
RESEARCHING THE USER EXPERIENCE I
SPRING 21
Case Study: User Research
Developing user research, conducting interviews, and studying the results in order to provide recommendations to stakeholders to achieve business goals
This was a three week project where I worked as a group of three to determine the stakeholders' most important and addressable business goals, write a research plan, conduct interviews, and analyze the results to recommend next steps to achieve those goals.
The Problem
Several (fictitious) senior executives of Hotels by Hilton identified some key business goals and were looking for information and insight to help them achieve those goals. They asked our team to review these and plan a research project to help identify issues that were standing in the way of achieving the business goals.
Initial Explorations + Research
We began by studying all of the business goals given to us by the executives and narrowed down which ones we could study through user research. We then laid out our research plan to outline the needs and goals of Hotels by Hilton. Using the jobs-to-be-done framework, we strove to uncover why customers come to Hilton and what job they are trying to accomplish.

Project Goals
1
Increase customer loyalty program enrollment during the reservation flow and start measuring loyalty program member satisfaction
2
Increase business traveler reservations by providing what it is that business travelers want and need from the hotel properties
3
Increase leisure traveler reservations by providing what it is that leisure travelers want and need from the hotel properties

Research Plan
Participants
Two participants were recruited per researcher, for a total of six people.
1
2
3
4
5
6
Method
The research was conducted through observations and interviews. We obtained results through both in-person and remote sessions. The results were compiled for a thorough analysis.
Research Themes + Questions
GOALS
RESEARCH THEMES
Why do and why don't people sign up for the loyalty program?
RESEARCH QUESTIONS
What are customers trying to accomplish when signing up for the loyalty program?
What do business travelers look for, want, and need when evaluating properties and choosing a room to book and why?
- What is a business traveler trying to accomplish when choosing to stay at our hotels?
-What additional information do they need when choosing what hotel to book?
-What services do business travelers value? What makes them committed to the hotel?
What do leisure travelers look for, want, and need when evaluating properties and choosing a room to book and why?
- What is a leisure traveler trying to accomplish when choosing to stay at our hotels?
-What additional information do they need when choosing what hotel to book?
-What services do business travelers value? What makes them committed to the hotel?
Increase customer loyalty program enrollment
Increase business traveler reservations
Increase leisure traveler reservations
Results
LOYALTY PROGRAM
LEISURE TRAVEL
Frequency of
Travel
Participants noted that frequency of travel impacts their decision to join a loyalty program for a hotel. They are more willing to join if they travel often.
Rewards
Participants look specifically at the rewards and perks offered through a hotel loyalty program when determining if they would like to join. Some noted rewards include discounted rates, complimentary upgrades, and bundles.
Price
Participants look to see if the loyalty program have a cost. If so, the rewards become more important and need to outweigh the costs.
Location
Participants strongly consider hotels for business travel based on location and accessibility. Proximity to conference centers, meeting spaces, public transportation, etc. is important.
Food
Participants look for food options that are close to or within the hotel for quick and easy access. Having accessible options simplifies the process of traveling.
Price
Participants consider the cost of the hotel when traveling for business.
Location
Participants strongly consider hotels for leisure travel based on location and nearby attractions. They want to be close to the things they want to do and experience while on vacation.
Amenities
Participants expect options for amenities when traveling on vacation. Some participants want a lot of amenities including gym space, pool, café, room service, etc.
Price
Cost is a driving factor for participants when selecting a hotel for leisure travel. They want the most they can get for their money.
BUSINESS TRAVEL
Affinity Diagram

Insights + Recommendations
