Creating a "phygital" customer experience
Case
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2020-2021
Choice (now Strawberry) has 200+ hotels located in the Nordic countries. Their goal is to revolutionize the hotel industry by offering customers a hassle-free and seamless experience. By leveraging cutting-edge digital functionalities, Nordic Choice Hotels aims to provide customers with a superior level of service and comfort that exceeds their expectations. The company’s app is a critical part of this strategy, allowing customers to manage their bookings, access hotel services, and stay connected with hotel staff, all from the convenience of their smartphones.
UX Design & Research
Apps
Service design
Add ons – allowing guests to personalize their stay by adding products and experiences to their booking prior to arrival. While the idea of offering add-ons is not new, prior to this project, guests had to request them via email or phone, which led to a time-consuming and manual process for hotel staff. As a result, many hotels were unable to fulfill these requests, leading to a decline in guest satisfaction.
During our research phase, we conducted customer surveys to better understand their pain points and get inspiration for new add-on offerings. We also surveyed hotel staff and interviewed stakeholders to understand their current processes and challenges. Based on these insights, we developed a service blueprint that outlines the ideal customer and employee journeys, identifying key touchpoints where we could incorporate digital functionalities to enhance the overall experience. Once we had a clear idea of our desired solution, I began designing high-fidelity mockups for both the iOS and Android apps, as well as for the website. We wanted to ensure that the digital functionalities seamlessly integrated with the physical experience of our guests. We tested the solution on a pilot hotel and fine-tuned it based on both user and hotel staff feedback.
Thanks to the new digital add-on feature, customers can easily order personalized products and experiences prior to their arrival, either through the website or the app. Once added, the details of the add-ons automatically show up on their booking, allowing them to manage their choices with ease. The seamless integration of digital functionalities into the booking process has eliminated much of the manual work that hotel staff previously had to do, leading to a more efficient and profitable service. By reducing staff workload, we have created more time for them to focus on providing a better customer experience.
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