Crowne Plaza Final Hand in

Ok, so this is a back dated post. I’m not posting this to try and fool you, I just realized that I never had a final post with everything together. My previous posts had all my final designs and concept statement in, but I thought that a final post was necessary.

Concept Statement

The hotel industry has been catering for business travelers for years, however there is a new generation of millennial business travelers that have been left with their needs unattended. We here at Crowne Plaza realized that our hotel is not ideally suited for the younger generation, and decided to fix this.

From our research we found that millennials can spot a lie from a mile away, and if this will inconvenience them, they will steer clear of it completely. Therefore we decided not to try and trick our newly acquired target market into staying at our hotels, but rather go for a stripped down, honest approach where we offer the same world class service as before, except now the experience is made more streamlined and convenient as possible. Introducing Crowne Plaza’s new mobile app; AMBER.

With the help of intelligent voice activated software, Amber is able to assist you with almost anything you could possibly encounter on your next business venture. As soon as you touch down she will make suggestions and make use of any service provider you will need for your travels. Amber is there to order your taxi from the airport, quickly check you into the hotel from your mobile device and she helps you to organize your next couple of days in a foreign city. Understanding the importance of your time, she helps you to plan out your schedule, making enough time for you to see the city and what it has to offer while getting you to your next meeting on time. Amber allows you to see what is happening around you, easily make reservations and allows you to pay for anything through the app.

Amber does not only help you out on the go. Your room is also equipped with the same software, allowing you to order room service, notify housekeeping when you need them, and based on your music and movie preferences she makes streaming the easiest thing in the world.

Moreover. The new look and attitude of the Crowne Plaza will be introduced to the world by means of a interactive, digital banner campaign. By targeting social media platforms and popular travel websites, the banner will allow users to experience Amber for the first time.

Crowne Plaza, ask me anything.

Final Designs

Final Video

 

Advertisements

Project Descriptor…

The hotel industry has been catering for business travelers for years, however there is a new generation of millennial business travelers that have been left with their needs unattended. We here at Crowne Plaza realized that our hotel is not ideally suited for the younger generation, and decided to fix this.

From our research we found that millennials can spot a lie from a mile away, and if this will inconvenience them, they will steer clear of it completely. Therefore we decided not to try and trick our newly acquired target market into staying at our hotels, but rather go for a stripped down, honest approach where we offer the same world class service as before, except now the experience is made more streamlined and convenient as possible. Introducing Crowne Plaza’s new mobile app; AMBER.

With the help of intelligent voice activated software, Amber is able to assist you with almost anything you could possibly encounter on your next business venture. As soon as you touch down she will make suggestions and make use of any service provider you will need for your travels. Amber is there to order your taxi from the airport, quickly check you into the hotel from your mobile device and she helps you to organize your next couple of days in a foreign city. Understanding the importance of your time, she helps you to plan out your schedule, making enough time for you to see the city and what it has to offer while getting you to your next meeting on time. Amber allows you to see what is happening around you, easily make reservations and allows you to pay for anything through the app.

Amber does not only help you out on the go. Your room is also equipped with the same software, allowing you to order room service, notify housekeeping when you need them, and based on your music and movie preferences she makes streaming the easiest thing in the world.

Moreover. The new look and attitude of the Crowne Plaza will be introduced to the world by means of a interactive, digital banner campaign. By targeting social media platforms and popular travel websites, the banner will allow users to experience Amber for the first time.

Crowne Plaza, ask me anything.

Closing in

Getting my designs done. Still have a lot ahead of me, but I’ll get there.

Final logo:

logo_final

As Alexa introduces you to the app, text will appear as she speaks. At first, It was going to be just the main points:

profile_alexa_01

Then she got a new name:

profile_amber_01

She will be represented by a circular icon, much like that of Hal 9000. This will be on the screen most of the time, as this is the main input device. Users can speak to her naturally, and she help them to her best abilities.

Here are the icon experiments:

amber_01

amber_02

 

Wes, you showed me the wavescape idea, and I will incorporate that in a bit later.

wavescape_01

Alright. So lets get to the meat and gravy.

Splash screen, this will appear every time you open the app:

splashscreen_01

The first time you use the app, you will have to confirm your profile details. It is at this point that Amber introduces herself, this will be a once-off thing. You can edit your profile later on if you wish to, but there will be no profile icon on your tab bar (or at least that’s the idea):

profile_01

profile_02

profile_03

profile_04

(note there are still icons missing, they will be filled in later)

That’s all for now, I’ll make another post with updates.

 

 

Hal 9000

Went looking for some pinteresting reference images of Hal 9000.

Very cool because of it’s simplicity, do you want me to delve into the retro look?

I had a look at the apple designs of the 70’s, but that’s very old school.

Also, should i be going for such a bold-overseeing-eye-look?

hal9000hal9000_02hal9000_03hal9000_04hal9000_05hal9000_06

Visibility – Digital banner

Here I will unpack the activation campaign, focusing on the visibility of the brand. I will decide on the different platforms that will be used for online and offline visibility.

Through all of the different platforms it is important to let the overall concept of the campaign shine through, this being  a stripped down approach to making your life as a traveler as easy and comfortable as possible.

ADVERTISEMENT

Digital advertisement is a very effective way of reaching the desired TM. Millennials use the internet for various different reasons on a daily basis. Putting myself in the shoes of a young, business traveler about to go on a trip, I will base my area of focus on certain sites/searches. Using cookie data gathered from previous web searches, my advertisements will hone in on millennials who are looking at popular travel sites, researching certain cities (the ones where Crowne Plaza are), looking at hotels to check into, etc..

A cleverly placed digital banner is all it takes to divert the attention from one site to ours. This being said, people generally ignore them as they can be annoying. This is why I want to create one that is fun to interact with, and at the same time showcase the new experience the hotel offers.

Alexa digital banner

I was thinking that if I’m going to use Alexa within the hotel, I might as well use her to get people there. Imagine a banner ad that allows you to speak to it, and ask questions about your possible stay at the hotel. The ad will introduce you to the technology, then show you examples of things you can ask her, after a while the ad will allow you to click on it and seamlessly go to Crowne Plaza’s website to further investigate and eventually confirm your booking. I believe that this will attract the right people, and leave them with a very cool experience even before they book their trip.

I found a cool example of another students work where they did something similar:

HER voice activated ad

Tone of voice is going to be important right through the campaign; we are after all speaking to a younger audience. I found this example of Spotify’s  digital banners, which I thought communicates to their TM quite well:

tone of voice.JPG

I won’t be speaking with the same amount of slang as they do, but I feel it’s important for the banner/ad to show that CP is speaking directly to the youth.

Avoid awkwardness

This is something I could go into, seeing as the implication of AVS (Alexa Voice Services) means that you do not have to communicate with a real person. What is one thing all people are good at? Creating awkward situations, and not wanting to deal with them.

The banner ad will ask a uncomfortable question that  would typically be asked by a hotel staff member, with the idea that it would be much easier to ask a virtual assistant.

What’s that smell sir?

Is that arm sticking out of the laundry basket?

Don’t worry, this happens all the time…

Something along the lines of (of course the logo is missing):

banner_01

Instagram

The idea of avoiding the awkwardness could follow through into Instagram.

Photos of the hotel rooms with these captions on could serve as a sneaky way of showcasing the rooms, while at the same time showing potential customers the freedom they will have at the hotel.

Here’s a quick scamp… (excuse the illustrator photo editing…)

Insta_01.JPG

 

Alexa

This thing is awesome!

Alexa Voice Service (AVS) is technology that Amazon has been developing, and it’s great! Amazon has a range of products that include AVS, their poster child being the Amazon Echo. This is a bluetooth speaker that has been dropped into a vat of mega juice.. It does what a speaker does, just better, boasting it’s 360º omni-directional audio capabilities which apparently “Fills the room with immersive audio.”  But what makes it stand out is the AVS technology built in.

Alexa allows you to ask her just about anything and she’ll answer to her best capabilities. Ordering food, playing music, finding restaurants… the list goes on.

Amazon is keen on people developing with their AVS software, so I thought how cool it could be if Crowne Plaza incorporates this tech into their hotel rooms. It will make the whole experience so streamline and comfortable, allowing the guests to have all of this info and services in their room with them at all times.

There is a device called the Amazon Echo Dot, which is the same as the Echo, just without the speaker. It acts as a control hub for your smart room; connecting to your television, lights, speakers, fridge, etc…

I still think the Hotel will have to develop their own device like this, so that all of the orders and info goes through the hotel minimizing the use of third party services. They will have to have some kind of control over what goes in and out of their doors.

feature-hero

I also found this:11 Amazing Things Found in the Hotel Room of the Future: RFID night lights


RFID stickers that can control certain elements in your room.

This specific one is placed under the carpet, and when it detects weight, it turns on the bathroom lights. So that when you wake up in the middle of the night, you don’t have to fumble around looking for a light switch.

This tech could be incorporated with Alexa so that she can detect where you are in the room, and adjust accordingly. “I see you’re leaving, do you have everything you need? Remember an umbrella, looks like rain today.”  “Should I turn on the balcony lights?”.

These stickers could even be used to sense whether your bin and laundry bags are full, notifying room service automatically.

*update*

It occurred to me that relying on this kind of tech, kind of makes the idea of an app useless. Why would users use an app if they could just ask Alexa for anything?

 

App categories

I made a mindmap of everything you would want in the app, and then from there made lists of the different categories with possible features in them.

I want to use this as guideline when creating the different pages for the app. Some of them are ideas that might be useless…

Profile

  • User details
    • Name
    • Contact
  • Payment
    • Method
    • Details
    • Budget
  • Trip details
    • Check-in / -out
    • Meeting
  • Room?
    • Changes
    • preferences

In-house Order service

  • Room service
    • Food & drink
  • Housekeeping
    • Cleaning time (based on when you are in)
    • requests – towels and shit
  • Spa & Exercise
    • Gym classes
    • Massages
  • Concierge
    • Requests
    • Complaints
    • Travel advice

Explore (day planner)

  • Taxi service
    • Pre-book
    • Location request
    • Return trip
  • Events &attractions
    • Based on mined data & preferences
    • notifies of close-by and relevant events
    • adds to day planner
  • Map
    • general use
    • pins events
    • Taxi service / public transport

Leisure / Entertainment

  • Streaming
    • movies & series
    • Netflix and popcorn time
    • login / trail version
    • Search and controll functions
  • Music
    • Bluetooth speakers (built in)
    • Apple music / Spotify
    • Login / trial version
  • Special Offerings
    • Daily bonusses
    • happy hours
    • free tours
    • Discounts / coupons
    • Bonusses for visiting again

Settings

  • Changes
    • Room
    • Travel times
    • Preferences
  • About App
    • Development details
    • System preferences