Background:

The Free Weekend Night Certificate is a reward for members of Intercontinental Hotel’s Ambassador Program.

Problem:
Members of the Ambassador Program usually don’t renew their membership, and 83% don’t redeem their free weekend night benefit.

The possible culprit?
There were a few, but one of the pain points for customers was that the vanity url wasn’t responsive, and the reservation module had all the wrong boxes checked, which guaranteed that an unsuspecting customer would get an error, and get frustrated trying to redeem their free weekend night.
• A super cumbersome digital process that isn’t responsive across devices once customers reach the vanity url.
• On mobile devices, the reservation module doesn’t even display.

Conversion rate for the weekend night is staggeringly low: 1%!

Solution:
One proposed solution for the digital strategy was to make the vanity URL responsive to optimize the user experience.

Date: 2017
Role: UX/UI Design
Url: IC Ambassador