Casual Snowboarder - No kids, 2-3 times a year to the mountain with friends
Why/How we interviewed him: Alvin is part of our target segment that we believe could benefit from any of the three prototypes we have thought of. What hypothesis we tested: His willingness to use/his choice between a planning app and a valet service What we really wanted to learn: What he thought of our prototypes What we learned from this interview: When planning his ski trip, he starts with the cheapest lodging first since that's the most expensive component of the trip, then he finds the resorts nearby that are affordable. Basically cost is his biggest factor. He mostly uses websites and apps specifically for each component, ie airbnb for lodging, and direct car rental sites but no all-encompassing planning app. His biggest pain point is coordinating with everyone and collecting money. What surprised us: He did not see much benefit in a valet service and did not think it was such a good idea. His opinion was that when you are deciding to go up, you already need a car that is capable of handling snowy conditions, and that even if it does not have space in the car for gear, a car rack is cheap enough that it removes most of the benefits from using a valet service. He also pointed out that even if you have a valet service, does he have to drop it off or do they pick it up? This is important when deciding to use it. Other interesting outcomes: His initial reaction was, "another app?"
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AuthorThe Orca team is a group of second year Haas MBAs dedicated to bringing fun back to the logistics of group travel Archives
November 2016
Link to Full Interview Notes |