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Digital guest experience
How UX can make or break you
Intro
Tom Voirol
Agenda
1 Keep swimming!
2 Does this hurt?
3 You don’t need an app!
1 Keep swimming
Prof Noriaki Kano
Kano model axes
Kano model overview
Kano model Basic expectations
Basic expectations
Kano model Performance payoff
Performance payoff
…
…
Kano model Excitement generators
Surprise!
Nokia = great design style
Innocent juice = humour
Hay-Adams panda = quirk
Story time
Excitement generators = delight moments
Meet Joshie
Binder with holiday memories
Huffington Post writer
Social sharing
Story time
Gaylord Opryland
Tweets
Clock radio in room
Happy guest
Of course she’s a blogger
But…
Fish swimming upstream
Kano model overview
Example Free Wifi
1 Keep swimming – take aways
Basic expectations = hygiene factors. Perform poorly on these and you suffer.
Performance payoffs = standard factors. The more you do, the more guests appreciate it.
Excitement generators = wow factors. This is what will make you memorable.
Over time, all factors deteriorate as they become commonplace. You have to keep raising the bar.
2 Does this hurt?
Emotional journey
Booking
Story time
Contact form with 11 fields
Contact form with 4 fields
+150% conversion rate
Original form Reduced form0
50
100
150
200
250
300
Story time
The $300m button
+US$ 300m
Story time
Expedia
The $12m form fieldName*
Company
Address*
City*
Country*
Card number*
Name on card*
John Doe
Citibank Singapore
8 Marina View Tower 1
Singapore
The $12m form field - article
Checkin queue
Why do I have to fill out a paper form?
Why is my credit card not my room key?
Why is my phone not my room key?
Arrived knackered
Just let me get dinner and set my wake-up call
Where’s the iron?
Check-out queue
Minibar
Waiting for the minibar review
2 Does this hurt? – take aways
Understand the emotional journey of your guests
Map emotional highs and lows
Improve the lows
Times of stress and discontent are the perfect opportunity to generate excitement
3 You don’t need an app!
Everyone needs an app, no?
Accor app
App ratings
Roosevelt app
Roosevelt ratings
“A mobile app”
may be the answer.
But first you need to find
out what the question is
You need a digital experience strategy
But how do we go about creating one?
Image credits: cavstheblog.com
3 Steps to a digital engagement strategy
1 Research
2 Personas and storyboards
3 Find digital solutions to improve each touchpoint
Step 1: Research
You could ask guests what they want
Henry Ford
Image credits: Joe Shlabotnik (Flickr)
Faster horse
Image credits: andy101 (Worth1000)
People’s imagination is bound what they already know
Or they may ask for something that’s impossible
Image credits: Jeff Gothelf
Yes we do ask people, but we don’t ask them what they want, we find out what their emotional journey is
Image credits: GfK Group
We observe them
Image credits: OakleyOriginals (Flickr)
We track analytics
We listen to social media conversations
CMSs provide tracking
Behavioural tracking
Behavioural data is always preferable to
attitudinal data
Step 2: Personas and storyboards
Use insights for storyboarding
Step 3: Find digital solutions to each touchpoint
Image credits: Kalsau (Flickr)
Content marketing: Give them something to share
Online booking and tracking: Make it easy for them
Personalisation:You know them well. Use it.
Community management: Show them you care
A/B testing: Refine your content, messaging and design
Mobile interactions: Give them what they need, when they need it
3 You don’t need an app! – take aways
Plan a digital strategy
Do your research
Set up conversion goals in Google Analytics
Map the user journey
Find out what digital tools can improve the experience at each touchpoint
A/B test your content, messaging and design
