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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
qualitative research customers’ journeys POST-TRAVEL
qualitative research customers’ journeys POST-TRAVEL
qualitative research customers’ journeys POST-TRAVEL
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qualitative research customers’ journeys POST-TRAVEL Midwest UX '12: Mapping the Experience

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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

Veröffentlicht in: Design, Technologie, Unterhaltung & Humor
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