Client:
Matte Projects
Web Design
UX Design & Strategy
Visual Design
View Live Version
The Luxury Collection, Marriott
Agency
Matte Projects
Year
2020
Scope of Work
UX Design / Brand Strategy / Web Design / Research
Industry
Hospitality
Role
UX Lead / Visual Designer
Overview
The Luxury Collection, Marriott is a collection of 120+ unique hotels and resorts around the globe. The website wasn't much more than a placeholder with an outdated brand and very little information. The Marriott team invited Matte Projects to help revitalize the website with the goal of increasing site visits, brand sentiment and booking leads.
As Lead UX Strategist and Visual Designer, my role evolved during the project. First, my focus was on research and insights. Working with the Matte team, I co-lead content workshops with Marriott, analyzed data, worked with market researchers to conduct consumer interviews and eventually turned our findings into insights and brand strategy. Next I took our strategy and crafted site architecture, user journeys, global navigation and editorial-style modules and components. Using these elements I delivered visual design for key pages (home, distination, article etc.) which guided the new site build. Throughout the consultancy, I worked closely with a creative director, account director, content writer, market researchers and the Marriott team.
Outcome
By surfacing key insights about what luxury travelers value, we were able to provide Marriott with a coherent brand strategy that is still core to the brand today. After launch there was a significant increase in site traffic, dwell time, brand affinity and booking leads.
The research and insights the Matte Projects team produced was shared at the c-level across all luxury brands to inform brand strategy.
Breathing new life into a luxury brand through insight-driven design.
The Challenge
The Luxury Collection website was seeing a drop in engagement due to an inferior user experience, unfashionable brand and generic content. We were activated to gain a better understanding of the audience, their digital behavior and travel habits. Navigating the complexity of the Marriott organization meant we had to be persuasive, extra communicative and quick with deliverables.
The Solution
We presented a book of thoughtful insights and discovery around how luxury travelers plan trips that became the foundation of the brand strategy. We helped devise an editorial approach that put the emphasis on discovery which better reflected the way visitors actually planned trips. We delivered a website design and strategy that stabilized bookings, improved SEO, supported content marketing strategy and elevated the brand.
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