Tourism Department of The Province of Antwerp
Crafting the Ultimate Walking Experience in Provincie Antwerpen!
Over the past few months, as one of the Postgraduates in Space and Service Design, I've been part of an incredible journey tackling a real-life design challenge for the Tourism department of the Province of Antwerp. Our mission? Crafting the Ultimate Walking Experience in Provincie Antwerpen! It's been an exhilarating ride as we eagerly accepted the challenge to enrich the journey through the Province's extensive walking network (Wandelknooppunt).
Through immersive research and engaging collaborative sessions held at the Provinciehuis with fellow hikers and the insightful experts from the Province of Antwerp Tourism, we've been hard at work. And now, I couldn't be more thrilled to unveil the innovative space and service design solutions that we, the postgraduates, have developed.
So, keep your eyes peeled for an exclusive sneak peek into the exciting future of walking adventures!
In our project, we set out to elevate the hiking services in Antwerp, addressing the challenges of scattered information and a lack of guidance that many hikers faced. Our solution introduced several key elements aimed at improving the overall hiking experience.
Firstly, we implemented a mood-based filtering system, which allows hikers to select routes based on their current feelings or preferences, rather than relying solely on traditional categories or demographics. This approach introduces a more personalized and intuitive way for users to choose their hiking adventures, enhancing their sense of exploration and enjoyment.
Additionally, we developed a user-friendly hiker platform that simplifies access to services and provides a seamless interaction experience. Through thorough research, interviews, and co-creation sessions, we gained valuable insights into the needs and preferences of hikers, allowing us to design a platform that caters to their requirements effectively.
Furthermore, we expanded the range of services and touchpoints available along the hiking routes in Antwerp, aiming to provide a cohesive and enriching experience for all users. By analyzing existing routes and identifying areas for improvement, we were able to enhance the overall walking experience and make it more enjoyable and rewarding for hikers.
Finally, we revamped the website interaction and user journey to ensure a smooth and user-friendly experience for hikers. Our goal was to make it effortless for users to find their preferred routes and access relevant information, ultimately enhancing their overall satisfaction and enjoyment of hiking in Antwerp.
Overall, our project aimed to revolutionize the hiking experience in Antwerp by introducing innovative solutions that cater to the needs and preferences of modern-day hikers, making exploring the outdoors more accessible, enjoyable, and rewarding for all.
MediaMarkt
CRM Affairs (SAM)
During my internship at VML Antwerp, my manager insisted I immerse myself in a Service Design task tied to one of the country's most prominent retailers. This assignment was no small feat—it involved a deep dive into understanding the post-purchase journey of customers within the digital realm. The overarching goal? To unravel the intricate threads of customer loyalty, a cornerstone for any brand striving to foster lasting connections with its audience.
In my research, one particular case study stood out like a beacon of loyalty: a competitor renowned for revolutionizing the online shopping landscape. Their customers exhibited a level of dedication that surpassed the norm; they willingly entrusted the retailer with their home keys for seamless package delivery—a concept famously known as the "key in garage." Witnessing this unparalleled loyalty sparked an aspiration within our team—we aimed to emulate and even surpass such levels of customer trust and devotion.
With a meticulous approach, I delved into every aspect of the customer journey post-purchase, meticulously documenting each touchpoint and interaction. The insights gleaned from this exhaustive research formed the foundation for the creation of a powerful tool—a tool that would later become instrumental in our collaborative efforts with the brand.
As I shared our findings with the team, it became evident that we needed to delve even deeper. Anticipating the varied perspectives and insights our co-creation participants would bring to the table, we decided to grant them the freedom to shape the narrative. We wanted to understand not only the tangible touchpoints but also the intricate nuances of the customer's mindset post-purchase.
Thus, we posed a series of thought-provoking questions: What role does a direct mail (DM) or loyalty membership initiative play in shaping customer loyalty? How can we craft a compelling email message that resonates with our audience on a personal level? And perhaps most importantly, how do we structure and organize our content and data to maximize impact?
While the participants were tasked with defining these aspects, we provided them with a roadmap—a carefully curated selection of channels and touchpoints derived from our extensive research. And to ensure clarity and alignment, we even went a step further by creating a mockup of an email template—a canvas upon which the participants could unleash their creativity and insights.
In essence, our journey was not just about uncovering insights; it was about co-creating a vision—a vision of a customer experience that transcends transactional interactions, forging genuine connections and fostering unwavering loyalty.
Lunch Garden
Customer Journey Experience
At Lunch Garden, I was tasked with creating an optimal journey map for a local branch, leveraging principles from my postgraduate studies. Our research focused on a nearby site, mapping the customer journey from start to finish. This included feeling hungry, driving, parking, entering, ordering, eating, and clearing the tray.
Through thorough research and service safaris, I identified obstacles like confusing signage. Jurgen, my supervisor, valued my findings and asked me to merge my graphic design and service design skills to create a storyboard depicting a mother and child dining at Lunch Garden. This storyboard addressed the challenges identified and optimized the customer journey.
This project allowed me to apply my skills practically, enhancing the customer experience and making a memorable and impactful start to my internship.
