Solace Phan Thiet
Services
UI/UX Design
Client
Solace Phan Thiet
Location
Vietnam
Year
2024
Info
Solace at NovaWorld Phan Thiet is a premium resort destination seeking to optimize service processes and elevate the guest experience. In this project, I took on the role of designing solutions to make the service journey at Solace more user-friendly and intuitive. By creating a comprehensive service journey, I delivered a seamless experience for both guests and staff, ensuring satisfaction and operational efficiency.
Challenges identified:
Customer experience was inconsistent across multiple touchpoints (booking, check-in, in-villa services).
Internal workflow was fragmented — booking confirmations, room preparation, and special requests were not streamlined.
Cross-department communication (marketing, operations, service staff) lacked clarity, leading to inefficiency and delays.
Project Goals
Create a Customer Journey Map to capture the short-stay guest experience, highlight pain points, and spot opportunities for improvement.
Build a Service Blueprint that shows internal coordination, system interactions, and resource usage, helping optimize operations and improve guest experience.
Ensure a seamless, personalized guest journey while reducing errors and boosting efficiency.
Research & Findings
Guest interviews: Conducted with 12 villa guests to understand needs, motivations, and expectations.
Internal data analysis (Nova Group): Looked at booking patterns, length of stay, and facility usage to identify trends.
Competitor review: Found a market gap — very few operators offer personalized 4-star villa services.
Persona focus: Defined a Short-stay Persona to prioritize short-term guests, outlining their key behaviors and touchpoints.
Short-stay Persona
Design Process
Customer Journey Mapping:
Mapped the end-to-end guest journey — from discovery and booking to check-in, in-stay service, and check-out — to identify friction points and service gaps.
Workshops with departments:
Marketing: Tools used for acquisition and booking (Hubspot, Odoo).
Operations: Processes for room prep, check-in, handling special requests.
Cross-team collaboration: Pinpointed unclear workflows and misaligned communication.
Short-stay customer journey map
Service Blueprint creation:
Documented guest interactions, employee actions, backstage processes, and system support. Created a clear blueprint for alignment and iteration.
Service blueprint 1st iteration
Outcomes & Learnings
Delivered a complete Service Blueprint as a foundation for continuous evaluation and improvement.
Applied a user-centered approach to understand guest expectations and needs.
Improved internal coordination between departments, reducing errors, response delays, and operational inefficiencies.
