product development (tourism destination)
TRANSCRIPT
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