Design as one of my 2015-2016 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. UniBg .:. IT for Tourism Managers .:. 2015-2016 .:.Roberto Peretta
IT for Tourism
Managers.
Design
#06 .:. November 25, 2015
1

2. UniBg .:. IT for Tourism Managers .:. 2015-2016 .:.Roberto Peretta
What We Are Talking About Today
1. Knowledge
2. Usability And Navigation
3. Markets And Marketing
4. Graphic Design
5. Storytelling And Gamification
2#06 .:. November 25, 2015

3. UniBg .:. IT for Tourism Managers .:. 2015-2016 .:.Roberto Peretta
Calendar. November 25, 2015
3
Wednesday, Nov 25
Design
Is How It Works
Thursday, Nov 12
Who Are We?
Tuesday, Nov 17
Who Are They?
Wednesday, Nov 18
Where Are We?
Thursday, Nov 19
Where Are They?
Tuesday, Nov 24
What are we doing here?
#06 .:. November 25, 2015

4. 4
Design Is How It Works

5. UniBg .:. IT for Tourism Managers .:. 2015-2016 .:.Roberto Peretta
Design
5
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…
#06 .:. November 25, 2015

6. UniBg .:. IT for Tourism Managers .:. 2015-2016 .:.Roberto Peretta
Knowledge
6
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…
#06 .:. November 25, 2015

7. UniBg .:. IT for Tourism Managers .:. 2015-2016 .:.Roberto Peretta
Poder popular?
7#06 .:. November 25, 2015

8. UniBg .:. IT for Tourism Managers .:. 2015-2016 .:.Roberto Peretta
Usability?
8
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.”
#06 .:. November 25, 2015

9. UniBg .:. IT for Tourism Managers .:. 2015-2016 .:.Roberto Peretta
Usability!
9
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
#06 .:. November 25, 2015

10. UniBg .:. IT for Tourism Managers .:. 2015-2016 .:.Roberto Peretta
Navigation
10
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.”
#06 .:. November 25, 2015

11. UniBg .:. IT for Tourism Managers .:. 2015-2016 .:.Roberto Peretta
Breadcrumbs
11
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.
#06 .:. November 25, 2015

12. UniBg .:. IT for Tourism Managers .:. 2015-2016 .:.Roberto Peretta
Kiwi Breadcrumbs
12
Another navigation
tool is the mouse-
activated image
name.
#06 .:. November 25, 2015

13. UniBg .:. IT for Tourism Managers .:. 2015-2016 .:.Roberto Peretta
Markets: E-Commerce
13
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,
4. or, well… even skip the e-commerce question at all…
#06 .:. November 25, 2015

14. UniBg .:. IT for Tourism Managers .:. 2015-2016 .:.Roberto Peretta
Markets: Marketing
14
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.
#06 .:. November 25, 2015

15. UniBg .:. IT for Tourism Managers .:. 2015-2016 .:.Roberto Peretta
Graphic Design
15
The perception users have of a website depends very much on the look-and-feel of its template.
It provides the ambience!
#06 .:. November 25, 2015

16. UniBg .:. IT for Tourism Managers .:. 2015-2016 .:.Roberto Peretta
Logos
16
The destination’s and the website logo may be very relevant to its brand.
And a logo must be graphic! Shapes, not fonts…
#06 .:. November 25, 2015

17. UniBg .:. IT for Tourism Managers .:. 2015-2016 .:.Roberto Peretta
Storytelling
17
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
#06 .:. November 25, 2015

18. UniBg .:. IT for Tourism Managers .:. 2015-2016 .:.Roberto Peretta
Gamification
18
If you make people play,
they’re going to have fun
– and are more likely to
remember you in the
future.
#06 .:. November 25, 2015

19. UniBg .:. IT for Tourism Managers .:. 2015-2016 .:.Roberto Peretta
App gamification
19
An app made in Oporto
advises according to the
user’s feeling.
#06 .:. November 25, 2015

20. UniBg .:. IT for Tourism Managers .:. 2015-2016 .:.Roberto Peretta
Augmented Reality
20
TripWolf provides augmented reality,
itself a sort of gamification.
#06 .:. November 25, 2015