CREATING A DIGITAL PLAYGROUND FOR A WORLD-CLASS LUXURY HOTEL.
CREATING A DIGITAL PLAYGROUND FOR A WORLD-CLASS LUXURY HOTEL.
Client: Ennismore
Role: UX Design Lead
Agency: Feed
Year: 2020
↓
↓
The Ask
The Ask
The Ask
The Brief
Gleneagles is a one of a kind 5-star destination situated in the Scottish countryside. Renowned globally as both a luxury hotel and a world-class golfing destination, the huge range of other experiences on offer at "the glorious playground" can sometimes be overshadowed.
Ennismore approached Feed to help create a new wesbite which highlights the breadth of offering at Gleneagles without overwhelming the user.
Goals
Ultimately a tool to improve conversion through the booking engine, the primary goals of the new website were simple:
• Increase the number of bookings.
• Increase the number of pre-arrival add-ons.
• Attract a new generation of guests.
The Approach
The Approach
Identifying the Users
Before the first sprint kicked off, we had a 4-week scoping phase in which to conduct user research, interview stakeholders and plan our approach to the project. One thing that became immediately apparent was the diversity in user needs. To make sure the new site accommodated all of these users, we created a range of personas based on key market segments.
Improving the Information Architecture
Because of the vast offering, the existing website had grown to 200+ pages. This large number of pages was making it frustrating for users to find the information they needed. For this reason, we decided to completely restructure the information architecture.
To do this, we gathered users which closely matched the persona's we identified and began navigation testing, focusing specifically on labeling and structure. Initially, we ran closed card sorting workshops, before moving onto open card sorts and then eventually several rounds of tree testing. In total, we went through 10 rounds of user testing at this stage, managing to get the new sitemap down to 80 pages.
Navigating With Ease
Once the new sitemap had been created, we turned our attention to allowing users to navigate through the site with minimal friction. On mobile devices navigation links were organised into a scrollable list where as the utility elements, such as search functionality, were fixed to the bottom of the open menu for ease of use.
On desktop devices, the added real estate allowed us to create a content-rich mega menu, utilizing imagery to provide clarity to the user. It also gave us a chance to surface relevant offers and promotions within the menu itself, providing the business with additional ways to convert users.
Once the new sitemap had been created, we turned our attention to allowing users to navigate through the site with minimal friction. On mobile devices navigation links were organised into a scrollable list where as the utility elements, such as search functionality, were fixed to the bottom of the open menu for ease of use.
On desktop devices, the added real estate allowed us to create a content-rich mega menu, utilizing imagery to provide clarity to the user. It also gave us a chance to surface relevant offers and promotions within the menu itself, providing the business with additional ways to convert users.
Upping the Information Scent
The reduction in the number of pages and overall consolidation of content naturally resulted in some of the hub pages becoming much richer in content. In order to avoid overwhelming the user, we introduced subtle in-page navigations. These stick to the top of the page and provided a number of benefits to the user. Firstly by informing the user of the content on that page, they improve the information scent, letting the user know if they are in the right place or not. Secondly, they provide a mobile-friendly method of navigating to the section of the page which is relevant to them, removing the need for excessive scrolling. They also display upcoming content, keeping the user engaged, and reducing bounce rate.
Making the Homepage Work Harder
Making the Homepage Work Harder
As well as introducing users to the hotel, the homepage also acts a navigation tool, springboarding users to other pages across the website. The problem, however, was the page became quite long and required a lot of scrolling in order to find the CTA's needed for onward journies. To solve this, we proposed a solution utilizing parallax. Every time the user scrolls to a new module, the call to action sticks in place whilst the supplementary content scrolls past. This gives the user more time to digest the content before needing to click into an onward journey.
Encouraging Add-Ons
Encouraging Add-Ons
As previously mentioned, a primary goal of this project was to encourage pre-arrival bookings of the activities guests can enjoy at Gleneagles. However, due to restrictions, some of these are not currently available to book online. We, therefore, had to encourage users to make enquiries about these in advance, either online or via phone, in order to avoid disappointment. The challenge, however, was making sure users have enough information to be confident in booking these country pursuits before arrival. To showcase these activities, we utilized a little eCommerce thinking and created a card system in order to highlight the essential information for the activities in a very shoppable manner. Once evoked, the cards expand to display additional information and provide the user with an enquiry CTA.
As previously mentioned, a primary goal of this project was to encourage pre-arrival bookings of the activities guests can enjoy at Gleneagles. However, due to restrictions, some of these are not currently available to book online. We, therefore, had to encourage users to make enquiries about these in advance, either online or via phone, in order to avoid disappointment. The challenge, however, was making sure users have enough information to be confident in booking these country pursuits before arrival. To showcase these activities, we utilized a little eCommerce thinking and created a card system in order to highlight the essential information for the activities in a very shoppable manner. Once evoked, the cards expand to display additional information and provide the user with an enquiry CTA.
A Future Proof Modular Approach
In order to ensure that the website can continue to grow alongside the brand, the decision was made early on to design & build everything in a modular manner. This modular approach meant that upon delivery the business had everything needed to create and edit any pages they needed to post-launch. It also meant that by taking a little more time to set everything up in this way during the initial sprints, the UX, design, and development teams could work much quicker as the project progressed, greatly improving overall efficiency.
In order to ensure that the website can continue to grow alongside the brand, the decision was made early on to design & build everything in a modular manner. This modular approach meant that upon delivery the business had everything needed to create and edit any pages they needed to post-launch. It also meant that by taking a little more time to set everything up in this way during the initial sprints, the UX, design, and development teams could work much quicker as the project progressed, greatly improving overall efficiency.
The Results
The Results
How It Performed
How It Performed
After launching the website during a global pandemic, Gleneagles is now open and welcoming guests through its doors once again. Despite the hospitality industry being impacted severely during these unprecedented times, the new site is performing well, hitting many of the key goals set at the start of the project, with the first month after launch being the highest ever performing month for bookings and revenue.
215%
215%
Increase in Mobile Transactions
164%
164%
Increase in Desktop Transactions
Increase in Desktop Transactions
70%
70%
Increase in Conversion Rate
14%
14%
Decrease in User Bounce Rate
Get in touch
Get in touch
hello@nathan-jackson.com
Connect
Connect
LinkedIn • Instagram • Medium • Twitter
LinkedIn • Instagram • Medium • Twitter
© Nathan Jackson 2021
© Nathan Jackson 2020
© Nathan Jackson 2021
All rights reserved
All rights reserved
All rights reserved