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

Progettazione e gestione dei sistemi turistici / Planning and Management of Tourism Systems

Centro Studi per il Turismo e l’Interpretazione del Territorio (CeSTIT)

IfittItaly

Design. Knowledge, Usability, Marketing, and GamificationWhat 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

Design. Knowledge, Usability, Marketing, and GamificationDesign

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…

Design. Knowledge, Usability, Marketing, and GamificationKnowledge

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…

Design. Knowledge, Usability, Marketing, and GamificationPoder popular?

5UniBg 44111 2014-2015 .:. IT for Tourism Managers .:. Roberto Peretta .:. December 11, 2014

Design. Knowledge, Usability, Marketing, and GamificationUsability?

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.”

Design. Knowledge, Usability, Marketing, and GamificationUsability!

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

Design. Knowledge, Usability, Marketing, and GamificationNavigation

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.”

Design. Knowledge, Usability, Marketing, and GamificationBreadcrumbs

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.

Design. Knowledge, Usability, Marketing, and GamificationKiwi Breadcrumbs

10UniBg 44111 2014-2015 .:. IT for Tourism Managers .:. Roberto Peretta .:. December 11, 2014

Another navigation tool is the mouse-activated image name.

Design. Knowledge, Usability, Marketing, and GamificationMarkets: E-Commerce

11UniBg 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…

Design. Knowledge, Usability, Marketing, and GamificationMarkets: 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.

Design. Knowledge, Usability, Marketing, and GamificationGraphic 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!

Design. Knowledge, Usability, Marketing, and GamificationLogos

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…

Design. Knowledge, Usability, Marketing, and GamificationStorytelling

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

Design. Knowledge, Usability, Marketing, and GamificationGamification

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.

Design. Knowledge, Usability, Marketing, and GamificationApp 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.

Design. Knowledge, Usability, Marketing, and GamificationAugmented Reality

18UniBg 44111 2014-2015 .:. IT for Tourism Managers .:. Roberto Peretta .:. December 11, 2014

TripWolf provides augmented reality, itself a sort of gamification.