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"Customer Experience" refers to the value placed on products and services that extend beyond the functionality and convenience experienced by customers. This value has many aspects, and relates to impressions customers receive when coming into contact with the products and services, such as "comfortable impression," "pleasant surprise," "fulfillment," and "feeling of total safety." In order to improve the customer experience, it is necessary to effectively convey this value to the customer by developing hypotheses on customer expectations, and improving them through prototyping and evaluation.

Diagram of Process of Experience Design

  1. The "Concept & Survey" phase involves surveying and analyzing actual fundamental background data and context of use to identify the profiles of passengers, and then create the scenarios of the experiences to be sought, including high points, to develop hypotheses.
  2. The "Prototyping & Evaluation" phase involves designing and prototyping the interaction between trains and passengers while referring to the specific context of use highlighted in the hypotheses. The results are then evaluated to further improve the quality of this experience.
  3. The "Presentation" phase involves making proposals to establish information transmission produced through the effective use of a wide range of media, such as websites and advertising, to successfully convey this value to the customer.