Diners Club Concierge APP

Interactive Art DirectorHyper Island, March 2011

Design Research, Synthesis and Concept DevelopmentDiners Club Project

As part of its initiative to establish User Experience Design within the company,

SEB Kort approached Hyper Island and asked it to collaborate on designing a strategy to reach Diners Club Members in social media, in order to move them closer to the company.

Introduction

DINERS CLUB PROJECT | HYPER ISLAND | 2011

• Design a social media strategy able to convince SEB Diners Club`s board

(internal stakeholder) that it should be ahead of competitors regarding digital media.

• Design a trustful platform to initiate a conversation between SEB Diners and costumers,

increasing relationship between brand and users.

• Tie the customers closer to SEB Diners and make it the first choice/ number one in the

front of the wallet (not priority).

Goals:



FindingsWhat we have learned

(opportunity areas)

Audience for whom we are designing

Personas

Experience momentsMoments

User Observations

Background Research

Design Principles

IAD Guidelines

Framework:

1. Members as brand ambassadors.

2. Club feeling as a powerful tool to build a community around the brand.

3. The joy of travel.

4. Positive planning.

5. From discounts to personal and service-minded approach.

6. Fear of Innovation.

7. The Diners Club Experience.

Top Findings:


What we have learnedUser interviews and business opportunities

SEB Kort operates Diners Scandinavia in Sweden, Denmark, Finland and Norway.

In these relatively small, wealthy countries, card-members are easily identified as high

educated, of high net worth, and connected. Card-members frequently travel between these

countries, sometimes leaving SEB recommendations about hotels and restaurants, operating

as ambassadors of the brand.

Members as brand ambassadors


Top Finding #01

The feeling of belong to a private club is one of the biggest values of Dinners.

Members enjoy being part of a special community in which they can contribute, participate

and help each other out.

We also noticed that members enjoy posting a comment on a portal,

their major activity online.

Club feeling as a powerful tool to build a community around the brand.


Top Finding #02

Diners Club is a “travel and entertainment” card.

The brand has many opportunities in this capacity/ travel experience. Members described

themselves as more open-minded, curious, impulsive, and desiring of new experiences. And,

since 50% of travelers use digital platforms for travel information, it seems natural combine

digital connectivity and travel.

The joy of travel


Top Finding #03

The experience of travel starts before the actual trip and people see that part - of thinking

where to go and how to get there - as very positive.

Positive planning


Top Finding #04

With a large database of members, Diners Club already keeps track of purchases, sending

personalized offers that might suit the members.

Diners Club has an opportunity to blend these factors (travel, internet, and information) into

a personal service that understands shopping, eating, and travel habits, providing members

with a “special feeling” of being part of a club that understands them.

From discounts to personal and service-minded approach


Top Finding #05

“As a player in a conservative business (financial) that are over regulated, security and risk

focuse, the presence in digital media is a large decision for Diners Club. There are many

forces that would like it present, but just as much fear for the unknown and not at least the

uncertainty of the effect of it.”

Fear of Innovation


Top Finding #06

When asked about the main core of Diners Club, 100% of the interviewed members

answered “airport lounges”. The “airport lounge brand experience” represents how Diners

understand member`s needs more than themselves and that’s what stands up among the

others competitors.

The Diners Club Experience


Top Finding #07


Good TimerConsumers

BusinessConsumers

Travel OptimizerI want to make smart decisions.

Business travel should works ne, without worries.

I want it easy & convenient.

Airport Lounge“Make life easier”

Brand Experience HIGH INTEREST FOR TECHNOLOGY

CORPORATE

PRIVATE

LOW INTEREST FOR TECHNOLOGY

• in the know

• Smooth

I want that Diners Club listens to me and take part of a world of possibilities.• Invitating to explore

• Service-minded and personal

• Flexible

Personas:

1. Smart usage of Social media.

2. From costumer to contributor.

3. Community Aspect.

4. Focus on services: Airport Lounge as Brand Experience;

5. Belong means inviting.

Design Principles:


Diners Club don’t have to take control of all traditional internet channels.

The company can create their own channel within social media; that definitively would

increase the “Club inside club feeling”. Doing so it aims to control the way the members

interacts with the brand in a controlled scenario.

Smart usage of Social media


Principle #01

New role of the user as co-creator of the product he is using and the system/community

it belongs to. It’s about engaging the members as opposed to selling to them: creating an

enjoyable two-way dialogue as opposed to a hollow one-way monologue.

From costumer to contributor


Principle #02

The feeling of being part of a private club is the major core value for Diners; this feling should

be celebrate by an exclusive platform for members and generated by members.

Community Aspect


Principle #03

Focus on premium and exclusive services, through a more individual and targeted approach

to reach the members.

Focus on services, celebrating Airport Lounge as Brand Experience


Principle #04

The concept of belong does not imply exclusion.

Diners Club should readjust the way it communicates nowadays, adding extra-values and

also expanding their target group to younger generations.

Belong as inviting


Principle #05

How might we initiate conversation betweens members x members, and members x brand?

How might we increase the private club/community feeling on a digital platform?

How might we provide an “airport lounge” experience on digital platform?

How might we use navigation to support spontaneous routing?

How might we engage the “good timers” to use the platform?

How might we promote the new platform within the member’s community?

How might we build trust as we are working an over regulated business?

How might we tie the customers closer to SEB Diner, making it the first choice of payment?

Challenges:


Dinners Club Concierge: an application that joins the best travel and dining guides with

members reviews. One premium platform, affirming a card that offers premium service to an

inviting, yet exclusive community.

Diners Club Concierge



Partnership Database CardmemberReccomendationsAmalgamation of existing services,

like the Michelin Guide and Time Out online. Partnership would be a business decision,the technical implementation is simple.

Diners Club Database

CardmemberHistory/ Purchases

Destination Dinners Destination non- Dinners

Personal Route

Digital Concierge

SHOP ENTERTAIMENT TRANSPORTDINE

Restaurants and bars Theaters, Concerts, Museums and Nightlife

BOOK A TABLE SEND SHOP TO HOTEL BUY TICKETS \ SKIP THE LINE CALL A CAB RENT A CAR

Workflow:


Good Timer

Optimizer

Before During After

º Don’t plan ahead

º Curious and spontaneous

º Explore the route is

part of the experience

º Planners

º Aim for best suggestions

º Community of friends

has an important role

on decision-making.

º Disengage

º Engage to review own

experience and share

it on community.

Experience:


AT&TAT&T 12:34 PM12:34 PM

Concierge

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CVC CODE

OK


FAVOURITESFAVOURITES

ADDADD

PLAN

Concierge


City: Stockholm - Sweden

Current location - 4km radiousLocation:

Keywords:

Date:

$$$

Today, Sat 17 September 2011

Time:

Price:

right now Duration: 2h

SEARCH

My PlannerMy Planner

ShopShop EntertaimentEntertaiment TransportTransport SuggestionsSuggestionsDineDine



My RouteMy Route ListList




Landet


LandetLandet

LM Ericssons vag 27, Stockholm 12637+46-8-410 193 20www. landet.nu

Great place, great food, great people, and a great club upstairs. Really everything is superb here. Worth the taxi!

A perfect combination of restaurant, bar and club in the southern suburbs of Stockholm. The best place of Södermalm for a complete evening out. Dinner on the first floor and drinks and music later on one floor up. The crowd is a strange mixture oflocals in all ages and students from School of Arts.

Phillip, mhauer, jasminyaya, katrinejo

BOOK A TABLEBOOK A TABLE

0404


Turn right on Stora Nygatan and visitGamla Stan CycelThe store is one of the oldest and has kept its historic furnishings from the 1930s. They sale from standard bicycles as Swedishbuilt Skeppshult bike to Pashley ...

15m15m


Would you like to review Landet?


No, Thanks Yes


Fernanda Barbato@febarbato

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My ReviewMy Review

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Add a comment:

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Good Timer Scenario

Before


Concierge

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PLAN

Concierge




Keywords:

Date:

$$$


Time:

Price:


SEARCH









Landet


LandetLandet






0404



15m15m




No, Thanks Yes



SUBMIT

My ReviewMy Review

$$$Price:

Valuation:

Add a comment:

Add as favourite:

HomeHome DoneDone


Concierge

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ADDADD

PLAN

Concierge




Keywords:

Date:

$$$


Time:

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Landet


LandetLandet






0404



15m15m




No, Thanks Yes



SUBMIT

My ReviewMy Review

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Add a comment:

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HomeHome DoneDone



Concierge

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ADDADD

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Concierge




Keywords:

Date:

$$$


Time:

Price:


SEARCH









Landet


LandetLandet






0404



15m15m




No, Thanks Yes



SUBMIT

My ReviewMy Review

$$$Price:

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Add a comment:

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HomeHome DoneDone


Concierge

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ADDADD

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Concierge




Keywords:

Date:

$$$


Time:

Price:


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Landet


LandetLandet






0404



15m15m




No, Thanks Yes



SUBMIT

My ReviewMy Review

$$$Price:

Valuation:

Add a comment:

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HomeHome DoneDone


Concierge

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Concierge




Keywords:

Date:

$$$


Time:

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Landet


LandetLandet






0404



15m15m




No, Thanks Yes



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My ReviewMy Review

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Add a comment:

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During

Good Timer Scenario



Concierge

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Concierge




Keywords:

Date:

$$$


Time:

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Landet


LandetLandet






0404



15m15m




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Add a comment:

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Landet


LandetLandet






0404



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Landet


LandetLandet






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LandetLandet






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Landet


LandetLandet






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SUBMIT

My ReviewMy Review

$$$Price:

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Add a comment:

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Good Timer Scenario


Good Timer

Optimizer

Before During After

º Don’t plan ahead

º Curious and spontaneous

º Explore the route is

part of the experience

º Planners

º Aim for best suggestions

º Community of friends

has an important role

on decision-making.

º Disengage

º Engage to review own

experience and share

it on community.

Experience:



Concierge

LOGIN

CVC CODE

OK



ADDADD

PLAN

Concierge




Keywords:

Date:

$$$


Time:

Price:


SEARCH








My RouteMy Route MapMap

LandetLM Ericssons vag 27, Stockholm 12637

SORT

Lilla KarachiLilla Nygatan, Stockholm 12637

Operakallarens BakfickaLM Ericssons vag 27, Stockholm 12637

Nem Nem Quan





SORT



Nem Nem Quan

Least expensiveLeast expensive

More PopularMore Popular

Reccomended by friendsReccomended by friends

Your favouritesYour favourites

CancelCancel


LandetLandet






0404




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Travel Optimizer Scenario

Before


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Concierge




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Time:

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SORT



Nem Nem Quan





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Nem Nem Quan





CancelCancel


LandetLandet






0404




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Add a comment:

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Date:

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Time:

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SORT



Nem Nem Quan





SORT



Nem Nem Quan





CancelCancel


LandetLandet






0404




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Concierge




Keywords:

Date:

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Time:

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SORT



Nem Nem Quan





SORT



Nem Nem Quan





CancelCancel


LandetLandet






0404




No, Thanks Yes



SUBMIT

My ReviewMy Review

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Add a comment:

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Concierge

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ADDADD

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Concierge




Keywords:

Date:

$$$


Time:

Price:


SEARCH










SORT



Nem Nem Quan





SORT



Nem Nem Quan





CancelCancel


LandetLandet






0404




No, Thanks Yes



SUBMIT

My ReviewMy Review

$$$Price:

Valuation:

Add a comment:

Add as favourite:

HomeHome DoneDone


Concierge

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ADDADD

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Concierge




Keywords:

Date:

$$$


Time:

Price:


SEARCH










SORT



Nem Nem Quan





SORT



Nem Nem Quan





CancelCancel


LandetLandet






0404




No, Thanks Yes



SUBMIT

My ReviewMy Review

$$$Price:

Valuation:

Add a comment:

Add as favourite:

HomeHome DoneDone

Before



After


Concierge

LOGIN

CVC CODE

OK



ADDADD

PLAN

Concierge




Keywords:

Date:

$$$


Time:

Price:


SEARCH









Landet


LandetLandet






0404



15m15m




No, Thanks Yes



SUBMIT

My ReviewMy Review

$$$Price:

Valuation:

Add a comment:

Add as favourite:

HomeHome DoneDone


Concierge

LOGIN

CVC CODE

OK



ADDADD

PLAN

Concierge




Keywords:

Date:

$$$


Time:

Price:


SEARCH









Landet


LandetLandet






0404



15m15m




No, Thanks Yes



SUBMIT

My ReviewMy Review

$$$Price:

Valuation:

Add a comment:

Add as favourite:

HomeHome DoneDone



How might we incentivize the users to contribute to the improvement of the platform?

How might we keep people engaged over time?

Challenges:


Interactive Art DirectorHyper Island, March 2011

Client: SEB Kort - Diners Club Division - Philip Everøy

Team: Mateja Aleksic - Beatriz Areilza - Fernanda Barbato - Robert BjurshagenNathaniel Kerksick - Richard Landerus - John Martinsson - Rodrigo MoranPatricia Varella - Kristoffer Öberg

Thanks for taking your time.

Date post:	14-Jan-2017
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