THY Affinity Concept

DESIGN AND INNOVATION FROM ACCENTURE INTERACTIVE

THY AFFINITY CONCEPT

OVERVIEWThis document contains the synthesis of the research and conceptual processes carried on during the Discover and Describe phases of the project.

It presents a collection of the key ideas identified and developed so far around the service concept to be detailed in the coming Design phase.

ACTION ITEMSOur goal is to review the collection of ideas around the service concept, freeze the direction and inform Amadeus about the project progress.

From our discussion about ideas we expect a prioritisation to better invest our efforts over the coming weeks and to start shaping a MVP.

WE ARE FJORD

1. LEARNINGS

2.SERVICE CONCEPT

3.DESIGN APPROACH

AGENDA

AC

TIV

ITIE

S

UX FOUNDATIONS

DISCOVER

WIREFRAMES & VISUAL DESIGN

TEMPLATES

VISUAL DESIGN

DATA & PERSONALISATION

FEASIBILITY

COMPETITOR & LATERAL TRENDS

MOBILE UX HERO FLOWS

DESCRIBE

* Not included, to be provided time and material during the implementation phase

WEB UX DESIGN

DEVELOPMENT

MOBILE UX DESIGN

DEVELOPMENT

SERVICE DESIGN CONCEPT

UX FOUNDATIONAL DESIGN

CONCEPT DESIGN

IDEA

TIO

N &

EX

PLO

RA

TIO

N

DESIGN

DEVELOPMENT SUPPORT*

Week 1 Week 2 Week 3 Week 4 Week 5 Week 6

Today

TIMELINE

PROJECT GOALAn opportunity to further attract and convert customers, through convenience and inspiration -which is not currently addressed.

The customer is currently pigeonholed to chose dates and destinations, with limited options to emotionally browse relevant, expert travel suggestions.

Attract and engage new customers

BUSINESS OBJECTIVES

Increase the conversion rate

Provide a holistic

contextual service

Ease customers search process

through use of content

THY AFFINITY

LEARNINGS

FJORD 2013 Confidential Page 9

THYOur collaborative effort with THY included an extended kickoff session to collect business requirements and stakeholders expectations.

We later digged into analytics and we explored current products aimed at attracting new customers through richer content proposition.

TRENDSA glance at competitors and lateral industries focusing on search, discovery and recommendations experiences.

A PERSONAL EXPERIENCE

Many products deliver the same content and service level to everyone: no real differentiation, no attention to different user needs, no proactivity.

Suggest moving from data and context: the day of the week, time of day, geographical location, what music they just listened to, any of their behaviors in the cloud, or

even the weather they have right now can be a useful bit of contextual information.

Recent trails, saved queries, wish lists, explicit profiling mechanics, any form of value around personal and purchase history make customers prone to invest time on a brand that recognizes them across channels.

Key to success is budding a true relation with customers, supporting them at any time with what they really need.

Make people feel the brand is personal

BEYOND PRICEGive people the right value for money

Customers -especially travellers- look for opportunities, they constantly try to make the best deal out of their needs and the offering they receive.

Price is important but its not all. Many shoppers like to follow emotional flows. Pictures, videos, any engaging presentation of rich

content immerses people into an experience rather than a transaction.

People value the brand according to their experiences and they are eager to fuel the social buzz about it if their expectations are met.

Too much focus on price makes users feel insecure and distracts them from the magic of pursuing a dream.

AIRLINE EVOLUTION

CURRENTLY Flight options

A DATABASE OF FLIGHTS SEAT

A WORLD OF OPPORTUNITIES EXPERIENCE

NEXT Your travel possibilities


SURVEYWe ran informal online research on planning travel within Fjord, eventually extending the questionnaire to THY employees.

Replies from a total of 340 respondents were synthesized to inspire idea generation.

Despite different demographics and contexts, results were surprisingly very similar.

Majority of respondents share the same love for cultural exploration and authentic experiences. Immediately next are family trips.

ALL EXPLORERS INSPIRE THEM!

SURVEY

Overall, half of the respondents needs inspiration for travel (but Fjordians ratio is approx. 1:3).

WORD OF MOUTH

Relatives and friends are the most valuable source of inspiration. Followed by online travel resources (zines, blogs, forums). Airlines are seventh and last.

Facebook has almost been unseated by Instagram as most used social sharing medium (around one third instagrams trips)

INSTAGRAM RISE AN EXCITING PLAN

When asked about travel emotions people clearly stated that they need to be galvanized.

THY AFFINITY

ARCHETYPES

FLIGHT VARIABLES

ROUTE TIME PAX. AIM

Route

TimeFixed

Fixed

Free

Free

THE CAREFUL FAMILY

THE SMART EXPLORER

THE COMPARISON BUDDIES

THE DEAL HUNTERS

ARCHETYPES

THE SMART EXPLORER I C A N D O W H A T E V E R I F A N C Y , N O N E E D T O T H I N K A B O U T W H A T S O M E O N E E L S E W O U L D L I K E T O D O .

CAN (35)

AVERAGE INCOME 3000$/month

ORIGIN Istanbul, Turkey

OCCUPATION Software Engineer

MID SEP14

LETS SEE WHAT IS OUT THERE

MID SEP15

IN LOVE WITH LAST MINUTE

MID SEP15

LIVE LIKE A LOCAL

MID SEP15

WHATS NOT TO LOVE ABOUT ROME He finds last

minute return tickets from Istanbul to Rome.

He looks at couchsurfing and airbnb flat options for accommodation.

He explores the city, with tips from locals he found online.

Can likes looking through last minute travel options and spending longer times abroad as he can work from anywhere with Internet connection.

THE DEAL HUNTERS I T S N I C E T O D I S C O V E R T H I N G S W I T H Y O U R O T H E R H A L F .

JASON (29) & SANDRA (27)

AVERAGE INCOME 6000$/month in total

ORIGIN London, UK

OCCUPATION Consultant & Teacher

MID FEB15

WHAT TO DO THIS EASTER

MID FEB15

ONE MORE WEEK?

LATE FEB15

ENDLESS OPTIONS

LATE FEB15

LESS PLANING IS MORE FUN

Jason suggests they take one more week o and have a longer holiday, at somewhere more exotic and far away.

They go through many options through blogs, magazines Also keep on checking cheap tickets.

They found a budget flight to Istanbul and the return flight is from Bodrum.

Sandra has busy days at work and might use the Easter holiday to relax.

TILL THE VACATION

GOING WITH THE FLOW

They decide they will experience Istanbul and southern coast of Turkey as the locals and keep exploring airbnb flats.

THE CAREFUL FAMILY I T I S S O H A R D T O R E L A X W H E N Y O U N E E D T O T H I N K A B O U T E V E R Y S I N G L E D E T A I L A B O U T T H E K I D S .

HANS (37), KAREN (34), MARK (6), BEA (3)

AVERAGE INCOME 9000$/month in total

ORIGIN Frankfurt, Germany

OCCUPATION Finance Manager & Data Analyst

LATE DEC14

LETS PLAN OUR 2015 VACATION

EARLY JAN15

LET ME TAKE CARE OF THE FUN PART

LATE JAN15

ALL THESE DETAILS

LATE JAN15

LEAVE THE BORING PART TO ME Karen goes

through the possible destinations.

They pay attention to every single detail, whether there is Kids Club in the hotel or the airport they land have is kids friendly

They decide on flights and hotel. Hans purchases them online. They create a Dropbox folder where they keep all the itineraries.

Karen sees the early reservation ads online and tells Hans about them. They decide that the earlier they book their travels, the better.

TILL THE VACATION

DETAILS, DETAILS, DETAILS

The planning of each step feels like it will never come to an end.

THE COMPARISON BUDDIES W E L I V E T H E T I M E O F O U R L I V E S T O G E T H E R !

SINAN (32), EMIR (29) YUNUS (30), GKHAN (33) MR (30)

AVERAGE INCOME 2500$/month per person

ORIGIN Ankara, Turkey

OCCUPATION Engineers

MID FEB15

LOOK WHAT I FOUND!

MID FEB15

LETS SEE WHAT WE CAN DO

LATE FEB15

ITS GETTING REAL

EARLY MARCH15

ITS GETTING EVEN MORE REAL

The group starts browsing opportunities over a wider period.

They create a Whatsapp group where they share options and tips.

They decide on a trip plan over Whatsapp and start to compare prices of flights and accommodation.

Yunus texts friends about 3 music festivals happening in Belgium this summer.

MID MARCH15

ALMOST THERE

Yunus creates the final decision list and makes reservations for everyone. Later, he shares the PNRs with the gang.

LATE MARCH15

JULY, BE QUICK

Everyone purchases the flights and the hostel. They keep on sharing the activities they can joint through that Whatsapp group.

Summer Vacation

2015

Extended Easter

VacationExplorer Spirit

Festival Lovers

Route

TimeFixed

Fixed

Free

Free

ARCHETYPESTHE CAREFUL

FAMILY

THE SMART EXPLORER

THE COMPARISON BUDDIES

THE DEAL HUNTERS

THY AFFINITY

SERVICE CONCEPT

FROM

TO

DESIGN DRIVERS

IMPERSONAL AND TRANSACTIONAL

TECHNOLOGY DRIVEN

FUNCTIONAL, TASK ORIENTED

INDIVIDUALLY TAILORED, ALWAYS RELEVANT

SELF EMPOWERED

INSPIRATIONAL, MOTIVATION ORIENTED

+ LOYALTY + DESIRABILITY

Convince and relevance are no longer premium but basic expectation of customers. Our service must move beyond a transactional exchange with our customers, ensuring that each communication is tailored to the individual.

Our service is driven tosatisfyand delight the customer.Powered by technology without exposing the complexities or constraints to the customer.

We are creating a humanized service, which doesnt expect our customers to learn how to speak to machines. Our service understands ways in which one is motivated and helps discover via inspiration with added serendipitous excitement.

EXPLORE THE UNKNOWN, A NEW WAY OF PLANNING TRAVEL: A SMART PLATFORM THAT OFFERS CUSTOMERS THE MOST VALUABLE OPTIONS FOR THEIR SEARCH AND SUPPORTS A RICH AND CURATED DISCOVER OF CONTENT.

OUR VISION

A cross-channel service to provide people with tailored answers to their requests. An inspirational discover experience to delight planners; an intelligent support that humanises and eases the experience of more definite search patterns.

To satisfy users, companies need to be faster than instant: they need to be predictive [] More services are starting to anticipate what a customer might want and act on it, using smart design and data mining, before the user clicks a button [] To be more predictive can devise a solid data strategy that addresses emerging data sources and the potential uses for that data.

FJORD TRENDS 2015: THE SIXTH SENSE

DREAMINGPLANNING

PRE-BOOKING

SERVICE FRAMEWORK

Inspiration Intelligent support

DREAMING PLANNING PRE-BOOKING

IDEAS CATALOGUE

EXPLORE THE UNKNOWN


DREAMLIST

YOLO!

SMART LISTS MAGIC CALENDAR

THERE & BACK

WHICH ONE IS RIGHT FOR ME?

LAST MINUTE UNLOCK

MILES FOR SIGNS AFTER TRIP COMPETITIONS

DREAMING

A thorough look at results of a more humanized search tool.

EXPLORE THE UNKNOWN YOLO!

The freedom to choose a destination from a playful pre-filtering tool.

DREAMLIST

A smarter, connected shortlist of destinations to collect content and get further inspiration

A search that goes beyond the utilitarian paradigm and asks travellers for a more human and emotional input.

Results are always visible, providing travellers new discovery patterns at any time.

Content is shown with dierent visualizations: map, images, videos, text extracts, audios. A rich collection that stimulates browsing and gives users a full overview of their travel possibilities.

EXPLORE THE UNKNOWN

Let us guide you around the world!

DREAMING

Search and browsing experiences are disrupted by a filtering starting point.

A more engaging approach that encourages to try dierent combinations and exploratory modes. Fun and novelty to discover unexpected destinations.

YOLO!DREAMING

Be open to anything!

An advanced wish list that keeps track of preferences but becomes a predictive centre for travellers.

Social and other travel products integration (Facebook, Instagram, Spotify,) contributes to a richer, dynamic experience where to grow old and new travel dreams.

Notifications keep users informed on best deals for their preferences if/when available.

DREAMLIST

We help your dreams

become true

DREAMING

PLANNING

SMART LISTS MAGIC CALENDAR THERE & BACK

An open, dynamic tagging system connects THY to external services for a more objective and updated ranking of destinations

A door-to-door planner that helps people organize the whole travel experience beyond THY

HOME IST LHR BOOKYOURHOTEL

LHR IST HOMEBOOKGUIDEDTOURS

+ +CREATEYOURROUTES

+PLAN

AIRPORTTRANSFER

+PLAN

AIRPORTTRANSFER

+MAKERESER-VATIONS

+

A smart calendar to offer users the best options for specific holidays/longer weekends

External services help keeping THY content organization lively.

Other travel products data together with THY customers reviews aect destination attributes creating an extended community.

SMART LIST

Stay always informed on

the real travel trends

PLANNING

MAGIC CALENDAR

25JUNE

28 $140JUNE

19JULY

25 $220JULY

AUG AUG25 28 $220

Best flight prices for you

Book Now

Book Now

Book Now

Have you thought of

Nov6?

PLANNING

Travellers can get suggestions on specific dates or wider periods according to weather conditions, events and activities they would be more inclined to do.

There might also be freezing price features to share/ease decision for bigger groups.

HOME IST LHR BOOKYOURHOTEL

LHR IST HOMEBOOKGUIDEDTOURS

+ +CREATEYOURROUTES

+PLAN

AIRPORTTRANSFER

+PLAN

AIRPORTTRANSFER

+MAKERESER-VATIONS

+

An aggregator of data and information to support customers with a complete travel experience. From other transportation means to activities before/after flights and during stopovers.

A brand loyalty investment, an extended customer care eort to attract users who want to settle their travel needs in a one-stop shop.

THERE & BACK

We can take care of your entire travel experience

PLANNING

PRE-BOOKING

WHICH ONE IS RIGHT FOR ME? LAST MINUTE UNLOCK

A supportive comparison tool that proactively helps travellers choose valuable options

Spread inspirational content to receive discounts on very last minute flights.

Destinations and their rich content (including single flights) can be compared with a highly tailored support to ease decisions.

The expected care of an airline matches the decisional assistance of travel agencies.


WE RECOMMEND YOU THIS

Not sure yet? Let us choose, you will love it

PRE-BOOKING

A crowdsourcing marketing tool to spread inspirational content on very last minute flights.

Leveraging on the exciting feeling of going to the airport and jumping on a planewith a small social circles of people who made it possible for all. Might be valuable also for low booked flights.

LAST MINUTE UNLOCK

Involve others to quickly jump on a

plane

PRE-BOOKING

TWO MORE THINGS

MILES FOR SIGNS AFTER TRIP COMPETITION

Profiling and data gathering becomes a rewarding experience for travellers

Surveys are organized as rewarding individual/social challenges

Submit Review

Welcome back to Joey

WHICH TRIP DID YOU ENJOY MOST LAST YEAR?

Bodrum Athens

Paris AntalyaBangladesh

Answ

er to

win

50 m

iles

Asking user questions about their travel preferences to collect meaningful profiling data.

Social media integration (e.g. Facebook, Swarm,) to ease/integrate profiling would also enable travellers to be rewarded with free miles.

A dedicated page beyond contingent moments could allow greater rewards and therefore incentivate deeper contributions

MILES FOR SIGNS

Submit Review

Welcome back to Joey

WHICH TRIP DID YOU ENJOY MOST LAST YEAR?

Bodrum Athens

Paris AntalyaBangladesh

Answ

er to

win

50 m

ilesTips that are

definitely valuable

TWO MORE THINGS

AFTER TRIP COMPETITION

Can you unseat the King of

Travel?

TWO MORE THINGS

Getting feedback to improve service quality by creating a community of travellers that competes in personal or collective challenges.

Travellers tips will contribute to further enrich content and keep the product up to date.

DREAMING PLANNING PRE-BOOKING

IDEAS CATALOGUE

EXPLORE THE UNKNOWN


DREAMLIST

YOLO!

SMART LISTS MAGIC CALENDAR

THERE & BACK


LAST MINUTE UNLOCK

MILES FOR SIGNS AFTER TRIP COMPETITIONS

THY AFFINITY

WHERE AND HOW

TOUCHPOINTS

SERVICE SOLUTION

WEBSITE NATIVE APPS

BANNERS NOTIFICATIONS/EMAILS

SOCIAL MEDIA

METASEARCHES/ OTAS

SEARCH ENGINES

AFFINITY SHOPPER DATA

CRM DATA

PERSONALIZATION

Beyond navigation and purchase history, to explicit user preferences, social graphs, content targeting.

PROFILING

Archetypal Demographical IndividualNavigational

SUPPORTCONTENTUser aggregation of content (explicitly/implicitly) for use later and/or on other devices.

Customer care, data gathering and highly personalized messaging to humanize the service.

3.0 INFO ARCHITECTURE

My Account

Miles & Smiles

Login / Register

Sitemap - Complete

Flying with Us

Business Class

Comfort Class

Economy Class

stanbul as a Hub

Lounge Istanbul

Touristanbul

Dining On Board

Entertainment & Connectivity

Help(Customer Service & FAQ)

FAQ Search Results

Submit a Question

FAQ Topics

Contact Us

Contact Form

t Bookingt Check-int Fare rulest Visat Travel insurancet Free Baggage Allowancet Hand Baggaget Excess Baggaget Sports Equipmentst Musical Equipmentst Petst Restrictionst Baggage Delays + Lostst US Baggage Rulest Mealst After Flightt Transfer - Transitt Transportationt Special Assistancet Pregnantst Infants, kidst Boundedt Patient

t Movies & Musics & Games

Find Flight

Flight Status

Flight Status(with Live Flight Tracking)

Get alerts by SMS or Email

Find Reservation & Select Passenger(s)

Confirm or ChangeSeats

Confirm & Agree

Check In

Boarding Pass(email, print, or SMS)

Payment Flow

Change Flights

Manage booking

Check In Online

Cancel Flights

Select Seats

Retrieve a Reservation

Change Flow

CancelFlow

Seat Selector

FlowPayment

Flow

Award ticket flow

Add Luggage

Add a hotel reservation

Add a car reservation

Get an e-Visa

Add Insurance

Get an e-Visa

Contact Us

Flight Status

Pay for reservation

Add Insurance

Seat Selector

Flow

Payment & Reservations

Choose flights

Passenger details

Seats & options

Flight Search(Minibooker)

Login(prepopulates)

Save

Share

Confirmation

Add a car or hotel

Add a car or hotel to trip

3RD PARTY

Car Booking

Flow(offisite)

Hotel Booking

Flow(offsite)

Our Destinations(formerly Where We Fly)

t Free sports equipment carriaget Valentines day deals

Wingo deals

DestinationDestinationDestination

Guides

Special Offers

Route Map / Destination

FinderOne-click Register

3RD PARTY3RD PARTY

Insurance Flow(offisite)

e-Visa Application

Flow(offisite?)

Homepage(Book Flights)

Share / Print / Add to Cal

Share seat details

Share flight status

Add Insurance

Image: Huge Web 3.0 Information Architecture

My Account

Miles & Smiles

Login / Register

Sitemap - Complete

Flying with Us

Business Class

Comfort Class

Economy Class

stanbul as a Hub

Lounge Istanbul

Touristanbul

Dining On Board

Entertainment & Connectivity

Help(Customer Service & FAQ)

FAQ Search Results

Submit a Question

FAQ Topics

Contact Us

Contact Form

t Bookingt Check-int Fare rulest Visat Travel insurancet Free Baggage Allowancet Hand Baggaget Excess Baggaget Sports Equipmentst Musical Equipmentst Petst Restrictionst Baggage Delays + Lostst US Baggage Rulest Mealst After Flightt Transfer - Transitt Transportationt Special Assistancet Pregnantst Infants, kidst Boundedt Patient

t Movies & Musics & Games

Find Flight

Flight Status

Flight Status(with Live Flight Tracking)

Get alerts by SMS or Email

Find Reservation & Select Passenger(s)

Confirm or ChangeSeats

Confirm & Agree

Check In

Boarding Pass(email, print, or SMS)

Payment Flow

Change Flights

Manage booking

Check In Online

Cancel Flights

Select Seats

Retrieve a Reservation

Change Flow

CancelFlow

Seat Selector

FlowPayment

Flow

Award ticket flow

Add Luggage

Add a hotel reservation

Add a car reservation

Get an e-Visa

Add Insurance

Get an e-Visa

Contact Us

Flight Status

Pay for reservation

Add Insurance

Seat Selector

Flow

Payment & Reservations

Choose flights

Passenger details

Seats & options

Flight Search(Minibooker)

Login(prepopulates)

Save

Share

Confirmation

Add a car or hotel

Add a car or hotel to trip

3RD PARTY

Car Booking

Flow(offisite)

Hotel Booking

Flow(offsite)

Our Destinations(formerly Where We Fly)

t Free sports equipment carriaget Valentines day deals

Wingo deals

DestinationDestinationDestination

Guides

Special Offers

Route Map / Destination

FinderOne-click Register

3RD PARTY3RD PARTY

Insurance Flow(offisite)

e-Visa Application

Flow(offisite?)

Homepage(Book Flights)

Share / Print / Add to Cal

Share seat details

Share flight status

Add Insurance

Explore

Destinations

Dreamlist

Anity landing (Where We Fly)

Homepage

Fjord

(My Wishlist)

OUR FOCUS

Website

Smartphone iOS

Tablet iOS

Inspirational content is organised around Destinations which are rich containers of info and products to attract both discovering and searching users from within/outside the system.

Each destination is tagged with a set of thematic attributes and geographical references

HISTORY

CULTURE

SHOPPING

NIGHTLIFE

FROST

MARINE

NATURE

ADVENTURE

WELLNESS

SPORTS

FOOD

ROMANTIC

Suggested Themes (min.3 - max. 12)

min 3 - max 11

CONTINENT

CITY

ATTRACTION POINTS

REGION

THY Geographies

TAXONOMY

WEEKEND

NYE

BAYRAM

END OF SEMESTER

Getaways

THY AFFINITY

WHATS NEXT

AC

TIV

ITIE

S

UX FOUNDATIONS

DISCOVER

WIREFRAMES & VISUAL DESIGN

TEMPLATES

VISUAL DESIGN

DATA & PERSONALISATION

FEASIBILITY

COMPETITOR & LATERAL TRENDS

MOBILE UX HERO FLOWS

DESCRIBE

* Not included, to be provided time and material during the implementation phase

WEB UX DESIGN

DEVELOPMENT

MOBILE UX DESIGN

DEVELOPMENT

SERVICE DESIGN CONCEPT

UX FOUNDATIONAL DESIGN

CONCEPT DESIGN

IDEA

TIO

N &

EX

PLO

RA

TIO

N

DESIGN

DEVELOPMENT SUPPORT*

Week 1 Week 2 Week 3 Week 4 Week 5 Week 6

Today

TIMELINE

DESIGN PHASEOver the next two weeks the Fjord team together with at least one THY expert (2days/week) is going to push the service design concept from ideas to foundational design outputs.

Starting from todays feedback, we will focus on defining a product features list, we will determine hero flows and we will sketch wireframes accordingly.

Thank you

T H Y A F F I N I T Y C O N C E P T

IVAN PROVENZALE

THY AFFINITY

ANNEX 1SURVEY RESULTS

OTHER %15

TURKEY %20

EUROPE %33

USA %32

OTHER %10

TURKEY %83

EUROPE %7

FJORD // 86 THY // 254

PLANNING YOUR TRAVEL

INTERNATIONAL vs LOCAL

FEMALE %55

MALE %45

FEMALE %27

MALE %73

45-54 %8,24

35-44 %34 25-34

%54

25 > %4

AGE

NO %62

YES %38

MARRIED

55-64 %2

45-54 %12,6035-44

%42

25-34 %39

25 > %5

AGE

NO %31

YES %69

MARRIED

NO %71

YES %29

CHILDREN

NO %43

YES %57

CHILDREN

FJORD // 86 THY // 254

GENDER, AGE, MARITAL STATUS, CHILDREN

WHO ARE THESE PEOPLE?

1 Cultural Explorer 60% 2 Authentic Explorer 36% 3 Family-Friendly 28%

1 Authentic Explorer 46% 2 Cultural Explorer 43% 3 Family-Friendly 24%

FJORD // 86 THY // 254

HOW WOULD YOU DESCRIBE YOURSELF AS A TRAVELLER?

THEY ARE ALL EXPLORERS

N.B. Percentages show results of a multiple choice question

NO %63

YES %37

FJORD // 86 THY // 254

NO %46

YES %54

DID YOU NEED INSPIRATION FOR YOUR LAST FLIGHT?

THEY NEED INSPIRATION

FJORD // 86 THY // 254

1 72%Relatives/Friends 23

Online Travel Mag.

Social Media

48%

30%

7 Airline Website 15%

1 53%Relatives/Friends 23

Online Travel Mag.

Social Media

41%

36%

7 Airline Website 11%

WHERE DO YOU USUALLY GET INSPIRATION FOR TRAVEL?

WORD OF MOUTH


FJORD // 86 THY // 254

NO %21

YES %79

NO %29

YES %71

1 57%Facebook23

Instagram

Twitter

52%

15%

1 57%Facebook23

Instagram

Twitter

41%

19%

DO YOU SHARE YOUR TRAVEL EXPERIENCE ON SOCAIL MEDIA?

SHARING THE EXPERIENCE


ExcitementAnticipation

Fun

Relax

CuriosityAdventure

Dream

Happiness

Joy

Confusion Desire

Escape

Freedom

New

Anxiety

Different

Experience

TRAVEL EMOTIONS

THY AFFINITY

ANNEX 2PRIORITIZATION


WORKSHOPTogether with THY we tried to prioritise ideas according to business impact and technological feasibility.

We selected 6 ideas to be further developed and to come together into one richer product.

Business impact

Tech complexity

High

High

Low

Low

OUTCOME

EXPLORE THE UNKNOWN

DREAMLIST

YOLO!

SMART LISTS

MAGIC CALENDAR

THERE & BACK


LAST MINUTE UNLOCK

MILES FOR SIGNS

AFTER TRIP COMPETITIONS

THY Affinity Concept

Documents

Transcript of THY Affinity Concept