1.6 Sustainability Co-Design: Îles de la Madeleine

This case study will give you an overview of how DMOs can implement design thinking principles and storytelling to create more value around their sustainability strategy.

Applying Design Thinking in the Destination

Watching the content, you’ll be able to understand and reflect on how Tourisme Îles de la Madeleine re-imagined their tourism offering by applying the principles of design thinking

Applying Design Thinking in the Destination

Watching the content, you’ll be able to understand and reflect on how Tourisme Îles de la Madeleine re-imagined their tourism offering by applying the principles of design thinking and through the involvement of stakeholders and business owners in the ideation of new projects and collaborations.

Main Takeaways from this Case Study

  • Involving the community and stakeholders in the strategy of the destination is key for sustainable development.
  • Applying design thinking to the organisation's strategy can help us identify weaknesses and opportunities, but also take into consideration its effects on locals and travellers.
  • Storytelling can help the organisation transmit its message and achieve impactful results.

Summary

Jason Bent mentioned that there are three main experiences to discover the destination: nature, culture and flavour.

In 2013 they launched their responsive design website, where they used storytelling to showcase different sides to the islands and promote the offerings they have.

He states that like any other destination, they have itineraries and circuits. The problem they had was that none of them was linked to the three main museums of the destination. That is what sparked the idea behind applying design thinking.

This project's journey started with a one-day activity through which over 50 stakeholders and business owners in the archipelago prototyped new projects and initiated new collaborations.

The goals of the project were:

  • Value the Island's museum experience as a whole.
  • Validate the use of technology to enrich the museum experience.
  • Increase visitor attendance and referencing between museums and Économusées/Attractions.

At the same time, there were 6 phases to the project, based on the principles of design thinking:

  1. Define.
  2. Empathize.
  3. (Re)Define.
  4. Ideate.
  5. Prototype.
  6. Test (and start over again!).

If you'd like to hear more about what they did in each of the phases to achieve their goals, make sure to watch Jason's entire talk. We are sure it will provide many new ideas!

Applying Design Thinking in the Destination

Watching the content, you’ll be able to understand and reflect on how Tourisme Îles de la Madeleine re-imagined their tourism offering by applying the principles of design thinking

Applying Design Thinking in the Destination

Watching the content, you’ll be able to understand and reflect on how Tourisme Îles de la Madeleine re-imagined their tourism offering by applying the principles of design thinking and through the involvement of stakeholders and business owners in the ideation of new projects and collaborations.

Main Takeaways from this Case Study

  • Involving the community and stakeholders in the strategy of the destination is key for sustainable development.
  • Applying design thinking to the organisation's strategy can help us identify weaknesses and opportunities, but also take into consideration its effects on locals and travellers.
  • Storytelling can help the organisation transmit its message and achieve impactful results.

Summary

Jason Bent mentioned that there are three main experiences to discover the destination: nature, culture and flavour.

In 2013 they launched their responsive design website, where they used storytelling to showcase different sides to the islands and promote the offerings they have.

He states that like any other destination, they have itineraries and circuits. The problem they had was that none of them was linked to the three main museums of the destination. That is what sparked the idea behind applying design thinking.

This project's journey started with a one-day activity through which over 50 stakeholders and business owners in the archipelago prototyped new projects and initiated new collaborations.

The goals of the project were:

  • Value the Island's museum experience as a whole.
  • Validate the use of technology to enrich the museum experience.
  • Increase visitor attendance and referencing between museums and Économusées/Attractions.

At the same time, there were 6 phases to the project, based on the principles of design thinking:

  1. Define.
  2. Empathize.
  3. (Re)Define.
  4. Ideate.
  5. Prototype.
  6. Test (and start over again!).

If you'd like to hear more about what they did in each of the phases to achieve their goals, make sure to watch Jason's entire talk. We are sure it will provide many new ideas!