Global UX Creative Direction, User Research, UXA/UXD, Business Metrics, Brand, Marketing
Hyatt Hotels is a global hotelier with properties on 5 continents. The SVP, Global Digital brought Billups Design in to establish a UX department and improve digital marketing.
Hyatt needed a user experience department to support both the executive team along with product, marketing, IT and properties teams. The Hyatt technology infrastructure was in a time of transition from legacy booking and systems to a modern Adobe Experience Manager platform and modern Agile Methodology. All Hyatt work is measured with extensive metrics and expectations are high from the company and its customers.
Ted Billups created the first modern user experience department at Hyatt by leading the work himself and bringing in a select group of Billups Design’s UX architects and designers. The new department worked closely with the executive, product and engineering teams to create and improve Hyatt’s site, apps, social, marketing campaigns, and membership support.
The UX team was built around a new Agile methodology that meshed well with both executives and the development team. The Billups Design design, marketing and front-end team was highly specialized with Adobe Experience Manager, Adobe Target and Adobe Marketing Cloud, which was Hyatt’s new choice of platform.
As planned, the Billups team successfully transitioned the bulk of the UX work as Hyatt built out its in-house UX team. The online booking and marketing work performed by increasing revenue and engagement through iteration and optimization. Billups Design continued to design and build property and booking solutions for nearly a decade (until Billups Design was sold).