SDT2012 (PK1.1): Journey Mapping with Personas: how a special excursion brought new inspiration


Published on

This presentation was part of the SDT2012 - the 1st international conference on service design and tourism, Innsbruck/Austria, August 23-24, 2012. For more info on the conference and other presentations visit: All rights reserved by the author(s):

Jan Huizing, Hotelschool The Hague (Netherlands)

Drs. Jan Huizing is a Research Fellow and a Lecturer/Coach in Strategy Management & Marketing at Hotelschool The Hague. His professional interests are: strategic management, service marketing, service design, city hospitality, customer experience and change processes.
Jan Huizing held senior marketing and management positions in leading service and knowledge companies, a.o. JCI Water Toolkit (world wide water awareness and education), Manager Expertise Centre at ADP and marketing coordinator at ANWB (recreation, tourism and mobility). His drive is to enhance the customer orientation and growth of service organizations and ambitious professionals. Jan Huizing is honorary member of Junior Chamber International, a leading global network of young professionals and active citizens.

Karoline Wiegerink, The Netherlands
Hotelschool The Hague

Dr. Karoline Wiegerink RM holds the Municipality The Hague Chair of City Hospitality and City Marketing at Hotelschool The Hague. During her professional career she always has combined science and practical work. As an economist and marketeer she gained special experience in the field of live communication and event marketing. She has been director at Erasmus Centre of Event Marketing (ECBM), lecturer at Erasmus University and assistant professor at Nyenrode Business University. As a consultant at Holland Consulting Group Karoline Wiegerink is working in the field of marketing management, business planning and marketing accountability topics for companies in various fields including the professional service industry, the communication industry and the hospitality sector. She is passionate for customer experience and accountable marketing.

Journey Mapping with Personas: how a special excursion brought new inspiration
The City Centre of The Hague (NL) wonders how visitors experience their journey. How to know the likes and dislikes of the so different target groups; how to improve their experiences? Different stakeholders – entrepreneurs, policy makers, inhabitants – joined forces and had an inspiring excursion. In their own city, but through new eyes. A powerful combination of journey mapping and personas, which led to direct outcomes. In a quick overview you will learn how this excursion was set up, and how it added value for the stakeholders. Be welcome to share your own ideas.

1 Like
  • Be the first to comment

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

SDT2012 (PK1.1): Journey Mapping with Personas: how a special excursion brought new inspiration

  1. 1. 1
  2. 2. Sharing with you next 6 minutes The Hague, December 1, 2011:How a special excursion in their own city brought new inspiration and ready-to- use insightsto designers/managers/providerswho seek new ways to create excellent city hospitality.Visitor perspective: using Personas and Journey Mapping.
  3. 3. Agenda City Hospitality - Definition - Hospitality providers: who are involved? The special excursionWelcome to share your thoughts and ideas!
  4. 4. Welcome to the world of hospitality Hospitality is the art of giving somebody the feeling of being welcome
  5. 5. City Hospitality = The art of creatingmeaningful experiences of hospitableness for city target groups…. Creates value to inhabitants, visitors & businesses
  6. 6. What makes a city a Welcoming City?
  7. 7. City Hospitality ExperienceBuilding blocks1. Hospitable places: landmarks, shops, nature, squares, ….2. Hospitable atmosphere: like architecture, color, fragrance3. Hospitable behavior: being friendly, hospitable, attentive, quick, competentAs experienced by inhabitants, businesses and visitor target groups.
  8. 8. Various Hosts can make adifference Municipality SPORTS/ Hotels + EVENTS F&B outlets Inhabitants RETAIL The HOSTS LEISURE Businesses Public Cultural Transport
  9. 9. Different perspectives of highvaluation!
  10. 10. Case example: The excursionA group of entrepreneurs, policy makers, inhabitants have their monthly meeting….. and become a visitor of their own city
  11. 11. The excursion: preparation
  12. 12. The challenge: step in theshoes of your guest!Shop owner: today I am two Japanese expat couples Senior Policy maker: today I am a young student!Inhabitant: today I am a trendy shopper from a village nearby
  13. 13. Create vivid Persona profiles Age, profession; but also context, reason to visit, behaviour, attitude, needs, values – Who are they? Where do they come from? – Why do they visit your destination? – What do they like, think? How do they live, what is interesting? – What are they looking for? Give the participants accessories to better identify
  14. 14. Possible highs and lows for your personaEMO Book After-T Orientation and Going to The stay Going wards -I prepare Back MemoryON • • • • • • • • • • •
  15. 15. The excursion Overview• 40 participants• 5 teams = 5 personas = 5 key target groups• Per team: persona keeper• Give the personas attributes to stay in their new role• Equipment used for journey mapping: iPods, myServiceFellow• Let the teams report, still in the role Persona!
  16. 16. Set up your own personajourney excursion?• How to incorporate the Guest Journey Concept into your hospitality design?• Could it add value to your city / destination?• Could persona approach enable new visitor insights• Could a persona excursion be an inspiring tool to energize and inspire your service providers?It might be fun!
  17. 17. What they told usParticipants Quotations: “Everyone enthusiastic… far more effective then previous study trip to other city abroad, true quality time” xxX Binnenstad Program Manager“It really opened our eyes” xxxentrepreneutParticipant / entrepreneur
  18. 18. 19