PERSONALIZING THE HOTEL BOOKING EXPERIENCE
IHG Booking
PERSONALIZING THE HOTEL BOOKING EXPERIENCE
IHG Booking
PERSONALIZING THE HOTEL BOOKING EXPERIENCE
IHG Booking
IHG is the 7th most valuable hotel company, with 19 brands across 6,000+ locations. Alongside two other designers, I optimized its booking experience to reduce friction and increase revenue. We introduced AI-powered search and customizable profiles, giving travelers tailored recommendations across business, leisure, and events.
DURATION
9 weeks
ROLE
Product designer
SKILLS
UX/UI, usability testing, branding
TOOLS
Figma
IHG is the 7th most valuable hotel company, with 19 brands across 6,000+ locations. Alongside two other designers, I optimized its booking experience to reduce friction and increase revenue. We introduced AI-powered search and customizable profiles, giving travelers tailored recommendations across business, leisure, and events.
DURATION
9 weeks
ROLE
Product designer
SKILLS
UX/UI, usability testing, branding
TOOLS
Figma
IHG is the 7th most valuable hotel company, with 19 brands across 6,000+ locations. Alongside two other designers, I optimized its booking experience to reduce friction and increase revenue. We introduced AI-powered search and customizable profiles, giving travelers tailored recommendations across business, leisure, and events.
DURATION
9 weeks
ROLE
Product designer
SKILLS
UX/UI, usability testing, branding
TOOLS
Figma
CONTEXT
The current site doesn't level with competitors
The current site doesn't level with competitors
Compared to competitors, the site lagged in key areas of usability and personalization, leaving clear opportunities to improve navigation and information hierarchy, and better cater to customers' varying needs.
Compared to competitors, the site lagged in key areas of usability and personalization, leaving clear opportunities to improve navigation and information hierarchy, and better cater to customers' varying needs.
A fragmented, inconsistent user experience
A fragmented, inconsistent user experience
Our assessment revealed that IHG’s booking sites varied widely across its 19 brands, leading to a disconnected experience. Cognitive models for different customers highlighted their differing values, something we decided to bring forward to cater to changing needs.
Our assessment revealed that IHG’s booking sites varied widely across its 19 brands, leading to a disconnected experience. Cognitive models for different customers highlighted their differing values, something we decided to bring forward to cater to changing needs.
KEY INSIGHT
Many hotel brands deliver impersonal booking experiences that neglect unique customer needs, creating a frustrating experience for users.
Many hotel brands deliver impersonal booking experiences that neglect unique customer needs, creating a frustrating experience for users.
OPPORTUNITIES
Personalization
Personalization
Personalization
Get to know their customers through a personalized and streamlined booking process.
Get to know their customers through a personalized and streamlined booking process.
Trust
Trust
Trust
Integrate third-party reviews directly into the booking process.
Integrate third-party reviews directly into the booking process.
Two-way dialogue
Two-way dialogue
Two-way dialogue
Introduce a dialogue to allow customers to set priorities and interests, by building upon existing features such as stay preferences and filters.
Introduce a dialogue to allow customers to set priorities and interests, by building upon existing features such as stay preferences and filters.
MOVING FORWARD
How might we reduce friction in the booking experience so that users can easily find options tailored to their needs?
How might we reduce friction in the booking experience so that users can easily find options tailored to their needs?
SOLUTION
Reimagined, personalized experience
Reimagined, personalized experience
The redesigned booking experience allows users to create multiple profiles for their different travel needs and save preferences to each, making future bookings faster and more relevant. AI-powered search helps users find stays for every trip type, and I designed a flexible filter system that let users save preferences temporarily or permanently.
The redesigned booking experience allows users to create multiple profiles for their different travel needs and save preferences to each, making future bookings faster and more relevant. AI-powered search helps users find stays for every trip type, and I designed a flexible filter system that let users save preferences temporarily or permanently.
Business booking
Business booking
When users enter the home page, they can switch or add profiles to match their trip needs. If the user knows where they want to go, they can use the main search bar to find stays that match their search inputs and profile preferences.
When users enter the home page, they can switch or add profiles to match their trip needs. If the user knows where they want to go, they can use the main search bar to find stays that match their search inputs and profile preferences.
Exploring brands
Exploring brands
Each of IHG's brands offer unique stays and personalities, but on the current site, it's difficult to parse through. I created a brand carousel for easy browsing, so customers who are unfamiliar with the brands can explore their offerings without frustration.
Each of IHG's brands offer unique stays and personalities, but on the current site, it's difficult to parse through. I created a brand carousel for easy browsing, so customers who are unfamiliar with the brands can explore their offerings without frustration.
Suggesting trips
Suggesting trips
A brand-new addition to the IHG site is our AI-powered Explore page. For users who want to plan a trip, but are unsure of where to go or what to do, Explore curates tailored trip ideas and destination/hotel recommendations based on users' profile preferences.
A brand-new addition to the IHG site is our AI-powered Explore page. For users who want to plan a trip, but are unsure of where to go or what to do, Explore curates tailored trip ideas and destination/hotel recommendations based on users' profile preferences.
Event planning
Event planning
We streamlined the events booking process to reduce hassle. Navigating to the Events page, users can find information for a variety of event types. If they already know what they want, they can use the search bar to find venues, lodging, or both.
We streamlined the events booking process to reduce hassle. Navigating to the Events page, users can find information for a variety of event types. If they already know what they want, they can use the search bar to find venues, lodging, or both.
PROCESS
Elevating the brand, but staying true to its original style
Elevating the brand, but staying true to its original style
I designed initial wireframes for: a home page featuring pattern-based recommendations, an all-new explore page for AI-powered trip planning, a simplified hotel browsing page, and a more comprehensive filter panel.
I designed initial wireframes for: a home page featuring pattern-based recommendations, an all-new explore page for AI-powered trip planning, a simplified hotel browsing page, and a more comprehensive filter panel.
USABILITY TESTING
Users wanted more clarity and personalization features
Users wanted more clarity and personalization features
We conducted usability testing with 10 users and implemented feedback by improving clarity through signifiers and written information, and by further increasing personalization through the addition of multiple-profile capabilities.
We conducted usability testing with 10 users and implemented feedback by improving clarity through signifiers and written information, and by further increasing personalization through the addition of multiple-profile capabilities.
Multiple user profiles
Users can add as many profiles to their account as they wish, so that preferences for different trips are saved to the respective profile. Profiles can be toggled at any time from the navigation bar.
Tailored recommendations
Using saved preferences and AI, IHG gathers best matches for each search and displays recommended stays on the home page.
AI-powered search
Generative AI goes beyond physical needs and into emotional ones, allowing users to get what they want without jumping through hoops. The AI search not only outputs hotels but also tailored trip ideas.
Adjustable filters & search flexibility
The filter pop-up saves user preferences to profiles and remembers them site-wide.
When searching for stays, users see a quick view of filters that they can adjust to show results in real-time.
DETAILS
Creating a design system that prioritizes efficiency and flexibility
Creating a design system that prioritizes efficiency and flexibility
To address the opportunities we discovered through research, I designed components to create a design system that accounts for users' needs of trust, transparency, and efficiency and forms a consistent visual language.
To address the opportunities we discovered through research, I designed components to create a design system that accounts for users' needs of trust, transparency, and efficiency and forms a consistent visual language.
Surfacing the right information upfront
Accommodating users' changing preferences
Takeaways
Research and design criteria provide common ground in creative disagreements.
This project solidified my interest in UI/UX by showing how adaptable the design process is for digital products. I learned that, even when stylistic preferences can cause disagreement, staying grounded in research and design criteria ensures decisions are made intentionally. Usability testing showed me how users can interact with the site in ways I never expected or intended, opening up design opportunities I hadn't considered before.
Takeaways
Research and design criteria provide common ground in creative disagreements.
This project solidified my interest in UI/UX by showing how adaptable the design process is for digital products. I learned that, even when stylistic preferences can cause disagreement, staying grounded in research and design criteria ensures decisions are made intentionally. Usability testing showed me how users can interact with the site in ways I never expected or intended, opening up design opportunities I hadn't considered before.
Takeaways
Research and design criteria provide common ground in creative disagreements.
This project solidified my interest in UI/UX by showing how adaptable the design process is for digital products. I learned that, even when stylistic preferences can cause disagreement, staying grounded in research and design criteria ensures decisions are made intentionally. Usability testing showed me how users can interact with the site in ways I never expected or intended, opening up design opportunities I hadn't considered before.
