[et_pb_section fb_built=”1″ admin_label=”Header” _builder_version=”4.16″ background_color=”#f1fafe” use_background_color_gradient=”on” background_color_gradient_type=”circular” background_color_gradient_direction_radial=”top” background_color_gradient_stops=”#00ffd8 0%|#0029e2 100%” background_color_gradient_start=”#00ffd8″ background_color_gradient_end=”#0029e2″ background_image=”https:\/\/mrdesigner.jinsoon.com.sg\/wp\/wp-content\/uploads\/2024\/04\/cyber-security-08.png” custom_padding=”||0px|||” background_last_edited=”on|phone” background_position_tablet=”center_right” locked=”off” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_row column_structure=”2_5,3_5″ _builder_version=”4.16″ global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”2_5″ _builder_version=”4.16″ global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_image src=”https:\/\/mrdesigner.jinsoon.com.sg\/wp\/wp-content\/uploads\/2024\/04\/Designer-61.png” alt=”ATS” title_text=”Designer Inspect” _builder_version=”4.27.0″ width=”100%” width_tablet=”400px” width_phone=”200px” width_last_edited=”on|phone” max_width_tablet=”” max_width_phone=”” max_width_last_edited=”on|tablet” module_alignment=”center” custom_margin=”|||-20vw” custom_margin_tablet=”|||0vw” custom_margin_phone=”” custom_margin_last_edited=”on|desktop” animation_style=”zoom” animation_intensity_zoom=”5%” locked=”off” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_image][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”4.16″ global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.27.0″ text_font=”||||||||” header_font=”Overpass|900|||||||” header_font_size=”84px” header_font_size_tablet=”54px” header_font_size_phone=”32px” header_font_size_last_edited=”on|desktop” locked=”off” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n
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\nHow might we create personalised pre-arrival experiences tailored to individual guest preferences, resulting in a more positive and memorable stay?<\/span><\/p>\n<\/blockquote>\n
Role:<\/strong>\u00a0UX Designer (3-person team) |\u00a0Methods:<\/strong>\u00a0Design Sprint |\u00a0Duration:<\/strong>\u00a07 weeks<\/span><\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ prev_background_color=”#f1fafe” admin_label=”Features” _builder_version=”4.16″ custom_margin=”||” custom_padding=”||2px||false|” top_divider_style=”slant” top_divider_height=”20vw” bottom_divider_height=”20vw” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_row _builder_version=”4.27.0″ _module_preset=”default” custom_padding=”||0px|||” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_image src=”https:\/\/mrdesigner.jinsoon.com.sg\/wp\/wp-content\/uploads\/2025\/07\/desktop-research-1.jpg” _builder_version=”4.27.0″ _module_preset=”default” theme_builder_area=”post_content” title_text=”desktop research” hover_enabled=”0″ sticky_enabled=”0″ force_fullwidth=”on” align=”center”][\/et_pb_image][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” custom_padding=”||0px|||” hover_enabled=”0″ global_colors_info=”{}” theme_builder_area=”post_content” sticky_enabled=”0″]<\/p>\n
The Challenge<\/h2>\n
<\/p>\n
Ascott \u2014 a hospitality leader across 220+ cities \u2014 faced friction in its digital pre-arrival journey. Despite offering pre-check-in, guests experienced:<\/p>\n
\u274c\u00a0<\/span>Redundant requests<\/strong>\u00a0<\/span>(“Confirming preferences\u00a0<\/span>again<\/em>\u00a0<\/span>at check-in”)<\/p>\n
\u274c\u00a0<\/span>Communication overload<\/strong>\u00a0<\/span>(Conflicting pre-arrival messages)<\/p>\n
\u274c\u00a0<\/span>Broken promises<\/strong>\u00a0<\/span>(Unfulfilled surprises like anniversary gifts)<\/p>\n
\u274c\u00a0<\/span>Uncertain timelines<\/strong>\u00a0<\/span>(“When will my room be ready?”)<\/p>\n
Goal:<\/strong>\u00a0<\/span>Transform pre-arrival into a seamless, value-driven experience boosting satisfaction + operational efficiency.<\/p>\n
<\/p>\n
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Our Approach:
Design Sprint Methodology \u2014 Map, Sketch, Decide, Prototype and Test. <\/span><\/h4>\nThrough a 7-week period, we crafted ideas, shortlisted them, built a prototype and tested them with our target audience before re-iterating them.<\/span><\/p>\n
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Design Sprint Process<\/strong>
Phase 1: Map (Monday)<\/h3>\nExpert Interview & Opportunity Framing
We launched the sprint with an immersive session with Irene Lim (Assistant VP, Customer Relations), global lead for Ascott\u2019s Voice of the Customer (VOC) program. This grounded our approach in operational realities and guest pain points.<\/p>\nKey Activities:<\/p>\n
1. Deep-Dive Insights:<\/p>\n
\n
- Mapped critical pre-arrival touchpoints (e.g., preference confirmation, surprise fulfillment gaps)<\/li>\n
- Identified systemic bottlenecks causing redundancy\/confusion<\/li>\n<\/ul>\n
2. \u201cHow Might We\u201d (HMW) Ideation:<\/p>\n
\n
- Translated insights into actionable opportunity areas (e.g., \u201cHMW eliminate repetitive preference confirmations?\u201d)<\/li>\n<\/ul>\n
3. Role-Driven Collaboration:<\/p>\n
\n
- Decider (She Qian): Prioritized HMWs aligned with business impact<\/li>\n
- Facilitator (Dianyah): Streamlined timeboxed discussions<\/li>\n<\/ul>\n
Outcome:
A guest journey map highlighting 4 high-impact intervention zones, validated by VOC data.<\/p>\n[\/et_pb_text][et_pb_image src=”https:\/\/mrdesigner.jinsoon.com.sg\/wp\/wp-content\/uploads\/2025\/07\/HWM.jpg” _builder_version=”4.27.0″ _module_preset=”default” theme_builder_area=”post_content” title_text=”HWM” align=”center” force_fullwidth=”on” hover_enabled=”0″ sticky_enabled=”0″][\/et_pb_image][et_pb_heading _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_heading][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” theme_builder_area=”post_content” sticky_enabled=”0″]<\/p>\n
<\/p>\n
Design Sprint: Defining Our North Star<\/h2>\n
Phase: Long-Term Goal & Risk Mapping<\/strong><\/p>\n
Audacious Vision<\/strong>
Through collaborative ideation, we aligned on a transformative industry benchmark:<\/p>\n\n\u201cWithin 2 years, Ascott\u2019s check-in experience will set the global hospitality standard.\u201d<\/p>\n<\/blockquote>\n
Strategic Anchors<\/strong><\/p>\n
\n
- \n
Scalability:<\/strong>\u00a0<\/span>Designed for seamless adaptation across 220+ cities<\/p>\n<\/li>\n
- \n
Consistency:<\/strong>\u00a0<\/span>Unified quality for all guest touchpoints<\/p>\n<\/li>\n
- \n
Experience-Led:<\/strong>\u00a0<\/span>Elevating satisfaction as the core KPI<\/p>\n<\/li>\n<\/ul>\n
Proactive Risk Mitigation<\/strong>
Using\u00a0<\/span>“pessimistic forecasting”<\/em>, we pressure-tested our goal by identifying critical vulnerabilities:<\/p>\n\n
- <\/span>What could make us fail?<\/span><\/li>\n
- <\/span>What are the biggest challenges we will face in trying to reach our Long-Term Goal?<\/span><\/li>\n<\/ul>\n
<\/h1>\n
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Design Sprint: Focusing Through Democratic Prioritization<\/strong>
Phase: Critical Challenge Selection<\/h4>\nCollaborative Scoping
To transform our long-term vision into actionable focus, we ran a structured voting session:<\/p>\n\n
- Divergent Input: Each member proposed critical risks to our industry-benchmark goal<\/li>\n
- Dot Voting: Team used \u2757\ufe0f3 red dots each to surface top challenges<\/li>\n
- Decider Synthesis: She Qian (Decider) clustered votes into 3 key questions<\/li>\n
- Strategic Finale: Single \u2705 green dot selected our sprint’s north star:
“Can Ascott retain customers if competitors replicate our check-in experience?”<\/li>\n<\/ul>\nWhy This Question Mattered<\/p>\n
– Exposed the true design imperative: Beyond efficiency \u2192 competitive loyalty<\/p>\n
– Forced solutions to address:<\/p>\n
\n
- Emotional differentiation (beyond functional check-in)<\/li>\n
- Scalable uniqueness (hard-to-copy ecosystem advantages)<\/li>\n<\/ul>\n
– Aligned UX with boardroom-level business metrics<\/p>\n
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<\/p>\n
How Might We Statements<\/h4>\n
We organised our previously brainstormed “How Might We” (HMW) statements into labelled groups. This categorization allowed us to narrow down the HMW statements and create a voting tree to identify the most pressing issues to address during the sprint.<\/p>\n
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Design Sprint: Selecting Our Innovation North Star<\/strong>
Focused Opportunity:<\/h4>\n\n\u201cHow might we create hyper-personalized pre-arrival experiences that transform satisfaction into loyalty?\u201d<\/p>\n<\/blockquote>\n
Why This HMW Won<\/p>\n
\n
- Strategic Driver – Business\/UX Impact<\/li>\n
- Goal Alignment – Directly enables our industry-benchmark vision by elevating emotional differentiation beyond functional check-in<\/li>\n
- Competitive Moat- Personalization creates copy-resistant experiences (e.g., predictive preferences > faster check-ins)<\/li>\n
- Pre-Arrival Leverage – Targets the highest-value engagement window: 48 hours before arrival when excitement peaks<\/li>\n<\/ul>\n
Key Insight<\/strong><\/p>\n
“Generic efficiency wouldn\u2019t retain guests\u2014anticipatory personalization would. This HMW forced solutions that felt uniquely \u2018Ascott\u2019.”<\/p>\n
<\/p>\n
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Customer Interaction Map<\/h3>\n
To wrap up Monday’s sprint, we created a customer interaction map that became an invaluable resource throughout the process. By mapping the customer\u2019s interaction, we were able to:<\/p>\n
\n
- Clarify the customer experience<\/li>\n
- Pinpoint critical interactions and areas for improvement<\/li>\n
- Define a clear focus for the sprint<\/li>\n<\/ul>\n
After gathering and evaluating all the long-term goals, sprint questions, and HMW statements, we chose to focus on redesigning the guest experience from the moment they book a stay with Ascott.
<\/p>\n<\/ul>\n
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Tuesday: Sketch<\/strong>
Igniting Innovation Through Lightning Demos<\/h3>\nPhase: Cross-Industry Inspiration<\/p>\n
Strategic Benchmarking
In 90 minutes, we reverse-engineered innovations from global leaders to address Ascott\u2019s personalization challenge:<\/p>\nAI + Human Hospitality
\u2192 Henn-na Hotel: Robotic efficiency enhanced by staff-led emotional connection
\u2192 Our takeaway: “Technology handles logistics, humans own delight”<\/p>\nGamified Discovery
\u2192 Tokyo Playground Exhibition: Turning local exploration into interactive quests
\u2192 Our takeaway: “Pre-arrival engagement as playful anticipation-building”<\/p>\nPre-Arrival Journey Extension
\u2192 Four Seasons Bali\/Freitag: Services starting before physical arrival
\u2192 Our takeaway: “Memorable moments > transactional efficiency”<\/p>\nCore Insight<\/p>\n
\n“Winning solutions merge digital precision (AI) with artisan hospitality (human touch) to own the 48-hour anticipation window.”<\/p>\n<\/blockquote>\n
[\/et_pb_text][et_pb_image src=”https:\/\/mrdesigner.jinsoon.com.sg\/wp\/wp-content\/uploads\/2025\/07\/lighning-demo-1.jpg” title_text=”lighning demo 1″ _builder_version=”4.27.0″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” theme_builder_area=”post_content” sticky_enabled=”0″][\/et_pb_image][et_pb_image src=”https:\/\/mrdesigner.jinsoon.com.sg\/wp\/wp-content\/uploads\/2025\/07\/lighning-demo-2.jpg” title_text=”lighning demo 2″ _builder_version=”4.27.0″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” theme_builder_area=”post_content” sticky_enabled=”0″][\/et_pb_image][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” theme_builder_area=”post_content” sticky_enabled=”0″]<\/p>\n
Concept Solution Sketching <\/span><\/h3>\n
Building on these insights, we transitioned to individual solution sketching. This process involved creating visual representations of potential solutions, exploring multiple ideas, and ultimately selecting the most promising concept. The goal was to develop a well-defined solution that could be effectively communicated to the team.<\/span><\/p>\n
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Design Sprint: The Decisive Hour<\/strong><\/h3>\n
Phase: Concept Selection (Sprint Day 3)<\/strong><\/p>\n
Structured Evaluation Framework<\/strong>
Facilitator\u00a0<\/span>Dianyah<\/strong>\u00a0<\/span>orchestrated a ruthless prioritization process to identify solutions aligning with our North Star:
“Personalization that builds copy-resistant loyalty.”<\/em><\/p>\nKey Steps<\/strong><\/p>\n
1. Pitch Sprint (5 min\/sketch):<\/strong>
Solution storytelling focused on\u00a0<\/span>emotional impact<\/em>\u00a0<\/span>and\u00a0<\/span>business defensibility<\/em>.<\/p>\n2. Silent Heatmapping:<\/strong>
Team used \ud83d\udd34\u00a0<\/span>red dots<\/strong>\u00a0<\/span>to tag features solving core HMWs (e.g., surprise fulfillment).<\/p>\n3. Advisory Shortlisting:<\/strong>
Non-Decider team selected top concepts using heatmap patterns.<\/p>\n4. Decider Validation:<\/strong>
She Qian pressure-tested choices against long-term vision.<\/p>\n5. Critical Filter<\/strong><\/p>\n
\n“Does this concept make guests feel uniquely seen while being operationally scalable?”<\/em><\/p>\n<\/blockquote>\n
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After carefully evaluating each idea and weighing their strengths and limitations, the Decider (She Qian) made her final selections. She chose the winning concepts based on how effectively they addressed the sprint questions, ensuring they were in line with our team’s overall objectives.<\/span><\/p>\n
The key features selected include:<\/span><\/p>\n
\n
- <\/span>A mobile app feature that allows hotel guests to access all hotel-related information in one place, such as dining, shopping, transportation, and local attractions.<\/span><\/li>\n
- <\/span>An AI bot that suggests activities tailored to the number of guests, streamlining the planning process.<\/span><\/li>\n
- <\/span>A value-added experience that frames booking a hotel with Ascott as not just a stay but an opportunity for a unique and memorable experience.<\/span><\/li>\n
- <\/span>An option for alternative transportation arrangements to help travellers avoid common issues, like being overcharged by cabs.<\/span><\/li>\n
- <\/span>Personalised recommendations for local points of interest and restaurants, helping guests plan their stay more effectively.<\/span><\/li>\n
- <\/span>A feature that provides travellers with curated information, eliminating the need to consult official government travel sites.<\/span><\/li>\n<\/ul>\n
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Thursday: Prototype<\/span><\/strong><\/p>\n
User Test Flow<\/span><\/strong><\/p>\n
Following the selection of winning solution concepts, our team turned its attention to defining the user’s experience within the proposed solution. To achieve this, each member independently created a user flow. These user flows outlined the steps a user would take, from their initial interaction with the solution to their desired outcome.<\/span><\/p>\n
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The Decider (She Qian)\u00a0 selected P1 as the preferred user test flow. This flow involves a guest receiving a hotel booking confirmation via email, followed by an AI-driven interaction to personalise their stay.<\/span><\/p>\n
The AI chatbot will engage the guest, gathering information about their trip purpose and preferences. Based on this input, the AI will provide recommendations for restaurants, shopping centres, attractions, and activities. Additionally, the guest will receive an email with recommendations from local hosts, offering opportunities for personalised experiences.<\/span><\/p>\n
Upon arrival at the hotel, guests can utilise the Ascott app to access comprehensive information about transportation options, shopping destinations, dining choices, and local attractions. The app will provide directions, ratings, and up-to-date details.<\/span><\/p>\n
The overall aim is to enhance the guest experience through personalised recommendations and convenient access to local information.<\/span><\/p>\n
Key Points:<\/span><\/p>\n
\n
- <\/span>The AI chatbot interaction is optional but will enrich the guest experience.<\/span><\/li>\n
- <\/span>Booking confirmations will be issued regardless of AI Bot engagement.<\/span><\/li>\n
- <\/span>The Ascott app will serve as a centralised hub for local information and services.<\/span><\/li>\n<\/ul>\n
The selected user flow served as the foundation for creating a storyboard. This visual representation broke down the user journey into sequential frames, providing a detailed roadmap for the prototype.<\/span><\/p>\n
Storyboard<\/span><\/strong><\/p>\n
Next, we outlined the flow on the board, incorporating key concepts to complete the storyboard and visualise how guests would interact after booking a hotel. To bring this to life, our team created a persona to imagine the steps a guest would take.<\/span><\/p>\n
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Persona<\/h4>\n
[\/et_pb_text][et_pb_image src=”https:\/\/mrdesigner.jinsoon.com.sg\/wp\/wp-content\/uploads\/2025\/07\/persona.jpg” _builder_version=”4.27.0″ _module_preset=”default” theme_builder_area=”post_content” title_text=”persona” align=”center” force_fullwidth=”on” hover_enabled=”0″ sticky_enabled=”0″][\/et_pb_image][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” theme_builder_area=”post_content” hover_enabled=”0″ sticky_enabled=”0″]<\/p>\n
Storyboard<\/h4>\n
[\/et_pb_text][et_pb_image src=”https:\/\/mrdesigner.jinsoon.com.sg\/wp\/wp-content\/uploads\/2025\/07\/storyboard.jpg” _builder_version=”4.27.0″ _module_preset=”default” theme_builder_area=”post_content” title_text=”storyboard” align=”center” force_fullwidth=”on” hover_enabled=”0″ sticky_enabled=”0″][\/et_pb_image][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” theme_builder_area=”post_content” hover_enabled=”0″ sticky_enabled=”0″]<\/p>\n
Prototype Development<\/span><\/strong><\/p>\n
To transform our storyboard concepts into a tangible experience, we developed an interactive prototype using Figma. This medium allowed us to rapidly create mid to high-fidelity screens and bring the user flow to life through animation.<\/span><\/p>\n
Aligned with our design sprint questions of personalising the pre-arrival experience and differentiating Ascott from competitors, we prioritised the following features:<\/span><\/p>\n
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- <\/span>Email Booking Confirmation<\/span><\/li>\n
- <\/span>Ascott Cubby Greeting<\/span><\/li>\n
- <\/span>Homepage<\/span><\/li>\n
- <\/span>360\u00b0 Hotel View<\/span><\/li>\n
- <\/span>Travel Local Guides<\/span><\/li>\n
- <\/span>Travel Checklist<\/span><\/li>\n
- <\/span>Map<\/span><\/li>\n
- <\/span>Pre-Arrival Check-in<\/span><\/li>\n<\/ul>\n
By focusing on these core elements, we aimed to address the identified pain points and create a compelling user experience.<\/span><\/p>\n
Onboarding Process<\/span><\/strong><\/p>\n
After booking a stay on Ascott\u2019s website, users receive an email confirmation with all their booking details and a prompt to download the Ascott app to redeem points.<\/span><\/p>\n
Once the app is downloaded and an account is created, users are welcomed by Ascott Cubby, an AI Bot designed to personalise their experience. They are asked to enter their booking confirmation number to receive tailored recommendations.<\/span><\/p>\n
[\/et_pb_text][et_pb_image src=”https:\/\/mrdesigner.jinsoon.com.sg\/wp\/wp-content\/uploads\/2025\/07\/onboarding-process.jpg” _builder_version=”4.27.0″ _module_preset=”default” theme_builder_area=”post_content” title_text=”onboarding process” hover_enabled=”0″ sticky_enabled=”0″][\/et_pb_image][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” theme_builder_area=”post_content” hover_enabled=”0″ sticky_enabled=”0″]<\/p>\n
Ascott Cubby Interactions<\/span><\/strong><\/p>\n
Users can interact with Ascott Cubby, which anticipates their needs\u2014from arranging airport transfers to providing a travel checklist, local guides, and a 360\u00b0 hotel view. Alternatively, they can navigate the app using five tabs at the bottom of the screen.<\/span><\/p>\n
[\/et_pb_text][et_pb_image src=”https:\/\/mrdesigner.jinsoon.com.sg\/wp\/wp-content\/uploads\/2025\/07\/ascott-cubby.jpg” _builder_version=”4.27.0″ _module_preset=”default” theme_builder_area=”post_content” title_text=”ascott cubby” hover_enabled=”0″ sticky_enabled=”0″][\/et_pb_image][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” theme_builder_area=”post_content” hover_enabled=”0″ sticky_enabled=”0″]<\/p>\n
Five Main Tabs for Navigation<\/span><\/strong><\/p>\n
The app features six main tabs for easy navigation: <\/span><\/p>\n
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- <\/span>AI Chat with Ascott Cubby<\/span><\/li>\n
- <\/span>360\u00b0 Hotel View<\/span><\/li>\n
- <\/span>Booking<\/span><\/li>\n
- <\/span>Travel Checklist<\/span><\/li>\n
- <\/span>Travel Local Guides <\/span><\/li>\n<\/ul>\n