Chia-Wei, Lin Service Design Portfolio

林家蔚 日工四甲

Tribe

旅客、在地人、導遊和青年旅館之間的服務平台

2018

實踐大學 工業產品設計學系 產品設計三 個人作品集

SERVICE DESIGN

PROJECT PORTFOLIO

Contents

Design Program Project Brief Design Brief User Research Design Process Design Work Reflection of Project

William Butler Yeats "There are no strangers here; Only friends you haven't yet met."

設計方法 SEVEN MODES OF THE DESIGN INNOVATION PROCESS

Sense Intent

Know Context

Explore Concept

Know People

Frame Solution

Frame Insight

Realizing Offering

Research & Interview

Design & Prototyping

01

Investgation

02

Verification

03

Dismantling

04

Organization

05

Iteration

Research the trend of travel Clear user need & emotion Compare with existed solution

User Interview Research Observe Prioritize insight

Analyze Data Prioritize insight Brainstorm Concepts

Design Concept Propose Build the hypothesis Prototying & Test

Refine the Outcome Resolve the problem Learn from user testing

Project Brief

A Design for Emotion project “Kick-start value proposition design with Prototyping Possibilities for one of your Starting Points. Shape your value propositions by Understanding Customers/ User, then select which ones you want to further explore by Making Choices and Realizing the final Offerings.�

Technology Constraints

Value Business

User

Goals

Needs

Design Brief

“Tribe” is a travel social network that consist of traveler, hostel, and local tour guide. Though share user’s expectation of travel and personal preferences help us to find the other travelers to match up with you and enjoy your trip together.

Investigate the Trend & User

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Sense Know Know Frame Explore Frame Realizing Intent Context People Insight Concept Solution Offering

Research Background Because developments of smart cellphone and internet, travel service become a common topic of startups. Travel Online Agent Service is going through series of trend “Digitalization, Big Data and Information poor utilization� like Uber and Airbnb. The most valuable property in the future is the data made by user instead of the practical product. Through analyzing and integrating these data to create the value for user is the trend of the future.

Digitalization

Big Data

Information poor Utilization

User Survey Results Do you hope to meet new friends during the trip?

59.8% Yes 36.7% Neutral 3.4% No

Have you ever made friends with other traveler during the trip?

54.7% No 45.3% Yes

Do you expect to encounter with good travelmate during your solo trip?

58.9% Yes 35.8% Neutral 5.1% No

User Survey Results Talk to strange traveler makes me nervous.

34.1% 24.7% 23.9% 9.4% 7.6%

Agree Disagree Neutral Strongly Agree Strongly Disagree

It’s more easily to meet strange traveler if we have the common interests.

58.4% 29.2% 10% 1.5% 0.7%

Agree Strongly Agree Neutral Disagree Strongly Disagree

Instead of just go to tourist attractions I’d love to spend more time on good travelmate.

39.2% 30.7% 19.2% 10% 0.7%

Neutral Agree Strongly Agree Disagree Strongly Disagree

Sense Intent This survey is based on the data from 43 males 87 females totally 130 people. 64.6% of them are at the age from 19 -22 years old.

From the survey, I also asked “ Do you prefer travel to another country by yourself or follow the tour group?� The result is the same with the data I collect from tripadvisor and google analysis.

Most of the travelers would prefer to travel around by themselves. Thus, I keep asking about if they have the experience to make friends with other solo travlers and what kind of difficult they meet. In order to have a comprehensive understanding of travel’s intent I did this survey and below is my conclusion.

Conclusion: For the solo traveler, instead of the destination during the trip,the people they meet and what did they did together is more important. Although the travelmate is so important, there are still a lots of travelers had no this kind of experience to meet another solo travlers and become friends with them.

Analyze the User Scenario

Through analyzing the user journey mapping of solo traveler in order to find the emotional fluctuations, needs and pain points.

Based on the research to define the design constructure.

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Sense Know Know Frame Explore Frame Realizing Intent Context People Insight Concept Solution Offering

User Journey Map

引發旅遊意圖 引發旅遊意圖

找尋旅遊資訊 找尋旅遊資訊

詢價預訂購 詢價預訂

在社群網站上看到朋友的打卡或看到廣告的 在社群網站上看到朋友的打卡或看到廣告的 推銷，產生想度假的想法 推銷，產生想度假的想法

Google部落格、旅遊網站、官方網站、行程規劃 Google部落格、旅遊網站、官方網站、行程規劃

Google部落格、旅遊網站 Google部落格、旅 推薦比較 推薦比較

開始評估是否想要去旅行? 開始評估是否想要去旅行?

比較各地不同的特色決定旅行的地點 比較各地不同的特色決定旅行的地點

交通方式安排 交通方式安排

詢問親人朋友等人的意見 詢問親人朋友等人的意見

旅遊景點安排 旅遊景點安排

為什麼要去旅行? 想想為什麼要去旅行? 可以找誰一起去旅行? 可以找誰一起去旅行? 法法什麼時候可以去旅行呢? 什麼時候可以去旅行呢?

有沒有適合的地方可以去旅行? 有沒有適合的地方可以去旅行? 是否有預算可以旅行? 是否有預算可以旅行?

考慮適合該地的旅行形式? 考慮適合該地的旅行形式? 如何到達該地點? 如何到達該地點?

當地有什麼特別的體驗嗎? 當地有什麼特別的體驗嗎?

當地氣候 當地氣候 、住宿 、住宿 、美食 、美食 、景點等不同的資料調查 、景點等不同的資料調查

住宿方式安排 住宿方式安排 購物行程安排 購物行程安排

特殊活動事先預 特殊活動事先預約

行行 為為

吸引人的旅遊模式 吸引人的旅遊模式

不同媒體上好的旅遊經驗分享 機機 不同媒體上好的旅遊經驗分享 創造與當地人事物的情感連結 會會 創造與當地人事物的情感連結

根據不同喜好的目標客群行銷 根據不同喜好的目標客群行銷

客製化特殊在地的 客製化特殊在

在地活動 在地活動 、優惠資訊提供 、優惠資訊提供 、推播通知 、推播通知

良好的預定支付體 良好的預定支

推薦特殊在地的行程 推薦特殊在地的行程

特殊的房型推薦模 特殊的房型推 目的地預覽 目的地預覽

共享經濟:交通 、住 共享經濟:交通

購買 買

官方網站、行程規劃 站、官方網站、行程規劃

旅行中使用體驗 旅行中使用體驗

旅行後分享 旅行後分享

旅遊網站、社群網站 旅遊網站、社群網站

部落格、旅遊網站、社群網站、旅遊論壇 部落格、旅遊網站、社群網站、旅遊論壇

交通工具的轉乘體驗 交通工具的轉乘體驗 當地住宿體驗 當地住宿體驗

當地景點參訪體驗 當地景點參訪體驗 意料之外的活動 意料之外的活動 認識新的人事物 認識新的人事物

紀錄旅行中美好的回憶 紀錄旅行中美好的回憶

和旅行中認識的朋友保持聯絡 和旅行中認識的朋友保持聯絡

和親朋好友分享自身特別的經驗 和親朋好友分享自身特別的經驗 產生和當地特殊的連結感 產生和當地特殊的連結感 旅行後的自我實現成就感 旅行後的自我實現成就感 期待下一次的旅行 期待下一次的旅行

的行程 程

當地人與旅客之間的媒合 當地人與旅客之間的媒合

和旅行中的朋友保持聯絡未來再訪 和旅行中的朋友保持聯絡未來再訪

體驗

即時行程諮詢 即時行程諮詢 、導覽 、導覽

增加未來旅行的可能性 增加未來旅行的可能性

模式

住宿 、裝備事先代購 、裝備事先代購

世界各地不同旅客間的媒合 世界各地不同旅客間的媒合 當地生活的深度體驗 當地生活的深度體驗

隨時記錄 、行動支付 、翻譯 隨時記錄 、行動支付 、翻譯

獲取旅行中有趣的經驗 獲取旅行中有趣的經驗

協助使用者探索自我的可能性 協助使用者探索自我的可能性 強化和旅行地點之間的連結感 強化和旅行地點之間的連結感

Understand people (end users and other stakeholders) and their interactions

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Sense Know Know Frame Explore Frame Realizing Intent Context People Insight Concept Solution Offering

Persona

Christian Schl

�Life was meant for good friends and great adventures.�

Age: Status: Location: Work: Archetypal: Platform: Brand:

23 Single Germany, Munich Mechanic Engineer Bold Explorer iPhone 8 , Macbook Pro

Primary Persona Christian’s mantra is �Life was meant for good friends and great adventures.� He loves to travel to enrich his life experience but sometime is hard to find someone to travel with him. He prefers to book the hostel instead of hotel so he can make friends during his trip and hangouts together. He is open-minded and loves to listen the strories from different travelers. He likes to leave pockets of time open for spontaneous activities so if he meet someone interesting he could spend more time to have fun together.

Pain Points Finding friends to travel together Finding authenic local site Finding nearby points of interests Not always encounter with traveler have same interests, expectation

Needs Connecting with local or other travelers Keep in touch with the other traveler after the trip Spontaneous, unplanned activities Not always encounter traveler had same interests

To bring structure to what has been found and learned from the previous modes.

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Sense Know Know Frame Explore Frame Realizing Intent Context People Insight Concept Solution Offering

Diffusion of Innovations

Innovators 2.5%

Early Adopters 13.5%

Early Majority 34%

Late Majority 34%

Laggads 16%

Persona Analysis Innovators

Tribe King

意見領袖

Early Adopters

Tribe Leader

有豐富旅行經驗的背包客

Early Majority

Tribe Follower

開始嘗試獨自旅行的背包客

Late Majority

Tribe Outsider

還沒有獨自旅行經驗的人

Laggads

Tribe Outsider

不喜歡獨自旅行的人

Influence

Dreamer

Planner

KOL

Escapist

Learner

Tour Guide

Beginner

Business

Local

Knowledge

Frame Insight Based on the research, I analzyed seven different types of travelers, each one has their own personality, motivation and expectation. Though “Diffusion of Innovations” theory mentioned before, I define my key opnion leader type travel should be “solo traveler with rich travel experience. ” By attarct this kind of traveler to use the service that I provide to spread the idea and passion to influent the rest part of the traveler to join my service.

Target Audience:

Solo traveler with rich travel experience

Main Pain Point: Hard to find travelmate travel together.

Main Needs: Solve the loneliness during the solo trip.

How can we serve the target audience Quick discovery of authenic local site while traveling Trusted recommendations from friends & locals Meet up system for travelers who have same interests & expectation

Make structured brainstorming to identify opportunities and to explore new concepts.

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Sense Know Know Frame Explore Frame Realizing Intent Context People Insight Concept Solution Offering

Service Value Proposition 獲得

旅伴之間更容易產生長遠的情感連結

獨一無二的旅遊體驗

任務

未來更容易與旅伴再連絡

找到適合自己的旅伴

痛點

不知道如何向陌生旅客開口

不熟悉旅遊當地的特色行程

旅館住宿品質差異不均

自由度高的旅遊體驗 規劃行程

旅遊結束後和旅伴不容易再連絡

目標客群 產品價值主張 創造效益

旅館可針對旅行者推出客製化的行程

產品服務

旅行者有更多機會認識同時在該地 旅遊的人

旅行者體驗當地的特色行程

可以透過本服務 尋找各式各樣不同的旅伴 客製化自己的旅遊行程 預定住宿旅館

當地人有機會認識 來自各地的旅客

實名認證

解決痛點

星級互評制度

媒合有相同或類似興趣的旅行者 享受旅行中的時光

以單一活動媒合旅行者降低旅行中的孤獨感

旅行者可隨時選擇享受孤獨或是加入人群

Build on the large set of concepts that have been developed earlier by combining them to form systems of concepts

Design concept Tribe is a travel social network that consist of traveler, hostel, and local tour guide. Though share user’s expectation of travel and personal preferences help us to find the other travelers to match up with and enjoy your trip together.

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Sense Know Know Frame Explore Frame Realizing Intent Context People Insight Concept Solution Offering

Design Structure Leader Leader

Local Local

Meet Meet UpUp

Lo

Traveler Network Traveler Network

Personal Personal Information Information Meet Meet UpUp

Traveler and HostelI Information Traveler and HostelI Information

Tribe Tribe

Meet Meet UpUp Personal PersonalInformation Information Tour Tour Reservation Reservation

Follower Follower

To

Tour TourGuide Guid

HOSTEL HOSTEL Place Place Reservation Reservation Place Place Information Information

ocal Information al Information

Room Room Reservation Reservation

Hostel Network Hostel Network

Local Local Event Event

Open Space Open Space

Local Event Local Event

r Information our Information

e

HOSTEL HOSTEL

Place Place Information Information

Place Place Reservation Reservation

Information Architecture

Tribe Hostel

Trip

Recommend Hostel Page

Itinerary

Side Navigation Menu

Detail of Hostel Page Review Location About

Traveler Info

Expectation

Photo

Reference Notification

Message Chat Page

Saved

Message

Facility Booking Page

Tribe Feed

Friends

Setting Start a Meetup

Meetup

Tour

Recommend Meetup Page

Different Category

Detail of Meetup Page Call

Message Description

Not sure

Detail of Tour Page Review Booking Page

Chat Page

Recommend Country

Prototyping & User Testing

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Sense Know Know Frame Explore Frame Realizing Intent Context People Insight Concept Solution Offering

Low-Fidelity Prototype

Medium-Fidelity Prototype

High-Fidelity Mockup

Landing Page

Main Page

Trip Search Page

Tour Search Page

Traveler Info Page

Friend Info Page

Hostel Search Meetup Search Page Page

Tour Info Page

Hostel Info Page

User Interface

在App的首頁時可選擇Trip, Hostel, Meetup和 Tour等不同的選項進入相對 應的頁面。

進入不同的功能頁面，瀏覽軟體中 各式各樣不同的推薦內容。

可以在軟體中和其他旅行者對話，確認見面 地點和時間等資訊在互相加為好友後，即使 雙方下一個旅行的地點不同，也可以持續追 蹤彼此的動態。

Visual Style

Font :

Living Coral #EA5B50

Turkish Sea #0D4989

Yellow #F6B55B

Dark Grey #595757

Green #129195

Grey #999999

Business Model 關鍵合作夥伴 當地青年旅館 當地旅遊嚮導

關鍵活動 平台管理 平台供應 平台促銷

關鍵資源

住房配對平台 使用者個人資料 使用者住房體驗資料 當地旅遊嚮導資料

成本結構

平台開發 平台維護 當地旅遊嚮導認證

價值主張

幫助獨行旅客找到 合適的旅伴與住宿 地點 收集使用者資料並 配對提供給旅館業 者優化住房體驗 提供嚮導銷售行程 的平台

收益流

顧客關係

使用者社群 共同創造內容 個人資料維護 導遊資訊行銷

通路

手機APP 電腦網站

旅館業者訂房手續費抽成 導遊行程手續費抽成

目標客層

有豐富旅行經驗 的背包客 青年旅館業者 當地旅遊嚮導

After the Project

I learned a new design process and how to iterate a project though user testing .

This project improved myself not only understand the traditional product design process but also know how to create “User-Centered Design� service.

After the my user interview and testing I could say that the pain point and the need defined by me is really exist in our life. I also proposed a series of process or system to solve them. However, I realized that it’s still hard for me to make sure these solutions could work. This project needs a team to work on it instead of just a designer. But I still enjoyed the whole process of this project. All the efforts will be my experiences and help me to do more Service Design in the future.

最大的設計挑戰其實是如何建立人和人之間的信任感，在 有限的時間之內讓使用者可以了解彼此，進一步見面，最 後才有可能建立起彼此之間的情感。為了解決這個問題， 我們提出互評機制和個人意願的顯示系統。希望透過提供 適當的資訊量，來讓人們互相信任。 The bigest challenge of this problem is to design the “Trust” between different users. Make each other reveal some personal information to show the intention to meet up with other people. In order to solve this problem, we provide“ Reference”and “Review”system to show these information tp user.

Make user more easily to trust another user.