Lecture at Tsinghua University, Beijing, February 2016

1. USER EXPERIENCE
IN HOTEL DESIGN
Tsinghua University Beijing
18-21 January 2016
Irina Suteu, PhD

2. Design strategies for
the leisure activities.
Business connectivity
for hotel design.
Business model planning
for user experience
exercise.
Customer journey
envisioning exercise.
Discovery and
empowerment for
business experience
in hotel design.
Imagination and
storytelling exercise.
DAY 1 DAY 2 DAY 3
USER EXPERIENCE IN HOTEL DESIGN
workshop overview

3. From needs to wishes.
Global megatrends trans-
lated into local and indi-
vidual desires.
Discovery and
empowerment for
business experience
in hotel design.
Imagination and
storytelling exercise.
1. Evoque own experience.
2. Map memories.
3. Express feelings and
emotions.
4. Tell the story.
5. Create visual narrative
Design discovery
balancing personal
intuition with user needs.
Communication design
and storytelling.
DAY 1
morning
DAY 1
afternoon

4. Design discovery for business
busi·ness
the activity of making, buying, or selling
goods or providing services in
exchange for money
: work that is part of a job
: the amount of activity that is done by a
store, company, factory, etc.
de·sign
to plan and make decisions about
(something that is being built or
created) : to create the plans, drawings,
etc., that show how (something) will be
made.
dis·cov·ery
the act of finding or learning something
for the first time : the act of discovering
something
: something seen or learned for the first
time : something discovered

5. Design discovery:
planning to be open to learn
something for the first time.

6. Business Design is a human-centred
approach to creative problem solving. It applies design
methods and mindsets to business challenges. It can be
effectively used to help better understand customers,
create new experiences and design
innovative business strategies and
models.

7. http://www.fastcompany.com/1701564/roger-martin-dean-rotman-school-management-businesspeople-need-become-designers
“[…] business people actually have to become designers […]
they have to think that their job is to design something new and
fantastic.”
Roger Martin founder DesignWorks at Rotman School of management

8. Business Design: becoming a bilateral thinker.
by Heather Fraser
(co-founder of the DesignWorks at Rotman School of Management at University of Toronto, Canada)
Is design (only) a mindset?

9. Under specific circumstances the territory defined by the design
knowledge becomes a negotiation ground between internal business
management and external stakeholders, and an added value catalyst
for the business offer.

10. “My greatest inspiration is trying to solve problems that come
simply through observing opportunities where design can
solve problems.”
Carl Gustav Magnusson, founder Teknion https://www.youtube.com/watch?v=HZszGftz3uU

11. Design discovery is thinking beyond a mindset integrating
intuition with insights from user behavior observation.
https://www.youtube.com/watch?v=Fr1ta4o4ec0

14. “There is no doubt fiction makes a
better job of the truth.”
Doris Lessing

15. “Your world
awaits”
“Flying
refined”
Air Canada Porter Airlines

16. “[Deluce] runs his airline
like a family restaurant.”

17. Porter’s mascot is the raccoon, which is the epitome of
nuisance for most of us. But not for Deluce and his
team. They believethe raccoon exemplifies
qualities that Porter prizes above all else: innovation,
adaptability, and persistence. Dina Bell-Laroche
www.sportlaw.ca/2012/04/flying-high-what-sport-leaders-can-learn-from-a-canadian-success-story/

18. https://www.youtube.com/watch?v=xnhExEZvJNI

19. “No airline has been as successful as Porter at cultivating customer loyalt
and creating a niche for its brand.”
Robert Kokonis, AriTrav aviation consultancy

20. http://vimeo.com/12229419

21. Official 4 Star Airline® in the World Airline Star Rating® by
Skytrax and are rated second in the world in the Top Small
Airlines category by Condé Nast Traveler’s Readers Choice
Awards.

24. There are no experts in
marketing and the only
expert is the customer.
So it is crucial to impress
the customers.
—From Shi Yuzhu, CEO of Giant Interactive
Group, the first online game company listed
on New York Stock Exchange (NYSE).
Performer Johan Lorbeer in Berlin

25. “Originally the dream was about traveling and developing a job
that would permit me to travel. And I decided to go into street
performing because it was a traveling job; it would let me go
around the world.”
Guy Lalibertè, Cirque du Soleil

26. “We look anywhere in the world to find the most exciting best
technically, best innovation […] all over the world.”
Stacy Clark, Talent Scout Cirque du Soleil https://www.youtube.com/watch?v=Vm11jzx7Ka0

27. http://gold-estate.com/index.php/cirque-de-soleil/

28. “Invoke, provoke, evoque”

29. “Invoke, provoke, evoque”

30. “It doesn’t
matter how
slowly you go
as long as
you don’t
stop.”
Confucius

31. “Although grocery store shoppers, office workers,
and schoolchildren are not the ones who will write
us a check at the end of the a project, they are our
ultimate clients.”
Tim Brown, Change by design

32. From needs to wishes
need
noun ˈnēd : a situation in which
someone or something must do or have
something
: something that a person must have :
something that is needed in order to live
or succeed or be happy
: a strong feeling that you must have or
do something
wish
verb ˈwish : to want (something) to be
true or to happen
: to want or ask to do (something)
: to want (someone) to be in a particular
state

33. Megatrends
https://www.youtube.com/watch?v=BTvNeI-bttE#t=13
“A megatrend is a macro-economic force that’s shaping our
society” Tim Ryan, PwC (PricewaterhouseCooper)

34. 40 % of our world’s population
is getting older.

35. In 20 years, 70%
of the world’s
population will live in
cities.

36. Shift in global
economic power.

37. The world population will need:
50% more energy
40% more water
35% more food

38. Technological breakthroughs:
cloud computing
mobile technologies
big data

39. “We can engage customers through very thoughtful and
intentional design that deeply considers the needs and
desires of people—independently of the business and
strategic goals that usually define the products we
design.” - See more at: http://www.uxmatters.com/mt/archives/2006/09/applied-empathy-a-design-
framework-for-meeting-human-needs-and-desires.php#sthash.IeXnbYMN.dpuf

40. Design and storytelling for
empowerment
empower
: to give power to (someone)
: to give official authority or legal power
to (someone)
: to promote the self-actualization or
influence of
storytelling
: the conveying of events in
words and images often by
improvisation or
embelishment

41. “A central issue for organizations in the 21st
century will be
to balance top-down control with bottom-up empowerment”
Thomas Malone “ Is empowerment just a fad? Control, decision making and IT”

42. “Empowerment is only a means to the ultimate goal of
superior performance.”
Argyrys “Empowerment: the emperor’s new clothes”

43. “Engagement creates a far stronger connection between
people, products, and brands.”
Dirk Knemeyer
www.uxmatters.com/mt/archives/2006/09/applied-empathy-a-design-framework-for-meeting-human-needs-and-
desires.

44. https://www.youtube.com/watch?v=NugRZGDbPFU
"Sometimes reality is too complex. Stories give it form.” Jean
Luc Godard

45. "The business of business should not just be about
money, it should be about responsibility. It should be
about public good, not private greed.”Dame Anita Roddick. Human
Rights Activist. Founder of The Body Shop

47. https://www.youtube.com/watch?v=Au8Y98Rgxbk&list=PLBbhGBFM4xpEHXs66pwgOQweHQTirhJNh

48. https://www.youtube.com/watch?v=TRxr2CI6BrM

49. https://www.youtube.com/watch?v=T8r0NMgtHl0

50. Imagination and
storytelling exercise

51. “I hear and I forget. I see and I remember. I do it and I
understand.” Confucius

52. 1. Imagine one of your best experiences as a spectator
in an audience. For example: watching a movie, theater
performance, visit to a museum or other. (time 15
minutes, individual work)

53. 2. Give a title to the experience. Map the memories into:
images / colors, sounds, smells, personal interactions,
company or other.
(15 minutes individual work)

54. 3. Describe the emotions you felt using the following
matrix.

55. 4. Turn the account of your experience into a story
following the next structure:
a.Clear protagonist – describe the character in few words.
b.Clear emotional hook – establish the type of emotions you want your
story to convey.
c.Interesting – think of the elements that could trigger the attention and motivate
the listener to follow your account.
d.Conflict – describe an obstacle the character encounters or an issue she / he
wants to address.
e.Tell the story to your team mate.
Applicability in the future – think of a concrete situation in which you can
use the story. For example: to present a project proposal to a client, to motivate your
employees, to entertain your friends.

56. 5. Storyboard the story of your team mate. Create 6
visuals that represent what you understood from their
story.