What is the best solution to design a scalable and high-performing website that reflects the expertise of a leader in the tourism industry?
How can the group’s assets be showcased? What levers can be used to promote the development of new tourist destinations in Morocco?
Expertise
- Ergonomics and UX
- Interactive map
- Mobile First
- Multimedia content distribution
- Search engine
- Showcase website
Technologies
Year
- 2024
Introduction to MADAËF
MADAËF is the tourism division of the CDG group.
MADAËF plays a key role in tourism investment in Morocco. Its subsidiary stands out by its strategy of developing attractive destinations, combining luxury hotels and high‑end services to deliver an exceptional global experience.
Its prestigious portfolio includes hotels and residences operated by internationally renowned brands such as Marriott, Hyatt, Hilton, Accor, Club Med, and Kerzner.
Meanwhile, MADAËF continues to expand its offering by developing new establishments, such as the opening of a new gourmet restaurant at the Marriott in Fez, thus meeting the needs of a constantly evolving sector.
In line with emerging trends, MADAËF also emphasizes cultural and sports tourism, notably through MADAËF Golfs, Morocco’s first network of golf courses. This strategy allows offering immersive and authentic experiences, helping strengthen the attractiveness of the destinations it develops.
The challenge
For the redesign of their website, DBM took up the following objectives:
- Provide an evolutive, high-performing and intuitive solution for simplified management
- Create a professional site highlighting the brand’s expertise and know‑how
- Showcase MADAËF’s assets
- Deliver a captivating and immersive online experience
- Optimize the user journey to encourage conversion
A challenge successfully met thanks to a collaborative and methodical approach !
Our UX/UI approach
The first step of our collaboration was to conduct a competitive benchmark in order to understand the market and best practices of the sector.
At the same time, we held a series of strategic workshops (focus groups, prioritization, warm‑ups…) bringing together teams from MADAËF and DBM. These sessions made it possible to identify the expectations of end‑users and the specific needs of the group, thus laying the foundations for the project: content hierarchy, ergonomics, key features and strategic content.
Our team carefully identified the different interaction levers throughout the user journey. This process allowed us to optimize the user experience, create opportunities for engagement, and effectively guide visitors toward conversion. Thanks to carefully integrated graphic elements, users are immersed in the world and expertise of MADAËF, thereby strengthening the visual and emotional impact of the site.
Our technical solutions
Developed under WordPress, the new site was designed respecting the highest standards of quality and usability. Here are the main actions carried out:
- We chose and adapted the most relevant plugins to meet MADAËF’s specific needs.
- MADAËF’s graphic identity was integrated precisely and energized with animations.
- The site was optimized for search engines, adhering to markup rules, supplemented by the implementation of redirects to preserve existing SEO.
- We set up Google Analytics and a precise tagging plan, supplemented by Clarity to allow for accurate monitoring of SEO and user behavior performance.
- An interactive map was integrated so users can easily explore all of MADAËF’s assets. It includes advanced filtering options, allowing visitors to sort assets by type, destination, and positioning.
