Loyalty Program Hotel Group
Unified two complex hotel group loyalty programs into a single and cohesive website
Client | Hotel Group Loyalty Program
Date | June – September 24
Where | Mexico City MX
_
IMPACTS
Optimized Information Architecture (IA) and home screen hierarchy based on data
to ensure faster navigation toward user goals through efficient flows.
- JTBD Sucess rate 95%
- User satisfaction (NPS) 85
- 2x faster booking time
RESULTS | Designed a loyalty website experience by merging two complex, different programs using a flexible information architecture and defining clear user goals.
CHALLENGE | Synthesize and prioritize high-value flows, ensuring all solutions fit within the existing back-end and feature constraints.
ROL | Lead Product Designer decision:
- Jakob’s Law Alignment | Aligned the site experience with user mental models and travel/loyalty industry standards.
- Strategic Information Architecture | Created a smooth IA to integrate all features, ensuring a clear cross-program experience.
- Radical Simplification: Managed ambiguity across complex program flows with multiple variations to define two main, straightforward JTBDs (Jobs to be Done) by leveraging funnel data and analytics: book a room and contract credit cards.
_
