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Excited to share my vacation story with my friends.Meeting people who want to show us around is fun, serendipitous, and special.Stressed that the train wonвЂ™t arrive on time for my connection.I am feeling vulnerable to be in an unknown place in the middle of the night.Happy to receive my tickets in the mail!.Frustrated that Rail Europe wonвЂ™t ship tickets to Europe.Stressed that IвЂ™m about to leave the country and Rail Europe wonвЂ™t answer the phone.Frustrated to not know sooner about which tickets are eTickets and which are paper tickets.Website experience is easy and friendly!.Am I sure this is the trip I want to take?.

Keeping track of all the different products is confusing.

I donвЂ™t want to make the wrong choice.

Will I be able to see everything I can?.

EXPERIENCE Rail Europe Experience Map Kayak, compare airfare Google searches Research hotels Talk with friends Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Paper tickets arrive in mail People value service that is respectful, effective and personable. People build their travel plans over time. Rail booking is only one part of peopleвЂ™s larger travel process. Experience Map for Rail Europe | August 2011 STAGES DOING FEELING Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel People choose rail travel because it is convenient, easy, and п¬‚exible. From Service Blueprinting: A Practical Technique for Service InnovationД«ased. Service Design (in two sentences) Borrowed from Jamin HegemanД«ased. Examines the operations, culture, and structure of an organization for impact on service experience. Of whoвЂ™s doing how much HowвЂ™s this work getting done? System Engineers Operations Management Branding & Marketing Customer Service вЂњThe OrganizationвЂќ Straight-up Service Designers *BSДЄnd craft to the definition and orchestration of service experiences.

COMPETITION - Complete unscientific guessing.

Rates by planning and designing for service propositions, sequencing, and flow Overcoming SAG Increased customer loyalty and advocacy through human-centered planning of customer journeys across touchpoints and evidencing of customer value *BS

Increased customer acquisition and adoption.

Of future potential revenues and the wasted ad spend when a service doesnвЂ™t meet or exceed the expectations set with the customer. Of Services $40 Billion Ad Spend Service Anticipation Gap photo by Seal Beach AT&T Of Services $40 Billion Ad Spend photo by Seal Beach AT&T on the planning and design of services *BS International Monetary Fund, World Economic Outlook Database, April 2012: Nominal GDP list of countries.

Patrick Quattlebaum Design Director Why Service Design? Map theД®xperience Change the Machine Case: A Human Service Some Essential SkillsД®xperience Change the Machine Case: A Human Service Some Helpful TipsД¬ars Easy Payment Constant Feedback Reasonable Price Just in Time More Flexibility Streamlined Process Feedback Loop Fill Gaps in Schedule Bigger Market More Control.| Usability Stammtisch BerlinPresented to

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