OurStay ExperienceBrief FINAL€¦ · PRESENTED: AUGUST 2015 OURSTAY. BRAND & INTRO SCREENS. 3 The...
Transcript of OurStay ExperienceBrief FINAL€¦ · PRESENTED: AUGUST 2015 OURSTAY. BRAND & INTRO SCREENS. 3 The...
© 2015 RED Interactive Agency LLC
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FINAL DELIVERABLE
PRESENTED: AUGUST 2015
OURSTAY
BRAND & INTRO SCREENS
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The featured recommendations page is a
showcase for retailers, moods, and locations
that the hotel recommends. This is also the
first opportunity for educating guests about
the new Store-to-Door functionality.
FEATURED RECOMMENDATIONS
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Tapping on the “More Details” button opens
an overlay that explains the process in three
simple steps.
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When browsing any part of the
recommendations section of the app,
including moods, a branded icon indicates
that there are items for sale within.
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The icon serves as a signpost along the path
to purchase, and can be extended to
promotional materials for the service.
The brand page is where each featured
retailer can show off their brand and
selected items from their catalog that are
available for purchase.
BRAND PAGE
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The top and bottom of each brand page
is virtually identical to what exists.
Sandwiched in the middle, however, is a
product listing with links to more details
and the opportunity to buy.
USER FLOW ONE
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Starting from the product detail page, your
first view shows an image gallery, color
options, product name, and price.
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Scrolling down the page, you will find full
product details.
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Selecting a different color chip changes the
main product image and corresponding
gallery images.
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If you like it, simply tap “I’ll Take It” or swipe
left to begin the purchase confirmation
process.
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The confirmation process begins with an
affirmation of your choice, and the essential
details. It asks you to swipe to continue, or
else tap to cancel.
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As you continue to swipe, a fun, engaging
story is revealed that mirrors your own.
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At certain steps, you have the option to
choose something other than the default.
Just tap the prompt to enter more info.
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If you want to use a different card than the
one on file with hotel, you can do that.
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As a final confirmatory flourish, tap
the screen…
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… and sign your initials.
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Confirm your signature with another tap, and
your order is confirmed. Your sense of place is
reinforced with a map depicting the locations of
stores nearby from where your items might be
coming. Finally, you’re invited to find things to
do — restaurants, museums, plays — where you
can show off your new purchases or to keep
shopping.
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additional map screen option (light version)
USER FLOW TWO
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Starting from the product detail page, your
first view shows an image gallery, color
options, product name, and price.
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Scrolling down the page, you will find full
product details.
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Select a different color using the swatches.
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If you like it, simply tap “I’ll Take It” or swipe
left to begin the purchase confirmation
process.
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The confirmation process begins with an
affirmation of your choice, and the essential
details. It asks you to swipe to continue, or
else tap to cancel.
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As you continue to swipe, a fun and light
story is revealed that mirrors your own.
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The icon and city name can be swapped
out quite easily to make the story more
personalized.
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The story leads to a final confirmation page
where you can verify the details of—and
change options for—your purchase,
payment, and delivery.
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The final, delightful confirmatory flourish is a
signing of your initials by the ‘X’.
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Confirm your signature with another tap, and
your order is confirmed. Your sense of place is
reinforced with a map depicting the locations
of stores nearby from where your items might
be coming. Finally, you’re invited to show off
your new purchases or to keep shopping.
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additional map screen option (light version)
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Home*
Four Seasons Recommends
S2D IntroOverlay
MoodPage
ShoppingMood
Burberry Brand Page
Product Page
Product Page Start / instructions
Login / Create Account
Purchase Flow
ConfirmationPage
RomanticMood
See and Be Seen Mood
Story 1 Story 2 Story 3 Story 4 Story 4 Story 5
Credit CardEntry
AddressEntry
Accessorize?
Initials Thank you /Confirmation
Main Flow
Purchase Flow(Concept 1) * With color selection * With map
Yes
No
Logged in?
Product Page Start / instructions
Login / Create Account
Order Details
Detail Entry
InitialsStory 1 Story 2 Story 3 Thank you /Confirmation
Purchase Flow(Concept 2) * With color selection * With map
Yes
No
Logged in?
THANK YOU
APPENDIX
OVERVIEW OF STORE TO DOOR
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Store to Door is a new service from OurStay that allows guests of
hotels to browse selected items on a mobile device, indicate a
desire to purchase, and thereby prompt a hotel employee to
source the item and deliver it to them.
Store to Door aims to provide hotel guests with a memorable
shopping experience by:
Delivering a magical moment. If you want it, we’ll get it for you
Positively reinforcing the action of shopping while traveling.
Shopping while traveling is not just okay, it’s good for you
Letting the hotel staff work for you. With a simple gesture, send
the staff into the city to track down your items
WHAT IS STORE TO DOOR?
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Users
• Magical
• Effortless
• Convenient
• Aspirational
• Familiar
• Liberating
BRAND ATTRIBUTES
Partners
• Global
• Flexible
• Relevant
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HIGH LEVEL EXPERIENCE FLOW
Awareness
Messaging in the hotel advertises the app and its capabilities
App Login
The guest downloads the app, launches it, and logs in to her hotel account
Browsing
She discovers the “Four Seasons Recommends” section and browses based on her mood
Purchase
She decides to purchase an item and orders it through the app
Fulfillment
A message is sent to the hotel staff who then fulfill the order
Delivery
She returns to her room and finds the item she ordered has been delivered
Order issues and returns are handled through the concierge or front desk staff
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WHERE OUR EXPERIENCE FITS IN
STORE TO DOOR
POWERED BY OURSTAY
The hotel app will continue to have its own chrome and navigation HOTEL APP
The section of the app powered by OurStay will house the new functionality
The new experience may form another layer of branding all its own
RESEARCH & INSIGHTS
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Over a billion people travel internationally each year -
approximately 15% of the global population - and they
spend the equivalent of more than a trillion US dollars
in the process.
THE MARKET
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Shopping has shifted from being a part of the
travel experience, to a primary motivator.
Data shows that for at least 8 out of 10 of new
travelers, shopping is considered integral to
their overall travel experience, and many
even consider it a priority.
Source: Luxury Society, JCDecaux- Global Shopper Connection 2013
THE REASON
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CONSUMERS TURN OFF THE REALITY SWITCH AND TURN ON THE SPENDING SWITCH -GIVING THEMSELVES THE PERMISSION TO BUY
Source: Rocket Fuel 2015
TRAVEL SHOPPING
Luxury shoppers switch on their willingness to spend money before their trip even begins, turning purchases to “guilt free treats”.
Luxury travelers make up to 18 purchases prior to their trip
PRE TRAVEL SHOPPING
TIME
MO
NEY
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IMPULSE PURCHASES ARE ABOUT EMBRACING THE LIFESTYLE YOU WANT, AND THE PERSON YOU WANT TO BECOMEHigh-end brands are part of an elevated lifestyle. They have a perceived value and evoke a passionate desire to make the purchase.
Neurological data shows that “passion” and “perceived value” are major motivational factors in impulse purchases.
What is the main reason luxury consumers purchase new items? (UK Luxury consumers, cross category)
Impulse Trend Offer Novelty Routine Change of circumstance
40%
27%
36%35%
30%
25%
20%
15%
10%
5%
0%
18-34 35+
24%
7%
20% 17%
9% 11%
7%12%
13% 14%
Impulse Trend Offer Novelty Routine Change of circumstance
27%
41%
10% 10% 10% 9%
18% 18%
12%9%
14% 14%
40%
35%
30%
25%
20%
15%
10%
5%
0%
45%
MALE FEMALE
Sources: Business of Fashion- Can Neuroscience Unlock the Luxury Mind 2015, Deloitte- Fashion and Luxury- The luxury opportunity- The evolving UK luxury consumer – and how luxury brands can respond 2015
56Sources: Credit Suisse: Luxury Shopping Trends, Criteo- State of Mobile Commerce Q4 2014, McKinsey on Marketing and Sales: Digital Luxury Experience: Keeping up with changing customers 2014
Digital is more important than ever; influencing more than 20% of total luxury purchases. The high-end sector has seen
massive growth in mobile sales due to the convenience and immediacy that mobile devices provide.
• The internet has dramatically changed the path to purchase for many products, including ones in the luxury sector.
Mobile is about purchasing, not just researching- fashion and luxury purchases are 33% of all mobile transactions
Mobile Share of Total eCommerce Transactions
33%
27%
26%
23%
20%
15%
FASHION & LUXURY
TRAVEL
SPORTING GOODS
MASS MERCHANTS
HEALTH & BEAUTY
HOME
CONVENIENCE MATTERS
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INSIGHT ONE
When people travel, they have already given themselves permission to buy. Travel is a time of freedom and enrichment -- and that
includes shopping, often for high-end goods that they may not normally purchase.
Experience Guidepost:
The browsing and purchasing experience should reinforce this sense of freedom and give people even more permission, and
encouragement, to make purchases. Bold, fun calls to action can emphasize this.
PERMISSION TO BUY
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INSIGHT TWO
When people buy high-end goods, they often make those purchases on an impulse and that’s because they are pursuing a
lifestyle. “Living the dream.” They are not just buying -- they’re buying into something.
Experience Guidepost:
Remove barriers to capture the impulse purchase, and then reinforce that it was a good decision, avoiding regret and
highlighting the sense that this lifestyle is yours for the taking. The purchasing gesture can playfully evoke the feeling of
elegance and class.
LIFESTYLE ASPIRATION
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INSIGHT THREE
Ease and convenience are important in this experience, but equally essential is the delight embedded in the purchasing “moment”
and the validation that this purchase has enriched your overall travel experience.
Experience Guidepost:
Delight can come from a variety of sources - compelling visual cues, such as color or movement, as well as sounds or vibrations.
Validation is communicated both metaphorically and narratively to the user.
DELIGHTFUL & ENRICHING
CONCEPT EXPLORATION
BROWSING & PURCHASEOf all the phases of the experience, Browsing and Purchase are where we have the most control and therefore the most impact.
Browsing
Navigating around to discover and view products for sale.
Purchase
Browse Products
On the product detail page, there will be messaging and a branded CTA inviting you to purchase.
Product Detail Page w CTA
Once you indicate intent to purchase, a fun, branded purchase experience launches.
Branded Purchase Experience
Finally, a fun confirmation screen lets you know that your purchase was successful and your item is on its way.
Post Purchase Confirmation
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This entire experience is meant to feel light, easy, and casual.
Navigating to — and browsing through — products available for
purchase should be clear, pleasurable and adaptable to mood or
preference. No matter where you are or what your frame of mind, as
long as your phone is with you, you can discover and buy with ease.
BROWSING EXPERIENCE
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BROWSING PRODUCTS AS BEFORE For those who are already familiar with the OurStay functionality in existing apps, we can simply extend the capabilities
to include featured products. The familiar prompts would lead you to a Brand Page where you would find selected
products to buy.
HOTEL APP
FEATURED RECOMMENDATIONS
SHOPPINGSHOPPING MOOD
FEATURED BRAND
FEATURED BRAND
BRAND PAGE
FEATURED COLLECTION
PRODUCT DETAIL PAGE
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BROWSING PRODUCTS IN A FEATURED COLLECTION Beyond that, the Hotel app home screen could be extended to include additional prompts for the Featured Collections of
partner brands. These prompts could lead to the Shopping page or else directly to a specific collection.
HOTEL APP
FEATURED COLLECTIONS
FEATURED BRAND
FEATURED BRAND
BRAND PAGE
FEATURED COLLECTION
PRODUCT DETAIL PAGE
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BROWSING PRODUCTS BY MOOD Finally, you will be able to browse products through moods. Individual products will be tagged to appear in mood listings
alongside the existing location listings. Mood pages would then function as inspiration for a power lunch or a romantic
night out—with the added benefit of being able to purchase the things that inspire you.
HOTEL APP
FEATURED RECOMMENDATIONS
SHOPPING
MOODS
SHOPPING
ROMANTIC
PRODUCT DETAIL PAGE
ROMANTIC
LOCATION
LOCATION
PRODUCT
The Brand Page will continue to be a showcase for
OurStay’s partner brands, including lifestyle
photography, branded copy, and the nearest retail
location.
Added to this will be the brand’s featured collection.
Each of the items will have a dedicated tile showing the
item, its name, and a "View Details" CTA. Simply tap to
view and buy.
BRAND PAGE