How hard should a UI/UX experience work on a holiday.
Club Mahindra (A Mahindra Holidays and Resorts India brand) is the aspiring Indian's most preferred time share membership program for family holidays. The program is a one-time purchase with annually renewing quotas of resort availability, based on the type of membership.
Club Mahindra engaged Spinach to identify, define and derive the solution for resolving customer pain-points on the digital platform - website and app.
Club Mahindra faced frequent customer complaints from irate members.
The most painful touchpoint for the program had become the online booking journey on their legacy design platform that all members had to utilize for booking resorts.
Web and Mobile App
Design System for scale
- User Experience
- Design Research
- Strategy
- Design
- Usability Testing
- HTML CSS
2 years
Outcomes
600+
Screens- web and mobile
600+
Screens- web and mobile
600+
Screens- web and mobile
Process and Execution
Immersion & UX research
Spinach developed an immersive 360° UX research initiative, that involved pan-India interviews, market trend analyses from the sales team that aligned with the brand team’s expectations. We conducted strenuous audits on benchmarks and competitors, in order to extract trends for superior travel experiences. The outcome was a meticulous customer journey map, illustrating the emotional trajectory experienced by members during resort bookings.
Our behavioral research discovery
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Our top finding: Booking success is frustratingly based on luck and persistence due to lack of perceived options and the high cognitive load to understand the complex booking journey. This was affecting the members’ trust in the legendary brand name.
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Selective high-demand inventory, overdue annual fees, intricate membership benefits and a lack of personalization were merely surface issues. The visual aesthetic of the online face of the brand lacked engagement or brand value, and combined with limited user experience, the entire booking journey left a bitter taste with members.
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The existing technical infrastructure also necessitated comprehensive re-engineering to offer a customer-centric, personalized journey for the 250,000+ members.
Our behavioral research discovery
-
Our top finding: Booking success is frustratingly based on luck and persistence due to lack of perceived options and the high cognitive load to understand the complex booking journey. This was affecting the members’ trust in the legendary brand name.
-
Selective high-demand inventory, overdue annual fees, intricate membership benefits and a lack of personalization were merely surface issues. The visual aesthetic of the online face of the brand lacked engagement or brand value, and combined with limited user experience, the entire booking journey left a bitter taste with members.
-
The existing technical infrastructure also necessitated comprehensive re-engineering to offer a customer-centric, personalized journey for the 250,000+ members.
Ideate & define
Our insights pinpointed key themes influencing both business operations and customer experiences.
Deriving the goals: Unify-Elevate-Optimise
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Unify touch points and leverage personalized journeys.
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Elevate property discovery to a dynamic experience that showcases the 70+ resorts within the network.
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Optimize check-outs with an efficient intuitive tabular calendar that showcases availability and payments.
Experience design
Building experiential value and impact
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More options to choose The homepage and search design patterns ensured that a member instantly provided with sufficient options, if the first preference was unavailable.
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Confident & successful booking Since the new experience had multiple options to explore, members were able to effect booking closures with every attempt resulting in zero deadends until booking is completed.
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Personalized itineraries Personalized itineraries: Now the experience is designed to provide pre-travel ideas, on-site resort activity recommendations and post-travel memory collages, making it a fulfilling family vacation.
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Transparent up-selling Complex tier benefits are openly available to select and book.
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Reduced vacant inventory The exhaustive search results rotated inventory efficiently, reducing the load on selective resorts and constantly exposing lesser-used resorts.
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Enhanced payment collection efficiency The new notification system ensured that bills were collected on time, and payment break ups were easily understood.
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Improved on-location sales Detailed resort detail screens, coupled with personalized experiences provided better options to book resort activities.
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Higher prospect conversion New memberships increased as the prospects’ journeys now vividly highlighted a slice of the experience for a their benefit.
We were blown away by the ideas that the Spinach team brought forth. Their attention to details and the quality of output is amazing. We are very confident our customers will love the app too.
We were blown away by the ideas that the Spinach team brought forth. Their attention to details and the quality of output is amazing. We are very confident our customers will love the app too.
Karan Mehta
CEO, Club Mahindra
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