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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 subt...
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 enou...
Inside-out
Service Blueprint
I describe how a service works.
I show the nature and characteristics of
interactions in enou...
Rail Europe Experience Map

Outside-in

Guiding Principles

Customer Journey
STAGES

Research & Planning

RAIL EUROPE

Sho...
Rail Europe Experience Map

Outside-in

Guiding Principles

Customer Journey
Research & Planning

STAGES

RAIL EUROPE

Sho...
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: validat...
Touchpoint:
Purchase Groceries
Channels:
Retail (Station?)
and Mobile Phone
Korea’s Home Plus virtual
grocery stores
“Virt...
Channels define the
opportunity or the constraint
around the touchpoint.

Example:
mobile contraint=screen size
mobile oppo...
Touchpoints = Features
Touchpoints = Features
Touchpoints better reflect the importance of the interaction
to the person
Context pliable, discret...
Touchpoints should be orchestrated*
What is each instrument doing; how and when are they doing it.

*you can never have to...
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...

.....
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...
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
initiat...
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
c...
Root uses for experience mapping:
- Organizational planning
- Surface and prioritize initiatives
- Provides guiding princi...
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 ...
We wanted to take an outside-in approach,
understanding the customers travel experience
and Rail Europe’s role in that exp...
qualitative research

customers’ journeys
POST-TRAVEL

add more pictures to faceb

ook

TRAVEL

8 weeks in Europe

el
STOR...
We conducted quantitative research, a survey with
2,500 respondents, to understand where and when
people were interacting ...
Service Design

Rail Europe
As Inspiration
Not very important

As a Resource
Not delivering

As a Representative
Not deliv...
Touchpoint Inventory
Rail Europe Touchpoints by Channel
Research
Stage & Planning

Shopping

Booking

Pre-Travel
(Document...
After we synthesized all the research, we collaborated across the
organization—product managers, marketing, call center ma...
Rail Europe Experience Map
Guiding Principles

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

Rai...
Rail Europe Experience Map
Guiding Principles

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

Rai...
Five components:
- Lens
- Journey Model
- Qualitative insight
- Quantitative information
- Takeaways
(and #6, cite the sou...
Rail Europe Experience Map
Guiding Principles

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

Rai...
Rail Europe Experience Map
Guiding Principles

the model

Customer Journey
STAGES

Research & Planning

RAIL EUROPE

Shopp...
Web

Rail Europe Experience Map
Guiding Principles

STAGES

Research & Planning

G

RAIL EUROPE

Research destinations, ro...
Rail Europe Experience Map
Guiding Principles

Customer Journey
STAGES

Research & Planning

RAIL EUROPE

Shopping

Enter ...
Rail Europe Experience Map
Guiding Principles

Customer Journey
STAGES

PLANNING, SHOPPING, BOOKING

Research & Planning

...
Now what?
Remember!

Catalyst, not a conclusion
Root uses for experience mapping:
- Organizational planning
- Surface and prioritize initiatives
- Provides guiding princi...
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 ...
Orchestrating touchpoints
Defining their characteristics
Exclusive

Critical

Enhancement

Sequential

(directly supports ...
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
Endea...
Peter Morville
http://www.slideshare.net/morville/ubiquitous-ia-crosschannel-strategy

Samantha Starmer

http://www.slides...
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 th...
Start ugly, in a collaborative format. Keep parts
moveable, and highlight different aspects (people,
channels, emotions, e...
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 insi...
Thank you!
Mapping the Experience
Chris Risdon
@chrisrisdon
#xmap
Rail Europe Experience Map Guiding
Rail Europe Experience Map Guiding
Rail Europe Experience Map Guiding
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Rail Europe Experience Map Guiding Midwest UX '12: Mapping the Experience

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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 &

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