2. Outline
1.What is social innovation
2.Brainstorming
3.Interview Questions
4.Insights
5.Research methods
6.Innovative solutions
7.What service like in the future
8.Prototype – Desktop Walk Through
9.References
3. What is Social Innovation?
Social innovation means innovative activities and services, which could satisfy the
social requirements.
Social innovation could be understood as “a new idea that works in meeting
social goals” (Manzini, 2014).
Social innovation could also be understood as a revolutionary process for changing
emerging from traditional to modern technology (Manzini, 2014).
6. WWOOF is a global campaign that links volunteers with organic farmers and planting,
promotes culture and Educational experiences and helps build a sustainable global
community. This is a new way of traveling characterized by environmental protection
and experience.
7. Interview Questions
We conducted semi-structure interview and following are some interview questions:
1.When was your last time for traveling? And why you choose to go there?
2.Did you do any preparations before traveling?
3.What time do you usually choose to travel?
4.What are your preferences when you choose the place to travel?
5.What is most important issue for you in travel?
6.Have you ever use some services to help you organize your travel? And describe your
feeling after using their service.
7.What do you think about WWOOF’s service?
8.Which aspects do you prefer? And which aspect needs to improved in your opinion?
9.Are you willing to participate? (if yes, why?/if no, why?)
10.Do you have any suggestions for WWOOF?
8. Insights
1. The price(travel budge) and the quality of the views could be the most concerned issues
when people choose the travel destinations.
2. People prefer somewhere very relaxing and somewhere very commercial to travel. For
example, countryside with better view & shopping center.
3. People are willing to use WWOOF to reduce budget because it covers more than 100
countries all over the world.
4. WWOOF could enhance innovation capabilities by extend more attractive farms for service.
5. WWOOF could do more promotions buy using social media.
6. WWOOF could cooperate with government and schools to achieve social innovation and
improve social impact.
10. The Value Proposition canvas is a tool within Osterwalder and
Pigeur’s (2013) Business Model Canvas and is a zoom in of the Value
Proposition and the Customer Segment. It visually highlights the
proposed value of a business, service, product or experience for
WWOOF’s customers through fulfilling their needs, relieving their
pains and generating gains. The aim is to achieve fit and measure
value in the match of WWOOF’s customers’ needs and problems, to
a solution.
12. For the WWOOF project, to analyze the system of stakeholders we
first divided them into two main groups. The first group is internal
stakeholders and the second is external stakeholders.
According to the analysis of stakeholder map, the group finds that social
media has a low influence on WWOOF. Consequently, the group recommends that
WWOOF could attempt to use more social media to promote their service.
For example, using the advertisement on Instagram could bring more users to become
memberships in WWOOF. Moreover, WWOOF could conduct more cooperative
projects to attract travelers and bring benefits from the social community such as
cooperate with public schools worldwide to improve social attention and awareness.
14. Competitor analysis conclusion
We have already analyzed some current competitors in the market such as Diverbo, House
Carers and helpx. These are all very good website to help travellers save their money but
receive good travelling experience.
To compare with each competitor in the market, although different company have different
ideas and all their services seems unique, WWOOF seems to be the most open system. By
using WWOOF, customers could choose different countries which they prefer and different
types of farms. Other websites such as Diverbo or helpx could not do this. This could be one
advantage of WWOOF comparing with other companies.
By analyzing other competitors, WWOOF could add some apps to support their services. It
could help WWOOF’s services become clearer and more convincing.
16. To sum up, co-creation framework could provide the opportunities and innovative
directions for our group to improve the service co-creation process. After answer
6 questions, our group find some opportunities in different service periods and
then we improved our strategy on final innovation.
19. Innovative Solutions
Product: WWOOF APP
The reason why we come up with this idea is that the app is very popular and
convenient in the recent market.
Service：
Innovate and improve the service activities of WWOOF & improve service quality of WWOOF
Advertising and promotion:
1.Let social media such as Instagram, twitter, weibo and Facebook to advertise WWOOF.
2.Through comments and reviews after woofing in WWOOF application.
3.Cooperate with government and schools such as spring camping to achieve social
innovation of WWOOF.
22. The group firstly decided the working directions and final solutions, and then,
we finish our customer journey map and analysis our final service by using two
analysis diagrams (as shown in the blog below).
To visualize the innnovative solutions, we use papers and toy figurines to show
each touchpoints and make it easier to show the experiences process of using
WWOOF by follow a story.
23. References
Crosby, B. L. (1991) Stakeholder Analysis: A Vital Tool for Strategic Managers, USAID, pp. 1-6, No. 2
Elias, A. A., and Canvana, R. Y. (2000) Stakeholder Analysis for System Thinking and Modelling,
Victoria University of Wellington New Zealand
Osterwalder, A. and Pigneur, Y. (2013). Business model generation. Hoboken, N.J.: Wiley.
Bowker, N., & Tuffin, K. (2004): Using the online medium for discursive research about people
with disabilities. Social Science Computer Review, 22(2), 228.
Nilsson, P. Å. (2002): Staying on farms: An Ideological Background. [doi: 10.1016/S0160-7383(00)00081-5].
Annals of Tourism Research, 29(1), 7-24.
Wengel, Y., McIntosh, A., & Cockburn-Wootten, C. (2018). Tourism and ‘dirt’: A case study of WWOOF
farms in New Zealand. Journal of Hospitality and Tourism Management, 35, 46-55.
