Finnair Adventure Starter is a global community and decentralised platform concept that connects and rewards the people necessary for great adventures – people, small businesses, and Finnair. I was part of the Idean team to explore what could be the future of travelling.
Finnair Adventure Starter is a global community and decentralised platform that connects and rewards the people necessary for great adventures – people, small businesses, and Finnair. I was part of the Idean team to explore what could be the future of traveling.
“Our world is changing. It’s time to rethink the way we travel and explore the world.”
To bring people into the project and visualise our bold approach, we created a positive and engaging video. This helped us to involve stakeholders and decision makers. It also enriched our final presentation.
To bring on board people for the project and visualize our bold approach we created a positive and engaging video. This helped us to involve stakeholders and decision makers. It also have enriched our final presentation.
Discovery phase
We were running our own internal research project around travel in the future as the project began, which gave us a good foundation. During the early stage of the project, we were working closely together with the client – including interviews, trend studies, and technical capability. We identified five key insights.
As the project started we could build on a going internal reseach project. During the project we closely worked together with the client, which included interviews as well studies and trend research. We have found five key insights.
As the project started we could build on a going internal reseach project. During the project we closely worked together with the client, which included interviews as well studies and trend research. We have found five key insights.
Businesses are people
YouTube influencer marketing outperforms Google Adwords and Display Network. Alone Casey Neistat has reportedly made $10 million as an influencer. Also Instagram Stories has tripled daily active users from 100 million in 2016 to 300 million in 2017.
Businesses are people
YouTube influencer marketing outperforms Google Adwords and Display Network. Alone Casey Neistat has reportedly made $10 million as an influencer. Also Instagram Stories has tripled daily active users from 100 million in 2016 to 300 million in 2017.
People want businesses to take an active role in positive change in the world
People rank business ahead of governments, international bodies, and activists and campaigners as the primary driver of positive change in the future - i.e. Searches for eco-friendly hotels are up 125%, almost 70% of people believe that travel companies should help destinations’ local people and economy and Virgin Holidays have announced they will no longer sell or promote attractions that feature captive whales and dolphins.
People want businesses to take an active role in positive change in the world
People rank business ahead of governments, international bodies, and activists and campaigners as the primary driver of positive change in the future - i.e. Searches for eco-friendly hotels are up 125%, almost 70% of people believe that travel companies should help destinations’ local people and economy and Virgin Holidays have announced they will no longer sell or promote attractions that feature captive whales and dolphins.
Decentralisation is real
People are taking ownership of their data. Laws are changing (GDPR) and expectations are shifting enabled by blockchain technology. Use cases for decentralised systems has seen incredible growth using blockchain technology. In the month of March 2018, USD $1.8 billion were raised by ICOs (Initial Coin Offerings).
Decentralisation is real
People are taking ownership of their data. Laws are changing (GDPR) and expectations are shifting enabled by blockchain technology. Use cases for decentralised systems has seen incredible growth using blockchain technology. In the month of March 2018, USD $1.8 billion were raised by ICOs (Initial Coin Offerings).
Decentralisation is real
People are taking ownership of their data. Laws are changing (GDPR) and expectations are shifting enabled by blockchain technology. Use cases for decentralised systems has seen incredible growth using blockchain technology. In the month of March 2018, USD $1.8 billion were raised by ICOs (Initial Coin Offerings).
People expect combined experiences, not single-point interactions
WeChat is a leading example of a broad ecosystem with connected touchpoints. Currently has 1 billion active users, with 800 million using WeChat Pay. By Jan 2018, developers have published over half a million applications on the WeChat ecosystem to meet new customer needs. We’re moving towards a world in which everything’s connected. The global Internet of Things market is projected to reach $457 billion by 2020.
People want personal, unique experiences
Spotify’s Discover Weekly streamed over 5 billion tracks since it’s introduction. 60% of Southeast Asian females state they prefer to travel alone as they have the freedom to do whatever they want. 49% of female travellers say social media empowers them to have a richer solo travel experience, fuelling their confidence to visit destinations on their own. Culinary travel is a clear trend with 57% YoY bookings’ growth in 2018.
People want personal, unique experiences
Spotify’s Discover Weekly streamed over 5 billion tracks since it’s introduction. 60% of Southeast Asian females state they prefer to travel alone as they have the freedom to do whatever they want. 49% of female travellers say social media empowers them to have a richer solo travel experience, fuelling their confidence to visit destinations on their own. Culinary travel is a clear trend with 57% YoY bookings’ growth in 2018.
People want personal, unique experiences
Spotify’s Discover Weekly streamed over 5 billion tracks since it’s introduction. 60% of Southeast Asian females state they prefer to travel alone as they have the freedom to do whatever they want. 49% of female travellers say social media empowers them to have a richer solo travel experience, fuelling their confidence to visit destinations on their own. Culinary travel is a clear trend with 57% YoY bookings’ growth in 2018.
Define phase
Define phase
Based on the insights of the first phase while always having the user in mind we phrased our problem. We came up with "what-if" questions for the different interest groups (customers, small business owners, and Finnair itself) to address their views, pain points and needs. This created guidance for the design phase, but also kept it broad enough to ideate on the final problem statement.
Based on the insights of the first phase while always having the user in mind we phrased our problem. We came up with "what-if" questions for the different interest groups (customers, small business owners, and Finnair itself) to address their views, pain points and needs. This created guidance for the design phase, but also kept it broad enough to ideate on the final problem statement.
Based on the insights of the first phase while always having the user in mind we phrased our problem. We came up with "what-if" questions for the different interest groups (customers, small business owners, and Finnair itself) to address their views, pain points and needs. This created guidance for the design phase, but also kept it broad enough to ideate on the final problem statement.
Based on the insights of the first phase while always having the user in mind we phrased our problem. We came up with "what-if" questions for the different interest groups (customers, small business owners, and Finnair itself) to address their views, pain points and needs. This created guidance for the design phase, but also kept it broad enough to ideate on the final problem statement.
What if...
What if...
What if...
As a customer...
...your next big adventure was funded by others?
As a small business owner...
...your small business was in the heart of every traveller?
As Finnair…
...Finnair enabled the common good of adventure?
Our starting point
A decentralised platform that connects and rewards the people necessary for great adventures.
Adventurers can discover, share, or fund adventures, and by doing so, create the best adventures possible.
Adventurers can discover, share, or fund adventures, and by doing so, create the best adventures possible.
Adventurers can discover, share, or fund adventures, and by doing so, create the best adventures possible.
Small businesses can grow their reputation, increase the value of their offering, and gain financial backing.
Small businesses can grow their reputation, increase the value of their offering, and gain financial backing.
Finnair can disrupt the industry, allowing the continuous generation of new, innovative revenue streams.
Design phase
Design phase
In only eight days we ideated, tested and designed high-fidelity prototypes for our winning concept: Adventure Starter. The final version of the prototype even included our very own unique blockchain currency called Adventure Tokens (ATs).
Welcome to
Finnair Adventure Starter
A global community of travellers, small businesses and experiences that come together to enable great, meaningful adventures.
Use cases
Mei, Adventure Seeker
"I love to travel, but I want something more meaningful."
Mei, Adventure Seeker
"I love to travel, but I want something more meaningful."
Mei, Adventure Seeker
"I love to travel, but I want something more meaningful."
1
Mei begins browsing adventures from all around the world. An adventure catches her eye: “Beyond the Arctic Circle”.
1
Mei begins browsing adventures from all around the world. An adventure catches her eye: “Beyond the Arctic Circle”.
2
With a focus on good food, the great outdoors, and unique experiences, it’s perfect.
3
Mei checks the Adventure Creator Score and sees that this a popular adventure in the community.
49 people have gone on this adventure.
Mei can see all of their individual experiences – photos, videos, tips – collected together.
4
But there’s something missing. Mei would rather stay in traditional accommodation. No problem. She easily makes this change.
4
But there’s something missing. Mei would rather stay in traditional accommodation. No problem. She easily makes this change.
4
But there’s something missing. Mei would rather stay in traditional accommodation. No problem. She easily makes this change.
4
But there’s something missing. Mei would rather stay in traditional accommodation. No problem. She easily makes this change.
5
She books her trip and watches as her transaction is converted to Adventure Tokens, rewarding the community of creators and businesses involved in creating “Beyond the Arctic Circle”.
Onni, Adventure Creator
"I travel a lot and want to do it for a living."
1
Mei just booked Onni’s adventure. His next trip is now funded! Thanks to his popular “Beyond the Arctic Circle” adventure, Onni has enough tokens to take him and his partner on another adventure – for free.
2
Onni uses his tokens to book an epic backpacking trip in China. Once booked, his tokens flow back into the ecosystem, rewarding everyone involved in the “Along the Great Wall” adventure.
3
Some month later. Onni is on his adventure. As his travel companion, Adventure Starter knows his itinerary. He just completed a particularly cool hike around some mountains when Adventure Starter nudges him for feedback.
4
He's asked to add a quick tip and give feedback.
5
Because he liked his trip, he leaves a tip as well as adding adding two pictures.
6
He receives a few tokens in return for his feedback.
Mikael, small business owner
"I want to grow my business and share my passion for the local area."
Mikael, Small business owner
"I want to grow my business and share my passion for the local area."
Mikael, Small business owner
"I want to grow my business and share my passion for the local area."
1
Mei left a tip for Mikael’s husky safari, which has led to a wave of interest in his experiences. His business page on Adventure Starter has quickly filled up with photos, recommendations and memories from customers.
2
Mikael creates a campaign for a new experience idea. With the campaign published, it’s discoverable on the platform and select members get notified. By pledging tokens, they get to support Mikael’s business and receive early adopter access to the new proposed experience.
3
It also ties their profile to the experience – meaning when other people purchase this experience, they are rewarded with tokens too.
Business design and final outcome
From early on in the process, we worked closely with our business designers to define, refine and prove our creation from a business point of view.
The final presentation in front of top stakeholders from Finnair impressed with our in-depth research and innovative product design. Knowledge gained during this journey will shape the future of Finnair and how we experience travel.
It's also made a strong case for the newly founded Idean UK studios in London.
Business design and final outcome
Next to all that we worked early on with business designers to proof, adjust and in the end backup our creation also from a business point of view.
The final presentation in front of high stakeholders from finnair impressed and convieced with this outstanding example of great reseach and product design. It led to further projects. Knowledge gained during this journey will certainly shape the future of Finnair and how we all will experience to travel.
It has also been a strong case for the newly founded Idean UK studios in London.
Business design and final outcome
Next to all that we worked early on with business designers to proof, adjust and in the end backup our creation also from a business point of view.
The final presentation in front of high stakeholders from finnair impressed and convieced with this outstanding example of great reseach and product design. It led to further projects. Knowledge gained during this journey will certainly shape the future of Finnair and how we all will experience to travel.
It has also been a strong case for the newly founded Idean UK studios in London.
Business design and final outcome
Next to all that we worked early on with business designers to proof, adjust and in the end backup our creation also from a business point of view.
The final presentation in front of high stakeholders from finnair impressed and convieced with this outstanding example of great reseach and product design. It led to further projects. Knowledge gained during this journey will certainly shape the future of Finnair and how we all will experience to travel.
It has also been a strong case for the newly founded Idean UK studios in London.
type
innovation, research, ui/ux
role
concept, ui/ux, interaction design
client
finnair
agency
idean
Credits
Agency: Idean
Creative Director: Steve Whapshott
Creative Copywriter: Victor Janhagen
Senior Product Design: Jan Haase
Senior Researcher: Marie Lu Vinh
Prototyping/Development: Capgemini AIE
more projects
innovation, ui/ux
stop the water while using me
brand identity, ui/ux
innovation, ui/ux
ekn
brand identity, art direction
sou quarteira
brand identity, art direction
ekn
brand identity, art direction