Learning Activity 1.3
To continue a review of the Hotel Club website:
In your new environment you have already been reviewing, how is communication design/graphic design used?
The Hotel Club website doesn’t overwhelm you with the magic of its design. Built around a simple grid to present the information, its functionality seems to have been the priority in its development.
Hotel Club Logo
Hotel Club does however have a brand mark which, as with the website template, is simple and to the point. Given the very simple nature of the design of the website, I think it would be safe to suggest that they has been very little if any involvement from a communication / graphic designer.
How is identity expressed? Consider the colour palette and visual treatment, but also the writing style of copy being used.
Hotel Club has the slogan ‘It pays to stay with us’ which suggests both savings for the user while referencing the member bonuses. The site also has another statement on the home page that says ‘Fast secure access to over 48,000 hotels in 126 countries’ which conveys a different message altogether: convenience and security. Both are important messages but I question whether or not it should be one or the other?
Two slogans - two messages?
Both these statements however suggest that this is a no frills service: find what you need, book it and go. The design of the website certainly reflects this no frills concept. Other than the few moving GIFs on the home page, there is not much in the way of additional images. The logo however has been used consistently across the website along with the simple colour palette.
The website is easy to read with friendly, simple language. In the first sections of the website, those involved with searching for hotels and bookings, amount of text used has been kept to a minimum: good though because you want to spend your time searching for hotels not reading how to. The FAQs and About Us sections are considerably heavier in text. They have managed though to keep the wording simple so, although visually there is a lot of text, the words have been presented in a fairly simple easy to find and follow format.
How does the new environment communicate to users?
www.hotelclub.com is primarily an up-to-date listing of discount hotels rates that allows the user to search in their own time for suitable accommodation. In most cases there is instant confirmation of your booking that can all be done securely online.
The site also however engages the user to participate in the experience allowing them to contribute via member feedback and rating systems. Users can also participate in member surveys. Hotel Club back up their statement ‘It pays to stay with us’ by offering member bonus rewards for booking through the site.
Hotel Club Travel Blog
There is also a blog section of the website that can be contributed to by members and offers travels tips and must sees etc. This almost makes you feel like your part of the Hotel Club community. The site also has a Facebook group and Twitter page.
And how does this communication/graphic design contribute to the user experience?
The Hotel Club website is more about function than design. The logo and colour palette has been used consistently throughout the site and this maintains a uniformity to the site even though the page formats can change from section to section.
I should also mention that the site can been displayed in 15 different language options.
The website could benefit from a review of its design and some of its functionality to improve the level of the user experience in two main areas: the usability of the site and increase the feeling of being a valued member of www.hotelclub.com.
