1st In-App Hotel Comparison Tool for Hospitality
1st In-App Hotel Comparison Tool for Hospitality
1st In-App Hotel Comparison Tool for Hospitality
1st In-App Hotel Comparison Tool for Hospitality
Role: Sr. Product Designer
Duration: Multi-Sprint
Role: Sr. Product Designer
Duration: Multi-Sprint
Role: Sr. Product Designer
Duration: Multi-Sprint
Team: Product Owner, UX Manager
Stakeholders: Booking Product Owners
Team: Product Owner, UX Manager
Stakeholders: Booking Product Owners
Team: Product Owner, UX Manager
Stakeholders: Booking Product Owners
OVERVIEW
OVERVIEW
OVERVIEW
How might we help guests make faster, more confident booking decisions when choosing between multiple hotels?
When travelers are choosing between hotels, clarity is everything. We introduced a native “Compare” feature in the IHG app—enabling users to view properties side by side, evaluate amenities, and make faster, more confident decisions.
In its first month, the feature received over 5,000 visits and boosted conversions from 22.9% to 24.4% among engaged users—validating the connection between informed choice and booking behavior.
When travelers are choosing between hotels, clarity is everything. We introduced a native “Compare” feature in the app—enabling users to view properties side by side, evaluate amenities, and make faster, confident decisions.
In its first month, the feature received over 5,000 visits and boosted conversions from 22.9% to 24.4% among engaged users—validating the connection between informed choice and booking behavior.
We added a native Compare feature to the IHG app so users could view hotels side by side. It drove 5K+ visits in its first month and lifted conversions from 22.9% to 24.4%—with most users comparing two hotels before booking.
IMPACT
1.5% lift in conversions with users who interacted with this new feature with 5K visits in the first 30 days
1.5% lift in conversions with users who interacted with this new feature with 5K visits in the first 30 days
CHALLENGE
Reducing Booking Friction in the Discovery Phase
Users often viewed 2–3 hotel detail pages per session, spending ~5 minutes comparing listings.
Most-searched amenities included pools, pet-friendliness, and parking—but users had to toggle back and forth to compare.
This created decision fatigue and drop-off risk, especially on mobile.
No major competitors offered an in-app comparison tool, leaving a gap in the mobile booking experience.
With limited mobile space and a high risk of cognitive overload, we focused on surfacing the most relevant information at the right moments.
Users often viewed 2–3 hotel detail pages per session, spending ~5 minutes comparing listings.
Most-searched amenities included pools, pet-friendliness, and parking—but users had to toggle back and forth to compare.
This created decision fatigue and drop-off risk, especially on mobile.
No major competitors offered an in-app comparison tool, leaving a gap in the mobile booking experience.
With limited mobile space and a high risk of cognitive overload, we focused on surfacing the most relevant information at the right moments.
Users often viewed 2–3 hotel detail pages per session, spending ~5 minutes comparing listings.
Most-searched amenities included pools, pet-friendliness, and parking—but users had to toggle back and forth to compare.
This created decision fatigue and drop-off risk, especially on mobile.
No major competitors offered an in-app comparison tool, leaving a gap in the mobile booking experience.
With limited mobile space and a high risk of cognitive overload, we focused on surfacing the most relevant information at the right moments.
Users often viewed 2–3 hotel detail pages per session, spending ~5 minutes comparing listings.
Most-searched amenities included pools, pet-friendliness, and parking—but users had to toggle back and forth to compare.
This created decision fatigue and drop-off risk, especially in app.
No major competitors offered an in-app comparison tool, leaving a gap in the mobile booking experience.
With limited mobile space and a high risk of cognitive overload, we focused on surfacing the most relevant information at the right moments.
DESIGN STRATEGY
STRATEGY
Build a Comparison Tool Around Real User Behavior
We followed the Double Diamond framework to guide the evolution of this feature—from identifying the root cause of user hesitation to narrowing in on a clear, scalable solution.
During early discovery, we reviewed mobile room selection patterns and pain points. Then we defined the design principles that would prioritize user clarity while aligning with backend constraints. We explored multiple layout concepts, using RICE scoring to determine which features made it into MVP.
Key Activities:
Discovery & Benchmarking – Reviewed flows from Expedia, Amazon, and Hilton
Wireframe Exploration – Tested swipeable, stacked, and side-by-side layouts
Kano Model Prioritization – Prioritized which Compare features would create the most value for users without overwhelming them in the MVP. This helped us balance must-haves with delighters that elevated the experience.
We followed the Double Diamond framework to guide the evolution of this feature—from identifying the root cause of user hesitation to narrowing in on a clear, scalable solution.
During early discovery, we reviewed mobile room selection patterns and pain points. Then we defined the design principles that would prioritize user clarity while aligning with backend constraints.
We explored multiple layout concepts, using RICE scoring to determine which features made it into MVP.
Key Activities:
Discovery & Benchmarking – Reviewed flows from Expedia, Amazon, and Hilton
Wireframe Exploration – Tested swipeable, stacked, and side-by-side layouts
Kano Model Prioritization – Prioritized which Compare features would create the most value for users without overwhelming them in the MVP. This helped us balance must-haves with delighters that elevated the experience.
We used the Double Diamond framework to guide the Compare feature from discovery through MVP.
Early research surfaced booking hesitation when comparing rooms.
We defined clear comparison principles, explored multiple layouts, and used RICE scoring to prioritize what made it into launch.
We used the Double Diamond framework to evolve this feature—from uncovering user hesitation to delivering a clear, scalable solution.
In discovery, we analyzed mobile room selection pain points and defined design principles that balanced clarity with backend constraints. RICE scoring helped us prioritize features for MVP.
Key Activities:
Discovery & Benchmarking – Reviewed flows from Expedia, Amazon, and Hilton
Wireframe Exploration – Tested swipeable, stacked, and side-by-side layouts
Kano Model Prioritization – Prioritized must-haves and delighters for a strong MVP
Build a Comparison Tool Around Real User Behavior
We followed the Double Diamond framework to align with research, product, and engineering: Discover insights from mobile user behavior, Define booking friction and comparison gaps, Design a seamless multi-select feature, and Deliver a tested solution with clear KPIs.
We followed the Double Diamond framework to align with research, product, and engineering: Discover insights from mobile user behavior, Define booking friction and comparison gaps, Design a seamless multi-select feature, and Deliver a tested solution with clear KPIs.
Key Activities:
Discovery & Benchmarking – Reviewed flows from Expedia, Amazon, and Hilton
Wireframe Exploration – Tested swipeable, stacked, and side-by-side layouts
Kano Model Prioritization – Prioritized which Compare features would create the most value for users without overwhelming them in the MVP. This helped us balance must-haves with delighters that elevated the experience.
Compare Mode wasn't just a feature—it was a behavior shift.
Dive deeper to see how we validated this concept and optimized the UI for confidence-driven decision making.
Compare Mode wasn't just a feature—it was a behavior shift.
Dive deeper to see how we validated this concept and optimized the UI for confidence-driven decision making.
Compare Mode wasn't just a feature—it was a behavior shift.
Dive deeper to see how we validated this concept and optimized the UI for confidence-driven decision making.
SOLUTION
First-of-Its-Kind Mobile Comparison in Hospitality
Launched IHG's first in-app hotel comparison feature, a first in the hotel app space.
Early results within the first month of launch:
5,000+ visits to the feature
+1.5% lift in conversion rate (22.9% → 24.4%) among engaged users
Majority of users compared exactly 2 hotels, validating design assumptions
Created a frictionless, informed path to booking—right within the mobile experience.
Launched IHG's first side-by-side hotel comparison feature, a first in the hotel mobile app space.
Early results within the first month of launch:
5,000+ visits to the feature
+1.5% lift in conversion rate (22.9% → 24.4%) among engaged users
Majority of users compared exactly 2 hotels, validating design assumptions
Created a frictionless, informed path to booking—right within the mobile experience.
Launched IHG's first in-app hotel comparison feature, a first in the hotel app space.
Early results within the first month of launch:
5,000+ visits to the feature
+1.5% lift in conversion rate (22.9% → 24.4%) among engaged users
Majority of users compared exactly 2 hotels, validating design assumptions
Created a frictionless, informed path to booking—right within the mobile experience.
