Customer Journey

[Robert Donkers]

The Customer Journey

The goal of this session was to establish the future vision of the customer journey and see

what the first phases would look like. By discussing the scope of the customer journey, the

different roles become clear.

To start with, there are two different roles in delivering the customer journey to the client.

The operator and the provider. Like discussed in the intention agreement, the operator is

the bikeshare initiative and the provider is the platforms in which the different bikeshare

initiatives come together in one service to the customer.

There are three phases in the customer journey. Before use, using the bike and after use. As

discussed during this session:

First phase:

1. The customer establishes its own location
2. The customer opens the app
3.  In the app the customer goes through the following steps:
1. In the app the start and end destination should be filled in by the customer
2. In the app the starting time and duration should be filled in by the customer
3. In the app the customer should be able to filter to specifics what his/hers need is in the kind of service he/she expects
1. Private vs business
2. Electric bike vs mechanical bike
3. Stop-over vs no stop-over
4. Distance to bike
5. Price
4. The app should show the best solution following these filters
5. The app should show information about the operator
1. Price
2.  Where to find the bike / how to get to the bike
3. How to recognize the bike
4. How to open the bike
4.  Following the directions of the app the customer goes to the bike
   
1. Finding the bike, it can still stop the procedure
1. The bike could be broken
2. The bike could not be found
3. The bike does not fulfill the needs of the user

Second phase

1. The customer unlocks the bike
   
1. During the trip, the customer can:
1. Find information in the app about the best route to follow
2. Pauses the trip (if available by operator)

Third phase

1. If the customer arrives (or wants to stop) it can end the service.
   
1. How this works, differs per operator, the provider should show information how to end trip.
2. The customer should have the option to give feedback
3. The provider should show information about the trip
1. Total Time
2. Distance
3. Price
1. Is there already paid or not
4. Health

End of customer journey

In the following link you can find the customer journeys and the wireframes:

https://drive.google.com/open?id=1AIh6l3n1TtUJIuSzRD7z7j5Jy_FHMB2n

[Jacco Lammers]

Hi Robert,

First of all, thanks for your elaborate work on the customer journey. I have a few general remarks and questions about it:

- How do the proposed phases and customer journey relate to the requirements for operators (and providers) as part of the agreement?

- The proposed phases are a bit arbitrary, your might also include the 'end of use' into the second phase.

- The proposed customer journey is already quite elaborate. We might want to focus on the minimal supported customer journey first.

- Enclosed the order flow as we support it, this is not a minimal implementation, but already a step further.

And some specific ones:

First phase:

1. The customer establishes its own location

You mean "offline" right? Is this part of the supported customer journey? And it is not always the case (people might look for bikes on a location they will be visiting tomorrow)   

1. The customer opens the app
2.  In the app the customer goes through the following steps:
1. In the app the start and end destination should be filled in by the customer

Wow. Why? This could be an option, but can't you just check for bikes around a location first?

1. In the app the starting time and duration should be filled in by the customer

Again: why? Let's start with: here and now. As an option you might want to look at the future, but most operators offer services that support no reservations.

1. In the app the customer should be able to filter to specifics what his/hers need is in the kind of service he/she expects

Again: nice to have in some cases, but we a) not require this from the start from operators or providers. 

1. Private vs business

What is the difference in this context? 

1. Electric bike vs mechanical bike

Is this general/specific enough? Think about other bike properties like: hand-brake, gears, child-seat, etc. We might think about some specifications for the most common of these. I wouldn't require a filter. 

1. Stop-over vs no stop-over

This one is a bit unclear. What do you mean? I think if "pausing" your ride is possible? 

1. Distance to bike
2. Price
1. The app should show the best solution following these filters

As said: do not require a filter for now. 

1. The app should show information about the operator
1. Price
2.  Where to find the bike / how to get to the bike
3. How to recognize the bike
4. How to open the bike
1.  Following the directions of the app the customer goes to the bike
   

Directions are no requirement, I would say. 

1. Finding the bike, it can still stop the procedure

I think you should not be in a procedure at this point. You can support everything up to here with a map or a list of services and a page/screen with details about the service. 

1. The bike could be broken
2. The bike could not be found
3. The bike does not fulfill the needs of the user

Second phase

1. The customer unlocks the bike
   

This is quite important to elaborate a bit more on. This differs between the operators. Can you find a common flow that smooths the differences? 

1. During the trip, the customer can:
1. Find information in the app about the best route to follow

Not required 

1. Pauses the trip (if available by operator)

Third phase

1. If the customer arrives (or wants to stop) it can end the service.
   
1. How this works, differs per operator, the provider should show information how to end trip.

Because this is different per operator and a required part of the customer journey, it is a good idea to look into this flow in more detail. Which alternate flows are there? How many would you need to support each or at least the largest operators?  

1. The customer should have the option to give feedback
2. The provider should show information about the trip
1. Total Time
2. Distance

Not always available. Not required. 

1. Price
1. Is there already paid or not
2. Health

Not required.

[Robert Donkers]

Hi Jacco,

Thanks for the feedback,

This is a customer journey for the future, not for the first phases, These are separate in the attached link (customer journey --> Phase 1, Phase 2a and 2b) https://drive.google.com/open?id=1AIh6l3n1TtUJIuSzRD7z7j5Jy_FHMB2n

• What the separation is between what the provider and operator should deliver in this customer journey is not discussed yet
• The minimal customer journey is therefor also included in the folder/link

• We defined the following user case (a person is on a location and thinks: I need to go to (...) i want to do this with a bikesharing initiative)
  
• So yes, it knows its own location Offline
• Some operators need a starting and end location / time
• Private vs business relates back to what a user needs but also in billing, etc
• More characteristics to filter can be added as well, although some users may find these arbitrary / not useful
• Some operators does not offer a "pause" function
• Filter is currently not included in the Customer journey of Phase 1, 2a and 2b
• "Can you find a common flow that smooths the differences?" Definitely, many options are possible but not discussed during the sessions therefor not included in the wireframe. OPTION: frame inside the app that can be filled in by operators, for Mobike that could be filled with qr scanning, for others that could be filled with a list of what to do e.g. how to find the key for the bike
  
• Route is "nice to have" not a requirement
• "Because this is different per operator and a required part of the customer journey, it is a good idea to look into this flow in more detail. Which alternate flows are there? How many would you need to support each or at least the largest operators?" I Agree with this:
  
• Most smart locks does not need a software feature for this, trip is ended when locks closes
• ....
• ...
• Giving the opportunity to look back at your trip, was put as quite important. Something to discuss
• Health is "nice to have"

I hope I answered most of your feedback, some things are still to discuss. This is a nice "where do we go to" and it starts discussion. The customer journeys of phase 1, 2a and 2b are more to agree upon.