While hotel stays are the primary method, the Hilton Honors program offers members several other ways to earn and use Points. Users weren’t aware of these flexible ways to maximize their membership, despite the information being readily available.
Fewer clicks, more context
The experiences and dining platforms, partnerships, and transfer/gifting/pooling features required users to link their accounts on a vendor’s site, which essentially meant that each feature had two landing pages. We condensed about 14(!) pages of this repetitive and confusing content into this tidy one-page overview.
Signed-in members see a different but similar version of this page with relevant links, personalized with details including their number of available Points.
Why it works
- Data-informed hierarchy matches users’ ranking of features as indicated by research.
- Use of headings and short, succinct copy quickly gets the point across (no pun intended).
- Active voice centers the user and their personal benefit.