Assignment 1: Needfinding Grace O’Brien, Juliet Daniel, Belce Dogru, Angela Chen
1. Our Team Grace Juliet Belce Angela
Let’s take a trip ... Empathy Map + Introduction Interviews Insights - Team - 5 interviews - Say, Think, - Project Focus - 5 locations Do, Feel - Potential - Quotes - Insights & Users - Takeaways Needs 3
Travel Needs! What is the purpose of travel? Business, pleasure, research, commuting, school, excitement, connection. 4
Potential User Groups - Business travelers - Solo females - Budget travelers - Disabled - Mothers - Elderly - Families - Couples travel - Outdoor enthusiasts - Long distance relationships - Van lifers - Hotel staff - Students - Domestic abuse victims - Remote workers - People with pets - Exchange students - Picky eaters - Refugees - Religious travelers - Expats 5
Potential User Groups - Business travelers - Solo females - Budget travelers - Disabled - Mothers - Elderly - Families - Couples travel - Outdoor enthusiasts - Long distance relationships - Van lifers - Hotel staff - Students - Domestic abuse victims - Remote workers - People with pets - Exchange students - Picky eaters - Refugees - Religious travelers - Expats 5
Interview Questions Travelers - What are the most frustrating parts of traveling? - Tell me about a recent positive travel experience. Hotel Staff - How do you communicate with the rest of the hotel staff during working? - What are the most rewarding aspects of your job? - How does your hotel collect and respond to feedback from guests? From staff? 6
1. Interviews 5 users in 5 locations
Interview 1 WHO: SAMANTHA WHERE: Atlanta Airport WHY: Mother traveling with 8-months old baby
“ First time we traveled with a kid was very difficult, but now we have it down to a science. Maybe I should start a blog about it. 10
I1 Takeaways Friendliness from others can alleviate an uncomfortable travel experience, but in the same way lack of empathy from others (airport/airline staff and fellow travelers) can frustrate travelers. 11
Interview 2 WHO: ROSHNI WHERE: Plane from SFO > IND WHY: Salesforce business woman and traveling mom 12
“ The hardest part about traveling for business is being away from my family. Like all moms, I get worried. 13
I2 Takeaways When people travel, they need to stay connected to their family. They don’t want to lose out on precious experiences at home with loved ones. 14
Interview 3 WHO: AILEEN WHERE: Sheraton at Stanford, CA WHY: Hotel Concierge 15
“ [My favorite part] about working here would be meeting new people everyday. It’s nice when [guests] are enjoying giving you an insight in their lives. 16
I3 Takeaways Good communication is essential: hotels need to know the preferences of their regulars, and staff need to relay information to each other should any issues arise. 17
Interview 4 WHO: FEDERICO WHERE: Westin and Sheraton at Stanford, CA WHY: Perspective on serving guests from an experienced food & beverage worker 18
“ “The servers, the people, the housekeepers, the restaurant, the front desk, all feel like home. They take care of the guests with anything they need.” 19
I4 Takeaways Hotel staff are hired, trained, and incentivized to collaborate in catering to guests’ needs and preferences. They work together to collect, distribute, and act on guests’ information to make guests feel at home during their trip. 21
Interview 5 WHO: Steven WHERE: The Clement Hotel at Stanford, CA WHY: General Manager of a high-end, independent hotel 22
“ A lot of hotels are becoming business transactions. ‘Hospitable’ is that key root word. We use technology to help support us, but we try not to lose that human interaction.” 23
I5 Takeaways Hotels need to cater to a range of guest preferences. And to hotel staff, being “extra” isn’t an annoyance or imposition -- it’s an opportunity to make your experience extraordinary. 25
1. Empathy Map Say, Do, Think, Feel
SAY THINK - “We are like a family” - Accommodation is crucial - “Communication is key” - Travel can be lonely - “Tech can’t replace - Location/date dictate human connection” purpose of the hotel DO FEEL - Group and company deals - Travelers: Homesick - Go above and beyond - Staff: love their jobs 27
1. Conclusion Insights & Needs
“Because of the time Insight: change I’ll be back in Travelers miss their loved time to have dinner ones when away from home with my kids, Need: which is great!” Travelers need a way to stay connected with family or find a sense of home when away 29
“Technology supports Insight: us, it can’t replace Hotel staff don’t want to use human connection” technology to interact with guests, only to keep track of things Need: Technology needs to support human connection rather than replace it 30
“Communication is Insight: key when it comes to Hotel staff use meetings, hoteling” notes, and emails to communicate, but sometimes information is lost. Need: They need a way to remember guests’ needs 31
Thanks for listening!
APPENDIX
Interview Questions - How long have you been working at this hotel for? - How does working at this hotel make you feel? - Can you tell me about your everyday responsibilities at the hotel? - What are some of the most difficult aspects of your work? - Do you have special policies around guests with special needs? - What tools does your hotel currently use to operate? What about technological tools? - How do you communicate with the rest of the hotel staff during working? - Could you tell me about a time you helped a guest with a recommendation? - What would I find surprising about how you interact with guests? - When you travel and stay in other hotels, what do you think about / notice? - What’s the most ridiculous request you’ve gotten or accommodated from a guest? - How does your hotel collect and respond to feedback from guests? From staff? - What’s your relationship like with hotel aggregators?
Empathy Map SAY: - “ Non-chain hotels rely on word of mouth” - “Some guest are independent, some want to be served” - “We are like a family” - “I feel at home working here” - “Technology supports us, it can’t replace human connection” - “We have a great relationship with Stanford” - “Communication is key when it comes to hoteling” - “We need to keep relationships with those who are loyal” - “We want to be their home” - “I suck at booking things… I’m afraid of having to book/rebook” - “I’m super happy, because of the time change, I can have dinner with my kids when I get home” - 35
Empathy Map THINK: - Accommodation is important to hospitality - Thinking about attention to detail is important - Business people don’t care as much about the experience - Location and date dictates the purpose of a hotel - Attention to detail is crucial - Travelers from far away are prone to a difficult experience because of tiredness - Reviews are important for their bottom line - It is necessary to help people with disabilities - Travel can be lonely - Amazon can be used to get guests things they need quickly 36
Empathy Map DO: - Concierge greets the guest. They know the most about customers - They walk guests to a partner hotel if they overbook - They meet to discuss issues and guests before switching from AM to PM staff - Have group deals for companies - Go above and beyond to make things special (proposal, guitar, etc.) - Room placement is not random: profiles and needs - Send feedback surveys to their guests - Tailor experience to the person - Hotel owner would personally bring guests gifts - Staff attend school and classes for hospitality - The staff will bring wine to guests who mention being tired 37
Empathy Map FEEL: - Love their job because they get to meet new, interesting people - Enthusiastic about helping people who are “extra” - Travelers feel exhausted and drained - Excited to participate in special requests - Important for guests to feel at home - Love engaging in conversation with guests - Have a sense of belonging and security within hotel - Traveling with kids is tiring - Parents feel a sense of responsibility, guilt, and worry when away from their children - Some people want autonomy over their traveling plans - Traveling alone can be lonely 38
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