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 interesting
interesting
no matter
not 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/Esteem
Learn,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
reference
Contact 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
- Airbnb
Open
coding
Axial
coding
Selective
coding
Context - #Focus B : B.2 Data Analysis Development DeliveryProject brief Background 3

Appeal
Introduce surfer-self
Make 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 experience
When 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 culture
It 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
Searching
about Host
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
Traveling
Travel
motive
Differentiation
Access
the site
Set up
Location
Write
personal
history
Searching
about Host
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 service
are learning about
with/fun
can help
w
rite
a
create!
& join
new
friends
to certiﬁcate
in connecting byis sharing!
& achieving
is base of
make a result to
has
m
ake
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 times
meeting
- 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!
& 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 ArchitectureProject brief Background 5Context Development

Delivery - 2) GUI design - WireframeProject brief Background 5Context Development
- Level of experience!
- Messaging
- no meeting but exchange!
info. -> can give info badge

Delivery - 2) GUI design - WireframeProject brief Background 5Context Development
- Show networking !
depth
- Show networking !
depth
- Group naming!
- Sharing contents!
- Group chatting !
- Group History!
- Write review !
(after meeting)
& meeting goal!
- Writer assign the !
speciﬁc badge- Check-in & Tag Friend!
(realtime verify)
First, choose!
wheter you are tourist!
or local people!

Delivery - 2) GUI designProject brief Background 5Context Development

Delivery - 3) Service ScenarioProject brief Background 5Context Development
London, UK

Meeting
NFC

Meeting more

Yoo, J.W, Lee, E.J, Ji, D.W (4 June 2014) Communication Theory, Available at: http://prezi.com/naxfrfuetmid/presentation (Accessed: 24 June 2014).

!
Kim, S.M (August 2012) Communication Focused UX DesignParadigm - Based on Using Behavior of Mobile, Available at: http://dcollection.snu.ac.kr/jsp/common/DcLoOrgPer.jsp?sItemId=000000005462 (Accessed: 24 June 2014).

!
Yoo, J.H (27 April 2014) I’m the Mayor of My House: Examining Why People Use foursquare, Available at: http://www.slideshare.net/olufex/im-the-mayor-of-my-house-33987539 (Accessed: 19 July 2014).

!
No name writher (2 April 2014) Why conversation makes me happy, Available at: http://tefnut.tistory.com/m/post/23 (Accessed: 24 July 2014).

!
Ro, S.Y (13 October 2011) American new business trend 'Sharing', Available at: http://www.globalwindow.org/gw/overmarket/GWOMAL020M.html?
BBS_ID=10&MENU_CD=M10103&UPPER_MENU_CD=M10102&MENU_STEP=3&ARTICLE_ID=2142653 (Accessed: 24 June 2014).

!
Jung, S.M (February 2013) Couch-surﬁng - Free accommodation in local people, Available at: http://navercast.naver.com/magazine_contents.nhn?rid=1639&contents_id=20868 (Accessed: 19 July 2014).

!
Son, M.H (3 January 2014) Liberalization 25years..travel abroad yesterday and today, Available at: http://life.joins.com/news/article/article.asp?Total_ID=13548604&ctg=12&sid=7193 (Accessed: 19 July 2014).

!
Hood Rabbit, (17 June 2014) The reason why airbnb get a popularity, Available at: http://hrmac.tistory.com/1102 (Accessed: 24 July 2014).

!
Ro, S.H (February 2011) The Method of Access Control Based on Trust and Reputation for Reliable Information Sharing on Online Social Network, Available at: http://dlps.nanet.go.kr/DlibViewer.do?
cn=KDMT1201111102&sysid=nhn(Accessed: 17 July 2014).

!
Jang, S.B (28 May 2014) The reasonable travel abroad way for young generation, Available at: http://tefnut.tistory.com/m/post/23 (Accessed: 17 July 2014).

!
Park, S.H (December 2013) Reviews for freedom traveler, Available at: http://navercast.naver.com/magazine_contents.nhn?rid=1639&contents_id=45265 (Accessed: 17 July 2014).

!
You, Y.J (4 March 2014) Dream balloon project proposal, Available at: http://www.slideshare.net/youngjiyou7/airbnb-31880960 (Accessed: 17 July 2014).

!
Creswell, J.W. (2013) QUALITATIVE INQUIRY & RESEARCH DESIGN: Choosing Among Five Approaches. 3rd ed. United States of America: SAGE.

!
References6

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

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