Lucid Branding

Introduction

Background

I enjoyed traveling to different cities when I was an undergraduate student. However, because of the COVID-19 pandemic. Traveling was restricted and risky because it would be easy to get a COVID infection. I was thinking for the people who hadto travel, like business people, there was no guarantee for them to keep them healthy in the places they would go and stay, especially in enclosed spaces like a hotel.

Reason to Design

I realized that a hotel room's cleaning process was not usually transparent to its customers. Customers could only know their rooms were cleaned by some signs inside their rooms, like folded toilet paper or changed towels. But because of the pandemic, the sanitary condition of the hotel room I will stay in becomes my concern.

Target Users

For the people like me, the general travelers, I was thinking that there could be a way to make the hotel cleaning details transparent to us so that we could release the concerns about our health and safety.

Key Functions

User Flow - Hotel Reservation

Hotel Reservation User Flow

Book a Hotel

Users will sign in to the system and start searching and booking their trips by going through the general booking process. After the reservation is completed, users can see their upcoming trips on the homepage.

Reservation Process

User Flow - Reservation Details

Room Number Selection

The check-in process can be proceeded 2 days before arrival. Users can choose a room number they like during the check-in process. After check-in is completed, users will not be allowed to edit their reservations.

Choosing room process

Check a Room's Cleaning Information

After a user chooses the room number they like, the room's cleaning records and cleaning information will be shown. Users can go over those details to learn about the sanitary conditions of their living environments.

Cleaning information process

View a Room in AR Mode

Users can also check the appearances of their living environments by going through the virtual tour.

Virtual tour process

Play Lucid Prototype

Start Lucid Prototype Here

Research

01. User Journey Analysis

In order to have a better understanding of users' pain points and needs during the reservation process, I conducted a user journey monitoring session to collect those data for design inspiration and development.

02. Quantitative Research

Quantitative Result 1Quantitative Result 1
Quantitative Result 2
Quantitative Result 3

03. Competitive Analysis

In order to confirm the information collected from user journey analysis and quantitative research, I analyzed six popular hotel reservation platforms in the market.

Competitive Analysis

Competitive Analysis Example

Competitive Analysis Example

04. User Interviews

I created a user interview session guide and conducted 2 hotel manager interviews to learn about the experience, expectations, and opinions from their customers toward hotel cleaning transparency.

Sample Questions

  • How customers perceive the standard of the cleanness of a hotel room?

  • Will customers believe that cleaning information presented to them?

  • What are the things customers would like to know about their sanitary conditions in a hotel room?

  • Whether the hotel industry is willing to show its cleaning protocol?

  • What are the concerns and feedback from customers during the pandemic?

  • Whether the reputation of a hotel will imapct customers' perception of its sanitary conditions?

Interview Guide

Quotes from Hotel Manager Interviews

  • “……you can focus on some items at the entrance because they are the first impressions to the customers.”

  • “……showing the cleaning procedures can make our customers know how we clean and disinfect a room.”

  • “……pick some key points that have more concerns from customers to show their sanitary conditions……”

  • “Showing the cleaning appliances can be helpful to let customers know our cleaning methods.”

Conclusion

Based on the information collected from the research, three parts of the hotel booking process are untransparent to customers. These opacity decrease the quality of user experience of hotel reservation.

Problem Statement

  • How might we make the hotel reservation process more visible to improve customers’ experience and release their concerns?

Design Process

01. Function Exploration

02. Persona Creations

Persona

03. Design System

Design System Icon Design
Design System Button Design

Design Iterations

Usability Testing

In order to make the design applicable, I planned four rounds of usability testing to collect users' reactions and feedback based on my design. There are three standards for testing.

  • Functionality

  • Design Logic

  • Design Clarity

Homepage

Based on the testing feedback, the original homepage design on the left lacks the primary function of searching and booking a trip. Therefore, I added the booking bar at the top of the homepage to reduce the steps for customers to book their trips.

Search Results Page

The original design on the left had the booking details, which occupied ample space on this page and drew users' attention from the search results. Therefore, I simplified the design of the booking details and increased the number of search results shown on the page.

Room Type Selection Page

Based on the feedback from usability tests, users should have direct access to modify their reservations before they view more details. Therefore, I added the Check-in and Cancel functions on the page.

Reservation Detail Page

The original layout design on the left needed to be fixed and visually lack of hierarchy. As a result, I redesigned the layout by differentiating the content hierarchy and combining related content to simplify UI visual results.

Final Design

Branding

Logo Design Explorations

Logo Design Explorations 1
Logo Design Explorations 2
Logo Design Explorations 3
Logo Design Explorations 4

Final Logo Design

Lettermark Design

Lettermark Design

Final Branding Design

Final Branding Design

In the End

Reflection

The most important part of the service industry to improve customer experience is to let its customers know how they are served. Customers cannot tell a service's quality if it is invisible or ambiguous. Furthermore, customers should have more initiatives to customize the service they want.

What's Next

Although the design ideas of Lucid are promising, they are still in concept. The next step I will proceed if there is time is to propose Lucid to the hotel industry and check its functionalities and feasibilities by talking to a hotel manager and testing them in the market.

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