Why/How we interviewed him: Santiago would fit into the general target segment that our prototypes are aimed at, that is the casual ski and snowboarding crowd that lives in SF. In addition he does not own a car and so would need to either rent a car every time he goes up, and also rent equipment when he gets there.
What hypothesis we tested: For a person with no car, would a ski bus be an option for going up? Also if they have no car, would they even need a valet service? What we really wanted to learn: The preference for each prototype by the interviewee. What we learned from this interview: Santiago rarely goes skiing because he has no car, so the barriers to go are much higher. A planning app is not much use to him because of the added cost of renting a car, and a valet service for his gear is not applicable. The luxury ski bus was what piqued his interest especially since he's okay with going up alone (although prefers going in groups). However it would depend on which resort it goes to, where the pick ups are, etc. What surprised us: 2 of our 3 prototypes did not apply to him and did not interest him. They might provide some value at a later point when he owns a car, but at the moment they do not add much value. Other interesting outcomes: He is an avid user of planning or travel apps, so no aversion to those forms of planning. I also asked him if he had ever used a food pickup/delivery app and if he saw any value in it. He said he did not.
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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 |