Hilton Resort
iOS App Home Screen Redesign
Overview
The Hilton Resort iOS app is a mobile application designed to offer guests a seamless experience while booking and managing their stay at Hilton hotels and resorts. However, the home screen felt sparse due to the presence of a lot of unused space that could be utilized more effectively, making it a prime focus for improvement in this UI/UX case study. A redesigned home screen could increase engagement and revenue streams from the iPhone app.
Role
UX Designer
Tools
Adobe Illustrator, Figma
Link
Figma File
Problem
The Hilton Resort iOS app's home screen lacked engagement and suffered from poor UI, leading to missed revenue opportunities.
Solution
A redesign of the Hilton Resort iOS app's home screen prioritized user feedback and brand guidelines. The update introduced a distinct 'Offers' section, reintroduced engaging visuals, and added a 'recent searches' feature. This blend of aesthetics and functionality boosted user engagement.
Original
Redesign
Approach
My approach involved first conducting user surveys to gain insights on if and how the home screen should be changed. Based on the survey results, I developed a hypothesis to guide my design process and created designs that addressed the identified issues. Testing was then conducted to ensure the effectiveness of the new designs.
User Surveys
I received 20 responses for my survey which consisted of a mix of open-ended and multiple-choice questions. I asked users about their experience with the features on the current home screen and how intuitive or engaging they were.
From the 20 responses, I found the following:
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>55% of responders did not find the Home Screen engaging
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>55% of responders found the search bar to be intuitive
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>65% of responders did not find the Offers button intuitive
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>85% of responders thought there should be additional information on the home screen
Based on the insights gathered from the user surveys, it was evident that there were areas for improvement on the home screen, but they were not as extensive as initially anticipated. As part of the survey, users were also asked to suggest any additional features they would like to see on the home screen, and it was discovered that many users expressed interest in having deals prominently displayed on the page.
Hypothesis
With the addition of features beyond search added to the home page, customer engagement with the application will increase, leading to a measurable increase in revenue.
Design
In this case study, I revamped the Hilton app's home screen to enhance user experience and align with Hilton's brand. I restructured the layout for visual appeal and usability, and introduced distinct sections for 'Offers' and 'Deals'. These sections, enriched with engaging imagery and color, improved visibility of promotions. The final design adhered to Hilton's branding guidelines and user feedback.
Testing
​I conducted A/B testing on the original vs. redesigned home screen. Half of the 10 participants used the original, while the other half used the redesigned version, which included additional buttons and pages. Results indicated users spent an average of 6 seconds longer on the redesigned home screen and 12 seconds more overall. However, 40% felt the redesign lacked excitement due to the removal of destination images. Based on this feedback, further redesigns were initiated, emphasizing the reintroduction of destination images to enhance user experience.
Redesign
For the app's home screen redesign, I reintroduced a background image to inspire excitement and wanderlust. Feedback indicated the prior design was overly minimalistic. I added a "recent searches" feature for user convenience and merged the "Deals" section into "Offers".
Results
After redesigning the Hilton app's home screen, usability testing revealed enhanced user engagement. While the redesigned home screen retained users for longer durations, feedback indicated a desire for more exciting visuals. Consequently, a background image was reintroduced, evoking wanderlust and excitement. The streamlined design, combined with features like 'recent searches', optimized the user experience, emphasizing the importance of iterative design and user feedback in achieving a design that resonates with users.
Learnings
During the testing, I also noticed that some design changes did not necessarily lead to a better user experience, even if they increased the time spent on the screen. For instance, the inclusion of a "Deals" section did not improve the overall user experience, and some participants found it unnecessary. This highlights the importance of testing and evaluating design changes before implementation, as not all features or changes may generate a positive response from users. By focusing on what is truly valuable to the user and testing those design changes, I was able to create a better user experience that aligns with their needs and preferences.
