Customer Journey Mapping as a tool to gain micro-scale qualitative data The mobility ecosystem can be divided into three scales: Macro, meaning on a national or city- wide (legislative) level; Meso, meaning the (mobility) providers situated between (local) government and the users; And micro, directly in the behaviour or sphere of the user. The purpose of this approach is to gain an intricate and actionable understanding of the degree of mobility challenges in the selected target groups. Much research into mobility and excluded groups already exists. However, it is often focussed on quantitative data on a macro level (Xxxxxx, Xxxxxxxx, & Xxxxx, 2003) & (Xxxxx, 2006). This approach is shaped to provide more micro-level qualitative data suited to combating the unique problems of different target groups. Through this approach, it is possible to gain a grasp on not only what is perceived directly by the users as a problem, such as in round-tables or discussions, but the full course of actions that are or are not taken. Combining the user perspective as well as the expert’s knowledge will prove to be a good start towards creating effective solutions to decrease mobility exclusion in the selected target groups. Furthermore, due to the general lack of research into this topic on this level of depth (Jeekel, 2014) further research greatly adds to the basis of knowledge available. Employing CJM in this sense can give valuable insights and answers to specific situations, groups or questions. It should, however, be noted that it is very intensive, which leads to smaller sample sizes and narrows the scope of the project. CJM should then be employed not as a singular approach, but as a supplement to a larger approach with a greater scope such as a widely cast survey. DIGNITY will use a similar approach, with ten participants, that is divided into three steps; before the journey, during the journey, and after the journey. In the before journey costumer profiles are developed by a small survey. After that they need to figure out how to get to a predefined location. During the journey the participant is observed while traveling and asked to describe their level of emotion at certain activities. During the after journey an interview will follow to gain an understanding of the motivations of those scores and find practical challenges and barriers on a micro level based on real situations. Depending on the local situation in the pilot region the target group and type of journey will differ, but the...
Customer Journey Mapping. The next step in the DIGNITY framing method is to conduct a customer journey mapping. Customer Journey Mapping, hereafter referred to as “CJM”, is a research methodology to gain a deeper understanding of the interactions between a customer and a provider, and the activities a customer undertakes along its journey (Xxxxxxx & Xxxxx, 2018). CJM originated from the field of marketing (Singer, 2015) but is also used in a broader context like services and design (Xxxxxxxxx, Xxxxxxx, & Xxxxxxx, 2017) to obtain data based on past experiences. The purpose of this approach within DIGNITY is to gain an in-depth understanding of the practical mobility challenges faced by specific vulnerable-to- exclusion groups during a recurring journey. Even though existing research into mobility and excluded groups is already quite common, it is often focused on quantitative data on a macro level (Xxxxxx, xx.xx, 2003; Xxxxx, 2006). The approach used in CJM has been designed to provide micro-level data in a qualitative way. Because of the limitations to meet people physically due to the COVID-19 pandemic at the time of implementing this methodology within DIGNITY, an adapted methodology has been developed combining two qualitative research methods: an intake survey and an in-depth interview with the participant. More specifically, the CJM approach used within DIGNITY consists of three parts: • before the journey: first, general participant profiles are developed by conducting a small intake survey. After that, participants are asked to describe how they figure out their travel options towards a predefined location; • during the journey: the participant is asked to describe a journey based upon a past experience. In doing so, they are asked how they experience certain steps of their travel journey and how they would score their level of emotion for every step on a scale of 10. Without the physical limitations imposed by the COVID-19 pandemic, this second step would consist of an observation of the participant while performing the trip itself; • after the journey. finally, an in-depth interview with the participant aims to understand the reasons behind their scores and their specific needs improve their travel experience in general. For data reporting, the statements of each participant are linked to a standardized code P[#] whereby ‘P’ stands for Participant from a certain pilot region and '#’ represents the unique number of the individual participant. The scores related to these s...
