Meaningful Travel Experiences

Slide 1: The Design of Meaningful Travel Experiences Travel Experiences Nathan Shedroff Santiago, Chile 2008

Slide 2: Slides and templates posted: nathan.com/thoughts nathan.com/thoughts

Slide 3: The next big thing?

Slide 4: The big thing!

Slide 5: The big thing! Meaning

Slide 6: We recognize some experiences easily

Slide 7: We recognize some experiences easily

Slide 8: We recognize some experiences easily

Slide 12: Price/Value From: The Experience Economy, Pine and Gilmore

Slide 14: People don’t just travel to see things

Slide 15: They travel to experience

Slide 16: The boundaries of experiences are our minds and bodies

Slide 17: Experiences are designable

Slide 18: Everything we create is an experience

Slide 19: Design is the process of making experiences

Slide 20: But what, exactly, is an experience?

Slide 23: Breadth Product Service Brand Name(s) Channel/Environment (Space) Promotion Price

Slide 25: Intensity Reflex Habit Engagement

Slide 27: Duration Initiation Immersion Conclusion Continuation

Slide 29: Triggers Senses: Sight Sound Smell Taste Touch Cognitive: Concepts Symbols

Slide 31: Interaction Passive Active Interactive

Slide 33: Significance Meaning Status/Identity Emotion/Lifestyle Price Function

Slide 34: Meaning (Reality)Status/Identity (Values)Emotions (Lifestyle)Price (Value)Function (Performance) Function (Performance)

Slide 35: Function (Performance): Does this do what I need?

Slide 36: Price (Value): Does this do what I need at a price that’s worth it?

Slide 37: Emotions (Lifestyle):Does this make me feel good?

Slide 38: Status/Identity (Values): Is this me?

Slide 39: Meaning (Reality): Does this fit into my reality?

Slide 40: Core Meanings: Accomplishment Harmony Beauty Justice Creation Oneness Community Redemption Duty Security Enlightenment Truth Freedom Validation Wonder

Slide 41: Some stories of meaning...

Slide 42: Some stories of meaning...

Slide 43: Some stories of meaning...

Slide 46: Successful experiences are meaningful (and not merely novel)

Slide 47: Design & development is the process of evoking meaning

Slide 48: How do you research customer meaning?

Slide 49: Use qualitative techniques

Slide 50: “Traditional” Market Research • 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)

Slide 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)

Slide 52: Demographics are dead (almost)

Slide 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

Slide 54: A meaning-filled development process:

Slide 55: A meaning-filled development process:

Slide 56: A meaning-filled development process:

Slide 57: A meaning-filled development process:

Slide 58: Meaning (Reality)Status/Identity (Values)Emotions (Lifestyle)Price (Value)Function (Performance) Function (Performance)

Slide 59: Strategic Design: Company Customer Meaning Meaning Priorities Priorities

Slide 60: Strategic Design: Company Customer Meaning Meaning Priorities Priorities Your Focus!

Slide 61: Strategic Design: Company Customer Meaning Meaning Priorities Priorities Competitors’ Meaning Priorities

Slide 62: Strategic Design: Sustainability?:Human CapitalNatural CapitalFinancial CapitalManufactured CapitalIs each form sustainable? Is each form sustainable? Is each form sustainable?

Slide 63: What meanings doyour customers prioritize?

Slide 64: What experiences do they seek?

Slide 65: Is meaning manipulation?

Slide 66: Should companiesevoke meaning?

Slide 67: Does everything we design already evoke meaning?

Slide 68: Are you creating anything meaningful? anything meaningful?

Slide 69: What’s meaningful to you?

Slide 70: nathan.com/thoughts nathan@nathan.com