Modelling train travelers’ types of use for OUI.sncf
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.
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.
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.