Information Architecture Development
There was not enough budget for a full persona and journey development artifacts, so I used a Customer Experience Map (CEM) to provide a map out the expected consideration journey for the most encompassing question: “How do people decide on lodging and activities for couple’s families and group events?”
Customer Experience Map (click to see full map)
Once all user needs and considerations were mapped out, the sitemap and content strategy was organized in a similar fashion to match the user’s low consideration, research, and decision making process. This was also useful in mapping out possible touch points in a digital marketing system.
Partial Sitemap (click image to see full map)
An emphasis was placed on near-by property activities discovery to generate desire to come to the area before presenting the property features and amenities.
This prototype template was developed in Axure using their responsive breakpoints for Desktop, Tablet and Mobile views.
Click the pictures above to view responsive prototype or website
To view the Responsive view, resize the browser to wide and then continually reduce the width of the browser until you see the Tablet and Mobile views. The tablet view has down arrows on the top menu bar to denote the switch to tap oriented menus. The wireframes were provided to the visual designer which resulted in the web page above.
Personalization – Experience Management
One of the reasons that Sitecore was chosen as a platform for these series of websites was it’s powerful personalization engine – the Experience Manager (EM, formerly known as DMS).
As stated previously, while there was a limited budget, I was able to develop personas using a series of customer profiles provided by the marketing team. I then developed personas with a set of distinguishing attributes for the personalization engine (see below).
Example Persona used in planning content, personalization and marketing strategies (Click to see larger image)
Six Personalization attributes were chosen to distinguish each persona there-by creating a “Spider” template used in the Experience Manager in matching a visitor’s actions with one of the persona spider graphs (shown below).
The Lodging Destination website template project was very successful and still in use today.