Experience Design Pro
CITM3.EXP 2020 - 2021
182888 – Frank van Boxtel
182266 – Noortje Campenhout
204663 – Silvana Jaramillo Castro
204632 – Carla Puig Soler
192270 – Elisa Scholz
https://be-la-sierra-tour.odoo.com/
,Contents
Introduction...........................................................................................................................................4
1. Design thinking..................................................................................................................................5
2. Analysis of Medellin...........................................................................................................................5
Coffee plantations..............................................................................................................................5
Flower farms......................................................................................................................................6
Orchids and butterflies......................................................................................................................6
Metro The Medellín metro was firstly opened for service on 30th November 1995, one of the first
implementations of modern mass transportation in Colombia and the only metro system in the
country (Wikipedia, 2012). It is a rapid transit system that crosses all the metropolitan area of
Medellín going from North to South and from Center to West. Moreover, the Medellín metro not
only offers a basic transportation service, but it also adds value to the city by coopering with the
environment. By doing so, the subway is saving more than 175.000 tons of CO2 annually which
equals a plantation of 380.00 trees that would occupy 11% of the city’s land (Guru, 2010).
Therefore, Medellín’s residents are really interested in conserve the metro in order to protect the
habitat and social lifestyle.................................................................................................................7
Cableway...........................................................................................................................................7
3. Target group analysis.........................................................................................................................8
4. Persona..............................................................................................................................................9
5. Our MTE explained..........................................................................................................................11
Before..............................................................................................................................................11
During..............................................................................................................................................11
After.................................................................................................................................................12
All senses.........................................................................................................................................12
6. Goals of Be La Sierra........................................................................................................................13
Social impact goals...........................................................................................................................14
The transformation goals.................................................................................................................15
7. Prototype.........................................................................................................................................15
8. Testing results..................................................................................................................................15
9. Design thinking reflection................................................................................................................18
Bibliography.........................................................................................................................................20
Appendix 1 - Reflections......................................................................................................................21
Reflection Carla................................................................................................................................21
Reflection Noortje............................................................................................................................21
2
, Reflection Frank...............................................................................................................................22
Reflection Elisa.................................................................................................................................22
Reflection Silvana.............................................................................................................................23
Appendix 2 – Our scrum board............................................................................................................24
Appendix 3 – Survey results.................................................................................................................25
Appendix 4 – The prototype................................................................................................................29
Appendix 5 – Be La Sierra from home..................................................................................................31
Appendix 6 – MTE simple visualization................................................................................................32
Appendix 7 – Picture collage of the plantations..................................................................................34
Appendix 8 – Story Be La Sierra, Sway.................................................................................................34
Appendix 7 – Infographic.....................................................................................................................35
Appendix 8 – Student scans by Frank..................................................................................................36
Appendix 9 – Student scans by Carla...................................................................................................40
Appendix 11 - Student Scans by Elisa...................................................................................................49
Appendix 12 - Student Scans by Noortje.............................................................................................51
3
, Introduction
This report is written by Frank, Noortje, Silvana, Carla and Elisa. All 4 th year students of international
Tourism Management at Breda University of Applied Sciences, with a specialization in tourist
experience.
The purpose of this report is to outline our Memorable Tourist Experience (MTE) that was
researched and developed using the Design Thinking Process. The research period which lasted 5
weeks ran from March 29, 2021, to May 7, 2021.
The city we have chosen is Medellín, located in Colombia. The city is fast shedding its controversial
reputation and is one of the most progressive cities in Latin America (Tourism cares, 2008).
The experience we came up with, where this report will tell you more about is called ‘’ Be la Sierra’’.
This part of Medellin is best known for its coffee and that’s exactly what the experience is all about.
4
CITM3.EXP 2020 - 2021
182888 – Frank van Boxtel
182266 – Noortje Campenhout
204663 – Silvana Jaramillo Castro
204632 – Carla Puig Soler
192270 – Elisa Scholz
https://be-la-sierra-tour.odoo.com/
,Contents
Introduction...........................................................................................................................................4
1. Design thinking..................................................................................................................................5
2. Analysis of Medellin...........................................................................................................................5
Coffee plantations..............................................................................................................................5
Flower farms......................................................................................................................................6
Orchids and butterflies......................................................................................................................6
Metro The Medellín metro was firstly opened for service on 30th November 1995, one of the first
implementations of modern mass transportation in Colombia and the only metro system in the
country (Wikipedia, 2012). It is a rapid transit system that crosses all the metropolitan area of
Medellín going from North to South and from Center to West. Moreover, the Medellín metro not
only offers a basic transportation service, but it also adds value to the city by coopering with the
environment. By doing so, the subway is saving more than 175.000 tons of CO2 annually which
equals a plantation of 380.00 trees that would occupy 11% of the city’s land (Guru, 2010).
Therefore, Medellín’s residents are really interested in conserve the metro in order to protect the
habitat and social lifestyle.................................................................................................................7
Cableway...........................................................................................................................................7
3. Target group analysis.........................................................................................................................8
4. Persona..............................................................................................................................................9
5. Our MTE explained..........................................................................................................................11
Before..............................................................................................................................................11
During..............................................................................................................................................11
After.................................................................................................................................................12
All senses.........................................................................................................................................12
6. Goals of Be La Sierra........................................................................................................................13
Social impact goals...........................................................................................................................14
The transformation goals.................................................................................................................15
7. Prototype.........................................................................................................................................15
8. Testing results..................................................................................................................................15
9. Design thinking reflection................................................................................................................18
Bibliography.........................................................................................................................................20
Appendix 1 - Reflections......................................................................................................................21
Reflection Carla................................................................................................................................21
Reflection Noortje............................................................................................................................21
2
, Reflection Frank...............................................................................................................................22
Reflection Elisa.................................................................................................................................22
Reflection Silvana.............................................................................................................................23
Appendix 2 – Our scrum board............................................................................................................24
Appendix 3 – Survey results.................................................................................................................25
Appendix 4 – The prototype................................................................................................................29
Appendix 5 – Be La Sierra from home..................................................................................................31
Appendix 6 – MTE simple visualization................................................................................................32
Appendix 7 – Picture collage of the plantations..................................................................................34
Appendix 8 – Story Be La Sierra, Sway.................................................................................................34
Appendix 7 – Infographic.....................................................................................................................35
Appendix 8 – Student scans by Frank..................................................................................................36
Appendix 9 – Student scans by Carla...................................................................................................40
Appendix 11 - Student Scans by Elisa...................................................................................................49
Appendix 12 - Student Scans by Noortje.............................................................................................51
3
, Introduction
This report is written by Frank, Noortje, Silvana, Carla and Elisa. All 4 th year students of international
Tourism Management at Breda University of Applied Sciences, with a specialization in tourist
experience.
The purpose of this report is to outline our Memorable Tourist Experience (MTE) that was
researched and developed using the Design Thinking Process. The research period which lasted 5
weeks ran from March 29, 2021, to May 7, 2021.
The city we have chosen is Medellín, located in Colombia. The city is fast shedding its controversial
reputation and is one of the most progressive cities in Latin America (Tourism cares, 2008).
The experience we came up with, where this report will tell you more about is called ‘’ Be la Sierra’’.
This part of Medellin is best known for its coffee and that’s exactly what the experience is all about.
4
