The Brief Bridge the physical and the digital Bring guidebook content to life Connect physical products with broader Lonely Planet ‘ecosystem’ Create an experience that extends beyond the store Create buzz around technology Drive purchases Bring people together
The Process Brainstorm Activity Scenario Tech Check De-scoping Storyboard Code Design Refine Code...
The inevitable big ideas we threw out Translation Trip Planner Bulletin Board Communication between stores Build your own guide Big Screen Mapping
The Activity Scenario Matt and Kate in Sydney Matt and Kate have finally made it through immigration at Sydney airport. They've been planning their South American trip for months - it's finally here! But first they have to suffer through the usual two hour wait in the airport before departure. Matt thinks quickly - 'let's get a coffee!' They wander around scanning the usual airport shops, looking for a Gloria Jean's. There are sunglasses shops, duty free of course, a newsagent... Suddenly Kate notices a cool looking store sporting a big blue Lonely Planet logo. "Oh my God! I didn't know there were Lonely Planet stores! Let's check it out!" While planning the trip, Kate was a regular visitor to lonelyplanet.com. She has registered a Lonely Planet profile, and the South America guidebook that they've been thumbing through for the last 4 months is in her bag. Kate has even stored her favourite South American destinations on lonelyplanet.com, and has posted a bunch of questions on Thorntree about the best romantic spots in Buenos Aires. Matt has been less involved in the planning. He knows the Lonely Planet brand, but just associates them with guidebooks. As they walk into the store, they can see not only Lonely Planet products, but also Crumpler, Teva, Northface and a bunch of other travel related brands. Kate is immediately attracted to the wall of books, while Matt notices a group of people leaning over a display screen in the middle of the store. Matt watches a young boy flick through images of New Zealand on the tabletop screen using his hands. Behind the photos is a map of the Queenstown area of New Zealand. Over at the book shelf, Kate notices a sticker on the back of the Buenos Aires city guide. The sticker says “Place me on our Microsoft Surface to learn more!” She grabs Argentina, Peru, and Buenos Aires and takes them over to Matt.
Iteration Video of first prototype (taken with a Mobile phone) The prototype was an important milestone in gaining stakeholder buy-in.