Powering the future of hospitality
With 5100 hotels worldwide, Accor is a world-leading travel group, willing to spearhead a revolution to change the face of hospitality, marked by the launch of the new ALL masterbrand.
ALL promises customers Lifestyle Augmented Hospitality—a seamlessly connected ecosystem of rewards, services and experiences that allow members “to work, live, and play according to their needs and style.”
AREA 17 and Accor joined forces on an iterative design and development process to deliver an omnichannel experience that brings the value proposition of augmented hospitality to life, starting with MVP.
Through this close collaboration, we provided a living design system that is consistent, cohesive, and sustainable. This will allow Accor to build rapidly—today and into the future—with uniformity and achieve agility and scalability.
In close collaboration with Accor teams, we defined the design approach, collaboration and workflow. These foundations have allowed us to provide all core elements and transversal design components of the new design system, which is meant to scale as needed, to transform from MVP into the target vision.
Thoroughly documented to be used by dozens of designers and engineers, the system is utilized across hundreds of organisms that span millions of views across all channels.
We developed a unified design language through all digital touchpoints for a consistent experience. We focused on simplicity for a better user experience, allowing for effective interactions and highly performant usage to empower the user in his journey with the product. In addition to that, we ensured maximum accessibility by following AA standards and best practices.
As digital is one of the primary way people interact with the brand, it was of the utmost importance to design an experience that connect the physical and digital world. By taking into account the entire customer journey, encompassing all touchpoints, the new experience offer a personalized experience that increase customer engagement and business impact.