travelr! sharing knowledge through travelers
TRANSCRIPT
Angelo Penone
Rel. Gianluca Brugnoli
TRAVEL
Travelr!2009
2008
2003
www.travelr.it
www.theparks.it
www.parkr.info
research
RESEARCH PROJECTANALYSIS
TRAVELERS & TOURIST
The World Tourism Organization defines tourists as people who:
“travel to and stay in places outside their usual
environment for not more than one consecutive year for
leisure, business and other purposes...”
Source: en.wikipedia.org
RESEARCH PROJECTANALYSIS
TRAVEL TREND
1. Information from the web = more do-it-yourself
2. Lower middle price (low cost travel)
3. More number of travel each year
4. Less duration of the travel (short break, long-week-end)
5. Change the period
6. More long-currier travel
7. Diversification of travel marketplace offers (mega-niche, longtail, travel tailor-made)
RESEARCH PROJECTANALYSIS
preparationresearch > planning > booking
rememberremember > sharing
travelleaving > experience > return
EXPERIENCE’s CYCLE
Source: “Il ciclo dell’esperienza” by Gianluca Brugnoli
RESEARCH PROJECTANALYSIS
travelleaving > experience > return
rememberremember > sharing
preparationresearch > planning > booking
EXPERIENCE’s CYCLE
Source: “Il ciclo dell’esperienza” by Gianluca Brugnoli
RESEARCH PROJECTANALYSIS
preparationresearch > planning > buy
travelleaving > experience > return
EXPERIENCE’s CYCLE
Source: “Il ciclo dell’esperienza” by Gianluca Brugnoli
rememberremember > sharing
RESEARCH PROJECTANALYSIS
preparationresearch > planning > buy
rememberremember > sharing
travelleaving > experience > return
EXPERIENCE’s CYCLE
Source: “Il ciclo dell’esperienza” by Gianluca Brugnoli
RESEARCH PROJECTANALYSIS
TOUCH POINTS
RESEARCH PROJECTANALYSIS
TOUCH POINTS
WEB
RESEARCH PROJECTANALYSIS
TOUCH POINTS
WEB
RESEARCH PROJECTANALYSIS
Creators
Critics
Collectors
Joiners
Spectators Inactives
SOCIAL MEDIA / User profile
AC
TIVE
PARTEC
IPAN
TPA
SSIVE
(USA data)
21%
37%
19%
35%
69%
25%
Source: Groundswell: Forrester data 2008
RESEARCH PROJECTANALYSIS
Comment/review
http://www.parkr.info/Signal (& socialbookmar)
Rate
Share stuff
SOCIAL MEDIA / UGC
Digg.com
RESEARCH PROJECTANALYSIS
Connection real or virtual?the concept of friend
SOCIAL MEDIA / Limits & critical points
Concept o Privacy/Copyrightterms of use & creative commons
Mediocrity of contents (UGC)way to know the source & e-trust
analysis
ANALYSISRESEARCH PROJECT
Identity unique.
Relationships among user
Reputation of other people
Presence online
Sharing meaningful things
Conversations among people
presence
sharing relationships
reputation
group
identity
conversation
Groups with common interest
SOCIAL MEDIA / Block analysis
Source: “Social Software Building Blocks” by Gene Smith
ANALYSISRESEARCH PROJECT
agency
guide
community
tools
e-commerce, travel company website...
blog and informative network
social network and forum
travel planner, photo collector...
SOCIAL MEDIA / Travel
ANALYSISRESEARCH PROJECT
presence
sharing relationships
reputation
group
identity
conversation
Case History
SOCIAL MEDIA / TRAVEL / Agency
ANALYSISRESEARCH PROJECT
presence
sharing relationships
reputation
group
identity
conversation
Case History
SOCIAL MEDIA / TRAVEL / Guide
ANALYSISRESEARCH PROJECT
SOCIAL MEDIA / TRAVEL / Community
presence
sharing relationships
reputation
group
identity
conversation
Case History
ANALYSISRESEARCH PROJECT
SOCIAL MEDIA / TRAVEL / Tools
presence
sharing relationships
reputation
group
identity
conversation
? ?
? ?
? ?
?
Case History
ANALYSISRESEARCH PROJECT
SOCIAL MEDIA / TRAVEL / Comparation
preparation remembertravel
research > planning > booking leaving > experience > return remember > sharing
project
PROJECTRESEARCH ANALYSIS
Sharingknowledge
PROJECTRESEARCH ANALYSIS
Collaboration
PROJECTRESEARCH ANALYSIS
Portab i l i ty
PROJECTRESEARCH ANALYSIS
CONCEPT
“The project aims to realize a service
that follows and supports travelers
during the entire experience cycle
in an uniform way, through opportunities
that Internet and new tecnology provide”
PROJECTRESEARCH ANALYSIS
POSITION / EXPERIENCE’s CYCLE
preparation remembertravel
research > planning > booking leaving > experience > return remember > sharing
PROJECTRESEARCH ANALYSIS
POSITION / TARGET / Analysis
PROJECTRESEARCH ANALYSIS
Forrester Travelr
Creators Planner Who loves planning trips
Critics Reporter People which like to share their own opinion
Collectors Rover Gather information from different sources and about different themes
Joiners Follower User which likes to join pre-planned trip
Spectators Viewer Reader and travel lovers
Inactives Travelers that don’t use internet
POSITION / TARGET / Profile
PROJECTRESEARCH ANALYSIS
BUSINESS MODEL
Affiliate Model
Some examples of website that provide affiliation system
• Booking.com
• Expedia.com
• Venere.com
• Hotels.com
…
Subscription Model
User pro:
• service in “white label” way
• pages without advertising
• personalise our own pages
Advertising Model/1
• Google Adsense
• AdBrite
• Bidvertiser
• Chitika
• AdToll
• Exit Junction
• Yahoo Publisher Network
• Target Point
• Fastclick
• TradeDoubler
• Zanox
Advertising Model/2
Some possible clients that can be interested to publish advertise on our pages:
• Transport company
• Local institute
• State tourism institute
• Event promoters
• Hotels chain
• Company that provide services connected to tourims
• Agency
• Tour operator
PROJECTRESEARCH ANALYSIS
Sauna-BoldItalic
Sauna-Italic
4x
x2x
x Travelr!Sharing knowledge through travelers
BRAND IMAGE
Legenda
PROJECTRESEARCH ANALYSIS
BASIC ELEMENT / Process
BASIC ELEMENT / TRAVEL SYSTEM
PROJECTRESEARCH ANALYSIS
SYSTEM MAP
PROJECTRESEARCH ANALYSIS
WIREFRAME / TEMPLATE
PROJECTRESEARCH ANALYSIS
WIREFRAME / TEMPLATE
Attention this presentation contains spoilers!
travel costumer journeyproject
CUSTUMER JOURNEY
Needs
Research
Registration
Plan the trip
Collect memory
Back/Syncronize
Share knowledge
Trip inspiration
PROJECTRESEARCH ANALYSIS
He would like to visit a place again…
John Locke53 years old
CUSTUMER JOURNEY
Needs
Research
Registration
Plan the trip
Collect memory
Back/Syncronize
Share knowledge
Trip inspiration
PROJECTRESEARCH ANALYSIS
...The Island!
CUSTUMER JOURNEY
Needs
Research
Registration
Plan the trip
Collect memory
Back/Syncronize
Share knowledge
Trip inspiration
PROJECTRESEARCH ANALYSIS
John checks on google
CUSTUMER JOURNEY
Needs
Research
Registration
Plan the trip
Collect memory
Back/Syncronize
Share knowledge
Trip inspiration
PROJECTRESEARCH ANALYSIS
...and he finds a page on Travelr!
CUSTUMER JOURNEY
Needs
Research
Registration
Plan the trip
Collect memory
Back/Syncronize
Share knowledge
Trip inspiration
PROJECTRESEARCH ANALYSIS
John enlarges the research
CUSTUMER JOURNEY
Needs
Research
Registration
Plan the trip
Collect memory
Back/Syncronize
Share knowledge
Trip inspiration
PROJECTRESEARCH ANALYSIS
He finds many reviewed places connected
CUSTUMER JOURNEY
Needs
Research
Registration
Plan the trip
Collect memory
Back/Syncronize
Share knowledge
Trip inspiration
PROJECTRESEARCH ANALYSIS
...and also a Guide
He writes his mail and his
prefered nick name, thats all
He receives immediatly the
confermation mail with the
password.
CUSTUMER JOURNEY
Needs
Research
Registration
Plan the trip
Collect memory
Back/Syncronize
Share knowledge
Trip inspiration
PROJECTRESEARCH ANALYSIS
So registration!
He is happy about all stuff he found
and he starts to create a travel.
1. Pick out a name
2. set the privacy level as public,
3. set the join system as “by admin approvation”,
4. set the basic “data”,
5. and he save it all!
CUSTUMER JOURNEY
Needs
Research
Registration
Plan the trip
Collect memory
Back/Syncronize
Share knowledge
Trip inspiration
PROJECTRESEARCH ANALYSIS
...now he creates a travel.
He is looking for some travel mate
PS: Before the departure 6 people join
this trip: Jack, Kate, Jin, Ben, Sayid, Hurley
Now he can start to plan!
CUSTUMER JOURNEY
Needs
Research
Registration
Plan the trip
Collect memory
Back/Syncronize
Share knowledge
Trip inspiration
PROJECTRESEARCH ANALYSIS
John is looking for interested travelrs
CUSTUMER JOURNEY
Needs
Research
Registration
Plan the trip
Collect memory
Back/Syncronize
Share knowledge
Trip inspiration
PROJECTRESEARCH ANALYSIS
Let’s plan.... synchronise calendar
LostipediaCUSTUMER JOURNEY
Needs
Research
Registration
Plan the trip
Collect memory
Back/Syncronize
Share knowledge
Trip inspiration
PROJECTRESEARCH ANALYSIS
John and his travelmates select places
CUSTUMER JOURNEY
Needs
Research
Registration
Plan the trip
Collect memory
Back/Syncronize
Share knowledge
Trip inspiration
PROJECTRESEARCH ANALYSIS
John downloads the schedule
CUSTUMER JOURNEY
Needs
Research
Registration
Plan the trip
Collect memory
Back/Syncronize
Share knowledge
Trip inspiration
PROJECTRESEARCH ANALYSIS
Let’s travel
CUSTUMER JOURNEY
Needs
Research
Registration
Plan the trip
Collect memory
Back/Syncronize
Share knowledge
Trip inspiration
PROJECTRESEARCH ANALYSIS
John takes some pictures
CUSTUMER JOURNEY
Needs
Research
Registration
Plan the trip
Collect memory
Back/Syncronize
Share knowledge
Trip inspiration
PROJECTRESEARCH ANALYSIS
...and some notes
Every notes, video, Pictures
are geotagged (latitude and longitude)
CUSTUMER JOURNEY
Needs
Research
Registration
Plan the trip
Collect memory
Back/Syncronize
Share knowledge
Trip inspiration
PROJECTRESEARCH ANALYSIS
by his own mobile phone
CUSTUMER JOURNEY
Needs
Research
Registration
Plan the trip
Collect memory
Back/Syncronize
Share knowledge
Trip inspiration
PROJECTRESEARCH ANALYSIS
Come back
Other participants do the same with their mobile phone or
directly on the website, writing report or uploading stuff.
When he comes back, John synchronizes all
acquired information with the online’s one.
CUSTUMER JOURNEY
Needs
Research
Registration
Plan the trip
Collect memory
Back/Syncronize
Share knowledge
Trip inspiration
PROJECTRESEARCH ANALYSIS
John syncronizes the acquired knowledge
CUSTUMER JOURNEY
Needs
Research
Registration
Plan the trip
Collect memory
Back/Syncronize
Share knowledge
Trip inspiration
PROJECTRESEARCH ANALYSIS
Travel page is archivied
And another user is already reading that page.
He is thinking “I want to do the same trip!”
Charles Widmore72 years old
CUSTUMER JOURNEY
Needs
Research
Registration
Plan the trip
Collect memory
Back/Syncronize
Share knowledge
Trip inspiration
PROJECTRESEARCH ANALYSIS
A new travel experience can raise!
PROJECTRESEARCH ANALYSIS
OTHER FEATURE
- Comments
- Rate
- Create a guide
- Search “match travels”
- Embed your profile (widget)
- Embed your travel (widget)
- Embed place (widget)
- Export travel in PDF
Travel.mobile application
- Find closer users
- Share your GPS position (travel)
www.travelr.it
site:
email:
Thank you
Questions?Special thanks
my thesis’ travelmates