A Case Study

Mobile-app new feature integration architecture for Crowne Plaza Hotels

Software Skills Contributed
Adobe Photoshop | Azure RP | Sketch | Toggl

The Problem

Crowne Plaza Hotels makes its largest share of revenue through event space sales, however, the current digital experience is almost singularly focused on hotel room bookings. Crowne Plaza would benefit from an approach to its online bookings that improves the experience of planners trying to locate the right space for an upcoming event. Although much of the event space sales are handled in person, is there not a better way to generate leads for the sales reps in the hotels?

Discovery and Questions

Existing functional or usability issues?
What are other hotel brands doing for event space reservations?
Which channels make the most sense for hotels and what is the presence there?
How is CP connecting with consumers looking to plan events?
Do these touch points resonate with the right demographics?

Interview with Subject Matter Expert

The former Creative Director at Intercontinental Hotel Groups was at the teams' disposal. A jumping off interview lead to an affinity map to pin point recurring issues, problems and some of our initial questions. We discovered pain points, opportunities, important event information and users.

Competitive and Comparative Analysis

Crowne Plaza Meetings Director Interview

The UX Team set out for an onsite visit, however, we quickly met an obstacle - filming of a commercial at the Atlanta location. We were able to track down two meeting directors' contact information for lengthy phone interviews to dig deeper in order to set our KPI's and User Persona.

User Surveys

Goals and KPI's

Ability to start RFP and hold event space
Clear method to communicate with on-site coordinator
Incorporation of option to book guest room with event
Viewing of space layouts and configurations
Visibility to a-la-carte services