Hilton Grand Vacations
Overview
In collaboration with Hilton Grand Vacations (HGV), a leading timeshare company, our team launched a comprehensive website redesign aimed at elevating the luxury experience of potential buyers and owners. The revised platform aims to effectively communicate the value proposition of HGV, while making it easier for visitors to discover and engage with their product offerings.
Background
HGV's existing website was outdated and failed to deliver an exceptional user experience. With a growing portfolio of resorts and a strong brand identity, the company recognized the need for a more modern and user-centric design that would showcase the luxury and flexibility of their timeshare ownership model.
As a part of the digital experience platform installation, I led a team of product solution specialists to deliver a personalized, data-powered experience throughout the lengthy and intricate purchase process for HGV.
Research and Discovery
Through research and discovery interviews with HGV customers, we identified three key target personas:
- Luxury Seekers: Individuals seeking a high-end vacation experience, prioritizing luxury amenities and exclusivity.
- Flexible Travelers: Adventurous travelers who value flexibility and the ability to plan spontaneous getaways.
- Investment Connoisseurs: Prospective buyers interested in timeshare ownership as a tangible investment opportunity.
Our user research to personas
In order to understand how best to enable Hilton Grand Vacations to appeal to a larger audience, we looked to user research and interviews to understand the travel habits and desires of potential users. We targeted users who traveled 2 or more times a year, and whose travel plans were not solely focused around family trips.
Of 75 users surveyed, a third indicated that finding activities which would be amenable to all on the trip was the most difficult part of coordinating group travel, behind timing and budget. This indicated to us that matching users based upon type and strenuousness of activity was important.
Our findings highlighted the need for a more sophisticated and engaging online experience that resonates with these personas. The goal was to create a website that would not only showcase HGV's luxury accommodations but also communicate the value of timeshare ownership.
Artifacts of the workshops
Personas and Customer Journey Maps leveraging a service design framework to align the UX with data and backend systems along the journey
The team and client collaborated on other visualizations of the entire vacationer-to-owner journey. Understanding the challenges of converting vacationers was key to creating the right triggers
User Experience
The HGV experience offers a unique blend of luxury vacation experiences and investment opportunities to its members. With a strong focus on customer satisfaction, a powerful brand identity, and a growing presence in key markets, HGV is well-positioned for continued success and growth in the timeshare industry.
By leveraging research-driven insights and innovative design solutions, HGV's online experience communicates the value and flexibility of their timeshare ownership model. The success of this project exemplifies the power of strategic design and technical expertise in transforming user behavior and driving business growth.
Features
The site shows users a sophisticated and engaging online experience that not only showcases HGV's luxury accommodations but also communicates the value of timeshare ownership.
To cater to the unique needs and interests of each user, we implemented a dynamic, interactive journey map that allows visitors to filter their search based on criteria such as location, type of accommodation, and vacation dates. This feature offers users an experiential, immersive experience, providing a tailored approach to exploring HGV's resort offerings.
A high-end visual aesthetic, powered by stunning photography and immersive videography that immerses users in the HGV luxury experience. By showcasing the brand's exceptional services and amenities, HGV now effectively communicates its value proposition to potential buyers.
A seamless, one-click booking system that streamlines the sales process, ensuring a higher likelihood of closed sales and satisfied customers. Users can now easily plan and book their dream vacation, streamlining the sales funnel and improving conversion rates.
A prominent front-and-center feature that highlights the benefits of HGV's flexible ownership model, highlighting the freedom and flexibility that come with purchasing points. This empowering design element encourages users to take control of their vacation planning and ownership.
A dedicated platform for HGV owners, providing a personalized portal for access to exclusive benefits, offers, and experiences; further fostering a sense of community and loyalty. By prioritizing owner benefits and rewards, HGV maintains a strong connection with their client base, fostering loyalty and ultimately driving retention and recommendation.
Impact
The new site has driven significant improvements in user engagement, conversion rates, and overall performance