MARKETING EXECUTIVE
Industry Project
For my Industry Project, I’m focusing on redesigning the website for the Royal Marine Hotel, where I currently work. The goal is to create a modern, clean, responsive, and user-friendly site that is accessible to all users, including those with disabilities. As the current website managed by Netaffinity feels outdated and not intuitive, I see this as an opportunity to propose enhancements that could inspire future updates, even though there are some contractual limitations with sister properties. My aim is to balance the website's appeal with functionality, ensuring it meets the needs of both tech-savvy users and those who may not be as familiar with technology.
This redesign is intended to support the business strategy of enhancing the website’s usability and boosting direct bookings. A user-friendly website will lead to increased conversion rates, as many customers still call to make reservations due to difficulties with the current online booking system. This project will serve as a foundation for future discussions with the website provider to continue improving the Royal Marine Hotel’s digital presence
My Objectives
To bring my vision to life, I had to learn how to use a design tool called Figma. My goal was not only to create a visually appealing site but also one that was straightforward and accessible to all users.
Some of my specific objectives included:
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Simplifying the booking process
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Ensuring the website is keyboard-navigable
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Incorporating alt text for images to improve accessibility
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Keeping the design consistent with brand standards
Journey
Throughout the project, I rapidly improved my digital skills and became much more comfortable using Figma. However, I underestimated the time required to design and build a complete website from scratch. While I believe I created a great start for a website mock-up, the steep learning curve led to slower progress than expected.
Another key challenge was improving the booking engine. Originally, I planned to build one from scratch, but due to time constraints, I had to adapt my approach and work with the existing system instead. My focus shifted towards enhancing visibility and usability rather than full redevelopment.
Additionally, I had planned to implement a chatbot to offer extended customer support. But after reviewing other hotel websites, I realized that a well-designed FAQ section could achieve the same goal without adding unnecessary complexity. This streamlined the website rather than cluttering it with features that users might not need.
Feedback
While some aspects, like animations and some subpages, were left out due to time constraints, I successfully completed the main sections of the website mock-up. After sharing it with my team, I received positive feedback on the menu accessibility, the ease of navigation, and the strategic placement of call-to-action buttons.
At my manager’s recommendation, I ensured all website content remained consistent with the existing site rather than shortening or modifying information. This decision meant sticking with the hotel’s original sitemap, though an update would be essential if this were to go live for guests.
Although not all pages were fully developed yet, my goal is to complete them by the end of the summer.
Key Takeaways & Future Plans
Looking back, the difference between my initial expectations and the actual outcome is clear. I originally envisioned handling both design and technical development on my own, but in reality, I had to focus more on design while outsourcing coding.
Despite these adjustments, I successfully improved accessibility, ensured alt text for images, and made the site keyboard-friendly,meeting many of my original objectives.
Lessons Learned:
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Never underestimate the time required to build complex projects
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Learning new tools like Figma requires patience
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Collaboration brings both opportunities and challenges
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Ultimately, I am proud of the progress I made in designing a strong, accessible website mock-up that aligns with the Royal Marine Hotel’s goals. The experience has equipped me with valuable skills and insights for future projects, where I’ll continue to balance design and technical demands effectively.
Next Steps
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Complete all remaining pages before summer
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Fine-tune animations and layout details
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Continue learning UX principles for future projects