Marriott. Service Design for the Next Generation Travellers

2014 - Accenture - Fjord - Service Design - Strategy

TIMELINE
July ~ September, 2014 (3 month)
DELIVERABLES
Research summary
Competitive audit
Customer journey (current state)
Opportunities
BRIEF
Introduction of service design language for managing a customer experience that is supported by multiple channels.
Marriott’s customer service is unable to serve millennial travelers who are digital natives. In order to serve them in a cohesive and relevant way, Marriott enlisted Fjord’s vision and methodology to create an organizational change.

TEAM
    Group Director Organization Evolution
    Business Design Lead
    Service Design Lead
    Visual Design Lead
> Interaction Design
    Visual Design
    Accenture Team

New York, San Francisco, Chicago

Research Summary

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^ Executive summary page to narrate research findings

(I participated in the synthesis and summarizing of research findings)

 2014-Marriott-trend

 

^ Competitive analysis as part of research summary

I was responsible for the competitive analysis. Instead of comparing hotel chains, I constructed the research as inspirations and trends. I found key trends and examples that back up the trend from various industries including hospitality, retail, travel, technology and entertainment.

Current State Customer Journey Map

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^ Customer journey map of current state to diagnose breakpoints

(I set the foundation of the document and then visual designer added skin)

Opportunity Areas

2014_Marriott_4

^ Part of final deliverable – future opportunities

(Final deliverables were created by the visual design lead. I constructed the foundation work through the following process:)

The process of creating both customer journey and opportunities deliverables

STEP 1

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Synthesize existing Marriott research (there’s a lot.) and Fjord’s finding to construct a comprehensive map

STEP 2

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^ From the customer journey of current state (focusing on breakpoints), build future opportunities with client

STEP 3

2014-Marriott-workshop-1

^ Generate consensus within the team through discussions and votes

(Side note, I did these drawings)

STEP 4

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^ Create narratives to highlight future opportunities

STEP 5

 Hand over to visual designers for final touch

PROCESS
  • Research (primary, stakeholders, competitive landscape) – workshop – customer journey / business case

ROLE

  • researched competitive landscape trend of provocative and cohesive customer service throughout multiple industries including hospitality, retail and technology to provide inspiration for higher vision for the client
  • created current state customer journey map to highlight break points of the customer experience (used at a workshop)
  • created the initial plan and set the foundation for the future state customer journey that highlights opportunities

CHALLENGE

  • comprehending complex organization that supports customer experience and visually highlighting break points and opportunities

RESULT

  • Client developing programs / projects that came out from the service design deliverables