THE OPPURTUNITY
IHG has the opportunity to learn from other Hotel apps and step ahead to leverage their 19+ hotel chains and grow brand partnerships to become an essential travel companion, ensuring loyalty from guests.
ROLE
UI/UX Designer
Partner: Abby Duda
TIMELINE
THE PROMPT
Fall 2023 - 12 Week Project
“How might IHG enhance their digital offering on their mobile app to ensure IHG can provide value to their guests throughout their stays in order to retain their loyalty and stay top of mind?”
*This is not sponsored by IHG and isn’t intended for professional use by myself or IHG
As a team we conducted research about urban transportation and the daily workflows of people. This allowed us to create personas and begin finding pain points within the users journeys.
.01 Site Audits
THE PEOPLE
Interviewees
>2 years of
Buisness Traveling
Marriott Loyalty Member
Hilton Loyalty Member
IHG Loyalty Member
20+ years of
Buisness Traveling
Marriott Loyalty Member
Hilton Loyalty Member
IHG Loyalty Member
Frequent Family Traveler
Marriott Loyalty Member
Hilton Loyalty Member
IHG Loyalty Member
Frequent Leisure Traveler
Marriott Loyalty Member
Hilton Loyalty Member
IHG Loyalty Member
Convience Leisure Traveler
Marriott Loyalty Member
Hilton Loyalty Member
IHG Loyalty Member
30+ years of
Buisness Traveling
Marriott Loyalty Member
Hilton Loyalty Member
IHG Loyalty Member
Insights
Points play an influential role in hotel brand choice
App use is severely limited before and after trip stay
Favor personalization options within hotel apps
Hesitant to use technology if it doesn't seem "Trustworthy"
App Use
Emotion
COMPETITIVE APPS
POSITIVES
-
Digital concierge services
-
Digital key access
-
Lots of visuals to entice/educate
-
Pushes for exploration use
-
Safety of digital information
NEGATIVES
-
App family is overwhelming
-
Limited by abilities of location
-
Frustration if technology fails
-
Can only save hotels to wishlist
POSITIVES
-
Security measures to establish trust
-
Trip planning capabilities
-
Browsing for fun encouraged
-
Planning flexibility
-
Hospitality at the forefront
-
77% choose AirBnB to live like locals
NEGATIVES
-
More effort needed on user’s side
-
More variability in good results
-
Booking stress
-
No options for upgrades/points
COMPARATIVE APPS
POSITIVES
-
Entire site personalized to user
-
Collaborative
-
Strong branding and visual design
-
Easy to use
-
Layered organization
-
Links to sites and articles
NEGATIVES
-
Articles or sites may not be linked
-
Not usable as an actual booking site
-
Not suitable for definite exploring
-
Captions can be mislabeled
POSITIVES
-
Entire site personalized to user
-
Collaborative
-
Strong branding and visual design
-
Easy to use
-
Layered organization
-
Links to sites and articles
NEGATIVES
-
Cannot book hotels in the app
-
Room key does not always work
-
Can be difficult to locate features
-
Information overload at times
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