The Ibiza is an all inclusive resort for San Francisco city dwellers who are seeking an inexpensive, accessible getaway close to home. Using color, type and design, my aim was to develop a visually compelling brand for the hotel.
Role: UX and UI Designer
Process: understand client brief, map out brand personality and competitors, design logo, mood boards and style tile, storyboard scenarios, interview users, create experience map, create wire frames and app flows, create screens, prototype
Taken: 3 Months
understanding the OBJECTIVE
The goal of this project was to create and present a brand of a selection of mock ideas for a hotel called The Ibiza. For the brand, I wanted to focus on accentuating a hip and edgy mood, while making the design simple and sophisticated to attract my target audience (women and men 21-35 years old).
creating a Brand Personality
I mapped out the personality of my hotel as well as other lodging services in the market to get a better understanding of how they compare. The questions considered were how does the appearance of each hotel brand influence its overall personality and how does the personality cater to the people?
Since I am focusing on hip and edgy vibes, my hotel personality is more 'dominant' than compared to Airbnb which has a friendly vibe.
developing the logo
I explored geometrical shapes and forms which people would tend to resonate with simple, edgy and clean.
envisioning the mood
I want my target audience to feel a sense of peace and relaxation when they think of the brand. At the same time, I also want them to feel energized about the potential excitement the hotel entails. I explored san serif fonts and warm to neutral colors. that excludes elegance and simplicity. Clean and geometrical shapes were also elements I was centering my brand on, so I explored space and architecture buildings.
developing a cohesive style
Based on the mood board and logo iterations, I created a style tile that has laid out elements for the mobile/watch interfaces.
Story mapping with target users
I mapped out use cases of people meeting their needs if they were to use the hotel services. I then presented the scenarios to people and continued to iterate my storyboards based on their thoughts and insights. I narrowed down my scenarios to three: booking a hotel, checking in and discovering events.
what is the hotel experience?
Going more broadly from use cases, I mapped out the overall hotel experience to have a better understanding of what the user would go through.
Mobile app Flows
I created mobile flows based on existing hotel apps to have a better understanding of how I would want people to navigate through the app based on different scenarios.
Mobile Wire frames
After several sketches, here are some preliminary wireframes I designed. The text used here is different and is not reflected in the style tile or final screens.
I changed the text based on the style tile. After countless iterations and small edits, here is the workflow for the 'sign up' and 'events' screens. 'Sign Up' is straightforward, but for 'Events' I want users to be able to explore the hotel events seamlessly as well as see details in a short and compact way. I incorporated a feature to locate and RVSP to events in the app, but at the same time look at attendees and have access to updates on social media.
A prototype of the app interface and how it works.
apple watch Wire frames
I mapped out features for the apple watch based on preliminarily sketches. Since the Apple Watch screen is so small, I focused on simple interactions rather than interactions based on clicking through different features.
For people on the go, I based my final screens on the basic function of a watch, which is to check for time. Instead of simply checking the time, the user is prompted of their check in date, and the address of the hotel is also provided without the user having to exit the app. For the third screen, the user is able to use their watch as a key to check into their room instead of using a card. This gets rid of the possibility of misplacing or losing your card. The apple watch has potential to be integrated with other kinds of technology in order to gain access to things with just the flick of the wrist.
The UI I have designed is definitely something I would go back to, as my color palette and text usage is all over the place and not cohesive enough. This can be particularly seen in the event screens versus the sign up screens. I would also fix the prototype as it is not quite functional and accurate to how I would envision the app to work.
This was my first in-depth experience with creating a brand and designing interfaces. I learned a lot about the branding process as well as basic design principles. Branding is important to a business because it creates value and credibility for a product and/or service you are aiming to sell. The best branding is based on a strong idea, and along with visuals, marketing and the product itself, it can break through indifference and create a need for the product.