product development (tourism destination)

Product development

Road Map

Product: Tourism destination↓

Conceptual framework from the idea to the design

↓Task: Product development

The Product

TOURISM

DESTINATION

The Product

Tourism destination: Jungfrau, Switzerland

Conceptual Framework

1. Idealization → Vision & Mission2. Observe and understand the market3. Synthetize the collected information4. Opportunity scan → Design5. Visualize new customers using the product6. Create a prototype and evaluate it7. Manufacturing8. Introduction and implementation → Action

Conceptual Framework

From the

IDEA to the

DESIGN

Observation: Product features

1. Location

2. Slogan

3. USP

4. Target segments

5. Characters

6. Visuals

7. Actions

8. Movements

9. Story

10. Basic elements

11. Colours

12. Ambience

13. Orientation

14. Merchandizing

15. Involvement

16. Satisfaction

Product features

1. Location

2. Slogan

3. USP

4. Target segments

5. Characters

6. Visuals

7. Actions

8. Movements

9. Story

10. Basic elements

11. Colours

12. Ambience

13. Orientation

14. Merchandizing

15. Involvement

16. Satisfaction

1. Location

Worldwide-known symbol: the national flag

1. Location

Local symbols: the national and local flags

1. Location

Geographical name reference: village names

1. Location

Destination identification: logo, name, colours

1. Location

Website reference: name and extention

Product features

1. Location

2. Slogan

3. USP

4. Target segments

5. Characters

6. Visuals

7. Actions

8. Movements

9. Story

10. Basic elements

11. Colours

12. Ambience

13. Orientation

14. Merchandizing

15. Involvement

16. Satisfaction

2. Slogan

The essence of the destination: highlighted

2. Slogan

Design: logo, repetition at key points and surfaces

2. Slogan

Application: visitors’ centre and souvenir shop

Product features

1. Location

2. Slogan

3. USP

4. Target segments

5. Characters

6. Visuals

7. Actions

8. Movements

9. Story

10. Basic elements

11. Colours

12. Ambience

13. Orientation

14. Merchandizing

15. Involvement

16. Satisfaction

3. Unique Selling Point (USP)

Complexity: a well-thought network of attractions

3. Unique Selling Point (USP)

Integration: transportation means

3. Unique Selling Point (USP)

Range of services: the ‘only here’ feeling

3. Unique Selling Point (USP)

Desire: reach something high and misterious

3. Unique Selling Point (USP)

Promise: the dream of full excitement and revival

Product features

1. Location

2. Slogan

3. USP

4. Target segments

5. Characters

6. Visuals

7. Actions

8. Movements

9. Story

10. Basic elements

11. Colours

12. Ambience

13. Orientation

14. Merchandizing

15. Involvement

16. Satisfaction

4. Target segments

Classical travellers: grey travellers

4. Target segments

Explore travellers: nature and history

4. Target segments

Trendy travellers: extreme winter sports lovers

4. Target segments

Families: various facilities and programmes

4. Target segments

Kids: ‘never enough’ / ‘never get bored’ feeling

4. Target segments

Response to emerging regions: Asian markets

Product features

1. Location

2. Slogan

3. USP

4. Target segments

5. Characters

6. Visuals

7. Actions

8. Movements

9. Story

10. Basic elements

11. Colours

12. Ambience

13. Orientation

14. Merchandizing

15. Involvement

16. Satisfaction

5. Characters

People: credibility and popularity

5. Characters

Kids: responsibility and care

5. Characters

Animals and plants: commitment to nature

5. Characters

Cuties: loveable to spend money on

Product features

1. Location

2. Slogan

3. USP

4. Target segments

5. Characters

6. Visuals

7. Actions

8. Movements

9. Story

10. Basic elements

11. Colours

12. Ambience

13. Orientation

14. Merchandizing

15. Involvement

16. Satisfaction

6. Visuals

Zooming in: the beauty of the small

6. Visuals

Zooming out: the beauty of the endless

6. Visuals

3D animation: aerial maps

6. Visuals

Landscapes: still moments to suggest harmony

6. Visuals

Snapshots: sparkling moments to promise fun

6. Visuals

Contrast: raise emotions: light, clear, pure, high …

6. Visuals

Reflection: to suggest flexibility and variability

Product features

1. Location

2. Slogan

3. USP

4. Target segments

5. Characters

6. Visuals

7. Actions

8. Movements

9. Story

10. Basic elements

11. Colours

12. Ambience

13. Orientation

14. Merchandizing

15. Involvement

16. Satisfaction

7. Actions

Flying: one of the ultimate desires of mankind

7. Actions

Travelling: comfort and accessibility

7. Actions

Carrying: responsibility and care

7. Actions

Touching: harmony, love and care

7. Actions

Arrival: to suggest welcome and safety

7. Actions

Driving: to suggest punctuality and responsibility

7. Actions

Shopping: adventure to take home and share

7. Actions

Projection: to bring attraction closer, to appetize

7. Actions

Falling over: the destination is for everyone

7. Actions

Break time: full physical and mental renewal

7. Actions

Tight together: dependence and community

7. Actions

Being served: to feel important: I deserve the best

7. Actions

Passport stamping: to be acknowledged

Product features

1. Location

2. Slogan

3. USP

4. Target segments

5. Characters

6. Visuals

7. Actions

8. Movements

9. Story

10. Basic elements

11. Colours

12. Ambience

13. Orientation

14. Merchandizing

15. Involvement

16. Satisfaction

8. Movements

Moving downhill: to feel satisfied

8. Movements

Moving upwards: to reach the height and eternity

8. Movements

Moving slowly: there is the time to explore

8. Movements

Moving fast: a joyful and eventful destination

Product features

1. Location

2. Slogan

3. USP

4. Target segments

5. Characters

6. Visuals

7. Actions

8. Movements

9. Story

10. Basic elements

11. Colours

12. Ambience

13. Orientation

14. Merchandizing

15. Involvement

16. Satisfaction

9. Story

My story: I have been up there …

9. Story

Their story: dream sphere: whole world is mine

9. Story

Their story: exploration tunnel

9. Story

Their story: development

9. Story

Their story: falling in love with Switzerland

Product features

1. Location

2. Slogan

3. USP

4. Target segments

5. Characters

6. Visuals

7. Actions

8. Movements

9. Story

10. Basic elements

11. Colours

12. Ambience

13. Orientation

14. Merchandizing

15. Involvement

16. Satisfaction

10. Basic elements

The Air: vibration, creativity, dynamism, challenge

10. Basic elements

The Water: freedom, mobility, rebirth, renewal

10. Basic elements

The Snow: transform, magic, purity, innocence

10. Basic elements

The Ice: ignorance of surrounding, turning inside

10. Basic elements

The Stone: fundamental, immoveable, solid, silent

10. Basic elements

The Fire: power, spiritulity, energy, passion

Product features

1. Location

2. Slogan

3. USP

4. Target segments

5. Characters

6. Visuals

7. Actions

8. Movements

9. Story

10. Basic elements

11. Colours

12. Ambience

13. Orientation

14. Merchandizing

15. Involvement

16. Satisfaction

10. Colours

Basic colours: colours of the natural attraction

10. Colours

Defining / coding colour: the Swiss red

Product features

1. Location

2. Slogan

3. USP

4. Target segments

5. Characters

6. Visuals

7. Actions

8. Movements

9. Story

10. Basic elements

11. Colours

12. Ambience

13. Orientation

14. Merchandizing

15. Involvement

16. Satisfaction

12. Ambience

Feeling of the beauty: the nature that I am part of

12. Ambience

Feeling of the importance: system works for me

12. Ambience

Feeling of revival: leaving the problems at home

12. Ambience

Community and friendship: I am not at all alone

12. Ambience

Music: dynamic and attractive for everyone

Product features

1. Location

2. Slogan

3. USP

4. Target segments

5. Characters

6. Visuals

7. Actions

8. Movements

9. Story

10. Basic elements

11. Colours

12. Ambience

13. Orientation

14. Merchandizing

15. Involvement

16. Satisfaction

13. Orientation

2D-maps: animations, clear explanations, colours

13. Orientation

3D-maps: animations, clear explanations, colours

13. Orientation

Signposts: suggesting that I will not get lost

Product features

1. Location

2. Slogan

3. USP

4. Target segments

5. Characters

6. Visuals

7. Actions

8. Movements

9. Story

10. Basic elements

11. Colours

12. Ambience

13. Orientation

14. Merchandizing

15. Involvement

16. Satisfaction

14. Merchandizing

Shops: a lifelong experience for the beloved ones

14. Merchandizing

Advertising: a lifelong experience for everyone

Product features

1. Location

2. Slogan

3. USP

4. Target segments

5. Characters

6. Visuals

7. Actions

8. Movements

9. Story

10. Basic elements

11. Colours

12. Ambience

13. Orientation

14. Merchandizing

15. Involvement

16. Satisfaction

15. Involvement

Photo frame: I can / want to promote it

15. Involvement

Selfie point / entrance: I can / want to promote it

15. Involvement

Selfie point / the flag: I can / want to promote it

Product features

1. Location

2. Slogan

3. USP

4. Target segments

5. Characters

6. Visuals

7. Actions

8. Movements

9. Story

10. Basic elements

11. Colours

12. Ambience

13. Orientation

14. Merchandizing

15. Involvement

16. Satisfaction

16. Satisfaction

Smile: so simple: it is a good place

16. Satisfaction

Excitement: so simple: it is a good place

16. Satisfaction

Services: so simple: it is a good place

The Task

PRODUCT DEVELOPMENT

Product Development

Design: a relevant lodging place - accommodation