This presentation was part of the SDT2012 - the 1st international conference on service design and tourism, Innsbruck/Austria, August 23-24, 2012. For more info on the conference and other presentations visit: www.sdt2012.com. All rights reserved by the author(s): Joong-Seek Lee, South Korea Department of Digital Contents Convergence, Seoul National University Joon Lee is an Associate Professor in the Department of Digital Contents Convergence at Seoul National University. He received his M.S. degree in Architecture from Yale University. His main areas of research interest are User Experience, Information Architecture, and Human Computer Interaction Jeong Young Chan, South Korea Department of Digital Contents Convergence, Seoul National University Chan is M.S./Ph.D. candidate in Department of Digital Contents Convergence at Seoul National University. He received his B.A. degree in Aesthetics from Seoul National University. His main areas of research interest are User Experience, Mobile Collaboration, ICT4D Mobile Trip Service for 'Backpacker 2.0 : Travelling with a Smartphone' A new type of personal trip has been noticed with the appearance of smartphone. For example, people nowadays prefer to arrange a flexible itinerary and adjust the plan using their smartphone at the site. Furthermore, many travellers favour a trip where they can adapt themselves with the local people out of the traditional tourist spots. This signifies that the paradigm of personal trip is changing from being symbolized simply by ‘paper guidebooks (Lonely Planet)’ and ‘backpacks’. This research suggests a mobile trip service for the emerging travel experience. We have hosted ten seminars with ten experts in the tourism industry, and we have also conducted actual field studies with ten main trip concepts. ‘Backpacker 2.0’ has been defined as travellers carrying a smartphone, and their characteristics have been provided as follows: Change of Planning; Destination; Experience; Memorizing; Sharing. In this research, prototypes of five distinct mobile trip services for helping the trips of ‘Backpacker 2.0’ have been produced, and evaluation workshops have been carried out.

1. SDT2012
@Innsbruck
Death of Lonely Planet (Paper Guide)
Travelers with Smartphone at hand
Prof. Joong Seek, Lee Joonlee8@snu.ac.kr
MS/Ph.D student. YoungChan, Jeong ycmailcase@gmail.com
User Experience Laboratory,
Seoul National University, South Korea

2. Smartphone is a mandatory item for travelers these days

3. Traveling is a Serious Information Behavior
Traveling has been analyzed and promoted from political, economical and social point of view.
However, information studies in modern tourism have not yet been valued much
in spite of its importance.
Indeed, traveling can be described as a process of “Consuming and Creating a Fantasy”.
Tourists manage, consume and create a lot of information through 5 stages while traveling.
Preparing
Post
During
Traveler with Smartphone on Hand UX lab, Seoul National University 3

4. Changes in Traveling
Originally, travelers had been influenced mostly by external matters, such as political, economical,
technical and social status.
Recently, new types of novel traveling have appeared.
Travelers nowadays prefer customized, theme, or resort tours as compared to backpack tours.
Change of type Change of destination
Backpack Tour
aristocrat industrialization hippie culture Education Increased(language)
feudalism WW2 globalization Global lifestyle spread
order of rank Media technology developed
many tourist attractions more/no places to visit
Traveler with Smartphone on Hand UX lab, Seoul National University 4

5. Backpacker with a Smartphone
Usage of mobile data roaming has been activated with the increase in technological
development along with the decrease in service fee.
This kind of change is making some transitions on traveling as well.
So, we observed the transition points and made suggestions on a new behavior model of
traveling.
Lonely Planet Smart Phone
Traveler with Smartphone on Hand UX lab, Seoul National University 5

6. 10 Guest Talks
We organized 10 guest talks.
We invited professionals currently working in the travel industry.
Infrastructure Travel Media Traveler Travel Information
Air
Accommodation Broadcasting Travel Wine/Biz Travel Travel
Transportation
Company Journalist Trip SNS Application
Company
Travel
Service Agency
Traveler with Smartphone on Hand UX lab, Seoul National University 6

7. 10 Research Trips
Based on the “Sociology of Tourism”,
we selected 10 modern tour themes and destinations.
Each traveler designed his/her own special research trip, and they logged self-media diary
and took photos throughout their trips.
Pursuing Extreme Nature
Yukon
Weaving Loosely Coordinated Cultural Events
Dublin Gastronomic Tourism
Beijing Daycation Abroad
Barcelona
NYC Osaka
Interaction with Local people Fukuoka Naoshima Micro Grand Tour
Media Tourism
Soundscape Tour Yoron island
Escape from Everyday life
Singapore
Theme park Tourism
Traveler with Smartphone on Hand UX lab, Seoul National University 7

8. We found some insights
We made service prototypes

9. “Smartphone Effect”
We found the following as a result of the research trips.
Loose Planning Decision at site
Not much of research before trip Check weather, traffic, transportation
Use apps for booking, guide and local info. schedule, exhibition timeline on site.
Use mobile apps to find places on site. Decide what to do right away,
as one would feel like.
No need for physical
data storages Sharing instantly
Listen to music through Upload pictures & journals on SNS
streaming services. on site.
Back up pictures on a cloud database.
Interact with friends instantly.
Native-like consumption Making local friends easily
Go to the “real” local restaurants or pubs, Just exchange each other’s Facebook ID, share
found on apps, such as yelp or urbanspoon. files,and stay connected online.
Traveler with Smartphone on Hand UX lab, Seoul National University 9

10. Smartphone Traveler Persona
Who they are.. Why they travel..
to escape, to be inspired, to see, to resolve curiosity, to learn
Where/when/how they go..
Niche destination, One week or a day Enjoy serendipity
Biz Hotel, alone or with instant/local friend Be like the local
What they consume..
personal memento, local edition goods, local books, special gifts
self shot for travel confirmation
What they carry..
Man, late 20s
Recent university graduate
Mid-high level of income
High level of education
On&Off relationship
Increasing credit card usage
Traveler with Smartphone on Hand UX lab, Seoul National University 10

11. Service Idea 1: Traveling-focused Smartphone
Turn on traveling mode select traveling apps
Everyday Mode reminds the user of everyday life
Travel-Concentrated Mode helps travelers to organize
travel information
1. You can enable traveling mode on your smartphone
goodbye

12. to

13. your

14. 2. Select 5 apps for traveling
everyday

15. life 3. Then, you can only use few apps,
which you have selected, while you are traveling.
4. Say goodbye to your everyday life at hometown.
Traveler with Smartphone on Hand UX lab, Seoul National University 11

16. Service Idea 2: Trip Portfolio Designer
during travel after travel
Smartphone Have your own
Smartphone
reminds you to take trip portfolio,
lets you take note
picture automatically
alarm sent alarm sent
“Take a picture of what “Write your feelings
you are eating” within 140 words”
Traveler with Smartphone on Hand UX lab, Seoul National University 12

17. Service Idea 3: Link between a local guide and a traveler
Travelers App Local volunteers
Crowd sourcing
who want Students who are interested in
something new and exotic. foreign countries and cultures.
search for partner design the trip together
Traveler with Smartphone on Hand UX lab, Seoul National University 13

18. Service Idea 4:
Role-playing (like a game)
travel spot
not a Traveler, pay by barcode
rather a on the screen
“gamer”
have to complete missions You can only carry an iPad
limited budget
limited time
given rules to obey follow the orders
on the screen
Traveler with Smartphone on Hand UX lab, Seoul National University 14

19. Service Idea 5:
Prepare ‘little by little’ to Escape
Sometimes, all we want is to escape.
where days $
so, Get Ready!
Buy Something $ 4.25 price
$ 5.00 pay
Save exchanges $ 0.75 save
to travel
Traveler with Smartphone on Hand UX lab, Seoul National University 15

20. Service Idea 6: Travel Information Push Service
People dream about traveling in their daily lives.
Still, it often ends up as just a dream.
However, wouldn’t the dream become little more realistic if one receives a package with local
coins and cookies?
Send Information/Souvenir Package from a travel spot
maps
pictures coins
in everyday life
cookies
newspapers
Traveler with Smartphone on Hand UX lab, Seoul National University 16

21. Service Idea 7: Travel with ‘on-site search’ information
Travelers usually search for information on website, guide book, mobile application or blog
before they leave for a trip.
However, this kind of information defines a frame for planning the trip.
Therefore, most people end up traveling the same way as other travelers had done.
We suggest travelers to search for information right on the site.
When you find something interesting while expediting the site, just take a picture, and the app will
automatically find related information for you.
Take picture Get information
Traveler with Smartphone on Hand UX lab, Seoul National University 17

22. Thank you