Hotel Bathrooms
How do people change their grooming rituals in the hotel bathroom?
Project
Academic course project for User Research Methods, Fall 2019
Team
Individual Case Study guided by Prof. Francine Gemperle
Timeline
August - September 2019 (7 Weeks)
Image Credit: @creativeecho,
Overview
This case study began with the open-ended exploration in the domain of understanding people’s bathroom grooming rituals.
To narrow my focus within this domain, I chose the context of a hotel bathroom to understand what expectations people have and how their grooming rituals are impacted in a private space that is not within their own personal homes.
Research Methods
Synthesis & Outcomes
Context
People have high expectations of the grooming experience in hotel bathrooms common across a range of demographics and psychographics, but these expectations become subjective at an individual level.
Time and quality of resources are key aspects of the experience that determine the level of impact the overall physical, sensory and cognitive experience of the space has on people.
Qualitative Research Process
Contextual Inquiry
Within the many experiences of using bathrooms outside one's home, the hospitality industry has the greatest opportunity and good reason to enhance the experience of the bathroom user.
After an initial research, I felt that it would be interesting to narrow down on how the enhanced bathroom experience may cause an exaggerated use of resources and what are the other ways in which this experience can be made valuable to people.
Concept Mapping
Observation & Role Play
User Interviews
Recruitment Criteria
Notes from User Interviews
Sample Questions
Can you describe your last experience of using a hotel bathroom? What was it like?
How is your experience different in the hotel bathroom as compared to the one at your private residence? Can you think of few ways in which you use this space differently?
What in your opinion is the best thing about hotel bathrooms?
Are there any specific preferences that you have for your room’s bathroom? If yes, do you communicate this?
Is there any part of the grooming experience that you felt could have been different?
Do you feel limited, obliged or constrained in any way when using a hotel bathroom?
Share a story about one of your experiences in the hotel bathroom?
Since the topic of bathroom grooming rituals in hotels is a fairly relatable but subjective experience, I decided to approach people
Who were from diverse backgrounds.
Travel frequently (for leisure and/or for work).
Have travelled to numerous places internationally to uncover if I would find any common ground while targeting a breadth of stances and varied stories and on the topic.
I reached out to people using Instagram, LinkedIn and through posting flyers locally in Pittsburgh.
I also tried reaching out to hotels in Pittsburgh (namely, The Kimpton Hotel Monaco and The Omni William Penn Hotel) however there was much hesitation with respect the use of information from the interview for commercial purposes or there was no relevant person I could find speak with.
However, I got positive responses on social media and a chance meeting with an avid traveller at a seminar I attended who I later interviewed.
The difference in usage of a hotel bathroom v/s private bathroom (at home) was answered mostly in context of experiences in public bathrooms.
Privacy was a key concern. All dislike compromise of privacy in a context that can be considered new and unknown.
Accessibility of the availability of space brought up as an important factor that determines comfort in the experience.
None identified sustainability as a priority although thought it was a "nice" initiative. Did not exactly find it to be a limitation/constraint but were mostly indifferent to sustainable practices as a way to enhance the experience.
Importance of good design, functionality and relevance of amenities provided was acknowledged as a point in improving the experience, especially in budget hotels or in experience of shared facilities.
Co-design Session
Participants: Vedhaviyas Gopalakrishnan, Saumya Sharma, Shrey Agarwal, Mukund Nakhate
Activity Plan
Intent of Co-design Activities:
What are the expectations with a given context of a hotel bathroom with respect to the money paid for it?
How much time does one spend in the different parts of the grooming experience in a hotel bathroom and why?
What are the thoughts & feelings running through them during that time? What are the metrics to measure one’s experience in a space designed for them?
Key Takeaways
High Sensitivity - smallest elements can create a complete switch of emotions.
Details are important.
Maximizing physical sensations v/s Enjoy mental stimulation (2 types of people).
Private activity - barely any discussions or talking amongst one another except when required.
Designed their own Airbnb bathrooms with absolute essentials and priorities vary very slightly.
Each person takes either very less time or a lot of time to pick elements - utility vs experience enhancement. But all want to take maximum advantage of all things available in the hotel bathroom context.
Analysis & Synthesis
Affinity Mapping
User Interview Responses
Visualizing Data
Online Survey Responses
Personas
Journey Mapping
Emergent Themes
High Expectations
Hotel guests expect best quality for money’s worth.
Privacy
Importance of private reflective time for self in a new environment.
Flexibility
Comfort comes from the ability to personalize the bathroom space.
Ambience
Details and branding create an ambience that enhances the guest experience.
Heightened Sensitivity
Small details make a big impression on guests experience.
Functionality
Usability of the grooming experience rests heavily on responsiveness to basic needs.
Key Insights
Insight #1
Time spent with oneself during grooming is often reflective. Therefore crafting details to enhance this experience is crucial.
Intimacy, privacy and comfort need to be translated to ease of use of the space and should respond to the functional needs of travellers.
Insight #2
Expectations are high in comparison to the home bathroom.
Therefore it is important to go the extra mile to provide comfort, adding personal touches one can relate to that makes travellers feel at home.
Insight #3
Personalization and flexibility become crucial especially because the basic functional priorities are common.
A heightened sense of sensitivity focuses attention to small details that can have a high impact on the experience.
PRODUCT OPPORTUNITY GAP
How might we design a personalized bathroom experience which is an extension of the hospitality provided by a guest room, private and comforting for the mind & body?
Proposed Recommendations
Identifying intervention points where there is potential to amplify satisfaction level to the status of a wow-factor.
Create a lasting impression of one’s personal experience outside of the comfort of home.
Focus on the finer, more subtle influences on the mind & body of the users is essential as small caring details can have high value for people and create lasting impressions.
Should
Be responsive to finer details of functional requirements of the body and the mind of individual users.
Could
Include strategies that capitalize on the heightened state of expectations and sensitivities.
Ensure the bathroom has a physical presence equivalent to that of the guest room
Reflection & Next Steps
This case study was a great first learning experience for me to understand and conduct hands-on qualitative user research and analysing the data collected. Limited by the nature of the topic I was unable to conduct ethnographic studies as a participant observer in the field.
The next steps to the opportunity gap identified and recommendations suggested would be
Validate & Test
Develop and test prototype concepts so that the details and design gestures within existing hotel bathrooms can be further refined to provide the best possible personalized experience for hotel guests.
Limitations
I was unable to get permissions to conduct interviews with hospitality managers and designers of some local hotels to understand how they conceptualize and design the hotel bathroom space, which would have added value to the insights that were derived.
Constraints
Identify the different categories of hotels and the appropriate design concepts for each depending on the cost and feasibility of execution in terms of decor and interior design.