1. es ign
s te mD
e Sy
e r vic
uc tS
Pr o d
lan o |
od i Mi
nic
Pol i te c
Angelo Penone
Rel. Gianluca Brugnoli

2. EXPERIENCE’s CYCLE
preparation
research > planning > booking
remember travel
remember > sharing leaving > experience > return
Source: “Il ciclo dell’esperienza” by Gianluca Brugnoli
2/40

3. TOUCH POINTS
WEB
3/40

4. SOCIAL MEDIA / UGC
Comment/review
Rate
m
. co
gg
Di
Signal http://www.parkr.info/
(& socialbookmar)
Share stuff
4/40

5. SOCIAL MEDIA / Limits & critical points
Mediocrity of contents (UGC)
way to know the source & e-trust
Connection real or virtual?
the concept of friend
Concept o Privacy/Copyright
terms of use & creative commons
5/40

6. SOCIAL MEDIA / Block analysis
agency community
presence
sharing relationships
identity
conversation reputation
guide tools group
Source: “Social Software Building Blocks” by Gene Smith
6/40

7. SOCIAL MEDIA / TRAVEL / Comparation
research > planning > booking leaving > experience > return remember > sharing
preparation travel remember
7/40

8. project
8/40

9. 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”
9/40

10. POSITION / EXPERIENCE’s CYCLE
research > planning > booking leaving > experience > return remember > sharing
preparation travel remember
10/40

11. POSITION / TARGET / Profile
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
Source: Groundswell: Forrester data 2008
11/40

12. BUSINESS MODEL
Affiliate Model Advertising Model/1 Advertising Model/2 Subscription Model
Some examples of website • Google Adsense Some possible clients that User pro:
that provide affiliation can be interested to publish
• AdBrite • service in “white label” way
system advertise on our pages:
• Bidvertiser • pages without advertising
• Booking.com
• Chitika • personalise our own pages
• Expedia.com • Transport company
• AdToll
• Venere.com • Local institute
• Exit Junction
• Hotels.com • State tourism institute
• Yahoo Publisher Network
… • Event promoters
• Target Point
• Hotels chain
• Fastclick
• Company that provide
• TradeDoubler services connected to
tourims
• Zanox
• Agency
• Tour operator
12/40

13. BASIC ELEMENT / Process
BASIC ELEMENT / TRAVEL SYSTEM
Legenda
13/40

14. SYSTEM MAP
14/40

15. travel costumer journey
project
Attention
this prese
ntation
contains
spoilers!

16. CUSTUMER JOURNEY
John Needs
Lock
53 y e
ears Research
old
Registration
Plan the trip
Collect memory
Back/Syncronize
Share knowledge
Trip inspiration
He would like to visit a place again…
16/40

17. CUSTUMER JOURNEY
Needs
Research
Registration
Plan the trip
Collect memory
Back/Syncronize
Share knowledge
Trip inspiration
...The Island!
17/40

18. CUSTUMER JOURNEY
Needs
Research
Registration
Plan the trip
Collect memory
Back/Syncronize
Share knowledge
Trip inspiration
John checks on google
18/40

19. CUSTUMER JOURNEY
Needs
Research
Registration
Plan the trip
Collect memory
Back/Syncronize
Share knowledge
Trip inspiration
...and he finds a page on Travelr!
19/40

20. CUSTUMER JOURNEY
Needs
Research
Registration
Plan the trip
Collect memory
Back/Syncronize
Share knowledge
Trip inspiration
John enlarges the research
20/40

21. CUSTUMER JOURNEY
Needs
Research
Registration
Plan the trip
Collect memory
Back/Syncronize
Share knowledge
Trip inspiration
He finds many reviewed places connected
21/40

22. CUSTUMER JOURNEY
Needs
Research
Registration
Plan the trip
Collect memory
Back/Syncronize
Share knowledge
Trip inspiration
...and also a Guide
22/40

23. He writes his mail and his
preferred nick name, that’s all
CUSTUMER JOURNEY
Needs
He receives immediatly Research
the confirmation mail with the Registration
password. Plan the trip
Collect memory
Back/Syncronize
Share knowledge
Trip inspiration
So registration!
23/40

24. 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,
CUSTUMER JOURNEY
3. set the join system as “by admin approvation”
,
Needs
4. set the basic “data”
,
Research
5. and he save it all! Registration
Plan the trip
Collect memory
Back/Syncronize
Share knowledge
Trip inspiration
...now he creates a travel.
24/40

25. CUSTUMER JOURNEY
He is looking for some travel mate
Needs
Research
PS: Before the departure 6 people join Registration
Plan the trip
this trip: Jack, Kate, Jin, Ben, Sayid, Hurley
Collect memory
Back/Syncronize
Now he can start to plan! Share knowledge
Trip inspiration
John is looking for interested travelrs
25/40

26. CUSTUMER JOURNEY
Needs
Research
Registration
Plan the trip
Collect memory
Back/Syncronize
Share knowledge
Trip inspiration
Let’s plan.... synchronise calendar
26/40

27. CUSTUMER JOURNEY
Lostipedia
Needs
Research
Registration
Plan the trip
Collect memory
Back/Syncronize
Share knowledge
Trip inspiration
John and his travelmates select places
27/40

28. CUSTUMER JOURNEY
Needs
Research
Registration
Plan the trip
Collect memory
Back/Syncronize
Share knowledge
Trip inspiration
John downloads the schedule
28/40

29. CUSTUMER JOURNEY
Needs
Research
Registration
Plan the trip
Collect memory
Back/Syncronize
Share knowledge
Trip inspiration
Let’s travel
29/40

30. CUSTUMER JOURNEY
Needs
Research
Registration
Plan the trip
Collect memory
Back/Syncronize
Share knowledge
Trip inspiration
John takes some pictures
30/40

31. CUSTUMER JOURNEY
Needs
Research
Registration
Plan the trip
Collect memory
Back/Syncronize
Share knowledge
Trip inspiration
...and some notes
31/40

32. Every notes, video, Pictures
are geotagged (latitude and longitude)
CUSTUMER JOURNEY
Needs
Research
Registration
Plan the trip
Collect memory
Back/Syncronize
Share knowledge
Trip inspiration
by his own mobile phone
32/40

33. CUSTUMER JOURNEY
Needs
Research
Registration
Plan the trip
Collect memory
Back/Syncronize
Share knowledge
Trip inspiration
Come back
33/40

34. When he comes back, John synchronizes all
acquired information with the online’s one.
CUSTUMER JOURNEY
Needs
Research
Registration
Plan the trip
Collect memory
Back/Syncronize
Share knowledge
Other participants do the same with their mobile phone or
directly on the website, writing report or uploading stuff.
Trip inspiration
John syncronizes the acquired knowledge
34/40

35. CUSTUMER JOURNEY
Needs
Research
Registration
Plan the trip
Collect memory
Back/Syncronize
Share knowledge
Trip inspiration
Travel page is archivied
35/40

36. And another user is already reading that page.
He is thinking “I want to do the same trip!”
CUSTUMER JOURNEY
Needs
Research
Registration
Plan the trip
Collect memory
Char
les W
72 y idmo
ears re Back/Syncronize
old
Share knowledge
Trip inspiration
A new travel experience can raise!
36/40

37. Sharing
knowledge
37/40
alessandro silipo (Flickr)

38. Collaboration
38/40

39. Por
tab
ility
Littlecateye (Flickr)
39/40

40. Thank you
Questions?
site: www.travelr.it
mysite: www.angelopenone.it
email: angelo.penone@gmail.com
2003 2008 2009
www.theparks.it www.parkr.info
Travelr!
www.travelr.it