Design, part of my 2014-2015 lectures at the University of Bergamo. It's stimulus material, posted to improve communication with current students. It's not interesting for the academia.

1. Design.
Knowledge, Usability, Marketing,
and Gamification
Roberto Peretta
UniBg 44111 2014-2015 .:. IT for Tourism Managers
#12 .:. Thursday, December 11, 2014
Università degli studi di Bergamo. Area didattica di Lingue e Letterature straniere
Progettazionee gestione dei sistemi turistici / Planning and Management of Tourism Systems
Centro Studi per il Turismo e l’Interpretazionedel Territorio (CeSTIT)
IfittItaly

2. Design. Knowledge, Usability, Marketing, and Gamification
What are we talking about, today?
2
1. Knowledge
2. Usability and navigation
3. Markets and marketing
4. Graphic design
5. Storytelling and gamification
UniBg 44111 2014-2015 .:. IT for Tourism Managers .:. Roberto Peretta .:. December 11, 2014

3. Design. Knowledge, Usability, Marketing, and Gamification
Design
3UniBg 44111 2014-2015 .:. IT for Tourism Managers .:. Roberto Peretta .:. December 11, 2014
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…

4. Design. Knowledge, Usability, Marketing, and Gamification
Knowledge
4UniBg 44111 2014-2015 .:. IT for Tourism Managers .:. Roberto Peretta .:. December 11, 2014
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…

5. Design. Knowledge, Usability, Marketing, and Gamification
Poder popular?
5UniBg 44111 2014-2015 .:. IT for Tourism Managers .:. Roberto Peretta .:. December 11, 2014

6. Design. Knowledge, Usability, Marketing, and Gamification
Usability?
6UniBg 44111 2014-2015 .:. IT for Tourism Managers .:. Roberto Peretta .:. December 11, 2014
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.”

7. Design. Knowledge, Usability, Marketing, and Gamification
Usability!
7UniBg 44111 2014-2015 .:. IT for Tourism Managers .:. Roberto Peretta .:. December 11, 2014
Usability can be technically and informatically measured.
In a nutshell, 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 losing control
• feel exploited

8. Design. Knowledge, Usability, Marketing, and Gamification
Navigation
8UniBg 44111 2014-2015 .:. IT for Tourism Managers .:. Roberto Peretta .:. December 11, 2014
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.
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.”

9. Design. Knowledge, Usability, Marketing, and Gamification
Breadcrumbs
9UniBg 44111 2014-2015 .:. IT for Tourism Managers .:. Roberto Peretta .:. December 11, 2014
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.

10. Design. Knowledge, Usability, Marketing, and Gamification
Kiwi Breadcrumbs
10UniBg 44111 2014-2015 .:. IT for Tourism Managers .:. Roberto Peretta .:. December 11, 2014
Another navigation tool is the mouse-activated image name.

11. Design. Knowledge, Usability, Marketing, and Gamification
Markets: E-Commerce
11
UniBg 44111 2014-2015 .:. IT for Tourism Managers .:. Roberto Peretta .:. December 11,
2014
A DMO’s website task is to sell the destination itself, allowing tourists to reserve
hotel rooms, and buy tickets or city cards.
As you know, this can be performed by introducing e-commerce functions.
You also already know that, 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…

12. Design. Knowledge, Usability, Marketing, and Gamification
Markets: Marketing
12UniBg 44111 2014-2015 .:. IT for Tourism Managers .:. Roberto Peretta .:. December 11, 2014
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 dealt a bit on the topic on December 10.

13. Design. Knowledge, Usability, Marketing, and Gamification
Graphic Design
13UniBg 44111 2014-2015 .:. IT for Tourism Managers .:. Roberto Peretta .:. December 11, 2014
The perception users have of a website depends very much on the look-and-feel of
its template. It provides the ambience!

14. Design. Knowledge, Usability, Marketing, and Gamification
Logos
14UniBg 44111 2014-2015 .:. IT for Tourism Managers .:. Roberto Peretta .:. December 11, 2014
The destination’s and the website logo may be very relevant to its brand.
And a logo must be graphic! Shapes, not fonts…

15. Design. Knowledge, Usability, Marketing, and Gamification
Storytelling
15UniBg 44111 2014-2015 .:. IT for Tourism Managers .:. Roberto Peretta .:. December 11, 2014
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

16. Design. Knowledge, Usability, Marketing, and Gamification
Gamification
16UniBg 44111 2014-2015 .:. IT for Tourism Managers .:. Roberto Peretta .:. December 11, 2014
If you make people play, they’re going to have fun – and are more likely to
remember you in the future.

17. Design. Knowledge, Usability, Marketing, and Gamification
App gamification
17UniBg 44111 2014-2015 .:. IT for Tourism Managers .:. Roberto Peretta .:. December 11, 2014
An app made in Oporto advises according to the user’s feeling.

18. Design. Knowledge, Usability, Marketing, and Gamification
Augmented Reality
18UniBg 44111 2014-2015 .:. IT for Tourism Managers .:. Roberto Peretta .:. December 11, 2014
TripWolf provides augmented reality, itself a sort of gamification.