The Design Thinking and Innovation Research of Tourism: Qantas Airline Limited
By: argentwei • July 21, 2018 • Research Paper • 4,227 Words (17 Pages) • 1,025 Views
Innovation Lab
Assessment task 2 Portfolio (Individual)
The Design Thinking and Innivation Research of
Tourism: Quantas Airline Limited
The Design Thinking and Innovation Research of Tourism: Qantas Airline Limited
Introduction
Design is a goal oriented process aimed to solving problems, meeting needs, improving situations, or creating something new or useful. Design rationale is the reasoning and argumentation that underlies the activities. Structuring design people involved in redesign activities can be use documentation produced to avoid spending time repositioning. Rationale systems are primarily intended to support communication, reflection and analysis of design.
Every design is the art or creativity and which is depends on the designer design thinking. In this essay will represent of my new innovation about the design thinking process with the focus of tourism and the organization is Quanta’s Airway Limited. In this design thinking and innovation, my main focus is customer satisfaction. Because customer are the important part and main focus of a business. A business can achieve the profit from the customer. According to Liedtka (2015), Design thinking is a theory-driven process in which obstacles and resolutions are the focal points. It is dependent on kidnapping and testing concerning various different solutions that resolve many disputes between feasibility and restraints. In addition, under dubious circumstances, design thinking is the most suitable method (Lalaounis, 2018). In this paper, the problem spaces, empathy research, Ideate phase, prototype phase and test phase will be examined. Empathy research will enable decision-making at a POV report and HMW question, which is vital in generating an innovative, human-centered solution to the problem space.
Choose a problem space (Opportunity recognition):
Tourism plays an important role in our daily life. Several additional facilities should be offered in tourism sector, such as transportation. Qanta’s Airway Limited is the one of the most reputed airline industry in Australia, however this airline industry has some weaknesses or problems. Several problems of Qanta’s Airway Limited have been discovered.
The problems of Qantas Airline Industry sometimes failure the effectiveness with competitors. In addition, weakness is the high cost of Qantas operation, labor cost especially in management positions it may be a weakness for them if they cannot cooperation to each other and engaging to different customer segments. The major weakness is mostly in positions of falling performance level of the company though it has been the marketplace leader. The search of the weakness of Qantas Airline Industry indicates that the management of the airline is inefficient which has resulted into situation of market failure.
Opportunities of Quanta’s Airway Limited are then identified. The main opportunities are innovation. Qantas Airways Limited use innovative approaches to generate influential satisfaction for the customers. It has the opportunities to increase their products and services (Khosrowpour, 2006). Virgin and Air New Zealand have been majorly benefitting through the usage of the discount policies and air miles schemes. These structures safeguard customer reliability and therefore ensure the growth of the company.
Empathy research (User-centered research):
Competitiveness of a destination in an increasingly global environment remains key challenges for governments and policy makers. This tourist arrivals destination the competitive stage and it measured by economies, environment and infrastructure and so on.
Observation
It was observed that when a problem create in the tourism sector, they would identify the problems, feedback from customer, create innovation and design thing to provide the customer satisfaction. In such difficult situation, they should take the following steps in order to provide customer satisfaction in the tourism sector with the focus of Qantas Airway Limited:
- To assisting tour guide associations to build long term relationships and form networks between tour guides, related employers, the tourism industry, government organizations and other stakeholders groups in Australia.
- To awareness of the importance of the role of tour guides in Australia.
- To providing a national forum to develop best practice to develop a high degree of professionalism for tour guides.
- Maintaining relationships with state, territory and national tourism industry organizations.
- Evaluation of tourist facilities.
Conversation
Conversation is the one of the empathy research. In my design thinking and innovation of tourism sector with the focus of Quanta’s Airline Industry, they need to get feedback from customer through conversation, such as online page, customer care center, Facebook page, email communication, phone conversation, messaging and so on. As a result of customer can share their problems and give feedback and facilities of customer. These innovations will help to provide customer satisfaction and the tourism business will more upgrade than before.
Immersion
Immersion is an empathy research in the design thinking and innovation. Customer satisfaction can be obtained by acquiring these components: global brand, well-enforced law and order, better infrastructure, segmented tourist package, high level of awareness, enhance human resources, better service levels and security.
By this way, Qantas has established itself as a reliable source of information that analysts and investors can rely on, should a question or issue arise. To enable this approach, Qantas has a board-approved social media policy, and its IR team works proactively with the company’s compliance and legal functions to allow for timely responses and to get necessary approvals. To communicate the impact of its strategy and efforts, the Quanta’s team also produces a regular report on key social media metrics for the board and employees may welcome internal use of social media. The staff members were able to educate the executives on social media basics and on how the company is using social media to its benefit. In addition, the team highlighted the opportunity and potential for growth that would come from engaging new clients through these channels. Currently, manager of Qanta’s is an acknowledged leader in its use of social media and they focus their efforts on using social media as a designating resource, announcing a good article, providing a link to the company’s website. According to the company, the revenue impact of engaging with prospective clients via social media has been and the revenue impact of engaging with prospective clients via social media has been substantiating key is an acknowledged leader in its use of social media.
Field Research
- Journey mapping
[pic 1]
Figure 1. Journey Mapping Processes
Key Processes
A business model is designed to the fundamental reason for their business venture. It needs to outline the value that the business can make for customers, shareholders, and employees. The key processes of business model include the customer relationship, distribution method, services, warranty, etc.
- Customer Relationships
Customer relationship is a vital fact for every business or market activity. Every business must need to the customer and earn their profit through the customer. The business model is defined as a structure that solves the problem of finding the customers, pleasing with their requirements, providing satisfaction, and utilizing the value. For example, our new innovation technology provides the great facilities of the customer. It provides greater facilities and the customer are satisfied.
- Contact Deliver Value and Distribution
Contact deliver value and distribution of business model have achieved to configure its resources to offer value to customers in a systematic and sustainable manner. The contact deliver value and distribution which provide the facilities customer self-service is addressed. Contact Deliver Value and Distribution are available in the context of new information and communication technologies (The Internet, mobile services) to take into explanation the specificities of the area. At the business performance level, it is reflected to contact deliver value and distribution systems.
- Service, Support, Warranty and Delivery Systems consist of:
- Widespread technical support
- Free delivery facilities
- Wide-ranging customer support service
- Provision of online application systems for purchasing tickets
- Futher information about the facilities provided on the website.
- Value Coming from Customers be Captured
The capacity of a firm to capture value will have intensely cooperated unless the capacity exists to create new business models. In line with increasing use of smartphones and on the rise of demand for innovative, fast and easy-to-use financial services, traditional banks are facing increasing competition from alternative financial services providers. For example, Pay Pal and others, adoption of e-banking solutions provide the value coming from customers be captured.
- Other Key Systems
The work involving explanation for technological innovation is then presented. Other key systems of business model are:
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