Increase mobile traffic

Context

Senior IxD at Hyatt, leading sketching, prototyping, and design validation in partnership with a Visual Designer, UX Manager, Lead Engineer, and analytics team.

Problem

Hyatt relied on an expensive third-party to provide a separate mobile site that lacked key information, forcing customers to pinch and zoom the full desktop site on their smartphones.

Options Considered

Rather than continuing to maintain a separate mobile site, the team moved to a responsive design that would serve customers across mobile, tablet, and desktop from a single experience. Design efficacy for top tasks was validated using guerrilla research tactics before full build.

Trade-offs

Partnering with the analytics team to define booking form smart defaults was used to prioritize which tasks to optimize rather than attempting to redesign everything at once.

Outcome

Overall traffic and bookings increased across mobile phones, tablets, and desktop devices.