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Revolutionising Guest Digital Experience
Explorar Hotels' UI/UX Innovation
Since COVID, the digital frontline has become more important than ever for the hotel industry, with property brands trying everything they have in their toolbox to gain an edge in targeting their ideal hotel guests. Digital transformation is not just a trend but a necessity. Explorar Hotels, wanting to set their brand apart from the pack, looked to leverage a robust UI/UX framework to redefine their digital presence and target modern travellers. This article is a case study that delves into the strategic approach adopted by Explorar Hotels and its collaboration with Placeworks to craft a digital experience that resonates with its audience, driving engagement and loyalty.
Understanding the Audience
With its pulse on the changing demographics and psychographics of travellers,Explorar recognised the need for a digital presence that mirrors the priorities of experience-driven, culturally curious, and relaxation-seeking guests. The research conducted by the Placeworks team highlighted a crucial demand for seamless navigation, quick access to information, and a personalised booking experience.
STRATEGY
Strategic UI/UX Development
The collaboration between Explorar Hotels and Placeworks was grounded in a shared vision to create a digital ecosystem that embodies the brand’s core principles: Experience, Exchange, and Exhale. The UI/UX framework centred around five key design principles:
- Clarity & Simplicity: Simplifying the user journey to enhance discoverability and understanding.
- Consistency: A cohesive visual and functional narrative across all digital touchpoints to build trust.
- Responsiveness: A fluid design adaptable across devices, with a keen focus on mobile users.
- Personalisation: Crafting a bespoke experience based on user preferences and behaviours.
- Accessibility: Ensuring an inclusive digital environment for all users.
Innovative UX Strategy
The strategic implementation of the UX strategy involved structuring processes and critical information for travellers to streamline the path from exploration to booking. The UI and colour palette were carefully crafted, designed to lead visitors on a pleasant journey all the way through to the intuitive booking tools, complemented by a user feedback loop that serves as the backbone for continuous improvement. The blog section also allowed for an SEO channel and deep links into properties that could also lead to direct bookings, not having to be rerouted through OTAs.
Refined UI Design
The UI design phase brought the brand’s essence to life through a tranquil and luxurious colour scheme, high-quality imagery, and intuitive icons. Micro-interactions were intricately designed to delight users, providing clear and encouraging feedback throughout their digital journey.
Prototyping, Testing, and Evaluation
A series of interactive prototypes were developed, enabling real-world simulations of the user experience. These prototypes underwent rigorous usability testing with target segments, providing invaluable insights that informed further refinement. The implementation phase focused on responsive design and fast load times, with performance metrics closely monitored to assess the impact of the UI/UX enhancements.
The collaboration between Explorar Hotels and Placeworks demonstrates the value of brands teaming up with UI/UX experts to craft their digital presence and reap the benefits of a well-executed UI/UX strategy.
One key lesson learnt by Explorar Hotels was to be open to transformation and embrace digital change. Through a deep understanding of their audience and a commitment to excellence, Explorar Hotels has crafted a digital experience that transcends the ordinary, making every guest’s journey unforgettable.
Placeworks helped Explorar Hotels marry technology with a human touch, resulting in higher engagement and conversion rates, and fostering a sense of loyalty and community among its guests. Strategic UI/UX design can be a game-changer in the hospitality industry, offering lessons in innovation, personalisation, and continuous improvement.
For more information on Explorar Hotels, visit explorarhotels.com.
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