Lyric Hospitality

lyric is a venture-backed hospitality startup shaping a new category of stay among short term rentals and hotels.

Lyric’s smartly designed apartments in city centers mix local touches with consistent luxuries, providing guests with the authenticity and flexibility of apartment living, and the comfort and quality of boutique hotels.

I developed and led the Experience Design Team. We created new guest experiences to drive delight, loyalty, and ancillary revenue streams. Our work started with a deep understanding of the guest (current and future) to develop opportunity areas for design. We collaborated cross-functionally to design and field a dozen prototypes for IRL and digital experiences. We defined our service model and ultimately changed how we underwrote deals.

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It all began with an understanding of the guest, the Modern Business Traveler. The team conducted an ethnographic research study to understand her behaviors and attitudes around travel for work. We segmented the market, identified our aspirational target, collaborated with sales on a go-to-market strategy, and plotted the guest journey. Her journey became our team’s roadmap—the gaps between her expectations and reality showed where we could design and prototype
future experiences.