Intensified hospitality

Intensified hospitality Mahmoud A Abdel-Rahman

Innovative Concepts for Hospitality-Focused Hotels

Intensified hospitality Page 2


Contents Intensified hospitality 1

INTRODUCTION 10

RESEARCH BACKGROUND 11

Innovation Focus 12

RESEARCH ROADMAP 13

SD UNDERSTANDING 14

COLLECTING ONLINE REVIEWS OF THE HOTEL 15

Reviews Tag Cloud 18

Review Summary 19


OBSERVATION SESSIONS 21

EXPERT INTERVIEWS 23

The General Manager Interview 23

The Staff Interview 25

Customer Interviews 28

Collecting in-hotel reviews 29

Hotel Rating 29

Service Review 30

Environment Description amp Service Experience 31

Reserving 32

On the way to the hotel arriving and check-in 34

Reception Environment 35


To The Room Entering the Room and Getting To Know the Room 36

Floor Plan and Views 37

Other Problems Faced 38

Checkout and Bye 39

By the competitor 40

The Room Services and checkout 41

THINKING 42

SD THINKING 42

Personas 43

Edward- the Business traveler 45

Robert- The Transit Passenger 46

Customer-journey Mapping 47


Stakeholder Mapping 48

Design Drivers 49

Benchmarking 50

Affinity Diagram 51

SD GENERATING 52

Mind Writing 53

Service Style Cards 57

1 Cool trendy stylish and modern 57

2 Personalized customized tailored 59

3 Culture-centered authentic original local and traditional 61

Concept Blending 63

SD EXPLAINING 64


First Concept Intented 65

Mood Board 66

SERVICE EVIDENCING 67

scenario 68

Second Concept Weave amp Style 69

Mood Board 70


Third Concept MOMENT Share 72

Mood Board 73


APPENDIX 1 TOOLS ARTIFACTS 75

Observation Session 76



Online Reviews 80

Bookingcom Reviews 82

Trip Advisor 90

In-Hotel Feedback Forms 95


Ahmed Al-Noaimi 101

Zubair Sheikh 104


Intensified hospitality 0

INTRODUCTION


RESEARCH BACKGROUND

This research is carried out as an assignment in the Service Design Processes and

Methods course in the masters program in Service Innovation and Design at Laurea

University of Applied Sciences The researcher had to choose a partner organization

to carry out this project with The partner organization is a hotel in the city of Doha

State of Qatar


Innovation Focus

Hotel management has defined the innovation focus to work on to be the general

front office operations including the processes of reservation check-in check-out and

desk problem solving The management is interested in proposing and offering

genuine hospitality experiences and this will be the main theme of the innovation

The results will address presenting genuine hospitality experiences to hotel guests

with proposed concepts for implementing such hospitality experiences on the

addressed processes


RESEARCH ROADMAP

This research follows Stefan Moritzrsquos methodology of service design outlined in the

figure below

SD Understanding SD Thinking SD

Generating

SD ExplainingSD FilteringSD Realising


SD UNDERSTANDING


The SD understanding phase included the following activities

COLLECTING ONLINE REVIEWS OF

THE HOTEL

Based on the sum of 71 reviews the following are the key findings

(-) In general the hotel has a low rating and more negative reviews

lt Bookingcom score 77 vs 85 of competition

X On trip advisor 86 of the reviewers donrsquot recommend the hotel to friends


Equipment not Service Highest ranking of the experience were comfort

and location

Solo travelers were the majority of the guests who were mostly there for business

Families have a general positive feedback about the hotel

Following is the summary of the reviews for the actual reviews please check Appendix 1 Tools Artifacts


6668

7

72

74

76

78

8

82

84

86

Hotel Rating

Solo Travelers

41Young

Couples 6

Mature Couples 7

Families young

children 6

People with

friends 3Groups 1

Segments of Guests who posted reviews


Reviews Tag Cloud


Review Summary

Negative Sides Positive Sides

x No sufficient orientation on cost or facilities

x To early housekeeping service

x Bad housekeeping

x Bad staff attitude (Reception)

x No Wi-Fi in rooms Expensive Internet

charges

x Check-in problems

x No taxi around

x No variety in breakfast buffet

x No good communication between staff (late

checkout was not communicated)

x Absence of amenities in some cases

x Construction around the hotel

x Expensive food

x Too noisy Too many events in the hotel

x No free drinking water in rooms

x Booking problems Cost discrepancy

x Large rooms

x Furniture

x Location

x Close shopping malls you can walk to the sea

x Non-smoking hotel

x Friendly and helpful staff

x Good room service variety

x Good for families

x Very noisy

x View

x Free Wi-Fi in lobby

x Long queues on reception desk

x Free upgrade

x Was good for a business person

x Short waiting time for elevator

x A new hotel

x The design of the lobby


x No clear information on check-in and

checkout guidelines and procedures

x Needs more car parking

x No Alcohol

x Unfriendly staff

x Promises on the web site are not met

x Breaking standards (donrsquot disturb no

smoking)

x Badly designed rooms place of switches

hairdryer place of magnifying mirror

x Slow response in restaurants

x Bad ACs (noisy only on and off set for cold

in winter)

x Staff is not clear on hotel policies or values

x Slow Elevators

x Only one restaurant

x Honest and trust-worthy staff

x Understaffed hotel

x Good value for money


OBSERVATION SESSIONS

One Observation Session has been conducted For the full documentation of

this observation please check Appendix 1 Tools Artifacts Following are the

points to highlight of this observation

x Reception desk is low and curved which results in desk insides

(machines papers etc) being exposed to customers receptionist has to

bend down to do his work

x The Desk is wide taking into consideration that therersquos only one

receptionist on desk most of the time

x Therersquos no back office for the reception which results in photocopiers

and other office equipments being placed behind the reception desk

Therersquos also no room for the receptionists to rest in

x Therersquos a general gesture of opening the door to the people who going

through the main gate as an expression of respect and hospitality It was

followed for guests but not for hotel workers


x There are many events held in the hotel

many roll-ups have been put in the lobby to

help people find the events theyrsquore coming

for

x The lobby has many aesthetic elements but

therersquos not easily seen from the reception

desk or the gate These elements include

plans and the huge 2 floors-high waterfalls

x The lobby seating areas and ground floor

restaurant are rarely used

x The staff is very friendly and helpful


EXPERT INTERVIEWS The Hotel group general manager has allowed for a 45 minutes interview Another longer interview

was done with the front office manager for around 120 minutes with the partial attendance of the duty

manager and the reservations manager Following are the key findings and for more details please

check appendix 1 tools artifacts

The General Manager Interview

1 The innovation focus is selected because it represents the first moments of truth the

customer really meets through his journey

2 The hotel concept is built around the delivery of an Arab-culture driven hospitality

This is the hotelrsquos position and this is what itrsquos trying to fulfill The hotel is not

competing with other local hotels on this level of hospitality as theyrsquore not really into

delivery of hospitality


The hotel aims to position itself as a leading hospitality specialist

management company driven by the desire to provide its customers with

innovative upmarket concepts of service through consistently delivering

superior quality products and exceptional Arabic traditional customer service whilst maximizing financial

return to stakeholders

To celebrate and regenerate the Arabic traditional hospitality service

delivery and to be recognized as the number one employer and a

leading hospitality management group

Respect

Integrity Commitment

Innovation Ownership Passion

Quality Growth

VISION

MISSION

VALUES


Excellence

The Staff Interview

Following are the interview highlights

Major checkout times are

700-800 (People going for

business meetings)

1100-1200 (Family or people

who have no morning

commitments)

Sometimes a customer from a

corporate account will come

to check-in with insufficient

information which would

require communication

between front office account

management and corporate

customer to resolve the

The type and source of

customers are affected by the

events taking place in Doha

5-10 of reservations and

stays are of individuals and

the rest is for groups

(corporate accounts)

5-10

Checkout Peak Times Insufficient Information


problem It has reached up to

15 minutes in some cases

Much often therersquore

modifications in group

reservations

QATAR airways is a major

account which has special

requirements they would ask

in an hour to prepare 200

rooms for example This

means 200 rooms to be ready

in an hour 200 keys and the

restaurant should be ready for

the same amount of people

They normally check-in in the

same time but they checkout

in separate groups depending

on their flight time

In return the hotel has put a

special desk for QATAR

airways check-ins and

adopted a different process

Check-in

Check-out QATAR Airways Group Modifications QA Special Desk


S

Families are common to stay

in the hotel in holiday times

only Last spring break there

were around 150 families

staying in the hotel in weekly

They mostly come from Saudi

Arabia

Front office manager and

reservation manager

highlighted the process of

reservation for both

individuals and corporates

Some customers try to skip

payments upon checkout so

hotel takes deposits in

advance

Families Processes


Customer Interviews 2 frequent travelers have been interviewed Following is the resulting cloud tags of the interview content and the full content is

available in Appendix 1 Tools Artifacts

Ahmed An-Noaimi

Zubair Sheikh


Collecting in-hotel reviews

Based on 8 forms of customer feedback following are the findings Please note those feedbacks are the

negative ones the ones that included cases to resolve or to deal with

Hotel Rating

2

12 2 2

1

3

32 2

3

3

2

4 4 43

4

0

10

20

30

40

50

60

70

80

90

100

Overall satisfaction Hotel staff likelihood to return recommendation of hotel to Family

friends and business associations

desire to stay at other hotels of our

group

The value received for the price paid

Poor

Good

Excellent


Service Review


1 Some staff not good with guests- Mohammed is a fine example

of excellent service as well as Islam

2 Dry receiving a matter of just ldquoThis is your room card your

room number is 1203rdquo without even welcome

3 Problems on the reception

4 Guests given room keys of rooms in which other guests are

already in

5 Room keys not working

6 Housekeeping opened the door many times without knocking

while guests were sleeping

7 Toilet big water leakage (3 times in 8 days)

8 Staff is not aware of information One person says something

and another would say something else

9 Poor problem solving

10 Experience at check-in and being locked out of my room

11 Bad shuttle service to airport Very infrequent People at

reception are not welcoming

Excellent welcome upon arrival

Welcoming impression of the guestroom

Bad housekeeping

AC didnrsquot work

Good dining Experience with good staff

Warm Atmosphere view and location


Environment Description amp

Service Experience

The researcher tried the service himself twice he reserved checked-in stayed used

some of the services and checked out The researcher used 2 methods of reserving

which were internet and telephone All the interactions have been voice-recorded and

captured with photos The following will present the environment description and

service experience Both stays will be recorded White background will refer to the

first stay while golden background will refer to the second stay


Reserving

1 2 3 4 5 6

Checking prices on

hotelrsquos website

Checking prices on

bookingcom

Booking through

bookingcom

because itrsquos cheaper

Receiving

confirmation e-mail

message

Calling to confirm

reservation

Searching for Hotels

in Qatar on Google

Visiting The hotelrsquos

website

Printing

Reservation

Visiting bookingcom


1 2 3

Called at 1230 PM and

placed a reservation I got

a reservation code And

was asked about the

check-time

I recorded the

reservation code

on my iPod

I called at 900 AM to

reserve The operator

replied and asked to call

back at 1000 AM to speak

to the reservation team


On the way to the hotel arriving and check-in

7 8 9 10 11

Around the Hotel

Parked

Arriving at the hotel

Being received

Entering

Arriving at the reception

desk

In a chat with staff

Filled this form and handed my

ID and my wifersquos passport to

get copied

Got the room card bill and card

payment receipt

Checking hotel location on

the map

On The way

Visiting bookingcom


Reception Environment

Check-in route


To The Room Entering the Room and Getting To

Know the Room

12 13 14 15 16

Waiting for the lift

Looking for the room

Back and forth

Found

Having a hard time

Here we are

A nice set

This is the suite

TV directory and bathroom

In the lift


Floor Plan and Views


Other Problems Faced

No spoon

Feedback form should be

placed on the opposite side

I got no bill for the

payment only the card

reader receipt

No pencil and notepad

No spoon

Only one hanger

No trash can

Loose joints

An extra blank card was

there that kept the lights on

Tissues thrown out on the

floor in a corner

Blown bulb

There was no card covers

so I got the door card in an

envelope




Checkout and Bye

17 18 19

Waiting for the balance check

Asked to evaluate the stay

Given the bill in a bigger

envelope this time

Out of the door

Leaving the parking gate

On my way home

Paying


By the competitor

1 2 3 4 5

Booked on

intercontinentalcom

Appeared to the priority

check-in to escape the crowd

Handed my Ambassador card

Waiting to be checked-in

My suite is not available yet

To a temporary room

The view from the temp room

The temp room

Finally to the suite


The Room Services and checkout

6 7 8 9 10

The suite

A very detailed service directory

The instant service button

They never asked me smoking

or none-smoking

No ldquodonrsquot disturbrdquo sign anymore

More Safety

The views around the Hotel

Checked-out


THINKING

SD THINKING


Personas

Saeed- the Extended-Family man ldquoI like to explore Hotels I travel 2-3 times with my wife and once a year I take my entire family

including my mother and sisters on a triprdquo

x 28 years old married Arab man x He lives in United Arab Emirates x He leads a well-off life he is a manager in a government authority and

he has a bachelorrsquos degree in business administration Hersquos taking care of his extended family (his mother and sisters and they all live in the same house He tends to consume luxury and high-quality products

x Hersquos still keeps his traditional values while keeping up with the changes around him Hersquos conservative spends some of his time with the other tribe members or friends Hersquos a family person he dedicate time to look after his familyrsquos and extended familyrsquos requirements and needs

x He mainly travels and stays in hotels alone for business purposes He likes to explore hotels and see new services and values being offered

x He travels with his wife 2-3 times a year and they stay in hotels x He also takes all of his family for tourism once a year And he chooses

his hotel for this type of trips based on location and closeness from


shopping centers and restaurants For this type of stays he normally goes for hotel apartments

x He expects services to be delivered with a level-standard matching quality He dreams of the most welcoming and hospitable receptions and stays He dreams of being given the opportunity to see the best options of the hotel to pick what he feels for


Edward- the Business traveler ldquoI donrsquot like to stand in queues for checkoutrdquo

x 38 years old European single x He lives in UK and comes to Doha in business trips x He doesnrsquot have that much time for his friends and hersquos more focused on

his work x He has to be connected all the time and he uses telecommunication

facilities very massively x He likes to go to the swimming pool or the sauna for refreshment x He tends to receive some business guests in the hotel when needed x He is managing a very tight schedule and may tend to arrive and leave in

unusual times x His secretary takes care of his reservations and he is rare to face a

problem with his check-in x He wants to have things in place and needs a fast answer on where to

find what he want x He needs help with taxis contacts and means of getting to the business

areas x He dreams of having his business made easy and for growing his deals

opportunities in Doha


Robert- The Transit Passenger ldquoI hope I can get the most of those few hours Irsquom spending in this hotel I wouldnrsquot mind any plus in

addition to restingrdquo

x 25 American male x He lives in New York with a friend x He has a moderate income he is trying to establish himself He tries to

give himself an annual trip to view different parts of the world x Hersquos open communicative and likes to get in touch with people with

different backgrounds x He used QATAR airways to travel to India and he is spending the night

in Doha waiting for his flight the day after in the morning x He spent some time on the transit desk and he wants to sleep and rest x He wants the shuttle to come on time take him to the hotel in the

shortest time to have a fast and smooth check-in x Therersquos no time to see Doha or know anything about the culture but he

doesnrsquot mind getting an exposure to that in addition to the comfortable sleep


Customer-journey Mapping

Search Reservation Check-in To the room

Need for information

Facing a problem Checkout

Office home travel agency

Computer phone

---

Guest travel assistant

Office home or travel agency

Computer phone fax

Reservation

Guest or travel assistant

Hotel lobby

RC ID computer room card

Check-in Payment

Guest amp receptionist

Room or hotel in general

Phone

Problem Solving

Reception and staff

Lobby

Room card invoice and CC

Checkout

Receptionist guest and Bellboy


Directory or phone

Inquiry

Receptionist

Elevator Corridors

Signs Elevator

--

Guest amp Bellboy

1 2 3 4

5 6 7


Stakeholder Mapping

Guest

Wife amp children

Extended Family

Friends

Online reviewers

Secretary Front office

Corporate account representative

Reservation team

Contacts in Doha

Family

Hotel Business

Group

Travel Agency

Housekeeping

Restaurant amp room

service

Group Members

Shuttle Bus Service


Design Drivers

Process speed related factors

Felxibility and customer-

empowerment related factors

local Hospitality

related factors

Service quality related factors


Benchmarking

0123456789

10

Staff Services Clean Comfort Value for money

Location

Hotel Rating vs Intercontinental according to bookingcom

The Hotel Intecontinental


Affinity Diagram

No sufficient orientation on cost or

facilities

To early housekeeping service

Bad housekeeping

Bad staff attitude (Reception)

No Wi-Fi in rooms Expensive Internet

charges

Check-in problems

No taxi around

No good communication

between staff (late checkout was not

communicated)

Absence of amenities in some cases

Construction around the hotel

Too noisy Too many events in the hotel

Booking problems Cost discrepancy

No clear information on check-in and


Needs more car parking

No Alcohol

Unfriendly staff

Promises on the web site are not met

Breaking standards (donrsquot disturb no

smoking)

Badly designed rooms place of

switches hairdryer place of magnifying

mirror

Slow response in restaurants

Bad ACs (noisy only on and off set for cold

in winter)

Staff is not clear on hotel policies or

values

Slow Elevators

Large rooms

Furniture

Location

Close shopping malls you can walk to the

sea

Non-smoking hotel

Friendly and helpful staff

Good for families

View

Free Wi-Fi in lobby

Long queues on reception desk

Was good for a business person

Short waiting time for elevator

A new hotelThe design of the

lobby

Only one restaurant

Honest and trust-worthy staff

Understaffed hotel

Reception desk is low and curved which

results in desk insides (machines papers

etc) being exposed to customers

receptionist has to bend down to do his

work

The Desk is wide taking into

consideration that therersquos only one


Therersquos no back office for the reception which results in

photocopiers and other office

equipments being placed behind the

reception desk Therersquos also no room

for the receptionists to rest in

Therersquos a general gesture of opening the

door to the people who going through the

main gate as an expression of respect and hospitality It was


There are many events held in the

hotel many roll-ups have been put in the lobby to help people

find the events theyrsquore coming for

The lobby has many aesthetic elements but therersquos not easily seen

from the reception desk or the gate These elements

include plans and the huge 2 floors-high

waterfalls

The lobby seating areas and ground

floor restaurant are rarely used

The staff is very friendly and helpful

The hotel concept is built around the

delivery of an Arab-culture driven

hospitality

through consistently delivering superior

quality products and exceptional Arabic

traditional customer service

regenerate the Arabic traditional hospitality

service delivery

Respect



Major checkout times are 700-800 (People

going for business meetings)

1100-1200 (Family or people who have

no morning commitments)


corporate account will come to check-in with

insufficient information which would require

communication between front office

account management and corporate

customer to resolve the problem It has

reached up to 15 minutes in

The type and source of customers are

affected by the events taking place in Doha

5-10 of reservations and stays are of

individuals and the rest is for groups


Much often therersquore modifications in group

reservations

QATAR airways is a major account which

has special requirements they

would ask in an hour to prepare 200 rooms

for example This means 200 rooms to be ready in an hour

200 keys and the restaurant should be

ready for the same amount of people

They normally check-in in the same time

but they checkout in separate groups

depending on their flight time

In return the hotel has put a special desk for

QATAR airways check-ins and


Families are common to stay in the hotel in

holiday times only Last spring break there were around

150 families staying in the hotel in weekly They mostly come from Saudi Arabia

Some staff not good with guests-

Mohammed is a fine example of excellent

service as well as Islam

Dry receiving a matter of just ldquoThis is your room card your

room number is 1203rdquo without even

welcome

Guests given room keys of rooms in

which other guests are already in

Room keys not working

Housekeeping opened the door many times

without knocking while guests were sleeping

Toilet big water leakage (3 times in 8

days)

Staff is not aware of information One

person says something and

another would say something else

Poor problem solving

Experience at check-in and being locked

out of my room

Bad shuttle service to airport Very

infrequent People at reception are not

welcoming

Checking prices on hotelrsquos website

Checking prices on bookingcom

Booking through bookingcom because

itrsquos cheaper

Receiving confirmation e-mail

message

Calling to confirm reservation

Searching for Hotels in Qatar on Google

Visiting The hotelrsquos website

Visiting bookingcom

I recorded the reservation code on

my iPod

I called at 900 AM to reserve The operator

replied and asked to call back at 1000 AM

to speak to the reservation team

Being received


Checking hotel location on the map

On The way

Visiting bookingcomLooking for the room

Back and forth

Found

Having a hard time

No spoon

I got no bill for the payment only the

card reader receipt


Only one hanger

No trash can

Loose joints

An extra blank card was there that kept the

lights on

Tissues thrown out on the floor in a corner

Blown bulb

There was no card covers so I got the

door card in an envelope

Feedback form should be placed on the

opposite sideGiven the bill in a

bigger envelope this time

Appeared to the priority check-in to escape the crowd






They never asked me smoking or none-

smoking


More Safety


Physical Aspects of Hotel

External Issues from The

Surrounding Environment

Service CultureSegmentation-related

Information Exchange

Traditional Improvement issues


SD GENERATING


Mind Writing

Original Idea Round 1 Round 2 Round 3

Ide

a 1

Check-in Lounge couches

table drink receptionist

comes to table

During Reservation

Customers are asked to

estimate their arrival time

Receptionist recognizes

customer by name

Personalized check-in kit

with customized helpful

info Digital welcome

screen Digital signal amp

reader with hotel staff to

detect customers and their

details

Ide

a 2

Receptionist Takes The

guest to in a tour and then

takes him to the room

Alternative routes based

on customer needs

Second life model of the

hotel

Ide

a 3

Guestrsquos name is put on the

room door

Digital screen on the door It can say ldquoWelcome ldquo It

could also be used for

notification ldquodonrsquot disturb

please make my room

etcrdquo


Ide

a 4

Developing and

application for corporate

customers to use

Id

ea

5

Making it possible for

guests to pick their rooms

like a seat on airplane

Possible when reserving

the room online

He can see photos of this

exact room and do a

virtual tour and look from

the window to see the

view

Ide

a 6

Giving an orientation

booklet for customers

upon check-in adding

screens with orientation

movies to check-in

lounge reception desks

Also an iPhone

application

It could be sent to him

upon reservation The

iPhone application could

be used to customize the

services and set

preferences do future

reservations access his bill

etc

Ide

a 7

Post-stay Lost amp Found

Service


Ide

a 8

Newsletters amp Offers

related o the visit purpose

(If he came for attending

an event maybe we should

tell him in the future when

therersquos similar events)

Id

ea

9

Self-checkout

Ide

a 1

0

Support information on

destination

In-Hotel gift catalogue to

pick-last minute gifts

Ide

a 1

1

Team lining up to see

customer off upon

checkout


Digital screen of Airport

departures available in

Hotel lobby

Hotel can call the guest

before his checkin to

confirm his arrival time

and to do his check-in in

advance


Service Style Cards

1 Cool trendy stylish and modern


a Auto tweeting facebook posting for guests b Ustream and justintv of different hotel locations c Check-in through iPhone or blackberry d In-Room iPhone iPod support e Hotel local companion community f Media Sharing giant screen in the lobby


2 Personalized customized tailored


a Ability to choose room through the web site b Providing more family-oriented suites c Letting customer customize different elements of his experience including (housekeeping time longer breakfast span guidance on the

city updates on city events and tendency to network with other customers d In-hotel experience building catalogue including items for purchase (tourism and adventure items business or family-related items) e Customized route to the room based on facilities will mostly be needed f A possibility to choose a welcome complement g Baby-sitting secretarial and tour guidance facilities h His name on the door i Family check-in corner j Separating the roles of receptionist and guest services who can give differentiated support and information for the different segments of

the hotel We should have more than a guest services officer with different specialties k Upon checkout please keep in touch l Celebrating guests stay ldquowersquore happy to have you for 4 days nowrdquo m Couple business family and tourist printed guides n A hotline for out-of-hotel support ldquoIrsquom lost what should I do rdquo o Following up on guestrsquos medicine taking p Mentoring and counseling services q Ability to know guests with


3 Culture-centered authentic original local

and traditional


1 Daily wisdom from culture to change on room walls lobby lifts and other facilities

2 Dorsquos and Donrsquots book upon check-in

3 Receptionist to take the guest in an orientation tour which

4 Hotel to include a social local gathering room where guests can mingle with local people

5 Hotelrsquos own networking site where guest can build relationships with local people before arrival

6 Hotel to offer local drinks and snacks in hotel lobby and rooms

7 A complementary booke-book about the culture upon check-in

8 Receive you with tea or coffee option on reservation

9 Check-in tent (very luxurious one)

10 A local traditional grilling activity

11 Running a club for locals whorsquore interested to get in touch with guests including business people families tourists etc

12 Restaurant offers meals cooked by local people


Concept Blending Irsquove thought about this method Itrsquos about mixing 2 service concepts together to see what may result Here the following

concepts are mixed with the hotel concept

Restaurant

Market

Hospital

School

Airport

1 A receptionist by the door

2 A table for guest to wait on

3 A menu that includes the

different room offers

4 Ability to choose from a

wide range of options to

make guestrsquos own

experience

5 Ability to choose an activity

in addition to the main stay

1 Variety of options for

almost everything

2 Ability to buy any

item of what the guest

likes in the hotel

3 Sales and promotions

4 Almost everything is

a part of a certain sub-

brand

1 Hotel checks on the

guest as he wishes

2 Hotel gets room

ready for guest to

sleep

3 Hotel gives guests

free simple medical

checks

4 Hotel helps guests

lead a more healthy

life

1 Hotel includes a library

2 Hotel includes a break time

where guests get out of rooms

and meet in the main areas and

socialize

3 Books delivered upon check-in

4 A teacher about culture and about

hotel facilities is available upon

request

5 Hotel includes rooms that

illustrate culture and history

backgrounds

1 Printing luggage

sticker with room

number on it And a

passport sticker for

express check-in

2 Check-in in the airport

shuttle

3 Messages from Hotel

Captain (Manager)

4 A Duty free shop in the

hotel

5 Hourly stay rate


SD EXPLAINING


First Concept Intented

The concept is about delivering an

authentic original and traditional

hospitality experience in the hotel The

concept will feature painting the hotel

with the different aspects of the

culture The concept delivers this

value to customer even if hersquos staying

only for few hours in the hotel The concept also helps the guest takes the experience

home with him through the ldquotake it homerdquo concept of being able to buy certain items

of the hotel equipments The hotel utilizes different role-playing and scenarios to help

customers live the experience


Mood Board


SERVICE EVIDENCING


scenario

a door man received the guest

by the door

the guest was taken to the check-in tent

he was asked to sit on a pillow

a man came and started to serve the guest arabian coffee

and dates

a fisherman came and sat next to the

guest and started to take some coffee and dates as well

boxes of pearls wear brought in and

people started to negotiate prices

the receptionist came and gave the

guest this nice ancient-looking box

that included booklets

guest was taken in tour and saw lots of shops and markets areas in the hotel

finally they arrived to the room and

receptionist introduced the

guest to the room

guest was told that check-in lounge is open all the time if he wanted to have

some coffee and dates with his

guests

guest was told that during the day theres different gathering hours

where he can come to the lounge and find many guests

open for netwroking

guest was told that if interested a

coffeepot and a dish of dates will be sent

to his room

guest said that its a nice experience and

receptionist told him that he can buy most of these items to take them back

home

upon checkout guest was given a nice box of dates and an arabian

coffee cup with his name engraved on it


Second Concept Weave amp Style

The concept is about enabling the

customer to tailor and design his own

experience The customer is utilizing the

menu of hotel offers to create his own

blend of stay The customer is highly

empowered to design his stay style

according to his stay purpose In addition to the settings the customer chooses for his

service the hotel makes available for the customer a wide range of related

information services and tools


Mood Board


SERVICE EVIDENCING


Third Concept MOMENT Share

This concept is about enabling the

guest to leverage the social media

capabilities to share his experience

with the world The hotel would

embed the recording capturing and

publishing capabilities within the

hotel processes The customer just

sets his preferences in the

beginning of the stay and then it goes with no interference he would just comment

and interact with his family and friends based on these interactions The hotel also

provides a framework for sharing between hotel guests in general who can share

knowledge about hotel and local experiences


Mood Board


SERVICE EVIDENCING

Log-in to

your room Letrsquos keep your moments shared

Through Moment Share yoursquoll be able to share your experiences and moments with family

friends and other hotel guests

Register | Login wwwmomentsharecom


APPENDIX 1

TOOLS ARTIFACTS

Intensified hospitality



INTRODUCTION 10


Innovation Focus 12

RESEARCH ROADMAP 13

SD UNDERSTANDING 14



Review Summary 19








Hotel Rating 29

Service Review 30


Reserving 32







Checkout and Bye 39



THINKING 42

SD THINKING 42

Personas 43






Design Drivers 49

Benchmarking 50

Affinity Diagram 51

SD GENERATING 52

Mind Writing 53





Concept Blending 63

SD EXPLAINING 64



Mood Board 66


scenario 68


Mood Board 70



Mood Board 73






Online Reviews 80


Trip Advisor 90



Ahmed Al-Noaimi 101

Zubair Sheikh 104



INTRODUCTION


RESEARCH BACKGROUND





State of Qatar


Innovation Focus







addressed processes


RESEARCH ROADMAP


figure below


Generating



SD UNDERSTANDING




THE HOTEL







and location





6668

7

72

74

76

78

8

82

84

86

Hotel Rating

Solo Travelers

41Young

Couples 6

Mature Couples 7

Families young

children 6

People with

friends 3Groups 1



Reviews Tag Cloud


Review Summary




x Bad housekeeping



charges

x Check-in problems

x No taxi around






x Expensive food




x Large rooms

x Furniture

x Location


x Non-smoking hotel



x Good for families

x Very noisy

x View



x Free upgrade



x A new hotel






x No Alcohol

x Unfriendly staff



smoking)





in winter)


x Slow Elevators

























for





























Respect



Quality Growth

VISION

MISSION

VALUES


Excellence

The Staff Interview




business meetings)


who have no morning

commitments)
















5-10







reservations


















Check-in



S







Arabia


reservation manager







advance

Families Processes




Ahmed An-Noaimi

Zubair Sheikh





Hotel Rating

2

12 2 2

1

3

32 2

3

3

2

4 4 43

4

0

10

20

30

40

50

60

70

80

90

100




group


Poor

Good

Excellent


Service Review








already in













Bad housekeeping

AC didnrsquot work





Service Experience








Reserving

1 2 3 4 5 6

Checking prices on

hotelrsquos website

Checking prices on

bookingcom

Booking through

bookingcom


Receiving

confirmation e-mail

message

Calling to confirm

reservation


in Qatar on Google


website

Printing

Reservation

Visiting bookingcom


1 2 3




was asked about the

check-time

I recorded the

reservation code

on my iPod








7 8 9 10 11

Around the Hotel

Parked


Being received

Entering


desk




get copied


payment receipt


the map

On The way

Visiting bookingcom



Check-in route



Know the Room

12 13 14 15 16



Back and forth

Found

Having a hard time

Here we are

A nice set

This is the suite


In the lift





No spoon





reader receipt


No spoon

Only one hanger

No trash can

Loose joints




floor in a corner

Blown bulb



envelope




Checkout and Bye

17 18 19




envelope this time

Out of the door


On my way home

Paying


By the competitor

1 2 3 4 5

Booked on

intercontinentalcom






To a temporary room


The temp room




6 7 8 9 10

The suite




or none-smoking


More Safety


Checked-out


THINKING

SD THINKING


Personas





































Computer phone

---



Computer phone fax

Reservation


Hotel lobby


Check-in Payment



Phone

Problem Solving

Reception and staff

Lobby


Checkout



Directory or phone

Inquiry

Receptionist

Elevator Corridors

Signs Elevator

--

Guest amp Bellboy

1 2 3 4

5 6 7


Stakeholder Mapping

Guest

Wife amp children

Extended Family

Friends

Online reviewers



Reservation team

Contacts in Doha

Family

Hotel Business

Group

Travel Agency

Housekeeping

Restaurant amp room

service

Group Members

Shuttle Bus Service


Design Drivers




local Hospitality

related factors



Benchmarking

0123456789

10


Location




Affinity Diagram


facilities


Bad housekeeping



charges

Check-in problems

No taxi around



communicated)








No Alcohol

Unfriendly staff



smoking)



mirror



in winter)


values

Slow Elevators

Large rooms

Furniture

Location


sea

Non-smoking hotel


Good for families

View

Free Wi-Fi in lobby





lobby

Only one restaurant


Understaffed hotel





work



















waterfalls






hospitality





service delivery

Respect




















reservations





















welcome







days)






out of my room



welcoming




itrsquos cheaper


message




Visiting bookingcom


my iPod




Being received



On The way


Back and forth

Found

Having a hard time

No spoon


card reader receipt


Only one hanger

No trash can

Loose joints


lights on


Blown bulb













smoking


More Safety









SD GENERATING


Mind Writing


Ide

a 1



comes to table

During Reservation




customer by name







details

Ide

a 2





on customer needs


hotel

Ide

a 3


room door




please make my room

etcrdquo


Ide

a 4

Developing and


customers to use

Id

ea

5





the room online


exact room and do a



view

Ide

a 6





movies to check-in


Also an iPhone

application





services and set



etc

Ide

a 7


Service


Ide

a 8







Id

ea

9

Self-checkout

Ide

a 1

0


destination



Ide

a 1

1


customer off upon

checkout




Hotel lobby





advance


Service Style Cards












and traditional

















Restaurant

Market

Hospital

School

Airport








experience




almost everything



likes in the hotel




brand


guest as he wishes

2 Hotel gets room

ready for guest to

sleep


free simple medical

checks


lead a more healthy

life





socialize




request



backgrounds

1 Printing luggage

sticker with room

number on it And a


express check-in


shuttle


Captain (Manager)


hotel

5 Hourly stay rate


SD EXPLAINING















Mood Board


SERVICE EVIDENCING


scenario


by the door




and dates











guest to the room



guests



open for netwroking



to his room



home















Mood Board


SERVICE EVIDENCING
















Mood Board


SERVICE EVIDENCING

Log-in to






APPENDIX 1

TOOLS ARTIFACTS



INTRODUCTION 10


Innovation Focus 12

RESEARCH ROADMAP 13

SD UNDERSTANDING 14



Review Summary 19








Hotel Rating 29

Service Review 30


Reserving 32







Checkout and Bye 39



THINKING 42

SD THINKING 42

Personas 43






Design Drivers 49

Benchmarking 50

Affinity Diagram 51

SD GENERATING 52

Mind Writing 53





Concept Blending 63

SD EXPLAINING 64



Mood Board 66


scenario 68


Mood Board 70



Mood Board 73






Online Reviews 80


Trip Advisor 90



Ahmed Al-Noaimi 101

Zubair Sheikh 104



INTRODUCTION


RESEARCH BACKGROUND





State of Qatar


Innovation Focus







addressed processes


RESEARCH ROADMAP


figure below


Generating



SD UNDERSTANDING




THE HOTEL







and location





6668

7

72

74

76

78

8

82

84

86

Hotel Rating

Solo Travelers

41Young

Couples 6

Mature Couples 7

Families young

children 6

People with

friends 3Groups 1



Reviews Tag Cloud


Review Summary




x Bad housekeeping



charges

x Check-in problems

x No taxi around






x Expensive food




x Large rooms

x Furniture

x Location


x Non-smoking hotel



x Good for families

x Very noisy

x View



x Free upgrade



x A new hotel






x No Alcohol

x Unfriendly staff



smoking)





in winter)


x Slow Elevators

























for





























Respect



Quality Growth

VISION

MISSION

VALUES


Excellence

The Staff Interview




business meetings)


who have no morning

commitments)
















5-10







reservations


















Check-in



S







Arabia


reservation manager







advance

Families Processes




Ahmed An-Noaimi

Zubair Sheikh





Hotel Rating

2

12 2 2

1

3

32 2

3

3

2

4 4 43

4

0

10

20

30

40

50

60

70

80

90

100




group


Poor

Good

Excellent


Service Review








already in













Bad housekeeping

AC didnrsquot work





Service Experience








Reserving

1 2 3 4 5 6

Checking prices on

hotelrsquos website

Checking prices on

bookingcom

Booking through

bookingcom


Receiving

confirmation e-mail

message

Calling to confirm

reservation


in Qatar on Google


website

Printing

Reservation

Visiting bookingcom


1 2 3




was asked about the

check-time

I recorded the

reservation code

on my iPod








7 8 9 10 11

Around the Hotel

Parked


Being received

Entering


desk




get copied


payment receipt


the map

On The way

Visiting bookingcom



Check-in route



Know the Room

12 13 14 15 16



Back and forth

Found

Having a hard time

Here we are

A nice set

This is the suite


In the lift





No spoon





reader receipt


No spoon

Only one hanger

No trash can

Loose joints




floor in a corner

Blown bulb



envelope




Checkout and Bye

17 18 19




envelope this time

Out of the door


On my way home

Paying


By the competitor

1 2 3 4 5

Booked on

intercontinentalcom






To a temporary room


The temp room




6 7 8 9 10

The suite




or none-smoking


More Safety


Checked-out


THINKING

SD THINKING


Personas





































Computer phone

---



Computer phone fax

Reservation


Hotel lobby


Check-in Payment



Phone

Problem Solving

Reception and staff

Lobby


Checkout



Directory or phone

Inquiry

Receptionist

Elevator Corridors

Signs Elevator

--

Guest amp Bellboy

1 2 3 4

5 6 7


Stakeholder Mapping

Guest

Wife amp children

Extended Family

Friends

Online reviewers



Reservation team

Contacts in Doha

Family

Hotel Business

Group

Travel Agency

Housekeeping

Restaurant amp room

service

Group Members

Shuttle Bus Service


Design Drivers




local Hospitality

related factors



Benchmarking

0123456789

10


Location




Affinity Diagram


facilities


Bad housekeeping



charges

Check-in problems

No taxi around



communicated)








No Alcohol

Unfriendly staff



smoking)



mirror



in winter)


values

Slow Elevators

Large rooms

Furniture

Location


sea

Non-smoking hotel


Good for families

View

Free Wi-Fi in lobby





lobby

Only one restaurant


Understaffed hotel





work



















waterfalls






hospitality





service delivery

Respect




















reservations





















welcome







days)






out of my room



welcoming




itrsquos cheaper


message




Visiting bookingcom


my iPod




Being received



On The way


Back and forth

Found

Having a hard time

No spoon


card reader receipt


Only one hanger

No trash can

Loose joints


lights on


Blown bulb













smoking


More Safety









SD GENERATING


Mind Writing


Ide

a 1



comes to table

During Reservation




customer by name







details

Ide

a 2





on customer needs


hotel

Ide

a 3


room door




please make my room

etcrdquo


Ide

a 4

Developing and


customers to use

Id

ea

5





the room online


exact room and do a



view

Ide

a 6





movies to check-in


Also an iPhone

application





services and set



etc

Ide

a 7


Service


Ide

a 8







Id

ea

9

Self-checkout

Ide

a 1

0


destination



Ide

a 1

1


customer off upon

checkout




Hotel lobby





advance


Service Style Cards












and traditional

















Restaurant

Market

Hospital

School

Airport








experience




almost everything



likes in the hotel




brand


guest as he wishes

2 Hotel gets room

ready for guest to

sleep


free simple medical

checks


lead a more healthy

life





socialize




request



backgrounds

1 Printing luggage

sticker with room

number on it And a


express check-in


shuttle


Captain (Manager)


hotel

5 Hourly stay rate


SD EXPLAINING















Mood Board


SERVICE EVIDENCING


scenario


by the door




and dates











guest to the room



guests



open for netwroking



to his room



home















Mood Board


SERVICE EVIDENCING
















Mood Board


SERVICE EVIDENCING

Log-in to






APPENDIX 1

TOOLS ARTIFACTS








Hotel Rating 29

Service Review 30


Reserving 32







Checkout and Bye 39



THINKING 42

SD THINKING 42

Personas 43






Design Drivers 49

Benchmarking 50

Affinity Diagram 51

SD GENERATING 52

Mind Writing 53





Concept Blending 63

SD EXPLAINING 64



Mood Board 66


scenario 68


Mood Board 70



Mood Board 73






Online Reviews 80


Trip Advisor 90



Ahmed Al-Noaimi 101

Zubair Sheikh 104



INTRODUCTION


RESEARCH BACKGROUND





State of Qatar


Innovation Focus







addressed processes


RESEARCH ROADMAP


figure below


Generating



SD UNDERSTANDING




THE HOTEL







and location





6668

7

72

74

76

78

8

82

84

86

Hotel Rating

Solo Travelers

41Young

Couples 6

Mature Couples 7

Families young

children 6

People with

friends 3Groups 1



Reviews Tag Cloud


Review Summary




x Bad housekeeping



charges

x Check-in problems

x No taxi around






x Expensive food




x Large rooms

x Furniture

x Location


x Non-smoking hotel



x Good for families

x Very noisy

x View



x Free upgrade



x A new hotel






x No Alcohol

x Unfriendly staff



smoking)





in winter)


x Slow Elevators

























for





























Respect



Quality Growth

VISION

MISSION

VALUES


Excellence

The Staff Interview




business meetings)


who have no morning

commitments)
















5-10







reservations


















Check-in



S







Arabia


reservation manager







advance

Families Processes




Ahmed An-Noaimi

Zubair Sheikh





Hotel Rating

2

12 2 2

1

3

32 2

3

3

2

4 4 43

4

0

10

20

30

40

50

60

70

80

90

100




group


Poor

Good

Excellent


Service Review








already in













Bad housekeeping

AC didnrsquot work





Service Experience








Reserving

1 2 3 4 5 6

Checking prices on

hotelrsquos website

Checking prices on

bookingcom

Booking through

bookingcom


Receiving

confirmation e-mail

message

Calling to confirm

reservation


in Qatar on Google


website

Printing

Reservation

Visiting bookingcom


1 2 3




was asked about the

check-time

I recorded the

reservation code

on my iPod








7 8 9 10 11

Around the Hotel

Parked


Being received

Entering


desk




get copied


payment receipt


the map

On The way

Visiting bookingcom



Check-in route



Know the Room

12 13 14 15 16



Back and forth

Found

Having a hard time

Here we are

A nice set

This is the suite


In the lift





No spoon





reader receipt


No spoon

Only one hanger

No trash can

Loose joints




floor in a corner

Blown bulb



envelope




Checkout and Bye

17 18 19




envelope this time

Out of the door


On my way home

Paying


By the competitor

1 2 3 4 5

Booked on

intercontinentalcom






To a temporary room


The temp room




6 7 8 9 10

The suite




or none-smoking


More Safety


Checked-out


THINKING

SD THINKING


Personas





































Computer phone

---



Computer phone fax

Reservation


Hotel lobby


Check-in Payment



Phone

Problem Solving

Reception and staff

Lobby


Checkout



Directory or phone

Inquiry

Receptionist

Elevator Corridors

Signs Elevator

--

Guest amp Bellboy

1 2 3 4

5 6 7


Stakeholder Mapping

Guest

Wife amp children

Extended Family

Friends

Online reviewers



Reservation team

Contacts in Doha

Family

Hotel Business

Group

Travel Agency

Housekeeping

Restaurant amp room

service

Group Members

Shuttle Bus Service


Design Drivers




local Hospitality

related factors



Benchmarking

0123456789

10


Location




Affinity Diagram


facilities


Bad housekeeping



charges

Check-in problems

No taxi around



communicated)








No Alcohol

Unfriendly staff



smoking)



mirror



in winter)


values

Slow Elevators

Large rooms

Furniture

Location


sea

Non-smoking hotel


Good for families

View

Free Wi-Fi in lobby





lobby

Only one restaurant


Understaffed hotel





work



















waterfalls






hospitality





service delivery

Respect




















reservations





















welcome







days)






out of my room



welcoming




itrsquos cheaper


message




Visiting bookingcom


my iPod




Being received



On The way


Back and forth

Found

Having a hard time

No spoon


card reader receipt


Only one hanger

No trash can

Loose joints


lights on


Blown bulb













smoking


More Safety









SD GENERATING


Mind Writing


Ide

a 1



comes to table

During Reservation




customer by name







details

Ide

a 2





on customer needs


hotel

Ide

a 3


room door




please make my room

etcrdquo


Ide

a 4

Developing and


customers to use

Id

ea

5





the room online


exact room and do a



view

Ide

a 6





movies to check-in


Also an iPhone

application





services and set



etc

Ide

a 7


Service


Ide

a 8







Id

ea

9

Self-checkout

Ide

a 1

0


destination



Ide

a 1

1


customer off upon

checkout




Hotel lobby





advance


Service Style Cards












and traditional

















Restaurant

Market

Hospital

School

Airport








experience




almost everything



likes in the hotel




brand


guest as he wishes

2 Hotel gets room

ready for guest to

sleep


free simple medical

checks


lead a more healthy

life





socialize




request



backgrounds

1 Printing luggage

sticker with room

number on it And a


express check-in


shuttle


Captain (Manager)


hotel

5 Hourly stay rate


SD EXPLAINING















Mood Board


SERVICE EVIDENCING


scenario


by the door




and dates











guest to the room



guests



open for netwroking



to his room



home















Mood Board


SERVICE EVIDENCING
















Mood Board


SERVICE EVIDENCING

Log-in to






APPENDIX 1

TOOLS ARTIFACTS





Checkout and Bye 39



THINKING 42

SD THINKING 42

Personas 43






Design Drivers 49

Benchmarking 50

Affinity Diagram 51

SD GENERATING 52

Mind Writing 53





Concept Blending 63

SD EXPLAINING 64



Mood Board 66


scenario 68


Mood Board 70



Mood Board 73






Online Reviews 80


Trip Advisor 90



Ahmed Al-Noaimi 101

Zubair Sheikh 104



INTRODUCTION


RESEARCH BACKGROUND





State of Qatar


Innovation Focus







addressed processes


RESEARCH ROADMAP


figure below


Generating



SD UNDERSTANDING




THE HOTEL







and location





6668

7

72

74

76

78

8

82

84

86

Hotel Rating

Solo Travelers

41Young

Couples 6

Mature Couples 7

Families young

children 6

People with

friends 3Groups 1



Reviews Tag Cloud


Review Summary




x Bad housekeeping



charges

x Check-in problems

x No taxi around






x Expensive food




x Large rooms

x Furniture

x Location


x Non-smoking hotel



x Good for families

x Very noisy

x View



x Free upgrade



x A new hotel






x No Alcohol

x Unfriendly staff



smoking)





in winter)


x Slow Elevators

























for





























Respect



Quality Growth

VISION

MISSION

VALUES


Excellence

The Staff Interview




business meetings)


who have no morning

commitments)
















5-10







reservations


















Check-in



S







Arabia


reservation manager







advance

Families Processes




Ahmed An-Noaimi

Zubair Sheikh





Hotel Rating

2

12 2 2

1

3

32 2

3

3

2

4 4 43

4

0

10

20

30

40

50

60

70

80

90

100




group


Poor

Good

Excellent


Service Review








already in













Bad housekeeping

AC didnrsquot work





Service Experience








Reserving

1 2 3 4 5 6

Checking prices on

hotelrsquos website

Checking prices on

bookingcom

Booking through

bookingcom


Receiving

confirmation e-mail

message

Calling to confirm

reservation


in Qatar on Google


website

Printing

Reservation

Visiting bookingcom


1 2 3




was asked about the

check-time

I recorded the

reservation code

on my iPod








7 8 9 10 11

Around the Hotel

Parked


Being received

Entering


desk




get copied


payment receipt


the map

On The way

Visiting bookingcom



Check-in route



Know the Room

12 13 14 15 16



Back and forth

Found

Having a hard time

Here we are

A nice set

This is the suite


In the lift





No spoon





reader receipt


No spoon

Only one hanger

No trash can

Loose joints




floor in a corner

Blown bulb



envelope




Checkout and Bye

17 18 19




envelope this time

Out of the door


On my way home

Paying


By the competitor

1 2 3 4 5

Booked on

intercontinentalcom






To a temporary room


The temp room




6 7 8 9 10

The suite




or none-smoking


More Safety


Checked-out


THINKING

SD THINKING


Personas





































Computer phone

---



Computer phone fax

Reservation


Hotel lobby


Check-in Payment



Phone

Problem Solving

Reception and staff

Lobby


Checkout



Directory or phone

Inquiry

Receptionist

Elevator Corridors

Signs Elevator

--

Guest amp Bellboy

1 2 3 4

5 6 7


Stakeholder Mapping

Guest

Wife amp children

Extended Family

Friends

Online reviewers



Reservation team

Contacts in Doha

Family

Hotel Business

Group

Travel Agency

Housekeeping

Restaurant amp room

service

Group Members

Shuttle Bus Service


Design Drivers




local Hospitality

related factors



Benchmarking

0123456789

10


Location




Affinity Diagram


facilities


Bad housekeeping



charges

Check-in problems

No taxi around



communicated)








No Alcohol

Unfriendly staff



smoking)



mirror



in winter)


values

Slow Elevators

Large rooms

Furniture

Location


sea

Non-smoking hotel


Good for families

View

Free Wi-Fi in lobby





lobby

Only one restaurant


Understaffed hotel





work



















waterfalls






hospitality





service delivery

Respect




















reservations





















welcome







days)






out of my room



welcoming




itrsquos cheaper


message




Visiting bookingcom


my iPod




Being received



On The way


Back and forth

Found

Having a hard time

No spoon


card reader receipt


Only one hanger

No trash can

Loose joints


lights on


Blown bulb













smoking


More Safety









SD GENERATING


Mind Writing


Ide

a 1



comes to table

During Reservation




customer by name







details

Ide

a 2





on customer needs


hotel

Ide

a 3


room door




please make my room

etcrdquo


Ide

a 4

Developing and


customers to use

Id

ea

5





the room online


exact room and do a



view

Ide

a 6





movies to check-in


Also an iPhone

application





services and set



etc

Ide

a 7


Service


Ide

a 8







Id

ea

9

Self-checkout

Ide

a 1

0


destination



Ide

a 1

1


customer off upon

checkout




Hotel lobby





advance


Service Style Cards












and traditional

















Restaurant

Market

Hospital

School

Airport








experience




almost everything



likes in the hotel




brand


guest as he wishes

2 Hotel gets room

ready for guest to

sleep


free simple medical

checks


lead a more healthy

life





socialize




request



backgrounds

1 Printing luggage

sticker with room

number on it And a


express check-in


shuttle


Captain (Manager)


hotel

5 Hourly stay rate


SD EXPLAINING















Mood Board


SERVICE EVIDENCING


scenario


by the door




and dates











guest to the room



guests



open for netwroking



to his room



home















Mood Board


SERVICE EVIDENCING
















Mood Board


SERVICE EVIDENCING

Log-in to






APPENDIX 1

TOOLS ARTIFACTS



Design Drivers 49

Benchmarking 50

Affinity Diagram 51

SD GENERATING 52

Mind Writing 53





Concept Blending 63

SD EXPLAINING 64



Mood Board 66


scenario 68


Mood Board 70



Mood Board 73






Online Reviews 80


Trip Advisor 90



Ahmed Al-Noaimi 101

Zubair Sheikh 104



INTRODUCTION


RESEARCH BACKGROUND





State of Qatar


Innovation Focus







addressed processes


RESEARCH ROADMAP


figure below


Generating



SD UNDERSTANDING




THE HOTEL







and location





6668

7

72

74

76

78

8

82

84

86

Hotel Rating

Solo Travelers

41Young

Couples 6

Mature Couples 7

Families young

children 6

People with

friends 3Groups 1



Reviews Tag Cloud


Review Summary




x Bad housekeeping



charges

x Check-in problems

x No taxi around






x Expensive food




x Large rooms

x Furniture

x Location


x Non-smoking hotel



x Good for families

x Very noisy

x View



x Free upgrade



x A new hotel






x No Alcohol

x Unfriendly staff



smoking)





in winter)


x Slow Elevators

























for





























Respect



Quality Growth

VISION

MISSION

VALUES


Excellence

The Staff Interview




business meetings)


who have no morning

commitments)
















5-10







reservations


















Check-in



S







Arabia


reservation manager







advance

Families Processes




Ahmed An-Noaimi

Zubair Sheikh





Hotel Rating

2

12 2 2

1

3

32 2

3

3

2

4 4 43

4

0

10

20

30

40

50

60

70

80

90

100




group


Poor

Good

Excellent


Service Review








already in













Bad housekeeping

AC didnrsquot work





Service Experience








Reserving

1 2 3 4 5 6

Checking prices on

hotelrsquos website

Checking prices on

bookingcom

Booking through

bookingcom


Receiving

confirmation e-mail

message

Calling to confirm

reservation


in Qatar on Google


website

Printing

Reservation

Visiting bookingcom


1 2 3




was asked about the

check-time

I recorded the

reservation code

on my iPod








7 8 9 10 11

Around the Hotel

Parked


Being received

Entering


desk




get copied


payment receipt


the map

On The way

Visiting bookingcom



Check-in route



Know the Room

12 13 14 15 16



Back and forth

Found

Having a hard time

Here we are

A nice set

This is the suite


In the lift





No spoon





reader receipt


No spoon

Only one hanger

No trash can

Loose joints




floor in a corner

Blown bulb



envelope




Checkout and Bye

17 18 19




envelope this time

Out of the door


On my way home

Paying


By the competitor

1 2 3 4 5

Booked on

intercontinentalcom






To a temporary room


The temp room




6 7 8 9 10

The suite




or none-smoking


More Safety


Checked-out


THINKING

SD THINKING


Personas





































Computer phone

---



Computer phone fax

Reservation


Hotel lobby


Check-in Payment



Phone

Problem Solving

Reception and staff

Lobby


Checkout



Directory or phone

Inquiry

Receptionist

Elevator Corridors

Signs Elevator

--

Guest amp Bellboy

1 2 3 4

5 6 7


Stakeholder Mapping

Guest

Wife amp children

Extended Family

Friends

Online reviewers



Reservation team

Contacts in Doha

Family

Hotel Business

Group

Travel Agency

Housekeeping

Restaurant amp room

service

Group Members

Shuttle Bus Service


Design Drivers




local Hospitality

related factors



Benchmarking

0123456789

10


Location




Affinity Diagram


facilities


Bad housekeeping



charges

Check-in problems

No taxi around



communicated)








No Alcohol

Unfriendly staff



smoking)



mirror



in winter)


values

Slow Elevators

Large rooms

Furniture

Location


sea

Non-smoking hotel


Good for families

View

Free Wi-Fi in lobby





lobby

Only one restaurant


Understaffed hotel





work



















waterfalls






hospitality





service delivery

Respect




















reservations





















welcome







days)






out of my room



welcoming




itrsquos cheaper


message




Visiting bookingcom


my iPod




Being received



On The way


Back and forth

Found

Having a hard time

No spoon


card reader receipt


Only one hanger

No trash can

Loose joints


lights on


Blown bulb













smoking


More Safety









SD GENERATING


Mind Writing


Ide

a 1



comes to table

During Reservation




customer by name







details

Ide

a 2





on customer needs


hotel

Ide

a 3


room door




please make my room

etcrdquo


Ide

a 4

Developing and


customers to use

Id

ea

5





the room online


exact room and do a



view

Ide

a 6





movies to check-in


Also an iPhone

application





services and set



etc

Ide

a 7


Service


Ide

a 8







Id

ea

9

Self-checkout

Ide

a 1

0


destination



Ide

a 1

1


customer off upon

checkout




Hotel lobby





advance


Service Style Cards












and traditional

















Restaurant

Market

Hospital

School

Airport








experience




almost everything



likes in the hotel




brand


guest as he wishes

2 Hotel gets room

ready for guest to

sleep


free simple medical

checks


lead a more healthy

life





socialize




request



backgrounds

1 Printing luggage

sticker with room

number on it And a


express check-in


shuttle


Captain (Manager)


hotel

5 Hourly stay rate


SD EXPLAINING















Mood Board


SERVICE EVIDENCING


scenario


by the door




and dates











guest to the room



guests



open for netwroking



to his room



home















Mood Board


SERVICE EVIDENCING
















Mood Board


SERVICE EVIDENCING

Log-in to






APPENDIX 1

TOOLS ARTIFACTS



Mood Board 66


scenario 68


Mood Board 70



Mood Board 73






Online Reviews 80


Trip Advisor 90



Ahmed Al-Noaimi 101

Zubair Sheikh 104



INTRODUCTION


RESEARCH BACKGROUND





State of Qatar


Innovation Focus







addressed processes


RESEARCH ROADMAP


figure below


Generating



SD UNDERSTANDING




THE HOTEL







and location





6668

7

72

74

76

78

8

82

84

86

Hotel Rating

Solo Travelers

41Young

Couples 6

Mature Couples 7

Families young

children 6

People with

friends 3Groups 1



Reviews Tag Cloud


Review Summary




x Bad housekeeping



charges

x Check-in problems

x No taxi around






x Expensive food




x Large rooms

x Furniture

x Location


x Non-smoking hotel



x Good for families

x Very noisy

x View



x Free upgrade



x A new hotel






x No Alcohol

x Unfriendly staff



smoking)





in winter)


x Slow Elevators

























for





























Respect



Quality Growth

VISION

MISSION

VALUES


Excellence

The Staff Interview




business meetings)


who have no morning

commitments)
















5-10







reservations


















Check-in



S







Arabia


reservation manager







advance

Families Processes




Ahmed An-Noaimi

Zubair Sheikh





Hotel Rating

2

12 2 2

1

3

32 2

3

3

2

4 4 43

4

0

10

20

30

40

50

60

70

80

90

100




group


Poor

Good

Excellent


Service Review








already in













Bad housekeeping

AC didnrsquot work





Service Experience








Reserving

1 2 3 4 5 6

Checking prices on

hotelrsquos website

Checking prices on

bookingcom

Booking through

bookingcom


Receiving

confirmation e-mail

message

Calling to confirm

reservation


in Qatar on Google


website

Printing

Reservation

Visiting bookingcom


1 2 3




was asked about the

check-time

I recorded the

reservation code

on my iPod








7 8 9 10 11

Around the Hotel

Parked


Being received

Entering


desk




get copied


payment receipt


the map

On The way

Visiting bookingcom



Check-in route



Know the Room

12 13 14 15 16



Back and forth

Found

Having a hard time

Here we are

A nice set

This is the suite


In the lift





No spoon





reader receipt


No spoon

Only one hanger

No trash can

Loose joints




floor in a corner

Blown bulb



envelope




Checkout and Bye

17 18 19




envelope this time

Out of the door


On my way home

Paying


By the competitor

1 2 3 4 5

Booked on

intercontinentalcom






To a temporary room


The temp room




6 7 8 9 10

The suite




or none-smoking


More Safety


Checked-out


THINKING

SD THINKING


Personas





































Computer phone

---



Computer phone fax

Reservation


Hotel lobby


Check-in Payment



Phone

Problem Solving

Reception and staff

Lobby


Checkout



Directory or phone

Inquiry

Receptionist

Elevator Corridors

Signs Elevator

--

Guest amp Bellboy

1 2 3 4

5 6 7


Stakeholder Mapping

Guest

Wife amp children

Extended Family

Friends

Online reviewers



Reservation team

Contacts in Doha

Family

Hotel Business

Group

Travel Agency

Housekeeping

Restaurant amp room

service

Group Members

Shuttle Bus Service


Design Drivers




local Hospitality

related factors



Benchmarking

0123456789

10


Location




Affinity Diagram


facilities


Bad housekeeping



charges

Check-in problems

No taxi around



communicated)








No Alcohol

Unfriendly staff



smoking)



mirror



in winter)


values

Slow Elevators

Large rooms

Furniture

Location


sea

Non-smoking hotel


Good for families

View

Free Wi-Fi in lobby





lobby

Only one restaurant


Understaffed hotel





work



















waterfalls






hospitality





service delivery

Respect




















reservations





















welcome







days)






out of my room



welcoming




itrsquos cheaper


message




Visiting bookingcom


my iPod




Being received



On The way


Back and forth

Found

Having a hard time

No spoon


card reader receipt


Only one hanger

No trash can

Loose joints


lights on


Blown bulb













smoking


More Safety









SD GENERATING


Mind Writing


Ide

a 1



comes to table

During Reservation




customer by name







details

Ide

a 2





on customer needs


hotel

Ide

a 3


room door




please make my room

etcrdquo


Ide

a 4

Developing and


customers to use

Id

ea

5





the room online


exact room and do a



view

Ide

a 6





movies to check-in


Also an iPhone

application





services and set



etc

Ide

a 7


Service


Ide

a 8







Id

ea

9

Self-checkout

Ide

a 1

0


destination



Ide

a 1

1


customer off upon

checkout




Hotel lobby





advance


Service Style Cards












and traditional

















Restaurant

Market

Hospital

School

Airport








experience




almost everything



likes in the hotel




brand


guest as he wishes

2 Hotel gets room

ready for guest to

sleep


free simple medical

checks


lead a more healthy

life





socialize




request



backgrounds

1 Printing luggage

sticker with room

number on it And a


express check-in


shuttle


Captain (Manager)


hotel

5 Hourly stay rate


SD EXPLAINING















Mood Board


SERVICE EVIDENCING


scenario


by the door




and dates











guest to the room



guests



open for netwroking



to his room



home















Mood Board


SERVICE EVIDENCING
















Mood Board


SERVICE EVIDENCING

Log-in to






APPENDIX 1

TOOLS ARTIFACTS



Online Reviews 80


Trip Advisor 90



Ahmed Al-Noaimi 101

Zubair Sheikh 104



INTRODUCTION


RESEARCH BACKGROUND





State of Qatar


Innovation Focus







addressed processes


RESEARCH ROADMAP


figure below


Generating



SD UNDERSTANDING




THE HOTEL







and location





6668

7

72

74

76

78

8

82

84

86

Hotel Rating

Solo Travelers

41Young

Couples 6

Mature Couples 7

Families young

children 6

People with

friends 3Groups 1



Reviews Tag Cloud


Review Summary




x Bad housekeeping



charges

x Check-in problems

x No taxi around






x Expensive food




x Large rooms

x Furniture

x Location


x Non-smoking hotel



x Good for families

x Very noisy

x View



x Free upgrade



x A new hotel






x No Alcohol

x Unfriendly staff



smoking)





in winter)


x Slow Elevators

























for





























Respect



Quality Growth

VISION

MISSION

VALUES


Excellence

The Staff Interview




business meetings)


who have no morning

commitments)
















5-10







reservations


















Check-in



S







Arabia


reservation manager







advance

Families Processes




Ahmed An-Noaimi

Zubair Sheikh





Hotel Rating

2

12 2 2

1

3

32 2

3

3

2

4 4 43

4

0

10

20

30

40

50

60

70

80

90

100




group


Poor

Good

Excellent


Service Review








already in













Bad housekeeping

AC didnrsquot work





Service Experience








Reserving

1 2 3 4 5 6

Checking prices on

hotelrsquos website

Checking prices on

bookingcom

Booking through

bookingcom


Receiving

confirmation e-mail

message

Calling to confirm

reservation


in Qatar on Google


website

Printing

Reservation

Visiting bookingcom


1 2 3




was asked about the

check-time

I recorded the

reservation code

on my iPod








7 8 9 10 11

Around the Hotel

Parked


Being received

Entering


desk




get copied


payment receipt


the map

On The way

Visiting bookingcom



Check-in route



Know the Room

12 13 14 15 16



Back and forth

Found

Having a hard time

Here we are

A nice set

This is the suite


In the lift





No spoon





reader receipt


No spoon

Only one hanger

No trash can

Loose joints




floor in a corner

Blown bulb



envelope




Checkout and Bye

17 18 19




envelope this time

Out of the door


On my way home

Paying


By the competitor

1 2 3 4 5

Booked on

intercontinentalcom






To a temporary room


The temp room




6 7 8 9 10

The suite




or none-smoking


More Safety


Checked-out


THINKING

SD THINKING


Personas





































Computer phone

---



Computer phone fax

Reservation


Hotel lobby


Check-in Payment



Phone

Problem Solving

Reception and staff

Lobby


Checkout



Directory or phone

Inquiry

Receptionist

Elevator Corridors

Signs Elevator

--

Guest amp Bellboy

1 2 3 4

5 6 7


Stakeholder Mapping

Guest

Wife amp children

Extended Family

Friends

Online reviewers



Reservation team

Contacts in Doha

Family

Hotel Business

Group

Travel Agency

Housekeeping

Restaurant amp room

service

Group Members

Shuttle Bus Service


Design Drivers




local Hospitality

related factors



Benchmarking

0123456789

10


Location




Affinity Diagram


facilities


Bad housekeeping



charges

Check-in problems

No taxi around



communicated)








No Alcohol

Unfriendly staff



smoking)



mirror



in winter)


values

Slow Elevators

Large rooms

Furniture

Location


sea

Non-smoking hotel


Good for families

View

Free Wi-Fi in lobby





lobby

Only one restaurant


Understaffed hotel





work



















waterfalls






hospitality





service delivery

Respect




















reservations





















welcome







days)






out of my room



welcoming




itrsquos cheaper


message




Visiting bookingcom


my iPod




Being received



On The way


Back and forth

Found

Having a hard time

No spoon


card reader receipt


Only one hanger

No trash can

Loose joints


lights on


Blown bulb













smoking


More Safety









SD GENERATING


Mind Writing


Ide

a 1



comes to table

During Reservation




customer by name







details

Ide

a 2





on customer needs


hotel

Ide

a 3


room door




please make my room

etcrdquo


Ide

a 4

Developing and


customers to use

Id

ea

5





the room online


exact room and do a



view

Ide

a 6





movies to check-in


Also an iPhone

application





services and set



etc

Ide

a 7


Service


Ide

a 8







Id

ea

9

Self-checkout

Ide

a 1

0


destination



Ide

a 1

1


customer off upon

checkout




Hotel lobby





advance


Service Style Cards












and traditional

















Restaurant

Market

Hospital

School

Airport








experience




almost everything



likes in the hotel




brand


guest as he wishes

2 Hotel gets room

ready for guest to

sleep


free simple medical

checks


lead a more healthy

life





socialize




request



backgrounds

1 Printing luggage

sticker with room

number on it And a


express check-in


shuttle


Captain (Manager)


hotel

5 Hourly stay rate


SD EXPLAINING















Mood Board


SERVICE EVIDENCING


scenario


by the door




and dates











guest to the room



guests



open for netwroking



to his room



home















Mood Board


SERVICE EVIDENCING
















Mood Board


SERVICE EVIDENCING

Log-in to






APPENDIX 1

TOOLS ARTIFACTS



INTRODUCTION


RESEARCH BACKGROUND





State of Qatar


Innovation Focus







addressed processes


RESEARCH ROADMAP


figure below


Generating



SD UNDERSTANDING




THE HOTEL







and location





6668

7

72

74

76

78

8

82

84

86

Hotel Rating

Solo Travelers

41Young

Couples 6

Mature Couples 7

Families young

children 6

People with

friends 3Groups 1



Reviews Tag Cloud


Review Summary




x Bad housekeeping



charges

x Check-in problems

x No taxi around






x Expensive food




x Large rooms

x Furniture

x Location


x Non-smoking hotel



x Good for families

x Very noisy

x View



x Free upgrade



x A new hotel






x No Alcohol

x Unfriendly staff



smoking)





in winter)


x Slow Elevators

























for





























Respect



Quality Growth

VISION

MISSION

VALUES


Excellence

The Staff Interview




business meetings)


who have no morning

commitments)
















5-10







reservations


















Check-in



S







Arabia


reservation manager







advance

Families Processes




Ahmed An-Noaimi

Zubair Sheikh





Hotel Rating

2

12 2 2

1

3

32 2

3

3

2

4 4 43

4

0

10

20

30

40

50

60

70

80

90

100




group


Poor

Good

Excellent


Service Review








already in













Bad housekeeping

AC didnrsquot work





Service Experience








Reserving

1 2 3 4 5 6

Checking prices on

hotelrsquos website

Checking prices on

bookingcom

Booking through

bookingcom


Receiving

confirmation e-mail

message

Calling to confirm

reservation


in Qatar on Google


website

Printing

Reservation

Visiting bookingcom


1 2 3




was asked about the

check-time

I recorded the

reservation code

on my iPod








7 8 9 10 11

Around the Hotel

Parked


Being received

Entering


desk




get copied


payment receipt


the map

On The way

Visiting bookingcom



Check-in route



Know the Room

12 13 14 15 16



Back and forth

Found

Having a hard time

Here we are

A nice set

This is the suite


In the lift





No spoon





reader receipt


No spoon

Only one hanger

No trash can

Loose joints




floor in a corner

Blown bulb



envelope




Checkout and Bye

17 18 19




envelope this time

Out of the door


On my way home

Paying


By the competitor

1 2 3 4 5

Booked on

intercontinentalcom






To a temporary room


The temp room




6 7 8 9 10

The suite




or none-smoking


More Safety


Checked-out


THINKING

SD THINKING


Personas





































Computer phone

---



Computer phone fax

Reservation


Hotel lobby


Check-in Payment



Phone

Problem Solving

Reception and staff

Lobby


Checkout



Directory or phone

Inquiry

Receptionist

Elevator Corridors

Signs Elevator

--

Guest amp Bellboy

1 2 3 4

5 6 7


Stakeholder Mapping

Guest

Wife amp children

Extended Family

Friends

Online reviewers



Reservation team

Contacts in Doha

Family

Hotel Business

Group

Travel Agency

Housekeeping

Restaurant amp room

service

Group Members

Shuttle Bus Service


Design Drivers




local Hospitality

related factors



Benchmarking

0123456789

10


Location




Affinity Diagram


facilities


Bad housekeeping



charges

Check-in problems

No taxi around



communicated)








No Alcohol

Unfriendly staff



smoking)



mirror



in winter)


values

Slow Elevators

Large rooms

Furniture

Location


sea

Non-smoking hotel


Good for families

View

Free Wi-Fi in lobby





lobby

Only one restaurant


Understaffed hotel





work



















waterfalls






hospitality





service delivery

Respect




















reservations





















welcome







days)






out of my room



welcoming




itrsquos cheaper


message




Visiting bookingcom


my iPod




Being received



On The way


Back and forth

Found

Having a hard time

No spoon


card reader receipt


Only one hanger

No trash can

Loose joints


lights on


Blown bulb













smoking


More Safety









SD GENERATING


Mind Writing


Ide

a 1



comes to table

During Reservation




customer by name







details

Ide

a 2





on customer needs


hotel

Ide

a 3


room door




please make my room

etcrdquo


Ide

a 4

Developing and


customers to use

Id

ea

5





the room online


exact room and do a



view

Ide

a 6





movies to check-in


Also an iPhone

application





services and set



etc

Ide

a 7


Service


Ide

a 8







Id

ea

9

Self-checkout

Ide

a 1

0


destination



Ide

a 1

1


customer off upon

checkout




Hotel lobby





advance


Service Style Cards












and traditional

















Restaurant

Market

Hospital

School

Airport








experience




almost everything



likes in the hotel




brand


guest as he wishes

2 Hotel gets room

ready for guest to

sleep


free simple medical

checks


lead a more healthy

life





socialize




request



backgrounds

1 Printing luggage

sticker with room

number on it And a


express check-in


shuttle


Captain (Manager)


hotel

5 Hourly stay rate


SD EXPLAINING















Mood Board


SERVICE EVIDENCING


scenario


by the door




and dates











guest to the room



guests



open for netwroking



to his room



home















Mood Board


SERVICE EVIDENCING
















Mood Board


SERVICE EVIDENCING

Log-in to






APPENDIX 1

TOOLS ARTIFACTS


RESEARCH BACKGROUND





State of Qatar


Innovation Focus







addressed processes


RESEARCH ROADMAP


figure below


Generating



SD UNDERSTANDING




THE HOTEL







and location





6668

7

72

74

76

78

8

82

84

86

Hotel Rating

Solo Travelers

41Young

Couples 6

Mature Couples 7

Families young

children 6

People with

friends 3Groups 1



Reviews Tag Cloud


Review Summary




x Bad housekeeping



charges

x Check-in problems

x No taxi around






x Expensive food




x Large rooms

x Furniture

x Location


x Non-smoking hotel



x Good for families

x Very noisy

x View



x Free upgrade



x A new hotel






x No Alcohol

x Unfriendly staff



smoking)





in winter)


x Slow Elevators

























for





























Respect



Quality Growth

VISION

MISSION

VALUES


Excellence

The Staff Interview




business meetings)


who have no morning

commitments)
















5-10







reservations


















Check-in



S







Arabia


reservation manager







advance

Families Processes




Ahmed An-Noaimi

Zubair Sheikh





Hotel Rating

2

12 2 2

1

3

32 2

3

3

2

4 4 43

4

0

10

20

30

40

50

60

70

80

90

100




group


Poor

Good

Excellent


Service Review








already in













Bad housekeeping

AC didnrsquot work





Service Experience








Reserving

1 2 3 4 5 6

Checking prices on

hotelrsquos website

Checking prices on

bookingcom

Booking through

bookingcom


Receiving

confirmation e-mail

message

Calling to confirm

reservation


in Qatar on Google


website

Printing

Reservation

Visiting bookingcom


1 2 3




was asked about the

check-time

I recorded the

reservation code

on my iPod








7 8 9 10 11

Around the Hotel

Parked


Being received

Entering


desk




get copied


payment receipt


the map

On The way

Visiting bookingcom



Check-in route



Know the Room

12 13 14 15 16



Back and forth

Found

Having a hard time

Here we are

A nice set

This is the suite


In the lift





No spoon





reader receipt


No spoon

Only one hanger

No trash can

Loose joints




floor in a corner

Blown bulb



envelope




Checkout and Bye

17 18 19




envelope this time

Out of the door


On my way home

Paying


By the competitor

1 2 3 4 5

Booked on

intercontinentalcom






To a temporary room


The temp room




6 7 8 9 10

The suite




or none-smoking


More Safety


Checked-out


THINKING

SD THINKING


Personas





































Computer phone

---



Computer phone fax

Reservation


Hotel lobby


Check-in Payment



Phone

Problem Solving

Reception and staff

Lobby


Checkout



Directory or phone

Inquiry

Receptionist

Elevator Corridors

Signs Elevator

--

Guest amp Bellboy

1 2 3 4

5 6 7


Stakeholder Mapping

Guest

Wife amp children

Extended Family

Friends

Online reviewers



Reservation team

Contacts in Doha

Family

Hotel Business

Group

Travel Agency

Housekeeping

Restaurant amp room

service

Group Members

Shuttle Bus Service


Design Drivers




local Hospitality

related factors



Benchmarking

0123456789

10


Location




Affinity Diagram


facilities


Bad housekeeping



charges

Check-in problems

No taxi around



communicated)








No Alcohol

Unfriendly staff



smoking)



mirror



in winter)


values

Slow Elevators

Large rooms

Furniture

Location


sea

Non-smoking hotel


Good for families

View

Free Wi-Fi in lobby





lobby

Only one restaurant


Understaffed hotel





work



















waterfalls






hospitality





service delivery

Respect




















reservations





















welcome







days)






out of my room



welcoming




itrsquos cheaper


message




Visiting bookingcom


my iPod




Being received



On The way


Back and forth

Found

Having a hard time

No spoon


card reader receipt


Only one hanger

No trash can

Loose joints


lights on


Blown bulb













smoking


More Safety









SD GENERATING


Mind Writing


Ide

a 1



comes to table

During Reservation




customer by name







details

Ide

a 2





on customer needs


hotel

Ide

a 3


room door




please make my room

etcrdquo


Ide

a 4

Developing and


customers to use

Id

ea

5





the room online


exact room and do a



view

Ide

a 6





movies to check-in


Also an iPhone

application





services and set



etc

Ide

a 7


Service


Ide

a 8







Id

ea

9

Self-checkout

Ide

a 1

0


destination



Ide

a 1

1


customer off upon

checkout




Hotel lobby





advance


Service Style Cards












and traditional

















Restaurant

Market

Hospital

School

Airport








experience




almost everything



likes in the hotel




brand


guest as he wishes

2 Hotel gets room

ready for guest to

sleep


free simple medical

checks


lead a more healthy

life





socialize




request



backgrounds

1 Printing luggage

sticker with room

number on it And a


express check-in


shuttle


Captain (Manager)


hotel

5 Hourly stay rate


SD EXPLAINING















Mood Board


SERVICE EVIDENCING


scenario


by the door




and dates











guest to the room



guests



open for netwroking



to his room



home















Mood Board


SERVICE EVIDENCING
















Mood Board


SERVICE EVIDENCING

Log-in to






APPENDIX 1

TOOLS ARTIFACTS


Innovation Focus







addressed processes


RESEARCH ROADMAP


figure below


Generating



SD UNDERSTANDING




THE HOTEL







and location





6668

7

72

74

76

78

8

82

84

86

Hotel Rating

Solo Travelers

41Young

Couples 6

Mature Couples 7

Families young

children 6

People with

friends 3Groups 1



Reviews Tag Cloud


Review Summary




x Bad housekeeping



charges

x Check-in problems

x No taxi around






x Expensive food




x Large rooms

x Furniture

x Location


x Non-smoking hotel



x Good for families

x Very noisy

x View



x Free upgrade



x A new hotel






x No Alcohol

x Unfriendly staff



smoking)





in winter)


x Slow Elevators

























for





























Respect



Quality Growth

VISION

MISSION

VALUES


Excellence

The Staff Interview




business meetings)


who have no morning

commitments)
















5-10







reservations


















Check-in



S







Arabia


reservation manager







advance

Families Processes




Ahmed An-Noaimi

Zubair Sheikh





Hotel Rating

2

12 2 2

1

3

32 2

3

3

2

4 4 43

4

0

10

20

30

40

50

60

70

80

90

100




group


Poor

Good

Excellent


Service Review








already in













Bad housekeeping

AC didnrsquot work





Service Experience








Reserving

1 2 3 4 5 6

Checking prices on

hotelrsquos website

Checking prices on

bookingcom

Booking through

bookingcom


Receiving

confirmation e-mail

message

Calling to confirm

reservation


in Qatar on Google


website

Printing

Reservation

Visiting bookingcom


1 2 3




was asked about the

check-time

I recorded the

reservation code

on my iPod








7 8 9 10 11

Around the Hotel

Parked


Being received

Entering


desk




get copied


payment receipt


the map

On The way

Visiting bookingcom



Check-in route



Know the Room

12 13 14 15 16



Back and forth

Found

Having a hard time

Here we are

A nice set

This is the suite


In the lift





No spoon





reader receipt


No spoon

Only one hanger

No trash can

Loose joints




floor in a corner

Blown bulb



envelope




Checkout and Bye

17 18 19




envelope this time

Out of the door


On my way home

Paying


By the competitor

1 2 3 4 5

Booked on

intercontinentalcom






To a temporary room


The temp room




6 7 8 9 10

The suite




or none-smoking


More Safety


Checked-out


THINKING

SD THINKING


Personas





































Computer phone

---



Computer phone fax

Reservation


Hotel lobby


Check-in Payment



Phone

Problem Solving

Reception and staff

Lobby


Checkout



Directory or phone

Inquiry

Receptionist

Elevator Corridors

Signs Elevator

--

Guest amp Bellboy

1 2 3 4

5 6 7


Stakeholder Mapping

Guest

Wife amp children

Extended Family

Friends

Online reviewers



Reservation team

Contacts in Doha

Family

Hotel Business

Group

Travel Agency

Housekeeping

Restaurant amp room

service

Group Members

Shuttle Bus Service


Design Drivers




local Hospitality

related factors



Benchmarking

0123456789

10


Location




Affinity Diagram


facilities


Bad housekeeping



charges

Check-in problems

No taxi around



communicated)








No Alcohol

Unfriendly staff



smoking)



mirror



in winter)


values

Slow Elevators

Large rooms

Furniture

Location


sea

Non-smoking hotel


Good for families

View

Free Wi-Fi in lobby





lobby

Only one restaurant


Understaffed hotel





work



















waterfalls






hospitality





service delivery

Respect




















reservations





















welcome







days)






out of my room



welcoming




itrsquos cheaper


message




Visiting bookingcom


my iPod




Being received



On The way


Back and forth

Found

Having a hard time

No spoon


card reader receipt


Only one hanger

No trash can

Loose joints


lights on


Blown bulb













smoking


More Safety









SD GENERATING


Mind Writing


Ide

a 1



comes to table

During Reservation




customer by name







details

Ide

a 2





on customer needs


hotel

Ide

a 3


room door




please make my room

etcrdquo


Ide

a 4

Developing and


customers to use

Id

ea

5





the room online


exact room and do a



view

Ide

a 6





movies to check-in


Also an iPhone

application





services and set



etc

Ide

a 7


Service


Ide

a 8







Id

ea

9

Self-checkout

Ide

a 1

0


destination



Ide

a 1

1


customer off upon

checkout




Hotel lobby





advance


Service Style Cards












and traditional

















Restaurant

Market

Hospital

School

Airport








experience




almost everything



likes in the hotel




brand


guest as he wishes

2 Hotel gets room

ready for guest to

sleep


free simple medical

checks


lead a more healthy

life





socialize




request



backgrounds

1 Printing luggage

sticker with room

number on it And a


express check-in


shuttle


Captain (Manager)


hotel

5 Hourly stay rate


SD EXPLAINING















Mood Board


SERVICE EVIDENCING


scenario


by the door




and dates











guest to the room



guests



open for netwroking



to his room



home















Mood Board


SERVICE EVIDENCING
















Mood Board


SERVICE EVIDENCING

Log-in to






APPENDIX 1

TOOLS ARTIFACTS


RESEARCH ROADMAP


figure below


Generating



SD UNDERSTANDING




THE HOTEL







and location





6668

7

72

74

76

78

8

82

84

86

Hotel Rating

Solo Travelers

41Young

Couples 6

Mature Couples 7

Families young

children 6

People with

friends 3Groups 1



Reviews Tag Cloud


Review Summary




x Bad housekeeping



charges

x Check-in problems

x No taxi around






x Expensive food




x Large rooms

x Furniture

x Location


x Non-smoking hotel



x Good for families

x Very noisy

x View



x Free upgrade



x A new hotel






x No Alcohol

x Unfriendly staff



smoking)





in winter)


x Slow Elevators

























for





























Respect



Quality Growth

VISION

MISSION

VALUES


Excellence

The Staff Interview




business meetings)


who have no morning

commitments)
















5-10







reservations


















Check-in



S







Arabia


reservation manager







advance

Families Processes




Ahmed An-Noaimi

Zubair Sheikh





Hotel Rating

2

12 2 2

1

3

32 2

3

3

2

4 4 43

4

0

10

20

30

40

50

60

70

80

90

100




group


Poor

Good

Excellent


Service Review








already in













Bad housekeeping

AC didnrsquot work





Service Experience








Reserving

1 2 3 4 5 6

Checking prices on

hotelrsquos website

Checking prices on

bookingcom

Booking through

bookingcom


Receiving

confirmation e-mail

message

Calling to confirm

reservation


in Qatar on Google


website

Printing

Reservation

Visiting bookingcom


1 2 3




was asked about the

check-time

I recorded the

reservation code

on my iPod








7 8 9 10 11

Around the Hotel

Parked


Being received

Entering


desk




get copied


payment receipt


the map

On The way

Visiting bookingcom



Check-in route



Know the Room

12 13 14 15 16



Back and forth

Found

Having a hard time

Here we are

A nice set

This is the suite


In the lift





No spoon





reader receipt


No spoon

Only one hanger

No trash can

Loose joints




floor in a corner

Blown bulb



envelope




Checkout and Bye

17 18 19




envelope this time

Out of the door


On my way home

Paying


By the competitor

1 2 3 4 5

Booked on

intercontinentalcom






To a temporary room


The temp room




6 7 8 9 10

The suite




or none-smoking


More Safety


Checked-out


THINKING

SD THINKING


Personas





































Computer phone

---



Computer phone fax

Reservation


Hotel lobby


Check-in Payment



Phone

Problem Solving

Reception and staff

Lobby


Checkout



Directory or phone

Inquiry

Receptionist

Elevator Corridors

Signs Elevator

--

Guest amp Bellboy

1 2 3 4

5 6 7


Stakeholder Mapping

Guest

Wife amp children

Extended Family

Friends

Online reviewers



Reservation team

Contacts in Doha

Family

Hotel Business

Group

Travel Agency

Housekeeping

Restaurant amp room

service

Group Members

Shuttle Bus Service


Design Drivers




local Hospitality

related factors



Benchmarking

0123456789

10


Location




Affinity Diagram


facilities


Bad housekeeping



charges

Check-in problems

No taxi around



communicated)








No Alcohol

Unfriendly staff



smoking)



mirror



in winter)


values

Slow Elevators

Large rooms

Furniture

Location


sea

Non-smoking hotel


Good for families

View

Free Wi-Fi in lobby





lobby

Only one restaurant


Understaffed hotel





work



















waterfalls






hospitality





service delivery

Respect




















reservations





















welcome







days)






out of my room



welcoming




itrsquos cheaper


message




Visiting bookingcom


my iPod




Being received



On The way


Back and forth

Found

Having a hard time

No spoon


card reader receipt


Only one hanger

No trash can

Loose joints


lights on


Blown bulb













smoking


More Safety









SD GENERATING


Mind Writing


Ide

a 1



comes to table

During Reservation




customer by name







details

Ide

a 2





on customer needs


hotel

Ide

a 3


room door




please make my room

etcrdquo


Ide

a 4

Developing and


customers to use

Id

ea

5





the room online


exact room and do a



view

Ide

a 6





movies to check-in


Also an iPhone

application





services and set



etc

Ide

a 7


Service


Ide

a 8







Id

ea

9

Self-checkout

Ide

a 1

0


destination



Ide

a 1

1


customer off upon

checkout




Hotel lobby





advance


Service Style Cards












and traditional

















Restaurant

Market

Hospital

School

Airport








experience




almost everything



likes in the hotel




brand


guest as he wishes

2 Hotel gets room

ready for guest to

sleep


free simple medical

checks


lead a more healthy

life





socialize




request



backgrounds

1 Printing luggage

sticker with room

number on it And a


express check-in


shuttle


Captain (Manager)


hotel

5 Hourly stay rate


SD EXPLAINING















Mood Board


SERVICE EVIDENCING


scenario


by the door




and dates











guest to the room



guests



open for netwroking



to his room



home















Mood Board


SERVICE EVIDENCING
















Mood Board


SERVICE EVIDENCING

Log-in to






APPENDIX 1

TOOLS ARTIFACTS


SD UNDERSTANDING




THE HOTEL







and location





6668

7

72

74

76

78

8

82

84

86

Hotel Rating

Solo Travelers

41Young

Couples 6

Mature Couples 7

Families young

children 6

People with

friends 3Groups 1



Reviews Tag Cloud


Review Summary




x Bad housekeeping



charges

x Check-in problems

x No taxi around






x Expensive food




x Large rooms

x Furniture

x Location


x Non-smoking hotel



x Good for families

x Very noisy

x View



x Free upgrade



x A new hotel






x No Alcohol

x Unfriendly staff



smoking)





in winter)


x Slow Elevators

























for





























Respect



Quality Growth

VISION

MISSION

VALUES


Excellence

The Staff Interview




business meetings)


who have no morning

commitments)
















5-10







reservations


















Check-in



S







Arabia


reservation manager







advance

Families Processes




Ahmed An-Noaimi

Zubair Sheikh





Hotel Rating

2

12 2 2

1

3

32 2

3

3

2

4 4 43

4

0

10

20

30

40

50

60

70

80

90

100




group


Poor

Good

Excellent


Service Review








already in













Bad housekeeping

AC didnrsquot work





Service Experience








Reserving

1 2 3 4 5 6

Checking prices on

hotelrsquos website

Checking prices on

bookingcom

Booking through

bookingcom


Receiving

confirmation e-mail

message

Calling to confirm

reservation


in Qatar on Google


website

Printing

Reservation

Visiting bookingcom


1 2 3




was asked about the

check-time

I recorded the

reservation code

on my iPod








7 8 9 10 11

Around the Hotel

Parked


Being received

Entering


desk




get copied


payment receipt


the map

On The way

Visiting bookingcom



Check-in route



Know the Room

12 13 14 15 16



Back and forth

Found

Having a hard time

Here we are

A nice set

This is the suite


In the lift





No spoon





reader receipt


No spoon

Only one hanger

No trash can

Loose joints




floor in a corner

Blown bulb



envelope




Checkout and Bye

17 18 19




envelope this time

Out of the door


On my way home

Paying


By the competitor

1 2 3 4 5

Booked on

intercontinentalcom






To a temporary room


The temp room




6 7 8 9 10

The suite




or none-smoking


More Safety


Checked-out


THINKING

SD THINKING


Personas





































Computer phone

---



Computer phone fax

Reservation


Hotel lobby


Check-in Payment



Phone

Problem Solving

Reception and staff

Lobby


Checkout



Directory or phone

Inquiry

Receptionist

Elevator Corridors

Signs Elevator

--

Guest amp Bellboy

1 2 3 4

5 6 7


Stakeholder Mapping

Guest

Wife amp children

Extended Family

Friends

Online reviewers



Reservation team

Contacts in Doha

Family

Hotel Business

Group

Travel Agency

Housekeeping

Restaurant amp room

service

Group Members

Shuttle Bus Service


Design Drivers




local Hospitality

related factors



Benchmarking

0123456789

10


Location




Affinity Diagram


facilities


Bad housekeeping



charges

Check-in problems

No taxi around



communicated)








No Alcohol

Unfriendly staff



smoking)



mirror



in winter)


values

Slow Elevators

Large rooms

Furniture

Location


sea

Non-smoking hotel


Good for families

View

Free Wi-Fi in lobby





lobby

Only one restaurant


Understaffed hotel





work



















waterfalls






hospitality





service delivery

Respect




















reservations





















welcome







days)






out of my room



welcoming




itrsquos cheaper


message




Visiting bookingcom


my iPod




Being received



On The way


Back and forth

Found

Having a hard time

No spoon


card reader receipt


Only one hanger

No trash can

Loose joints


lights on


Blown bulb













smoking


More Safety









SD GENERATING


Mind Writing


Ide

a 1



comes to table

During Reservation




customer by name







details

Ide

a 2





on customer needs


hotel

Ide

a 3


room door




please make my room

etcrdquo


Ide

a 4

Developing and


customers to use

Id

ea

5





the room online


exact room and do a



view

Ide

a 6





movies to check-in


Also an iPhone

application





services and set



etc

Ide

a 7


Service


Ide

a 8







Id

ea

9

Self-checkout

Ide

a 1

0


destination



Ide

a 1

1


customer off upon

checkout




Hotel lobby





advance


Service Style Cards












and traditional

















Restaurant

Market

Hospital

School

Airport








experience




almost everything



likes in the hotel




brand


guest as he wishes

2 Hotel gets room

ready for guest to

sleep


free simple medical

checks


lead a more healthy

life





socialize




request



backgrounds

1 Printing luggage

sticker with room

number on it And a


express check-in


shuttle


Captain (Manager)


hotel

5 Hourly stay rate


SD EXPLAINING















Mood Board


SERVICE EVIDENCING


scenario


by the door




and dates











guest to the room



guests



open for netwroking



to his room



home















Mood Board


SERVICE EVIDENCING
















Mood Board


SERVICE EVIDENCING

Log-in to






APPENDIX 1

TOOLS ARTIFACTS




THE HOTEL







and location





6668

7

72

74

76

78

8

82

84

86

Hotel Rating

Solo Travelers

41Young

Couples 6

Mature Couples 7

Families young

children 6

People with

friends 3Groups 1



Reviews Tag Cloud


Review Summary




x Bad housekeeping



charges

x Check-in problems

x No taxi around






x Expensive food




x Large rooms

x Furniture

x Location


x Non-smoking hotel



x Good for families

x Very noisy

x View



x Free upgrade



x A new hotel






x No Alcohol

x Unfriendly staff



smoking)





in winter)


x Slow Elevators

























for





























Respect



Quality Growth

VISION

MISSION

VALUES


Excellence

The Staff Interview




business meetings)


who have no morning

commitments)
















5-10







reservations


















Check-in



S







Arabia


reservation manager







advance

Families Processes




Ahmed An-Noaimi

Zubair Sheikh





Hotel Rating

2

12 2 2

1

3

32 2

3

3

2

4 4 43

4

0

10

20

30

40

50

60

70

80

90

100




group


Poor

Good

Excellent


Service Review








already in













Bad housekeeping

AC didnrsquot work





Service Experience








Reserving

1 2 3 4 5 6

Checking prices on

hotelrsquos website

Checking prices on

bookingcom

Booking through

bookingcom


Receiving

confirmation e-mail

message

Calling to confirm

reservation


in Qatar on Google


website

Printing

Reservation

Visiting bookingcom


1 2 3




was asked about the

check-time

I recorded the

reservation code

on my iPod








7 8 9 10 11

Around the Hotel

Parked


Being received

Entering


desk




get copied


payment receipt


the map

On The way

Visiting bookingcom



Check-in route



Know the Room

12 13 14 15 16



Back and forth

Found

Having a hard time

Here we are

A nice set

This is the suite


In the lift





No spoon





reader receipt


No spoon

Only one hanger

No trash can

Loose joints




floor in a corner

Blown bulb



envelope




Checkout and Bye

17 18 19




envelope this time

Out of the door


On my way home

Paying


By the competitor

1 2 3 4 5

Booked on

intercontinentalcom






To a temporary room


The temp room




6 7 8 9 10

The suite




or none-smoking


More Safety


Checked-out


THINKING

SD THINKING


Personas





































Computer phone

---



Computer phone fax

Reservation


Hotel lobby


Check-in Payment



Phone

Problem Solving

Reception and staff

Lobby


Checkout



Directory or phone

Inquiry

Receptionist

Elevator Corridors

Signs Elevator

--

Guest amp Bellboy

1 2 3 4

5 6 7


Stakeholder Mapping

Guest

Wife amp children

Extended Family

Friends

Online reviewers



Reservation team

Contacts in Doha

Family

Hotel Business

Group

Travel Agency

Housekeeping

Restaurant amp room

service

Group Members

Shuttle Bus Service


Design Drivers




local Hospitality

related factors



Benchmarking

0123456789

10


Location




Affinity Diagram


facilities


Bad housekeeping



charges

Check-in problems

No taxi around



communicated)








No Alcohol

Unfriendly staff



smoking)



mirror



in winter)


values

Slow Elevators

Large rooms

Furniture

Location


sea

Non-smoking hotel


Good for families

View

Free Wi-Fi in lobby





lobby

Only one restaurant


Understaffed hotel





work



















waterfalls






hospitality





service delivery

Respect




















reservations





















welcome







days)






out of my room



welcoming




itrsquos cheaper


message




Visiting bookingcom


my iPod




Being received



On The way


Back and forth

Found

Having a hard time

No spoon


card reader receipt


Only one hanger

No trash can

Loose joints


lights on


Blown bulb













smoking


More Safety









SD GENERATING


Mind Writing


Ide

a 1



comes to table

During Reservation




customer by name







details

Ide

a 2





on customer needs


hotel

Ide

a 3


room door




please make my room

etcrdquo


Ide

a 4

Developing and


customers to use

Id

ea

5





the room online


exact room and do a



view

Ide

a 6





movies to check-in


Also an iPhone

application





services and set



etc

Ide

a 7


Service


Ide

a 8







Id

ea

9

Self-checkout

Ide

a 1

0


destination



Ide

a 1

1


customer off upon

checkout




Hotel lobby





advance


Service Style Cards












and traditional

















Restaurant

Market

Hospital

School

Airport








experience




almost everything



likes in the hotel




brand


guest as he wishes

2 Hotel gets room

ready for guest to

sleep


free simple medical

checks


lead a more healthy

life





socialize




request



backgrounds

1 Printing luggage

sticker with room

number on it And a


express check-in


shuttle


Captain (Manager)


hotel

5 Hourly stay rate


SD EXPLAINING















Mood Board


SERVICE EVIDENCING


scenario


by the door




and dates











guest to the room



guests



open for netwroking



to his room



home















Mood Board


SERVICE EVIDENCING
















Mood Board


SERVICE EVIDENCING

Log-in to






APPENDIX 1

TOOLS ARTIFACTS



and location





6668

7

72

74

76

78

8

82

84

86

Hotel Rating

Solo Travelers

41Young

Couples 6

Mature Couples 7

Families young

children 6

People with

friends 3Groups 1



Reviews Tag Cloud


Review Summary




x Bad housekeeping



charges

x Check-in problems

x No taxi around






x Expensive food




x Large rooms

x Furniture

x Location


x Non-smoking hotel



x Good for families

x Very noisy

x View



x Free upgrade



x A new hotel






x No Alcohol

x Unfriendly staff



smoking)





in winter)


x Slow Elevators

























for





























Respect



Quality Growth

VISION

MISSION

VALUES


Excellence

The Staff Interview




business meetings)


who have no morning

commitments)
















5-10







reservations


















Check-in



S







Arabia


reservation manager







advance

Families Processes




Ahmed An-Noaimi

Zubair Sheikh





Hotel Rating

2

12 2 2

1

3

32 2

3

3

2

4 4 43

4

0

10

20

30

40

50

60

70

80

90

100




group


Poor

Good

Excellent


Service Review








already in













Bad housekeeping

AC didnrsquot work





Service Experience








Reserving

1 2 3 4 5 6

Checking prices on

hotelrsquos website

Checking prices on

bookingcom

Booking through

bookingcom


Receiving

confirmation e-mail

message

Calling to confirm

reservation


in Qatar on Google


website

Printing

Reservation

Visiting bookingcom


1 2 3




was asked about the

check-time

I recorded the

reservation code

on my iPod








7 8 9 10 11

Around the Hotel

Parked


Being received

Entering


desk




get copied


payment receipt


the map

On The way

Visiting bookingcom



Check-in route



Know the Room

12 13 14 15 16



Back and forth

Found

Having a hard time

Here we are

A nice set

This is the suite


In the lift





No spoon





reader receipt


No spoon

Only one hanger

No trash can

Loose joints




floor in a corner

Blown bulb



envelope




Checkout and Bye

17 18 19




envelope this time

Out of the door


On my way home

Paying


By the competitor

1 2 3 4 5

Booked on

intercontinentalcom






To a temporary room


The temp room




6 7 8 9 10

The suite




or none-smoking


More Safety


Checked-out


THINKING

SD THINKING


Personas





































Computer phone

---



Computer phone fax

Reservation


Hotel lobby


Check-in Payment



Phone

Problem Solving

Reception and staff

Lobby


Checkout



Directory or phone

Inquiry

Receptionist

Elevator Corridors

Signs Elevator

--

Guest amp Bellboy

1 2 3 4

5 6 7


Stakeholder Mapping

Guest

Wife amp children

Extended Family

Friends

Online reviewers



Reservation team

Contacts in Doha

Family

Hotel Business

Group

Travel Agency

Housekeeping

Restaurant amp room

service

Group Members

Shuttle Bus Service


Design Drivers




local Hospitality

related factors



Benchmarking

0123456789

10


Location




Affinity Diagram


facilities


Bad housekeeping



charges

Check-in problems

No taxi around



communicated)








No Alcohol

Unfriendly staff



smoking)



mirror



in winter)


values

Slow Elevators

Large rooms

Furniture

Location


sea

Non-smoking hotel


Good for families

View

Free Wi-Fi in lobby





lobby

Only one restaurant


Understaffed hotel





work



















waterfalls






hospitality





service delivery

Respect




















reservations





















welcome







days)






out of my room



welcoming




itrsquos cheaper


message




Visiting bookingcom


my iPod




Being received



On The way


Back and forth

Found

Having a hard time

No spoon


card reader receipt


Only one hanger

No trash can

Loose joints


lights on


Blown bulb













smoking


More Safety









SD GENERATING


Mind Writing


Ide

a 1



comes to table

During Reservation




customer by name







details

Ide

a 2





on customer needs


hotel

Ide

a 3


room door




please make my room

etcrdquo


Ide

a 4

Developing and


customers to use

Id

ea

5





the room online


exact room and do a



view

Ide

a 6





movies to check-in


Also an iPhone

application





services and set



etc

Ide

a 7


Service


Ide

a 8







Id

ea

9

Self-checkout

Ide

a 1

0


destination



Ide

a 1

1


customer off upon

checkout




Hotel lobby





advance


Service Style Cards












and traditional

















Restaurant

Market

Hospital

School

Airport








experience




almost everything



likes in the hotel




brand


guest as he wishes

2 Hotel gets room

ready for guest to

sleep


free simple medical

checks


lead a more healthy

life





socialize




request



backgrounds

1 Printing luggage

sticker with room

number on it And a


express check-in


shuttle


Captain (Manager)


hotel

5 Hourly stay rate


SD EXPLAINING















Mood Board


SERVICE EVIDENCING


scenario


by the door




and dates











guest to the room



guests



open for netwroking



to his room



home















Mood Board


SERVICE EVIDENCING
















Mood Board


SERVICE EVIDENCING

Log-in to






APPENDIX 1

TOOLS ARTIFACTS


6668

7

72

74

76

78

8

82

84

86

Hotel Rating

Solo Travelers

41Young

Couples 6

Mature Couples 7

Families young

children 6

People with

friends 3Groups 1



Reviews Tag Cloud


Review Summary




x Bad housekeeping



charges

x Check-in problems

x No taxi around






x Expensive food




x Large rooms

x Furniture

x Location


x Non-smoking hotel



x Good for families

x Very noisy

x View



x Free upgrade



x A new hotel






x No Alcohol

x Unfriendly staff



smoking)





in winter)


x Slow Elevators

























for





























Respect



Quality Growth

VISION

MISSION

VALUES


Excellence

The Staff Interview




business meetings)


who have no morning

commitments)
















5-10







reservations


















Check-in



S







Arabia


reservation manager







advance

Families Processes




Ahmed An-Noaimi

Zubair Sheikh





Hotel Rating

2

12 2 2

1

3

32 2

3

3

2

4 4 43

4

0

10

20

30

40

50

60

70

80

90

100




group


Poor

Good

Excellent


Service Review








already in













Bad housekeeping

AC didnrsquot work





Service Experience








Reserving

1 2 3 4 5 6

Checking prices on

hotelrsquos website

Checking prices on

bookingcom

Booking through

bookingcom


Receiving

confirmation e-mail

message

Calling to confirm

reservation


in Qatar on Google


website

Printing

Reservation

Visiting bookingcom


1 2 3




was asked about the

check-time

I recorded the

reservation code

on my iPod








7 8 9 10 11

Around the Hotel

Parked


Being received

Entering


desk




get copied


payment receipt


the map

On The way

Visiting bookingcom



Check-in route



Know the Room

12 13 14 15 16



Back and forth

Found

Having a hard time

Here we are

A nice set

This is the suite


In the lift





No spoon





reader receipt


No spoon

Only one hanger

No trash can

Loose joints




floor in a corner

Blown bulb



envelope




Checkout and Bye

17 18 19




envelope this time

Out of the door


On my way home

Paying


By the competitor

1 2 3 4 5

Booked on

intercontinentalcom






To a temporary room


The temp room




6 7 8 9 10

The suite




or none-smoking


More Safety


Checked-out


THINKING

SD THINKING


Personas





































Computer phone

---



Computer phone fax

Reservation


Hotel lobby


Check-in Payment



Phone

Problem Solving

Reception and staff

Lobby


Checkout



Directory or phone

Inquiry

Receptionist

Elevator Corridors

Signs Elevator

--

Guest amp Bellboy

1 2 3 4

5 6 7


Stakeholder Mapping

Guest

Wife amp children

Extended Family

Friends

Online reviewers



Reservation team

Contacts in Doha

Family

Hotel Business

Group

Travel Agency

Housekeeping

Restaurant amp room

service

Group Members

Shuttle Bus Service


Design Drivers




local Hospitality

related factors



Benchmarking

0123456789

10


Location




Affinity Diagram


facilities


Bad housekeeping



charges

Check-in problems

No taxi around



communicated)








No Alcohol

Unfriendly staff



smoking)



mirror



in winter)


values

Slow Elevators

Large rooms

Furniture

Location


sea

Non-smoking hotel


Good for families

View

Free Wi-Fi in lobby





lobby

Only one restaurant


Understaffed hotel





work



















waterfalls






hospitality





service delivery

Respect




















reservations





















welcome







days)






out of my room



welcoming




itrsquos cheaper


message




Visiting bookingcom


my iPod




Being received



On The way


Back and forth

Found

Having a hard time

No spoon


card reader receipt


Only one hanger

No trash can

Loose joints


lights on


Blown bulb













smoking


More Safety









SD GENERATING


Mind Writing


Ide

a 1



comes to table

During Reservation




customer by name







details

Ide

a 2





on customer needs


hotel

Ide

a 3


room door




please make my room

etcrdquo


Ide

a 4

Developing and


customers to use

Id

ea

5





the room online


exact room and do a



view

Ide

a 6





movies to check-in


Also an iPhone

application





services and set



etc

Ide

a 7


Service


Ide

a 8







Id

ea

9

Self-checkout

Ide

a 1

0


destination



Ide

a 1

1


customer off upon

checkout




Hotel lobby





advance


Service Style Cards












and traditional

















Restaurant

Market

Hospital

School

Airport








experience




almost everything



likes in the hotel




brand


guest as he wishes

2 Hotel gets room

ready for guest to

sleep


free simple medical

checks


lead a more healthy

life





socialize




request



backgrounds

1 Printing luggage

sticker with room

number on it And a


express check-in


shuttle


Captain (Manager)


hotel

5 Hourly stay rate


SD EXPLAINING















Mood Board


SERVICE EVIDENCING


scenario


by the door




and dates











guest to the room



guests



open for netwroking



to his room



home















Mood Board


SERVICE EVIDENCING
















Mood Board


SERVICE EVIDENCING

Log-in to






APPENDIX 1

TOOLS ARTIFACTS


Reviews Tag Cloud


Review Summary




x Bad housekeeping



charges

x Check-in problems

x No taxi around






x Expensive food




x Large rooms

x Furniture

x Location


x Non-smoking hotel



x Good for families

x Very noisy

x View



x Free upgrade



x A new hotel






x No Alcohol

x Unfriendly staff



smoking)





in winter)


x Slow Elevators

























for





























Respect



Quality Growth

VISION

MISSION

VALUES


Excellence

The Staff Interview




business meetings)


who have no morning

commitments)
















5-10







reservations


















Check-in



S







Arabia


reservation manager







advance

Families Processes




Ahmed An-Noaimi

Zubair Sheikh





Hotel Rating

2

12 2 2

1

3

32 2

3

3

2

4 4 43

4

0

10

20

30

40

50

60

70

80

90

100




group


Poor

Good

Excellent


Service Review








already in













Bad housekeeping

AC didnrsquot work





Service Experience








Reserving

1 2 3 4 5 6

Checking prices on

hotelrsquos website

Checking prices on

bookingcom

Booking through

bookingcom


Receiving

confirmation e-mail

message

Calling to confirm

reservation


in Qatar on Google


website

Printing

Reservation

Visiting bookingcom


1 2 3




was asked about the

check-time

I recorded the

reservation code

on my iPod








7 8 9 10 11

Around the Hotel

Parked


Being received

Entering


desk




get copied


payment receipt


the map

On The way

Visiting bookingcom



Check-in route



Know the Room

12 13 14 15 16



Back and forth

Found

Having a hard time

Here we are

A nice set

This is the suite


In the lift





No spoon





reader receipt


No spoon

Only one hanger

No trash can

Loose joints




floor in a corner

Blown bulb



envelope




Checkout and Bye

17 18 19




envelope this time

Out of the door


On my way home

Paying


By the competitor

1 2 3 4 5

Booked on

intercontinentalcom






To a temporary room


The temp room




6 7 8 9 10

The suite




or none-smoking


More Safety


Checked-out


THINKING

SD THINKING


Personas





































Computer phone

---



Computer phone fax

Reservation


Hotel lobby


Check-in Payment



Phone

Problem Solving

Reception and staff

Lobby


Checkout



Directory or phone

Inquiry

Receptionist

Elevator Corridors

Signs Elevator

--

Guest amp Bellboy

1 2 3 4

5 6 7


Stakeholder Mapping

Guest

Wife amp children

Extended Family

Friends

Online reviewers



Reservation team

Contacts in Doha

Family

Hotel Business

Group

Travel Agency

Housekeeping

Restaurant amp room

service

Group Members

Shuttle Bus Service


Design Drivers




local Hospitality

related factors



Benchmarking

0123456789

10


Location




Affinity Diagram


facilities


Bad housekeeping



charges

Check-in problems

No taxi around



communicated)








No Alcohol

Unfriendly staff



smoking)



mirror



in winter)


values

Slow Elevators

Large rooms

Furniture

Location


sea

Non-smoking hotel


Good for families

View

Free Wi-Fi in lobby





lobby

Only one restaurant


Understaffed hotel





work



















waterfalls






hospitality





service delivery

Respect




















reservations





















welcome







days)






out of my room



welcoming




itrsquos cheaper


message




Visiting bookingcom


my iPod




Being received



On The way


Back and forth

Found

Having a hard time

No spoon


card reader receipt


Only one hanger

No trash can

Loose joints


lights on


Blown bulb













smoking


More Safety









SD GENERATING


Mind Writing


Ide

a 1



comes to table

During Reservation




customer by name







details

Ide

a 2





on customer needs


hotel

Ide

a 3


room door




please make my room

etcrdquo


Ide

a 4

Developing and


customers to use

Id

ea

5





the room online


exact room and do a



view

Ide

a 6





movies to check-in


Also an iPhone

application





services and set



etc

Ide

a 7


Service


Ide

a 8







Id

ea

9

Self-checkout

Ide

a 1

0


destination



Ide

a 1

1


customer off upon

checkout




Hotel lobby





advance


Service Style Cards












and traditional

















Restaurant

Market

Hospital

School

Airport








experience




almost everything



likes in the hotel




brand


guest as he wishes

2 Hotel gets room

ready for guest to

sleep


free simple medical

checks


lead a more healthy

life





socialize




request



backgrounds

1 Printing luggage

sticker with room

number on it And a


express check-in


shuttle


Captain (Manager)


hotel

5 Hourly stay rate


SD EXPLAINING















Mood Board


SERVICE EVIDENCING


scenario


by the door




and dates











guest to the room



guests



open for netwroking



to his room



home















Mood Board


SERVICE EVIDENCING
















Mood Board


SERVICE EVIDENCING

Log-in to






APPENDIX 1

TOOLS ARTIFACTS


Review Summary




x Bad housekeeping



charges

x Check-in problems

x No taxi around






x Expensive food




x Large rooms

x Furniture

x Location


x Non-smoking hotel



x Good for families

x Very noisy

x View



x Free upgrade



x A new hotel






x No Alcohol

x Unfriendly staff



smoking)





in winter)


x Slow Elevators

























for





























Respect



Quality Growth

VISION

MISSION

VALUES


Excellence

The Staff Interview




business meetings)


who have no morning

commitments)
















5-10







reservations


















Check-in



S







Arabia


reservation manager







advance

Families Processes




Ahmed An-Noaimi

Zubair Sheikh





Hotel Rating

2

12 2 2

1

3

32 2

3

3

2

4 4 43

4

0

10

20

30

40

50

60

70

80

90

100




group


Poor

Good

Excellent


Service Review








already in













Bad housekeeping

AC didnrsquot work





Service Experience








Reserving

1 2 3 4 5 6

Checking prices on

hotelrsquos website

Checking prices on

bookingcom

Booking through

bookingcom


Receiving

confirmation e-mail

message

Calling to confirm

reservation


in Qatar on Google


website

Printing

Reservation

Visiting bookingcom


1 2 3




was asked about the

check-time

I recorded the

reservation code

on my iPod








7 8 9 10 11

Around the Hotel

Parked


Being received

Entering


desk




get copied


payment receipt


the map

On The way

Visiting bookingcom



Check-in route



Know the Room

12 13 14 15 16



Back and forth

Found

Having a hard time

Here we are

A nice set

This is the suite


In the lift





No spoon





reader receipt


No spoon

Only one hanger

No trash can

Loose joints




floor in a corner

Blown bulb



envelope




Checkout and Bye

17 18 19




envelope this time

Out of the door


On my way home

Paying


By the competitor

1 2 3 4 5

Booked on

intercontinentalcom






To a temporary room


The temp room




6 7 8 9 10

The suite




or none-smoking


More Safety


Checked-out


THINKING

SD THINKING


Personas





































Computer phone

---



Computer phone fax

Reservation


Hotel lobby


Check-in Payment



Phone

Problem Solving

Reception and staff

Lobby


Checkout



Directory or phone

Inquiry

Receptionist

Elevator Corridors

Signs Elevator

--

Guest amp Bellboy

1 2 3 4

5 6 7


Stakeholder Mapping

Guest

Wife amp children

Extended Family

Friends

Online reviewers



Reservation team

Contacts in Doha

Family

Hotel Business

Group

Travel Agency

Housekeeping

Restaurant amp room

service

Group Members

Shuttle Bus Service


Design Drivers




local Hospitality

related factors



Benchmarking

0123456789

10


Location




Affinity Diagram


facilities


Bad housekeeping



charges

Check-in problems

No taxi around



communicated)








No Alcohol

Unfriendly staff



smoking)



mirror



in winter)


values

Slow Elevators

Large rooms

Furniture

Location


sea

Non-smoking hotel


Good for families

View

Free Wi-Fi in lobby





lobby

Only one restaurant


Understaffed hotel





work



















waterfalls






hospitality





service delivery

Respect




















reservations





















welcome







days)






out of my room



welcoming




itrsquos cheaper


message




Visiting bookingcom


my iPod




Being received



On The way


Back and forth

Found

Having a hard time

No spoon


card reader receipt


Only one hanger

No trash can

Loose joints


lights on


Blown bulb













smoking


More Safety









SD GENERATING


Mind Writing


Ide

a 1



comes to table

During Reservation




customer by name







details

Ide

a 2





on customer needs


hotel

Ide

a 3


room door




please make my room

etcrdquo


Ide

a 4

Developing and


customers to use

Id

ea

5





the room online


exact room and do a



view

Ide

a 6





movies to check-in


Also an iPhone

application





services and set



etc

Ide

a 7


Service


Ide

a 8







Id

ea

9

Self-checkout

Ide

a 1

0


destination



Ide

a 1

1


customer off upon

checkout




Hotel lobby





advance


Service Style Cards












and traditional

















Restaurant

Market

Hospital

School

Airport








experience




almost everything



likes in the hotel




brand


guest as he wishes

2 Hotel gets room

ready for guest to

sleep


free simple medical

checks


lead a more healthy

life





socialize




request



backgrounds

1 Printing luggage

sticker with room

number on it And a


express check-in


shuttle


Captain (Manager)


hotel

5 Hourly stay rate


SD EXPLAINING















Mood Board


SERVICE EVIDENCING


scenario


by the door




and dates











guest to the room



guests



open for netwroking



to his room



home















Mood Board


SERVICE EVIDENCING
















Mood Board


SERVICE EVIDENCING

Log-in to






APPENDIX 1

TOOLS ARTIFACTS





x No Alcohol

x Unfriendly staff



smoking)





in winter)


x Slow Elevators

























for





























Respect



Quality Growth

VISION

MISSION

VALUES


Excellence

The Staff Interview




business meetings)


who have no morning

commitments)
















5-10







reservations


















Check-in



S







Arabia


reservation manager







advance

Families Processes




Ahmed An-Noaimi

Zubair Sheikh





Hotel Rating

2

12 2 2

1

3

32 2

3

3

2

4 4 43

4

0

10

20

30

40

50

60

70

80

90

100




group


Poor

Good

Excellent


Service Review








already in













Bad housekeeping

AC didnrsquot work





Service Experience








Reserving

1 2 3 4 5 6

Checking prices on

hotelrsquos website

Checking prices on

bookingcom

Booking through

bookingcom


Receiving

confirmation e-mail

message

Calling to confirm

reservation


in Qatar on Google


website

Printing

Reservation

Visiting bookingcom


1 2 3




was asked about the

check-time

I recorded the

reservation code

on my iPod








7 8 9 10 11

Around the Hotel

Parked


Being received

Entering


desk




get copied


payment receipt


the map

On The way

Visiting bookingcom



Check-in route



Know the Room

12 13 14 15 16



Back and forth

Found

Having a hard time

Here we are

A nice set

This is the suite


In the lift





No spoon





reader receipt


No spoon

Only one hanger

No trash can

Loose joints




floor in a corner

Blown bulb



envelope




Checkout and Bye

17 18 19




envelope this time

Out of the door


On my way home

Paying


By the competitor

1 2 3 4 5

Booked on

intercontinentalcom






To a temporary room


The temp room




6 7 8 9 10

The suite




or none-smoking


More Safety


Checked-out


THINKING

SD THINKING


Personas





































Computer phone

---



Computer phone fax

Reservation


Hotel lobby


Check-in Payment



Phone

Problem Solving

Reception and staff

Lobby


Checkout



Directory or phone

Inquiry

Receptionist

Elevator Corridors

Signs Elevator

--

Guest amp Bellboy

1 2 3 4

5 6 7


Stakeholder Mapping

Guest

Wife amp children

Extended Family

Friends

Online reviewers



Reservation team

Contacts in Doha

Family

Hotel Business

Group

Travel Agency

Housekeeping

Restaurant amp room

service

Group Members

Shuttle Bus Service


Design Drivers




local Hospitality

related factors



Benchmarking

0123456789

10


Location




Affinity Diagram


facilities


Bad housekeeping



charges

Check-in problems

No taxi around



communicated)








No Alcohol

Unfriendly staff



smoking)



mirror



in winter)


values

Slow Elevators

Large rooms

Furniture

Location


sea

Non-smoking hotel


Good for families

View

Free Wi-Fi in lobby





lobby

Only one restaurant


Understaffed hotel





work



















waterfalls






hospitality





service delivery

Respect




















reservations





















welcome







days)






out of my room



welcoming




itrsquos cheaper


message




Visiting bookingcom


my iPod




Being received



On The way


Back and forth

Found

Having a hard time

No spoon


card reader receipt


Only one hanger

No trash can

Loose joints


lights on


Blown bulb













smoking


More Safety









SD GENERATING


Mind Writing


Ide

a 1



comes to table

During Reservation




customer by name







details

Ide

a 2





on customer needs


hotel

Ide

a 3


room door




please make my room

etcrdquo


Ide

a 4

Developing and


customers to use

Id

ea

5





the room online


exact room and do a



view

Ide

a 6





movies to check-in


Also an iPhone

application





services and set



etc

Ide

a 7


Service


Ide

a 8







Id

ea

9

Self-checkout

Ide

a 1

0


destination



Ide

a 1

1


customer off upon

checkout




Hotel lobby





advance


Service Style Cards












and traditional

















Restaurant

Market

Hospital

School

Airport








experience




almost everything



likes in the hotel




brand


guest as he wishes

2 Hotel gets room

ready for guest to

sleep


free simple medical

checks


lead a more healthy

life





socialize




request



backgrounds

1 Printing luggage

sticker with room

number on it And a


express check-in


shuttle


Captain (Manager)


hotel

5 Hourly stay rate


SD EXPLAINING















Mood Board


SERVICE EVIDENCING


scenario


by the door




and dates











guest to the room



guests



open for netwroking



to his room



home















Mood Board


SERVICE EVIDENCING
















Mood Board


SERVICE EVIDENCING

Log-in to






APPENDIX 1

TOOLS ARTIFACTS





















for





























Respect



Quality Growth

VISION

MISSION

VALUES


Excellence

The Staff Interview




business meetings)


who have no morning

commitments)
















5-10







reservations


















Check-in



S







Arabia


reservation manager







advance

Families Processes




Ahmed An-Noaimi

Zubair Sheikh





Hotel Rating

2

12 2 2

1

3

32 2

3

3

2

4 4 43

4

0

10

20

30

40

50

60

70

80

90

100




group


Poor

Good

Excellent


Service Review








already in













Bad housekeeping

AC didnrsquot work





Service Experience








Reserving

1 2 3 4 5 6

Checking prices on

hotelrsquos website

Checking prices on

bookingcom

Booking through

bookingcom


Receiving

confirmation e-mail

message

Calling to confirm

reservation


in Qatar on Google


website

Printing

Reservation

Visiting bookingcom


1 2 3




was asked about the

check-time

I recorded the

reservation code

on my iPod








7 8 9 10 11

Around the Hotel

Parked


Being received

Entering


desk




get copied


payment receipt


the map

On The way

Visiting bookingcom



Check-in route



Know the Room

12 13 14 15 16



Back and forth

Found

Having a hard time

Here we are

A nice set

This is the suite


In the lift





No spoon





reader receipt


No spoon

Only one hanger

No trash can

Loose joints




floor in a corner

Blown bulb



envelope




Checkout and Bye

17 18 19




envelope this time

Out of the door


On my way home

Paying


By the competitor

1 2 3 4 5

Booked on

intercontinentalcom






To a temporary room


The temp room




6 7 8 9 10

The suite




or none-smoking


More Safety


Checked-out


THINKING

SD THINKING


Personas





































Computer phone

---



Computer phone fax

Reservation


Hotel lobby


Check-in Payment



Phone

Problem Solving

Reception and staff

Lobby


Checkout



Directory or phone

Inquiry

Receptionist

Elevator Corridors

Signs Elevator

--

Guest amp Bellboy

1 2 3 4

5 6 7


Stakeholder Mapping

Guest

Wife amp children

Extended Family

Friends

Online reviewers



Reservation team

Contacts in Doha

Family

Hotel Business

Group

Travel Agency

Housekeeping

Restaurant amp room

service

Group Members

Shuttle Bus Service


Design Drivers




local Hospitality

related factors



Benchmarking

0123456789

10


Location




Affinity Diagram


facilities


Bad housekeeping



charges

Check-in problems

No taxi around



communicated)








No Alcohol

Unfriendly staff



smoking)



mirror



in winter)


values

Slow Elevators

Large rooms

Furniture

Location


sea

Non-smoking hotel


Good for families

View

Free Wi-Fi in lobby





lobby

Only one restaurant


Understaffed hotel





work



















waterfalls






hospitality





service delivery

Respect




















reservations





















welcome







days)






out of my room



welcoming




itrsquos cheaper


message




Visiting bookingcom


my iPod




Being received



On The way


Back and forth

Found

Having a hard time

No spoon


card reader receipt


Only one hanger

No trash can

Loose joints


lights on


Blown bulb













smoking


More Safety









SD GENERATING


Mind Writing


Ide

a 1



comes to table

During Reservation




customer by name







details

Ide

a 2





on customer needs


hotel

Ide

a 3


room door




please make my room

etcrdquo


Ide

a 4

Developing and


customers to use

Id

ea

5





the room online


exact room and do a



view

Ide

a 6





movies to check-in


Also an iPhone

application





services and set



etc

Ide

a 7


Service


Ide

a 8







Id

ea

9

Self-checkout

Ide

a 1

0


destination



Ide

a 1

1


customer off upon

checkout




Hotel lobby





advance


Service Style Cards












and traditional

















Restaurant

Market

Hospital

School

Airport








experience




almost everything



likes in the hotel




brand


guest as he wishes

2 Hotel gets room

ready for guest to

sleep


free simple medical

checks


lead a more healthy

life





socialize




request



backgrounds

1 Printing luggage

sticker with room

number on it And a


express check-in


shuttle


Captain (Manager)


hotel

5 Hourly stay rate


SD EXPLAINING















Mood Board


SERVICE EVIDENCING


scenario


by the door




and dates











guest to the room



guests



open for netwroking



to his room



home















Mood Board


SERVICE EVIDENCING
















Mood Board


SERVICE EVIDENCING

Log-in to






APPENDIX 1

TOOLS ARTIFACTS






















Respect



Quality Growth

VISION

MISSION

VALUES


Excellence

The Staff Interview




business meetings)


who have no morning

commitments)
















5-10







reservations


















Check-in



S







Arabia


reservation manager







advance

Families Processes




Ahmed An-Noaimi

Zubair Sheikh





Hotel Rating

2

12 2 2

1

3

32 2

3

3

2

4 4 43

4

0

10

20

30

40

50

60

70

80

90

100




group


Poor

Good

Excellent


Service Review








already in













Bad housekeeping

AC didnrsquot work





Service Experience








Reserving

1 2 3 4 5 6

Checking prices on

hotelrsquos website

Checking prices on

bookingcom

Booking through

bookingcom


Receiving

confirmation e-mail

message

Calling to confirm

reservation


in Qatar on Google


website

Printing

Reservation

Visiting bookingcom


1 2 3




was asked about the

check-time

I recorded the

reservation code

on my iPod








7 8 9 10 11

Around the Hotel

Parked


Being received

Entering


desk




get copied


payment receipt


the map

On The way

Visiting bookingcom



Check-in route



Know the Room

12 13 14 15 16



Back and forth

Found

Having a hard time

Here we are

A nice set

This is the suite


In the lift





No spoon





reader receipt


No spoon

Only one hanger

No trash can

Loose joints




floor in a corner

Blown bulb



envelope




Checkout and Bye

17 18 19




envelope this time

Out of the door


On my way home

Paying


By the competitor

1 2 3 4 5

Booked on

intercontinentalcom






To a temporary room


The temp room




6 7 8 9 10

The suite




or none-smoking


More Safety


Checked-out


THINKING

SD THINKING


Personas





































Computer phone

---



Computer phone fax

Reservation


Hotel lobby


Check-in Payment



Phone

Problem Solving

Reception and staff

Lobby


Checkout



Directory or phone

Inquiry

Receptionist

Elevator Corridors

Signs Elevator

--

Guest amp Bellboy

1 2 3 4

5 6 7


Stakeholder Mapping

Guest

Wife amp children

Extended Family

Friends

Online reviewers



Reservation team

Contacts in Doha

Family

Hotel Business

Group

Travel Agency

Housekeeping

Restaurant amp room

service

Group Members

Shuttle Bus Service


Design Drivers




local Hospitality

related factors



Benchmarking

0123456789

10


Location




Affinity Diagram


facilities


Bad housekeeping



charges

Check-in problems

No taxi around



communicated)








No Alcohol

Unfriendly staff



smoking)



mirror



in winter)


values

Slow Elevators

Large rooms

Furniture

Location


sea

Non-smoking hotel


Good for families

View

Free Wi-Fi in lobby





lobby

Only one restaurant


Understaffed hotel





work



















waterfalls






hospitality





service delivery

Respect




















reservations





















welcome







days)






out of my room



welcoming




itrsquos cheaper


message




Visiting bookingcom


my iPod




Being received



On The way


Back and forth

Found

Having a hard time

No spoon


card reader receipt


Only one hanger

No trash can

Loose joints


lights on


Blown bulb













smoking


More Safety









SD GENERATING


Mind Writing


Ide

a 1



comes to table

During Reservation




customer by name







details

Ide

a 2





on customer needs


hotel

Ide

a 3


room door




please make my room

etcrdquo


Ide

a 4

Developing and


customers to use

Id

ea

5





the room online


exact room and do a



view

Ide

a 6





movies to check-in


Also an iPhone

application





services and set



etc

Ide

a 7


Service


Ide

a 8







Id

ea

9

Self-checkout

Ide

a 1

0


destination



Ide

a 1

1


customer off upon

checkout




Hotel lobby





advance


Service Style Cards












and traditional

















Restaurant

Market

Hospital

School

Airport








experience




almost everything



likes in the hotel




brand


guest as he wishes

2 Hotel gets room

ready for guest to

sleep


free simple medical

checks


lead a more healthy

life





socialize




request



backgrounds

1 Printing luggage

sticker with room

number on it And a


express check-in


shuttle


Captain (Manager)


hotel

5 Hourly stay rate


SD EXPLAINING















Mood Board


SERVICE EVIDENCING


scenario


by the door




and dates









finally they arrived to

Intensified hospitality

Design

Transcript of Intensified hospitality