SERVICE DESIGN From context to concept in the hospitality and - - PowerPoint PPT Presentation
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
Design and the Service Experience School of Visual Arts, Interaction Design program David Bellona Kristin Breivik Christopher Cannon Tina Ye November 7, 2011
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Young parents Hard worker Suburban Retiree College grad Free-wheeling Freelancer
PLANNING JOURNEY TO VACATION JOURNEY BACK ONE WEEK LATER ARRIVAL HOME Freelancer Retiree Hard worker College grad Parents
the lens of the opportunities
currently aren’t being offered
ships to create a more holistic service experience
accentuate the positive feelings rather than alleviating negative feelings
feelings people have when antici- pating and planning a vacation
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.
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.
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WHO IS THE SERVICE FOR?
vacations
hard workers who live in an urban area
WHO IS INVOLVED?
manufacturers (Canon, Kolcraft) – FulFllment service (Shipwire)
(Hilton, Marriott) – Housekeeping, bellhop
Peapod, Safeway, Pink Dot)
– Driver
CONSUMERS
to pack
speciFcally for vacation
shopping done for them
STAKEHOLDERS
John and his family are planning for a vacation in the next two months. He books a flight and accommodations through Expedia. During the booking process, he discovers Streamline. Remembering a review from a friend and a brief writeup
it a try“, he thinks, “It doesn‘t cost anything to signup.”
Two weeks before his family‘s trip, John receives an email from Streamline reminding him to select any items he needs for their trip. He sees a list of items he can rent and checks
from L.L. Bean (forecast called for rain) He checks off that he wants their laundry done when they get back. A week before they leave, he receives a laundry bag from Streamline in the mail. They can use the bag for their dirty clothes pickup.
On the day they leave, he receives a notification on his phone assuring him the items have been delivered to their hotel. While on the plane, he can use the Streamline app on his in-flight entertainment system to check the status of their
The whole family arrives at the hotel to find everything they need waiting for them in the Streamline box. While on vacation, they use the items as if they were their
handy for a day of rain.
On the last day of vacation, John receives a reminder that anything he wants to keep, he can bring home. Anything he doesn‘t want, he can leave in his hotel room. When they leave, he‘s glad they don‘t have to worry about hauling their own stroller and car seat back home. He loves the new raincoat, so he asks his wife, and decides to keep it.
After they leave, the housekeeper takes the remaining items and puts them back in the Streamline box for return. Streamline receives the items, takes inventory, and charges John for what he‘s kept.
Meanwhile, on the flight home, John checks his laundry pickup time and decides to make arrangements for grocery delivery from Fresh Direct when they arrive home. When John and his family get home, John dumps all the dirty laundry into the Streamline laundry bag and sends it
food for the next few days.
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.
Airplanes are Flled with people in a conFned space over a longer period of time. Yet all entertainment is geared towards the individual experience. On the very same Gight someone is usually going home to a place they know well, while others are going on vacation to the unknown. By providing an in-Gight chat service, we can let passengers connect and learn from each other while stuck in their plane seat.
INSIGHT: Transit home the hardest part. There could be ways to
reduce stress and accentuate any positive feelings when returning home.
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WHO IS THE SERVICE FOR?
returning or going on vacation
WHO IS INVOLVED?
CUSTOMERS
in a unique, social way
empowers people to share local knowledge when it is most useful
fun vacation, help emphasize the positive feelings of coming home
help answer questions and provide tips
connections with other travelers
STAKEHOLDERS
into a differentiated good
socially connected, tech-savvy younger audience: “At Virgin we know that our passengers are resourceful and willing to share... We can connect those that are knowledgeable and proud of their home town with those that are curious about getting to know the best part of it.”
competitors by providing unique in-Gight entertainment service
geared towards the individual. Position airline as innovative industry leader by disrupting the whole idea of in-Gight entertain- ment, making it a social experience
Juliette is from Paris. She is visiting New York City for the very first time. She‘s excited but unfamiliar with the city. Dan and Arianna are New Yorkers. They are coming back from their honeymoon in Paris. They‘re sad their vacation is over.
Juliette, Dan and Arianna are all aboard Virgin Atlantic Flight 702 from Paris to New York. The honeymooners are just starting to brace themselves for a long, tedious flight ahead when the screen in front of them lights up.
A message appears: “Welcome to Virgin Atlantic! I‘m Stacy, your flight attendant. I‘m curious: can anyone recommend a great Kosher deli in NYC?” Dan perks up and turns to Arianna. Dan: “What about that place near our apartment?” Arianna: “Oh yeah... it‘s so much better than Katz‘s.”
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.”
The reply pops up on everyone‘s screen, including Juliette‘s. She is pleasantly surprised. “There are New Yorkers on this plane!” She thinks, “What a good opportunity to get to know the city before I land.”
She types, “I‘m visiting New York for only 4 days (first time visitor). Should I visit the Upper West Side? Anything else I should see?” She doesn‘t have to wait long before the screen is flooded with replies: “You should go to Brooklyn!” “What are you interested in?” “The statue of liberty is waaaay overrated” “The New Museum has an art exhibit with a 102 foot slide!”
Juliette is delighted. “If I had known I could just ask the plane, I wouldn‘t have spent days reading guidebooks!” Meanwhile, Dan and Arianna are having a ball talking to the other passengers and bragging about all that New York has to offer. It might not be so bad coming home after all!
A week after coming back from a vacation a lot of people feel like it’s as if they never left. Memory Box is the service that can help bring back the memories from your vacation spot. Through sharing your itinerary, your favorite photos from the trip, and your personal preferences through an online service, Memory Box will gather gems from the place you visited and send you a care package with goods from the vacation destination.
INSIGHT: Most people settle in to their daily routine quite
quickly, and the vacation feeling seems far away a week after. Find ways to encapsulate that positive feeling and to remind the traveler of what he or she has experienced.
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WHO IS THE SERVICE FOR?
countries visited.
WHO IS INVOLVED?
vacation country
(Snapfish.com, Kodak)
(Amazon services)
CONSUMERS
memories of a vacation longer.
are sent right to their door, can subscribe
STAKEHOLDERS
tion model, consistent revenue for partners
memory box subscription
Lisa just got back from vacation in Italy. It was wonderful and relaxing and she is sad to be back. On Monday night, Lisa is talking to her friend about her first day back at work: “It‘s like I never left—I‘m so stressed
Her friend says “Well, you sort of can.” She tells Lisa about this service called “Memory Box.” Intrigued, Lisa checks out their website. “Memory Box: go on vacation again from home.” She sees that she can actually submit her favorite photos from the trip, and they‘ll become a handpicked box of goodies reflecting her experiences in Italy.
She is tempted and decides to place an order. First, the form asks for some basic trip info. Luckily she can just put in her Expedia confirmation number and the form automatically fills itself.
Then she checks off the types of things she likes: books, food and wine, art and fashion. Finally she picks out a box size. There are 3 different pricing
She then chooses her favorite photos from vacation and uploads them. Two days later, she gets an email notification that her box is ready to ship.
And a week later, it arrives! It‘s full of things from her trip: a package of the same strange cookies she ate in a small cafe...
...a scarf similar to the ones she saw Italian women wearing
...a framed picture of the view from her hotel room (How did they know? She didn‘t take that photo)...
...and various other goodies. She‘s surprised at how much she appreciates these items—especially since she never would have thought to get them while she was in Italy. She is so surprised and delighted by how thoughtfully assembled the box is, she posts a testimonial on the
STREAMLINE Come back to a home, not a hassle. SKYCHAT Ask the plane— it‘s better than any guide book! MEMORY BOX Extend that vacation feeling!
THANKS.