Brand | Screen
Beauty Sleep
With an initial focus on their US-centric .com site, Choice Hotels wanted a new website
that would reinforce its position in the hospitality industry as one of the largest and most successful hotel chains in the world.
Having recently purchased Radisson Hotels Americas (transitioning nearly 600 hotels to its franchise system and digital platforms), Choice Hotels were keen to use the acquisition as an opportunity to create a more premium visual identity for themselves and elevate their user experience on web and app, while continuing to showcase their diverse range of brands.
Insights
Together with innovation consultancy Hi Mum Said Dad, we carried out extensive user research using a series of moderated and unmoderated tests into Choice's existing brand, their online offering, and their influence in the market.- We discovered that…
- The majority of people see Choice Hotels as a budget to mid-market brand, who offer competitive rates on economy and midscale properties, but don't know that Choice own upscale properties
- Customers are much more aware of the hotel chains Choice own, when compared to Choice Hotels as a standalone brand. This is negatively impacting brand loyalty and the 'Choice Privileges' incentive scheme
- Choice's overarching identity is convoluted, confusing and messy, overpowered by the presence of all the hotel brands in their portoflio
Solution
Working closely with Choice's product and marketing teams, we redefined their value proposition, overhauled key UX flows, and developed an entirely new digital identity and website incorporating UI, type, iconography, and colour strategy.By leveraging the power of design tokens and variables, we also built an Atomic global design system that not only works with different currencies, languages and products, but also allows Choice to easily localise designs for individual markets.
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Services
Research & discovery
Brand strategy & identity
UX & UI design -
Client
Choice Hotels
