Elevating The Ned’s brand proposition & way-finding experience

The Ned

13 Jan

Context

The Ned were looking to develop a flexible and data led landing page for “thened.com”, a global landing page with navigation to their 3 locations, products and services (for public and private members). This project needed to scale and ensure future proofing of their global booking system to co-inside with the launches of new locations across the US & UAE.

Overview

6 weeks (Design)
1 x Senior Product Designer (🙋🏻‍♂️)
1 x Design Partner
3 x Developers

Year

2023

The Problem

👥 From reviews, customers were unaware of the public and private member offerings at the Ned locations causing their stay to not meet expectations.

💼 From a business perspective, The Ned was struggling to balance the prominence of their locations and services across multiple global hotels and members clubs.

📍 Analysing dashboards in GA showed a lack of cross-selling between locations and siloed journeys into core bookable products.

Hotel & Member Challenge

“…Finally, the most interesting parts of the building are off-limits for members, which is crazy considering how much a stay costs.”

Robert, TripAdvisor

Google analytics review of flow analysis, conversion and audience demographics.

Objectives

📈 Develop an experience that will scale with the Ned’s growing locations and proposition.

🏗️ Provide a strategic foundation for future data collection and driven development of the site navigation and proposition

📣 Create a blended experience that engages customers with the Ned brand and promotes multiple products and services to drive repeat business

In-person workshop prioritising products & services based on revenue & popularity.

Evolving the brand proposition

We spent a day at The Ned and immersed ourselves in their customer experience. From the unique typography etched into the safety deposit boxes to the grandeur of their 14 on-site restaurants, we were able to craft a brand proposition that captured 24 hours at The Ned.

Stay · Dine · Join · Meet · Relax

Mobile first booking

Closing the gap between mobile and desktop conversion with a mobile first booking experience and enhanced usability that was scaled across devices. The solution enabled customers to book from service tabs for rooms, restaurants and spa treatments using a modal, which was triggered by call to actions in the navigation and on the global landing page.

Optimising conversion along the journey

Once we had The Ned’s products and services prioritised. The next challenge was improving bounce rate and reducing friction in customer booking journeys. Signposting the core menu themes in the navigation immediately upon landing for mobile and desktop enabled customers to by-pass additional interactions in the way-finding and subsequent booking journey.

Now, customers can access restaurants in the menu with a single click and book a table at any location throughout the page and menu.