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Work       FCP Art       About 





THE CHALLENGE

The Travel Agent (TA) industry is facing an increasingly competitive environment from online players, changing customer patterns and needs, and local manpower challenges which affect their turnover and relevancy in the future.

When we began this project with Singapore Tourism Board (STB), our initiatives therefore were targeted at enhancing the capabilities of the industry and to help companies increase business sustainability and encourage greater adoption of technology solutions.




APPROACH

Research objectives - The team outlined 10 research objectives. These included objectives such as 
  • Scope inbound and outbound current business processes and problems
  • Identify ideal user journeys across key stakeholders
  • Identify nudges that ease the uptake of technology
  • Identify key factors that lead to sustainability and scalability of travel agents
All research material henceforth were aligned to answering the stipulated and agreed upon objectives.

Interviews – We conducted 26 face-to-face interviews with various travel agencies in Singapore as well as Travellers who travelled within the last 3 years. Interview questions were crafted following the creation of the research objectives.


Survey – To complement the qualitiative data collected, the team developed 33 survey questions with conditional forking and these were disseminated to the public. The team collected and analysed 249 survey responses.

Research Coding – Find and quantify patterns into meaningful groups and reduce bias from strong verbatims. Coding sheet with interview verbatim was given to STB.

Research-based Design Thinking Workshop – The team conducted a one day workshop with key stakeholders, to share the research findings and together with the stakeholders, generate the problem statements to be used for the Innovation Challenge.

Research Report – The team then worked on the findings of the design research and workshop outcomes to generate a research report for STB.

Due to the confidential nature of the project, I am unable to share images and the content used for this project.


Singapore Tourism Board - Innovation Challenge Deck
2017


Identify pain points and opportunities in current Travel Agents’ business processes and uncover desired future outcomes through targeted design thinking methodologies, so as to enhance productivity and improve competitiveness.



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