SERVICE DESIGN Context fi ndings and implications in the hospitality and tourism industry Design and the Service Experience David Bellona October 16, 2011 School of Visual Arts, Interaction Design program Kristin Breivik Christopher Cannon Tina Ye
WHY DO YOU GO ON VACATION? “ It’s like a blood transfusion. I go to recharge myself.”
HYPOTHESIS The post-trip space is under-served. There is an opportunity to help people make the sudden transition from vacation back to daily life.
HUNT STATEMENT In order to fi nd solutions to alleviate the harsh transition of returning home, we are going to identify the habits of people when on vacation to compare them to habits when they return. Through our research, we hope to fi nd ways to preserve the rituals of vacation after coming home, and thereby extend that “vacation feeling.”
VACATION MODEL Discover Post-trip Plan HOME AWAY Journey back Journey to Experience
RESEARCH METHODS USED Primary Secondary • Interviews with travelers • Personal travel blogs & Twitter • Questionnaire on last • Travel forums and magazines vacation taken • Survey of existing travel- • Site Survey of JFK Airport related services & technology arrival areas
TRAVEL INDUSTRY STATISTICS $99.2b $109k $1,320 5 11% Total spending by U.S. Average household Average spending Between 2008–2009, residents traveling income (down 6% per overseas vacation, pre-paid vacation abroad in 2009 from 2009) per person package usage declined Sources: http://www.tinet.ita.doc.gov/outreachpages/outbound.general_information.outbound_overview.html
STAKEHOLDER ECOLOGY AWAY BOOKING INDUSTRY Traditional agents l agents HOUSE MAINTENANCE SE MAINTENANCE Online travel agents/sites travel agents/sites House keepers (pets, plants, laundry) keepers (pets, plants, laundry) Neighbors Neighbors WORKPLA WORKPLACE Relatives Relatives Company Company VACATION INDUSTRY VACATION INDUSTR Boss & co-workers Boss & co-work TRANSPORTATION ANSPORTATION Publishers (books, magazines) Publishers (books, magazines Clients & custo Clients & customers INDUSTRY INDUSTRY Review websites Review websites Destination boards Destination boards Airlines Airlines TRAVELER(S) Car rentals Car rentals HOUSEHOLD HOUSEHOLD Bus & train companies Bus & train companies Family Family Public/mass transit Public/mass transit LODGING INDUSTRY LODGING INDUSTRY Roommates Roommates Hotels & motels Hotels & motels Timeshares Timeshares Hostels Hostels FOOD INDUSTRY OOD INDUSTRY COMMUNICATION HOME Grocery stores Grocery stores DESTINATION DESTINATION & CAPTURE Convenience stores venience stores ATTRACTIONS ATTRACTION Phone/con nection providers Restaurants taurants Sightseeing & recreation Sightseeing & r Mail providers Delivery (food & grocery) & grocery) Activity providers Activit Social networking sites Resorts Photo management
SERVICE ECOLOGY Shopping Food Planning Living space Transportation Entertainment Communication PLANNING JOURNEY TO VACATION JOURNEY BACK ARRIVAL HOME ONE WEEK LATER LODGING TRANSPORT TO... TRANSPORT Reception,Maid, BACK... Room service, DESTINATION PLANE Child care RESEACH Check-in kiosk, UNPACKING Websites, Guide books Luggage service, CAR/BUS/TRAIN Friends, Travel Agencies Security BOAT/CAB PLANE ACTIVITIES CHORES CAR/BUS/TRAIN TRANSPORT Laundry, BOAT/CAB Cleaning SHOPPING BOOKING Luggage service, Souvenirs Company websites, Rental FOOD ENTERTAINMENT Aggregation services Grocery stores, Restaurants/ FOOD RECONNECT AT WORK cafes Grocery stores, Emails, Calendar, Project REFRESHMENTS Restaurants/cafes, management services HOME PREP Take-out Laundry, Cleaning, COMMUNICATION Mail, Paying bills, REFRESHMENTS Phone carrier, Social Contact neighbors, networks, Location-based ENTERTAINMENT Friends RECONNECT AT HOME services, Photo sharing In flight, In cabs/buses, Phone, Emails, Photo services, Post office Outlets for personal curation and sharing gadgets services, Social networks PACKING INFO HUBS Info centers, Tour SHOPPING guides, Internet access, Locals
SERVICE ECOLOGY Shopping Food Planning Living space Transportation Entertainment Communication PLANNING JOURNEY TO VACATION JOURNEY BACK ARRIVAL HOME ONE WEEK LATER LODGING HOME PREP PLANE PLANE • Hotels (Mariott, Hilton) • Hamperville DESTINATION RESEACH • NY Housekeeping, • Airlines (United, Delta, Jet Blue) • Airlines (United, Delta, Jet Blue) • Motels • Petaholics • DK Guidebooks, Lonley Planet House Sitters America • TSA • TSA • KOA • Absolute Best Care, • Hush Hush, Trip Wiser • Care.com • Smarte Carte • Smarte Carte • B & B, Airbnb homes Aupair Care • Tripology, AAA • USPS • Vacation Sitters CAR/BUS/TRAIN BOAT/CAB CAR/BUS/TRAIN BOAT/CAB BOOKING • Greyhound, Peter Pan • Greyhound, Peter Pan • Classic Travel • MTA, Port Authority, Amtrak ACTIVITIES • MTA, Port Authority, Amtrak • BookIt, Cheap Tickets, Expedia, • Taxi Cab • Taxi Cab Hotwire, Priceline, Travelocity • Cruise Lines • Cruise Lines • Kayak, Hipmunk, Trip Cart SHOPPING • Airbnb Souvenirs REFRESHMENTS ENTERTAINMENT • Airport Vendors • In-flight Entertainment brands HOME PREP • Husdon News • Revosys (Taxis) • Hamperville • Apple, SanDisk, Sony FOOD • Petaholics FOOD • Diapers.com, Wag.com, • Fresh Direct, Peapod • Absolute Best Care, ENTERTAINMENT • Grocery Stores Yoyo.com, Soap.com • Seamless, Delivery.com, Aupair Care • In-flight Entertainment brands • Restaurants/cafes • Pink Dot (L.A.) MaxDelivery.com • NY Housekeeping, • Revosys (Taxis) House Sitters America • Apple, SanDisk, Sony • Care.com SHOPPING/FOOD • USPS INFO HUBS COMMUNICATION RECONNECT AT WORK • Fresh Direct, Peapod • Cellphone carriers • Cellphone carriers (At&T, Verizon) • Shutterfly, Snapfish, Kodak • Outlook, Google • Seamless, Delivery.com, (At&T, Verizon) • Facebook, Google + • Flickr, Picasa, Instagram • Basecamp MaxDelivery.com • Info centers • Twitter, Foursquare, GroupMe • USPS • Diapers.com, Wag.com, • Tour companies Yoyo.com, Soap.com • Pink Dot (L.A.)
SURVEY DEMOGRAPHICS 55 Respondants 23 Youngest age 69 37.5 Oldest age Average age
SURVEY DEMOGRAPHICS 29 38 60 rent urban domestic 26 14 40 own suburban international 3 rural HOME OWNERSHIP LOCATION DESTINATION
SURVEY DEMOGRAPHICS LIVES WITH... 23 Spouse 10 Significant other 10 Roommate 9 Children 8 Alone 7 Pets
ENVIRONMENT RESEARCH “ It’s nice to get home, but bittersweet.”
SITE OBSERVATIONS JFK International Airport October 11, 2011 Under-utilized space
AIRPORT TERMINAL SERVICES Mobile phone Welcome center Arcade games charger Luggage carts Extended layover Empty baggage Ground services Newsstand claim desk transportation
PERSONA TYPES Suburban Hard worker Retiree College grad Young parents Free-wheeling Freelancer
PSYCHOGRAPHICS
HARD WORKER HARD WORKER PLANNING JOURNEY TO VACATION JOURNEY BACK ARRIVAL HOME ONE WEEK LATER “When the plane landed I felt ready to get back to work.” “I rarely take vacations. It's almost looked down upon in my workplace.” “No food at home, you’re tired from traveling and you have to go to the store…”
SUBURBAN RETIREE PLANNING JOURNEY TO VACATION JOURNEY BACK ARRIVAL HOME ONE WEEK LATER “I like that feeling of coming home. Its as though you never left.” “The hardest part is getting in a cab, getting on a plane, and getting in another cab to come home.”
COLLEGE GRAD PLANNING JOURNEY TO VACATION JOURNEY BACK ARRIVAL HOME ONE WEEK LATER “When I got off the plane, I felt kind of relieved. I was ready to be home.” “I watered the plants. What else is there to do?”
YOUNG PARENTS PLANNING JOURNEY TO VACATION JOURNEY BACK ARRIVAL HOME ONE WEEK LATER “Everything revolves around the child, so you can’t do all the things that you want to do.” “In airports, it's stressful keeping track of a kid.”
FREELANCER PLANNING JOURNEY TO VACATION JOURNEY BACK ARRIVAL HOME ONE WEEK LATER “You look at familiar things with a new pair of eyes.” “For me, work is play and I mix work and play all the time.”
OVERALL PLANNING JOURNEY TO VACATION JOURNEY BACK ARRIVAL HOME ONE WEEK LATER Freelancer Retiree Hard worker College grad Parents
RESTATE HYPOTHESIS The post-trip space is under-served. There is an opportunity to help people make the sudden transition from vacation back to daily life.
INSIGHTS & OPPORTUNITIES INSIGHT: Not everybody dreads going back to work. Some feel refreshed and ready to go again for a while.
INSIGHTS & OPPORTUNITIES INSIGHT: Transit home the hardest part. OPPORTUNITY: Ways to reduce stress when returning home.
INSIGHTS & OPPORTUNITIES INSIGHT: Most people settle in to their daily routine quite quickly, and the vacation feeling seems far away a week after. OPPORTUNITY: Memory preservation—a way to encapsulate that positive feeling and remind you of what you have experienced.
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