01 STAKEHOLDER INTERVIEWS
I collaborated with the product manager and marketing team of Talalla. Since the resort had recently undergone a major renovation and an expansion of services, it was essential to effectively communicate these changes to existing customers, partners, and potential clients. Key Questions Addressed During the Interviews:
- What are the primary business objectives for the new website?
- What are the demographics, preferences, and behaviors of your typical guests?
- What are the key brand values and messages that need to be communicated?
- Are there any specific pages or sections you want to prioritize?
- How do you envision the booking process?
Conclusion:
- Reduce our reliance on third-party booking platforms
- Showcasing unique luxury amenities and services is a top priority i.e dinning areas, yoga retreats and surfing classes
- Improve brand's online presence to attract high-end clientele from key international markets.
- The website needs to reflect resort's luxurious, serene, and exclusive atmosphere.
- Detailed information about each room type, dining options, and activities available at the resort.
- Straightforward, booking process with minimal friction.
- Eventually, add a multi-language option to cater to international guests.
02 COMPETITOR ANALYSIS
For the competitive analysis, I examined the websites of several direct and indirect competitors, focusing on luxury resorts and family-friendly vacation destinations. I also explored trends in resort bookings, especially considering the rising demand for personalized experiences and wellness-focused vacations. The goal of the analysis was to uncover design strategies that address common booking pain points, while also identifying areas where competitors fall short in meeting user needs.
I also created proto personas based on competitors’ likely target audiences, which laid the groundwork for understanding the ideal personas for our resort.
03 CUSTOMER ANALYSIS
To gain deeper insights, I recruited 5 participants (aged 30 to 50), including families and couples, who had either recently booked vacations at resorts or were planning to do so in the next year. This group included 3 female and 2 male participants. The interviews aimed to uncover key factors influencing their decision-making process, preferences, and challenges when choosing and booking a resort stay.
Key insights from the interviews:
- Price vs. Experience: While cost was an important consideration, it wasn’t always the top priority. Many participants were willing to pay more for added comfort, convenience, or unique experiences, especially for family vacations or romantic getaways. Kid-friendly amenities, spacious accommodations, and exclusive activities were particularly valued.
- Ease of Booking: Participants expressed frustration with complex booking processes. They desired a simple, clear way to view room options, activities, and packages. Offering flexible packages tailored to both families and couples could streamline their decision-making process.
- Information Accessibility: Detailed information about room options, dining, local attractions, and wellness services was crucial. Participants did not want to spend extra time searching through different sections of the website or relying on third-party sources for this information.
- Family-Specific Needs: Families wanted resorts to offer safe, engaging activities for children, and accommodations that provided enough space for the entire family. The ease of coordinating these details was a major factor in their booking decisions.
- Couples’ Preferences: Couples prioritized resorts that catered to romantic getaways, with seamless booking experiences and easy access to luxury amenities such as spa services and fine dining. They expected clear communication from the resort to ensure a stress-free experience.
04 USER PERSONA
From the research insights I could gather two user groups
Emily needs a seamless booking experience with an emphasis on customization. The website should allow for easy personalization of packages, clear communication channels, and a focus on luxury amenities, enabling Emily to plan a romantic, high-end experience effortlessly.
Raj prioritizes an easy-to-use booking experience that highlights family-friendly packages and accommodations. Clear sections for family activities, safety features, and spacious rooms will help Raj quickly find the information he needs.
HOW I MIGHT...
create an a streamline booking experience for a budget-conscious comfort-seeking traveler?
05 SITEMAP
With the gathered information and insights from user research, I organized the necessary website content and developed a comprehensive sitemap tailored to our target users' needs. By aligning the sitemap with persona goals, I ensured the navigation would be intuitive, user-friendly, and designed to optimize the booking experience.
06 USER FLOW
Keeping the personas in mind, I created a user flow that allows users to book a room while also selecting personalized experiences in the process. With comfort and convenience as the priority, this user flow gives users more control over their booking experience.
07 SKETCHES
During my primary research for the resort project, I discovered that most participants preferred booking their resort stays on a desktop or laptop, particularly when planning overseas vacations. Given the complexity and amount of detail involved in booking luxury vacations, I decided to focus on curating a desktop-first booking experience.
In my sketches, I incorporated design patterns encountered during my research, drawing inspiration from some of the best luxury travel websites. For instance, I admired how Anantara Resorts emphasized high-quality imagery to showcase their locations and experiences, and how Six Senses Resorts organized content in a clear and luxurious way. I aimed to infuse similar visual storytelling into the resort’s homepage. One of my key ideas was to feature immersive photos of the resort’s amenities and staff, creating a welcoming atmosphere.
08 FINAL DESIGNS
The website has an emphasis on high-quality images to showcase the resort's unique offerings. Each page provides detailed information about the facilities and activities available. The family-friendly nature of the rooms is prominently highlighted throughout the design. For couples seeking a more intimate experience, we’ve emphasized amenities like the spa and fine dining options, which were identified as key priorities during our user research. Additionally, the resort’s commitment to sustainability is also highlighted.
09 DEVELOPMENT USING SQUARESPACE
After completing the UI/UX phase, I developed the website using Squarespace to ensure an intuitive user experience. I translated the designs into a live website, ensuring that the user experience and visual elements were maintained throughout the development process. Additionally, I provided Squarespace training to the marketing team, equipping them with the skills to make future changes and updates independently.
https://www.talallaretreat.com/
10 FUTURE WORK & CONCLUSION
Moving forward, introduce personalized recommendations based on user preferences and past bookings. Incorporate a loyalty program that offers returning customers personalized discounts and upgrades. Developing a dedicated mobile app could provide a more streamlined and personalized experience.
Within just two months of launching the website, reliance on third-party vendors for bookings decreased by 65%, thanks to the in-house booking system. Additionally, the incorporation of live chat support and detailed inquiry forms led to a 45% reduction in calls for FAQs, improving customer satisfaction and streamlining operations.