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Process Book
International Business Travelers Group
Prepared by:Landon Paul JD/MBA CandidateMichael Aboukhaled MBA CandidateMichael Doroghazi MBA CandidateRomereo Smith CIA Samantha Hourng MBA CandidateYashwant Yadav MBA CandidateXiang Wang MBA Candidate
April 26, 2012
Design in ManagementConcepts & Methods of PracticeMIDS 420R. BuchananK. BuchananF. CollopyK. Lee
Initial research started with members of the group going out and experiencing the initial touch points international travelers had with Cleveland.
Noticed issues dealing with currency exchange, transportation, and general way finding.
Next we visited Positively Cleveland’s Visitor Center to learn more about what was offered to guests of the city.
Banners communicate “Welcome” in several languages.
From the pictures you can see that there are several pamphlets, brochures and other collateral material dealing with Cleveland.
Sorting through so much could prove to be a hassle.
University Circle also has a visitor center.
A very similar setup was seen as at the CLE+ Visiter Center. One of the main differences was the map located outside on the intersection helping visitors find there way around University Circle.
The
follo
win
g pi
ctur
es sh
ow
brai
nsto
rmin
g se
ssio
ns in
whi
ch th
e gr
oup
map
ped
out t
he In
tern
atio
nal T
rave
lers
ex
perie
nces
in tr
avel
ing.
The
key
to th
is p
roce
ss w
as m
akin
g no
thin
g w
as m
isse
d. W
e tri
ed to
add
ress
ev
ery
touc
h po
int a
nd b
roug
ht o
ut a
ll th
e is
sues
that
mig
ht b
e fa
ced.
The
obj
ectiv
e w
as to
see
wha
t par
ts o
f the
trav
el st
ood
out i
n ho
pes t
hat w
e ca
n fo
rmul
ate
a pr
oble
m a
nd p
oten
tially
a v
iabl
e so
lutio
n.
Along with mapping out the international traveler’s experience we did research on Cleveland. The maps show population shifts and crime rates for the city. From the maps alone we could see a correlation between the two. Where the crime rates were increasing, the population had seen a decrease.
We saw this information as potential constraints when formulating a solution.
Two
of th
e gr
oup
mem
bers
had
the
oppo
rtuni
ty to
atte
nd P
ositi
vely
C
leve
land
’s D
estin
atio
n C
leve
land
Su
mm
it, in
the
Fall
of 2
011.
The
sum
mit
help
ed th
e gr
oup
see
wha
t C
leve
land
had
in th
e fu
ture
pla
ns to
he
lp b
ring
mor
e vi
sito
rs to
the
city
. One
of
the
bigg
est s
tand
out
s was
the
$2
Bill
ion
bein
g de
vote
d to
uris
m fo
cuse
d in
fras
truct
ure.
Second semester brought on ideations and concepts for potential solutions.
The following presents several ideas that were formulated by the group
The following pictures show us pushing our ideas further and relating them back to the issues we brought out in the first semester.
Afte
r sev
eral
mee
tings
we
star
ted
to c
onso
lidat
e th
e id
eas w
e ha
d in
to o
ne c
ompr
ehen
sive
solu
tion.
The
fo
llow
ing
imag
es o
n th
is p
age
and
the
next
show
us
poin
ting
out t
he a
spec
ts o
f eac
h so
lutio
n th
at st
and
out
and
have
the
pote
ntia
l to
be a
par
t of t
he fi
nal s
olut
ion.
Furth
er c
onso
lidat
ion
of id
eas.
Thes
e im
ages
show
the
initi
al c
once
pt b
ehin
d C
leve
land
Con
cier
ge. H
ere
we
star
ted
to m
ap o
ut th
e fe
atur
es w
e w
ould
like
to h
ave
with
in th
e so
lutio
n.
Thes
e im
ages
show
us fi
naliz
ing
the
aspe
cts o
f the
C
leve
land
Con
cier
ge, i
nclu
ding
pot
entia
l pro
duct
and
pa
ckag
ing
desi
gn fo
r the
Cle
vela
nd P
assp
ort.
The
follo
win
g pi
ctur
es sh
ow th
e fin
al
post
ers t
hat h
elpe
d co
mm
unic
ate
the
mes
sage
for C
leve
land
Con
cier
ge a
nd
Cle
vela
nd P
assp
ort.