OUI.sncf

Modelling train travelers’ types of use for OUI.sncf 

Client Brief

OUI.sncf wish to improve their understanding of their users’ habits, in order to conduct a large-scale study on experiential rupture, depending on the various touchpoints.
With this aim in mind, their teams would like to identify types of use and their associated journeys, using a qualitative approach, in addition to their customer database.

Year

2019

Expertise
  • Insight
Disciplines
  • Ethnographie
  • UX research
Tools

    01

    Meeting the users

    We approach 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.

    Une personne de l'équipe en train de faire un test utilisateur en gare de Pessac
    Une personne de l'équipe en train de faire un test utilisateur en gare de Pessac
    Une personne de l'équipe en train de faire un test utilisateur en gare de Pessac
    Une personne de l'équipe en train de faire un test utilisateur en gare de Pessac
    Une personne de l'équipe en train de faire un test utilisateur en gare de Pessac
    Deux personnes en atelier en train de positionner des post-it au mur
    Participant à l'atelier de oui.sncf
    Participant en train de voter pour les idées de conception qu'ils préfèrent
    Présentation d'un benchmark en atelier pour inspirer les participants
    Discussion entre participants de l'atelier
    Femme en train de lire ses idées sur les post-it
    02

    Confrontation with different professional views

    After the work done in the field, we organize a collaborative workshop with the teams to confront the user data to their professional vision.

    This collaborative work complements the feedback collected in the field, and is an opportunity to align the different professional visions. Marketing, product, studio design, customer satisfaction, and innovation teams are involved in particular.

    Trade workshop, persona co-design
    Trade workshop, persona co-design
    Trade workshop, experience map co-design
    Trade workshop, experience map co-design
    Trade workshop, persona co-design
    Trade workshop, experience map co-design
    03

    Modelling the profiles and the journey

    Following the analysis phase, we identify the types of travelers and represent them in the form of personas. Then, we map the entire experience journey (experience map), step by step. A presentation of these deliverables during a plenary session helps their appropriation.

    For internal distribution purposes, the media are re-edited using the OUI.sncf visual identity. They are used as management support tools for the design teams in user-centered approaches.

    OUI.sncf personas
    OUI.sncf personas
    OUI.sncf experience map, including the specificities for each persona
    OUI.sncf experience map, including the specificities for each persona
    A team that knows how to provide custom-made answers to the client’s needs. Real and good listening skills all along the project. Quality intervention with our team members.
    Romain Lagrafeuille, Market Research Analyst at OUI.sncf
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