→ Qualitative user interviews
→ Expert interviews
→ Scenario building
→ Future foresight based on STEEP-Methodology
To clarify the direction, a Context Map allowed us to reframe the problem and prioritise eight dimensions of travelling to and partially living in Swiss mountain destinations by 2030. Building on the eight contexts we were able to provide even more perspective to the topic by mapping past, present and possible future events on a Janus Cone, which uncovered indirect influences on the act of travelling. Based on the Context Map and the Janus Cone we conducted the actual foresight research. We looked into trends and weak signals and additionally approached the work with a bottom-up approach, applying the STEEP-Methodology.
At the same time as the foresight research our team conducted several user interviews with three respective user groups: the residents, the travellers, and citizens of Andermatt. Based on these qualitative interviews we were able to determine the future user of Andermatt Swiss Alps, a method that allowed us to anticipate the needs and problems of the different customers groups in 2030. In addition, we conversed with experts to confirm the trends that had appeared during our foresight research.
Within two full days we carried out the analysis, synthesising our findings and clustering the many insights gathered during our top-down and bottom-up Foresight Research. Simultaneously, we made sense of the user research and were able to distill it into five future personas, which we called protagonists this time.
In line with the STEEP-Methodology and the context map after the analysis, we were able to map trends along the future journey from pre-booking and orientation, to sports, activities and retail. Through this we blurred the lines between the different phases of travel towards mountain resorts. This mapping exercise allowed us and ASA to create a first opportunity for sense-making.
As a result of the trend mapping, we could build scenarios that support our ability to empathise with and imagine the life of the protagonists in 2030. Through story telling we highlighted how a few of the key stakeholders for ASA live and interact with some of the identified future trends.
To ensure that the findings were rightly transferred to the relevant stakeholders within ASA, we presented the study and facilitated two co-creation workshops with a focus on identifying the most relevant trends for travelling and living in Andermatt in 5 to 10 years time. In particular, pinpointing what ASA should continue, stop, or start doing resulting in valuable discussions.
Thomas Landis, Head of Corporate Development & Innovation, Andermatt Swiss Alps
User interviews conducted
Expert interviews conducted
The foresight studies allowed us to craft a future picture of how Swiss Mountain Resorts will look in 2030. We identified the relevant trends that will disrupt the industry and will inspire the development of new services. The scenarios further bring these trends alive and provide us with the opportunity to already experience 2030 now.