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Angelo Penone
Rel. Gianluca Brugnoli
Politecnico di Milano | Product Service System Design
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preparationresearch > planning > booking
rememberremember > sharing
travelleaving > experience > return
EXPERIENCE’s CYCLE
Source: “Il ciclo dell’esperienza” by Gianluca Brugnoli
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TOUCH POINTS
WEB
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Comment/review
http://www.parkr.info/Signal (& socialbookmar)
Rate
Share stuff
SOCIAL MEDIA / UGC
Digg.com
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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
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agency
guide
community
tools
presence
sharing relationships
reputation
group
identity
conversation
SOCIAL MEDIA / Block analysis
Source: “Social Software Building Blocks” by Gene Smith
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SOCIAL MEDIA / TRAVEL / Comparation
preparation remembertravel
research > planning > booking leaving > experience > return remember > sharing
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project
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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”
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POSITION / EXPERIENCE’s CYCLE
preparation remembertravel
research > planning > booking leaving > experience > return remember > sharing
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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
Source: Groundswell: Forrester data 2008
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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
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Legenda
BASIC ELEMENT / Process
BASIC ELEMENT / TRAVEL SYSTEM
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SYSTEM MAP
Attention this presentation contains spoilers!
travel costumer journeyproject
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CUSTUMER JOURNEY
Needs
Research
Registration
Plan the trip
Collect memory
Back/Syncronize
Share knowledge
Trip inspiration
He would like to visit a place again…
John Locke53 years old
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CUSTUMER JOURNEY
Needs
Research
Registration
Plan the trip
Collect memory
Back/Syncronize
Share knowledge
Trip inspiration
...The Island!
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CUSTUMER JOURNEY
Needs
Research
Registration
Plan the trip
Collect memory
Back/Syncronize
Share knowledge
Trip inspiration
John checks on google
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CUSTUMER JOURNEY
Needs
Research
Registration
Plan the trip
Collect memory
Back/Syncronize
Share knowledge
Trip inspiration
...and he finds a page on Travelr!
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CUSTUMER JOURNEY
Needs
Research
Registration
Plan the trip
Collect memory
Back/Syncronize
Share knowledge
Trip inspiration
John enlarges the research
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CUSTUMER JOURNEY
Needs
Research
Registration
Plan the trip
Collect memory
Back/Syncronize
Share knowledge
Trip inspiration
He finds many reviewed places connected
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CUSTUMER JOURNEY
Needs
Research
Registration
Plan the trip
Collect memory
Back/Syncronize
Share knowledge
Trip inspiration
...and also a Guide
He writes his mail and his
preferred nick name, that’s all
He receives immediatly
the confirmation mail with the
password.
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CUSTUMER JOURNEY
Needs
Research
Registration
Plan the trip
Collect memory
Back/Syncronize
Share knowledge
Trip inspiration
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!
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CUSTUMER JOURNEY
Needs
Research
Registration
Plan the trip
Collect memory
Back/Syncronize
Share knowledge
Trip inspiration
...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!
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CUSTUMER JOURNEY
Needs
Research
Registration
Plan the trip
Collect memory
Back/Syncronize
Share knowledge
Trip inspiration
John is looking for interested travelrs
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CUSTUMER JOURNEY
Needs
Research
Registration
Plan the trip
Collect memory
Back/Syncronize
Share knowledge
Trip inspiration
Let’s plan.... synchronise calendar
Lostipedia
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CUSTUMER JOURNEY
Needs
Research
Registration
Plan the trip
Collect memory
Back/Syncronize
Share knowledge
Trip inspiration
John and his travelmates select places
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CUSTUMER JOURNEY
Needs
Research
Registration
Plan the trip
Collect memory
Back/Syncronize
Share knowledge
Trip inspiration
John downloads the schedule
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CUSTUMER JOURNEY
Needs
Research
Registration
Plan the trip
Collect memory
Back/Syncronize
Share knowledge
Trip inspiration
Let’s travel
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CUSTUMER JOURNEY
Needs
Research
Registration
Plan the trip
Collect memory
Back/Syncronize
Share knowledge
Trip inspiration
John takes some pictures
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CUSTUMER JOURNEY
Needs
Research
Registration
Plan the trip
Collect memory
Back/Syncronize
Share knowledge
Trip inspiration
...and some notes
Every notes, video, Pictures
are geotagged (latitude and longitude)
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CUSTUMER JOURNEY
Needs
Research
Registration
Plan the trip
Collect memory
Back/Syncronize
Share knowledge
Trip inspiration
by his own mobile phone
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CUSTUMER JOURNEY
Needs
Research
Registration
Plan the trip
Collect memory
Back/Syncronize
Share knowledge
Trip inspiration
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.
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CUSTUMER JOURNEY
Needs
Research
Registration
Plan the trip
Collect memory
Back/Syncronize
Share knowledge
Trip inspiration
John syncronizes the acquired knowledge
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CUSTUMER JOURNEY
Needs
Research
Registration
Plan the trip
Collect memory
Back/Syncronize
Share knowledge
Trip inspiration
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
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CUSTUMER JOURNEY
Needs
Research
Registration
Plan the trip
Collect memory
Back/Syncronize
Share knowledge
Trip inspiration
A new travel experience can raise!
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Sharingknowledge
alessandro silipo (Flickr)
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Collaboration
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Portab i l i ty
Littlecateye (Flickr)
www.travelr.it
www.angelopenone.it
site:
mysite:
email:
2003
www.theparks.it
2008
www.parkr.info
2009
www.travelr.itTravelr!
Thank you
Questions?
