anna nicoli
User Experience
by Design
PROJECT 02
Luxury Hotel website
- Goals: strengthen digital presence and customer growth
- Stakeholders workshops
- User Journeys & Content
- Information Architecture
- Prototypes
Following the UX audit of the existing website, 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.
1. Run Stakeholders interviews on target customers, digital engagement, and overarching strategy.
Analysis: stakeholders’ stance on innovation significantly evolved after the discovery workshops.
2. Analysed analytic data and run 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.
3. Defined user journeys for each target audience with interactions, pages, and relevant content.
4. Run the information architecture workshop exploring a mind map with the aim to redefine the site map and navigation system.
5. Defined the new website design architecture and new page layouts adopting a mobile-first web component based approach.
6. Supported the product owner and developers with annotated wireframes and web components framework.
7. Set a plan to collect analytics data based on key areas of the new design to validate and optimise.
After three months after going live, the Hotel project team has identified an increase of the 8% in room bookings, which confirmed the success of the project and of the newly designed user experience.
< Previous
Next >