Introduction
Hilton Hotels & Resorts remains the stylish, forward thinking global leader of hospitality. Aiding in easier travel with their smart design, innovative restaurant concepts, authentic hospitality and commitment to the global economy.
Goal
Our goal was to entice users by the use of fun and interactive components throughout the microsite. Offering a variety of experiences such as animations, carousels, and widgets.
Problem
Hilton’s mobile user demographic is from ages 18-35, which is highly active on publisher websites such as Fodor’s Travel, Reader’s Digest, Lonely Planet, etc. These websites offer articles of varied length all consisting of imagery, copy, hyperlinks, and banners. The users are used to this formula and it creates an issue of engagement. Taboola reported that the average time spent with an individual page on a publisher site was 1.90 minutes in Q4 2017, down from 2.09 minutes in the first quarter of the year.
Solution
To address declining engagement, we're introducing an interactive Content Hub designed to keep users on our article pages longer. This hub will be educational, engaging, and uniquely positioned to stand out from the competition.
Process
1. Kick Off with Product Manager
Meet with product managers and define scope of project
Ask questions
Define user personas and their goals/needs
Look at any customer requests/feedback
2. Research
Competitive Analysis - Get information, screenshots, and logins for similar features
discuss advantages and disadvantages with the product managers
Interview Users (internal and external)
Compare and contrast answers from various users
Inspiration
3. Sketches/Wireframe
Structure content and think about the full “customer journey”
Design the series of steps the end user will take when using the product
Present initial ideas to product managers and potential users
Site Flow
Wireframes
4. Mockups
High Fidelity mockup
Apply style guide
Create pixel perfect screens in Sketch
Export mocks to Ceros
High Fidelity Mockups
Desktop Optimization
5. Testing
Present design to users
Use questionnaires, surveys, or more interviews to identify spots of difficulty or confusion
Implement new changes from feedback
Conclusion
The Content Hub provides a new and innovative way of advertising. Users are effectively enticed to engage with the content, leading to more bookings and brand awareness
Data Points:
Increased average time spent on article by 17 seconds
New opportunity to sell to clients
Increased rebuys by 25%