Slides from the ESC La Rochelle Master 2013 Opening October 7th.

1. SERVICE DESIGN & TOURISM
DESIGNING THE TOURISM EXPERIENCE
UTILISACTEUR
7 OCTOBRE 2013

2. OVERVIEW
SERVICE DESIGNING THE TOURISM EXPERIENCE
/ THE TOURISM INDUSTRY ?
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// DESIGNING SERVICES ?
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/// THE DESIGN THINKING MINDSET BEHIND
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//// THE DESIGN APPROACH
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///// SERVICE DESIGN AND TOURISM, CASE STUDIES
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////// SNEAK PEEK IN THE FUTURE OF THE INDUSTRY WITH JAMIE WONG,
VAYABLE FOUNDER : PEER TO PEER EXPERIENCE
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/////// CO-DESIGNING THE TOURISM EXPERIENCE YOU CO-PRODUCE, TIPS
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THANKS
COLLECTIF FIVE BY FIVE / UTILISACTEUR
4 SEPTEMBRE 2013

3. THE TOURISM INDUSTRY
IN SHORT
‘’AN INDUSTRY
THAT CREATES
AND SELLS
EXPERIENCES ‘’
SERVICE DESIGN AND TOURISM
STICKDORN & FRISCHHUT
WORLDWIDE,
ITS DIRECTLY
2.1 TRILLION US$
101 MILLION JOBS
ALL COMBINED
6.6 TRILLION US$
260 MILLION JOBS
STIMULATING SUSTAINABLE ECONOMIC GROWTH
THE BEST SECTOR TO CONVERTING SPEND
INTO INCOMES AND JOBS
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SOURCE : WTTC, ECONOMIC IMPACT OF TRAVEL & TOURISM 2013 ANNUAL UPDATE
!
UTILISACTEUR
7 OCTOBRE 2013

4. TOURISM, A HOLISTIC ECOSYSTEM
THE CUSTOMERS SEE IT AS A CONTINUUM
BEFORE
DURING
AFTER
PLANNING
BOOKING
EXPERIENCING
REMEMBERING
BUDGET
TRIP
ACCOMMODATION
EXPERIENCES
ITINERARY
...
UTILISACTEUR
7 OCTOBRE 2013

5. TOURISM, A HOLISTIC ECOSYSTEM
AND THEY DO IT THEIR OWN WAY
BEFORE
DURING
AFTER
PLANNING
BOOKING
EXPERIENCING
REMEMBERING
BUDGET
TRIP
ACCOMMODATION
EXPERIENCES
ITINERARY
...
UTILISACTEUR
7 OCTOBRE 2013

6. DESIGNING SERVICES ?
PRODUCT > SERVICE > SYSTEM > EXPERIENCE
SERVICE DESIGN IS A HOLISTIC APPROACH THAT CONSIDERS
THE END-TO-END SERVICE EXPERIENCE ACROSS ALL CHANNELS
AND TOUCH POINTS FROM A CUSTOMER AND ORGANISATION PERSPECTIVE".
DELOITTE
UTILISACTEUR
7 OCTOBRE 2013

7. DESIGN THINKING MINDSET ?
DESIGN THINKING MODEL
IDEO
UTILISACTEUR
7 OCTOBRE 2013

8. DESIGN APPROACH ?
DOUBLE DIAMOND MODEL
DISCOVER DEFINE
UK DESIGN COUNCIL
UTILISACTEUR
7 OCTOBRE 2013
DEVELOP DELIVER

9. DISCOVER & DEFINE
MY SERVICE FELLOW
MYSERVICE FELLOW
EUROPEAN TOURISM PROJECT STICKDORN
DEVELOPPING AND USING AN ETHNOGRAPHY APP
TO UNDERSTAND THE TOURISM EXPERIENCE FROM
THE CUSTOMER POINT OF VIEW,
EXPLORING THE SERVICE TOUCHPOINTS,
!
!
!
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« DEVELOP CUSTOMER CENTRED STRATEGIES
DEVELOP INTERNAL PROCESS
DEVELOP A SERVICE BASED MANAGEMENT APPROACH
DEVELOP OMNI CHANNEL STRUCTURES
DEVELOP APPROPRIATE SERVICE DESIGN TOOLS
AND METHODS »
P124, HTTP://WWW.SERVICEDESIGNTOURISM.COM
!
UTILISACTEUR
7 OCTOBRE 2013

10. DEVELOP & DELIVER
CONTINUUM
!
CONTINUUM & HOLIDAY INN /
PROTOTYPING THE EXPERIENCE AT 1/1 SCALE
HTTP://CONTINUUMINNOVATION.COM/WORK/HOLIDAYINN/
VIDEO
HTTP://VIMEO.COM/27453738
‘’
UTILISACTEUR
7 OCTOBRE 2013
‘’

11. SERVICE DESIGN
THE SCOPE ?
EXAMPLE, HOSPITALITY...
CUSTOMER EXPERIENCE
TOUCHPOINTS
SERVICE CHOREGRAPHY
CHANNELS
PROCESS
ORGANIZATION
UTILISACTEUR
7 OCTOBRE 2013
BOOKING
CHECK IN
BOOKING
CONFIRMATION
ENJOY THE ROOM
WELCOME DESK
« ALIGN THE CROSS CHANNEL CUSTOMER EXPERIENCE
TO DELIVER OUR KEY VALUE, SIMPLICITY»
DESIGN THE SILENT WELCOME PROCESS FOR
GUESS EQUIPPED WITH THIS NEW TECHNOLOGY
HOW IS THE ORGANIZATION SHAPED TO INTEGRATE THIS NEW TECHNOLOGY
AND THIRD PART PLAYERS IN THE EXPERIENCE ... ?

12. SERVICE DESIGN
THE SCOPE ?
EXAMPLE, HOSPITALITY...
CUSTOMER EXPERIENCE
TOUCHPOINTS
SERVICE CHOREGRAPHY
CHANNELS
PROCESS
ORGANIZATION
UTILISACTEUR
7 OCTOBRE 2013
BOOKING
CHECK IN
BOOKING
CONFIRMATION
ENJOY THE ROOM
WELCOME DESK
« ALIGN THE CROSS CHANNEL CUSTOMER EXPERIENCE
TO DELIVER OUR KEY VALUE, SIMPLICITY»
WELCOME GUEST FOLLOWING
THE WELCOME GUIDE
HOW IS THE ORGANIZATION SHAPED TO DELIVER THE EXPERIENCE ? STAFF
TRAINING ... HOW IS THIS CUSTOMER EXPERIENCE A VECTOR OF COMPETITIVITY
AND DIFFERENCIATION ?

13. SERVICE DESIGN
THE SCOPE ?
EXAMPLE, HOSPITALITY...
CUSTOMER EXPERIENCE
TOUCHPOINTS
SERVICE CHOREGRAPHY
CHANNELS
PROCESS
ORGANIZATION
24/24 CONCIERGE SERVICE
WELCOME DESK
« ALIGN THE CROSS CHANNEL CUSTOMER EXPERIENCE
TO DELIVER OUR KEY VALUE, SIMPLICITY»
UTILISACTEUR
7 OCTOBRE 2013
image source : screenshot, www.starwoodhotels.com/Whotels

14. SERVICE DESIGN
THE SCOPE ?
EXAMPLE, HOSPITALITY...
CUSTOMER EXPERIENCE
ALL IN MY POCKET
TOUCHPOINTS
SERVICE CHOREGRAPHY
CHANNELS
PROCESS
ORGANIZATION
https://www.hubhotels.co.uk/
UTILISACTEUR
7 OCTOBRE 2013

15. PEER2PEER TOURISM
INTERVIEW, VAYABLE FOUNDER, JAMIE WONG
// SHAPING THE FUTURE OF TOURISM,
PEER 2 PEER TOURISM AND EXPERIENCES,
JAMIE WONG, FOUNDER, VAYABLE.COM
UINFOSHARE
OCTOBER, 7TH 2013

16. CO-DESIGN NOW !
CODESIGNING THE EXPERIENCE,
AN EXAMPLE IN THE HEALTHCARE INDUSTRY
VIZUALIZING, PROTOTYPING, IMPLEMENTING...
!
NATIONAL HEALTH SERVICE, JULIA SCHAEPER, PARTICIPATIVE CUSTOMER JOURNEY
MAPS CO-CREATED BY STAFF IN HOSPITALS / HTTP://VIMEO.COM/26370645
UTILISACTEUR
7 OCTOBRE 2013

17. SERVICE DESIGN
KEY SKILLS
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VIZUALIZE / CREATING SHARED LANGUAGES
SCENARIZE / BEING A STORYTELLER
PROTOTYPE / GIVING LIFE TO STORIES
IMPLEMENT / DECISION MAKING TOOLS, DELIVERABLES, ROI
UTILISACTEUR
7 OCTOBRE 2013

18. READINGS !
TO DIVE DEEPER
THIS IS SERVICE DESIGN
THINKING
MARC STICKDORN
HTTP://WWW.TISDT.COM
SERVICE DESIGN
& TOURISM
STICKDORN/ FRISCHHUT
HARD COVER
HTTP://WWW.AMAZON.COM/SERVICE-DESIGNTOURISM-MARC-STICKDORN/DP/3848216302
UTILISACTEUR
7 OCTOBRE 2013
SERVICE DESIGN TOOLS
TOOLS AND METHODS
HTTP://SERVICEDESIGNTOOLS.ORG/

19. THANKS !
@tallecchristoph
www.utilisacteur.fr / www.uinfoshare.com
christophe.tallec@utilisacteur.fr
http://www.linkedin.com/pub/christophe-tallec/11/700/594
!
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UTILISACTEUR
7 OCTOBRE 2013
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