The booking service primarily focuses on the actual tour, and thereby overlooks that from a user’s perspective the tour is an entire journey starting before and ending after the actual guided tour. For many users, the journey starts on the website. Here, the presentation of the tours is both unclear and hard to find. It does not give users a clear impression of their options. The users’ journeys continue through the booking process, where the main challenge is to align the users’ expectations with the actual tour. If this fails it can affect the users’ experience of the tour itself and their general impression of SMK. After the guided tours, many users do not know many of the options available to them - here, the guides’ broad knowledge about SMK and art in general is not fully put into play.
The report is intended to be a substantial input for
further development internally at SMK.
further development internally at SMK.
So, the tour users book tours for different reasons, with different goals and thereby have different concerns. We have created af map over the users’s journey throughout the booking process and guided tour experience. This will provide SMK with an overview of the multiple touchpoints, user goals and experiences, as they are at the moment, and identify the current problem areas.
