HOTEL PRESENTATION

The Hotel brand hopes to increase their customer loyalty & overall brand reliance as a top hotel destination for business & leisure travelers. This report presents the results of qualitative user research through in-person & remote interview sessions in hopes of improving functionality for their clientele & loyalty through return patronage.

The goal of this user research project presentation is to formulate & report answers to the following main topics:

• • Helped define strategies for understanding important user preferences & behaviors that support strategic business objectives.
• • Gained insight to help the company increase booking reservations.
• • Gained insight into how to increase their loyalty program participation.

SKILLS:

Adobe Illustrator, Adobe Photoshop, Adobe Acrobat

FOCUS:

Presentation Reporting, Branding, UX Design

CLIENT:

User Research II class assignment, Professor Joe Manganelli

PROJECT DATE:

2024

PROJECT URL:

HOTEL USER RESEARCH CASE STUDY

HOTEL FINAL REPORT PDF

PROBLEM:

Evaluate hotel patrons' needs for a stay & ways to get them involved in the brand loyalty program. Website task evaluation to see why bounce rates are higher than desired & how to help improve upon completed bookings through loyalty members.

TARGET AUDIENCE:

The average booking patron, 18+ years of age and older, can come from any demographic.

CONSTRAINTS:

Turn around time for project was six weeks for reporting, with an additional week to create this report.

MY ROLE:

Initial booking & loyalty program needs evaluation, user research, interviews, persona creation, report recommendations for adjustments, & final report presentation

DESIGN RATIONALE:

After reviewing the existing branded site & testing with nine participants in two rounds of testing, several changes were recommended for fine-tuning the HTML / CSS for the Hotel website (focusing on the principles of universal layout & organization.) Wherever possible, these changes were suggested per WCAG accessibility standards. A list of booking requests was assembled & data for both hotel amenities as well as loyalty program features was established.

KEY TAKEAWAYS:

Evaluating a website for user-centric design allows for a better understanding of an audience's user. In the case of this Hotel brand study, it was difficult to find actual patrons of the brand for a more accurate testing of needs. Participant interviews definitely uncovered chief characteristics in needed amenities, as well as how people felt looking at the loyalty program on the website. It was unclear how exactly to improve upon loyalty program patronage; however, most particpants listed why they like programs they regularly belong to & why they use them.

As the moderator for the interviews, I feel I fine tuned some interviewing skills through practice. Being able to work from the script, but also able to adjust as needed, is definitely a skill that comes from practice. For the most part, most participants like to talk experiences & why they feel the way they do. The skill definitely develops somewhere in between letting them talk it through, but not get too off topic. Closed end questions provide a means to get some quantitative data for statistical comparison through scripted interview sessions.

Utilizing a different method for making a presentation, I used Adobe Illustrator to create my Microsoft Powerpoint presentation sized screens for versatility. This allowed me various ways to present & showcase the project, also allowing me to create a template in Illustrator for future use.

The logo & logo squiggle for this project were supplied from the website being analyzed. The circular motif was carried through the project to help emphasize this logo. The color family was selected to coordinate with the brand values, using HEX values #F68A22 & #1C75BC. The font family Montserrat was chosen for its cleanliness & ability to feature several weights for emphasizing. An image library was created via photoshoots of the brand in various locations, as well as stock photography chosen for its brand-defining character.