
サポートプロセス
サービス提供媒体
Inside-‐‑‒out Outside-‐‑‒in
Inside-‐‑‒outbull サービスがどのように機能するか bull 一つのサービスでもタッチポイントごとに求められることは異異なる
bull インタラクションの性質特徴 bull 一連のサービス飛び石的なサービス bull 事業観点での品質管理理
Inside-‐‑‒out CJM 〜～ サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
Outside-‐‑‒inbull 顧客がどのようにサービスを体験するか bull 顧客観点 bull さまざまなタッチポイントをまたがる経験の流流れ（Journey）
bull 特定の会社のサービス製品利利用にとどまらない顧客の行行動 rarr クロスサービス
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
プラニング観点「旅行」という体験
旅行行前 旅行行中 旅行行後
航空会社
旅行行前 旅行行中 旅行行後
航空会社
Inside-‐‑‒out 視点でのプラニング rarr クロスオムニチャンネル
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
Outside-‐‑‒in 視点でのプラニング rarr クロスサービス
Atsushi HASEGAWA ltahaseggmailcomgt
eTicket Itinerary and Receipt for Confirmation GCEWWW
United Airlines Inc ltunitedairlinesunitedcomgt Sat Mar 10 2012 at 1106 PMTo AHASEGgmailcom
ConfirmationGCEWWWCheck-shyIn gt
Issue Date March 10 2012
Traveler eTicket Number Frequent Flyer SeatsHASEGAWAATSUSHIMR 0162320667315 UA-shyEGT4XXXX Premier Silver S 30H12D-shy-shy-shy-shy-shy-shy
FLIGHT INFORMATIONDay Date Flight ClassDeparture City and Time Arrival City and Time Aircraft MealWed 21MAR12 UA8041S TOKYO JAPAN
(NRT -shy NARITA) 430 PMWASHINGTON DC (IAD -shy DULLES) 351 PM
777-shy200Dinner
Wed 21MAR12 UA2632S WASHINGTON DC (IAD -shy DULLES) 505 PM
NEW ORLEANS LA (MSY) 647 PM
A-shy319 Purchase
Mon 26MAR12 UA4973S NEW ORLEANS LA (MSY) 601 AM
SAN FRANCISCO CA (SFO) 900 AM
A-shy320 Purchase
Mon 26MAR12 UA8374S SAN FRANCISCO CA (SFO) 1101 AM
TOKYO JAPAN (NRT -shy NARITA) 200 PM (27MAR)
747-shy400Lunch
1 Flight operated by UNITED AIRLINES2 Flight operated by UNITED AIRLINES3 Flight operated by UNITED AIRLINES4 Flight operated by UNITED AIRLINES
FARE INFORMATIONFare BreakdownAirfare 77400JPYJapan Passenger Security ServiceCharge
500
Japan Passenger ServiceFacilities Charge
2040
Fuel Surcharge 50000September 11th Security Fee 630US Federal Transportation Tax 2760US APHIS User Fee 420US Immigration User Fee 580US Customs User Fee 460US Passenger Facility Charge 380Per Person Total 135170JPYeTicket Total 135170JPY
Form of PaymentAMERICAN EXPRESSLast Four Digits 5303
The airfare you paid on this itinerary totals 77400 JPYThe taxes fees and surcharges paid total 57770 JPYFare Rules Additional charges may apply for changes in addition to any fare rules listed
REFUNDABLECXL FEE
International eTicket Reminders
Check-shyin Requirement -shy Bags must be checked and boarding passes obtained at least 60 minutes prior toscheduled departure Baggage will not be accepted and advance seat assignments may be canceled if thiscondition is not met
Boarding Requirement -shy Passengers must be prepared to board at the departure gate with their boarding
121130 Gmail -‐‑ Hyatt Regency New Orleans -‐‑ Confirmation -‐‑ ATSUSHI HASEGAWA -‐‑ 3212012 -‐‑ 1758081
13httpsmailgooglecommailu0ui=2ampik=9938667debampview=ptampq=hyatt regencyampqs=trueampsearchhellip
Naoko KAWACHI ltnaokokawachigmailcomgt
Hyatt Regency New Orleans -shy Confirmation -shy ATSUSHI HASEGAWA -shy3212012 -shy 1758081
Hyatt Regency New Orleans ltConciergehyatte-shyconciergecomgt Thu Mar 8 2012 at 151 AMTo NAOKOKAWACHIgmailcom
Hyatt E-shyConcierge | Customer Service | Hotel Website | Print E-shyMail | View Online
RESERVATION CONFIRMATION
CONFIRMATION NUMBER 1758081
CHECK-shyIN DATE Wednesday March 21 2012HOTEL CHECK-shyIN TIME 300 PM
CHECK-shyOUT DATE Sunday March 25 2012HOTEL CHECK-shyOUT TIME 1100 AM
Hyatt Regency New OrleansPoydras At Loyola AvenueNew Orleans LA 70113 USTel 504-shy561-shy1234 Fax 504-shy587-shy4141
ATSUSHI HASEGAWA
Greetings from Hyatt Regency New Orleans
Thank you for your reservation We look forward to welcoming you to our hotel
To make changes to your reservation please click here or email us as at reservationshyattcom Tospeak with us directly please call 1 877 827 1356 within the US and Canada or simply contact yourlocal worldwide reservation center
We are excited about your upcoming visit and look forward to creating a memorable experience for you
Warmest Regards
Hyatt Regency New Orleans Team
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
デバイスサービスをまたがった旅行に関する情報のオーガナイズサポート
rarr TripIt
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
単なるPOS革命ではなくて
紙のレシートrarrメールレシート 新しいタッチポイントの創出
bull購入記録の簡便便な保存家計簿管理理 bull店舗EC連動した顧客との関係構築 bull購入記録を利利用した新サービス創出
メールレシートの サービスデザイン的価値
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
カスタマアクション
フロントステージアクション
バックステージアクション
サポートプロセス
サービス提供媒体
Inside-‐‑‒out Outside-‐‑‒in
Inside-‐‑‒outbull サービスがどのように機能するか bull 一つのサービスでもタッチポイントごとに求められることは異異なる
bull インタラクションの性質特徴 bull 一連のサービス飛び石的なサービス bull 事業観点での品質管理理
Inside-‐‑‒out CJM 〜～ サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
Outside-‐‑‒inbull 顧客がどのようにサービスを体験するか bull 顧客観点 bull さまざまなタッチポイントをまたがる経験の流流れ（Journey）
bull 特定の会社のサービス製品利利用にとどまらない顧客の行行動 rarr クロスサービス
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
プラニング観点「旅行」という体験
旅行行前 旅行行中 旅行行後
航空会社
旅行行前 旅行行中 旅行行後
航空会社
Inside-‐‑‒out 視点でのプラニング rarr クロスオムニチャンネル
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
Outside-‐‑‒in 視点でのプラニング rarr クロスサービス
Atsushi HASEGAWA ltahaseggmailcomgt
eTicket Itinerary and Receipt for Confirmation GCEWWW
United Airlines Inc ltunitedairlinesunitedcomgt Sat Mar 10 2012 at 1106 PMTo AHASEGgmailcom
ConfirmationGCEWWWCheck-shyIn gt
Issue Date March 10 2012
Traveler eTicket Number Frequent Flyer SeatsHASEGAWAATSUSHIMR 0162320667315 UA-shyEGT4XXXX Premier Silver S 30H12D-shy-shy-shy-shy-shy-shy
FLIGHT INFORMATIONDay Date Flight ClassDeparture City and Time Arrival City and Time Aircraft MealWed 21MAR12 UA8041S TOKYO JAPAN
(NRT -shy NARITA) 430 PMWASHINGTON DC (IAD -shy DULLES) 351 PM
777-shy200Dinner
Wed 21MAR12 UA2632S WASHINGTON DC (IAD -shy DULLES) 505 PM
NEW ORLEANS LA (MSY) 647 PM
A-shy319 Purchase
Mon 26MAR12 UA4973S NEW ORLEANS LA (MSY) 601 AM
SAN FRANCISCO CA (SFO) 900 AM
A-shy320 Purchase
Mon 26MAR12 UA8374S SAN FRANCISCO CA (SFO) 1101 AM
TOKYO JAPAN (NRT -shy NARITA) 200 PM (27MAR)
747-shy400Lunch
1 Flight operated by UNITED AIRLINES2 Flight operated by UNITED AIRLINES3 Flight operated by UNITED AIRLINES4 Flight operated by UNITED AIRLINES
FARE INFORMATIONFare BreakdownAirfare 77400JPYJapan Passenger Security ServiceCharge
500
Japan Passenger ServiceFacilities Charge
2040
Fuel Surcharge 50000September 11th Security Fee 630US Federal Transportation Tax 2760US APHIS User Fee 420US Immigration User Fee 580US Customs User Fee 460US Passenger Facility Charge 380Per Person Total 135170JPYeTicket Total 135170JPY
Form of PaymentAMERICAN EXPRESSLast Four Digits 5303
The airfare you paid on this itinerary totals 77400 JPYThe taxes fees and surcharges paid total 57770 JPYFare Rules Additional charges may apply for changes in addition to any fare rules listed
REFUNDABLECXL FEE
International eTicket Reminders
Check-shyin Requirement -shy Bags must be checked and boarding passes obtained at least 60 minutes prior toscheduled departure Baggage will not be accepted and advance seat assignments may be canceled if thiscondition is not met
Boarding Requirement -shy Passengers must be prepared to board at the departure gate with their boarding
121130 Gmail -‐‑ Hyatt Regency New Orleans -‐‑ Confirmation -‐‑ ATSUSHI HASEGAWA -‐‑ 3212012 -‐‑ 1758081
13httpsmailgooglecommailu0ui=2ampik=9938667debampview=ptampq=hyatt regencyampqs=trueampsearchhellip
Naoko KAWACHI ltnaokokawachigmailcomgt
Hyatt Regency New Orleans -shy Confirmation -shy ATSUSHI HASEGAWA -shy3212012 -shy 1758081
Hyatt Regency New Orleans ltConciergehyatte-shyconciergecomgt Thu Mar 8 2012 at 151 AMTo NAOKOKAWACHIgmailcom
Hyatt E-shyConcierge | Customer Service | Hotel Website | Print E-shyMail | View Online
RESERVATION CONFIRMATION
CONFIRMATION NUMBER 1758081
CHECK-shyIN DATE Wednesday March 21 2012HOTEL CHECK-shyIN TIME 300 PM
CHECK-shyOUT DATE Sunday March 25 2012HOTEL CHECK-shyOUT TIME 1100 AM
Hyatt Regency New OrleansPoydras At Loyola AvenueNew Orleans LA 70113 USTel 504-shy561-shy1234 Fax 504-shy587-shy4141
ATSUSHI HASEGAWA
Greetings from Hyatt Regency New Orleans
Thank you for your reservation We look forward to welcoming you to our hotel
To make changes to your reservation please click here or email us as at reservationshyattcom Tospeak with us directly please call 1 877 827 1356 within the US and Canada or simply contact yourlocal worldwide reservation center
We are excited about your upcoming visit and look forward to creating a memorable experience for you
Warmest Regards
Hyatt Regency New Orleans Team
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
デバイスサービスをまたがった旅行に関する情報のオーガナイズサポート
rarr TripIt
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
単なるPOS革命ではなくて
紙のレシートrarrメールレシート 新しいタッチポイントの創出
bull購入記録の簡便便な保存家計簿管理理 bull店舗EC連動した顧客との関係構築 bull購入記録を利利用した新サービス創出
メールレシートの サービスデザイン的価値
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
Inside-‐‑‒out Outside-‐‑‒in
Inside-‐‑‒outbull サービスがどのように機能するか bull 一つのサービスでもタッチポイントごとに求められることは異異なる
bull インタラクションの性質特徴 bull 一連のサービス飛び石的なサービス bull 事業観点での品質管理理
Inside-‐‑‒out CJM 〜～ サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
Outside-‐‑‒inbull 顧客がどのようにサービスを体験するか bull 顧客観点 bull さまざまなタッチポイントをまたがる経験の流流れ（Journey）
bull 特定の会社のサービス製品利利用にとどまらない顧客の行行動 rarr クロスサービス
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
プラニング観点「旅行」という体験
旅行行前 旅行行中 旅行行後
航空会社
旅行行前 旅行行中 旅行行後
航空会社
Inside-‐‑‒out 視点でのプラニング rarr クロスオムニチャンネル
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
Outside-‐‑‒in 視点でのプラニング rarr クロスサービス
Atsushi HASEGAWA ltahaseggmailcomgt
eTicket Itinerary and Receipt for Confirmation GCEWWW
United Airlines Inc ltunitedairlinesunitedcomgt Sat Mar 10 2012 at 1106 PMTo AHASEGgmailcom
ConfirmationGCEWWWCheck-shyIn gt
Issue Date March 10 2012
Traveler eTicket Number Frequent Flyer SeatsHASEGAWAATSUSHIMR 0162320667315 UA-shyEGT4XXXX Premier Silver S 30H12D-shy-shy-shy-shy-shy-shy
FLIGHT INFORMATIONDay Date Flight ClassDeparture City and Time Arrival City and Time Aircraft MealWed 21MAR12 UA8041S TOKYO JAPAN
(NRT -shy NARITA) 430 PMWASHINGTON DC (IAD -shy DULLES) 351 PM
777-shy200Dinner
Wed 21MAR12 UA2632S WASHINGTON DC (IAD -shy DULLES) 505 PM
NEW ORLEANS LA (MSY) 647 PM
A-shy319 Purchase
Mon 26MAR12 UA4973S NEW ORLEANS LA (MSY) 601 AM
SAN FRANCISCO CA (SFO) 900 AM
A-shy320 Purchase
Mon 26MAR12 UA8374S SAN FRANCISCO CA (SFO) 1101 AM
TOKYO JAPAN (NRT -shy NARITA) 200 PM (27MAR)
747-shy400Lunch
1 Flight operated by UNITED AIRLINES2 Flight operated by UNITED AIRLINES3 Flight operated by UNITED AIRLINES4 Flight operated by UNITED AIRLINES
FARE INFORMATIONFare BreakdownAirfare 77400JPYJapan Passenger Security ServiceCharge
500
Japan Passenger ServiceFacilities Charge
2040
Fuel Surcharge 50000September 11th Security Fee 630US Federal Transportation Tax 2760US APHIS User Fee 420US Immigration User Fee 580US Customs User Fee 460US Passenger Facility Charge 380Per Person Total 135170JPYeTicket Total 135170JPY
Form of PaymentAMERICAN EXPRESSLast Four Digits 5303
The airfare you paid on this itinerary totals 77400 JPYThe taxes fees and surcharges paid total 57770 JPYFare Rules Additional charges may apply for changes in addition to any fare rules listed
REFUNDABLECXL FEE
International eTicket Reminders
Check-shyin Requirement -shy Bags must be checked and boarding passes obtained at least 60 minutes prior toscheduled departure Baggage will not be accepted and advance seat assignments may be canceled if thiscondition is not met
Boarding Requirement -shy Passengers must be prepared to board at the departure gate with their boarding
121130 Gmail -‐‑ Hyatt Regency New Orleans -‐‑ Confirmation -‐‑ ATSUSHI HASEGAWA -‐‑ 3212012 -‐‑ 1758081
13httpsmailgooglecommailu0ui=2ampik=9938667debampview=ptampq=hyatt regencyampqs=trueampsearchhellip
Naoko KAWACHI ltnaokokawachigmailcomgt
Hyatt Regency New Orleans -shy Confirmation -shy ATSUSHI HASEGAWA -shy3212012 -shy 1758081
Hyatt Regency New Orleans ltConciergehyatte-shyconciergecomgt Thu Mar 8 2012 at 151 AMTo NAOKOKAWACHIgmailcom
Hyatt E-shyConcierge | Customer Service | Hotel Website | Print E-shyMail | View Online
RESERVATION CONFIRMATION
CONFIRMATION NUMBER 1758081
CHECK-shyIN DATE Wednesday March 21 2012HOTEL CHECK-shyIN TIME 300 PM
CHECK-shyOUT DATE Sunday March 25 2012HOTEL CHECK-shyOUT TIME 1100 AM
Hyatt Regency New OrleansPoydras At Loyola AvenueNew Orleans LA 70113 USTel 504-shy561-shy1234 Fax 504-shy587-shy4141
ATSUSHI HASEGAWA
Greetings from Hyatt Regency New Orleans
Thank you for your reservation We look forward to welcoming you to our hotel
To make changes to your reservation please click here or email us as at reservationshyattcom Tospeak with us directly please call 1 877 827 1356 within the US and Canada or simply contact yourlocal worldwide reservation center
We are excited about your upcoming visit and look forward to creating a memorable experience for you
Warmest Regards
Hyatt Regency New Orleans Team
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
デバイスサービスをまたがった旅行に関する情報のオーガナイズサポート
rarr TripIt
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
単なるPOS革命ではなくて
紙のレシートrarrメールレシート 新しいタッチポイントの創出
bull購入記録の簡便便な保存家計簿管理理 bull店舗EC連動した顧客との関係構築 bull購入記録を利利用した新サービス創出
メールレシートの サービスデザイン的価値
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
Inside-‐‑‒outbull サービスがどのように機能するか bull 一つのサービスでもタッチポイントごとに求められることは異異なる
bull インタラクションの性質特徴 bull 一連のサービス飛び石的なサービス bull 事業観点での品質管理理
Inside-‐‑‒out CJM 〜～ サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
Outside-‐‑‒inbull 顧客がどのようにサービスを体験するか bull 顧客観点 bull さまざまなタッチポイントをまたがる経験の流流れ（Journey）
bull 特定の会社のサービス製品利利用にとどまらない顧客の行行動 rarr クロスサービス
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
プラニング観点「旅行」という体験
旅行行前 旅行行中 旅行行後
航空会社
旅行行前 旅行行中 旅行行後
航空会社
Inside-‐‑‒out 視点でのプラニング rarr クロスオムニチャンネル
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
Outside-‐‑‒in 視点でのプラニング rarr クロスサービス
Atsushi HASEGAWA ltahaseggmailcomgt
eTicket Itinerary and Receipt for Confirmation GCEWWW
United Airlines Inc ltunitedairlinesunitedcomgt Sat Mar 10 2012 at 1106 PMTo AHASEGgmailcom
ConfirmationGCEWWWCheck-shyIn gt
Issue Date March 10 2012
Traveler eTicket Number Frequent Flyer SeatsHASEGAWAATSUSHIMR 0162320667315 UA-shyEGT4XXXX Premier Silver S 30H12D-shy-shy-shy-shy-shy-shy
FLIGHT INFORMATIONDay Date Flight ClassDeparture City and Time Arrival City and Time Aircraft MealWed 21MAR12 UA8041S TOKYO JAPAN
(NRT -shy NARITA) 430 PMWASHINGTON DC (IAD -shy DULLES) 351 PM
777-shy200Dinner
Wed 21MAR12 UA2632S WASHINGTON DC (IAD -shy DULLES) 505 PM
NEW ORLEANS LA (MSY) 647 PM
A-shy319 Purchase
Mon 26MAR12 UA4973S NEW ORLEANS LA (MSY) 601 AM
SAN FRANCISCO CA (SFO) 900 AM
A-shy320 Purchase
Mon 26MAR12 UA8374S SAN FRANCISCO CA (SFO) 1101 AM
TOKYO JAPAN (NRT -shy NARITA) 200 PM (27MAR)
747-shy400Lunch
1 Flight operated by UNITED AIRLINES2 Flight operated by UNITED AIRLINES3 Flight operated by UNITED AIRLINES4 Flight operated by UNITED AIRLINES
FARE INFORMATIONFare BreakdownAirfare 77400JPYJapan Passenger Security ServiceCharge
500
Japan Passenger ServiceFacilities Charge
2040
Fuel Surcharge 50000September 11th Security Fee 630US Federal Transportation Tax 2760US APHIS User Fee 420US Immigration User Fee 580US Customs User Fee 460US Passenger Facility Charge 380Per Person Total 135170JPYeTicket Total 135170JPY
Form of PaymentAMERICAN EXPRESSLast Four Digits 5303
The airfare you paid on this itinerary totals 77400 JPYThe taxes fees and surcharges paid total 57770 JPYFare Rules Additional charges may apply for changes in addition to any fare rules listed
REFUNDABLECXL FEE
International eTicket Reminders
Check-shyin Requirement -shy Bags must be checked and boarding passes obtained at least 60 minutes prior toscheduled departure Baggage will not be accepted and advance seat assignments may be canceled if thiscondition is not met
Boarding Requirement -shy Passengers must be prepared to board at the departure gate with their boarding
121130 Gmail -‐‑ Hyatt Regency New Orleans -‐‑ Confirmation -‐‑ ATSUSHI HASEGAWA -‐‑ 3212012 -‐‑ 1758081
13httpsmailgooglecommailu0ui=2ampik=9938667debampview=ptampq=hyatt regencyampqs=trueampsearchhellip
Naoko KAWACHI ltnaokokawachigmailcomgt
Hyatt Regency New Orleans -shy Confirmation -shy ATSUSHI HASEGAWA -shy3212012 -shy 1758081
Hyatt Regency New Orleans ltConciergehyatte-shyconciergecomgt Thu Mar 8 2012 at 151 AMTo NAOKOKAWACHIgmailcom
Hyatt E-shyConcierge | Customer Service | Hotel Website | Print E-shyMail | View Online
RESERVATION CONFIRMATION
CONFIRMATION NUMBER 1758081
CHECK-shyIN DATE Wednesday March 21 2012HOTEL CHECK-shyIN TIME 300 PM
CHECK-shyOUT DATE Sunday March 25 2012HOTEL CHECK-shyOUT TIME 1100 AM
Hyatt Regency New OrleansPoydras At Loyola AvenueNew Orleans LA 70113 USTel 504-shy561-shy1234 Fax 504-shy587-shy4141
ATSUSHI HASEGAWA
Greetings from Hyatt Regency New Orleans
Thank you for your reservation We look forward to welcoming you to our hotel
To make changes to your reservation please click here or email us as at reservationshyattcom Tospeak with us directly please call 1 877 827 1356 within the US and Canada or simply contact yourlocal worldwide reservation center
We are excited about your upcoming visit and look forward to creating a memorable experience for you
Warmest Regards
Hyatt Regency New Orleans Team
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
デバイスサービスをまたがった旅行に関する情報のオーガナイズサポート
rarr TripIt
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
単なるPOS革命ではなくて
紙のレシートrarrメールレシート 新しいタッチポイントの創出
bull購入記録の簡便便な保存家計簿管理理 bull店舗EC連動した顧客との関係構築 bull購入記録を利利用した新サービス創出
メールレシートの サービスデザイン的価値
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
Inside-‐‑‒out CJM 〜～ サービスブループリント
34
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbiersquos Chart Cart
RecordsDatabase
System
Bin System
Check Vitals amp
Ask Quest
Place in Kassam
Bin
Meet Dr Kassam
Kassam Gets Quick
Review
Take Away Chart
Process amp Check-out
RecordsDatabase
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI amp Chart
Exam Room
MRI amp Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Wait Wait Responds Follow toExam Rm
Wait inExam Rm
AnswerQuestions Wait
AskQuestions
ReturnDoor Tag Wait
Check-out Pay amp Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
Line of Internal Interaction
We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr Kassam play throughout
Mapping the service blueprint allowed us to see the breakdowns in the clinic experience
Understanding the Big PictureWhat we found
The backstage processes are quite chaotic
The system depends solely on Dr Kassam
No one actively engages with patients while they wait
Design for the Clinic Experience -‐‑‒ Carnegie Mellon School of Design
Outside-‐‑‒inbull 顧客がどのようにサービスを体験するか bull 顧客観点 bull さまざまなタッチポイントをまたがる経験の流流れ（Journey）
bull 特定の会社のサービス製品利利用にとどまらない顧客の行行動 rarr クロスサービス
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
プラニング観点「旅行」という体験
旅行行前 旅行行中 旅行行後
航空会社
旅行行前 旅行行中 旅行行後
航空会社
Inside-‐‑‒out 視点でのプラニング rarr クロスオムニチャンネル
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
Outside-‐‑‒in 視点でのプラニング rarr クロスサービス
Atsushi HASEGAWA ltahaseggmailcomgt
eTicket Itinerary and Receipt for Confirmation GCEWWW
United Airlines Inc ltunitedairlinesunitedcomgt Sat Mar 10 2012 at 1106 PMTo AHASEGgmailcom
ConfirmationGCEWWWCheck-shyIn gt
Issue Date March 10 2012
Traveler eTicket Number Frequent Flyer SeatsHASEGAWAATSUSHIMR 0162320667315 UA-shyEGT4XXXX Premier Silver S 30H12D-shy-shy-shy-shy-shy-shy
FLIGHT INFORMATIONDay Date Flight ClassDeparture City and Time Arrival City and Time Aircraft MealWed 21MAR12 UA8041S TOKYO JAPAN
(NRT -shy NARITA) 430 PMWASHINGTON DC (IAD -shy DULLES) 351 PM
777-shy200Dinner
Wed 21MAR12 UA2632S WASHINGTON DC (IAD -shy DULLES) 505 PM
NEW ORLEANS LA (MSY) 647 PM
A-shy319 Purchase
Mon 26MAR12 UA4973S NEW ORLEANS LA (MSY) 601 AM
SAN FRANCISCO CA (SFO) 900 AM
A-shy320 Purchase
Mon 26MAR12 UA8374S SAN FRANCISCO CA (SFO) 1101 AM
TOKYO JAPAN (NRT -shy NARITA) 200 PM (27MAR)
747-shy400Lunch
1 Flight operated by UNITED AIRLINES2 Flight operated by UNITED AIRLINES3 Flight operated by UNITED AIRLINES4 Flight operated by UNITED AIRLINES
FARE INFORMATIONFare BreakdownAirfare 77400JPYJapan Passenger Security ServiceCharge
500
Japan Passenger ServiceFacilities Charge
2040
Fuel Surcharge 50000September 11th Security Fee 630US Federal Transportation Tax 2760US APHIS User Fee 420US Immigration User Fee 580US Customs User Fee 460US Passenger Facility Charge 380Per Person Total 135170JPYeTicket Total 135170JPY
Form of PaymentAMERICAN EXPRESSLast Four Digits 5303
The airfare you paid on this itinerary totals 77400 JPYThe taxes fees and surcharges paid total 57770 JPYFare Rules Additional charges may apply for changes in addition to any fare rules listed
REFUNDABLECXL FEE
International eTicket Reminders
Check-shyin Requirement -shy Bags must be checked and boarding passes obtained at least 60 minutes prior toscheduled departure Baggage will not be accepted and advance seat assignments may be canceled if thiscondition is not met
Boarding Requirement -shy Passengers must be prepared to board at the departure gate with their boarding
121130 Gmail -‐‑ Hyatt Regency New Orleans -‐‑ Confirmation -‐‑ ATSUSHI HASEGAWA -‐‑ 3212012 -‐‑ 1758081
13httpsmailgooglecommailu0ui=2ampik=9938667debampview=ptampq=hyatt regencyampqs=trueampsearchhellip
Naoko KAWACHI ltnaokokawachigmailcomgt
Hyatt Regency New Orleans -shy Confirmation -shy ATSUSHI HASEGAWA -shy3212012 -shy 1758081
Hyatt Regency New Orleans ltConciergehyatte-shyconciergecomgt Thu Mar 8 2012 at 151 AMTo NAOKOKAWACHIgmailcom
Hyatt E-shyConcierge | Customer Service | Hotel Website | Print E-shyMail | View Online
RESERVATION CONFIRMATION
CONFIRMATION NUMBER 1758081
CHECK-shyIN DATE Wednesday March 21 2012HOTEL CHECK-shyIN TIME 300 PM
CHECK-shyOUT DATE Sunday March 25 2012HOTEL CHECK-shyOUT TIME 1100 AM
Hyatt Regency New OrleansPoydras At Loyola AvenueNew Orleans LA 70113 USTel 504-shy561-shy1234 Fax 504-shy587-shy4141
ATSUSHI HASEGAWA
Greetings from Hyatt Regency New Orleans
Thank you for your reservation We look forward to welcoming you to our hotel
To make changes to your reservation please click here or email us as at reservationshyattcom Tospeak with us directly please call 1 877 827 1356 within the US and Canada or simply contact yourlocal worldwide reservation center
We are excited about your upcoming visit and look forward to creating a memorable experience for you
Warmest Regards
Hyatt Regency New Orleans Team
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
デバイスサービスをまたがった旅行に関する情報のオーガナイズサポート
rarr TripIt
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
単なるPOS革命ではなくて
紙のレシートrarrメールレシート 新しいタッチポイントの創出
bull購入記録の簡便便な保存家計簿管理理 bull店舗EC連動した顧客との関係構築 bull購入記録を利利用した新サービス創出
メールレシートの サービスデザイン的価値
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
Outside-‐‑‒inbull 顧客がどのようにサービスを体験するか bull 顧客観点 bull さまざまなタッチポイントをまたがる経験の流流れ（Journey）
bull 特定の会社のサービス製品利利用にとどまらない顧客の行行動 rarr クロスサービス
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
プラニング観点「旅行」という体験
旅行行前 旅行行中 旅行行後
航空会社
旅行行前 旅行行中 旅行行後
航空会社
Inside-‐‑‒out 視点でのプラニング rarr クロスオムニチャンネル
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
Outside-‐‑‒in 視点でのプラニング rarr クロスサービス
Atsushi HASEGAWA ltahaseggmailcomgt
eTicket Itinerary and Receipt for Confirmation GCEWWW
United Airlines Inc ltunitedairlinesunitedcomgt Sat Mar 10 2012 at 1106 PMTo AHASEGgmailcom
ConfirmationGCEWWWCheck-shyIn gt
Issue Date March 10 2012
Traveler eTicket Number Frequent Flyer SeatsHASEGAWAATSUSHIMR 0162320667315 UA-shyEGT4XXXX Premier Silver S 30H12D-shy-shy-shy-shy-shy-shy
FLIGHT INFORMATIONDay Date Flight ClassDeparture City and Time Arrival City and Time Aircraft MealWed 21MAR12 UA8041S TOKYO JAPAN
(NRT -shy NARITA) 430 PMWASHINGTON DC (IAD -shy DULLES) 351 PM
777-shy200Dinner
Wed 21MAR12 UA2632S WASHINGTON DC (IAD -shy DULLES) 505 PM
NEW ORLEANS LA (MSY) 647 PM
A-shy319 Purchase
Mon 26MAR12 UA4973S NEW ORLEANS LA (MSY) 601 AM
SAN FRANCISCO CA (SFO) 900 AM
A-shy320 Purchase
Mon 26MAR12 UA8374S SAN FRANCISCO CA (SFO) 1101 AM
TOKYO JAPAN (NRT -shy NARITA) 200 PM (27MAR)
747-shy400Lunch
1 Flight operated by UNITED AIRLINES2 Flight operated by UNITED AIRLINES3 Flight operated by UNITED AIRLINES4 Flight operated by UNITED AIRLINES
FARE INFORMATIONFare BreakdownAirfare 77400JPYJapan Passenger Security ServiceCharge
500
Japan Passenger ServiceFacilities Charge
2040
Fuel Surcharge 50000September 11th Security Fee 630US Federal Transportation Tax 2760US APHIS User Fee 420US Immigration User Fee 580US Customs User Fee 460US Passenger Facility Charge 380Per Person Total 135170JPYeTicket Total 135170JPY
Form of PaymentAMERICAN EXPRESSLast Four Digits 5303
The airfare you paid on this itinerary totals 77400 JPYThe taxes fees and surcharges paid total 57770 JPYFare Rules Additional charges may apply for changes in addition to any fare rules listed
REFUNDABLECXL FEE
International eTicket Reminders
Check-shyin Requirement -shy Bags must be checked and boarding passes obtained at least 60 minutes prior toscheduled departure Baggage will not be accepted and advance seat assignments may be canceled if thiscondition is not met
Boarding Requirement -shy Passengers must be prepared to board at the departure gate with their boarding
121130 Gmail -‐‑ Hyatt Regency New Orleans -‐‑ Confirmation -‐‑ ATSUSHI HASEGAWA -‐‑ 3212012 -‐‑ 1758081
13httpsmailgooglecommailu0ui=2ampik=9938667debampview=ptampq=hyatt regencyampqs=trueampsearchhellip
Naoko KAWACHI ltnaokokawachigmailcomgt
Hyatt Regency New Orleans -shy Confirmation -shy ATSUSHI HASEGAWA -shy3212012 -shy 1758081
Hyatt Regency New Orleans ltConciergehyatte-shyconciergecomgt Thu Mar 8 2012 at 151 AMTo NAOKOKAWACHIgmailcom
Hyatt E-shyConcierge | Customer Service | Hotel Website | Print E-shyMail | View Online
RESERVATION CONFIRMATION
CONFIRMATION NUMBER 1758081
CHECK-shyIN DATE Wednesday March 21 2012HOTEL CHECK-shyIN TIME 300 PM
CHECK-shyOUT DATE Sunday March 25 2012HOTEL CHECK-shyOUT TIME 1100 AM
Hyatt Regency New OrleansPoydras At Loyola AvenueNew Orleans LA 70113 USTel 504-shy561-shy1234 Fax 504-shy587-shy4141
ATSUSHI HASEGAWA
Greetings from Hyatt Regency New Orleans
Thank you for your reservation We look forward to welcoming you to our hotel
To make changes to your reservation please click here or email us as at reservationshyattcom Tospeak with us directly please call 1 877 827 1356 within the US and Canada or simply contact yourlocal worldwide reservation center
We are excited about your upcoming visit and look forward to creating a memorable experience for you
Warmest Regards
Hyatt Regency New Orleans Team
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
デバイスサービスをまたがった旅行に関する情報のオーガナイズサポート
rarr TripIt
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
単なるPOS革命ではなくて
紙のレシートrarrメールレシート 新しいタッチポイントの創出
bull購入記録の簡便便な保存家計簿管理理 bull店舗EC連動した顧客との関係構築 bull購入記録を利利用した新サービス創出
メールレシートの サービスデザイン的価値
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research amp 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 peoplersquos 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
bull Irsquom excited to go to Europe bull Will I be able to see everything I canbull What if I canrsquot afford thisbull I donrsquot want to make the wrong choice
bull Itrsquos hard to trust Trip Advisor Everyone is so negative
bull Keeping track of all the different products is confusing
bull Am I sure this is the trip I want to take
bull Website experience is easy and friendlybull Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets Not sure my tickets will arrive in time
bull Stressed that Irsquom about to leave the country and Rail Europe wonrsquot answer the phone
bull Frustrated that Rail Europe wonrsquot ship tickets to Europe
bull Happy to receive my tickets in the mail
bull I am feeling vulnerable to be in an unknown place in the middle of the night
bull Stressed that the train wonrsquot arrive on time for my connection
bull Meeting people who want to show us around is fun serendipitous and special
bull Excited to share my vacation story with my friends
bull A bit annoyed to be dealing with ticket refund issues when I just got home
View maps
Arrange travel
Blogs amp Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review amp confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileuropecom
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
webapps
Look up timetables
Planconfirm 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
bull What is the easiest way to get around Europebull Where do I want to gobull How much time should Iwe spend in each
place for site seeing and activities
bull I want to get the best price but Irsquom willing to pay a little more for first class
bull How much will my whole trip cost me What are my trade-offs
bull Are there other activities I can add to my plan
bull Do I have all the tickets passes and reservations I need in this booking so I donrsquot pay more shipping
bull Rail Europe is not answering the phone How else can I get my question answered
bull Do I have everything I needbull Rail Europe website was easy and friendly but
when an issue came up I couldnrsquot get helpbull What will I do if my tickets donrsquot arrive in time
bull I just figured we could grab a train but there are not more trains What can we do now
bull Am I on the right train If not what nextbull I want to make more travel plans How do I
do that
bull Trying to return ticket I was not able to use Not sure if Irsquoll get a refund or not
bull People are going to love these photosbull 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
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
プラニング観点「旅行」という体験
旅行行前 旅行行中 旅行行後
航空会社
旅行行前 旅行行中 旅行行後
航空会社
Inside-‐‑‒out 視点でのプラニング rarr クロスオムニチャンネル
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
Outside-‐‑‒in 視点でのプラニング rarr クロスサービス
Atsushi HASEGAWA ltahaseggmailcomgt
eTicket Itinerary and Receipt for Confirmation GCEWWW
United Airlines Inc ltunitedairlinesunitedcomgt Sat Mar 10 2012 at 1106 PMTo AHASEGgmailcom
ConfirmationGCEWWWCheck-shyIn gt
Issue Date March 10 2012
Traveler eTicket Number Frequent Flyer SeatsHASEGAWAATSUSHIMR 0162320667315 UA-shyEGT4XXXX Premier Silver S 30H12D-shy-shy-shy-shy-shy-shy
FLIGHT INFORMATIONDay Date Flight ClassDeparture City and Time Arrival City and Time Aircraft MealWed 21MAR12 UA8041S TOKYO JAPAN
(NRT -shy NARITA) 430 PMWASHINGTON DC (IAD -shy DULLES) 351 PM
777-shy200Dinner
Wed 21MAR12 UA2632S WASHINGTON DC (IAD -shy DULLES) 505 PM
NEW ORLEANS LA (MSY) 647 PM
A-shy319 Purchase
Mon 26MAR12 UA4973S NEW ORLEANS LA (MSY) 601 AM
SAN FRANCISCO CA (SFO) 900 AM
A-shy320 Purchase
Mon 26MAR12 UA8374S SAN FRANCISCO CA (SFO) 1101 AM
TOKYO JAPAN (NRT -shy NARITA) 200 PM (27MAR)
747-shy400Lunch
1 Flight operated by UNITED AIRLINES2 Flight operated by UNITED AIRLINES3 Flight operated by UNITED AIRLINES4 Flight operated by UNITED AIRLINES
FARE INFORMATIONFare BreakdownAirfare 77400JPYJapan Passenger Security ServiceCharge
500
Japan Passenger ServiceFacilities Charge
2040
Fuel Surcharge 50000September 11th Security Fee 630US Federal Transportation Tax 2760US APHIS User Fee 420US Immigration User Fee 580US Customs User Fee 460US Passenger Facility Charge 380Per Person Total 135170JPYeTicket Total 135170JPY
Form of PaymentAMERICAN EXPRESSLast Four Digits 5303
The airfare you paid on this itinerary totals 77400 JPYThe taxes fees and surcharges paid total 57770 JPYFare Rules Additional charges may apply for changes in addition to any fare rules listed
REFUNDABLECXL FEE
International eTicket Reminders
Check-shyin Requirement -shy Bags must be checked and boarding passes obtained at least 60 minutes prior toscheduled departure Baggage will not be accepted and advance seat assignments may be canceled if thiscondition is not met
Boarding Requirement -shy Passengers must be prepared to board at the departure gate with their boarding
121130 Gmail -‐‑ Hyatt Regency New Orleans -‐‑ Confirmation -‐‑ ATSUSHI HASEGAWA -‐‑ 3212012 -‐‑ 1758081
13httpsmailgooglecommailu0ui=2ampik=9938667debampview=ptampq=hyatt regencyampqs=trueampsearchhellip
Naoko KAWACHI ltnaokokawachigmailcomgt
Hyatt Regency New Orleans -shy Confirmation -shy ATSUSHI HASEGAWA -shy3212012 -shy 1758081
Hyatt Regency New Orleans ltConciergehyatte-shyconciergecomgt Thu Mar 8 2012 at 151 AMTo NAOKOKAWACHIgmailcom
Hyatt E-shyConcierge | Customer Service | Hotel Website | Print E-shyMail | View Online
RESERVATION CONFIRMATION
CONFIRMATION NUMBER 1758081
CHECK-shyIN DATE Wednesday March 21 2012HOTEL CHECK-shyIN TIME 300 PM
CHECK-shyOUT DATE Sunday March 25 2012HOTEL CHECK-shyOUT TIME 1100 AM
Hyatt Regency New OrleansPoydras At Loyola AvenueNew Orleans LA 70113 USTel 504-shy561-shy1234 Fax 504-shy587-shy4141
ATSUSHI HASEGAWA
Greetings from Hyatt Regency New Orleans
Thank you for your reservation We look forward to welcoming you to our hotel
To make changes to your reservation please click here or email us as at reservationshyattcom Tospeak with us directly please call 1 877 827 1356 within the US and Canada or simply contact yourlocal worldwide reservation center
We are excited about your upcoming visit and look forward to creating a memorable experience for you
Warmest Regards
Hyatt Regency New Orleans Team
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
デバイスサービスをまたがった旅行に関する情報のオーガナイズサポート
rarr TripIt
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
単なるPOS革命ではなくて
紙のレシートrarrメールレシート 新しいタッチポイントの創出
bull購入記録の簡便便な保存家計簿管理理 bull店舗EC連動した顧客との関係構築 bull購入記録を利利用した新サービス創出
メールレシートの サービスデザイン的価値
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
プラニング観点「旅行」という体験
旅行行前 旅行行中 旅行行後
航空会社
旅行行前 旅行行中 旅行行後
航空会社
Inside-‐‑‒out 視点でのプラニング rarr クロスオムニチャンネル
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
Outside-‐‑‒in 視点でのプラニング rarr クロスサービス
Atsushi HASEGAWA ltahaseggmailcomgt
eTicket Itinerary and Receipt for Confirmation GCEWWW
United Airlines Inc ltunitedairlinesunitedcomgt Sat Mar 10 2012 at 1106 PMTo AHASEGgmailcom
ConfirmationGCEWWWCheck-shyIn gt
Issue Date March 10 2012
Traveler eTicket Number Frequent Flyer SeatsHASEGAWAATSUSHIMR 0162320667315 UA-shyEGT4XXXX Premier Silver S 30H12D-shy-shy-shy-shy-shy-shy
FLIGHT INFORMATIONDay Date Flight ClassDeparture City and Time Arrival City and Time Aircraft MealWed 21MAR12 UA8041S TOKYO JAPAN
(NRT -shy NARITA) 430 PMWASHINGTON DC (IAD -shy DULLES) 351 PM
777-shy200Dinner
Wed 21MAR12 UA2632S WASHINGTON DC (IAD -shy DULLES) 505 PM
NEW ORLEANS LA (MSY) 647 PM
A-shy319 Purchase
Mon 26MAR12 UA4973S NEW ORLEANS LA (MSY) 601 AM
SAN FRANCISCO CA (SFO) 900 AM
A-shy320 Purchase
Mon 26MAR12 UA8374S SAN FRANCISCO CA (SFO) 1101 AM
TOKYO JAPAN (NRT -shy NARITA) 200 PM (27MAR)
747-shy400Lunch
1 Flight operated by UNITED AIRLINES2 Flight operated by UNITED AIRLINES3 Flight operated by UNITED AIRLINES4 Flight operated by UNITED AIRLINES
FARE INFORMATIONFare BreakdownAirfare 77400JPYJapan Passenger Security ServiceCharge
500
Japan Passenger ServiceFacilities Charge
2040
Fuel Surcharge 50000September 11th Security Fee 630US Federal Transportation Tax 2760US APHIS User Fee 420US Immigration User Fee 580US Customs User Fee 460US Passenger Facility Charge 380Per Person Total 135170JPYeTicket Total 135170JPY
Form of PaymentAMERICAN EXPRESSLast Four Digits 5303
The airfare you paid on this itinerary totals 77400 JPYThe taxes fees and surcharges paid total 57770 JPYFare Rules Additional charges may apply for changes in addition to any fare rules listed
REFUNDABLECXL FEE
International eTicket Reminders
Check-shyin Requirement -shy Bags must be checked and boarding passes obtained at least 60 minutes prior toscheduled departure Baggage will not be accepted and advance seat assignments may be canceled if thiscondition is not met
Boarding Requirement -shy Passengers must be prepared to board at the departure gate with their boarding
121130 Gmail -‐‑ Hyatt Regency New Orleans -‐‑ Confirmation -‐‑ ATSUSHI HASEGAWA -‐‑ 3212012 -‐‑ 1758081
13httpsmailgooglecommailu0ui=2ampik=9938667debampview=ptampq=hyatt regencyampqs=trueampsearchhellip
Naoko KAWACHI ltnaokokawachigmailcomgt
Hyatt Regency New Orleans -shy Confirmation -shy ATSUSHI HASEGAWA -shy3212012 -shy 1758081
Hyatt Regency New Orleans ltConciergehyatte-shyconciergecomgt Thu Mar 8 2012 at 151 AMTo NAOKOKAWACHIgmailcom
Hyatt E-shyConcierge | Customer Service | Hotel Website | Print E-shyMail | View Online
RESERVATION CONFIRMATION
CONFIRMATION NUMBER 1758081
CHECK-shyIN DATE Wednesday March 21 2012HOTEL CHECK-shyIN TIME 300 PM
CHECK-shyOUT DATE Sunday March 25 2012HOTEL CHECK-shyOUT TIME 1100 AM
Hyatt Regency New OrleansPoydras At Loyola AvenueNew Orleans LA 70113 USTel 504-shy561-shy1234 Fax 504-shy587-shy4141
ATSUSHI HASEGAWA
Greetings from Hyatt Regency New Orleans
Thank you for your reservation We look forward to welcoming you to our hotel
To make changes to your reservation please click here or email us as at reservationshyattcom Tospeak with us directly please call 1 877 827 1356 within the US and Canada or simply contact yourlocal worldwide reservation center
We are excited about your upcoming visit and look forward to creating a memorable experience for you
Warmest Regards
Hyatt Regency New Orleans Team
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
デバイスサービスをまたがった旅行に関する情報のオーガナイズサポート
rarr TripIt
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
単なるPOS革命ではなくて
紙のレシートrarrメールレシート 新しいタッチポイントの創出
bull購入記録の簡便便な保存家計簿管理理 bull店舗EC連動した顧客との関係構築 bull購入記録を利利用した新サービス創出
メールレシートの サービスデザイン的価値
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
プラニング観点「旅行」という体験
旅行行前 旅行行中 旅行行後
航空会社
旅行行前 旅行行中 旅行行後
航空会社
Inside-‐‑‒out 視点でのプラニング rarr クロスオムニチャンネル
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
Outside-‐‑‒in 視点でのプラニング rarr クロスサービス
Atsushi HASEGAWA ltahaseggmailcomgt
eTicket Itinerary and Receipt for Confirmation GCEWWW
United Airlines Inc ltunitedairlinesunitedcomgt Sat Mar 10 2012 at 1106 PMTo AHASEGgmailcom
ConfirmationGCEWWWCheck-shyIn gt
Issue Date March 10 2012
Traveler eTicket Number Frequent Flyer SeatsHASEGAWAATSUSHIMR 0162320667315 UA-shyEGT4XXXX Premier Silver S 30H12D-shy-shy-shy-shy-shy-shy
FLIGHT INFORMATIONDay Date Flight ClassDeparture City and Time Arrival City and Time Aircraft MealWed 21MAR12 UA8041S TOKYO JAPAN
(NRT -shy NARITA) 430 PMWASHINGTON DC (IAD -shy DULLES) 351 PM
777-shy200Dinner
Wed 21MAR12 UA2632S WASHINGTON DC (IAD -shy DULLES) 505 PM
NEW ORLEANS LA (MSY) 647 PM
A-shy319 Purchase
Mon 26MAR12 UA4973S NEW ORLEANS LA (MSY) 601 AM
SAN FRANCISCO CA (SFO) 900 AM
A-shy320 Purchase
Mon 26MAR12 UA8374S SAN FRANCISCO CA (SFO) 1101 AM
TOKYO JAPAN (NRT -shy NARITA) 200 PM (27MAR)
747-shy400Lunch
1 Flight operated by UNITED AIRLINES2 Flight operated by UNITED AIRLINES3 Flight operated by UNITED AIRLINES4 Flight operated by UNITED AIRLINES
FARE INFORMATIONFare BreakdownAirfare 77400JPYJapan Passenger Security ServiceCharge
500
Japan Passenger ServiceFacilities Charge
2040
Fuel Surcharge 50000September 11th Security Fee 630US Federal Transportation Tax 2760US APHIS User Fee 420US Immigration User Fee 580US Customs User Fee 460US Passenger Facility Charge 380Per Person Total 135170JPYeTicket Total 135170JPY
Form of PaymentAMERICAN EXPRESSLast Four Digits 5303
The airfare you paid on this itinerary totals 77400 JPYThe taxes fees and surcharges paid total 57770 JPYFare Rules Additional charges may apply for changes in addition to any fare rules listed
REFUNDABLECXL FEE
International eTicket Reminders
Check-shyin Requirement -shy Bags must be checked and boarding passes obtained at least 60 minutes prior toscheduled departure Baggage will not be accepted and advance seat assignments may be canceled if thiscondition is not met
Boarding Requirement -shy Passengers must be prepared to board at the departure gate with their boarding
121130 Gmail -‐‑ Hyatt Regency New Orleans -‐‑ Confirmation -‐‑ ATSUSHI HASEGAWA -‐‑ 3212012 -‐‑ 1758081
13httpsmailgooglecommailu0ui=2ampik=9938667debampview=ptampq=hyatt regencyampqs=trueampsearchhellip
Naoko KAWACHI ltnaokokawachigmailcomgt
Hyatt Regency New Orleans -shy Confirmation -shy ATSUSHI HASEGAWA -shy3212012 -shy 1758081
Hyatt Regency New Orleans ltConciergehyatte-shyconciergecomgt Thu Mar 8 2012 at 151 AMTo NAOKOKAWACHIgmailcom
Hyatt E-shyConcierge | Customer Service | Hotel Website | Print E-shyMail | View Online
RESERVATION CONFIRMATION
CONFIRMATION NUMBER 1758081
CHECK-shyIN DATE Wednesday March 21 2012HOTEL CHECK-shyIN TIME 300 PM
CHECK-shyOUT DATE Sunday March 25 2012HOTEL CHECK-shyOUT TIME 1100 AM
Hyatt Regency New OrleansPoydras At Loyola AvenueNew Orleans LA 70113 USTel 504-shy561-shy1234 Fax 504-shy587-shy4141
ATSUSHI HASEGAWA
Greetings from Hyatt Regency New Orleans
Thank you for your reservation We look forward to welcoming you to our hotel
To make changes to your reservation please click here or email us as at reservationshyattcom Tospeak with us directly please call 1 877 827 1356 within the US and Canada or simply contact yourlocal worldwide reservation center
We are excited about your upcoming visit and look forward to creating a memorable experience for you
Warmest Regards
Hyatt Regency New Orleans Team
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
デバイスサービスをまたがった旅行に関する情報のオーガナイズサポート
rarr TripIt
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
単なるPOS革命ではなくて
紙のレシートrarrメールレシート 新しいタッチポイントの創出
bull購入記録の簡便便な保存家計簿管理理 bull店舗EC連動した顧客との関係構築 bull購入記録を利利用した新サービス創出
メールレシートの サービスデザイン的価値
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
旅行行前 旅行行中 旅行行後
航空会社
旅行行前 旅行行中 旅行行後
航空会社
Inside-‐‑‒out 視点でのプラニング rarr クロスオムニチャンネル
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
Outside-‐‑‒in 視点でのプラニング rarr クロスサービス
Atsushi HASEGAWA ltahaseggmailcomgt
eTicket Itinerary and Receipt for Confirmation GCEWWW
United Airlines Inc ltunitedairlinesunitedcomgt Sat Mar 10 2012 at 1106 PMTo AHASEGgmailcom
ConfirmationGCEWWWCheck-shyIn gt
Issue Date March 10 2012
Traveler eTicket Number Frequent Flyer SeatsHASEGAWAATSUSHIMR 0162320667315 UA-shyEGT4XXXX Premier Silver S 30H12D-shy-shy-shy-shy-shy-shy
FLIGHT INFORMATIONDay Date Flight ClassDeparture City and Time Arrival City and Time Aircraft MealWed 21MAR12 UA8041S TOKYO JAPAN
(NRT -shy NARITA) 430 PMWASHINGTON DC (IAD -shy DULLES) 351 PM
777-shy200Dinner
Wed 21MAR12 UA2632S WASHINGTON DC (IAD -shy DULLES) 505 PM
NEW ORLEANS LA (MSY) 647 PM
A-shy319 Purchase
Mon 26MAR12 UA4973S NEW ORLEANS LA (MSY) 601 AM
SAN FRANCISCO CA (SFO) 900 AM
A-shy320 Purchase
Mon 26MAR12 UA8374S SAN FRANCISCO CA (SFO) 1101 AM
TOKYO JAPAN (NRT -shy NARITA) 200 PM (27MAR)
747-shy400Lunch
1 Flight operated by UNITED AIRLINES2 Flight operated by UNITED AIRLINES3 Flight operated by UNITED AIRLINES4 Flight operated by UNITED AIRLINES
FARE INFORMATIONFare BreakdownAirfare 77400JPYJapan Passenger Security ServiceCharge
500
Japan Passenger ServiceFacilities Charge
2040
Fuel Surcharge 50000September 11th Security Fee 630US Federal Transportation Tax 2760US APHIS User Fee 420US Immigration User Fee 580US Customs User Fee 460US Passenger Facility Charge 380Per Person Total 135170JPYeTicket Total 135170JPY
Form of PaymentAMERICAN EXPRESSLast Four Digits 5303
The airfare you paid on this itinerary totals 77400 JPYThe taxes fees and surcharges paid total 57770 JPYFare Rules Additional charges may apply for changes in addition to any fare rules listed
REFUNDABLECXL FEE
International eTicket Reminders
Check-shyin Requirement -shy Bags must be checked and boarding passes obtained at least 60 minutes prior toscheduled departure Baggage will not be accepted and advance seat assignments may be canceled if thiscondition is not met
Boarding Requirement -shy Passengers must be prepared to board at the departure gate with their boarding
121130 Gmail -‐‑ Hyatt Regency New Orleans -‐‑ Confirmation -‐‑ ATSUSHI HASEGAWA -‐‑ 3212012 -‐‑ 1758081
13httpsmailgooglecommailu0ui=2ampik=9938667debampview=ptampq=hyatt regencyampqs=trueampsearchhellip
Naoko KAWACHI ltnaokokawachigmailcomgt
Hyatt Regency New Orleans -shy Confirmation -shy ATSUSHI HASEGAWA -shy3212012 -shy 1758081
Hyatt Regency New Orleans ltConciergehyatte-shyconciergecomgt Thu Mar 8 2012 at 151 AMTo NAOKOKAWACHIgmailcom
Hyatt E-shyConcierge | Customer Service | Hotel Website | Print E-shyMail | View Online
RESERVATION CONFIRMATION
CONFIRMATION NUMBER 1758081
CHECK-shyIN DATE Wednesday March 21 2012HOTEL CHECK-shyIN TIME 300 PM
CHECK-shyOUT DATE Sunday March 25 2012HOTEL CHECK-shyOUT TIME 1100 AM
Hyatt Regency New OrleansPoydras At Loyola AvenueNew Orleans LA 70113 USTel 504-shy561-shy1234 Fax 504-shy587-shy4141
ATSUSHI HASEGAWA
Greetings from Hyatt Regency New Orleans
Thank you for your reservation We look forward to welcoming you to our hotel
To make changes to your reservation please click here or email us as at reservationshyattcom Tospeak with us directly please call 1 877 827 1356 within the US and Canada or simply contact yourlocal worldwide reservation center
We are excited about your upcoming visit and look forward to creating a memorable experience for you
Warmest Regards
Hyatt Regency New Orleans Team
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
デバイスサービスをまたがった旅行に関する情報のオーガナイズサポート
rarr TripIt
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
単なるPOS革命ではなくて
紙のレシートrarrメールレシート 新しいタッチポイントの創出
bull購入記録の簡便便な保存家計簿管理理 bull店舗EC連動した顧客との関係構築 bull購入記録を利利用した新サービス創出
メールレシートの サービスデザイン的価値
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
旅行行前 旅行行中 旅行行後
航空会社
Inside-‐‑‒out 視点でのプラニング rarr クロスオムニチャンネル
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
Outside-‐‑‒in 視点でのプラニング rarr クロスサービス
Atsushi HASEGAWA ltahaseggmailcomgt
eTicket Itinerary and Receipt for Confirmation GCEWWW
United Airlines Inc ltunitedairlinesunitedcomgt Sat Mar 10 2012 at 1106 PMTo AHASEGgmailcom
ConfirmationGCEWWWCheck-shyIn gt
Issue Date March 10 2012
Traveler eTicket Number Frequent Flyer SeatsHASEGAWAATSUSHIMR 0162320667315 UA-shyEGT4XXXX Premier Silver S 30H12D-shy-shy-shy-shy-shy-shy
FLIGHT INFORMATIONDay Date Flight ClassDeparture City and Time Arrival City and Time Aircraft MealWed 21MAR12 UA8041S TOKYO JAPAN
(NRT -shy NARITA) 430 PMWASHINGTON DC (IAD -shy DULLES) 351 PM
777-shy200Dinner
Wed 21MAR12 UA2632S WASHINGTON DC (IAD -shy DULLES) 505 PM
NEW ORLEANS LA (MSY) 647 PM
A-shy319 Purchase
Mon 26MAR12 UA4973S NEW ORLEANS LA (MSY) 601 AM
SAN FRANCISCO CA (SFO) 900 AM
A-shy320 Purchase
Mon 26MAR12 UA8374S SAN FRANCISCO CA (SFO) 1101 AM
TOKYO JAPAN (NRT -shy NARITA) 200 PM (27MAR)
747-shy400Lunch
1 Flight operated by UNITED AIRLINES2 Flight operated by UNITED AIRLINES3 Flight operated by UNITED AIRLINES4 Flight operated by UNITED AIRLINES
FARE INFORMATIONFare BreakdownAirfare 77400JPYJapan Passenger Security ServiceCharge
500
Japan Passenger ServiceFacilities Charge
2040
Fuel Surcharge 50000September 11th Security Fee 630US Federal Transportation Tax 2760US APHIS User Fee 420US Immigration User Fee 580US Customs User Fee 460US Passenger Facility Charge 380Per Person Total 135170JPYeTicket Total 135170JPY
Form of PaymentAMERICAN EXPRESSLast Four Digits 5303
The airfare you paid on this itinerary totals 77400 JPYThe taxes fees and surcharges paid total 57770 JPYFare Rules Additional charges may apply for changes in addition to any fare rules listed
REFUNDABLECXL FEE
International eTicket Reminders
Check-shyin Requirement -shy Bags must be checked and boarding passes obtained at least 60 minutes prior toscheduled departure Baggage will not be accepted and advance seat assignments may be canceled if thiscondition is not met
Boarding Requirement -shy Passengers must be prepared to board at the departure gate with their boarding
121130 Gmail -‐‑ Hyatt Regency New Orleans -‐‑ Confirmation -‐‑ ATSUSHI HASEGAWA -‐‑ 3212012 -‐‑ 1758081
13httpsmailgooglecommailu0ui=2ampik=9938667debampview=ptampq=hyatt regencyampqs=trueampsearchhellip
Naoko KAWACHI ltnaokokawachigmailcomgt
Hyatt Regency New Orleans -shy Confirmation -shy ATSUSHI HASEGAWA -shy3212012 -shy 1758081
Hyatt Regency New Orleans ltConciergehyatte-shyconciergecomgt Thu Mar 8 2012 at 151 AMTo NAOKOKAWACHIgmailcom
Hyatt E-shyConcierge | Customer Service | Hotel Website | Print E-shyMail | View Online
RESERVATION CONFIRMATION
CONFIRMATION NUMBER 1758081
CHECK-shyIN DATE Wednesday March 21 2012HOTEL CHECK-shyIN TIME 300 PM
CHECK-shyOUT DATE Sunday March 25 2012HOTEL CHECK-shyOUT TIME 1100 AM
Hyatt Regency New OrleansPoydras At Loyola AvenueNew Orleans LA 70113 USTel 504-shy561-shy1234 Fax 504-shy587-shy4141
ATSUSHI HASEGAWA
Greetings from Hyatt Regency New Orleans
Thank you for your reservation We look forward to welcoming you to our hotel
To make changes to your reservation please click here or email us as at reservationshyattcom Tospeak with us directly please call 1 877 827 1356 within the US and Canada or simply contact yourlocal worldwide reservation center
We are excited about your upcoming visit and look forward to creating a memorable experience for you
Warmest Regards
Hyatt Regency New Orleans Team
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
デバイスサービスをまたがった旅行に関する情報のオーガナイズサポート
rarr TripIt
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
単なるPOS革命ではなくて
紙のレシートrarrメールレシート 新しいタッチポイントの創出
bull購入記録の簡便便な保存家計簿管理理 bull店舗EC連動した顧客との関係構築 bull購入記録を利利用した新サービス創出
メールレシートの サービスデザイン的価値
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
Outside-‐‑‒in 視点でのプラニング rarr クロスサービス
Atsushi HASEGAWA ltahaseggmailcomgt
eTicket Itinerary and Receipt for Confirmation GCEWWW
United Airlines Inc ltunitedairlinesunitedcomgt Sat Mar 10 2012 at 1106 PMTo AHASEGgmailcom
ConfirmationGCEWWWCheck-shyIn gt
Issue Date March 10 2012
Traveler eTicket Number Frequent Flyer SeatsHASEGAWAATSUSHIMR 0162320667315 UA-shyEGT4XXXX Premier Silver S 30H12D-shy-shy-shy-shy-shy-shy
FLIGHT INFORMATIONDay Date Flight ClassDeparture City and Time Arrival City and Time Aircraft MealWed 21MAR12 UA8041S TOKYO JAPAN
(NRT -shy NARITA) 430 PMWASHINGTON DC (IAD -shy DULLES) 351 PM
777-shy200Dinner
Wed 21MAR12 UA2632S WASHINGTON DC (IAD -shy DULLES) 505 PM
NEW ORLEANS LA (MSY) 647 PM
A-shy319 Purchase
Mon 26MAR12 UA4973S NEW ORLEANS LA (MSY) 601 AM
SAN FRANCISCO CA (SFO) 900 AM
A-shy320 Purchase
Mon 26MAR12 UA8374S SAN FRANCISCO CA (SFO) 1101 AM
TOKYO JAPAN (NRT -shy NARITA) 200 PM (27MAR)
747-shy400Lunch
1 Flight operated by UNITED AIRLINES2 Flight operated by UNITED AIRLINES3 Flight operated by UNITED AIRLINES4 Flight operated by UNITED AIRLINES
FARE INFORMATIONFare BreakdownAirfare 77400JPYJapan Passenger Security ServiceCharge
500
Japan Passenger ServiceFacilities Charge
2040
Fuel Surcharge 50000September 11th Security Fee 630US Federal Transportation Tax 2760US APHIS User Fee 420US Immigration User Fee 580US Customs User Fee 460US Passenger Facility Charge 380Per Person Total 135170JPYeTicket Total 135170JPY
Form of PaymentAMERICAN EXPRESSLast Four Digits 5303
The airfare you paid on this itinerary totals 77400 JPYThe taxes fees and surcharges paid total 57770 JPYFare Rules Additional charges may apply for changes in addition to any fare rules listed
REFUNDABLECXL FEE
International eTicket Reminders
Check-shyin Requirement -shy Bags must be checked and boarding passes obtained at least 60 minutes prior toscheduled departure Baggage will not be accepted and advance seat assignments may be canceled if thiscondition is not met
Boarding Requirement -shy Passengers must be prepared to board at the departure gate with their boarding
121130 Gmail -‐‑ Hyatt Regency New Orleans -‐‑ Confirmation -‐‑ ATSUSHI HASEGAWA -‐‑ 3212012 -‐‑ 1758081
13httpsmailgooglecommailu0ui=2ampik=9938667debampview=ptampq=hyatt regencyampqs=trueampsearchhellip
Naoko KAWACHI ltnaokokawachigmailcomgt
Hyatt Regency New Orleans -shy Confirmation -shy ATSUSHI HASEGAWA -shy3212012 -shy 1758081
Hyatt Regency New Orleans ltConciergehyatte-shyconciergecomgt Thu Mar 8 2012 at 151 AMTo NAOKOKAWACHIgmailcom
Hyatt E-shyConcierge | Customer Service | Hotel Website | Print E-shyMail | View Online
RESERVATION CONFIRMATION
CONFIRMATION NUMBER 1758081
CHECK-shyIN DATE Wednesday March 21 2012HOTEL CHECK-shyIN TIME 300 PM
CHECK-shyOUT DATE Sunday March 25 2012HOTEL CHECK-shyOUT TIME 1100 AM
Hyatt Regency New OrleansPoydras At Loyola AvenueNew Orleans LA 70113 USTel 504-shy561-shy1234 Fax 504-shy587-shy4141
ATSUSHI HASEGAWA
Greetings from Hyatt Regency New Orleans
Thank you for your reservation We look forward to welcoming you to our hotel
To make changes to your reservation please click here or email us as at reservationshyattcom Tospeak with us directly please call 1 877 827 1356 within the US and Canada or simply contact yourlocal worldwide reservation center
We are excited about your upcoming visit and look forward to creating a memorable experience for you
Warmest Regards
Hyatt Regency New Orleans Team
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
デバイスサービスをまたがった旅行に関する情報のオーガナイズサポート
rarr TripIt
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
単なるPOS革命ではなくて
紙のレシートrarrメールレシート 新しいタッチポイントの創出
bull購入記録の簡便便な保存家計簿管理理 bull店舗EC連動した顧客との関係構築 bull購入記録を利利用した新サービス創出
メールレシートの サービスデザイン的価値
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
Atsushi HASEGAWA ltahaseggmailcomgt
eTicket Itinerary and Receipt for Confirmation GCEWWW
United Airlines Inc ltunitedairlinesunitedcomgt Sat Mar 10 2012 at 1106 PMTo AHASEGgmailcom
ConfirmationGCEWWWCheck-shyIn gt
Issue Date March 10 2012
Traveler eTicket Number Frequent Flyer SeatsHASEGAWAATSUSHIMR 0162320667315 UA-shyEGT4XXXX Premier Silver S 30H12D-shy-shy-shy-shy-shy-shy
FLIGHT INFORMATIONDay Date Flight ClassDeparture City and Time Arrival City and Time Aircraft MealWed 21MAR12 UA8041S TOKYO JAPAN
(NRT -shy NARITA) 430 PMWASHINGTON DC (IAD -shy DULLES) 351 PM
777-shy200Dinner
Wed 21MAR12 UA2632S WASHINGTON DC (IAD -shy DULLES) 505 PM
NEW ORLEANS LA (MSY) 647 PM
A-shy319 Purchase
Mon 26MAR12 UA4973S NEW ORLEANS LA (MSY) 601 AM
SAN FRANCISCO CA (SFO) 900 AM
A-shy320 Purchase
Mon 26MAR12 UA8374S SAN FRANCISCO CA (SFO) 1101 AM
TOKYO JAPAN (NRT -shy NARITA) 200 PM (27MAR)
747-shy400Lunch
1 Flight operated by UNITED AIRLINES2 Flight operated by UNITED AIRLINES3 Flight operated by UNITED AIRLINES4 Flight operated by UNITED AIRLINES
FARE INFORMATIONFare BreakdownAirfare 77400JPYJapan Passenger Security ServiceCharge
500
Japan Passenger ServiceFacilities Charge
2040
Fuel Surcharge 50000September 11th Security Fee 630US Federal Transportation Tax 2760US APHIS User Fee 420US Immigration User Fee 580US Customs User Fee 460US Passenger Facility Charge 380Per Person Total 135170JPYeTicket Total 135170JPY
Form of PaymentAMERICAN EXPRESSLast Four Digits 5303
The airfare you paid on this itinerary totals 77400 JPYThe taxes fees and surcharges paid total 57770 JPYFare Rules Additional charges may apply for changes in addition to any fare rules listed
REFUNDABLECXL FEE
International eTicket Reminders
Check-shyin Requirement -shy Bags must be checked and boarding passes obtained at least 60 minutes prior toscheduled departure Baggage will not be accepted and advance seat assignments may be canceled if thiscondition is not met
Boarding Requirement -shy Passengers must be prepared to board at the departure gate with their boarding
121130 Gmail -‐‑ Hyatt Regency New Orleans -‐‑ Confirmation -‐‑ ATSUSHI HASEGAWA -‐‑ 3212012 -‐‑ 1758081
13httpsmailgooglecommailu0ui=2ampik=9938667debampview=ptampq=hyatt regencyampqs=trueampsearchhellip
Naoko KAWACHI ltnaokokawachigmailcomgt
Hyatt Regency New Orleans -shy Confirmation -shy ATSUSHI HASEGAWA -shy3212012 -shy 1758081
Hyatt Regency New Orleans ltConciergehyatte-shyconciergecomgt Thu Mar 8 2012 at 151 AMTo NAOKOKAWACHIgmailcom
Hyatt E-shyConcierge | Customer Service | Hotel Website | Print E-shyMail | View Online
RESERVATION CONFIRMATION
CONFIRMATION NUMBER 1758081
CHECK-shyIN DATE Wednesday March 21 2012HOTEL CHECK-shyIN TIME 300 PM
CHECK-shyOUT DATE Sunday March 25 2012HOTEL CHECK-shyOUT TIME 1100 AM
Hyatt Regency New OrleansPoydras At Loyola AvenueNew Orleans LA 70113 USTel 504-shy561-shy1234 Fax 504-shy587-shy4141
ATSUSHI HASEGAWA
Greetings from Hyatt Regency New Orleans
Thank you for your reservation We look forward to welcoming you to our hotel
To make changes to your reservation please click here or email us as at reservationshyattcom Tospeak with us directly please call 1 877 827 1356 within the US and Canada or simply contact yourlocal worldwide reservation center
We are excited about your upcoming visit and look forward to creating a memorable experience for you
Warmest Regards
Hyatt Regency New Orleans Team
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
デバイスサービスをまたがった旅行に関する情報のオーガナイズサポート
rarr TripIt
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
単なるPOS革命ではなくて
紙のレシートrarrメールレシート 新しいタッチポイントの創出
bull購入記録の簡便便な保存家計簿管理理 bull店舗EC連動した顧客との関係構築 bull購入記録を利利用した新サービス創出
メールレシートの サービスデザイン的価値
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
旅行行前 旅行行中 旅行行後
フライト 確認予約
フライト チェックイン
NEX 確認
ホテル 予約
ホテル 経路路確認
レストラン 探索索
アルバム 作成
写真 シェア
デバイスサービスをまたがった旅行に関する情報のオーガナイズサポート
rarr TripIt
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
単なるPOS革命ではなくて
紙のレシートrarrメールレシート 新しいタッチポイントの創出
bull購入記録の簡便便な保存家計簿管理理 bull店舗EC連動した顧客との関係構築 bull購入記録を利利用した新サービス創出
メールレシートの サービスデザイン的価値
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
AS-IS現状
TO-BEプラン
Inside-outサービス視点 サービス現状分析 サービス拡張
Outside-in顧客視点 ユーザー行行動分析 新サービス企画
カスタマージャーニーマップの種類
単なるPOS革命ではなくて
紙のレシートrarrメールレシート 新しいタッチポイントの創出
bull購入記録の簡便便な保存家計簿管理理 bull店舗EC連動した顧客との関係構築 bull購入記録を利利用した新サービス創出
メールレシートの サービスデザイン的価値
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
単なるPOS革命ではなくて
紙のレシートrarrメールレシート 新しいタッチポイントの創出
bull購入記録の簡便便な保存家計簿管理理 bull店舗EC連動した顧客との関係構築 bull購入記録を利利用した新サービス創出
メールレシートの サービスデザイン的価値
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
紙のレシートrarrメールレシート 新しいタッチポイントの創出
bull購入記録の簡便便な保存家計簿管理理 bull店舗EC連動した顧客との関係構築 bull購入記録を利利用した新サービス創出
メールレシートの サービスデザイン的価値
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
bull購入記録の簡便便な保存家計簿管理理 bull店舗EC連動した顧客との関係構築 bull購入記録を利利用した新サービス創出
メールレシートの サービスデザイン的価値
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
サービスデザインの時代
bull顧客の感じる「価値」に着目した事業自体のリフレーミング
bull Outside-‐‑‒in型の視点 bullクロスサービス型ビジネスの可能性
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
CONCENTinc New Logotype Desing by Shintaro Kobayashi
ロゴタイプコンセプトldquo新しさを感じさせながら10 年後に古く感じさせないrdquo デザインを目指しました角を少し丸める事で有機的で親しみやすい雰囲気を出しつつも文字の骨格はあくまでもニュートラルに設計することでldquo奇をてらわないrdquo現代らしさを表現していますまた右への傾きにはこれから先ますます加速していくだろう世の中の変化にWEB（コンセント）と紙（アレフゼロ）のハイブリットにより対応し絶えず前進していこうという意志を込めました
ロゴマークコンセプトロゴタイプの右肩に付いているマーク丸の中の二本の棒は良く見れば右が少し短く左が少し長いこれはコンセントですわかりづらいですしかしこの丸には可能性がありますWEB ではボタンになるかもしれません紙ではハンコになって押されるかもしれませんそうして様々なかたちで使用していくといずれこのマークだけでldquoCONCENTrdquo と読めるようになるそんな存在になってくれることを望んでいます
concentincjp
THANKS
