Being an experience-led organization
Steve Baty

Being an experience-led organization
Design from the outside in.

Being an experience-led organization
About YHA Australia

Being an experience-led organization
Hostel reservations & front desk

Being an experience-led organization
The project

Being an experience-led organization
Decision-making criteria

Being an experience-led organization
Research methods

Being an experience-led organization
Research methods:
- workshops with stakeholders
- observational research
- interviews
- social media listening post
- purchasing behaviour

Being an experience-led organization
Analysis of Research Data

Being an experience-led organization
Analysis of Research Data:
- grouping lifecycle stages
- experience elements
- business interfaces & touchpoints
- interactions
- back-office interactions
- technology

Being an experience-led organization
physical
experience artifacts
experience
user
interactions
interactions
touchpoints
business
touchpoints
front-office
processes
technology
back-office
General model Adaptive Path
systems systems

Being an experience-led organization
Outputs

Being an experience-led organization
3 staying
booking The heart of the
relationship: how the
gettting
there
Get picked up at
check-in
Identify myself
require
assistance
Get bored
do stuff
Plan more of my holiday
check-out
Queue at reception
GUEST
GUEST
GUEST
GUEST
GUEST
guest is treated from airport/ bus terminal
Collect my room key Complain “Hygiene” activities Return key
this point is the most
Check availability & Arrive at the hostel - Eat
GUEST
important thing. Store luggage Get homesick - Sleep Claim key deposit
pricing Queue at reception
Provide my details Ask questions
- Shower
Return borrowed
equipment
We can help make the Sit through Undertake local
welcome/orientation Orientation briefing Feel lonely activities
trip to the hostel easier Query account
Supply my details with directions and a
Operate pick-up/
Collect messages Use the internet cafe
Settle account
Find the guest/booking
YHA
YHA
pick- up service. drop-off service Ask for help Pay for things
Store luggage
Allocate guest to a
Check policies for Check-in and check-
Give orientation
briefing
bed/room Cause trouble
Take payment Check messages
YHA
cancellations & out service should be Encode and supply Lend an ear
YHA
Welcome guests room key Travel advice (Quickly) locate the
YHA
fast, friendly, accurate
refunds and efficient. Provide clear
instructions/ directions
Store luggage
Answer questions Activity bookings guest/ booking
temporarily Store and deliver (Quickly) check the
Internet access account balance
messages
“Check in” guest
Confirm details We can make their stay Report showing new Sell things
TECHNOLOGY
Record and handle Hand over messages
better through the arrivals Offer “extras” complaints
knowledge of the staff Check out guest
Is the room clean?
TECHNOLOGY
Record and handle Guest details
Retain confirmation and access to a wide
range of activities.
Guest preferences
disturbance
Report showing
Ask about further
travel > forward
for reference and Run orientation Store messages
current guests bookings
TECHNOLOGY
session
proof Check-out is the last Retrieve messages
Housekeeping Receive payment
Issue receipt
chance to impress. Guest details Maintenance
TECHNOLOGY
Guest details
Account details Travel/ tours Receive key
Account status
Payment processing Receive loaned
Confirm availability Allocation
Complaints log equipment
YHA
Report showing new Confirmation
& pricing arrivals Incidents log
Receipts Guest details
TECHNOLOGY
Housekeeping status Integration with eNights
Key encoding
Suggest Maintenance status Report showing current
guests Account status
alternatives Bed/room status
Key encoding
Reports showing
guests departing
Interact cafe access Payment processing
Collect guest sale
Receipts
details Other “extras” sales
Visibility into other
hostels
Retrieve messages
Match guest details

Being an experience-led organization
So...

Being an experience-led organization
A coherent, shared view of the
experience the organisation wants to
delivery to its guests

Being an experience-led organization
A view of the guest that stretches
beyond their visible presence or direct
interaction

Being an experience-led organization
A set of broad requirements for the
front-desk interaction between guest
and hostel

Being an experience-led organization
A description of the system
requirements that a traditional IT
vendor can deliver against

Being an experience-led organization
References:
Subject to Change, by Adaptive Path
What is experience strategy? by Steve Baty
(johnnyholland.org)
Being an experience-led organisation by Steve Baty
(johnnyholland.org)
Service design concept image by Brandon Schauer
(flickr)

Steve Baty, UX Strategist
Principal, Meld
Consulting
Organizer, UX Australia
Director, IxDA Meld Consulting
Founder, UX Book Club
Editor, Johnny Holland Twitter: @docbaty
Contributor, UX Matters
Editor, Boxes & Arrows Blog: http://meld.com.au/blog
Member, IA Institute
Mentor, IAI & IxDA Email: stevebaty@meld.com.au