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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
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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

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