Point of View & How Might We Framework analysis on Covid-19 Situation

POV dan HMW dari airbnb untuk menghadapi pandemi.

Pada kasus ini, user yang dipilih berupa guest yang melakukan leisure travelling dengan demografi umur 18–44, berlokasi di Indonesia dan socio-economics status middle — affluent.

“Leisure traveller : the primary motivation is to take a vacation from everyday life. Leisure travel is often characterized by staying in nice hotels or resorts, relaxing on beaches or in a room, or going on guided tours and experiencing local tourist attractions”

Behaviour yang ditemukan berkaitan dengan guest yang melakukan leisure travelling pada masa pandemi antara lain adalah :

• As travel shoppers evaluate their destination, accommodation, and transportation options, around 9 in 10 of them want to see information on health and cleanliness before booking. (Expedia group, 2020)
• Lodging providers can attract potential guests by leading with their flexible cancellation policies and detailed health and safety information. Hotels and resorts can also share information on nearby activities that are open for business and incorporate special deals to help make the booking decision even easier. (Expedia group, 2020).
• Travelers are turning to a variety of resources for trip inspiration, planning, and booking right now, including online travel agencies (OTAs). Nearly half of respondents turn to an OTA for inspiration, 73% for planning and 93% would use an OTA to book travel in this environment, illustrating an opportunity for travel brands to drive awareness and demand with a highly qualified audience.

Data mengenai behaviour tersebut kemudian disimpulkan menjadi POV berikut :

Point of View (POV)

Setelah mengetahui needs dan insight dari Point of View user, kemudian dilakukan analisa menggunakan framework How Might We (HMW) :

• Bagaimana kita bisa mengurangi kekhawatiran user terhadap perjalanan yang dilakukan?
• Bagaimana kita bisa memberikan fleksibilitas pembatalan tanpa membebani user?
• Bagaimana kita bisa memberikan pengalaman perjalanan walau hanya disekitar akomodasi?

Berikut adalah proposed solution berdasarkan hasil analisa HMW diatas:

• Fitur nearby attraction berisi informasi berisi destinasi dan kegiatan terdekat.
• Badge “Covid Protocol Checked” pada setiap akomodasi maupun destinasi dan kegiatan terdekat yang memenuhi standard.
• Tambahan page promo covid yang menampilkan promosi mengenai akomodasi maupun destinasi terdekat yang melaksanakan promo selama pandemi.
• Menampilkan info mengenai destinasi/aktivitas sekitar akomodasi yang free cancellation.