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Joel Goodman / @joelgoodman
Hospitable Design
A framework for user care
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What do you think of when
you hear the word hospitality?
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Thought Feeder
a higher ed marketing podcast
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Empathy devoid of kindness
isn’t worth much at all.
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No content
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Consequence Design
Ron Bronson
↖︎
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“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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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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Maslow’s
Hierarchy of Needs
Physiological Needs
Safety Needs
Love & Belonging
Esteem
Self-actualization
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Higher education institutions
are a type of hospitality industry.
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Dining services, housing,
and recreational activities.
We’re kind of a less-fun resort.
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Principles
of Hospitality
9
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‣Welcoming, friendly, and
courteous
‣Knowledgeable
‣Efficient
‣Well-timed
‣Flexible
‣Consistent
‣Communicates effectively
‣Instills trust
‣Exceeds expectations
Principles
of Hospitality
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1. Being welcoming,
friendly and courteous
Or how about “Inclusive”?
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2. Being knowledgable
Anticipating user questions.
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3. Being efficient
It’s a matter of respect.
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4. Being well-timed
So that it feels like magic.
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5. Being flexible
Adapt to your audience,
not the other way around.
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6. Being consistent
Consistency indicates reliability.
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7. Communicating effectively
Simply, clearly, to the point.
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8. Instilling trust
A consequence of good design.
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9. Exceeding expectations
This is your secret sauce.
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‣Welcoming, friendly, and
courteous
‣Knowledgeable
‣Efficient
‣Well-timed
‣Flexible
‣Consistent
‣Communicates effectively
‣Instills trust
‣Exceeds expectations
Principles
of Hospitality
9
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Okay, but how do we apply this
to higher education marketing?
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Applications
for Higher Ed
5
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Page speed optimization
✓ Efficient
✓ Well-timed
✓ Communicates Effectively
✓ Inclusive
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Accessibility
✓ Inclusive
✓ Flexible
✓ Consistency
✓ Instills Trust
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Content Strategy
✓ Efficient
✓ Communicates Effectively
✓ Well-timed
✓ Inclusive
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Other UX Design
✓ Inclusive
✓ Knowledgeable
✓ Efficient
✓ Well-timed
✓ Flexible
✓ Consistent
✓ Communicates effectively
✓ Instills trust
✓ Exceeds expectations
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Advocacy
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Empathy + Kindness
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Some thought exercises.
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What other areas of your institution
could be looked at through the lens of
Hospitable Design?
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Are there other parts of your life that
Hospitable Design could make a
positive impact on?
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Joel Goodman / @joelgoodman
Thoughts + Questions
Hospitable Design: A framework for user care
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Joel Goodman / @joelgoodman
Thank you / Merci!