How our students re-imagined Beyond by Banyan Tree

About The Company

Banyan Tree is an international hospitality brand that develops and manages facilities such as resorts, hotels and spas across multiple regions. Beyond, Bayan Tree was created in light of the pandemic which heavily affected the tourism industry as the brand continues its focus on expanding and connecting people. Beyond aims to engage the community through a showcase of inspiring stories about people, travel and living well.

A Strategic Collaboration

CuriousCore’s students worked closely with Beyond, Banyan Tree over the span of a month with the goal of creating a product that solves the user’s needs and one that they can enjoy. A close collaboration between clients and group members ensures that all parties are constantly aligned and working towards a common goal.

The Goal

To develop a seamless experience of the existing webpage to accommodate users and increase the presence of their platform.

“How might we create a digital community to engage impact-oriented individuals so that it creates top of the mind awareness within Banyan Tree’s key target segments?”

The Approach

Phase 1: Research

The team started off by conducting a quantitative survey to find out more about their target audience and their online consumption habits. Next, user interviews were conducted for the team to better understand the user’s perspective towards the brand and their opinions on its webpage.

6 user interviews were conducted by the team to gain insights on user’s perceptions regarding the current Beyond platform.

Phase 2: Analysing

After the team managed to gather sufficient data and insights from their target users, they proceed to gather and synthesize their results using UX methods such as persona creation, user journey mapping, card sorting, and more.

The team collated insights from user interviews and created personas to represent the characteristics of their larger group of users. Empathy mapping of the persona helped the team to better understand and identify with the users that they are designing for.

User journey mapping helps the team to better visualise the process their users go through to achieve their goals. It also helps them to identify ways to allows user to achieve their goals as quickly and easily as possible.

Phase 3: Design & Testing

Once the team have gathered key insights from their results, they shifted their focus to translating these insights into the website’s design. Through the use of methods such as site map creation and user flow mapping, the team proceed on to creating wireframes and prototypes of the website for user-testing.

Initial wireframe sketches on how certain webpages will look like as well as a digital mock-up.

Group working sessions to test their working prototype and provide suggestions.

Phase 4: Validation

With the wireframes and prototype completed, the team set to conduct usability testing and concept testing to discover any issues or pain points that users may face. Through feedback from their testers, they are able to reiterate and optimise their designs.

Low-fidelity prototype of the webpage based off previous wireframes for better visualisation.

The group crafted a moodboard to better visualise the new brand identity and elements that resonated with it.

Phase 5: Final Handover

With initial prototyping and user-testing finished, the group moved towards creating the final website prototype, incorporating the new brand identity with it. They presented their final ideas to the clients for them to further work on and possibly implement.

The team showcased their final design and briefed clients on the new brand identity and how it can fit into the overall business plans. The project was then handed over to the client.

Final Client Comments

The above project was accomplished by our students as part of our 4-Month UX Career Accelerator course. Each student is given a minimum of 3 real client projects sourced by CuriousCore. Inspired by their works? Find out more details about the course and take part in your very own project!

User Experience (UX)

Product Management

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Consultative Solutions Selling Workshop (1-Day)

Strategic Marketing Workshop (1-Day)

Strategic Planning & Problem Solving Workshop (1-Day)

Innovation & Digitalisation (2-Day)

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