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“Hey, Hoteliers.” a design research

BY M AROONRUT


“To move, To breathe, To fly, to float, To gain all while you give. To roam the roads of lands remote, To travel IS to live.� - Hans Christian Andersen


Contents

(01-04) Introduction Design Objectives

1

D E S I GN BR IE F Context 07 How Can We? 10 Defining Research Variables 11 Forces & Actors 13 Scope Questions 16 22 Research Methods

2

Q UA N T ITAT IV E R E SE A R C H

Desk Research 28 Millennials 30 Surveys 35 Buzz Report 37


3

QUAL ITAT IVE RE S E A RCH

4

IDE AT IO N

Clue Compass 48 Clues 87 Interviews 49 Insight Themes 89 The Research Gathering Session 56 Personas 97 101 The Artist 60 Opportunity Platform Cartoon Completion 61 Ideas 107 120 The Safari 69 Brainstorming Session Photo Ethnography 77 The Ideal Hotel 83


01


INTRODUCTION

“hey�

The creation of this book is to record my design research journey, explorations and findings that inspire the sense of wonder. It is a tangible form of my passion towards travel and hospitality industry. I fell in love with the idea that hotels have the charm and power to shape traveler’s happiness. Hotels (or any form of hospitality) become one of the memory makers on one's journey. In the making of the book, a great deal of wonderful insights and stories have been collected. And resisting from letting them fade away, 'Hey Hoteliers.' hopes to be an artifact that can, in some ways, help hoteliers to understand the Millennial travelers and to look deeper into the heart of their business to prepare for the future. There are more anecdotes that lie behind what are existing on these pages. A large amount of them cannot be expressed through the limitation in physical pages of a book. But hopefully, through some special features and extendable tidbits, this will allow the information to be less confining. It was an enjoyable time for me through this research process and I look forward to keep on making adjustments and developments since this is just the beginning. I hope you will enjoy taking in this book, as much as I have enjoyed making it.

02


Design Research Objectives A manifesto

For better experiences. The Exploration of How Millennials Change the Hospitality Industry driven by the Experience Economy

When you turn the pages of this book, hopefully you will get a glimpse into the minds of the Millennials. The manifestations lying here will help you to design a better hotel to nurture the needs of this hip generation. 'Hey, Hoteliers.' aims to investigate how Millennials change the hospitality industry and how hotels can improve Millennial consumers' experiences in order to break the clutter and deliver a message that sticks to the audience. By using design thinking to approach the problems can lead to a lean solution that creates better travel experiences for hotel guests, and therefore drive revenue growth for hotel owners. So what are the things that need to be taken into consideration? What kind of services do you need to provide? What does this audience love or hate? Who do you hire to help you realise your particular vision of your ideal hotel? 03


Unfortunately, there is no definite answer. Sorry. For each hotel is unique and different and every hotel provides an individual experience that reflects the vision of an independent hotelier. Yet, this book hopes to assist you into curating your own solutions. The first part is to whet your appetite and prepare your train of thoughts, seeing the noteworthiness in studying the Millennials, allowing you to consider the problems and the contexts they are set in. The quantitative and qualitative research will then form a palpable guidance to the Millennial's thoughts and behaviors. The field visits are dedicated to uncover the success (and flaws) of existing establishments. By using the design thinking tools and methods, we can unlock different layers of clues and insights. Page after page, the book is delivered with artifacts and evidences to display authentic findings. The ideation section towards the end has been plotted to help inspire you and offer some propositions to the questions that might have arisen. This book is a guide to hopefully strike inspirations. This is because the world's best hotels are not just about a great location and a good price, nor the architecture: they are about the people in them and what they experience.

04


05


1

The Design Brief

06


The Context Keeping up with the Millennials We are in the era of Millennials and this customer segment will be sure to stay for a while as they are the group who were born from 1980 to 2000. Unlike the Baby Boomers and Gen X, Millennials think differently, act differently, and most definitly, travel differently. And if we want to earn their business, we have to think and act differently, too.

“This group tends to be more travel-oriented than any generation before them.”1 Technology, social media, education, culturally diverse individuals and recessionary shortages have indelibly shaped their worldview. Even more notable, their early immersion into technology has literally changed their brains—making them better at multi-tasking, easily bored, thrilled for unique experiences.

40% of the U.S. workforce by 2020.

The Bureau of Labor Statistics predicts that by 2020, they will comprise 40% of the U.S. workforce. Millennials engage with brands similar to the way they engage with their friends, sharing information about their purchases through social media. The goal is to make your property or destination worthy of their conversation. It helps that travel stories now make up 42% of posts on the average user’s timeline.1 The Millennials’ behaviors are shaping the travel and hospitality industry today. There is a problem with legacy hospitality brands keeping pace with and connecting in meaningful ways to the growing consumer segment. Disruption and disintermediation are everywhere. From niche virtual hotel brands like Airbnb to some of the world’s most powerful digital players, new entrants with inventive business models are vying for hospitality and travel market share—and guest mindshare. It is an unprecedented and evolving landscape.2 1. How Millennials Killed Marketing As We Know It, MDG Marketing. 2 https://www.accenture.com/us-en/insight-digital-hospitality-travel 07

42% of their Facebook posts are travel stories.


THE

SHARING

ECONOMY

seems to be going from strength to strength. Airbnb recently had a valuation of $10 billion and reported revenue of $250 million last year. The company, which allows users to rent out their spare rooms or vacant homes to strangers, overtook 10 million stays on its platform last year and doubled its listings to 550,000 in 192 countries. This has led Fast Company to speculate that Airbnb would “usurp the InterContinental Hotels Group and Hilton Worldwide as the world’s largest hotel chain — without owning a single hotel.”1

1 https://www.wired.com/insights/2014/11/hotels-sharing-economy/

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09


The Design Research Problem

How can we help * legacy hotels attract the growing Millennial consumer? (or hotels in general)

Legacy Hotels : Hotels in operation before the year 2000

10


Defining Research Variables

Millennials

Hospitality Industry

Legacy Hotel Brands

Sharing Economy

Experience Economy

“With technology never far from their fingertips, digital is the Millennial medium of choice. It’s important to note, however, that Millennials don’t distinguish between digital channels, but expect a seamless brand experience regardless of the way they access that experience.” - MDG Advertising 11


The context of this research is to explore the challenges the traditional/legacy brands in hospitality are facing and how Millennials are changing the industry with Sharing Economy & Experience Economy. The Design Research will consist of distinct approaches: 1. a study of Millennials and their travel behaviors. 2. a study of the legacy hospitality brands; their rise & fall. 3. a study of current industry leaders to learn their successful strategies & models. 4. a study of Sharing Economy, Experience Economy, Localization & Artisanship. 5. a study of co-related areas that can potentially provide different perspective and insights to the research.

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Internet of Things Social Medias

Technology

Personality

Sharing Economy

Physical Spaces Experience Economy

The Media

Forces

Trends

Environment Marketing Lifestyles Services Culture Information Travel Behaviours

13


Hotels Hoteliers

Airbnb

Locals

Travel Agents

Tourism Authority

Millennials Travelers

Government

Friends

Actors Vendors

Family

Applications

Business Owners

Influencers

Bloggers Social Media Celebrities

14


?

15


THE SCOPE QUESTIONS Set of questions to act as a guideline for the research. They are a reminder of the areas we need to cover...

16


The Scope Questions

17


The Scope Questions

MILLENNIALS

• Who are the Millennials? • What are they trending after? • What sort of lifestyle(s) are they into? • What inspires them to travel? • Who/What do they trust for information? • What are the statistics relating Millennials and travel? • What do Millennials expect on their travel? • What do the experts say on the Millennial’s travel trends? • What social trends are impacting the rise of travel in Millennials? •How does different countries/cultures/communities react to the way Millennials travel? • How does technology take part in Millennials’ travel/lifestyle? • What is the relationship between Millennial travelers and local communities? • What are the economic ramification of Millennials’ travel? • Who will benefit from Millennials’ travel? • How do Millennials affect the sustainability of places visited? • What drives Millennial travel purchase behavior?

HOSPITALITY INDUSTRY • Who are in the hospitality industry? Its ecosystem? • How does technology have both positive/ negative effects on hospitality industry? • How does Millennials change the hospitality industry? • What sort of hotels / services are they looking for? • What does the experts say about the future of hospitality industry? • What are the social implications of hospitality industry? • What are the environmental ramifications of hospitality industry?

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The Scope Questions

SHARING ECONOMY • What is Sharing Economy and how does it affect travel industry? • What are the roles of Millennials in the Sharing Economy? • What are the social implications of Sharing Economy? • Do Millennials from different cultures/socio-economic segments have different takes on Sharing Economy? • How does technology and the Internet of Things affect the Sharing Economy? • What will be the future trends of Sharing Economy?

EXPERIENCE ECONOMY / LOCALIZATION / ARTISANSHIP • What is Experience Economy and how does it affect travel industry? • What are the roles of Millennials in the Experience Economy? • What are the social implications of Experience Economy? • How does technology and the Internet of Things affect the Experience Economy? • How does cultures and different geographical locations define and drive the Experience Economy? • What will be the future trends of Experience Economy? • What are the factors affecting Experience Economy? • Why does the trends grow towards localization and artisanship? • Why do Millennials seek unique experiences?

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21


THE RESEARCH METHODS Planning how the research will be conducted is very important. Different methods can lead you to different layers of information.

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The Research Methods

Quantitative Research

The quantitative research will be used to gather numbers, logic, and obejective data. Questionnaires will also be created to analyse the responses. The resulting information could be useful in developing further iterations.

Surveys + Questionnaires Desk Research Online Survey Demographics Buzz Reports The Cosmos: mapping the whole ecosystem

23


The Research Methods

Qualitative Research

This research method strives to understand the users and the design problem’s ecosystem. Qualitative research delas with subjective materials such as words and images, and by exploring in person would hopefully unlock different levels of information, and turn them into insights. Clue Compass (Normals/Deeps/Weirds) • Interviews • About them / Be them / With them Photo Ethnography Observational Research Card Sort Journey Maps Field Visits (The Safari) The Empathy Map The Artist

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25


2

Quantitative Research 26


Quantitative Research

Quantitative Research

The quantitative research will be used to gather numbers, logic, and obejective data. Questionnaires will also be created to analyse the responses. The resulting information could be useful in developing further iterations.

Desk Research Surveys + Questionnaires Online Survey Demographics Buzz Reports The Cosmos: mapping the whole ecosystem

27


Quantitative Research

Desk Research Secondary research (also known as desk research) involves the summary, collation and/or synthesis of existing research rather than primary research, in which data are collected from, for example, research subjects or experiments. The positive things about secondary research includes; Time and Cost effective : Usually time and cost required to collect secondary data is less than efforts required to collect primary data. Data is available freely or at far lesser cost through secondary sources. Extensiveness of data : Data collected by governments and other institutes is usually very extensive and covers a large spectrum of issues. Basis of Primary Research : Data collected from secondary sources gives an idea to organization about effectiveness of primary research.


Quantitative Research

Millennial travelers are more likely than other travelers to want to meet other people staying at their hotel.

31%

27%

of Millennials earn enough money to lead the kind of life they want.

of Millennials are self-employed.

Millennials Traveling Habits that Drive the Trends in Travel Industry: 1. They travel a lot for different business and leisure purposes. 2. Do not prefer always staying at hotels. 3. Searching, shopping and buying the travel on mobile is their main hobby. 4.. T They the 4 hey are arre the th he trend trend setters or th he ambasoff tthe ssadors adors o he ttechnology. echnology. 5.. T They and have 5 hey aare re sspontaneous pontaneous an nd h ave tthe he ttenendency book minute. d ency tto ob ook aatt tthe hee llast ast mi inute. 6.. T They the 6 hey are the fastest adopters of th he new technology and love their gadgets more. 7. Rely more on the review sites while booking their travel.

26% Experience Travelers 6% Controlfreak Travelers 7% History Hi Travelers

19% Budget Travelers

Travel Archetypess

8% Social Travelers

16% Luxury Travelers 9% % Nature Travelers

9% Local Travelers


Quantitative Research

Keeping up with the

MILLENNIALS Millennials are spending more of their income on :

Travel

Apparel

Socialization

Services

Education

Gadgets

97% 3 in 4 Millennials

post at least once a day while traveling.

69% of Millennials see freebies (e.g. snacks/to-go breakfast) as more important than opportunities for increased loyalty or reward points.

Despite having a desire to unplug when staying at a hotel, nearly all Millennial travelers post on social media networks & share experiences with friends while traveling.

More than 60% of TripAdvisor users say that a good management response to a negative review makes them more likely to book, compared to no response.

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60% By M.


Quantitative Research

Online Survey https://maroonrut.typeform.com/to/Vk2c2z

By M.

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Quantitative Research

81 People participated in the Online Survey and these are 4 selected questions and answers out of 16. When you travel, you usually travel for...(Choose one)

Leisure

88%

Bleisure (both at the same time)

12% 0%

Business

On your leisure trip, what type of accommodation did you stay most often? (Choose one)

4 Stars Hotel

23%

Boutique Hotel

21%

3 Stars / Economy Hotel

17%

Airbnb

15%

Hostel

14%

You want your friends / family to share their travel stories for your future reference.

3.90

Average Rating

How much would you like to connect / interact with other travelers on your stay?

2.98

Average Rating

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Quantitative Research

Buzz Report

Millennials are fond of sharing their achievements on social medias. It is a medium to present their personality, success, and in a way act as their personal brand channel. Platforms like Facebook, Instagram and Snapchat are particuarly popular since they can post images of their daily findings. Social media plays a pivotal role in how the millennial traveler makes their decisions. In fact, 87% are looking at Facebook for travel inspiration. Brands need to embrace the power of UGC (user-generated content) over traditional advertisements if they are to connect with this generation. Since they put a greater emphasis on the customer experience than any other generation, make sure yours live up to their expectations. By studying the social media buzz stories will allow hoteliers, marketeers and anyone in the hospitality industry to grasp the lifestyle of the Millennials and leverage their strategies from it. By observing the posts, we can establish that design, service, complimentaries, unexpected wow moments, will imprint a positive touch to this group of guests. " The fact that Mary Millennial with 500 friends posted a photo of herself enjoying your Spiked Mojito Popsicles on her Instagram page is better advertising than any ad in the local paper." Jane Coloccia, President, JC Communications

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Quantitative Research

38


Quantitative Research

Buzz Report

39


Quantitative Research

Buzz Report

(More pop up buzz photos)

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41


3

Qualitative Research 42


Qualitative Research | Tools

Qualitative Research

This research method strives to understand the users and the design problem’s ecosystem. Qualitative research delas with subjective materials such as words and images, and by exploring in person would hopefully unlock different levels of information, and turn them into insights. Clue Compass (Normals/Deeps/Weirds) • Interviews • About them / Be them / With them Photo Ethnography Observational Research Card Sort Journey Maps Field Visits (The Safari) The Empathy Map The Artist

43


Qualitative Research | Tools

r e r e ath

G e h T

n o i t s e u q ht g i r e h t g n i k n s o a i t u w l o s Ho l u f r e w o p a o t d a e l can


Qualitative Research | Tools

OBSERVATIONS

HYPOTHESIS CLUES

DESIGN THINKING IS THE

SEARCH

FOR

a magical balance between BUSINESS & Art; S T R U C T U R E & CHAOS; INTUITION & LOGIC;

INSIGHTS

C ON CEPT & EXECUTION;

p l a y fu l n es s &

THEMES

formality; - Idris Mootee

HOW CAN WE

01

08

GATHER YOUR OBSERVATIONS

TRANSFORMATIVE DESIGN

Sit in a circle & take turns to share. Design Thinking INCREMENTAL IMPROVEMENT

REINVENTION Design Services

Listen. Then try to find connections.

FUNCTIONAL DESIGN

Record your information on post-its.

07

02

2 by 2 (Opportunity Map)

45 UNBUNDLE YOUR INFORMATION


Qualitative Research | Tools Q U A L I T A T I V E

R E S E A R C H

T HE DIS COVERY How to do a good interview

LEAVE THE ROOM! GET OUT THERE!

Customer discovery is about gaining deeper insights into your customers, your partners, your market, and yourself. YOU ARE A DETECTIVE Look for ‘CLUES’ that help confirm or deny your assumptions. Look for patterns that will help you make better decisions, which leads to actions.

Tips · Interview in their environment. · Ask Open-Ended questions. · AVOID: Is / Are / Would / Do you · A GUIDE, NOT A SCRIPT. · AVOID: Leading them to an answer you “assume”. · Do your interviews in person. Read their body language. Use all your senses, instincts and hunches. · Talk to one person at a time. Sometimes group think affect each others’ opinions. But you can come to a quick understanding of a community’s life, dynamics, and needs by conducting a Group Interview or Focus Group. · Interview in pairs. One can quietly take notes while another talks, to stay in the moment and appreciate the story the person is telling you. · Start with a Warm Up. Be in the moment. · Disarm your own biases. · Get them to tell a story. · Listen. · Parrot back to confirm. · Try it with your friend. · Take good notes: date/time, Name of the person you interview, photo. · Highlight 3 important points right after your interview.

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Materials Needed Pens, Field Notes, Voice Recorder (Optional) Participants 2 Team Members, Subjects

What do you want to learn? Who do you want to learn from? How will you get to them? How to ensure an effective session How do you make sense of what you learn?


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Qualitative Research | Tools

The Clue Compass THE CLUE COMPASS NORMAL • *Millennials (Born btw 1980-2000) • Students • Friends • Parents • Hoteliers • Travelers • Bloggers / Instagrammers

WEIRD

DEEP • Tourism Authority • Experts in: - Tourism Industry - Hospitality Industry - Sharing Economy • Jason Dorsey

• Disney • Experience Economy (?) • Loyalty Programs (?)

(The Millennials & Gen Z Expert)

• Joan Kuhl

(Founder, Why Millennials Matter)

• Mary Watson

(Executive Dean NS, Public Engagement)

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Qualitative Research | Interviews

Clue Compass :

Normals

The interview with Normals include Millennials and hotel staff. We have established vast insights, uniform and diverse, in a broad spectrum. Millennials targeted are people who is working in different fields for a just feedback. The interviews were conducted with 22 Millennials and 3 hotel staffs between 15-45 minutes. Here are snippets from the interviews.

"Good hotel experience is when there is an unexpected positive moment." "Before, there were clear distinctions between luxury travelers and backpackers.In our generation, it is more of something in the middle. Something that meets our needs." "My ideal hotel are the ones that has the hostel vibe. Good community space. But has privacy within that public moments." Ming Yaisiri, 25

Travel Blogger. Columnist

"The right space in the hotel will get people to start having conversations, and having conversations can lead to longer unplanned stays." "What can hotels do to make travelers feel engaged to the area, more than just travel and go home." "Serendipity and chance tends to leave a longer positive impression." Kookai Chaimahawong, 25 Travel Blogger. One Young World Ambassador

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Qualitative Research | Interviews

Hassan

Steven

Bartender, Marriott East Side Hotel (Work there for 28 years and counting)

Bartender, Marriott East Side Hotel (Work there for 20 years and counting)

"Having a unique experience will separate your hotel from the one across the street." "As an analogy, a good hotel experience would compare to electronic music. Catchy, dance with deep base line, makes you want to look around." "I worked with big hotels with thousands of rooms, there was nothing personable. You don't remember who your guests are. I don't see myself working in that environment anymore, I'd be bored."

Gwyan Moses

Front Office Manager Ink 48, a Kimpton Hotel

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Qualitative Research | Interviews

"Choosing Airbnb can be risky. Hotels are more certain. Especially hotels that are 4 stars or more." "I don't pay attention to loyalty programs because I don't usually go to the same hotel." "Price is the main factor for me. But it also depends on the value I get in return. I'm willing to pay more for something that is worth it."

Art Purnaveja, 28

Art Director, Film Student

"Ideal hotel is probably like the feeling of staying over at a friend's house. Friendly atmosphere and services." "A memorable experience for me was when the housekeeper nicely placed my sister's doll on the bed. It shows that she thought about it. It was in the middle of the bed between two pillows."

Worawe Jamsomboon, 28 Landscape Architect

"If I'm on my leisure trip I prefer more privacy. But if I'm on a business trip, I'd be happy to interact with other people."

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Qualitative Research | Interviews

"My ideal hotel is when they provide me a personalized service. The hotel notice what I like/dislike. Remembers me when I come in. A customized experience." "I'd like if different hotels have their own travel guides. Most of them are too touristy."

Trust Panpattanasil, 25 Property Developer

"My awe hotel moment is the arrival experience. What happens when you walk in, check in, the journey up to your room, and once you arrive in your room"

"I like to stay in hostels. Anything can happen there." "If comparing a good hotel experience to a sport, I would compare it to the moment after you run a marathon and jump into the swimming pool." "When traveling with my family we usually go to the landmarks and try to check off the list, the repetition is tiring. But when I travel with friends, I like to spend the whole day at a place to absorb the surroundings and enjoy the area."

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Panu Chiraguna, 25 Business Owner


Qualitative Research | Interviews

Clue Compass :

The Deeps

Experts

By getting insights from the experts will allow us to broaden our thoughts and not limit ourselves to only the opinions of the target group we are aiming for. At the same time, deeper information and practiced knowledge will be gained.

53


Qualitative Research | Interviews

"They (Millennials) are no longer marketing a room or a stay, but an experience, that is unique and aspirational.The trend towards boutique properties is particularly telling here." "I also think there will be increased between hotels and lifestyle brands, and between hotels and restaurant groups - both brands working together to create a unique experience for guests that reflects well on each." "A good hotel is like an 80's power ballad - it hooks you from the first Dr. Lynn Minnaert, Professor notes, builds up to where it connects with you emotionally, and then Tisch Center for Hospitality, Tourism, gently soothes you to sleep." and Sports Management - NYU

"Millennials do not have brand loyalty. They have a quick consuming habit." "Millennials start to travel early, they are addictied to traveling. And therefore they have greater and greater demands for better services." "To the Millennials, 1+1 might not equal to 2, but 2.5. The .5 is the added value." Ms. Siriwan Seeharach Deputy Director Tourism Authority of Thailand (New York)

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Qualitative Research | Gathering Session

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Qualitative Research | Gathering Session

Research Gathering Session

The aim of the session was for participants, to share their hotel experiences. Ranging from 24 to 30 years old, participants were asked to post their understanding of given words, draw out their 'wow' moment of a hotel experience and share their story to the group, personal one-on-one interviews, complete cartoon scenarios, customer journey maps and more. This helps to achieve a number of clues and insights within a short period of time.

56


Qualitative Research | Gathering Session

57


Qualitative Research | Gathering Session

Word Association Mindmap For the Research Gathering Session, four words were written on the wall; Good Hotel Experience, Millennials, Legacy Hotel Brands and Experience Economy. Given very little context, the participants were asked to write what they think associate with the given words and post them on the wall. This process allows us to gather some ideas on what the focus group is thinking in relation to the subjects. By giving them minimal context prior to the activity, will reduce any biases or any personal implications we might have on their thoughts and decisions. 58


Qualitative Research | Gathering Session

THE artist You can generate different kinds of conversations and get deeper understanding into yout customers’ memories and way of thinking . Plus, it’s a creative way to start and it’s just fun to doodle stuff.

STEPS Materials Needed

01

Hand out the post its (or pieces of papers) and markers when talking with the people you’re designing for. By using markers, the drawing has to be minimal and fast.

02

Tell them a clear topic of what you want them to draw. For example, draw the moment that you learn something that stuck to you. The AWE moment.

03

Not everyone is a great sketcher but everyone has an artistic side. Assist those that do not feel comfortable in drawing. You can try to draw your idea first. Then time them for a few minutes.

04

Use the drawings as conversation starters. Why did they draw this particular experience? When did that event occur? Were there other events that they wish to draw?

Markers, Post Its / Paper

PARticipants Team Member, 3-10 Customers

By M.

THE SAFARI Take a safari tour to the lair of your customer can reveal great insights into their habits and values. You will be able to record some useful notes that they might not mention in other forms of research.

STEPS Materials Needed Pens, Field Notes, Camera, Video Recorder (Optional)

PARticipants

Decide on who you want to get a guided tour from, or where you want to (real (real post-its) 0 1 post-its) explore the service you wish to experience.

02

Properly make arrangement if you need a guided tour, or permission to particular locations.

03

Visit with two team members. One to ask questions and the other to take notes. On your vist, be observant.

04

Ask a lot of questions about the person’s habits and environment. See ‘THE SPYGLASS’ for interview tips.

2 Team Members, Customer

59


Qualitative Research | Gathering Session

Draw the

'WOW'

moments of your favourite hotel experiences.

60


Qualitative Research | Cartoon Completion

C

artoon ompletion

Scenario 1 Scenario 2

As part of a projective technique where we want to get to our participants subconsciousness, we asked them to complete two cartoon scenarios. Participants were then asked to explain their answers. This 'why' question is the important part of using projective techniques, as the projective techniques are designed to release the sub-conscious thought rather than to be, in themselves, revealing. This also works well with the previous activity, The Artist. For Cartoon Completion, we tried to uncover what they imagine the process prior to the arrival is, what influenced them to travel, what frustations or goals they faced. Another scenario includes the thoughts after their arrival at the hotel. The completion will reflect their attitude and state of mind. Some social conventions or barriers may constrain the expression of feelings and reporting of behaviours. Subjects tend to offer answers that are socially acceptable and stereotypical in an interview situation. Instead of questioning them directly, the subjects maybe asked to respond indirectly, either talking about other people, these other people's feelings, attitudes and opinions, or about objects or situations.

61


Qualitative Research | Cartoon Completion


Qualitative Research | Journey Maps

Customer Journey Maps During the Design Research Session and other individual interviews, the Millennials were asked to render their journey of booking/staying at a hotel. It is interesting to see how each and everyone of them filled out the process differently. These maps can illustrate from initial contact, through the process of engagement and into a long-term relationship. It may focus on a particular part of the story or give an overview of the entire experience. What it mostly does is identify key interactions that the customer has with the organization. It talks about the user’s feelings, motivations and questions for each of these touchpoints. By analysing the results, we hope to identify gaps between services, gaps between departments, and gaps between channels. Most of all, a customer journey map puts the user front and center in the organization’s thinking. It shows how mobile, social media and the web have changed customer behavior. It demonstrates the need for the entire organization to adapt. Note that the journey is often non-linear. Especially when you work with Millennials, this is only a starter to get a better understanding of their journeys and painpoints that we can be finding solutions for.

By M.

65


Qualitative Research | Journey Maps

66


Qualitative Research | The Safari

The Safari The Safari aims to observe the subject in its natural state and record the observations. We have visited three hotels in Manhattan, New York, and spent one night at each hotel. All establishments were at the price range of $200 and were visited on Friday nights for fairness of the research. This method is a great way to use the outer ring of the Clue Compass, looking at 'About Them', 'With Them' and 'Be Them'. We interviewed and conversed with hotel staffs, guests, and as a Millennial, we were the guests receiving the first-hand experience.

Marriott East Side Hotel Ace Hotel

Aloft Hotel

By M.

69


that they wish to draw?

Qualitative Research | The Safari

THE SAFARI Take a safari tour to the lair of your customer can reveal great insights into their habits and values. You will be able to record some useful notes that they might not mention in other forms of research.

STEPS Materials Needed Pens, Field Notes, Camera, Video Recorder (Optional)

PARticipants

01

Decide on who you want to get a guided tour from, or where you want to explore the service you wish to experience.

02

Properly make arrangement if you need a guided tour, or permission to particular locations.

03

Visit with two team members. One to ask questions and the other to take notes. On your vist, be observant.

04

Ask a lot of questions about the person’s habits and environment. See ‘THE SPYGLASS’ for interview tips.

2 Team Members, Customer


Qualitative Research | The Safari

Marriott East Side Hotel Traditional Legacy Hotel

71


Qualitative Research | The Safari

Check! mthis "co d e v i e c Re nge ary" lou pliment r Elite memard fo access c onversing with c bers by artender, and lb the hote oila! V

Marriott East Side Hotel was chosen to be the case study for legacy hotels that started their operations before the year 2000. The hotel hopes to target all types of guests but from our observation, the main customers are Baby Boomers and Gen X. The style is well established yet very conventional and standard. As a Millennial who visited the hotel, there were no unique experiences offered. One can feel the same as another Marriott in the far East. However, due its corporate practice, the staffs are well trained and radiant with ambition to provide services, which reflect on their professionalism.

(Hotel Card)

72


Qualitative Research | The Safari

Aloft Hotel

by Starwood Preferred Guest

Aloft hotel is a solution to the needs of Millennial consumer under the management by Starwood Preferred Guest Group (Marriott). In contrast to Marriott East Side Hotel where the ambience is more traditional, Aloft hotel display a hip and trendy atmosphere. Using technology and interactive medias, the hotel wants to connect to a younger group of audiences. The snack area, Re:Fuel by Aloft, serves 24 hours snacks and soft drinks. This suits guests who are out to enjoy the city until late at night or wish to grab a quick bite before they leave in the morning. Lounge area serves as a communal space for hotel guests. However, the mood that was emitting from the establishment still shouts out 'Chain Hotel!'. There was no personalized moments that us Millennials were hoping for. There were no appealing elements that will make this hotel memorable in the future.

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(Hotel Card)


Qualitative Research | The Safari

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Qualitative Research | The Safari

Ace Hotel

Ace Hotel, which now has many establishments in different locations all over the United States, is considered to be the most unique out of all three hotels. From its design that match the taste of most Millennials, lighting, ambience and service, to drink selection and DJ choice, they all compose to a hotel that serves the Gen Y consumer. The hotel greatly pay attention to the lobby which becomes a community space that also opens to the public. This brings out the idea of connecting people. It is like bringing New York City vibe into the hotel. Through displaying the locals, guests can have a taste of the buzzling city in their living room. This non-traditional approach makes the hotel memorable and become the talk of the town. Other playful elements in the hotel also draws attention to travelers who search for a unique hotel to stay. The arrangements in

Millennial Hotel

each hotel rooms are different. Some might welcome you with a vintage turntable, some might provide you with an acoutic guitar for you to play with, and all rooms have different pieces of bold artworks from both local and international artists. The events that were hosted all were curated to suit the Millennial guests. For instance, a keynote panel about how social media will affect the marketing world today, where they served complimentary wine, artisanal cheese and fusion bites. Contemporary artworks are displayed in one section of the lobby, vintage photobooth is a witty catch to all users (although you have to pay $5 for 4 quick snaps). It won't be a dull experience if one stays at the Ace Hotel New York and then an Ace Hotel in, say, New Orleans. Hence, it is a hotel that suits the fast-paced urban Millennials.

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Qualitative Research | The Safari

(Hotel Card)

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Qualitative Research | Tools

Photo Ethnography STEPS

OBSERVATIONAL RESEARCH

01

Prepare the camera (or smart phones).

02

Option 1: Ask the subject to carry the camera around with them for a few days, and take pictures of anything that interest them or resemble their daily routine.

03

Option 2: The researcher (i.e. you or your team) takes the role of the photographer. And take pictures of the subject in their environment or daily routine.

04

Analyse the photos.

Apparent Truth INTERVIEWS

PHOTO ETHNOGRAPHIC STUDY

PHOTO ETHNOGRAPHIC STUDY

This tool is to uncover and illuminate the perspective of the community or individual under study.

Option 1 : Taken by Subject. By analysing the images the subject took, we can get a glimpse into their lives. We will be able to get insights on their needs, likes, dislikes, and much more. Option 2 : Taken by Researcher. Act as a method of documentation, the images the researcher took can provide a collection of visible samples that help to gain insight into the common cultural understandings of the subject being studied.

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Qualitative Research | Photo Ethnography

Photo Ethnography

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Qualitative Research | Photo Ethnography

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Qualitative Research | Photo Ethnography

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Qualitative Research

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Qualitative Research

"I like hotels that have their own map. It seems like they care."

- Kookai Chaimahawong, 24 Travel Blogger, One Young World Ambassador

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Qualitative Research | Ideal Hotel

The Ideal Hotel The illustration portrays the heterogeneous ideas of Millennials toward their 'ideal' hotel. Altogether, it may or may not be the perfect establishment, the intention is to visualize a more tangible concept of different elements this group of guest wants. From space design to furnitures, decor to services, facilities to activities, this drawing hopes to inspire and challenge both hoteliers and Millennials to pay attention to the details. After gathering a certain amount of clues and see some overlapping patterns, the details that went in to this illustration were formed. To certify, some of the clues here can be found on the 'Clues Sheet' and that they were harvested from actual interviews and desk research.

"My ideal hotel are the ones that has the hostel vibe. Good community space. But has privacy within that public moments."

- Ming Yaisiri, 25 Travel Blogger, Columnist

"Ideal hotel is probably like the feeling of staying over at a friend's house. Friendly atmosphere and services."

- Worawe Jamsomboon, 28 Landscape Architect

"My ideal hotel is when they provide me a personalized service. The hotel notice what I like/dislike. Remembers me when I come in. A customized experience."

- Trust Panpattanasil, 26 Property Developer

"They are no longer marketing a room or a stay, but an experience, that is unique and aspirational. (The trend towards boutique properties is particularly telling here)."

- Prof. Lynn Minnaert Clinical Associate Professor, NYU-Tisch Center for Hospitality, Tourism, and Sports Management

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Qualitative Research | Ideal Hotel

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4

Opportunities & Ideas 86


Opportunities & Ideation | Clues

Clues

The clues are the pieces of evidence or information that we gather from both quantitative and qualitative researches. All clues are good, it is whether some are more constructive than others. For instance, a clue that says "I like to stay in hotels." might confirm our hunches that Millennials like to stay in hotels, but we did not get the 'WHY' which is the most important aspect in defining a good clue. Clues can be data, statistics, facts, observations, quotes or images. It is important to note that these are raw evidences NOT interpretations. How to be a good detective of clues is that one has to be put at ease, assume nothing and keep an open mind, relentlessly seek the answer, use all our senses, try not to lead and pay attention to body language (interviews). Focus particularly on what gives us goosebumps and what gives them goosebumps. It is also very important to layout the clues separately and source our clues clearly to give them some context.

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Opportunities & Ideation | Clues

(Clues Sheet)

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Opportunities & Ideation | Insight Theme

Insight Theme Design Challenge : "How can we help legacy hotels attract the growing Millennial consumer?"

Theme 3

Theme 1

Theme 2

Theme 4

Once the clues have been gathered, we connect the dots and see the overlapping relationships within the insights and subtlely put them in different themes. These themes will then be used to help generate opprtunities that leads to ideas to solve the design challenge. Constantly keeping in mind that all of the solutions to the problems need to be extracted from the exiting insights, not thin air. Shown in the following pages are examples of some Insight Themes after the clues have been analysed.

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Opportunities & Ideation | Insight Theme

Theme Name:

The Art of Personalization

CLUE:

Description of Theme

“Millennial-minded guests don’t live in a one-size-fits-all-world,� - Jonathan Frolich, Vice president of brand marketing for Hyatt. CLUE: "My ideal hotel is when they provide me a personalized service. The hotel notice what I like/dislike. Remembers me when I come in. A customized experience."

(what it is about and why it matters to the challenge) :

Millennials want to be 'unique' and 'different', each and by having a personalized service can make them feel special. By giving the importance to the art of personalization can lead to a better Millennial consumer's experience in hotels.

- Trust Panpattanasil, 26, Property Developer at Kaesorn Group CLUE: "If hotels can provide personal tips before we arrive would be good. What to expect, that sort of thing. It will make me feel like I want to arrive quickly and feel at ease." - Kookai, 25, Travel Blogger, One Young World Ambassador

Theme Name:

Traveling is a Lifestyle

CLUE: "I also think there will be increased between hotels and lifestyle brands, and between hotels and restaurant groups - both brands working together to create a unique experience for guests that reflects well on each."

CLUE:

- Prof. Lynn Minnaert, Professor, NYU Center for Hospitality As they are less likely to have responsibilities at home, millennials can approach business travel as a lifestyle experience. - How Millennials are Redefining Business Travel, Fastcompany.com

CLUE: Cultural Purists use their travel as an opportunity to immerse themselves in an unfamiliar culture, looking to break themselves entirely from their home lives and engage sincerely with a different way of living. - Future Travel Tribes (Report)

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Description of Theme

(what it is about and why it matters to the challenge) :

By observing and researching on present and future trends, traveling is no longer a hobby or a break from one's normal routine. To some Millennials, traveling is a lifestyle. They promote themselves as travelers, and the idea of 'travel for a living' is spurring greatly in this consumer segment. Leading to the existance of new businesses, like Digital Nomads.


Opportunities & Ideation | Insight Theme

Theme Name:

Moments of Surprise / Serendipity

CLUE: "Good hotel experience is when there is an unexpected positive moment." - Ming Yaisiri, 25, Travel Blogger, Columnist CLUE: “Serendipity and chance tends to leave a longer positive impression." - Kookai, 25, Travel Blogger, One Young World Ambassador

Description of Theme

(what it is about and why it matters to the challenge) :

There are hints on favouring the moment of surprise in most inteviews with the Millennials. Some don't even realize it. Serendipity allows Millennials to remember that experience, which leads to remembering the place that provides these moments of magic to them.

CLUE: "What I like is the elements that I didn't expect. Because I didn't see it on the internet. If I know, I might not have enjoyed it as much." - Chalida Chouriyagul, 24, SDM Student

Theme Name:

More Than a Place to Stay

CLUE: "They are no longer marketing a room or a stay, but an experience, that is unique and aspirational. (The trend towards boutique properties is particularly telling here)." - Prof. Lynn Minnaert, Professor, NYU Center for Hospitality

CLUE: Hotels aren't just places to sleep. They're places to experience. - Hotel Brands Don't Sell Rooms. They Sell Experiences, Cnn.com

CLUE: "I like Ryokan in Japan. They provide very unique and authentic experiences. Like sleeping on traditional tatami matt, wearing the Yukata robe, and the most memorable one is the outdoor Onsen pool. " - Win Louwithawas, 28, Integrated Marketing Student, NYU

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Description of Theme

(what it is about and why it matters to the challenge) :

To Millennials, hotels are no longer just a room to stay on their travel. They want a unique experience created by the hotels. A comfortable bed or a good service do note suffice the Millennials.


Opportunities & Ideation | Insight Theme

Theme Name:

Exploring the Unexplored Experiences

CLUE: "Millennials don't want to walk into a chain and say, 'Oh, this looks like the one I stayed in last week on the other side of the country," - Fiona O'Donnell, Director of travel and leisure research at Mintel, Adweek.com

CLUE: (On legacy hotel brands) "Most are standard. If you already know the brand, you know it's going to be the same. I like to have different experiences."

Description of Theme

(what it is about and why it matters to the challenge) :

Millennials have access to more options, so they want to experience something new constantly. Loyalty programs are not popular amongst Millennials since they do not wish to go back to the same hotels.

- Sherin Puspita, 28, SDM Student CLUE: "I change hotels if I have been to that location before. To get new experiences." - Suraboon Purnaveja, 28, Independent Filmmaker

Theme Name:

The Communal Spirit

CLUE: "It's like a boutique hotel that has the social heart of a hostel. That's why people stay at an Airbnb, so we built a brand that had that same communal spirit." - Vicki Poulos, Global brand director for Moxy Hotels

CLUE: The social dimension of travel is so important to millennials that hotel chains are redesigning their properties to meet gen Y demands." - How Millennials are Redefining Business Travel, Fastcompany.com

CLUE: "The best thing about staying in hostels is the community space. You get to meet other guests." - Panu Chiraguna, 25, Business Owner

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Description of Theme

(what it is about and why it matters to the challenge) :

Having a communal spirit is very attractive to most Millennials. By providing an environment where guests can meet each other or allow them to lounge and look around can help improve their hotel experience and make them feel more engaged to the place.


Opportunities & Ideation | Insight Theme

Theme Name:

Travelers, Not Tourists

CLUE:

Description of Theme

“We see millennial travelers more as explorers than tourists,” - Brian McGuinness, global brand leader, Starwood’s Specialty Select Brands CLUE: "It’s not people coming to New York City. It’s people coming to the Lower East Side neighborhood and really looking for that Lower East Side experience,”

(what it is about and why it matters to the challenge) :

Millennials want to be perceived, and do, as travelers rather than a tourist. They want to REALLY take in the place they visit and explore paths that are off the main tourist attractions. By providing and treating them as such will earn their likes.

- Jason Moskal, vice president of lifestyle brands for IHG CLUE: "What can hotels do to make travelers feel engaged to the area, more than just travel and go home." - Kookai, 25, Travel Blogger, One Young World Ambassador

Theme Name:

Localization

CLUE: 91% (of 50 Millennials) answered 4&5 on the scale of 1-5 (1-least, 5-most) when asked how much they'd like to do what the locals do/visit/eat...etc." - Survey (Millennials)

CLUE: Since Millennials love anything Indie, artisanal, and local, if you can introduce them to the trendiest finds in your city, you'll have earned their respect fast." -Jane Coloccia, President, JC Communications

CLUE: “Millennials are less interested in a cookie-cutter experience and in fact want to discover something new, take in the city, the food, the local scene,” - Vicki Poulos, Global brand director for Moxy Hotels, Usatoday.com

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Description of Theme

(what it is about and why it matters to the challenge) : Millennials want authenticity, originality and unique experiences. They want to be part of the place they visit and do not stand out. They want convenient access to the local scenes and will give respect to hotels that can provide this to them. In addition, if their activities can support the local communities, it will bring them spiritual value.


Opportunities & Ideation | Insight Theme

Theme Name:

Instagrammable

CLUE:

Description of Theme

I don't post pictures of hotels because they are not instagrammable." - Sherin Puspita, 28, SDM Student

CLUE: The fact that Mary Millennial with 500 friends posted a photo of herself enjoying your Spiked Mojito Popsicles on her Instagram page is better advertising than any ad in the local paper."

(what it is about and why it matters to the challenge) :

Online Marketing is not just a tool, but an organ of a business. By having a strong sense of use of online platforms/social medias/IOT can help leverage the business expansion, especially toward this customer segment where their organ is a smart device.

- Jane Coloccia, President Hospitality/Lifestyle

CLUE: Everything that you deliver to them from an incredible "WOW" to a disappointing ""NOT"" will immediately find its way to the social space" - Jane Coloccia, President, JC Communications

Theme Name:

Share to Spark

CLUE: "The right space in the hotel will get people to start having conversations, and having conversations can lead to longer unplanned stays." - Kookai, 25, Travel Blogger, One Young World Ambassador

CLUE: 98% of 80 Millennials want their friends/family to share travel stories for future reference. - Survey (Millennials)

CLUE: “We wanted to create moments throughout the space that would spark conversation and guests would want to share with friends over social media,� -Christine Miller, Designer at Stonehill & Taylor at the Moxy

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Description of Theme

(what it is about and why it matters to the challenge) : The success of sharing economy lies on the idea that people can conveniently connect. We never know how much the sparks will flicker and lead to business growth and other possibilities. And Millennials promote having choices and possibilities, by acting as a portal for them to do that, the hotels can achieve something meaningful and long-lasting.


Opportunities & Ideation | Insight Theme

Theme Name:

Achievement Seekers

CLUE: "I'd choose legacy hotel over boutique hotels because I feel proud if I stay there." Nattinee Wanchan, 30, SDM Student

CLUE:

Social Capital Seekers, their choices are shaped by their desire to take maximal social reward from their travel. They will exploit the potential of digital media to enrich and inform their experiences, and structure their adventures always keeping in mind they’re being watched by online audiences. - Future Travel Tribes (Report)

CLUE: Given the popularity of gaming among Millennials and their desire to achieve and share achievement badges, travel companies could look at building promotions or loyalty rewards around this gaming-playing predisposition." - Travel with Millennials(Report), Boston Consulting Group

Theme Name:

Description of Theme

(what it is about and why it matters to the challenge) :

Millennials want to feel special and exclusive. Part of the point of travel for this group is to reap the longer-term benefits of the experiences they have had. This means basking in the adulation, like a rockstar returning from a world tour, of their followers back home. Giving them a space to promote themselves will gain their love. It is not just physically satisfying when they are traveling, but to be able to share their experience with others is mentally rewarding to them as well.

Concept of Home, But Better

CLUE: "Ideal hotel is probably like the feeling of staying over at a friend's house. Friendly atmosphere and services." - Worawe Jamsomboon, 28, Landscape Architect CLUE: "I choose Airbnb over hotel because hotels doesn't feel like it's your own place." - Sherin Puspita, 28, SDM Student

CLUE: Asked: What brings back the same guests? "US! We talk to them, get to know them, make them feel engaged. Make them part of the experience here." - Steven, 38, Bartender, Mariott East Side (works there for 20 years)

CLUE: "The guests want to feel better than when they were home" - Gwyan Moses,Front office Manager, Ink48, A Kimpton Hotel

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Description of Theme

(what it is about and why it matters to the challenge) : Familiarity sometimes bring warmth and positive feelings to Millennial guests. They do not wish to feel foreign and that there are limitations to what they can or can't do. However, the essence of a 'homey' feeling is important as long as it is better, otherwise they wouldn't have left in the first place.


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THE PERSONAS Personas are fictional profiles, it helps to guide the design process by representing a particular group based on their motivations, expectations, shared interests and goals. Think of a persona as a singular icon representative of an entire group. Use ethnographic research : THE DISCOVERY THE SAFARI THE EMPATHY MAP Most Personas are created from research insights gathered from mapping out the ecosystem, shadowing, interviews..etc. It is also important to create several Personas so that the goals of all users can be met. Keeping the persona sets small ensures that the design process remains manageable.

NAME: AGE: OCCUPATION: STATUS: LOCATION: TIER: ARCHETYPE:

MOTIVATIONS (Shade bar to desired level)

PERSONALITY Extrovert

Introvert

Sensing

Intuition

Thinking GOALS (The objectives this person hopes to achieve)

Judging TECHNOLOGY

FRUSTRATIONS (The painpoints they’d like to avoid)

IT & Internet Software Mobile Apps Social Networks

BIO

QUOTE

BRANDS

Feeling Perceiving


THE DISCOVERY THE SAFARI

Opportunities & Ideation | Personas

THE EMPATHY MAP

Most Personas are created from research insights gathered from mapping out the ecosystem, shadowing, interviews..etc. It is also important to create several Personas so that the goals of all users can be met. Keeping the persona sets small ensures that the design process remains manageable.

NAME: Alex Harrington AGE: OCCUPATION: STATUS: LOCATION: TIER: ARCHETYPE:

Spontaneous

30 Digital Nomad : Coder Single London, United Kingdom Frequent Traveler The Free Spirit

Practical

Adventurous

MOTIVATIONS (Shade bar to desired level) Incentive Fear Achievement Growth Power Social

1

PERSONALITY Extrovert

Introvert

Sensing

Intuition

Thinking

GOALS (The objectives this person hopes to achieve)

Judging

• To travel to as many places as possible. • Build relationships by connecting to people on travels. TECHNOLOGY • Build a strong future based on traveling lifestyle. FRUSTRATIONS (The painpoints they’d like to avoid)

IT & Internet

• Not knowing where would be the right place to connect with people. Software • How traveling lifestyle will lead to a successful future. Mobile Apps • Weak Wifi connection. He works remotely.

Social Networks

BIO

QUOTE If I had a way to know the place that allow me to connect with other travelers, that would be great.

Alex used to have an office job but was bored of the static 9 t0 5 cubicle routine, so he left and become a digital nomad coder. He travels solo most of the time, without fixed plans and destinations. Finding a remote job while traveling can be tricky sometimes.

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BRANDS

Feeling Perceiving


Opportunities & Ideation | Personas

NAME: Miki Nakamura AGE: OCCUPATION: STATUS: LOCATION: TIER: ARCHETYPE:

Organised

25 Graphic Designer In a Relationship Tokyo, Japan Occasional Traveler The Gentle Traveler

Agreeable

Protective

MOTIVATIONS (Shade bar to desired level) Incentive Fear Achievement Growth Power Social

GOALS (The objectives this person hopes to achieve)

• Write a blog about my travel journeys. • Visit all the popular attractions • Being able to show people of my achievements . FRUSTRATIONS (The painpoints they’d like to avoid)

2

PERSONALITY Extrovert

Introvert

Sensing

Intuition

Thinking Judging

Feeling Perceiving

TECHNOLOGY IT & Internet

• The place visited does not live up to what I expected or online images.Software • Don’t know what to choose due to many options online. Mobile Apps • Poor communications

Social Networks

BIO

QUOTE I like to have a personalized experience, if something is special enough, I won’t hesitate to share it.

Miki works in a graphic design agency so she can only travel during holidays. Therefore, each time has to be phenomenal & memorable. She hopes to run her own blog and become a social media celebrity one day.She feels happy when her posts are well liked.

BRANDS

NAME: Hugo Fernandez AGE: OCCUPATION: STATUS: LOCATION: TIER: ARCHETYPE:

Friendly

28 Start-Up Founder Single Sao Paulo, Brazil Occasional Traveler The Cultural Explorer

Go-Getter

Inquisitive

MOTIVATIONS (Shade bar to desired level) Incentive Fear Achievement Growth Power Social

GOALS (The objectives this person hopes to achieve)

PERSONALITY Extrovert

Introvert

Sensing

Intuition

Thinking Judging

• Absorb the local culture as much as possible. • Stumble on intriguing places off the usual guide book. TECHNOLOGY • Receive unique experiences in each travels. FRUSTRATIONS (The painpoints they’d like to avoid)

IT & Internet

• The place is jam packed with oblivious tourists.

Software

• End up at a place or experience something that is banal & cliche. • Not enough information99 for travelers since it is a local place.

Mobile Apps

BIO

Social Networks

Feeling Perceiving


• Being able to show people of my achievements . FRUSTRATIONS (The painpoints they’d like to avoid)

IT & Internet

3

• The place visited does not live up to what I expected or online images.Software Opportunities & Ideation | to Personas • Don’t know what to choose due many options online. Mobile Apps • Poor communications

Social Networks

BIO

QUOTE I like to have a personalized experience, if something is special enough, I won’t hesitate to share it.

NAME:

Hugo Fernandez

AGE: OCCUPATION: STATUS: LOCATION: TIER: ARCHETYPE:

Friendly

Miki works in a graphic design agency so she can only travel during holidays. Therefore, each time has to be phenomenal & memorable. She hopes to run her own blog and become a social media celebrity one day.She feels happy when her posts are well liked.

28 Start-Up Founder Single Sao Paulo, Brazil Occasional Traveler The Cultural Explorer

Go-Getter

Inquisitive

MOTIVATIONS (Shade bar to desired level) Incentive Fear Achievement Growth Power Social

PERSONALITY Extrovert

Introvert

Sensing

Intuition

Thinking

GOALS (The objectives this person hopes to achieve)

Judging

• Absorb the local culture as much as possible. • Stumble on intriguing places off the usual guide book. TECHNOLOGY • Receive unique experiences in each travels. FRUSTRATIONS (The painpoints they’d like to avoid)

IT & Internet

• The place is jam packed with oblivious tourists.

Software

• End up at a place or experience something that is banal & cliche. • Not enough information for travelers since it is a local place.

Mobile Apps

BIO

QUOTE If I had a way to know the elite local spots, that’d be very convenient for me. Even better if it’s something I did not expect.

BRANDS

Hugo is a founder of a start up company, who has great passion for local discovery.He is naturally inquisitive which allows him to stumble upon unique finds.His travels allow him to have a better perspective which correlate with his business.

Cultural Explorers are focused on experiencing the authenticity of a destination through a street market, local temples and mother nature. They always carry a phrasebook so they can personally engage with locals.

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Social Networks BRANDS

Feeling Perceiving


Opportunities & Ideation | Opportunity Platform

The Opportunity Platform The Opportunity Platform helps to act as a template to fabricate opportunities that will later lead to ideas. The insight (I -Statement) is a properly crafted statement, which were taken from the existing clues written from a customer's point of view. The display of themes and trends build the direction and guide the opportunity area. Finally, the How Can We prose the question of what can be done. The question should be direct yet leave rooms for possibilities. It should be springy and easy to build off ideas.

The Insight (I-Statement)

Themes + Trends

Our Opportunity (How Can We)

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103


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105


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Opportunities & Ideation | Ideas

Ideas

Opportunities develop into ideas for solutions to the Design Challenge. The idea sheet comprises of a title of the idea for memorable purpose, idea description explains the idea's details or how it works, and the sketch helps any viewers to visualize the idea and to allow it to be more tangible. In additional snippets, the Stargazer analyze the idea on how much it meets the realistic factors and goals. This is a good method to compare ideas. One might be bias towards a particular concept and overlook its unmet needs.

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Opportunities & Ideation | Ideas

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Opportunities & Ideation | Ideas

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Opportunities & Ideation | Ideas

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Opportunities & Ideation | Ideas

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Opportunities & Ideation | Ideas

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Opportunities & Ideation | Ideas

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Opportunities & Ideation | Ideas

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Opportunities & Ideation | Ideas

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Opportunities & Ideation | Ideas

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Opportunities & Ideation | Ideas

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Opportunities & Ideation | Ideas

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The Chosen Idea

THE

H OT E L

VENUES

GUIDES

M Y L I ST

MORE


The Chosen Idea

THE S

UT

A personalized local exploration itinerary for hotel guests.

• Both B2B (hotels) & B2C (hotel guests) • Personalized & fun concierge service. • Packages of noteworthy spots around the hotel. • Help hotels be more unique by bringing out the best of their location. • Guests can earn badges for complimentary gifts once they check in at the designated locations. • The Scout makes arrangements with local businesses & vendors for the hotels - provide service according to guests’ preferences > help boost local economy and develop the ecosystem of the hotel.


The Chosen Idea

THE S

UT

Per sonalized l ocal ex p l oratio n itin erar y

STEPS 1. Download the app or click the icon on your hotel's website. 2. Log In (Your Name & Hotel Reservation Info.) 3. Answer a few questions to identify your style and preferences. 4. Get on your way! 5. Check in at the designated spots (enter codes) to get badges and receive complimentary gifts.

THE S

UT

Personalized local exploration itinerar y

Madison Square park

The Flatiron Room

L&W Oyster Co.

Ayza

Center for Book Arts

Chalait

Wine Bar

Birch Coffee Library

The Smith H OT E L

VENUES

GUIDES

M Y L I ST

Photogenic

MORE

H OT E L

VENUES

GUIDES

M Y L I ST

MORE

Boozy Schmoozy

H OT E L

VENUES

GUIDES

M Y L I ST

Localmotives

MORE


THE S

UT

Personalized local exploration itinerar y The Chosen Idea

OTHER FEATURES

Hire Local Guide

Make R e s e r vat i on s

a n d m o r e ... HOTEL

VENUES

GUIDES

MY LIST

MORE

THE HOOK

Local Connection to the city

Personalized experience for hotel guests

Help hotels to be UNIQUE

E a r n Ba d g e s for g i ft s


Opportunities & Ideation | Brainstorming Session

Brainstorming Session Prior to the extraction and finalizing ideas, (as posted, they are always underdevelopment), a group of people were asked to participate in an ideation process. The purpose of the brainstorming session was to bring new ideas on how to tackle a particular problem – the freethinking atmosphere encourages creativity, even imperfectly developed thoughts may push the thinking of other participants. It was to help us gain new ways of thinking since we immersed ourselves deeply into this topic, we might have overlooked some thoughts therefore it is also best to gain outsider's perspectives. Problems are defined better as questions arise – alternatives appear in a new or different perspective and novel approaches to an issue can arise during the process. A brief narration of the design challenge and problems was discussed, followed by showing a video summary of the research. Themes were presented to give the participants a grounded evidence that help them to come up with ideas. Bare in mind that although it is marvelous to receive ground-breaking solutions, however, these ideas need to be able to trace back to the existing research insights.Participants were asked to individually post ideas relating to the given topics. Then later break into small groups to develop a more detailed idea.

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Opportunities & Ideation | Brainstorming Session

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Opportunities & Ideation | Brainstorming Session

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"We see our customers as invited guests to a party, and we are the hosts. It's our job to make the customer experience a little bit better." - Jeff Bezos, Founder Amazon 123


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Do not go where the path may lead, go instead where there is no path and leave a trail. -Ralph Waldo Emerson

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Acknowledgements

I would like to express my gratitude to the many people who saw me through this book; to all those who provided support, share stories, read, wrote, offered comments, allowed me to quote their remarks and inspired me through and through. Prof. Erin Hersey Prof. John Henry Boudreaux Gwyan Moses Ms. Siriwan Seeharach Ms. Mary Ann Gamboa Prof. Yvette Cardone Prof. Lynn Minnaert Panu Chiraguna Trust Panpattanasil Kookai Chaimahawong Suraboon Art Purnaveja Worawe Jamsomboon Ming Yaisiri Mai Leelasuwan Nattinee Wanchan Chalida Chouriyagul Sherin Puspita Michael Lewis Mika Chang Nin Manawatanakij Win Louwithawas Bua Pratida Mai Passara Swinya Chavanich

Wachira Leangtanom Pitchapa Jular Grace Jiranuntarat Jay Khumkomgool Varis Niwatsakul Fai Homsup Prim Amatyakul Yam Chumpolphaisal Travis Nissen Noppadol Snitwongse Na Ayuthya Andrea Lee Saloio Steven (Marriott East Side Hotel) Hassan (Marriott East Side Hotel) Roger (Marriott East Side Hotel) Shelena (Ace Hotel) Karen (Ace Hotel) Mark (Citizen M Hotel) Sarah (Aloft Hotel) Stephanie Caitlin Arch CU STU77 SDM Class of 2017

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