Bringing inbox luxury

World of Hyatt

Email strategies for one of the largest luxury hotel groups

Initially proposed for Hyatt’s direct marketing email campaigns, our updated redesign was so well received that it now extends across Hyatt’s entire brand: on digital platforms (including web, mobile app and social), on-site signage and collateral, and customer loyalty programs.

Personalized content based on user behavior was introduced to craft meaningful communication where appropriate. Elevated photography, typography & layout enrich the experience & make for communication you’ll want to open.

Design Strategy
Systems Design
UX/UI
Content Design/Strategy
Branding
Marketing
Design System Management
Customer Research
Usertesting

Step 1: Audit

To understand the different triggers, timings and subject-matters of the Hyatt email ecosystem I ran an audit of every email type I could get my hands on. From this database I categorized the emails under 3 reoccuring themes: Lifecycle, Transactional & Marketing.

Pulling from this audit, the Member Summary proved to be the most complex & most opened communication instance. I decided this would be the place to start designing a content structure.

Step 2: Personalization

Despite receiving the same Member Summary, I identified 3 major types of users who come with their own needs, journeys & behavior patterns: new members, low engagement members & high engagement members.

I developed profiles & strategies to target these groups with personalized content based on their purchase, travel & spend behaviors.

New members

Low-engagement users

High-engagement users

Step 3: Content strategy

Based on previous Hyatt emails I established a module framework for the various types of content that are communicated to members. These modules were then mapped to the most applicable user groups (new, low, high).