EXQUISITE ESCAPES
Duration
Jun 2023 - Mar 2024
My Role
Product Designer
Company
Exquisite Escapes
My Tools
Figma, Great Question, Zoom
Team Members
Kara Kennedy
Katherine Homer
Jiwon Choi
Juliana Sampaio
Ann Jimin Woo
Mariah Janes
About Exquisite Escapes
Exquisite Escapes is a boutique hotel chain that offers a white lotus experience. There are currently 8 different locations (Maui, Los Angeles, Chicago, New York, London, Tokyo, and Cabo San Lucas) in the operations. The hotel chain strives to maintain a high level of customer service and premiere concierge for all clients — this includes coordinating guests transportation to and from the hotel, personal concierge services and excursion planning.
Business Snapshot
Target audience: DINK (dual income, no kids)
Average price per night: $500
Value prop: High quality concierge service
Retention: Guests usually book at least 3 stays within 12 months
CS channels: Email, Direct lines (800#), Online concierge (Intercom), WhatsApp
Staffing:
10 people in marketing/CS for the company
2 people in concierge per location
Business Struggles
Small team
Scaling their operations through automations
High standards for the guests experience
Hopes to Achieve
Redefine travel booking experience
Transportation details
Real-time requests
Personalize recommendations
Scale the experience through automation
Constraints
Seamless experience across devices
Experience should uphold Exquisite Escapes brand’s premium nature
Competitive Research
We looked at several different travel booking/hotel websites, such as: Airbnb, Expedia, The Ritz-Carlton, Omni Hotels, Hilton, and Google Travel.
Common Features
Global Navigations usually lived at the top of the website
First information always asked is destination, dates, and party size.
Does not ask for personal information until the very end.
Payment and personal information is usually asked on the same page.
User Struggles
Expedia asks users to log-in or make an account at every step which can become frustrating to users when trying to complete a task.
Unless your travel group is talking to each other live (in-person or on-call), it is hard to collaborate on making plans in one place.
Notable Features
Airbnb has a feature called “Wishlist” where you can save listings.
Hilton gives users the ability to see how much it will cost in cash vs points.
Omni has the option to personalize your stay during the booking process.
Primary Research
Interviews with DINKS
We interviewed three DINKS who take luxury trips at least once a year. The insights from these interviews helped us identify user pain points, gains, and opportunities. This is what we found:
Notes on User Pain Points - “How might we make a service that centralizes travel needs (link sharing) so that users can easily track and manage travel?”
Notes on Luxury - “The product wasn’t the focus on the luxury definition. The experience and the emotional aspect of being treated well was the focus of the luxury definition”
Themes that Arose - “How might we resolve problematic experiences and reward program usuage during booking"?”
How might We’s and Journey maps
From our interviews, we used 'How Might We' questions to dive deeper into the insights, helping us identify key user pain points and better understand their challenges. Next, we created a journey map to visualize the user's experience and emotions as they plan and book a trip.
User Journey
Meet the trio!
Abby and her partner, Sofia, have been close friends with Zack since high school. Over the years, they've made it a tradition to take an annual trip together to stay connected and create lasting memories. Some of their past destinations include:
Yosemite National Park: A breathtaking adventure filled with hiking, stargazing, and enjoying the natural beauty of the park.
Lisbon, Portugal: A cultural exploration of the historic city, complete with scenic views, delicious food, and vibrant local markets.
Big Sur, California: A serene getaway along the iconic Pacific coastline, where they spent time relaxing by the ocean and taking in the dramatic cliffs and landscapes.
Journey Map
Based on our research, we’ve mapped out what the user journey might look like for this group of friends as they plan and book their trip. This journey outlines the key steps and touchpoints they encounter, from initial trip inspiration to the final booking confirmation.
Idealizing Solutions
exquisite escapes
Problem
Limited staff to support concierge Booking and in-location needs
Solution
Automate concierge support for entry level needs
Host User
Problem
Feels overwhelmed by the planning responsibilities and the financial burden of paying upfront, hoping others will reimburse them later.
Solution
Split payment options
External reward integration available to all users
Collaboration
Problem
Sifting through links on various platforms adds time and complications to the process
Solutions
Seamless view of travel information via text or platform
Ability to make in-app suggestions
Wire Framing
After conducting an in-depth analysis through both competitive and primary research, we identified key pain points and opportunities to address user needs. Using these insights as a foundation, we began creating low-fidelity wireframes to map out the user experience. This phase focused on defining the overall structure, navigation flow, and essential interactions to ensure the design aligned with user expectations. By prioritizing clarity and usability, these wireframes allowed us to visualize potential solutions and served as a collaborative tool for gathering feedback and iterating further.
Final Designs
Plan and Book Trips Seamlessly as a Host
Abby, the group’s dedicated trip planner, can now effortlessly organize a luxury getaway with Exquisite Escapes. Like traditional resort websites, she begins by entering key details—dates, party size, and room preferences. But Exquisite Escapes takes it further by asking about the group’s trip preferences, such as relaxation, adventure, or spa days.
With this information, the platform’s AI generates a customized itinerary, making the planning process stress-free. Abby can share the initial plans with her friends for feedback and easily adjust details based on their suggestions. Additionally, she can invite group members to pay for their portion of the trip directly, relieving her of the financial burden of covering upfront costs as the host.
Future Explorations
There are numerous ways we envision expanding and enhancing our product, should we have the time and resources to do so. These potential improvements would not only refine the user experience but also streamline operations and provide additional value to both employees and customers. Some of these enhancements include:
Employee Experience: To improve communication across the hotel, we would design an internal messaging system for employees and create a dedicated Room Service portal to manage incoming requests more efficiently.
Mobile Version: In addition to the desktop experience, we would develop mobile-optimized screens for both customers and employees, ensuring seamless access and functionality on the go.
Customer Profile Building: To deepen customer insights, we would enhance the employee-facing customer profile and intake process, enabling more personalized and tailored services.
WhatsApp Integration: To accommodate users who prefer WhatsApp for messaging, we would integrate a WhatsApp-friendly concierge service, offering a more convenient communication channel.