Personalization + Hospitable Design

Web experience personalization can go a long way toward kinder, inclusive and more hospitable design — or it can go the other way, making our institutions feel overly salesy. But how does personalization work? What does it mean? And do our prospects even use our institutional website like they use Amazon? The better we understand what sorts of personalization are valuable to our goals, the better choices we can make in vendors, tools and strategic planning. In this session, we’ll look at what types of personalization are effective for retaining and converting website visitors. You’ll leave with the confidence to clarify departmental mandates, center conversations on valuable personalization and choose better industry partners.

Transcript

1. Joel Goodman / @joelgoodman
   Personalization +
   Hospitable Design
   

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2. I want to respectfully acknowledge the Osage
   and Quapaw People, who have stewarded this
   land throughout the generations.
   

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3. But it can get creepy.
   #HEWeb22
   

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7. When it comes to personalization,
   there is no silver bullet. There is no
   “one size fits all.”
   #HEWeb22
   

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8. What do you think of when
   you hear the word hospitality?
   #HEWeb22
   

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9. Thought Feeder
   a higher ed marketing podcast
   

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10. Empathy without kindness
    isn’t worth much at all.
    #HEWeb22
    

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11. Consequence Design
    Ron Bronson
    ↖︎
    #HEWeb22
    

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12. “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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13. “Consequence Design asks us how we
    can improve everyday experiences for
    people using our tools, systems &
    services. It interrogates the ways
    interfaces and technology proliferate
    daily life.”
    Ron Bronson
    ↖︎
    

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14. Consequence Design helps us notice the
    anti-patterns we encounter every day.
    
    
    

    Hospitable Design is a framework for doing
    something about it.
    #HEWeb22
    

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15. Maslow’s
    

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

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16. Higher education is a type
    of hospitality industry.
    #HEWeb22
    

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17. Dining services, housing,
    and recreational activities.
    Like a resort minus the vacation
    #HEWeb22
    

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18. Principles
    

    of Hospitality
    9
    

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

    of Hospitality
    9
    

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20. The best hospitality
    experiences:
    ✓ Disarm us
    ✓ De-Stress Us
    ✓ Deepen our connection
    

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21. The best hospitality
    experiences are invisible.
    

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22. Hospitable experiences
    inherently feel personal.
    

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23. What kinds of personalization have
    you been asked to execute on?
    

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24. Joel Goodman / @joelgoodman
    Questions or thoughts?
    

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25. Joel Goodman / @joelgoodman / bravery.co
    Thank you!
    

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