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Case Study · IHG · 2017

Thirteen hotel brands, and every one wanted its own pages

BAM is the portal IHG's Americas marketing teams work in, built on SharePoint. Each brand runs its own campaigns, and the team worried about pages multiplying, looking half-empty, and stepping on brand teams. I started with the information architecture, then designed the pages on top of it.

Client
IHG
Role
UX lead at Slalom. Information architecture, comps, and the revisions after client feedback.
Work
Research, Design, Front-end development
information architecture

Site tree, content types, and tags. The shared template is the dashed node.

01 · The Problem

IHG runs InterContinental, Kimpton, Holiday Inn, Crowne Plaza, Hotel Indigo, and eight more brands in the Americas. Every one has its own marketing work.

  • Marketing staff needed to find campaigns and assets across brands and multi-brand programs.
  • The team didn't want a new page for every campaign. Pages would go stale or look empty.
  • Brand pages had to keep each brand's look. Search had to stay neutral.
  • They wanted it clean and upscale, with less orange and fewer, bigger photos.
02 · Key Screens
homeThe revised home page, after client feedback.
media centerFeatured video, streaming grid, and podcast list.
03 · What Happened

BAM launched as the home base for IHG's Americas marketing teams.

  • Teams found campaigns and assets for any brand from one search.
  • New campaigns went live by tagging content, not building pages.
  • The same structure carried over to the avid hotels launch site.