avid™ hotels site launch
Project Overview
To help support the launch of a new brand of scale at IHG, avid hotels, we were tasked with creating a responsive site for the brand and hotel. The site would need to introduce the brand to prospective guests, provided valuable information about the hotels to aid in the decision making process, and utilize our new standardized design system.
Role: User Experience Architect
Client: IHG
Project Date: Launched April 2018
Category: Responsive Design
Design Approach
The avid hotels guest is looking for a straightforward, no-nonsense hotel experience that delivers a high-quality stay at a fair price. As the digital expression of the brand, and likely a customer's first touchpoint with the brand, the website must instill trust and confidence in customers can feel confident they are making the right choice.
To do this, our designs must deliver a functionally consistent, transparent, and efficient experience, while still maintaining an emotional connection through openness, approachability, authenticity.
My Role
I was the lead UX designer on this project, collaborating with a larger design team that consisted of a team lead, art director, designer, copy writer, and content strategist. I helped form our design approach to the new site, created and documented all wireframes, and worked closely with the development team to ensure the site aligned with our designs, stayed true to the brand, and met user needs.