cxLoyalty

 

How might we design a frictionless experience for travellers to pair a hotel or car booking to their existing flight booked trip?

 

cxLoyalty is a leading loyalty and technology solutions company that offers travel, gift card and merchandise services for travellers. The cxLoyalty travel website platform was created to be a hub for everything travellers need to book, manage and earn loyalty rewards for their flight, hotel and car bookings.

Travellers seek to make their trip experience a seamless one. Through our booking data analysis using Amplitude, we learnt that a low percentage of travellers attached a hotel or car to their flight trip. To reduce this friction point, we had two goals for this new iteration of the website.

 

Design Objectives

  • Lorem Ipsum

Business Objectives

  • Increase customer bookings from flight + car bookings

what

UX/UI, Prototyping, Responsive Web

when

Spring 2019

how

Sketch, Analysis software,

with

Design Lead — Me

UX Team Lead — Kathryn Schroeder

Director of Design — Emily Schmidt

Data and Analytics — Mary Beth Holmes

 
 
 
 

Current format makes it difficult for a traveller to easily add a hotel, car or an activity to their existing flight booking.

Screenshot of the old cross-sell option for travellers to “Add hotel, car or an activity to their trip.

  1. ‼️Generic option presented to “Add a Hotel, a car or an activity” option displayed is not contextual to their trip.

  2. ‼️Clicking on any of the options redirects the user to the booking flow on the homepage. This can cause user frustration.

  3. ‼️Lack of personalized options: Options presented are not contextual to the users’ trip and as such is not useful.

 
 
 
 

FEATURES

Reserve a table.

Making a reservation has never been easier. No more waiting on hold or searching for the restaurant's website - Marune provides a direct link to the restaurant's reservation page, so you can quickly and easily secure your table.

 

Find restaurant directions.

Easily locate the restaurant with our direct link to Google Maps. No more confusing directions or wrong turns. Just click and go!

 

Discover events at a glance.

Discover all the events a restaurant has to offer in one place. No more searching through countless social media posts or websites to find out what's going on.

 

EXPLORATIONS

Information

I started explorations by working together with the product manager to critically think about the types of information that might be important to restaurant users:

 

Location

 
 

Business Hours

 
 
 

Events

 
 

Menu

 
 

DESIGNS

I explored a variety of different ways to display the information on widgets, trying out single-row card carousels, list views, stacked card widgets, and more. I liked a version of the single-row card carousel as an option to test against the more obvious stacked card widgets, but was constrained by engineering resources, and our tight timeline.

Here’s a look at some of the versions along the way:

 

RESULTS

We tested a working Figma prototype of the microsite with one restaurant client, and plan to roll it out to other restaurants in the near future.

The prototype walkthrough was positively received from the client and they have agreed to test it out with some of their users in the next 3 months.

Update: The customer side of the app has been developed and will be tested out to the restaurant users within the next 3 months.

 

NEXT STEPS

With the MVP customer-facing side of the microsite done. I am working through some designs for the restaurant to easily edit and manage the content and information that is displayed on their microsite