Marina Bay Sands (MBS) is one of the most iconic attractions in Singapore, as it prominently graces the city’s graceful skyline. It is a top-rated hotel and is managed by the Sands Corporation group.

This project was based on a conceptual brief to recreate the MBS booking experience on their website. Designed to be presented as a pitch, this proposal highlighted a few key objectives which the team would like our solution to achieve.

DESIGN GOALS

• Improve the website navigation
  
• Create an online integration of the various services offered
  
• Improve the hotel booking experience

As this was purely a conceptual project, we have predetermined some goals for the business:

• Increase the number of hotel bookings
  
• Increase the number of Sands Membership sign-ups
  
• Increase the awareness and bookings of other MBS attractions
  
• Revitalise the brand by improving visuals and User Experience
  

Key Issues

Based on the result of User Research and Heuristic Analyses which we have conducted, a few key points have surfaced:

• Users felt overwhelmed with the amount of information 
  
• Users had difficulty in finding certain information 
  
• Users felt that most of the text on the website were too small and it was hard to read
  

The Approach

Our team planned to execute the proposal within these stages:

• Gaining insights through user testing of the current website and interviewing users of their various experiences with previous MBS visits/luxury hotel stays
• Researching and establishing key Personas built from User Research and contextual studies of Marina Bay Sands

• Heuristic/Feature Analysis of current website, to find out where parts of the website could be improved, and also comparing it to other competitors’ websites
• Establishing a revamped Content Strategy to meet the needs of the Persona in focus, as well as to improve overall information structure of the website
  

Lastly, to generate a proposed prototype for Web and Mobile that conveys the research and proposed Content Strategy as well as to demonstrate a solution for a revamped hotel booking experience.

The Prototype

The proposed prototypes are in Web and Mobile formats, please take a look!

A fun collaboration with Ridzwan Haron and Koh Khai Liang.

You can find the full process of this project over on my Medium post.