Designing & building a future proof, customer centred vision for the in-room guest experience

areas of expertise

ux research & experience mapping

product & design strategy

rapid prototyping

product optimisation & growth

ui & interaction design

A large screen TV in a hotel suite, displaying a variety of modern features and on-demand content.

Founded in 1919, Hilton is a global organisation of full-service hotels and resorts, and a flagship American multinational hospitality brand.

When we were approached, Hilton was facing challenges in knowing how best to modernise its in-room entertainment system, as they struggled to understand the potential for enhanced utility and revenue beyond mere entertainment, as guests were no longer willing to pay for traditional movie rentals and preferred instead to use their own personal subscriptions.

objectives

The primary objective was to develop a next-generation in-room entertainment system that could seamlessly integrate guests' personal streaming subscriptions and provide a more comprehensive range of functionalities beyond traditional movie rentals.

This included exploring how the TV system could facilitate access to room service, local attractions, restaurant reservations, and transportation services, enhancing the overall guest experience.

Additionally, the project aimed to establish a robust user experience (UX) framework for the in-room, 10-foot user interface (UI) system, enabling guests to comfortably interact with the television screen from a distance but be able to interact with a series of component utilities.

This would involve research and collaboration with their technology partner LG, a leading TV manufacturer based in South Korea, to develop a fully functional prototype for user testing and refinement.

impact

DIGITAL ROADMAP & STRATEGY

Global guest experience strategy & roadmap

A fully developed, end-to-end digital transformation strategy and initiative roadmap for Hilton, combining quantitative and qualitative research with industry trendscaping to better shape how guests discover, book and experience their experiences across various channels.

improved ux & service design

Connected platforms across web, wifi and TV

A complete suite of interconnected products, the Hilton Explore global e-commerce platform, a dynamic “You’re Connected” wifi experience and a new in-room TV interface through our partnership with LG - creating a seamless journey from dreaming and planning through to in-hotel stays.

ADAPTIVE CONTENT & ATOMIC LIBRARY

Modular component and API library

A fully reusable stack of modular React components and flexible content/data APIs, allowing Hilton teams to spin up consistent sites and experiences quickly, reduce operational overhead and feed other digital products from a single, reliable source. This allowed territories to pull from a collective system of content and data, creating territorially sensitive and appropriate experiences.