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Digital guest experience - Food & Hotels Asia conference 2014
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Digital guest experience - Food & Hotels Asia conference 2014 Presentation Transcript

  • 1. Digital guest experience How UX can make or break you
  • 2. Agenda 1 Keep swimming! 2 Does this hurt? 3 You don’t need an app!
  • 3. 1 Keep swimming
  • 4. Prof Noriaki Kano
  • 5. Kano model axes
  • 6. Kano model overview
  • 7. Kano model Basic expectations
  • 8. Basic expectations
  • 9. Kano model Performance payoff
  • 10. Performance payoff … …
  • 11. Kano model Excitement generators
  • 12. Surprise!
  • 13. Nokia = great design style
  • 14. Innocent juice = humour
  • 15. Hay-Adams panda = quirk
  • 16. Story time
  • 17. Excitement generators = delight moments
  • 18. Meet Joshie
  • 19. Binder with holiday memories
  • 20. Huffington Post writer
  • 21. Social sharing
  • 22. Story time
  • 23. Gaylord Opryland
  • 24. Tweets
  • 25. Clock radio in room
  • 26. Happy guest
  • 27. Of course she’s a blogger
  • 28. But…
  • 29. Fish swimming upstream
  • 30. Kano model overview
  • 31. Example Free Wifi
  • 32. 1 Keep swimming – take aways Basic expectations = hygiene factors. Perform poorly on these and you suffer. Performance payoffs = standard factors. The more you do, the more guests appreciate it. Excitement generators = wow factors. This is what will make you memorable. Over time, all factors deteriorate as they become commonplace. You have to keep raising the bar.
  • 33. 2 Does this hurt?
  • 34. Emotional journey
  • 35. Booking
  • 36. Story time
  • 37. Contact form with 11 fields
  • 38. Contact form with 4 fields
  • 39. +150% conversion rate 0 50 100 150 200 250 300 Original form Reduced form
  • 40. Story time
  • 41. The $300m button
  • 42. Story time
  • 43. Expedia
  • 44. The $12m form field Name* Company Address* City* Country* Card number* Name on card* John Doe Citibank Singapore 8 Marina View Tower 1 Singapore
  • 45. The $12m form field - article
  • 46. Checkin queue
  • 47. Why do I have to fill out a paper form?
  • 48. Why is my credit card not my room key?
  • 49. Why is my phone not my room key?
  • 50. Arrived knackered
  • 51. Just let me get dinner and set my wake-up call
  • 52. Where’s the iron?
  • 53. Check-out queue
  • 54. Minibar
  • 55. Waiting for the minibar review
  • 56. 2 Does this hurt? – take aways Understand the emotional journey of your guests Map emotional highs and lows Improve the lows Times of stress and discontent are the perfect opportunity to generate excitement
  • 57. 3 You don’t need an app!
  • 58. Everyone needs an app, no?
  • 59. Accor app
  • 60. App ratings
  • 61. Roosevelt app
  • 62. Roosevelt ratings
  • 63. “A mobile app” may be the answer. But first you need to find out what the question is
  • 64. You need a digital experience strategy
  • 65. But how do we go about creating one? Image credits: cavstheblog.com
  • 66. 3 Steps to a digital engagement strategy 1 Research 2 Personas and storyboards 3 Find digital solutions to improve each touchpoint
  • 67. Step 1: Research
  • 68. You could ask guests what they want
  • 69. Henry Ford Image credits: Joe Shlabotnik (Flickr)
  • 70. Faster horse Image credits: andy101 (Worth1000)
  • 71. People’s imagination is bound what they already know
  • 72. Or they may ask for something that’s impossible Image credits: Jeff Gothelf
  • 73. Yes we do ask people, but we don’t ask them what they want, we find out what their emotional journey is Image credits: GfK Group
  • 74. We observe them Image credits: OakleyOriginals (Flickr)
  • 75. We track analytics
  • 76. We listen to social media conversations
  • 77. CMSs provide tracking Behavioural tracking
  • 78. Behavioural data is always preferable to attitudinal data
  • 79. Step 2: Personas and storyboards
  • 80. Use insights for storyboarding
  • 81. Step 3: Find digital solutions to each touchpoint Image credits: Kalsau (Flickr)
  • 82. Content marketing: Give them something to share
  • 83. Online booking and tracking: Make it easy for them
  • 84. Personalisation: You know them well. Use it.
  • 85. Community management: Show them you care
  • 86. A/B testing: Refine your content, messaging and design
  • 87. Mobile interactions: Give them what they need, when they need it
  • 88. 3 You don’t need an app! – take aways Plan a digital strategy Do your research Set up conversion goals in Google Analytics Map the user journey Find out what digital tools can improve the experience at each touchpoint A/B test your content, messaging and design
  • 89. Tom Voirol tom@readingroom.com http://linkedin.com/in/voirol @voirol