The document outlines the conceptual framework and product development process for designing a tourism destination. It details 16 product features to consider, including location, slogan, unique selling points, target segments, visuals, actions, story, basic elements, colors, and satisfaction. The goal is to develop a relevant lodging place or accommodation for the tourism destination of Jungfrau, Switzerland by following the conceptual framework from idea to design.

1. Product development

2. Road Map
Product: Tourism destination
↓
Conceptual framework
from the idea to the design
↓
Task: Product development

3. The Product
TOURISM
DESTINATION

4. The Product
Tourism destination: Jungfrau, Switzerland

5. Conceptual Framework
1. Idealization → Vision & Mission
2. Observe and understand the market
3. Synthetize the collected information
4. Opportunity scan → Design
5. Visualize new customers using the product
6. Create a prototype and evaluate it
7. Manufacturing
8. Introduction and implementation → Action

6. Conceptual Framework
From the
IDEA
to the
DESIGN

7. Observation: Product features
1. Location
2. Slogan
3. USP
4. Target segments
5. Characters
6. Visuals
7. Actions
8. Movements
9. Story
10. Basic elements
11. Colours
12. Ambience
13. Orientation
14. Merchandizing
15. Involvement
16. Satisfaction

8. Product features
1. Location
2. Slogan
3. USP
4. Target segments
5. Characters
6. Visuals
7. Actions
8. Movements
9. Story
10. Basic elements
11. Colours
12. Ambience
13. Orientation
14. Merchandizing
15. Involvement
16. Satisfaction

9. 1. Location
Worldwide-known symbol: the national flag

10. 1. Location
Local symbols: the national and local flags

11. 1. Location
Geographical name reference: village names

12. 1. Location
Destination identification: logo, name, colours

13. 1. Location
Website reference: name and extention

14. Product features
1. Location
2. Slogan
3. USP
4. Target segments
5. Characters
6. Visuals
7. Actions
8. Movements
9. Story
10. Basic elements
11. Colours
12. Ambience
13. Orientation
14. Merchandizing
15. Involvement
16. Satisfaction

15. 2. Slogan
The essence of the destination: highlighted

16. 2. Slogan
Design: logo, repetition at key points and surfaces

17. 2. Slogan
Application: visitors’ centre and souvenir shop

18. Product features
1. Location
2. Slogan
3. USP
4. Target segments
5. Characters
6. Visuals
7. Actions
8. Movements
9. Story
10. Basic elements
11. Colours
12. Ambience
13. Orientation
14. Merchandizing
15. Involvement
16. Satisfaction

19. 3. Unique Selling Point (USP)
Complexity: a well-thought network of attractions

20. 3. Unique Selling Point (USP)
Integration: transportation means

21. 3. Unique Selling Point (USP)
Range of services: the ‘only here’ feeling

22. 3. Unique Selling Point (USP)
Desire: reach something high and misterious

23. 3. Unique Selling Point (USP)
Promise: the dream of full excitement and revival

24. Product features
1. Location
2. Slogan
3. USP
4. Target segments
5. Characters
6. Visuals
7. Actions
8. Movements
9. Story
10. Basic elements
11. Colours
12. Ambience
13. Orientation
14. Merchandizing
15. Involvement
16. Satisfaction

25. 4. Target segments
Classical travellers: grey travellers

26. 4. Target segments
Explore travellers: nature and history

27. 4. Target segments
Trendy travellers: extreme winter sports lovers

28. 4. Target segments
Families: various facilities and programmes

29. 4. Target segments
Kids: ‘never enough’ / ‘never get bored’ feeling

30. 4. Target segments
Response to emerging regions: Asian markets

31. Product features
1. Location
2. Slogan
3. USP
4. Target segments
5. Characters
6. Visuals
7. Actions
8. Movements
9. Story
10. Basic elements
11. Colours
12. Ambience
13. Orientation
14. Merchandizing
15. Involvement
16. Satisfaction

32. 5. Characters
People: credibility and popularity

33. 5. Characters
Kids: responsibility and care

34. 5. Characters
Animals and plants: commitment to nature

35. 5. Characters
Cuties: loveable to spend money on

36. Product features
1. Location
2. Slogan
3. USP
4. Target segments
5. Characters
6. Visuals
7. Actions
8. Movements
9. Story
10. Basic elements
11. Colours
12. Ambience
13. Orientation
14. Merchandizing
15. Involvement
16. Satisfaction

37. 6. Visuals
Zooming in: the beauty of the small

38. 6. Visuals
Zooming out: the beauty of the endless

39. 6. Visuals
3D animation: aerial maps

40. 6. Visuals
Landscapes: still moments to suggest harmony

41. 6. Visuals
Snapshots: sparkling moments to promise fun

42. 6. Visuals
Contrast: raise emotions: light, clear, pure, high …

43. 6. Visuals
Reflection: to suggest flexibility and variability

44. Product features
1. Location
2. Slogan
3. USP
4. Target segments
5. Characters
6. Visuals
7. Actions
8. Movements
9. Story
10. Basic elements
11. Colours
12. Ambience
13. Orientation
14. Merchandizing
15. Involvement
16. Satisfaction

45. 7. Actions
Flying: one of the ultimate desires of mankind

46. 7. Actions
Travelling: comfort and accessibility

47. 7. Actions
Carrying: responsibility and care

48. 7. Actions
Touching: harmony, love and care

49. 7. Actions
Arrival: to suggest welcome and safety

50. 7. Actions
Driving: to suggest punctuality and responsibility

51. 7. Actions
Shopping: adventure to take home and share

52. 7. Actions
Projection: to bring attraction closer, to appetize

53. 7. Actions
Falling over: the destination is for everyone

54. 7. Actions
Break time: full physical and mental renewal

55. 7. Actions
Tight together: dependence and community

56. 7. Actions
Being served: to feel important: I deserve the best

57. 7. Actions
Passport stamping: to be acknowledged

58. Product features
1. Location
2. Slogan
3. USP
4. Target segments
5. Characters
6. Visuals
7. Actions
8. Movements
9. Story
10. Basic elements
11. Colours
12. Ambience
13. Orientation
14. Merchandizing
15. Involvement
16. Satisfaction

59. 8. Movements
Moving downhill: to feel satisfied

60. 8. Movements
Moving upwards: to reach the height and eternity

61. 8. Movements
Moving slowly: there is the time to explore

62. 8. Movements
Moving fast: a joyful and eventful destination

63. Product features
1. Location
2. Slogan
3. USP
4. Target segments
5. Characters
6. Visuals
7. Actions
8. Movements
9. Story
10. Basic elements
11. Colours
12. Ambience
13. Orientation
14. Merchandizing
15. Involvement
16. Satisfaction

64. 9. Story
My story: I have been up there …

65. 9. Story
Their story: dream sphere: whole world is mine

66. 9. Story
Their story: exploration tunnel

67. 9. Story
Their story: development

68. 9. Story
Their story: falling in love with Switzerland

69. Product features
1. Location
2. Slogan
3. USP
4. Target segments
5. Characters
6. Visuals
7. Actions
8. Movements
9. Story
10. Basic elements
11. Colours
12. Ambience
13. Orientation
14. Merchandizing
15. Involvement
16. Satisfaction

70. 10. Basic elements
The Air: vibration, creativity, dynamism, challenge

71. 10. Basic elements
The Water: freedom, mobility, rebirth, renewal

72. 10. Basic elements
The Snow: transform, magic, purity, innocence

73. 10. Basic elements
The Ice: ignorance of surrounding, turning inside

74. 10. Basic elements
The Stone: fundamental, immoveable, solid, silent

75. 10. Basic elements
The Fire: power, spiritulity, energy, passion

76. Product features
1. Location
2. Slogan
3. USP
4. Target segments
5. Characters
6. Visuals
7. Actions
8. Movements
9. Story
10. Basic elements
11. Colours
12. Ambience
13. Orientation
14. Merchandizing
15. Involvement
16. Satisfaction

77. 10. Colours
Basic colours: colours of the natural attraction

78. 10. Colours
Defining / coding colour: the Swiss red

79. Product features
1. Location
2. Slogan
3. USP
4. Target segments
5. Characters
6. Visuals
7. Actions
8. Movements
9. Story
10. Basic elements
11. Colours
12. Ambience
13. Orientation
14. Merchandizing
15. Involvement
16. Satisfaction

80. 12. Ambience
Feeling of the beauty: the nature that I am part of

81. 12. Ambience
Feeling of the importance: system works for me

82. 12. Ambience
Feeling of revival: leaving the problems at home

83. 12. Ambience
Community and friendship: I am not at all alone

84. 12. Ambience
Music: dynamic and attractive for everyone

85. Product features
1. Location
2. Slogan
3. USP
4. Target segments
5. Characters
6. Visuals
7. Actions
8. Movements
9. Story
10. Basic elements
11. Colours
12. Ambience
13. Orientation
14. Merchandizing
15. Involvement
16. Satisfaction

86. 13. Orientation
2D-maps: animations, clear explanations, colours

87. 13. Orientation
3D-maps: animations, clear explanations, colours

88. 13. Orientation
Signposts: suggesting that I will not get lost

89. Product features
1. Location
2. Slogan
3. USP
4. Target segments
5. Characters
6. Visuals
7. Actions
8. Movements
9. Story
10. Basic elements
11. Colours
12. Ambience
13. Orientation
14. Merchandizing
15. Involvement
16. Satisfaction

90. 14. Merchandizing
Shops: a lifelong experience for the beloved ones

91. 14. Merchandizing
Advertising: a lifelong experience for everyone

92. Product features
1. Location
2. Slogan
3. USP
4. Target segments
5. Characters
6. Visuals
7. Actions
8. Movements
9. Story
10. Basic elements
11. Colours
12. Ambience
13. Orientation
14. Merchandizing
15. Involvement
16. Satisfaction

93. 15. Involvement
Photo frame: I can / want to promote it

94. 15. Involvement
Selfie point / entrance: I can / want to promote it

95. 15. Involvement
Selfie point / the flag: I can / want to promote it

96. Product features
1. Location
2. Slogan
3. USP
4. Target segments
5. Characters
6. Visuals
7. Actions
8. Movements
9. Story
10. Basic elements
11. Colours
12. Ambience
13. Orientation
14. Merchandizing
15. Involvement
16. Satisfaction

97. 16. Satisfaction
Smile: so simple: it is a good place

98. 16. Satisfaction
Excitement: so simple: it is a good place

99. 16. Satisfaction
Services: so simple: it is a good place

100. The Task
PRODUCT
DEVELOPMENT

101. Product Development
Design: a relevant lodging place - accommodation