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Work    >    ITC Hotels

ITC Hotels

Lead UX Designer for end to end Website revamp for 3 website brands.
We started with audit for the website and optimised the website. New design went live in Jan 2021 and UX phase took 6 months.

Problem Statement

Design Optimisation for ITC Hotels

  • Improve website performance

  • Address poor conversion rate

  • Consistent and Scalable design

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UX/UI Audit

Usability and Technical issues

  • Focus on UX, UI, AEM and Journey Issues

  • Key Observations (Sept 2020)

    • 64% - Bounce rate​

    • 30 seconds - Time to interactive

    • 2.16 -  page visits

  • Strategise quick wins and long term design roadmap​

Design Sprint

5 Day workshop with ITC

  • Target to launch iterative version of the redesigned website within timelines and constraints

  • Key Challenges 

    • Address poor conversion rate​

    • Multiple Brands

    • Premium Experience

    • Scaliblity and Ease of use

    • Mobile First

  • User Personas​

    • Luxury Traveller​

    • Travel Enthusiast

    • Business Traveller

    • Family Staycation

  • Mobile prototype was created with 4 user journeys and ​40 Screens

  • 4 Existing users were invited to do initial usability tests

ITC DS Prototype.png

Design System

Defined a Design system to be 
followed by all brands

  • Key focus on Consistency and Scalability

  • Visual Schemes were decided for 4 brands

  • Design elements

    • Colors​

    • Font and Typography

    • Visual Schema

    • Buttons

    • Input fields

    • Spacing

    • Components

    • Interactions

Design Highlights

100+ Responsive pages with
70 Components

  • Defined the Information Architecture and site navigation

  • Site hierarchy was defined

    • Brand & Experience pages​

    • Lead conversions -

      • Reservation widget

      • Enquiry forms

    • Hotel Pages

      • Experience

      • Wellbeing

      • Amenities

      • Restaurants

      • Gallery

    • Destination pages​

    • Hotel and Destination listing​

    • Profile and Club ITC

Design Tradeoffs

MVP was based on Time to launch
and Authoring constraints

  • Simple header

Considering the audience more links on the header was preferred to introducing a detailed hamburger menu​

  • Site Navigation

2 level Click navigation was opted instead of 4 level Hover navigation due to authoring constraints ​

  • Length of page

Anchoring links are pushed to phase 2

  • Interactions

Interactions were kept to a minimum to meet overall deadlines

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Design Impact

Design Impact

Performance Post go live - Sept 2021 vs sept 2020

Bounce Rate

39%

- 30%

Pages per visit

3.2

+ 55%

Visit Duration

232s

+ 30%

Time to interactive

3s

- 900%

Overall project improvements

  • Platform and design allowed ITC to migrate data quickly at scale

  • Authors could create site content way faster than before 

  • Site load time was reduced to 3 seconds

  • Introduced features such as video, listing pages etc

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