ezeego1 lokusdesign comprehensive

Lokus Design Pvt. Ltd., Pune 2006

Lokusdesign, Pune


Design Brief

Ezeego1- Virtual Travel Market Place.

Providing customers B2B and B2C services.

Customized Holidays to the user

Different modes of delivery and collection system which will cater to any part of the world.

The over all look and feel needs to be young, fresh and trendy.

Online TG 25-50 years, matured online users, 65% males and 35 % female. Smart they surf for information & transactions.

Ezeego 1 offline service will be ezeege 1 travel shops, which would be company, owned and franchise outlets. Will offer retail service to walk-in customers. Like “Travel Boutique”.

The shops will start with metro’s and than moved to small towns. Pilot shop will be done in Mumbai.

Products offered- Cruises, Flights, Hotels, Cars, Holidays, Rail, Forex, (in mid & large outlets), Business, Insurance, visa, Shopping.

Overall Look and Feel “ Young and Fresh”.

Category Buttons a critical element.


Information Collection- Requirements (from Client)

Kind of Outlets

Large outlets- 700-1000 sft (6-7 people approx.)

Medium outlets- 300-700 sft (2-4 people approx.)

Small outlets- 100-300 sft (1-2 people approx.)

Special Display space for posters, leaflets.

Plasma TV (large outlets).

Brand Recall- schemes, modular merchandise, stands for leaflets, etc.

Reception in Large/ mid shops

Basic equipment in all shops- Computers, printers, fax, telephone, internet, air- conditioning, etc.

Human interfacing, through personalized customer care. Discussion table in large outlets

Touch screen kiosk in mid and large outlets

Forex

Modular and easy to maintain

Pantry, rest rooms in large shops (may be in the medium shops too)


The ProcessIdentify > Integrate > Innovate > Translate > Maximize


Identify > Integrate > Innovate > Translate > Maximize


Travel & Tourism: Key Statistics

Annual domestic tourists: 300 million (may 2004)

Number of domestic tourists or travelers in 2002: 270 million (department of tourism)

Growth of domestic travel from 2002 to 2004: 15 to 20 percent

Huge rise in travel & tourism leading to rise in customer exposure and expectations

Customers have numerous options & they choose basis cost, options, relationship, experience,

service & brand


Scenario: How Indians travel: Queries, Concerns, Anxieties, Stereotype, Psyche, Habits, etc.

Customers have endless queries & concerns: typically would speak to friends & relatives before approaching an agent

Customers are very impatient: first few moments & thereafter overall experience would decide the fate of the bookings/ sale

Anxiety of getting fooled or cheated or not getting the best deal, takes over

Habits: food, travel, luggage, rituals, language, daily schedule, living habits, etc are very critical

Psyche & mental makeup: more value for money, free offers & worried

Ashamed of asking silly questions & would rather adjust: not outspoken

Not many people in india book online and pay online: need a human interface especially for big amounts


Travel Scenario: Retail

More or less all the travel agents would offer similar deals

Customers would migrate if the travel & cost options aren't so great and if the service is bad Online browsing and online travel bazaar's make the traditional travel agent vulnerable

Today’s evolved TG wants the same great service and retail experience as seen abroad: increasing pressure on the retailer

Empathy, patience & friendly mentoring are sure winners and would trigger buying decisions

Space which comforts people and looks like a responsible and great brand are important influencers


Buying Decision: Parameters

Tangible Parameters

Options + Schemes: Cost

Plans, Schedule & Network

Services: One-stop-shop

Experience in the industry

Recommendations

Past Experience

Certifications

Location of store

In-Tangible Parameters

Service Quality, Speed & Customer Management

Empathy, Patience & Friendly Mentoring

Overall Experience & Treatment

Retail Space & Comfort (Anxiety Reducing)

Space which is Fresh and Inviting

Brand Perception and Recall

Quality of Sales Staff & Training

Feel Good Factor


Dream Sees photos on the site or magazines

Visits Travel Agents/ CoChaotic Service & Ambience not proper

TIME

HA

PP

INE

SS

Doesn’t get service or experience close to the dream

Fixed Plans & BudgetsHas to wait longerImproper Functional Design

Compromise but glad finally managed the deal Plans

Yet to Start Travel

Completes the DREAM

Bad ServiceUnfulfilled Promise

Completes the Unfulfilled Dream

Customer: A dream unmet


ONLINE WALK IN REGULAR

Customers looking for travel services

They would vastly vary in terms of SEC

Ezeego1 would need to cater to a vast

brand eg – Airlines to rail. Hotels offered

are budgets hotels to top resorts, Holidays

– small Indian holiday to international

All travel related services & competitive brands

Travel search site with booking capabilities

Customers both B2B and B2C

Instant pricing and confirmation

Opportunity to customize holidays

Single Window platform for multiple services

Customer Type

Cheque Deposit

Ticket collection

Forex

Enquiry

Others


ONLINE WALK IN REGULAR

Customers looking for travel services

They would vastly vary in terms of SEC

Ezeego1 would need to cater to a vast

brand eg – Airlines to rail. Hotels offered

are budgets hotels to top resorts, Holidays

– small Indian holiday to international

Internet Savvy

Informed & would weigh options

Needs mentorship and help in choosing

Would be a repeat customer if service is good

Chooses the best option

Would be finicky about finer service aspects

May not choose to pay online

Customer Type: Key Traits

Cheque Deposit

Ticket collection

Forex

Enquiry

Others


Typical Retail Layouts: Functional Issues

Entrance

Forex Other functions

Waiting Lounge crowded, chaos, etc

Customer service just at the entrance

Reservation counter

Consumers need to find

the concerned areas &

functions

Chaotic planning and

non functional spaces

Customer service being

at the entrance creates

lot of traffic and movement

right at the start

Difficult to identify or

look for the reception.

It gets lost in crowd

Heavy circulation zone

Lot of functions

Intersects each other

Heavy Visual cross

reference & disturbance

Confusing layouts

Crowded spaces: No space division

Low Quality Overall Experience &

Treatment

Retail Space creates Anxiety

Spaces are non-inviting

Brand Perception is low

Poor planning and overall apathy

triggers impatience


Retail constraints

Capex: per sft cost

Budget and roll out plans

Revenue model & break even plan

Cost sharing models

Store location

Store design

Site details and constraints

Franchise needs & demands

Frontage

Expected foot fall: space volume required

Services, circulation & waiting area distribution

Demography & usage patterns

Materials & finishes

Contracting agency

Operational systems & management

Electricity & other services


Movement: bubble diagram

Daily activityDaily activityCommon waitingCommon waiting

ConsultancyPersonalized

ConsultancyPersonalized

Online customersOnline customers

Reservationsbookings

Reservationsbookings

ForexForex

Should be visible from outside. Visibility should be diagonally as well as from the front

Look and feel of travel boutique

Should generate the feel of comfort, interactive and celebrations, exploration.What is Ezeego1

History, the process of evolution

Achievements (not medals but from the users perspective)

General information about offers and activities

Friendly Comfort and interactive environment

Complete & honest information like well wisher with supportive branding elements

Entrance


Young & Fresh

Combination of formal as well as informal attitude. Combination of Cafeteria and Institutional interiors as a metaphor

Overall should give a look and feel of Travel boutique

The space is divided in Two Zones

Zone One

Common circulation and activity area- All the customers will be using this zone

Entrance, Reception, Branding, Posters, Kiosk, Graphics, etc

This is highly interactive and changes its look as per season, festivals, offers, etc

Glimmes of the forth coming tours and overall knowledge of the products.

Zone Two

Cafeteria as a metaphor. The elements should have cafeteria character.

Youth and belongings

Information regarding the tours in details should be available here

Individual Areas are customer centric

No use of posters, graphics, etc.

Providing personal attention to each and every customer.

Direction

Zone One

Zone Two

Lokus Design Pvt. Ltd., Pune 2006 Forex Cashier

WC

Relationship zone & Sit-out

Managers Cabin

Counter

Inside Sitting/ Waiting

Pantry

Branding

Reception

Branding wall with Buttons

Meeting room

Facade


White backlit Facade

Lokus Design Pvt. Ltd., Pune 2006LOKUS Design Pvt. Ltd., Pune. 2006

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ezeego1 lokusdesign comprehensive

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