TUNE ASIA A NEW, INTEGRATED EXPERIENCE OF TUNE GROUP’S SERVICES. PROJECT BY
UNIVERSITIES
SUPERVISORS
Tongji University
Andrea Carlon
Politecnico di Milano
Hell is a place where nothing coonects with nothing. Inferno
F. 1 Ready to leave
CONTENTS
Content ........................................................................................... p. 4 Figures ............................................................................................ p. 6 English abstract ................................................................... p. 8 Italian abstract .................................................................... p. 10 Chinese abstract ............................................................... p. 12 Introduction ............................................................................ p. 15 1. Declaration of intents ............................................ p. 16 1.1 It’s a pitch 1.2 The path 2. Approach ............................................................................. p. 22 2.1 “Systems thinking” vs. “Design thinking” 2.2 Service Design 2.3 Strategic Design 2.4 Corporate vs. Conglomerate 2.5 Conclusion 3. Southeast Asia .............................................................. p. 28 3.1 Growing possibilities 4 TUNE ASIA
4. Tune Group ......................................................................... p. 46 4.1 Tony Fernandes 4.2 Tune Ventures 4.3 Tune Air 4.3.1 AirAsia 4.3.2 AirAsiaGo.com 4.3.3 AirAsia Courier 4.3.4 KLIA2 4.3.5 AirAsia RedTix 4.3.6 AirAsia Cargo 4.3.7 AirAsia megastore.com 4.4 Tune Hotels 4.5 Tune Talk 4.6 Tune Money 4.7 Tune Sport 4.8 Koolred 4.9 Tune Tones 5. Case Studies .................................................................... p. 72 5.1 Amazon 5.2 Google 5.3 Apple 5.4 Poste Italiane
CONTENTS
6. Concepts .............................................................................. p. 86 6.1 One Brand 6.2 One account 6.3 Internet backbone 6.4 Smart travel community 6.5 Service hubs 6.6 Tune Bus 6.7 Compass 7. The New Journey ........................................................ p. 92 7.1 Style definition 7.2 Script 7.3 Storyboard 7.4 Art generation 7.5 Animation Bibliography ......................................................................... p. 158 5
FIGURES F. 1 Ready to leave page 5-6
F. 21 - Pasir Panjang Container Terminal - Singapore page 39
F.2 Departures - Singapore Airport page 9
F. 22 Girls taking pictures - Hong Kong page 40-41
F. 3 Partenze - Aeroporto di Fiumicino page 11
F. 23 Marina Bay night show - Singapore page 42-43
F. 4 Departures - Taipei International Airport page 13
F. 24 Malaysian traditional performer taking a break - KL page 45
F. 5 Check-in Assistant Taipei International Airport page 14
F.25 Tune Group’s Logo page 47
F. 6 Continuum’s global network - Continuum’s notebook page 16-17
F. 26 Tony Fernandes page 49
F. 7 AirAsia research in Continuum (top) page 19
F. 27 AirAsia Philippines’ first flight page 50-51
F. 8 AirAsia customer journey analisys in Continuum (bottom) page 19
F. 28 AirAsia Japan’s first flight page 52-53
F. 9 Flying to Kuala Lumpur from Hangzhou page 20-21
F.29 AirAsiaGo.com’s option page page 55
F. 10 The most relevant books i’ve read for this project page 22-23
F. 30 Tune Hotel - Ipoh, Malaysia page 57
F. 11 Map of Southeast Asia from Nationmaster.com page 29
F. 31 Mark Lankaster, CEO Tune Hotels page 60
F. 12 Traditional temples Bagan, Myanmar page 30
F. 32 Tune Hotels’ room in London page 61
F. 13 Petronas Twin Towers - Kuala Lumpur, Malaysia page 31
F. 33 Tune Talk booth at LCCT, Kuala Lumpur, Malaysia page 63
F. 14 Javanese farmer - Java, Indonesia page 32
F. 34 BIG Card from Tune Money page 65
F. 15 Girls shopping - Singapore, Singapore page 33
F. 35 Tony Fernandes and Team Lotus F1 page 67
F. 16 Sprawl outside Manila - Manila, Philippines page 34
F. 36 ABL scheme page 68
F. 17 - New development area - Kuala Lumpur, Malaysia page 35
F. 37 Philippines Patriot’s game page 68
F. 18 Commuter’s train - Jakarta, Indonesia page 36
F. 38 QPR’s logo page 69
F. 19 - Bullet train station - Hong Kong, China page 37
F. 39 Tony Fernandes page 69
F. 20 Tea fields - Bandung, Indonesia page 38
F. 40 Jeff Bezos, CEO Amazon.com page 73
6 TUNE ASIA
FIGURES
F. 41 Amazon.com’s Warehouse in Ohio, USA page 74
F. 62-65 Tune Asia snapshot: part 1 page 128-129
F. 42 Amazon.com’s Warehouse in Ohio, USA page 75
F. 66-68 Tune Asia snapshot: part 2 page 130-131
F. 43 Icons of Google’s services and products page 79
F. 69-71 Tune Asia snapshot: part 3 page 132-133
F. 44 & 45 Representation of Apple’s apps page 81-82
F. 72-73 Tune Asia snapshot: part 4 page 134
F. 46 Massimo Sarmi of Poste Italiane page 85
F. 74-76 Tune Asia snapshot: part 5 page 136-137
F. 47 Poste Italiane’s POS page 85
F. 77-78 Tune Asia snapshot: part 6 page 138
F. 48 Mock up of the final video page 93
F. 79-82 Tune Asia snapshot: part 7 page 140-141
F. 49a.b.c.d.e.f.g Mock up’s layers page 94-95
F. 83-86 Tune Asia snapshot: part 8 page 142-143
F. 50 Preliminary tests on tracing page 96-97
F. 87-89 Tune Asia snapshot: part 9 page 144-145
F. 51 Part of the Script page 98
F. 90-92 Tune Asia snapshot: part 10 page 146-147
F. 52 Storyboards page 100-109
F. 93-95 Tune Asia snapshot: part 11 page 148-149
F. 53 Tune Asia’s arts - Ming background page 110-111
F. 96-99 Tune Asia snapshot: part 12 page 150-151
F. 54 Tune Asia’s arts - Awareness & Acces, Trigger page 112-113
F. 100-102 Tune Asia snapshot: part 13 page 152-153
F. 55 Tune Asia’s arts - Booking, Plan page 114-115
F. 103-104 Tune Asia snapshot: part 14 page 154
F. 56 Tune Asia’s arts - Pre Check-in page 116-117
F. 105-107 Tune Asia snapshot: part 15 page 156-157
F. 57 Tune Asia’s arts - Check-in page 118-119 F. 58 Tune Asia’s arts - Flight page 120-121 F. 59 Tune Asia’s arts - Lodge page 122-123 F. 60 Tune Asia’s arts - Compass page 123-125 F. 61 My workstation at Continuum page 126-127
7
TUNE ASIA A NEW, INTEGRATED EXPERIENCE OF TUNE GROUP’S SERVICES.
8 TUNE ASIA
F.2 Departures Singapore Airport
ENGLISH ABSTRACT
9
TUNE ASIA UN NUOVO MODO PER FRUIRE DELL’UNIONE DEI SERVIZI DI TUNE GROUP.
10 TUNE ASIA
F. 3 Partenze Aeroporto di Fiumicino
ITALIAN ABSTRACT
PART 1: RESEARCH 11
TUNE ASIA
12 TUNE ASIA
TUNE GROUP
F. 4 Departures Taipei International Airport
CHINESE ABSTRACT
13
F. 5 Check-in Assistant Taipei International Airport
14 TUNE ASIA
INTRODUCTION
INTRODUCTION
15
1. DECLARATION OF INTENTS
1. 1 IT’S A PITCH!
16 TUNE ASIA
F. 6 Continuum’s global network Continuum’s notebook
1. DECLARATION OF INTENTS
“THIS PROJECT WAS GROOMED AS A POTENTIAL PITCH TO PUT FORWARD TO TUNE GROUP”
17
1. 2 THE PATH
18 TUNE ASIA
F. 7 AirAsia research in Continuum (top) F. 8 AirAsia customer journey analisys in Continuum (bottom)
1. DECLARATION OF INTENTS
19
F. 9 Flying to Kuala Lumpur from Hangzhou
1. DECLARATION OF INTENTS
WHICH ARE THE ELEMENTS AND OPPORTUNITIES THAT CAN MAKE THIS NEW USER EXPERIENCE A COMPLETE “DESIGN THINKING” INNOVATION?
21
2. APPROACH
2.1 “SYSTEMS THINKING” VS. “DESIGN THINKING”
“DESIGN THINKING IS A HUMAN-CENTERED APPROACH TO INNOVATION THAT DRAWS FROM THE DESIGNER’S TOOLKIT TO INTEGRATE THE NEEDS OF PEOPLE, THE POSSIBILITIES OF TECHNOLOGY, AND THE REQUIREMENTS FOR BUSINESS SUCCESS.” —TIM BROWN set of roots supporting the three
22 TUNE ASIA
F. 10 The most relevant books i’ve read for this project
2. APPROACH
23
2.2 SERVICE DESIGN
24 TUNE ASIA
2. APPROACH
2.3 STRATEGIC DESIGN
25
2.4 CORPORATE VS. CONGLOMERATE
26 TUNE ASIA
2. APPROACH
2.5 CONCLUSIONS
27
3. SOUTHEAST ASIA Southeast Asia or Southeastern Asia is
ECONOMY
28 TUNE ASIA
F. 11 Map of Southeast Asia from Nationmaster.com
CHINA
SH
AN
Naha
Kunming
Irrawadd y
Xi
Nanning
Mandalay
Hanoi
BURMA
Nay Pyi Taw
Gulf of Tonkin
LAOS Vientiane
Chiang Mai
THAILAND
g
Nakhon Ratchasima
P H I L I P P I N E Samar S
MALAYSIA
o ait Str
Ipoh
fM
Medan
cca ala
P
EG
U N
SINGAPORE
N
I
PEGUNUNG
C
Lombok Flores
KEPULAUAN ARU
S
Banda Sea
Flores Sea
A
Indian Ocean
Ambon
Buru
Makassar
Sumba
Ceram
C
A
Deepest point of Indian Ocean (-7258 m)
(AUSTRALIA)
Kendari
Sumbawa
Equator
Sorong
U
(AUSTRALIA)
J AV
Palu
L
R
Christmas Island
Denpasar Selat Lombok TREN CH
Halmahera
Molucca Sea
I N D O N E S I A
Semarang Madura Surbaya Java Malang Bali
Bandung
Nor Paci Oce
Sulawesi (Celebes)
Java Sea
Jakarta
Selat Sunda
PALAU
Manado
Banjarmasin
Palembang Billiton TanjungkarangTelukbetung N
YA
Melekeok
O
BA
SA
Davao
Celebes Sea
Tawau
Samarinda
Pulau Bangka
Cagayan de Oro Mindanao
Zamboanga Kota Kinabalu Sandakan
Borneo
ta ma ari tK Sela
A
KEPULAUAN MENTAWAI
Sumatra
Negros
Pontianak
Cebu City
M
G
Padang Pulau Siberut
Sibu Kuching
Johor Bahru Singapore Pekanbaru
Bandar Seri Begawan BRUNEI
Iloilo
Bacolod
Sulu Sea
MALAYSIA
Kuala Lumpur
UN
Pulau Nias
KEPULAUAN NATUNA
Kuantan
Panay
Palawan
CH
George Town
Great Channel
Philippine Sea
Luzon
TREN
Kota Baharu Kuala Terengganu
BABUYAN ISLANDS
Manila
Hat Yai
(INDIA)
(JAPAN)
Mindoro
SPRATLY ISLANDS
Phuket
Okino-torishima
INE
Gulf of Thailand
Tropic of Cancer
PP
Ho Chi Minh City Can Tho
DAITO¯ SHOTO ¯ (JAPAN)
ILI
Phnom Penh
(INDIA)
RY
Quezon City
South China Sea
Nha Trang
K K U
U
Y
U A U J Y (
PH
CAMBODIA
Andaman Sea
Baguio
VIETNAM
ANDAMAN ISLANDS
Cocos (Keeling) Islands
PARACEL ISLANDS
Bangkok
Dawei
Pulau Simeulue
Luzon Strait
Hainan Dao
Hue Da Nang
n ko Me
Udon Thani
Mawlamyine
NICOBAR ISLANDS
Hong Kong S.A.R. Macau Pratas S.A.R. Zhanjiang Island
Haiphong
R
Y
T'ai-nan Kao- Taiwan hsiung
Haikou
Rangoon
co Channel
GuangzhouShantou
Ma kas sar Stra it
Salwe en
Akyab
Pathein
Jiang
Taipei T'ai-chung
Ta iw an
Xiamen
GL.
ittagong
3. SOUTHEAST ASIA
Okinawa
Fuzhou
Myitkyina
NGL.
East China Sea
Str ait
NDIA
Changsha
JAPAN
T
tra apu Brahm
Hangzhou Ningbo
Shanghai Xingang
P
Yan g tz e
N UA
Chongqing
tze ng Ya
Wuhan
T R I P EN S A L N CH A N ) D S
D N Gong H E Mek
Hefei Chengdu
Dili
Arafura Sea
TIMOR-LESTE Timor
Kupang
Timor Sea
Darwin
Ashmore and Cartier Islands (AUSTRALIA)
Scale 1:32,000,000 Mercator Projection 0 0
AUSTRALIA
500 kilometers 500 miles
Boundary representation is not necessarily authoritative. Names in Vietnam are shown without diacritical marks.
Port Hedland Karratha
GREAT SANDY DESERT
Moun
F. 12 Traditional temples Bagan, Myanmar
INTRODUCTION
30 TUNE ASIA
F. 13 Petronas Twin Towers Kuala Lumpur, Malaysia
3. SOUTHEAST ASIA
31
F. 14 Javanese farmer Java, Indonesia
32 TUNE ASIA
F. 15 Girls shopping Singapore, Singapore
3. SOUTHEAST ASIA
33
F. 16 Sprawl outside Manila Manila, Philippines
34 TUNE ASIA
F. 17 - Kuala Lumpur’s new development area Kuala Lumpur, Malaysia
3. SOUTHEAST ASIA
35
F. 18 Commuter’s train Jakarta, Indonesia
INTRODUCTION
36 TUNE ASIA
F. 19 - Bullet train station Hong Kong, China
3. SOUTHEAST ASIA
37
F. 20 Tea fields Bandung, Indonesia
38 TUNE ASIA
F. 21 - Pasir Panjang Container Terminal Singapore, Singapore
3. SOUTHEAST ASIA
39
F. 22 Girls taking pictures in HK
40 TUNE ASIA
3. SOUTHEAST ASIA
POPULATION Southeast Asia has an area of
41
42 TUNE ASIA
3. SOUTHEAST ASIA
F. 23 Marina Bay night show Singapore
TOURISM
43
3.1 GROWING POSSIBILITIES
result is a population that keeps on
44 TUNE ASIA
F. 24 Malaysian traditional performer taking a break
3. SOUTHEAST ASIA
45
4. TUNE GROUP
46 TUNE ASIA
F.25 Tune Group Logo
4. TUNE GROUP
47
4.1 TONY FERNADES
48 TUNE ASIA
F. 26 Tony Fernandes AirAsia’s Group Chief Executive Director
4. TUNE GROUP
49
50 TUNE ASIA
4. TUNE GROUP
F. 27 AirAsia Philippines’ first flight
4.2 TUNE VENTURES
4.3 TUNE AIR
51
4.3.1 AIRASIA
52 TUNE ASIA
F. 28 AirAsia Japan’s first flight
4. TUNE GROUP
53
F.29 AirAsiaGo.com option page
4.3.2 AIRASIAGO.COM
54 TUNE ASIA
4. TUNE GROUP
55
4.3.3 AIRASIA COURIER
4.3.4 KLIA2
56 TUNE ASIA
4. TUNE GROUP
4.3.5 AIRASIA REDTIX
4.3.6 AIRASIA CARGO
queue is a thing of the past!
4.3.7 AIRASIA MEGASTORE
57
4.4 TUNE HOTELS
58 TUNE ASIA
F. 30 Tune Hotels Ipoh, Malaysia
4. TUNE GROUP
59
F. 31 Mark Lankaster CEO Tune Hotels
60 TUNE ASIA
F. 32 Tune Hotels’ room London
4.INTRODUCTION TUNE GROUP
61
4.5 TUNE TALK
The birth of Tune Talk is the Tune Talk is set to enter other Asean
62 TUNE ASIA
F. 33 Tune Talk booth LCCT, Kuala Lumpur, Malaysia
4. TUNE GROUP
63
4.6 TUNE MONEY
64 TUNE ASIA
F. 34 BIG Card from Tune Money
4. TUNE GROUP
65
4.7 TUNE SPORT
66 TUNE ASIA
F. 35 Tony Fernandes and Team Lotus F1
4. TUNE GROUP
67
F. 36 ABL scheme F.37 Philippines Patriot’s game
68 TUNE ASIA
F. 38 QPR’s logo F. 39 Tony Fernandes
4. TUNE GROUP
69
4.8 KOOLRED
70 TUNE ASIA
4. TUNE GROUP
4.9 TUNE TONES
71
5. CASE STUDIES 5.1 AMAZON: CUSTOMER TRACKING AND MULTI-LEVELED E-COMMERCE
72 TUNE ASIA
F. 40 Jeff Bezos CEO Amazon.com
5. CASE STUDIES
73
74 TUNE ASIA
F. 41 Amazon.com’s Warehouse in Ohio, USA
5. CASE STUDIES
75
76 TUNE ASIA
F.42 Amazon.com’s warehouse in Ohio, USA
5. CASE STUDIES
77
5.2 GOOGLE: ONE ACCOUNT, MULTIPLE INTERCONNECTED SERVICES Google is also one of the best
78 TUNE ASIA
F. 43 Icons of Google’s services and products
5. CASE STUDIES
79
5.3 APPLE: LOCK-IN MECHANISM AND THE ECOSYSTEM OF PRODUCTS
80 TUNE ASIA
F. 44 Representation of Apple’s apps
5. CASE STUDIES
81
82 TUNE ASIA
F. 45 Representation of Apple’s apps
5. CASE STUDIES
83
5.4 POSTE ITALIANE: INTERCONNECTED SERVICES AND PHYSICAL TOUCHPOINTS
rates in the ASEAN is one of the
84 TUNE ASIA
F. 46 Massimo Sarmi of Poste Italiane F. 47 Poste Italiane’s POS
5. CASE STUDIES
85
6. CONCEPTS
6.1 ONE BRAND
86 TUNE ASIA
6. CONCEPTS
6.2 ONE ACCOUNT 6.3 INTERNET BACKBONE
that integrates all the other existing
87
6.4 SMART TRAVEL COMMUNITY
88 TUNE ASIA
6. CONCEPTS
6.5 SERVICE HUBS
89
6.6 TUNE BUS
90 TUNE ASIA
6. CONCEPTS
6.7 COMPASS
91
7. THE NEW JOURNEY
92 TUNE ASIA
F. 48 Mock up of the final video
7. THE NEW JOURNEY
93
7.1 STYLE DEFINITION
94 TUNE ASIA
7. THE NEW JOURNEY F. 49d Mock up’s layers Layout F. 49a Mock up’s layers Photo
© 2012 Continuum LCC | Proprietary & Confidential
F. 49e Mock up’s layers Mood Graph (deleted)
F. 49b Mock up’s layers Outline
© 2012 Continuum LCC | Proprietary & Confidential
BOOKING The booking process is orum quatius eum ipsamus estempos ad est dolorati dem. Name conserro temolessita dolutat usamus am fugitaera atet pa versperionem re comniate essenis ratquae verepellam
F. 49f Mock up’s layers Side Panel
THE FIRST THING IS THIS. THIS IS THE SECOND AND IT STAYS ON 2 LINES THEN THERE IS THE 3RD ONE AND ITS ALSO LONG
© 2012 Continuum LCC | Proprietary & Confidential
BOOKING The booking process is orum quatius eum ipsamus estempos ad est dolorati dem. Name conserro temolessita dolutat usamus am fugitaera atet pa versperionem re comniate essenis ratquae verepellam
F. 49c Mock up’s layers Colors F. 49g Mock up’s layers Phone Panel
THE FIRST THING IS THIS. THIS IS THE SECOND AND IT STAYS ON 2 LINES THEN THERE IS THE 3RD ONE AND ITS ALSO LONG
© 2012 Continuum LCC | Proprietary & Confidential
96 TUNE ASIA
F. 50 Preliminary tests on tracing
7. THE NEW JOURNEY
97
Background The year is 2015. Ming is a second year university student in
He signed up for his first credit card, True Money Visa, when
Ming is planning to visit his aunt in Surabaya, Indonesia ove
Ming is using his iPhone, his high school graduation present Journey node
Touch Point
Action
1 Awareness and access
Big loyalty programme /Debit Card Application /Tune Money
Air Asia sponsors a famous basketball dunk show named "Free Fly" in Ming's collection program that earns free fligh since he needs a fast and reliable way t [P] The account is free to open and cha Ming fills the application and gets his d
2 Trigger
Big loyalty program
After using the Tune Money card for s notifying him that he has collected en believe he had to do nothing more th
3 Booking
Air Asia GO
Ming decides to use this ticket for vis found some cheap flight from Suraba way back. When booking the flight, th (Luggage, Meal, Seat), and 3 travel o Carpet). Those also have some pull-d options, but only when he wants them decides to book a window seat to see and to subscribe to Compass to be gu needs local tips.
4 Plan
website - travel planner
After the flight booking, the system a The travel planner is so easy to use a the travels and connections, and also travelers recommendations! (on the generated content" inside the travel p
7.2 SCRIPT
98 TUNE ASIA
5 Pre Check-in bus (wifi enhanced bus)/Tune Money
He decides to go to the airport with th pick him up from home and it cost wa reminds the passangers that there is network and buy the travel insurance tune group websites are available for demand) [P] There is some free choc uses the the TuneBus in Penang! Wha
6 Check-in
After checking in with his mobile, he time. In the main hall he immediately he has about 45 minutes, he decides displaying some local designer handc version of the typical palms of Penang buys a pair of small earrings for her a local food from his region... this make meal for his flight.
red kiosk
7. THE NEW JOURNEY
F. 51 Part of the Script
n Penang, Malaysia. Both his parents are working in a resort in Lankawi.
n the Big Red Van was visiting the campus last year.
er the holidays, and visit some friends in KL on the way back.
t from his family last year PC/phone screeen
emotions
actors
Set
Movable Kiosk, excitement for the Ming/Basketball University's Players/Audience Basketball arena papers(application), basketball game Tune money card
team in southeast Asia. They hold a slam university to promote their BIG points hts. [P] Ming decides to open the account to receive pocket money from his parents. arges no annual fees. During the show, debit card.
some months, Ming gets an email nough points for a free flight! He can't han using his card!
Prop
free flight email
excited for the free Ming flight, surprised it was so easy to get
home
siting his aunt in Surabaya. And since he Flight selecting/one SmartphoneApp/ aya to KL, he decides to stop in KL on the account/Main Profile Website he system simply shows 3 flight options options (Insurance, Compass and Red down menus that shows more service m. Since he is flying for the first time, he e the panorama by adding only 6 Ringit, uided during his travel if he get lost or
everything feels easy and streamlined
In front of the computer
automatically shows the travel planner. travel and helps him understand the timing of timeline(schedule) o suggests local activities based on fellow page we see "full trips reports", "user planner tab)
SmartphoneApp/ Website
he TuneBus since they can conveniently ay less than a taxi. The bus driver wi-fi onboard. He can access the e that his mom reccomended (only the r free, regular internet will be oncolate covered durian for everyone that at a nice way to start a vacation!
SmartphoneApp
he can easily plan Ming In front of the his trip, he never computer traveled alone, the planner makes him feel more confident about his trip success the Convenience of Ming/Driver/Pass Tune Bus the bus and the engers flexibility of the taxi! That little local food made him start well the day
Travel details/ Add Insurance
is on the airside of the terminal in no Travel details/ Prey spots a big red kiosk of AIRASIA. Since purchase Meal to go check it out. [P] The kiosk is Onboard crafted jewelry depicting an artistic g (like in the city's coats of arms!). He aunt. [P] The kiosk is also selling some es him hungry and he decides to book a
SmartphoneApp/ Website/ Mail
Departure KIOSK, curiosity for the smartphone app Local art / souvenir in the kiosk
Ming
Ming/Air Asia Staff/Other Customers
Red Kiosk
7.3 STORYBOARD
100 TUNE ASIA
F. 52 Storyboards (this and next pages)
7. THE NEW JOURNEY
101
102 TUNE ASIA
104 TUNE ASIA
105
106 TUNE ASIA
107
108 TUNE ASIA
109
7.4 ART GENERATION
110 TUNE ASIA
F. 53 Tune Asia’s arts Ming background
7. THE NEW JOURNEY
111
112 TUNE ASIA
F. 54 Tune Asia’s arts Awareness & Acces, Trigger
7. THE NEW JOURNEY
113
114 TUNE ASIA
F. 55 Tune Asia’s arts Booking, Plan
7. THE NEW JOURNEY
115
116 TUNE ASIA
F. 56 Tune Asia’s arts Pre Check-in
7. THE NEW JOURNEY
117
118 TUNE ASIA
F. 57 Tune Asia’s arts Check-in
7. THE NEW JOURNEY
119
120 TUNE ASIA
F. 58 Tune Asia’s arts Flight
7. THE NEW JOURNEY
121
122 TUNE ASIA
F. 59 Tune Asia’s arts Lodge
7. THE NEW JOURNEY
123
F. 60 Tune Asia’s arts Compass
124 TUNE ASIA
7. THE NEW JOURNEY
125
7.5 ANIMATION
126 TUNE ASIA
F. 61 My workstation at Continuum during the Storyboard
7. THE NEW JOURNEY
127
F. 62 - Tune Asia: snapshot 1.1 F. 63 - Tune Asia: snapshot 1.2
128 TUNE ASIA
F. 64 - Tune Asia: snapshot 1.3 F. 65 - Tune Asia: snapshot 1.4
7. THE NEW JOURNEY
129
F. 66 - Tune Asia: snapshot 2.1 F. 67 - Tune Asia: snapshot 2.2
130 TUNE ASIA
F. 68 - Tune Asia: snapshot 2.3
7. THE NEW JOURNEY
131
F. 69 - Tune Asia: snapshot 3.1 F. 70 - Tune Asia: snapshot 3.2
132 TUNE ASIA
F. 71 - Tune Asia: snapshot 3.3
7. THE NEW JOURNEY
133
F. 72 - Tune Asia: snapshot 4.1 F. 73 - Tune Asia: snapshot 4.2
134 TUNE ASIA
7. THE NEW JOURNEY
135
F. 74 - Tune Asia: snapshot 5.1 F. 75 - Tune Asia: snapshot 5.2
136 TUNE ASIA
F. 76 - Tune Asia: snapshot 5.3
7. THE NEW JOURNEY
137
F. 77 - Tune Asia: snapshot 6.1 F. 78 - Tune Asia: snapshot 6.2
138 TUNE ASIA
7. THE NEW JOURNEY
139
F. 79 - Tune Asia: snapshot 7.1 F. 80 - Tune Asia: snapshot 7.2
140 TUNE ASIA
F. 81 - Tune Asia: snapshot 7.3 F. 82 - Tune Asia: snapshot 7.4
7. THE NEW JOURNEY
141
F. 83 - Tune Asia: snapshot 8.1 F. 84 - Tune Asia: snapshot 8.2
142 TUNE ASIA
F. 85 - Tune Asia: snapshot 8.3 F. 86 - Tune Asia: snapshot 8.4
7. THE NEW JOURNEY
143
F. 87 - Tune Asia: snapshot 9.1 F. 88 - Tune Asia: snapshot 9.2
144 TUNE ASIA
F. 89 - Tune Asia: snapshot 9.3
7. THE NEW JOURNEY
145
F. 90 - Tune Asia: snapshot 10.1 F. 91 - Tune Asia: snapshot 10.2
146 TUNE ASIA
F. 92 - Tune Asia: snapshot 10.3
7. THE NEW JOURNEY
147
F. 93 - Tune Asia: snapshot 11.1 F. 94 - Tune Asia: snapshot 11.2
148 TUNE ASIA
F. 95 - Tune Asia: snapshot 11.3
7. THE NEW JOURNEY
149
F. 96 - Tune Asia: snapshot 12.1 F. 97 - Tune Asia: snapshot 12.2
150 TUNE ASIA
F. 98 - Tune Asia: snapshot 12.3 F. 99 - Tune Asia: snapshot 12.4
7. THE NEW JOURNEY
151
F. 100 - Tune Asia: snapshot 13.1 F. 101 - Tune Asia: snapshot 13.2
152 TUNE ASIA
F. 102 - Tune Asia: snapshot 13.3
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F. 103 - Tune Asia: snapshot 14.1 F. 104 - Tune Asia: snapshot 14.2
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BIBLIOGRAPHY BOOKS Exposing the Magic of Design: A Practitioner’s Guide to the Methods and Theory of Synthesis This is Service Design Thinking: Basics -Tools - Cases Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers In the Bubble: Designing in a complex world The Design of Business: Why Design Thinking is the Next Competitive Advantage Outliers: The Story of Success
Subject To Change: Creating Great Products & Services For An Uncertain World Thoughts on Interaction Design In Studio: Recipes for Systemic Change Dark Matter and Trojan Horses: A Strategic Design Vocabulary Imagine: How Creativity Works
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ARTICLES ”Design, in the Big and Small” ”Our Misguided Focus on Brand and User Experience: A pursuit of a “total user experience” has derailed the creative pursuits of the Fortune 500 Connecting Research and Innovation With Synthesis ”Design Thinking” Prototyping China: Living in Beta An Innovation Coach for Chinese Brands
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WEBSITES
www.tunegroup.com www.airasia.com www.tunehotels.com www.tunemoney.com www.tunetalk.com www.airasiago.com www.airasiamegastore.com www.tune-ventures.com www.tunebox.com.my blog.airasia.com www.tonyfernandesblog.com www.tune2big.com www.caterhamf1.com www.aseanbasketballleague.com www.qpr.co.uk 160 TUNE ASIA
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