Jun 2023

The Blend Agency

Under the supervision of The Blend Agency, we critically assess and refine The Peninsula Hotel Hong Kong's official website. The audit centred around aligning with industry best practices and seeking avenues for enhancement on the Homepage, Offers page and Offer Details page.
Design
UX Audit, UX Design

Challenges

Operating within the fiercely competitive luxury hotel landscape of Hong Kong, The Peninsula Hotel competes with elite brands like Rosewood, Mandarin Oriental, and Four Seasons. Given the website's numerous prior optimisations, the challenge was identifying high-level refinements to further its performance, ensuring it not only meets but exceeds industry standards.

Solutions

  • A comprehensive competitive evaluation was conducted, spotlighting benchmarks in Experience, Discovery, Usability, and Conversion across vital site segments: Homepage, Offer Page, and Booking Page. 
  • Using preset parameters, we delved into the intricacies of CTAs, content formatting, interactivity, visual design, responsiveness, and user navigation.
  • SWOT examinations for the competitors and The Peninsula highlighted strengths, weaknesses, opportunities, and threats. The subsequent TWOS analysis informed strategies to mitigate threats and harness opportunities.
  • The project's culmination was the "Offer" page's redesign. Key enhancements involved refining hero images, optimising header positions, recalibrating CTAs, introducing a vivid "Key Benefits Gallery" for immersive user previews, and decluttering the page by strategically positioning lengthy content like T&Cs.
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