Journey mapping from a crew's perspective: Understanding rail experiences

Luis CR. Oliveira; Stewart Birrell; Rebecca Cain

doi:10.1016/j.apergo.2020.103063

Journey mapping from a crew's perspective: Understanding rail experiences

Luis CR. Oliveira, Stewart Birrell, Rebecca Cain

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4 Citations (Scopus)

238 Downloads (Pure)

Abstract

Technological developments present diverse opportunities to modernise services for the rail industry. Systems can be implemented to improve passengers’ experiences, but these may also affect the experiences of crew working on board trains. This first-of-a-kind research extends the concept of customer journey mapping as a design tool to understand the experiences of train crew. To produce these crew journey maps, interviews and user observation methods were adopted (N = 22). Results show that two main negative touchpoints for the crew occur at the platform-train interface and during revenue protection activities. This paper presents an innovative methodological contribution around journey mapping to better understand rail experiences, but revolving around the crew rather than the expected consumer experience. We conclude this paper proposing requirements for technological systems and indicate opportunities for the design of systems to generate human-centred improvements for the working practices and experiences of train crew.

Original language	English
Article number	103063
Journal	Applied Ergonomics
Volume	85
Early online date	1 Feb 2020
DOIs	https://doi.org/10.1016/j.apergo.2020.103063
Publication status	Published - May 2020

Bibliographical note

NOTICE: this is the author’s version of a work that was accepted for publication in Applied Ergonomics. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Applied Ergonomics, 85, (2020)
DOI: 10.1016/j.apergo.2020.103063

© 2020, Elsevier. Licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/

Funder

This research is performed as part of the “CLoSeR: Customer Loyalty and Dynamic Seat Reservation System” project, funded by RSSB/Innovate UK (Grant No 102483 ).

Keywords

Customer journey map
Qualitative study
Shadowing
Work satisfaction
User experience

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10.1016/j.apergo.2020.103063

Post-PrintAccepted author manuscript, 1.04 MBLicence: CC BY-NC-ND

Cite this

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title = "Journey mapping from a crew's perspective: Understanding rail experiences",

abstract = "Technological developments present diverse opportunities to modernise services for the rail industry. Systems can be implemented to improve passengers{\textquoteright} experiences, but these may also affect the experiences of crew working on board trains. This first-of-a-kind research extends the concept of customer journey mapping as a design tool to understand the experiences of train crew. To produce these crew journey maps, interviews and user observation methods were adopted (N = 22). Results show that two main negative touchpoints for the crew occur at the platform-train interface and during revenue protection activities. This paper presents an innovative methodological contribution around journey mapping to better understand rail experiences, but revolving around the crew rather than the expected consumer experience. We conclude this paper proposing requirements for technological systems and indicate opportunities for the design of systems to generate human-centred improvements for the working practices and experiences of train crew.",

keywords = "Customer journey map, Qualitative study, Shadowing, Work satisfaction, User experience",

author = "Oliveira, {Luis CR.} and Stewart Birrell and Rebecca Cain",

note = "NOTICE: this is the author{\textquoteright}s version of a work that was accepted for publication in Applied Ergonomics. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Applied Ergonomics, 85, (2020) DOI: 10.1016/j.apergo.2020.103063 {\textcopyright} 2020, Elsevier. Licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/ ",

year = "2020",

month = may,

doi = "10.1016/j.apergo.2020.103063",

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AU - Oliveira, Luis CR.

AU - Birrell, Stewart

AU - Cain, Rebecca

N1 - NOTICE: this is the author’s version of a work that was accepted for publication in Applied Ergonomics. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Applied Ergonomics, 85, (2020) DOI: 10.1016/j.apergo.2020.103063 © 2020, Elsevier. Licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/

PY - 2020/5

Y1 - 2020/5

N2 - Technological developments present diverse opportunities to modernise services for the rail industry. Systems can be implemented to improve passengers’ experiences, but these may also affect the experiences of crew working on board trains. This first-of-a-kind research extends the concept of customer journey mapping as a design tool to understand the experiences of train crew. To produce these crew journey maps, interviews and user observation methods were adopted (N = 22). Results show that two main negative touchpoints for the crew occur at the platform-train interface and during revenue protection activities. This paper presents an innovative methodological contribution around journey mapping to better understand rail experiences, but revolving around the crew rather than the expected consumer experience. We conclude this paper proposing requirements for technological systems and indicate opportunities for the design of systems to generate human-centred improvements for the working practices and experiences of train crew.

AB - Technological developments present diverse opportunities to modernise services for the rail industry. Systems can be implemented to improve passengers’ experiences, but these may also affect the experiences of crew working on board trains. This first-of-a-kind research extends the concept of customer journey mapping as a design tool to understand the experiences of train crew. To produce these crew journey maps, interviews and user observation methods were adopted (N = 22). Results show that two main negative touchpoints for the crew occur at the platform-train interface and during revenue protection activities. This paper presents an innovative methodological contribution around journey mapping to better understand rail experiences, but revolving around the crew rather than the expected consumer experience. We conclude this paper proposing requirements for technological systems and indicate opportunities for the design of systems to generate human-centred improvements for the working practices and experiences of train crew.

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KW - User experience

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Journey mapping from a crew's perspective: Understanding rail experiences

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Stewart Birrell

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Journey mapping from a crew's perspective: Understanding rail experiences

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Stewart Birrell

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