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Embark on a visionary journey to craft a cutting-edge app for a venerable 40-year-old global hotel brand from Netherland, seamlessly blending modern elegance, social media allure, and luxurious comfort to enhance loyalty and elevate the pre- and post-booking experiences for travellers.
Role
Product designer
Contribution
Visual design
Product design
Tool
Figma
Date
03.2022
Overview
The client, a well-established global hotel chain with almost 300 hotels worldwide, is looking to revamp its customer-facing mobile app. The current app, in use for the past five years, primarily facilitates hotel searches and bookings. However, the client aims to create a more sophisticated app that not only streamlines the booking process but also fosters customer loyalty and enhances the overall user experience. The hotel chain caters to diverse markets, with different brand positioning in Europe, India, and Asia. The digital assets are managed by local marketing teams in each region.
Challenge 1
How might we improve the overall experience of customers before and after booking?
Competitive Analysis
https://theluxurytravelexpert.com/2021/12/06/top-10-best-luxury-hotel-brands/
While studying competitors, I noticed common trends such as offering travel packages, providing services in multiple languages and currencies, organizing on-site relaxing activities, delivering private luxury experiences, and ensuring instant customer service.
Taking inspiration from these industry practices, I have decided to incorporate these elements into my own design:
Before booking
- Provide multiple languages and currency choice. I believe that customers from all over the world can access easily.
- Online chat service. So customers can solve their problem instantly.
- Link to other social media, so customers can find popular experience.
After booking:
- Recommendation of experience and food nearby.
Challenge 2
How might we encourage customer loyalty?
- Brand gifts for general customers.
- Exclusive service and journey for yearly club members. Like private jet renting, personal butler, customized service, personal chef, activities for high net worth members, interaction on social media.
Brand gift page.
Ideation
I selected 'Crazy Eight' as the framework to brainstorm eight innovative ideas. Within this framework, I decided to integrate the following key elements:
- Exclusive Brand Gifts: Offering unique and exclusive gifts from the brand to customers, enhancing their experience and fostering brand loyalty.
- Top-Tier Social Media Image: Implementing strategies to build a top-tier brand image on social media platforms. This involves engaging content, influencer collaborations, and community-building initiatives.
- Real-Time Customer Service: Prioritizing real-time customer service to ensure swift and effective resolution of customer queries and concerns. This proactive approach contributes to a positive customer experience.
- VIP Club Membership Introducing a VIP club membership for elite customers. This exclusive membership can come with special perks, discounts, early access to products, and personalized services, creating a sense of exclusivity and loyalty.
This strategic decision aims to align our offerings with market expectations and enhance the overall customer experience. By adopting these proven practices, we intend to elevate our brand and provide a comprehensive and competitive service that meets and exceeds customer expectations to improve customer loyalty.
User flow
Mood board
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Neumorphism
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Design system
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