Banyan Tree

February 2016

UX assessment for Banyan Tree and Angsana Hotels and Resorts

I really enjoyed optimization projects of DigitasLBi. Banyan Tree was our Singapore office client, and they wanted to assess their homepage before they start a huge optimization program.

I provides an in-depth analysis of two websites — banyantree.com and angsana.com — by integrating a user experience review with site survey results and analytics insights. Key pages within the user journey have been evaluated to understand how to improve conversion and identify pain points, to gain a deeper understanding of user behaviour. User Experience and Analytics ‘best practices’ within the hospitality industry have also been considered to guide the recommendations given.

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We created Optimisation PlayBooks for Banyan Tree, which are based on the recommendations proposed in this deck, and currently working on planning and designing tests.