Why we are here? Team Design3 on Lentoasemakiinteistöjen partneri ToKe kiinteistön konseptisuunnittelussa ja toteutuksessa. Team Design3 luo kiinteistölle innovatiivisen konseptin ja liiketoimintamallin. Team Design3 ohjaa, avustaa ja vastaa toteutuksen sujuvuudesta suunnittelusta, kaupallistamiseen ja markkinointiin. Team Design3 on: Nina Hyyppä, Newborn Communications Hannu Mattinen, StepsAhead Tero Helenius, Happimaa
Agenda Hack behavior from 16.30 to 20.30
Task #1
Task #2
Task #3
Actors
WOWs
Journeys
Who would come
Why would they come
What would then happen
Chatting is more than welcome at any time!
Site Where are we
Site Where are we
Question #1 why would anyone come to this place?
Question #2 who would they be?
Reason to exist Need to understand scales
Tero Helenius / Happimaa Oy
Micro-context local. personal. 20 000 m2 vs 1M m2 500 persons vs 20 000 persons
Market 20 000 people and 1500 businesses, low hanging fruit
Interim-context metropolitan. Finland. 30 minutes to Helsinki center vs 1 hour to Rovaniemi
Market over 16M passengers per year, 1.5M inhabitants, intermediate
Macro-context global. the whole world is connected through 6 degrees
Market 130 direct connections, difficult, highly competitive
future Aviapolis
2000 asukasta
1500 tyรถpaikkaa
Aviapolis Need to understand scales
4000 asukasta
Aerola Need to understand scales
task #1 - Actors
Who would come? Let’s code the actors. 10 min, race to the moon, how many actors can you come up with 1 actor / 1 post-it
Tero Helenius / Happimaa Oy
10min. Do 10 and then do few more.
destination customer who has to come to the site for a purpose. May live near by or far from the site. Visit frequency much lower than with own customer. ”Macro-context”
own customer
airport customer
customer who lives or works at the near proximity. Is a natural customer because is already at the site.
visits site because is traveling through the airport - transiting to another destination.
”Micro-context”
”Interim-context”
Who would come?
Own Customer
Destination
Airport Customer
"Great customer experience is one of the hardest things for your competitors to copy" Geoff Galat, IBM
task #2
Why would he/she come? WOW! Let’s code the reason. What is so amazing that you just have to come? In pairs. 30 min.
Tero Helenius / Happimaa Oy
30min. In pairs. Take an actor, take an other actor‌ repeat.
How habits work Hacking the behavior
To understand your own habits, you need to identify the components of your loops. Once you have diagnosed the habit loop of a particular behavior, you can look for ways to supplant old vices with new routines Experiments have shown that almost all habitual cues fit into one of five categories: Location, Time, Emotional State, Other People and Immediately preceding action. Obviously, changing some habits can be more difficult. But this framework is a place to start. Sometimes change takes a long time. Sometimes it requires repeated experiments and failures. But once you understand how a habit operates – once you diagnose the cue, the routine and the reward – you gain power over it. How habits work http://charlesduhigg.com/how-habits-work/
task #3 - Journeys
He/she came, then what? WOW! Let’s code the behavior. Let’s build a tree of experience In pairs. 30 min. Build on each others ideas.
Tero Helenius / Happimaa Oy
30min. In pairs. Take a WOW and build on that, make a journey. Track also cues
WOW!
…next WOW?
…and the next?
This amazing experience took me here
what would be the other WOW to go with the previous WOW
how many there could be
What is it?
What is it? What’s the cue? What’s the cue?
Summary Hack behavior
Cue
Reward
Actors
WOWs
Journeys
Who would come
Why would they come
What would then happen
Routine
Personas
Customer Journeys
Kiitos Nina Hyypp채 nina.hyyppa@newborncommunications.fi Tero Helenius tero@happimaa.com Hannu Mattinen hannu.mattinen@stepsahead.fi