What improvements could InterContinental Hotels Group make to its mobile app to streamline the booking and check-in process?

Introduction

To improve InterContinental Hotels Group's (IHG) mobile app and streamline the booking and check-in process, we need to conduct a comprehensive analysis of user needs, pain points, and potential solutions. I'll outline my approach to tackle this challenge, focusing on user segmentation, pain point analysis, solution generation, and measurement strategies.

Step 1

Clarifying Questions (5 mins)

• Looking at the product context, I'm thinking about the app's current user base and primary use cases. Could you provide insights into the demographics of our typical users and their most common interactions with the app?

Why it matters: Understanding our user base helps tailor solutions to their specific needs and behaviors. Expected answer: Primarily business travelers and frequent leisure travelers, aged 30-55, using the app for booking, check-in, and loyalty program management. Impact on approach: Would focus on streamlining features most relevant to these user groups.

• Considering user behavior, I'm curious about cross-platform usage patterns. How do users typically interact with IHG across different touchpoints (web, mobile, in-person)?

Why it matters: Helps identify opportunities for creating a seamless omnichannel experience. Expected answer: Users often research on web, book via mobile, and interact with staff in-person. Impact on approach: Would prioritize mobile-first solutions that integrate well with other touchpoints.

• Regarding pain points and market position, how does our app currently compare to competitors in terms of user satisfaction and feature set?

Why it matters: Identifies areas where we can differentiate and improve relative to the market. Expected answer: Competitive in features but lagging in user satisfaction due to a complex booking process. Impact on approach: Would focus on simplifying the booking flow and enhancing user experience.

• Thinking about company alignment, what are the key business metrics driving this improvement initiative?

Why it matters: Ensures our solutions align with broader company objectives. Expected answer: Increasing mobile bookings, improving app store ratings, and enhancing customer loyalty. Impact on approach: Would prioritize solutions that directly impact these metrics.