{"id":1058,"date":"2012-06-10T14:37:41","date_gmt":"2012-06-10T12:37:41","guid":{"rendered":"http:\/\/www.spa-balance.com\/?p=1058"},"modified":"2012-06-10T14:37:41","modified_gmt":"2012-06-10T12:37:41","slug":"la-importancia-del-diseno-en-la-experiencia-del-cliente","status":"publish","type":"post","link":"https:\/\/www.spa-balance.com\/es\/2012\/06\/la-importancia-del-diseno-en-la-experiencia-del-cliente\/","title":{"rendered":"The Importance of Design in the Client’s Experience"},"content":{"rendered":"

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Taking into account that we will be participating in the upcoming Forum HOTel&Spa 2012<\/a>, today we would like to start talking about design, the first of a series of four posts, where we will focus on design and the client\u2019s experience.<\/p>\n

There is no doubt that the way you enjoy a place depends on the design of the space. In a place like a spa, where having a positive experience is key, design plays an important role in the success of our business. In a previous post,<\/a> we talked about design from the point of view of functionality. Today we would like to take a closer look at client experience. Their perception, what they feel when inside our spa, and some tips on how to make their experience unforgettable.<\/p>\n

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Aprovechando que estamos a punto de participar en el Forum HOTel&Spa 2012<\/a>, queremos comenzar hoy, hablando de dise\u00f1o, una serie de cuatro entradas, en las que nos centraremos en \u201cla experiencia\u201d del cliente.<\/p>\n

No cabe la menor duda de que el dise\u00f1o de un espacio condiciona el disfrute que se hace de \u00e9l. En un lugar como un spa, donde precisamente, el contar con una experiencia positiva, es uno de los elementos vitales de reclamo, parece que el dise\u00f1o debe ser un peso pesado dentro de la concepci\u00f3n de nuestro negocio. En un post<\/a> previo hablamos sobre ello desde el punto de vista de la funci\u00f3n, pero esta vez nos gustar\u00eda acercarnos a la forma, a la visi\u00f3n del cliente. Su percepci\u00f3n, lo que experimenta al visitar un spa, y el motivo que hace que considere a uno especial.<\/p>\n

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SPA DESIGN. 4 POINTS FOR A SUCCESSFUL PLAN.<\/strong><\/p>\n

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1) Simplicity<\/strong><\/p>\n

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<\/strong>We all have known of ambitious and beautiful spa projects in unique locations designed by the big names in architecture, like Frank Gehry for example. Places filled with personality, like the locations they are in. They are hotels with a name, wine cellars, or clinics run by cosmetic firms, but when you are talking about smaller projects, opting for simplicity will equally impacting.<\/p>\n

A classic example is the famous Mies van der Rohe\u2019s Pavilion of Barcelona, where the famous slogan \u201cless is more\u201d reached it\u2019s zenith, achieving the absolute expression of luxury, based on simplicity of forms and materials. It is known as the place where time does not exist.\u00a0 What better sensation could we look for in a business like ours?<\/p>\n

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Things to avoid:<\/span> A common mistake is to look for the \u201cwow\u201d factor through quantity. A huge variety of design solutions will produce the exact opposite effect of what we are looking for.<\/p>\n

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2) Authenticity<\/strong><\/p>\n

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Although there will be moments where we feel like we are swimming upstream, we must try to not lose our identity. In a world full of alternatives, the only ones that will stand out will be those who are genuine and authentic. The place must be understood, assimilated, and then forgotten about being in it, in order to simply dedicate ourselves to enjoy the activity we are carrying out in this space.<\/p>\n

In order to achieve that, we need to think about creating places that will offer unique experiences, and focus on the importance of other aspects such as materials, taking into consideration not only visual effects, but also other parameters that influence the psychological impact that the client will have whilst being in our facilities.<\/p>\n

Touch, being one of the most important pillars of a spa\u2019s activity, is not only essential in a massage treatment for example, but also in the texture of the hydrotherapy pool, the bench our client will sit on, or the floor they will walk on. We must think about what exactly it is that we want to transmit in each area, from different temperatures, right through to the degree of rugosity, according to the feelings our clients will experience in each and every area of our facilities. The materials chosen should be useful elements and should complement the sensations the service offered provides.<\/p>\n

The same can be said for lighting. The lighting in each area must be perfectly defined. In the same way we play with water temperatures, we must do so with the degree and warmth of lighting. Varying lighting intensity can produce an important impact on the client\u2019s experience and comfort.<\/p>\n

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Things to avoid:<\/span> Mediocrity. Being disloyal to our personality. Not achieving the desired unique spa experience for in terms of the main senses; smell, sight and touch must be stimulated throughout the client journey.<\/p>\n

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3) Coherency<\/strong><\/p>\n

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If we observe the above image, we can get a glimpse of an entire interior design project. Pavements, coatings, textiles, and atrezzo objects, all following the same line: a natural look. Whatever the image we want to give to our business, when configuring it\u2019s design, all materials and objects used should be in line with our concept.\u00a0 In other words, creating an idea with solutions being part of it, where everything seems to match naturally, from the concept, the service offered, to the design.<\/p>\n

We must not forget where the spa is located and how the project can take advantage of it in order to define it\u00b4s personality, being in harmony with it\u00b4s location.<\/p>\n

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Things to avoid:<\/span> Even though we might be seduced by different solutions, trying to make a mix of all the ideas that come to mind and incorporating them into our spa, will never be as effective as defining and deciding your own character and from there creating your spa\u2019s image. Lighting, materials, spaces, and concept, all have to be carefully coordinated and synchronised.<\/p>\n

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4) Smartness<\/strong><\/p>\n

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Form follows function<\/em>, is the sentence that defines the architectonic functionalism of the XXth century. The above coffee maker is an ideal example where every non-essential piece has been eliminated, leaving only the necessary pieces in order to make it function. This example can simulate a building, where on one hand we have the main areas, acting like organs of the project and being spaces in which all the main activities take place, and on the other hand, we have other secondary areas which service the main ones. Nothing more. Nothing less.<\/p>\n

If we put ourselves in our clients\u2019 shoes, their experience in our facilities will be simplified if we offer a simple and smart place in which they can move intuitively and comfortably without having to think how to make use of the facilities.<\/p>\n

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Things to avoid:<\/span> It is important to avoid complex circulations and guest flows. Areas in which the client is not accompanied by staff must have a completely intuitive functionality. Long and twisted aisles or misleading areas are things that must be avoided.<\/p>\n

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To conclude, when we create a concept or write a business plan, we must consider each and every aspect right through to it\u2019s design. Keeping in mind at all times the basic perception of our client and what experience he or she lives in our facilities, is of paramount importance. After all, a perfectly written and thought out concept, business plan and service offering will be useless if our client does not feel right in our spa.<\/p>\n

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DISE\u00d1O DE UN SPA. LOS 4 PUNTOS DE UN PLAN DE \u00c9XITO.<\/strong><\/p>\n


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1) Simplicidad<\/strong><\/p>\n

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Todos conocemos ambiciosos proyectos de spas y centros wellness en lugares singulares, llevados a cabo por los grandes nombres de la arquitectura, como Frank Gehry. Lugares con tanta entidad, como el espacio que los alberga. Son hoteles con nombre, bodegas, o cl\u00ednicas dirigidas por firmas cosm\u00e9ticas, pero cuando se trata de proyectos de menor escala, optar por la simplicidad, podr\u00e1 producir un efecto igualmente impactante.<\/p>\n

El mejor ejemplo lo tenemos en el famoso Pabell\u00f3n de Barcelona, de Mies van der Rohe, en el que hizo de su famosa frase \u201cmenos es m\u00e1s\u201d, su m\u00e1xima, consiguiendo la absoluta expresi\u00f3n del lujo, basada en la sencillez de formas y materiales. Lo llaman el lugar donde el tiempo no existe. \u00bfQu\u00e9 mejor sensaci\u00f3n podr\u00edamos buscar en un negocio como el nuestro?.<\/p>\n

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A evitar:<\/span> Un error com\u00fan es buscar el factor \u201cwow\u201d a trav\u00e9s de la cantidad. Optar por una carta de soluciones de dise\u00f1o demasiado amplia, producir\u00e1 un efecto contrario al buscado.<\/p>\n

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2) Autenticidad <\/strong><\/p>\n

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<\/strong>Aunque haya momentos en los que sintamos que nadamos a contracorriente, debemos intentar no perder nuestra propia identidad. En un mundo lleno de alternativas, s\u00f3lo destacar\u00e1n aquellas que sean aut\u00e9nticas. El espacio ha de entenderse, asimilarse, y olvidarse de \u00e9l, para, simplemente, dedicarnos a disfrutar la actividad que realizamos.<\/p>\n

En esa l\u00ednea, tenemos que pensar en crear espacios que sean experiencias \u00fanicas y centrarnos en la importancia de los materiales, no s\u00f3lo pensando en aspectos visuales, sino en los dem\u00e1s par\u00e1metros que influyen en el impacto psicol\u00f3gico que el cliente tendr\u00e1 al hacer uso de nuestras instalaciones.<\/p>\n

El tacto, como uno de los pilares fundamentales de la actividad de un spa, no s\u00f3lo llegar\u00e1 a trav\u00e9s de un masaje, sino de la textura de una piscina, del banco en el que se sentar\u00e1n, o del suelo que pisar\u00e1n. Debemos pensar en qu\u00e9 queremos transmitir en cada espacio, desde diferentes temperaturas, hasta grados de rugosidad, seg\u00fan la sensaci\u00f3n que queremos que el cliente experimente en cada zona. Que los materiales elegidos, sean elementos de apoyo que complementen las sensaciones que el servicio ofrecido proporciona.<\/p>\n

Lo mismo ocurre con la iluminaci\u00f3n, que debe estar perfectamente definida por estancias. Igual que jugamos con temperaturas de agua, debemos hacerlo con temperaturas de luz, cuyo gradiente y tonalidad, producir\u00e1 un impacto en el cliente.<\/p>\n

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A evitar<\/span>:\u00a0La mediocridad. Ser infieles a nuestra identidad. No conseguir que la estancia en el spa sea una experiencia para los sentidos. Olfato, vista y tacto, tienen que estar estimulados durante todo el recorrido.<\/p>\n

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3) Coherencia <\/strong><\/p>\n

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\n<\/strong><\/p>\n

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<\/strong>Si observamos la imagen, podemos ver sintetizado un proyecto de interiorismo. Pavimentos, revestimientos, textiles, y meros objetos de atrezzo, que siguen un hilo conductor; el de una apariencia natural. Sea cual sea la imagen que queremos dar a nuestro negocio, esa deber\u00eda ser la l\u00ednea a seguir a la hora de configurar el dise\u00f1o del mismo; crear una idea, con soluciones que forman parte de una misma familia, donde todo parece encajar con naturalidad, desde el concepto, la oferta de servicios hasta el dise\u00f1o.<\/p>\n

No hay que olvidar, tampoco, el lugar en el que se sit\u00faa nuestro spa, y c\u00f3mo el proyecto puede ayudarse de ello, para definir su entidad, estando en armon\u00eda con su localizaci\u00f3n.<\/p>\n

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A evitar:<\/span> Aunque pueden resultarnos atractivas diferentes soluciones, pretender hacer un mix y aunar en nuestro spa todas las ideas que tenemos en mente, jam\u00e1s ser\u00e1 tan efectivo como decidir su propio car\u00e1cter, y a trav\u00e9s de \u00e9l, crear una imagen acorde y coherente. Iluminaci\u00f3n, materiales, espacios, y concepto todo tiene que estar coordinado.<\/p>\n

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4) Inteligencia<\/strong><\/p>\n

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Form follows function<\/em> es la frase que define el funcionalismo arquitect\u00f3nico del SXX. Algo as\u00ed parece suceder con esta cafetera, que simboliza a la perfecci\u00f3n la idea de que todo aquello que resulte superfluo, es totalmente prescindible. Una pieza que puede simular un edificio, con varias zonas principales, que son los \u00f3rganos del proyecto, los lugares donde se llevar\u00e1n a cabo los servicios ofrecidos, y una serie de \u00e1reas secundarias, que dar\u00e1n servicio a las principales. Nada m\u00e1s. Nada menos.<\/p>\n

Si nos ponemos en la piel del cliente, su estancia en nuestro negocio se ver\u00e1 simplificada si ofrecemos un espacio sencillo e inteligente, en el que el usuario pueda moverse de manera intuitiva y c\u00f3moda.<\/p>\n

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A evitar: <\/span>Es importante huir de las circulaciones complejas. Las zonas en las que el usuario no est\u00e1 acompa\u00f1ado por parte del personal, tienen que tener un funcionamiento completamente racional. Pasillos largos y angostos, recorridos complejos, o zonas cuyo uso invite al error, son elementos de los que siempre debemos prescindir.<\/p>\n

 <\/p>\n

Para resumir, cuando creamos un concepto y redactamos el plan de negocio, debemos hacerlo extensible hasta el \u00faltimo punto, el del dise\u00f1o. No hay que olvidar que la percepci\u00f3n b\u00e1sica del cliente se basa en lo que reciben sus sentidos. De nada servir\u00e1 un perfecto organigrama empresarial, si el usuario no disfruta de un lugar estimulante.<\/p>\n

<\/p>","protected":false},"excerpt":{"rendered":"

  Taking into account that we will be participating in the upcoming Forum HOTel&Spa 2012, today we would like to start talking about design, the first of a series of four posts, where we will focus on design and the client\u2019s experience. 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