Assignment 2 - Create a user journey map

Goal: Conduct interviews around air-travel experience and, based on the information collected, create a high-level user journey map. (sample persona and user journey map are provided for reference).

Context: Airport Management Co. UnchiUdaan has hired you to do some research to help them discover opportunities to improve the curbside to curbside air travel experience for frequent vacation travelers, to cut the time it takes completing various formalities at the airport, to cut costs, and to build a mutually rewarding ongoing relationship with their frequent flyers.

Core audience: UnchiUdaan has identified young frequent leisure travelers as their target audience. These are people between the ages of 20 – 35 (both male and female), who travel frequently, and are well versed with the air travel process.

Goal: Conduct interviews around air-travel experience and, based on the information collected, create a high-level user journey map.

 For this assignment you will be expected to:

1. Find 2-3 people in your group who have experience traveling by air.  Select diverse participants (with variation in gender, and/or travel experience).

2. Conduct an unstructured interview session with each participant to discover their experience while traveling by air.

3. Ask questions that help you know their needs, goals, activities, pain-points etc. at each step of their journey right from planning and booking travel, going through the airport, boarding the plane, being in the flight, and reaching the final destination. (I have shared a sample assignment from a former student in Canada).

4. Keep your questions open-ended to allow the participants to be as detailed and elaborate in their responses.

5. Ask follow-up probe questions to get clarity and specific details.

6. Analyze the responses to create a User Journey map with the following information –

1. Key touch points or steps in the journey
2. For each step –

                      i. The traveller goal(s)

                      ii. Key activities and tasks

                      iii. Challenges and pain-points

                      iv. Key user quotes

 Deliver the Journey map in the following format –

Your assignment should include:

1. An overview of your interview questions and answers
2. A completed journey map in table format