This document outlines the customer journey for planning rail travel in Europe. It breaks the journey down into stages of research and planning, shopping or finding trips, booking the itinerary, preparing to travel with any paperwork, the travel experience itself, and sharing the experience after. At each stage it considers the tasks, thoughts, feelings, and opportunities involved in choosing and taking a rail trip in Europe. The overall goal is to understand how to make the process convenient, easy, and flexible for customers.

1. Worksheet: Rail Europe Journey Map
Traveler’s Guiding Principles
People choose rail travel because it is convenient, easy, and ?
flexible.
? ?
Customer Journey
Stages Research and Shopping Booking Post-booking, Travel Post-Travel
Planning Pre-Travel
Tasks (Doing) Research Find trips. Confirm itinerary. Waiting for paper Activities, Share experience.
destinations, tickets to arrive. unexpected
routes, and changes in plans.
products.
Other? Other? Other? Other? Other? Other?
Social/On-line
Thinking Where do I want
to go?
?
Feeling I’m excited to
travel!
?
Experience Enjoy ability
Opportunities
Global Phase: Phase Phase Phase
Copyright Donn DeBoard 2013 (Rail Europe Experience Map: Chris Risdon, Adaptive Path, August 2011, Rail Europe site: http://bit.ly/Vxzhq4)