System Design
ZOSTEL MUMBAI
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Role: Research, Concept Development, System Understanding.
A System design project focusing on learning System
2019 I MITID, Pune
Classroom project
Duration: 6 weeks
Overview
1. To understand the systems approach and its application in the design process of a product system or science.
2. To understand the interrelationships of a product with other influencing factors such as environment, user behaviour, change of time, marketing, management and other factors.
3. To understand in the context of a product–range interrelationships, interchangeability, and modularity growths among other things towards the performance of one function individually or several functions together.
Drivers of project
Intent
Method
Vehicle
System Understanding
System Thinking
Business Modelling
Project Brief
Taking up a system and defining the boundary/ scope for studying it. Identifying the elements of the system and the interaction between these elements. Understanding the element interaction with each other at different levels and with different resources. Identifying various stakeholders of the system and their interests. Creating a visual mapping of the existing system with a holistic approach towards it. Mapping the existing system and inferring parallel systems to visually map an ideal system. Based on the existing and desired states of the system and problem areas, discovering areas of design intervention.
Project Phases
Initial Inquiry
Understanding the context
Research planning
Secondary
Research
Defining the approach
Preparing questionnaires
Interviews
System Design
Defining Visions and attributes
Competitor analysis
Service philosophy
Service ecosystem
Intervention
mapping
Areas of interventions
Ideation
Primary
Research
Contextual Explorations
Field visits
Analysis
System mapping
Stakeholder maps
Opportunity maps
System
Journeys
OYO
OYO is for everyone who is travelling to a city for business/leisure/travel purpose and want a standardized hassle-free comfortable stay at a budgeted price.
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Affordable prices with premium quality. Modern & Adaptive design
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Ease of booking & cancellation 4. Personalised results/suggestions using A.I. (Dynamic pricing)
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Great no. of rooms to choose from. Minimum risk to business (majority of properties are on rent)
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Quick and effective customer care support.
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Provides healthcare insurance & OPD etc from check-in to check out, in that city to all customers.
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ZOSTEL
Zostel is a chain of backpacker hostels for young travellers. They take these properties on a lease, convert them into a hostel with bunk beds and a common room and then start selling them through various mediums. Zostel is for people who want a common shared space where they can meet similar kinds of people.
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Promoting backpacking.
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Affordability.
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Clean, safe and friendly environment.
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Cultural amalgamation.
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Creating experiences and memories.
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Make meet new people.
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Accessible and centrally located.
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Promote micro-entrepreneurship.
Understanding Parallel Systems
Understanding Parallel Zostel Systems
Zostel Rishikesh
Investment: 20-25 Lakhs
Number of Dorms: 6
Number of Beds: 56
Reviews
Rank 1(out of 184 properties)
108 Property reviews: 87 Excellent, 21 Very good
Rating: 8.7/10
Booking Sources
Zostel Mumbai
Investment: 40-45 Lakhs
Number of Dorms: 7
Number of Beds: 100
Reviews
Rank 1(out of 256 properties)
140 Property reviews: 118 Excellent, 22 Very good
Rating: 9.5/10
Booking Sources
Zostel website/walk ins
others
The guests comprise a good mix of Indian and foreign backpackers. Most of the tourists belong to. 18-35 years age bracket.
Zostel website/walk ins
others
The guests comprise of Indian and foreign backpackers. The maximum guests you see here are corporates and most of the tourists belong to18-35 years age bracket.
SWOT Analysis Zostel Mumbai
One of the first hostel chains in India.
Good quality places and services at affordable price.
Less budget to expand or provide new facilities.
Customers may not prefer hostel like accommodation.
S
W
Target market is big.
Future of Indian backpacking.
Opportunities to expand globally and locally.
Bigger brands can enter the market.
Threats of multiple competitors entering at the same time.
Wrong expansion planning.
Low budget hotels/motels present everywhere providing similar services.
T
O
System Understanding and Mapping
Contents
Story of Zostel
Understanding Franchise Model
System Goals
Competitors
Value addition
Forming a Deep Structure
Type of Travellers
Stakeholders
Behaviour/Time graph
System Boundaries
System Understanding and Mapping
Story of Zostel
Understanding Franchise Model
System Goals
Competitors
Value addition
Causal Map
Type of Travellers
Stakeholders
Behaviour/Time graph
System Boundaries
Deep Structure
Analysing loops
Intervention loops
Interventions
