The local beach challenge

The post covid era will be a different era from the previous one, we expect a sudden push of the raises but  with a different focus.

Consumers will be more attentive and will differentiate their available resources with greater attention to  quality, to the socio-economic, social and environmental context.

Our idea is to create a space where the consumer, outdoors and indoors, where he can be quiet, carefree  and induced to buy various kinds of items.

To do this we have identified an area, a very large bathing establishment (equipped beach) with a structure  that allows you to either eat or sit in the shade.

We have chosen a tourist location, which has good tourism performances but which is not very well known,  and which does not already have facilities of this type.

Having found the city and the suitable place, we first of all checked the statistical data of tourist entry in the  locality

We interviewed:

- Mayor and city council

- Associations of merchants of the city

- The political parties present in the territory

- Social associations

- The associations of the clubs on the sea

- Real estate agencies to understand their point of view

After this first round of answers we got together and tried to make a first meeting on the issues that  emerged from these first interviews, dividing as follows:

Interesting ideas

Not Interesting Ideas

Important news about the city

Citizen gossip

After the first meeting, we drew up a first local project and we went during the month of July and August to  carry out interviews with tourists to understand what they thought.

After the second round of response we held a second meeting, dividing as follows:

General Judgment

Expectations

Tourists' ideas

After the second meeting we examined the 7 areas of information that emerged from the two interview  sessions, visually inserted in an electronic whiteboard to be able to act quickly by eliminating or aggregating  ideas.

First we eliminated what we felt was not working and kept everything that made sense.

We resumed the project, changed the layout according to the indications of the tourists, creating the  relaxation area, the lunch / dinner area, the area for purchasing products

After that we selected a sample of 200 people who selected the real estate agencies and the various  categories divided by job and income, and we showed the layout asking them if they felt comfortable and  protected inside the space, presenting a series of products and asking him which types of businesses they  preferred to sell inside the restaurant.

We thus arrived at the 3rd meeting, the one to decide which products to sell in the room, all answers were  examined

At the third meeting we already had many elements to have already a very complete picture.

To understand if the idea could really work, we rented a municipal area on the beach for three days, we set  up a temporary structure and we invited all the people we interviewed or who contributed to understand  their reactions with a structure. built according to their specifications.

At the end of their evening we asked for three simple opinions:

Did you relax?

Have you found a comfortable environment?

Would you have dined or bought the products for sale?

We called the 4th meeting to understand the results of the temporary evening.

Thanks to design thinking we have a comfortable and relaxing laylout, with an area that manages to induce  the guest to buy throughout his stay.

