Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

The Skift Design Manifesto

433 views

Published on

“Design is how it works.” Steve Jobs

That is what we have set out to do: to define how a modern travel experience should work. That is what we are going to honor with our inaugural Skift Design Awards, what we hope will become the most aspirational awards in the global travel industry and help elevate the role of transformational design experiences that enhance the traveler journey.

We believe the role of design cuts across every part of travel: the physical and digital touch points, the built environments, tech-enabled services, and experiential moments during and post travel.

So we have come up with a manifesto on how to understand design’s role in the travel industry: it will help the travel and allied companies understand the broader role of design and its application to the traveler experience, and its implications on business transformation and customer loyalty.

In today’s consumer-centric world where experiences, personal fulfilment, and transformative moments are revered as the ultimate currency, the role of design – in every sense of the word – has never been more important.

Learn more about Skift Design Awards and apply here: https://skift.com/awards/

Updated: May 22, 2019

Published in: Design
  • Be the first to comment

  • Be the first to like this

The Skift Design Manifesto

  1. 1. DESIGN MANIFESTO El evating Design in t he Experience World THE SKIFT DESIGN MANIFESTO skift.com/awards
  2. 2. Design is how it works.” “ ­— Steve Jobs to define how a modern travel experience should work. That is what we are going to honor with our inaugural Skift Design Awards, what we hope will become the most aspirational awards in the global travel industry and help elevate the role of transformational design experiences that enhance the traveler journey. We believe the role of design cuts across every part of travel: the physical and digital touch points, the built environments, tech-enabled services, and experiential moments during and post travel. So we have come up with a manifesto on how to understand design’s role in the travel industry: it will help the travel and allied companies understand the broader role of design and its application to the traveler experience, and its implications on business transformation and customer loyalty. In today’s consumer-centric worlad where experiences, personal fulfilment, and transformative moments are revered as the ultimate currency, the role of design – in every sense of the world – has never been more important. That is what we have set out to do:
  3. 3. Design is the act of creating a product or service with the intention of improving human experience with respect to a specific problem. It is a deliberate act with a pre-set intention. That’s what separates “design” from “art”. Design is not about creating something pretty for the sake of being pretty. It is a solution. The goal of design is to improve human experience.
  4. 4. Figuring out the multiple use cases of a hotel lobby Mapping out how an attendee will experience a conference Designing the customer service experience of a luxury cruise Creating the look and feel for a mobile app Creating the right flow of an airport DESIGN IN TRAVEL
  5. 5. Who is responsible for creating travel experiences? Think: Brand marketers, strategists or event planners creating new experiences for guests. CEOs, CMOs or Chief Product Officer thinking through all the touch points for consumers. Consultants and agencies tasked with driving digital transformation, designing physical spaces like hotel lobbies and airport lounges, or delivering tech to make travel more seamless. WHO THINKS ABOUT DESIGN IN THE TRAVEL INDUSTRY? Many roles in the travel sector touch upon design whether they know it or not. Besides the obvious ones like architect, interior designer, UX, service, or interaction designer, smart business operators recognize where else design sits.
  6. 6. THE Design is the new marketing The role of the designer is at the center of the company Great design is often invisible Design is empathetic Design is holistic and based on user outcomes The best design enhances the wellbeing of the end-user 2. 1. 3. 4. 5. 6. SKIFT
  7. 7. Design reduces friction across the traveler journey, enables personal fulfilment, and facilitates greater connections between people and places. In the travel and hospitality industry, design is more than just making something look pretty. Design is about creating an environment for the end-user to thrive and achieve their goals. THE BEST DESIGN ENHANCES THE WELLBEING OF THE END-USER.
  8. 8. ...by Increasing Personal Fulfilment – the user feels joy, excitement, a sense of wonder. Travel brands do this by creating emotive experiences. ...by Reducing Friction - the user feels content, at ease, uninterrupted. Travel brands do this by deploying problem-solving solutions. HOW IS “WELLBEING” ACCOMPLISHED?
  9. 9. Good design looks beyond the surface and digs deep into the psychological needs of consumers. DESIGN IS HOLISTIC AND BASED ON USER OUTCOMES.
  10. 10. Better sleep? More meaningful connections to people and destinations? Greater understanding of cultures? Greater sense of purpose? Understand your customers’ needs and design that outcome. WHAT’S YOUR GOAL FOR YOUR CUSTOMER
  11. 11. DESIGN IS EMPATHETIC. It should have a positive, purposeful impact on the user human being interacting with your experience. Good design puts humanity first.
  12. 12. This evolution is part of the wider shift from the Experience Economy to the Transformation Economy, where the product that is purchased is not an experience, but rather the improved self that results from it. Stemming from consumers’ desire to move up Maslow’s Hierarchy of Needs, luxury has moved beyond the second tier of the hierarchy, “esteem,” to the inward-looking, highest tier of “self-actualization.” -Meghan Carty, Skift Personal Fulfilment Is the New Ultimate Luxury “
  13. 13. Travelers might not notice and give praise when everything is going right, but they’ll be quick to point out inefficiencies like long wait times and hamfisted customer service. Some of the best design work, especially the kind that enables travelers to move seamlessly between Point A and Point B will go unnoticed unless there is friction. That is to say, the “thing” you are designing is not necessarily something the consumer can see, touch, and feel… the “thing” is the feeling the consumer walks away with. GREAT DESIGN IS OFTEN INVISIBLE. INVISIBLE. INVISIBLE. INVISIBLE. INVISIBLE. INVISIBLE. INVISIBLE. INVISIBLE. INVISIBLE. INVISIBLE.
  14. 14. THE ROLE OF THE DESIGNER IS AT THE CENTER OF THE COMPANY. Smart businesses are giving designers and agencies a seat at the executive table, integrating them into the strategic decision-making meetings to map the vision at the start of new projects, as opposed to bringing them in only to execute.
  15. 15. Design is the strongest asset a travel brand can own. It’s not the targeted ad or flash sale created by a marketing or ecommerce team. It’s the core product and services that leave a lasting impression in the minds of consumers. DESIGN IS THE NEW MARKETING.
  16. 16. Design is the new marketing. It is the product itself, not the ads or the slogan. Design is the supply chain of Patagonia, the ethics of Purple Carrot and the customer service at Union Square Cafe. It’s design, not advertising, that turned Apple into the most valuable luxury brand (and the most valuable company) in the world.” - Seth Godin “
  17. 17. is the travel industry’s recognition of the designers and businesses transforming the end-to-end traveler experience, celebrating the best work across design disciplines like architecture, interior design, experiences, digital, and UX. Winners will be revealed at Skift Global Forum on September 17th, 2019 in New York City. Regular Submission Deadline: June 7 Final Submission Deadline: June 21 AVIATION EXPERIENCE GUEST EXPERIENCE PUBLIC SPACE CRUISE EXPERIENCE RETAIL ENVIRONMENT ENTERTAINMENT SPACE EVENT SPACE ECO-FRIENDLY DESIGN F&B OR ENTERTAINMENT EXPERIENCE EVENT NETWORKING ACTIVATION AT A CONFERENCE OR EVENT AR, VR, AND MIXED REALITY EXPERIENCE IN-DESTINATION EXPERIENCE BUSINESS TRAVELER EXPERIENCE DESIGN FOR WELLBEING Categories Apply now: SKIFT.COM/AWARDS THE SKIFT DESIGN AWARDS
  18. 18. Words Matt Heidkamp Rafat Ali Art Ping Chan Questions? Contact: awards@skift.com skift.com/awards

×