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
2. I want to respectfully acknowledge the Osage and Quapaw People, who have stewarded this land throughout the generations.
3. But it can get creepy. #HEWeb22
7. When it comes to personalization, there is no silver bullet. There is no “one size fits all.” #HEWeb22
8. What do you think of when you hear the word hospitality? #HEWeb22
9. Thought Feeder a higher ed marketing podcast
10. Empathy without kindness isn’t worth much at all. #HEWeb22
11. Consequence Design Ron Bronson ↖︎ #HEWeb22
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 ↖︎
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 ↖︎
14. Consequence Design helps us notice the anti-patterns we encounter every day. 
 Hospitable Design is a framework for doing something about it. #HEWeb22
15. Maslow’s 
 Hierarchy of Needs Physiological Needs Safety Needs Love & Belonging Esteem Self-actualization
16. Higher education is a type of hospitality industry. #HEWeb22
17. Dining services, housing, and recreational activities. Like a resort minus the vacation #HEWeb22
18. Principles 
 of Hospitality 9
19. › Welcoming, friendly, and courteous › Knowledgeable › Efficient › Well-timed › Flexible › Consistent › Communicates effectively › Instills trust › Exceeds expectations Principles 
 of Hospitality 9
20. The best hospitality experiences: ✓ Disarm us ✓ De-Stress Us ✓ Deepen our connection
21. The best hospitality experiences are invisible.
22. Hospitable experiences inherently feel personal.
23. What kinds of personalization have you been asked to execute on?
24. Joel Goodman / @joelgoodman Questions or thoughts?
25. Joel Goodman / @joelgoodman / bravery.co Thank you!