Revitalized IHG One Rewards marketplace platform, driving a 300% revenue growth and 2K+ unique visitors in the first month.
Context
Role
UX Researcher/Designer
Team
Myself, Product Lead, Mobile Engineer, Backend Developer
Duration
April 2023 - May 2023 (6 Weeks)
Client
InterContinental Hotels Group (IHG)
Roles & Responsibilities
User research, Online surveys, Competitive analyses, Customer journey map, User persona, Information architecture, Wireframing, Prototyping, Design system
How Might We...
1
…design an auction platform that is intuitive and user-friendly, instilling confidence in first-time bidders to participate effortlessly?
2
...create a navigation system that enables users to quickly and effortlessly discover auctions tailored to their interests and preferences?
3
...create a transparent bidding process that empowers users to make informed decisions and track their bids confidently and seamlessly?
4
...leverage personalization to deliver relevant auction offerings, creating a truly tailored and engaging experience for each member?
Solutions
Research Planning: A Strategic Journey
Why We Chose These Methods?: Given the urgency and complexity of the project, we needed a structured yet flexible research plan. We selected stakeholder interviews, user surveys, and competitive analysis as our core methodologies.
Stakeholders Interview
This method aimed to bridge the gap between business objectives and user experience.
User Surveys
This method aimed to uncover both minor and critical usability problems that could hinder the user experience.
Competitive Analysis
This method aimed to understand the competitive landscape and gather best practices.
STAKEHOLDERS INTERVIEW
I built a bridge between business and design
To gather insights on business goals, current challenges, and stakeholder expectations, semi-structured interviews were conducted, allowing for both guided questions and open-ended discussion. This flexibility ensured we could explore unexpected areas of interest.
“The Marketplace should reflect IHG's commitment to quality and customer satisfaction.” – IHG Marketing Director
Insights from the Interviews
To increase user engagement and conversion rates.
User complaints about the complexity of the redemption process and poor mobile experience.
Align the design and user experience with IHG's brand values.
These conversations weren't just about gathering information. They were about building relationships, establishing trust, and creating a shared understanding of the challenges and opportunities that lay ahead.
USER SURVEYS
I listened to users' frustrations to transform their marketplace experience
I wanted to spend the first week to conduct user interviews to find what users needed help with the most. However, faced with budget constraints, I had to pivot. Collaboration became my new strategy.
Teaming up with the marketing team, we crafted a targeted survey aimed at uncovering the pain points and desires of IHG One Rewards members. The survey was distributed via email to a random sample of 1,000 active users, ensuring a representative mix of demographics, usage patterns, and loyalty program tiers.
Insights from the Surveys
68% of users found the platform difficult to navigate.
62% of users were dissatisfied with the mobile interface, citing non-intuitive design.
Over 50% of respondents felt the bidding process lacked transparency, causing distrust and bid abandonment.
After identifying the key problems users were facing, I knew it was crucial to understand where IHG stood in the market. I wanted to see how our platform compared to competitors and identify any gaps.
Key Insights from the Analysis
Improve product and service categorization to enhance user experience.
Offer a wider variety of rewards to meet diverse user preferences.
Incorporate dynamic, tailored recommendations to increase engagement.
Ensure a fast, consistent experience across all devices.
Simplify the process for non-hotel item redemptions to reduce user frustration.
Information Architecture Redesign for Streamlining Complexity
To address the platform's usability challenges, I crafted a clean and logical information architecture that organizes content intuitively. This redesign simplifies navigation, reduces cognitive load, and ensures users can quickly find relevant auctions and features.
Optimized User Flow for Seamless User Journey
I mapped out an optimized user flow to streamline the bidding experience, from browsing auctions to placing bids. By eliminating unnecessary steps and enhancing clarity at every stage, the new flow empowers users to engage confidently and efficiently.
Style Guide
Regular/ Medium/ Semi bold/ Bold
Inter is a variable font family carefully crafted & designed for computer screens. Inter features a tall x-height to aid in readability of mixed-case and lower-case text.
Blue Dianne
Hex Color Code: #1F4456
Cinnabar
Hex Color Code: #E8542C
Lotion
Hex Color Code: #FAFAFA
Cod Gray
Hex Color Code: #1D1D1D
Wireframes: Exploring Ideas, Refining Decisions
Based on the problems identified, I worked Wireframes served as a foundational step to explore a range of ideas and test different layouts early in the process. By focusing on structure and functionality, I could iterate quickly, identify pain points, and prioritize features. This approach not only streamlined decision-making but also ensured a seamless transition to high-fidelity designs with a clear vision and purpose. addressing these pains by coming up with potential solutions:
Validating the designs
To ensure the redesigned platform effectively addressed user pain points, I conducted usability testing with primary users. The testing script included tasks such as finding and bidding on auctions, filtering by category, and navigating the 'Experiences You May Like' section on mobile.
Observing users interact with the prototype revealed that the improved visual hierarchy and consistent design made navigation seamless, while advanced filters allowed users to refine auction choices effortlessly. The 'Experiences You May Like' section successfully enhanced engagement with personalized suggestions.
The sessions also uncovered a need for a more accessible search feature, leading to the strategic addition of a search bar below the navigation for faster, more intuitive discovery.
Crafting a Scalable Design System
To streamline the design process and ensure consistency across the platform, I created a comprehensive library of reusable components. From buttons and input fields to auction cards and navigation elements, each component was designed with flexibility and scalability in mind.
This approach not only accelerated the creation of high-fidelity designs but also simplified iterations during usability testing and stakeholder feedback. The component library became the foundation of the platform's cohesive and user-friendly interface.
Developing the designs
I created my high-fidelity mockups in Figma and then imported them into InVision to allow the engineers to inspect the files and export the necessary assets and CSS code.
I worked very closely with the Front-End team to spec out any missing interactions that were not covered in the high-fidelity mockups. I conducted a UX review of each front-end ticket that was implemented to ensure it was aligned with the designs before it went live. This collaboration ensured that the final product was both visually consistent and functionally robust, meeting our high standards for the IHG One Rewards website.
Results and takeaways
Since the implementation of the new IHG One Rewards website design, we have seen a significant decrease in user complaints regarding usability. Additionally, positive feedback from users highlights the improved experience in finding and bidding on auction items, saving them a considerable amount of time.
From a business perspective, we were able to gain 2K+ unique visitors within the first month of launch, and revenue generation for the first three months significantly exceeded up to 300%.
Some key takeaways from this project are:
Empathize with the user: By deeply understanding and addressing user pain points, you can create designs that not only meet their needs but exceed their expectations, leading to higher satisfaction and engagement.
User testing doesn't end after development: Design is a continuous iteration of improving the user experience. Always find ways to collect and listen to user feedback.
Involve engineering upfront: This helps reduce rework later on, as understanding technical limitations early informs your design strategy effectively.