Page 1


TUNE ASIA A NEW, INTEGRATED EXPERIENCE OF TUNE GROUP’S SERVICES. PROJECT BY

UNIVERSITIES

SUPERVISORS

Tongji University

Andrea Carlon

Politecnico di Milano


Hell is a place where nothing coonects with nothing. Inferno


F. 1 Ready to leave

CONTENTS

Content ........................................................................................... p. 4 Figures ............................................................................................ p. 6 English abstract ................................................................... p. 8 Italian abstract .................................................................... p. 10 Chinese abstract ............................................................... p. 12 Introduction ............................................................................ p. 15 1. Declaration of intents ............................................ p. 16 1.1 It’s a pitch 1.2 The path 2. Approach ............................................................................. p. 22 2.1 “Systems thinking” vs. “Design thinking” 2.2 Service Design 2.3 Strategic Design 2.4 Corporate vs. Conglomerate 2.5 Conclusion 3. Southeast Asia .............................................................. p. 28 3.1 Growing possibilities 4 TUNE ASIA

4. Tune Group ......................................................................... p. 46 4.1 Tony Fernandes 4.2 Tune Ventures 4.3 Tune Air 4.3.1 AirAsia 4.3.2 AirAsiaGo.com 4.3.3 AirAsia Courier 4.3.4 KLIA2 4.3.5 AirAsia RedTix 4.3.6 AirAsia Cargo 4.3.7 AirAsia megastore.com 4.4 Tune Hotels 4.5 Tune Talk 4.6 Tune Money 4.7 Tune Sport 4.8 Koolred 4.9 Tune Tones 5. Case Studies .................................................................... p. 72 5.1 Amazon 5.2 Google 5.3 Apple 5.4 Poste Italiane


CONTENTS

6. Concepts .............................................................................. p. 86 6.1 One Brand 6.2 One account 6.3 Internet backbone 6.4 Smart travel community 6.5 Service hubs 6.6 Tune Bus 6.7 Compass 7. The New Journey ........................................................ p. 92 7.1 Style definition 7.2 Script 7.3 Storyboard 7.4 Art generation 7.5 Animation Bibliography ......................................................................... p. 158 5


FIGURES F. 1 Ready to leave page 5-6

F. 21 - Pasir Panjang Container Terminal - Singapore page 39

F.2 Departures - Singapore Airport page 9

F. 22 Girls taking pictures - Hong Kong page 40-41

F. 3 Partenze - Aeroporto di Fiumicino page 11

F. 23 Marina Bay night show - Singapore page 42-43

F. 4 Departures - Taipei International Airport page 13

F. 24 Malaysian traditional performer taking a break - KL page 45

F. 5 Check-in Assistant Taipei International Airport page 14

F.25 Tune Group’s Logo page 47

F. 6 Continuum’s global network - Continuum’s notebook page 16-17

F. 26 Tony Fernandes page 49

F. 7 AirAsia research in Continuum (top) page 19

F. 27 AirAsia Philippines’ first flight page 50-51

F. 8 AirAsia customer journey analisys in Continuum (bottom) page 19

F. 28 AirAsia Japan’s first flight page 52-53

F. 9 Flying to Kuala Lumpur from Hangzhou page 20-21

F.29 AirAsiaGo.com’s option page page 55

F. 10 The most relevant books i’ve read for this project page 22-23

F. 30 Tune Hotel - Ipoh, Malaysia page 57

F. 11 Map of Southeast Asia from Nationmaster.com page 29

F. 31 Mark Lankaster, CEO Tune Hotels page 60

F. 12 Traditional temples Bagan, Myanmar page 30

F. 32 Tune Hotels’ room in London page 61

F. 13 Petronas Twin Towers - Kuala Lumpur, Malaysia page 31

F. 33 Tune Talk booth at LCCT, Kuala Lumpur, Malaysia page 63

F. 14 Javanese farmer - Java, Indonesia page 32

F. 34 BIG Card from Tune Money page 65

F. 15 Girls shopping - Singapore, Singapore page 33

F. 35 Tony Fernandes and Team Lotus F1 page 67

F. 16 Sprawl outside Manila - Manila, Philippines page 34

F. 36 ABL scheme page 68

F. 17 - New development area - Kuala Lumpur, Malaysia page 35

F. 37 Philippines Patriot’s game page 68

F. 18 Commuter’s train - Jakarta, Indonesia page 36

F. 38 QPR’s logo page 69

F. 19 - Bullet train station - Hong Kong, China page 37

F. 39 Tony Fernandes page 69

F. 20 Tea fields - Bandung, Indonesia page 38

F. 40 Jeff Bezos, CEO Amazon.com page 73

6 TUNE ASIA


FIGURES

F. 41 Amazon.com’s Warehouse in Ohio, USA page 74

F. 62-65 Tune Asia snapshot: part 1 page 128-129

F. 42 Amazon.com’s Warehouse in Ohio, USA page 75

F. 66-68 Tune Asia snapshot: part 2 page 130-131

F. 43 Icons of Google’s services and products page 79

F. 69-71 Tune Asia snapshot: part 3 page 132-133

F. 44 & 45 Representation of Apple’s apps page 81-82

F. 72-73 Tune Asia snapshot: part 4 page 134

F. 46 Massimo Sarmi of Poste Italiane page 85

F. 74-76 Tune Asia snapshot: part 5 page 136-137

F. 47 Poste Italiane’s POS page 85

F. 77-78 Tune Asia snapshot: part 6 page 138

F. 48 Mock up of the final video page 93

F. 79-82 Tune Asia snapshot: part 7 page 140-141

F. 49a.b.c.d.e.f.g Mock up’s layers page 94-95

F. 83-86 Tune Asia snapshot: part 8 page 142-143

F. 50 Preliminary tests on tracing page 96-97

F. 87-89 Tune Asia snapshot: part 9 page 144-145

F. 51 Part of the Script page 98

F. 90-92 Tune Asia snapshot: part 10 page 146-147

F. 52 Storyboards page 100-109

F. 93-95 Tune Asia snapshot: part 11 page 148-149

F. 53 Tune Asia’s arts - Ming background page 110-111

F. 96-99 Tune Asia snapshot: part 12 page 150-151

F. 54 Tune Asia’s arts - Awareness & Acces, Trigger page 112-113

F. 100-102 Tune Asia snapshot: part 13 page 152-153

F. 55 Tune Asia’s arts - Booking, Plan page 114-115

F. 103-104 Tune Asia snapshot: part 14 page 154

F. 56 Tune Asia’s arts - Pre Check-in page 116-117

F. 105-107 Tune Asia snapshot: part 15 page 156-157

F. 57 Tune Asia’s arts - Check-in page 118-119 F. 58 Tune Asia’s arts - Flight page 120-121 F. 59 Tune Asia’s arts - Lodge page 122-123 F. 60 Tune Asia’s arts - Compass page 123-125 F. 61 My workstation at Continuum page 126-127

7


TUNE ASIA A NEW, INTEGRATED EXPERIENCE OF TUNE GROUP’S SERVICES.

8 TUNE ASIA


F.2 Departures Singapore Airport

ENGLISH ABSTRACT

9


TUNE ASIA UN NUOVO MODO PER FRUIRE DELL’UNIONE DEI SERVIZI DI TUNE GROUP.

10 TUNE ASIA


F. 3 Partenze Aeroporto di Fiumicino

ITALIAN ABSTRACT

PART 1: RESEARCH 11


TUNE ASIA

12 TUNE ASIA

TUNE GROUP


F. 4 Departures Taipei International Airport

CHINESE ABSTRACT

13


F. 5 Check-in Assistant Taipei International Airport

14 TUNE ASIA


INTRODUCTION

INTRODUCTION

15


1. DECLARATION OF INTENTS

1. 1 IT’S A PITCH!

16 TUNE ASIA


F. 6 Continuum’s global network Continuum’s notebook

1. DECLARATION OF INTENTS

“THIS PROJECT WAS GROOMED AS A POTENTIAL PITCH TO PUT FORWARD TO TUNE GROUP”

17


1. 2 THE PATH

18 TUNE ASIA


F. 7 AirAsia research in Continuum (top) F. 8 AirAsia customer journey analisys in Continuum (bottom)

1. DECLARATION OF INTENTS

19


F. 9 Flying to Kuala Lumpur from Hangzhou

1. DECLARATION OF INTENTS

WHICH ARE THE ELEMENTS AND OPPORTUNITIES THAT CAN MAKE THIS NEW USER EXPERIENCE A COMPLETE “DESIGN THINKING” INNOVATION?

21


2. APPROACH

2.1 “SYSTEMS THINKING” VS. “DESIGN THINKING”

“DESIGN THINKING IS A HUMAN-CENTERED APPROACH TO INNOVATION THAT DRAWS FROM THE DESIGNER’S TOOLKIT TO INTEGRATE THE NEEDS OF PEOPLE, THE POSSIBILITIES OF TECHNOLOGY, AND THE REQUIREMENTS FOR BUSINESS SUCCESS.” —TIM BROWN set of roots supporting the three

22 TUNE ASIA


F. 10 The most relevant books i’ve read for this project

2. APPROACH

23


2.2 SERVICE DESIGN

24 TUNE ASIA


2. APPROACH

2.3 STRATEGIC DESIGN

25


2.4 CORPORATE VS. CONGLOMERATE

26 TUNE ASIA


2. APPROACH

2.5 CONCLUSIONS

27


3. SOUTHEAST ASIA Southeast Asia or Southeastern Asia is

ECONOMY

28 TUNE ASIA


F. 11 Map of Southeast Asia from Nationmaster.com

CHINA

SH

AN

Naha

Kunming

Irrawadd y

Xi

Nanning

Mandalay

Hanoi

BURMA

Nay Pyi Taw

Gulf of Tonkin

LAOS Vientiane

Chiang Mai

THAILAND

g

Nakhon Ratchasima

P H I L I P P I N E Samar S

MALAYSIA

o ait Str

Ipoh

fM

Medan

cca ala

P

EG

U N

SINGAPORE

N

I

PEGUNUNG

C

Lombok Flores

KEPULAUAN ARU

S

Banda Sea

Flores Sea

A

Indian Ocean

Ambon

Buru

Makassar

Sumba

Ceram

C

A

Deepest point of Indian Ocean (-7258 m)

(AUSTRALIA)

Kendari

Sumbawa

Equator

Sorong

U

(AUSTRALIA)

J AV

Palu

L

R

Christmas Island

Denpasar Selat Lombok TREN CH

Halmahera

Molucca Sea

I N D O N E S I A

Semarang Madura Surbaya Java Malang Bali

Bandung

Nor Paci Oce

Sulawesi (Celebes)

Java Sea

Jakarta

Selat Sunda

PALAU

Manado

Banjarmasin

Palembang Billiton TanjungkarangTelukbetung N

YA

Melekeok

O

BA

SA

Davao

Celebes Sea

Tawau

Samarinda

Pulau Bangka

Cagayan de Oro Mindanao

Zamboanga Kota Kinabalu Sandakan

Borneo

ta ma ari tK Sela

A

KEPULAUAN MENTAWAI

Sumatra

Negros

Pontianak

Cebu City

M

G

Padang Pulau Siberut

Sibu Kuching

Johor Bahru Singapore Pekanbaru

Bandar Seri Begawan BRUNEI

Iloilo

Bacolod

Sulu Sea

MALAYSIA

Kuala Lumpur

UN

Pulau Nias

KEPULAUAN NATUNA

Kuantan

Panay

Palawan

CH

George Town

Great Channel

Philippine Sea

Luzon

TREN

Kota Baharu Kuala Terengganu

BABUYAN ISLANDS

Manila

Hat Yai

(INDIA)

(JAPAN)

Mindoro

SPRATLY ISLANDS

Phuket

Okino-torishima

INE

Gulf of Thailand

Tropic of Cancer

PP

Ho Chi Minh City Can Tho

DAITO¯ SHOTO ¯ (JAPAN)

ILI

Phnom Penh

(INDIA)

RY

Quezon City

South China Sea

Nha Trang

K K U

U

Y

U A U J Y (

PH

CAMBODIA

Andaman Sea

Baguio

VIETNAM

ANDAMAN ISLANDS

Cocos (Keeling) Islands

PARACEL ISLANDS

Bangkok

Dawei

Pulau Simeulue

Luzon Strait

Hainan Dao

Hue Da Nang

n ko Me

Udon Thani

Mawlamyine

NICOBAR ISLANDS

Hong Kong S.A.R. Macau Pratas S.A.R. Zhanjiang Island

Haiphong

R

Y

T'ai-nan Kao- Taiwan hsiung

Haikou

Rangoon

co Channel

GuangzhouShantou

Ma kas sar Stra it

Salwe en

Akyab

Pathein

Jiang

Taipei T'ai-chung

Ta iw an

Xiamen

GL.

ittagong

3. SOUTHEAST ASIA

Okinawa

Fuzhou

Myitkyina

NGL.

East China Sea

Str ait

NDIA

Changsha

JAPAN

T

tra apu Brahm

Hangzhou Ningbo

Shanghai Xingang

P

Yan g tz e

N UA

Chongqing

tze ng Ya

Wuhan

T R I P EN S A L N CH A N ) D S

D N Gong H E Mek

Hefei Chengdu

Dili

Arafura Sea

TIMOR-LESTE Timor

Kupang

Timor Sea

Darwin

Ashmore and Cartier Islands (AUSTRALIA)

Scale 1:32,000,000 Mercator Projection 0 0

AUSTRALIA

500 kilometers 500 miles

Boundary representation is not necessarily authoritative. Names in Vietnam are shown without diacritical marks.

Port Hedland Karratha

GREAT SANDY DESERT

Moun


F. 12 Traditional temples Bagan, Myanmar

INTRODUCTION

30 TUNE ASIA


F. 13 Petronas Twin Towers Kuala Lumpur, Malaysia

3. SOUTHEAST ASIA

31


F. 14 Javanese farmer Java, Indonesia

32 TUNE ASIA


F. 15 Girls shopping Singapore, Singapore

3. SOUTHEAST ASIA

33


F. 16 Sprawl outside Manila Manila, Philippines

34 TUNE ASIA


F. 17 - Kuala Lumpur’s new development area Kuala Lumpur, Malaysia

3. SOUTHEAST ASIA

35


F. 18 Commuter’s train Jakarta, Indonesia

INTRODUCTION

36 TUNE ASIA


F. 19 - Bullet train station Hong Kong, China

3. SOUTHEAST ASIA

37


F. 20 Tea fields Bandung, Indonesia

38 TUNE ASIA


F. 21 - Pasir Panjang Container Terminal Singapore, Singapore

3. SOUTHEAST ASIA

39


F. 22 Girls taking pictures in HK

40 TUNE ASIA


3. SOUTHEAST ASIA

POPULATION Southeast Asia has an area of

41


42 TUNE ASIA


3. SOUTHEAST ASIA

F. 23 Marina Bay night show Singapore

TOURISM

43


3.1 GROWING POSSIBILITIES

result is a population that keeps on

44 TUNE ASIA


F. 24 Malaysian traditional performer taking a break

3. SOUTHEAST ASIA

45


4. TUNE GROUP

46 TUNE ASIA


F.25 Tune Group Logo

4. TUNE GROUP

47


4.1 TONY FERNADES

48 TUNE ASIA


F. 26 Tony Fernandes AirAsia’s Group Chief Executive Director

4. TUNE GROUP

49


50 TUNE ASIA


4. TUNE GROUP

F. 27 AirAsia Philippines’ first flight

4.2 TUNE VENTURES

4.3 TUNE AIR

51


4.3.1 AIRASIA

52 TUNE ASIA


F. 28 AirAsia Japan’s first flight

4. TUNE GROUP

53


F.29 AirAsiaGo.com option page

4.3.2 AIRASIAGO.COM

54 TUNE ASIA


4. TUNE GROUP

55


4.3.3 AIRASIA COURIER

4.3.4 KLIA2

56 TUNE ASIA


4. TUNE GROUP

4.3.5 AIRASIA REDTIX

4.3.6 AIRASIA CARGO

queue is a thing of the past!

4.3.7 AIRASIA MEGASTORE

57


4.4 TUNE HOTELS

58 TUNE ASIA


F. 30 Tune Hotels Ipoh, Malaysia

4. TUNE GROUP

59


F. 31 Mark Lankaster CEO Tune Hotels

60 TUNE ASIA


F. 32 Tune Hotels’ room London

4.INTRODUCTION TUNE GROUP

61


4.5 TUNE TALK

The birth of Tune Talk is the Tune Talk is set to enter other Asean

62 TUNE ASIA


F. 33 Tune Talk booth LCCT, Kuala Lumpur, Malaysia

4. TUNE GROUP

63


4.6 TUNE MONEY

64 TUNE ASIA


F. 34 BIG Card from Tune Money

4. TUNE GROUP

65


4.7 TUNE SPORT

66 TUNE ASIA


F. 35 Tony Fernandes and Team Lotus F1

4. TUNE GROUP

67


F. 36 ABL scheme F.37 Philippines Patriot’s game

68 TUNE ASIA


F. 38 QPR’s logo F. 39 Tony Fernandes

4. TUNE GROUP

69


4.8 KOOLRED

70 TUNE ASIA


4. TUNE GROUP

4.9 TUNE TONES

71


5. CASE STUDIES 5.1 AMAZON: CUSTOMER TRACKING AND MULTI-LEVELED E-COMMERCE

72 TUNE ASIA


F. 40 Jeff Bezos CEO Amazon.com

5. CASE STUDIES

73


74 TUNE ASIA


F. 41 Amazon.com’s Warehouse in Ohio, USA

5. CASE STUDIES

75


76 TUNE ASIA


F.42 Amazon.com’s warehouse in Ohio, USA

5. CASE STUDIES

77


5.2 GOOGLE: ONE ACCOUNT, MULTIPLE INTERCONNECTED SERVICES Google is also one of the best

78 TUNE ASIA


F. 43 Icons of Google’s services and products

5. CASE STUDIES

79


5.3 APPLE: LOCK-IN MECHANISM AND THE ECOSYSTEM OF PRODUCTS

80 TUNE ASIA


F. 44 Representation of Apple’s apps

5. CASE STUDIES

81


82 TUNE ASIA


F. 45 Representation of Apple’s apps

5. CASE STUDIES

83


5.4 POSTE ITALIANE: INTERCONNECTED SERVICES AND PHYSICAL TOUCHPOINTS

rates in the ASEAN is one of the

84 TUNE ASIA


F. 46 Massimo Sarmi of Poste Italiane F. 47 Poste Italiane’s POS

5. CASE STUDIES

85


6. CONCEPTS

6.1 ONE BRAND

86 TUNE ASIA


6. CONCEPTS

6.2 ONE ACCOUNT 6.3 INTERNET BACKBONE

that integrates all the other existing

87


6.4 SMART TRAVEL COMMUNITY

88 TUNE ASIA


6. CONCEPTS

6.5 SERVICE HUBS

89


6.6 TUNE BUS

90 TUNE ASIA


6. CONCEPTS

6.7 COMPASS

91


7. THE NEW JOURNEY

92 TUNE ASIA


F. 48 Mock up of the final video

7. THE NEW JOURNEY

93


7.1 STYLE DEFINITION

94 TUNE ASIA


7. THE NEW JOURNEY F. 49d Mock up’s layers Layout F. 49a Mock up’s layers Photo

© 2012 Continuum LCC | Proprietary & Confidential

F. 49e Mock up’s layers Mood Graph (deleted)

F. 49b Mock up’s layers Outline

© 2012 Continuum LCC | Proprietary & Confidential

BOOKING The booking process is orum quatius eum ipsamus estempos ad est dolorati dem. Name conserro temolessita dolutat usamus am fugitaera atet pa versperionem re comniate essenis ratquae verepellam

F. 49f Mock up’s layers Side Panel

THE FIRST THING IS THIS. THIS IS THE SECOND AND IT STAYS ON 2 LINES THEN THERE IS THE 3RD ONE AND ITS ALSO LONG

© 2012 Continuum LCC | Proprietary & Confidential

BOOKING The booking process is orum quatius eum ipsamus estempos ad est dolorati dem. Name conserro temolessita dolutat usamus am fugitaera atet pa versperionem re comniate essenis ratquae verepellam

F. 49c Mock up’s layers Colors F. 49g Mock up’s layers Phone Panel

THE FIRST THING IS THIS. THIS IS THE SECOND AND IT STAYS ON 2 LINES THEN THERE IS THE 3RD ONE AND ITS ALSO LONG

© 2012 Continuum LCC | Proprietary & Confidential


96 TUNE ASIA


F. 50 Preliminary tests on tracing

7. THE NEW JOURNEY

97


Background The year is 2015. Ming is a second year university student in

He signed up for his first credit card, True Money Visa, when

Ming is planning to visit his aunt in Surabaya, Indonesia ove

Ming is using his iPhone, his high school graduation present Journey node

Touch Point

Action

1 Awareness and access

Big loyalty programme /Debit Card Application /Tune Money

Air Asia sponsors a famous basketball dunk show named "Free Fly" in Ming's collection program that earns free fligh since he needs a fast and reliable way t [P] The account is free to open and cha Ming fills the application and gets his d

2 Trigger

Big loyalty program

After using the Tune Money card for s notifying him that he has collected en believe he had to do nothing more th

3 Booking

Air Asia GO

Ming decides to use this ticket for vis found some cheap flight from Suraba way back. When booking the flight, th (Luggage, Meal, Seat), and 3 travel o Carpet). Those also have some pull-d options, but only when he wants them decides to book a window seat to see and to subscribe to Compass to be gu needs local tips.

4 Plan

website - travel planner

After the flight booking, the system a The travel planner is so easy to use a the travels and connections, and also travelers recommendations! (on the generated content" inside the travel p

7.2 SCRIPT

98 TUNE ASIA

5 Pre Check-in bus (wifi enhanced bus)/Tune Money

He decides to go to the airport with th pick him up from home and it cost wa reminds the passangers that there is network and buy the travel insurance tune group websites are available for demand) [P] There is some free choc uses the the TuneBus in Penang! Wha

6 Check-in

After checking in with his mobile, he time. In the main hall he immediately he has about 45 minutes, he decides displaying some local designer handc version of the typical palms of Penang buys a pair of small earrings for her a local food from his region... this make meal for his flight.

red kiosk


7. THE NEW JOURNEY

F. 51 Part of the Script

n Penang, Malaysia. Both his parents are working in a resort in Lankawi.

n the Big Red Van was visiting the campus last year.

er the holidays, and visit some friends in KL on the way back.

t from his family last year PC/phone screeen

emotions

actors

Set

Movable Kiosk, excitement for the Ming/Basketball University's Players/Audience Basketball arena papers(application), basketball game Tune money card

team in southeast Asia. They hold a slam university to promote their BIG points hts. [P] Ming decides to open the account to receive pocket money from his parents. arges no annual fees. During the show, debit card.

some months, Ming gets an email nough points for a free flight! He can't han using his card!

Prop

free flight email

excited for the free Ming flight, surprised it was so easy to get

home

siting his aunt in Surabaya. And since he Flight selecting/one SmartphoneApp/ aya to KL, he decides to stop in KL on the account/Main Profile Website he system simply shows 3 flight options options (Insurance, Compass and Red down menus that shows more service m. Since he is flying for the first time, he e the panorama by adding only 6 Ringit, uided during his travel if he get lost or

everything feels easy and streamlined

In front of the computer

automatically shows the travel planner. travel and helps him understand the timing of timeline(schedule) o suggests local activities based on fellow page we see "full trips reports", "user planner tab)

SmartphoneApp/ Website

he TuneBus since they can conveniently ay less than a taxi. The bus driver wi-fi onboard. He can access the e that his mom reccomended (only the r free, regular internet will be oncolate covered durian for everyone that at a nice way to start a vacation!

SmartphoneApp

he can easily plan Ming In front of the his trip, he never computer traveled alone, the planner makes him feel more confident about his trip success the Convenience of Ming/Driver/Pass Tune Bus the bus and the engers flexibility of the taxi! That little local food made him start well the day

Travel details/ Add Insurance

is on the airside of the terminal in no Travel details/ Prey spots a big red kiosk of AIRASIA. Since purchase Meal to go check it out. [P] The kiosk is Onboard crafted jewelry depicting an artistic g (like in the city's coats of arms!). He aunt. [P] The kiosk is also selling some es him hungry and he decides to book a

SmartphoneApp/ Website/ Mail

Departure KIOSK, curiosity for the smartphone app Local art / souvenir in the kiosk

Ming

Ming/Air Asia Staff/Other Customers

Red Kiosk


7.3 STORYBOARD

100 TUNE ASIA


F. 52 Storyboards (this and next pages)

7. THE NEW JOURNEY

101


102 TUNE ASIA


104 TUNE ASIA


105


106 TUNE ASIA


107


108 TUNE ASIA


109


7.4 ART GENERATION

110 TUNE ASIA


F. 53 Tune Asia’s arts Ming background

7. THE NEW JOURNEY

111


112 TUNE ASIA


F. 54 Tune Asia’s arts Awareness & Acces, Trigger

7. THE NEW JOURNEY

113


114 TUNE ASIA


F. 55 Tune Asia’s arts Booking, Plan

7. THE NEW JOURNEY

115


116 TUNE ASIA


F. 56 Tune Asia’s arts Pre Check-in

7. THE NEW JOURNEY

117


118 TUNE ASIA


F. 57 Tune Asia’s arts Check-in

7. THE NEW JOURNEY

119


120 TUNE ASIA


F. 58 Tune Asia’s arts Flight

7. THE NEW JOURNEY

121


122 TUNE ASIA


F. 59 Tune Asia’s arts Lodge

7. THE NEW JOURNEY

123


F. 60 Tune Asia’s arts Compass

124 TUNE ASIA


7. THE NEW JOURNEY

125


7.5 ANIMATION

126 TUNE ASIA


F. 61 My workstation at Continuum during the Storyboard

7. THE NEW JOURNEY

127


F. 62 - Tune Asia: snapshot 1.1 F. 63 - Tune Asia: snapshot 1.2

128 TUNE ASIA


F. 64 - Tune Asia: snapshot 1.3 F. 65 - Tune Asia: snapshot 1.4

7. THE NEW JOURNEY

129


F. 66 - Tune Asia: snapshot 2.1 F. 67 - Tune Asia: snapshot 2.2

130 TUNE ASIA


F. 68 - Tune Asia: snapshot 2.3

7. THE NEW JOURNEY

131


F. 69 - Tune Asia: snapshot 3.1 F. 70 - Tune Asia: snapshot 3.2

132 TUNE ASIA


F. 71 - Tune Asia: snapshot 3.3

7. THE NEW JOURNEY

133


F. 72 - Tune Asia: snapshot 4.1 F. 73 - Tune Asia: snapshot 4.2

134 TUNE ASIA


7. THE NEW JOURNEY

135


F. 74 - Tune Asia: snapshot 5.1 F. 75 - Tune Asia: snapshot 5.2

136 TUNE ASIA


F. 76 - Tune Asia: snapshot 5.3

7. THE NEW JOURNEY

137


F. 77 - Tune Asia: snapshot 6.1 F. 78 - Tune Asia: snapshot 6.2

138 TUNE ASIA


7. THE NEW JOURNEY

139


F. 79 - Tune Asia: snapshot 7.1 F. 80 - Tune Asia: snapshot 7.2

140 TUNE ASIA


F. 81 - Tune Asia: snapshot 7.3 F. 82 - Tune Asia: snapshot 7.4

7. THE NEW JOURNEY

141


F. 83 - Tune Asia: snapshot 8.1 F. 84 - Tune Asia: snapshot 8.2

142 TUNE ASIA


F. 85 - Tune Asia: snapshot 8.3 F. 86 - Tune Asia: snapshot 8.4

7. THE NEW JOURNEY

143


F. 87 - Tune Asia: snapshot 9.1 F. 88 - Tune Asia: snapshot 9.2

144 TUNE ASIA


F. 89 - Tune Asia: snapshot 9.3

7. THE NEW JOURNEY

145


F. 90 - Tune Asia: snapshot 10.1 F. 91 - Tune Asia: snapshot 10.2

146 TUNE ASIA


F. 92 - Tune Asia: snapshot 10.3

7. THE NEW JOURNEY

147


F. 93 - Tune Asia: snapshot 11.1 F. 94 - Tune Asia: snapshot 11.2

148 TUNE ASIA


F. 95 - Tune Asia: snapshot 11.3

7. THE NEW JOURNEY

149


F. 96 - Tune Asia: snapshot 12.1 F. 97 - Tune Asia: snapshot 12.2

150 TUNE ASIA


F. 98 - Tune Asia: snapshot 12.3 F. 99 - Tune Asia: snapshot 12.4

7. THE NEW JOURNEY

151


F. 100 - Tune Asia: snapshot 13.1 F. 101 - Tune Asia: snapshot 13.2

152 TUNE ASIA


F. 102 - Tune Asia: snapshot 13.3

7. THE NEW JOURNEY

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F. 103 - Tune Asia: snapshot 14.1 F. 104 - Tune Asia: snapshot 14.2

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F. 105 - Tune Asia: snapshot 15.1 F. 106 - Tune Asia: snapshot 15.2

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BIBLIOGRAPHY BOOKS Exposing the Magic of Design: A Practitioner’s Guide to the Methods and Theory of Synthesis This is Service Design Thinking: Basics -Tools - Cases Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers In the Bubble: Designing in a complex world The Design of Business: Why Design Thinking is the Next Competitive Advantage Outliers: The Story of Success

Subject To Change: Creating Great Products & Services For An Uncertain World Thoughts on Interaction Design In Studio: Recipes for Systemic Change Dark Matter and Trojan Horses: A Strategic Design Vocabulary Imagine: How Creativity Works

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ARTICLES ”Design, in the Big and Small” ”Our Misguided Focus on Brand and User Experience: A pursuit of a “total user experience” has derailed the creative pursuits of the Fortune 500 Connecting Research and Innovation With Synthesis ”Design Thinking” Prototyping China: Living in Beta An Innovation Coach for Chinese Brands

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WEBSITES

www.tunegroup.com www.airasia.com www.tunehotels.com www.tunemoney.com www.tunetalk.com www.airasiago.com www.airasiamegastore.com www.tune-ventures.com www.tunebox.com.my blog.airasia.com www.tonyfernandesblog.com www.tune2big.com www.caterhamf1.com www.aseanbasketballleague.com www.qpr.co.uk 160 TUNE ASIA


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Tune Asia - Thesis  

A new, integrated experience of Tune Group's services. Exploiting the opportunities of a unified service platform, in the era of the ubiquit...

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