SAVANNAH SEGWAY HISTORIC TOUR SERV 711 Service Design: Principles and PracticeJie Ren; Jingmin Li; Yuk Yu Sin

Professor: Xenia Viladas

Mapping the tourism service delivery system by analyzing the experience of taking the segway historic tour in Savannah, identify target groups, Stakeholders, triggers, entry and exit points and key service encounters.

Adventure Tours in Motion is the only segway tour company that provides both timeless and fluent experience for family members mostly travel in Savannah who wants to experience about the historical districts without walking. They started the business early 2015.

The Augmented Service Offerings

Project Mission

The Tourism Industry of Savannah

• Estimated number of overnight visitors is 6.6 million in 2008.• Direct spending totals nearly $1.9 billion annually.• Percentage of expenditures from business or convention travelers: 27.8 percent.• The majorities of tourists are on vacation and spend between $200 and $300 per day.• Visitors to Savannah are interested in “ learning something.”• The average stay for tourists is two days.• Most people are not there for a “ Disney or theme park” experience• Visitors to Savannah are Loyal; 60 percent return, half of who return four or more times.

The Competitors Landscape

Both macro and micro competitors maps were created to understand the context. The macro 2x2 was mapped by categories to analysis the landscape of Savannah tourism industry.

Market size by the mounts of tour provided

The micro 2x2 was mapped by tour activities within the sightseeing tour industry. The map demonstrated the position of segway tours and their competitors.

Core ServiceEnabling

Enhancing

Offer segway tour for discovering historical Savannah

ParkingReception ServiceTraining HelmetsGuidances

WebsiteAdvertisingWalkie-talkieMerchandisingRain clothesPhoto takingFeedback system

Accessibility Interaction Participation

• Site Accessibility Easy to access from downtown Easy to be seen• Website Accessibility Promoted by Google Promoted by Trip-advisor Partner with tour-related web Easy to book online

• Interaction with staff Receptionist Guides• Interaction with visitors During waiting During visiting On social media• Interaction with physical resources Walkie-talkie View Segway Waiting room Restroom• Interaction with systems Booking system Feedback system

• Segway driving Target customers have to participate to drive segway• Feedback Target customers have to participate to give feedback

Source: Savannah Outreach Market Study by NOAA

Culture Oriented Experience Oriented

Adventurous

Traditional

Sightseeing

Shopping

Photography

Historical & Heritage

Culture Tour

Movie

Food Tour

Bar Tour

Eco Tour

Night Tour

Helicopter

Water Sport

Ghost Tour

Macro Competitors Landscape Savannah Attractions

Culture Oriented Experience Oriented

Adventurous

Traditional

Micro Competitors LandscapeSightseeing Tours

Segway

E-Bike

Slow RideTour

Trolley Tour

Walking Tour

Royal Bike Taxi

Bike Tour

Carriage Tour

26

58

16

10

4

3

1

5

3

1

3

1

1

Competitors Spider Map

In this project, the competitors spider map was built by website scan and visitors comments. the spider map helped to compare the different attributes of sightseeing tour delivery system.

Duration

Price

Scale

ImmerseFlexibility

Enjoyability

Segway Tour

Duration

Price

Scale

ImmerseFlexibility

Enjoyability

E-Bike

Duration

Price

Scale

ImmerseFlexibility

Enjoyability

Slow Ride Tour

Price

Walking Tour

Duration

Price

Scale

ImmerseFlexibility

Enjoyability

Bike Tour

Duration

Scale

ImmerseFlexibility

Enjoyability

Duration

Price

Scale

ImmerseFlexibility

Enjoyability

Bus Tour

Price

Royal Taxi Tour

Duration

Price

Scale

ImmerseFlexibility

Enjoyability

Carriage Tour

Duration

Price

Scale

ImmerseFlexibility

Enjoyability

Trolley Tour

Duration

Scale

ImmerseFlexibility

Enjoyability

User’s Journey Map

InformationSources

Owner interview

Cognitive walk-through

Users interview

User’s commentsSelf-reporting

Staffs interviewOngoing, non-linear Linear process Non-linear, but time based

Stages

Journey

RESEARCH & PLANNING

Talk with locals

Search infor-mation about

Savannah tours on websites

Talk with friendsSee tours

informations at airport and hotel

See other tourists take

segway in Downtown

Points of interests, Price comparison, local, Tripadviosr,

comments

Seek Local features

Sightseeing and look around

Look for recommendation

other’s experience

PRE-SERVICE EXPERIENCE

Find parking Reception inquiry

Get tickets

Entertainment (Waiting see a

movie)

Training videoProvided

One on oneTraining in door

Put on equip-ments

(helmet, walk-ie-talkie)

Outdoor Training

DURING-SERVICE EXPERIENCE

Guided tourdiscover the city

Non-stop introduction each

sites

Break Time

Photos taking

Back to the office

POST-SERVICE EXPERIENCE

Collect equip-ments

Feedback OnlineComments

Tell friends Share photos

Decision-making Arrive Location Waiting Training ConclusionSightseeing SharingTouch points

Pictures

Through all kinds of primary research, the user’s journey map was created to illustrate the whole service experience from user’s perspective.

The Senior FamilyThe family of Ramsey

“The experience of a tour is more important than the place itself.”

Michael T. Ramsey as the senior of the family retired 3 years ago, and now he is enjoying his retired life. He was a grocery manager over 35 years for a supermarket. During this long time, he did a lot of investments and got abundant of rewards from his hardworking. When he was on his job, he did not have enough spare time to travel. But now he has a plenty of time, and he really wants to travel around the world. He interests in the nature life pretty much.

Attributes • Large family • Being relaxed and living the moment • Has some physical issues• Likes to close to the nature• Forgetful• Sociable

Needs• High quality of group tour to get

guidance and safety• Organized arrangements for tour • Easier and understandable information

about the tour • Provide enough equipment for varieties

of needs during the tour • Photo sharing• Children engagement

Micheal is deliberate. He has some physical issues, so he would like to join the group rather than be a backpacker by himself for traveling so that he can get some assistance from the others.

Terra W. Ramsey has married with Michael for 35 years. She likes to close to nature pretty much. She works as a volunteer for environment preservation even she was retired. Once She has a holiday, She spends the whole time to engage with nature.

Tony, the son of Micheal, he works as a graphic designer. He married with Lisa and has 2 kids who are in primary school.

Lisa believes sharing things is important She shares photos on Facebook every travel that makes her more motivated because she wants to make sure she is sharing something that useful and worth sharing

Group personality

Extrovert

Sensing

Thinking

Judging

Introvert

Intuition

Feeling

Perceiving

The Young CouplesLonnie D. ShannonJasmine J.Shannon

“Not only photo taking but also learning in different context”

Both Shannon couple grew up in middle-class families. They married 3 years ago. Lonnie works as an IT engineer. Jasmine works as a nurse in a local clinic. They work hard and also play hard. Swimming and camping are their favorites. During weekends, they always spend the whole day on the beach. Like other American family, they like self- driving travel, go to Church every Sunday, and also care about politics and supports the NFL team of his hometown.

Lonnie is romantic. He treats his wife very nice. He always takes her to the beach and spend the whole day with her. They love each other very much. They want to travel across the country together in the future.

They are organized. They make their schedule before every travel and strictly obeys. They always book hotels seeks travel information from the website before arrival. They barely travel without a plan.

Jasmine is thoughtful. She believes travel is a method to create knowledge. In order to gain more information about a place, She always asks questions to tour guides and talks to local people.

They believe souvenirs can help him to record a wonderful memory. They get lot of stickers on his car , and each of them shows the places which they witnessed their love.

They don’t spend much time on a single place because they have to see the rest of the world.

Scenario

Lonnie and Jasmine traveled to Savannah during the valentine’s day. They will take segway because they saw other people were doing this when they walked on the street. Both of them have no experience about segway.

Group personality

Extrovert

Sensing

Thinking

Judging

Introvert

Intuition

Feeling

Perceiving

Attributes • Young couple• Middle-class• Self-driving travel• Romantic• Organized• Thoughtful

Needs• Special activity which they can gain

something different. • Safe activity which can comfort them• Flexible activity which doesn’t conflict

with their planned schedule• Sharing activity which can help them to

gain more about their interest

Empathy map

SEE

HEAR

DOFEEL

GAIN PAIN

The website looks better than other tours

No two way communication with tour guideI don’t have chance to take photosStressed that no one clean the handle

I like those squares. Other people are taking segway tour

Drive close to each other

Wife wears high-heel

I trust Trip-advisor. Top 10 on Trip advisor

Romantic experienceVisit Savannah squares in a short time.Guidance is very niceEnjoy the history

Nervous the first time

Wife felt awkward to wear an ugly sock with her boy friends when the special day.

See segway tour in other cities

Scenario

The Ramsey family travel to CharlestonDuring vacation. They also planned to visit Savannah at the end of their vacation. The segway tour is their last minute tour. They took the Segway tour because he wanted his family could have a special memory for traveling. The Segway company made an individual tour only for his family.

Empathy map

GAIN PAIN

Only few seniors try segway

No one cleans the helmetMy legs are painful.No time to drink waterNo kids under 13 allowed

Multipliable activities

Seniors spend more time to be trained

Other people fail over themselves

Family activity, all people are amused Learning the historyClose to the natureShort time tour but full contented

Is the segway dangerous?

I feel Savannah full of histo-ry and southern culture

It’s cool to take a rest when waiting because I am tried while waking on the street.

Ride carefully and nervous

Ask other to take family photos

User’s Journey Map

Through the user definition, the user’s journey map was created to illustrate the whole service experience from user’s perspective.

The User Definition

In this project, the researchers tried to identify the target groups through both primary and secondary research. After conducting ethnographic research, a user definition landscape was created to highlight the user groups of segway

Energetic Visitors

Leisure Visitors

Culture-oriented

Experience-orientedFamily

Young couplesIndividual

Friends

Retired Travelers

Business

Group Tour

Passthrough.

Senior couples

Couple with kids

GHOST TOURS

Teenager

College students

SIGHTSEEING TOURSHISTORY TOURS

WATER SPORTS

SEGWAY TOUR

SEE

HEAR

DOFEEL

USERS ACTIONS

FRONT STAGESTAFFS’ ACTION

FRONT STAGEGUIDES’ ACTION

BACK STAGEGUIDES’S INTERACTION

BACK STAGESTAFFS’S ACTION

BACKSTAGE PARTNER’S ACTION

SUPPORTING SYSTEM

Search information Get ticketsMake reservation Sign safety agreementArrival Waiting Indoor training Put on equipmentsVideo instruction Outdoor practicing

LINE OF INTERACTION

LINE OF VISIBILITY

LINE OF INTERNAL INTERACTION

USERS EMOTIONS

EMOTIONS NEUTRAL LINE

PHYSICAL EVIDENCE

The Blueprint

Set up belongings Sightseeing Cross streets Break Take photos Put down equipments Review experience

Show informations

Online sales platform

Make reservation online

Process orderPrepare parking

spaceProcess

reservationPrint safety agreements

Safeguard system

No insurance provided!

Set informationsProvide online

reservationProvide

parking area Provide tickets Explain the safety agreement

Play segway films

Prepare films

Play instruction

TV/Video Entertain-ment system

Get experienced

Train one on one

Guides training system

Test equipments

Equipments sup-port system

Give instruction

Help to set

Set up segway

Segway maintenance

Guide with walkie-talkie

Get knowledge

Maintain walkie-talkie

Equipments support system

Protect safety

Guides train-ing system

Provide break time

Take photos for users

Collect equipment

Clean equipments

Equipments support system

Provide sharing

Ask for feedback

Online sales plat-form

Safety & require information!

Lack of discount information!!

Parking information not clear!!

Lack of social media support!

No customized training provided!!

No safety remind!!

Don’t take care everyone!!

Walkie-talkie failure due to long distance between guides and visitors

!!

Limited resting time!

No restroom!!

Don’t clean handles!!

No protector !No recording device provided!

SERVICE PERIOD Trigger Pre Service During Service Post Service

Online Channel Car Safety agreement TV Segway Helmet Bag Pavement PhoneParking Reception Waiting room Instruction video Carpet Walkie-talkie Savannah Water Detergent

Couples Perception

Family Perception

Exception

Emotion Range

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!

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Couples Painpoints

System failure

Family Painpoints

Legend