Marriott—
The Luxury Collection

A website rebrand for The Luxury Collection and consulting on future luxury travel trends.

 I The Luxury Collection website hadn’t been touched in years. Marriott approached Matte projects to help with refreshing the brand across all channels. I joined the project as UX lead. What began as a website redesign became a year-long consultation on luxury travel trends. In the end we delivered a 

Lead UX Strategist & Designer 
UX • UI • Visual Design
Agency: Matte Projects
2019-2020
The Luxury Collection

 

Overview



Marri


Kickoff


To start the project we facilitated a remote workshop with core Sailthru stakeholders. This was an opportunity to ask lots of questions, learn more about how the business used the report, align on challenge areas and share our unique point-of-view. We asked questions to spark dialogue such as:


Initial Concepts


I came to the kickoff with initial ideas of what would be effective. This project had an aggresive timeline and we were eager to dive in and align as a team.




Discovery


After kickoff, we conducted comprehensive interviews with retail industry experts and internal stakeholders across departments. Insights from these conversations guided our strategy, focused on two key goals: creating a diverse lead generation plan with a personalization quiz and year-round content strategy, and positioning the Index as a thought leadership hub through enriched content and educational resources. This approach not only elevated the Index but also bolstered Sailthru's industry standing significantly.


User Testing



Leveraging data from heatmaps, clickmaps, journey maps and screen recordings we created design recommendations grounded in data.



Personas & User Journeys


We brought insights to life by connecting our learnings to target users and their respective user journeys.

Information Architecture


The information architecture of the new site was based on our content strategy and validated with our personas and user journeys. The site maps highlighted important content by section, key CTAs and onsite links as well as opportunities for personalization and testing. This milestone in the project alligned stakeholders and streamlined the wireframing and content creation process.
Exisiting Site Map Overview
New Site Map Overview
Langing Page Overview
Trends and Insights Overview
About RPI Overview
Personalization Score Overview
Contact Overview
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Highlights


A homepage made more engaging through a mix of CTAs, editorial callouts and bite-sized data points
”How Sailthru Does It” features drove traffic to Sailthru.com
Bite-size Data Features: Inspired by Google Trends we pulled smart data insights from the report to share across the site and on social channels.
Personalization Quiz: a short quiz to connect with audience
Personalization Quiz: Keeping the quiz sticky with fun facts throughout



©2024 Jesse Mann