Travelodge / VMO2
UI Designer
2024
Identified how to improve the WiFi login customer experience for the guests of Travelodge.
The big challenge
VMO2 provides WiFi broadband services to Travelodge. The current login process was not providing the desirable customer experience, leading to customer dissatisfaction and an increase in customer service calls and a loss in revenue.
The approach
I was asked to evaluate the current offering, the customer experience and I proposed recommendations for improvements. My approach included looking at business objectives, service requirements, user type / scenarios and comparative research.
Revenue – Paid wifi will continue to be an important revenue stream for Travelodge. The wifi service offers other opportunities to maximise revenue via food promotions, early check in, late check out, free access in bar/cafe. target audiences, product limitations, pain points.
Customer satisfaction – Paying for wifi is likely to be a source of frustration for customers, so providing the best quality user experience, is an important counterweight. Giving the users the ability to 'self serve' and manage their account would relieve lots of the frustration and reduce support calls.
Working closely with the UX designer, I proposed a new user flow, and I designed high fidelity mock ups to show the new user journey.
How did it look?
I created a brand new design system to demonstrate the proposed WiFi user journey. The client asked to keep the existing FS Albert font, but all other UI elements changed to convey a softer and more rounded a look to echo that feeling of comfort and cosyness.
The outcome
I looked at some key scenarios to inform my design decision. I proposed one user experience that satisfies these, and Travelodge’s business requirements:
First time customer buying wifi for the first time
Returning customer buying a new plan
Existing customer with whose plan has expired
Existing customer wanting to extend their plan/time/devices
Existing and returning customers accessing free wifi
Existing customer logging on with other device
