Copyright 2014 | Karen Pereira | All Rights Reserved.
Wyndham Case Study
Wyndham had (11) brands that did not have a distinguishable online presence. A customer value proposition needed to be established to create an online identity for each brand. The transformation of the company’s websites not only required a new look and feel, but also required new content. Since the (11) brands ran the gamut between economy and luxury, a Content Strategy was necessary to determine and address the appeal for each type of traveler. Being new to the hospitality industry, I was selected to spearhead the project of developing a content strategy framework. Management felt I brought a different perspective to the challenge of discovering the triggers that cause site visitors to convert based on the level of content provided on the site. To address this question, I took a customer centric approach to mapping out a strategy.
Put on my traveling consumer’s hat and asked, “What would I want to see on a site, if I wanted to stay at an economy, full-service, or resort hotel?” Identified key content triggers, including the verboseness of copy, visual effects, and placement on the page.
Viewed competitor sites for best practices.
Segmented Wyndham properties by tiers.
Categorized content types – Foundation, Plus, and Enhanced.
Assigned content types to tiers.
Presented hypothesis and recommendations to executive level management.
Framework accepted by executive level management and executed.
Strategy incorporated into usability prototype.
Theory validated in usability testing. Look, feel and content was connected with what consumers expected the brand(s) to stand for and subsequently was incorporated into site launches.
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