Experience Design in Helsinki -slideshow 28.10.2008, pdf-file, size ...

intro 

Experience design in Helsinki 

Helsinki’s performance in a Nordic context 

October 28 th 2008 

Ellen Marie Vestager 

Ole Kjaer Mansfeldt 

Copenhagen 29.10.2008

A 

G 

E 

N 

D 

A 

Background 

Demography 

Rankings 

Image 

Segments 

Online 

Considerations 

by Hopkinsii 


REY 

background 

xxx 

xxx 

TAM 

BER 

OSL 

UPP 

TUR 

STO 

HEL 

TAL 

p.7-20 

RIG 

AAR 

COP 

MAL 

VIL 


ackground 

Wonderful Copenhagen Research & Development 

• Copenhagen’s official tourist & convention bureau 

• 75 employees in total 

• 4 working with research & development 

• Covering greater Copenhagen area with 28 municipalities 


ackground 

Why focus on experience design? 

• To get closer to the tourists and the 

experiences they have 

• To understand how good experiences 

are designed – by producers and 

consumers alike 

• To move beyond tourism and Kodak 

moments towards experience 

economy 

• To understand experiences before, 

during & after the holiday 


ackground 

Why do it in a comparable study? 

• To be able to benchmark – not only bed 

nights but experiences 

• To get funding from Nordic Innovation 

Centre (2,1 MIO NOK) 

• To get an idea of the typical city 

break/summer tourist to the Nordic 

Region 

• To spread knowledge 


ackground 

Project elements 

Interviews 

Websites 

Web 2.0 

Cases 

Before 

During 

After 

Before 

Before 

After 

During 


REY 

demography 

xxx 

xxx 

TAM 

BER 

OSL 

UPP 

TUR 

STO 

HEL 

TAL 

p.23-31 

RIG 

AAR 

COP 

MAL 

VIL 


demography 

Many international tourists 

Helsinki 

(n=603) 

All cities 

(n=5.040) 


demography 

Tourists travelling with partner 

HEL 

ALL 


demography 

Younger & older than average 

HEL 

ALL 


demography 

Well educated and urban tourists 

HEL 

ALL 


demography 

Both 1 st time and repeat visitors 

How many times on a leisure trip to 

THIS city 

CITY 1st time 2 times 3 times 4 times 5 times + 

COP 57,3% 11,6% 7,8% 3,4% 19,8% 

AAR 69,6% 6,9% 7,8% 3,9% 11,8% 

MAL 54,1% 8,3% 9,3% 5,4% 22,9% 

UPP 64,1% 9,4% 4,3% 3,4% 18,8% 

STO 48,6% 7,6% 4,0% 3,3% 36,6% 

BER 80,2% 9,4% 3,8% 1,9% 4,7% 

OSL 71,2% 13,3% 3,3% 1,8% 10,3% 

TAM 56,1% 11,2% 6,5% 3,7% 22,4% 

TUR 52,3% 9,2% 6,4% 3,7% 28,4% 

HEL 62,0% 10,7% 4,0% 2,7% 20,7% 

REY 83,3% 7,9% 0,8% 1,6% 6,3% 

TAL 71,8% 8,2% 2,1% 3,1% 14,9% 

RIG 75,9% 12,1% 3,0% 2,0% 7,0% 

VIL 83,3% 9,7% 4,2% 0,0% 2,8% 

ALL CITIES 64,4% 10,0% 4,8% 2,9% 17,9% 


demography 

Transportation – travelling by plane & 

boat 

Transportation to the city 

CITY Plane Bus Train Private car Boat 

STO 28,8% 29,1% 32,4% 16,9% 16,5% 

TUR 22,5% 18,9% 27,9% 36,9% 18,9% 

AAR 25,0% 35,2% 25,0% 41,7% 9,3% 

REY 41,6% 38,4% 6,4% 16,8% 2,4% 

MAL 20,9% 23,3% 38,8% 32,5% 3,9% 

UPP 19,7% 18,8% 26,5% 37,6% 2,6% 

OSL 42,3% 25,9% 21,5% 19,0% 12,4% 

RIG 48,2% 34,2% 13,6% 18,1% 4,5% 

HEL 45,2% 20,4% 12,7% 16,7% 19,7% 

COP 36,2% 15,4% 35,9% 20,1% 4,7% 

VIL 32,4% 26,8% 18,3% 28,2% 2,8% 

TAL 34,0% 25,0% 8,0% 14,5% 32,5% 

BER 35,8% 17,0% 18,9% 19,8% 14,2% 

TAM 24,3% 21,5% 30,8% 36,4% 4,7% 

ALL 34,4% 24,6% 23,2% 22,9% 11,8% 


demography 

Both long and short stays 

Most long-stay visitors (3 nights+) 

# CITY SCORE 

1 REY 69,6% 

2 STO 65,4% 

3 RIG 59,8% 

4 COP 54,2% 

5 HEL 53,8% 

6 VIL 48,5% 

7 TAL 44,0% 

8 UPP 42,8% 

9 OSL 42,4% 

10 AAR 40,9% 

11 BER 39,9% 

12 MAL 30,2% 

13 TAM 29,6% 

14 TUR 26,1% 

AVG ALL 48,6% 

Most one-day visitors 

# CITY SCORE 

1 MAL 38,5% 

2 UPP 33,5% 

3 TAM 24,5% 

4 AAR 21,2% 

5 TAL 20,5% 

6 HEL 18,4% 

7 OSL 16,2% 

8 TUR 15,1% 

9 COP 13,3% 

10 BER 11,1% 

11 RIG 8,9% 

12 VIL 7,0% 

13 STO 6,0% 

14 REY 2,9% 

AVG ALL 16,5% 


demography 

Competitor cities: 

Tallinn, Stockholm & Copenhagen 

Cities considered as alternative destinations 

City COP STO OSL TAM TUR HEL TAL RIG VIL ALL 

TAL 8,3% 10,1% 5,1% 20,1% 20,3% 38,6% 53,9% 45,0% 16,1% 

STO 35,6% 36,0% 23,1% 23,0% 32,4% 23,0% 16,8% 6,9% 25,2% 

COP 32,7% 36,7% 12,1% 13,4% 20,1% 11,9% 8,6% 2,1% 23,6% 

OSL 23,1% 25,3% 9,5% 10,7% 16,9% 10,8% 7,9% 3,7% 15,2% 

RIG 4,3% 5,8% 3,2% 7,0% 9,1% 16,7% 37,9% 54,0% 9,8% 

TUR 1,8% 3,1% 2,8% 29,6% 16,2% 5,1% 2,4% 1,1% 5,5% 

TAM 1,8% 1,3% 1,1% 18,7% 15,1% 2,2% 2,4% 2,1% 3,9% 

VIL 1,1% 3,3% 1,4% 2,5% 7,0% 9,4% 25,5% 45,0% 8,3% 

BER 11,0% 10,8% 39,9% 7,0% 5,9% 7,7% 5,1% 1,8% 1,6% 10,8% 

REY 2,9% 4,3% 7,6% 5,5% 2,7% 4,3% 4,3% 2,9% 3,2% 4,1% 

MAL 29,4% 14,5% 8,5% 4,5% 6,4% 3,0% 1,9% 1,8% 1,6% 8,7% 

UPP 5,6% 11,4% 4,2% 2,0% 2,1% 2,0% 1,4% 1,8% 1,6% 4,1% 

AAR 12,5% 1,8% 1,9% 1,5% 2,7% 1,6% 1,1% 0,5% 0,0% 3,1% 

HEL 15,0% 21,3% 13,4% 51,8% 47,6% 43,4% 19,9% 14,3% 17,7% 


REY 

rankings: 

inspiration 

xxx 

xxx 

TAM 

BER 

OSL 

UPP 

TUR 

STO 

HEL 

TAL 

p.32-75 

RIG 

AAR 

COP 

MAL 

VIL 


city rankings 

Inspiration 

HEL 

ALL 



Recommendations as inspiration: 

Helsinki below average 

Inspiration: 

Recommendations 

# CITY SCORE 

01 BER 39,1% 

02 RIG 39,0% 

03 TAL 35,5% 

04 COP 35,1% 

05 REY 33,2% 

06 OSL 31,3% 

07 AAR 31,2% 

08 STO 30,2% 

09 VIL 29,4% 

10 HEL 27,3% 

11 MAL 26,4% 

12 UPP 25,9% 

13 TUR 23,4% 

14 TAM 18,3% 

ALL 30,9% 



www.visithelsinki.fi as inspiration: 

Helsinki on average but small share 

Inspiration: 

Official city homepage 

# CITY SCORE 

01 TAM 10,9% 

02 MAL 10,4% 

03 STO 10,2% 

04 TUR 9,0% 

05 OSL 9,0% 

06 HEL 8,5% 

07 BER 8,4% 

08 AAR 7,9% 

09 TAL 7,8% 

10 COP 7,1% 

11 RIG 6,9% 

12 UPP 6,6% 

13 VIL 3,5% 

14 REY 3,4% 

ALL 8,2% 



Guidebooks as inspiration: 

Used less in Helsinki and other “bigger cities” 

Inspiration: 

Guidebooks 

# CITY SCORE 

01 BER 37,1% 

02 UPP 33,5% 

03 REY 32,7% 

04 RIG 25,8% 

05 TAM 25,2% 

06 OSL 23,4% 

07 VIL 22,9% 

08 TUR 22,4% 

09 COP 20,9% 

10 HEL 20,8% 

11 MAL 20,7% 

12 TAL 20,2% 

13 STO 18,8% 

14 AAR 13,9% 

ALL 23,0% 



Tourism brochures as inspiration: 

Helsinki challenged 

Inspiration: 

Tourism brochures 

# CITY SCORE 

01 BER 28,7% 

02 TAM 27,7% 

03 REY 22,9% 

04 TUR 22,4% 

05 OSL 21,7% 

06 MAL 21,5% 

07 VIL 18,4% 

08 UPP 17,8% 

09 COP 14,1% 

10 TAL 13,7% 

11 STO 13,6% 

12 RIG 13,5% 

13 AAR 13,4% 

14 HEL 13,3% 

ALL 17,5% 


REY 

xxx 


reasons & 

satisfaction 

xxx 

TAM 

BER 

OSL 

UPP 

TUR 

STO 

HEL 

TAL 

p.32-75 

RIG 

AAR 

COP 

MAL 

VIL 



Main reasons 

Atmosphere and architecture – not history 

HEL 

ALL 



Meeting locals as reason to go: 

Many want to meet the Helsinki crowd 

Reason to go: 

Meet the locals 

# CITY SCORE 

01 HEL 22,5% 

02 VIL 22,2% 

03 TAL 19,2% 

04 AAR 18,8% 

05 RIG 18,1% 

06 OSL 17,8% 

07 COP 17,6% 

08 REY 14,9% 

09 STO 14,8% 

10 TAM 13,4% 

11 UPP 13,1% 

12 BER 12,3% 

13 MAL 11,2% 

14 TUR 6,9% 

ALL 16,6% 

by Heinrock 



Atmosphere as reason to go: 

Helsinki surprises positively! 

Reason to go: 

Atmosphere of the city 

# CITY SCORE 

01 TAL 63,3% 

02 COP 57,9% 

03 STO 57,9% 

04 BER 56,2% 

05 RIG 56,0% 

06 VIL 51,7% 

07 REY 51,0% 

08 HEL 50,2% 

09 UPP 49,7% 

10 MAL 47,0% 

11 OSL 46,3% 

12 AAR 42,1% 

13 TUR 35,8% 

14 TAM 34,8% 

ALL 51,6% 

by taivasalla by anaru 



History as reason to go: 

Helsinki in the low end 

Reason to go: 

History of the city 

# CITY SCORE 

01 RIG 59,5% 

02 TAL 55,2% 

03 VIL 53,2% 

04 UPP 52,3% 

05 TUR 44,1% 

06 BER 39,4% 

07 OSL 39,0% 

08 STO 38,8% 

09 REY 37,1% 

10 COP 32,3% 

11 HEL 31,8% 

12 TAM 29,9% 

13 MAL 28,6% 

14 AAR 25,7% 

ALL 39,8% 


REY 

xxx 


motivation & 

satisfaction 

xxx 

TAM 

BER 

OSL 

UPP 

TUR 

STO 

HEL 

TAL 

p.32-75 

RIG 

AAR 

COP 

MAL 

VIL 



Tourists’ motivation to experience: 

History AND new, modern places 

HEL 

ALL 



New & modern places as motivation: 

Helsinki outperforms all cities 

Motivation: New, modern 

and different places 

# CITY SCORE 

01 HEL 49,3% 

02 COP 47,1% 

03 MAL 46,5% 

04 REY 43,5% 

05 AAR 42,1% 

06 OSL 41,8% 

07 BER 41,5% 

08 STO 39,7% 

09 VIL 38,9% 

10 TAM 37,8% 

11 RIG 37,2% 

12 TUR 27,7% 

13 TAL 27,3% 

14 UPP 24,4% 

ALL CITIES 40,5% 



Meeting locals as motivation: 

Helsinki in the top 

Motivation: Get in touch 

with local people 

# CITY SCORE 

01 VIL 37,9% 

02 HEL 31,9% 

03 RIG 30,3% 

04 AAR 25,7% 

05 REY 25,1% 

06 UPP 23,8% 

07 COP 23,1% 

08 TAM 23,0% 

09 STO 22,4% 

10 TAL 22,1% 

11 OSL 22,0% 

12 BER 22,0% 

13 TUR 20,3% 

14 MAL 19,0% 


by hel-looks.com 



Trendy in-places as motivation: 


Motivation: Visit trendy 

in-places 

# CITY SCORE 

01 COP 18,1% 

02 HEL 16,9% 

03 REY 15,0% 

04 AAR 14,9% 

05 MAL 14,0% 

06 RIG 14,0% 

07 STO 14,0% 

08 OSL 12,8% 

09 TAL 12,5% 

10 TAM 12,2% 

11 VIL 11,3% 

12 TUR 10,9% 

13 BER 10,5% 

14 UPP 10,4% 




Shopping as motivation: 


Motivation: Do shopping 

in general 

# CITY SCORE 

01 AAR 39,6% 

02 MAL 37,7% 

03 TAM 36,7% 

04 HEL 34,6% 

05 COP 33,4% 

06 STO 32,4% 

07 REY 32,4% 

08 UPP 27,5% 

09 TUR 26,7% 

10 TAL 26,0% 

11 RIG 26,0% 

12 OSL 20,1% 

13 BER 18,0% 

14 VIL 16,3% 




Partying and having fun as motivation: 


Motivation: Party and 

have fun 

# CITY SCORE 

01 AAR 34,7% 

02 HEL 23,9% 

03 COP 23,5% 

04 RIG 23,2% 

05 TAL 22,9% 

06 TUR 22,8% 

07 TAM 21,9% 

08 VIL 20,2% 

09 STO 20,2% 

10 OSL 19,6% 

11 MAL 19,2% 

12 BER 18,0% 

13 REY 15,9% 

14 UPP 14,0% 


by hugovk 



Restaurants and cafes as motivation: 

Helsinki surprises! 

Motivation: Attractive 

restaurants or cafés 

# CITY SCORE 

01 RIG 45,0% 

02 TAL 40,0% 

03 TUR 38,9% 

04 MAL 35,4% 

05 VIL 33,3% 

06 AAR 32,4% 

07 TAM 29,9% 

08 UPP 29,1% 

09 COP 27,3% 

10 STO 25,0% 

11 HEL 24,5% 

12 REY 22,2% 

13 BER 18,9% 

14 OSL 18,9% 

ALL 29,4% 

by erik boralv 



Historical museums as motivation: 

Helsinki challenged! 

Motivation: Visit 

historical museums 

# CITY SCORE 

01 UPP 56,5% 

02 RIG 46,1% 

03 OSL 45,0% 

04 STO 42,9% 

05 REY 42,0% 

06 AAR 39,1% 

07 VIL 38,4% 

08 COP 35,1% 

09 BER 34,5% 

10 TAL 32,7% 

11 HEL 32,3% 

12 TUR 30,7% 

13 TAM 27,6% 

14 MAL 24,7% 

ALL 37,7% 


REY 


activities 

xxx 

xxx 

TAM 

BER 

OSL 

UPP 

TUR 

STO 

HEL 

TAL 

p.32-75 

RIG 

AAR 

COP 

MAL 

VIL 



Specific activities: 

Many first-time tourists 

HEL 

ALL 



To go sightseeing as activity: 


Activities: 

Sightseeing tour 

# CITY SCORE 

01 STO 50,9% 

02 RIG 50,8% 

03 BER 47,0% 

04 HEL 45,9% 

05 COP 43,6% 

06 REY 42,4% 

07 TAM 41,4% 

08 OSL 40,0% 

09 UPP 35,0% 

10 MAL 34,9% 

11 TAL 34,8% 

12 TUR 32,7% 

13 VIL 31,3% 

14 AAR 24,5% 




Buying a city card: 

Helsinki in top but behind STO, OSL & CPH 

Activities: 

Buy a city card 

# CITY SCORE 

01 STO 19,1% 

02 OSL 15,4% 

03 COP 13,5% 

04 AAR 13,0% 

05 HEL 12,3% 

06 TAL 11,2% 

07 REY 11,2% 

08 BER 10,9% 

09 MAL 10,2% 

10 RIG 6,1% 

11 UPP 5,6% 

12 TUR 5,5% 

13 TAM 4,7% 

14 VIL 2,5% 



REY 


attractions 

xxx 

xxx 

TAM 

BER 

OSL 

UPP 

TUR 

STO 

HEL 

TAL 

p.32-75 

RIG 

AAR 

COP 

MAL 

VIL 



Most visited attractions: 

No modern, trendy in-places on top list? 



No single must-see attraction: 

Varied supply 


REY 

image 

xxx 

xxx 

TAM 

BER 

OSL 

UPP 

TUR 

STO 

HEL 

TAL 

p.56-59 

RIG 

AAR 

COP 

MAL 

VIL 


image 

City values 

HEL 

ALL 


image 

City values: Most modern Helsinki 

Most modern: 

HELSINKI 

# CITY SCORE 

01 HEL 67,39 

02 REY 64,81 

03 MAL 64,41 

04 STO 64,21 

05 COP 63,33 

06 AAR 63,18 

07 OSL 62,30 

08 TAM 62,11 

09 VIL 57,64 

10 TAL 54,23 

11 UPP 53,82 

12 BER 52,90 

13 RIG 52,65 

14 TUR 52,37 

ALL 60,85 

The most modern city is 

Helsinki: 

“Lot of new styles and buildings, 

architecture, the food culture, the 

music and the sights of people” 

(translated) 


image 

City values: Most clean Reykjavik 

Most clean: 

REYKJAVIK 

# CITY SCORE 

01 REY 76,76 

02 HEL 74,45 

03 UPP 71,99 

04 BER 70,20 

05 TAM 69,87 

06 OSL 69,29 

07 STO 68,30 

08 MAL 68,04 

09 TAL 67,42 

10 TUR 65,87 

11 AAR 65,21 

12 RIG 65,15 

13 VIL 60,94 

14 COP 60,26 

ALL 67,97 

The cleanest city is Reykjavik: 

“I didn’t see any trash in the 

streets (contrary to other 

countries) (translated) 


image 

City values: Most green Uppsala 

Most green: 

Uppsala 

# CITY SCORE 

01 UPP 74,95 

02 HEL 73,11 

03 OSL 72,53 

04 TAM 71,35 

05 STO 70,64 

06 MAL 68,52 

07 RIG 68,33 

08 VIL 66,98 

09 BER 66,51 

10 TUR 65,57 

11 AAR 64,25 

12 TAL 63,43 

13 COP 63,00 

14 REY 60,67 

by Georgios Karamanis 

The most green city is 

Uppsala: 

“It was amazingly nice in city with 

all the green areas and parks 

(translated)”. 

ALL 68,33 


image 

City values: Most historical Riga 

Most Historical: 

RIGA 

# CITY SCORE 

01 RIG 82,26 

02 UPP 81,99 

03 TAL 80,44 

04 VIL 79,28 

05 STO 75,28 

06 BER 73,55 

07 COP 71,65 

08 TUR 71,00 

09 MAL 66,93 

10 AAR 66,08 

11 OSL 65,65 

12 HEL 65,52 

13 TAM 62,04 

14 REY 56,40 

ALL 71,31 

The most historical city is 

Riga: 

“I didn’t know much about 

Latvia and Riga before I 

arrived. I visited the 

historical museum and learn 

quite a bit” (translated) 


image 

City values: Most romantic Tallinn 

Most romantic: 

TALLINN 

# CITY SCORE 

01 TAL 65,43 

02 VIL 65,15 

03 RIG 63,92 

04 UPP 63,05 

05 BER 62,71 

06 STO 58,99 

07 COP 57,09 

08 TUR 57,04 

09 MAL 55,69 

10 HEL 54,65 

11 TAM 51,56 

12 AAR 51,31 

13 OSL 51,20 

14 REY 48,97 

ALL 57,40 

The most Romantic city is 

Tallinn: 

“Great place to go weekend for 

two. Just walking around old town 

through all the winding streets, 

enjoying the food and drink” 


REY 

segments: 

all cities! 

xxx 

xxx 

TAM 

BER 

OSL 

UPP 

TUR 

STO 

HEL 

TAL 

p.76-108 

RIG 

AAR 

COP 

MAL 

VIL 


segments 

3 different market segmentations 

Demographic 

WHO 

Young 

(18-25 years old, no children) 

Psychographic 

WHAT 

Party 

(party and have fun, meet locals) 

Experience design 

HOW 

Controlled entertainment 

(entertained, design by others) 

Couples 

(26-40 years old, no children) 

Modern 

(see modern places, attractions) 

Uncontrolled entertainment 

(entertained, design by oneself) 

Families 

(26-50 years old, with children) 

Relax 

(relax & recharge, family & friends) 

Controlled exploring 

(exploring on own, design by others) 

Second youth 

(+51 years old, no children) 

History 

(city history, historical museums) 

Uncontrolled exploring 

(exploring on own, design by self) 


segments 

Demographic segments 

WHO are the tourists 


segments 

Demographics are significant – but not enough 

Familes want to do shopping 

Sightseeing tours 

Young 

Couples 

Families w. children 

The second youth 

Total 

19,4 

15,5 

15,6 

18,1 

0 5 10 15 20 25 30 

Young 

Couples 

25,8 



Total 

32,3 

40,8 

39,3 

44,9 

39,7 

0 10 20 30 40 50 

The most famous attractions are popular 

Young 

Couples 



Total 

43,9 

43,5 

43,4 

44,1 

43,1 

0 10 20 30 40 50 

Recommedations means everything 

Young 

Couples 



Total 

39,0 

33,5 

25,4 

24,2 

30,1 

0 10 20 30 40 50 


segments 

WHAT motivations do the tourists have 


segments 

The statistical cluster analysis 

I want to… Party Modern Relax History Total 

Party and have fun 42% (+) 11% (-) 11% (-) 10% (-) 21% 

Know more about the city and history 27% (-) 68% (+) 58% 100% (+) 57% 

Get in touch with the locals 31% (+) 23% 21% (-) 17% (-) 24% 

See new, modern and different places 17% (-) 100% (+) 40% 0% (-) 39% 

Visit the city’s historical museums 25% (-) 45% (+) 38% 47% (+) 37% 

Experience the cultural life 30% (+) 29% (+) 23% (-) 16% (-) 25% 

See the most famous attractions 37% (-) 49% (+) 43% 48% (+) 43% 

Do shopping 37% (+) 26% (-) 30% 13% (-) 29% 

Do exclusive shopping 4% (+) 2% 2% 1% (-) 3% 

Engage in a special hobby/interest 11% (+) 5% (-) 6% (-) 3% (-) 7% 

Experience the city’s underground 18% (+) 10% 8% (-) 5% (-) 11% 

Visit some of the trendy in-places 22% (+) 12% (-) 10% (-) 4% (-) 14% 

Go to attractive restaurants & cafes 33% (+) 24% (-) 32% (+) 15% (-) 28% 

Spend time with friends/family 33% (+) 14% (-) 34% (+) 8% (-) 25% 

Relax and recharge 12% (-) 0% (-) 99% (+) 0% (-) 32% 

See less-known exclusive attractions 17% 13% 18% (+) 10% (-) 15% 


segments 

Relax and party tourists stay longer 


segments 

Party tourists younger, history tourists older 


segments 

Relax tourists want to do a sightseeing tour 


segments 

Almost same share of children families 


segments 

Most first-timers among modern and history 


segments 

Seg’s in the city 


segments 

Relation between segmentations 


segments 

HOW do the tourists want to experience 

• When you are a city tourist, what kind of experiences do 

you generally prefer? 

• Experiences that are mainly designed by others (e.g. a sightseeing 

tour) 

• Experiences that are mainly designed by myself (e.g. to walk around 

on my own) 

• When you are a city tourist, what kind of experiences do 

you generally prefer? 

• Experiences that are mainly about being entertained (e.g. an 

amusement park) 

• Experiences that are mainly about exploring (e.g. to go to a local 

neighborhood) 


segments 

Experience design compass theory 

Designed by others 

Controlled 

entertainment 

Entertained 

Exploring 

Uncontrolled 

exploring 

Designed by myself 


REY 

online 

xxx 

xxx 

TAM 

BER 

OSL 

UPP 

TUR 

STO 

HEL 

TAL 

p.122-149 

RIG 

AAR 

COP 

MAL 

VIL 



Online social media 

•Online social tourism 

communities: 

http://www.tripadvisor.com 

http://www.virtualtourist.com 

•Online photo-library: 

http://www.flickr.com/ 



Word of mouth – Tripadvisor.com 

Get Advice from Real Travelers — 22,790,884 Travelers 

from 188 Countries Planned Trips Here This Week! 

15,000,000+ traveler reviews & opinions of hotels, 

vacations & more 

•An online community with travellers-to-travellers and 

local experts recommendations 

•Constantly updated 



Caught in the act – Flickr. com 



Dogma rules for social media 

#1 

#2 

#3 

#4 

#5 

#6 

#7 

#8 

#9 

#10 

Know your audience 

Get new friends 

Contribute with unique value 

Do not sell out yourself 

Be transparent 

Be patient 

Think form and content 

No spam 

Let go 

Monitor 


REY 

xxx 

considerations: 

#1 city 

#2 tourists 

#3 marketing 

xxx 

BER 

OSL 

UPP 

TUR 

STO 

TAM 

HEL 

TAL 

AAR 

COP 

RIG 

MAL 

VIL 


considerations 

#1: The city 

focus on modern, trendy, young, shopping, design, technology etc. 

... tourists see & experience the city in this way 

... it gives competitive advantage to Stockholm & Tallinn 

... Copenhagen & Helsinki have a similar image 

focus on getting locals involved and engaged 

... tourists want to meet the locals 

focus on public transportation and bicycles 

... tourists are motivated to use public transport 

... it is in line with eco-friendly tourism 



#2: The tourists 

focus on the unmanageable & explorative tourists 

... skip the term tourists (us/them) 

... tourists want to be like the locals 

... support them in designing their own experiences 

focus on multifarious tourists 

... tourists are not a specific segment, but crosses between 

... experiences and city image should also be multifarious 

... help people find what they are motivated and attracted by 

... focus on party and modern segment 



#3: The marketing 

focus on media channels 

... brochures? 

... homepage? 

... personal information? 

... technology? 

focus on user-driven content & “un-official” sources 

... social media as content & inspiration 

... tourists as well as locals as producers & consumers 

... marketing research through flickr, tripadvisor etc. 


the end 

Want to know more? 

•Download: www.wonderfulcopenhagen.dk/analyser 

•Contact: Ellen M. Vestager [emv@woco.dk] 

•Contact: Ole K. Mansfeldt [okm@woco.dk]

Experience Design in Helsinki -slideshow 28.10.2008, pdf-file, size ...

Create successful ePaper yourself

Delete template?

Save as template?