InterContinental Hotels Group
The parent company of many popular hotel brands like Holiday Inn and Crowne Plaza, IHG is the 7th most valuable hotel company internationally with a $12 billion market cap. Their portfolio includes 19 brands across 6,000+ locations worldwide.
Site Assessment
To gain familiarity with the site, we each did a deep dive into the brand, the current booking process, and the information architecture.
We found that IHG takes on a new personality for each of its brands, creating disconnection and inconsistency between the sites.
User Flows
After conducting user interviews and developing personas, we got more specific to understand the user flow for each user group we identified.
Why the Current Site Isn't Doing the Job
Focusing on set areas of inquiry, we assessed IHG and its competitors that have a similar audience or market space. We discovered ways in which IHG can improve their site experience by highlighting in which AOIs its competitors are top performers.
Different Customers Value Different Things
KEY INSIGHT
Many major hotel brands offer a similar online booking experience that does not pay mind to the actual wants and needs of the customer, resulting in an impersonal and frustrating experience for users.
FROM A CUSTOMER EXPERIENCE EXPERT
“If IHG would put the customers in control of the booking process, they would have higher loyalty and better REVPAR.”
How Can IHG's Site Improve?
Personalization
Get to know their customers through a personalized and streamlined booking process.
Trust
Integrate third-party reviews directly into the booking process.
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.
UX Wireframes
We each made wireframes individually before combining aspects of each direction that best fit our criteria and design goals.
*My contributions are shown here
New and Improved
User Flows
The new site design reduces redundancies, prioritizes personalization, and clearly communicates with the user.
Booking a Business Trip
"I know the trip details and want to quickly book a room."
Exploring Trip Ideas
“I have an idea of the trip I want to go on, but I’m open to suggestions.”
Booking an Event
“I have a lot on my plate and want to select a venue and communicate with their people so I can make sure my needs are met.”
Design System
Elevating the IHG brand while staying true to its original style created a more seamless and intuitive interface. Introducing modern elements allowed for a more enjoyable user experience.
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COLOR PALETTE
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ICONS
Coming Together
With a set design system, together we decided which pages were necessary to convey the improvement to the booking process and created mid-fidelity wireframes as a foundation for the UI.
COMPONENTS
Buttons & Selections
Booking Process
Search & Navigation
The Power of Imagery
When deciding on the feel of the overall site, I learned how powerful images are in communicating a brand. We included images that evoke a light and comfortable feeling, with a splash of adventurousness—all while complementing the color palette.
Reimagined Experience
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.
Exploring Brands
Each of IHG's brands offer unique stays and personalities, but on the current site, it's difficult to parse through. Our design includes a brand carousel for easy browsing, so customers who are unfamiliar with the brands can explore their offerings without frustration.
Suggesting Trips
A brand-new addition to the IHG site is our AI-powered Explore page. When users know they want to take a trip, but are unsure of where to go or what to do, the Explore page offers tailored suggestions. Users can find curated trip ideas, popular destinations, and hotel recommendations based on their profile preferences.
Wedding Planning
IHG's site currently has an Events section, but we've streamlined the 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.
Can't Forget the Users
We conducted usability testing with ten users, getting their feedback on our prototype and paying attention to how they navigated the site in ways we didn't expect.
10 users + 6 SUS surveys
Average score: 81.6
Implementing Feedback
1. Clarity: Increase clarity of design by adding more signifiers and written information.
2. Personalization: Support personalization efforts by adding ability to have multiple profiles for one account.
A Focus on Personalization
Applying user feedback, we added several features to the site to bring personalization forward.
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.
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.
Tailored Recommendations
Using saved preferences and AI, IHG gathers best matches for each search and displays recommended stays on the home page.
AI-Integrated 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.
The Transformation
See the transition between initial wireframes and full UI design.
Home
Explore
Reservation
Booking
Events
Check out the working prototype below.
Takeaways
My interest in UI/UX was solidified through this project. Seeing how the design process translates to digital products confirmed how adaptable it is. I learned to take an established brand and elevate its visual language to meet the company's and its customers' needs. And, even when stylistic preferences can cause disagreement, coming back to the research and design criteria always helps the design move forward. I especially loved how usability testing showed us how users can interact with the site in ways we never expected or intended, opening up new design opportunities.