Mad*Pow - Seaport Website │ Mad*Pow Results

Project Team

Andrew Klein Visual Design

Eric Muehlmatt Experience Design

Morgan Campbell Visual Design
Development

Will Powley Executives
Leadership Team
Experience Design
Visual Design

Site conversion rate improved by over 300%!

Seaport, which consists of the Seaport Hotel and the Seaport Boston World Trade Center, is the premier Boston waterfront destination for leisure and business travelers. Seaport partnered with us to research the Hotel’s prospect user base to uncover what design elements and flow improvements would result in an improved conversion rate, an increase in return visitors, and less negative feedback from the sites' users. The hotel also needed to make their services clear to various user groups, including meeting planners and brides and grooms-to-be.

Hotel visitors were interviewed in the lobby to learn what drives their hotel selection process, and dream up ideas of types of things they would like to see on the website. We found that business users want to see pricing and availability immediately. Both leisure and business travelers want to see large photos of the rooms and facilities, so that they know what to expect, and what value they are getting for their money.

The marketing team now has space for dynamic promotions, and the meeting and event planning divisions have experienced an increase in leads delivered from the site. Site conversion rate improved by over 300%!

Insights

Consumer Decisions in a Social World
In a recent issue of the Harvard Business Review that focused on branding, David Edelman articulates how consumers’ engagement with brands is evolving with the proliferation of social media and other digital channels.
5 Steps To Designing A Better Health Care System
The goal of the Healthcare Experience Design Conference (HxD) held in Boston recently was less about dissecting the problems within our existing health care system and more about how we can start solving them. In the keynote address, the U.S. Chief Technology Officer, Todd Park, called on designers to participate in a “self-propelled, open ecosystem of innovation.” As people invested in improving health care through design, we were excited to hear it.
Defining A Social Commerce Strategy
Relying on friends, family and other consumers to gather and share purchase information is fundamental to shopping behavior.