Neurofeedback Immersive Meditation for Hyatt Hotel
Timeline
November 2024 - April 2025 (6 Months) Expansion scheduled for Seoul & Tokyo in late 2025
Company
Primary Assembly is the creative agency for the client, Hyatt Hotel. We created a neuro-responsive wellness platform designed to reimagine luxury meditation.
Role & Team
Sole Product Designer Led the end-to-end product design at Primary Assembly, collaborating closely with Hyatt’s teams in Shanghai and Hong Kong.
Responsibility
Neuro-Responsive UX & System Design. Overhauled the meditation experience by architecting a dual-platform ecosystem (iPadOS & H5) that translates invisible biometric data into intuitive interfaces.
Impact
2025
Proven Scalability Across Global Markets Demonstrated high ROI through a successful 0-to-1 launch, resulting in immediate approval for regional expansion to Hyatt Seoul and Tokyo wellness suites in late 2025.
72%
Validated Efficacy & Brand Premiumization Data-backed results showed that 72% of guests reported immediate cognitive improvement. By delivering measurable wellness outcomes rather than just "content," we increased the perceived value of Hyatt’s premium suite experiences.
4.8★
Market-Ready Product-Market Fit (PMF) Achieved an industry-leading satisfaction score from 80+ high-net-worth pilot guests in Shanghai and Hong Kong, validating the commercial demand for biometric-driven hospitality services.
Problem & Context
Hyatt Shanghai sought a futuristic, AI-driven edge to disrupt a saturated market where static amenities no longer drove premium engagement. This uncovered a critical gap between their high-end wellness vision and the uninspired, legacy experiences offered to guests.
💡
Static luxury is obsolete. To lead the market, we needed an AI-native experience that senses the mind before it guides it.
Solution
We designed a neuro-adaptive ecosystem that transforms passive meditation into a real-time, EEG-driven biometric dialogue. The AI-powered system dynamically modulates environmental feedback to match each guest’s live cognitive state.
iPadOS Version: A premium in-room experience available in Hyatt’s suite rooms
It integrates with the EEG headset, allowing real-time brainwave input to personalize the meditation based on each guest’s cognitive state.
H5 Version: Designed for broader accessibility across Hyatt’s global wellness centers
Guests scan a QR code to access the experience on any mobile device (Fully responsive for all smartphone types). It offers curated meditation sessions selected by AI based on the guest’s chosen mindset.
