SAVANNAH SEGWAY HISTORIC TOUR

Adventure Tours in Motion is the only segway tour company that provides both timeless and fluent experience for family
members mostly travel in Savannah who wants to experience about the historical districts without walking. They started the
business early 2015.

SERV 711 Service Design: Principles and Practice

Jie Ren; Jingmin Li; Yuk Yu Sin
Professor: Xenia Viladas

The Tourism Industry of Savannah

Competitors Spider Map

Source: Savannah Outreach Market Study by NOAA

In this project, the competitors spider map was built by website scan and visitors comments. the
spider map helped to compare the different attributes of sightseeing tour delivery system.

Project Mission
Mapping the tourism service delivery system by analyzing the experience of taking the segway historic tour in Savannah, identify
target groups, Stakeholders, triggers, entry and exit points and key service encounters.

The Augmented Service Offerings

Estimated number of overnight visitors is 6.6 million in 2008.

Direct spending totals nearly $1.9 billion annually.
Percentage of expenditures from business or convention travelers: 27.8 percent.
The majorities of tourists are on vacation and spend between $200 and $300 per day.
Visitors to Savannah are interested in learning something.
The average stay for tourists is two days.
Most people are not there for a Disney or theme park experience
Visitors to Savannah are Loyal; 60 percent return, half of who return four or more times.

Segway Tour

Scale

Flexibility

The Competitors Landscape

Enabling
Core Service
Offer segway tour for
discovering historical
Savannah

Parking
Reception Service
Training
Helmets
Guidances

Immerse

Site Accessibility
Easy to access from downtown
Easy to be seen
Website Accessibility
Promoted by Google
Promoted by Trip-advisor
Partner with tour-related web
Easy to book online

Interaction with staff

Receptionist
Guides
Interaction with visitors

During waiting

During visiting

On social media
Interaction with physical resources
Walkie-talkie
View
Segway

Waiting room
Restroom
Interaction with systems

Booking system

Feedback system

Website
Advertising
Walkie-talkie
Merchandising
Rain clothes
Photo taking
Feedback system

Participation

Both macro and micro competitors maps were created to understand the context. The macro 2x2 was
mapped by categories to analysis the landscape of Savannah tourism industry.

Immerse

Flexibility

Price

Bike Tour

Immerse

Price

Adventurous

Macro Competitors Landscape

Savannah Attractions

Immerse

Duration

Scale

Enjoyability

Flexibility

Immerse

Scale

Enjoyability

Flexibility

Immerse

Adventurous

Micro Competitors Landscape

Sightseeing Tours

Price

Price

Price

Helicopter
1
Water Sport

26

Segway driving
Target customers have to
participate to drive segway
Feedback
Target customers have to
participate to give feedback

Duration

Scale

Enjoyability

Bus Tour

Walking Tour

Duration

The micro 2x2 was mapped by tour activities within the sightseeing tour industry. The map
demonstrated the position of segway tours and their competitors.

Ghost Tour

Flexibility

Scale

Enjoyability

Market size by the mounts of tour provided

Enhancing

Interaction

Duration

Scale

Enjoyability

Price

Flexibility

Accessibility

Duration

Duration

Enjoyability

Slow Ride Tour

E-Bike

Segway

10
Bike Tour

Night Tour

E-Bike

Culture Oriented

Experience Oriented

58

Culture Tour
5

Slow RideT our

Culture Oriented

Royal Taxi Tour

Experience Oriented

Carriage Tour

Trolley Tour
Duration

Duration

Duration

Eco Tour

Sightseeing

Scale

Enjoyability

Bar Tour

Scale

Enjoyability

Scale

Enjoyability

3
Royal Bike Taxi

Historical & Heritage

16

Shopping

Food Tour
3
Movie

Flexibility

1
Photography
1

Walking Tour
Trolley Tour

Traditional

Traditional

Immerse

Flexibility

Immerse

Flexibility

Immerse

Carriage Tour

Price

Price

Price

Users Journey Map

Through all kinds of primary research, the users journey map was created to illustrate the whole service experience from users perspective.

Stages

RESEARCH & PLANNING

Touch points

Decision-making

Look for
recommendation
others experience

Journey

Points of interests,
Price comparison,
local, Tripadviosr,
comments

DURING-SERVICE EXPERIENCE

PRE-SERVICE EXPERIENCE

Arrive Location

Waiting

POST-SERVICE EXPERIENCE

Sightseeing

Training

Sharing

Conclusion

Sightseeing and
look around
Talk with friends

See tours
informations at
airport and hotel

See other
tourists take
segway in
Downtown

Talk with locals

Training video
Provided

Get tickets

One on one
Training in door

Put on equipments
(helmet, walkie-talkie)

Outdoor Training

Guided tour
discover the city

Back to the office

Break Time

Collect equipments

Feedback

Online
Comments

Search information about

Savannah tours
on websites
Find parking
Seek
Local features

Reception inquiry

Entertainment
(Waiting see a
movie)

Non-stop
introduction each
sites

Tell friends

Photos taking

Share photos

Pictures

Information
Sources

Owner interview

Users interview

Staffs interview

Self-reporting

Users comments

Cognitive walk-through

Ongoing, non-linear

Linear process

Non-linear, but time based

The User Definition

Users Journey Map

In this project, the researchers tried to identify the target groups through both primary and secondary research. After
conducting ethnographic research, a user definition landscape was created to highlight the user groups of segway

Through the user definition, the users journey map was created to illustrate the whole service experience from users
perspective.
Group personality
Empathy map
Not only photo
Extrovert
Introvert
taking but also
Other people are
Sensing
Intuition
The website looks I like those squares.
taking segway tour
better than other
learning in
Thinking
Feeling
tours
different context
Judging
Perceiving

Energetic Visitors

Lonnie is romantic. He treats his wife very

nice. He always takes her to the beach and
spend the whole day with her. They love
each other very much. They want to travel
across the country together in the future.

Teenager

The Young Couples

WATER SPORTS

Lonnie D. Shannon
Jasmine J.Shannon

College students

GHOST TOURS
Group Tour

Both Shannon couple grew up in

middle-class families. They married
3 years ago. Lonnie works as an IT
engineer. Jasmine works as a nurse
in a local clinic. They work hard
and also play hard. Swimming and
camping are their favorites. During
weekends, they always spend the
whole day on the beach. Like other
American family, they like selfdriving travel, go to Church every
Sunday, and also care about politics
and supports the NFL team of his
hometown.

Young
couples

Individual
Friends

SEGWAY TOUR

Couple with kids

Culture-oriented

Jasmine is thoughtful. She believes travel is

a method to create knowledge. In order to
gain more information about a place, She
always asks questions to tour guides and
talks to local people.
They believe souvenirs can help him to
record a wonderful memory. They get lot of
stickers on his car , and each of them shows
the places which they witnessed their love.
They dont spend much time on a single
place because they have to see the rest of
the world.

The experience
of a tour is more
important than the
place itself.

Experience-oriented
Family
HISTORY TOURS
SIGHTSEEING TOURS

Senior couples

They are organized. They make their

schedule before every travel and strictly
obeys. They always book hotels seeks travel
information from the website before arrival.
They barely travel without a plan.

SEE

Scenario
Lonnie and Jasmine traveled to Savannah
during the valentines day. They will take
segway because they saw other people
were doing this when they walked on the
street. Both of them have no experience
about segway.
Attributes
Young couple
Middle-class
Self-driving travel
Romantic
Organized
Thoughtful

Passthrough.
Business
Retired
Travelers

Leisure Visitors

The Senior Family

The family of Ramsey

Michael T. Ramsey as the senior

of the family retired 3 years ago,
and now he is enjoying his retired
life. He was a grocery manager
over 35 years for a supermarket.
During this long time, he did a lot
of investments and got abundant
of rewards from his hardworking.
When he was on his job, he did not
have enough spare time to travel.
But now he has a plenty of time,
and he really wants to travel around
the world. He interests in the nature
life pretty much.

Terra W. Ramsey has married with Michael

for 35 years. She likes to close to nature
pretty much. She works as a volunteer for
environment preservation even she was
retired. Once She has a holiday, She spends
the whole time to engage with nature.
Tony, the son of Micheal, he works as a
graphic designer. He married with Lisa and
has 2 kids who are in primary school.
Lisa believes sharing things is important
She shares photos on Facebook every travel
that makes her more motivated because
she wants to make sure she is sharing
something that useful and worth sharing

DO

FEEL
Wife felt awkward to wear
an ugly sock with her boy
friends when the special
day.

Drive close to each

other
Wife wears high-heel

HEAR
I trust Trip-advisor. Top 10
on Trip advisor
See segway tour in other cities

GAIN

Needs
Special activity which they can gain
something different.
Safe activity which can comfort them
Flexible activity which doesnt conflict
with their planned schedule
Sharing activity which can help them to
gain more about their interest

Group personality

PAIN

Romantic experience
Visit Savannah squares in a short time.
Guidance is very nice
Enjoy the history

No two way communication with tour guide

I dont have chance to take photos
Stressed that no one clean the handle

Empathy map

Extrovert

Introvert

Sensing

Intuition

Thinking

Feeling

Judging

Perceiving

Scenario

Micheal is deliberate. He has some physical

issues, so he would like to join the group
rather than be a backpacker by himself for
traveling so that he can get some assistance
from the others.

Nervous the first time

The Ramsey family travel to Charleston

During vacation. They also planned to visit
Savannah at the end of their vacation. The
segway tour is their last minute tour. They
took the Segway tour because he wanted
his family could have a special memory for
traveling. The Segway company made an
individual tour only for his family.
Attributes
Large family
Being relaxed and living the moment
Has some physical issues
Likes to close to the nature
Forgetful
Sociable
Needs
High quality of group tour to get
guidance and safety
Organized arrangements for tour
Easier and understandable information
about the tour
Provide enough equipment for varieties
of needs during the tour
Photo sharing
Children engagement

Only few seniors

try segway
Is the segway
dangerous?

Multipliable activities

Ask other to take

family photos

SEE

I feel Savannah full of history and southern culture

DO

FEEL
Its cool to take a rest when
waiting because I am tried
while waking on the street.

Ride carefully and

nervous
Seniors spend more
time to be trained

HEAR
Other people fail over
themselves

GAIN
Family activity, all people are amused
Learning the history
Close to the nature
Short time tour but full contented

PAIN
No one cleans the helmet
My legs are painful.
No time to drink water
No kids under 13 allowed

The Blueprint

USERS EMOTIONS
EMOTIONS NEUTRAL LINE

SERVICE PERIOD

During Service

Pre Service

Trigger

Post Service

PHYSICAL EVIDENCE
USERS ACTIONS

Search information

Make reservation

Arrival

Get tickets

Sign safety agreement

Waiting

Video instruction

Indoor training

Put on equipments

Outdoor practicing

Set up belongings

Sightseeing

Cross streets

Break Take photos

Put down equipments

Review experience

LINE OF INTERACTION

!
FRONT STAGE
STAFFS ACTION

Provide online
reservation

Set informations

FRONT STAGE
GUIDES ACTION

Parking information
not clear

Provide
parking area

Explain the safety

agreement

Provide tickets

Play segway
films

Play instruction

Lack of discount
information

!
!

No customized training provided

Help to set

No safety remind
Test equipments

Train one on one

LINE OF VISIBILITY

BACK STAGE
GUIDESS INTERACTION

LINE OF INTERNAL INTERACTION

Process order

Show informations

Process
reservation

Print safety
agreements

Provide
break time

Take photos
for users

Safety & require information

Lack of social media support

Ask for feedback

No restroom

Limited resting time

Get knowledge

Prepare
films

Set up segway

Maintain
walkie-talkie

Clean
equipments

Make reservation
online

SUPPORTING SYSTEM

Prepare parking
space

Protect
safety

Dont take care everyone

Get experienced

BACK STAGE
STAFFSS ACTION
BACKSTAGE
PARTNERS ACTION

Guide with
walkie-talkie

Give instruction

Collect equipment

Walkie-talkie failure due

to long distance between
guides and visitors

Online sales platform

No insurance provided

Safeguard system

Guides training
system

TV/Video Entertainment system

No recording device provided

Equipments support system

Provide sharing

Dont clean handles

No protector
Segway
maintenance

Equipments
support system

Equipments support
system

Guides training system

Online sales platform

Legend

Family Painpoints

Couples Painpoints

System failure

Exception
Couples Perception
Family Perception
Emotion Range

Online Channel

Car

Parking

Reception

Safety agreement

Waiting room

TV

Instruction video

Carpet

Segway

Helmet

Walkie-talkie

Bag

Savannah

Pavement

Water

Phone

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