Libre Resorts Booking Website.
Libre Resorts is an all-inclusive hospitality brand, consisting of 4 resorts, providing unique experiences in unimaginable locations across the globe.
The company has been working with third-party hotel booking platforms ( hotels are charged exorbitant commissions ranging from 10% to 20%. ) to complete bookings since opening in 2018, as a new brand it has never had a complete booking website, and as the brand has gradually grown bigger, building a complete booking app/web was a pressing task.
Client
Group Libre
Year
2019
Category
UX/UI
Type of Work
Product Design
UI Design
Project Duration
3.5 months
My Role
UX 40% + UI 60% - UX Researcher, User interviews, Creating personas, User journey maps, Idealisation, Wireframing, Usability tests, UI design, Prototyping, Visual design.
Objective
Libre Resorts wants to focus on developing booking and guest relations through smart and fast contact within the booking website. The main goal was to develop a clean, clear, and versatile product that showcases the hotel's brand and creates a benchmark for the company. while focusing on the user's booking experience, increasing the effectiveness of the site as a marketing and sales tool.
Task
People have an array of choices today when it comes to hotel booking. Amidst the noisy marketplaces, designing a user-friendly, easy-to-use website interface coupled with the brand’s identity.
Solution
First, I worked with my clients to define Libre Resorts’ detailed requirements, followed by a global content architecture and navigational schema. Once approved, I designed a stylish user interface for the brand's official website that enhances the user experience with rich imagery of their staggeringly beautiful properties. This website includes three main functions: browsing, booking, and rating.
Result
Following the launch of the new booking websites in September 2019 the websites delivered traffic and booking growth well ahead of expectations. The portal and resort websites have had continuous enhancements for two years.
User research summary
• Through a total of 2k+ surveys and 30+ interviews with customers which was done by a paid third research company ( 75% from China, 25% from Europe).
• 90% of interviewees believe that most hotel booking websites are very difficult to use while booking.
• 50% of interviewees think it was hard to find a decision / there were too many offers, prices, and information
• 81% of people answered, that they use one device to book hotel rooms, and 19% use two or more devices.
• In Europe, mainly desktop PC / Mac or a combination of desktop PC / Mac and smartphones are used for bookings. In China, however, the majority 85% use smartphones for booking. Of these, 15% use a combination of smartphone and desktop PC / Mac.
Retrospect what I'd do differently
1. I will be reorganizing and documenting the brand's photo gallery as this is the first thing people will look at when choosing a hotel. But being a new brand it will take a long time to do this, it is always a foundation for a brand.
2. The fast-paced environment and the rigid design process have limited our creativity. I would spend more time communicating with people, finding out what users need, and making my design more subtle, instead of following the standards of the industry.