Angelo Penone

Rel.   Gianluca Brugnoli
www.theparks.it
          2003




                       TRAVEL
                                www.parkr.info
          ...
research
TRAVELERS & TOURIST




  The World Tourism Organization defines tourists as people who:


  “travel to and stay in places...
TRAVEL TREND



       1. Information from the web = more do-it-yourself

       2. Lower middle price (low cost travel)

...
EXPERIENCE’s CYCLE

                           preparation
                       research > planning > booking




  reme...
EXPERIENCE’s CYCLE

                           preparation
                       research > planning > booking




  reme...
EXPERIENCE’s CYCLE

                         preparation
                       research > planning > buy




  remember  ...
EXPERIENCE’s CYCLE

                         preparation
                       research > planning > buy




  remember  ...
TOUCH POINTS




   RESEARCH    ANALYSIS   PROJECT
TOUCH POINTS




               WEB




   RESEARCH    ANALYSIS   PROJECT
TOUCH POINTS




               WEB




   RESEARCH    ANALYSIS   PROJECT
SOCIAL MEDIA / User profile
                              (USA data)




               Creators     21%
ACTIVE




      ...
SOCIAL MEDIA / UGC



          Comment/review



                        Rate




                                       ...
SOCIAL MEDIA / Limits & critical points




 Mediocrity of contents (UGC)
 way to know the source & e-trust




 Connectio...
analysis
SOCIAL MEDIA / Block analysis

                                                                                 Identity u...
SOCIAL MEDIA / Travel



  agency                e-commerce, travel company website...




  guide                 blog an...
SOCIAL MEDIA / TRAVEL / Agency




                                presence



                  sharing                  ...
SOCIAL MEDIA / TRAVEL / Guide




                                 presence



                   sharing                 ...
SOCIAL MEDIA / TRAVEL / Community




                                presence



                  sharing               ...
SOCIAL MEDIA / TRAVEL / Tools




                                    ?
                                 presence




    ...
SOCIAL MEDIA / TRAVEL / Comparation




 research > planning > booking   leaving > experience > return   remember > sharin...
project
Sharing
           knowledge




RESEARCH       ANALYSIS   PROJECT
Collaboration




RESEARCH   ANALYSIS        PROJECT
Por
                      tab
                            ility




RESEARCH   ANALYSIS                 PROJECT
CONCEPT



       “The project aims to realize a service
       that follows and supports travelers
       during the enti...
POSITION / EXPERIENCE’s CYCLE




 research > planning > booking   leaving > experience > return   remember > sharing

   ...
POSITION / TARGET / Analysis




    RESEARCH            ANALYSIS   PROJECT
POSITION / TARGET / Profile




Forrester            Travelr
Creators             Planner    Who loves planning trips

Cri...
BUSINESS MODEL



Affiliate Model            Advertising Model/1           Advertising Model/2            Subscription Mod...
BRAND IMAGE




                             Sauna-BoldItalic
                                 Sauna-Italic



       Trav...
BASIC ELEMENT / Process

BASIC ELEMENT / TRAVEL SYSTEM




                                   Legenda




      RESEARCH  ...
SYSTEM MAP




   RESEARCH   ANALYSIS   PROJECT
WIREFRAME / TEMPLATE




   RESEARCH            ANALYSIS   PROJECT
WIREFRAME / TEMPLATE




   RESEARCH            ANALYSIS   PROJECT
travel costumer journey
                  project
                Attention
                         this prese
          ...
John             CUSTUMER JOURNEY
                                       Lock
                                            ...
CUSTUMER JOURNEY

                              Needs
                              Research
                             ...
CUSTUMER JOURNEY

                                     Needs
                                     Research
               ...
CUSTUMER JOURNEY

                                         Needs
                                         Research
       ...
CUSTUMER JOURNEY

                                          Needs
                                          Research
     ...
CUSTUMER JOURNEY

                                            Needs
                                            Research
 ...
CUSTUMER JOURNEY

                                   Needs
                                   Research
                   ...
He writes his mail and his
                   prefered nick name, thats all


                                            ...
He is happy about all stuff he found
and he starts to create a travel.

1. Pick out a name

2. set the privacy level as pu...
He is looking for some travel mate
                                                                      CUSTUMER JOURNEY
...
CUSTUMER JOURNEY

                                         Needs
                                         Research
       ...
Lostipedia
                                           CUSTUMER JOURNEY

                                           Needs
 ...
CUSTUMER JOURNEY

                                     Needs
                                     Research
               ...
CUSTUMER JOURNEY

                             Needs
                             Research
                             Re...
CUSTUMER JOURNEY

                                        Needs
                                        Research
         ...
CUSTUMER JOURNEY

                                 Needs
                                 Research
                       ...
Every notes, video, Pictures
                   are geotagged (latitude and longitude)




                               ...
CUSTUMER JOURNEY

                            Needs
                            Research
                            Regis...
When he comes back, John synchronizes all
acquired information with the online’s one.




                                ...
CUSTUMER JOURNEY

                                        Needs
                                        Research
         ...
And another user is already reading that page.
He is thinking “I want to do the same trip!”




                          ...
OTHER FEATURE

                - Comments
                - Rate
                - Create a guide
                - Search...
Thank you

Questions?
    Special thanks
 my thesis’ travelmates



    site: www.travelr.it
  email: angelo.penone@gmail....
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Travelr! Sharing knowledge through travelers

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The project aims to realize a service that follows and supports travelers during the entire experience cycle in an uniform way, through opportunities that Internet and new tecnology provide.

Published in: Travel, Technology, Business

Travelr! Sharing knowledge through travelers

  1. 1. Angelo Penone Rel. Gianluca Brugnoli
  2. 2. www.theparks.it 2003 TRAVEL www.parkr.info 2008 Travelr! www.travelr.it 2009
  3. 3. research
  4. 4. TRAVELERS & TOURIST The World Tourism Organization defines tourists as people who: “travel to and stay in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes...” Source: en.wikipedia.org RESEARCH ANALYSIS PROJECT
  5. 5. TRAVEL TREND 1. Information from the web = more do-it-yourself 2. Lower middle price (low cost travel) 3. More number of travel each year 4. Less duration of the travel (short break, long-week-end) 5. Change the period 6. More long-currier travel 7. Diversification of travel marketplace offers (mega-niche, longtail, travel tailor-made) RESEARCH ANALYSIS PROJECT
  6. 6. EXPERIENCE’s CYCLE preparation research > planning > booking remember travel remember > sharing leaving > experience > return Source: “Il ciclo dell’esperienza” by Gianluca Brugnoli RESEARCH ANALYSIS PROJECT
  7. 7. EXPERIENCE’s CYCLE preparation research > planning > booking remember travel remember > sharing leaving > experience > return Source: “Il ciclo dell’esperienza” by Gianluca Brugnoli RESEARCH ANALYSIS PROJECT
  8. 8. EXPERIENCE’s CYCLE preparation research > planning > buy remember travel remember > sharing leaving > experience > return Source: “Il ciclo dell’esperienza” by Gianluca Brugnoli RESEARCH ANALYSIS PROJECT
  9. 9. EXPERIENCE’s CYCLE preparation research > planning > buy remember travel remember > sharing leaving > experience > return Source: “Il ciclo dell’esperienza” by Gianluca Brugnoli RESEARCH ANALYSIS PROJECT
  10. 10. TOUCH POINTS RESEARCH ANALYSIS PROJECT
  11. 11. TOUCH POINTS WEB RESEARCH ANALYSIS PROJECT
  12. 12. TOUCH POINTS WEB RESEARCH ANALYSIS PROJECT
  13. 13. SOCIAL MEDIA / User profile (USA data) Creators 21% ACTIVE Critics 37% PARTECIPANT Collectors 19% Joiners 35% Spectators 69% PASSIVE Inactives 25% Source: Groundswell: Forrester data 2008 RESEARCH ANALYSIS PROJECT
  14. 14. SOCIAL MEDIA / UGC Comment/review Rate m . co gg Di Signal http://www.parkr.info/ (& socialbookmar) Share stuff RESEARCH ANALYSIS PROJECT
  15. 15. SOCIAL MEDIA / Limits & critical points Mediocrity of contents (UGC) way to know the source & e-trust Connection real or virtual? the concept of friend Concept o Privacy/Copyright terms of use & creative commons RESEARCH ANALYSIS PROJECT
  16. 16. analysis
  17. 17. SOCIAL MEDIA / Block analysis Identity unique. Presence online presence sharing relationships Relationships among user Sharing meaningful things identity conversation reputation Conversations among people Reputation of other people group Groups with common interest Source: “Social Software Building Blocks” by Gene Smith RESEARCH ANALYSIS PROJECT
  18. 18. SOCIAL MEDIA / Travel agency e-commerce, travel company website... guide blog and informative network community social network and forum tools travel planner, photo collector... RESEARCH ANALYSIS PROJECT
  19. 19. SOCIAL MEDIA / TRAVEL / Agency presence sharing relationships identity conversation reputation group Case History RESEARCH ANALYSIS PROJECT
  20. 20. SOCIAL MEDIA / TRAVEL / Guide presence sharing relationships identity conversation reputation group Case History RESEARCH ANALYSIS PROJECT
  21. 21. SOCIAL MEDIA / TRAVEL / Community presence sharing relationships identity conversation reputation group Case History RESEARCH ANALYSIS PROJECT
  22. 22. SOCIAL MEDIA / TRAVEL / Tools ? presence ? ? sharing relationships ? identity ? ? conversation reputation ? group Case History RESEARCH ANALYSIS PROJECT
  23. 23. SOCIAL MEDIA / TRAVEL / Comparation research > planning > booking leaving > experience > return remember > sharing preparation travel remember RESEARCH ANALYSIS PROJECT
  24. 24. project
  25. 25. Sharing knowledge RESEARCH ANALYSIS PROJECT
  26. 26. Collaboration RESEARCH ANALYSIS PROJECT
  27. 27. Por tab ility RESEARCH ANALYSIS PROJECT
  28. 28. CONCEPT “The project aims to realize a service that follows and supports travelers during the entire experience cycle in an uniform way, through opportunities that Internet and new tecnology provide” RESEARCH ANALYSIS PROJECT
  29. 29. POSITION / EXPERIENCE’s CYCLE research > planning > booking leaving > experience > return remember > sharing preparation travel remember RESEARCH ANALYSIS PROJECT
  30. 30. POSITION / TARGET / Analysis RESEARCH ANALYSIS PROJECT
  31. 31. POSITION / TARGET / Profile Forrester Travelr Creators Planner Who loves planning trips Critics Reporter People which like to share their own opinion Collectors Rover Gather information from different sources and about different themes Joiners Follower User which likes to join pre-planned trip Spectators Viewer Reader and travel lovers Inactives Travelers that don’t use internet RESEARCH ANALYSIS PROJECT
  32. 32. BUSINESS MODEL Affiliate Model Advertising Model/1 Advertising Model/2 Subscription Model Some examples of website • Google Adsense Some possible clients that User pro: that provide affiliation can be interested to publish • AdBrite • service in “white label” way system advertise on our pages: • Bidvertiser • pages without advertising • Booking.com • Chitika • personalise our own pages • Expedia.com • Transport company • AdToll • Venere.com • Local institute • Exit Junction • Hotels.com • State tourism institute • Yahoo Publisher Network … • Event promoters • Target Point • Hotels chain • Fastclick • Company that provide services connected to • TradeDoubler tourims • Zanox • Agency • Tour operator RESEARCH ANALYSIS PROJECT
  33. 33. BRAND IMAGE Sauna-BoldItalic Sauna-Italic Travelr! x 4x 2x Sharing knowledge through travelers x RESEARCH ANALYSIS PROJECT
  34. 34. BASIC ELEMENT / Process BASIC ELEMENT / TRAVEL SYSTEM Legenda RESEARCH ANALYSIS PROJECT
  35. 35. SYSTEM MAP RESEARCH ANALYSIS PROJECT
  36. 36. WIREFRAME / TEMPLATE RESEARCH ANALYSIS PROJECT
  37. 37. WIREFRAME / TEMPLATE RESEARCH ANALYSIS PROJECT
  38. 38. travel costumer journey project Attention this prese ntation contains spoilers!
  39. 39. John CUSTUMER JOURNEY Lock e 53 y ears old Needs Research Registration Plan the trip Collect memory Back/Syncronize Share knowledge Trip inspiration He would like to visit a place again… RESEARCH ANALYSIS PROJECT
  40. 40. CUSTUMER JOURNEY Needs Research Registration Plan the trip Collect memory Back/Syncronize Share knowledge Trip inspiration ...The Island! RESEARCH ANALYSIS PROJECT
  41. 41. CUSTUMER JOURNEY Needs Research Registration Plan the trip Collect memory Back/Syncronize Share knowledge Trip inspiration John checks on google RESEARCH ANALYSIS PROJECT
  42. 42. CUSTUMER JOURNEY Needs Research Registration Plan the trip Collect memory Back/Syncronize Share knowledge Trip inspiration ...and he finds a page on Travelr! RESEARCH ANALYSIS PROJECT
  43. 43. CUSTUMER JOURNEY Needs Research Registration Plan the trip Collect memory Back/Syncronize Share knowledge Trip inspiration John enlarges the research RESEARCH ANALYSIS PROJECT
  44. 44. CUSTUMER JOURNEY Needs Research Registration Plan the trip Collect memory Back/Syncronize Share knowledge Trip inspiration He finds many reviewed places connected RESEARCH ANALYSIS PROJECT
  45. 45. CUSTUMER JOURNEY Needs Research Registration Plan the trip Collect memory Back/Syncronize Share knowledge Trip inspiration ...and also a Guide RESEARCH ANALYSIS PROJECT
  46. 46. He writes his mail and his prefered nick name, thats all CUSTUMER JOURNEY He receives immediatly the Needs confermation mail with the Research password. Registration Plan the trip Collect memory Back/Syncronize Share knowledge Trip inspiration So registration! RESEARCH ANALYSIS PROJECT
  47. 47. He is happy about all stuff he found and he starts to create a travel. 1. Pick out a name 2. set the privacy level as public, 3. set the join system as “by admin approvation” , CUSTUMER JOURNEY 4. set the basic “data” , Needs 5. and he save it all! Research Registration Plan the trip Collect memory Back/Syncronize Share knowledge Trip inspiration ...now he creates a travel. RESEARCH ANALYSIS PROJECT
  48. 48. He is looking for some travel mate CUSTUMER JOURNEY Needs PS: Before the departure 6 people join Research this trip: Jack, Kate, Jin, Ben, Sayid, Hurley Registration Plan the trip Collect memory Now he can start to plan! Back/Syncronize Share knowledge Trip inspiration John is looking for interested travelrs RESEARCH ANALYSIS PROJECT
  49. 49. CUSTUMER JOURNEY Needs Research Registration Plan the trip Collect memory Back/Syncronize Share knowledge Trip inspiration Let’s plan.... synchronise calendar RESEARCH ANALYSIS PROJECT
  50. 50. Lostipedia CUSTUMER JOURNEY Needs Research Registration Plan the trip Collect memory Back/Syncronize Share knowledge Trip inspiration John and his travelmates select places RESEARCH ANALYSIS PROJECT
  51. 51. CUSTUMER JOURNEY Needs Research Registration Plan the trip Collect memory Back/Syncronize Share knowledge Trip inspiration John downloads the schedule RESEARCH ANALYSIS PROJECT
  52. 52. CUSTUMER JOURNEY Needs Research Registration Plan the trip Collect memory Back/Syncronize Share knowledge Trip inspiration Let’s travel RESEARCH ANALYSIS PROJECT
  53. 53. CUSTUMER JOURNEY Needs Research Registration Plan the trip Collect memory Back/Syncronize Share knowledge Trip inspiration John takes some pictures RESEARCH ANALYSIS PROJECT
  54. 54. CUSTUMER JOURNEY Needs Research Registration Plan the trip Collect memory Back/Syncronize Share knowledge Trip inspiration ...and some notes RESEARCH ANALYSIS PROJECT
  55. 55. Every notes, video, Pictures are geotagged (latitude and longitude) CUSTUMER JOURNEY Needs Research Registration Plan the trip Collect memory Back/Syncronize Share knowledge Trip inspiration by his own mobile phone RESEARCH ANALYSIS PROJECT
  56. 56. CUSTUMER JOURNEY Needs Research Registration Plan the trip Collect memory Back/Syncronize Share knowledge Trip inspiration Come back RESEARCH ANALYSIS PROJECT
  57. 57. When he comes back, John synchronizes all acquired information with the online’s one. CUSTUMER JOURNEY Needs Research Registration Plan the trip Collect memory Other participants do the same with their mobile phone or Back/Syncronize Share knowledge directly on the website, writing report or uploading stuff. Trip inspiration John syncronizes the acquired knowledge RESEARCH ANALYSIS PROJECT
  58. 58. CUSTUMER JOURNEY Needs Research Registration Plan the trip Collect memory Back/Syncronize Share knowledge Trip inspiration Travel page is archivied RESEARCH ANALYSIS PROJECT
  59. 59. And another user is already reading that page. He is thinking “I want to do the same trip!” CUSTUMER JOURNEY Needs Research Registration Plan the trip Char les W idmo Collect memory 72 y re ears old Back/Syncronize Share knowledge Trip inspiration A new travel experience can raise! RESEARCH ANALYSIS PROJECT
  60. 60. OTHER FEATURE - Comments - Rate - Create a guide - Search “match travels” - Embed your profile (widget) - Embed your travel (widget) - Embed place (widget) - Export travel in PDF Travel.mobile application - Find closer users - Share your GPS position (travel) RESEARCH ANALYSIS PROJECT
  61. 61. Thank you Questions? Special thanks my thesis’ travelmates site: www.travelr.it email: angelo.penone@gmail.com

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