Digital guest experience
How UX can make or break you
Agenda
1 Keep swimming!
2 Does this hurt?
3 You don’t need an app!
1 Keep swimming
Prof Noriaki Kano
Kano model axes
Kano model overview
Kano model Basic expectations
Basic expectations
Kano model Performance payoff
Performance payoff
…
…
Kano model Excitement
generators
Surprise!
Nokia = great design style
Innocent juice = humour
Hay-Adams panda = quirk
Story time
Excitement generators = delight moments
Meet Joshie
Binder with holiday
memories
Huffington Post writer
Social sharing
Story time
Gaylord Opryland
Tweets
Clock radio in room
Happy guest
Of course she’s a blogger
But…
Fish swimming upstream
Kano model overview
Example
Free Wifi
1 Keep swimming – take aways
Basic expectations = hygiene factors. Perform poorly
on these and you suffer.
Performance pay...
2 Does this hurt?
Emotional journey
Booking
Story time
Contact form with 11
fields
Contact form with 4 fields
+150% conversion rate
0
50
100
150
200
250
300
Original form Reduced form
Story time
The $300m button
Story time
Expedia
The $12m form field
Name*
Company
Address*
City*
Country*
Card number*
Name on card*
John Doe
Citibank Singapore
8 Marina ...
The $12m form field - article
Checkin queue
Why do I have to fill out a paper form?
Why is my credit card not my room key?
Why is my phone not my room key?
Arrived knackered
Just let me get dinner and set
my wake-up call
Where’s the iron?
Check-out queue
Minibar
Waiting for the minibar review
2 Does this hurt? – take aways
Understand the emotional journey of your guests
Map emotional highs and lows
Improve the lo...
3 You don’t need an app!
Everyone needs an app, no?
Accor app
App ratings
Roosevelt app
Roosevelt ratings
“A mobile app”
may be the answer.
But first you need to find out
what the question is
You need a digital experience strategy
But how do we go about creating one?
Image credits: cavstheblog.com
3 Steps to a digital engagement strategy
1 Research
2 Personas and storyboards
3 Find digital solutions to improve each
to...
Step 1: Research
You could ask guests what they want
Henry Ford
Image credits: Joe Shlabotnik (Flickr)
Faster horse
Image credits: andy101 (Worth1000)
People’s imagination is bound what they
already know
Or they may ask for something that’s
impossible
Image credits: Jeff Gothelf
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...
We observe them
Image credits: OakleyOriginals (Flickr)
We track analytics
We listen to social media conversations
CMSs
provide
tracking
Behavioural tracking
Behavioural data is always preferable to
attitudinal data
Step 2: Personas and storyboards
Use insights for storyboarding
Step 3: Find digital solutions to each
touchpoint
Image credits: Kalsau (Flickr)
Content marketing:
Give them something to share
Online booking and tracking:
Make it easy for them
Personalisation:
You know them well. Use it.
Community management:
Show them you care
A/B testing:
Refine your content, messaging and design
Mobile interactions:
Give them what they need, when they need it
3 You don’t need an app! – take aways
Plan a digital strategy
Do your research
Set up conversion goals in Google Analytics...
Tom Voirol
tom@readingroom.com
http://linkedin.com/in/voirol
@voirol
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Digital guest experience - Food & Hotels Asia conference 2014

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Digital guest experience - Food & Hotels Asia conference 2014

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

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