Why/How we interviewed him: Jacob belongs to our target segment of casual skiers. He does not own his equipment and rents whenever skiing. He usually goes out skiing with his wife and kids for the whole weekend.
What hypothesis we tested: That our ideas (Planning App/Premium Ski Bus/Ski concierge) were appealing to customers and would help to make their skiing experience more enjoyable. What we really wanted to learn: Which idea would generate the most interest and excitement and get user feedback for some of these ideas. What we learned from this interview: Jacob was not sure he wanted to use either of our services. The ski-bus was too limiting for him. His take was that if you are going to any ski-resort for more than a day, you need your car. There are several other issues that you have to take care of when travelling with kids especially going to the drugstore or the grocery store and that too several times. Taking an uber each time is not very cost effective. He usually books lodging on Airbnb and it would be impractical for the bus to drop everyone at their reserved place. He felt the planning app was interesting but only in a group setting and not really with a family where he has to take care of all the tasks. What surprised us: For families with little kids mobility is a big issue and they would like to travel independently. They do not prefer carpooling at all. They usually have a lot of stuff to tag along and do not have space in their car to share with other friends or group members. Other interesting outcomes: It seems that people with families are a different category all together with their own set of challenges.
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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 |