Spa Eastman
Linking the new transaction website to the internal reservation system to provide an optimal UX
Spa Eastman is located in the Eastern Townships. The company offers a unique concept to promote health and wellness. It is an upscale fitness and rejuvenation experience. The mandate given to Axial was to create a transactional platform fully integrated with ResortSuite while ensuring that the sales pitch was properly transferred online to convey the value of the offer.
The objectives
01
Standardize the digital ecosystem.
02
Provide a simplified user experience by connecting the website to the Spa inventory system.
03
Maximize customer service resources to reduce calls and questions from users.
04
Make the website a lever to articulate all marketing strategies and measure them.
05
Increase the online conversion rate to 2%.
THE SOLUTION
In order to ensure this redesign project’s success, content strategy had to be at the heart of discussions. This enabled us to create an evolving website structure that could respond adequately to Spa Eastman’s different customer profiles. To demonstrate Spa Eastman’s differentiated positioning, the site structure, images, tone, and content all had to be aligned.
While developing the online reservation system, we placed the customer at the center of the web experience. Our goal was to ensure that customers could easily find the information they need, navigate effortlessly, and become familiar and comfortable with Spa Eastman’s identity from the first glance. This initiative, in particular, helped make customer service more efficient, allowing the team to focus more on providing value in the customer’s experience.
In this sense, the Axial team also made sure that the different technological tools communicated well with each other. We ensured that all systems shared the same database to prevent duplication, double entry, and cumbersome internal processes.
“Working with the Axial team means not having to deal with any “bullshit” and real transparency. They’re easy to access and simplify things well, they listen to our needs and know how to provide solutions that help us achieve our goals. This is a team that is not afraid to take on a challenge, on time and on cost!”
Diane Nadeau, IT DIRECTOR, Marketing AND Communications, Spa Eastman
“It was easy to work with the Spa team. They’re really cool, they knew their stuff and they were able to work in Agile. It was all the more motivating because we knew that the project was going to make a difference and bring happiness to their team, especially their customer service team. Working in happiness for the sake of other’s happiness: who could ask for more?!”
Simon D, e-commercE DEVELOPER
Extent of work
Business and digital strategy
- Business strategy
- Web strategic planning
- UX/UI design
- Workshops and training
Development
- Technology analysis and selection
- E-commerce website development
Project management
- Project planning and management
- Stakeholder management
- Agile coaching and change management
