The Design of Meaningful Travel Experiences Travel Experiences <ul><li>Nathan Shedroff </li></ul><ul><li>Santiago, Chile <...
Slides and templates posted: nathan.com/thoughts nathan.com/thoughts
The next big thing?
The  big thing!
The  big thing! Meaning
We recognize some experiences easily
We recognize some experiences easily
We recognize some experiences easily
 
 
 
Price/Value From:  The Experience Economy,  Pine and Gilmore
 
People don’t just travel to see things
They travel to experience
The boundaries of experiences are our minds and bodies
Experiences are designable
Everything we create is an experience
Design is the process of making experiences
But what, exactly, is an experience?
 
 
Breadth Product Service Brand Name(s) Channel/Environment (Space) Promotion Price
 
Intensity Reflex Habit Engagement
 
Duration Initiation Immersion Conclusion Continuation
 
Triggers Senses: Sight Sound Smell Taste Touch Cognitive: Concepts Symbols
 
Interaction Passive Active Interactive
 
Significance Meaning Status/Identity Emotion/Lifestyle Price Function
Meaning (Reality)Status/Identity (Values)Emotions (Lifestyle)Price (Value)Function (Performance) Function (Performance)
Function (Performance): Does this do what I need?
Price (Value): Does this do what I need at a price that’s worth it?
Emotions (Lifestyle):Does this make me feel good?
Status/Identity (Values): Is this me?
Meaning (Reality): Does this fit into my reality?
Accomplishment Beauty Creation Community Duty Enlightenment Freedom Harmony Justice Oneness Redemption Security Truth Vali...
Some stories of meaning...
Some stories of meaning...
Some stories of meaning...
 
 
Successful experiences are meaningful (and not merely novel)
Design & development  is the process of  evoking  meaning
How do you research customer meaning?
Use qualitative techniques
•  Focus Groups •  Surveys & Questionnaires  (open, Y/N, m. choice)   (Internet, phone, face to face, direct mail, etc.) •...
Design/User/Customer Research •  Interviews (Online, phone, face to face, mail,  intercepts, dyads, triads, party groups.....
Demographics are dead (almost)
“ Market Insight” melds all of these data: •  Demographic Information •  Psychographic Information (behavior)• Customer ne...
A meaning-filled development process:
A meaning-filled development process:
A meaning-filled development process:
A meaning-filled development process:
Meaning (Reality)Status/Identity (Values)Emotions (Lifestyle)Price (Value)Function (Performance) Function (Performance)
Company Meaning Priorities Customer Meaning Priorities Strategic Design:
Company Meaning Priorities Customer Meaning Priorities Your Focus! Strategic Design:
Competitors’ Meaning Priorities Company Meaning Priorities Customer Meaning Priorities Strategic Design:
Sustainability?: Human CapitalNatural CapitalFinancial CapitalManufactured Capital Is each form sustainable? Is each form ...
What meanings doyour customers prioritize?
What experiences do they seek?
Is meaning manipulation?
Should companiesevoke meaning?
Does everything we design already evoke meaning?
Are you creating anything meaningful? anything meaningful?
What’s meaningful to you?
nathan.com/thoughts [email_address]
Upcoming SlideShare
Loading in …5
×

Meaningful Travel Experiences

1,180
-1

Published on

Presentacion de Nathan Shedroff en Primer Seminario de Diseño de Experiencias en Ocio y Turismo, realizado el 25 de marzo del 2008 en Santiago

Published in: Business, Technology
1 Comment
6 Likes
Statistics
Notes
  • Bom dia, professora Monique



    meu nome é Bianca, trabalho no Instituto Federal Sul-rio-grandense (IFSul) na área do design. Tenho especialização em Design pela UNISINOS e gostaria de fazer mestrado também na área. E pesquisando informações sobre a UDESC e sobre o programa de pós graduação em design da UDESC, gostaria de realizar meu metrado aí.
    Gostaria de entrar em contato com você ou algum outro professor do curso para saber se posso construir um projeto de mestrado em conjunto com algum professor ou se poderia mostrar minha idéia de projeto para ver se ela se aplica e poderia ser utilizada no mestrado, pois como minha idéia abordará a questão de ecobags e moda acredito que possa ter algo a ver com sua área de atuação, pois vi alguns trabalhos seus sobre moda e feminidade.

    Obrigado pela atenção.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total Views
1,180
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
1
Likes
6
Embeds 0
No embeds

No notes for slide
  • Welcome
  • Meaningful Travel Experiences

    1. 1. The Design of Meaningful Travel Experiences Travel Experiences <ul><li>Nathan Shedroff </li></ul><ul><li>Santiago, Chile </li></ul><ul><li>2008 </li></ul>
    2. 2. Slides and templates posted: nathan.com/thoughts nathan.com/thoughts
    3. 3. The next big thing?
    4. 4. The big thing!
    5. 5. The big thing! Meaning
    6. 6. We recognize some experiences easily
    7. 7. We recognize some experiences easily
    8. 8. We recognize some experiences easily
    9. 12. Price/Value From: The Experience Economy, Pine and Gilmore
    10. 14. People don’t just travel to see things
    11. 15. They travel to experience
    12. 16. The boundaries of experiences are our minds and bodies
    13. 17. Experiences are designable
    14. 18. Everything we create is an experience
    15. 19. Design is the process of making experiences
    16. 20. But what, exactly, is an experience?
    17. 23. Breadth Product Service Brand Name(s) Channel/Environment (Space) Promotion Price
    18. 25. Intensity Reflex Habit Engagement
    19. 27. Duration Initiation Immersion Conclusion Continuation
    20. 29. Triggers Senses: Sight Sound Smell Taste Touch Cognitive: Concepts Symbols
    21. 31. Interaction Passive Active Interactive
    22. 33. Significance Meaning Status/Identity Emotion/Lifestyle Price Function
    23. 34. Meaning (Reality)Status/Identity (Values)Emotions (Lifestyle)Price (Value)Function (Performance) Function (Performance)
    24. 35. Function (Performance): Does this do what I need?
    25. 36. Price (Value): Does this do what I need at a price that’s worth it?
    26. 37. Emotions (Lifestyle):Does this make me feel good?
    27. 38. Status/Identity (Values): Is this me?
    28. 39. Meaning (Reality): Does this fit into my reality?
    29. 40. Accomplishment Beauty Creation Community Duty Enlightenment Freedom Harmony Justice Oneness Redemption Security Truth Validation Wonder Core Meanings:
    30. 41. Some stories of meaning...
    31. 42. Some stories of meaning...
    32. 43. Some stories of meaning...
    33. 46. Successful experiences are meaningful (and not merely novel)
    34. 47. Design & development is the process of evoking meaning
    35. 48. How do you research customer meaning?
    36. 49. Use qualitative techniques
    37. 50. • Focus Groups • Surveys & Questionnaires (open, Y/N, m. choice) (Internet, phone, face to face, direct mail, etc.) • Mall Intercepts • Data Mining & Warehouses • Word Association & Story Completion • Product Testing & “Mystery Shopping” • Expert Analysis (inc. sales force, customer service, supply chain) (Quantitative vs. Qualitative) (Syndicated vs. Custom) (Primary vs. Secondary) “ Traditional” Market Research
    38. 51. Design/User/Customer Research •  Interviews (Online, phone, face to face, mail, intercepts, dyads, triads, party groups...) • Expert/extreme users• “Deep Dive” (IDEO) • Journals •  Indirect Observations (Focus groups, photo scans, time & money, server & sales logs, etc.) • Shadowing • Games • Background/Context Scans • Walkabouts (Ethnographic/Experiential)
    39. 52. Demographics are dead (almost)
    40. 53. “ Market Insight” melds all of these data: • Demographic Information • Psychographic Information (behavior)• Customer needs & desires, values, and meanings • Market/Industry Analysis (competitors) • Forecast Market Trends & Sizes • Identify opportunities • Inform Organizational Strategy • Reduce Risk
    41. 54. A meaning-filled development process:
    42. 55. A meaning-filled development process:
    43. 56. A meaning-filled development process:
    44. 57. A meaning-filled development process:
    45. 58. Meaning (Reality)Status/Identity (Values)Emotions (Lifestyle)Price (Value)Function (Performance) Function (Performance)
    46. 59. Company Meaning Priorities Customer Meaning Priorities Strategic Design:
    47. 60. Company Meaning Priorities Customer Meaning Priorities Your Focus! Strategic Design:
    48. 61. Competitors’ Meaning Priorities Company Meaning Priorities Customer Meaning Priorities Strategic Design:
    49. 62. Sustainability?: Human CapitalNatural CapitalFinancial CapitalManufactured Capital Is each form sustainable? Is each form sustainable? Is each form sustainable? Strategic Design:
    50. 63. What meanings doyour customers prioritize?
    51. 64. What experiences do they seek?
    52. 65. Is meaning manipulation?
    53. 66. Should companiesevoke meaning?
    54. 67. Does everything we design already evoke meaning?
    55. 68. Are you creating anything meaningful? anything meaningful?
    56. 69. What’s meaningful to you?
    57. 70. nathan.com/thoughts [email_address]

    ×