Hyatt Hotels Corporation
Hyatt Hotels Corporation, commonly known as Hyatt Hotels & Resorts, is an American multinational hospitality company headquartered in the Riverside Plaza area of Chicago that manages and franchises luxury and business hotels, resorts, and vacation properties.
OVERVIEW
I conducted competitive analysis, developed mockups, and led user research to iteratively refine design concepts aimed at enhancing future user engagement on the Grand Hyatt website.
- TIMELINE
- June 2024 — Aug 2024
- ROLE
- Product Designer
- TOOLS
- Figma, Sketch, User Testing
BACKGROUND
Chase credit card signups decreased by ~5%, and as part of our contract with them, they are requesting more prominent placement of the Chase banner to increase credit card acquisition. Currently, the banner is right above the footer on the Timeless Canvas websites.
RESEARCH QUESTION
How might we increase visibility, interaction rates, and sign-ups of Chase credit cards on the offers page on Timeless Canvas?
ALIGNMENT WITH BUSINESS GOALS
Gain insight into user behavior when navigating the offers page to optimize content placement, design elements, and promotional strategies
Enhances user engagement, increases conversion rates, and boosts the acquisition of Chase credit cards on Timeless Canvas
PROCESS
To support these business goals, the research aimed to uncover how users perceive, navigate, and engage with the offer content on the site by identifying friction points and opportunities that could inform design recommendations. The goal was to surface actionable insights that could guide future design decisions.
Research Goals & Questions
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Visual Design
- How do images and size affect user’s likelihood to interact with an offer?
- What kinds of design appeal to users?
Competitive Analysis
A competitive analysis was conducted to analyze current credit card placement and design strategies among direct and indirect comparators.
COMPARATORS
Insights following the competitive analysis revealed several important design considerations:
Color and Contrast
- Using color strategically to guide users toward viewing and applying offers, utilizing contrast and similarity to signal relationships between offers.
Visual Hierarchy
- Structuring the layout to direct attention in order of importance.
Placement
- Positioning the offer at the top of the page so it’s the first thing users see, maximizing visibility and awareness.
Visual Appeal
- Incorporating engaging imagery to draw users in.
User Testing
User testing was conducted via unmoderated image testing on UserTesting, across both mobile and desktop. Participants viewed four mockup variations, which differed in word choice, imagery, and color. They identified which variations they were most and least likely to interact with. Mockups incorporated existing visual elements from the Timeless Canvas website to maintain brand consistency.
Participants: a total of 13 users were tested (7 mobile, 6 desktop). Age: 25–65+. Income: $60,000–$150,000+.
KEY FINDINGS
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Users are more likely to ignore ad-like banners because they are conditioned to do so (banner blindness)
Insight: Users tend to scroll past banners that resemble an advertisement such as Google ads
Recommendation: Enhance the visual and contextual integration of banners to minimize the perception of them being ad-like and increase user engagement
REFLECTIONS
This project was fun to learn about how users choose to interact with offers. During my time with Hyatt, I conducted research on increasing engagement and acquisition with Chase credit cards as well as limited time offers. Similar to myself, users were always looking for ways to save money and/or get the best bang for their buck! Having large numbers followed by “bonus points”, “percent off”, and “$ credit” is what intrigued most users to click on an offer.
