anna nicoli
User Experience
by Design
PROJECT
Luxury Hotel Transactional Websites
- Goals: strengthen digital presence and customer growth
- Stakeholders workshops
- User Journeys & Content
- Information Architecture
- Prototypes
- Analytics data collection
Following the UX audit of the existing websites (Hotel and Boutique), the C-Level team was recommended to:
- Enhance the online booking process to be more efficient and user-friendly.
- Increase cross and up-selling across all services
- Optimise for mobile devices
- Incorporate more engaging and visually appealing images
- Launch an MVP, then monitoring to evaluate and optimise.
As Lead UX, I have:
- Run Stakeholders interviews on target customers, digital engagement, and overarching strategy.
- Analysed stakeholders’ stance on innovation significantly evolved after the discovery workshops.
Analysed the websites analytics data and facilitated discovery workshops to:
- identify target customer groups considering
- define customer and prospects empathy mapping
- design the customer lifecycle and content workflow including internal roles and action, to assess resources.
- Defined user journeys for each target audience with interactions, pages, and relevant content.
- Run the information architecture workshop exploring a mind map with the aim to redefine the site map and navigation system.
- Defined the new website design architecture and new page layouts adopting a mobile-first web component based approach.
- Supported the product owner and developers with annotated wireframes and web components framework.
- Set a plan to collect analytics data based on key areas of the new design to validate and optimise.
Three months after launch, the hotel reported an 8% increase in room bookings, demonstrating the positive impact of the redesigned user experience.