CitySuites
Summary
Mission
CitySuites were exploring how their digital experience could better support direct bookings and reduce reliance on third-party platforms. A key part of this was creating a stronger sense of loyalty, encouraging repeat stays and building longer-term relationships with customers. The existing booking journey introduced friction and limited how flexible or personalised the experience could be. The opportunity was to rethink how booking, stay management, and loyalty could work together as a more connected experience.
My Contribution
I led UI design and experience direction, translating early account thinking into a clear product direction. The work focused on designing a loyalty-led mobile experience, supported by a simplified booking journey and features that encourage repeat engagement over time.
Mobile booking + Loyalty Experience
Reframing the opportunity
The existing booking experience felt restrictive, particularly around selecting dates, managing different booking types, and navigating the overall flow. At the same time, there was a clear goal to increase direct bookings and build stronger relationships with returning customers. This created an opportunity to rethink the experience more holistically, using loyalty as a way to connect individual interactions into something more continuous.
Onboarding + Entry
Shaping a loyalty-led experience
The direction focused on building an experience that extends beyond a single booking. Instead, the aim was to create something that encourages users to return, by recognising repeat behaviour and offering value over time. This meant connecting moments across the journey before a stay, during the visit, and afterwards. Using those touchpoints to reinforce loyalty.
Flexible Booking + Search
Simplifying the booking journey
A key part of supporting loyalty is making it easy for users to come back. The existing journey introduced unnecessary complexity, particularly for returning users or repeat bookings. The proposed approach introduced clearer steps, improved handling of dates and availability, and a more predictable flow, making it quicker and easier to book again.
Room Details
Creating moments for upsell
Beyond the core booking flow, the experience also looked at where useful prompts and offers could be introduced without making the journey feel forced. Room details, upgrades and relevant offers were treated as part of the experience rather than separate marketing moments, helping users make decisions while also supporting additional revenue opportunities.
Loyalty, Rewards + Membership
Extending the experience through mobile
The work explored how a mobile-first experience could support users beyond booking. This included managing bookings, accessing information during a stay, and surfacing relevant prompts or offers. By bringing these interactions into a single place, the experience becomes more useful over time and better supports ongoing engagement.
In-stay Features
Supporting returning users
The experience also considered how users return and re-engage. This included viewing trips, accessing booking details, and understanding loyalty status and rewards. Giving users visibility of their activity and benefits helps reinforce value and encourages repeat behaviour.
Trip Management + Booking
Outcome
This work defined a clear direction for how CitySuites could evolve their experience, with loyalty at the centre. It helped move the conversation beyond platform limitations and towards creating a more effective and engaging customer journey.
Reflection
This project showed how focused UI work can help shape product thinking. By grounding the experience in loyalty, it became easier to connect individual features into something more meaningful and long-term.
