1. 2012 2nd semester class by jylee
N-SCREEN | USER EXPERIENCE
20121128 Class12 N-Screen Concept Model
NUX.jylee6977.com/tc
2. Class Schedule 8. 주차별 강의계획
주 날짜 주제 내용
1 09/05 수업 소개 Class Introduction & Ice Braking
2 09/12 환경 조사(1) N-Screen환경에 대한 심화 연구_사용자를 중심으로 | N-Screen에 대한 담론 (1)
Part1 환경조사 3 09/19 환경 조사(2) N-Screen환경에 대한 심화 연구_기술과 마켓을 중심으로| N-Screen에 대한 담론 (2)
4 09/26 방법론 연구(1) 사용자 경험디자인방법론 실슴 | Co-creative Workshop
5 10/10 방법론 연구(2) 사용자 경험디자인 방법론 기초 | 워크샵 결과에 대한 Desk Research
Part2 사용자조사
6 10/17 사용자 리서치(1) 사용자 경험에 대한 사용자 리서치 방법론 기초
7 10/24 사용자 리서치(2) 개인별/그룹별 사용자 리서치 진행에 대한 내용 토론 및 키워드 추출
8 10/31 중간고사 문제점 발견 및 그에 따른 요소정의/환경요소에 대한 서론 제출
9 11/07 방법론 실행(1) 중간고사 내용을 중심으로 문제를 해결하기 위한 다양한 방법 연구 기초
Part3 사용자경험 10 11/14 방법론 실행(2) Persona, Mindmapping등을 통한 주요한 키 Finding 추출
11 11/21 방법론 실행(3) 사용자 스토리보드/시나리오 제작
12 11/28 프로토타이핑(1) Experience Mapping
Part4 프로토타이핑 13 12/05 프로토타이핑(2) 프로토타이핑 기획 및 제작
14 12/12 프로토타이핑(3) 프로토타이핑 및 Documentation
15 12/27 기말고사 Public Presentation
3. | Today we are going to cover,
Elevator Pitch
-Persona/Day in Life Story
Experience Mapping
6. N-Screen Strategy
Empathy Map
Persona &
Lifecycle Mapping
Experience Mapping
N-screen Features
Design
7. N-Screen Strategy
User Research Context Research User & Context Device Strategy &
Define what user Define what user do with Mapping User & Context Features
needs/wants/problems device through a day To Accomplish his/her goal Mapping Device Features
MOTIVATION ACTIVITY GOAL TASK & ACTION
VISION STRATEGY PRODUCT & FEATURES
Empathy map Persona, Day in life & Experience Mapping & Prototyping
Touch-point Inventory Device Strategy
8. N-Screen Strategy
User Research Context Research User & Context Device Strategy &
Define what user Define what user do with Mapping User & Context Features
needs/wants/problems device through a day To Accomplish his/her goal Mapping Device Features
MOTIVATION ACTIVITY GOAL TASK & ACTION
VISION STRATEGY PRODUCT & FEATURES
Empathy map Persona, Day in life & Experience Mapping & Prototyping
Touch-point Inventory Device Strategy
42. Touchpoint Inventory
Rail Europe Touchpoints by Channel
Research Pre-Travel
Stage & Planning Shopping Booking (Documents) Travel Post-Travel
Channels
Website Maps Schedule look-up Web booking funnel Select document option (from Contact page for email or phone
Test intineraries Price look-up - Pass available options)
Timetables Multi-city look-up - Trips - station e-ticket
Destination Pages Pass comparison - Multiple Trips - home print e-ticket
FAQ - mail ticket
General product
& site exploration
Call Center Order brochure Site navigation help Automated booking payment Call re: ticket options Call with questions regarding
Planning (Products) Cust. Rep booking Request ticket mailed tickets
Schedules Site navigation help Reslove problems (info, pay- General calls re: schedules,
ment, etc.) strikes, documents
General questions
Mobile Trip ideas Schedules Mobile trip booking Access itinerary
Look up schedules
Buy additional tickets
Communication Chat for web nav help FB Comparator Chat for booking support Email confirmations Ask questions or resolve prob- Complaints or compliments
lems re: schedules and tickets
Channels (social Email questions Email for general help Survey
media, email, chat) Chat for website nav help Hold ticket
Customer Relations Request for refund, escelation
from call center.
Non-REI Channels Trip Advisor Airline comparison Expedia Travel Blogs Trip Advisor
Travel blogs Kayak Direct rail sites Review sites
Social Media Direct rail sites Google searches Facebook
General Google
searching
Non-linear, no time Non-linear, but
Linear process
restrictions time based
43. Journey mapping must address:
- Feeling
- Thinking
- Doing
- Time
- Place (Context)
44. Rail Europe Experience Map
Guiding Principles
People choose rail travel because it is Rail booking is only one part of people’s larger People build their travel plans over time. People value service that is respectful, effective
convenient, easy, and flexible. travel process. and personable.
Customer Journey
STAGES Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel
Enter trips Review fares Confirm Delivery Payment Review & Share experience
RAIL EUROPE Research destinations, routes and products Wait for paper tickets to arrive Activities, unexpected changes
Select pass(es) itinerary options options confirm Follow-up on refunds for booking changes
Destination Look up
pages Change Check ticket Share
time tables E-ticket Print
plans status photos
at Station
Get stamp
Live chat for for refund Web
raileurope.com
questions
Plan with Map itinerary
interactive map (finding pass) Share
experience
May call if Buy additional (reviews)
DOING tickets
difficulties
occur
Kayak, View
Blogs & web/
compare maps apps
Travel sites Print e-tickets
airfare at home Paper tickets Plan/
Web arrive in mail Look up
confirm
timetables Arrange Request Mail tickets
Talk with activities
Google Research refunds for refund
friends travel
searches hotels
• What is the easiest way to get around Europe? • I want to get the best price, but I’m willing to pay a • Do I have all the tickets, passes and reservations • Do I have everything I need? • I just figured we could grab a train but there are • Trying to return ticket I was not able to use. Not
• Where do I want to go? little more for first class. I need in this booking so I don’t pay more • Rail Europe website was easy and friendly, but not more trains. What can we do now? sure if I’ll get a refund or not.
THINKING • How much time should I/we spend in each • How much will my whole trip cost me? What are my shipping? when an issue came up, I couldn’t get help. • Am I on the right train? If not, what next? • People are going to love these photos!
place for site seeing and activities? trade-offs? • Rail Europe is not answering the phone. How • I want to make more travel plans. How do I • Next time, we will explore routes and availability
• Are there other activities I can add to my plan? • What will I do if my tickets don’t arrive in time?
else can I get my question answered? do that? more carefully.
• I’m excited to go to Europe! • It’s hard to trust Trip Advisor. Everyone is • Website experience is easy and friendly! • 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
• Will I be able to see everything I can? so negative. • Frustrated to not know sooner about which and Rail Europe won’t answer the phone. the middle of the night. my friends.
• What if I can’t afford this? • Keeping track of all the different products tickets are eTickets and which are paper tickets. • Stressed that the train won’t arrive on time for my
FEELING • Frustrated that Rail Europe won’t ship tickets connection.
• A bit annoyed to be dealing with ticket refund
• I don’t want to make the wrong choice. is confusing. Not sure my tickets will arrive in time. to Europe. • Meeting people who want to show us around is fun, issues when I just got home.
• Am I sure this is the trip I want to take?
• Happy to receive my tickets in the mail! serendipitous, and special.
Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability
EXPERIENCE 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 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 Help people get the help they Support people in creating their Enable people to plan over time. Visualize the trip for planning Arm customers with information Improve the paper ticket Accommodate planning and
proposition. need. own solutions. and booking. for making decisions. experience. 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, Engage in social media with Connect planning, shopping and Aggregate shipping with a Proactively help people deal Communicate status clearly at
more savvy travelers. explicit purposes. booking on the web. reasonable timeline. with change. all times.
STAGES: Global STAGES: Global STAGES: Planning, Shopping, Booking STAGE: Booking STAGES: Post-Booking, Traveling STAGES: Post-Booking, Post Travel
Information Stakeholder interviews Customer Experience Survey Ongoing, Linear Non-linear, but
non-linear process time based
sources Cognitive walkthroughs Existing Rail Europe Documentation
Experience Map for Rail Europe | August 2011
45. Five components:
- Lens
- Journey Model
- Qualitative insight
- Quantitative information
- Takeaways
46. Rail Europe Experience Map
Guiding Principles
People choose rail travel because it is Rail booking is only one part of people’s larger People build their travel plans over time. People value service that is respectful, effective
convenient, easy, and flexible. travel process. and personable.
Customer Journey
STAGES Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel
the lens
Enter trips Review fares Confirm Delivery Payment Review & Share experience
RAIL EUROPE Research destinations, routes and products Wait for paper tickets to arrive Activities, unexpected changes
Select pass(es) itinerary options options confirm Follow-up on refunds for booking changes
Destination Look up
pages Change Check ticket Share
time tables E-ticket Print
plans photos
p
status
at Station
Get stamp
pe Experience Map
Live chat for for refund Web
raileurope.com
Rail Euro
questions
Plan with Map itinerary
interactive map (finding pass) Share
experience
May call if Buy additional (reviews)
DOING tickets
difficulties
occur
Guiding Principles le’s larger
Kayak, View
only one part of peop
Blogs & web/
compare maps apps
Travel sites Print e-tickets
Rail booking is
airfare at home Paper tickets Plan/
se it is
arrive in mail Look up
oose rail travel becau
Web confirm
Peopel buildeths.ir travel
timetables Request
travle proc s e
Arrange activities Mail tickets
People ch
Talk with
plans over time.
Google Research refunds for refund
friends travel
searches
xible.
hotels
ope Experience con venient, easy, and fle
Map
• What is the easiest way to get around Europe? • I want to get the best price, but I’m willing to pay a • Do I have all the tickets, passes and reservations • Do I have everything I need? • I just figured we could grab a train but there are • Trying to return ticket I was not able to use. Not
• Where do I want to go? little more for first class. I need in this booking so I don’t pay more • Rail Europe website was easy and friendly, but not more trains. What can we do now? sure if I’ll get a refund or not.
THINKING • How much time should I/we spend in each • How much will my whole trip cost me? What are my shipping? when an issue came up, I couldn’t get help. • Am I on the right train? If not, what next? • People are going to love these photos!
place for site seeing and activities? trade-offs? • Rail Europe is not answering the phone. How • I want to make more travel plans. How do I • Next time, we will explore routes and availability
• Are there other activities I can add to my plan? • What will I do if my tickets don’t arrive in time?
else can I get my question answered? do that? more carefully.
iples
Customer Journey
• I’m excited to go to Europe! • It’s hard to trust Trip Advisor. Everyone is • Website experience is easy and friendly! • 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
Booking
• Will I be able to see everything I can? so negative. • Frustrated to not know sooner about which and Rail Europe won’t answer the phone. the middle of the night. my friends.
Shoppi • What if I can’t afford this? • Keeping track of all the different products tickets are eTickets and which are paper tickets. • Stressed that the train won’t arrive on time for my
FEELING
ng • Frustrated that Rail Europe won’t ship tickets connection.
• A bit annoyed to be dealing with ticket refund
Shopping
• I don’t want to make the wrong choice. is confusing. Not sure my tickets will arrive in time. to Europe. issues when I just got home.
Booking
• Am I sure this is the trip I want to take? • Meeting people who want to show us around is fun,
• Happy to receive my tickets in the mail!
g
Research & Plannin
serendipitous, and special.
Rail booking is on Post-Booking, Pre-Trav
STAGES el
Enjoyability Enjoyability
ly one part of peo
Enjoyability Enjoyability Enjoyability
Travel
Enjoyability
Review &
EXPERIENCE Relevance of Rail Europe
Enter trips
Relevance of Rail Europe
travel process. ple’sReview er s
larg fare
Relevance of Rail Europe
Enter trips
Relevance of Rail Europe Relevance of Rail Europe
Confirm
Relevance Paym t
Delivery of Rail Europe en
confirm
cts Review faresHelpfulness of Rail Europe
Helpfulness of Rail Europe
Confirm
Helpfulness of Rail Europe Helpfulness of Rail Europe
itinerary
Helpfulness of Rail Europe options of Rail Europe ns
Helpfulness optio
Delivery Payment
Select pass(es) itinch destinations,ns utes and productsReview &
ar erary optio ro Select pass(es)
Opportunities Rese options confirm Wait for paper tickets to
ney GLOBAL
RAIL EUROPE PLANNING, SHOPPING, BOOKING
arr ive
POST-BOOK, TRAVEL, POST-TRAVEL Activities, unexpected ch
ang
Communicate a clear value Help people get the help they Support people in creating their Enable people to plan over time. Visualize the trip for planning Arm customers with information Improve the paper ticket Accommodate planning and
proposition. need. own solutions. and booking. for making decisions. experience. booking in Europe too.
Destination Look up
Research & Plan
STAGE: Initial visit STAGES: Global STAGES: Global STAGES: Planning, Shopping
time tables
STAGES: Planning, Shopping STAGES: Shopping, Booking STAGES: Post-Booking, Travel, Post-Travel STAGE: Traveling
ning pages Change
Make your customers into better,
more savvy travelers.
Engage in social media with
explicit purposes.
Shopping Connect planning, shopping and
booking on the web.
Aggregate shipping with a
reasonable timeline. plans
Check ticket help people deal
Proactively
with change.
Communicate status clearly at
all times.
BooLive g at for status E-ticket Print
STAGES: Global Live chat forGlobal
STAGES: STAGES: Planning, Shopping, Booking STAGE: Booking kin ch STAGES: Post-Booking, Traveling STAGES: Post-Booking, Post Travel
questions at Station
y
raileurope.com questions Post-Booking, P
) Research destinat
re-Travelst
Get
Map itinerary sources
Information Ongoing, Linear Non-linear, but
ions, routes and pr Enter trips non-linear process time based
for ref
oducts an with
Pl Rev pa fa
(finding iewss)res
interactiv e map Confirm Delivery May call if
Experience Map for Rail Europe | August 2011
Select pass(es) Payment Review &
itinerary options difficulties
47. Rail Europe Experience Map
Guiding Principles
Customer Journey
STAGES Research & Planning Shopping
the model Booking Post-Booking, Pre-Travel Travel Post Travel
Enter trips Review fares Confirm Delivery Payment Review & Share experience
RAIL EUROPE Research destinations, routes and products Wait for paper tickets to arrive Activities, unexpected changes
Select pass(es) itinerary options options confirm Follow-up on refunds for booking changes
e Experience Map
Destination Look up
pages Change Check ticket Share
time tables E-ticket Print
plans status photos
at Station
Get stamp
Live chat for for refund Web
raileurope.com
questions
Plan with Map itinerary
s
interactive map (finding pass) Share
experience
May call if Buy additional (reviews)
DOING tickets
difficulties
occur
Kayak, View
Blogs & web/
compare maps apps
Travel sites Print e-tickets
airfare at home Paper tickets Plan/
Web arrive in mail Look up
confirm
timetables Arrange Request Mail tickets
Talk with activities
Google Research refunds for refund
friends travel
searches hotels
• What is the easiest way to get around Europe? • I want to get the best price, but I’m willing to pay a • Do I have all the tickets, passes and reservations • Do I have everything I need? • I just figured we could grab a train but there are • Trying to return ticket I was not able to use. Not
• Where do I want to go? little more for first class. I need in this booking so I don’t pay more • Rail Europe website was easy and friendly, but not more trains. What can we do now? sure if I’ll get a refund or not.
THINKING • How much will my whole trip cost me? What are my
doing
• How much time should I/we spend in each shipping? when an issue came up, I couldn’t get help. • Am I on the right train? If not, what next? • People are going to love these photos!
y
place for site seeing and activities? trade-offs? • Rail Europe is not answering the phone. How • I want to make more travel plans. How do I • Next time, we will explore routes and availability
• Are there other activities I can add to my plan? • What will I do if my tickets don’t arrive in time?
else can I get my question answered? do that? more carefully.
• I’m excited to go to Europe! • It’s hard to trust Trip Advisor. Everyone is • Website experience is easy and friendly! • 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
• Will I be able to see everything I can? so negative. • Frustrated to not know sooner about which and Rail Europe won’t answer the phone. the middle of the night. my friends.
esearch & Planning
FEELING • What if I can’t afford this?
• I don’t want to make the wrong choice. is confusing. Shopping
• Keeping track of all the different products
• Am I sure this is the trip I want to take?
tickets are eTickets and which are paper tickets.
Not sure my tickets will arrive in time. to Europe.
Booking
• Frustrated that Rail Europe won’t ship tickets • Stressed that the train won’t arrive on time for my
connection.
• Meeting people who want to show us around is fun,
Post-Booking, Pre-
• A bit annoyed to be dealing with ticket refund
issues when I just got home.
• Happy to receive my tickets in the mail! serendipitous, and special.
Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability
EXPERIENCE Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe
Enter trips Review fares Confirm Delivery
Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Review &
Payment Helpfulness of Rail Europe
Research destinations, routes and products Wait for paper ticket
Select pass(es) itinerary options options confirm
Opportunities
GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL
Communicate a clear value Help people get the help they Support people in creating their Enable people to plan over time. Visualize the trip for planning Accommodate planning and
proposition. Destination need. Look up own solutions. and booking.
Arm customers with information
for making decisions.
Improve the paper ticket
experience. booking in Europe too.
pages Change
STAGE: Initial visit STAGES: Global time tables Global
STAGES: STAGES: Planning, Shopping STAGES: Planning, Shopping STAGES: Shopping, Booking STAGES: Post-Booking, Travel, Post-Travel STAGE: Traveling
plans
Make your customers into better, Engage in social media with Connect planning, shopping and Aggregate shipping with a Proactively help people deal Communicate status clearly at
more savvy travelers. explicit purposes. booking on the web. reasonable timeline. with change. all times.
STAGES: Global STAGES: Global STAGES: Post-Booking, Post Travel
Live chat for
STAGES: Planning, Shopping, Booking STAGE: Booking STAGES: Post-Booking, Traveling
raileurope.com
questions
Plan with Map itinerary Information Ongoing,
non-linear
Linear
process
Non-linear, but
time based
sources
interactive map (finding pass)
Experience Map for Rail Europe | August 2011
