»  Leslie Kraemer

 

Sure. The practice of shopper-centric design extends far beyond the aisles of a retailer. Think bank customers, hotel guests, attorney clients, etc. Ideally, wherever "shoppers" interact with your brand and have the opportunity to "make a purchase."

I spent a few days last week at a Marriott Courtyard in Birmingham, Alabama last week, and was thoroughly impressed with how this leading global hotelier has redone their public spaces in a way that now injects fun, style, and functionality into what once were bland, cold, transitional spaces you hurried through on your way to your room or out the door.

IDEO, a brand design agency, is responsible for the facelift, and based their designs on five guest-enabling brand principles that were uncovered through conversations with guests. Namely, focus on working smarter and anticipating needs; instill pro-activity to let personality shine; enable guests to feel comfortable in public spaces using subtle gestures; provide options and a sense of control; and aim to help guests feel refreshed, refueled, and recharged.

To that end, a large screen called a "Go Board" provides easy access to such relevant information for guests as weather, traffic conditions, local restaurant recommendations, and flight information. Dedicated boarding pass print stations allow guests to head to their next destination prepared. A redesigned cafe with three modes of service provides an inviting place to eat, offering healthier, modern food throughout the day and a lively atmosphere for cocktails in the evening. Welcome podiums replace the antiquated and alienating check-in desks to allow for more direct and personable interactions between staff and guests. And flexible seating and work areas allow guests to easily move furniture for a variety of uses.

Nice job!