HYATT
Managing a Global Digital Experience
Hyatt Hotels has been providing personalized care and unforgettable experiences to their guests for over 65 years. With a portfolio of over 700 hotels in 56 countries my teams crafted the product design, pattern libraries and digital brand expression of our global e-commerce products to ensure our guests have a seamless, personalized experience online across products and regions. We also worked closely with product, engineering, and brand management to design experiences that were functional, scalable, and drove results.
Loyalty Program App
World of Hyatt Native Apps
The World of Hyatt app is used primarily by Hyatt loyalists to book rooms, keep track of reservations, track account information and program progress along with on-property tasks such as mobile room entry, Chromecasting, restaurant reservations and ordering room service. This is an ever-evolving app with multiple stakeholders and cross-company collaboration with teams like hotel operations and revenue management.
MY ROLE
Consult with brand teams • Collaborate with product manager on roadmap • Approve design product briefs • Weekly kanban board grooming for design • Manage design team and work product • Facilitate usability testing
OUTCOME
Accounted for 26% of all Hyatt e-commerce bookings and $432M (+17% yr/yr) in revenue in 2017.
Brand Websites
Sub-brand Marketing Websites
There are 13 brands under the Hyatt master brand ranging from select service hotels to lifestyle properties on up to full-service luxury hotels. My team was asked to re-design micro sites for each brand within five months with little outside assistance. Staying true to each brand's guidelines we were able to create unique digital experiences that emphasized differentiation while utilizing re-usable components to speed up development time and create a sense of consistency among the sites as part of the Hyatt family. The result is a collection of sites with their own distinct look and feel that are responsive, editable and usable for both brand teams and Hyatt guests.
PROCESS
Discovery • Requirements Gathering • Information Architecture • Wireframes • Template Creation • Branded Visual Design • Dev Support
Andaz Brand Site
Andaz Brand Site
Hyatt Place Brand Site
Hyatt Place Brand Site
Online Booking
Responsive Booking Path
As part of a three year project to re-architect Hyatt's booking engine in-house, my team was integrated with engineers to design a clear and intuitive experience that increased conversion and delighted users. We also needed create Hyatt’s first responsive web experience for booking to increase ease of product management, follow UX best practices, and end reliance on an expensive third party mobile website.
The result is an easy-to-use site which is continually tested and enhanced to bring our customers a booking experience that matches the care and consideration they receive at our properties.
PROCESS
Discovery • Journey Mapping • User Flows • Wireframe and Prototyping • Usability Testing • Revisions • Final Designs • Dev Support • Learn and Refine
RESULTS
In 2017 the Hyatt.com booking path was responsible for 19.6% of all Hyatt bookings and $1.35B in revenue (+9.05% yr/yr).
Credits: Designers: Marc Bert, Anne Richardson, Jennifer Haffner, Ian Labelle, Alan Porterfield, Marvin Smith, Shane Sweeney