Mandarin Oriental
Hotel Group
🏆 2022 Award Winning Luxury Hotel & Travel Booking Website
CREATIVE DIRECTION ⌁ ECOMMERCE + USER EXPERIENCE + User interface + DESIGN SYSTEMS
Elevating Mandarin Oriental to digital excellence, the award-winning website not only reflects the brand's onsite luxury but also boosts sales, ensuring every online interaction is as magnificent as their in-person experiences.
The Challenge
Revamping Mandarin Oriental's online presence was multifaceted: create a digital space that encourages direct bookings, delivers an immersive mobile experience, boosts sales and upsells, and compellingly showcases the brand’s luxurious offerings.
Flexibility Meets Luxury
We crafted a high-end, universal journey that highlights the unique charm of each Mandarin Oriental property. Our modular UX strategy allowed each hotel to personalize its digital space, showcasing individual stories and offerings while maintaining a clear, luxurious, and efficient user journey.
Working closely with the UX Creative Director, we ensured every online interaction was more than just a booking—it was an invitation to explore each property's unique, lush offerings. This balance of individualized digital storytelling and brand elegance allows users to navigate a space that’s both uniquely local and universally Mandarin Oriental.
Property HomepageGlobal HomepageRoom PageWeaving Brand Elegance into Every Pixel
As Visual Creative Director, I crafted Mandarin Oriental’s UI to reflect its luxury in every interaction. Leading the initiative, I infused the brand’s rich aesthetic into each pixel, creating a UI that goes beyond transactions to immerse users in the brand’s opulence.
Style TileOur design emphasized bold, photographic storytelling paired with clean, intuitive design elements. I ensured modular and adaptable UI components, enabling a unified digital presence while highlighting the unique charm of each property. This approach made Mandarin Oriental’s digital space a true reflection of its tangible luxury, reinforcing its leadership in luxury hospitality both online and offline.
Creating Dynamic and Elegant Web Pages
Simplifying and beautifying the digital face of Mandarin Oriental, we combined solid UX strategy with polished UI design to produce dynamic, visually striking layouts. Our user-focused designs ensured an elegant, seamless browsing experience. We provided editors with a toolkit of design elements, allowing them to tell unique property stories while maintaining a uniform, luxurious visual language across all sites. This approach ensured each webpage was individually curated yet consistently reflected Mandarin Oriental's overall sophistication.
Mobile & Desktop Creative
Developing a potent and flexible design system for Mandarin Oriental was a meticulous process. We created a comprehensive library of components that captured the brand's essence and luxury while providing adaptability for each property’s unique needs. Whether showcasing a unique amenity, special offer, or exclusive event, our design system offered a refined, brand-consistent solution, ensuring every digital interaction was unmistakably ‘Mandarin Oriental’.
Upselling with Immersive UI
Guided by unified art direction and a refined modular design system, our UI team crafted a booking flow that is both functional and visually enchanting. Users experience lush visuals and seamless upgrade options, from enhanced rooms to exclusive experiences. The intuitive, elegant interface not only facilitates bookings but also subtly encourages premium selections, blending luxurious appeal with commercial strategy in every booking journey.
Booking Flow - Mobile & Desktop
Communicating Luxury with Iconography
To craft a unique, luxurious visual narrative for Mandarin Oriental, we commissioned bespoke icons that guide users through over 100 diverse amenities. Each icon offers a glimpse into the lavish experiences awaiting guests, creating a visual language that is both intuitive and elegantly aligned with the brand’s essence. This ensures every visual element subtly echoes Mandarin Oriental’s promise of opulence.
A Recognition of Digital Luxury and Innovation
I'm incredibly proud of this project, which earned us the Outstanding Website Award. Serving as Creative Director was a career milestone. Heartfelt thanks to the talented Valtech team, whose dedication and skill made this achievement possible.
CREATIVE TEAMClient: Mandarin Oriental Hotel Group
Agency: Valtech
My Role: Creative Director
Team: Seth Jabon, Executive Creative Director / Josh Warren, UX Creative Director / Kelly l'heureux, Nicole Fieger, UX Design / Matthew Zaszewski, Senior UI Design / Samantha Camacho Carreño, Tien Pham, UI Design
