Modelling train travelers’ types of use for OUI.sncf
Meeting the users
We approached passengers inside and outside the train station, individually and in groups, in order to identify all their needs and specificities.
Methods are cross-referenced to collect a large variety of feedbacks from real users. First, inside the train station for interaction observations and short interviews. Then, through individual interviews to learn more about real practices. Finally, collectively, during focus groups, to discuss the different behaviors that were identified.
Comparing datas and professionals’ insights
After the field study we have organized a collaborative workshop with the teams to compare users data to their professional vision.
This collaborative work is complementary to the field-collected feedbacks. It is an opportunity to make the different professional visions converge. Marketing, product, studio design, customer satisfaction, and innovation teams were involved.
User profiles and user journey modelling
Following the analysis phase, we identified the different types of travelers and represented them with personas. Then, we mapped each step of the experience journey and we represented it by an experience map. A presentation of these deliverables during a plenary session helped the teams with their appropriation.
For internal distribution purposes, the medias have been re-edited using the OUI.sncf visual identity. They have been used as management support tools for the design teams in user-centered approaches.