Overview
Design of a service and app that facilitates the dream-trip of Millennial and design for the future innovation strategy of TUI, one of the largest travel companies in the world, to attract millennial and expand their market share through digital transformation. The plan focuses on improving the current offer of products and services and tackle the specific needs of the millennial generation.
Role
UX Researcher, Service Designer, UX Designer, Strategist
Date
Sep 2017 - Jan 2018 / Continuation: Feb 2020
Client
TUI Benelux
Project
Digital Service Design / Innovation & Brand Strategy, User Research, Trend Research, Visual Design, Context Mapping
Deliverables
Research Findings, Strategy, Concept Development, Service definition, Wireframes, UX/UI Prototype
Design Process
Research & Analysis
What's the problem?
TUI Netherlands, part of the largest leisure, travel and tourism company in the world approached us with the need for a future strategy. In 2020 millennials will become a truly potent force. We identified that in order to stay relevant and successful, TUI needs to heavily target millennials (born between 1980 and 2000) as they are soon going to be the largest group of consumers.
Research revealed millennials thrived for an inspirational and personalized way to book trips and TUI currently does not offer the individual, customizable way of booking a trip. This lack of customer centeredness is especially striking when going through the online presence of TUI - the place where millennials would preferably book their trip.
The project goal
Make the travel experiences of millennials extraordinary and personalized.
Insight analysis and cluster after research
Outcome
In order to improve their business, TUI should put their efforts in improving their current product & service portfolio. To do so, they would need to set the focus on a strategy that enables millennials to tailor-make their dream-trip. As a company TUI will take on the role of a facilitator, providing millennials with the tools and safety net needed to manage their own trip. Building up a strong and meaningful relationship with millennials now, will result in future sales growth, brand loyalty and the maintenance of TUI as the market leader.
Steps towards digital transformation for TUI
Value proposition for the new TUI platform
The concept
Millennials aim to get personal, authentic and exciting travel experiences, which means discovering new places and cultures, while having peace of mind. In this digital era, social media and content sharing is a big part of their lifestyle. All these aspects are combined in TUI Genie, a tailor-made platform for millennials. Users will start the app to purchase their trip individually or as a group through a choice-making system, where they can drag and drop. Every month millennials can discover the Genius of the Month, who is a travel blogger or influencer sharing his/her trip experience and tipps, getting inspired to explore places they never thought of.
The strategy
TUI will create a new department differentiated from the already existing ones focusing on the new target group: millennials.
A multidisciplinary team will develop the marketing campaigns and the platform including UX and UI. Efficiency and business profitwill be accomplished through dynamic pricing/yield management. Also, key partnerships such as airlines, local accommodation, influencers, hotel chains, healthcare institutions etc. will be developed.
Innovation strategy to attract millennial
User Flow based on the customer journey and the wireframes
Wireframes
Overview wireframes
Visual Design
