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Voyage H4R Stanford 2020

Voyage Hacking for Recovery Stanford 2020

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Voyage H4R Stanford 2020

  1. Informing and facilitating travel during the pandemic Team Adriana Betiol Caroline Gordon Daniele Viappiani Eric Le Interviews Today: 7 Total # of Interviews: 45
  2. Adriana Betiol Doctorate Production Engineering-HCI 25 years of user design experience Stanford DCI 2017 Daniele Viappiani 10 years international policy and management experience GSB graduate Used to travel a lot pre- pandemic Caroline Gordon 4+ years of designing and launching digital consumer products to over 1 billion users 2 years of experience building a lifestyle travel brand targeting adventure seeking travelers and J1 visa holders Stanford Continuing Studies Eric Le 5 years of full stack software engineering experience Knowledge in AI and ML BS in Economics MS in Computer Science, Georgia Inst of Tech Team
  3. Bretton • 35 years old • Lives in San Francisco other for 6 months now Bretton has a problem
  4. We have a solutionNatalia and Nicole, 26 -Lived in Thailand, Malaysia, and Spain for 2.5 years, Digital Nomads -Stuck in Sri Lanka April 2019 during Easter -Want to know when can return Europe - bombing Type in a destination Get up to date travel information Rules and restrictions Health guidance Infection data Talk to other users on our community forum + Premium service 24/7 personal concierge
  5. Here's what we thought - Day 1 1. People need access to information before/during their travel 2. People need support during their travel 3. We can charge a subscription fee per user
  6. Here's what we learned - Days 2 - 4 1. Users want free access to publicly available information 2. Users need access to community forum where they can ask question about travel 3. Users are looking for a variety of information: covid statistics, health guidance, rules, hygiene practices 4. User journey is key 5. Our target market is too broad. Better to narrow it down
  7. Here's where we ended - Day 5 1. It’s difficult to get revenue from travel businesses a. already have a lot of expenses and no revenue b. have their own user research team c. social media are the most efficient channels 2. It’s hard to source information 3. Trust is the key for users to want to use our platform 4. Simple and intuitive UI prompts high confidence. Reduce number of clicks to get to the information 5. Sourcing data can be done at news outlet rather than performing manual data scraping
  8. B2C (Phase 1) - Trusted Information aggregation platform for local traveler - visibility to businesses - Travel advisory/Alert - Customer Support B2B Phase 2 -Customer Travel Reviews -Search Rank Monetization B2C -Freemium -Advertising B2B (Phase 2): -Advertises -Commissions -Data Monetization -Grants from government? Business Model Canvas TBD Countries/Governments Local Agencies Travel Agencies/OTAs Travel Businesses (Hotel, AIrline, Car Rental, Cruise) CAC R&D Database Source information from websites/governments Synthesise information Gather data and feedback Reviews/Ranking Product Management Legal/Travel Expert Data Scientist Free Membership Community (travelers) Community (travelers) Social media/Website Word of mouth B2B (Phase 2): Companies Online Travel Agent Travel Businesses (Hotel/Airline/Car Rental/Cruise/Restaurant) Universities B2C (Phase 1) Local Traveler (1st) Summer RV travelers Families/Friends get together Frequent Travelers (risk takers) (2nd) Digital Nomad Student Health/Business Professionals
  9. Web Mobile
  10. Market Size TAM TARGET SAM Global Travel and Industry Market USD 9,2 tri 4,5 billion passengers boarded globally Essential Travelers USD 1.84 tri 900 million passengers boarded globally (20%) Digital Nomads USD 1.8 bi Total Market in 2019 (source: Research Nester) #of scheduled passengers boarded by the global airline industry in 2019 (source: Statista.com) TSA checkpoint travel #s: 29/06/2019: 2,5 million passengers/day 29/06/2020: 600,000 passengers/day ~20% passengers continue to travel (source: TSA.com) Digital Nomads: 4,8 million people (source: MBO Partners) Correspond to 0,5% of essential travelers Assuming that 20% of them will continue to travel, they represent 0,1% of SAM
  11. Customer Segments Healthcare Professional David, 42 -Living in San Francisco -Hospital Administrator -Have to travel frequently for work -Concerned about his own safety and others safety - Want to know where is safe to stay Digital Nomads Natalia and Nicole, 26 -Lived in Thailand, Malaysia, and Spain for 2.5 years, Digital Nomads -Stuck in Sri Lanka April 2019 during Easter -Want to know when can return Europe - bombing Bretton, 33 -Living in San Francisco -Fiancé living in China -Trying to reunite with his fianceé Ashwini, 29 -Living in Mountain View -Tech worker -Have H1B visa, stranded in India -Concerned about safety when traveling back to the US Jacob, 32 -Living in Seattle -Dance Teacher -Plan annual trip for 20+ friends to visit Lake Tahoe -Concern about safety for his friends Student Business Traveler Neeraj, 44 -Live in Los Gatos -Family of 3 -Want to travel in his RV along West Coast this summer -Would like to plan his itinerary and become aware of safety protocol/place to visit Family
  12. Voyage Competition
  13. Revenue Model Three sources: ● Advertising ● Referral commission from travel businesses ● Premium concierge service Experiments # of users willing to use the platform # of users accessing the website # of interviewed businesses who would be willing to featured # of business customers sign ups
  14. Channels Direct ● Cloud Web Application ● Mobile App (iOS) Indirect ● Travel websites/forums Experiments MVP (mockups) Explore customer journey during the interviews Collect # of travel businesses would be willing work with us
  15. Experiments # of people going to landing page # of product alpha sign ups Estimate Customer Acquisition cost through advertising Understand how people get information about travel safety? Understand how to convince businesses to work with us? Content marketing Community forum Indirect marketing ● Travel magazines/websites “Get” strategy
  16. Annex
  17. B2C (Phase 1) - Trusted Information aggregation platform for local traveler - visibility to businesses - Travel advisory/Alert - Customer Support B2B Phase 2 -Customer Travel Reviews -Search Rank Monetization B2C -Freemium -Advertising B2B (Phase 2): -Advertises -Commissions -Data Monetization -Grants from government? Business Model Canvas TBD Countries/Governments Local Agencies (Chamber of Commerce) Travel Agencies/OTAs Travel Businesses (Hotel, AIrline, Car Rental, Cruise) CAC R&D Database Source information from websites/governments Synthesise information Gather data and feedback Reviews/Ranking Product Management Legal/Travel Expert Data Scientist Free Membership Community (travelers) Community (travelers) Social media/Website Word of mouth B2B (Phase 2): Companies Online Travel Agent Travel Businesses (Hotel/Airline/Car Rental/Cruise/Restaurant) Universities B2C (Phase 1) Local Traveler (1st) Summer RV travelers Families/Friends get together Frequent Travelers (risk takers) (2nd) Digital Nomad Student Health/Business Professionals
  18. Hypotheses Travelers want information about pandemic restrictions in a central location. Travelers want to search and see reviews of local business during their travel Travelers want a customer support/travel concierge service. Experiments Interview users and show them our MVP (mockups of user journey) See if they are more interested in planning or customer support Confirm that users want to see reviews of local businesses before they make reservation
  19. Pass/Fail Test Results Interviewees who identified as digital nomads expressed interest in community forum for asking questions. Interviewees expressed interest in travel concierge/customer support hotline since. Interviewees frequently mentioned the need for a central source for travel information related to the pandemic (eg. if there is a surge in COVID cases in a location). Interviewees mentioned they want to view reviews of hotels/restaurants as well as a way to coordinate and plan their travel with friends
  20. Takeaways from Interviews Travellers are frustrated with lack of information, diversity of rules and restrictions, and ambiguity of guidance. People shows varying levels of risk aversion. The pandemic affects the frequency of travel. Some are taking the chance to study/work remotely, others are travelling less than usual. Some people prefer to travel locally using vehicle this know Travellers worry not just about their health, but also that of the people they interact with (eg friends and family), and their role in society to help stop the virus spreading.
  21. HYPOTHESIS EXPERIMENT PASS/FAIL It’s hard to find information before and during travel 1. Observe people (remotely?) looking for information before travel 2. Ask people to list sources of information they used 3. Attempt to plan travel Confirm that at least 60% of user said it’s hard to find information and that is a strong pain point for users People would want to use our product to plan their travel People would want to use our product to view statistic on coronavirus, how local authority deal with the virus, and they want to use our product to view reviews and find safe place to stay and eat 1. Allow user to interact with wireframe/mockup MVP. 2. Send mockup to people, see whether they click through and use it. Confirm that at least 60% of user said the customer say they want to use the product The partners would help us and/or pay 1. Interview potential partners / B2B customers. 2. Ask whether they would pay / whether they can help providing us information and what would be the process. 3. Test content marketing and SEO technique Feedback from potential partners Revenue Model People are willing to pay for information. 1. Mockup with button asking to pay Measure number of people click on the purchase button
  22. Bretton • 35 years old • Lives in San Francisco other for 6 months now Research China Embassy Travel restriction Friends & families Reunion plan
  23. Bretton • 35 years old • Lives in San Francisco other for 6 months now
  24. Our interviewees
  25. Rough Mock-up / MVP Where would you like to go? Paris Travel restrictions: France, as part of the EU, restricts travel from the US and China From where? What is your nationality? San Francisco US Available Companies: British airways (hygiene policies, feedback from travellers) Lockdown rules: Dining outdoor is allowed in France COVID Status: Cases in Paris going down by x% Known cases in Paris currently are y Click to get the report When? 07-27 - 08-05
  26. Customer Personas (draft) Retiree Older age makes them more vulnerable to coronavirus, but are living abroad / still want to travel if safe Nurse/Doctor Their work forces them to travel. Their profession makes them particularly aware of risks. See the parents Young, want to meet with their parents but worried about catching the virus and passing it to them Wandering Student Now that classes are online, they take the chance to study remotely from nicer locations, mostly moving by car, occasionally by plane. Struggles to keep up with changing rules. Gotta work-er Work/business requires travelling, and cannot stop. Worried about catching COVID which would mean stop working. Adventure seeker They never stop. Travelling is their profession. They’ll choose the next country to go to based on where is safe and legal to go. The immune Whether old or young, has already recovered from the virus, and is no longer worried about it Digital Nomad Used to travel and live abroad. Their are citizen in a country, permanent resident in another, and live in another one. They regularly move place, and are maybe moving less because of COVID The (gran)parents They want to see their children, but they don’t travel and don’t want to catch the virus. They’ll let them visit only if they take a test and quarantine a few days.
  27. Customers’ stories ▪ Bretton, 33 ▪ Living in San Francisco ▪ Fiance living in China ▪ Trying to reunite with his fiance ▪ David, 42 ▪ Living in San Francisco ▪ Hospital Administrator ▪ Have to travel frequently for work ▪ Concerned about his own safety and others safety ▪ Jacob, 32 ▪ Living in Seattle ▪ Dance Teacher ▪ Plan annual trip for 20+ friends to visit Lake Tahoe ▪ Concern about safety for his friends ▪ Ashwini, 29 ▪ Living in Mountain View ▪ Tech worker ▪ Have H1B visa, stranded in India ▪ Concerned about safety when traveling back to US ▪ Natalia and Nicole (26) ▪ Lived in Thailand, Malaysia, and Spain for 2.5 years ▪ Digital Nomads ▪ Stuck in Sri Lanka April 2019 during Easter bombing
  28. Business Model Canvas B2C (Phase 1) 1. Frequent Travelers (risk takers): Digital Nomad, Adventurous traveller, Students 2. Occasional Travelers (risk averse) Families, Doctors, Nurses B2C -Outbound Information aggregation/ centralization -Travel advisory/ Alert -Insurance/ Risk Management B2B -Data Analytics of inbound information -Customer Travel Reviews -Search Rank Monetization Countries/ Government/Loc al agencies Travel agencies/OTA Tourist Businesses R&D Customer acquisition B2C Free for new customers Advertising Discovery Loyalty Partnership (countries/travel companies) Website/ Mobile App Product Management Legals/Travel expert Data Scientist Free Self-service Paid Subscription B2B (Phase 2): Companies ● Travel operators ● Universities ● Agencies B2B License fee Grants from government? Source information from websites/governments Synthesise information and provide it to travellers Gather data and feedback from users and provide it to partners

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Voyage Hacking for Recovery Stanford 2020

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