Brief
Building off of the existing Orbitz Rewards Pages, we needed to move content up in the hierarchy for users to better understand the program at a glance. The existing pages complicate the experience with too many clicks to locate core information and actions. This project is to solve three main user problems:
- Accessing and redeeming platinum member benefits
- Basic program understanding
- Understanding tier levels
Goals
- Clearly explain the program and tiers in 1 page
- Overview –> How It Works page
- Audience: For all users
- Clearly and simply define each tiers benefits
- Benefits page –> Tier Benefits page
- Audience: For all users
- Create a simple redemption experience for Platinum Member Choice benefits
- Experience through web
- Audience 1: For all users
- Audience 2: For identified users (authenticated logged in state to access redeem buttons)
Scope
- Updating Overview and Benefits pages (Flex)
- Combine Earn + Redeem pages (How it works)
- Designing new Benefits page (for Exp Web)
- Update or create redemption forms as needed
Research
Old Pages
Wire Frames
Concepts
In-Person Usability Study
We perform an in-person usability study/test in Seattle on 5 or 6 participants through the membership process and check for their understanding of the different tiers and aspects for each rewards. This was done in a two-way mirror room where we got to track eye movements, cursor heat maps and voice/facial observation.
What we found out users tend to quickly click over to the ‘How it Works’ page. The ‘Earn & Redeem’ page process was a bit confusing. The ‘Benefits’ page was an overload of information. I worked with the content team to simplify the language on the ‘Earn & Redeem’ page. The ‘Benefits’ page was redesign to have expandable options to shorten the page.