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
    Disciplines
    • Ethnographie
    • UX research
    Tools

      01

      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.

      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

      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.

      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

      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.

      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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