Goal

To increase applications for our Hilton Amex credit cards, and reach an amount of 150,000 sign-ups

Problems

• Disappearing headers and a horizontal scroll (mobile) cause frustration because I don’t always remember which card I am looking at or comparing with another.  

• Welcome offer messaging is long and tedious. 

• Problem Identified: It would be nice if there were labels that highlighted the main benefit of each card. 

• Look into card differentiators that let the user know what each card is best for, to help the user understand the “why”—For example, “Get rewards without the fees” (Base) / “Maximizing points for corporate expenses” (Business)

• Problem identified: There is a lack of personalization (Note: It wasn’t necessarily expected, but it was suggested as a nice to have) 

Lastly, we are interested in exploring a way to link users to foreign cards instead of having that product live on the page itself. This allows us to link users to that given page, as opposed to having to edit the data directly on the page every time there is a new card. Here’s an example of how Marriott does it (scroll to bottom). 

For next steps, I will be working on a competitive analysis of card comparison pages, as well as updated design explorations. Since personalization was a “nice to have” and not a must, I will design one version without personalization, and one with. User testing those options, as well as learning LOE from the devs can help us determine how relevant it is to move forward with the personalization aspects.