Combining approaches to capture needs effectively
On site or in a dedicated room, individually or collectively, B&B customers and teams are met to gather the best possible data.
During our field study, we get into the heart of the experience at B&B Hotels: we observe and interview the end users and staff members in one of the chain’s hotels.
Handing out a small log book to travellers who stay at the hotel: what better method to get quality feedback along the experience of the service, even when we can’t be alongside them, while letting users enjoy telling their own story?
Two focus groups, in Madrid and Paris, let us place users at the centre of a genuine participatory effort. Two target audiences (one business-oriented, the other leisure) are included.
Finally, thanks to remote (phone) interviews, we look at the intercultural differences between countries and probe the emotional aspects of the customer journey. The method lets the user speak with confidence. The data gathered forms the basis of the modelled emotional curves.
Analysing and summarising all the data
The team gets to work to analyse and summarise the data gathered during the research phase.
All the data collected is aggregated and synthesised. Broad trends in terms of needs and expectations (and more generally of behaviour) are identified.
These trends define the framework of the experience map and the personas before being shared with the business stakeholders.
Workshop: personas and cross-channel user journey
The insight summary is presented to the B&B Hotels group's marketing teams. Together we co-design the personas and the cross-channel user journey during a one-day workshop in Paris.
Cross-channel modelling of profiles and user journey
The traveller types and their needs at each step of their journey are mapped. The supports let the design teams carry out approaches centred on the real needs of their users.
The customer profiles are mapped alongside their actions, real needs, blockers and opportunities all along the customer journey.
The persona and experience-map deliverables support the B&B teams in their user-centred efforts.
