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An initial product concept document that outlines the product conceptually, maps the journey, outlines the user experience elements and showcase page screen specs
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Travel Product
May, 2012
Initial product concept document
Part - I
Contents
/Overview /Understanding users & scenarios
/ Starting point / First look / Retracing the path
/Building the experience ecosystem / Identifying user needs / Principle of our approach /Mapping the platform to the journey /What is the proposition /Design your travel experience /Creating the experience ecosystem
Note
The solution mix is loosely based on the target market of UK
Growth of Social media and mobile devices have changed the way we live, dine and communicate with each other. Young people are at the fore front of these change equipped with smart phones, connected with opinioned people and fully aware of their needs. All of these are changing the face of travel industry like never before. With GPRS and wi-fi connectivity travelers expect contextual and relevant information along every step of their journey. Young travelers now expect information that is both location contextual and relevant to their timely needs.
Every key purchase is heavily researched, considered, reviewed and bounced off for opinions. Every memory is shared and celebrated. They may not appear to be sure of where they want to go but they are very sure about how they want to feel. They are more inclined to engage with the local culture and activities on offer that the price. And above all perception about quality of services are influenced more by the intangibles that the tangibles and they are willing to pay more given the right mix of rational and emotional reasons. Let take the walk.
Overview
Understanding users & scenarios
Understand who are these young travellers? What are their motivations? What needs they have during the course of their journey
Starting Point
Peer review
Leisure Traveler
Potential Employee
Buy Now
45% off
First let’s look at the target demographic…
• More than 70% of young traveller aged between 18-34 access travel information on their mobile devices when travelling
• More than 40% of the users rely on friends / relative recommendations during the process of making travel purchases
• On average, the users who use search and purchase on average searched 55 times
• Nearly half of purchasers bought two or more travel products
• 67% of those that booked accommodation visited Map sites beforehand
• The young audience eagerly want information related to local etiquette and customs and it ranked as top three type of content
Search Udaipur
Age 28
Occupation
Organization
Manager – sales
Standard Chartered
the journey starts here
>>
At home, planning for her next vacation.
Come across ‘Liked’ article by Vir Sanghvi
>>
“He looks like an connoisseur on Indian Culture”
Started gathering clues and nuances of Indian culture
>>
Retracing the path
“If only I could collate all these in one place”
Does it make life easier and is it fulfilling. A close look at the possible opportunities
>>
the user who use search and purchase on average searched 55 times – lack of content
Looks for deals and book tickets & hotel
Want to start aggregating • to do list • Places to visit • bookmark resource • look for local event • Local language
/etiquette
>> Keep posting random photos & thoughts
Put together visual stories and post online
Building the experience ecosystem
Identify the user needs
logistics
local
social
offers
event
hotspots
culture
travel
stay
local services
emotional connect
visual story
feedback
Evolve an ecosystem of experience around the unanswered need of the user
• Identify the motivation and provide guidance to plan and build enthusiasm
around the travel experience • Keep updating with local information, events, offers and customs; building
context to location and time of the day • Provide tool to connect to circle of friends, fellow traveler and connect with
people having experience and interest in chosen location and culture • Detail out the digital experience for the brand, focus on the aspect of experience
that will differentiate it.
Principles of our approach
Locate the trigger
Identify the motivation
Curate content cluster around interest areas & locations to guide decision making
Provide tools to plan, document and share
Travel Begins Travel Ends
Make available crowd sourced views, experiences, reviews on location
Design a platform that is an aggregate of services and content that deliver value across the pre-stay, stay and post stay phase. Evolve an ecosystem of experience around the existing booking engine.
Pre-Travel Travel Post-Travel
Mapping the platform to the journey
What is the proposition >>
travelmate
Make planning easy a seamless experience Deliver the experience by building connection and context
Travelmate as a platform will have a ubiquitous presence across devices and respond to the mobility and contextual need of travelers. Travelmate will be a tool for user to design the travel experience they are looking for, refine it with collective experience, invite people to join and finally share the actual travel experience. From the possible list of content channel, services and tools users can configure to a specific number that can be availed on the mobile interface. It will broadcast periodic content capsules that would be contextual to location, phase of travel and time of day.
Design your travel Experience
Travel
Food Cultural events
Food
Create your travel experience User create the travel experience he wants - selecting either the mood or places / dates / mode of travel– and use available graphics, photos, content & videos. It like the story he / she want to live during his travel.
Refine it with collective experience User then share his travel story with the larger community, who can come and add, comment and suggest changes to the itinerary or make multiple tours guides
Look for companions User can look for people with similar interest, intersecting travel plan or 0ther companions – and extend invites to them to become co traveler either for the entire duration or for sessions. User can plan such session on map and share the same with other companions. During the course of travel each companion can track each other on the map, communicate, share and create a visual gallery of his experience.
Share the world you experienced User can start sharing the experiences and stories that he was part of or helped create.. Other users can draw from this world to design better travel experiences
offers 50%
Local offers
Buy Now
Buy Now
Curated content Need mapping Context mapping Aggregation of user content Curators Cultural gurus Tools Local content (language / etiquette)
Po
st T
rave
l Tr
ave
l P
re-T
rave
l
Provide the content and tools contextual to users’ need that make the travel research, planning and documenting memories a seamless experience.
On the move
Local cultural events Local culture etiquette Local offers Airline updates User content – photo, opinions, videos Twitter – local trends Weather
User can configure a limited number of channels from the given channels – and will start receiving content updates on the mobile just from the time travel is planned. The mobile interface would provide • Guided map for local travel, walks, landmarks and other cultural hotspot • Locate people with similar interest in the near vicinity • Locate your circle of friends in the near vicinity & send them alerts • Look up local offers and purchase the same through your mobile wallet
Fresh
Quick Thoughts The platform let user identify what he / she looking for in the holiday and
then connect him / her with relevant content, people and tools to help shape up the mood
User can setup the account only through laptops, iPad and desktops. Account setup requires the users to pull in the FB and twitter ‘following’ friends.
Users can set dates for the travel mood, which starts much before the actual travel dates and may extend to well beyond when the travel ends
User can fill in travel plan – airline, hotel booking, car rental and other itinerary
Look up people who are traveling same destination The mobile application will configure itself in the destination time zone,
reporting on weather, local news trends and regular content capsules on language, etiquette, weather, offers and cultural events in and around the location.
It will use crowd intelligence to put forward local knowledge, events or contextual activities that users can possibly indulge in
Each cultural cluster can have a mentor or a guru, who can help users organize the travel to maximize cultural experience
User can start aggregating and tagging content and images that are contextual to his place of interest.
How do you want to feel after your travel?
Good
Enriched
Make it People Centric Take a user-centered design approach, look beyond the project, beyond the interaction, beyond the screen. The attempt would be to try and understand the mind-set of the users, when they interacts with our solution, how he got there and what the motivation is.
Creating the ‘Experience’ ecosystem
Simplify Make the solution users friendly and natural. Make accomplishment of each task and fulfillment of each need a journey with minimal glitches and effortless. Minimize surprises and keep the user informed at every stage of the journey.
Be the wireless web User are no longer sitting on their desktop, they are everywhere else. Let’s embrace the ‘fragmented’ web and drive brand experiences to where the customers are.
Make the experience interactive & intuitive The experience should be rooted in business objectives, to make interaction an engagement with the brand. Let’s have a clear strategy to focus on creating interactions that fulfil the brand promise rather than invest in technology that un-usable.
Part - II
Contents
/Persona /Journey /Scenario-I /Scenario-II
Context Michael been using the current booking engine for last two years and though generally satisfied; he finds
its limiting.
Now powered by his smart phone, he is looking to plan for his next big vacation in India after a gap of two
years. And he is looking for a platform that can help his plan, create, share and stay connected during his
long awaited holiday and wonders, “is there a single platform which can stays with me during the entire
journey; guiding and creating meaningful connection to make this holiday an experience to remember”.
He is willing to devote time to search and plan and is committed to make sure he finds the right
relationship.
The Role of the Internet & mobile Michael takes his research directly to the Web regardless of if he is in office, at home or on the move in
the market. He’s constantly using Google and Facebook to quickly reference topics that come up in
conversations with his peers. He is aware of the big players, such as Expedia and Lonely Planet. However,
he doesn’t really know if any of them offers completely what he is looking for. But he has got one word-
of-mouth suggestion, Travelmate. He turns to the web and starts looking for sites and apps and visit
Travelmate.
Challenges and Pain Points How travel sites or even the new travel apps present themselves online isn’t always consistent with who
they really are. He has to visit multiple sites for researching, planning, booking and sharing. He also gets
lost on sites that are cluttered with information but cannot help plan the journey. He wants to start with a
platform that understands his unique needs and will stay with him though out the entire journey.
The Bottom Line • He wants something that can help him leverage crowd intelligence for planning. • He wants to go along with a platform that helps him create, connect, share his travel story;
something that he can trust and turn to during the course of his journey.
Perceptions • “This holiday should be different as the world is now more connected and mobile.” • “I need a digital companion that can understand my travel needs and helps me with suggestion and
create connections.”
Michael Phelps Age: 32 years
Web savvy, UK based business process manager
Travel goals: Looking to take a vacation after two years that can let him experience a new culture.
Have saved enough to plan comfortably
Internet usage: Heavy, use his iPad and mobile to researches everything before making a first move
Journey – Travelmate
Does initial research; looking to see what the experience could be; burrowing and learning from other experiences
Book mark content, places, people and experiences. Finally putting in place the travel experience/s that he want to relive or create.
Shares his travel journey and story with his circle of friends, influencers and mentors. Invite opinions and suggestion to fine tune the plan and experiences before finalizing the itinerary.
Finalize the travel plan, experience and people with whom he want to undertake the journey
Receive Update on local culture weather, offers , events, culture
Connect with people with similar interest, with co-travelers and with stories that are being told
Look up people, place, activity and food of interest and in near vicinity. Look for guidance to move around (maps) and to mingle (local customs, etiquette and language)
Share opinion on stories being told. Share snippets of his own experiences
Compile his travel story and experiences
PRE-TRAVEL: Evaluate & Plan the travel ‘Exp’ TRAVEL – Live THE story and Engage POST-Travel: Share Exp
Trigger
Shares experience with colleagues/ friends
Turns to the Web to research travel experiences driven by a trigger and driven by motivations
Research Compare & Choose
Share & Seek
Finalize Travel Exp
Receive Update
Connect Look Share Compile Share & Invite
Scenario I Scenario II
Scenario Michael has decided to plan his next vacation with TravelMate. He has set up his account and it is the second time he has logged in the web interface of the TravelMate. He is enjoying the discoveries and is in the process of setting up his travel plans.
experiences
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Messages Notification
Go Live | Connect | Explore | Around Me | Travel Itinerary
Ghamma Ghadi
Popular Now Channels Stories All
Udaipur stories today
Explore travel experiences by
Or search by keyword
location Interest
gO!
Michael Phelps Casual Traveler
Your TravelMates online
5 Channels, 18 Mates
A
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Your upcoming travel Udaipur, India Date: 2nd July, 2012
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Mariyam
India +
Kenny
Udaipur +
Shelly
Culture +
Mariyam
Yoga +
Mariyam
Yoga +
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Dance +
Mariyam
Food +
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Culture +
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© 2012 TravelMate. All rights reserved
Company
Organization Team Contact Feedback
TravelMate
Go Live Connect Explore Around me Travel Itinerary
Terms of use
Privacy Policy Terms & Condition Disclaimer
e.g. Carribean beach, virgin forest
B
A User is greeted in the local language of the location he has select for his travel plan
B The sleek banner would contain a thematic image in an attempt to capture the essence of the culture
C ‘Popular now’ is a live feed of the different stories, channels and people that user has selected to follow.
D TravelMate suggestions based on some activity metrics and peer recognition.
45% off
Buy Now
memories
stories
Scenario Michael has started living his travelled, he has so meticulously planned. He reached last night, and is up early and looking to plan the day. He reached out to his iPhone, and starts TravelMate to explore what Udaipur has to offer. He got interested in the dance event scheduled for the coming evening.
Airtel 3G 10.45 AM Airtel 3G 10.45 AM
Look-Up Around me
Loading Last Updated 20/06/2012 6.35 PM
What’s Hot
People nearby
Food Outlets nearby
Go-Live Connect Explore Share Settings
Look-Up Around me
Start Travel Comp
Welcome to Travel comp
People nearby
Food Outlets nearby
Go-Live Connect Explore Itinerary Settings
What’s Hot
Airtel 3G 10.45 AM
Look-Up Around me
What’s Hot
People nearby
Food Outlets nearby
Go-Live Connect Explore Itinerary Settings
Popular Now
People nearby
Offers & Food outlets
Events today
Messages from
Airtel 3G 10.45 AM
Go-Live Connect Explore Itinerary Settings
Airtel 3G 10.45 AM
Go-Live Connect Explore Itinerary Settings
Kalbelia Dance Amer Palace, Udaipur 6.00-9.00 PM Guide Map
Kalbelia Dance Amer Palace, Udaipur 6.00-9.00 PM Guide Map
Events Today
20 Mins ago
20 Mins ago
Added by Ramesh
Added by Ramesh
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Kalbelia Dance Amer Palace, Udaipur Performance by KR group Entry: Complimentary Pass, RT 6.00-9.00 PM
Amer Palace, Udaiput 2.7 Km
Other Events today
Kalbelia Dance Amer Palace, Udaipur Performance by KR group Entry: Complimentary Pass, RT
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Thank You Nazim Iqbal email: [email protected] mob: +91-981830313 http://about.me/nazimiqbal