Service design

Sharing travel items

Development of a service platform design that allows travelers to share travel items with each other in order to upgrade the services of Start-up company “BillyShare”

Keywords

service design, UX/UI design, design research, brand strategy, business model

Client
BillyShare
Date
Mar. ~ Sep. 2019 (7 months)
Team
Individual work

Project Overview

With the recent increase in the number of overseas travelers, the travel-related market is also growing, and various rental cultures for travel items are also being formed. Looking at the change in the number of domestic travelers, about twice the number of travelers has doubled rapidly over the past decade, indicating that interest in travel is increasing and that the scale of targeting the market is also bigger.

This project collaborating with BillyShare was initiated as part of my undergraduate graduation work. BillyShare established in 2018 was an early-startup composed of two programmers, and they were running a rental service for travel items such as cameras, suitcases and so forth. At that time, as a second mover on the rental service market, they were looking for new differentiated services to value their business as well as they were devoid of a sense of design. BillyShare agreed with the design project I suggested including three main tasks. First, types of target customers need to be re-identified, thereby we need to re-discover their needs. Secondly, we will create new service concepts based on our current resources and competencies. Lastly, we will clarify the successful business models.

My Role

Individual work (undergraduate graduation project)

Opportunity Identification

Market research

According to the corporate analysis of BillyShare, the GoPro camera was main rental item, especially for those in their 20s and 30s, and they were trying to provide differentiated services as a package of basic travel items including cameras, suitcases, selfie-sticks, etc. SWOT analysis was conducted through the research on their internal and external environment. To put it simply, they lacked diversity of rental items, brand awareness, and service differentiation in the existing competitive market.

Online survey

We selected an online survey as an initial method to understand current travel trends and interests of people. The survey was conducted for 4 weeks targeting people who have travel experiences, and thereby we collected 685 response at the end. From the result of the survey, we were able to find a desire to use unusual gargets like GoPro or cameras that is more of a high quality device and difficult to purchase than a mobile phone camera. In addition, while pursuing the convenience of the rental and return process, it was unfolded that people worry about the compensation procedures such as loss and damage of items.


In-depth Interviews

To discover customer's deep insights, in-depth interviews with 12 interviewees were conducted. We carefully chose interviewees based on two types of potential customers based on the experience of using services of BillyShare.

The results of the interview showed that people were not well aware of the existence of rental services. For customers with experience using BilyShare, the website was less reliable due to its clumsy design. In addition, it was found that the price re-measurement for short-term and long-term customers was necessary, and that they were not satisfied due to the lack of guidance on rental procedures such as how to use, receive, and return travel items.

As-is service blueprint

Service Blueprint was created to identify pain points of BillyShare's current service based on the research data. We ended up classified key issues with seven categories by affinity diagram clustering each post-it in the service blueprint.

Challenges

Low Brand Awareness

Start business as a follower

Uncompetitive Service

Business models similar to those of competitors

Absence of Designs

A company by one man, majoring in business

Complex Procedures

Customers want simple procedures

Conceptual Design

Customer archetypes

The primary research enabled us to identify target customers. We ended up with four personas based on consumption attitude and travel experience. BillyShare encompassed all ranges of personas, but we agreed, at the early stage, with a focus on "Careful person", who goes travel abroad occasionally rather than domestic travels as well as looks for unique travel experience, thereby extend our target groups gradually. As characteristics of the persona, a majority of Korean traveled to other countries about once a year, and they were more likely to rent lucrative travel items for a long-term period.

Ideation & validation

Travel items were classified by dividing them into essential and accessible criteria, and a matrix was created for main item selection. The essential and highly accessible item group was classified as "Needs", and the low-accessibility item group was classified as "Wishs". "Needs" are a range of items that do not require them, but have very attractive elements when provided, and "Wishs" are generally difficult to access, but is a range of items that come as a great attraction to those who want new and discriminatory experiences. By discussing with CEO of BillyShare, we selected possible items for the business such as an ili offline language translator, suitcase 22-28 inch, GoPro action cam, and Gimbal camera.

Based on item selections, we created 10 seed ideas by brain storming, and ended up with 9 ideas. To determine the feasibility and impact of each idea, a matrix was established and prioritized. We decided to exclude a selection of insufficient ideas, and to proceed with ideas according to priority in three stages of startup (Start-up, Growth, Maturity stage).

Business model

By building a business model canvas according to generated service ideas, we identified its construction and work flow. We, I and BillyShare, carefully discussed business model concepts considering BillyShare's real situation such as resources, budget and so forth.

Storyboards

It is easy to grasp service ideas by sketching storyboards. Divided by Scene 1 and 2, 1 is the story when renting general travel items, and 2 is the storyboard for sharing travel items.

Value Proposition

Key concept & benefits

Branding

Branding Design for a Corporate Identity

Customised

Recommendation through customized items(various product lines) because people can share them with each other

Reliable

Expect increased customer inflow through improved design

Continuous use

Customer maintenance strategy through after services (video editing, point system, etc.) and easy to use through simple procedures

Share your travel items

A new service platform design that allows travelers to share travel items with each other in order to upgrade the services of Start-up company “BillyShare”