The last post talked about capturing a customer’s ideal experience. This post gives a brief example of how to do that.
Objective: Explore the ideal guest information system experience for resort visitors with young children who spend an average of $200 per day at the resort beyond room fees. Determine gaps between the actual and ideal. Prioritize the gaps based on cost to implement and business value.
Script:
“I would like to ask you about the perfect mobile guest information system. You mentioned earlier that some of the features you would like to see incorporated into our guest information system include…”
“But now I’d like to take it a step further and discuss the ideal system. Don’t be concerned about the impossibility of it, or the cost. Let me worry about that. For now I’d like to ask you to think with me about the best system you can imagine. Think back upon your stay so far at the resort. When would you have liked to pull out a mobile device and use it to get information or order something, regardless of your location.”
Allow participant to describe scenarios. If participant needs help, probe gently first with locations, such as, “What about when you were at the pool? What about when you were in your room?…” Then probe with features that are currently under consideration: “Have you ever considered what it would be like if you could request dinner recommendations and make reservations no matter where you were at the resort?”
This is different from blue sky thinking or brainstorming. This exercise elicits the normal task process, but without constraints of what currently exists. There may be a simple solution for providing what the customer is asking for that doesn’t break the scope bank.
Copyright 2009, Paul Bryan, Usography Corporation (http://www.usography.com)
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