Checking In
for a Personalized Experience
American Hotel Register needed to modernize their commerce platform, consolidate their catalog data and content supply chain, and overhall their design system for a cohesive brand experience for an omnichannel audience of this iconic hotel supply brand.
Role: UX Architect
Activities: Heuristic Analysis and Competitive Benchmarking, User Research, Information Architecture, Visual Design, User Testing, Change Management
Market: B2B, B2C
Over 40% reduction in zero result searches with revised search
Over 26% increase in average order amount
Increase of search efficacy after integrating content search
Impact
Using Data to Build a Hospitable Experience
American Hotel showed no hesitancy to dive into the research in an effort to shed some light on their customers and where to segment users based on their goals.
We engaged with internal stakeholders, customer service representatives, and qualitative interviews with customers. I conducted a set of three focus groups with end-users to get open feedback on real-life use cases that increase friction for users conducting business digitally.
This research was then broken down into data points that formed thematic correlations when analyzed. These themes allowed us to build a narrative around the most effective ways to enhance the customer experience. Personalization and search were key areas to focus on when determining strategy.
A personalized experience needs a person to consider. Personas were defined to determine what features held value to customer segments who were in charge of making purchasing decisions. We also built data around the customer journey for each persona and at what point in these journeys was it essential to meet the user’s needs to enable conversion.
From Prototype to Penthouse, a Concierge Experience
The new American Hotel experience benefitted from the solid foundation of data acquired during our primary research phase. From a polished search experience that anticipated user needs, to personalized content and features that mirrored the concierge-level service their customers were accustomed to from actual sales representatives.
