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Starwood

Getting Hotel Guests Online Faster

Starwood is one of the world's largest hotel and leisure companies. Their brand names include some of the most popular hotel chains in the world... Westin, W, Sheraton, St. Regis, Element, The Luxury Collection, Aloft, Le Meridian and Four Points by Sheraton.

Starwood needed assistance designing the next generation experience for each hotel chain's Internet connection portal. This portal serves as an eCommerce gateway for guests who purchase high-speed Internet within their hotel room. The legacy portal lacked brand messaging and imagery, missed out on marketing, upsell and communication opportunities, and the transactional process was time consuming and confusing even for Starwood's most tech-savvy guests.

Project highlights:

  • Interviews across all key internal stakeholders
  • User Personas representing all guests who desire Internet access
  • Regional contextual inquiry with hotel guests immediately following check-in
  • Brand workshops to identify best way to depict each hotel chain

Listen to The Hotel Guests and Build The Internet Portal for Them

Building off stakeholder interviews and collaborative strategy workshops, our researchers went on the road and visited the lobbies of regional properties representing each of the hotel chains to uncover the Internet connection and hotel discovery needs directly from both business and vacationing travelers as they were checking in. Our guerrilla research techniques gave us insight into how Starwood could provide an easier connection experience that reduced customer service calls while also providing strong brand awareness and upsell marketing opportunities to increase revenue.

Create a Consistent Internet Connection Experience Branded 9 Different Ways

Together with Starwood, Mad*Pow blueprinted one new experience design strategy that could serve as a template for use with each of the hotel brands as well as new hotel brands that were in development. We created this new template concept by collaborating with each of the hotel chain's brand managers to ensure that brand objectives and messaging were achieved through the information flow, interaction paradigm and visual design of each hotel's new portal.

Reduce Costs and Improve Guest Satisfaction

The new design features a compelling representation of the most recent guidelines for each brand, streamlined navigation, and well integrated marketing offers and promotions. The end result exceed Starwood's expectations by reducing technical customer service calls while improving guest satisfaction by getting guests Internet access 3 times faster than before.

 

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Starwood
Getting Hotel Guests Online Faster

Services

Team
Amy Cueva Founder and Chief Experience Officer   Contact Amy
Buck Beaudoin SVP, Creative Director   Contact Buck
Mike Woodard VP of Creative Technology   Contact Mike
Morgan St. Laurent VP, Visual Experience Design   Contact Morgan
Will Powley Founder & Chief Creative Officer   Contact Will
Brad Honeyman Chief Operating Officer   Contact Brad

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