When we began to test our 3 different prototypes with consumers in interviews we got a ton of information and ideas! To sort through the various information we'd gathered we made a Pros/Cons list for each idea. As we discussed it further it seemed like the idea with the broadest potential reach was the Planning App. We noticed in our interviews that people shied away from the word "App" though. We also realized that skiing wasn't the only place this could be used. Anytime people take group trips the same issues exist. This led to our new HMW:
How might we create a platform that integrates existing services (like doodle polls, airbnb, trip advisor, tilt etc.) to make group travel easier??
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After expanding our HMW question early in the semester to encompass skiing logistics in general we set off to interview as many skiers/snowboarders as we could find. In these interviews we were trying to pick out places in the skiing/snowboarding process where customers had pain points. When they would say "I wish I could ski more often," we'd ask probing questions like "What do you think is preventing you from doing this?" We pushed people to think of their least favorite part of skiing and also tell us stories about times they've felt frustrated on ski trips.
Based on what we heard from customers in these initial interviews we pulled out some "sub-HMW" questions that fit under our logistics umbrella that we want to explore further:
Our initial "How Might We" was:
How might we provide a service that transports for skis from one resort to the next for skiers who want to go to multiple resorts during their ski trip? Fairly quickly during our first meeting we began to diverge from the narrowness into all of the possibilities surrounding a broader, but related question: How might we improve the logistics of skiing? This has opened us up to many potential ways to make skiing more enjoyable: transportation, easier to carry gear, technology on the mountain, the layout of ski resorts and more... Where we land will depend on the greatest customer need we discover during our initial phase of interviews. |
AuthorThe Orca team is a group of second year Haas MBAs dedicated to bringing fun back to the logistics of group travel Archives
October 2016
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