Creating a Luxury User Experience

Background
identifying the problem
Jumeirah, a Dubai national champion and a renowned luxury hospitality leader, operates 24 Jumeirah branded properties across eight countries.
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With iconic hotels like the Burj Al Arab, Jumeirah has set new standards for defining luxury.

During my tenure at the studio Eight Inc.,
I served as a senior product designer for a period of four months.
Background
Creating a Luxury User Experience
The problem
transforming unavailability into opportunity
My primary focus was to enhance the user experience within a luxury hospitality context.
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I collaborated closely with the team based in Dubai, engaging in a two-week sprint to address specific challenge.
User stories
empathy-driven solutions
User stories
business requirements

1.
A couple aiming to stay at Al Qasr had no availability.
They needed to be at the same hotel as friends and opted to join the waitlist.

2.
A couple had planned a beach holiday at Al Qasr but found no availability.
Instead, they discovered the opportunity to stay at Burj Al Arab, located just 0.2 miles away.

3.
A family of six, seeking to stay at Al Qasr but facing unavailability, opted for a larger room at Burj Al Arab, accommodating all family members.

4.
A different family of six, with a specific room type in mind but encountering unavailability, chose a larger room that met their needs.

Pain points
business requirements
pain points

Blocked Booking Journeys:
Users faced the abrupt end of their booking journey when their preferred hotels or rooms were unavailable.

Frustrating Redirects:
Redirecting users to the homepage without presenting alternative options led to user frustration and a drop in user engagement.

Missed Revenue Opportunities: Lack of up-selling and cross-selling opportunities during unavailability presented a missed revenue generation opportunity for Jumeirah.

The design challenge
business requirements

1.
Leveraging Existing Components:
The solution needed to leverage existing components from the design system.

2.
Seamless Integration:
 It should seamlessly integrate into the current user experience journey without introducing major disruptions.

3.
Timely Delivery:
It had to be delivered within the two-week sprint timeline.

Design process
identifying the problem
My approach was to identify a solution that could seamlessly integrate into the existing design and user flow. I explored two primary routes as potential solutions
Let's check the current journey...
let's deep dive into the previous user journey
Introducting nearby hotels...
introducing "nearby hotels"
This functionality aimed to provide users with alternative options when their selected room or hotel was unavailable.
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Users would receive a notification that the room they initially chose was unavailable but that similar options existed at hotels nearby.

While this approach offered upselling opportunities, it was perceived as lengthy and required improvement in terms of user clarity.
Those dates are unavailable but...
those dates are unavailable but..
This route was designed to inform users that their selected dates were unavailable, giving them the option to change their dates or explore nearby hotels.

The challenge with this approach was that users could be presented with a long list, potentially leading to a cumbersome experience.
To mitigate this, a filter option was introduced.
The solution
transforming challenges into opportunities
Following my exploration of potential solutions,
I determined that the ideal path forward was to leverage the existing hotel listing page, utilize location functionality, and convey unavailability through a prominent headline message rather than a pop-up.

Additionally, I introduced a waiting list feature and incorporated upselling and cross-selling opportunities.

Nearby hotel list

The user has the option to change their dates or join the waiting list. Additionally, we've integrated location functionality to display the closest hotels.

Waiting list

When the user is going through the waiting list, they have the ability to view all available rooms and can choose to join the waiting list or change their dates.

Conclusion
A smoother booking journey
In conclusion, the solution we implemented successfully addressed the challenges associated with unavailability, enhancing the overall user experience and facilitating a smoother booking journey at Jumeirah hotels.

The solution ensured that users no longer faced obstacles and were presented with alternatives, improving the overall quality of their booking experience.
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