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Digital guest experience - Food & Hotels Asia conference 2014
- 1. Digital guest experience How UX can make or break you
- 2. Agenda 1 Keep swimming! 2 Does this hurt? 3 You don’t need an app!
- 7. Kano model Basic expectations
- 9. Kano model Performance payoff
- 12. Surprise!
- 13. Nokia = great design style
- 14. Innocent juice = humour
- 15. Hay-Adams panda = quirk
- 16. Story time
- 17. Excitement generators = delight moments
- 18. Meet Joshie
- 21. Social sharing
- 22. Story time
- 23. Gaylord Opryland
- 24. Tweets
- 25. Clock radio in room
- 26. Happy guest
- 27. Of course she’s a blogger
- 28. But…
- 32. 1 Keep swimming – take aways Basic expectations = hygiene factors. Perform poorly on these and you suffer. Performance payoffs = standard factors. The more you do, the more guests appreciate it. Excitement generators = wow factors. This is what will make you memorable. Over time, all factors deteriorate as they become commonplace. You have to keep raising the bar.
- 33. 2 Does this hurt?
- 35. Booking
- 36. Story time
- 37. Contact form with 11 fields
- 38. Contact form with 4 fields
- 39. +150% conversion rate 0 50 100 150 200 250 300 Original form Reduced form
- 40. Story time
- 41. The $300m button
- 42. Story time
- 43. Expedia
- 44. The $12m form field Name* Company Address* City* Country* Card number* Name on card* John Doe Citibank Singapore 8 Marina View Tower 1 Singapore
- 45. The $12m form field - article
- 46. Checkin queue
- 47. Why do I have to fill out a paper form?
- 48. Why is my credit card not my room key?
- 49. Why is my phone not my room key?
- 51. Just let me get dinner and set my wake-up call
- 53. Check-out queue
- 54. Minibar
- 55. Waiting for the minibar review
- 56. 2 Does this hurt? – take aways Understand the emotional journey of your guests Map emotional highs and lows Improve the lows Times of stress and discontent are the perfect opportunity to generate excitement
- 57. 3 You don’t need an app!
- 58. Everyone needs an app, no?
- 59. Accor app
- 60. App ratings
- 61. Roosevelt app
- 63. “A mobile app” may be the answer. But first you need to find out what the question is
- 64. You need a digital experience strategy
- 65. But how do we go about creating one? Image credits: cavstheblog.com
- 66. 3 Steps to a digital engagement strategy 1 Research 2 Personas and storyboards 3 Find digital solutions to improve each touchpoint
- 67. Step 1: Research
- 68. You could ask guests what they want
- 69. Henry Ford Image credits: Joe Shlabotnik (Flickr)
- 70. Faster horse Image credits: andy101 (Worth1000)
- 71. People’s imagination is bound what they already know
- 72. Or they may ask for something that’s impossible Image credits: Jeff Gothelf
- 73. Yes we do ask people, but we don’t ask them what they want, we find out what their emotional journey is Image credits: GfK Group
- 74. We observe them Image credits: OakleyOriginals (Flickr)
- 76. We listen to social media conversations
- 78. Behavioural data is always preferable to attitudinal data
- 79. Step 2: Personas and storyboards
- 80. Use insights for storyboarding
- 81. Step 3: Find digital solutions to each touchpoint Image credits: Kalsau (Flickr)
- 82. Content marketing: Give them something to share
- 83. Online booking and tracking: Make it easy for them
- 84. Personalisation: You know them well. Use it.
- 85. Community management: Show them you care
- 86. A/B testing: Refine your content, messaging and design
- 87. Mobile interactions: Give them what they need, when they need it
- 88. 3 You don’t need an app! – take aways Plan a digital strategy Do your research Set up conversion goals in Google Analytics Map the user journey Find out what digital tools can improve the experience at each touchpoint A/B test your content, messaging and design