Dubai World Trade Centre
The Brief:
A pitch to redesign the website for the Hospitality arm of Dubai World Trade Centre: www.dubaihospitality.com Focusing on hospitality and catering for corporate, wedding, public and private events.
My Role:
My role during this pitch was to collaborate with the content strategist, the strategist and another designer to produce a solid pitch deck. I was in charge of the designs, the deck as well as the presentation to the client.
Visual Designer
Presentation to client
The Year:
2018-2019
The Challenges:
After UX Benchmarking and landscape analysis of local and global competitors, we found three main challenges / insights:
Unclear Value Proposition: Lack of clear value and benefit, with confusion around what exactly the offering is whether its event planning of solely catering services. Users were confused by the current site as to what exactly the offering was
Poor Reflection of the Brand: The website did not do justice to the unique brand, undermining its expertise and preventing core values to shine through the design and content. Users did not link the hospitality sub-brand with DWTC which has a large weighting in the region in terms of its 30 year expertise in the industry of events.
Demotivating Experience for Users: Poor and outdated design, content and information architecture that is not impactful and demotivates users to dig deeper and engage. Users felt the website looked outdated and old, the menu was overwhelming and imagery was misplaced, small and badly cropped.
The Solution:
To design a solution for something critically sensorial such as food and events, it was clear the approach we had to take. We set out three experience principles to guide the content throughout the site
Inform: Explain the offering. What is DWTC, present DWTC as a resourceful tool to accompany you on your event planning journey.
Assure: Show testimonials and case studies reinforcing the trust in our 30 years of expertise. An experience that comforts users of our capability and offers support every step of the way. This is part of being a key influencer in the region when it comes to exquisitely planned events.
Inspire: Change the focus to the users event and how we can help them achieve their unique vision. Act as a platform that turns users into advocates for the brand and inspire them to take action, making them feel like there is no better option. Inspire with large sensorial imagery and videography. Create a premium and timeless editorial look and feel that will act as a tool to assure the user of the level of quality in a DWTC Hospitality event. Crisp and rich imagery that is chic and visually pleasing.
Photography:
Using imagery to inspire. Refined photography with human element drawing the user into a richly visual world where with that human element always present represents the idea we pride ourselves in the perfection of every single dish, every single moment.
Avoid staged photography, making sure to capture moments of people laughing, dancing, smiling. Reportage style photography. Being in a very private culture, we made sure to be sensitive when representing certain cultural events.
