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STUDY HALL
BRANDING RESEARCH
WHY

In order to further develop the Study Hotel brand which is mainly associated with college campuses, the real estate developer has initiated the Study Hall concept, so this new brand will target a more affordable alternative to Study Hotels in secondary markets. Study Hall’s experiences are about connecting with others, seeing unique or exclusive things together, and participating in new spaces, neighborhoods, or conversations.
DURATION

May 2019 - Aug 2019
12 Weeks
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WHAT

Study Hall is a innovative hotel lobby concept as an extension of the university, complements campus activities with it samenities and programs (events). Study Hall provides sophisticated options where campus amenities are lacking. The team brainstormed a range of member relationships tailored to the needs of a variety of guests so the hotel could offer business opportunities for deeper engagement through exclusive amenities, events, and activities.
TEAM

Lee Moreau, Kyle Coburn, Mengzhe Ye, Gideon Schwartzman,  David Hamm
 
MY ROLE

User Interviews, Ideation, Low-fidelity wireframe, High-fidelity prototype

DEFINING THE PROBLEMS

Since brand experience is the manifestation of the brand definition as user touchpoints, the team attempted to figure out which type of experience the guest want to have in this special hotel. 

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How does Study Hall translate to an experience?

COMPETITVE ANALYSIS

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COMPETITVE ANALYSIS

Overarching Learning Goals

  • Identify guests’ values, behaviors, and motivations.

  • Understand how guests want to be connected to a university during a stay.

  • Uncover what qualities or aspects guests are looking for in their experience.

Target Participants

  • (2-3) Students

  • (2) Parents

  • (2-3) Alumni

  • (2) Faculty

  • (1) Exec School

  • (1) Dept Admin

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RESEARCH INSIGHTS

Internal
Current Student
& Faculty


Hosting the space an networking

Functional Needs
Student needs space to
work.
Faculty needs place to host/network.

Emotional Needs
Student want variety and exposure within and
outside of the university.

Faculty want to feel like their department and university convey a sense of care and pride

External
Alumni
& Parents


Focused on excursion & deeper




Functional Needs
Alumni need a way to reflect/reconnect to their experiences. 
Parents want to
connect with their kids

Emotional Needs
Alumni want to walk down memory lane and with classmates and faculty and learn about new developments.

Parents want to understand what their kids are experiencing and take advantage of what the university has to offer.

USER JOURNEY MAP

The team develops a matrix about these activities happening in the hotel and we categorized them into three types. Especially, based on the different types of guests, the team identifies certain activities and hotel programs based on the time line

I am looking for:
-    A studious environment for focused lecture prep.
-    Health and wellness spaces dedicated to relaxation.
-    Convinient meet-up loca -tions.

Meet Brenda
She is here from Penn State for the facult y search at the Biology Department.

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Lynda and Albert is looking for:
-    A hotel with proximity to campus.
-    Amenity spaces for both socializing and relaxation.
-    A studious atmosphere.

Meet Lynda and Albert
They are visiting from Tuscon, this is Albert’s dream school.

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Study group is looking for:
-    A hotel with proximity to campus.
-    Amenity spaces for both socializing and relaxation.
-    A studious atmosphere.

Meet Study Group
They are cramming for a Quantitative Macoeconomics exam.

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IDEATION

LO-FI WIREFRAME

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MI-FI ITERATIONS

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HI-FI RESULTS

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Copyright © 2022 Mengzhe Ye
All rights reserved.

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