Grand Adventure in Catalonia
Challenge
Tittle: Grand Adventure in Catalonia
Type of work : Service Design
Extent of the Project: 9 weeks, full time
Promote Catalonia as a leading tourist destination based on quality and the social and economic profitability of the tourism industry.
Competences and arrangements needed by the ecosystem of providers to offer, sell and validate services included in the card, both as a whole package or as a single experience.
Type of work : Service Design
Extent of the Project: 9 weeks, full time
Promote Catalonia as a leading tourist destination based on quality and the social and economic profitability of the tourism industry.
Competences and arrangements needed by the ecosystem of providers to offer, sell and validate services included in the card, both as a whole package or as a single experience.
Travel Timeline Eco-System Maps : As is and To be Business Model Canva
Service Blueprint
Research
Some key insights were so interesting and shaped the research, travelers want to know the local, unique, real experiences away from tourists, thus many travels in non-touristic periods. People look for the cheaper option when booking something; they prefer the status quo especially if the familiar provider offers a deal: an added discount with other partners, example booking an airline with discounted rental car. People trust word of mouth and recommendations when it comes to choosing places.
Ideation Process
The main purpose behind the process of the ideation is to create a value for the tourists and providers in order to value the card; so the questions created by the team were the following:
- How might we create a way for tourists to discover unique experiences and diverse deals in order for them to value the trip and avoid seasonality?
- How might we support the tourism providers in order to help them manage their offer and balance demand?
- Tourists want to access experiences that make them feel special and recognized and by giving them reward/discounts/VIP/treatment through the card we expect that tourists choose and recommend those attractions
- Providers need to manage their resources and want more clients and by regulating the flow of tourists - bring them people when needed we expect the providers to be willing to give rewards /discounts in order to have a balanced demand.
Prototype
Grand Adventure in Catalonia is a mobile app for tourists that are coming to visit Catalonia. In the app tourists can book various attractions, and discover magical places and beautiful scenery while gaining points, leveling up, and getting rewards.
From this prototype many conclusions were considered for example; people value the secret spots because it’s the type of info that it’s not that easy to find, sometimes one path has a better view than the other , people like to look for information, rewards etc… hunting and finally Reward of the self: mastery, learn skills to be a better “traveler”.
The Grand Offerings in Catalonia is a tool/dashboard for the tourism providers to take control over their offer, get help when needed and see in real-time the behavior of tourists using the Grand Adventure app.
From this prototype many conclusions were considered for example; people value the secret spots because it’s the type of info that it’s not that easy to find, sometimes one path has a better view than the other , people like to look for information, rewards etc… hunting and finally Reward of the self: mastery, learn skills to be a better “traveler”.
The Grand Offerings in Catalonia is a tool/dashboard for the tourism providers to take control over their offer, get help when needed and see in real-time the behavior of tourists using the Grand Adventure app.
Tourists Mobile Prototype Screens
Value Behind the Idea
Tourists:
The loyalty program in the mobile app will provide tourists with a sense of membership and belonging, mastery through the different levels and also a game experience that can attract them into discovering more places in Catalonia.
By getting rewards and free items, the tourists will discover new secret spots exclusive for the grand tour of Catalonia, that they have never seen before. The app will also customize their level of tourist “skills” into different travelers characters related to their preferences - (like food, nature…) which will give them a special loyalty feeling with extra rewards
Providers:
The Grand Offerings tool will help the provider attract more tourists and avoid seasonality, manage their resources wisely, and have an overview over their spending, offers and possible actions that need to be implemented in order to provide an amazing customer experience.
They will also be able to customize their offer presentation in the mobile app, offering them a way to connect with the travelers.
The forecast feature is possible due to the information gathered in the bookings made by the tourists in the app, like where they are going next, when, how many people they are…The forecast feature will help providers make better decisions for their businesses, this way they can take more accurate marketing actions, be prepared for the flow of customers.
The loyalty program in the mobile app will provide tourists with a sense of membership and belonging, mastery through the different levels and also a game experience that can attract them into discovering more places in Catalonia.
By getting rewards and free items, the tourists will discover new secret spots exclusive for the grand tour of Catalonia, that they have never seen before. The app will also customize their level of tourist “skills” into different travelers characters related to their preferences - (like food, nature…) which will give them a special loyalty feeling with extra rewards
Providers:
The Grand Offerings tool will help the provider attract more tourists and avoid seasonality, manage their resources wisely, and have an overview over their spending, offers and possible actions that need to be implemented in order to provide an amazing customer experience.
They will also be able to customize their offer presentation in the mobile app, offering them a way to connect with the travelers.
The forecast feature is possible due to the information gathered in the bookings made by the tourists in the app, like where they are going next, when, how many people they are…The forecast feature will help providers make better decisions for their businesses, this way they can take more accurate marketing actions, be prepared for the flow of customers.
Providers Dashboard