Mapping the Experience Chris Risdon
@chrisrisdon #xmap

Service Customer Experience User System
Touchpoint Blueprint Map Journey Ecosystem Story Matrix

Service Customer Experience User System
Touchpoint Blueprint Map Journey Ecosystem Story Matrix

Why experience maps over customer
journey maps?

Customer Journey Map A specific
archetype journey Experience Map A generalized, aggregate experience There are some subtle differences, but just as there are differences between a font and a typeface, they ultimately get used interchangeably. And who wants to be the pretentious douche that corrects someone that says font when they should say typeface. For me it comes down to one key technical differece......

Shorter. experience map customer journey
map actually, I user either term, depending on context.

What’s experience
mapping?

When you think about experience
mapping, think about Indiana Jones.

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

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

Outside in
vs.
Inside Out

Inside-out Service Blueprint 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.

Inside-out Service Blueprint 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.

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

Rail Europe Experience Map Outside-in
Guiding Principles Customer Journey Research & Planning STAGES RAIL EUROPE Shopping Enter trips Research destinations, routes and products Review fares Select pass(es) Confirm itinerary Post-Booking, Pre-Travel Delivery options Payment options Review & confirm Post Travel Share experience Activities, unexpected changes Wait for paper tickets to arrive Look up time tables Change plans Plan with interactive map Map itinerary (finding pass) Follow-up on refunds for booking changes Kayak, compare airfare Print e-tickets at home Web Talk with friends 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? • 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? Share photos Get stamp for refund Buy additional tickets May call if difficulties occur Blogs & Travel sites FEELING Check ticket status Live chat for questions raileurope.com THINKING Travel 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. Destination pages DOING Booking Web Share experience (reviews) 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

How do you do experience
mapping successfully?

First:
What is a touchpoint?

Touchpoint ≠ Channel

Channel: A medium of interaction
with customers or users.

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

Touchpoints take place in channels
but are not ultimately defined by them.

research products Channel store check
out (i.e. web) print return label

environment
Touchpoint
email
mobile

Touchpoint: Computer validation Channels: Website
and Phone or Text or Email A single touchpoint—a need being met: validating your compluter— spanning multiple channels

Touchpoint: Purchase Groceries Channels: Retail
(Station?) and Mobile Phone Korea’s Home Plus virtual grocery stores “Virtual shelves” of inventory where ads normal display in subway stations. Mobile photos of QR codes used to purchase groceries. A single touchpoint—a need being met: purchasing groceries— utilizing multiple channels simultaneously

Channels define the opportunity or
the constraint around the touchpoint. Example: mobile contraint=screen size mobile opportunity=sensors

Touchpoints = Features

Touchpoints = Features Touchpoints better
reflect the importance of the interaction to the person Context pliable, discrete “things” to orchestrate the whole experience Information objects (IA) wrapped in interactions (IxD)

Touchpoints should be orchestrated* What
is each instrument doing; how and when are they doing it. *you can never have too many metaphors!

How do you do experience
mapping successfully?

1. Science before adventure

You need to tell an
engaging story.

But make sure you are
telling a true story.

Experience mapping requires a certain
amount of rigor to be meaningful.

Before you get Indiana Jones,
you need Dr. Jones, the archeologist, the social scientist. This guy is not possible...

Before you get Indiana Jones,
you need Dr. Jones, the archeologist, the social scientist. This guy is not possible... ...without this guy first.

You need to really be
in the lives of your customers.

We’ve been layer data, adding
context to tell a rich story, for years.

2. Experiences and touchpoints

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

Feeling, thinking, doing. Motivations Framing
Behaviors

It’s not just pieces and
actions. You need to understand motivations.

Experiences happen
across touchpoints.

-
enjoyment
+
person
organization

-
enjoyment
+
person
organization

Visualize the intangible.

Experience mapping must address: -
Feeling - Thinking - Doing - Time - Place (Context)

3. Take everyone with you

It’s about the verb, not
the noun.

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

Everyone should be involved at
a deep level.

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

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

4. Compel action

A catalyst, not a conclusion

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

It starts at inception. The
moment you think about doing this activity, you should anchor it to the initiative or initiatives you want it to drive.

Deliverables with no explicit intent
defined Rot on the vine.

5 Why’s Peel back the
layers: why is this artifact needed? (or is it?) A research technique for getting past symptoms to causality. You should go through this process when you decide you might want to map the customer journey.

Root uses for experience mapping:
- Organizational planning - Surface and prioritize initiatives - Provides guiding principles that informs design

a story of a Pleasant
Trip by Rail. Case study

a story of a pleasant
trip by rail. Rail Europe is a US distributor that offers North American travelers a single place to book rail tickets and passes throughout Europe.

We wanted to take an
outside-in approach, understanding the customers travel experience and Rail Europe’s role in that experience.

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 Cannes , 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 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 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 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 We spoke to actual customers to better understand their experience, roughly starting to map out the thinking/ feeling/dooing of their journeys booking: 3 times to get the one i wanted

We conducted quantitative research, a
survey with 2,500 respondents, to understand where and when people were interacting with the service.

Service Design Rail Europe As
Inspiration Not very important As a Resource Not delivering As a Representative Not delivering 100% 100% 100% 75% 75% 75% 50% 50% 50% 25% 25% 25% 0% 0% 0% Important? RE Successful? No Somewhat Yes Important? RE Successful? Important? RE Successful? We also learned how people viewed the role of Rail Europe in their travel, and how valuable Rail Europe was in the process.

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 Complaints or compliments Survey Request for refund, escelation from call center. Trip Advisor Airline comparison Travel blogs Social Media Expedia Travel Blogs Trip Advisor Kayak Direct rail sites Review sites Direct rail sites Google searches Facebook General Google searching Non-linear, no time restrictions Linear process Non-linear, but time based Similar to a content inventory or audit, we did a touchpoint inventory, cataloging all possible touchpoints throughout the stages of the journey.

After we synthesized all the
research, we collaborated across the organization—product managers, marketing, call center managers, etc.— to understand the journey and prioritize touchpoints.

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

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 Share experience Activities, unexpected changes Check ticket status E-ticket Print at Station Live chat for questions Map itinerary (finding pass) Follow-up on refunds for booking changes Share photos Kayak, compare airfare Print e-tickets at home Web Talk with friends 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. 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? Get stamp for refund • 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 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? • 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 Web Share experience (reviews) Buy additional tickets May call if difficulties occur Blogs & Travel sites FEELING Post Travel Doesn’t just communicate insight, it reveals the process. Plan with interactive map THINKING Travel Wait for paper tickets to arrive Look up time tables raileurope.com DOING Booking 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

Five components: - Lens -
Journey Model - Qualitative insight - Quantitative information - Takeaways (and #6, cite the sources!)

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 Research destinat E-ticket Print at Station Arrange travel Get stamp for refund Web Share experience (reviews) Plan/ confirm activities • 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 STAGES: Planning, Shopping 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 • Trying to return ticket I was not able to use. Not • Stressed that I’m about to leave the country Enjoyability Enable people to plan over time. 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 Support people in creating their own solutions. 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? Relevance of Rail Europe 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 Paym t Relevance Delivery of Rail Europe en optio Helpfulness options of Rail Europe ns POST-BOOK, TRAVEL, POST-TRAVEL Review & confirm Activities, unexpected ch Arm customers with information for making decisions. Improve the paper ticket experience. STAGES: Shopping, Booking STAGES: Post-Booking, Travel, Post-Travel ang Accommodate planning and booking in Europe too. STAGES: Planning, Shopping Look up time tables Visualize the trip for planning and booking. STAGE: Traveling Change Ch judge The guide against which you eck ticket the journey. May be plans status E-ticket Pr ooLive g at for kin ch personas, orBprinciples, or value proposotion.atIt’sionint lens a Stat through which questions you view the journey. Post-Booking, Pre-TraGeetlst v Map itinerary 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: Planning, Shopping, Booking STAGE: Booking STAGES: Post-Booking, Traveling STAGES: Post-Booking, Post Travel raileurope.com Enter trips ions, routes and pr oducts an with Pl interactive map Information sources Rev pa fa (finding iewss)res Select pass(es) Ongoing, non-linear Confirm itinerary Delivery options Payment Linear process May call if difficulties Non-linear, but time based for ref Experience Map for Rail Europe | August 2011 Review &

Rail Europe Experience Map Guiding
Principles the model Customer Journey STAGES Research & Planning RAIL EUROPE Shopping Booking Enter trips Research destinations, routes and products Review fares Select pass(es) Confirm itinerary Post-Booking, Pre-Travel Delivery options Payment options Review & confirm Change plans Map itinerary (finding pass) Plan with interactive map Check ticket status Kayak, compare airfare Blogs & Travel sites Print e-tickets at home Web THINKING 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. 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? FEELING esearch & Planning Shopping Enjoyability Enjoyability Relevance of Rail Europe Relevance of Rail Europe Helpfulness of Rail Europe EXPERIENCE 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 Helpfulness of Rail Europe Research destinations, routes and products • 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 Share photos Get stamp for refund Web Share experience (reviews) tickets are eTickets and which are paper tickets. Not sure my tickets will arrive in time. Enjoyability Review fares Helpfulness of Rail Europe Select pass(es) 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? • 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! Booking Enjoyability Relevance of Rail Europe web/ apps 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? doing • Website experience is easy and friendly! • Frustrated to not know sooner about which Enter trips Share experience Follow-up on refunds for booking changes Buy additional tickets May call if difficulties occur DOING Talk with friends E-ticket Print at Station Live chat for questions raileurope.com s y Look up time tables Post Travel Activities, unexpected changes Wait for paper tickets to arrive e Experience Map Destination pages Travel Relevance of Rail Europe Confirm Helpfulness of Rail Europe itinerary 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. Post-Booking, Pre- connection. • Meeting people who want to show us around is fun, serendipitous, and special. issues when I just got home. Enjoyability Delivery options Enjoyability Relevance of Rail Europe Relevance of Rail Europe Payment Helpfulness of Rail Europe Review & options confirm Helpfulness of Rail Europe Wait for paper ticket Opportunities GLOBAL PLANNING, SHOPPING, BOOKING Communicate a clear value proposition. Destination pages STAGE: Initial visit Help people get the help they need. Make your customers into better, more savvy travelers. Engage in social media with explicit purposes. STAGES: Global STAGES: Global STAGES: Global Support people in creating their own solutions. Look up STAGES: time tables Global Plan with interactive map 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: 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. Proactively help people deal with change. Communicate status clearly at all times. STAGE: Booking STAGES: Post-Booking, Traveling STAGES: Post-Booking, Post Travel Live chat for questions STAGES: Planning, Shopping, Booking raileurope.com Map itinerary (finding pass) POST-BOOK, TRAVEL, POST-TRAVEL Enable people to plan over time. Information sources Ongoing, non-linear Linear process Change plans Non-linear, but time based Experience Map for Rail Europe | August 2011

Web Rail Europe Experience Map
Guiding Principles STAGES Research & Planning G RAIL EUROPE Research destinations, routes and products THINKIN Destination pages Select pass(es) Look up time tables Plan with interactive map • G FEELIN DOING FEELING place for site seeing and activities? O Enjoyability EXPERIENCE Relevance of Rail Europe ility • How much will my whole trip cost me? What are my trade-offs? • Are there other activities I can add to my plan? GLOBAL Communicate a clear value proposition. STAGE: Initial visit • 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? L e GLOBA ar valu Enjoyability e a cle unicat Comm Relevance .of Rail Europe ition proposHelpfulness of Rail Europe 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? Share photos Get stamp for refund y ilit Enjoyab e il Europ ce of Ra Relevan ope Rail Eur lness of Helpfu web/ apps Arrange travel Plan/ confirm activities Request refunds Engage in social media with S: explicit purposes. STAGE STAGES: Global STAGES: Global Global Mail tickets for refund ING, BO SHOPP ING, PLANN • Trying to return ticket I was not able to use. Not n o la sure if I’ll get a refund or not. le to p p love these • People are going to peo photos! Enable • Next time, we will explore routes and availability • 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 ir ting the in crea ple ort pe•oam feeling • Website experience is easy and friendly! • Stressed that I’m about to leave thepp Su country tioIthe middle ofvulnerable to be in an unknown place in . • Frustrated to not know sooner about which and Rail Europe won’t answer the phone. lu ns the night. they tickets are eTickets and which are paper tickets. • p helFrustrated that Rail Europe won’t shipn so • Stressed that the train won’t arrive on time for my ow tickets e connection. Not sure my tickets will arrive in time. et th to Europe. g • Meeting people who want to show us around is fun, people • Happy to receive my tickets in the mail! l aserendipitous, and special. Help S: Glob STAGE d. nee do that? more carefully. G STA my friends. • A bit annoyed to be dealing with ticket refund g, sh plannin b. ct Conne the we king on Enjoyability boo issues when I just got home. Enjoyability Enjoyability Enjoyability Relevance of Rail Europe : Global S STAGE Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Helpfulness of Rail Europe Helpfulness ofSTAG Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe pping ing, Sho • Excited to shareS: Plann story with E my vacation nning, ES: Pla qualitative insight Make your customers into better, more savvy travelers. Web Share experience (reviews) Buy additional tickets rope View maps f Rail Eu vance o Rele Paper tickets e ropLook up arrive in mailail Eu ess of R timetables Helpfuln h dia wit cial me isit in so : Initial v STAGE Engage urposes. p better, SHOPPING,lBOOKING PLANNING, exp icit ers into m toin creating their cus Help people get the help they Support people Enable people to plan over time. Visualize the trip for planning oursolutions. al need. Make y ownvy travelers. S: Glob and booking. STAGE av STAGES: Global STAGES: Planning, Shopping STAGES: Planning, Shopping more s STAGES: Global Helpfulness of Rail Europe Opportunities cts t produ differen g e so nChange ack of all the tr Check ticket E-ticket Print eeping t e? • K plans sing. status nt to atak Station onfu trip I wa e is c this is th sure • Am I Research hotels ies ortunit pp • 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. to tru rd • It’s ha ative. d easy an rience is sooner ite expe • Webs ted to not know which a d • Frustr are eTickets an arrive i Share experience l tickets refunds t booking changes kets wil Follow-up on e myforic Not sur Post Travel e is Everyon unexpected changes Activities, Print e-tickets at home e ail Europ nce of R Releva Europe IENCE to get the best price, but I’m lpfuto payss of Rail I have all the tickets, passes and reservations willing lne a • I want What is the easiest way to get aroundPER Europe? • Do EX He little more for first class. Where do I want to go? I need in this booking so I don’t pay more Google searches dvisor. st Trip A Wait for paper tickets to arrive ility Enjoyab Enjoyab Web • • • How much time should I/we spend in each est pr my et the b What are ant to g first class. • Iw ost me? trip c re for y whole little mo ch will m lan? mu to my p • How ffs? can add tivities I trade-o other ac therePre-Travel Post-Booking, Travel • Are May call if difficulties occur Kayak, compare airfare Blogs & Travel sites Talk with friends ay a ling to p pe! to Euro an? ed to go e everything I c excit e Live I’mfor • chat ble to s is? . questionsl I be a Wil afford th wrong choice • e if I can’t h • What want to make t on’t Id Map itinerary (finding pass) and passes tickets, a all the I don’t p o I have king so •D this boo I need in p ? ring the shipping e is not answe answe tion urop • Rail E n I get my ques else ca I’m wil ice, but ? Europe around get t way to e easies go? ach at is th nt to Booking spend in e Shopping Wh • do I wa I/we ld re • Whe uch time shou d activities? an wm • Ho foReviewefares eing Enter trips r sit se Confirm Delivery Payment Review & place itinerary options options confirm raileurope.com THINKING Google s searche h Talk wit friends Customer Journey h Researc hotels POST-BOOK, TRAVEL, POST-TRAVEL Arm customers with information for making decisions. Improve the paper ticket experience. Accommodate planning and booking in Europe too. 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. Proactively help people deal with change. Communicate status clearly at all times. STAGES: Planning, Shopping, Booking STAGE: Booking STAGES: Post-Booking, Traveling STAGES: Post-Booking, Post Travel thinking & feeling Information sources Ongoing, non-linear Linear process g Shoppin Non-linear, but time based Experience Map for Rail Europe | August 2011

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

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

Now what?

Remember!
Catalyst, not a conclusion

Root uses for experience mapping:
- Organizational planning - Surface and prioritize initiatives - Provides guiding principles that informs design

Better understand your touchpoints Describe
Characterize Measure

Understand channel context Multi-channel Same
need met by different channels Single Channel (Exclusive) Can only happen in one channel Cross Channel Need met spanning multiple channels

Orchestrating touchpoints Defining their characteristics
Exclusive Critical Enhancement Sequential (directly supports value prop) Continuing Repair/Recovery Required (by user) Frequent

Password recovery
Repair/Recovery
Product returns

Exclusive
Text message Red Cross

Sequential
Required
Computer validation

Enhancement
Free try-on

Touchpoints should be: Appropriate context
+ culture Relevant meeting needs/functional Meaningful importance/purpose Endearing subtle, playful, delight Connected available, seamless

Peter Morville http://www.slideshare.net/morville/ubiquitous-ia-crosschannel-strategy Samantha Starmer
http://www.slideshare.net/sstarmer/ia-summit-cross-channel-workshop

Where do you get started?
Experience maps can start simple and evolve as you research and gain insights.

Even as you are still
applying that rigor and collecting data, you can start with what you know and start sketching out the journey, and mapping high and low points.

Start ugly, in a collaborative
format. Keep parts moveable, and highlight different aspects (people, channels, emotions, etc.)

How do you do experience
mapping successfully?

1. Science before adventure It
shows the research and surfaces the evidence. 2. Experiences and touchpoints It gives insight to experiences customers have with your touchpoints. Make touchpoints human. 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! Mapping the Experience
Chris Risdon @chrisrisdon #xmap