TOPDECK
TOPDECK
TOPDECK
THE PROBLEM
THE PROBLEM
In a saturated market, Topdeck has lost its brand identity in the youth group travel sector. Instagram travel pics are inspiring but much like Topdeck it's starting to feel artificial and superficial. That Bali swing. That canoe on a lake. That Iceland plane.
In a saturated market, Topdeck has lost its brand identity in the youth group travel sector. Instagram travel pics are inspiring but much like Topdeck it's starting to feel artificial and superficial. That Bail swing. That canoe on a lake. That Iceland plane.
In a saturated market, Topdeck has lost its brand identity in the youth group travel sector. Instagram travel pics are inspiring but much like Topdeck it's starting to feel artificial and superficial. That Bail swing. That canoe on a lake. That Iceland plane.
In a saturated market, Topdeck has lost its brand identity in the youth group travel sector. Instagram travel pics are inspiring but much like Topdeck it's starting to feel artificial and superficial. That Bail swing. That canoe on a lake. That Iceland plane.
PROJECŦ GOALS
PROJECT GOALS
1
CONDUCT MARKET RESEARCH & USER SEGMENTATION
2
RE-WRITE BRAND REPOSITIONING
STATEMENT
3
DEVELOP A NEW BRAND STYLE GUIDE
DEVELOP A NEW BRAND
STYLE GUIDE
4
BRING WEB/APP UX/UI INLINE WITH THE NEW STYLE GUIDE
5
UPDATE PRINT MATERIALS INLINE WITH THE NEW STYLE GUIDE
UPDATE PRINT MATERIALS INLINE WITH THE NEW
STYLE GUIDE
RESEARCH METHODS
RESEARCH METHODS
DURING THE RESEARCH PHASE, WE USED A RANGE OF METHODS TO UNDERSTAND THE CURRENT STATE OF THE YOUTH GROUP TRAVEL LANDSCAPE. OUR INTENTION FOR THE RESEARCH PHASE WAS TO UNCOVER THE NEEDS AND FRUSTRATIONS OF THE TARGET USER AND BETTER UNDERSTAND HOW TO APPEAL TO THEM. BUILDING A COMPLETE PICTURE OF THE PROBLEM SPACE AND IDENTIFYING THE OPPORTUNITY SPACE
DURING THE RESEARCH PHASE, WE USED A RANGE OF METHODS TO UNDERSTAND THE CURRENT STATE OF THE YOUTH GROUP TRAVEL LANDSCAPE. OUR INTENTION FOR THE RESEARCH PHASE WAS TO UNCOVER THE NEEDS AND FRUSTRATIONS OF THE TARGET USER AND BETTER UNDERSTAND HOW TO APPEAL TO THEM. BUILDING A COMPLETE PICTURE OF THE PROBLEM SPACE AND IDENTIFYING THE OPPORTUNITY SPACE
1
1
CUSTOMER, CREW
& TRAVEL AGENT INTERVIEWS
CUSTOMER, CREW & TRAVEL AGENT INTERVIEWS
2
2
MARKET RESEARCH ANALYSIS
MARKET RESEARCH ANALYSIS
3
3
PROTOTYPE
TESTING
PROTOTYPE TESTING
4
4
INFORMATION ARCHITECTURE
INFORMATION ARCHITECTURE
5
5
CUSTOMER
JOURNEY
CUSTOMER JOURNEY
6
6
CREATE CUSTOMER PERSONA
CREATE CUSTOMER PERSONA
OUTCOMES
OUTCOMES
NEW AUDIENCES ARE THE LIFEBLOOD OF THE BRAND
NEW AUDIENCES ARE THE
LIFEBLOOD OF THE BRAND
From the research we identified a bigger commercial prize of 15.9m people and £19.34B in revenue. To win this new audience we needed to create ‘mental-availability’ with an idea that is simple & compelling and emotionally & culturally deep.
In a saturated market, Topdeck has lost its brand identity in the youth group travel sector. Instagram travel pics are inspiring but much like Topdeck it's starting to feel artificial and superficial. That Bail swing. That canoe on a lake. That Iceland plane.
In a saturated market, Topdeck has lost its brand identity in the youth group travel sector. Instagram travel pics are inspiring but much like Topdeck it's starting to feel artificial and superficial. That Bail swing. That canoe on a lake. That Iceland plane.
From the research, we identified a bigger commercial prize of 15.9m people and £19.34B in revenue. To win this new audience we needed to create ‘mental-availability’ with an idea that is simple & compelling and emotionally & culturally deep.
LACHLAN SPENCER
Australia always was and always will be Aboriginal land. I acknowledge this fact and I do my utmost to pay respect to the traditional custodians of the land where I live, learn and work.
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