Brocanac – Digitalizing hospitality experience

Industry: Hospitality and Accommodation
Project Duration: 6 months

Brocanac is a hospitality business offering accommodation services. The primary objectives of the project were to design and develop a user-friendly website that enhances the overall guest experience, minimizes the need for direct communication with hosts by providing comprehensive information online, and ultimately increases bookings and guest retention.

Role and Contributions

My Role:
As the lead UX/UI designer and project coordinator, I was responsible for overseeing the entire design process, from initial research to final implementation.

Specific Responsibilities:

Conducting UX research
Competitor analysis
Creating user personas and user journeys
Wireframing and sketching
Designing the website layout and UI elements
Developing a mood board and branding strategy
Coordinating with the client and team members
Testing and refining the website based on user feedback

Key Contributions:

Initiated the project with a detailed kickoff questionnaire to understand the client's needs and goals.
Conducted competitor analysis to identify gaps and opportunities in the market.
Developed detailed user personas and user journeys to understand the target audience's needs and pain points.
Created wireframes and sketches to visualize the website structure and user flow.
Designed a holistic guest experience on the website, reflecting the physical hospitality experience provided by Brochana.
Developed a mood board to guide the visual and branding elements of the website.
Focused on desktop design for the booking process and mobile design for in-house information access.
Implemented a dual landing page strategy to cater to both potential guests and current guests using QR codes for easy access to house rules and amenities.

Approach and Process

Initial Research and Planning:

Conducted a detailed questionnaire with the client to understand their primary goals and potential improvements for user experience.
Identified key problems such as the need to streamline the booking process and provide comprehensive information online.

Competitor Analysis and User Research:

Analyzed competitors' websites to understand industry standards and identify areas for improvement.
Developed user personas and scenarios to ensure the website meets the specific needs of Brochana's target audience.

Design and Development:

Created detailed wireframes and sketches to map out the website's structure.
Designed a cohesive visual experience that reflects Brochana's brand and hospitality values.
Focused on providing a seamless user experience, from booking to in-house navigation.

Client Collaboration:

Regular consultations with the client to refine the design and ensure alignment with their vision.
Presented a mood board and incorporated client feedback to finalize the visual elements.

Testing and Refinement:

Launched an initial version of the website to gather user feedback.
Implemented refinements based on user interactions and client input.

Results and Impact

Key Metrics:

Increase in online bookings
Improved user engagement with the website
Higher user satisfaction rates based on feedback and reviews

Client Feedback: The client appreciated the comprehensive approach to user experience design and the detailed planning that went into the project. They noted a significant reduction in the time spent answering common questions, as most information was readily available on the website.

Business Impact:

Enhanced guest experience led to better reviews and higher retention rates.
Streamlined booking process contributed to an increase in reservations.
The informative nature of the website helped in establishing Brochana's brand as a reliable and user-friendly accommodation provider.

Lessons Learned

Challenges Faced:

Determining the optimal way to organize information for both prospective guests and current guests.
Balancing the client's workload in providing visual input without causing unnecessary stress.

Key Takeaways:

The importance of detailed initial research to guide the design process.
The value of iterative testing and client collaboration in achieving the desired outcome.

Future Recommendations:

Regular updates to the website content to ensure all information remains current and relevant.
Consider implementing a direct booking system once legal and logistical challenges are addressed.
Explore additional marketing strategies, such as influencer partnerships and targeted ads, to drive more traffic to the website.

Project Overview

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Initial problem

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Research and Discovery phase

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Solutions

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