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SDT2012 (P5.2): Mobile Trip Service for 'Backpacker 2.0 : Travelling with a Smartphone'
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SDT2012 (P5.2): Mobile Trip Service for 'Backpacker 2.0 : Travelling with a Smartphone'

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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 …

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: www.sdt2012.com. All rights reserved by the author(s):

Joong-Seek Lee, South Korea
Department of Digital Contents Convergence, Seoul National University

Joon Lee is an Associate Professor in the Department of Digital Contents Convergence at Seoul National University. He received his M.S. degree in Architecture from Yale University. His main areas of research interest are User Experience, Information Architecture, and Human Computer Interaction

Jeong Young Chan, South Korea
Department of Digital Contents Convergence, Seoul National University

Chan is M.S./Ph.D. candidate in Department of Digital Contents Convergence at Seoul National University. He received his B.A. degree in Aesthetics from Seoul National University. His main areas of research interest are User Experience, Mobile Collaboration, ICT4D

Mobile Trip Service for 'Backpacker 2.0 : Travelling with a Smartphone'
A new type of personal trip has been noticed with the appearance of smartphone. For example, people nowadays prefer to arrange a flexible itinerary and adjust the plan using their smartphone at the site. Furthermore, many travellers favour a trip where they can adapt themselves with the local people out of the traditional tourist spots. This signifies that the paradigm of personal trip is changing from being symbolized simply by ‘paper guidebooks (Lonely Planet)’ and ‘backpacks’. This research suggests a mobile trip service for the emerging travel experience. We have hosted ten seminars with ten experts in the tourism industry, and we have also conducted actual field studies with ten main trip concepts. ‘Backpacker 2.0’ has been defined as travellers carrying a smartphone, and their characteristics have been provided as follows: Change of Planning; Destination; Experience; Memorizing; Sharing. In this research, prototypes of five distinct mobile trip services for helping the trips of ‘Backpacker 2.0’ have been produced, and evaluation workshops have been carried out.

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  • 1. SDT2012 @InnsbruckDeath of Lonely Planet (Paper Guide)Travelers with Smartphone at handProf. Joong Seek, Lee Joonlee8@snu.ac.krMS/Ph.D student. YoungChan, Jeong ycmailcase@gmail.comUser Experience Laboratory,Seoul National University, South Korea
  • 2. Smartphone is a mandatory item for travelers these days
  • 3. Traveling is a Serious Information Behavior Traveling has been analyzed and promoted from political, economical and social point of view. However, information studies in modern tourism have not yet been valued much in spite of its importance. Indeed, traveling can be described as a process of “Consuming and Creating a Fantasy”. Tourists manage, consume and create a lot of information through 5 stages while traveling. Preparing Post DuringTraveler with Smartphone on Hand UX lab, Seoul National University 3
  • 4. Changes in Traveling Originally, travelers had been influenced mostly by external matters, such as political, economical, technical and social status. Recently, new types of novel traveling have appeared. Travelers nowadays prefer customized, theme, or resort tours as compared to backpack tours. Change of type Change of destination Backpack Tour aristocrat industrialization hippie culture Education Increased(language) feudalism WW2 globalization Global lifestyle spreadorder of rank Media technology developed many tourist attractions more/no places to visitTraveler with Smartphone on Hand UX lab, Seoul National University 4
  • 5. Backpacker with a Smartphone Usage of mobile data roaming has been activated with the increase in technological development along with the decrease in service fee. This kind of change is making some transitions on traveling as well. So, we observed the transition points and made suggestions on a new behavior model of traveling. Lonely Planet Smart PhoneTraveler with Smartphone on Hand UX lab, Seoul National University 5
  • 6. 10 Guest Talks We organized 10 guest talks. We invited professionals currently working in the travel industry. Infrastructure Travel Media Traveler Travel Information Air Accommodation Broadcasting Travel Wine/Biz Travel TravelTransportation Company Journalist Trip SNS Application Company Travel Service AgencyTraveler with Smartphone on Hand UX lab, Seoul National University 6
  • 7. 10 Research Trips Based on the “Sociology of Tourism”, we selected 10 modern tour themes and destinations. Each traveler designed his/her own special research trip, and they logged self-media diary and took photos throughout their trips. Pursuing Extreme Nature Yukon Weaving Loosely Coordinated Cultural Events Dublin Gastronomic Tourism Beijing Daycation Abroad Barcelona NYC Osaka Interaction with Local people Fukuoka Naoshima Micro Grand Tour Media Tourism Soundscape Tour Yoron island Escape from Everyday life Singapore Theme park TourismTraveler with Smartphone on Hand UX lab, Seoul National University 7
  • 8. We found some insightsWe made service prototypes
  • 9. “Smartphone Effect” We found the following as a result of the research trips. Loose Planning Decision at site Not much of research before trip Check weather, traffic, transportationUse apps for booking, guide and local info. schedule, exhibition timeline on site. Use mobile apps to find places on site. Decide what to do right away, as one would feel like. No need for physical data storages Sharing instantly Listen to music through Upload pictures & journals on SNS streaming services. on site. Back up pictures on a cloud database. Interact with friends instantly. Native-like consumption Making local friends easily Go to the “real” local restaurants or pubs, Just exchange each other’s Facebook ID, share found on apps, such as yelp or urbanspoon. files,and stay connected online.Traveler with Smartphone on Hand UX lab, Seoul National University 9
  • 10. Smartphone Traveler Persona Who they are.. Why they travel.. to escape, to be inspired, to see, to resolve curiosity, to learn Where/when/how they go.. Niche destination, One week or a day Enjoy serendipity Biz Hotel, alone or with instant/local friend Be like the local What they consume.. personal memento, local edition goods, local books, special gifts self shot for travel confirmation What they carry.. Man, late 20s Recent university graduate Mid-high level of income High level of education On&Off relationship Increasing credit card usageTraveler with Smartphone on Hand UX lab, Seoul National University 10
  • 11. Service Idea 1: Traveling-focused Smartphone Turn on traveling mode select traveling apps Everyday Mode reminds the user of everyday life Travel-Concentrated Mode helps travelers to organize travel information 1. You can enable traveling mode on your smartphone goodbye
  • 12.  to
  • 13.  your
  • 14.   2. Select 5 apps for traveling everyday
  • 15.  life 3. Then, you can only use few apps, which you have selected, while you are traveling. 4. Say goodbye to your everyday life at hometown.Traveler with Smartphone on Hand UX lab, Seoul National University 11
  • 16. Service Idea 2: Trip Portfolio Designer during travel after travel Smartphone Have your own Smartphone reminds you to take trip portfolio, lets you take note picture automatically alarm sent alarm sent “Take a picture of what “Write your feelings you are eating” within 140 words”Traveler with Smartphone on Hand UX lab, Seoul National University 12
  • 17. Service Idea 3: Link between a local guide and a traveler Travelers App Local volunteers Crowd sourcing who want Students who are interested in something new and exotic. foreign countries and cultures. search for partner design the trip togetherTraveler with Smartphone on Hand UX lab, Seoul National University 13
  • 18. Service Idea 4: Role-playing (like a game) travel spot not a Traveler, pay by barcode rather a on the screen “gamer” have to complete missions You can only carry an iPad limited budget limited time given rules to obey follow the orders on the screenTraveler with Smartphone on Hand UX lab, Seoul National University 14
  • 19. Service Idea 5: Prepare ‘little by little’ to Escape Sometimes, all we want is to escape. where days $ so, Get Ready! Buy Something $ 4.25 price $ 5.00 pay Save exchanges $ 0.75 save to travelTraveler with Smartphone on Hand UX lab, Seoul National University 15
  • 20. Service Idea 6: Travel Information Push Service People dream about traveling in their daily lives. Still, it often ends up as just a dream. However, wouldn’t the dream become little more realistic if one receives a package with local coins and cookies? Send Information/Souvenir Package from a travel spot maps pictures coins in everyday life cookies newspapersTraveler with Smartphone on Hand UX lab, Seoul National University 16
  • 21. Service Idea 7: Travel with ‘on-site search’ informationTravelers usually search for information on website, guide book, mobile application or blogbefore they leave for a trip.However, this kind of information defines a frame for planning the trip. Therefore, most people end up traveling the same way as other travelers had done.We suggest travelers to search for information right on the site.When you find something interesting while expediting the site, just take a picture, and the app will automatically find related information for you. Take picture Get informationTraveler with Smartphone on Hand UX lab, Seoul National University 17
  • 22. Thank you

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