7. CUSTOMER JOURNEY
Exposure
-
Social Media
Event
PR/News
Online AD
Word of mouth
Physical AD
Commercial
-
Research/
Discovery
-
Social Media
Event
Official Website
Customer service
Store
Honest/ unfiltered reviews
-
Transaction
-
Online
Offline
-
Receiving
-
In-store pickup
Shipping
-
Planning
-
Travel tips & guide
resource
Accommodation
Transportation
-
Blue - AWAY has Red - AWAY doesn’t have Orange - AWAY has but not good at / not much
8. CUSTOMER
JOURNEY
Packing
-
Compression
Packing space
Compartments
-
Traveling
-
Charging
Transport of the luggage
Dirty laundry
Durability
Luggage Claim
Storage of luggage
-
Backhome
-
Customer Service / repair
Home storage
Travel experience with the
luggage
Events/Promotions
-
*not applicable to all scenarios
Airport/terminal
Check in*
-
Check-in and Weighing
Security check
-
Blue - AWAY has Red - AWAY doesn’t have Orange - AWAY has but not good at / not much
9. PERSONA 01
ROB, 31, Male, Startup owner, 150k (6-day business trip by air)
● WORKS AT THE BAY AREA
● VALUES WORK LIFE BALANCE
● ENJOYS BUSINESS TRAVEL
● 4-6 DAYS BUSINESS TRIP | SOLO
● DREAM: TO TRAVEL ALL THE SMALL PLACES AROUND THE WORLD
1.Exposure 2.Research / Discovery 3.Transaction 4.Receiving 5.Planning 6..Packing 7.Check-in* 8.Traveling 9.Backhome
H
M
L
Packing
space
Check In and
weighting
&
Security check
Travel experience
with the luggage
THE FREQUENT BUSINESS TRAVELLER
Charging
&
Transport
of the
luggage
&
Durability
Accommodations
&
Transportation
PR/ News
Official Website
&
Reviews
Online
purchase
Shipping
10. PERSONA 02
JENNY, 28, Female, Fashion merchandiser, 90k (long weekend trip by air)
● LIVES IN NYC
● VALUES SOCIAL LIFE
● ENJOYS LONG WEEKEND TRIPS
● ACTIVE BLOGGER
● OVER-PACKER
1.Exposure 2.Research / Discovery 3.Transaction 4.Receiving 5.Planning 6..Packing 7.Check-in* 8.Traveling 9..Backhome
H
M
L
Word of mouths Social Media
&
Official Website
&
Events
&
Store
Offline
Purchase In-store
pickup
Travel tips guides
&
Transportation
Packing space
&
Compression
&
Compartments
Check-in
And weighting
&
Security check
Events
&
customer
services
&
travel
experience with
the luggage
THE FREQUENT LEISURE TRAVELER
Charging
&
dirty laundry
&
Storage of
luggage
11. PERSONA 03
RACHEL, 23, Female, Recent graduate, 40k (Weekend getaway trip by train)
● LIVES WITH PARENTS | CENTRAL ILLINOIS
● FINANCIALLY SMART
● ENJOY OUTDOOR ACTIVITIES & WEEKEND GETAWAY TRIP
● 1ST LUGGAGE PURCHASE
● DREAM: TO TAKE A TRIP TO EUROPE
1.Exposure 2.Research / Discovery 3.Transaction 4.Receiving 5.Planning 6..Packing 7.Check-in* 8.Traveling 9..Backhome
H
M
L
Social
Media
Official
Website
&
Reviews
Online
Purchase
Shipping
Travel tips and guides
&
Transportation
&
Accommodation
Compartments Charging
&
Dirty laundry
&
Storage of
luggage
Travel
experience with
the luggage
ONE DAY…. I WILL...
12. PERSONA 04
MARRY, 40, Female, Full-time Mother, 170k (household) Summer road trip
● LIVES WITH HER HUSBAND AND TWO BOYS
● VALUES FAMILY TIME
● SUMMER TRIP PLANNER TO DIFFERENT PARTS OF THE US
● ISSUE WITH LUGGAGE STORAGE
1.Exposure 2.Research / Discovery 3.Transaction 4.Receiving 5.Planning 6..Packing 7.Check-in* 8.Traveling 9..Backhome
H
M
L
Physical AD
Official
Website Online
Purchase
Shipping
Durability
&
Dirty
Laundry
&
Storage of
luggage
Travel experience
with the luggage
&
Home Storage
THE MOM
Travel tips and guides
&
Transportation
&
Accommodation
Packing space
&
Compression
&
Compartments
13. KEY WEAKNESSES
GOING THROUGH SECURITY
RESEARCH ABOUT AWAY
TRAVEL GUIDE CONTENT
POST-TRAVEL/PURCHASE BRAND CONNECTION
14. NYC STORE VISIT
BATTERY REPLACEMENT $30
STORE PARTNERSHIPSTORE PARTNERSHIP
● STORE TRAFFIC
● FUTURE PLAN
● BATTERY
● COMMUNITY FORMING
● SUBWAY AD
15. “ AWAY is a not a luggage brand,
but a travel brand ”
NYC STORE VISIT
HYPOTHESIS VALIDATED
