yeji jung ppt

TOURIST MEETING LOCAL PEOPLE SERVICE

ADX7010 Practice and Public Presentation SADI MDes CARDIFF Met. !Yeji Jung

the networking-driven service

II.Background

I. Project Brief

III.Context

! # Focus A : Literature reviews

A.1 Literature reviews

! # Focus B : Data collecting

B.1 In-depth interview

B.2 Data Analysis

1) Open coding

2) Axial coding

3) Selective coding

4) Discussion

5) Conclusion

6) Additional investigation

!

!

!

!

IV. Development -Concept Model

1) Concept Model process

2) Service Concept!!!

V. Delivery -Service Design

1) Information Architecture

2) GUI design - Wireframe

3) Service Scenario

!VI. References

INDEX

1. Investigate a current sharing accommodation service market to improve the service !2. Propose the new travel experience which can make a developed-communication

between host and guest

Research Aim

Research Question

1. What is the experiences(functions) that information in the sharing accommodation service is gotten a credibility from tourist?

!2. What it is the point to feel a friendliness when tourist communicates with host ?

Project Brief1 Background Context Development Delivery

The origin of travel is ‘travail’ which means pain and hardship.

It means that travel can be learned by going through different with routine

but these days, after generalizing travel, It is focused on consumption.

!A lot of travel information in the internet introduces shopping list in other

country and what you can buy with cheap price in duty free shop.

!

In additional, many tourist is turning their attention from ‘where’ to ‘what

they do’ along with subdivided travel purpose.

!

Therefore, Sharing accommodation service is growing up as a valuable

alternative. It has the advantages in aspect of culture exchange than

general packaging travel types. They can learn from staying with local

people. It gives the chance to participate in local life during short time by

sharing some place with local people. It could be make an enrich travel.

< why sharing accommodation service arise in travel industry >

include the meaning of

Connection

economical emotional

Sharing Economy

collaborative consumption

Reasonable price

Exchanging culture

Sharing accommodation

service

2014.01.03 Joongang Daily [ Travel abroad history ]

2 Background Context Development DeliveryProject brief

Through the survey,

Local life experience is a low rank

as the satisfaction elements of travel

and current this service-experienced person

is a not high percentage

!but 48% tourists have very positive opinion to use sharing

accommodation service in the future.

!!

In short,

Even though tourist have positive opinion

to use this service

and have the time to meet local people,

It is a lack of opportunities to meet

and have enough communication with local people for tourist.

0

15

30

45

60

Landscape Reasonable price Good companionLandscape Food Price Safety partner lodging

Experience local life

Sharing accomodation service Experience

intention

17%

37%42%

5%very interestinginterestingno matternot interesting

Experience Sharing accomodation

service

Have don’t have

2 Background Context Development DeliveryProject brief

How can it be offered the opportunity

to meet and exchange

a valuable culture between tourist and local people

and

What does it need to encourage

to take the essential of travel in this service area??

Research Focus,

2 Research Focus Context Development DeliveryProject brief

WHAT IS SHARING ACCOMMODATION SERVICE?

1. Connection all around home in the internet

2. Local people register their residential space online

3. Rent or offer the space for free with tourist

4. Tourist can experience real-culture by staying in their home

2 Research Focus Context Development DeliveryProject brief

Physiological

Safety

Love/belonging

Esteem

Self-!actualization

Maslow’s hierarchy of needs

Relax

stimulus

Relationship

Self!Development

Achieve-ment

The number of travel

Ryan’s hierarchy of travel experience

• Limited budget!• Wide movement radius !• Many direct meeting with local people ! try to melt in local life pro-cultural!• Needs to experience other culture by

participating,observation,

Drifter!Explorer

Backpacker Growth needs : Self Actualization/EsteemLearn,Explore,Discovery,!Get information,Use own ability

interpersonal needs (belonging)

Context - #Focus A : A.1 Literature reviews Development DeliveryProject brief Background 3

= Typical interaction is ‘CONVERSATION’

From the aspect of Symbolic interactionism,

an individual wants to achieve their purpose

by interaction with others

!

Manis & Meltzer referred

that symbolic interactionism is based on

the importance of cognition, interaction,

spontaneous will, group and so on.


• Conversation is not just send message. it is the process to exchange an diverse influences between human and human.

• The result of conversation can be negative but Starting of conversation is not from negative emotion.

• Conversation included meeting with no purpose, exchange thinking and sharing the view of something. They are chat, joke, story, discussion and argument.

• People develop human relationship by sharing time and place with others and through conversation.

• Conversation has the meaning to enjoy exchanging with others and ‘I’ make a form of self through conversation.

• Mead(1913) analysis human relationship in the aspect of human interaction, he said that self is developed in dealing with other people.

• Stets(2007) referred that people understand themselves from others and environment.

Why conversation make you happy http://tefnut.tistory.com/m/post/23

(J.H Kim, 2005; Trade, 1899/1989)

(Goldsmith & Baxter, 1996)

(Stets, 2007; Striker & Burke, 2000)

Study about functions of conversation


Grounded Theory

Understanding service context

Realizing the core

Open coding

Axial coding

Selective coding

Deriving the key words

2. 3.1.

To realize the core of the service with basis which is from real user's experience

Context - #Focus B : B.1 In-depth interview Development DeliveryProject brief Background 3

Interview

• Founded in August 2008 • 33,000 cities and 192 countries • Users must register a personal profile • Profile / Recommendations by other users /

Reviews by previous guests / A response rating

• a hospitality exchange and social networking service / Founded in 2003 • 700,0000 members and 10,0000 cities • For free ( = Host is like a volunteer ) • Surfers stay as a guest at a Host’s house

& Join an event with host

& Exchange different countries’s daily life and culture

< The representative company >

INTERVIEW USERS TO UNDERSTAND HOW PEOPLE USE SHARING ACCOMMODATION SERVICE


Interview Period : June 27 ~ July 15, 2014

Target : Tourists who experience to use this service

Goal : What they experience / What they want to get with this service

Airbnb user Couch-surfing user

Ahn Hyewon ( 30, Designer )

Choi Nuri ( 30, Design Magazine Editor)

Seo Jul ( 30, Designer )

Park Suhyun ( 28, Trou de lapin CEO )

Chang Seohyun ( 23, Student )

Kim Wonjeong ( 24, Student )

Ha Museong ( 31, PD )

Justian ( 23, Student )

Jeong Jieun ( 25, Student )

Kim Soomin ( 25, Student )

< Ask about the experience of Sharing accommodation Service >


Travel motive

Differentiation

Customer journey map : 8

It is derived from “Shopper Marketing” by Cheil worldwide

Access the site

Set up Location

Set up Price range

Searching about Host

Checking Host’s

referenceContact Reservation

The question is along with this process


category sub category concept

Tap the review

review about facilities User are filtering information by inside house photos because they pay

reference about host Review is high credibility standard to decide accommodation

Interaction through messages It is the official way to contact and make a booking with host

Communicate aspect of language with host When host and user meet, they feel hard to communicate because of language ( also message)

Evaluate

about host’s profile It is filtering standard to decide accommodation like price and quality of facility ( related with safety )

pictures of house(by host) Some users experience difference between photo by host and real house about inside house

Get the information get a local information Users want to get special local information

like nice restaurant or cafe

- AirbnbOpen coding

Axial coding

Selective coding

Context - #Focus B : B.2 Data Analysis Development DeliveryProject brief Background 3


Appeal

Introduce surfer-selfMake pre-image by profile

/ it is the official way to introduce by themselves

Impactive message (host & surfer)

Surfer have to write attractive message because it is only way to communicate

directly with host

Circulate

to be host after experienceWhen surfer get meaningful experience with host, they try to be a host after travel (return

favor they received)

Tell own experience to other surfer Write a reference about host in the site (+ positive/negative)

Collaborate Synergy to make a complete trip

It is completed perfect travel by satisfying cultural-learning needs each other

Understand

in Conversation(language) When they communicate by messages, they understand through tone of writing

Different culture Understand each culture by sharing different knowledge and experience

Open coding

Axial coding

Selective coding

- Couchsurfing



Learning

for exchange cultureIt is purpose to use couch-surfing /

they discover cultural differences by meeting and having a conversation and understand

Responsibility for manner Surfers learn their own culture to introduce to host before the travel

Link (getting know)

to decide a host Message and checking profile are the elements to contact and accept each other

After decide, make a friendship

Getting closer through conversation during travel

Recommend

Symbol of surfer’s experience It is important element to proof previous experiences

to Guarantee each other It makes the credibility

networking

Make a friend(networking) Make global networking through all the process

“Group” for activity Surfer can do something that is difficult to try alone during travel

Open coding

Axial coding

Selective coding

- Couchsurfing


keyword Tap the review,Evaluate-a

Interact,Communicate!

(message)

Traveling

Communicate!(Real

Evaluate-b(review & guarantee

ExpectProfile Review

+Travel motive

Differentiation

Access the site

Set up Location

Set up Price range


Checking reference Contact Reservation After travel

Axial coding

Selective coding

- Airbnb


Intervening condition

• Anxiety about photos and text by host are only way to make a decision • Host doesn’t have local information • Difficulty of communication(language)

Consequences

• High satisfaction about low price • Increasing satisfaction to experience a local life • selectable various location with reasonable price

Main phenomenon

• Evaluate • Interaction • Expectation

Casual condition

• Limit of Package tour ( accommodation ) a limited selection / high price / lack of variety• Fantasy about living abroad • Escapism needs • Want to experience in different culture

Travel motive

Action / Interaction

• Ask writing reference to foreign friends • Disappoint to different between real and photo • Considering detail information about Host • Filtering based on References

Searching Information

Axial coding

Selective coding

- Airbnb

Appeal Learning,!(exchange culture)

Understand-2,!Collaborate

recommend,!Circulate

connectionProfile Evaluate

Understand-1,!Link (message)

synergy

TravelingTravel motive

Differentiation

Access the site

Set up Location

Write personal history


Checking reference Contact Reservation After travel

keyword

Axial coding

Selective coding

- Couchsurfing


Intervening condition• Limit of message contact • The uncertainty of reference credibility • Have to countless try to meet host

Consequences

• Build up credible reference • High level of travel satisfaction • Make global networking

Main phenomenon

• Learning!• Networking!• Recommending

Action / Interaction

• Controlling flexibly schedule • Increasing host dependability • Try diverse exchange & learning way • Actively making networking ( + natural ) • Guarantee each other • Ask writing reference for foreign friends

Casual condition

• Learning needs about different culture • Needs to make global networking • Lack of trustworthy meeting chance • Dissatisfaction with monotonous travel

Travel motive

During Travel

Axial coding

Selective coding

- Couchsurfing

• Airbnb users have expectation about house facility because their payment so house mood, design and hygiene are main conditions to make a decision. !

• Couch-surfing is staying for free so tourists have expectation of meeting with host than house quality and they remember the travel like a story.

Airbnb Couch-surfing

tap the review, interact!communicate, evaluate!

get information, review(reference),!profile, host, expectation

appeal, circulate, collaborate, understand, learning, link(getting know)!

recommend, networking,!profile,evaluation,connection,!

synergy, host, surfer

both each

Selective coding


Through interview, when tourist participates local person’s personal event

like birthday party or meeting friends, they remember more positive travel like a good story

and have high satisfaction of travel what for new experiences

Positive Conditions / Causes

Meeting local people

itself

Host’s networking

Host’s information

Directly cultural

experience

Have a conversation

Context - #Focus B.2- 4) Discussion Development DeliveryProject brief Background 3

People use sharing accommodation service

to develop themselves and learn the new culture

as an alternative to package travel,

but

How and why having a conversation and meeting with local people

make increasing a travel-satisfaction?


It can be explained the functions of conversation

on previous literature review.

Human’s growth needs are satisfied

by interaction with others.

!

Conversation is one type of this interaction.

= Typical interaction is ‘CONVERSATION’

From the aspect of Symbolic interactionism, an individual wants to achieve their purpose

by interaction with others !

Manis & Meltzer referred that symbolic interactionism is based on the importance of cognition, interaction,

spontaneous will, group and so on.

literature review p09


In short,

People use sharing accommodation service

to learn and to have new and enough communication.

This service give the opportunity to grow up themselves

by meeting local people and having a conversation with them.

!In this process,

they build a bonding networking up by sharing some part of them

and this bonding networking has a big role to increase travel satisfaction

because tourist can get indigenous information

and melt into local life than packaging travel.

!This service provide the chance to new exchange

not only tourist but also local people

so they make an enrich travel together.

!after travel, they guarantee each other to write review(reference)

and share with other member.

Purpose

Advantage

needed elements

Result


Conversation,

Bonding networking,

Melting into local life,

New opportunity to meet and learn

Improve the problem of high dependence to reference(review)

+

: New travel service have to include this elements

Context - #Focus B.2- 5) Conclusion Development DeliveryProject brief Background 3

According to study,

online information collector(tourist) is affected

not only the quality of information

but also the credibility of information provider.

: The parts of necessary credibility in information

living information

which is verified by interaction

offers utility and high level credibility

!2. information provider

(trustee)

Mayer et al.(1995)

Ability

Benevolence

Integrity

Expertise,

Trustworthiness,

Dynamism,

Objectivity

1. information

The elements to make credibility

Context - #Focus B.2- 6) Additional investigation Development DeliveryProject brief Background 3

is want to meet during

reference (confirm)

conversation /story

experience new culture

review community (group)

topic/ category

local economy

social networking

ibidem (in the same place)

meeting local life

local info

local place

location

check-in

Tourist Local people

travel service !+!

matching serviceare learning about

with/fun

can help

write a

create!& join

new friends

to certificate

in connecting byis sharing!& achieving

is base of

make a result tohas

make a

is focused on is based

is certificated by

let them know !whether they are

real-time

Travel

= the service which it is environment to expose to

new themselves

Development - 1) Concept Model process Development DeliveryProject brief Background 4Context

It encourages to make in-depth networking between tourist and local people and Previous experience would be a guide for new experience to other members.!!

!

1. It is shown divided global networking as bridge relationship and bonding relationship!2. Creating Group is to make the feeling of belonging ( encourage to meet more)!3. Their meeting is verified in realtime verify ; Check-in ( to increase the trust about review & reference )!4. The review is authorized to assign the badge in according to their meeting contents

SERVICE TAG LINE !Tourist networking-driven service / Tourist networking improvement service

SERVICE CONCPET

Development - 2) Service Concept Development DeliveryProject brief Background 4Context

SERVICE TAG LINE Tourist networking-driven service / Tourist networking improvement service

Conversation depth networking Groping meet&learn

Improve review’s trusty

- Group naming!- Sharing contents!- Group chatting !- Group History!- Write review ! (after meeting)

- Check-in & Tag Friend! (realtime verify) The badge is increasing!

to experience level

- Friends curation ! based on interesting ! & meeting goal!!- Messaging!(no meeting but exchange!info. -> can give info badge)!Writer assign the !

specific badge

- Level of experience! Info / Experience meeting

Review

- Show networking ! depth

1time!over 2 timesmeeting

- Messaging!!- Meeting up !

Development - 2) Service Concept Development DeliveryProject brief Background 4Context

My Profile Discovery Contact

- Personal info.!- Background / ability!- The level of Experience!- Current state of friends

networking

- Appoint location!- Friends curation ! based on interesting ! & meeting goal

- Messaging

Group Create

- Group naming!- Date/Time/Location/

Contents!- Group chatting !- Group History!- Write review ! (after meeting)

Real-meeting Write Review

- Check-in & Tag Friend! (realtime verify)

- Evaluate each other!(Assign the specific badge)!- The badge is increasing! to experience level

: Endeavor to make trust

: Strengthen trust

MAIN PAGE

Kim, H.S (2004) Making a credibility in e-commerce

Delivery - 1) Information Architecture Project brief Background 5Context Development

Delivery - 2) GUI design - Wireframe Project brief Background 5Context Development

- Level of experience!

- Messaging

- no meeting but exchange! info. -> can give info badge

Delivery - 2) GUI design - Wireframe Project brief Background 5Context Development



- Group naming!- Sharing contents!- Group chatting !- Group History!- Write review ! (after meeting)

- Friends curation ! based on interesting !

& meeting goal!

- Writer assign the ! specific badge- Check-in & Tag Friend!

(realtime verify)

First, choose!wheter you are tourist!

or local people!

Cliping your global friends !

Delivery - 2) GUI design Project brief Background 5Context Development

Delivery - 3) Service Scenario Project brief Background 5Context Development

London, UK


Meeting

NFC


Meeting more

Thank you !

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References6

http://dcollection.snu.ac.kr/jsp/common/DcLoOrgPer.jsp?sItemId=000000005462

http://hrmac.tistory.com/1102

http://www.slideshare.net/youngjiyou7/airbnb-31880960

Stickdorn, M and Schneider, J, (2010) This is service design thinking. Amsterdam, Netherlands : BIS.!Kim, J.H and Park, M.N (19 May 2010) Theorizing Dialogic Functions of Mobile Social Media: Exploring the Significance of Smartphone-based Social Media from the Perspective of Dialogue Theories, Seoul : Yonsei University (Accessed: 17 July 2014).!Lee, S.H (March 2013) SERI REPORT ‘THE STRATEGY TO INNOVATE USER EXPERIENCE WITH DIGITAL TECHNOLOGY’, Seoul : SERI (Accessed: 17 July 2014).!Seo, U.J (November 2012) THE TIP OF MAKING STAR FOLLOWER, Seoul : SERI (Accessed: 17 July 2014).!Cheil Worldwide (2012) Shopper Marketing. Seoul : Cheil Worldwide and The Distribution Economics Institute of Japan.

References6