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Keynote Talk: Hospitable Design — A Framework for User Care

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.

Joel G Goodman

June 10, 2023
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  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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  5. View Slide

  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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