Designing Customer Journey Experience for Rio 2016*
Why spread values from the information touchpoint until the venues
Why spread values from the information touchpoint until the venues
Rio 2016 is Brazil’s opportunity to builds momentum. Aware that Olympics will be a crucial moment of affirmation for its country brand, Rio de Janeiro (host city) is becoming the centre of investments to reflect for the world the new moment of Brazil.
Despite all investments, the novel transport system that have been developed for 2016 is not following at all the Rio 2016 BranDirections and the Rio 2016 Strategic Pillars, threatening the strategic objective of promoting Brazil Global Image.
The ‘revolution’ of the transportation have been developed upon a gap that just consider the Strategic Pillar of Technical Excellence and the brand essence element of Transformation.
This research defines the opportunity and justifies that designing a Costumer Journey Experience this gap is filled, as through it, is possible to align the technical effort already in progress to the Olympic Values. In other words, connecting Transformation to Passion and Technical Excellence to Memorable Celebrations.
A brand/design experience during Customer Journey will be a Wow Factor in the Olympic event day, exceeding the ticket holder expectations and causing a long lasting event Memory on their minds. In that way, the customer will worldwide spread the Rio 2016 values and the memorable experience lived during the stay in the country, potentiating the country global image.
*Design Research Project used as first step of my MA Design & Branding Strategy's Dissertation
(Expected to be finished by September/2012) - Brunel University/London
Despite all investments, the novel transport system that have been developed for 2016 is not following at all the Rio 2016 BranDirections and the Rio 2016 Strategic Pillars, threatening the strategic objective of promoting Brazil Global Image.
The ‘revolution’ of the transportation have been developed upon a gap that just consider the Strategic Pillar of Technical Excellence and the brand essence element of Transformation.
This research defines the opportunity and justifies that designing a Costumer Journey Experience this gap is filled, as through it, is possible to align the technical effort already in progress to the Olympic Values. In other words, connecting Transformation to Passion and Technical Excellence to Memorable Celebrations.
A brand/design experience during Customer Journey will be a Wow Factor in the Olympic event day, exceeding the ticket holder expectations and causing a long lasting event Memory on their minds. In that way, the customer will worldwide spread the Rio 2016 values and the memorable experience lived during the stay in the country, potentiating the country global image.
*Design Research Project used as first step of my MA Design & Branding Strategy's Dissertation
(Expected to be finished by September/2012) - Brunel University/London
METHODOLOGY
RESEARCH FINDINGS
CUSTOMER JOURNEY EXPERIENCE
THE FULL DESIGN RESEARCH (available for download)
MA DESIGN & BRANDIN STRATEGY - BRUNEL UNIVERSITY
MA DESIGN & BRANDIN STRATEGY - BRUNEL UNIVERSITY
THE NEW TRANSPORT SYSTEM OF HIGH CAPACITY INTEGRATING THE OLYMPIC SPORTS ZONE
SOURCE: RIO 2016 OFFICIAL WEBSITE
(http://migre.me/9HaLV)
SOURCE: RIO 2016 OFFICIAL WEBSITE
(http://migre.me/9HaLV)
BRT STATION
IMAGE SOURCE: OCD HOLDING (http://migre.me/9HbvN)
IMAGE SOURCE: OCD HOLDING (http://migre.me/9HbvN)
OBSERVATION AT LONDON PREPARE SERIES
JOURNEY FROM THE STRATFORD STAION TO THE OLYMPIC PARK
JOURNEY FROM THE STRATFORD STAION TO THE OLYMPIC PARK
RIO 2016 BRANDIRECTION
Developed by Tatil
(http://migre.me/9HbPU)
Developed by Tatil
(http://migre.me/9HbPU)
