New guest experience at Novotel
My team and I developed a new generation of hotel experiences that cater to the unique needs and desires of both business travelers and families, creating unforgettable stays.
The challenge
Novotel approached us with a challenging task: how to enhance the stay experience for both families and business travelers.
To address this, we conducted a six-week, multi-location research project spanning Europe, the Middle East, and Asia. Our research methodology included a combination of field observations, in-depth interviews with guests and Novotel staff, and quantitative surveys.
By analyzing data from six hotel visits, over 30 interviews, and more than 200 survey responses, we were able to develop two distinct user journeys tailored to the specific needs of family and business travelers. Additionally, we conducted a comprehensive benchmark of competitor experiences to identify key touchpoints that could differentiate Novotel's offerings.
The outcome of this research culminated in two pilot projects scheduled for implementation in 2025 at two selected Novotel locations, featuring newly developed experiences designed to elevate the guest journey.
*some images are intentionally blurred in order to preserve the confidentiality of the content
My role
As Lead Service Designer, I spearheaded the discovery phase, conducting comprehensive research and leading the ideation process. I developed a detailed field research kit and provided training to our teams in the Middle East and Asia to minimize our carbon footprint, enabling them to successfully conduct local studies. I oversaw in-depth interviews, both in-person within Europe and remotely via phone for international participants.
I defined and communicated the overall service design vision and strategy, coordinating with stakeholders to ensure alignment. I facilitated workshops and co-creation sessions to generate innovative ideas, and led the creation of user journey maps, service blueprints, and other visual artifacts to effectively communicate the design concepts.
Some numbers
30+ in-depth interviews with potential hotel guests and Novotel employees
6 hotel visits for field observation in 3 locations
200+ surveys analyzed
10+ opportunity spaces for each guest type, in three time horizons
2 pilot projects