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A Member Experience for Vacationers for Exclusive Resorts
Led the design of a member experience for affluent travelers by Exclusive Resorts
Project Summary
I led the design of a member experience for affluent travelers by Exclusive Resorts, while implementing Service Cloud to preserve critical member preferences and prevent data loss during travel ambassador (call-center) turnover.
We designed several experiences for Ambassadors and Concierges to better engage with members, and simplify their vacation experience.
We modernized their digital approach to ensure seamless service delivery and access for high-net-worth members across all locations and activities
Project Details
Role :
Product Design Lead
Client Engagement
Duration :
14 weeks
Tools :
Miro, Sketch
Deliverables :
Results
30% increase in added services
14% decrease in cost-to-serve
25% increase in member CSAT scores post-vacation
25% increase in member CSAT scores post-vacation
Converted a $200k client spend to $4m client spend
Highlighted at Dreamforce Keynote in 2013
Process
We used a pretty standard design thinking process for the project.
EMPATHIZE
DEFINE
IDEATE
PROTOTYPE
PROTOTYPE
TEST
Key
Team Members
Project
Lead
(me)
Experience
Strategist
UX
Designer
Visual
Designer
Challenges
Decrease Cost To Serve
Service Design
Exclusive Resorts set out to tackle two significant business challenges: the lack of continuity when it came to member knowledge transfer and modernizing each member's experience.
Their travel concierges are privy to vast amounts of information about their customers and experience high turnover - without Salesforce Service Cloud, this data was easily lost. Exclusive wanted a more digitized approach that ensured net-worth individuals received exceptional accommodations along with perpetual access no matter if they were on vacation or skiing down a mountain slope.
Solution
Following a thorough assessment, my team’s strategy was implementing Sales and Service Cloud instances utilized internally, with an updated UI (Salesforce Lightning) focused on key employee workflows.
I was also able to orchestrate the sale of a small research and strategy engagement valued at $40K aimed towards understanding member needs and wants and creating a roadmap for success. To reach this end we conducted stakeholder interviews; performed remote and on-site research during vacations with users; developed personas as well as member journeys highlighting key stakeholders involved in our project; assembled strategies that created 'the art of the possible' vision which was then presented to executives resulting in another extensive investment worth $4M, to develop our solution.
After carefully mapping out a vision, my team transformed it into an interactive web and tablet experience for members. Using Service Cloud components as the foundation of our project, we orchestrated each step from concepting to prototyping to create high-fidelity mockups brought to life by development teams.
In the end, we created an employee experience using pre-release Lightning design components with Sales and Service Cloud. One of the goals was to ensure the experience met employee needs, solved workflow issues, and balanced component customizations with the ability to upgrade Sales and Service Clouds several times a year, based on the platform’s release schedule.
We also created a custom member web experience for pre-vacation experiences, like booking restaurants and events, as well as ordering groceries, as well as a table experience while members were on-site, allowing immediate access to on-site concierges and updating.
Design
A few of the screens we designed:
Salesforce Customization
In the end, we created an employee experience using pre-release Lightning design components with Sales and Service Cloud. One of the goals was to ensure the experience met employee needs, solved workflow issues, and balanced component customizations with the ability to upgrade Sales and Service Clouds several times a year, based on the platform’s release schedule.
We also created a custom member web experience for pre-vacation experiences, like booking restaurants and events, as well as ordering groceries, as well as a table experience while members were on-site, allowing immediate access to on-site concierges and updating.
Example: “Welcome Mat” Lightning component (out of the box)
Example: Upcoming Visits carousal (mild customization)
Example: Member Search (out of the box)
Example: Chat window (out of the box)
Example: Upcoming Visits by region (out of the box)
Example: Sales Pipeline (out of the box)
Example: Upcoming To-dos (out of the box)
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