Mapping Experiences workshop at UXI Studio - Chris Risdon

14 DECEMBER, 2014

Mapping Experiences

Chris Risdon

ADAPTIVE PATH EXPERIENCE MAPPING 2

#xmapping

@ChrisRisdon

#xmapping

ADAPTIVE PATH EXPERIENCE MAPPING

What Are We Doing Today?

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1. WHAT’S EXPERIENCE MAPPING? When and why you want to map the experience and guiding principles for engaging with people across time and space.

2. SCIENCE BEFORE ADVENTURE What are the key inputs and insights you need to gather to understand what customers are feeling, thinking and doing?

3. CARTOGRAPHY 101 A framework for collaboratively mapping human experiences across multiples situations and interactions.

4. STORYTELLING & NARRATIVE Techniques for visualizing experience maps to communicate insights and incite action.

5. HAVE MAP, WILL TRAVEL Tips for putting maps into action to create more seamless, valuable experiences.


Meet your group...

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1 WHAT IS EXPERIENCE MAPPING?

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Product

Phone

FAQ

Marketing

Mobile

EXPERIENCE


over timeEXPERIENCE

SERVICE

EXPERIENCES OUTSIDE OF YOUR SERVICE CAN INFLUENCE THE DESIGN

OF YOUR SERVICE.

Marketing Mobile Phone FAQProduct Use

SERVICE DESIGN

9ADAPTIVE PATH EXPERIENCE MAPPING

CROSS-CHANNEL


MULTI-PLATFORM ECOSYSTEM


TOUCHPOINTS AND CHANNELS NEED TO WORK IN CONCERT WITH ONE OTHER



Design for experiences that unfold over time and across many different touchpoints.


Tell the story with depth and richness around the human experience.

Journey Hub of empathy, understanding and strategy

Organization Enabling design/Supporting journey/ Transforming Enterprises

Change management

Process Engineering

Road mapping

Interactions

Microinteractions

Touchpoint (macrointeraction) Envisioning Designing the moment

PATIENTACTIVITIES

INFORMATIONNEEDS

Critical MomentPatient sees Care Provider

activities

i think i need helpstages discover what is wrong with me make me better maintain my new normal

1 2 3 4 5 7 8 9 10 11 12 13 14

Critical MomentPatient needs JMH

Critical MomentSeverity of condition can determine the tone of the journey Redirect

Get patient on correct path: ER/UC/PCP

May have been directed from routine PCP visit

Critical MomentPatient gets diagnosis

Critical MomentPatient gets or starts treatment

Critical MomentGet patient on the road to normal


RedirectReferred to Specialist, patient is looking to connect with right Care Provider for them

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+ ANXIETY

+ RELIEF

STORY ARCThe relative change in anxiety and relief and the range in patient stories

EXPERIENCE DRIVERS

UNDERSTANDING: Building knowledge and clarity

REPETITION: Multiplying the unknown

UNKNOWN: Creating uncertainty and obscurity

STABILITY: Progressing and sense of security

COMFORT: Growing ease and alleviation

DOUBT: Growing skepticism and mistrust

HIGH IMPACT

key momentsomething feelswrongUnsure what is wrong. Scare of the unknown.

my needs Validate that I need help

key momentdecide to get helpConfident I will get help and hopeful that I can get answers.

my needs Be ready for me

key momentmonitor treatmentConfident in my care. Clear expectations of what is progress. Access to my Doctor just in case.

my needs Access to help when needed. Reassurance that there is progress.

key momentcheck-upsConsistent access to my Doctor. Confident in my care and prepared if anything comes up.

my needs Show me progress

key momentsee a specialistConfident in my care and trust in Doctor. Empathy for my situation.

my needs Be my rock and hub of information

key momentchoose treatment optionClear expectations of how my life will change with helpful resources. Empathy for my situation.

my needs Understand how this will impact me long-term

key momenttalk to doctors to see what is going onNo empathy or comfort. Feel rushed and unimportant to my Doctor.

my needsListen to me so I can trust you

key moment

change treatmentNo set expectations of progress. No confi-dence in my care or doctor.

my needsProvide me options

key momentget tests and review resultsNo clear answer, so no confidence in my care. No expectations of when we’ll know.

my needsNeed expert of my disease to help me

Finding the right Care Provider who can act as a partner and set clear expectations early in your journey is a key driver of overall experience. Having access to this care is paramount.

Chronic CarePatient Experience Map

check-ups• Continue routine checks up and tests• Repeat new treatments/monitoring if

needed

something feels wrong• Having pain or onset of symptoms• Notice a sudden change in at-home

monitoring

i think i need help• Call Primary Doctor or a General Line • Ask family/friends with similar symptoms• Self diagnose• Google triage

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2

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4

5 7

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10

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12

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12

1413

1413

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8

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6

5

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decide to get help• Go to the ER or Urgent Care Center• Schedule a visit with Primary Doctor

talk to doctors to see what is going on• Explain my symptoms• Answer questions• Visit PCP or Specialist

get tests and review results• Nurse or techs administers tests• Wait• Get referral for Specialists

see specialists• Doctor may give initial diagnosis• Get more referrals• Get additional tests• See multiple Specialists

get diagnosis • Ask additional questions• Hear results of the tests and what

they mean• Learn about diagnosis and what that means• Do my own research to validate diagnosis or

learn more

choose treatment option • Hear treatment option(s)• Do my own research to validate

treatment decision

get treatment• Get initial treatment administered by

Doctor or Nurse• Receive follow-up instructions to monitor

get prescriptions• Start an ongoing treatment, like medication

or at home care• Receive instructions on how to continue

ongoing treatment at home

maintain overall health• Fix other things that are impacted by my

chronic treatment• Exercise and diet• Get emotional and social support

monitor treatment • Monitor and log progress at home or

through visits• Monitor side effects and effectiveness

change treatment• By phone or doctor's visits• Change or add doctors if needed• Repeat

something feels wrong• Symptom checker• Google triage• Primary care phone number for triage

i think i need help• Where do I go for what• Triage Phone Number

decide to get help• Facility address• Time of appointment• Phone numbers

talk to doctors to see what is going on• Prepared questions

get tests and review results• Tests and what they are for• Results• Referral for Specialist

see specialists• Coordinated appointment with Specialist• Managed list of who I've seen for what

get diagnosis • Why this is happening to me• What the diagnosis is • Expectations of how things will change

choose treatment option• Why this treatment• Side effects• What treatment will entail

get treatment• Who to call for what• Discharge papers and after-care instructions• Prescription • Doctor's note

get prescriptions• Side effects

maintain overall health • Other ways my life will be impacted• Resources to manage social and

emotional changes

check-ups• Update on my progress• Lab work

monitor treatment • What to look out for• Instructions• Doctor’s phone number for emergency

change treatment• Doctor’s phone number for emergency• When to call

GET TREATMENT

"I appreciated that he didn’t sugar coat it, but was still hopeful."

GET DIAGNOSIS

"You never forget this moment, no matter how gently your Doctor breaks the news."

MONITOR TREATMENT

"Things seem to return to normal and then there is this curve ball."

CHECK-UPS

"I still don’t feel like I’ve got the answers I need to deal with this."

OUTSIDE IN: HOW A SERVICE IS EXPERIENCED




5 7 8 9 10 11 12






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talk to doctors to see what is

comfort. Feel rushed and unimportant to

Listen to me so I can trust you

key moment





GET TREATMENT


GET DIAGNOSIS


MONITOR TREATMENT


Shows the journey of the user through the different touchpoints that afford and characterize his or her interactions.

Ultimately, it’s an articulation of research insights.

EXPERIENCE MAP


ACTIONSKeeping silentUsing drugs and alcoholDenying problems

FEELINGConfused, Scared, Alone

NEEDSHelp and adviceFeel normalProtection

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2

4

I’m not crazy.I feel bad, but I don’t know why.

If I keep doing this, people will think I'm crazy.

I didn’t get the right help, so I’m out.

Better someoneelse than me.

Ignorance is bliss.

Things seemed, fucked up, but that’s normal.

I don’t want to hear it.

I'm not talking about my problems.

I’m not crazy, but I need help.

There are people I can talk to.

I feel like I'm not alone.

Talking to others like me really helps.

EmpowermentPositiveInfluence

NegativeInfluence

Fear

COMMUNITYSOCIETY

FAMILY & FRIENDSME

Creating Positive Change for Youth in the Western Addition

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I'm not talking about my problems.

I can helpothers.

I feel supported and empowered.

I feel good about me.

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DenialPHASE 1

“Nothing is wrong with me.”

ROAD BLOCKS

DENIAL

SOCIAL STIGMA

ROAD BLOCKS

FINANCEACCESS

SOCIAL STIGMA

ACTIONSSkipping schoolSelf medicatingHurting others

FEELINGDepressed, Angry, Numb

NEEDSHelp EducationSupport

SensingPHASE 2

“Why am I like this?”

ROAD BLOCKS

DENIALTRUST

WRONG HELPTOO HARD

ACTIONSRelapsingChanging behaviorHelping others

FEELINGSupported, Validated, Hopeful

NEEDSCulturally competent careFamily supportEncouragement

EngagementPHASE 5

“I can change.”

ROAD BLOCKS

WRONG HELPTOO HARD TO CHANGE

SOCIAL PRESSUREINCONSISTENT HELP

ROAD BLOCKS

WRONGHELP

SOCIAL STIGMA

ACTIONSSelf diagnosingSeeking helpTalk to someone

NEEDSPrivacy TrustSafety

AwarenessPHASE 3

“There are things I need to deal with.”

ACTIONSAsking for or being directed to helpTalking to parents for treatment consentStarting / Quitting therapy

FEELINGHopeful, Crazy, Fear

NEEDSAdviceValidation

FEELINGRelief, Skeptical,Not alone

ConnectionPHASE 4

“I’m not alone.”Youth need trusting relationships and access to mental health services that meet them half-way to ensure they don’t fall off the grid.

From Fear to Empowerment


How do you do experience mapping successfully?

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Exploring the product/ service ecosystem and codifying your company’s customer or end-user touchpoints.

1 DISCOVERY

2 RESEARCH

Conducting research to gather the data and stories that reveal the experiences of your customers.

3 MAPPING THE

JOURNEY

Surfacing insights and collaboratively creating models of your customers’ journeys.

4 COMMUNICATING

THE JOURNEY

Visually telling the story of your customers’ pain points and needs.

5 IDENTIFYING

OPPORTUNITIES

Using the map to identify opportunities and to generate new solutions for better customer experiences.


1 DISCOVERY

2 RESEARCH

3 MAPPING THE

JOURNEY

4 COMMUNICATING

THE JOURNEY

5 IDENTIFYING

OPPORTUNITIES

DISCOVER DEFINE DESIGN DELIVER

Making the leap

Making the leap

Interviews Field Research

Experience Principles Experience Map Opportunities

ExperienceMap

Principles Opportunities Ideation Prototyping Testing Experience Story & Opportunities

MAPPING IN THE GRAND SCHEME OF THINGS


This is not a solo adventure...

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It’s about the verb, not the noun. It’s about the activity, not the artifact.


Everyone should be involved at a deep level. You need a process that takes a whole team or organization along.


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

CASE STUDY



EXHIBITS

UX

IT

MARKETING

EDUCATION

PARTNERSHIPS




Wait a minute... What is a touchpoint?

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Touchpoint ≠ Channel


Channel A medium of interaction with customers or users.


Channel Channels define the opportunity or constraint around the touchpoint.


CONSTRAINTS

Small Screen

Awkward Input

Distractions

MOBILE CHANNEL = MOBILE CONSTRAINTS + OPPORTUNITIES

OPPORTUNITIES

Portability

Sensors

Networked


Touchpoint A point of interaction involving a specific human need in a specific time and place.


Touchpoint Touchpoints are enabled by channels, but are not ultimately defined by them.


TOUCHPOINT COMPUTER VALIDATION

CHANNELS WEB ANDPHONE ORTEXT OREMAIL

KOREA’S HOME PLUS VIRTUAL GROCERY STORES


TOUCHPOINT PURCHASE GROCERIES

CHANNELS PHYSICAL (BILLBOARD) AND

MOBILE PHONE




The customer doesn’t care about the channels—but we do.

We need to know what limits us, or what opportunities we have: print display, physical environment, mobile technology.


MOBILE PHONE

TOUCHPOINT

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CHANNEL

CHANNEL

CHANNEL

CHANNEL

CHANNEL

CHANNEL


TOUCHPOINT CONFIRMING RESERVATION

Journey Hub of empathy, understanding and strategy

Moment in time!

person (with need)

organization (value proposition

in action)

person (with need)

organization (value proposition

in action)

touchpoin

tHow do we support this?

And what are the constraints and opportunities that are afforded to us in designing those moments?

What are the interactions that must occur to support that moment—that touchpoint?

(Simplified) Touchpoints for a car sharing service

Sign Up

specific need at this time and place

Desktop web (provide information)

Mail/Keycard (receive membership

card in mail)

Reserving Car


Mobile App (find & reserve)

Text Msg (confirm reservation

and location)

Begin Rental


Keycard (car entry)

In-dash screen (PIN authorization)

Get Help/Support


In-dash screen (call for help/support)

Mobile phone (call for help/support)

Some other touchpoints: finding parking, fueling car, ending reservation, checking usage/billing

how is it experience?

I’m excited! This takes too long!


How far is the car from me?


How do I get gas?I’m in a hurry!


I don’t know what to do!

2. People, places, things

3. Feeling, thinking, doing

1. Touchpoint

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We want to orchestrate our touchpoints.

What is each instrument doing?

How and when are they doing it?


2 SCIENCE BEFORE ADVENTURE

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EXPERIENCE MAPPING MUST ADDRESS:

Feeling

Thinking

Doing

Time

Place (Context)

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SEEING

DOING(ACTIONS)

FEELING(MOTIVATIONS)

HEARING

THINKING(FRAMING)

DEVICE

RELATIONSHIPSTIME PLACE

CONTEXT

SEEING

DOING(ACTIONS)

FEELING(MOTIVATIONS)

HEARING

THINKING(FRAMING)

DEVICE

RELATIONSHIPSTIME PLACE

CONTEXT

We want to understand the context in which this touchpoint occurs (time, place, emotions) so we can design to support the goal.


Exploring the product/ service ecosystem and codifying your company’s customer touchpoints.

1 DISCOVERY

2 RESEARCH

Conducting research to gather the data and stories that reveal the experiences of your customers.

3 MAPPING THE

JOURNEY

Surfacing insights and collaboratively creating models of your customers’ journeys.

4 COMMUNICATING

THE JOURNEY

Visually telling the story of your customers’ pain points and needs.

5 IDENTIFYING

OPPORTUNITIES

Using the map to identify opportunities and to generate new solutions for better customer experiences.

People, places, and things that influence the journey.

What are people feeling, thinking and doing along the journey?


Discovery: What do you know about everything?

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DIFFERENT METHODS FOR DISCOVERY

Territory Mapping

Touchpoint Inventory

System Maps

Expectation Maps

Ecosystem Mapping

Flow Diagramming

TERRITORY MAP


YOU(and your family)

COMMUNITY

ENVIRONMENT

Social Connections

Home Monitoring

Automation

Be Efficent

Share Energy

ChangeBehavior

SupportEnvironment

Save Money

ProvideComfort

Competition

Donations

Kickstarter

Microlending

Comparison

Dialogue

Teams / Groups

ResourceManagement

EnergySecurity

Renewables

Solar

Biking

Natural Disasters

EnergyRegulation

Infastructure

Incentives

Subsidies

DecentralizedModel

Rebates

Usage Patterns

Visualize Behavior

Smart Meter Data

Technology

ServiceProvider

Resources

Conservation

Weather

Education

Government

ChangingBehaviors

Recycling

ElectricCars

GlobalWarming

ReducingDemand

Draft 1/10/13

Cost

Rate Plans

Billing

Alerts

Comfort

Home ModesConstruction

Location

SmartAppliances

Disaggrigation

ConservationSensors

your home

territory map

WastedEnergy

TERRITORY MAP


YOU(and your family)

COMMUNITY

ENVIRONMENT

Social Connections

Home Monitoring

Automation

Be Efficent

Share Energy

ChangeBehavior

SupportEnvironment

Save Money

ProvideComfort

Competition

Donations

Kickstarter

Microlending

Comparison

Dialogue

Teams / Groups

ResourceManagement

EnergySecurity

Renewables

Solar

Biking

Natural Disasters

EnergyRegulation

Infastructure

Incentives

Subsidies

DecentralizedModel

Rebates

Usage Patterns

Visualize Behavior

Smart Meter Data

Technology

ServiceProvider

Resources

Conservation

Weather

Education

Government

ChangingBehaviors

Recycling

ElectricCars

GlobalWarming

ReducingDemand

Draft 1/10/13

Cost

Rate Plans

Billing

Alerts

Comfort

Home ModesConstruction

Location

SmartAppliances

Disaggrigation

ConservationSensors

your home

territory map

WastedEnergy

Serves as a visual tool to help the team and stakeholders make decisions about where to focus, what is known, and what is unknown.

TOUCHPOINT INVENTORY

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StageResearch & Planning Shopping Booking

Pre-Travel (Documents) Travel Post-Travel

ChannelsWebsite Maps

Test intinerariesTimetablesDestination PagesFAQGeneral product & site exploration

Schedule look-upPrice look-upMulti-city look-upPass comparison

Web booking funnel- Pass- Trips- Multiple Trips

Select document option (from available options)- station e-ticket- home print e-ticket- mail ticket

Contact page for email or phone

Call Center Order brochurePlanning (Products)SchedulesGeneral questions

Site navigation help Automated booking paymentCust. Rep bookingSite navigation help

Call re: ticket optionsRequest ticket mailedReslove problems (info, pay-ment, etc.)

Call with questions regarding ticketsGeneral calls re: schedules, strikes, documents

Mobile Trip ideas Schedules Mobile trip booking Access itineraryLook up schedulesBuy additional tickets

Communication Channels (social media, email, chat)

Chat for web nav help FB ComparatorEmail questionsChat for website nav help

Chat for booking support Email confirmationsEmail for general helpHold ticket

Ask questions or resolve prob-lems re: schedules and tickets

Complaints or complimentsSurvey

Customer Relations Request for refund, escelation from call center.

Non-REI Channels Trip AdvisorTravel blogsSocial MediaGeneral Google searching

Airline comparisonKayakDirect rail sites

Expedia Travel BlogsDirect rail sitesGoogle searches

Trip AdvisorReview sitesFacebook

Rail Europe Touchpoints by Channel

Linear process Non-linear, but time based

Non-linear, no time restrictions


TOUCHPOINT

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Maps existing service touchpoints to the channels that deliver them as well as the customer journey.

ECOSYSTEM MAP


Alex Pappas, Austin Center for Design


SYSTEM MAP

SERVICE ECOSYSTEM

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Service Design: From Insight to Implementation – Polaine, Løvlie, Reason


SERVICE ECOLOGY


Visualizes the actors, stakeholders, and other entities of a service as well as the relationships among them.

PLACEHOLDER IMAGE – REPLACE

ADAPTIVE PATH PROJECT TITLE DATE 63

RETAIL ECOSYSTEM

Ecosystem maps give you a means to establish a shared overview of the space you wish to work within.


WHY MAP ECOSYSTEMS?

To identify actors, locations, artifacts and connections.

To surface all the points of interaction.

To investigate relationships that are part of or affect the service.

To explore new service concepts by reorganizing how actors work together.





MOBILE PHONE


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


ARTIFACT

ARTIFACT

LOCATION

ACTOR

ACTOR

ACTOR

ARTIFACT

ARTIFACT

ARTIFACT

AGENT

AGENT

Let’s do some discovery…

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EXERCISE 1: DISCOVERY


EXERCISE 1

Discovery

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CHEAT SHEET

People

Places

Things (devices, screens, physical artifacts, channels)

Events

3rd party services or products

+ Connections/Groups/Themes

Is this a channel, or a device?—don’t worry about labels, just capture it.

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Research: Where do you start?

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Experiences are complex.


One simple way to get a well-rounded view of experiences...


Feeling Thinking Doing

MOTIVATIONS FRAMING BEHAVIORS


PERSON

ORGANIZATION

- EN

JOY

MEN

T +


WHERE DO THE INSIGHTS COME FROM?

Quantitative Qualitative


QUANTITATIVE RESEARCH


Web analytics

Marketing research

Satisfaction scores

Call log statistics

Customer surveys


QUALITATIVE RESEARCH


Customer interviews

Contextual inquiry

Observations

Video ethnography

Diary studies


CUSTOMER INTERVIEWS

Kennisland, http://www.flickr.com/photos/kl/9355879389/sizes/o/

http://www.flickr.com/photos/kl/9355879389/sizes/o/


PRO TIP: SKETCHNOTE!

Let’s do some research…

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EXERCISE 2: RESEARCH


EXERCISE 2

Research

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EXERCISE 2: RESEARCH


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STORY OF YOUR TRIP: Laurel 8 weeks in Europe

A bunch of friends living in Europe

Parents made this trip

Stayed with friends and in hostels

Friends going to the Cannes film festival

Looking into it more: maps & guide books

Summer break

Look up plane fare on websites.

Going to France, see other friends too:

make sure a place to stay

Looking for good price on plane fare:

looking for best pricegoogle search-->

Flexible dates for flying

Train travel in Europe easiest: a lot of

train stations with flexible times and

dates

Know about Eurail

Heard about RailEurope, suggest by

mother …friend in German also suggested

Skymiles: DeltaNY-> FranceFlights and then Eurail Pass

A month after book, head to Europe

Pass arrived in the mail

Booked the reservations online and got

them mailed separately--easy

Read on RailEurope website, that trains would require reservations

One or 2 etickets

Second batch of reservations booked

in the US, shipped to my house in US

and then sent to France --expecting it

to be an eTicket

* Couldn't be booked as eTickets because some were Italian/German

Frustrated about not being able to print

eTicked but not much to be able to do

about it

Overnight trains, wanted to reserve

couchette

Arrived in Charles Degaules, Paris

Cannes

Paris: stayed for a long time, get itinerary together

friends invited to stayLook up cheap flights EasyJetE-ticket for the flight with confirmation number

Munich

Amsterdam

fly:Scotland, Edinburgh

bus to Londonpretty terrible, very long bus ride, 9 hours,

cramped with no stops, but cheap and easy

fly to Brussels

Luxembourg

Zurich: connection in Milan late missed connection

difficult don't speak Italiandifficult to find a hotel in an expensive city

woman had a map with hotel prices

Florence

day trips:Venice, Rome

Florence to Parisfly out to NY

train in the US before

stressful when trains wouldn't arrive on

time, when there were connections

Italy: nicest trains, maps on the train, a

bit like being on a flight

other trains: hoping you are on the right

train

Germany also easy for navigating

decided to go to the UK in Paris

Brussels, Luxembourg --we both had the passes so just got on the train

Eurail pass 10 day global flexipass was a good investment

overnight trains are a good idea and

a good bargain

book trains with good connections

no smart phone in Europea laptop but difficult to get an internet connection

one guide book: Rick Steves guide book, general Europe Through the Backdoor not very helpful in Switzerland

Friends knew I was going

Laptop with me, internet connection, changed status, uploading pictures from London

International phone for talking to people in Europe, internet for keeping in touch with people at home

tried calling Rail Europe once, call got disconnectedcalling about options on etickets before paying $50frustrated, not a lot of time, with everything else to do, not time to be on hold againwary about emailing websites, wanted to talk to a personnothing I can do about this nowtalk to a person to make sure, before committing to shipping and then sending to FranceMom fedex tickets to me, RailEurope would not send tickets to France, tried to put my friends address but they wouldn't

online experience was good, easy friendly, but when issue came up I wanted to speak to a person and I couldn'trather pay on price to have all the tickets shipped--5 reservations shipped to me

RESEARCH & PLANNING SHOPPING BOOKINGPRE-TRAVEL

TRAVEL

POST-TRAVEL

add more pictures to facebook

STORY OF YOUR TRIP: Joseph flew into Londonstayed for two days

took a fast train to Paris -booked round trip3 daystour de france at the same time

RE: paris pass, museums, catacombsgot us a break on the Louvre, Picasso

start 15 day passGeneva to Lucern

Lucernovernight

bungie jumping pass Lucarno

just figured we could grab a train out but there was not trains

last train out to get us to a main line

connected to another train to Lake Como- unexpected but very nice --beautiful

were heading to Venice

maybe should have booked first few trains

timeline on the trains was a stumbling points

if we could have booked online in Europe we would have

all of our trips were booked in Europe

next time:explore routes and availability

got a car when couldn't take a train

3 week trip

tickets to Venice

at the tracks, we were fresh and new --got on the wrong train to Milan 1.5 hours

took Muni to main stationbackpack stolen on the Muni/metro

talked to security/police

train to Venice

had hotel bookings in the larger cities determined

plan with daughter: 14

make a list of place to see togetherwe saw a whole lot more with a friend, see places that local friend thinks is cool -- trade speaking English with seeing the unique sights

train pass: no driving, no getting lostrented scooters and bikes

planningThomas Cook books, a great map, big map with rail routes, big readabletalk with people who have visited Europe, word of mouththe books too

airline/hotel rewards -- extended to 3 weekstraded miles with friend2 months before going start planning

book hotels the month beforemarriot hotel rewards

rail passes: month beforewent on Rail Europe website, kind of traveler selectionGlobal Pass, a little more, first classodd, reservation issue, cost of reservations 20EU here and there --pay for 2nd class sometimescould have done a hard booking ahead of time

booking trips, no availability for our discounted tickets

bed and breakfast barcelona: website

missed trains, difficult to get a place in the middle of the night

Euro-cheapo: web site: ways to save moneysee what people are saying: travel site

passes came in the main: titus, metro pass, maps, Global Pass,it was really clear

made reservations in London, Rail Europe office: only saw one office….expected to see them in all the stations

RE is like expedia, didn't realize how many different train there whereExpected Rail Europe station agent: because of website expected it to be good

traveled with AT&T iPad, every country has it's own chip -- find the places that sell the chip in each country --closed on sundays and also middle of the day when things shut down

also: iPhone, but iPad is all you neednotion of off the grid

off the grid: maps app, shows you where you are

good to have a sim card in every place

+ iPad maps, find sim card store: orange+ find the next route+ on google a lot+ train schedules on the rail europe website:+ other sites too+ using electronic ticket machine: wouldn't take our credit card doesn't have the chip in it+ France is frustrating

RE office in Geneva:not so greatcrowded

Skype and email

eventually used the phone

daughter is social media personTour de France was a main reason to go

talking to a person at the beginning

make sure i was getting the right price

phone: people were very helpfulno attitude

booking: 3 times to get the one i wanted

RECORDING THE JOURNEY

RECORDING THE JOURNEY

LISTENING TO THE STORY

What triggered his or her journey?

What were his or her expectations?

What actions did he or she take?

What touchpoints did he or she interact with?

What events took place?

What did he or she feel at different points in time?

What was he or she thinking at specific moments?

What people were involved?

What tech (screens, devices, etc.) were involved?

What locations did actions take place in?

How long did it take?

What was his or her lasting impression?

about the journey

during different moments along the journey

at the end of the journey



You have your inputs and insights, now what?

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CASE STUDY


A Story of a Pleasant Trip by Rail

92



STORY OF YOUR TRIP: Laurel

8 weeks in EuropeA bunch of friends living in Europe

Parents made this trip

Stayed with friends and in hostels

Friends going to the Cannes film festival

Looking into it more: maps & guide books

Summer break

Look up plane fare on websites.

Going to France, see other friends too: make sure a place to stay

Looking for good price on plane fare: looking for best pricegoogle search-->

Flexible dates for flying

Train travel in Europe easiest: a lot of train stations with flexible times and dates

Know about Eurail

Heard about RailEurope, suggest by mother …friend in German also suggested

Skymiles: DeltaNY-> FranceFlights and then Eurail Pass

A month after book, head to Europe

Pass arrived in the mail

Booked the reservations online and got them mailed separately--easy

Read on RailEurope website, that trains would require reservations

One or 2 etickets

Second batch of reservations booked in the US, shipped to my house in US and then sent to France --expecting it to be an eTicket

* Couldn't be booked as eTickets because some were Italian/German

Frustrated about not being able to print eTicked but not much to be able to do about it

Overnight trains, wanted to reserve couchette

Arrived in Charles Degaules, Paris

Cannes

Paris: stayed for a long time, get itinerary together friends invited to stayLook up cheap flights EasyJetE-ticket for the flight with confirmation number

Munich

Amsterdam

fly:Scotland, Edinburgh

bus to Londonpretty terrible, very long bus ride, 9 hours, cramped with no stops, but cheap and easy

fly to Brussels

Luxembourg

Zurich: connection in Milan late missed connectiondifficult don't speak Italiandifficult to find a hotel in an expensive citywoman had a map with hotel prices

Florence

day trips:Venice, Rome

Florence to Parisfly out to NY

train in the US before

stressful when trains wouldn't arrive on time, when there were connections

Italy: nicest trains, maps on the train, a bit like being on a flight

other trains: hoping you are on the right train

Germany also easy for navigating

decided to go to the UK in Paris

Brussels, Luxembourg --we both had the passes so just got on the train

Eurail pass 10 day global flexipass was a good investment

overnight trains are a good idea and a good bargain

book trains with good connections

no smart phone in Europea laptop but difficult to get an internet connection

one guide book: Rick Steves guide book, general Europe Through the Backdoor not very helpful in Switzerland

Friends knew I was going

Laptop with me, internet connection, changed status, uploading pictures from LondonInternational phone for talking to people in Europe, internet for keeping in touch with people at home

tried calling Rail Europe once, call got disconnectedcalling about options on etickets before paying $50frustrated, not a lot of time, with everything else to do, not time to be on hold againwary about emailing websites, wanted to talk to a personnothing I can do about this nowtalk to a person to make sure, before committing to shipping and then sending to FranceMom fedex tickets to me, RailEurope would not send tickets to France, tried to put my friends address but they wouldn't

online experience was good, easy friendly, but when issue came up I wanted to speak to a person and I couldn'trather pay on price to have all the tickets shipped--5 reservations shipped to me

RESEARCH & PLANNING SHOPPING BOOKING PRE-TRAVEL

TRAVEL POST-TRAVEL

add more pictures to facebook

STORY OF YOUR TRIP: Joseph flew into Londonstayed for two days

took a fast train to Paris -booked round trip3 daystour de france at the same time

RE: paris pass, museums, catacombsgot us a break on the Louvre, Picasso

start 15 day passGeneva to Lucern

Lucernovernight

bungie jumping pass Lucarno

just figured we could grab a train out but there was not trains

last train out to get us to a main line

connected to another train to Lake Como- unexpected but very nice --beautiful

were heading to Venice

maybe should have booked first few trains

timeline on the trains was a stumbling points

if we could have booked online in Europe we would have

all of our trips were booked in Europe

next time:explore routes and availability

got a car when couldn't take a train

3 week trip

tickets to Venice

at the tracks, we were fresh and new --got on the wrong train to Milan 1.5 hours

took Muni to main stationbackpack stolen on the Muni/metro

talked to security/police

train to Venice

had hotel bookings in the larger cities determined

plan with daughter: 14

make a list of place to see togetherwe saw a whole lot more with a friend, see places that local friend thinks is cool -- trade speaking English with seeing the unique sights

train pass: no driving, no getting lostrented scooters and bikes

planningThomas Cook books, a great map, big map with rail routes, big readabletalk with people who have visited Europe, word of mouththe books too

airline/hotel rewards -- extended to 3 weekstraded miles with friend2 months before going start planning

book hotels the month beforemarriot hotel rewards

rail passes: month beforewent on Rail Europe website, kind of traveler selectionGlobal Pass, a little more, first classodd, reservation issue, cost of reservations 20EU here and there --pay for 2nd class sometimescould have done a hard booking ahead of time

booking trips, no availability for our discounted tickets

bed and breakfast barcelona: website

missed trains, difficult to get a place in the middle of the night

Euro-cheapo: web site: ways to save moneysee what people are saying: travel site

passes came in the main: titus, metro pass, maps, Global Pass,it was really clear

made reservations in London, Rail Europe office: only saw one office….expected to see them in all the stations

RE is like expedia, didn't realize how many different train there whereExpected Rail Europe station agent: because of website expected it to be good

traveled with AT&T iPad, every country has it's own chip -- find the places that sell the chip in each country --closed on sundays and also middle of the day when things shut down

also: iPhone, but iPad is all you neednotion of off the grid

off the grid: maps app, shows you where you are

good to have a sim card in every place

+ iPad maps, find sim card store: orange+ find the next route+ on google a lot+ train schedules on the rail europe website:+ other sites too+ using electronic ticket machine: wouldn't take our credit card doesn't have the chip in it+ France is frustrating

RE office in Geneva:not so greatcrowded

Skype and email

eventually used the phone

daughter is social media personTour de France was a main reason to go

talking to a person at the beginning

make sure i was getting the right price

phone: people were very helpfulno attitude

booking: 3 times to get the one i wanted


QUALITATIVE RESEARCH: CUSTOMERS’ JOURNEYS



Rail Europe

0%

25%

50%

75%

100%

Important? RE Successful?

As a Resource Not delivering

0%

25%

50%

75%

100%


As a Representative Not delivering

0%

25%

50%

75%

100%


YesSomewhatNo

As Inspiration Not very important






























TOUCHPOINT INVENTORY


Experience Map for Rail Europe | August 2011

STAGES

DOING

FEELING

Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel

People choose rail travel because it is convenient, easy, and flexible.

Rail booking is only one part of people’s larger travel process.

People build their travel plans over time. People value service that is respectful, effective and personable.

EXPERIENCE

Rail Europe Experience Map

Kayak, compare

airfare

Google searches

Research hotels

Talk with friends

Relevance of Rail Europe

Enjoyability

Helpfulness of Rail Europe

Paper tickets arrive in mail

• I’m excited to go to Europe! • Will I be able to see everything I can?• What if I can’t afford this?• I don’t want to make the wrong choice.

• It’s hard to trust Trip Advisor. Everyone is so negative.

• Keeping track of all the different products is confusing.

• Am I sure this is the trip I want to take?

• Website experience is easy and friendly!• Frustrated to not know sooner about which

tickets are eTickets and which are paper tickets. Not sure my tickets will arrive in time.

• Stressed that I’m about to leave the country and Rail Europe won’t answer the phone.

• Frustrated that Rail Europe won’t ship tickets to Europe.

• Happy to receive my tickets in the mail!

• I am feeling vulnerable to be in an unknown place in the middle of the night.

• Stressed that the train won’t arrive on time for my connection.

• Meeting people who want to show us around is fun, serendipitous, and special.

• Excited to share my vacation story with my friends.

• A bit annoyed to be dealing with ticket refund issues when I just got home.

View maps

Arrange travel

Blogs & Travel sites

Plan with interactive map

Review fares

Select pass(es)

Enter trips Confirm itinerary

Delivery options

Payment options

Review & confirm

Map itinerary(finding pass)

Destination pages

May call if difficulties

occur

E-ticket Print at Station

Web

raileurope.com

Wait for paper tickets to arriveResearch destinations, routes and products

Live chat for questions

Activities, unexpected changes

Change plans

Check ticket status

Print e-tickets at home

web/apps

Look up timetables

Plan/confirm activities

Web

Share photos

Share experience (reviews)

Request refunds

Follow-up on refunds for booking changes

Share experience

Buy additional tickets

Look up time tables

Stakeholder interviewsCognitive walkthroughs

Customer Experience SurveyExisting Rail Europe Documentation

Opportunities

Guiding Principles

Customer Journey

Information sources

RAIL EUROPE

THINKING

• What is the easiest way to get around Europe?• Where do I want to go?• How much time should I/we spend in each

place for site seeing and activities?

• I want to get the best price, but I’m willing to pay a little more for first class.

• How much will my whole trip cost me? What are my trade-offs?

• Are there other activities I can add to my plan?

• Do I have all the tickets, passes and reservations I need in this booking so I don’t pay more shipping?

• Rail Europe is not answering the phone. How else can I get my question answered?

• Do I have everything I need?• Rail Europe website was easy and friendly, but

when an issue came up, I couldn’t get help.• What will I do if my tickets don’t arrive in time?

• I just figured we could grab a train but there are not more trains. What can we do now?

• Am I on the right train? If not, what next?• I want to make more travel plans. How do I

do that?

• Trying to return ticket I was not able to use. Not sure if I’ll get a refund or not.

• People are going to love these photos!• Next time, we will explore routes and availability

more carefully.

Ongoing, non-linear

Linear process

Non-linear, but time based

Communicate a clear value proposition.

STAGE: Initial visit

Connect planning, shopping and booking on the web.

STAGES: Planning, Shopping, Booking

Arm customers with information for making decisions.

STAGES: Shopping, Booking

Improve the paper ticket experience.

STAGES: Post-Booking, Travel, Post-Travel

Make your customers into better, more savvy travelers.

STAGES: Global

Proactively help people deal with change.

STAGES: Post-Booking, Traveling

Support people in creating their own solutions.

STAGES: Global

Visualize the trip for planning and booking.

STAGES: Planning, Shopping

Enable people to plan over time.


Engage in social media with explicit purposes.

STAGES: Global

Communicate status clearly at all times.

STAGES: Post-Booking, Post Travel

Accommodate planning and booking in Europe too.

STAGE: Traveling

Aggregate shipping with a reasonable timeline.

STAGE: Booking

Help people get the help they need.

STAGES: Global

GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL


Enjoyability



Enjoyability



Enjoyability



Enjoyability



Enjoyability


Mail tickets for refund

Get stamp for refund




STAGES

DOING

FEELING


convenient, easy, and flexible. travel process. and personable.

EXPERIENCE


Kayak, compare

airfare

Google searches

Research hotels

Talk with friends


Enjoyability

















View maps

Arrange travel



Review fares

Select pass(es)


Delivery options

Payment options

Review & confirm


Destination pages


occur


Web

raileurope.com




Change plans

Check ticket status


web/apps

Look up timetables


Web

Share photos


Request refunds


Share experience


Look up time tables

Opportunities

Guiding Principles

Customer Journey

Information sources

RAIL EUROPE

THINKING












do that?



more carefully.

Ongoing, non-linear

Linear process











STAGES: Global




STAGES: Global






STAGES: Global




STAGE: Traveling


STAGE: Booking


STAGES: Global



Enjoyability



Enjoyability



Enjoyability



Enjoyability



Enjoyability




The map doesn’t just communicate insight, it reveals the process.


3 CARTOGRAPHY 101

102


How do we capture the journey?

103


Models the journey across time and place

Built by qualitative and quantitative data

Captures feeling, thinking and doing

Strives to visually represent journey for fast comprehension

The Journey



TimeTroop

StrengthDirection Temperature Location

Building Blocks

PATIENTACTIVITIES

INFORMATIONNEEDS


activities


1 2 3 4 5 7 8 9 10 11 12 13 14










6

+ ANXIETY

+ RELIEF


EXPERIENCE DRIVERS







HIGH IMPACT















key moment








needed


monitoring


1

2

1

2

3

4

3

4

5 7

7

10

11

12

11

12

1413

1413

8

8

9

10

9

6

5

6







learn more


treatment decision












i think i need help• Where do I go for what• Triage Phone Number• Insurance benefits - cost/benefit of where

to go


talk to doctors to see what is going on• Prepared questions• What I should tell my doctor






get prescriptions• Side effects• Prescription information• After-care information


emotional changes




GET TREATMENT


GET DIAGNOSIS


MONITOR TREATMENT


CHECK-UPS




Stages Channels Touchpoints


Places Time Events

Devices People Relationships

Building Blocks

THE MODEL



STAGES

DOING

FEELING





EXPERIENCE


Kayak, compare

airfare

Google searches

Research hotels

Talk with friends


Enjoyability

















View maps

Arrange travel



Review fares

Select pass(es)


Delivery options

Payment options

Review & confirm


Destination pages


occur


Web

raileurope.com




Change plans

Check ticket status


web/apps

Look up timetables


Web

Share photos


Request refunds


Share experience


Look up time tables



Opportunities

Guiding Principles

Customer Journey

Information sources

RAIL EUROPE

THINKING












do that?



more carefully.

Ongoing, non-linear

Linear process











STAGES: Global




STAGES: Global






STAGES: Global




STAGE: Traveling


STAGE: Booking


STAGES: Global



Enjoyability



Enjoyability



Enjoyability



Enjoyability



Enjoyability





STAGES

DOING

FEELING


EXPERIENCE


Kayak, compare

airfare

Google searches

Research hotels

Talk with friends


Enjoyability

















View maps

Arrange travel



Review fares

Select pass(es)


Delivery options

Payment options

Review & confirm


Destination pages


occur


Web

raileurope.com




Change plans

Check ticket status


web/apps

Look up timetables


Web

Share photos


Request refunds


Share experience


Look up time tables

Opportunities

Guiding Principles

Customer Journey

Information sources

RAIL EUROPE

THINKING












do that?



more carefully.

Ongoing, non-linear

Linear process











STAGES: Global




STAGES: Global






STAGES: Global




STAGE: Traveling


STAGE: Booking


STAGES: Global



Enjoyability



Enjoyability



Enjoyability



Enjoyability



Enjoyability





STAGES

DOING

FEELING


EXPERIENCE


Kayak, compare

airfare

Google searches

Research hotels

Talk with friends


Enjoyability

















View maps

Arrange travel



Review fares

Select pass(es)


Delivery options

Payment options

Review & confirm


Destination pages


occur


Web

raileurope.com




Change plans

Check ticket status


web/apps

Look up timetables


Web

Share photos


Request refunds


Share experience


Look up time tables

Opportunities

Guiding Principles

Customer Journey

Information sources

RAIL EUROPE

THINKING












do that?



more carefully.

Ongoing, non-linear

Linear process











STAGES: Global




STAGES: Global






STAGES: Global




STAGE: Traveling


STAGE: Booking


STAGES: Global



Enjoyability



Enjoyability



Enjoyability



Enjoyability



Enjoyability





STAGES

DOING

FEELING


EXPERIENCE


Kayak, compare

airfare

Google searches

Research hotels

Talk with friends


Enjoyability

















View maps

Arrange travel



Review fares

Select pass(es)


Delivery options

Payment options

Review & confirm


Destination pages


occur


Web

raileurope.com




Change plans

Check ticket status


web/apps

Look up timetables


Web

Share photos


Request refunds


Share experience


Look up time tables

Opportunities

Guiding Principles

Customer Journey

Information sources

RAIL EUROPE

THINKING












do that?



more carefully.

Ongoing, non-linear

Linear process











STAGES: Global




STAGES: Global






STAGES: Global




STAGE: Traveling


STAGE: Booking


STAGES: Global



Enjoyability



Enjoyability



Enjoyability



Enjoyability



Enjoyability




QUALITATIVE INSIGHT – THINKING & FEELING

110


STAGES

DOING

FEELING


EXPERIENCE


Kayak, compare

airfare

Google searches

Research hotels

Talk with friends


Enjoyability

















View maps

Arrange travel



Review fares

Select pass(es)


Delivery options

Payment options

Review & confirm


Destination pages


occur


Web

raileurope.com




Change plans

Check ticket status


web/apps

Look up timetables


Web

Share photos


Request refunds


Share experience


Look up time tables

Opportunities

Guiding Principles

Customer Journey

Information sources

RAIL EUROPE

THINKING












do that?



more carefully.

Ongoing, non-linear

Linear process











STAGES: Global




STAGES: Global






STAGES: Global




STAGE: Traveling


STAGE: Booking


STAGES: Global



Enjoyability



Enjoyability



Enjoyability



Enjoyability



Enjoyability






STAGES

DOING

FEELING





EXPERIENCE


Kayak, compare

airfare

Google searches

Research hotels

Talk with friends


Enjoyability

















View maps

Arrange travel



Review fares

Select pass(es)


Delivery options

Payment options

Review & confirm


Destination pages


occur


Web

raileurope.com




Change plans

Check ticket status


web/apps

Look up timetables


Web

Share photos


Request refunds


Share experience


Look up time tables



Opportunities

Guiding Principles

Customer Journey

Information sources

RAIL EUROPE

THINKING












do that?



more carefully.

Ongoing, non-linear

Linear process











STAGES: Global




STAGES: Global






STAGES: Global




STAGE: Traveling


STAGE: Booking


STAGES: Global



Enjoyability



Enjoyability



Enjoyability



Enjoyability



Enjoyability





STAGES

DOING

FEELING


EXPERIENCE


Kayak, compare

airfare

Google searches

Research hotels

Talk with friends


Enjoyability

















View maps

Arrange travel



Review fares

Select pass(es)


Delivery options

Payment options

Review & confirm


Destination pages


occur


Web

raileurope.com




Change plans

Check ticket status


web/apps

Look up timetables


Web

Share photos


Request refunds


Share experience


Look up time tables

Opportunities

Guiding Principles

Customer Journey

Information sources

RAIL EUROPE

THINKING












do that?



more carefully.

Ongoing, non-linear

Linear process











STAGES: Global




STAGES: Global






STAGES: Global




STAGE: Traveling


STAGE: Booking


STAGES: Global



Enjoyability



Enjoyability



Enjoyability



Enjoyability



Enjoyability





STAGES

DOING

FEELING


EXPERIENCE


Kayak, compare

airfare

Google searches

Research hotels

Talk with friends


Enjoyability

















View maps

Arrange travel



Review fares

Select pass(es)


Delivery options

Payment options

Review & confirm


Destination pages


occur


Web

raileurope.com




Change plans

Check ticket status


web/apps

Look up timetables


Web

Share photos


Request refunds


Share experience


Look up time tables

Opportunities

Guiding Principles

Customer Journey

Information sources

RAIL EUROPE

THINKING












do that?



more carefully.

Ongoing, non-linear

Linear process











STAGES: Global




STAGES: Global






STAGES: Global




STAGE: Traveling


STAGE: Booking


STAGES: Global



Enjoyability



Enjoyability



Enjoyability



Enjoyability



Enjoyability




QUALITATIVE INSIGHT – THINKING & FEELING

111

nForm


QUANTITATIVE INFORMATION – EMBEDDED IN THE JOURNEY

112


STAGES

DOING

FEELING


EXPERIENCE


Kayak, compare

airfare

Google searches

Research hotels

Talk with friends


Enjoyability

















View maps

Arrange travel



Review fares

Select pass(es)


Delivery options

Payment options

Review & confirm


Destination pages


occur


Web

raileurope.com




Change plans

Check ticket status


web/apps

Look up timetables


Web

Share photos


Request refunds


Share experience


Look up time tables

Opportunities

Guiding Principles

Customer Journey

Information sources

RAIL EUROPE

THINKING












do that?



more carefully.

Ongoing, non-linear

Linear process











STAGES: Global




STAGES: Global






STAGES: Global




STAGE: Traveling


STAGE: Booking


STAGES: Global



Enjoyability



Enjoyability



Enjoyability



Enjoyability



Enjoyability





QUANTITATIVE INFORMATION – EXPLICITLY CALLED OUT

113


STAGES

DOING

FEELING


EXPERIENCE


Kayak, compare

airfare

Google searches

Research hotels

Talk with friends


Enjoyability

















View maps

Arrange travel



Review fares

Select pass(es)


Delivery options

Payment options

Review & confirm


Destination pages


occur


Web

raileurope.com




Change plans

Check ticket status


web/apps

Look up timetables


Web

Share photos


Request refunds


Share experience


Look up time tables

Opportunities

Guiding Principles

Customer Journey

Information sources

RAIL EUROPE

THINKING












do that?



more carefully.

Ongoing, non-linear

Linear process











STAGES: Global




STAGES: Global






STAGES: Global




STAGE: Traveling


STAGE: Booking


STAGES: Global



Enjoyability



Enjoyability



Enjoyability



Enjoyability



Enjoyability






ChannelsTouchpoints


Places

Time People Relationships

JOURNEY REFLECTS THE CUSTOMER

JOURNEY CAPTURES THE CONTEXT

115


STAGES

DOING

FEELING





EXPERIENCE


Kayak, compare

airfare

Google searches

Research hotels

Talk with friends


Enjoyability

















View maps

Arrange travel



Review fares

Select pass(es)


Delivery options

Payment options

Review & confirm


Destination pages


occur


Web

raileurope.com




Change plans

Check ticket status


web/apps

Look up timetables


Web

Share photos


Request refunds


Share experience


Look up time tables



Opportunities

Guiding Principles

Customer Journey

Information sources

RAIL EUROPE

THINKING












do that?



more carefully.

Ongoing, non-linear

Linear process











STAGES: Global




STAGES: Global






STAGES: Global




STAGE: Traveling


STAGE: Booking


STAGES: Global



Enjoyability



Enjoyability



Enjoyability



Enjoyability



Enjoyability




STAGES

TOUCHPOINTS

CHANNELS

DOING

THINKING

FEELING


Let’s do some mapping…

116

EXERCISE 3: MAPPING THE EXPERIENCE


EXERCISE 3

Mapping the Experience

117



118

PEOPLE

TOUCHPOINTS

DOING

THINKING

FEELING



STAGE STAGE STAGE STAGE STAGE

119

By Building Block



By Channel


STAGE STAGE STAGE STAGE

Web

Hotel

Mobile

Phone


By Emotion / Satisfaction


STAGE STAGE STAGE STAGE

Happy

Sad


STAGE STAGE STAGE STAGE STAGE

122

By Building Block With Callouts



Start in a stage, then build around a touchpoint


CHECK-IN

SEAMLESS, SELF MANAGED CHECK-IN

Stage

GETTING ROOM KEY

KIOSK

USING TOUCH SCREEN

I’M TIRED

HOW DO I MAKE SPECIAL

REQUESTS?

Touchpoint

Actor/Artifact

Doing

Feeling

Thinking




CHECK-IN

HIGH-TOUCH, PERSONALIZED CHECK-IN

Stage

GETTING ROOM KEY

FRONT DESK REPRESENTATIVE

TAKING TO REP

I’M TIRED

IS THIS GOING TO TAKE A WHILE?

Touchpoint

Actor

Doing

Feeling

Thinking

Channel PHYSICAL




CHECK-IN


Stage

GETTING ROOM KEY

KIOSK

USING TOUCH SCREEN

I’M TIRED

HOW DO I MAKE SPECIAL

REQUESTS?

Touchpoint

Actor/Artifact

Doing

Feeling

Thinking

GETTING TO ROOM

ELEVATOR

KEYCARD

WHICH WAY IS MY ROOM

GETTING SETTLED / ORIENTING


May look messy and bleed into each other

EXERCISE

CHECK-IN


GETTING

ROOM KEY

KIOSK

USING TOUCH SCREEN

I’M TIREDHOW DO I

MAKE SPECIAL

MOBILE

GET TO ROOM

ELEVATOR

ELEVATOR

INTERFACE/

BUTTONSWHICH WAY IS RM 526?

BELLHOP

ROOM KEY

127

PEOPLE

TOUCHPOINTS

DOING

THINKING

FEELING



As a team, begin turning your notes into a visual journey that addresses the following

129


Stages

Touchpoints (key moment)

Channels

Events

Doing (Actions)

Thinking (Expectations)

Feeling (Emotions)

Artifacts (Things)

People

Context (places, circumstances)

You may have lots of some things, and few of others


130



SUGGESTED STEPS:

1. Identify what are the 4-6 most important touchpoints (moments)(not limited to interview)

2. Identify key contextual elements to those moments (feeling, thinking, doing, context—people, places and things)

3. Identify additional supporting touchpoints and events

4. Identify additional contextual elements (feeling, thinking, doing, context)

5. Identify stages of the journey (3-5, typically—things may change between touchpoint and stage, embrace fluidity)

PATIENTACTIVITIES

INFORMATIONNEEDS


activities


1 2 3 4 5 7 8 9 10 11 12 13 14










6

+ ANXIETY

+ RELIEF


EXPERIENCE DRIVERS







HIGH IMPACT















key moment








needed


monitoring


1

2

1

2

3

4

3

4

5 7

7

10

11

12

11

12

1413

1413

8

8

9

10

9

6

5

6







learn more


treatment decision













to go










emotional changes




GET TREATMENT


GET DIAGNOSIS


MONITOR TREATMENT


CHECK-UPS




STAGES

DOING

FEELING





EXPERIENCE


Kayak, compare

airfare

Google searches

Research hotels

Talk with friends


Enjoyability

















View maps

Arrange travel



Review fares

Select pass(es)


Delivery options

Payment options

Review & confirm


Destination pages


occur


Web

raileurope.com




Change plans

Check ticket status


web/apps

Look up timetables


Web

Share photos


Request refunds


Share experience


Look up time tables



Opportunities

Guiding Principles

Customer Journey

Information sources

RAIL EUROPE

THINKING












do that?



more carefully.

Ongoing, non-linear

Linear process











STAGES: Global




STAGES: Global






STAGES: Global




STAGE: Traveling


STAGE: Booking


STAGES: Global



Enjoyability



Enjoyability



Enjoyability



Enjoyability



Enjoyability






Shopping journey

Product return journey


4 STORYTELLING & NARRATIVE

134





THERE ANDBACK AGAINA SF MUNI USER JOURNEY

KEY

GOODACTIVITIES

BAD

}]

!!!

!HOME

#10 OUTBOUND #10 I

NBO

UND

c

WAITING AT BUS STOP

DAYNIGHT

cWAITING AT BUS STOP

SCHOOL

HOME

NEXTBUS

SOCIALu uq

q

SOCIAL

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j

TIRED

LOUDv

MeIBOOKS

EMAIL

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by Evan Litvak


Getting to the Story

139


1. WHAT’S YOUR STORY?

Know your audience & their context

2. WHAT’S YOUR POINT OF VIEW?

Have one!

What are you trying to accomplish?

3. REPEAT AS NEEDED

If your visual isn’t working, it might be the story.


“The information designer shapes an experience, or view, of the data with a particular aim in mind.”

—Ferdi van Heerden


Troop Stength

Time Temperature Location


Sketching is the most efficient way to quickly explore different visual models. Work fast & loose – critique later.

Your visual should convey the essence of your story immediately. If you can’t sketch it, you may not have your story yet.

SKETCH


Sketches courtesy Toi Valentine, AP


A good experience map has a lot in common with a good poster.

What makes a good poster? Above all, hierarchy. It should make a strong statement immediately, but work on multiple levels.

Consider the 1 second, 1 minute and 10 minute views.

MAKING IT REAL


The hierarchy of information is up to you – your visual is an argument. Make it strong.

What is the single most important thing your map should convey? What are the top three? Evaluate the success of your design based on how faithfully it conveys these things.

Following are some basic techniques to create hierarchy and interest.

HIERARCHY


SCALE


UNITY& CONTRAST


VISUALIZE YOUR STORY

“OH, NO!”

“CAN SOMEONE HELP ME?”

“YAY!”

HIGHLIGHT AREAS OF GREATEST OPPORTUNITY.


“OH, NO!”


“YAY!”

150

VISUALIZE YOUR STORY

DO

ING

TH

INK

ING

FE

EL

ING

RESEARCH PURCHASE USE

• How wi l l this process work?

• What sort of payment plans are avai lable?

• How do I even get started?

• Excited, but a l i tt le anxious

• Unsure

• Ready to get started

• Worrying about money

• Wants to consult fr iends and fami ly for advice

• Browsing the internet

• Comparing exper iences with fr iends and fami ly

• Doing background research

• Reading horror story reviews onl ine

• Watching commercia ls

• Reading advert isements

• Is there a tr ia l per iod for this product?

• Would a fr iend l ike this product?

• Can I save money by buying mult ip le products?

• Can I buy it onl ine? Do I need to go to a store?

• In the mood to spend

• Convinced

• Excited to own something brand new

• Interact ing with sales staff

• Shar ing information about the purchase via socia l networks

• Dr iv ing to br ick-and-mortar store to buy product

• Does this store have a return pol icy?

• Why is nothing about returns or warranties written on their website?

• I ’m happy about my purchase and would be wi l l ing to tel l others about this service!

• Happy

• Rel ieved

• Impressed

• Satisf ied

• Ready to refer fr iends and fami ly to service

• Relaxing

• Writ ing rave reviews onl ine

• Using the new product on a regular basis

• Refer ing fr iends and fami ly

“YAY!”

“OH, NO!”


MAKE SURE SUPPORTING

INFORMATION IS PRESENT,

BUT SECONDARY.


Know your story

Communicate hierarchy

Sketch fearlessly

Does it work across the room?

Keep it simple

VISUALIZE THE STORY

Time for some storytelling…

152

EXERCISE 4: TELLING THE STORY


EXERCISE 4

Telling the Story

153



AS A TEAM

Explore different ways to communicate the most important insights and present opportunities for improvements or innovation. Consider which facets of the journey you are mapping require the most weight to help others understand the most important details:

154


Stages

Doing (Actions)

Thinking

Feeling (Emotions)

People

Places

Touchpoints

Channels

Context

Time



CHOOSE A FACET – OR THEME – TO TELL YOUR STORY


Stages Channels Touchpoints


Places Time Events

Devices People Relationships





160



Stages

Doing (Actions)

Thinking

Feeling (Emotions)

People

Places

Touchpoints

Channels

Context

Time

AS A TEAM Explore different ways to communicate the most important insights and present opportunities for improvements or innovation. Consider which facets of the journey you are mapping require the most weight to help others understand the most important details:


Sketches courtesy Toi Valentine, AP

Doing

163

Path

PATIENTACTIVITIES

INFORMATIONNEEDS


activities


1 2 3 4 5 7 8 9 10 11 12 13 14










6

+ ANXIETY

+ RELIEF
















key moment






needed


monitoring


1

2

1

2

3

4

3

4

5 7

7

10

11

12

11

12

1413

1413

8

8

9

10

9

6

5

6







learn more


treatment decision













to go










emotional changes




GET TREATMENT


GET DIAGNOSIS


MONITOR TREATMENT


CHECK-UPS


164

Emotion

area of visibility

account executives product executives (BTO) operational executives (SO)

P P P PP P P P P PP

scri

pt

hazard line

prov

ider

’s st

eps

cust

omer

ste

psba

ckst

age

ap

plic

atio

nsu

ppor

t pr

oces

ses

serv

ice

repr

esen

tativ

e

onst

age

back

stag

e

implementation

Dialing IBM-HELP to get assistance with Lotus NotesCarrie Chan | IBM T.J Watson Research Center, Hawthorne NY | 6.15.07Blueprinting ideas v.4

problem with Lotus Notes Mail and Calendar syncing

cust

omer

’s jo

urne

y

i’m pressing ‘3’ and nothing is happening...

serv

ice

evid

ence

he’s apologizing for soft-ware malfunction - is this the same problem i was just having? or should i be worrying about something else?

how long am i being put on hold for?

he’s talking really fast

he’s assuming i know all the IBM language even though I’ve repeatedly told him I was new

is he even listening to me? he seems to be typing a lot. and not paying attention.

6D1511 is before 6A1511 in the menu choices... did I hear 6D1511 correctly?

finally, the agent is back

Dislike calling call centers

DIAL TALK TO AGENTNAVIGATE PRE-RECORDED MENU WAIT FOLLOW AGENT’S STEPS TO SOLVE PROBLEM

Ask customer what problem they’re having.

Ask for employee serial number.

Present customer with menu options to redirect call.

Redirect call after customer inputs a choice.

Introduce yourself.Apologize for software malfunction.

Ask if they are on or off site.

Look up information regarding Lotus Notes Mail and Calendar syncing on database.

Ask what error message the customer is getting.

Proceed to follow steps outlined in documentation.Give introductory speech.

line of visibility

WAIT FOR CALL INTRODUCTIONDIRECT CALL TO PROPER DEPT. FIND SOLUTION TO PROBLEM WALK CUSTOMER THROUGH PROBLEM SOLUTIONGET PROBLEM

thinkcarrie.com Living with Complexity, Donald Norman

Needs


5 HAVE MAP WILL TRAVEL

166


What do you do with the map once you have it?

167


A catalyst, not a conclusion


A good mapping endeavor produces understanding that influences strategy and tactics.

170

A symbol that unites people from across an organization to support the E2E customer experience.


YOUR MAP IS A TOOL TO HELP YOU:

Identify and prioritize opportunities

Codify your touchpoint experiences

Generate stories of future experiences

Define cross-channel experience principles

Model the ideal E2E customer experience


KEY USES FOR EXPERIENCE MAPPING:

Organizational planning

Surface and prioritize initiatives

Provide guiding principles that inform design

DISCOVER DEFINE DESIGN DELIVER

Making the leap

Making the leap

Interviews Field Research

Experience Principles Experience Map Opportunities

ExperienceMap

Principles Opportunities Ideation Prototyping Testing Experience Story & Opportunities

MAPPING IN THE GRAND SCHEME OF THINGS

journey

ideation

blueprint

touchpoints

storyboard

research

illustration: Jamin Hegeman




178

journey

blueprint

blueprint

blueprint

blueprint

SELECTING AREAS TO BLUEPRINT

179

Now you can design discreet touchpoints, but with the DNA of the whole journey.


BETTER UNDERSTAND YOUR TOUCHPOINTS

Describe

Characterize

Measure

182

Recommendations

Customers continue to want to book travel when they are in Europe. Whether this is because of changes from unforeseen events, such as a strike, or from impromptu travel plans, customers want to use Rail Europe services for convenience while traveling in Europe.


Tactical Recommendations

Sources Cognitive walkthrough,

Channels Web, Mobile Devices

Business Value Opportunity for additional passes, tickets and activities.

Traveling

Implementation Challenge: 1: Easy 2: Challenges 3: Difficult 4: Not Possible

Implementation Challenge

1 easy - 4 not possible

Business Priority

Enable ability for customers to purchase additional products while traveling in Europe.

2 High

Support technologies people will plan and book when traveling, such as the iPad.

3 Medium

Problems Customers are in Europe but not buying from Rail Europe. !People go directly to the carrier. !People’s price expectations change !People expect to be in touch with Rail Europe. !Difficult and not convenient for customers. !People calling from Europe which adding to call center load

A catalyst for identifying and planning initiatives


Let’s do some design…

183

EXERCISE 5: DESIGNING THE TOUCHPOINT


EXERCISE 5

Designing the Touchpoint

184








TOUCHPOINTS SHOULD BE:

Appropriate context + culture

Relevant meeting needs/functional

Meaningful importance/purpose

Endearing subtle, playful, delight

Connected available, seamless


188


“Booking a hotel happens in 3 taps and a swipe. This is a competitive advantage.”

—Sam Shank, CEO of HotelTonight(recounted from @lukew’s workshop)



If nothing else, remember…

189


1. SCIENCE BEFORE ADVENTURE

It shows the research and surfaces the evidence.

2. EXPERIENCES AND TOUCHPOINTS

What are the key inputs and insights you need to gather to understand what customers are feeling, thinking and doing?

3. TAKE EVERYONE WITH YOU

It’s a process that takes the whole team along.

4. COMPEL ACTION

It’s designed to be a catalyst. It influences strategy and tactics—this must be defined at inception.

Thank You #xmapping

Chris Risdon

24 SEPTEMBER, 2014