SlideShare a Scribd company logo
1 of 55
Download to read offline
#hikeTicino
design for the
hiking experience
the #hikeTicino challenge
Initial assumption
from promote hiking path
to
enhance an amazing experience
A solution for
promote
anticipate
engage
enhance
support
remember
Cover title
on two lines
00. Fase di evo (facoltativo) | Deliverable Year
Client name
an experience centered design
approach
Experiences
• expected
• lived
• remembered
understand
Experiences
• expected
• lived
• remembered
understand
Opportunities
• pains
• gains
identify
›
Experiences
• expected
• lived
• remembered
understand
Opportunities
• pains
• gains
identify
› Change
• generate
• synthesize
define
›
Experiences
• expected
• lived
• remembered
understand
Opportunities
• pains
• gains
identify
› Change
• generate
• synthesize
define
› Touchpoints
• products
• services
• systems
deliver
›
Experiences
• expected
• lived
• remembered
understand
Opportunities
• pains
• gains
identify
› Change
• generate
• synthesize
define
› Touchpoints
• products
• services
• systems
deliver
›
experience systemic design
participatory
design
limits
business
goals
client
designerusers
create
new value
Challenge
The project
01. Understand
Today’s and
tomorrow’s experience
02. Design
For the experience
03. Evolve
The experience
04.
Challenge the project
partecipatory design
Workshop
Assets assestment
Workshop
Experience mapping
Workshop
Content mapping
Understand
today’s experiences
Research
Field research
Research
Field testing
Research
Data analysis
TICINO NEW EXPERIENCE STEFANO GRECO
TICINO NEW EXPERIENCE STEFANO GRECO
TICINO NEW EXPERIENCE STEFANO GRECO
TICINO NEW EXPERIENCE STEFANO GRECO
Design
for the experience
service
hyperlocal system
of touchpoints
new content
Focus on
Design
a service around the end-to-end customer journey
Support
the content creation
Design
Co-design
Design
Prototype, prototype, prototype…
Design
Test, review, iterate…
Design
handcraft the details
Tamaro - Lema
da Rivera a Miglieglia
Design
create a design system
The result
PREMIUM
an hyperlocal distributed touchpoint ecosystem
Thank you
@lucamascaro
www.sketchin.ch

More Related Content

What's hot

Designing the Intangible: an Introduction to Service Design
Designing the Intangible: an Introduction to Service DesignDesigning the Intangible: an Introduction to Service Design
Designing the Intangible: an Introduction to Service Design
Jennifer Bove
 

What's hot (20)

Service Design: Your Next Career Move
Service Design: Your Next Career MoveService Design: Your Next Career Move
Service Design: Your Next Career Move
 
Design thinking workshop at VODW Brussels
Design thinking workshop at VODW BrusselsDesign thinking workshop at VODW Brussels
Design thinking workshop at VODW Brussels
 
Design leader's cookbook -Building high-performing and happy creative teams
Design leader's cookbook -Building high-performing and happy creative teamsDesign leader's cookbook -Building high-performing and happy creative teams
Design leader's cookbook -Building high-performing and happy creative teams
 
Zilver Design & Change
Zilver Design & ChangeZilver Design & Change
Zilver Design & Change
 
Role of design in business innovation
Role of design in business innovationRole of design in business innovation
Role of design in business innovation
 
from stuff to stories
from stuff to storiesfrom stuff to stories
from stuff to stories
 
UX STRAT USA 2018 Workshop: Hina Shahid, OnDeck Capital
UX STRAT USA 2018 Workshop: Hina Shahid, OnDeck CapitalUX STRAT USA 2018 Workshop: Hina Shahid, OnDeck Capital
UX STRAT USA 2018 Workshop: Hina Shahid, OnDeck Capital
 
Zilver on customer experience design
Zilver on customer experience designZilver on customer experience design
Zilver on customer experience design
 
Design management and agile world: fitting customer expectations
Design management and agile world: fitting customer expectationsDesign management and agile world: fitting customer expectations
Design management and agile world: fitting customer expectations
 
Careers in UX Q2 2021
Careers in UX Q2 2021Careers in UX Q2 2021
Careers in UX Q2 2021
 
Buying into service design
Buying into service designBuying into service design
Buying into service design
 
TouchWizard Product Pitchdeck
TouchWizard Product PitchdeckTouchWizard Product Pitchdeck
TouchWizard Product Pitchdeck
 
Designing the Intangible: an Introduction to Service Design
Designing the Intangible: an Introduction to Service DesignDesigning the Intangible: an Introduction to Service Design
Designing the Intangible: an Introduction to Service Design
 
This is Service Design in 25 useful tools
This is Service Design in 25 useful toolsThis is Service Design in 25 useful tools
This is Service Design in 25 useful tools
 
Unboxing our in-house design culture
Unboxing our in-house design cultureUnboxing our in-house design culture
Unboxing our in-house design culture
 
Andrè Gouveia "Winning Product Ideas - strategy over beauty" Productized19
Andrè Gouveia "Winning Product Ideas - strategy over beauty" Productized19Andrè Gouveia "Winning Product Ideas - strategy over beauty" Productized19
Andrè Gouveia "Winning Product Ideas - strategy over beauty" Productized19
 
UX STRAT Europe, Michael Thompson, “Bridging the UX-Business Gap: A Framework...
UX STRAT Europe, Michael Thompson, “Bridging the UX-Business Gap: A Framework...UX STRAT Europe, Michael Thompson, “Bridging the UX-Business Gap: A Framework...
UX STRAT Europe, Michael Thompson, “Bridging the UX-Business Gap: A Framework...
 
Dave Van de Maele & Stina Vanhoof - Kingdom
Dave Van de Maele & Stina Vanhoof - KingdomDave Van de Maele & Stina Vanhoof - Kingdom
Dave Van de Maele & Stina Vanhoof - Kingdom
 
Sustainable Business Models through Design Thinking
Sustainable Business Models through Design ThinkingSustainable Business Models through Design Thinking
Sustainable Business Models through Design Thinking
 
Ux kitchen presentation
Ux kitchen presentationUx kitchen presentation
Ux kitchen presentation
 

Similar to hikeTicino - Design for the hiking experience

CX Design and Journey Mapping for Social Thinkers
CX Design and Journey Mapping for Social ThinkersCX Design and Journey Mapping for Social Thinkers
CX Design and Journey Mapping for Social Thinkers
John Kembel
 
CX Design and Journey Mapping for Lean Thinkers
CX Design and Journey Mapping for Lean ThinkersCX Design and Journey Mapping for Lean Thinkers
CX Design and Journey Mapping for Lean Thinkers
John Kembel
 

Similar to hikeTicino - Design for the hiking experience (20)

What is service design?
What is service design?What is service design?
What is service design?
 
CX Design and Journey Mapping for Social Thinkers
CX Design and Journey Mapping for Social ThinkersCX Design and Journey Mapping for Social Thinkers
CX Design and Journey Mapping for Social Thinkers
 
Jackman Reinvents: Design Thinking Workshop at HumberLaunch
Jackman Reinvents: Design Thinking Workshop at HumberLaunchJackman Reinvents: Design Thinking Workshop at HumberLaunch
Jackman Reinvents: Design Thinking Workshop at HumberLaunch
 
Slide share design thinking workshop mba hec
Slide share   design thinking workshop mba hecSlide share   design thinking workshop mba hec
Slide share design thinking workshop mba hec
 
Empired Convergence 2017 - Transforming you customer experience
Empired Convergence 2017 - Transforming you customer experienceEmpired Convergence 2017 - Transforming you customer experience
Empired Convergence 2017 - Transforming you customer experience
 
Defeating Babel: 4 Strategies for Better Design Communication in Agile
Defeating Babel: 4 Strategies for Better Design Communication in AgileDefeating Babel: 4 Strategies for Better Design Communication in Agile
Defeating Babel: 4 Strategies for Better Design Communication in Agile
 
Creating Irresistible Products in 4 Steps by Google Product Leader
Creating Irresistible Products in 4 Steps by Google Product LeaderCreating Irresistible Products in 4 Steps by Google Product Leader
Creating Irresistible Products in 4 Steps by Google Product Leader
 
Customer Experience Strategy & Design Thinking Toolkit
Customer Experience Strategy & Design Thinking ToolkitCustomer Experience Strategy & Design Thinking Toolkit
Customer Experience Strategy & Design Thinking Toolkit
 
Beginners Guide to UX - Lean Apps
Beginners Guide to UX - Lean AppsBeginners Guide to UX - Lean Apps
Beginners Guide to UX - Lean Apps
 
IT Executive's guide to Design Thinking
IT Executive's guide to Design ThinkingIT Executive's guide to Design Thinking
IT Executive's guide to Design Thinking
 
IT Executive's Guide to Design thinking | Algarytm
IT Executive's Guide to Design thinking | AlgarytmIT Executive's Guide to Design thinking | Algarytm
IT Executive's Guide to Design thinking | Algarytm
 
Karen Reilly CRO Masterclass
Karen Reilly  CRO Masterclass Karen Reilly  CRO Masterclass
Karen Reilly CRO Masterclass
 
Creating & Capturing Value
Creating & Capturing ValueCreating & Capturing Value
Creating & Capturing Value
 
Cleve Gibbon - Design Principles to Deliver Your Own Customer Experience Plat...
Cleve Gibbon - Design Principles to Deliver Your Own Customer Experience Plat...Cleve Gibbon - Design Principles to Deliver Your Own Customer Experience Plat...
Cleve Gibbon - Design Principles to Deliver Your Own Customer Experience Plat...
 
CX Design and Journey Mapping for Lean Thinkers
CX Design and Journey Mapping for Lean ThinkersCX Design and Journey Mapping for Lean Thinkers
CX Design and Journey Mapping for Lean Thinkers
 
Shane Hastie (SoftEd/Agile Alliance of Auckland)
Shane Hastie (SoftEd/Agile Alliance of Auckland)Shane Hastie (SoftEd/Agile Alliance of Auckland)
Shane Hastie (SoftEd/Agile Alliance of Auckland)
 
MVPOC - Minimum Viable Proof of Concept
MVPOC - Minimum Viable Proof of ConceptMVPOC - Minimum Viable Proof of Concept
MVPOC - Minimum Viable Proof of Concept
 
GDG Cloud Southlake #19: Sullivan and Schuh: Design Thinking Primer: How to B...
GDG Cloud Southlake #19: Sullivan and Schuh: Design Thinking Primer: How to B...GDG Cloud Southlake #19: Sullivan and Schuh: Design Thinking Primer: How to B...
GDG Cloud Southlake #19: Sullivan and Schuh: Design Thinking Primer: How to B...
 
Workshop: Design Upstream - Scaling Design Culture
Workshop: Design Upstream - Scaling Design CultureWorkshop: Design Upstream - Scaling Design Culture
Workshop: Design Upstream - Scaling Design Culture
 
Plan.Net Innovation - Credentials
Plan.Net Innovation - CredentialsPlan.Net Innovation - Credentials
Plan.Net Innovation - Credentials
 

More from Sketchin

More from Sketchin (20)

Come abbiamo vissuto la quarantena - Sketchin e gli effetti del distanziament...
Come abbiamo vissuto la quarantena - Sketchin e gli effetti del distanziament...Come abbiamo vissuto la quarantena - Sketchin e gli effetti del distanziament...
Come abbiamo vissuto la quarantena - Sketchin e gli effetti del distanziament...
 
Design with Data: Data Analysis per la Progettazione della Customer Experience
Design with Data: Data Analysis per la Progettazione della Customer ExperienceDesign with Data: Data Analysis per la Progettazione della Customer Experience
Design with Data: Data Analysis per la Progettazione della Customer Experience
 
Data Driven Marketing: perché no?
Data Driven Marketing: perché no?Data Driven Marketing: perché no?
Data Driven Marketing: perché no?
 
Welcome in the Exponential Age
Welcome in the Exponential AgeWelcome in the Exponential Age
Welcome in the Exponential Age
 
Design and Crypto - The road to mass adoption
Design and Crypto - The road to mass adoptionDesign and Crypto - The road to mass adoption
Design and Crypto - The road to mass adoption
 
Angeli e demoni - Alessandro Galetto
Angeli e demoni  - Alessandro GalettoAngeli e demoni  - Alessandro Galetto
Angeli e demoni - Alessandro Galetto
 
Solvy - a new payment experience, IxDA Milan& Turin June 2018
Solvy - a new payment experience, IxDA Milan& Turin June 2018Solvy - a new payment experience, IxDA Milan& Turin June 2018
Solvy - a new payment experience, IxDA Milan& Turin June 2018
 
From Possession to Access
From Possession to AccessFrom Possession to Access
From Possession to Access
 
Design for a Quantum Leap
Design for a Quantum LeapDesign for a Quantum Leap
Design for a Quantum Leap
 
Designing the Future of Bank Experience - A journey through the organisationa...
Designing the Future of Bank Experience - A journey through the organisationa...Designing the Future of Bank Experience - A journey through the organisationa...
Designing the Future of Bank Experience - A journey through the organisationa...
 
Beyond Method
Beyond Method Beyond Method
Beyond Method
 
Measure and manage the customer experience
Measure and manage the customer experienceMeasure and manage the customer experience
Measure and manage the customer experience
 
Informations, robots and humans
Informations, robots and humansInformations, robots and humans
Informations, robots and humans
 
UXCON16 / The Black Shirt / Eric Ezechieli
UXCON16 / The Black Shirt / Eric EzechieliUXCON16 / The Black Shirt / Eric Ezechieli
UXCON16 / The Black Shirt / Eric Ezechieli
 
UXCON16 / From User Experience to Human Experience (with the help of AI) / Hu...
UXCON16 / From User Experience to Human Experience (with the help of AI) / Hu...UXCON16 / From User Experience to Human Experience (with the help of AI) / Hu...
UXCON16 / From User Experience to Human Experience (with the help of AI) / Hu...
 
UXCON16 / How to put the customer at the heart of business / Daniel Ewerman
UXCON16 / How to put the customer at the heart of business / Daniel EwermanUXCON16 / How to put the customer at the heart of business / Daniel Ewerman
UXCON16 / How to put the customer at the heart of business / Daniel Ewerman
 
UXCON16 / Contextualising everyday finance for a happy wellbeing / Daniel Gusev
UXCON16 / Contextualising everyday finance for a happy wellbeing / Daniel GusevUXCON16 / Contextualising everyday finance for a happy wellbeing / Daniel Gusev
UXCON16 / Contextualising everyday finance for a happy wellbeing / Daniel Gusev
 
UXCON16 / AR in Industry 4.0 / Mauro Rubin + Carla Conca
UXCON16 / AR in Industry 4.0 / Mauro Rubin + Carla ConcaUXCON16 / AR in Industry 4.0 / Mauro Rubin + Carla Conca
UXCON16 / AR in Industry 4.0 / Mauro Rubin + Carla Conca
 
UXCON16 / Change Management: success has to do with people / Roberto Quaglia
UXCON16 / Change Management: success has to do with people / Roberto QuagliaUXCON16 / Change Management: success has to do with people / Roberto Quaglia
UXCON16 / Change Management: success has to do with people / Roberto Quaglia
 
UXCON16 / Technology is the Answer. What is the Question? / Fabio Troiani
UXCON16 / Technology is the Answer. What is the Question? / Fabio TroianiUXCON16 / Technology is the Answer. What is the Question? / Fabio Troiani
UXCON16 / Technology is the Answer. What is the Question? / Fabio Troiani
 

Recently uploaded

Recovery Heroes 247- Recovery Services.pdf
Recovery Heroes 247- Recovery Services.pdfRecovery Heroes 247- Recovery Services.pdf
Recovery Heroes 247- Recovery Services.pdf
Recovery Heroes 247
 

Recently uploaded (16)

Travel In Jhang and Visa company,"Explore, Dream,
Travel In Jhang and Visa company,"Explore, Dream,Travel In Jhang and Visa company,"Explore, Dream,
Travel In Jhang and Visa company,"Explore, Dream,
 
A_Brief_Introductory_of_Nuristan, by Ab.Hakim Hakimi.pdf
A_Brief_Introductory_of_Nuristan, by Ab.Hakim Hakimi.pdfA_Brief_Introductory_of_Nuristan, by Ab.Hakim Hakimi.pdf
A_Brief_Introductory_of_Nuristan, by Ab.Hakim Hakimi.pdf
 
Explore the Rich History of Northeast Sicily
Explore the Rich History of Northeast SicilyExplore the Rich History of Northeast Sicily
Explore the Rich History of Northeast Sicily
 
Top Places To Visit In Sikkim Tour Package.pdf
Top Places To Visit In Sikkim Tour Package.pdfTop Places To Visit In Sikkim Tour Package.pdf
Top Places To Visit In Sikkim Tour Package.pdf
 
Taxi Bambino is a service providing clients with taxis with car seats for the...
Taxi Bambino is a service providing clients with taxis with car seats for the...Taxi Bambino is a service providing clients with taxis with car seats for the...
Taxi Bambino is a service providing clients with taxis with car seats for the...
 
top 5 Beautiful Places in the world you can visit
top 5 Beautiful Places in the world you can visittop 5 Beautiful Places in the world you can visit
top 5 Beautiful Places in the world you can visit
 
What Should I Know Before Booking A Catamaran In Aruba
What Should I Know Before Booking A Catamaran In ArubaWhat Should I Know Before Booking A Catamaran In Aruba
What Should I Know Before Booking A Catamaran In Aruba
 
Explore the Best of North India Shimla, Manali, Dalhousie, Delhi .pdf
Explore the Best of North India Shimla, Manali, Dalhousie, Delhi .pdfExplore the Best of North India Shimla, Manali, Dalhousie, Delhi .pdf
Explore the Best of North India Shimla, Manali, Dalhousie, Delhi .pdf
 
Recovery Heroes 247- Recovery Services.pdf
Recovery Heroes 247- Recovery Services.pdfRecovery Heroes 247- Recovery Services.pdf
Recovery Heroes 247- Recovery Services.pdf
 
Essential Grammar in Use 4th Edition by R. Murphy.pdf
Essential Grammar in Use 4th Edition by R. Murphy.pdfEssential Grammar in Use 4th Edition by R. Murphy.pdf
Essential Grammar in Use 4th Edition by R. Murphy.pdf
 
Unveiling the Enchantment of Kashmir with Nroute Visas
Unveiling the Enchantment of Kashmir with Nroute VisasUnveiling the Enchantment of Kashmir with Nroute Visas
Unveiling the Enchantment of Kashmir with Nroute Visas
 
10 precious day Vietnam ( 19-28 Sep ) .pdf
10 precious day Vietnam ( 19-28 Sep ) .pdf10 precious day Vietnam ( 19-28 Sep ) .pdf
10 precious day Vietnam ( 19-28 Sep ) .pdf
 
Pune Baramati Visit Education Tour Report
Pune Baramati  Visit Education Tour ReportPune Baramati  Visit Education Tour Report
Pune Baramati Visit Education Tour Report
 
The Need to Establish a State Owned Airline
The Need to Establish a State Owned AirlineThe Need to Establish a State Owned Airline
The Need to Establish a State Owned Airline
 
Jackrabbit Limousine - Your Fast And Reliable Ride
Jackrabbit Limousine - Your Fast And Reliable RideJackrabbit Limousine - Your Fast And Reliable Ride
Jackrabbit Limousine - Your Fast And Reliable Ride
 
6 Unmissable Czech Food Experiences to try in Prague
6 Unmissable Czech Food Experiences to try in Prague6 Unmissable Czech Food Experiences to try in Prague
6 Unmissable Czech Food Experiences to try in Prague
 

hikeTicino - Design for the hiking experience