SERVICE DESIGN & TOURISM DESIGNING THE TOURISM EXPERIENCE 7 OCTOBRE 2013 UTILISACTEUR
An intro to service design in hospitality
Jan 27, 2015
Slides from the ESC La Rochelle Master 2013 Opening October 7th.
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SERVICE DESIGN & TOURISMDESIGNING THE TOURISM EXPERIENCE
7 OCTOBRE 2013
UTILISACTEUR
OVERVIEW
SERVICE DESIGNING THE TOURISM EXPERIENCE
4 SEPTEMBRE 2013
COLLECTIF FIVE BY FIVE / UTILISACTEUR
/ THE TOURISM INDUSTRY ? !// DESIGNING SERVICES ? !/// THE DESIGN THINKING MINDSET BEHIND !//// THE DESIGN APPROACH !///// SERVICE DESIGN AND TOURISM, CASE STUDIES !////// SNEAK PEEK IN THE FUTURE OF THE INDUSTRY WITH JAMIE WONG,
VAYABLE FOUNDER : PEER TO PEER EXPERIENCE !/////// CO-DESIGNING THE TOURISM EXPERIENCE YOU CO-PRODUCE, TIPS !THANKS
THE TOURISM INDUSTRY
IN SHORT
7 OCTOBRE 2013
UTILISACTEUR
WORLDWIDE, ITS DIRECTLY 2.1 TRILLION US$ 101 MILLION JOBS ALL COMBINED 6.6 TRILLION US$ 260 MILLION JOBS STIMULATING SUSTAINABLE ECONOMIC GROWTH THE BEST SECTOR TO CONVERTING SPEND INTO INCOMES AND JOBS !SOURCE : WTTC, ECONOMIC IMPACT OF TRAVEL & TOURISM 2013 ANNUAL UPDATE
!
AN INDUSTRY THAT CREATES AND SELLS EXPERIENCES SERVICE DESIGN AND TOURISM STICKDORN & FRISCHHUT
‘’
‘’
TOURISM, A HOLISTIC ECOSYSTEM
THE CUSTOMERS SEE IT AS A CONTINUUM
7 OCTOBRE 2013
UTILISACTEUR
BEFORE DURING AFTER
TRIP
EXPERIENCES
BUDGET
REMEMBERING
PLANNING
BOOKING
ACCOMMODATION
ITINERARY
...
EXPERIENCING
TOURISM, A HOLISTIC ECOSYSTEM
AND THEY DO IT THEIR OWN WAY
7 OCTOBRE 2013
UTILISACTEUR
BEFORE DURING AFTER
TRIP
EXPERIENCES
BUDGET
REMEMBERING
PLANNING
BOOKING
ITINERARY
...
EXPERIENCING
ACCOMMODATION
DESIGNING SERVICES ?
PRODUCT > SERVICE > SYSTEM > EXPERIENCE
7 OCTOBRE 2013
UTILISACTEUR
SERVICE DESIGN IS A HOLISTIC APPROACH THAT CONSIDERS
THE END-TO-END SERVICE EXPERIENCE ACROSS ALL CHANNELS
AND TOUCH POINTS FROM A CUSTOMER AND ORGANISATION PERSPECTIVE".
DELOITTE
DESIGN THINKING MINDSET ?
DESIGN THINKING MODEL
7 OCTOBRE 2013
UTILISACTEUR
IDEO
DESIGN APPROACH ?
DOUBLE DIAMOND MODEL
DISCOVER DEFINE DEVELOP DELIVER
UK DESIGN COUNCIL
7 OCTOBRE 2013
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DISCOVER & DEFINE
MY SERVICE FELLOW
7 OCTOBRE 2013
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MYSERVICE FELLOW EUROPEAN TOURISM PROJECT STICKDORN DEVELOPPING AND USING AN ETHNOGRAPHY APP TO UNDERSTAND THE TOURISM EXPERIENCE FROM THE CUSTOMER POINT OF VIEW, EXPLORING THE SERVICE TOUCHPOINTS, !!!!« DEVELOP CUSTOMER CENTRED STRATEGIES DEVELOP INTERNAL PROCESS DEVELOP A SERVICE BASED MANAGEMENT APPROACH DEVELOP OMNI CHANNEL STRUCTURES DEVELOP APPROPRIATE SERVICE DESIGN TOOLS AND METHODS » P124, HTTP://WWW.SERVICEDESIGNTOURISM.COM
!
DEVELOP & DELIVER
CONTINUUM
7 OCTOBRE 2013
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!CONTINUUM & HOLIDAY INN / PROTOTYPING THE EXPERIENCE AT 1/1 SCALE HTTP://CONTINUUMINNOVATION.COM/WORK/HOLIDAYINN/ VIDEO HTTP://VIMEO.COM/27453738
‘’ ‘’
DESIGN THE SILENT WELCOME PROCESS FOR GUESS EQUIPPED WITH THIS NEW TECHNOLOGY
« ALIGN THE CROSS CHANNEL CUSTOMER EXPERIENCE TO DELIVER OUR KEY VALUE, SIMPLICITY»
HOW IS THE ORGANIZATION SHAPED TO INTEGRATE THIS NEW TECHNOLOGY AND THIRD PART PLAYERS IN THE EXPERIENCE ... ?
SERVICE DESIGN
THE SCOPE ?
7 OCTOBRE 2013
UTILISACTEUR
TOUCHPOINTS SERVICE CHOREGRAPHY CHANNELS PROCESS ORGANIZATION
CUSTOMER EXPERIENCE CHECK IN
BOOKING CONFIRMATION
BOOKING ENJOY THE ROOM
WELCOME DESK
EXAMPLE, HOSPITALITY...
WELCOME GUEST FOLLOWING THE WELCOME GUIDE
« ALIGN THE CROSS CHANNEL CUSTOMER EXPERIENCE TO DELIVER OUR KEY VALUE, SIMPLICITY»
HOW IS THE ORGANIZATION SHAPED TO DELIVER THE EXPERIENCE ? STAFF TRAINING ... HOW IS THIS CUSTOMER EXPERIENCE A VECTOR OF COMPETITIVITY AND DIFFERENCIATION ?
SERVICE DESIGN
THE SCOPE ?
7 OCTOBRE 2013
UTILISACTEUR
TOUCHPOINTS SERVICE CHOREGRAPHY CHANNELS PROCESS ORGANIZATION
CUSTOMER EXPERIENCE CHECK INBOOKING ENJOY THE ROOM
EXAMPLE, HOSPITALITY...
BOOKING CONFIRMATION
WELCOME DESK
« ALIGN THE CROSS CHANNEL CUSTOMER EXPERIENCE TO DELIVER OUR KEY VALUE, SIMPLICITY»
SERVICE DESIGN
THE SCOPE ?
7 OCTOBRE 2013
UTILISACTEUR
TOUCHPOINTS SERVICE CHOREGRAPHY CHANNELS PROCESS ORGANIZATION
CUSTOMER EXPERIENCE 24/24 CONCIERGE SERVICE
WELCOME DESK
EXAMPLE, HOSPITALITY...
image source : screenshot, www.starwoodhotels.com/Whotels
SERVICE DESIGN
THE SCOPE ?
7 OCTOBRE 2013
UTILISACTEUR
TOUCHPOINTS SERVICE CHOREGRAPHY CHANNELS PROCESS ORGANIZATION
CUSTOMER EXPERIENCE ALL IN MY POCKET
EXAMPLE, HOSPITALITY...
https://www.hubhotels.co.uk/
PEER2PEER TOURISM
INTERVIEW, VAYABLE FOUNDER, JAMIE WONG
OCTOBER, 7TH 2013
UINFOSHARE
// SHAPING THE FUTURE OF TOURISM, PEER 2 PEER TOURISM AND EXPERIENCES, JAMIE WONG, FOUNDER, VAYABLE.COM
CO-DESIGN NOW !CODESIGNING THE EXPERIENCE, AN EXAMPLE IN THE HEALTHCARE INDUSTRY
7 OCTOBRE 2013
UTILISACTEUR
VIZUALIZING, PROTOTYPING, IMPLEMENTING... !NATIONAL HEALTH SERVICE, JULIA SCHAEPER, PARTICIPATIVE CUSTOMER JOURNEY MAPS CO-CREATED BY STAFF IN HOSPITALS / HTTP://VIMEO.COM/26370645
SERVICE DESIGN
KEY SKILLS
7 OCTOBRE 2013
UTILISACTEUR
!
VIZUALIZE / CREATING SHARED LANGUAGES SCENARIZE / BEING A STORYTELLER PROTOTYPE / GIVING LIFE TO STORIES IMPLEMENT / DECISION MAKING TOOLS, DELIVERABLES, ROI
READINGS !
TO DIVE DEEPER
7 OCTOBRE 2013
UTILISACTEUR
SERVICE DESIGN TOOLS TOOLS AND METHODS HTTP://SERVICEDESIGNTOOLS.ORG/
THIS IS SERVICE DESIGN THINKING MARC STICKDORN HTTP://WWW.TISDT.COM
SERVICE DESIGN & TOURISM STICKDORN/ FRISCHHUT HARD COVER HTTP://WWW.AMAZON.COM/SERVICE-DESIGN- TOURISM-MARC-STICKDORN/DP/3848216302
THANKS !@tallecchristoph
www.utilisacteur.fr / www.uinfoshare.com [email protected]
http://www.linkedin.com/pub/christophe-tallec/11/700/594 !
7 OCTOBRE 2013
UTILISACTEUR
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