Created as an exercise for a service design class, level is a concept for a new interpretation of motels, combining the independence of traditional motels with the essence of luxury found in four and five-star luxury hotels.

Built on repeatable and process-driven concepting methodologies, level was born from a series of exercises testing various innovation tools, each grounded in a different focus. 


My roles in this group project were service design, graphic design, art direction, project management, and industrial design. I worked with three other designers, including a service designer and two industrial designers.

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The concept was derived from a number of different tools, including personas, concept affinitization, job mapping and dichotomy mapping. 

To validate our concept, we also created lo-fi prototypes of branded touchpoints and tested the service encounters with potential users.