Diners Club Concierge APP

Diners Club Project
Design Research, Synthesis and Concept Development

Interactive Art Director
Hyper Island, March 2011

DINERS CLUB PROJECT | HYPER ISLAND | 2011

Introduction
As part of its initiative to establish User Experience Design within the company,
SEB Kort approached Hyper Island and asked it to collaborate on designing a strategy to
reach Diners Club Members in social media, in order to move them closer to the company.


Goals:
• Design a social media strategy able to convince SEB Diners Club`s board
(internal stakeholder) that it should be ahead of competitors regarding digital media.

• Design a trustful platform to initiate a conversation between SEB Diners and costumers,
increasing relationship between brand and users.

• Tie the customers closer to SEB Diners and make it the first choice/ number one in the
front of the wallet (not priority).


Framework:

Findings
What we have learned
(opportunity areas)

Design Principles

Background Research Personas
Audience for whom
User Observations we are designing

IAD Guidelines

Moments
Experience moments


Top Findings:
What we have learned
User interviews and business opportunities

1. Members as brand ambassadors.

2. Club feeling as a powerful tool to build a community around the brand.

3. The joy of travel.

4. Positive planning.

5. From discounts to personal and service-minded approach.

6. Fear of Innovation.

7. The Diners Club Experience.


Top Finding #01

Members as brand ambassadors
SEB Kort operates Diners Scandinavia in Sweden, Denmark, Finland and Norway.
In these relatively small, wealthy countries, card-members are easily identified as high
educated, of high net worth, and connected. Card-members frequently travel between these
countries, sometimes leaving SEB recommendations about hotels and restaurants, operating
as ambassadors of the brand.


Top Finding #02

Club feeling as a powerful tool to build
a community around the brand.
The feeling of belong to a private club is one of the biggest values of Dinners.
Members enjoy being part of a special community in which they can contribute, participate
and help each other out.

We also noticed that members enjoy posting a comment on a portal,
their major activity online.


Top Finding #03

The joy of travel
Diners Club is a “travel and entertainment” card.
The brand has many opportunities in this capacity/ travel experience. Members described
themselves as more open-minded, curious, impulsive, and desiring of new experiences. And,
since 50% of travelers use digital platforms for travel information, it seems natural combine
digital connectivity and travel.


Top Finding #04

Positive planning
The experience of travel starts before the actual trip and people see that part - of thinking
where to go and how to get there - as very positive.


Top Finding #05

From discounts to
personal and service-minded approach
With a large database of members, Diners Club already keeps track of purchases, sending
personalized offers that might suit the members.

Diners Club has an opportunity to blend these factors (travel, internet, and information) into
a personal service that understands shopping, eating, and travel habits, providing members
with a “special feeling” of being part of a club that understands them.


Top Finding #06

Fear of Innovation
“As a player in a conservative business (financial) that are over regulated, security and risk
focuse, the presence in digital media is a large decision for Diners Club. There are many
forces that would like it present, but just as much fear for the unknown and not at least the
uncertainty of the effect of it.”


Top Finding #07

The Diners Club Experience
When asked about the main core of Diners Club, 100% of the interviewed members
answered “airport lounges”. The “airport lounge brand experience” represents how Diners
understand member`s needs more than themselves and that’s what stands up among the
others competitors.


Personas:
CORPORATE

Business Travel Optimizer
Consumers I want to make smart decisions.
• in the know
Business travel should • Smooth
works ne, without worries.

LOW INTEREST Brand Experience HIGH INTEREST
FOR TECHNOLOGY Airport Lounge FOR TECHNOLOGY
“Make life easier”

Consumers Good Timer
I want it easy & convenient. I want that Diners Club listens to me
and take part of a world of possibilities.
• Invitating to explore
• Service-minded and personal
• Flexible

PRIVATE


Design Principles:
1. Smart usage of Social media.

2. From costumer to contributor.

3. Community Aspect.

4. Focus on services: Airport Lounge as Brand Experience;

5. Belong means inviting.


Principle #01

Smart usage of Social media
Diners Club don’t have to take control of all traditional internet channels.
The company can create their own channel within social media; that definitively would
increase the “Club inside club feeling”. Doing so it aims to control the way the members
interacts with the brand in a controlled scenario.


Principle #02

From costumer to contributor
New role of the user as co-creator of the product he is using and the system/community
it belongs to. It’s about engaging the members as opposed to selling to them: creating an
enjoyable two-way dialogue as opposed to a hollow one-way monologue.


Principle #03

Community Aspect
The feeling of being part of a private club is the major core value for Diners; this feling should
be celebrate by an exclusive platform for members and generated by members.


Principle #04

Focus on services, celebrating
Airport Lounge as Brand Experience
Focus on premium and exclusive services, through a more individual and targeted approach
to reach the members.


Principle #05

Belong as inviting
The concept of belong does not imply exclusion.
Diners Club should readjust the way it communicates nowadays, adding extra-values and
also expanding their target group to younger generations.


Challenges:
How might we initiate conversation betweens members x members, and members x brand?

How might we increase the private club/community feeling on a digital platform?

How might we provide an “airport lounge” experience on digital platform?

How might we use navigation to support spontaneous routing?

How might we engage the “good timers” to use the platform?

How might we promote the new platform within the member’s community?

How might we build trust as we are working an over regulated business?

How might we tie the customers closer to SEB Diner, making it the first choice of payment?


Diners Club Concierge
Dinners Club Concierge: an application that joins the best travel and dining guides with
members reviews. One premium platform, affirming a card that offers premium service to an
inviting, yet exclusive community.


Workflow:

Partnership Database Cardmember
Amalgamation of existing services, Reccomendations
like the Michelin Guide and Time Out online.
Partnership would be a business decision,
the technical implementation is simple.

Diners Club Cardmember
History/ Purchases
Database

Personal Route
Destination Dinners Destination non- Dinners

Digital Concierge

DINE SHOP ENTERTAIMENT TRANSPORT
BOOK A TABLE SEND SHOP TO HOTEL BUY TICKETS SKIP THE LINE CALL A CAB RENT A CAR
Restaurants and bars Theaters, Concerts, Museums
and Nightlife


Experience:

Before During After

Good Timer
º Don’t plan ahead º Explore the route is º Disengage
º Curious and spontaneous part of the experience

Optimizer
º Planners º Community of friends º Engage to review own
º Aim for best suggestions has an important role experience and share
on decision-making. it on community.


Good Timer Scenario

AT&T AT&T 12:34 PM 12:34 PM PM
AT&T 12:34 AT&T AT&T 12:34 PM 12:34 PM PM
AT&T 12:34

Concierge Concierge
Concierge Concierge Concierge
Concierge My Planner My Planner
My Planner
City: Stockholm -Stockholm - Sweden
City: Stockholm - Sweden
City: Sweden

LOGIN LOGIN
LOGIN PLANPLAN
PLAN Location: Current location - 4km radious - 4km radious
Location: Current location - 4km radious
Location: Current location

Keywords: Keywords:
Keywords:

Date: Today, Sat 17 September 2011
Date: Today, Sat Sat September 2011
Date: Today, 17 17 September 2011
CVC CODECVC CODE
CVC CODE
ADD ADD
ADD Time: right nowTime: right now
Time: right now
Duration: 2h Duration: 2h
Duration: 2h

Price: Price:
Price: $$$ $$$$$$

OK OKOK
FAVOURITES
FAVOURITES
FAVOURITES SEARCH SEARCH
SEARCH

Dine Shop Dine Entertaiment
Dine Shop Shop Entertaiment Suggestions
Transport
EntertaimentTransport
Transport
Suggestions
Suggestions

Before


Good Timer Scenario

AT&T AT&T AT&T 12:3412:34 PM PM
PM 12:34 AT&T
AT&T 12:34 PM
AT&T 12:34 PM 12:34 PM AT&T AT&T 12:34 PM 12:34 PM AT&T

My Route Route List
My Route
My List List
My Route Route List
My List

Landet Landet Landet

15m
A perfect combination of restaurant, bar and club A perfect combination of restaurant,of restaurant, bar and club
A perfect combination bar and club
in the southern suburbs of Stockholm. The best in the southern the southern suburbs of Stockholm. The best
in suburbs of Stockholm. The best
place of Södermalm for a complete evening out. place of Södermalm for a complete evening out. evening out.
place of Södermalm for a complete
Dinner on the first floor and drinks and music later Dinner on theDinner on and first floor and drinks and music later
first floor the drinks and music later
on one floor up. The crowd is a strange mixture of on one floor up. one floor up. The crowdmixture of mixture of
on The crowd is a strange is a strange
locals in all ages and students from School of Arts. locals right on Stora Nygatanand students of Arts.
Turn in all ages and students from School from School of Arts.
locals in all ages and visit Tur
Gamla Stan Cycel Ga
LM Ericssons vag 27, Stockholm 12637 The store is one of the oldest and has kept its
LM EricssonsLM Ericssons vag 27, Stockholm 12637
vag 27, Stockholm 12637 The
+46-8-410 193 20 +46-8-410 193 20 from the 1930s.
historic furnishings
+46-8-410 193 20 hist
www. landet.nu www. landet.nu standard bicycles as Swedish
They sale from landet.nu
www. The
Landet Landet Landet built Skeppshult bike to Pashley ... buil

04 Phillip, mhauer, jasminyaya, katrinejo 04 04
Phillip, mhauer, jasminyaya, katrinejo

Great place, great food, great people, Great place, great food, great people, great people,
Great place, great food,
and a great club upstairs. Really everything and a great club upstairs.club upstairs. Really everything
and a great Really everything

ons Dine Dine Shop
Dine Shop
Entertaiment
Shop Entertaiment
Entertaiment Suggestions
Transport
Transport
Transport
Suggestions
Suggestions Dine
BOOK A TABLE
is superb here. Worth the taxi!
Shop
Dine Entertaiment
Shop Entertaiment
Transport Transport
Suggestions Suggestions
BOOK A TABLE A TABLE
BOOK
is superb here. superbthe taxi!
is Worth here. Worth the taxi!

During


Good Timer Scenario

AT&T
AT&T AT&T 12:34 PM 12:34 PM
12:34 PM AT&T
AT&T AT&T 12:34 PM 12:34 PM
12:34 PM AT&T
AT&T AT&T 12:34 PM 12:34 PM
12:34 PM AT&T
AT&T

My Route My RouteList
My Route List List
My Route My RouteList
My Route List List

Landet Landet
Landet
A perfect combination of combinationbar restaurant, bar and club
A perfect combination of restaurant, bar and club
A perfect restaurant, of and club
in the southernin the southern suburbs The best
in the southern suburbs of Stockholm. The best
suburbs of Stockholm. of Stockholm. The best
place of of Södermalm forcomplete forevening out.evening out.
place Södermalm forSödermalm evening out.
place of a a complete a complete
Dinner onon the first floorthe first floor and drinks and music later
Dinner the first floor and drinks and music later
Dinner on and drinks and music later
onon one floor on one floor up. The crowd mixture of mixture of
one floor up. The crowd is a strange mixture of
up. The crowd is a strange is a strange
locals in all all ages and all ages and School of from School of Arts.
locals in ages and in students from School of Arts.
locals students from students Arts. Turn r
Tur
Gam
Ga
LM Ericssons vag Ericssons vag 27, Stockholm 12637
LM Ericssons vag 27, Stockholm 12637
LM 27, Stockholm 12637 The s
The
+46-8-410 193+46-8-410 193 20
+46-8-410 193 20
20 histori
hist
www. landet.nu
www. landet.nu landet.nu
www. They
The
Landet
Landet Landet built S
buil

0404 04
Phillip, mhauer, jasminyaya, jasminyaya, katrinejo
Phillip, mhauer, katrinejo

Great place, great food, great people, great people,
Great place, Great food, great people,
great place, great food,
and a great club upstairs. Really everything
and a great club upstairs. Really everything everything
and a great club upstairs. Really

ons Dine
Dine Shop
Dine
Shop Entertaiment
Entertaiment Transport
Shop Entertaiment Suggestions
Transport Transport
Suggestions Suggestions Dine
Dine Shop
Dine
Shop Entertaiment
Entertaiment Transport
Shop Entertaiment Suggestions
Transport Transport
Suggestions Suggestions
BOOK A A BOOK A TABLE
BOOK TABLE
TABLE
is superb here.is superb the taxi!
is superb here. Worth here. Worth the taxi!
Worth the taxi!

During


Good Timer Scenario

12:34 PM AT&T 12:34 PM AT&T 12:34 PM
AT&T 12:34 PM AT&T 12:34 PM AT&T 12:34 PM
Home
My Review Review
Home
My
Done
Done

Fernanda Barbato
Fernanda Barbato
@febarbato
@febarbato
Price:
Price: $$$ $$$
15m 15m
ht on Stora Nygatan and visit
Would you like to like to
Would you
Valuation:
Valuation:

review Landet? Landet?
Turn right on Stora Nygatan and visit
a Stan Cycel
Gamla Stan Cycel
re is one of the oldest and has kept its
The store is one of the oldest and has kept its
review
furnishings from the 1930s. Add as favourite:
historic furnishings from the 1930s. Add as favourite:
ale from standard bicycles as Swedish
They sale from standard bicycles as Swedish
eppshult bike to Pashley ...
No, Thanks No, Thanks Yes Yes
built Skeppshult bike to Pashley ...
Add a comment:
Add a comment:

SUBMIT SUBMIT

After


Travel Optimizer Scenario

AT&T AT&T 12:34 PM 12:34 PM PM
AT&T 12:34

Concierge Concierge
Concierge Concierge Concierge
Concierge My Planner My Planner
My Planner
City: Stockholm -Stockholm - Sweden
City: Stockholm - Sweden
City: Sweden

LOGIN LOGIN
LOGIN PLANPLAN
PLAN Location: Current location - 4km radious - 4km radious
Location: Current location - 4km radious
Location: Current location

Keywords: Keywords:
Keywords:

Date: Today, Sat 17 September 2011
Date: Today, Sat Sat September 2011
Date: Today, 17 17 September 2011
CVC CODECVC CODE
CVC CODE
ADD ADD
ADD Time: right nowTime: right now
Time: right now
Duration: 2h Duration: 2h
Duration: 2h

Price: Price:
Price: $$$ $$$$$$

OK OKOK
FAVOURITES
FAVOURITES
FAVOURITES SEARCH SEARCH
SEARCH

Dine Shop Dine Entertaiment
Dine Shop Shop Entertaiment Suggestions
Transport
EntertaimentTransport
Transport
Suggestions
Suggestions

Before



AT&T AT&T
AT&T 12:34 PM PM
12:34 PM
12:34 AT&T AT&T
AT&T 12:34 PM PM
12:34 PM
12:34 AT&T AT&T
AT&T 12:34 PM PM
12:34 PM
12:34

List
t
MyMy Route
Route
My Route Map Map
Map
MyMy Route
Route
My Route Map Map
Map

SORTSORT
SORT SORTSORT
SORT
Landet
Landet
Landet
Landet
Landet
Landet Landet
Landet
Landet A perfect combination of restaurant, barbarbar and club
A perfect combination of restaurant, and club
A perfect combination of restaurant, and club
LM LMLM Ericssons vag 27, Stockholm 12637
Ericssons vag 27, 27, Stockholm 12637
Ericssons vag Stockholm 12637 LM LMLM Ericssons vag 27, Stockholm 12637
Ericssons vag Stockholm 12637 in the thethe southern suburbs Stockholm. The best
in in southern suburbsStockholm. The best best
southern suburbs of of of Stockholm. The
place of Södermalm for for forcomplete evening out.
place of Södermalm a complete evening out. out.
place of Södermalm a a complete evening
Dinner on theon the firstand drinks drinks and music later
Dinner on the first floor and drinks and music later
Dinner first floor floor and and music later
on one floor up. up.up. The crowda strange mixture of of
on on one floor The crowdais is a strange mixture
one floor The crowd is strange mixture of
LillaLilla Karachi
Lilla Karachi
Karachi LillaLilla Karachi
Lilla Karachi
Karachi locals localsages and students from School of Arts. Arts.
localsall all all ages and students from School Arts.
in in in ages and students from School of of
Lilla Nygatan, Stockholm 1263712637
Lilla Nygatan, Stockholm Lilla Nygatan, Stockholm 1263712637
Lilla Nygatan, Stockholm
Cancel Cancel
Cancel
Ericssons vag Stockholm 12637
+46-8-410 193 20 20 20
+46-8-410 193
+46-8-410 193

Operakallarens
Operakallarens
Operakallarens Operakallarens
Operakallarens
Operakallarens
More Popular
More Popular
More Popular
www. landet.nu
www. landet.nu
www. landet.nu

Bakficka
Bakficka
Bakficka Bakficka
Bakficka
Bakficka
Ericssons vag Stockholm 12637 Least LMLM expensive Stockholm 12637
Least expensive 27,
Least Ericssons vag Stockholm 12637
LM expensive 27,
Ericssons vag 27, Stockholm 12637
Ericssons vag 04 0404 Phillip,Phillip, mhauer, jasminyaya, katrinejo
mhauer, jasminyaya, katrinejo

Reccomended by friends
NemNem Nem Quan
Nem Nem Quan
Nem Quan NemNem Nem Quan
Nem Nem Quan
Nem Quan Great Great place, food, great people,
Great place, great food, great people,
place, great great food, great people,
and a andgreat club upstairs. Really everything
and a a club upstairs. ReallyReally everything
great great club upstairs. everything
Your favourites
Your favourites
Your favourites
estions
uggestions
ns DineDine
Dine Shop ShopEntertaiment
Shop Entertaiment Transport
Entertaiment Transport Suggestions
Transport Suggestions
Suggestions DineDine
Dine Shop ShopEntertaiment
Shop Entertaiment Transport
Entertaiment Transport Suggestions
Transport Suggestions
Suggestions
BOOK A TABLE
BOOK A A TABLE
BOOK TABLE
is superb here. Worth Worth the taxi!
is superb here. Worth the taxi!
is superb here. the taxi!

Before



12:34 PM AT&T 12:34 PM AT&T 12:34 PM
AT&T 12:34 PM AT&T 12:34 PM AT&T 12:34 PM
Home
My Review Review
Home
My
Done
Done

Fernanda Barbato
Fernanda Barbato
@febarbato
@febarbato
Price:
Price: $$$ $$$
15m 15m
ht on Stora Nygatan and visit
Would you like to like to
Would you
Valuation:
Valuation:

review Landet? Landet?
Turn right on Stora Nygatan and visit
a Stan Cycel
Gamla Stan Cycel
re is one of the oldest and has kept its
The store is one of the oldest and has kept its
review
furnishings from the 1930s. Add as favourite:
historic furnishings from the 1930s. Add as favourite:
ale from standard bicycles as Swedish
They sale from standard bicycles as Swedish
eppshult bike to Pashley ...
No, Thanks No, Thanks Yes Yes
built Skeppshult bike to Pashley ...
Add a comment:
Add a comment:

SUBMIT SUBMIT

After


Challenges:
How might we incentivize the users to contribute to the improvement of the platform?

How might we keep people engaged over time?

Thanks for taking your time.
Client:
SEB Kort - Diners Club Division - Philip Everøy

Team:
Mateja Aleksic - Beatriz Areilza - Fernanda Barbato - Robert Bjurshagen
Nathaniel Kerksick - Richard Landerus - John Martinsson - Rodrigo Moran
Patricia Varella - Kristoffer Öberg

Interactive Art Director
Hyper Island, March 2011

Diners Club Concierge APP

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