Designing the Future
Session 6:
November 29th, 2023
What role will hospitality play in the design of spaces, narratives and experiences which will shape our future interactions?
This session explored the dynamic interplay between hospitality and design, discussing their collective influence on the creation of spaces, narratives, and experiences that will shape the landscape of our future interactions. We unravelled the pivotal role that hospitality principles play in guiding the design process, both in virtual and physical realms. From immersive environments to collaborative narratives, we examined how the fusion of hospitality and design fosters meaningful connections, reshaping the way we interact with spaces and stories. The session unravelled the future, where hospitality becomes a cornerstone in the art of crafting transformational and authentic experiences.
The evolution of hospitality, traditionally centered around providing comfort and service, has expanded significantly to encompass the design of spaces, narratives, and experiences. This development emphasizes the integration of hospitality principles into the design process, shaping future interactions in both physical and virtual environments.
Hospitality, in its essence, is about creating connections and enriching experiences. As we venture into an era marked by technological advancements, the concept of hospitality extends beyond physical spaces into the realm of digital and virtual experiences. The integration of immersive technologies such as virtual reality (VR) and augmented reality (AR) in hospitality offers a paradigm shift from traditional service provision to creating experiential and engaging environments. This integration is not merely about aesthetics or functionality; it's about crafting spaces that resonate on a deeper emotional level with individuals, enhancing the way they interact with and perceive their surroundings.
In the context of narrative design, hospitality influences the storytelling aspect of experiences. It's about creating narratives that are not only engaging but also inclusive and representative of diverse experiences. These narratives play a crucial role in how individuals connect with and understand the world around them, whether in a physical hotel space, a virtual tour of a historical site, or an interactive digital platform. The focus shifts from mere information dissemination to creating stories that are meaningful, impactful, and capable of evoking empathy and understanding.
Moreover, the concept of Hospitality 3.0 delves into sustainability and community wellness. It recognizes the importance of designing experiences that are not only beneficial for users but also for the environment and the broader community. This approach aligns with the increasing global emphasis on sustainable practices and responsible tourism. It involves exploring ways in which hospitality can contribute to community wellness, whether through sustainable tourism practices, community engagement in virtual settings, or by leveraging technology to create more equitable and inclusive experiences.
In conclusion, the future of hospitality lies in its ability to adapt and integrate with emerging technologies and societal shifts. By focusing on creating immersive, narrative-rich, and sustainable experiences, the hospitality industry can play a significant role in shaping how we interact with the world around us, both physically and virtually. This evolution demands a rethinking of traditional hospitality paradigms and encourages innovation and creativity in the design of spaces, narratives, and experiences.
Guest Speakers:
Roger Rohatgi: Roger Rohatgi is VP, Global head of design at BP, a seasoned creative leader with 25 years of experience in leading products, projects, and teams towards developing innovative digital initiatives, disruptive technologies, and compelling marketing campaigns across various platforms. His work includes launching the first national interactive Social TV network in the U.S., leading design for a multi-billion-dollar M&A group, and winning the Oracle CX Innovation Award. Currently, Roger is focused on leading global design at bp, driving initiatives like #NetZeroUX to integrate human experience design with environmental objectives.
Roberto Hernandez: Roberto Hernandez is the Chief Innovation Officer at PwC’s Customer Transformation Practice and PwC’s Global Metaverse Leader. He has over twenty years of experience in financial services, customer experience and innovation. Roberto is the co-founder of PwC’s Consumer Lending Innovation Center. He advises clients on strategy, customer experience, innovation and digitization. Roberto has authored whitepapers on the Metaverse, Embedded Finance, Digitization, Customer Experience, Bionic Lending and the future of the consumer lending ecosystem. His current areas of focus include Embedded Finance, Customer Experience Transformation, and how to succeed in the Metaverse.
“Imagine the magic you can bring into a museum experience, if the character that students created weeks ago is the one that greets them at the entrance.”
— Roberto Hernandez, PWC
“Right now everybody's focusing on how do we get into the metaverse, whereas really we need to figure out how does the world of the metaverse enter our world, to be relevant in our daily lifes.”
— Roger Rohatgi, BP
“If we just give consumers what they want, they will never learn anything new nor create emotional engagement.”
— Jan Roessner, Oneearthrising
Questions & Answers:
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Digital innovations significantly enhance emotional connections with customers by leveraging personalization algorithms, immersive technologies like Virtual Reality (VR) and Augmented Reality (AR), and interactive platforms. These tools enable deeper, more meaningful interactions, fostering a sense of belonging and understanding. Additionally, real-time communication channels facilitated by these technologies ensure responsive and personalized customer service, further strengthening these emotional bonds.
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Effective strategies for personalizing digital experiences involve leveraging data analytics for insights into customer preferences, employing AI for tailored content and recommendations, creating user-centric designs, and offering customizable options. Regular feedback loops and dynamic content adjustment based on user interactions further enhance personalization.
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To respect and reflect diverse cultural backgrounds, digital platforms can offer multilingual support, be culturally sensitive in content and design, feature diverse representations, provide accessibility options, and engage with users from different backgrounds for feedback and insights, ensuring a more inclusive and respectful digital environment.
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Emerging technologies like AI can humanize customer interactions by providing personalized experiences, understanding and predicting user preferences, and offering tailored recommendations. AI can also enable more natural language processing in customer service, allowing for conversational interfaces that mimic human interaction. By focusing on enhancing user experience rather than just automating tasks, AI can add a personal touch to digital interactions.
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Digital platforms play a crucial role in fostering community by facilitating connections and interactions among users with shared interests. They offer spaces for discussion, collaboration, and sharing of ideas, which can create a sense of belonging and collective identity. Features like forums, chat rooms, and social media integrations enable users to engage with each other, exchange support, and build networks, thus strengthening the community bond within the digital environment.
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To build and maintain trust with users, digital experiences should be designed with transparency, security, and user privacy in mind. Clear communication about data usage and protection, along with robust security measures, reassures users. Consistency in design and functionality, along with reliable and accurate content, also helps in establishing trust. Additionally, providing excellent customer support and promptly addressing user concerns can further strengthen trust in the digital platform.
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The next frontiers in creating human-centric digital experiences include the integration of augmented reality (AR) and virtual reality (VR) for more immersive interactions, the advancement of artificial intelligence (AI) for deeper personalization and predictive analytics, and the exploration of the Internet of Things (IoT) for interconnected, responsive environments. Additionally, the focus on ethical AI and inclusive design will be paramount to ensure these technologies cater to diverse needs and preferences, fostering accessibility and empathy in digital experiences. Emphasizing emotional AI, which can interpret and respond to human emotions, is also a growing area, offering more intuitive and empathetic user interactions.
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