Part 1:

Introduction:

In response to the evolving landscape of the online travel booking industry and the growing trend of users relying on mobile apps for their travel accommodations, our team, led by UX Designer Katherine Doig, undertook a user research project for Hilton Hotels. The focus was on enhancing the Hilton Honors App to provide a more seamless, personalized, and engaging experience for its users. This initiative was driven by the recognition of the increasing importance of mobile platforms and the need to align the app with user expectations and industry trends.

Company Info:

Hilton Hotels, a global hospitality leader, sought to elevate its Hilton Honors App—a loyalty program designed to reward guests and provide exclusive benefits. With millions of downloads and a strong presence on both the Apple Store and Google Play Store, the app was a key channel for customer interaction. However, the aim was to not only maintain but enhance its popularity by addressing user needs and expectations.

Project Description:

The project aimed to refine the Hilton Honors App, focusing on two key findings from previous user research: the need for comprehensive point breakdowns and improved filtering options for amenities. By addressing these user needs, the goal was to boost engagement, positive user feedback, bookings, revenue, and loyalty among Hilton Honors members.

User Base and Competition:

The primary user base was Hilton Honors members, including frequent travelers loyal to the Hilton brand. The app's primary competitors were other hotel loyalty program apps, such as Marriott Bonvoy, IHG Rewards Club, and Accor Live Limitless.

Functionality:

The proposed improvements included comprehensive point breakdowns and easier filtering options for amenities. These enhancements aimed to simplify the booking process, increase member engagement, and ensure a positive user experience.

Platform: Recognizing the dominance of smartphones in the travel booking process, the Hilton Honors App was designed for both iOS and Android platforms. The app aimed to provide a consistent user experience across devices while offering a browser-based alternative for users not comfortable with or lacking access to smartphones.

Summary of User Research Findings:

1. Users desire more options for redeeming loyalty points, such as complimentary drinks, meals, room service, or upgrades, to make the loyalty program more appealing and flexible.

2. Improved filtering options for amenities are crucial, with users prioritizing factors like price, location, free parking, bed size, kitchenette, pools, spas, and gyms.

Recommendations:

1. Enhance Loyalty Program:

   • Allow roll-over points to encourage users to accumulate points for more substantial rewards.

   • Offer a variety of redemption options, including free nights, room service, room upgrades, and complimentary amenities.

   • Avoid imposing fees for loyalty program sign-up and ensure transparency in communication.

2. Prioritize Price and Location:

   • Provide competitive pricing in high-demand locations.

   • Implement a robust search feature for users to filter amenities based on preferences.

3. Conduct Landscape Analysis:

   • Regularly conduct a landscape analysis against top competitors to identify and incorporate industry-leading features.

   • Stay at the forefront of accessibility and technology to remain competitive.

Conclusion:

Our team's approach centered around addressing user needs uncovered through comprehensive user research, aligning the Hilton Honors App with industry trends, and ensuring a seamless and personalized experience. The proposed improvements aim to not only meet user expectations but also elevate Hilton's position in the competitive landscape of online travel booking apps. As we move forward with the prototype implementation, our focus remains on achieving increased engagement, positive feedback, bookings, revenue, and loyalty among Hilton Honors members.

The next phase was prototyping a high fidelity wirefirames as an interactive mock up to impliment the findings from the user research.

Draft Wireframes with Annotations

https://xd.adobe.com/view/d01ce9d7-71e5-47bc-a12c-932ce5ab80d1-854f/

Problem:

The Hilton Honors App, while successful with millions of downloads and positive reviews, faced challenges identified through user research. Users expressed a desire for more flexibility in redeeming loyalty points and sought improved filtering options when searching for amenities during the booking process. The existing app lacked certain features that could enhance user engagement, satisfaction, and, consequently, loyalty.

Approach:

To address these challenges, we embarked on a user research project. The approach involved a comprehensive study, utilizing both in-person and remote, moderated sessions with eight participants. The research aimed to understand user preferences, pain points, and expectations regarding loyalty programs and the hotel booking process. The insights from this research were then used to formulate specific recommendations for improvements.

Results:

The user research yielded valuable insights into user behaviors, preferences, and expectations. Key findings included the need for a more flexible loyalty program with varied redemption options and improved filtering options for amenities. Participants expressed a desire for comprehensive point breakdowns and highlighted specific amenities they prioritized during the booking process, such as free parking, room size, and recreational facilities.

Lessons Learned:

1. User-Centric Improvements: Prioritizing user needs and preferences is crucial for app enhancements. The findings emphasized the importance of tailoring loyalty programs and booking processes to align with users' travel habits and expectations.

2. Competitor Landscape Analysis: Regularly conducting a landscape analysis against key competitors is essential to stay informed about industry trends and incorporate innovative features. This ongoing process ensures that the app remains competitive and up-to-date with user expectations.

3. Balancing Flexibility and Structure: Loyalty programs should strike a balance between providing structure and offering flexibility. While users appreciate the structure of earning points, they also value the flexibility of redeeming points for a variety of rewards beyond free nights.

4. Transparent Communication: Clear and transparent communication is key, especially concerning loyalty program fees and sign-up processes. Users prefer straightforward information about loyalty programs, and any hidden fees or complex sign-up processes can negatively impact user satisfaction.

5. Continuous User Feedback: The user research project highlighted the importance of continuous user feedback. As user preferences and industry trends evolve, maintaining an open channel for feedback ensures that the app can adapt and grow to meet changing user needs.

Prototype Implementation:

Based on the research findings, a prototype was developed to implement the recommended changes. This included refining the loyalty program structure, enhancing the search and filtering functionalities, and improving communication about loyalty program details.

In summary, the user research project for the Hilton Honors App served as a catalyst for positive change. By understanding user perspectives, the team was able to propose user-centric enhancements that align with industry trends. The prototype implementation aimed to address the identified challenges and create an improved, engaging, and personalized experience for Hilton Honors members. The lessons learned from this project will continue to guide future developments and ensure that the app remains a leading choice in the competitive landscape of hotel booking apps.