Methodology/approach: Contrary to current research in this field the context of this paper is a day-to-day continuous service; a journey using public transport. In line with the explorative character of the research aim; the study uses a qualitative approach. A special form of focus group interviews were conducted with the 24 travellers. The aim of the focus group discussion was to create an experience map consisting of design dimensions; which were subsequently specified with particular characteristics. The characteristics were categorised by the respondents into the different dimensions. In a second phase; these characteristics are rated according to their importance by the respondents.
Findings: Reliability; price and the schedule were the most important characteristics for the respondents; which were categorised by the respondents into different design dimensions. In the public transport context the dimensions Intangible artefacts and Technology seem to be of special importance.
Research limitation/implication: The study underlines that the customer perceives the environment holistically suggesting that the different dimensions of the environment are interdependent as perceived by customers.
Originality/value: The study contributes by providing a further development and deeper understanding of design dimensions available to service providers in order to design the service environment and the experience room supporting favourable customer experiences.
Keywords: Service experience; experience room; design dimensions; experience map