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What I Did / Skillsets
Join meetings with the founding team, conduct secondary research on WTW and the Accessibility Industry.
Conduct primary qualitative research (interview) with target users.
Develop organizational change strategy to help WTW enhance brand awareness.
Create upgraded brand strategy and visual identity system and corresponding visual merchandizing mockup.
Come up with multiple different marketing campaign corresponding to the brand strategy.
Design Process / Workflow
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Wheel the World (WTW) is an online travel agency dedicated to offering accessible travel experiences for disabilities.
The founders have the expertise to offer helps for disabilities, but they are suffering from exposing their brand, and we were hired to enhance their brand awareness..
We offer organizational strategy combined with brand strategy to help WTW build up its professional figure and leadership position in the online travel industry.
The Research
We conducted 30+ market research to understand the current landscape of the accessibility travel industry, and WTW's key strengths compared to competitors.
I gathered the informations and summarized them into key data numbers.
I visualized WTW's strengths compared to the competitors with Radar Map to make it easier to understand.
I mapped out the stakeholders relevant to WTW, and conducted 12 interviews to understand their user journey and the needs behind the user journey.
The Findings
I categorized the stakeholders into 3 groups, with priority of the key stakeholders.
I extract, summarize, and synthesize information to turn demands of different stakeholders into actionable design direction.
Detailed Actions The whole process has been through the following steps:
1. Extract key words from the interviews(shown last page;
2. Find out commonalities then categorize them based on different keywords;3. Find out connections and relations between different categories;
4. List out findings and turn them into solution direction.
I concluded 3 findings after the synthesis process and refined the challenge definition based on the findings.
Challenge Refinement
How might we…
The Solution / Strategy
Based on our research, WTW has the capability and expertise to offer comprehensive guidance and help to both customers and suppliers, but people are not aware of their brand.
We suggest them to improve their brand awareness from the foundation of their organizational structure.
We also built reports and social media campaign samples for the new department.
The Brand Strategy
I created corresponding brand strategy in complimentary of the organizational change strategy, to help WTW better position its leadership in the industry, with a well-prepared brand identity.
Self-reflection
This is my first organizational change strategy design. Organizational design and new service design lay at the foundation of an organizational structure. Changes on one pieces will affect the whole system.
Taking full consideration of the system and predict the impact of each action are necessary during the design process.
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