This text focuses on the different aspects of a service design project of Winzer Krems, Sandgrube 13, which consists of qualitative as well as quantitative research.
We wanted to focus on a regional authentic service project that is also related to the wine culture in Krems and the Wachau valley. In addition, we were looking for a service project that is also interesting for the huge amount of younger people and students studying (and living) in Krems. Trying to find the perfect match of those two factors, the winery "Winzer Krems eG, Sandgrube 13 in 3500 Krems" came to mind.
Additionally, the fact that there is not much offered in Krems regarding the student nightlife lead us to the idea to combine the Sandgrube 13 with a students' event. That way the idea of creating a wine event for younger people/students was born!
In order to evaluate and research everything in detail, we used different methods where qualitative and quantitative research and ideation specifically were applied. Sequentially various tools we utilized to implement those methods such as a questionnaire, an in-depth interview, the stakeholder map, personas, a question wall as well as the idea clustering. During the overall creation process of the service design project, continually many small iterations have been done.
Altogether the methods and tools mentioned above helped us design a very hands-on and customer-oriented event.
Table of Contents
1 Introduction
2 Qualitative Research - Interview
2.1 Research gaps
2.2 Journey Map – Six Aspects to consider
2.3 Interview Info & Facts
2.4 Desktop Research
3 Quantitative Research
3.1 Results
4 Personas
5 Stakeholder Map
6 Customer Journey Map
7 Walls
7.1 Question Wall
7.2 Idea Wall
8 Idea Portfolio
Project Goals and Thematic Scope
The primary objective of this project is to develop an authentic, regional wine event at Sandgrube 13 specifically tailored to attract a younger target group, such as university students in Krems. By employing service design methodologies, the paper aims to bridge the gap between traditional wine culture and the needs of younger generations who currently show low awareness of the Sandgrube 13 brand.
- Analysis of student nightlife and cultural interests in Krems
- Application of qualitative and quantitative research methods to define customer needs
- Development of customer-centric personas and stakeholder mapping
- Ideation of event features including logistics, F&B, and social engagement
- Strategic integration of marketing and service design improvements
Excerpt from the Book
1 Introduction
The reason why our project team decided to work on a service design project of Winzer Krems, Sandgrube 13 is, that we wanted to focus on a regional authentic service project that is also related to the wine culture in Krems and the Wachau valley. In addition, we were looking for a service project that is also interesting for the huge amount of younger people and students studying (and living) in Krems. Trying to find the perfect match of those two factors, the winery “Winzer Krems eG, Sandgrube 13 in 3500 Krems” came to our mind. Additionally, the fact that there is not much offered in Krems regarding the student nightlife lead us to the idea to combine the Sandgrube 13 with a student’s event. That way the idea of creating a wine event for younger people/ students was born!
In order to evaluate and research everything in detail, we used different methods where qualitative and quantitative research and ideation specifically were applied. Sequentially various tools we utilized to implement those methods such as a questionnaire, an in-depth interview, the stakeholder map, personas, a question wall as well as the idea clustering. During the overall creation process of the service design project, continually many small iterations have been done.
Altogether the methods and tools mentioned above helped us to design a very hands-on and customer-oriented event.
Summary of Chapters
1 Introduction: This chapter outlines the motivation for the project, highlighting the goal to create a wine-related event for students in Krems at the Sandgrube 13 venue.
2 Qualitative Research - Interview: This section details an in-depth interview with the marketing head of Sandgrube 13 and introduces research gaps and the initial journey map framework.
3 Quantitative Research: This chapter presents the findings from a student survey, confirming the interest in such an event and identifying core requirements like shuttle services and music.
4 Personas: This chapter describes the process of creating user profiles to represent the target audience, ultimately focusing on the persona 'Nina'.
5 Stakeholder Map: This section maps out all individuals and organizations that influence the service design and experience of the proposed event.
6 Customer Journey Map: This chapter visualizes the chronological experience of the target persona 'Nina' before, during, and after the event to identify pain points and improvements.
7 Walls: This section documents the ideation process through a Question Wall and Idea Wall to systematically refine event requirements.
8 Idea Portfolio: This final chapter presents the most viable event implementation ideas, specifically Social Media Buzz, feedback lotteries, and photo corner enhancements.
Keywords
Service Design, Wine Culture, Sandgrube 13, Student Event, Customer Journey, Stakeholder Map, Qualitative Research, Quantitative Research, Marketing Strategy, Event Management, Persona, User Experience, Ideation, Tourism Management, Regional Development
Frequently Asked Questions
What is the core focus of this project?
The project focuses on creating a modern, engaging wine event for students and young adults at the Sandgrube 13 winery in Krems to increase brand awareness among a younger demographic.
What are the central thematic fields?
Key fields include service design, event management, student nightlife, and the integration of traditional viticulture with youth-oriented entertainment.
What is the primary goal of the research?
The primary goal is to identify barriers to entry for young audiences at Sandgrube 13 and design a service experience that encourages them to choose the venue's products.
Which scientific methods were applied?
The authors utilized qualitative methods like expert interviews, alongside quantitative research through questionnaires, complemented by service design tools like persona development and customer journey mapping.
What topics are covered in the main body?
The main body covers the identification of research gaps, the analysis of survey results, the construction of a stakeholder map, and the generation of actionable ideas for event implementation.
Which keywords best characterize the work?
Essential keywords include Service Design, Student Event, Customer Journey, Brand Awareness, and Wine Tourism.
Why was the 'Students of Krems' organization identified as a key partner?
The organization acts as a vital bridge to the local student body, having established traditions like the 'Müllner Clubbing', making them ideal partners to promote the new event.
What role does the 'Frühschoppen' play in the post-event stage?
It serves as a recovery brunch the day after the event, helping to maintain engagement and provide a venue for collecting feedback from attendees.
- Arbeit zitieren
- Maria Priller (Autor:in), 2018, Developing a Wine Event for Sandgrube 13 in Krems an der Donau, München, GRIN Verlag, https://www.grin.com/document/493789
