Hilton 10+ Shop – Jessica Dension

Hilton Meetings & Events 10+ Shop

Client

Hilton Worldwide

Project Date

2018 - 2020

10+ Shop Project Details

We started working on this project after the MVP release of 10+ Book, essentially working backwards in the user journey. The shopping experience was another integral part of decommissioning e-events and moving us over to the new platform. We had been building 10+ Book out with 10+ Shop already in the back of our minds, and we leveraged work that had already been done on other pods to ensure a seamless experience for the user.

Team:

I was the lead designer on this team.
I worked closely with a UXA, a UXR, 2 product owners, 3 developers, an ADA compliance specialist, a copy writer, and the project manager.

Process:

2 week sprints
Daily Standups
Agile Process

User Research, Requirement Creation, and Ticket Creation:

On this project I worked closely with the UXA and Product owner to define requirements both from a business and user standpoint. We gathered research that already been conducted, and also held several labs, did interviews, and tested hypotheses for specific features.

As we worked through each feature we would conduct user testing before writing the acceptance criteria and creating tickets. In order for us to advocate for the user we needed to protect this process by staying at least 2 – 5 sprints ahead of development.

Collaboration was incredibly important for this project as we were working closely with 3 other teams, including the app team, who were developing features that directly impacted 10+ Shop.

Wireframing

We started wireframing for this project early on. We always like having plenty of time for discovery to ensure that we are giving the user the best solutions possible and also streamlining the development process and are able to stay 2-5 sprints ahead of dev. Luckily with this one we had plenty of time to explore different solutions and then we were also able to take our discoveries and work with another team who needed similar features.

What MVP success looks like?

Objectives:

For the search of 10 – 25 rooms only
Simplify shopping experience and allow users to see and compare properties that meet their search criteria
Drive user to OHW 10+ Book or RFP
Data-driven search experience for guest rooms and meeting space
Support Honors and non-Honors
Desktop & Mobile Web
Extend to all brands
English only

The search results page went through several iterations and multiple rounds of user testing for the MVP release. Some major explorations were tile/list view, the design of the cards and the omission of the CTA, the aspect ratio of the images, and the meeting-specific information on each tile that the users most wanted to see.

Distance from city center, size of largest meeting space available, and number of guest rooms
Ability to easily shop and compare on map and tile view simultaneously
Sort by feature allows user to sort by price or distance.
Ability to quickly and easily update search criteria

For the PDP (Property Description Page), we worked closely with another team who was in the process of building something similar out. We leveraged a lot of the research from that team, but conducted our own studies for our user group in order to tailor the experience to meeting and event planners.

Meeting specific information
Direct entry to 10+ Book flow
Ability to Request Pricing
Event Specific amenities listed
Ability to see location on map and continue comparing properties easily