Creative Brief <1.0c>

Pujangga Homestay Web Site Redesign


Current website address and design:
http://www.pujangga-homestay.com/

Executive Summary:
Pujangga Homestay caters to the low-cost oriented tourism market while at the same time providing a reasonable temporary residence for duration of their stay in Kuala Lumpur. In a sense a no-frills package intended to keep things at minimum while at the same time granting them with a hospitable experience reflecting the generosity and integrity of Malaysian culture. Their hostel services have a flexible rate for as low as rm25 upgradeable to a single suite system for more privacy if desired.

• USP – Garden balcony
• Almost kampong style atmosphere in the city

Client wishes to revise the current view of the situation, give the users a memorable experience of the hostel, Kuala Lumpur while being directly functional

Propose simple logo for website

Client Website Analysis
• Front page is unnecessary, only contains the address
• Home – Heavily informative but not a visceral experience
• Rooms & Rates – inconsistent photo sizes redundant layout and text
• Facilities –possible regrouping to about or rooms
• Location and map – Too long winded, map small
• Contact is – Why have this? Addresses everywhere
• Online booking – same information with rooms and rates
• Misc sections – need simplification
• Links – can be vastly improved
• Places of Interest – Feels too chaotic
• Visitor guide, entering, local can be combined.

The Requirement
• Reconstruct the website to improve its overall appeal to its target audience.
• Make the site prompt, easily accessible simple friendly user experience
• Infuse a bit of a KL, Malaysian theme so it won’t look like any other ordinary budget site


Target Audience:
• Backpackers
• Hitchhikers
• Young adults who love to travel, Interested in experiencing the spirit and flow of their travel destination rather than the usual comforts of a five star hotel.
• Internet savvy uses other online booking services related to traveling such as Low cost air services such as Air Asia.
• Budget constrained individuals, thrifty on bare necessities.

Perception/Tone/Guidelines:
1. Simple and straightforward
2. No fancy tacky décor
3. Infuse a bit of malay culture(?)
4. Memorable concept that is easy and visceral simultaneously

Communication Strategy:
The web site redesign will provide direct communication methods including hostel details such as types of rooms and online booking. In the first phase of development, the site will be mostly a brochure-type site with limited interactivity and database origination. In the next phase of development, will consist of an elaborated online booking system plus optional destinations, sights and sounds.

Competitive Positioning:
Friendly quality serene hostel hospitality at an affordable price for any type of the target audience

Single-Minded Message:
Affordable Malaysian hospitality

Objective:
Website redesign will convince {target audience} that Pujangga Homestay is an affordable and friendly place during their stay while experiencing the best of Kuala Lumpur without burning a huge hole in their pockets. Theme shall be direct, clean with a slight Malaysian flavor.