My Role
UI/UX design, user testing,
market research
Skills / Tools
Figma, Wireframing, Competitive analysis
Duration
10 weeks, Fall 2023
Team
Evie Mitchell, Evangelos K
Overview
Compared to direct competitors, the current IHG app doesn’t capture engagement or inspire the same brand loyalty.
How might we make the IHG app indispensable and valuable throughout the user’s journey?
Reorganize information to fit user needs.
Incorporate features to related to users’ trips & activity planning.
Research
COMPETITIVE/COMPARATIVE ANALYSIS
Analyzed 4 of IHG's competitors across 7 categories
*Each circle’s shading represents the extent to which each brand fulfills each category. The orange circles identify the category leader among the examined brands.
From 6 preliminary user interviews, we determined that IHG’s experience doesn’t inspire the same brand loyalty as its competitors.
USER PERSONAS
The Event-Goer
Values proximity and location
Cost isn't a strong deciding factor
Will remain at the hotel for majority of their stay
The Business Person
Values brand recognition and quality
More likely to be repeat/loyalty customers
Considers cost and location
Frequently uses 3rd party booking websites
The Explorer
Values proximity to existing plans/destinations
More likely to be open to suggested experiences
Interested in local life
Less likely to spend time at the hotel or be a loyalty member
The Last-Minute User
Values ease and proximity to current location
More likely to use a mobile device when booking
Possibly looking for same-night booking
Cost is not a significant deciding factor
Design
DESIGN GOALS
Improve trustworthiness of visual design
Reorganize information to fit user needs
Add value with more trip & activity planning
Anticipate needs for seamless convenience
SITEMAP CHANGES
The highlighted areas are new additions to the app and/or relocated existing pages.
CHANGES MADE AFTER TESTING
FINAL DESIGNS
Searching & Booking
Goal #3: Add value with more trip & activity planning
Added searching for experiences
Added booking activities through IHG
Surfaced Favorites into the bottom navigation
Improve organization by grouping hotels & experiences into trip folders
Beginning the Stay
Goal #4: Anticipate needs for seamless convenience
Displayed important trip details upon check-in
Incorporated tap-entry mobile key
Added location-based suggestions and personalized promotional offers
Encouraged exploration & experiences
Ordering Room Service
Goal #4: Anticipate needs for seamless convenience
Made this feature easily accessible
Encouraged users to apply accumulated points
Added time-sensitive notification
Included ability to order amenities to the room
Room Controls & Safety
Goal #4: Anticipate needs for seamless convenience
Addressed privacy concerns
Added room customization
Consolidated relevant information about the hotel
Itinerary & Travel
Goal #3: Add value with more trip & activity planning
Encourages using the IHG app throughout the stay
Added helpful suggestions relevant to itinerary
Opportunity for brand partnerships with transportation services
Takeaways
When conducting user testing sessions, it's important to have a fleshed out prototype to fully immerse users into the new app experience. Testers will try to click around in the "app"—having a prototype that's connected and navigable will allow you to see users' thought processes and natural flows.
There is always room for improvement with a design system, but structural changes can make more of a difference in improving a user's experience.
