SERVICE DESIGN Context fi ndings and implications in the hospitality - - PowerPoint PPT Presentation
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
Context findings and implications in the hospitality and tourism industry
Design and the Service Experience School of Visual Arts, Interaction Design program David Bellona Kristin Breivik Christopher Cannon Tina Ye October 16, 2011 WHY DO YOU GO ON VACATION?
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 find 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
to find ways to preserve the rituals of vacation after coming home, and thereby extend that “vacation feeling.”
HOME
Discover Plan Journey to Experience Post-trip Journey back
AWAY
Primary
vacation taken
arrival areas
Secondary
related services & technology
Total spending by U.S. residents traveling abroad in 2009
Average spending per overseas vacation, per person
5 11%
Between 2008–2009, pre-paid vacation package usage declined
Average household income (down 6% from 2009)
Sources: http://www.tinet.ita.doc.gov/outreachpages/outbound.general_information.outbound_overview.html WORKPLACE
Company Boss & co-workers Clients & customers
HOUSEHOLD
Family Roommates
HOME AWAY
COMMUNICATION & CAPTURE
Phone/con nection providers Mail providers Social networking sites Photo management
HOUSE MAINTENANCE
House keepers (pets, plants, laundry) Neighbors Relatives
BOOKING INDUSTRY
Traditional agents Online travel agents/sites
VACATION INDUSTRY
Publishers (books, magazines) Review websites Destination boards
LODGING INDUSTRY
Hotels & motels Timeshares Hostels
DESTINATION ATTRACTIONS
Sightseeing & recreation Activity providers Resorts
FOOD INDUSTRY
Grocery stores Convenience stores Restaurants Delivery (food & grocery)
WORKPLA
Company Boss & co-work Clients & custo
HOUSEHOLD
Family Roommates
SE MAINTENANCE
keepers (pets, plants, laundry) Neighbors Relatives
TRAVELER(S) TRANSPORTATION INDUSTRY
Airlines Car rentals Bus & train companies Public/mass transit l agents travel agents/sites
VACATION INDUSTR
Publishers (books, magazines Review websites Destination boards
LODGING INDUSTRY
Hotels & motels Timeshares Hostels
DESTINATION ATTRACTION
Sightseeing & r Activit
OOD INDUSTRY
Grocery stores venience stores taurants & grocery)
ANSPORTATION INDUSTRY
Airlines Car rentals Bus & train companies Public/mass transit
PLANNING JOURNEY TO VACATION JOURNEY BACK ONE WEEK LATER ARRIVAL HOME
DESTINATION RESEACH Websites, Guide books Friends, Travel Agencies BOOKING Company websites, Aggregation services PACKING SHOPPING Laundry, Cleaning, Mail, Paying bills, Contact neighbors, Friends UNPACKING CHORES Laundry, Cleaning FOOD Grocery stores, Restaurants/cafes, Take-out RECONNECT AT WORK Emails, Calendar, Project management services RECONNECT AT HOME Phone, Emails, Photo curation and sharing services, Social networks PLANE COMMUNICATION Phone carrier, Social networks, Location-based services, Photo sharing services, Post office INFO HUBS Info centers, Tour guides, Internet access, Locals SHOPPING Souvenirs LODGING TRANSPORT ACTIVITIES Reception,Maid, Room service, Child care FOOD Grocery stores, Restaurants/ cafes ENTERTAINMENT ENTERTAINMENT REFRESHMENTS REFRESHMENTS In flight, In cabs/buses, Outlets for personal gadgets PLANE TRANSPORT TO... TRANSPORT BACK... Check-in kiosk, Luggage service, Security CAR/BUS/TRAIN BOAT/CAB CAR/BUS/TRAIN BOAT/CAB Luggage service, Rental HOME PREP
Shopping Planning Transportation Communication Entertainment Food Living space
PLANNING JOURNEY TO VACATION JOURNEY BACK ONE WEEK LATER ARRIVAL HOME
DESTINATION RESEACH
BOOKING
Hotwire, Priceline, Travelocity
HOME PREP
Aupair Care
House Sitters America
HOME PREP
Aupair Care
House Sitters America
CAR/BUS/TRAIN BOAT/CAB
PLANE
CAR/BUS/TRAIN BOAT/CAB
PLANE
SHOPPING/FOOD
MaxDelivery.com
Yoyo.com, Soap.com
COMMUNICATION
RECONNECT AT WORK
INFO HUBS
(At&T, Verizon)
LODGING
ENTERTAINMENT
ENTERTAINMENT
FOOD
MaxDelivery.com
Yoyo.com, Soap.com
REFRESHMENTS
FOOD
SHOPPING Souvenirs ACTIVITIES
Shopping Planning Transportation Communication Entertainment Food Living space
Respondants 23 Youngest age 69 Oldest age
Average age
38
urban
14
suburban
3
rural
LOCATION
60
domestic
40
international
DESTINATION
29
rent
26
HOME OWNERSHIP
LIVES WITH...
7 Pets 8 Alone 9 Children 10 Roommate 10 Significant other 23 Spouse
“ It’s nice to get home, but bittersweet.”
SITE OBSERVATIONS JFK International Airport October 11, 2011 Under-utilized space
AIRPORT TERMINAL SERVICES
Welcome center Extended layover services Arcade games Newsstand Mobile phone charger Empty baggage claim desk Luggage carts Ground transportation
Young parents Hard worker Suburban Retiree College grad Free-wheeling Freelancer
PLANNING JOURNEY TO VACATION JOURNEY BACK ONE WEEK LATER ARRIVAL HOME
HARD WORKER HARD WORKER
“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…” “When the plane landed I felt ready to get back to work.”
SUBURBAN RETIREE
PLANNING JOURNEY TO VACATION JOURNEY BACK ONE WEEK LATER ARRIVAL HOME
“The hardest part is getting in a cab, getting on a plane, and getting in another cab to come home.” “I like that feeling of coming home. Its as though you never left.”
COLLEGE GRAD
PLANNING JOURNEY TO VACATION JOURNEY BACK ONE WEEK LATER ARRIVAL HOME
“I watered the plants. What else is there to do?” “When I got off the plane, I felt kind of relieved. I was ready to be home.”
PLANNING JOURNEY TO VACATION JOURNEY BACK ONE WEEK LATER ARRIVAL HOME
YOUNG PARENTS
“In airports, it's stressful keeping track of a kid.” “Everything revolves around the child, so you can’t do all the things that you want to do.”
PLANNING JOURNEY TO VACATION JOURNEY BACK ONE WEEK LATER ARRIVAL HOME
FREELANCER
“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 ONE WEEK LATER ARRIVAL HOME 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.
INSIGHT: Not everybody dreads going back to work.
Some feel refreshed and ready to go again for a while.
INSIGHT: Transit home the hardest part. OPPORTUNITY: Ways to reduce stress when returning home.
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.
INSIGHT: Most people had to deal with chores once they got home,
which seems to speed the loss of the ‘vacation feeling.’
OPPORTUNITY: Give people a ‘fresh start’ on their regular life by
prepping the home for their return.
INSIGHT: The vacation industry is all about business partnerships. OPPORTUNITY: There is little involvement between industries in
the main phases of a vacation experience, for example: lodging > transportation > arrival.
through the lens of the
currently aren't being offered
partnerships to create a more holistic service experience
to accentuate the positive feelings rather than alleviating negative feelings
the feelings people have when anticipating and planning a vacation
THANKS.