CHALLENGE    People who travel usually have a higher level of stress the day they do it, in comparison to any other  regular day. They are concerned even days before they do it: are they taking all the personal  belongings that they need with them?, what do they even need to take with them in the first place?,  will they be able to find a good place to stay in their destination?, and many others factors they have  to give thought about their journey.    Taking this into consideration, our challenge as a technology start-up, is to develop a technological  solution that will help travelers to cease their stress by helping them prepare the things they need  days prior, and give them relevant information and recommendations before, during and after their  travel. The challenge is also competing with big web sites and applications in the market that already  have similar functions, but in a separate way: Google Calendars, Waze, Trip advisor, etc.    SELECTION    Before we start developing ideas during the “What if?” phase, we want to understand as much as we  can about the customer journey. In this case we will use the tool of “Visualization” to try to have a  vivid picture about what happens to the potential customer, what goes through their mind and what  emotions they have before, during and after their trip.    APPLICATION    There are many types of people you can encounter at airports and bus stations: young people  listening to music, business persons worried about catching their flight on time to get to their  meetings, parents with kids running around, etc. As stated before, our purpose with the tool is to  capture these experiences to determine in a subsequent phase how our solution can help them.  We started by visiting this places where this fuzz is raw and visible, and what better way to capture  this than by taking pictures.    We send a few people of our team to various airports and bus stations, and surroundings, with  camera on hand, to take photos of different people and situations they could encounter: traffic in  the near streets to the airport, check-in lines before riding the bus or airplane, luggage revision station  – what kind of things people were taking to their trip, waiting areas, people in their seats of the  airplane/bus and reception area in the terminal in their destination.  After, we uploaded this photos in our computers and created a shared digital board where we could  arrange this pictures in groups, first in the different phases of the customer journey (preparing,  transporting to the airport/bus station, traveling to their destination, arriving), and then into different  kinds of people, experiences and emotions.

INSIGHT    This was extremely helpful to further execute and stress analysis and define our “personas”:  -We deconstructed and analyzed each of the periods of the customer journey to determine the level  of stress or excitement. It helped us determine which moments were significant to the project.  -We gathered and formalized our findings into “Personas”. We built these to communicate our  findings easily. We tried to define the environment and the context of travelers as much as possible  during all of the relevant phases they have to go through: the stress level they were experiencing,  their emotions (positive or negative), the amount of time they spent in each of these phases, and  what kind of services or attentions they were expecting.    APPROACH    We could have a more complete analysis of the customer journey and what goes through their mind,  by focusing also on the tool of “Mind Mapping”.


CHALLENGE People who travel usually have a higher level of stress the day they do it , in comparison to any other regular day . They are concerned even days before they do it : are they taking all the personal belongings that they need with them ? , what do they even need to take with them in the first place ? , will they be able to find a good place to stay in their destination ? , and many others factors they have to give thought about their journey . Taking this into consideration , our challenge as a technology start - up , is to develop a technological solution that will help travelers to cease their stress by helping them prepare the things they need days prior , and give them relevant information and recommendations before , during and after their travel . The challenge is also competing with big web sites and applications in the market that already have similar functions , but in a separate way : Google Calendars , Waze , Trip advisor , etc . SELECTION Before we start developing ideas during the “ What if ? ” phase , we want to understand as much as we can about the customer journey . In this case we will use the tool of “ Visualization ” to try to have a vivid picture about what happens to the potential customer , what goes through their mind and what emotions they have before , during and after their trip . APPLICATION There are many types of people you can encounter at airports and bus stations : young people listening to music , business persons worried about catching their flight on time to get to their meetings , parents with kids running around , etc . As stated before , our purpose with the tool is to capture these experiences to determine in a subsequent phase how our solution can help them . We started by visiting this places where this fuzz is raw and visible , and what better way to capture this than by taking pictures . We send a few people of our team to various airports and bus stations , and surroundings , with camera on hand , to take photos of different people and situations they could encounter : traffic in the near streets to the airport , check - in lines before riding the bus or airplane , luggage revision station – what kind of things people were taking to their trip , waiting areas , people in their seats of the airplane / bus and reception area in the terminal in their destination . After , we uploaded this photos in our computers and created a shared digital board where we could arrange this pictures in groups , first in the different phases of the customer journey ( preparing , transporting to the airport / bus station , traveling to their destination , arriving ) , and then into different kinds of people , experiences and emotions . INSIGHT This was extremely helpful to further execute and stress analysis and define our “ personas ” : -We deconstructed and analyzed each of the periods of the customer journey to determine the level of stress or excitement . It helped us determine which moments were significant to the project . -We gathered and formalized our findings into “ Personas ” . We built these to communicate our findings easily . We tried to define the environment and the context of travelers as much as possible during all of the relevant phases they have to go through : the stress level they were experiencing , their emotions ( positive or negative ) , the amount of time they spent in each of these phases , and what kind of services or attentions they were expecting . APPROACH We could have a more complete analysis of the customer journey and what goes through their mind , by focusing also on the tool of “ Mind Mapping ” .