Service design project for Visit Hanko: Designing customer personas and value propositions

Hanko, the “Finnish Riviera” located in the southernmost point in Finland, has plenty of people enjoying the summer beaches and the sea. The city would like to attract more visitors during the off-season period, which is from September to May. Visit Hanko, the local tourist office, assigned this task to our project team of five people. To help them with this goal, we are developing customer personas and value propositions. In our project we chose to follow the double diamond model, which is commonly used in service design. 

The double diamond process used in service design.

We wanted to have a clearer picture about Hanko and its background. We started by doing an online course about service design and some desk research. After that, we traveled to Hanko in early March to see the peaceful city with our own eyes. We had a guided tour in the city, in which we checked the unique water tower, the city center, and a few of the many beaches. Visit Hanko provided us everything we needed to make the field trip significant to our research.

Hanko, the southernmost city in Finland.

With the help of Visit Hanko’s staff and previous research, we defined the main visitor groups and made a survey for developing the customer personas. The survey was shared on Visit Hanko’s emailing list and on Hanko-related social media channels. We analyzed the survey data and formed the customer personas based on the key insights. 

Jenna Saarinen, a fictional character for one of our customer personas.

After carefully examining the qualities and the preferences of the personas, we built different value propositions for each of them. These propositions have service packages that are tailored to each persona and their needs. By doing so, we are helping Visit Hanko to better provide more memorable trips for their visitors during the off-season period. To wrap up, we delivered a portfolio of our work during this project to our client.

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