Updating the Hilton app: Searching for Hotels & Booking a Reservation
Problem
In 2019, the Hilton Honors Android & IOS apps experienced a high level of drop-out rates within the flow of (1) searching for a hotel, and (2) booking a reservation.
• Overall conversion is down almost 3% from the previous year
• IOS: 29% of people who pick a hotel and a room don’t end up booking
• IOS: 13% of users drop out on the final booking screen
• IOS & Android: User interviews revealed problems throughout the flow that could cause confusion and insufficient information needed to finalize a booking
Solution
To redesign the Hilton Honors IOS & Android apps’ entire search & booking flow to:
Optimize the app experience
Provide the user with easy access to the information they need in order to confidently book
Increase app conversion
Process
My role was the lead UX architect. I worked with a UI designer, a copy writer, a project manager, a product owner, and our dev & QA team.
Step 1: Research
• User interviews auditing the app to identify areas of opportunity
Step 2: Design & Test
• Brainstorming & design different options
• Multiple rounds of user testing different flow options
Step 3: Release & Learn
• Release multiple variables of updated designs in the app to learn which areas convert better
Step 1: Research
App users were asked to walk through the flow and talk about their likes and dislikes. The painpoints helped us identify areas of opportunity.
Flow test
(image of old flow goes here)
Painpoints Identified
Areas of Opportunity
Step 2: Design & Test
Test objectives
Display different flow chart & wire options here
Test results
Divide by (1) Search and (2) book
Step 3: Release & Learn
Wires go here
Design screens go here