Taj Services
A Mobility system for a luxury experience
A Mobility Interaction Project
A collaboration by-
Radhakrishnan AR
Chetna Kaur
Vidyuth Chandrashekar
Rishav Sah
Sector:
Automobile Design, System Design, UI/ UX, Business Model
Challenge:
Defining the future of Smart Mobility in Luxury Segment. Reimagining what luxury might mean in the Future.
Role:
Researcher, Ethnographer, UI/ UX, Branding/ Identity, Business plan
Time:
Academic project for 10 Days.
To Define the future of Smart Mobility in the Luxury Segment, We first needed to redefine what luxury and consumerism might mean in the Future. Consumerism might paint the picture of competition among the brands trying to sell us things, but is actually a competition among ourselves.
Our needs are not defined by what Marketers show us but by the kind of social group we align ourselves to.
Luxury became less about features and more about the personal identity that is formed by associating with a certain product. We constantly compare what we have and don't have to an idealistic reference group and get stuck in a mundane consumption loop.
"
In a Culture that indulges in Quick Competitive Consumption can joy be found in Permanence?
LUXURY:
What does Luxury mean to us?
Ease
Comfort
Joy
Smart
Aesthetic
Placement
Warmth
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Legacy
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Mission
Bringing the Joy of Permanence of Beauty in smart mobility to those who indulge in consumerism.
BUT, WHY TAJ ??
" TAJNESS "
Taj, India’s Strongest Brand across industries and sectors, is an iconic hospitality brand. The brand continues to be one of the most revered and loved hospitality brands, with over 116 years of impeccable service and genuine warmth.
​
Embodying the spirit of “Tajness”, authentic original palaces, landmark hotels, idyllic resorts, and natural safari lodges interpret the tradition of hospitality in a refreshingly modern way to create unique experiences and lifelong memories.
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Indian Hospitality brand
One of the important pillars of India.
"Taj is the first hospitality brand to start the culture of bars.."
Higher Perception Value
Taj is associated as a milestone of luxury in Indian society.
"When people talk about staying in Taj, it portrays a sense of pride..."
Grounded with Values
Taj has itself grounded in values of Trust, Awareness, and Joy.
"We were told to respect the values of Taj because that's what makes us stand out to our customers.."
-Achint (Ex-manager of Taj, Yeshwantpur)
-Ginil (Manager, Taj Mg, road)
-Ginil (Manager, Taj Mg, road)
Approach
Not everyone can take time out to experience the luxury of Taj.
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In an age of instant convenience Taj is accessible in only certain locations. We wanted to bring the experience to the customer.
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From our research we found customers didn't want Sci-Fi gadgets or Tech they wanted a promise/ story, to take a break from life and convert an emotionless/ storyless cab drive into a magical escape into a distant land of kings and princes in just a click.
Field Research
1 Day, 3 Taj properties and 4 designers
Ecosystem of a Taj Customer
Persona
Akshit Dhana
Married with Kids
35 Years
Works in amazon, noida
Brands:
Goals:
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to spend enough time with family
-
to experience the city while traveling
Frustrations:
-
too much time spend traveling finding it hard to relax
-
disconnect with the family
Organised
Hardworking
Extrovert
Explorative
Empathy Map
Say
"'I need a place i can relax"
"I want my children to feel safe!"
"I need to spend more time with my loved ones"
Think
"Behaviour of Staff matters to me"
"My family has to feel like home"
"I need to trust the hotel"
"I always check reviews before going to a hotel"
"I always use hotel cars to travel in a new city"
"Taj makes me feel like a king"
"The hotel staff are always know what I need and when"
"They take my feedback very seriously "
Do
Feel
Journey Map
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Journey Map
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Trends Analysis : Luxury and Consumerism
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Transition from performance to connectivity
Transition from OTP to a service
Digital disruptions to traditional products
Diverging markets of USA, EU & China
Shared experiences being of higher value
Trends Analysis : Luxury and Mobility
Integration with local app ecosystem
Post-Purchase Upgrades
Asia shifting expectations from companies
Leverage desirability over performance
Seamless Omnichannel Exp.
Opportunity Areas
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Opportunity Areas
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Bringing back the 80's
with a twist of
contemporary luxury
Presenting Taj Experiences
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Creating timeless experiences only for you!
Trailer
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Storyboard
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Storyboard
Storyboard
The Key to the Experience
The cassette is a device that brings your
information to the system and personalizes the vehicle for you.
Which is also a perfume, so that you take your
Tajness everywhere you go ;)
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Taj Membership App
Book your service in two minutes
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Taj Membership App
Explore the city and connect with people like you!
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Taj Membership App
Have personalised experience and services
Car Exterior
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Car Interior
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"
Bring life and magic to a service that transports you from place to place into a service that transports you from one feeling to another.
Vidyuth
YOU
Ramesh
Thomas
Taj is about YOU
Experience Taj the way it was meant for YOU, in a more personalised accessible manner at your convenience than having to cater a day towards experiencing a generic Taj Bangalore.
Indulge in your Taj Experience - Business Model
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A membership service to personalize and gain easier access to your Taj experience beyond the halls of the Taj.
Introducing exclusive Taj Membership
Book from anywhere model
Making certain services paid and on subscription
Collaborating with other luxury brands.
Moving to masses and
open for all!
5 years
10 years
Conclusion