About the project:

While at Hotwire, I spearheaded a UX content initiative to build customer confidence. Customers would shy away from booking Hotwire’s opaque hotel product due to insufficient quality-related information, leading to hesitation and lower Hot Rate Share (HRS). Additionally, due to limited real estate within the hotel cards, our solution needed to be extremely compact yet creative and impactful. The approach was the creation of a categorization framework that assigns a specific, relatable vibe to a hotel (like “luxurious”) based on a variety of quality factors. I thoroughly researched popular amenities, hotel chains, and top search filters, and developed umbrella “vibe” categories based on this competitive research and internal data. I created a vibe badge, with a tooltip on hover or tap, on the Hot Rate Hotel cards in search results and hotel details page. There were ultimately seven different vibes with snappy copy that embodied Hotwire’s bold, cheeky voice.

Deliverables: Competitive audit | Categorization framework | User studies | UX copy