Empathize

 

• To understand the overall progression of the business since it began its operations, I analyzed data from the marketing channels, with a focus on customer reviews and feedback, and customer lifetime value.

• I developed customer surveys to compare internal company data with reality on the ground.

• I conducted one-on-one interviews with customers, both past and return, to gain in-depth quantitative data so as to understand the pain points of the customers.

 

Define

 

• Debriefing with the team, we identified that:

  • Due to the high costs of travel to Argentina, it was not a popular return destination for many tourists. Therefore, international tourists were one-time customers.

  • Most of the experiences were extremely high priced. Therefore in an effort to at least break even, hosts were unknowingly locking out so many potential customers.

  • The company had not differentiated itself and hence, was facing stiff competition from other travel advisory websites.

Ideate 

 

• Using the "How Might We?" technique, the team had a quick-fire brainstorming session on potential solutions for each identified problem. Each solution was written on a post-it note.

• The post-it notes were then grouped based on commonalities.

• Each team member then justified their proposed solution while the rest of the team gave feedback based on the format of "I like ..., I wish..., What if..."

• The proposed solutions were refined based on the team feedback.  

 

Prototype

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• Based on the feedback, the proposed prototype was narrowing the focus to study abroad students:

  • In Argentina, there was no centralized events location for study abroad students to have a chance to immerse in the city.

  • Events had to be low cost such so as to be affordable to students. Therefore, profitability for hosts would depend on the number of students attending the event.

  • The new model created room for partnerships with study abroad programs and universities. 

 

Test

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• The effectiveness of the new system was to be measured by the average customer lifetime value.