Leonardo Worldwide UX/UI Product & Marketing

Leonardo Worldwide is a longstanding technology company in the Hospitality Industry. Expedia, Booking.com, Marriott, and Hilton are a few recognizable names that use their travel technology.

For this Corporate Redesign, we analyze the existing web platform and find user experience improvements to best position Leonardo Worldwide for future growth.

Project Goals & Objectives

To start, the image above gives a snapshot of the initial website. As the Marketing Team takes on this large-scale initiative, we understand there are some core objectives we are looking to achieve.

1. Our team will create a new website experience that will enhance website analytics
2. I will discover ways to create brand coherence and define a brand identity
3. I will provide research to understand new prospects and existing client base to uncover any pain points or opportunities

Research & Discovery

Through interviews with various departments within Leonardo Worldwide, I gained valuable insights into individual perspectives of the company, and, moreover, identified significant gaps in understanding among stakeholders. Additionally, I sought to understand the customers’ point of view. Surprisingly, some customers found the product brand names, such as ‘Vizlly’ or ‘Vscape,’ more recognizable than the company name ‘Leonardo.’ To address these issues, I meticulously analyzed the existing website using comprehensive website analytics, hotspots, and user screen recordings, revealing several negative trends. Notably, users frequently bounced from the home page, indicating considerable difficulties in finding what they were looking for. In other cases, users would click on a product website and abruptly exit without any intention to return.

Information Architecture & Wireframes

Recognizing the home page’s critical role as the entry point for new customers to explore all products and as a client portal for existing customers, I realized the urgent need to optimize and simplify the home page’s sitemap. Going deeper into the project, I conducted an extensive discovery process to meticulously restructure the home page and other MVP pages, thereby ensuring optimal performance. This involved conducting thorough research on high-conversion funnels and effective product sales strategies.

Through a simplified sitemap, I successfully directed all products to reside within Leonardo Worldwide. From a branding perspective, I strategically simplified all product names to better describe their functions. For example, ‘Vizlly’ underwent a transformation into ‘Leonardo Hotel Websites,’ and ‘Vscape’ was rebranded as ‘Leonardo Image Distribution.’ Moreover, I diligently applied a unified Leonardo Worldwide branding to all products. Additionally, my research indicated that establishing credibility played a pivotal role in enticing sales. Consequently, I ensured better visibility of testimonials, strategically incorporated sections highlighting strong guarantees, crafted an engaging ‘Why’ page, and developed an informative ‘About’ page.

Visual Design

This corporate redesign was made to not only look good, but to function. With more qualified traffic and reduced visitor bounce rate, this website has been validated to be a significant improvement.

Design Impact