In redesigning www.hotelclub.com the aim was to enhance the member experience and increase returning member bookings by creating a more personal approach to the online experience for members of www.hotelclub.com.
This includes creating a more personalised experience for the member at login and creating a dialogue between HotelClub and its members. This is achieved by:
Home Page
– The home page welcomes the user to HotelClub and clearly states the three simple steps in booking accommodation.
– Step 1 encourages existing members to sign in as well as encouraging new users to sign up.
– Step 2 is the search facility. For those users that wish to search for accommodation without signing up, there is a quick search facility.
– Step 3 advertises ‘member’ deals available only to HotelClub members to further entice new users to sign up to become members.
Hotel Club – Home Page
Log in Process
– On login, a welcome back message is displayed greeting the member to the website, engaging the user by ‘hoping they enjoyed their stay’ at the last hotel they stayed in.
– This pop-up message also asks what they would like to do – ‘book accommodation’ or ‘check their member rewards balance’, This screen could have additional task options for example; ‘manage their booking.
HotelClub – Pop-up Welcome Screen
Navigation
– The Hotel Club website is very content heavy so navigation has been simplified into two separate areas. The main navigation for the site sits across the page with links to the websites seven main sections.
– For each section, a secondary navigation panel sits on the left hand side of the page and is known as the ‘Toolbox’. Each section’s toolbox contains the navigation for the individual section and remains on each page.
– It was decided to treat the navigation this way so that the content for each section can be easily accessed. Drop down menus were considered but discarded due to the intensity of the information on each page.
HotelClub – Navigation and the 'ToolBox'
HotelClub – the Hotel Finder 'ToolBox' and more personal searches
Language and other UX enhancements
– Language used for these areas of the site is friendly and conversational and is aimed at prompting the user while they’re completing tasks.
– As part of the search process the website offers a recommendation of hotels at their chosen destination based on their member profile.
I’ve attached a PDF of the mock-ups for a closer look – HC_Mockups
Cheers
Paul
