User Research for Milan Marriott Hotel

During their first Workshop with Milan Marriott Hotel, held by Valentina D’Addato and Marta Carrera, students will work mainly on one of the first phase of design process: User Research. They will learn how to manage tools, data and finally to define a future design opportunity.
The workshop will focus on the design and implementation of a user research aimed at analyzing the guest experience of Milan Marriott Hotel, in relation to five main steps of the journey. In this way they will identify opportunity areas and critical issues, and they will transform them in a future scenario. Field research will be supported by a desk research focused on the analysis of data provided by the client, on contemporary trends and best practices, user comments on major social channels, brand positioning, and online reviews.
The final goal of this workshop will be to set up a great User Research based on field and desk activities, that will surely give their client useful insights.