ALICE 2020 Value Proposition and Rebranding
- Creative Direction
- UI/UX
Context: ALICE is a hotel operations management platform that includes enterprise service delivery, housekeeping, messaging, and guest services softwares.
Challenge: In Q2 2020, ALICE’s primary marketplace had dramatically changed due to the COVID-19 pandemic's global impact. As a company, we had to respond and completely reevaluate our value proposition to remain relevant to our customers, and as a Marketing team, we had to reflect that new positioning.
The solution: Completely redesign our website with both new visual identity and tone of voice to align with the updated value proposition. We needed to be rightly recognized as the best solution for those challenging times when hotels were understaffed and had to do the most impactful work in the most efficient way. The new value proposition, friendly (yet powerful) illustrations and simplified interface images played a big part in making it all happen.
Design Team: Fernando Chaves, Sean Cohen, Clarissa Lira, Talita Garcia, and Gabriella Cassemiro.Empathize: 2 focus groups and a survey to get the voice of the customer feedback.
Ideation: Three rounds of ideation sessions to create final mood boards.
Materialization: Prioritization Matrix to analyze ideas and understand what could be done in our time-frame.
Materialization: Radar Chart to evaluate the direction we were taking and to compare it to our new Brand Values.
Materialization: New homepage and product pages.
Old vs new pages The new pages are lighter, have more white spaces, strong typography, bigger and fewer words, and more illustrated approach. Our message is also clearer and appropriate for this time.
The updated design embraces user-centered-design, by showing what really matters for the user before scheduling a demo of the product. Something to note about ALICE is that no one is going to buy the product until they have a demo, but no one can’t have a demo with ALICE if they’re not seduced enough to get a demo. That’s when design can play an important role.
Early results: The homepage page size went from 14.5MB to 2.2MB.
Early results: In only 2 weeks after we launched the new pages, we could notice the impact of the new design and value proposition: the numbers of the page views and the CTA views went significantly high.
It’s been a great journey! By using the Design Thinking process, we've kept the user at the center of the entire project life cycle and made important improvements to our value proposition and branding. The results of our iteration came along very quickly and are supported by data. Although we remain open to learning from users, as it is the right thing to do, we understand that we are in a good direction.