Why/How we interviewed him: Justin is a social skiier who only goes to Tahoe as part of a group trip.
What hypothesis we tested: Would a casual hobby skiier be willing to pay for the services we prototyped? What we really wanted to learn: What prototype he preferred the most, would he be willing to use them? What we learned from this interview: When Justin goes up to Tahoe, he and his partner normally carpool with friends and stay at a friend's ski lease. They hate driving in adverse weather conditions and traffic, and would prefer a more fun, energetic car ride experience. In the past, they have taken a shuttle through Sports Basement. Justin doesn't own ski equipment, so when he rents equipment the day of, he feels like he is holding up the rest of his group. He doesn't like wasting time in the morning renting gear and then returning it before leaving at the end of the trip. He was interested in both the equipment valet and the luxury bus prototypes, but mentioned concern about dropoff and pickup for the bus if staying in a non-central location (ski lease vs. resort/hotel). What surprised us: Justin used to rent gear from local shops, but the hassle of renting and hauling to mountain in a packed car the day-of was not worth it to him anymore. He prefers to rent straight from the resort and pay a premium for a reduced hassle. For the equipment valet, he mentioned he would be willing to pay a premium for someone to collect his equipment from the pro shop and have it waiting for him, with the ability for him to go into the shop for adjustments if needed. Other interesting outcomes: Justin suggested a guide for users to determine their gear measurements at home, create a profile for future rentals.
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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 |