I lead the User Experience design for a Shangri-la redesign project that was created to target a growing audience of younger female clientele who viewed the brand as one that catered to old asian business men. Visual modernization was accompanied by simplified information design and shortened flows designed to drive transactions quickly by bringing data that influences decision making to the forefront and in a simplfied manner.

 

We also defined a content strategy to highlight the personal touches and design details to highlight the experiences that customers remember and that build preference.