Project Overview

Booking Management Enhancement

How I designed the Penn App’s booking management feature to allow users to alter or edit their bookings, reducing user complaints and decreasing the frequency of customer calls and front desk visits.

Role
Product Designer

Timeline
Feb - May 2024 (12 weeks)

Tools
Figma, Notion, Google Docs, Miro, Maze

Deliverables
Audit of Current System, Competitive Analysis, Wireframes, Interactive Prototype

High-Level Outcomes

Front desk visits decreased by 20%.
Customer service calls reduced by 12%.
Rate of mobile check-in increased by 10%.

01 Penn Entertainment Loyalty, Rewards, and Hospitality

Context

The Problem

Users cannot select or alter their room choice in their mobile reservations.
Causing a higher number of complaints and a high instance of calls and visits to the front desks.

10%

Increased Calls to the Hotel Front Desks Needing Help or Complaining

12%
Increase in Related Support Tickets

78%
User Interviewed Desired Room Selection Functionality

60%
User Interviewed Abandoned Check-In Particularly due to Room Selection

Business Goals

Solving this issue aimed to increase successful mobile check-in task completion rates and improve customer retention.

Research

The Plan

Competitive Analysis of Hilton Check in (Product Analysis + SWOT)
Audit of Room Selection on our Web Platform
15 User Interviews Post 1st Iteration (7 Frequent Users, 8 Abandoned Check-In Users)

Competitive Analysis + SWOT

Audit of our Check-in on Web

Designing

Ideating

Using design thinking, I transformed research insights into actionable design solutions. Identifying that users struggled with room changes, I moved from problem definition to ideation—brainstorming intuitive solutions that prioritize accessibility and ease within the check-in flow.

1st Iteration - We work in hi-fidelity so we can ship fast

Validation

Testing with UsersI tested a group of 15 randomized users (7 users frequently checked-in using the mobile app and 8 of them had attempted to but abandoned the task)

Presenting Findings + Design Review

I presented to the Lead Designer, Product Owner, and Developers to review the flow, we refined the design by improving visual hierarchy, enhancing cost transparency, and reducing redundancy in the room change flow—streamlining navigation and decision-making for users.

Final User Flow

This is the final flow diagram that was approved my P.O and vetted by larger dev team. For handoff, I prepared all of the error flows and reviewed with the dev for my ticket to make sure there was one for each failed state they were developing for.

Results

Launching the In-App Room Change feature, led to fewer complaints and higher engagement, leading to improved check-ins, task completion, and bookings.

10%

Rate Increase for Completed Check-In Flows

10%
Increase in In-App Bookings

20%
Decrease in Front Desk Visits

65%
Decrease in Support Tickets, Complaints, or Inquiries

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