THE PENINSULA HOTELS
Website Redesign
Peninsula had seen consistent growth within the luxury travel sector, however there was a need to update and refresh its website and booking functions in order to maximise its sales potential and provide a best-in-class experience for its guests.
Role: UX Project Manager, UX Designer
Services: Agile Project Management, Visual Design Analysis, Wireframe, Prototyping
Platform: Responsive Website with 3 breakpoints
Tools: Sketch, Invision, JIRA
Where the story began
The main challenge was that the visual design was built without UX consideration before I join the team. I need to review all the visual design to reverse engineering the process and user flow for client and developer’s understanding. After the website relaunch, I am in charge of their website design projects.
Approach
My key role is to support the product owner, Director of E-Commerce in Peninsula, ensuring the product quality and standard are up to Peninsula Standard. Below are some key activities to solve the design challenges:
Review all existing wireframes and Visual Design
Review the responsive mobile and desktop visual design alinement and consistency
Engage with stakeholder to understand the requirements
Prepare working session with client on renewing the interaction and user behavior
Provide refreshed prototype for development and iteration
Participate daily stand-up meeting with cross-functional teams - design, development, QA & Client
Retrospective after each sprint
After the re-platform, a strategic pipeline was developed to support the continuous improvement and optimisation for the website experience. The Peninsula & Newsroom were then redesigned and relaunched afterwards.
Design Projects I handled
Website Replatform Wireframe
Result
After 6 sprints of hard work, the new enterprise grade peninsula website with 7 languages was successfully launch in August. The soft result is encouraging:
27% Increase in page views
18% Increase in revenue
54% Increase in conversions
With the relaunch of the peninsula website, The Peninsula Hotel’s digital ranking was raised from #47 to #11 in the Garther L2 Digital Index which is the most trustworthy digital research company in the world.