Service Innovation for Low Earth Orbit Space Tourism: Customer Engagement in Extreme Waiting Periods
•
6 gefällt mir•1,006 views
The space tourism industry is currently in its infancy, and the rapid increase in technological advancement has allowed this field to invite civilians to experience the wonders of space travel. In the past, space travel was only provided by government agencies and focused on technological innovation. But today the private sector has built a new presence, and this industry has shifted focus towards the customer experience. Travel or ticket cost, travel safety, public perception, and meaningful benefits are just a few examples of challenges this market faces. These challenges create a unique and timely opportunity for the service design discipline to enter this market due to the level of complexity that companies currently face. At the same time, the research will identify services problems that in this context are made more acute as extreme examples of conflicts that can happen in less demanding situations, and use them to generalize the reflection for a more general use across services. Among the various situations arising along the spatial tourism journey, a choice was made to work around the waiting times example, and payment schemes will be tested as a potential tool to overcome the user perception. The aim of this thesis is to gain a deep understanding of current space tourism customers, and potential future customers, utilizing service design thinking and methodologies to improve customer engagement. The research is only focused on organizations in LEO (Low Earth Orbit) space tourism that is currently possible for civilians to travel. This limitation will help focus the research to provide plausible outcomes for the near future of this industry.
Empfohlen
Weitere ähnliche Inhalte
Andere mochten auch
Andere mochten auch (16)
Ähnlich wie Service Innovation for Low Earth Orbit Space Tourism: Customer Engagement in Extreme Waiting Periods
Ähnlich wie Service Innovation for Low Earth Orbit Space Tourism: Customer Engagement in Extreme Waiting Periods (14)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
Service Innovation for Low Earth Orbit Space Tourism: Customer Engagement in Extreme Waiting Periods
- 8. INTRODUCTION& BACKGROUND 1 2 3 4 5 6
- 9. WHAT IS SPACE TOURISM?
- 10. Space travel for recreational, leisure or business purposes.
- 11. RELEVANCE TO SERVICE DESIGN?
- 12. Engaging customers in long waiting periods is a common problem in services.
- 13. How can Service Design provide a meaningful waiting experience for low Earth orbit space tourism? RESEARCH QUESTION:
- 14. LITERATURE REVIEW 1 2 3 4 5 6
- 16. “The Genographic Project has painted a picture of human migration using “brushstrokes” of DNA from more than 70,000 members of carefully selected indigenous tribes around the world. Our DNA tells the story of the profound human urge to explore. Around 65,000 years ago, we first ventured out of the continent of our origin and eventually spread to lands throughout the world..” Chris Impey, Author of Beyond SOURCE: “Beyond, Our Future in Space” by Chris Impey
- 17. FUTUROLOGY DIAGRAM ???? ?? STARTRAVEL CYBORGS GENETICS NOW INTERNET COMMERCIALSPACETRAVEL GOVERNMENTSPACETRAVEL CAR,PLANE MEDICINE AGRICULTURE TOOLS HUMANS YEARSAHEADYEARSAGO NOW10 10 10 10 10 10100100 20 10 106 5 4 3 3 4 5 SOURCE: “Beyond, Our Future in Space” by Chris Impey
- 18. NINE NEEDS OF HUMAN SPACE EXPLORATION SPACEBASED RESEARCHPROJECTS COMMERCIAL DEVELOPMENT POLLUTION-FREE POWERGENERATION SUPPLYDEPOTS &ORBITINGPLATFORMS DISASTERTRIGGERED SPACEEXPLORATION SECURITYFROMSPACE COMMERCIALIZATION NEWECONOMIC COMPETITIONRACE SKILLEDWORKER JOBSINCREASE SOLVINGTHE MYSTERYOFLIFE SOURCE: “The Privatization of Space Exploration” by Lewis D. Solomon
- 19. 1920 1930 1940 1970 19801960 1950 1960 1970 1980 1990 2000 1990 2010 2020 2030 2000 2040 THE INTERNET SPACE TRAVEL PHASES COMMERCIAL MILITARY RESEARCH PIONEER *Phases are proposed estimates (Impey p.77-80) PRIVATIZATION PARALLEL
- 20. THE INTERNET SPACE TRAVEL PHASES COMMERCIAL MILITARY RESEARCH PIONEER 20152008200419691926 1944 19441960 1980 1995 NSF allows public use of the internet Joseph Licklider’s paper on “networked computers” Ethernet standardization introduced DOD creates ARPANET for US military Robert Goddard launches 1st liquid fueled rocket Wernher von Braun launches V-2 rocket SpaceX wins NASA contract Virgin Galactic lands SS1 NASA manned Moon landing SpaceX (orbital) and Blue Origin (suborbital) land RLVs *Phases are proposed estimates (Impey p.77-80) PRIVATIZATION PARALLEL
- 22. GOODS&SERVICES SPACE TOURIST ORBITAL TRAVEL SERVICE ROSCOSMOS COMMERCIAL LAUNCH SERVICE ORBITAL HOTELS PARABOLIC FLIGHTS SPACEPORT HOTELS NASA SPACEPLANE/ ROCKET MFG. PRESSURE SUIT MFG. XPRIZE FOUNDATION (COMPETITIONS) SUBORBITAL TRAVEL SERVICE SPACEPORTS COREVALUEPROPOSITION COMPLIMENTARYOFFERINGS SUPPLYING &ENABLING NETWORK Flight Food & Entertainment H angar/ Launchpad Hangar / Launchpad Hangar / Launchpad CargoResupply Space Taxi Pressure Suits Hangar / Launchpad Room (s) Transport & Training Flight Room (s) SPACE TOURISM ECOSYSTEM: VALUE FLOW MODEL
- 23. GOODS&SERVICES MONEY&CREDITS SPACE TOURIST ORBITAL TRAVEL SERVICE ROSCOSMOS COMMERCIAL LAUNCH SERVICE ORBITAL HOTELS PARABOLIC FLIGHTS SPACEPORT HOTELS NASA SPACEPLANE/ ROCKET MFG. PRESSURE SUIT MFG. XPRIZE FOUNDATION (COMPETITIONS) SUBORBITAL TRAVEL SERVICE SPACEPORTS COREVALUEPROPOSITION COMPLIMENTARYOFFERINGS SUPPLYING &ENABLING NETWORK Ticket Fare Flight Payment Payment Service Fee Taxes Lease Lease Lease LaunchFee Launch Fee Lease PrizeMoney Paym ent Food & Entertainment H angar/ Launchpad Hangar / Launchpad Hangar / Launchpad CargoResupply Space Taxi Pressure Suits Hangar / Launchpad Room (s) Transport & Training TicketFareFlight Paym ent Room (s) SPACE TOURISM ECOSYSTEM: VALUE FLOW MODEL
- 24. GOODS&SERVICES MONEY&CREDITS INFORMATION SPACE TOURIST ORBITAL TRAVEL SERVICE ROSCOSMOS COMMERCIAL LAUNCH SERVICE ORBITAL HOTELS PARABOLIC FLIGHTS SPACEPORT HOTELS NASA SPACEPLANE/ ROCKET MFG. PRESSURE SUIT MFG. XPRIZE FOUNDATION (COMPETITIONS) SUBORBITAL TRAVEL SERVICE SPACEPORTS COREVALUEPROPOSITION COMPLIMENTARYOFFERINGS SUPPLYING &ENABLING NETWORK Ticket Fare Flight Payment Payment Service Fee Taxes Lease Lease Lease LaunchFee Launch Fee Lease PrizeMoney Paym ent Scientific Information Legal / Policy Framework Legal / Policy Framework Food & Entertainment H angar/ Launchpad Hangar / Launchpad Hangar / Launchpad CargoResupply Space Taxi Pressure Suits Hangar / Launchpad Room (s) Transport & Training TicketFareFlight Paym ent Room (s) SPACE TOURISM ECOSYSTEM: VALUE FLOW MODEL
- 25. GOODS&SERVICES MONEY&CREDITS INFORMATION INTANGIBLEVALUE SPACE TOURIST ORBITAL TRAVEL SERVICE ROSCOSMOS COMMERCIAL LAUNCH SERVICE ORBITAL HOTELS PARABOLIC FLIGHTS SPACEPORT HOTELS NASA SPACEPLANE/ ROCKET MFG. PRESSURE SUIT MFG. XPRIZE FOUNDATION (COMPETITIONS) SUBORBITAL TRAVEL SERVICE SPACEPORTS COREVALUEPROPOSITION COMPLIMENTARYOFFERINGS SUPPLYING &ENABLING NETWORK Ticket Fare Flight Payment Payment Service Fee Taxes Lease Lease Lease LaunchFee Launch Fee Lease PrizeMoney Paym ent Scientific Information Legal / Policy Framework Legal / Policy Framework Promoting Space PromotingSpace Promoting Space Food & Entertainment H angar/ Launchpad Hangar / Launchpad Hangar / Launchpad CargoResupply Space Taxi Pressure Suits Hangar / Launchpad Room (s) Transport & Training TicketFareFlight Paym ent Room (s) SPACE TOURISM ECOSYSTEM: VALUE FLOW MODEL
- 41. airplane 85km 50km 6-20km habitats/hotel spaceplane spacestation PARABOLIC soyuz TYPESOFSPACEFLIGHTFLIGHTCOST $7-$8k Moon EXOSPHERE THERMOSPHERE MESOSPHERE STRATOSPHERE TROPOSPHERE ATMOSPHERICLAYERS worldviewcapsule TYPES OF SPACECRAFT 100km (KÁRMANlINE) 160kmSUBORBITAL$100 - $250k
- 42. airplane 85km 50km 6-20km 160km 400km habitats/hotel spaceplane spacestation PARABOLIC ORBITAL SUBORBITAL soyuz TYPESOFSPACEFLIGHTFLIGHTCOST $35-40m $100 - $250k $7-$8k Moon EXOSPHERE THERMOSPHERE MESOSPHERE STRATOSPHERE TROPOSPHERE ATMOSPHERICLAYERS worldviewcapsule TYPES OF SPACECRAFT 100km (KÁRMANlINE)
- 43. airplane 85km 50km 6-20km 160km 400km 380-400,000km habitats/hotel spaceplane spacestation PARABOLIC ORBITAL LUNAR SUBORBITAL soyuz TYPESOFSPACEFLIGHTFLIGHTCOST $150m $35-40m $100 - $250k $7-$8k Moon EXOSPHERE THERMOSPHERE MESOSPHERE STRATOSPHERE TROPOSPHERE ATMOSPHERICLAYERS worldviewcapsule TYPES OF SPACECRAFT 100km (KÁRMANlINE)
- 44. MARKET RESEARCH
- 45. VIEWEARTHFROMSPACE EXPERIENCE ACCELERATIONOF ROCKETLAUNCH EXPERIENCEONLYWHAT ASTRONAUTS&COSMONAUTS HAVEEXPERIENCED EXPERIENCE WEIGHTLESSNESS 0% 10% 20% 30% 40% 50% 60% 70% 63% 16% 37% 43% 42% 20% 34% 30% 32% 26% 24% 27% VeryImportant SomewhatImportant NotImportant INTEREST LEVEL IN TYPE OF EXPERIENCE
- 46. $86,180 $8,112 $140,152 $21,697 OVER7531-45 46-55 56-65 66-75 $0 $20,000 $40,000 $60,000 $80,000 $100,000 $120,000 $140,000 $160,000 $25,500 $6,200 Mostimaginespending(perperson)foronce-in-a-lifetimetrip Mosteverspent(perperson)foraleisuretraveltriporexperience $37,451 $13,346 $50,259 $16,783 $114,143 $30,614 WILLINGNESS TO PAY
- 47. HIGH NET WORTH SPACE TOURISTS?
- 48. DENNIS TITO 2001
- 52. HIGH NET WORTH SPACE TOURISTS
- 53. HIGH NET WORTH SPACE TOURISTS
- 56. UPSET PERCEPTION
- 60. LEARN RUSSIAN
- 62. More than 70% of first-time astronauts suffer from space motion sickness
- 65. “It’s amazing. It’s something that will stay with you forever and no matter how many pictures you see, when you see it with your own eyes its special. I remember looking at Earth from the Soyuz capsule before I got to the station for the first time and tears started falling down my face. Because it was one of the most beautiful views knowing that this is our only home.” Anousheh Ansari 2007
- 66. PROTOTYPING THE SPACE EXPERIENCE
- 68. AWE & WONDER
- 73. PSYCHOLOGY OF WAITING LINES?
- 74. 1. Be Aware that Emotions Dominate 2. Eliminate Confusion: Provide a Conceptual Model, Feedback, and Explanation 3. The Wait Must Be Appropriate 4. Set Expectations, Then Meet or Exceed Them 5. Keep People Occupied: Filled Time Passes More Quickly Than Unfilled Time 6. Be Fair 7. End Strong, Start Strong 8. Remember that Memory of an Event Is More Important than the Experience EIGHT DESIGN PRINCIPLES FOR WAITING LINES
- 75. 1. Be Aware that Emotions Dominate 2. Eliminate Confusion: Provide a Conceptual Model, Feedback, and Explanation 3. The Wait Must Be Appropriate 4. Set Expectations, Then Meet or Exceed Them 5. Keep People Occupied: Filled Time Passes More Quickly Than Unfilled Time 6. Be Fair 7. End Strong, Start Strong 8. Remember that Memory of an Event Is More Important than the Experience EIGHT DESIGN PRINCIPLES FOR WAITING LINES
- 76. A PARADIGM SHIFT TOWARDS SERVICE INNOVATION
- 77. HOW CAN SERVICE DESIGN HELP?
- 78. “ServiceDesignaimstoensureserviceinterfacesareuseful, usable and desirable from the client’s point of view and effective, efficient and distinctive from the supplier’s point of view.” Professor Birgit Mager, Co-Founder of SDN, 2009
- 79. RESEARCH METHODOLOGY 1 2 4 5 63
- 80. NOMINALPROCESSSEQUENCE INFERENCE THEORY HOWTOKNOWLEDGE METRICS,ANALYSIS,KNOWLEDGE DISCIPLINARYKNOWLEDGE IDENTIFY PROBLEM &MOTIVATE DEFINE OBJECTIVES OFASOLUTION DESIGN& DEVELOPMENT DEMONSTRATION EVALUATION COMMUNICATION • Define problem • Show importance • What would a better artifact accomplish? • Create the artifact • Observe effectiveness and efficiency • Iterate design • Scholarly publications • Professional publications • Find suitable context • Use artifact to solve problem DSRM PROCESS MODEL
- 81. NOMINALPROCESSSEQUENCE PROCESSITERATION INFERENCE THEORY HOWTOKNOWLEDGE METRICS,ANALYSIS,KNOWLEDGE DISCIPLINARYKNOWLEDGE IDENTIFY PROBLEM &MOTIVATE DEFINE OBJECTIVES OFASOLUTION DESIGN& DEVELOPMENT DEMONSTRATION EVALUATION COMMUNICATION • Define problem • Show importance • What would a better artifact accomplish? • Create the artifact • Observe effectiveness and efficiency • Iterate design • Scholarly publications • Professional publications • Find suitable context • Use artifact to solve problem DSRM PROCESS MODEL
- 82. POSSIBLERESEARCHENTRYPOINTS NOMINALPROCESSSEQUENCE PROCESSITERATION INFERENCE THEORY HOWTOKNOWLEDGE METRICS,ANALYSIS,KNOWLEDGE DISCIPLINARYKNOWLEDGE Problem Centered Initiation Objective Centered Solution Client/ Context Initiation Design & Development Centered Initiation IDENTIFY PROBLEM &MOTIVATE DEFINE OBJECTIVES OFASOLUTION DESIGN& DEVELOPMENT DEMONSTRATION EVALUATION COMMUNICATION • Define problem • Show importance • What would a better artifact accomplish? • Create the artifact • Observe effectiveness and efficiency • Iterate design • Scholarly publications • Professional publications • Find suitable context • Use artifact to solve problem DSRM PROCESS MODEL
- 84. GOODS&SERVICES MONEY&CREDITS INFORMATION INTANGIBLEVALUE SPACE TOURISM ECOSYSTEM: VALUE FLOW MODEL SPACE TOURIST ORBITAL TRAVEL SERVICE SUBORBITAL TRAVEL SERVICE SPACEPORTS COREVALUEPROPOSITION Ticket Fare Flight Payment Lease Lease Food & Entertainment H angar/ Launchpad Hangar / Launchpad TicketFareFlight
- 85. FIELD VISIT: TRAINING FACILITY
- 86. FIELD VISIT: TRAINING FACILITY
- 88. ENVIRONMENTS MESSAGESPEOPLE OBJECTS Earth Views Tether CableGennady Padalka (Russian cosmonaut) performing maintenance during spacewalk Space program insignias Satellite Communication Columbus ModuleVarious valvesMikhail Kornienko (Russian cosmonaut) performing maintenance during spacewalk National flags marking suits and modules Most surfaces appear functional (no actual floor or ceiling in orbit) Gap spanners (being installed) Radio comm. device Water pouches Romaine Lettuce (grown in space) Velcro attachments spread throughout ISS interior Camera equipmentKimiya Yui (Japanese astronaut) photographing veggie experiment Caution/Warning labeling Radio Communication Japanese Experiment Module (ISS interior) Space WatchKjell Lindgren (American astronaut) conducting veggie experiment Instructional signage USTREAM Orbital SpaceEVA suitScott Kelly (American astronaut) conducting veggie experiment Signage in various languages NASA TV SERVICES ISS OBSERVATION (POEMS)
- 90. Have you ever heard of Space Tourism? NOYES 0% 20% 40% 60% 80% 100% 65% 35%
- 91. If the price was right and it was proven safe would you be interested in taking a vacation to outer space? NOMAYBEYES 0% 20% 40% 60% 80% 100% 44% 26% 30%
- 92. Which, if any, of these best describe the type of traveler you are? CULTURE SEEKER ADVENTURE ENTHUSIAST NATURE OBSERVER LEISURE SEEKER Notatalllikeme VerymuchlikemeNotmuchlikeme SomewhatlikemeModeratelylikeme 0% 20% 40% 60% 80% 100% 7% 12% 18% 42% 21% 0% 5% 19% 34% 42% 1% 4% 23% 41% 31% 2% 6% 13% 33% 46%
- 93. Which, if any, of these best describe the type of traveler you are? CULTURE SEEKER ADVENTURE ENTHUSIAST NATURE OBSERVER LEISURE SEEKER Notatalllikeme VerymuchlikemeNotmuchlikeme SomewhatlikemeModeratelylikeme 0% 20% 40% 60% 80% 100% 7% 12% 18% 42% 21% 0% 5% 19% 34% 42% 1% 4% 23% 41% 31% 2% 6% 13% 33% 46%
- 94. What would prevent you from making the trip? 12% FEAROF UNKNOWN TICKET COST HEALTH CONDITION MOTION SICKNESS OTHER 0% 20% 40% 60% 80% 100% 24% *percentageselectedbyrespondents 32% 20% 76%
- 95. What would prevent you from making the trip? 12% FEAROF UNKNOWN TICKET COST HEALTH CONDITION MOTION SICKNESS OTHER 0% 20% 40% 60% 80% 100% 24% *percentageselectedbyrespondents 32% 20% 76%
- 97. + SPACE TOURIST INTERVIEWS SPACE TOURISM SURVEY
- 98. PERSONAS
- 99. Cal has dreamed of traveling to space since he was just a boy watching the Apollo missions on a black and white television set. He has been very successful in various business ventures and is interested in pursuing a trip to space. While money is always a factor, it is not a large enough obstacle that will prevent him from pursuing his dreams. He likes to spend most of his free time on his yacht relaxing in the ocean breeze with his wife, Clara. But he is willing to make an exception in this case due to a strong will to fulfill his dreams. BRANDS: BACKGROUND: ADVENTUROUS COSMOPOLITAN PLANNED CONSERVATIVE TECHNICAL RELAXED URBAN SPONTANEOUS LIBERAL PLAYFUL AGE:60 LOCATION:NEWYORK,NY CIVILSTATUS:MARRIED OCCUPATION:INVESTMENTMANAGEMENTFIRMCEO SEMANTICDIFFERENTIAL:TRAVELPROFILE • Feel like an astronaut • Learn about space technology • Experience long duration of weightlessness • Photograph Earth from orbital view • Share the experience with others GOALS: Cal Richards THEWEALTHYDREAMER
- 100. BRANDS: GOALS:BACKGROUND: Isaac Turner THETHRILLSEEKER ADVENTUROUS COSMOPOLITAN PLANNED CONSERVATIVE TECHNICAL RELAXED URBAN SPONTANEOUS LIBERAL PLAYFUL AGE:32 LOCATION:AUSTIN,TX CIVILSTATUS:SINGLE OCCUPATION:SOFTWARECOMPANYOWNER SEMANTICDIFFERENTIAL:TRAVELPROFILE Isaac is a bona fide thrill seeker constantly searching for the next big rush. He is aware of the financial risk it will take, but that has not changed the fact that he is prepared to sell his boat and car to afford a trip to space. Any chance he can get to test his limits is an opportunity that must not be passed up. Space travel is the next rush his sights are set on, and he feels like it’s also a perfect opportunity to get in shape like an astronaut. • Feel the rush of traveling in 3Gs • Get in shape for the trip • Explore the final frontier/outer space • Take “selfies” during weightlessness • Brag to friends about the experience
- 102. SERVICE BLUEPRINT
- 106. INSIGHTS& OPPORTUNITIES 2 3 4 5 61
- 107. METHOD FOR ANALYSIS
- 108. 1. WHO WANTS TO BE A TOURIST? 2. T-MINUS AND COUNTING... 3. BRANDS ARE EXTRATERRESTRIAL 4. FEEL LIKE AN ASTRONAUT 5. SPACE CLASS 6. HANGING IN THE VOID 7. INTERSTELLAR ECONOMY 8. ASTRONOMICAL PRICING INSIGHTS
- 109. WHO WANTS TO BE A TOURIST? “In a way, I take offense when they call me a touristbecauseitbringsthatimageofsomeone with a camera around their neck and a ticket in their hand walking to the airport to go on a trip somewhere and coming back to show their pictures. But I think spaceflight is much more than that.” Anousheh Ansari, Spaceflight participant INSIGHT1: DESCRIPTION: The term "space tourist" comes with a negative perception for the passengersthathavetakenthetrip.Somehavesuggestedotherpreferred titles like "spaceflight participant" due to the intense mental and physical training requirements (similar to what an astronaut must complete) they must pass to be eligible. Most tourists have also participated in experiments alongside the Russian cosmonaut crew aboard the ISS.
- 110. T-MINUS AND COUNTING... “Ten years ago, did we think we’d be further along? Yes,” Eric Stalmer, President of the Commercial Spaceflight Federation INSIGHT2: DESCRIPTION: Many individuals have been waiting for a decade or more to pay for a trip to space. Some of these individuals purchased tickets with Virgin Galactic 10 years ago. Other suborbital customers are still waiting for other companies to finish developing new spacecraft and technologies that offer more competitive pricing. On the opposite end of the pricing spectrum, orbital passengers are still waiting on a seat aboard the Soyuz or future spacecraft like Space X’s manned Dragon.
- 111. BRANDS ARE EXTRA- TERRESTRIAL “Then Sir Richard Branson came along and used his Virgin brand and marketing power to create the commercial product offering through a partnership with Mr. Burt Rutan’s design firm Scaled Composites” Dianna Dilworth, DirectMarketingNews.com INSIGHT3: DESCRIPTION: Most of the space companies do not have brands to leverage that are well followed by the public. This gap in brand awareness poses several challenges for space tourism companies that are diligently developing technologies. Developing intellectual property will provide companies with infrastructure for starting their business. But they may be left behind, by competitors that have built strong brands like Virgin. Later on, this may lead to conflicts receiving investment based upon a marginal brand awareness of their offering.
- 112. FEEL LIKE AN ASTRONAUT “My dream was to fly in space before I die, and I basically came up with that lifelong goal around the time of Yuri Gagarin’s flight.” Dennis Tito, Space Tourist INSIGHT4: DESCRIPTION: Customers have a strong desire to obtain the status and play the role of a space explorer. This dream is a powerful motivation that drives individuals to spend exorbitant amounts of money, wait for extremely long durations of time, even if they may never be able to take the trip. The desire of feeling like an astronaut makes the training process, even if it’s six months or more, a rewarding experience.
- 113. SPACE CLASS “I’m looking forward to sitting there and drinking my favorite champagne while looking out at the earth.” Jane Poynter, CEO of World View Enterprises INSIGHT5: DESCRIPTION: Opportunities are beginning to open up for luxury forms of space travel. There is a strong customer base of thrill seekers that want the genuine rocket-propelled launch experience. But just like Earth-based tourism, opportunities exist in the space tourism market for customers that want to take in beautiful space views without the need for training that requires customers to prepare physically for the journey.
- 114. HANGING IN THE VOID “It was like drinking from a fire hose of information... I had heard of the Overview Effect but, having done many extreme things in my life... skydiving, mountain climbing, visiting the Titanic and Antarctica, I didn’t think it would greatly affect me... That is until... I got into space! My life has changed because of my space experience.” Richard Garriott, Space Tourist INSIGHT6: DESCRIPTION: TheOverviewEffect,alifechangingeventdocumentedtobeexperienced by space tourist and astronauts, comes with the potential for new possibilities of space tourism. These possibilities include educational efforts, changing perceptions on politically based biases, and a growing awareness of humanity being citizens of planet and not one nation.
- 115. INTER- STELLAR ECONOMY “In the first half of 2015, space startups raised $1.76 billion, as both funding and deal activity increased drastically.” Michael Dempsey, Data Analyst at CB Insights INSIGHT7: DESCRIPTION: Many new market opportunities could be available developing services and systems that could kickstart the space tourism industry. In turn, these services could be a job-generating force to create new businesses for individuals that are passionate about space but want to involve themselves entrepreneurially. This movement includes wealthy venture capitalists, possibly high-net-worth space tourists, looking to fund space endeavors or risk-taking entrepreneurs hunting down investment.
- 116. ASTRO- NOMICAL PRICING “Space Adventures offers a trip for two around the moon at $150 million per passenger” Sophie Doran, Managing Director at Luxury Society INSIGHT8: DESCRIPTION: A massive obstacle to tackle is existing forms of payment that may deter potential customers from purchasing a spaceflight. Many people may not be able to afford even the lowest cost options for spaceflight. Similar to the average citizen, wealthy tourists are also interested in more frugal ways to spend their money. But companies do not currently offer a payment model other than flat fees for service.
- 117. DESIGNPROCESS& RESEARCHSOLUTION 2 3 4 5 61
- 118. DESIGN PROCESS
- 119. 55 IDEAS
- 120. 9 SERVICE CONCEPTS
- 121. ENTHUSIAST PARTICIPATION PLATFORM DESIRABILITY SCALABILITY VIABILITY FEASIBILITY USABILITY TOTALSCORE PREFLIGHT SPACESKILLS PORTAL SPACE NATIVES NETWORK SUPER PREMIUM SPACETRAVEL SIMULATED TRAVEL EXPERIENCE SPACEPORT DESTINATION HOPPING SPACE TOURISM DATATRACKING LONG-TERM PAYMENT PLATFORM 600 1500 1500 600 600 900 1500 1200 1500 1500 900 600 1200 600 1500 1200 800 1600 800 1200 1200 800 1600 1200 600 600 400 400 400 1000 800 400 5500 6700 5100 3800 4400 5300 7900 5000 2000 1500 1500 1000 1000 2000 2500 1000 SELECTION METRICS CONCEPTS 3x 3x 4x 2x 5x METRIC FACTORS *Highest scoring concept in hundreds DECISION MATRIX
- 122. BUSINESS MODEL CANVAS Financial Institutions Suborbital Flight Companies Orbital Flight Companies Training Companies Spaceports NASA Platform Management Software Development Our platform helps space tourists who want to enjoy the waiting experience by offering long-term payment plans with options for earning credit and participating in an online community. Service Updates Account Management Online Community Space Tourists: - Wealthy Dreamers - Thrill Seekers Application Website Messaging Payment Plan Fees (3% of Total Price) Customer Data Insights Space Tourism R&D Funds (1% of Payment Plan Fees) Software Development Money Lending Operating Costs Stellar Software Stellar Brand CUSTOMER SEGMENTS CUSTOMER RELATIONSHIP VALUE PROPOSITION KEY ACTIVITIES KEY PARTNERS CHANNELSKEY RESOURCES REVENUE STREAMS COST STRUCTURE
- 123. BUSINESS MODEL CANVAS Financial Institutions Suborbital Flight Companies Orbital Flight Companies Training Companies Spaceports NASA Platform Management Software Development Our platform helps space tourists who want to enjoy the waiting experience by offering long-term payment plans with options for earning credit and participating in an online community. Service Updates Account Management Online Community Space Tourists: - Wealthy Dreamers - Thrill Seekers Application Website Messaging Payment Plan Fees (3% of Total Price) Customer Data Insights Space Tourism R&D Funds (1% of Payment Plan Fees) Software Development Money Lending Operating Costs Stellar Software Stellar Brand CUSTOMER SEGMENTS CUSTOMER RELATIONSHIP VALUE PROPOSITION KEY ACTIVITIES KEY PARTNERS CHANNELSKEY RESOURCES REVENUE STREAMS COST STRUCTURE
- 124. BUSINESS MODEL CANVAS Financial Institutions Suborbital Flight Companies Orbital Flight Companies Training Companies Spaceports NASA Platform Management Software Development Our platform helps space tourists who want to enjoy the waiting experience by offering long-term payment plans with options for earning credit and participating in an online community. Service Updates Account Management Online Community Space Tourists: - Wealthy Dreamers - Thrill Seekers Application Website Messaging Payment Plan Fees (3% of Total Price) Customer Data Insights Space Tourism R&D Funds (1% of Payment Plan Fees) Software Development Money Lending Operating Costs Stellar Software Stellar Brand CUSTOMER SEGMENTS CUSTOMER RELATIONSHIP VALUE PROPOSITION KEY ACTIVITIES KEY PARTNERS CHANNELSKEY RESOURCES REVENUE STREAMS COST STRUCTURE
- 125. BUSINESS MODEL CANVAS Financial Institutions Suborbital Flight Companies Orbital Flight Companies Training Companies Spaceports NASA Platform Management Software Development Service Updates Account Management Online Community Space Tourists: - Wealthy Dreamers - Thrill Seekers Application Website Messaging Payment Plan Fees (3% of Total Price) Customer Data Insights Space Tourism R&D Funds (1% of Payment Plan Fees) Software Development Money Lending Operating Costs Stellar Software Stellar Brand CUSTOMER SEGMENTS CUSTOMER RELATIONSHIP KEY ACTIVITIES KEY PARTNERS CHANNELSKEY RESOURCES REVENUE STREAMS COST STRUCTURE Our platform helps space tourists who want to enjoy the waiting experience by offering long-term payment plans with options for earning credit and participating in an online community. VALUE PROPOSITION
- 126. BUSINESS MODEL CANVAS Financial Institutions Suborbital Flight Companies Orbital Flight Companies Training Companies Spaceports NASA Platform Management Software Development Our platform helps space tourists who want to enjoy the waiting experience by offering long-term payment plans with options for earning credit and participating in an online community. Service Updates Account Management Online Community Space Tourists: - Wealthy Dreamers - Thrill Seekers Application Website Messaging Payment Plan Fees (3% of Total Price) Customer Data Insights Space Tourism R&D Funds (1% of Payment Plan Fees) Software Development Money Lending Operating Costs Stellar Software Stellar Brand CUSTOMER SEGMENTS CUSTOMER RELATIONSHIP VALUE PROPOSITION KEY ACTIVITIES KEY PARTNERS CHANNELSKEY RESOURCES REVENUE STREAMS COST STRUCTURE
- 127. BUSINESS MODEL CANVAS Financial Institutions Suborbital Flight Companies Orbital Flight Companies Training Companies Spaceports NASA Platform Management Software Development Our platform helps space tourists who want to enjoy the waiting experience by offering long-term payment plans with options for earning credit and participating in an online community. Service Updates Account Management Online Community Space Tourists: - Wealthy Dreamers - Thrill Seekers Application Website Messaging Payment Plan Fees (3% of Total Price) Customer Data Insights Space Tourism R&D Funds (1% of Payment Plan Fees) Software Development Money Lending Operating Costs Stellar Software Stellar Brand CUSTOMER SEGMENTS CUSTOMER RELATIONSHIP VALUE PROPOSITION KEY ACTIVITIES KEY PARTNERS CHANNELSKEY RESOURCES REVENUE STREAMS COST STRUCTURE
- 128. BUSINESS MODEL CANVAS Financial Institutions Suborbital Flight Companies Orbital Flight Companies Training Companies Spaceports NASA Platform Management Software Development Our platform helps space tourists who want to enjoy the waiting experience by offering long-term payment plans with options for earning credit and participating in an online community. Service Updates Account Management Online Community Space Tourists: - Wealthy Dreamers - Thrill Seekers Application Website Messaging Payment Plan Fees (3% of Total Price) Customer Data Insights Space Tourism R&D Funds (1% of Payment Plan Fees) Software Development Money Lending Operating Costs Stellar Software Stellar Brand CUSTOMER SEGMENTS CUSTOMER RELATIONSHIP VALUE PROPOSITION KEY ACTIVITIES KEY PARTNERS CHANNELSKEY RESOURCES REVENUE STREAMS COST STRUCTURE
- 129. BUSINESS MODEL CANVAS Financial Institutions Suborbital Flight Companies Orbital Flight Companies Training Companies Spaceports NASA Platform Management Software Development Our platform helps space tourists who want to enjoy the waiting experience by offering long-term payment plans with options for earning credit and participating in an online community. Service Updates Account Management Online Community Space Tourists: - Wealthy Dreamers - Thrill Seekers Application Website Messaging Payment Plan Fees (3% of Total Price) Customer Data Insights Space Tourism R&D Funds (1% of Payment Plan Fees) Software Development Money Lending Operating Costs Stellar Software Stellar Brand CUSTOMER SEGMENTS CUSTOMER RELATIONSHIP VALUE PROPOSITION KEY ACTIVITIES KEY PARTNERS CHANNELSKEY RESOURCES REVENUE STREAMS COST STRUCTURE
- 130. BUSINESS MODEL CANVAS Financial Institutions Suborbital Flight Companies Orbital Flight Companies Training Companies Spaceports NASA Platform Management Software Development Our platform helps space tourists who want to enjoy the waiting experience by offering long-term payment plans with options for earning credit and participating in an online community. Service Updates Account Management Online Community Space Tourists: - Wealthy Dreamers - Thrill Seekers Application Website Messaging Payment Plan Fees (3% of Total Price) Customer Data Insights Space Tourism R&D Funds (1% of Payment Plan Fees) Software Development Money Lending Operating Costs Stellar Software Stellar Brand CUSTOMER SEGMENTS CUSTOMER RELATIONSHIP VALUE PROPOSITION KEY ACTIVITIES KEY PARTNERS CHANNELSKEY RESOURCES REVENUE STREAMS COST STRUCTURE
- 131. BUSINESS MODEL CANVAS Financial Institutions Suborbital Flight Companies Orbital Flight Companies Training Companies Spaceports NASA Platform Management Software Development Our platform helps space tourists who want to enjoy the waiting experience by offering long-term payment plans with options for earning credit and participating in an online community. Service Updates Account Management Online Community Space Tourists: - Wealthy Dreamers - Thrill Seekers Application Website Messaging Payment Plan Fees (3% of Total Price) Customer Data Insights Space Tourism R&D Funds (1% of Payment Plan Fees) Software Development Money Lending Operating Costs Stellar Software Stellar Brand CUSTOMER SEGMENTS CUSTOMER RELATIONSHIP VALUE PROPOSITION KEY ACTIVITIES KEY PARTNERS CHANNELSKEY RESOURCES REVENUE STREAMS COST STRUCTURE
- 132. BUSINESS MODEL CANVAS Financial Institutions Suborbital Flight Companies Orbital Flight Companies Training Companies Spaceports NASA Platform Management Software Development Our platform helps space tourists who want to enjoy the waiting experience by offering long-term payment plans with options for earning credit and participating in an online community. Service Updates Account Management Online Community Space Tourists: - Wealthy Dreamers - Thrill Seekers Application Website Messaging Payment Plan Fees (3% of Total Price) Customer Data Insights Space Tourism R&D Funds (1% of Payment Plan Fees) Software Development Money Lending Operating Costs Stellar Software Stellar Brand CUSTOMER SEGMENTS CUSTOMER RELATIONSHIP VALUE PROPOSITION KEY ACTIVITIES KEY PARTNERS CHANNELSKEY RESOURCES REVENUE STREAMS COST STRUCTURE
- 134. SERVICE PACKAGE Space Tourism Marketplace Platform Payment Plans Community Messaging Credit Earning Customer Profiles Service Pages CORESERVICE FACILITATINGSERVICES SUPPORTINGSERVICES
- 135. SERVICE PACKAGE Space Tourism Marketplace Platform Payment Plans Plan “Opt Out” Rate Requests Package Deals Plan Countdowns Service Updates Community Messaging Service Favoriting Credit Resale Credit Earning Customer Profiles Service Pages CORESERVICE FACILITATINGSERVICES SUPPORTINGSERVICES
- 136. AUGMENTED SERVICE OFFERING Space Tourism Marketplace Platform Payment Plans Plan “Opt Out” Rate Requests Package Deals Plan Countdowns Service Updates Community Messaging Service Favoriting Credit Resale Credit Earning Customer Profiles Service Pages CORESERVICE FACILITATINGSERVICES SUPPORTINGSERVICES
- 137. AUGMENTED SERVICE OFFERING Space Tourism Marketplace Platform Payment Plans Plan “Opt Out” Rate Requests Package Deals Plan Countdowns Service Updates Community Messaging Service Favoriting Credit Resale Credit Earning Customer Profiles Service Pages Ease of Location Accessibility Degree of Person to Person Interaction Quality of Interaction with Systems Degree of Customer Expectations Degree of Pre-Exisit- ng Customer Knowledge Degree of Location Desirability Quality of Interaction with Physical & Technical Resources Ease of Access to Physical & Technical Resources Quality of Interaction between Customers & Employees Quality of Interaction between Customer & Other Customers Ease of Customer Participation Ease of Access to Frontline Personnel CUSTOMERPARTICIPATION INTERACTIONSACCESSIBILITY CORESERVICE FACILITATINGSERVICES SUPPORTINGSERVICES
- 138. AUGMENTED SERVICE OFFERING Space Tourism Marketplace Platform Payment Plans Plan “Opt Out” Rate Requests Package Deals Plan Countdowns Service Updates Community Messaging Service Favoriting Credit Resale Credit Earning Customer Profiles Service Pages Ease of Location Accessibility Degree of Person to Person Interaction Quality of Interaction with Systems Degree of Customer Expectations Degree of Pre-Exisit- ng Customer Knowledge Degree of Location Desirability Quality of Interaction with Physical & Technical Resources Ease of Access to Physical & Technical Resources Quality of Interaction between Customers & Employees Quality of Interaction between Customer & Other Customers Ease of Customer Participation Ease of Access to Frontline Personnel CUSTOMERPARTICIPATION INTERACTIONSACCESSIBILITY CORESERVICE FACILITATINGSERVICES SUPPORTINGSERVICES
- 139. AUGMENTED SERVICE OFFERING Space Tourism Marketplace Platform Payment Plans Plan “Opt Out” Rate Requests Package Deals Plan Countdowns Service Updates Community Messaging Service Favoriting Credit Resale Credit Earning Customer Profiles Service Pages Ease of Location Accessibility Degree of Person to Person Interaction Quality of Interaction with Systems Degree of Customer Expectations Degree of Pre-Exisit- ng Customer Knowledge Degree of Location Desirability Quality of Interaction with Physical & Technical Resources Ease of Access to Physical & Technical Resources Quality of Interaction between Customers & Employees Quality of Interaction between Customer & Other Customers Ease of Customer Participation Ease of Access to Frontline Personnel CUSTOMERPARTICIPATION INTERACTIONSACCESSIBILITY CORESERVICE FACILITATINGSERVICES SUPPORTINGSERVICES
- 140. AUGMENTED SERVICE OFFERING Space Tourism Marketplace Platform Payment Plans Plan “Opt Out” Rate Requests Package Deals Plan Countdowns Service Updates Community Messaging Service Favoriting Credit Resale Credit Earning Customer Profiles Service Pages Ease of Location Accessibility Degree of Person to Person Interaction Quality of Interaction with Systems Degree of Customer Expectations Degree of Pre-Exisit- ng Customer Knowledge Degree of Location Desirability Quality of Interaction with Physical & Technical Resources Ease of Access to Physical & Technical Resources Quality of Interaction between Customers & Employees Quality of Interaction between Customer & Other Customers Ease of Customer Participation Ease of Access to Frontline Personnel CUSTOMERPARTICIPATION INTERACTIONSACCESSIBILITY CORESERVICE FACILITATINGSERVICES SUPPORTINGSERVICES
- 141. AUGMENTED SERVICE OFFERING Space Tourism Marketplace Platform Payment Plans Plan “Opt Out” Rate Requests Package Deals Plan Countdowns Service Updates Community Messaging Service Favoriting Credit Resale Credit Earning Customer Profiles Service Pages Ease of Location Accessibility Degree of Person to Person Interaction Quality of Interaction with Systems Degree of Customer Expectations Degree of Pre-Exisit- ng Customer Knowledge Degree of Location Desirability Quality of Interaction with Physical & Technical Resources Ease of Access to Physical & Technical Resources Quality of Interaction between Customers & Employees Quality of Interaction between Customer & Other Customers Ease of Customer Participation Ease of Access to Frontline Personnel CUSTOMERPARTICIPATION INTERACTIONSACCESSIBILITY CORESERVICE FACILITATINGSERVICES SUPPORTINGSERVICES STORYBOARD
- 145. SITEMAP
- 146. WIREFRAMING
- 149. BRAND PERCEPTION
- 150. BRANDPERCEPTION-QUESTIONTEST INSTRUCTION: “Imagine you are searching for travel destinations, and you see this advertisement.” QUESTION 1: What is the first word(s) that comes to mind when viewing this image? RESPONSES: • “stellar” • “awesome” • “new app”
- 151. BRANDPERCEPTION-QUESTIONTEST INSTRUCTION: “Imagine you are searching for travel destinations, and you see this advertisement.” QUESTION 2: What do you think this image is advertising? RESPONSES: • “stellar” • “traveling to a space station” • “travel to space”
- 152. BRANDPERCEPTION-QUESTIONTEST INSTRUCTION: “Imagine you are searching for travel destinations, and you see this advertisement.” QUESTION 3: Who do you think is the intended audience of this advertisement? RESPONSES: • “rich people” • “explorers” • “sci-fi people”
- 153. USER PERCEPTION BRANDPERCEPTION-QUESTIONTEST INSTRUCTION: “Imagine you are searching for travel destinations, and you see this advertisement.” QUESTION 3: Who do you think is the intended audience of this advertisement? RESPONSES: • “rich people” • “explorers” • “sci-fi people”
- 154. INSTRUCTION: “Scroll through this app screen and answer a few short questions.” USERPERCEPTIONQUESTIONTEST QUESTION 1: What do you think is the purpose of this app screen? RESPONSES: • “Book a space flight” • “Promoting space tourism” • “Promotion of new Virgin Service”
- 155. INSTRUCTION: “Scroll through this app screen and answer a few short questions.” USERPERCEPTIONQUESTIONTEST QUESTION 2: Which image is the most visually captivating? RESPONSES: • “Earth from space image” • “the Suborbital ride picture” • “Spaceport”
- 156. INSTRUCTION: “Scroll through this app screen and answer a few short questions.” USERPERCEPTIONQUESTIONTEST QUESTION 3: How would you interact with this screen: tap, swipe, or both? RESPONSES: • “Both” • “tap to select, swipe to navigate” • “Both, mostly swipe”
- 157. INSTRUCTION: “Scroll through this app screen and answer a few short questions.” USERPERCEPTIONQUESTIONTEST QUESTION 3: How would you interact with this screen: tap, swipe, or both? RESPONSES: • “Both” • “tap to select, swipe to navigate” • “Both, mostly swipe” PAYMENT PLANS
- 158. INSTRUCTION: “Scroll through this app screen. Where would you click to start a plan or request a rate?” PAYMENTPLANS-CLICKTESTCLICKMAP HEATMAP
- 160. 93% interested in credit earning activities 86% agreed the activities improve waiting Total of 145 responses
- 163. PRIVATE CUSTOMER PORTAL CREDIBILITY CUSTOMER EXPERIENCE
- 164. CONCLUSIONS& FUTUREDIRECTIONS 2 3 4 5 61
- 165. CONCLUSIONS
- 166. Rewarding customers in this way can make waiting, even over long periods, feel productive.
- 167. FUTURE SUGGESTIONS
- 168. 1. INTERVIEWS & WORKSHOPS WITH EXPERIENCED SPACE TOURISTS OR TICKETHOLDERS 2. INTERVIEWS WITH MORE SERVICE PROVIDERS 3. ETHNOGRAPHIC RESEARCH OF USERS ENGAGING WITH THE APP OVER LONG PERIODS OF TIME 4. FURTHER EVALUATION OF THE “CREDIT EARNING REWARD SYSTEM” WITHIN THE APP 5. TESTING SPECIFIC CREDIT EARNING ACTIVITIES WITHIN THE APP 6. ITERATION OF THE SOLUTION AS A SERVICE PROVIDED BY BANKING INSTITUTIONS TO ASSESS CREDIBILITY PERCEPTION 7. CO-BRANDING THIS SOLUTION WITH AN EXISTING SPACE TOURISM PROVIDER TO COMPARE WITH CURRENT FINDINGS
- 169. THANK YOU