Increased revenue by $115M!
In order to optimize, modernize, and humanize the web booking experience, I lead the redesign of the entire flow, from hotel search to booking confirmation.
Select a Hotel
Objective
To drive conversion and reduce customer friction by providing key hotel information via a clean, scannable experience.
Process
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Analyzed the existing page via an in-depth moderated usability test, A/B tests, FullStory and Google Analytics
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Tested multiple versions of the hotel card, with varying amounts of content
Outcome
- Step conversion from this page has increased, with additional A/B testing in progress
Select a Room & Rate
Objective
To drive conversion and revenue by delivering Clarity of Choice thru Simplicity, Comparability and Compelling content. The existing experience spanned two separate pages, with a lot of content and too many room and rate options.
Our goal was to remove clutter, confusion and cognitive overload.
Process
- Through usability tests, we found that customers constantly flipped back and forth between the Rooms and Rates pages to determine the best value. So we combined the pages for easier comparison and worked with the revenue management team to limit the number of rates displayed
- From voice of customer, we knew that we displayed too many rates and that our rate names were confusing. So we highlighted each rate’s key differentiator — non-refundable, cancellable within 7 days, etc.
- We continue to iterate and optimize both viewports, responding to user data
Outcome
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This new page was a huge win with an increase of 824K Bookings and $88M Revenue projected within the first year
Add Extras
Objective
To increase AOR (Average Order Value) via room upgrades, Points packages, and non-room inventory add-ons (meals, parking, experiences).
Process
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From previous research, we had learned that customers were most likely to upgrade to a better view, or more space, so prioritized those items
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Through multiple A/B tests, we continue to iterate and optimize both viewports, responding to user data
Outcome
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The full page is only rolled out to a percentage of properties, but initial results are positive
Complete your Reservation
Objective
To drive conversion and increase customer confidence by replaying detailed stay information and clearly defined steps to complete their transaction. Secondary objectives were to increase IHG One Rewards membership and Chase credit card enrollments.
Process
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We started with a reskinned page and focused on key areas for optimization: Stay details content and placement, Total cost display, and IHG One Rewards Quick Enroll display
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Through multiple A/B tests, we continue to iterate and optimize both viewports, responding to user data
Outcome
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For the desktop view, projected increases of 73.6K Bookings and $26.5M Revenue within the year
Reservation Confirmation
Objective
To increase customer confidence by replaying detailed pay and stay information. Secondary objective was to increase upsell and cross-sell engagement.
Process
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We started with a reskinned page and focused on key areas for optimization: Stay details and Upsell/Cross-sell
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Through multiple A/B tests, we continue to iterate and optimize both viewports, responding to user data
Outcome
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Average Daily Rate (ADR) increased due to the addition of Upsells and Cross-sells.
DESIGN LANGUAGE SYSTEM
To ensure design consistency and increase speed to market, we’ve built and maintain an extensive component library in Figma, globally accessible via Zeroheight.
