away 03

Managing Creative Projects and Teams

03

Yoon Choi, Eva Foo, Zeqing Hong, 10/26/16

GOLDEN CIRCLE

WHY

WHAT

HOW

The perfect travel experience

Create a travel brand,not a luggage brand

Customer first

BRAND ADVOCATESPEERS

PEERSSTORE EXPERIENCE

MINIMALISM FOR MASS USERSPEERS

CUSTOMER NEED CENTRICPEERS

CUSTOMER JOURNEY

Exposure-

Social Media

Event

PR/News

Online AD

Word of mouth

Physical AD

Commercial-

Research/Discovery

-

Social Media

Event

Official Website

Customer service

Store

Honest/ unfiltered reviews-

Transaction-

Online

Offline-

Receiving-

In-store pickup

Shipping-

Planning-

Travel tips & guide resource

Accommodation

Transportation -

Blue - AWAY has Red - AWAY doesn’t have Orange - AWAY has but not good at / not much

CUSTOMER JOURNEY

Packing-

Compression

Packing space

Compartments -

Traveling-

Charging

Transport of the luggage

Dirty laundry

Durability

Luggage Claim

Storage of luggage -

Backhome-

Customer Service / repair

Home storage

Travel experience with the luggage

Events/Promotions -

*not applicable to all scenarios

Airport/terminal Check in*

-

Check-in and Weighing

Security check -

Blue - AWAY has Red - AWAY doesn’t have Orange - AWAY has but not good at / not much

PERSONA 01ROB, 31, Male, Startup owner, 150k (6-day business trip by air)

● WORKS AT THE BAY AREA● VALUES WORK LIFE BALANCE● ENJOYS BUSINESS TRAVEL● 4-6 DAYS BUSINESS TRIP | SOLO● DREAM: TO TRAVEL ALL THE SMALL PLACES AROUND THE WORLD

1.Exposure 2.Research / Discovery 3.Transaction 4.Receiving 5.Planning 6..Packing 7.Check-in* 8.Traveling 9.Backhome

H

M

L

Packing space

Check In and weighting

&Security check


THE FREQUENT BUSINESS TRAVELLER

Charging &

Transport of the

luggage &

Durability

Accommodations &

Transportation

PR/ News

Official Website&

Reviews

Online purchase Shipping

PERSONA 02JENNY, 28, Female, Fashion merchandiser, 90k (long weekend trip by air)

● LIVES IN NYC● VALUES SOCIAL LIFE● ENJOYS LONG WEEKEND TRIPS ● ACTIVE BLOGGER● OVER-PACKER

1.Exposure 2.Research / Discovery 3.Transaction 4.Receiving 5.Planning 6..Packing 7.Check-in* 8.Traveling 9..Backhome

H

M

L

Word of mouths Social Media&

Official Website&

Events&

Store

OfflinePurchase In-store

pickup

Travel tips guides &

Transportation

Packing space&

Compression&

Compartments

Check-inAnd weighting

& Security check

Events &

customer services

& travel

experience with the luggage

THE FREQUENT LEISURE TRAVELER

Charging &

dirty laundry &

Storage of luggage

PERSONA 03RACHEL, 23, Female, Recent graduate, 40k (Weekend getaway trip by train)

● LIVES WITH PARENTS | CENTRAL ILLINOIS● FINANCIALLY SMART● ENJOY OUTDOOR ACTIVITIES & WEEKEND GETAWAY TRIP● 1ST LUGGAGE PURCHASE● DREAM: TO TAKE A TRIP TO EUROPE


H

M

L

Social Media

Official Website

& Reviews

Online Purchase

Shipping

Travel tips and guides &

Transportation &

Accommodation

Compartments Charging &

Dirty laundry &

Storage of luggage

Travel experience with

the luggage

ONE DAY…. I WILL...

PERSONA 04MARRY, 40, Female, Full-time Mother, 170k (household) Summer road trip

● LIVES WITH HER HUSBAND AND TWO BOYS● VALUES FAMILY TIME● SUMMER TRIP PLANNER TO DIFFERENT PARTS OF THE US● ISSUE WITH LUGGAGE STORAGE


H

M

L

Physical AD

Official Website Online

Purchase

Shipping

Durability &

Dirty Laundry

&Storage of

luggage


&Home Storage

THE MOM

Travel tips and guides &

Transportation &

Accommodation

Packing space &

Compression &

Compartments

KEY WEAKNESSES

GOING THROUGH SECURITY

RESEARCH ABOUT AWAY

TRAVEL GUIDE CONTENT

POST-TRAVEL/PURCHASE BRAND CONNECTION

NYC STORE VISIT

BATTERY REPLACEMENT $30

STORE PARTNERSHIPSTORE PARTNERSHIP

● STORE TRAFFIC

● FUTURE PLAN

● BATTERY

● COMMUNITY FORMING

● SUBWAY AD

“ AWAY is a not a luggage brand, but a travel brand ”

NYC STORE VISIT

HYPOTHESIS VALIDATED

FUTURE GROWTH

TECH-DRIVEN V.S EXPERIENCE-DRIVEN

away 03

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