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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.

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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

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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

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Insights + Recommendations

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LOYALTY PROGRAM

Hilton can increase customer interest in their loyalty program by offering rewards and perks that are most valuable to them.  Hilton can ask customers specifically what kinds of rewards they would like to earn and then implement the findings into the program.

Hilton can incorporate a system into its loyalty program in order to provide feedback to customers.  This allows users to easily access their progress and earnings.

BUSINESS TRAVEL

Emphasizing accessibility to nearby business locations can attract business travelers.  This can be incorporated in Hilton’s website for potential guests to easily see.

Hilton can also bring attention to any convenience that would benefit a business traveler such as quick and easy food options, access to public transportation, or a business center within the hotel.

LEISURE TRAVEL

Hilton can attract leisure travelers by featuring their amenities and highlighting what guests will get for their money.

Emphasizing location and access to popular nearby attractions will also create interest in potential guests.

All images are courtesy of Hotels by Hilton.

Next Project

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Community Engagement

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