Redesigning Hilton.com gave us a chance to make the site more secure, more personalized, and easier to use.
Objectives
Loyalty is critical to hospitality business and Hilton Honors is one of the biggest hotel loyalty programs in the world. To support evergreen goals of increased member occupancy percentage and revenue, loyalty messaging reaches users at just about every touchpoint, aligned to these themes:
- Acquisition: encouraging users to join for the benefits (both real and perceived)
- Engagement: encouraging members to take advantage of the program
- Recognition: celebrating members and rewarding their engagement
What I did
Writing for this experience took a careful balance of push and pull, and figuring out when to lean into each theme. Conveying those sentiments in a scannable interface, while explaining the complicated algebra of points and miles, was another challenge.
My framework emphasized
- centering the member “choose the benefit that suits your style”
- sensory, active terms designed to excite “Swipe, ride, drive, dine, and fly”
- community and exclusivity “As a Gold member, you get”
Page-by-page
Getting to the Points with content design
Condensing more than a dozen pages of repetitive content into a tidy one-page overview.
Simplifying loyalty program perks
Trying a different way to work with stakeholders helped balance business requirements and user needs.
Helping employees use their benefits
Full-time employees at Hilton get an allotment of discounted room nights to use and share with friends and family. But there are rules. I made them easier to navigate and understand.