Reimagining a hotel group landing page experience

This case study is self initiated, it is my attempt at documenting the process of this quick exercise, which began as a more visual-focused website project.

There were multiple user journeys to the entire website, however for this case study I will only focus on the browsing experience upon arrival at landing page and how we can improve the browsing experience which leads visitors to choosing a destination to learn more about.

Project brief

Re-imagine the visitors’ browsing experience, simplifying the transition from the main Group site to the individual Hotel Destination website where visitors get to dive deeper into the offerings of each destination and hopefully make their reservations.

Identifying the target users

2 types of users are singled out based on write-ups provided by client. I organised and parsed the information to get a better focus of their needs.

identifying immediate issues: Where am I?

One major existing issue is the similarities between the main group landing page and the individual hotel landing page, both visually and in the interaction.

From “what ifs” to experience opportunities

The Main Group landing page should visually and experientially be different from the individual hotel landing pages. This is because the Group page serves as the introduction to the main (mother) brand, whereas the individual hotel site should focus on the uniqueness of each destination.

Study 1:

What if the typical Hero image/s is part of a filter to showcase highlights in product offerings.

Instead of the typical Hero image or video, what if visitor can get a glimpse of each category of offering on the same page, instead of having to go to a new page to view these highlights.

Study 2:

What if the browsing experience is akin to looking through a loose collection of someone’s personal travel snapshots.

Moving away from the typical hero image, what if the browsing experience begins with a celebration of the range and quantity of bespoke offerings the brand has to offer. Hovering over each snapshot lets visitors know the story title (product category) and the destination it is in.