Keynote Talk: Hospitable Design — A Framework for User Care

The stress of a global pandemic brought into focus our human need for empathy and kindness. And while we recognized these needs deeply in ourselves, do we extend this level of care to everyone who interacts with our websites? In this keynote, Joel Goodman speaks to ways our sector can holistically improve the hospitality of our web properties through accessibility, better user experience design, research, and feedback loops.

Transcript

1. Joel Goodman / @joelgoodman Hospitable Design A framework for user care
2. What do you think of when you hear the word hospitality?
3. Thought Feeder a higher ed marketing podcast
4. Empathy devoid of kindness isn’t worth much at all.
6. Consequence Design Ron Bronson ↖︎
7. “All designed interactions have consequences, whether it's someone getting stuck buying a train ticket from a kiosk, or hidden menus inside of web applications. The consequences might be unintended but they cost time and money and erode trust in our platforms. We need to uncover how a product can cause harm and fix it.” Ron Bronson ↖︎
8. Consequence Design is a way for us to notice the anti-patterns we encounter every day. 
 Hospitable Design is a framework for doing something about it.
9. Maslow’s 
 Hierarchy of Needs Physiological Needs Safety Needs Love & Belonging Esteem Self-actualization
10. Higher education institutions are a type of hospitality industry.
11. Dining services, housing, and recreational activities. We’re kind of a less-fun resort.
12. Principles 
 of Hospitality 9
13. ‣Welcoming, friendly, and courteous ‣Knowledgeable ‣Efficient ‣Well-timed ‣Flexible ‣Consistent ‣Communicates effectively ‣Instills trust ‣Exceeds expectations Principles 
 of Hospitality 9
14. 1. Being welcoming, friendly and courteous Or how about “Inclusive”?
15. 2. Being knowledgable Anticipating user questions.
16. 3. Being efficient It’s a matter of respect.
17. 4. Being well-timed So that it feels like magic.
18. 5. Being flexible Adapt to your audience, 
 not the other way around.
19. 6. Being consistent Consistency indicates reliability.
20. 7. Communicating effectively Simply, clearly, to the point.
21. 8. Instilling trust A consequence of good design.
22. 9. Exceeding expectations This is your secret sauce.
23. ‣Welcoming, friendly, and courteous ‣Knowledgeable ‣Efficient ‣Well-timed ‣Flexible ‣Consistent ‣Communicates effectively ‣Instills trust ‣Exceeds expectations Principles 
 of Hospitality 9
24. Okay, but how do we apply this to higher education marketing?
25. Applications for Higher Ed 5
26. Page speed optimization ✓ Efficient ✓ Well-timed ✓ Communicates Effectively ✓ Inclusive
27. Accessibility ✓ Inclusive ✓ Flexible ✓ Consistency ✓ Instills Trust
28. Content Strategy ✓ Efficient ✓ Communicates Effectively ✓ Well-timed ✓ Inclusive
29. Other UX Design ✓ Inclusive ✓ Knowledgeable ✓ Efficient ✓ Well-timed ✓ Flexible ✓ Consistent ✓ Communicates effectively ✓ Instills trust ✓ Exceeds expectations
30. Advocacy
31. Empathy + Kindness
32. Some thought exercises.
33. What other areas of your institution could be looked at through the lens of Hospitable Design?
34. Are there other parts of your life that Hospitable Design could make a positive impact on?
35. Joel Goodman / @joelgoodman Thoughts + Questions Hospitable Design: A framework for user care
36. Joel Goodman / @joelgoodman Thank you / Merci!