1. CUSTOMER JOURNEY MAPPING:
A Story of Amateurs, Con Artists, Lost
Treasure, and a Pleasant Journey by Rail
Chris Risdon & Todd Wilkens
@chrisrisdon

2. Who has heard of...

3. Service Blueprint

4. Experience Maps

5. Customer Journey Maps

6. Service
Customer
Experience
User
System
Blueprint
Map
Journey
Ecosystem
Story

7. What is customer
journey mapping?

8. Inside-out
vs.
Outside-in

9. Inside-out

10. Inside-out
I describe how a service works.
I show the nature and characteristics of
interactions in enough detail for an org
to verify, implement, and maintain it.

11. Rail Europe Experience Map
Outside-in
Guiding Principles
Customer Journey
STAGES
Research & Planning
RAIL EUROPE
Shopping
Enter trips
Research destinations, routes and products
Destination
pages
Review fares
Select pass(es)
Confirm
itinerary
Post-Booking, Pre-Travel
Delivery
options
Payment
options
Review &
confirm
Change
plans
Map itinerary
(finding pass)
Print e-tickets
at home
Web
FEELING
Check ticket
status
Google
searches
• 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’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.
E-ticket Print
at Station
View
maps
Paper tickets
arrive in mail
Look up
timetables
Research
hotels
• 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?
• 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?
Follow-up on refunds for booking changes
Share
photos
Get stamp
for refund
Web
Share
experience
(reviews)
Buy additional
tickets
Kayak,
compare
airfare
Blogs &
Travel sites
Share experience
Activities, unexpected changes
May call if
difficulties
occur
Talk with
friends
Post Travel
Live chat for
questions
DOING
THINKING
Travel
Wait for paper tickets to arrive
Look up
time tables
raileurope.com
Plan with
interactive map
Booking
• Do I have everything I need?
• Rail Europe website was easy and friendly, but
• 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?
web/
apps
Arrange
travel
Plan/
confirm
activities
Request
refunds
• I just figured we could grab a train but there are
• Trying to return ticket I was not able to use. Not
when an issue came up, I couldn’t get help.
• What will I do if my tickets don’t arrive in time?
• Stressed that I’m about to leave the country
• Website experience is easy and friendly!
• Frustrated to not know sooner about which
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?
• I am feeling vulnerable to be in an unknown place in
• Excited to share my vacation story with
• Stressed that the train won’t arrive on time for my
• A bit annoyed to be dealing with ticket refund
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!
tickets are eTickets and which are paper tickets.
Not sure my tickets will arrive in time.
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.
the middle of the night.
my friends.
connection.
• Meeting people who want to show us around is fun,
serendipitous, and special.
issues when I just got home.
Enjoyability
Enjoyability
Enjoyability
Enjoyability
Enjoyability
Enjoyability
Relevance of Rail Europe
Relevance of Rail Europe
Relevance of Rail Europe
Relevance of Rail Europe
Relevance of Rail Europe
Relevance of Rail Europe
Helpfulness of Rail Europe
EXPERIENCE
Mail tickets
for refund
Helpfulness of Rail Europe
Helpfulness of Rail Europe
Helpfulness of Rail Europe
Helpfulness of Rail Europe
Helpfulness of Rail Europe
Opportunities
GLOBAL
PLANNING, SHOPPING, BOOKING
POST-BOOK, TRAVEL, POST-TRAVEL
Communicate a clear value
proposition.
Help people get the help they
need.
Support people in creating their
own solutions.
Enable people to plan over time.
Visualize the trip for planning
and booking.
Arm customers with information
for making decisions.
Improve the paper ticket
experience.
Accommodate planning and
booking in Europe too.
STAGE: Initial visit
STAGES: Global
STAGES: Global
STAGES: Planning, Shopping
STAGES: Planning, Shopping
STAGES: Shopping, Booking
STAGES: Post-Booking, Travel, Post-Travel
STAGE: Traveling
Make your customers into better,
more savvy travelers.
Engage in social media with
explicit purposes.
Connect planning, shopping and
booking on the web.
Aggregate shipping with a
reasonable timeline.
Proactively help people deal
with change.
Communicate status clearly at
all times.
STAGES: Global
STAGES: Global
STAGES: Planning, Shopping, Booking
STAGE: Booking
STAGES: Post-Booking, Traveling
STAGES: Post-Booking, Post Travel
Information
sources
Stakeholder interviews
Cognitive walkthroughs
Customer Experience Survey
Existing Rail Europe Documentation
Ongoing,
non-linear
Linear
process
Non-linear, but
time based
Experience Map for Rail Europe | August 2011

12. Outside-in
Experience Map
I describe how a service is experienced.
I show the journey of the user through
the different touchpoints that afford and
characterize his or her interactions.
Rail Europe Experience Map
Guiding Principles
Customer Journey
STAGES
RAIL EUROPE
Research & Planning
Shopping
Research destinations, routes and products
Destination
pages
Enter trips
Review fares
Select pass(es)
Confirm
itinerary
Post-Booking, Pre-Travel
Delivery
options
Payment
options
Review &
confirm
Map itinerary
(finding pass)
Change
plans
Post Travel
Activities, unexpected changes
Check ticket
status
E-ticket Print
at Station
Live chat for
questions
Kayak,
compare
airfare
Print e-tickets
at home
View
maps
Paper tickets
Share experience
Follow-up on refunds for booking changes
Share
photos
Get stamp
for refund
Buy additional
tickets
May call if
difficulties
occur
DOING
Blogs &
Travel sites
Travel
Wait for paper tickets to arrive
Look up
time tables
raileurope.com
Plan with
interactive map
Booking
web/
apps
Plan/
Web
Share
experience
(reviews)

13. When you think
about journey
mapping, think
about Indiana Jones.

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

17. Your org should feel
what it’s like to experience
every touchpoint.

18. How do you do
customer journey
mapping successfully?

19. How can my team avoid
amateur mistakes
or snake oil salesmen?

20. 1. Science before adventure

21. You need to tell an
engaging story.

22. But make sure you are
telling a true story.

23. Journey mapping requires
a certain amount of rigor
to be meaningful.

24. This guy is not
possible...
...without this
guy first.

28. Mapping is a kind of modeling.

29. Mapping is a kind of modeling.
v: Devise a representation of a phenomenon or
system, especially to assist calculations and
predictions

30. Mapping is a kind of modeling.
v: Devise a representation of a phenomenon or
system, especially to assist calculations and
predictions

32. Evidence is the key to
confident predictions.

33. You really have to do
your homework.

34. 2. Experiences and touchpoints

35. Experiences are complex.

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

37. Feeling, thinking, doing.

38. Feeling, thinking, doing.
Motivations
Framing
Behaviors

39. Experiences happen
across touchpoints.

40. Touchpoint (UX version):
A point of interaction involving a
specific human need in a specific
time and space.

41. Touchpoint ≠ Channel

42. person
(with need)
organization
(with stuff)

43. person
to
uc
hp
oi
n
t
(with need)
organization
(with stuff)

44. -
enjoyment
+
person
organization

45. -
enjoyment
+
person
organization

46. Journey mapping must address:
- Feeling
- Thinking
- Doing
- Time

47. 3. Take everyone with you

48. “You need artifacts that
encourage collaboration.”
— Miguel Lunaparra

49. An activity, not an artifact

50. Everyone should be involved
at a deep level.

51. Teach then do.

52. “Work with stakeholders until
they know the story so well
they are constantly telling
and retelling it themselves.”
— Dane Howard

53. You need a process that
takes a whole team or
organization along.

54. 4. Compel action

55. A catalyst, not a conclusion

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

57. Rail Europe
Which initiatives to prioritize?
How to design a particular touchpoint?

58. a story of a
Pleasant Trip by Rail.

59. a story of a
pleasant trip by rail.

61. qualitative research
customers’ journeys
POST-TRAVEL
add more pictures to faceb
ook
TRAVEL
8 weeks in Europe
el
STORY OF YOUR TRIP: Laur
A bunch of friends living in
Paris
Arrived in Charles Degaules,
Parents made this trip
no smart phone in Europe
a laptop but difficult to get
an internet connection
PRE-TRAVEL
SHOPPING
RESEARCH & PLANNING
Friends going to the
Cannes film festival
Looking into it more:
maps & guide books
Summer break
Florence to Paris
fly out to NY
Europe
to Europe
A month after book, head
ites.
Look up plane fare on webs
s too:
Pass arrived in the mail
fare:
Booked the reservations onlin
y
them mailed separately--eas
friend
Going to France, see other
make sure a place to stay
plane
Looking for good price on
looking for best price
google search-->
BOOKING
e and got
ite, that
Read on RailEurope webs
ns
trains would require reservatio
Flexible dates for flying
One or 2 etickets
st: a lot of
Train travel in Europe easie
and
train stations with flexible times
dates
ns booked
Second batch of reservatio
e in US
in the US, shipped to my hous
ecting it
and then sent to France --exp
to be an eTicket
Know about Eurail
est by
Heard about RailEurope, sugg
also
mother …friend in German
suggested
Skymiles: Delta
NY-> France
Flights and then Eurail Pass
ets
* Couldn't be booked as eTick
rman
because some were Italian/Ge
able to print
Frustrated about not being
able to do
eTicked but not much to be
about it
reserve
Overnight trains, wanted to
couchette
,
tried calling Rail Europe once
call got disconnected
t options on
calling abou
etickets before paying $50
frustrated, not a lot of time,
not
with everything else to do,
time to be on hold again
about emailing websites,
wary
wanted to talk to a person
nothing I can do about this
now
talk to a person to make sure,
ing
before committing to shipp
e
and then sending to Franc
Mom fedex tickets to me,
RailEurope would not send
tickets to France, tried to put
my friends address but they
wouldn't
Cannes
get itinerary together
Paris: stayed for a long time,
friends invited to stay
Jet
Look up cheap flights Easy
rmation number
E-ticket for the flight with confi
one guide book: Rick
Steves guide book, general
Europe Through the
Backdoor
not very helpful in
Switzerland
Munich
Amsterdam
decided to go to the UK in
Paris
day trips:
Venice, Rome
Florence
late missed connectio
Zurich: connection in Milan
difficult don't speak Italian
an expensive city
difficult to find a hotel in
prices
woman had a map with hotel
Luxembourg
n
train in the US before
dn't arrive on
stressful when trains woul
ections
both
time, when there were conn
Brussels, Luxembourg --we
fly:
on the
had the passes so just got
on the train, a
fly to Brussels
Scotland,
Italy: nicest trains, maps
train
STORY OF YOUR TRIP: Joseph
h
bit like being on a flight
flew into London Edinburg
,
traveled with AT&T iPad, every country has it's own
online experience was good
chip -- find the places that sell the
plan with daughter: 14issue
10 day global flexipassstayed for two
chip in each country --closed on sundays and also
Eurail pass
middle of the day when the right
easy friendly, but when
on
bus to London
shut down
investment
days
other trains: hoping you are things
k to
d to
9 hours,
came up I wanteplacespea together was a good
make a list of
to see
y terrible, very long bus ride,
prett
p and easy
a person and I couldn't with a friend, see places
cheaalso: iPhone, but iPad is all you need train
we saw a whole lot more
that local
a thinks idea and a fast train to Pariscramped with no stops, but
all
took
overnight trains friendgood
is pay trade speaking English with seeing the unique are
rathercool --on price to have
-booked round trip
notion of off the grid
ating
sights
Germany also easy for navig
shipped--5
3 days
a good bargain
the tickets
train pass: no driving, no getting lost
reservations shipped to me
rented scooters and bikes
book trains
tour de france at the same time
with good connections
planning
Stayed with friends and in
Thomas Cook books, a great map, big map with rail
routes, big readable
talk with people who have visited Europe, word of mouth
the books too
RE: paris pass, museums, catacombs
hostels us a break on the
got
Louvre, Picasso
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
start 15 day pass
Friends knew I was going
+ train schedules on the rail europe website:
airline/hotel rewards -- extended to 3 weeks
Geneva to uploading pictures from London + other sites too
ged status,Lucern
home
traded miles with friend
+ using electronic ticket machine: wouldn't take our
me, internet connection, chan
ing in touch with people at
Laptop with
credit card doesn't have the chip
le in Europe, internet for keep
2 months before going start planning
g to peop
in it
International phone for talkin
+ France is frustrating
Lucern
book hotels the month before
connected to
overnight
tickets to Venice
marriot hotel rewards
train to Venice
rail passes: month before
went on Rail Europe website, kind of traveler selection
Global Pass, a little more, first class
odd, reservation issue, cost of reservations 20EU here
and there --pay
for 2nd class sometimes
could have done a hard booking ahead of time
bungie jumping
pass
Lucarno
just figured we
could grab a train
out but there was
not trains
booking trips, no availability for our discounted tickets
bed and breakfast barcelona: website
missed trains, difficult to get a place in the middle of
last train out to get
us to a main line
the night
Euro-cheapo: web site: ways to save money
see what people are saying: travel site
passes came in the main: titus, metro pass, maps,
Global Pass,
it was really clear
made reservations in London, Rail Europe office: only
saw one
office….expected to see them in all the stations
RE is like expedia, didn't realize how many different
train there where
Expected Rail Europe station agent: because of website
expected it to
be good
another train to
Lake Comounexpected but
very nice -beautiful
were heading to
Venice
maybe should
have booked first
few trains
at the tracks, we
were fresh and
new --got on the
wrong train to
Milan 1.5 hours
took Muni to main
station
backpack stolen
on the Muni/metro
talked to security/
police
3 week trip
RE office in
Geneva:
not so great
crowded
talking to a person at the beginning
make sure i was getting the right price
phone: people were very helpful
no attitude
booking: 3 times to get the one i wanted
had hotel
bookings in the
larger cities
determined
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
Skype and email
eventually used the phone
daughter is social media person
Tour de France was a main reason to go

64. Touchpoint Inventory
Rail Europe Touchpoints by Channel
Research
Stage & Planning
Shopping
Booking
Pre-Travel
(Documents)
Travel
Post-Travel
Channels
Website
Maps
Schedule look-up
Web booking funnel
Test intineraries
Price look-up
- Pass
Timetables
Multi-city look-up
- Trips
Destination Pages
Pass comparison
- Multiple Trips
- home print e-ticket
Site navigation help
Automated booking payment
Call re: ticket options
Planning (Products)
Cust. Rep booking
Request ticket mailed
Schedules
Site navigation help
Reslove problems (info, payment, etc.)
FAQ
Select document option (from
available options)
Contact page for email or phone
- station e-ticket
- mail ticket
General product
& site exploration
Call Center
Order brochure
General questions
Mobile
Trip ideas
Schedules
Mobile trip booking
Call with questions regarding
tickets
General calls re: schedules,
strikes, documents
Access itinerary
Look up schedules
Buy additional tickets
Communication
Channels (social
media, email, chat)
Chat for web nav help
FB Comparator
Chat for booking support
Email confirmations
Email questions
Email for general help
Chat for website nav help
Ask questions or resolve problems re: schedules and tickets
Hold ticket
Customer Relations
Non-REI Channels
Survey
Request for refund, escelation
from call center.
Trip Advisor
Airline comparison
Travel blogs
Social Media
Travel Blogs
Trip Advisor
Kayak
Direct rail sites
Review sites
Direct rail sites
Google searches
Facebook
General Google
searching
Non-linear, no time
restrictions
Complaints or compliments
Linear process
Non-linear, but
time based
Expedia

66. Rail Europe Experience Map
Guiding Principles
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.
Customer Journey
STAGES
Research & Planning
RAIL EUROPE
Shopping
Enter trips
Research destinations, routes and products
Destination
pages
Review fares
Select pass(es)
Confirm
itinerary
Post-Booking, Pre-Travel
Delivery
options
Payment
options
Review &
confirm
Change
plans
Map itinerary
(finding pass)
Print e-tickets
at home
Web
FEELING
Check ticket
status
Google
searches
• 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’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.
E-ticket Print
at Station
View
maps
Paper tickets
arrive in mail
Look up
timetables
Research
hotels
• 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?
• 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?
Follow-up on refunds for booking changes
Share
photos
Get stamp
for refund
Web
Share
experience
(reviews)
Buy additional
tickets
Kayak,
compare
airfare
Blogs &
Travel sites
Share experience
Activities, unexpected changes
May call if
difficulties
occur
Talk with
friends
Post Travel
Live chat for
questions
DOING
THINKING
Travel
Wait for paper tickets to arrive
Look up
time tables
raileurope.com
Plan with
interactive map
Booking
• Do I have everything I need?
• Rail Europe website was easy and friendly, but
• 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?
web/
apps
Arrange
travel
Plan/
confirm
activities
Request
refunds
• I just figured we could grab a train but there are
• Trying to return ticket I was not able to use. Not
when an issue came up, I couldn’t get help.
• What will I do if my tickets don’t arrive in time?
• Stressed that I’m about to leave the country
• Website experience is easy and friendly!
• Frustrated to not know sooner about which
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?
• I am feeling vulnerable to be in an unknown place in
• Excited to share my vacation story with
• Stressed that the train won’t arrive on time for my
• A bit annoyed to be dealing with ticket refund
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!
tickets are eTickets and which are paper tickets.
Not sure my tickets will arrive in time.
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.
the middle of the night.
my friends.
connection.
• Meeting people who want to show us around is fun,
serendipitous, and special.
issues when I just got home.
Enjoyability
Enjoyability
Enjoyability
Enjoyability
Enjoyability
Enjoyability
Relevance of Rail Europe
Relevance of Rail Europe
Relevance of Rail Europe
Relevance of Rail Europe
Relevance of Rail Europe
Relevance of Rail Europe
Helpfulness of Rail Europe
EXPERIENCE
Mail tickets
for refund
Helpfulness of Rail Europe
Helpfulness of Rail Europe
Helpfulness of Rail Europe
Helpfulness of Rail Europe
Helpfulness of Rail Europe
Opportunities
GLOBAL
PLANNING, SHOPPING, BOOKING
POST-BOOK, TRAVEL, POST-TRAVEL
Communicate a clear value
proposition.
Help people get the help they
need.
Support people in creating their
own solutions.
Enable people to plan over time.
Visualize the trip for planning
and booking.
Arm customers with information
for making decisions.
Improve the paper ticket
experience.
Accommodate planning and
booking in Europe too.
STAGE: Initial visit
STAGES: Global
STAGES: Global
STAGES: Planning, Shopping
STAGES: Planning, Shopping
STAGES: Shopping, Booking
STAGES: Post-Booking, Travel, Post-Travel
STAGE: Traveling
Make your customers into better,
more savvy travelers.
Engage in social media with
explicit purposes.
Connect planning, shopping and
booking on the web.
Aggregate shipping with a
reasonable timeline.
Proactively help people deal
with change.
Communicate status clearly at
all times.
STAGES: Global
STAGES: Global
STAGES: Planning, Shopping, Booking
STAGE: Booking
STAGES: Post-Booking, Traveling
STAGES: Post-Booking, Post Travel
Information
sources
Stakeholder interviews
Cognitive walkthroughs
Customer Experience Survey
Existing Rail Europe Documentation
Ongoing,
non-linear
Linear
process
Non-linear, but
time based
Experience Map for Rail Europe | August 2011

67. Rail Europe Experience Map
Guiding Principles
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.
Customer Journey
STAGES
Research & Planning
RAIL EUROPE
Shopping
Enter trips
Research destinations, routes and products
Destination
pages
Review fares
Select pass(es)
Look up
time tables
Post-Booking, Pre-Travel
the lens
Confirm
itinerary
Delivery
options
Payment
options
Review &
confirm
Map itinerary
(finding pass)
Print e-tickets
at home
Web
THINKING
FEELING
Google
searches
place for site seeing and activities?
• 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.
E-ticket Print
at Station
View
maps
Paper tickets
arrive in mail
Look up
timetables
Research
hotels
• 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?
• 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?
Follow-up on refunds for booking changes
Share
photos
Get stamp
for refund
Web
Share
experience
(reviews)
Buy additional
tickets
Kayak,
compare
airfare
Blogs &
Travel sites
Share experience
Activities, unexpected changes
Check ticket
status
May call if
difficulties
occur
• What is the easiest way to get around Europe?
• Where do I want to go?
• How much time should I/we spend in each
Post Travel
Live chat for
questions
DOING
Talk with
friends
Travel
Wait for paper tickets to arrive
Change
plans
raileurope.com
Plan with
interactive map
Booking
• 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?
• 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.
• Do I have everything I need?
• Rail Europe website was easy and friendly, but
web/
apps
Arrange
travel
Plan/
confirm
activities
Request
refunds
• I just figured we could grab a train but there are
• Trying to return ticket I was not able to use. Not
when an issue came up, I couldn’t get help.
• What will I do if my tickets don’t arrive in time?
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?
• Stressed that I’m about to leave the country
• I am feeling vulnerable to be in an unknown place in
• Excited to share my vacation story with
• Stressed that the train won’t arrive on time for my
• A bit annoyed to be dealing with ticket refund
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!
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.
the middle of the night.
my friends.
connection.
• Meeting people who want to show us around is fun,
serendipitous, and special.
issues when I just got home.
Enjoyability
Enjoyability
Enjoyability
Enjoyability
Enjoyability
Enjoyability
Relevance of Rail Europe
Relevance of Rail Europe
Relevance of Rail Europe
Relevance of Rail Europe
Relevance of Rail Europe
Relevance of Rail Europe
Helpfulness of Rail Europe
EXPERIENCE
Mail tickets
for refund
Helpfulness of Rail Europe
Helpfulness of Rail Europe
Helpfulness of Rail Europe
Helpfulness of Rail Europe
Helpfulness of Rail Europe
Opportunities
GLOBAL
PLANNING, SHOPPING, BOOKING
POST-BOOK, TRAVEL, POST-TRAVEL
Communicate a clear value
proposition.
Help people get the help they
need.
Support people in creating their
own solutions.
Enable people to plan over time.
Visualize the trip for planning
and booking.
Arm customers with information
for making decisions.
Improve the paper ticket
experience.
Accommodate planning and
booking in Europe too.
STAGE: Initial visit
STAGES: Global
STAGES: Global
STAGES: Planning, Shopping
STAGES: Planning, Shopping
STAGES: Shopping, Booking
STAGES: Post-Booking, Travel, Post-Travel
STAGE: Traveling
Make your customers into better,
more savvy travelers.
Engage in social media with
explicit purposes.
Connect planning, shopping and
booking on the web.
Aggregate shipping with a
reasonable timeline.
Proactively help people deal
with change.
Communicate status clearly at
all times.
STAGES: Global
STAGES: Global
STAGES: Planning, Shopping, Booking
STAGE: Booking
STAGES: Post-Booking, Traveling
STAGES: Post-Booking, Post Travel
Information
sources
Ongoing,
non-linear
Linear
process
Non-linear, but
time based
Experience Map for Rail Europe | August 2011

68. Rail Europe Experience Map
Guiding Principles
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.
Customer Journey
Research & Planning
STAGES
RAIL EUROPE
Shopping
Booking
Enter trips
Research destinations, routes and products
Destination
pages
p
Look up
time tables
Post-Booking, Pre-Travel
the lens
Confirm
itinerary
Delivery
options
pe Experience Map
Rail Euro
Plan with
interactive map
se it is
oose rail travel becau
People ch
xible.
venient, easy, and fle
con
Google
searches
THINKING
place for site seeing and activities?
iples
Customer Journey
Shoppi
ng
FEELING
• 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.
STAGES
Enjoyability
EXPERIENCE
cts
p
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?
• 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?
Booking
g
Research & Plannin
Enjoyability
Relevance of Rail Europe
Enter trips
Relevance of Rail Europe
• 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?
• 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.
Research & Plan
ning
STAGE: Initial visit
STAGES: Global
Make your customers into better,
more savvy travelers.
Engage in social media with
explicit purposes.
STAGES: Global
Live chat forGlobal
STAGES:
questions
E-ticket Print
at Station
Arrange
travel
Get stamp
for refund
Web
Share
experience
(reviews)
Plan/
confirm
activities
• Trying to return ticket I was not able to use. Not
• Stressed that I’m about to leave the country
• I am feeling vulnerable to be in an unknown place in
• Excited to share my vacation story with
• Stressed that the train won’t arrive on time for my
• A bit annoyed to be dealing with ticket refund
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!
the middle of the night.
Relevance of Rail Europe
Relevance of Rail Europe
more carefully.
Booking
Relevance of Rail Europe
Confirm
Helpfulness of Rail Europe
itinerary
Helpfulness of Rail Europe
sure if I’ll get a refund or not.
• People are going to love these photos!
• Next time, we will explore routes and availability
my friends.
connection.
• Meeting people who want to show us around is fun,
serendipitous, and special.
Enjoyability
STAGES: Global
Mail tickets
for refund
when an issue came up, I couldn’t get help.
• What will I do if my tickets don’t arrive in time?
Enjoyability
Enable people to plan over time.
Request
refunds
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?
Enjoyability
Support people in creating their
own solutions.
Shopping
Share
photos
• I just figured we could grab a train but there are
Post-Booking, Pre-Trav
Rail booking is on
el
ly one part of peo
ple’sReview er s
larg fare
travel process.
Enter trips
Destination
pages
Follow-up on refunds for booking changes
web/
apps
Look up
timetables
• Do I have everything I need?
• Rail Europe website was easy and friendly, but
Select pass(es)
Wait for paper tickets to
arrive
ney
Help people get the help they
need.
Paper tickets
arrive in mail
Shopping
Review faresHelpfulness of Rail Europe
Helpfulness of Rail Europe
Confirm
Delivery
Payment
Select pass(es)
itinch destinations,ns utes and productsReview &
optio ro
ar erary
Rese
options
confirm
Opportunities
RAIL EUROPE
GLOBAL
PLANNING, SHOPPING, BOOKING
Helpfulness of Rail Europe
Communicate a clear value
proposition.
Check ticket
status
View
maps
Print e-tickets
at home
Research
hotels
• I want to get the best price, but I’m willing to pay a
Share experience
Activities, unexpected changes
Wait for paper tickets to arrive
le’s larger
only one part of peop
Rail booking is
Peopel buildeths.ir travel
travle proc s e
plans over time.
Kayak,
compare
airfare
Blogs &
Travel sites
• What is the easiest way to get around Europe?
• Where do I want to go?
• How much time should I/we spend in each
Post Travel
Buy additional
tickets
May call if
difficulties
occur
Web
Talk with
friends
Review &
confirm
Travel
Live chat for
questions
Map itinerary
(finding pass)
Guiding Principles
Payment
options
Change
plans
raileurope.com
DOING
Review fares
Select pass(es)
ope Experience
Ma
y
)
People value service that is respectful, effective
and personable.
issues when I just got home.
Enjoyability
Travel
Review &
confirm
Paym t
Relevance
Delivery of Rail Europe en
optio
Helpfulness
options of Rail Europe ns
POST-BOOK, TRAVEL, POST-TRAVEL
Activities, unexpected ch
Visualize the trip for planning
and booking.
Arm customers with information
for making decisions.
Improve the paper ticket
experience.
STAGES: Planning, Shopping
STAGES: Planning, Shopping
STAGES: Shopping, Booking
STAGES: Post-Booking, Travel, Post-Travel
STAGE: Traveling
Connect planning, shopping and
booking on the web.
Aggregate shipping with a
reasonable timeline.
STAGES: Planning, Shopping, Booking
STAGE: Booking
ang
Accommodate planning and
booking in Europe too.
Look up
time tables
raileurope.com
Information
Map itinerary sources
ions, routes and pr
Enter trips
oducts an with
Rev pa fa
Pl
(finding iewss)res
e map
interactiv
Select pass(es)
BooLive g at for
kin ch
Change
plans
Proactively
Check ticket help people deal
with change.
status
STAGES: Post-Booking, Traveling
Ongoing,
non-linear
Confirm
itinerary
Delivery
options
E-ticket Print
at Station
STAGES: Post-Booking, Post Travel
Post-Booking, P
re
questions
Research destinat
Communicate status clearly at
all times.
Payment
Linear
process
May call if
difficulties
-Travelst
Get
Non-linear, but
time based
for ref
Experience Map for Rail Europe | August 2011
Review &

69. Rail Europe Experience Map
Guiding Principles
the model
Customer Journey
STAGES
Research & Planning
RAIL EUROPE
Shopping
Enter trips
Research destinations, routes and products
Destination
pages
Review fares
Select pass(es)
Confirm
itinerary
Post-Booking, Pre-Travel
Delivery
options
Payment
options
Review &
confirm
Change
plans
Map itinerary
(finding pass)
Print e-tickets
at home
Web
THINKING
FEELING
Google
searches
place for site seeing and activities?
• 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.
View
maps
Paper tickets
arrive in mail
Look up
timetables
Research
hotels
• 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?
• 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?
• 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?
• 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.
Enjoyability
Enjoyability
Enjoyability
Relevance of Rail Europe
Relevance of Rail Europe
Helpfulness of Rail Europe
EXPERIENCE
E-ticket Print
at Station
Helpfulness of Rail Europe
Follow-up on refunds for booking changes
Share
photos
Get stamp
for refund
Web
Share
experience
(reviews)
Buy additional
tickets
Kayak,
compare
airfare
Blogs &
Travel sites
Share experience
Activities, unexpected changes
Check ticket
status
May call if
difficulties
occur
• What is the easiest way to get around Europe?
• Where do I want to go?
• How much time should I/we spend in each
Post Travel
Live chat for
questions
DOING
Talk with
friends
Travel
Wait for paper tickets to arrive
Look up
time tables
raileurope.com
Plan with
interactive map
Booking
• Do I have everything I need?
• Rail Europe website was easy and friendly, but
web/
apps
Arrange
travel
Plan/
confirm
activities
Request
refunds
• I just figured we could grab a train but there are
Mail tickets
for refund
• Trying to return ticket I was not able to use. Not
when an issue came up, I couldn’t get help.
• What will I do if my tickets don’t arrive in time?
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?
• Stressed that I’m about to leave the country
• I am feeling vulnerable to be in an unknown place in
• Excited to share my vacation story with
• Stressed that the train won’t arrive on time for my
• A bit annoyed to be dealing with ticket refund
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!
doing
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.
the middle of the night.
my friends.
connection.
• Meeting people who want to show us around is fun,
serendipitous, and special.
issues when I just got home.
Enjoyability
Enjoyability
Enjoyability
Relevance of Rail Europe
Relevance of Rail Europe
Relevance of Rail Europe
Relevance of Rail Europe
Helpfulness of Rail Europe
Helpfulness of Rail Europe
Helpfulness of Rail Europe
Helpfulness of Rail Europe
Opportunities
GLOBAL
PLANNING, SHOPPING, BOOKING
POST-BOOK, TRAVEL, POST-TRAVEL
Communicate a clear value
proposition.
Help people get the help they
need.
Support people in creating their
own solutions.
Enable people to plan over time.
Visualize the trip for planning
and booking.
Arm customers with information
for making decisions.
Improve the paper ticket
experience.
Accommodate planning and
booking in Europe too.
STAGE: Initial visit
STAGES: Global
STAGES: Global
STAGES: Planning, Shopping
STAGES: Planning, Shopping
STAGES: Shopping, Booking
STAGES: Post-Booking, Travel, Post-Travel
STAGE: Traveling
Make your customers into better,
more savvy travelers.
Engage in social media with
explicit purposes.
Connect planning, shopping and
booking on the web.
Aggregate shipping with a
reasonable timeline.
Proactively help people deal
with change.
Communicate status clearly at
all times.
STAGES: Global
STAGES: Global
STAGES: Planning, Shopping, Booking
STAGE: Booking
STAGES: Post-Booking, Traveling
STAGES: Post-Booking, Post Travel
Information
sources
Ongoing,
non-linear
Linear
process
Non-linear, but
time based
Experience Map for Rail Europe | August 2011

71. Rail Europe Experience Map
Guiding Principles
the model
Customer Journey
STAGES
Research & Planning
RAIL EUROPE
Shopping
Enter trips
Research destinations, routes and products
Destination
pages
Review fares
Select pass(es)
Confirm
itinerary
Post-Booking, Pre-Travel
Delivery
options
Payment
options
Review &
confirm
Change
plans
Map itinerary
(finding pass)
Print e-tickets
at home
Web
THINKING
FEELING
Google
searches
place for site seeing and activities?
• 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.
E-ticket Print
at Station
View
maps
Paper tickets
arrive in mail
Look up
timetables
Research
hotels
• 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?
• 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?
Follow-up on refunds for booking changes
Share
photos
Get stamp
for refund
Web
Share
experience
(reviews)
Buy additional
tickets
Kayak,
compare
airfare
Blogs &
Travel sites
Share experience
Activities, unexpected changes
Check ticket
status
May call if
difficulties
occur
• What is the easiest way to get around Europe?
• Where do I want to go?
• How much time should I/we spend in each
Post Travel
Live chat for
questions
DOING
Talk with
friends
Travel
Wait for paper tickets to arrive
Look up
time tables
raileurope.com
Plan with
interactive map
Booking
• 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?
• 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.
• Do I have everything I need?
• Rail Europe website was easy and friendly, but
web/
apps
Arrange
travel
Plan/
confirm
activities
Request
refunds
• I just figured we could grab a train but there are
• Trying to return ticket I was not able to use. Not
when an issue came up, I couldn’t get help.
• What will I do if my tickets don’t arrive in time?
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?
• Stressed that I’m about to leave the country
• I am feeling vulnerable to be in an unknown place in
• Excited to share my vacation story with
• Stressed that the train won’t arrive on time for my
• A bit annoyed to be dealing with ticket refund
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!
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.
the middle of the night.
my friends.
connection.
• Meeting people who want to show us around is fun,
serendipitous, and special.
issues when I just got home.
Enjoyability
Enjoyability
Enjoyability
Enjoyability
Enjoyability
Enjoyability
Relevance of Rail Europe
Relevance of Rail Europe
Relevance of Rail Europe
Relevance of Rail Europe
Relevance of Rail Europe
Relevance of Rail Europe
Helpfulness of Rail Europe
EXPERIENCE
Mail tickets
for refund
Helpfulness of Rail Europe
Helpfulness of Rail Europe
Helpfulness of Rail Europe
Helpfulness of Rail Europe
Helpfulness of Rail Europe
Opportunities
GLOBAL
PLANNING, SHOPPING, BOOKING
POST-BOOK, TRAVEL, POST-TRAVEL
Communicate a clear value
proposition.
Help people get the help they
need.
Support people in creating their
own solutions.
Enable people to plan over time.
Visualize the trip for planning
and booking.
Arm customers with information
for making decisions.
Improve the paper ticket
experience.
Accommodate planning and
booking in Europe too.
STAGE: Initial visit
STAGES: Global
STAGES: Global
STAGES: Planning, Shopping
STAGES: Planning, Shopping
STAGES: Shopping, Booking
STAGES: Post-Booking, Travel, Post-Travel
STAGE: Traveling
Make your customers into better,
more savvy travelers.
Engage in social media with
explicit purposes.
Connect planning, shopping and
booking on the web.
Aggregate shipping with a
reasonable timeline.
Proactively help people deal
with change.
Communicate status clearly at
all times.
STAGES: Global
STAGES: Global
STAGES: Planning, Shopping, Booking
STAGE: Booking
STAGES: Post-Booking, Traveling
STAGES: Post-Booking, Post Travel
Information
sources
Ongoing,
non-linear
Linear
process
Non-linear, but
time based
Experience Map for Rail Europe | August 2011

72. Rail Europe Experience Map
Guiding Principles
Customer Journey
STAGES
Research & Planning
RAIL EUROPE
Shopping
Enter trips
Research destinations, routes and products
Destination
pages
Review fares
Select pass(es)
Confirm
itinerary
Post-Booking, Pre-Travel
Delivery
options
Payment
options
Review &
confirm
Change
plans
Map itinerary
(finding pass)
Print e-tickets
at home
Web
THINKING
FEELING
Google
searches
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?
• 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.
View
maps
Paper tickets
arrive in mail
Look up
timetables
Research
hotels
• I want to get the best price, but I’m willing to pay a
place for site seeing and activities?
E-ticket Print
at Station
• 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?
Follow-up on refunds for booking changes
Share
photos
Get stamp
for refund
Web
Share
experience
(reviews)
Buy additional
tickets
Kayak,
compare
airfare
Blogs &
Travel sites
Share experience
Activities, unexpected changes
Check ticket
status
May call if
difficulties
occur
• What is the easiest way to get around Europe?
• Where do I want to go?
• How much time should I/we spend in each
Post Travel
Live chat for
questions
DOING
Talk with
friends
Travel
Wait for paper tickets to arrive
Look up
time tables
raileurope.com
Plan with
interactive map
Booking
• 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?
• 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.
• Do I have everything I need?
• Rail Europe website was easy and friendly, but
web/
apps
Arrange
travel
Plan/
confirm
activities
Request
refunds
• I just figured we could grab a train but there are
• Trying to return ticket I was not able to use. Not
when an issue came up, I couldn’t get help.
• What will I do if my tickets don’t arrive in time?
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?
• Stressed that I’m about to leave the country
• I am feeling vulnerable to be in an unknown place in
• Excited to share my vacation story with
• Stressed that the train won’t arrive on time for my
• A bit annoyed to be dealing with ticket refund
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!
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.
the middle of the night.
my friends.
connection.
• Meeting people who want to show us around is fun,
serendipitous, and special.
issues when I just got home.
Enjoyability
Enjoyability
Enjoyability
Enjoyability
Enjoyability
Enjoyability
Relevance of Rail Europe
Relevance of Rail Europe
Relevance of Rail Europe
Relevance of Rail Europe
Relevance of Rail Europe
Relevance of Rail Europe
Helpfulness of Rail Europe
EXPERIENCE
Mail tickets
for refund
Helpfulness of Rail Europe
Helpfulness of Rail Europe
Helpfulness of Rail Europe
Helpfulness of Rail Europe
Helpfulness of Rail Europe
Opportunities
GLOBAL
qualitative insight
PLANNING, SHOPPING, BOOKING
POST-BOOK, TRAVEL, POST-TRAVEL
Communicate a clear value
proposition.
Help people get the help they
need.
Support people in creating their
own solutions.
Enable people to plan over time.
Visualize the trip for planning
and booking.
Arm customers with information
for making decisions.
Improve the paper ticket
experience.
Accommodate planning and
booking in Europe too.
STAGE: Initial visit
STAGES: Global
STAGES: Global
STAGES: Planning, Shopping
STAGES: Planning, Shopping
STAGES: Shopping, Booking
STAGES: Post-Booking, Travel, Post-Travel
STAGE: Traveling
Make your customers into better,
more savvy travelers.
Engage in social media with
explicit purposes.
Connect planning, shopping and
booking on the web.
Aggregate shipping with a
reasonable timeline.
Proactively help people deal
with change.
Communicate status clearly at
all times.
STAGES: Global
STAGES: Global
STAGES: Planning, Shopping, Booking
STAGE: Booking
STAGES: Post-Booking, Traveling
STAGES: Post-Booking, Post Travel
Information
sources
Ongoing,
non-linear
Linear
process
Non-linear, but
time based
Experience Map for Rail Europe | August 2011

73. Rail Europe Experience Map
Guiding Principles
Customer Journey
STAGES
Research & Planning
RAIL EUROPE
Shopping
Review fares
Select pass(es)
Look up
time tables
Confirm
itinerary
Delivery
options
Payment
options
Review &
confirm
Map itinerary
(finding pass)
Print e-tickets
at home
Web
THINKING
FEELING
Google
searches
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?
• 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.
View
maps
Paper tickets
arrive in mail
Look up
timetables
Research
hotels
• I want to get the best price, but I’m willing to pay a
place for site seeing and activities?
E-ticket Print
at Station
• 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?
Follow-up on refunds for booking changes
Share
photos
Get stamp
for refund
Web
Share
experience
(reviews)
Buy additional
tickets
Kayak,
compare
airfare
Blogs &
Travel sites
Share experience
Activities, unexpected changes
Check ticket
status
May call if
difficulties
occur
• What is the easiest way to get around Europe?
• Where do I want to go?
• How much time should I/we spend in each
Post Travel
Live chat for
questions
DOING
Talk with
friends
Travel
Wait for paper tickets to arrive
Change
plans
raileurope.com
Plan with
interactive map
Post-Booking, Pre-Travel
thinking & feeling
Enter trips
Research destinations, routes and products
Destination
pages
Booking
• 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?
• 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.
• Do I have everything I need?
• Rail Europe website was easy and friendly, but
web/
apps
Arrange
travel
Plan/
confirm
activities
Request
refunds
• I just figured we could grab a train but there are
• Trying to return ticket I was not able to use. Not
when an issue came up, I couldn’t get help.
• What will I do if my tickets don’t arrive in time?
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?
• Stressed that I’m about to leave the country
• I am feeling vulnerable to be in an unknown place in
• Excited to share my vacation story with
• Stressed that the train won’t arrive on time for my
• A bit annoyed to be dealing with ticket refund
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!
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.
the middle of the night.
my friends.
connection.
• Meeting people who want to show us around is fun,
serendipitous, and special.
issues when I just got home.
Enjoyability
Enjoyability
Enjoyability
Enjoyability
Enjoyability
Enjoyability
Relevance of Rail Europe
Relevance of Rail Europe
Relevance of Rail Europe
Relevance of Rail Europe
Relevance of Rail Europe
Relevance of Rail Europe
Helpfulness of Rail Europe
EXPERIENCE
Mail tickets
for refund
Helpfulness of Rail Europe
Helpfulness of Rail Europe
Helpfulness of Rail Europe
Helpfulness of Rail Europe
Helpfulness of Rail Europe
Opportunities
GLOBAL
qualitative insight
PLANNING, SHOPPING, BOOKING
POST-BOOK, TRAVEL, POST-TRAVEL
Communicate a clear value
proposition.
Help people get the help they
need.
Support people in creating their
own solutions.
Enable people to plan over time.
Visualize the trip for planning
and booking.
Arm customers with information
for making decisions.
Improve the paper ticket
experience.
Accommodate planning and
booking in Europe too.
STAGE: Initial visit
STAGES: Global
STAGES: Global
STAGES: Planning, Shopping
STAGES: Planning, Shopping
STAGES: Shopping, Booking
STAGES: Post-Booking, Travel, Post-Travel
STAGE: Traveling
Make your customers into better,
more savvy travelers.
Engage in social media with
explicit purposes.
Connect planning, shopping and
booking on the web.
Aggregate shipping with a
reasonable timeline.
Proactively help people deal
with change.
Communicate status clearly at
all times.
STAGES: Global
STAGES: Global
STAGES: Planning, Shopping, Booking
STAGE: Booking
STAGES: Post-Booking, Traveling
STAGES: Post-Booking, Post Travel
Information
sources
Ongoing,
non-linear
Linear
process
Non-linear, but
time based
Experience Map for Rail Europe | August 2011

74. Rail Europe Experience Map
Guiding Principles
Customer Journey
STAGES
Research & Planning
RAIL EUROPE
Shopping
Enter trips
Research destinations, routes and products
Destination
pages
Review fares
Select pass(es)
Confirm
itinerary
Post-Booking, Pre-Travel
Delivery
options
Payment
options
Review &
confirm
Change
plans
Map itinerary
(finding pass)
Print e-tickets
at home
Web
THINKING
FEELING
Google
searches
place for site seeing and activities?
• 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.
E-ticket Print
at Station
View
maps
Paper tickets
arrive in mail
Look up
timetables
Research
hotels
• 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?
• 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?
Follow-up on refunds for booking changes
Share
photos
Get stamp
for refund
Web
Share
experience
(reviews)
Buy additional
tickets
Kayak,
compare
airfare
Blogs &
Travel sites
Share experience
Activities, unexpected changes
Check ticket
status
May call if
difficulties
occur
• What is the easiest way to get around Europe?
• Where do I want to go?
• How much time should I/we spend in each
Post Travel
Live chat for
questions
DOING
Talk with
friends
Travel
Wait for paper tickets to arrive
Look up
time tables
raileurope.com
Plan with
interactive map
Booking
• 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?
• 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.
• Do I have everything I need?
• Rail Europe website was easy and friendly, but
web/
apps
Arrange
travel
Plan/
confirm
activities
Request
refunds
• I just figured we could grab a train but there are
• Trying to return ticket I was not able to use. Not
when an issue came up, I couldn’t get help.
• What will I do if my tickets don’t arrive in time?
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?
• Stressed that I’m about to leave the country
• I am feeling vulnerable to be in an unknown place in
• Excited to share my vacation story with
• Stressed that the train won’t arrive on time for my
• A bit annoyed to be dealing with ticket refund
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!
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.
the middle of the night.
my friends.
connection.
• Meeting people who want to show us around is fun,
serendipitous, and special.
issues when I just got home.
Enjoyability
Enjoyability
Enjoyability
Enjoyability
Enjoyability
Enjoyability
Relevance of Rail Europe
Relevance of Rail Europe
Relevance of Rail Europe
Relevance of Rail Europe
Relevance of Rail Europe
Relevance of Rail Europe
Helpfulness of Rail Europe
EXPERIENCE
Mail tickets
for refund
Helpfulness of Rail Europe
Helpfulness of Rail Europe
Helpfulness of Rail Europe
Helpfulness of Rail Europe
Helpfulness of Rail Europe
Opportunities
GLOBAL
Communicate a clear value
proposition.
STAGE: Initial visit
Make your customers into better,
more savvy travelers.
STAGES: Global
PLANNING, SHOPPING, BOOKING
POST-BOOK, TRAVEL, POST-TRAVEL
Help people get the help they
need.
Support people in creating their
own solutions.
Enable people to plan over time.
Visualize the trip for planning
and booking.
Arm customers with information
for making decisions.
Improve the paper ticket
experience.
Accommodate planning and
booking in Europe too.
STAGES: Global
STAGES: Global
STAGES: Planning, Shopping
STAGES: Planning, Shopping
STAGES: Shopping, Booking
STAGES: Post-Booking, Travel, Post-Travel
STAGE: Traveling
Engage in social media with
explicit purposes.
Connect planning, shopping and
booking on the web.
Aggregate shipping with a
reasonable timeline.
Proactively help people deal
with change.
Communicate status clearly at
all times.
STAGES: Global
STAGES: Planning, Shopping, Booking
STAGE: Booking
STAGES: Post-Booking, Traveling
STAGES: Post-Booking, Post Travel
quantitative information
Information
sources
Ongoing,
non-linear
Linear
process
Non-linear, but
time based
Experience Map for Rail Europe | August 2011

75. Rail Europe Experience Map
Guiding Principles
Customer Journey
STAGES
Research & Planning
RAIL EUROPE
Shopping
Enter trips
Research destinations, routes and products
Destination
pages
Review fares
Select pass(es)
Confirm
itinerary
Post-Booking, Pre-Travel
Delivery
options
Payment
options
Review &
confirm
Change
plans
Map itinerary
(finding pass)
Print e-tickets
at home
Web
THINKING
FEELING
Google
searches
place for site seeing and activities?
• 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.
E-ticket Print
at Station
View
maps
Paper tickets
arrive in mail
Look up
timetables
Research
hotels
• 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?
• 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?
Follow-up on refunds for booking changes
Share
photos
Get stamp
for refund
Web
Share
experience
(reviews)
Buy additional
tickets
Kayak,
compare
airfare
Blogs &
Travel sites
Share experience
Activities, unexpected changes
Check ticket
status
May call if
difficulties
occur
• What is the easiest way to get around Europe?
• Where do I want to go?
• How much time should I/we spend in each
Post Travel
Live chat for
questions
DOING
Talk with
friends
Travel
Wait for paper tickets to arrive
Look up
time tables
raileurope.com
Plan with
interactive map
Booking
• 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?
• 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.
• Do I have everything I need?
• Rail Europe website was easy and friendly, but
web/
apps
Arrange
travel
Plan/
confirm
activities
Request
refunds
• I just figured we could grab a train but there are
• Trying to return ticket I was not able to use. Not
when an issue came up, I couldn’t get help.
• What will I do if my tickets don’t arrive in time?
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?
• Stressed that I’m about to leave the country
• I am feeling vulnerable to be in an unknown place in
• Excited to share my vacation story with
• Stressed that the train won’t arrive on time for my
• A bit annoyed to be dealing with ticket refund
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!
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.
the middle of the night.
my friends.
connection.
• Meeting people who want to show us around is fun,
serendipitous, and special.
issues when I just got home.
Enjoyability
Enjoyability
Enjoyability
Enjoyability
Enjoyability
Enjoyability
Relevance of Rail Europe
Relevance of Rail Europe
Relevance of Rail Europe
Relevance of Rail Europe
Relevance of Rail Europe
Relevance of Rail Europe
Helpfulness of Rail Europe
EXPERIENCE
Mail tickets
for refund
Helpfulness of Rail Europe
Helpfulness of Rail Europe
Helpfulness of Rail Europe
Helpfulness of Rail Europe
Helpfulness of Rail Europe
Opportunities
GLOBAL
Communicate a clear value
proposition.
STAGE: Initial visit
Make your customers into better,
more savvy travelers.
STAGES: Global
PLANNING, SHOPPING, BOOKING
POST-BOOK, TRAVEL, POST-TRAVEL
Help people get the help they
need.
Support people in creating their
own solutions.
Enable people to plan over time.
Visualize the trip for planning
and booking.
Arm customers with information
for making decisions.
Improve the paper ticket
experience.
Accommodate planning and
booking in Europe too.
STAGES: Global
STAGES: Global
STAGES: Planning, Shopping
STAGES: Planning, Shopping
STAGES: Shopping, Booking
STAGES: Post-Booking, Travel, Post-Travel
STAGE: Traveling
Engage in social media with
explicit purposes.
Connect planning, shopping and
booking on the web.
Aggregate shipping with a
reasonable timeline.
Proactively help people deal
with change.
Communicate status clearly at
all times.
STAGES: Global
STAGES: Planning, Shopping, Booking
STAGE: Booking
STAGES: Post-Booking, Traveling
STAGES: Post-Booking, Post Travel
quantitative information
Information
sources
Ongoing,
non-linear
Linear
process
Non-linear, but
time based
Experience Map for Rail Europe | August 2011

76. Rail Europe Experience Map
Guiding Principles
Customer Journey
STAGES
Research & Planning
RAIL EUROPE
Shopping
Enter trips
Research destinations, routes and products
Destination
pages
Booking
Confirm
itinerary
Delivery
options
Payment
options
Review &
confirm
Change
plans
Map itinerary
(finding pass)
Print e-tickets
at home
Web
FEELING
Google
searches
• 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’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.
E-ticket Print
at Station
View
maps
Paper tickets
arrive in mail
Look up
timetables
Research
hotels
• 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?
so negative.
• Keeping track of all the different products
is confusing.
• Am I sure this is the trip I want to take?
Enjoyability
Relevance of Rail Europe
Helpfulness of Rail Europe
Share
photos
Get stamp
for refund
Web
Share
experience
(reviews)
• Do I have everything I need?
• Rail Europe website was easy and friendly, but
• 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?
when an issue came up, I couldn’t get help.
• What will I do if my tickets don’t arrive in time?
web/
apps
Arrange
travel
Plan/
confirm
activities
Request
refunds
• I just figured we could grab a train but there are
• Stressed that I’m about to leave the country
• Website experience is easy and friendly!
• Frustrated to not know sooner about which
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!
tickets are eTickets and which are paper tickets.
Not sure my tickets will arrive in time.
Mail tickets
for refund
• Trying to return ticket I was not able to use. Not
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?
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.
the takeaways
• It’s hard to trust Trip Advisor. Everyone is
Enjoyability
EXPERIENCE
Check ticket
status
Follow-up on refunds for booking changes
Buy additional
tickets
Kayak,
compare
airfare
Blogs &
Travel sites
Share experience
Activities, unexpected changes
May call if
difficulties
occur
Talk with
friends
Post Travel
Live chat for
questions
DOING
THINKING
Travel
Wait for paper tickets to arrive
Look up
time tables
raileurope.com
Plan with
interactive map
Review fares
Select pass(es)
Post-Booking, Pre-Travel
• I am feeling vulnerable to be in an unknown place in
• Excited to share my vacation story with
• Stressed that the train won’t arrive on time for my
• A bit annoyed to be dealing with ticket refund
the middle of the night.
my friends.
connection.
• Meeting people who want to show us around is fun,
serendipitous, and special.
issues when I just got home.
Enjoyability
Enjoyability
Enjoyability
Enjoyability
Relevance of Rail Europe
Relevance of Rail Europe
Relevance of Rail Europe
Relevance of Rail Europe
Relevance of Rail Europe
Helpfulness of Rail Europe
Helpfulness of Rail Europe
Helpfulness of Rail Europe
Helpfulness of Rail Europe
Helpfulness of Rail Europe
Opportunities
GLOBAL
PLANNING, SHOPPING, BOOKING
POST-BOOK, TRAVEL, POST-TRAVEL
Communicate a clear value
proposition.
Help people get the help they
need.
Support people in creating their
own solutions.
Enable people to plan over time.
Visualize the trip for planning
and booking.
Arm customers with information
for making decisions.
Improve the paper ticket
experience.
Accommodate planning and
booking in Europe too.
STAGE: Initial visit
STAGES: Global
STAGES: Global
STAGES: Planning, Shopping
STAGES: Planning, Shopping
STAGES: Shopping, Booking
STAGES: Post-Booking, Travel, Post-Travel
STAGE: Traveling
Make your customers into better,
more savvy travelers.
Engage in social media with
explicit purposes.
Connect planning, shopping and
booking on the web.
Aggregate shipping with a
reasonable timeline.
Proactively help people deal
with change.
Communicate status clearly at
all times.
STAGES: Global
STAGES: Global
STAGES: Planning, Shopping, Booking
STAGE: Booking
STAGES: Post-Booking, Traveling
STAGES: Post-Booking, Post Travel
Information
sources
Stakeholder interviews
Customer Experience Survey
Ongoing,
non-linear
Linear
process
Non-linear, but
time based
Experience Map for Rail Europe | August 2011

77. Rail Europe Experience Map
Guiding Principles
Customer Journey
STAGES
PLANNING, SHOPPING, BOOKING
Research & Planning
ng their
Shopping
Enable people to plan over time.
RAIL EUROPE
Enter trips
Research destinations, routes and products
Destination
Review fares
Select pass(es)
Look up
pages
STAGES: Planning,time tables
Shopping
Live chat for
questions
Map itinerary
(finding pass)
Connect planning, shopping and
booking on the web.
DOING
Post-Booking, Pre-Travel
Travel
Visualize the trip for planning
and booking.
Confirm
itinerary
Delivery
options
Payment
options
Review &
confirm
STAGES: Planning, Shopping, Booking
Check ticket
status
Google
searches
View
maps
Print e-tickets
at home
Paper tickets
arrive in mail
Look up
timetables
Research
hotels
THINKING
FEELING
place for site seeing and activities?
• 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.
• 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?
so negative.
• Keeping track of all the different products
is confusing.
• Am I sure this is the trip I want to take?
Relevance of Rail Europe
Helpfulness of Rail Europe
EXPERIENCE
Enjoyability
Web
when an issue came up, I couldn’t get help.
• What will I do if my tickets don’t arrive in time?
• Stressed that I’m about to leave the country
• Website experience is easy and friendly!
• Frustrated to not know sooner about which
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!
tickets are eTickets and which are paper tickets.
Not sure my tickets will arrive in time.
Proa
with
Share
experience
(reviews)
STAGE
Arrange
travel
Plan/
confirm
activities
Request
refunds
• I just figured we could grab a train but there are
Mail tickets
for refund
• Trying to return ticket I was not able to use. Not
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?
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.
the takeaways
• It’s hard to trust Trip Advisor. Everyone is
Enjoyability
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?
STAGE
Customer Experience Survey
• Do I have everything I need?
• Rail Europe website was easy and friendly, but
• Do I have all the tickets, passes and reservations
Get stamp
for refund
web/
apps
Stakeholder interviews
• What is the easiest way to get around Europe?
• Where do I want to go?
• How much time should I/we spend in each
Share
photos
Buy additional
tickets
Web
Talk with
friends
at Station
Aggregate shipping with a
May call if
reasonable timeline.
difficulties
STAGE: Booking
Follow-up on refunds for booking changes
STAGES: Shopping, Booking
E-ticket Print
Change
plans
Impr
expe
Share experience
Activities, unexpected changes
occur
Kayak,
compare
airfare
Blogs &
Travel sites
Post Travel
Arm customers with information
for making decisions.
Wait for paper tickets to arrive
STAGES: Planning, Shopping
raileurope.com
Plan with
interactive map
POST
Booking
• I am feeling vulnerable to be in an unknown place in
• Excited to share my vacation story with
• Stressed that the train won’t arrive on time for my
• A bit annoyed to be dealing with ticket refund
the middle of the night.
my friends.
connection.
• Meeting people who want to show us around is fun,
serendipitous, and special.
issues when I just got home.
Enjoyability
Enjoyability
Enjoyability
Enjoyability
Relevance of Rail Europe
Relevance of Rail Europe
Relevance of Rail Europe
Relevance of Rail Europe
Relevance of Rail Europe
Helpfulness of Rail Europe
Helpfulness of Rail Europe
Helpfulness of Rail Europe
Helpfulness of Rail Europe
Helpfulness of Rail Europe
Opportunities
GLOBAL
PLANNING, SHOPPING, BOOKING
POST-BOOK, TRAVEL, POST-TRAVEL
Communicate a clear value
proposition.
Help people get the help they
need.
Support people in creating their
own solutions.
Enable people to plan over time.
Visualize the trip for planning
and booking.
Arm customers with information
for making decisions.
Improve the paper ticket
experience.
Accommodate planning and
booking in Europe too.
STAGE: Initial visit
STAGES: Global
STAGES: Global
STAGES: Planning, Shopping
STAGES: Planning, Shopping
STAGES: Shopping, Booking
STAGES: Post-Booking, Travel, Post-Travel
STAGE: Traveling
Make your customers into better,
more savvy travelers.
Engage in social media with
explicit purposes.
Connect planning, shopping and
booking on the web.
Aggregate shipping with a
reasonable timeline.
Proactively help people deal
with change.
Communicate status clearly at
all times.
STAGES: Global
STAGES: Global
STAGES: Planning, Shopping, Booking
STAGE: Booking
STAGES: Post-Booking, Traveling
STAGES: Post-Booking, Post Travel
Information
sources
Stakeholder interviews
Customer Experience Survey
Ongoing,
non-linear
Linear
process
Non-linear, but
time based
Experience Map for Rail Europe | August 2011

78. The Rail Europe used the Journey
Map for:
- Organizational planning
- Surface and prioritize initiatives
- Provides guiding principles that
informs design

79. It was successful because...

80. 1. Science before adventure
It shows the research and
surfaces the evidence.

81. 2. Experiences and touchpoints
It gives insight to experiences
customers have with your
touchpoints

82. 3. Take everyone with you
It’s a process that takes the
whole team along.

83. 4. Compel action
It’s designed to be a catalyst. It
influences strategy and tactics.

84. Thank you!