Persona
Persona's needs
Map with user goals
User journey
Profile based on NRE PDA personas developed by Complete to build up details about their attitudes, behaviours and common tasks. Narrated in third person.
Distilled needs from the persona profile expressed in first person.
Identify the user goals from the Discovery stage that are more likely to be part of the persona's horizon given their attitudes and tasks.
Narration in third person of the user journey of the persona on an ideal site to accomplish the persona's goal. Outputs: 1st point of entry and functionality
Saadia's user journey: Saadia returns home from a client site
1
2
A
W
E
S
D
R F
Palm Treo
Your quickest route from where you are to HOME is: Walk to Canary Wharf tube Catch a westbound tube on the Jubilee Line Disembark at Bank Walk to City Thameslink station
Hello Saadia
T
- It is 35 meters to the tube -The next westbound tube is in 7 minutes at 9.45pm - Board the 3rd carriage from the front - Change at Bank and leave by Exit 4 - Walk 150m to City Thameslink
Y
G
H Q
Saadia is leaving Morgan Stanley's offices in Canary Wharf. She grabs her smartphone and holds down 3, the 'hotkey',she has assigned for travel information.
W
E
R
T
Y
Thanks to the phone's GPS capability, it has already identified where she is and is preconfigured to determine the fastest route to her front door.
6
Your nearest Starbucks is across the road from the station at 115 Threadneedle Street Do you want to order your usual coffee? Press 6. Q
Q
R
T
A
W
E
S
D
R F
T G
R
T
Y
Having disembarked at Bank, Saadia decides she could use a coffee so checks her phone
10
9 Palm Treo
Palm Treo
You have been charged for: 1 tall, skinny, decaf, hazelnut Latte to takeaway. ÂŁ2.29 will be charged to your Mobile Wallet account.
Warning: Your train is delayed. The 9.57 from Platform 3 is running 7 minutes late and is currently between Kings Cross and Farringden
-The train has 8 carriages - The train is currently 75% full
Y H
Y
Her phone tells her the nearest Starbucks outlet to her
E
8 Palm Treo
Do you want to order your usual coffee?
W
Updated dynamically, the phone gives Saadia detailed instructions to follow for her journey home
Walking briskly towards Canary Wharf tube she glances at the screen
Palm Treo
Fancy a coffee?
E
Q
7
Palm Treo
W
5
4
Palm Treo
Palm Treo
Q
3
Q
Saadia dashes across the road to Starbucks and holds down 6 on keypad, initiating the order of her usual coffee
W
E
R
T
Y
She swipes her phone against the reader which orders her regular choice and charges it to her Mobile Wallet account.
Q
W
E
R
T
Y
As she dashes down the escalator her phone tells her the 9.57 from Platform 3 is running late
Q
W
E
R
T
It also tells her additional details about the train.
Y
Saadia's user journey: Saadia returns home from a client site
1
2
4
Palm Treo
Palm Treo
Update: Your train has left Farringden and is 1 minute away from City Thameslink.
Update: You should arrive at Norwood Junction in 24 minutes at 10.25.
Q
She walks to the end of the platform in order to get on the 2nd carriage, the one that is closest to the exit at Norwood Junction, and sits down to drink her coffee.
3
W
E
R
T
Y
Her phones flashes up another signal to let her know that the train has now left Farringden and is 1 minute from City Thameslink.
Q
Saadia boards the train.
W
E
R
T
Y
Keen to know her estimated time of arrival she checks the phone which is constantly updating to reflect the real time progress of her journey.
5
Andy's user journey: An average day 1
2
3 The fastest route currently available: Train from Twickenham (at 6.50 which has just left Waterloo and is running on time) straight to Bracknell station and then get a cab to his appointment (which will cost £7.50) Estimated arrival time is
26th February 2007Breakfast meeting / Bracknell There are severe traffic delays on the M4 westbound. Estimated arrival at your destination is 10.17am
Q A
Andy wakes up at 6.15am and is already late. He has to be in Bracknell for a breakfast meeting so he dresses and jumps into his car and speeds to the station
W
E
S
D
R F
T G
Y H
Along the way he mounts his Blackberry into it’s cradle on the dashboard and it indicates to him that due to a major incident on the westbound M4, traffic is backing up for over a mile
Q
W
Arrving at Bracknell: 7.40am.
Q A
S
D
F
T G
Y
Q
H
A
Andy opts to take the suggested train and the phone purchases an E-ticket against his company Amex.
Entering the station, Andy scans his phone against the station gate-readers and he heads straight for Platform 3 to wait at the best spot to board as directed by his phone
W
E
S
D
R F
There are seats available in carriages 3, 5 and 9
Do you want to purchase a ticket for this journey? Press OK.
Q A
W
E
S
D
R
T
F
G
The following train is 82% full and will arrive at 7.05
Y
Q
H
A
W
E
S
D
R F
T G
Y H
Y
Andy reckons this is the best option and follows the route suggested to the station. The phone displays a message asking him if he wants to purchase a ticket for this train
Andy checks the details of the train to see if there is Wifi connectivity and phone sockets on board, he's also worried about whether or not he will get a seat but the phone reassures him
Blackberry
Update: Your train is running 3 minutes late and will arrive in 4 minutes and 27 seconds.
Single ticket from: Twickenham to Bracknell
R
T
The train is 76% full.
Blackberry
Your ticket has been purchased.
E
R
The Blackberry recommends the quickest route to his destination.
Blackberry
W
E
Blackberry
Blackberry
Blackberry screen
Blackberry
5
4
T G
Your reservation information: Seat no: H27 Carriage no: 3
Y
Q
H
A
He checks his phone to see where the train is, it tells him it’s slightly delayed.
W
E
S
D
R F
T G
Y H
Andy boards carriage number 3 and finds someone sitting in his seat,, thanks to the information displayed on his phone he is able to prove to everyone on board that the seat is rightfully his.
After Andy’s breakfast meeting, he chooses to drop in the Logica offices in North London.
Andy's user journey: An average day
Blackberry
Blackberry
You are 45 miles North of the LogicaCMG offices Catch a train from Welwyn Garden City station. Do you wants to call a cab to get to the station? Express Cars: 01235 765 439
Q A
W
E
S
D
R F
T G
4.08pm Bracknell to Euston
Your ticket has been purchased.
Wifi and Phone sockets on carriages 1-5
Single ticket from: Bracknell to Euston
No delays currently occurring on the Northern Line.
Y
Q
H
A
Leaving the meeting his checks his phone to establish his location in relation to the offices. The phone recommends a route and ask him if he want to call a cab.
Blackberry
W
E
S
D
R F
T G
Arrving at Bracknell: 4.46pm.
Y
Q
H
A
Andy declines to phone for a cab as the receptionist at the client site has already called one for him but he check the details of the train as well as the current state of the Northern Line.
W
E
S
D
R F
T G
Y H
He purchases an E-ticket that is valid for the Tube.
Initial Travel Results (real time)
Blackberry screen
From Query Page
Q
E
R
T
Blackberry
Palm Treo
The fastest route currently available: Train from Twickenham (at 6.50 which has just left Waterloo and is running on time) straight to Bracknell station and then get a cab to his appointment (which will cost ÂŁ7.50) Estimated arrival time is W
Further Details (Train, Route, Station)
Y
Your quickest route from where you are to HOME is: Walk to Canary Wharf tube Catch a westbound tube on the Jubilee Line Disembark at Bank Walk to City Thameslink station
Q
W
E
R
T
A
Palm Treo
You are 45 miles North of the LogicaCMG offices Catch a train from Welwyn Garden City station. Do you wants to call a cab to get to the station? Express Cars: 01235 765 439
- It is 35 meters to the tube -The next westbound tube is in 7 minutes at 9.45pm - Board the 3rd carriage from the front - Change at Bank and leave by Exit 4 - Walk 150m to City Thameslink
A
W
E
S
D
R F
T G
Q
E
R
D
F
T G
Y
Q
H Q
W
T
R
T
A Y
Blackberry
The train is 76% full. Wifi and Phone sockets on carriages 1-5
There are seats available in carriages 3, 5 and 9.
No delays currently occurring on the Northern Line.
A Y
E
4.08pm Bracknell to Euston
Q W
S
R
Blackberry
Y H
E
Do you want to purc a ticket for this journ Press OK.
-The train has 8 carriages - The train is currently 75% full
Y
Blackberry
Q
W
Blackberry
Palm Treo
26th February 2007Breakfast meeting / Bracknell There are severe traffic delays on the M4 westbound. Estimated arrival at your destination is 10.17am
Q
Buy Ticket
W
E
S
D
R F
T G
Y
Q
H
A
W
E
S
D
R F
T G
Y H
W
E
R
S
D
F
cket
Additional Service Request
ry
Confirmation / Booking Details
Blackberry
Palm Treo
urchase ourney?
Your ticket has been purchased.
Update: Your train is running 3 minutes late and will arrive in 4 minutes and 27 seconds.
Single ticket from: Twickenham to Bracknell
Seat no: H27 Carriage no: 3
Arrving at Bracknell: 7.40am.
T G
Y
Q
H
A
W
E
S
D
R F
T G
Y
Q
H
A
W
E
S
D
R F
T G
Y
Q
H
A
W
E
S
D
Q
H
A
Single ticket from: Bracknell to Euston Arrving at Bracknell: 4.46pm.
Q R
G
Y
Q
W
E
S
D
T
R F
T G
Update: You should arrive at Norwood Junction in 24 minutes at 10.25.
Y H Q
W
E
R
T
Y
Palm Treo
Palm Treo
Update: Your train has left Farringden and is 1 minute away from City Thameslink.
Warning: Your train is delayed. The 9.57 from Platform 3 is running 7 minutes late and is currently between Kings Cross and Farringden
Your ticket has been purchased.
You have been charged for: 1 tall, skinny, decaf, hazelnut Latte to takeaway. ÂŁ2.29 will be charged to your Mobile Wallet account.
E
F
T
Blackberry
Palm Treo
W
R
Palm Treo
Blackberry
Blackberry
Your reservation information:
Do you want to order your usual coffee?
(Real Time) Journey Alerts
A Y
W
E
S
D
R F
T G
Y H Q
W
E
R
T
Y
Q
W
E
R
T
Y
Loading
System Update (The NRE site is loading, please wait..)
General User Experience
User friendly interface (simple, maps real world experience)
Query
Results
Trains in next 24 hours
Arrival time
Train times within next 2 hours
Journey duration
Next train time
Avoid station
Number of carriages
More Details
Additional Services
Alternative routes
First and last services
Season Ticket Calculator
Onboard facilities
Passengers and Railcards
Increase interchange times
Non rail locations
Search for sleepers
Show final destination of train
Search for TOC specific service
Intermediate stops
Interchange points
Exclude Interchange Point
Recent Journeys