IHG Rewards Club® members have long had many ways to spend their points earned by staying at IHG properties, but all of these redemption options require hundreds of thousands of points to be worthwhile.
In 2020, IHG set out to add more ways members could use points. Referred to as "microburn", experiences like Pay with Points enables guests to spend the points on smaller things like in-hotel meals, or redeem towards portions of the hotel bill.
More to come soon.
I was brought in to consult on an existing experience called Pay with Points that had already gone through dev without proper wireframing, content exploration, or user testing *cue UX eye roll*
The concept is simple; IHG Rewards Club members earn a ton of points, but they don't have an easy, obvious way to use those points while staying or dining at an IHG hotel. To combat that, the plan was to create an in-app experience to enable users to pay for their room or restaurant bill using said points. The problem was that..... the conceptual designs were not great.
The designs seen to the left were the ones that dev had already built. There were a ton of unnecessary URLs, the structure was confusing, the page faced some serious accessibility issues, and honestly, it just didn't look great. We were tasked with starting over while keeping as much of the existing structure as possible. With this in mind, myself, our copywriter, and a UEA sat down to determine what the best course of action would be to remedy this broken experience.
The original designs, done by the product manager, compared with the design recommendations by myself and the rest of the UX team.
This projects was approved and completed from a design point of view in March of 2020, just as COVID-19 began to truly effect the workplace.
This work was never developed, and has been put on an indefinite hold until further notice ¯\_(ツ)_/¯