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Bergamo 2013-2014 Lectures. 5. Our design problems

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Bergamo 2013-2014 Lectures. 5. Our design problems

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    Ho capito quello che insegni a Bergamo.
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Bergamo 2013-2014 Lectures. 5. Our design problems

  1. 1. Università degli Studi di Bergamo Area didattica di Lingue e Letterature straniere Progettazione e gestione dei sistemi turistici / Planning and Management of Tourism Systems Centro Studi per il Turismo e l'Interpretazione del Territorio (CeSTIT) Our problems are about design. Knowledge, usability, navigation, markets, marketing, graphic design, storytelling, gamification Roberto Peretta UniBg 44111 2013-2014 .:. IT for Tourism Managers Lecture #5. Wednesday, December 4, 2013
  2. 2. From design to gamification What are we talking about? 1. 2. 3. 4. 5. Knowledge Usability and navigation Markets and marketing Graphic design Storytelling and gamification UniBg 44111 2013-2014 .:. IT for Tourism Managers .:. Roberto Peretta .:. #5 2
  3. 3. From design to gamification Design Suppose you are part of a Destination Management Organization (DMO), or at least work for a DMO – as I hope you will. When you build your destination’s website – or app, or any digital communication product – you may run the risk of producing something that appeals to you, but was in fact not really designed. You may run the risk of producing something that was not really meant to perform its task, but only to appeal, like – as Don Norman’s example goes – Starck’s Alessi juicer… UniBg 44111 2013-2014 .:. IT for Tourism Managers .:. Roberto Peretta .:. #5 3
  4. 4. From design to gamification Knowledge Quite obviously, since you have to inform your tourists through your website – or app – you first have to know about the destination you represent. And knowledge is mainly kept and transmitted by books. You need books! But books are not digital… Please, never copy a book into your website! Please, do not do like the Ministerio del Poder Popular para el Turismo of Venezuela did in their website… UniBg 44111 2013-2014 .:. IT for Tourism Managers .:. Roberto Peretta .:. #5 4
  5. 5. From design to gamification Poder popular? UniBg 44111 2013-2014 .:. IT for Tourism Managers .:. Roberto Peretta .:. #5 5
  6. 6. From design to gamification Usability? According to Wikipedia, usability is “the extent to which a product can be used by specified users to achieve specified goals with effectiveness, efficiency, and satisfaction in a specified context of use.” UniBg 44111 2013-2014 .:. IT for Tourism Managers .:. Roberto Peretta .:. #5 6
  7. 7. From design to gamification Usability! Usability can be technically and informatically measured. In a nuthsell, however, your design problem about usability deals with situations where your website’s visitors • • • • • can not find what they are looking for feel uncertain: “what should I do?” stop and get lost feel like loosing control feel exploited UniBg 44111 2013-2014 .:. IT for Tourism Managers .:. Roberto Peretta .:. #5 7
  8. 8. From design to gamification Navigation According to Wikipedia, web navigation refers to “the process of navigating a network of information resources in the World Wide Web, which is organized as a hypertext or hypermedia. The user interface that is used to do so is called a web browser. A central theme in web design is the development of a web navigation interface that maximizes usability.” The first condition to be checked while evaluating the quality of any web navigation is whether a menu is always available in each and every page of the website. Other conditions may also – or rather should – be considered. UniBg 44111 2013-2014 .:. IT for Tourism Managers .:. Roberto Peretta .:. #5 8
  9. 9. From design to gamification Breadcrumbs If you remember a previous slide in this presentation, you know that a situation to be avoided is making your web visitor feel lost while visiting your website. A widely used solution are breadcrumbs. The term comes from the trail of breadcrumbs left by Hansel and Gretel in the popular fairytale. UniBg 44111 2013-2014 .:. IT for Tourism Managers .:. Roberto Peretta .:. #5 9
  10. 10. From design to gamification Kiwi Breadcrumbs Another navigation tool is the mouse-activated image name. UniBg 44111 2013-2014 .:. IT for Tourism Managers .:. Roberto Peretta .:. #5 10
  11. 11. From design to gamification Markets: e-commerce A DMO’s website task is to sell the destination itself, allowing tourists to reserve hotel rooms, and buy tickets or city cards. This can be performed by introducing e-commerce functions. Basically, as far as e-commerce is concerned, a DMO may 1.find an agreement with an OTA or a metasearch; 2.simply list local products like hotels, linking their websites; 3.build a proprietary reservation system within a DMS, or, well… a DMO can even skip the e-commerce question at all… UniBg 44111 2013-2014 .:. IT for Tourism Managers .:. Roberto Peretta .:. #5 11
  12. 12. From design to gamification Consequences of the three e-commerce options 1. By finding an agreement with an OTA, or a metasearch, a DMO looses control on reservations, but gets some money, according to the affiliation agreement. 2. By simply listing available products, typically local hotels, and providing links to the hotels’ individual websites, a DMO may stick to its impartiality rules, but in practice sends tourists to reserve through OTAs, since a list of websites is not easy to navigate, and provides no comparison among hotels, their services and prices. 3. By building a proprietary reservation system within a DMS, a DMO encourages local operators in networking, and keeps reservations in its territory under some control, but tourists may keep using OTAs (they’re likely to do so), and such systems are as expensive to build as are hard to maintain. UniBg 44111 2013-2014 .:. IT for Tourism Managers .:. Roberto Peretta .:. #5 12
  13. 13. From design to gamification Markets: marketing Web marketing has been widely researched – though the term in mostly used in Italy. Globally speaking, web marketing is more commonly called online advertising, or Internet advertising. According to Wikipedia, online advertising “includes e-mail marketing”, that is sending e-mail messages and newsletters, “search engine marketing, social media marketing, many types of display advertising (including web banner advertising), and mobile advertising.” Currently, social media marketing is quite fashionable. Enterprises – as well as destinations – have opened Facebook pages to interact with their audiences, and try to increase it. As for search engine marketing, we will deal on the topic on December 18. UniBg 44111 2013-2014 .:. IT for Tourism Managers .:. Roberto Peretta .:. #5 13
  14. 14. From design to gamification Graphic design The perception users have of a website depends very much on the look-and-feel of its template. It provides the ambience! UniBg 44111 2013-2014 .:. IT for Tourism Managers .:. Roberto Peretta .:. #5 14
  15. 15. From design to gamification Logos The destination’s and the website logo may be very relevant to its brand. A logo must be graphic! Shapes, not fonts… UniBg 44111 2013-2014 .:. IT for Tourism Managers .:. Roberto Peretta .:. #5 15
  16. 16. From design to gamification Storytelling If you tell a story, you’re more likely to be listened by your audience, and you can well put into your story some recommendations to buy – or at least to visit. Bartolomeo Colleoni Bergamo, Colleoni Chapel Malpaga, Colleoni Castle UniBg 44111 2013-2014 .:. IT for Tourism Managers .:. Roberto Peretta .:. #5 16
  17. 17. From design to gamification Gamification If you make people play, they’re going to have fun – and are more likely to remember of you in the future. UniBg 44111 2013-2014 .:. IT for Tourism Managers .:. Roberto Peretta .:. #5 17
  18. 18. From design to gamification App gamification An app made in Oporto advises according to the user’s feeling. UniBg 44111 2013-2014 .:. IT for Tourism Managers .:. Roberto Peretta .:. #5 18
  19. 19. From design to gamification Augmented Reality TripWolf provides augmented reality, itself a sort of gamification. UniBg 44111 2013-2014 .:. IT for Tourism Managers .:. Roberto Peretta .:. #5 19

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