Evolving a great idea is never an easy task. In this case, our job was to take an innovative & successful concept and work out a way to not only improve the customer customer experience, but make it commercially viable as well.
#gigaselfie is a Tourism Australia invention - where a zoomable video is generated (from close up, to wide shot) allowing users to not only share a cool selfie - but also share the beautiful Australian landscapes behind them. It was originally launched on The Gold Coast, and generated significant global PR - but was slightly hampered by technology that required significant manual intervention, which created some bumps in the customer experience.
Our brief was to take a successful trial of the #gigaselfie idea, and make it truly scalable - launching in time for Chinese New Year 2016 at Dawes Point in Sydney.
Specifically, we were asked to:
- Create a system of hardware and software that could be transported easily to anywhere in Australia.
- Improve the customer experience. The original trial took over 15 to 20 minutes for each gigaselfie, and also quite a lot of time for each setup.
- Create a ‘template’ experience, that the entire Australian Tourism Industry would be able to tap into.
- Pump up the volume. In order for the service to be commercially viable, we needed to be able to significantly increase the output of the service. That is, we needed to be able to take more selfies, and deliver more selfies to keep up with customer demand.Improve the quality of the image/video. We were asked to investigate ways to improve the quality of the output, yet still make it small/fast enough to be shared on social media.
Our first step was to redesign the experience from end-to-end. We examined every single point in the customer journey, and created prototypes and optimisations which removed friction throughout.
We also formed a technology partnership between Canon and Tourism Australia. The partnership not only delivered the #gigaselfie the quality output that only the worlds best imaging company could provide, but also access to Canon’s software development kit, which enabled us to create custom software that would drive the whole system.
The new experience worked like this:
- A custom mobile application drove the queuing system on site at Dawes Point, as well as showing a demo of the #gigaselfie technology. Tourism Australia event staff would direct attendees to stand on the right spot, and then trigger the selfie through the mobile application
- 1km away in North Sydney, a series of photographs are triggered using custom software, and then meshed together into a 6 second video - zooming from selfie range, all the way out to the most amazing wide view of The Harbour Bridge and Opera House.
- Within 5 seconds, a message is sent back to the mobile app at Dawes Point with a unique code & URL. The code is written onto a postcard and handed to the attendee
- Within 45 seconds, the attendee can visit their custom URL, download the video, and upload it directly to their social network of choice.
- We increased the volume of #gigselfies - from 80 in the original pilot, to 3739 for 2.0
- We created an entirely scalable service that can easily be packaged up and moved around the country
- Over 60 travel and tourism organisations have enquired about licensing the service from Tourism Australia and Canon.
- We improved the customer experienced significantly, cutting wait times and processing times - which led to an 80% redemption rate, 72K social interactions, and enabling on average 45x more gigelfies per hour than the previous solution.
- We improved the image quality and video quality significantly, creating a custom rig through our partnership with Canon cameras.