Overview
Intelity is the leading guest engagement and staff management platform for luxury hotels, offering fully integrated, mobile-first solutions to connect guests and manage hotel operations all within a single SaaS platform (B2B). Existing and potential customers struggled to understand the scope of tools that Intelity offered in their portfolio.
My Role
Graphic & Web Designer, UI
Over the course of one year, I worked with marketing, sales, and leadership teams to reposition Intelity’s brand and optimize its web platform. My goal was to shift perception, clarify the user journey, and create a seamless, user-centered experience that reflected Intelity’s true SaaS value proposition.
Over the course of one year, I worked with marketing, sales, and leadership teams to reposition Intelity’s brand and optimize its web platform. My goal was to shift perception, clarify the user journey, and create a seamless, user-centered experience that reflected Intelity’s true SaaS value proposition.
Project Details
Timeline: 2017 - 2018
Team: 5 people
Programs used: Photoshop, Illustrator
Timeline: 2017 - 2018
Team: 5 people
Programs used: Photoshop, Illustrator
The Challenges
The website’s information architecture (IA) was unintuitive, leading to high bounce rates and lacked SEO to make the site easily searchable.
Heatmaps showed that customers were not finding buttons hidden below the page fold.
Users were confused by device-focused imagery and industry jargon
Prospective clients struggled to see how Intelity’s full platform could integrate into their hotel operations, resulting in a lack of understanding of the full product value
Heatmaps showed that customers were not finding buttons hidden below the page fold.
Users were confused by device-focused imagery and industry jargon
Prospective clients struggled to see how Intelity’s full platform could integrate into their hotel operations, resulting in a lack of understanding of the full product value
Strategy and Vision
Rebrand Intelity portray the feeling of "luxury" and modern
Give the client demo a "facelift" through color edits, replacing jargon with common english and creating a cohesive look through imagery
Add call-to-action above the page fold
Rebrand Intelity portray the feeling of "luxury" and modern
Give the client demo a "facelift" through color edits, replacing jargon with common english and creating a cohesive look through imagery
Add call-to-action above the page fold
Add metadata and keywords to each site page to ensure proper SEO and searchability by search engines.
Rebranding
Style Guide & Redesign
Example Imagery
Research and Findings
To uncover the root causes of the perception gap, we conducted:
User Testing & Heatmapping via usertesting.com to evaluate messaging clarity and navigation
Analytics Review to identify where users were dropping off or misinterpreting content
Internal Stakeholder Interviews with Sales and Support teams to understand client FAQs and pain points
Customer Interviews to test whether the current website truly conveyed the full range of Intelity's platform capabilities
Analytics Review to identify where users were dropping off or misinterpreting content
Internal Stakeholder Interviews with Sales and Support teams to understand client FAQs and pain points
Customer Interviews to test whether the current website truly conveyed the full range of Intelity's platform capabilities
The Outcome
The rebrand and website redesign led to significant improvements across key performance metrics:
↑ Brand recognition
↑ Organic search visibility due to improved SEO
↑ Quality lead generation
↑ Organic search visibility due to improved SEO
↑ Quality lead generation
↓ Bounce rates
↓ Sales call volume thanks to better self-service clarity
↓ Sales call volume thanks to better self-service clarity
