Meeting the users
Train travellers are met in and beyond stations, individually or in groups, to surface all their needs and individual characteristics.
We combine methods to gather a wide variety of real-user feedback. First in stations for observations of interactions and quick interviews. Then through individual conversations to explore actual usage in more depth. Finally in groups, in focus groups, to debate the different behaviours surfaced.
Crossing perspectives with the different roles
Following the fieldwork, a collaborative workshop with the teams lets us compare usage data with their stakeholder perspectives.
This collaborative work rounds out the field feedback and allows the different business views to align. The teams involved are marketing, product, design studio, customer satisfaction and innovation.
Modelling profiles and journeys
Following the analysis phase, we identify the traveller types, represented as personas. Then we map the whole experience journey (Experience Map) step by step. A debrief of these deliverables in plenary makes them easier to take up.
For internal sharing, these materials are produced in the OUI.sncf visual identity. They serve as steering tools for the design teams in efforts centred on users’ real needs.
A team that addresses customer needs in a highly tailored way. A genuine, strong level of listening throughout the project. A high-quality engagement with internal staff.