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
   

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2. What do you think of when
   you hear the word hospitality?
   

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3. Thought Feeder
   a higher ed marketing podcast
   

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4. Empathy devoid of kindness
   isn’t worth much at all.
   

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6. Consequence Design
   Ron Bronson
   ↖︎
   

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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
   ↖︎
   

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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.
   

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9. Maslow’s
   

   Hierarchy of Needs
   Physiological Needs
   Safety Needs
   Love & Belonging
   Esteem
   Self-actualization
   

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10. Higher education institutions
    are a type of hospitality industry.
    

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11. Dining services, housing,
    and recreational activities.
    We’re kind of a less-fun resort.
    

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12. Principles
    

    of Hospitality
    9
    

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13. ‣Welcoming, friendly, and
    courteous
    
    
    ‣Knowledgeable
    
    
    ‣Efficient
    
    
    ‣Well-timed
    
    
    ‣Flexible
    
    
    ‣Consistent
    
    
    ‣Communicates effectively
    
    
    ‣Instills trust
    
    
    ‣Exceeds expectations
    Principles
    

    of Hospitality
    9
    

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14. 1. Being welcoming,
    friendly and courteous
    Or how about “Inclusive”?
    

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15. 2. Being knowledgable
    Anticipating user questions.
    

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16. 3. Being efficient
    It’s a matter of respect.
    

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17. 4. Being well-timed
    So that it feels like magic.
    

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18. 5. Being flexible
    Adapt to your audience,
    

    not the other way around.
    

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19. 6. Being consistent
    Consistency indicates reliability.
    

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20. 7. Communicating effectively
    Simply, clearly, to the point.
    

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21. 8. Instilling trust
    A consequence of good design.
    

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22. 9. Exceeding expectations
    This is your secret sauce.
    

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23. ‣Welcoming, friendly, and
    courteous
    
    
    ‣Knowledgeable
    
    
    ‣Efficient
    
    
    ‣Well-timed
    
    
    ‣Flexible
    
    
    ‣Consistent
    
    
    ‣Communicates effectively
    
    
    ‣Instills trust
    
    
    ‣Exceeds expectations
    Principles
    

    of Hospitality
    9
    

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24. Okay, but how do we apply this
    to higher education marketing?
    

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25. Applications
    for Higher Ed
    5
    

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26. Page speed optimization
    ✓ Efficient
    
    
    ✓ Well-timed
    
    
    ✓ Communicates Effectively
    
    
    ✓ Inclusive
    

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27. Accessibility
    ✓ Inclusive
    
    
    ✓ Flexible
    
    
    ✓ Consistency
    
    
    ✓ Instills Trust
    

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28. Content Strategy
    ✓ Efficient
    
    
    ✓ Communicates Effectively
    
    
    ✓ Well-timed
    
    
    ✓ Inclusive
    

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29. Other UX Design
    ✓ Inclusive
    
    
    ✓ Knowledgeable
    
    
    ✓ Efficient
    
    
    ✓ Well-timed
    
    
    ✓ Flexible
    
    
    ✓ Consistent
    
    
    ✓ Communicates effectively
    
    
    ✓ Instills trust
    
    
    ✓ Exceeds expectations
    

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30. Advocacy
    

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31. Empathy + Kindness
    

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32. Some thought exercises.
    

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33. What other areas of your institution
    could be looked at through the lens of
    Hospitable Design?
    

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34. Are there other parts of your life that
    Hospitable Design could make a
    positive impact on?
    

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35. Joel Goodman / @joelgoodman
    Thoughts + Questions
    Hospitable Design: A framework for user care
    

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36. Joel Goodman / @joelgoodman
    Thank you / Merci!
    

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