Ultimate Project Preparation

The most defining aspect of Umi Digital is our ability to interpret hotel goals and create beautiful technical mechanisms to achieve these goals. Upon confirmation, your dedicated project manager will send over a pre-scoping document containing questions and thought processes to address ahead of the scoping session. This will prepare you and your team for our Growth-Driven Design approach to website scoping and guide your internal marketing team to start questioning assumptions and begin defining user flows. Getting the wider team members from revenue and operations through to marketing and sales is important at this stage.

The Website Scoping Session

The initial meeting between our two teams is probably the most important part of the process. It is a chance for the Umi delivery team to extract all the necessary information to truly empathise with the commercial goals and guide you through a number of thought exercises that are designed to challenge, prioritise and innovate. We often hear that this is the most valuable part of the process!

Ahead of our in-person scoping session, we’ll put together all the initial information through:

• Pre-scoping questionnaire
• Persona development guide
• Sitemap structuring exercises

Two Key Exercises

Persona Development

A “Persona” is a fictional representation of an actual user and is applied in the early stages of website development or creating a marketing plan. Personas are vital to the success of our project because they drive design decisions by taking common user needs and bringing them to the forefront of planning before the design has actually started. These personas provide the team with a shared understanding of users in terms of goals and capabilities.

Jobs To Be Done

The “jobs to be done” framework is a concept that guides us collectively toward innovating beyond the norm of only improving our current solution. A JTBD is not a product, service, or a specific solution; it’s the higher purpose for which guests book your rooms and services. The framework allows us to innovate beyond services and features and taps into the core brand values and map them onto a prospects higher buying purpose.

The Project Brief

Following a full scoping process, the internal team review and collate all the information from the scoping session into a detailed project brief. This document provides a blueprint for the design, development and launch of your new website.

The project brief contains:

• Goals and Objectives
• Milestones and Timelines
• Roles and Responsibilities