SERVICE DESIGN From context to concept in the hospitality and tourism industry Design and the Service Experience David Bellona November 7, 2011 School of Visual Arts, Interaction Design program Kristin Breivik Christopher Cannon Tina Ye
RECAP: POST-TRIP SPACE Discover Post-trip Plan HOME AWAY Journey back Journey to Experience
RECAP: PERSONA TYPES & PSYCHOGRAPHICS Free-wheeling Suburban Young parents Freelancer College grad Retiree Hard worker PLANNING JOURNEY TO VACATION JOURNEY BACK ARRIVAL HOME ONE WEEK LATER Freelancer Retiree Hard worker College grad Parents
TAKEAWAYS FROM CONTEXT PHASE • Look at our service ecology through • Remember that there are ways to the lens of the opportunities accentuate the positive feelings rather than alleviating negative • Look for gaps where services feelings currently aren’t being offered • Try to get more insights into the • Look for potential business partner- feelings people have when antici- ships to create a more holistic pating and planning a vacation service experience
CONCEPT 1: STREAMLINE “ Come back to a home, not a hassle.”
STREAMLINE: DESCRIPTION Streamline allows customers to select important products they want to have on their vacation, but don’t want to travel back and forth with. Streamline ship preselected items directly to customers’ destinations, allowing the customers to travel lighter and try out a new products before they buy. Furthermore, by connecting services throughout the vacation cycle, Streamline empowers travelers with tools to get a head start with their post vacation chores.
STREAMLINE: OPPORTUNITIES FOUND OPPORTUNITY: There is little involvement between industries in the main phases of a vacation experience, for example: lodging > transportation > arrival. OPPORTUNITY: Give people a ‘fresh start’ on their regular life by prepping the home for their return.
STREAMLINE: VACATION MODEL Discover Post-trip Plan HOME AWAY Journey back Journey to Experience
STREAMLINE: STAKEHOLDERS WHO IS THE SERVICE FOR? WHO IS INVOLVED? • Urbanites taking domestic • Consumer product and clothing vacations manufacturers (Canon, Kolcraft) • Particularly young parents and – Ful F llment service (Shipwire) hard workers who live in an • Large chain hotels urban area (Hilton, Marriott) – Housekeeping, bellhop • Airlines (JetBlue, Virgin America) • Delivery services (Fresh Direct, Peapod, Safeway, Pink Dot) • Local laundry service • Streamline delivery service – Driver
STREAMLINE: WHY DOES THIS EXIST? CONSUMERS STAKEHOLDERS • Travel lighter with less items • New market: vacation product trials to pack • Advertising through product rentals • Test out new products • Rent-to-buy revenue stream • Don’t have to buy products • Competitive advantage speci F cally for vacation • Laundry gets cleaned and grocery shopping done for them
STREAMLINE: USER JOURNEY John and his family are planning for a vacation in the next Remembering a review from a friend and a brief writeup two months. He books a flight and accommodations on Mashable, he decides to opt-in for the service. “I‘ll give through Expedia. During the booking process, he discovers it a try“, he thinks, “It doesn‘t cost anything to signup.” Streamline.
STREAMLINE: USER JOURNEY Two weeks before his family‘s trip, John receives an email He checks off that he wants their laundry done when they from Streamline reminding him to select any items he needs get back. A week before they leave, he receives a laundry for their trip. He sees a list of items he can rent and checks bag from Streamline in the mail. They can use the bag for off what he needs: stroller, car seat, and a new raincoat their dirty clothes pickup. from L.L. Bean (forecast called for rain)
STREAMLINE: USER JOURNEY On the day they leave, he receives a notification on his phone While on the plane, he can use the Streamline app on his assuring him the items have been delivered to their hotel. in-flight entertainment system to check the status of their items. They‘re now waiting for them in their hotel room!
STREAMLINE: USER JOURNEY The whole family arrives at the hotel to find everything While on vacation, they use the items as if they were their they need waiting for them in the Streamline box. own. John takes a liking to the new raincoat; it comes in handy for a day of rain.
STREAMLINE: USER JOURNEY On the last day of vacation, John receives a reminder that When they leave, he‘s glad they don‘t have to worry about anything he wants to keep, he can bring home. Anything hauling their own stroller and car seat back home. He loves he doesn‘t want, he can leave in his hotel room. the new raincoat, so he asks his wife, and decides to keep it.
STREAMLINE: USER JOURNEY After they leave, the housekeeper takes the remaining Streamline receives the items, takes inventory, and charges items and puts them back in the Streamline box for return. John for what he‘s kept.
STREAMLINE: USER JOURNEY Meanwhile, on the flight home, John checks his laundry When John and his family get home, John dumps all the pickup time and decides to make arrangements for grocery dirty laundry into the Streamline laundry bag and sends it delivery from Fresh Direct when they arrive home. off to be washed. An hour later, Fresh Direct arrives with food for the next few days.
STREAMLINE: USER JOURNEY John and his family have the rest of the week to get back in the groove with food in the fridge, laundry getting done, and John styling his new raincoat.
CONCEPT 2: SKYCHAT “ Ask the plane—it’s better than any guide book!”
SKYCHAT: DESCRIPTION Airplanes are F lled with people in a con F ned space over a longer period of time. Yet all entertainment is geared towards the individual experience. On the very same G ight someone is usually going home to a place they know well, while others are going on vacation to the unknown. By providing an in- G ight chat service, we can let passengers connect and learn from each other while stuck in their plane seat.
SKYCHAT: OPPORTUNITIES FOUND INSIGHT: Transit home the hardest part. There could be ways to reduce stress and accentuate any positive feelings when returning home.
SKYCHAT: VACATION MODEL Discover Post-trip Plan HOME AWAY Journey back Journey to Experience
SKYCHAT: STAKEHOLDERS WHO IS THE SERVICE FOR? WHO IS INVOLVED? • Airline passengers in- G ight • Airline returning or going on vacation • Flight attendants • Freewheeling freelancer • In- G ight Entertainment provider • Passengers
SKYCHAT: WHY DOES THIS EXIST? CUSTOMERS • Relieves boredom on long G ights • For those traveling to a new place, in a unique, social way help answer questions and provide tips • Taps into a latent resource— empowers people to share local • Potential for building meaningful knowledge when it is most useful connections with other travelers • For those returning home from a fun vacation, help emphasize the positive feelings of coming home
SKYCHAT: WHY DOES THIS EXIST? STAKEHOLDERS • Competitive Advantage • Distinguishes airline from its competitors by providing unique • Air travel is a commodity: turn it in- G ight entertainment service into a differentiated good • Today, in- G ight entertainment is • Corner the market on today’s geared towards the individual. socially connected, tech-savvy Position airline as innovative younger audience: “At Virgin we know industry leader by disrupting the that our passengers are resourceful and whole idea of in- G ight entertain- willing to share... We can connect those ment, making it a social experience that are knowledgeable and proud of their home town with those that are curious about getting to know the best part of it.”
SKYCHART: USER JOURNEY Juliette is from Paris. She is visiting New York City for the Dan and Arianna are New Yorkers. They are coming back very first time. She‘s excited but unfamiliar with the city. from their honeymoon in Paris. They‘re sad their vacation is over.
SKYCHART: USER JOURNEY Juliette, Dan and Arianna are all aboard Virgin Atlantic The honeymooners are just starting to brace themselves Flight 702 from Paris to New York. for a long, tedious flight ahead when the screen in front of them lights up.
SKYCHART: USER JOURNEY A message appears: “Welcome to Virgin Atlantic! I‘m Stacy, Dan perks up and turns to Arianna. your flight attendant. I‘m curious: can anyone recommend Dan: “What about that place near our apartment?” a great Kosher deli in NYC?” Arianna: “Oh yeah... it‘s so much better than Katz‘s.”
SKYCHART: USER JOURNEY Arianna decides to reply. “Don‘t go to the overpriced touristy places like Katz‘s and Second Ave. Lansky‘s in our neighborhood the Upper West Side has the best Matzo ball soup in the world.”
SKYCHART: USER JOURNEY The reply pops up on everyone‘s screen, including She thinks, “What a good opportunity to get to know the Juliette‘s. She is pleasantly surprised. “There are New city before I land.” Yorkers on this plane!”
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