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Martta

Oliveira

(S) martta.m(m) +33 (0)6 71 80 06 02(e) martta.m@gmail.com(in) fr.linkedin.com/in/marttamo/ (t) @marttamo

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Contents of Portfolio

» Conceptualising the Maastricht University Summer School » The Case of Bed and Breakfasts in Portugal » Defining Attribute Importance for B&Bs in Sintra » Online Student and Faculty Experience » “Studying Online at Horizons University” Brochure

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FOLIO Conceptualising the Maastricht University Summer School

Service Science Factory, The Netherlands | 2012

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The Challenge:Development of an innovative and unique summer school concept for Maas-tricht University.

The approach:Students that have been to and want to go to summer schools were inter-viewed. Using the insights from these interviews customer journey maps were created; a survey was designed and distributed (online and paper-based); and motivations for going to summer school were identified. Additionally, quan-titative data was collected via surveys, and benchmarks and brainstorming were carried out.

The result:The outcome of this project was a clear market positioning for Maastricht Summer School, two personas, and a website concept, all which revolved

around the key selling points of Maastricht University. The developed concept was a summer school where students can take advantage of their summer by: earning credits in a university with prestige; developing their career (through competence development sessions, company workshops and case studies); enjoying their summer by traveling in Europe, and meeting international students.

Competencies:Working in multi-disciplinary teams; visualisation methods; working under pressure; intrinsic motivation; empathy; qualitative research and analysis; per-sona creation; customer journey mapping; benchmarking; generating ideas from insights.

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FOLIO The Case of Bed and Breakfasts in Portugal

Service Design Tourism 2012 Conference, Austria | 2012

The Challenge:The owner of two Bed & Breakfasts (B&Bs) in Sintra was facing an increase in competition, and wanted to ensure that the B&BS run by her would remain relevant for its guests and would not loose their strong market position.

The approach:The research included contextual interviews with guests, service safaris, revision of guest reviews, and the distribution of a survey. This survey was developed to confirm and complement some of the impressions gathered from the interviews. Personas and an experience map were created from the collected insights. Furthermore, some ideas were prototyped before becoming part of the official recommendations.

The result:The project yielded an overview of the service currently provided by the B&Bs, and the guests’ perception and expectation of the provided service. A series of

initiatives were recommended that would improve the guests experience at given touchpoints. These suggestions were geared towards creating a more genuine and authentic Portuguese experience for the guests, while simulta-neously providing a high level of comfort for guests during their stay. Most recommendations were easy and fast to implement. Only a few of the rec-ommendations required strong investments from the B&Bs. These included a common living and breakfast room, and a private parking area.

Competencies used:Presentation skills; organization skills; quantitative and qualitative research and analytical skills; time management; interviewing and elicitation; visual-ization skills; persona creation; experience mapping; converting information into insights and generating ideas from insights.

Document is available for reference.

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FOLIO Defining Attribute Importance for B&Bs in Sintra

Copenhagen Business School, Denmark | 2012

The Challenge:Sintra is a small touristic town in the north of Lisbon. In the last five years new B&Bs have opened every year, increasing competition in the historical town. Owners of B&Bs want to know more about their guests, and how to deliver a positive experience to them.

The approach:With a collaboration with the tourism office of Sintra, a regional study of B&B guests was launched. The objective of the quantitative study was to under-stand what is important for guests during their stay. In a first stage, guests were interviewed. Following this, a survey was distributed in the 25 guest-houses that accept to be part of the study during a 7 week period, starting in August. The analysis of the final 278 responses was done using SPSS.

The result:The market research yielded a characterisation of B&B guests in Sintra accord-ing to the attributes they find important and the purpose of their trip. Indi-vidual and relative importance ratings for attributes were also derived. This market knowledge is useful for the managers of guesthouses of Sintra, so that they know where to invest their limited resources, be these human, spatial, temporal or financial.

Competencies used:Communication skills; organization skills; quantitative research and analyti-cal skills; intrinsic motivation; use of SPSS; time management; communication skills.

Document is available for reference.

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FOLIO Online Student and Faculty Experience

Horizons University, France | 2014

The Challenge:Horizons University had both little visibility into the experience of its online students, and limited structures in place that ensured a consistency in their students’ learning experience and faculty’s teaching experience.

The Approach:Qualitative and quantitative research is being conducted to generate insights. The methods employed include the benchmarking of industry best practices, literature review, interviews to students and faculty members, revision of communication logs, and quantitative data collection via surveys. The Result:Although the project is currently underway, a key output that has already been generated is the Student Journey Map. It provides an overview to the online students’ journey at Horizons University, presenting the different channels students use at different stages of their journey, and includes their descriptions, and Key Performance Indicators.

The document is used to structure brainstorming sessions, guide the exploration of sections of the student journey and support service improvement developments. The Student Journey Map is game changing for the University as it allows for there to be a common understanding of a students’ journey, and is already facilitating decision making and the management of daily operations.

Competencies:Persona creation; customer journey mapping; experience mapping; generat-ing ideas from insights; service blueprinting; stakeholder mapping; ability to use Adobe InDesign; empathy; communication and facilitation skills; strategic thinking; attention to detail; qualitative and quantitative research and analyt-ical skills.

The document is confidential, therefore the original cannot be made available for reference.

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FOLIO “Studying Online at Horizons University” Brochure

Horizons University, France | 2014

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The Challenge:Students and prospective students were not clear on what the online learning experience is like at Horizons University, and how it compares to other online universities. This is a challenge derived from the main project being carried out at Horizons University.

Approach:Insights were gathered through interviews, a revision of conversation logs with prospective and current students, benchmarks of industry practices, and literature review of student decision making factors to identify what the main points were that required clarification/confirmation for students.

Result:One of the solutions to tackle the limited understanding of the Horizons University learning experience was a set of “Guidelines for Students”. These comprise of a series of documents that support students throughout their time at Horizons University, and explain how online learning works at the University.

One of these documents is the “Studying Online at Horizons University” brochure. To clearly explain the online learning experience and the flexibility of the degree programs at Horizons University, visualisations were used throughout the document. Examples are presented in this page. The icons in the bottom of the page were developed purposefully for the “Studying Online at Horizons University” brochure.

Competencies:Ability to use Adobe InDesign; visualisation; empathy; problem-solving.

The document “Studying Online at Horizons University” is available for reference.

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