Actions are the children of mindset and environment.
When running his document storage company, AJ Wasserstein created a travel budget. Budgets are good. Budgets are a design tool, and we are all designers.
Wasserstein’s budget wasn’t denominated in dollars, it was in days away from home
“One thing I did while working at Archives One was give myself a travel budget. I gave myself permission to travel a certain number of days a month. It wasn’t a financial budget, rather a nights-away-from-home budget. If I started to exceed that consistently, my role at the company needed to be cleaved and I had to hire someone to do part of what I was doing.” – AJ Wasserstein, Circle of Competence, June 2021
Wasserstein asked a different question. Rather than ask what was financially costly he asked what was socially costly and optimized for that. A lot of times we assume that the important is easily measured. Dollars? Yes. But other things too.
However, within this kind of obvious-in-hindsight research, wrinkles arise.
One group of participants was asked to imagine they were searching for hotels for a trip to Edinburgh. What was interesting was that, “if the review was positive, there was no significant difference in visual appeal between professional and amateur aesthetics.”
The difference between a professional and amateur photo is the difference in intention to book if just the pictures are shown. However, when people see reviews, the Kodachromae contrast doesn’t matter. Word of mouth type communciations matter.
The authors write in the discussion, “when the review was positive, participants viewed hotels as visually appealing in the amateur as in the professional setting.”
We believe in Alchemy and one way to do that is to create value for customers without changing the physical thing. In this case, that means past-guests conveying why something was nice.
We believe in JTBD approaches and one way to do that is find the goal of the customer. What is someone thinking when they book a room? It’s in that answer that the difference in photographs and reviews lies.