The Jumeirah Group provides world-class customer service. Its website, however, did not mirror this ‘top of the class’ user experience and had been earmarked for a re-design. The luxury hotel group wanted to boost user engagement across all of its digital channels with increased online bookings being a key factor to measure success.
Jumeirah commissioned User Vision to conduct a thorough user research and user-centred design project and provide suggestions to help improve the user experience.
What we did
User Vision created a collaborative working environment, ensuring that user experience research and design & development teams worked together on a daily basis.
We started by identifying customer behaviours surrounding luxury hospitality bookings. Using a combination of qualitative and quantitative research methods including ethnographic studies and customer interviews, we defined user personas and user journeys. Shared with the design team, these provided invaluable information.
To create the best possible structure for jumeirah.com, we devised low and high fidelity wireframes to test the site’s information architecture. During these same sessions we tested the visual design with the help of visual design mood boards.
Other elements of research included spending time with the organisation’s call centre and listening in to a selection of live and recorded inbound calls from prospective guests. This provided a useful insight to the users’ expectations for various parts of their journey, especially for the online content and functionality.
Once the website was developed in prototype format we conducted three rounds of usability testing, with some face to face and remotely moderated tests. We analysed the results from each of these and advised on the recommended modification to the prototype and live site. Our research spanned the globe with participants located on three continents.
The new site went live at the beginning of 2013. Using full bleed imagery to promote the quality that Jumeirah is renowned for, it inspires from the moment the user lands on the homepage. As well as enabling significant increases in both conversions and customer satisfaction, the new site has been recognised with several digital and travel industry awards including:
- Platinum Winner: Design (Web)/Website Redesign International Competition for Marketing & Communication (MARCOMS)
- Winner & Best In Class – Travel/Tourism – Interactive Media Awards (IMA’s)
- Winner – Tourism General Category – The W³ Awards
- Best Hotel Website -Travel Weekly Group Awards