IHG APP REDESIGN
Creating value within the user’s journey
THE PROBLEM:
Compared to direct competitors, the current IHG app doesn’t capture engagement or inspire the same brand loyalty.
Skills/Tools
Figma, Wireframing
Role
UI/UX design, user testing,
market research
Duration
10 weeks
Team
Evie Mitchell, Evangelos K
How might we make the IHG app indispensable and valuable throughout the user’s journey?
THE SOLUTION:
Reorganize information to fit user needs
Incorporate features to related to users’ trips & activity planning
Anticipate needs for seamless convenience
The new IHG app helps users…
Homescreen
Displayed important trip details upon check-in
Added a mobile key feature
Included location-based suggestions and promotional offers
Encouraged exploration & experiences
Room details
Kept room number private unless for user security
Added room customization
Consolidated relevant info about the hotel
Ordering to the room
Made feature easily accessible
Encouraged users to apply accumulated points
Added time-sensitive notification
Included ability to order amenities to the room
Booking
Added searching for experiences
Added booking activities through IHG
Maintained current user flow for booking process
Favorites lists
Keeps users on the IHG app for future trip planning
Surfaced feature into main nav
Developed ability to group stays & experiences into folders
Itinerary
Encourages using the IHG app throughout the stay
Added helpful suggestions relevant to itinerary
Opportunity for brand partnerships with transportation services
Account
Added customizable preferences
User input affects suggestions from the app
Improved transparency with rewards and points
User status reflected in account display
Research & Design process
Competitive/Comparative Analysis
*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.
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How does the site establish authority in the industry? Does the app create a sense of trust within the user?
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Does the app reflect a consistent brand identity? How does the app influence brand/product perception?
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How intuitive is the use of the app? How easily can users manage their own journey? Can users remedy an issue?
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How much information is available? Can the user easily find information they’re looking for?
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How intuitive/seamless is the user’s journey? Does the app provide relevant and ansparent information?
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What’s the scope of the offered features and services? How well does the app cater to different needs?
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How does the app enhanc user experience during their stay? Are users engaged with the brand?
From 6 preliminary user interviews, we determined that IHG’s experience doesn’t inspire the same brand loyalty as its competitors.
73% of hotel-goers
want more self-service functionality from their personal devices
(Skift Research, 2022)
User personas & flows
The Event-goer
The Explorer
The Business Person
The Last-minute User
Sitemap changes
Created “Favorites” nav tab from features in the “More” section
Brought features to homepage from “More” tab
Added new features to home and search pages
A look into our design iterations
Home page
Explored imagery selection and sizing
Included people in photos
Adjusted layout hierarchy and contrast
Account page
Explored data visualization
Refined hierarchy and iconography
