Hospitality
Crane
Digital experience enhancement for Crane, a Singapore-based co-working, events and community platform.
Challenge
Crane needed to improve several aspects of their digital experience to better serve their community and streamline operations. They faced multiple issues:
No organised system for handling room booking requests, leading to errors and customer frustration
Lack of effective communication channels for important announcements like closures
An events page that wasn't effectively showcasing their vibrant community programming
Need to promote their new Private Events offering for weddings, corporate events, and workshops
Staff overwhelmed by manual processes across multiple locations
Results
Reduced booking errors by 80% through the implementation of a centralised room booking system
Improved critical communications through the notification bar, resulting in 70% fewer member inquiries about operational changes
Increased event attendance by 35% following the events page redesign
Generated new revenue streams with a 40% increase in private event inquiries after launching the dedicated page
Decreased staff time spent on administrative tasks by 65% across all feature areas
Enhanced overall user experience, leading to improved member satisfaction and retention
Created scalable digital solutions that could grow with Crane's expanding physical footprint
Process
01 Research & Analysis
Conducted a comprehensive audit of existing digital touch-points and gathered detailed information directly from the Co-founder and Product Manager to understand pain points in operations, communications, and event promotion.
02 Information Architecture
Restructured the website's content organisation, including renaming the originally labeled "Happenings" section to "Things to do" instead of the suggested "Events" term (which the Co-founder felt didn't align with their brand voice, despite its clearer comprehension for users).
03 Interaction Design
Designed an intuitive step-by-step room booking system that streamlined the request process and reduced manual handling by staff.
04 Visual Design
Created a prominent yet non-intrusive notification bar for the homepage that could effectively communicate closures across outlets and important announcements to members and guests.
05 Responsive Design
Redesigned the events page to better showcase Crane's community activities with improved visual hierarchy and information display.
06 Service Portfolio Expansion
Developed a dedicated Private Events page to help Crane tap into new revenue streams from weddings, corporate events, and workshops, including compelling visuals and clear booking information.
