Shangri-La
DIGITAL EXPERIENCE PITCH
A winning pitch where I was the design lead and responsible for producing an exciting and luxurious look and feel solution for the Shangri-La’s online appearance. I worked collaboratively with my Creative Director and Head of UX to produce not just a winning pitch but also an innovative way forward in how we presented creative solutions in a pitch scenario.
My role
Design Director
Lead UI Design
Shangri-La, one of the world’s leading luxury hotel chains, put their brand and online experience out for pitch. We worked alongside the DigitasLBI’s Hong Kong brand team and produced a response for the creative concepts for the brand in digital channels.
Inspired by the richness in eastern culture I created a look and feel that was inspired by dreams, balanced with the exclusive interiors of the hotels to inspire prospective and returning guests to Shangri-La.
CLEAR SIGN POSTING OF HOTEL OFFERING
The offering at any of Shangri-La hotel is so much more that a room. Exclusive restaurants, art collaborations, weddings and conferences clearly had to be promoted at the point of entry at the website.
By creating a rich and engaging homepage which allowed for interactive content: Spotify playlists to experience the sound of a location, to video content from exclusive events and interviews with for example local architects. This allowed the user to experience the city from their point of view.
PERSONAL BEYOND PERSONALISATION
With a high end product offering, Shangri-La, it was crucial to appear personal and exclusive. Therefore in the pitch we ensured we clearly demonstrated to the client how such ideas can be achieved.
Timely offers on location, extensive customising of the room at the point of booking, easy and quick rebooking and content such as city-guides and events for the location they entered the site. All making it easy to book a room and manage their stay on any device positioning Shangri-La to offer that little bit extra within the luxury travel market.
SEAMLESS BOOKING
With an audience from all over the world it was important we illustrated to the client how we must consider the user’s preferences of how to navigate. This included knowing that the Chinese user’s liking of selecting preferences from a list to other user’s preference for an auto complete.
We also illustrated how the use of progressive reveal can help the interface to feel light and not overwhelming.
UPSELL WITH VIDEO CONTENT
As with any high end retailer we illustrated the importance of promoting the more exclusive products with rich content such as videos or 360 degrees of a room. While clearly highlighting what the added benefits were. The straight-forward and chunky design of filters allows the user to quickly navigate products and articles on lists.
THE LITTLE EXTRA
To have an outstanding experience Shangri-La clearly had to offer those final touches in luxury. This could include partnerships with the likes of Monocle through City Guides content and in an app. Furthermore it could incorporate ratings from, for example, Tripadvisor.
With a large Chinese audience we also illustrated how WeChat promotions could be used for its guests. With exclusive offers such as photoshoots that could be later ordered as a coffee table book.
