Frapolli Elia, Director of Ticino Turismo, at ENTER2016 eTourism Conference in Bilbao

1. #hikeTicino
design for the
hiking experience

2. the #hikeTicino challenge

3. Initial assumption

4. from promote hiking path
to
enhance an amazing experience

5. A solution for
promote
anticipate
engage
enhance
support
remember

6. Cover title
on two lines
00. Fase di evo (facoltativo) | Deliverable Year
Client name

7. an experience centered design
approach

8. Experiences
• expected
• lived
• remembered
understand

9. Experiences
• expected
• lived
• remembered
understand
Opportunities
• pains
• gains
identify
›

10. Experiences
• expected
• lived
• remembered
understand
Opportunities
• pains
• gains
identify
› Change
• generate
• synthesize
define
›

11. Experiences
• expected
• lived
• remembered
understand
Opportunities
• pains
• gains
identify
› Change
• generate
• synthesize
define
› Touchpoints
• products
• services
• systems
deliver
›

12. Experiences
• expected
• lived
• remembered
understand
Opportunities
• pains
• gains
identify
› Change
• generate
• synthesize
define
› Touchpoints
• products
• services
• systems
deliver
›

13. experience systemic design
participatory
design
limits
business
goals
client
designerusers

14. create
new value

15. Challenge
The project
01. Understand
Today’s and
tomorrow’s experience
02. Design
For the experience
03. Evolve
The experience
04.

16. Challenge the project
partecipatory design

17. Workshop
Assets assestment

18. Workshop
Experience mapping

19. Workshop
Content mapping

20. Understand
today’s experiences

21. Research
Field research

22. Research
Field testing

23. Research
Data analysis

24. TICINO NEW EXPERIENCE STEFANO GRECO

25. TICINO NEW EXPERIENCE STEFANO GRECO

26. TICINO NEW EXPERIENCE STEFANO GRECO

27. TICINO NEW EXPERIENCE STEFANO GRECO

28. Design
for the experience

29. service
hyperlocal system
of touchpoints
new content
Focus on

30. Design
a service around the end-to-end customer journey

34. Support
the content creation

35. Design
Co-design

36. Design
Prototype, prototype, prototype…

37. Design
Test, review, iterate…

38. Design
handcraft the details

40. Tamaro - Lema
da Rivera a Miglieglia

43. Design
create a design system

44. The result

46. PREMIUM
an hyperlocal distributed touchpoint ecosystem

55. Thank you
@lucamascaro
www.sketchin.ch