StarHub
an experience modeling project which drives travelers visit Chicago's local communities
DESIGN CHALLENGE
How might we make VIC (Visitor Info Center) the hub for international traveler to explore local communities and while collecting traveler data?
FINAL SOLUTION
Starhub is a hub and spoke model leveraging existing businesses and partnerships within the city. We want to extend the VIC center from Chicago loop to the entry points for the international travelers.
To keep the consistent service and quality, in each Hub and Star there will be a toolkit, which includes a concierge, an application offering recommendation, and check-in discount, the Virtual Reality experience, samples from the local business and Chicago maps. In the Hub, based on travelers preferences, the concierge will give them the tailored suggestions and a pre-Chicago experience through the Virtual Reality video to drive them to local neighborhoods.
When visitors travel to the local neighborhoods, we also provide regional centers in each area. In the Star, the content of the toolkit is slightly different based on where they are. The map and Virtual Reality content will show the corresponding area to encourage visitors to discover what is around them.
PROJECT BACKGROUND
Choose Chicago is a travel organization leading by Chicago government. Its goal is increasing 5M visitors by 2020 and making Chicago the top 5 cities in international visitors.VIC (Visitor Info Center) is the frontline to serve the international travelers.
CURRENT USER JOURNEY
The first thing we did is trying to understand what happened during the whole journey when travelers visit the VIC. So we conducted 3 field researches in current VIC to collect user data and analyze the current user journey. We utilized the 5E model (Entice, Enter, Engage, Exit, Extend) to separate user journey stages. Below each stage, we broke down the user activities and service touchpoints into the most concrete level and draw the mood curve to demonstrate user's emotion changes. By doing these, we finally decided to keep the existing advantages such as humanized touch and tailored advice, meanwhile improve the disadvantages such as limited locations, disconnection with the local experience and overwhelming information.
PERSONA
FUTURE USER JOURNEY
PHYSICAL SOLUTION
