IHG: Vision for the Future
The Opportunity:
IHG has the opportunity to reimagine their digital experience in order to become a comprehensive travel companion. By using diverse digital touch points, IHG can create a personalized app encounter for every individual.
IHG has the opportunity to reimagine their digital experience in order to become a comprehensive travel companion. By using diverse digital touch points, IHG can create a personalized app encounter for every individual.
Tags: UX Design, UI Design
Timeline: Oct. 2023 - Dec. 2023
My role: UX/UI Designer
Timeline: Oct. 2023 - Dec. 2023
My role: UX/UI Designer
Research
We conducted user research on travel and hotel stays to determine needs and opportunities...
...and chose what areas to prioritize in our IHG site audit and competitive/comparative review.
We created personas that aligned with IHG’s users to help guide our research and determine needs and pain points for each group.
Competitors
Comparators
Ideation & Concepting
Low Fidelity Wireframes
User Testing
UI & Style Guide
Final Design
Onboarding
Onboarding serves to learn more about the user so that IHG can curate personalized recommendations and create a more welcoming and efficient experience for guests.
Inactive Trip Homepage
When a user does not have a trip booked, their homepage recommends hotels and destinations based on their previous trips and specified interests. Booking Trips
The booking process is straightforward and simple while providing information about the destination and hotel prior to the trip.
Pre-Arrival Homepage
Once a trip is booked and prior to arrival, the homepage displays hotel and flight information as well as upcoming activities and recommendations at the destination.Upcoming Trips
Before arrival, the user is able to view bookings, itineraries, and room details. The My Trips page of the app also shows experiences, amenities, and restaurants at and near the hotel.
Active Trip Homepage
Once guests arrive at their destination, the homepage changes to allow them to explore their hotel and the Digital Concierge begins assisting the guest throughout their stay.Room Key
The digital room keys take up a majority of the screen for ease of use when carrying luggage.
Digital Concierge
The Digital Concierge assists guests throughout their stay by offering them complimentary drinks, providing travel essentials they might have forgotten, and curating a personalized trip itinerary.Explore Page
The Explore Page shows users activities and excursions in the area nearby the hotel and aids users in finding their way.
Past & Wishlist Bookings
Past & Wishlist Bookings can be viewed in the My Trips tab.AI Itinerary Curation
Before their next trip, users can create itineraries using the AI Itinerary Curation. Built into the My Trips tab, the AI Itinerary Curation guides users through a selection process to create an itinerary that serves their needs.
Reflection
This project taught me how to test specific elements and aspects of the app in order to get useful data.
This project challenged me to learn about user groups that were very different from each other and use problem-solving skills to think creatively about meeting each of their needs.
This project required me to be very detail-oriented and focus on the smaller elements that made up the entire app.
This project challenged me to learn about user groups that were very different from each other and use problem-solving skills to think creatively about meeting each of their needs.
This project required me to be very detail-oriented and focus on the smaller elements that made up the entire app.
