Banyan Tree Website
Website UX audit and tactical fixes for a smoother purchase flow
THE OVERVIEW
Banyan Tree Hotels & Resorts is one of the world's leading international operators in the hospitality and spa industry. It provide naturally-luxurious, ecological, culturally-sensitive experiences in more than 48 resorts and hotels across 28 countries.
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It was my responsibility for conducting the UX work to come up with the findings and recommendations. Working alongside the Chief Technical Officer, the recommendations report was a combination of both technical and UX audits, which Banyan Tree would be able to refer to as action material and guidelines moving forward.
MY ROLE
UX Audit
Competitor Analysis
Information Architecture
Usability Heuristics Evaluation
User Flows
DURATION
Oct 2019 - Jan 2020
(3 months)
TEAM
1 UX Designer (myself)
1 Senior UI Designer
1 Chief Technology Officer
1 Managing Director
THE DELIVERY
I was responsible for the chosen modules to be fixed and implemented across the Main Website and across the 29 property Level Websites. In close collaboration with the Lead UI Designer, we delivered on the optimised modules.
BANYAN TREE GLOBAL (MAIN) WEBSITE
GOAL
To eliminate poor visibility of booking buttons and links
OUTCOME
We made strict button rules, in an effort to bring more clarity to the users, coupled with the introduction of primary and secondary buttons
PROPERTY LEVEL WEBSITES
GOAL
To address the shortcomings of the Property Level Homepage looking like a content page deeper into the site and the lack of hierarchy between promotions and content information
OUTCOME
My redesign restored the distinction between the Main website and the Property Level Homepage. I fixed the illegibility between text and buttons and stripped out unnecessary information
