User Profile

Family Profile

• Alok travels along with his Spouse, Child (3.5yrs old), Mother and
Father on an average of 5 times in a year. This includes both short
and long trips to various places across India.
Name : Mr. Alok Dave • His father resides in Junagadh and keeps traveling to Pune.
Age : 33 years
• Alok plans all the trips in advance and he books the tickets as much
Work : IT Professional advance as he can.
Family : Spouse, Child, • Everone in the family is aware of new generation gadgets and uses
Father, Mother Smart Phone. Alok and his father is well aware of online booking of
train tickets via IRCTC and other vendors.
City : Pune (MH)
 User Profile

Food - Habits and Constraints

Alok
• He is Vegetarian, but he eats Egg. He likes to taste all varieties
with medium spicy.
Spouse
Name : Mr. Alok Dave • She is Vegetarian but eats Egg. She likes spicy food and tries all
Age : 33 years varieties of food.
Work : IT Professional Daughter (3.5 Years)
Family : Spouse, Child, • She like Dal-Rice, Pizza and Yogurt, Ice Cream and other variety of
items. Alok & his wife prefers to give home food to her while they
Father, Mother are traveling.
City : Pune (MH) • At the same time If the taste of food purchased in the train is good
and quality is up to the mark then they don’t mind if they their
consumes that outside food.
 User Profile

Food - Habits and Constraints

Father & Mother
• His parents avoid spicy food and also Garlic and Ginger. Though it is
not a strict rule, if there is no option, they don’t mind having it to
ensure they are not left hungry.
Name : Mr. Alok Dave • Do not mind eating in a place where both Non-Veg and Veg dishes are
Age : 33 years cooked and served in a restaurant.

Work : IT Professional • Father does not use Ghee at all and consumes very less Salt. He
enjoys blend food which is made in Gujarati style and alternatively
Family : Spouse, Child, likes Punjabi dishes made of Paneer.
Father, Mother
• While traveling from Gujarat to Pune, they ensure to pack his food
City : Pune (MH) from home. If the arrangement was not made, then as an alternative
they consumes fruits as they prefers to be light on the diet while
traveling in train.
 User Profile

Pain Points
• Food for different age categories is not available, especially for
Babies/Toddlers and Kids.
• Can’t pre-book food while ticket booking.
• Food pricing is not transparent.
Name : Mr. Alok Dave
• Limited choices for food selection.
Age : 33 years
Work : IT Professional • Cannot tailor order food as per their diet requirement.
Family : Spouse, Child, • Food quality is not consistent with food prices.
Father, Mother • Availability of fresh food is questionable.
City : Pune (MH)
 User Profile

Desires
• Food should be priced in category of value for money.
• Options for Baby Food should be available.
• Easy way to pre-book food based on diet preference.
Name : Mr. Alok Dave • Pantry should be clean and hygienic.
Age : 33 years • Pantry staff should be neatly dressed and hygiene conscious.
Work : IT Professional
• Availability of local cuisine.
Family : Spouse, Child,
• Availability of fresh fruits on the train.
Father, Mother
City : Pune (MH)
 User Profile

Desires
• Food should be priced in category of value for money.
• Options for Baby Food should be available.
• Easy way to pre-book food based on diet preference.
Name : Mr. Alok Dave • Pantry should be clean and hygienic.
Age : 33 years • Pantry staff should be neatly dressed and hygiene conscious.
Work : IT Professional
• Availability of local cuisine.
Family : Spouse, Child,
• Availability of fresh fruits on the train.
Father, Mother
City : Pune (MH)
Journey Map
PHASE JOURNEY PREPARATION
Family of 5 (Alok, Spouse, Daughter, his
Father and Mother) leaves to Railway
Station for Annual Vacation.
Food is prepared for everyone including
Customer Journey the Daughter (3.5 Years old)
Starting Time to Railway Station is 18:00 Railway Station. Searching for
hours in the evening.
Child is excited about the vacation.
Parents are extremely happy.
Alok and Wife are worried about the
Emotions preparation since they need to
complete office duty and make sure
that everything neatly packed.
Enable user to book food along with the
ticket using IRCTC.
UX Opportunities Service to deliver home-cooked food at
delivery location or directly at Railway
station prior to train departure.
ONBOARDING EXPERIENCE
During the hurry of Taxi booking,
the bag containing baby food for
Daughter as well as food items from
his father and mother was left at
home.
This realization happened at
alternative suitable food all over
the platform and could not find
anything
Alok is tensed and angry about the
mistake they did.
Elderly parents are worried for their
granddaughter since soon will be
the dinner time.
Display Boards for Food Counters
Unable Purchase of Baby Food
Products on the Platform
JOURNEY EXPERIENCE
Child is crying and Grand
Parents are hungry
Alok decides to order food from
train pantry
Orders Dal Rice, Butter Milk and
Curd
Daughter is crying and getting
cranky.
Family is worried about how to
arrange her favourite food
items.
On demand booking for Food
items from adults.
Privilege for booking baby foods
(Milks, Cereals, Rice Items or
Fruit based Items)
DINING EXPERIENCE
Family manage with Dal Rice,
Butter Milk and Curd.
Family manages with snacks
during rest of the journey.
Non-availability of dining
accessories such as a table,
cutlery and etc.
Family is overall disappointed
from the food served from the
pantry.
Daughter was cranky and didn’t
slept throughout the night.
Provide decent use and throw
cutlery with food items, it could
elevate the overall experience.
Problem Statement

While travelling on trains in India, parents of new born

babies, toddlers and young kids don’t have a way to purchase
quality food and other items of little one’s daily need
Target Segment

• New age Parents.

• Tier-1, Tie-2 and Tier-3 City Residents
• Express Trains and Other elite Trains (Shatabdi / Rajdhani) Passengers
• Parents travelling with their Kid from 0 Years to 10 Years age range.
• Smart Phone Users
• Experience in Online purchase of items / services.
UX Goals

• Provide an Smart Phone Application based experience to an user who can

conveniently explorer our Inventory of food and other baby items (for kids
from 0 Year to 10 Years age range).
• User can optionally order one or more items using any of payments method
with the an expectation that items will get delivered at the train seat in the
estimated time provided at the time of making an order.
Story Board
Story Board

• Overall thought process behind the story board was that user will be surfing the
app on his/her smart phone and explore the inventory of items available at the
moment.
• He/she will then select specific items of their interest and add them in to cart
and proceed with checkout process, he/she will further provide PNR details to
validate the journey details and get the estimated time details by which items
will get delivered directly at the train seat.
• Once everything is satisfactory to the user, he will select one of the payment
method and create an Order.