Rosemarie Gresham

Role

Client and Customer research, concept development, UX design, copy writing

Duration

5 weeks

Team

AJ Panghulan, Maheen Sohail, Kimberly Chan, Amanda Poh, Brianna Lee

Research

Shangri-La's strong principle of hospitality has caused them to lag behind their competitors in implementing new technology, since they are reluctant to surplant their staff.

Business Problem

The Shangri-La principle of treating a stranger as one of their own had caused them to lag behind in the technology sector, due to a reluctance to detract from the human to human interaction that forms the backbone of their brand. So we asked ourselves how we could extend Shangri-La's legendary customer service through the use of technology in a private setting where an employee was not traditionally present: the hotel room.

Brand Position

Analysis of Shangri-La's competitors revealed that their technological developments involved streamlining the customer's experience through the replacement of human interaction with digital platforms, such as room service apps, and auto check in and check out. However, we wanted to use technology to leverage Shangri-La into a more modern and dynamic position while retaining their in-person services. Therefore, we explored "The Internet of Things", which involves automation and the connectivity of devices to create a customized responsive environment. This is technology that has not yet been implemented in the hospitality industry and would thus set Shangri-La apart from its competitors.

By leveraging the power of interconnected devices and the Internet of Things Shangri-La would position themselves as a modern up-to-date company without compromising their traditional values.

Customer Segmentation

We researched Shangri-La's current customer base and broke it down into 3 categories: business men, families, and relaxed travellers. We wanted our product to appeal to all categories but we focused mainly on the business men (or women) since they made up the majority of Shangri-La's customers, and were the most likely to engage with the brand on a frequent repeat basis.

We focused on business people since they comprised the majority of Shangri-La's customer base, and were likely to be repeat guests.

Road Warrior

The business man, a frequent traveller. More likely to use presets and alarms to make his rooms as automated and efficient as possible, or to mimic the settings of his own home or office.

Team Leader

In charge of a family, travel moderately often to not at all for leisure purposes. More likely to create custom themes using photos, or to download themes from the social media component.

Relaxed Traveller

Travelling alone or in couples for leisure. More likely to create custom themes using images, or download from social media in order to maximize the travelling "experience".

Journey Framework

We wanted to integrate the mobile app throughout the guests travelling experience, extending Shangri-La's service beyond it's doors. the customer's journey begins when they find inspiration for a theme they want to implement, or start setting up themes in accordance with their routine or itinerary. This can be done at any point, and can begin before the customer leaves the comfort of their own home. Once they arrive they can adjust their current themes, and continue to add more for the duration of their stay. Once everything is to their liking they can save their changes, and continue engagement on social media by sharing their own themes, and browsing other options they may like to implement themselves.

The Prototype

A comprehensive list of presets and cutomer themes. Tap to activate a theme, or swipe to access more options.

Guests can adjust four major categories for each theme: lights, temperature, appliances, and curtains. They can set alarms so themes are activated automatically throughout the day.

Guests have the option to view the specs of each theme. This section also contains a playlist option. The playlist must be started manually, because since when has autoplay audio ever been a good idea.

Customers can upload their own cutom themes, and download those of others. This allows them access to inspirations from other places and cultures which they might not have otherwise.

Shangri-La

Rise App