Context
Edgar Allan
Client
IHG Hotels & Rewards
What I did
iOS Design, Product Design, Rapid Prototyping
Role
Product Designer
Team
IHG App & On Property Team
Intro
The former version of the loyalty experience was not optimized for mobile use. It was an old web version of a table of benefits. We wanted to improve this experience by designing a native beneftis screen where users could see all the benefits both in their tier and in possible next tiers.
We began by reimagining how users viewed their benefits by tier. This initial redesign quickly replaced the old table layout with a mobile-optimized experience, laying the foundation for a more intuitive and engaging interface.
To improve the account benefits screen, we went through multiple rounds of UI iterations. Each version focused on refining how benefits were grouped and displayed by tier, ensuring the experience was not only visually clear but also easy to navigate and aligned with user expectations.
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After multiple design rounds, we landed on two final UI options: one featuring a dropdown menu for selecting tiers, and another with a horizontal slider that allowed users to swipe through different tiers. Both approaches aimed to make benefit exploration more interactive and intuitive, offering flexibility depending on user preferences and device constraints.
Since the loyalty experience was a key part of the product, we needed to surface benefits in context. To do this effectively, we mapped the customer journey to identify key moments when users would be most open to enhancing their stay.
We designed a dedicated screen to highlight the benefits users could enjoy during their stay, tailored to their current tier. The UI focused on clarity and timing—surfacing relevant perks in a visually clean, actionable layout right when users were most likely to need them. This in-context approach helped reinforce the value of the loyalty program in real time.
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Arleo
