#DTTT Blog

We are in an unprecedented moment in the industry’s history, which must redefine itself. Businesses must pivot, but with a purpose, destinations must demonstrate leadership, value and co-design a new future for tourism. In today’s remote world, amidst the uncertainty, we will enable the industry to develop empathy and co-create impactful outcomes for the benefit of destinations and the people they serve. Design plays an important role in progress and facilitates a creative, pluralistic, collaborative approach. Through a series of Sprints and design sessions, we will guide the industry through the Design Thinking process.

Design Thinking: A Strategy and a Solution

Design Thinking can be both a strategy and a solution. It cultivates creative collaboration and designing for change. Design Thinking is a mindset focused on human-centred solutions and not the problem. It effectively provides a solution-based approach to solving problems through developing an understanding of the people for whom the products or services are designed for. Combining creative and critical thinking that allows ideas to be organised, situations to be improved, decisions to be made and knowledge to be gained.

During destination recovery, Design Thinking should be at the core of strategy development and organisational change to facilitate the solving of problems. It is a strategy and solution for improvement, and for destinations and businesses, this way of thinking can be applied to improve products, services and processes.

Phases of Design Thinking: From Ideas to Innovation to Action

The phases of Design Thinking can lead to new innovative solutions.The Design Thinking process is flexible and focused on collaboration. It is outcome focused and allows teams to stay agile and bring ideas to life based on how real users think, feel and behave. Through the Remote. Design. Rebuild.  programme and Design Thinking, destinations and businesses can enhance the way they work and look at situations. The key elements of the Design Thinking process are as follows:

Empathise and Define 

  • Identify and frame a question that inspires a creative solution

Ideate and Design for Impact

  • Gather inspiration and inspire new thinking by understanding people’s needs

  • Generate breakthrough ideas

Learn and Evaluate 

  • Learn how to make ideas better through prototypes

  • Redefine ideas through testing and feedback

  • Develop and share a personal story that prompts action from others

RDR: Relevant, Rewarding and Revolutionary 

In our RDR programme, we will focus on the key topics that are important to the industry, in order to prepare for every scenario that is relevant to recovery.

Framing the Challenge 

  • Understanding the challenges faced by the destination and industry

Purposeful Repositioning

  • The Empathy Journey - New Needs in the New Visitor Cycle

  • Hyper-Local, Regional, Domestic - The New Markets & Audiences

  • Post COVID Visitor Personas - Identifying New Audience Segments

  • Audience Empathy Cards - Needs in the New Normal

  • The People of Purpose - Identifying the Recovery Ambassadors

Experience Design 

  • Healing Needs & Destination Experiences

  • Designing Hyper Focused Recovery Experiences

  • Developing Themed Recovery Experience Sets

  • Creating Mindful Trails & Itineraries to Isolation

Shaping a New Narrative

  • Exploring the New Narrative

  • Identifying Stories of Hope

  • Shaping the New Story Framework

  • Gathering Stories in the Community

  • Staged Content Planning Framework

Opening Up, Tilt the Target

  • Targeting Post COVID - Audiences, Channels and Tactics

  • Recovery Campaign Design Concepts

  • The Redesigned Visitor Journey - Needs & Response

Design Thinking with MURAL

To enable remote digital interaction and co-designing between participants, we use MURAL to provide a seamless, collaborative experience. MURAL creates the ultimate visual space, allowing unlimited brainstorming, ideation and solution finding. It is the ideal tool for activating teamwork on a large scale. It’s facilitation function has many benefits such as reducing planning time, optimising engagement, timely capturing of ideas and driving better outcomes by being able to highlight what matters.

At the #DTTT, we are really proud of the RDR programme, it is something that the team has worked very hard on with passion and expertise. The goal is to support the industry as it emerges from the crisis. To help destinations drive better solutions and outcomes to enable an effective recovery. This is our industry plan for good, a plan to do things differently, to design a sustainable future for tourism, one that is built on purpose, values and principles. 

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