A service design solution for IBM Italia to create more stakeholders in the Italian market using IBM’s technological capabilities. 

Ask  Attract different stakeholders of the local Italian market and help them learn, explore and experience IBM’s technology.

Collaboration   IBM

Collaboration   Cisco

Duration  1 Month

Contribution   Research, Insight, UX and Visuals

Discovery Phase

PEST Analysis | Case Study Reading | Online Research | Interview | Empathy Mapping

What sets Italy apart from other tourist destinations?

What is Cisco spark board?

Apart from historical importance their is one very distinct factor that sets Italy apart from other destinations is it’s cultural heritage, Italian cuisine being one of the most important aspect of it. Food variety and preparation methods change from region to region here. Interview was conducted to understand why do People travel to Italy and if people would travel to Italy primarily to explore Italian Cuisine?

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“Italy is Home to world’s greatest works of art, architecture and gastronomy”

Secondary Research 

Several days of online research, case study reading and PEST analysis was done to understand the Italian market. Italy has the highest number of heritage sites in the world. Italy is the fifth most visited country in international tourism arrivals. Apart from historical importance their is one very distinct factor that sets Italy apart from other destinations is it’s cultural heritage, Italian cuisine being one of the most important aspect of it. Food variety and preparation methods change from region to region here.

Primary Research

Interview Objective - Why do People travel to Italy and if people would travel to Italy primarily to explore Italian Cuisine? With the interviews It was also important to understand travellers motivation before planning a trip to Italy and how important is food for people when they travel to a new place.

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Problems Identified

Problems Identified

I don’t get the Authentic Italian experience as the information online is overwhelming and reviews are confusing and not trust-worthy.

Art history classes tend to become boring and monotonous over the period of time.

- Tourists

- Tourists

I am not familiar with technology to attract foreign tourists and local customers are not enough to generate good revenue.

The images available for Art history classess  are   usually bad which makes it difficult to explain details of each work.

- Locals of Puglia

- Teachers

Design Solution

For Tourist

An application “localE”, built using IBM’s capabilities Watson and Block-chain to help users get a local experience in Italy.

localE helps user to get the authentic local experience of Italy. User can book a meal with a family/restaurant while travelling to Italy, can make request for language assistance and quickly customise the itinerary. localE using IBM’s Watson will generate relevant data as per user’s need and can analyse the previous trips taken, type of food user has had, preferred activities to generate more personalised suggestions.

The block-chain technology of IBM will be used to have a transparent system of reviews

Ecosystem Mapping

For Locals

“Share a meal and some love”

LocalE helps locals from all regions of Italy to open their doors and share their Kitchen with a tourist. This helps them in earning more money at minimal expenditure. This model will generate more job for people and creates an ecosystem of trust and love. As the system is based on Block-chain the local gets all information about the tourists visiting, their reviews and the transactions made by them.

For IBM

Help locals embrace technology at the innovation center

IBM could create an ecosystem with new stakeholders (shown above), to solve several problems like Mass Tourism, Hit and Run tourism, Lack of job in Agricultural south and generate more revenues for the struggling Italian Economy using localE.

There could be several events / trainings / workshops / hackathons created at IBM Innovation centre to improve the “localE” platform and to help locals accept and embrace the technology


Innovation Hub Copy

Learnings

Learnt effective ways of interviewing a user to get more detailed answers. While generating insights I understood how biased opinions can create wrong assumptions. Also during this period I improved my time-management skills as this project was done along with the internship at frog.  It was very important to have a strict timeline for each phase of the project.

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