Study Hall Branding Research
DURATION:

Nov 2019 - May 2019
12 Weeks
TEAM:

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

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

There are four different ideal themes within the study hall which the client want to achieve, the team develops several interior options based on four different layouts.

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.

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.
 

COMPETITIVE ANALYSIS

The team conducted a competitor analysis to understand the other hotels brands based on customer's experience and feelings within the hotel.

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USER PERSONA

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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USER 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 varity 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.

HOTEL ACTIVITIES STUDY

The team develops a matrix about these activities happening in the hotel and we categorized them into three types.

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Especially, based on the different types of guests, the team identifies certain activities and hotel programs based on the time line. 

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PROGRAM

Based on previous study about the circulation, the team worked on selecting basic hotel lobby functions and trying to come up a new 

layout based on different types of guests' experience within the hotel throughout the whole day.

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LOFI ITERATIONS

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View Boxes

Occupiable Wall

Programmed Perimeter

Link Bridge

Island Pavilions

Double Stoop

After studying the circulation, the team begins to come up different arrangements of study hall layouts. 

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HIFI ITERATIONS

After meeting with clients, the team decided to move forward with occupiable wall option since it follows The Study Hotel design spirit and provide more opportunities to utilize the space. 

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