Streamlining the Mobile Checkout Experience
Streamlining the Mobile Checkout Experience
Streamlining the Mobile Checkout Experience
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, Jr. Designer
Stakeholders: Loyalty & In-Stay Product Owners
Team: Product Owner, UX Manager, Jr. Designer
Stakeholders: Loyalty & In-Stay Product Owners
Team: Product Owner, UX Manager, Jr. Designer
Stakeholders: Loyalty & In-Stay Product Owners
OVERVIEW
OVERVIEW
OVERVIEW
How might we make the checkout process more engaging and efficient, while respecting system limitations around loyalty rewards and ensuring scalability across hotel types?
IHG sunset its previous digital checkout due to backend issues and a dated experience. My team was tasked with reinventing it—from the ground up—as a more modern, personalized feature within the mobile app. What began as an open exploration turned into a high-performing, two-step flow used across 3,000+ U.S. hotels.
IHG retired its old digital checkout due to tech issues and outdated UX.
We reimagined it from scratch—evolving early concepts into a clean, 2-step flow now live in 3,000+ U.S. hotels.
IMPACT
IMPACT
IMPACT
45% engagement with new rating feature post checkout with over 75% of users giving their experience a 5-star rating to the pleasure of our owners
45% engagement with new rating feature post checkout with over 75% of users giving their experience a 5-stars
45% engagement with new rating feature post checkout with over 75% of users giving their experience a 5-star rating to the pleasure of our owners
45% engagement with new rating feature post checkout with over 75% of users giving their experience a 5-star rating to the pleasure of our owners
CHALLENGE
When Priorities Shift, So Does the Design
We faced shifting priorities, evolving from an initial goal of “making the app stickier” to highlighting loyalty benefits—only to learn our systems couldn’t reliably reflect loyalty updates in real time. With performance and personalization top of mind, we needed a solution that felt simple, branded, and delightful—while respecting technical limitations.
Goals kept shifting—from making the app stickier, to showcasing loyalty benefits—but backend delays made real-time updates impossible.
We needed a solution that was simple, on-brand, and delightful—without overstepping tech constraints.
We faced shifting priorities, evolving from an initial goal of “making the app stickier” to highlighting loyalty benefits—only to learn our systems couldn’t reliably reflect loyalty updates in real time. With performance and personalization top of mind, we needed a solution that felt simple, branded, and delightful—while respecting technical limitations.
DESIGN STRATEGY
From "What If" to "What Works"
We started with a bold vision: elevate hotel checkout from a transactional step to a loyalty-enhancing moment. Our early ideas included reminders of tier status, reward redemption prompts, and personalized post-stay offers. But backend constraints made it clear that not every feature could be supported immediately. To maintain quality and momentum, we transitioned to a phased rollout—prioritizing clarity and control first, then layering in delight and loyalty-forward features as technical systems caught up.
Phase 1: Launch the foundation
Simplified the checkout flow for ease and mobile speed
Enabled users to check out in just a few taps
Included optional review/feedback to close the loop
Phase 2: Build in loyalty and value
Let users digitally redeem loyalty rewards before checking out
Designed (but deferred) features like hotel-specific late checkout and calling a shuttle or taxi
Prioritized what was feasible based on system readiness and impact
We aimed to make checkout more than a transaction—rewarding, fast, and loyalty-forward. But backend limits meant not every idea could launch right away. So we rolled it out in two phases, focusing on clarity first, then value.
Phase 1
• Streamlined the core checkout flow
• Enabled quick, no-login checkouts
• Let users leave feedback post-stay
Phase 2
• Added reward redemption before checkout
• Delayed perks like calling a shuttle and late checkout messaging due to system constraints
We started with a bold vision: elevate hotel checkout from a transactional step to a loyalty-enhancing moment.
Our early ideas included reminders of tier status, reward redemption prompts, and personalized post-stay offers. But backend constraints made it clear that not every feature could be supported immediately.
To maintain quality and momentum, we transitioned to a phased rollout—prioritizing clarity and control first, then layering in delight and loyalty-forward features as technical systems caught up.
Phase 1: Launch the foundation
Simplified the checkout flow for ease and mobile speed
Enabled users to check out in just a few taps
Included optional review/feedback to close the loop
Phase 2: Build in loyalty and value
Let users digitally redeem loyalty rewards before checking out
Designed (but deferred) features like hotel-specific late checkout and calling a shuttle or taxi
Prioritized what was feasible based on system readiness and impact
Curious how we streamlined checkout for millions of guests?
The deep dive reveals our roadmap for scalable UX, phased rollouts, and the design decisions behind each new feature.
Curious how we streamlined checkout for millions of guests?
The deep dive reveals our roadmap for scalable UX, phased rollouts, and the design decisions behind each new feature.
Curious how we streamlined checkout for millions of guests?
The deep dive reveals our roadmap for scalable UX, phased rollouts, and the design decisions behind each new feature.
SOLUTION
Two Taps. Two Entry Points. Thousands of Happy Travelers.
The final experience was simple, elegant, and impactful.
Entry Strategy: Push notifications raised awareness, while Home and Stay Summary served as the main conversion points
Streamlined UX: A clean 2-step checkout flow replaced the previous 4-step process
Engagement Wins (6-Month Period):
179K clicks from Home
155K clicks from Stay Summary
22K+ ratings submitted
45% engagement with the new rating feature
76.8% of users gave 5-star feedback
We turned a sunset feature into a user-loved interaction that now scales across thousands of properties.
The final experience was simple, elegant, and impactful.
Entry Strategy: Push notifications raised awareness, while Home and Stay Summary served as the main conversion points
Streamlined UX: A clean 2-step checkout flow replaced the previous 4-step process
Engagement Wins (6-Month Period):
179K clicks from Home
155K clicks from Stay Summary
22K+ ratings submitted
45% engagement with the new rating feature
76.8% of users gave 5-star feedback
We turned a sunset feature into a user-loved interaction that now scales across thousands of properties.
The final experience was simple, elegant, and impactful.
Entry Strategy: Push notifications raised awareness, while Home and Stay Summary served as the main conversion points
Streamlined UX: A clean 2-step checkout flow replaced the previous 4-step process
Engagement Wins (6-Month Period):
179K clicks from Home
155K clicks from Stay Summary
22K+ ratings submitted
45% engagement with the new rating feature
76.8% of users gave 5-star feedback
We turned a sunset feature into a user-loved interaction that now scales across thousands of properties.
