Jumeirah Hotel

Digital Experience Redesign
Feb — May 2024

Jumeirah Hotels sought to modernize their dated website and redefine their digital presence. They aim to shape the future of their online experience. We assist in designing a sophisticated digital platform to enhance guest engagement, complemented by ongoing support and optimization to sustain their leadership in luxury hospitality

MY ROLE
Designer – Research, Brand Identity Strategy, Information Architecture, Wireframing, Visual Design and Prototype.

Foundation

Brief
Design the next chapter of Jumeirah’s digital environment, and support with its ongoing optimisation over the next three years.

Jumeriah’s Ambition
“We’re entering a new era for the Jumeirah brand, with a focus on brand evolution and expansion. The time is right to extend our portfolio into new locations and show the world what’s next for luxury hospitality.“

How do we design a digital world to deliver on this?
Target Audience Research
Our website needs to transcend demographics.

In a world where age is no longer an identifier, it’s behaviours and values that create meaningful engagement between brands and consumers. Our approach must connect with all of our target audiences at once through the shared behaviours and values that align them Our website must act as a one-stop shop for all of our guests, enabling them to find what they seek.

What do our guests value? What do they believe?

Two truths unite them...

Truth #1 –
Consumers expect Modern Luxury brands to enable them to self-express through shared values.

“Show me why we should do business”
In a world with fewer institutions to believe in, consumers want brands to help them express their identity and bring them together. The secular age has created a consumer that shops with values in mind, and a mindset where one’s values have become the new prestige and symbols of status — the true social capital.

We must shift our approach...


Truth #2 –
Help me achieve more.

“Show me what we can do together”
Progress is a fundamental human need, as is the yearning for unique and once-in-a-lifetime experiences. Consumers are increasingly looking to brands to help guide them to unique and enriching experiences as they derive more satisfaction from experiential purchases than material purchases — both in prospect and retrospect.

Our Websute needs to evolve...



Evolution in Digital Ecosystems
A website is an invitation into your brand world, not simply a sales channel. 


Trends

 Consumers want luxury brands to immerse them in their exclusive worlds.

Cultural Curators
Luxury is culture now. Luxury brands no longer just sell their brand. In a new era of consumer expectations for shared values, brands are curating platforms to function as tastemakers in the wider cultural world.

Hyper Personalisation
Travellers are increasingly seeking memorable experiences that are tailored specifically to them, and them only.

Quiet Luxury
There is increasing rejection of lavish expressions of wealth towards a more modest ‘If You Know You Know’ attitude. We need to give guests’ social capital.
Impacting Sub-Culture
Luxury brands are increasingly impacting all aspects of sub- culture – from food and music to sport and gaming – selling a brand culture not a product.

Our Opportunity


Evolve Jumeirah.com into a hub of inspiration that welcomes global travellers to dream of exceptional memories.

We construct an emotional journey in a distinctly Jumeirah way, through impactful storytelling, empathetic design and connecting through shared values. Step into true Arabian hospitality. Marhaba.

The Work


Concept

I. Every guest is the protagonist of their own Jumeirah story.

Each chapter lives within a digital ecosystem and connects a new global narrative to the emotion, drama and adventure of guest experience.
II. Each page is a story -

Just like a story, our content has a beginning, middle and end. It captivates guests in the world of Jumeirah and guides them on a journey that feels their own.
III. People own the experience -

We want guests to picture themselves within our content.
We tell authentic stories of experiences through a travel journal feel.
IV. Leading the Conversation -

If Jumeirah is to be a true brand leader, it needs to have its own point of view on the world around us. Whether it’s sustainability, collaborations, fashion, architecture or social impact.
We tap into our guests shared values and provide them with our perspective on the wider world of modern luxury. By extending our brand halo into the wider cultural world, we create social currency.
V. Memories Captured -

Using AI technology, Jumeirah creates a custom itinerary for it's All then added directly guests, curating their perfect holiday with Jumeirah. And then added directly to your app.

Next Step

Start production

Ge Into Alignment
Agree on approache and business cases to build.

Onboard Resources
Align with the Jumeirah develop team.

Build Detailed Roadmap
Consolidate workshop output into tangible product backlog.

Kickstart and Accelerate   
Align teams as Agile Release Train and facilitate optimal ways of working.
eospanpan@gmail.com