App Re-Design

CONTEXT & problem statement

My team was tasked with the broader strategic objective of increasing mobile bookings, with a key focus on examining the current user experience. We were guided by the hypothesis that a well-designed app fosters a more fulfilling user experience, encouraging users to return and engage, particularly in making bookings. Informed by the statistic from Forrester that "better UI could increase conversion rates by 200%, and better UX design could increase conversion rates by up to 400%."

This led me to take on a personal project investigating the key question of:

How might we better design the app to optimize user engagement and retention?

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I aim to leverage user research to identify needs and concerns within the current experience, using these insights to create an enhanced future state that addresses gaps, improves usability, and optimizes engagement and retention to drive mobile bookings.

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My Role

Researcher and Designer

Independently conducted an end-to-end design sprint over an eight-day period.

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Tools Used

Figma, Google Meets (for user interviews and transcription), & Procreate

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UX Research

Data Collection

I started my research by conducting six semi-structured interviews* of potential users using a guide to structure the walkthrough of their app experience.

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Key Points

All users range from 19-24

All iOS device users

Previous or potential users of the hospitality app

n = 6*

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Sythesis Process

I conducted all interviews via Google Meet, using the GenerativeAI transcription tool to log the conversations.

Afterward, I cleaned up the transcriptions and transferred key points from each question and participant response to a FigJam board.

I then reviewed these responses, highlighting key insights and identifying overlapping themes to pinpoint general frustrations, insights, and recurring patterns.

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*For the User Interview Research method the minimum number of participants needed to get valid results is 5-15.

Key Takeaways

After my synthesis process, I gathered the following insights above the Gen-Z perspective on the app and their behavior:

Key Issues Identified within the Current State:

Users find it difficult to understand how many poins they earn from each booking, how to earn more, and what exactly the points can be used for.
The current interface is not streamlined to make low prices and discounts obvious.
5/6 users described the interface as "unfriendly" and the offers as "cluttered."

Behavioral Preferences:

Personalization options, saved login info, and easy discovery are highly valued.
Users appreciate the simplicity, clear options, and easy comparisons within the app.
The ability to immediately search for hotels and book quickly is a strong point of the app.

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User Persona & Design

I crafted a user persona based on the results above in order to allow us to redesign the app around the target customer.

Meet Tracy the Tech-Savvy Traveler:

Design Research & Inspiration

I aimed to keep the overall design simple while aligning with industry standards. I focused on how successful companies, and competitors in this case, present their loyalty program incentives in a clear, engaging, and easy-to-navigate manner.

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From Empathy to Iteration - Low Fidelity Wireframes

I started by sketching my ideas using Procreate, which I later refined in Figma.

To ensure my wireframes adhered to HCI best practices, I focused on using rounded corners—a key principle known to enhance usability by making interfaces more intuitive and visually appealing. Rounded corners reduce cognitive load, create a more inviting interface, and improve user recognition of interactive elements.

Consistency was another priority; I maintained a uniform header across all screens and consistently featured the points element on both the Home and Rewards screens.

Starting with low-fidelity wireframes allowed for easy adjustments and smoother transitions to high-fidelity designs. I also sought quick feedback from a Product Designer and my mentor to refine the layout.

RESULTS

I iterated upon the low-fidelity wireframes and brought them to life with a consistent color scheme that reflected the brand’s current image.

Below are more detailed descriptions of how each high-fidelity design fills the gaps in user needs, providing a friendlier, more streamlined, and helpful experience.

Home Page

Moved the points status to the home page based on user feedback, highlighting the importance of being aware of their loyalty status. This draws users in and increases awareness of the loyalty program.
Added a “Properties for You” section to enhance easy discovery, personalization, and clear options, addressing the user desire for intuitive experiences. This supports the statistic that 70% of Gen Z users expect websites to anticipate their needs.

Booking Page

Introduced a price alert feature to address the user pain point that low prices and discounts are not obvious. This feature engages users by notifying them when prices hit their desired benchmark, encouraging bookings.
The price alert is designed as an intuitive on/off button, allowing users to easily manage notifications.

Offers Page

Streamlined the Offers page to address the cluttered and non-obvious presentation of deals in the current interface.
The new layout uses visuals and white space, with card designs to simplify navigation.

Rewards Page

Simplified the loyalty section with a tracker, allowing users to clearly see how their points can be used, setting goals and incentivizing engagement.

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