Overview
Developed a mobile-first UX for property service menus, successfully shifting guest engagement to pre-arrival. This design increased service bookings by 32% on mobile and cut support requests by 21%.
The Challenge
Service menus across thousands of Hilton properties were inconsistent, unstructured, and hard to navigate—especially on mobile. Properties used outdated templates or PDFs, making content inaccessible, untrackable, and difficult to update. Guests struggled to find precise amenity or service information during their stay.
My Role
Sr. UX Designer
Team:
- Research
- UX Design
- Accessibility
- Engineering
- Global Brand Team
- Content Strategy
- Analytics
My Approach
Goals
- Create a scalable, accessible service menu system for all Hilton properties
- Improve guest access to in-stay services on mobile and desktop
- Allow content control via CMS for property-level teams
- Reduce reliance on PDFs and static pages
Discovery & Research
- Audited 40+ existing service menu formats and legacy property pages
- Interviewed global content managers to understand content pain points
- Analyzed guest feedback around service discoverability and in-stay needs
Design & Prototyping
- Designed a modular, card-based service menu system using a responsive grid
- Prioritized mobile interaction patterns and quick-scan readability
- Included accessibility features (ARIA roles, semantic headings, proper focus states)
- Integrated optional components like hours, fees, and reservation buttons
Collaboration
- Delivered documentation and usage guidelines to property teams globally
- Worked with localization to guarantee formats supported multilingual content
- Coordinated roll-out through internal CMS platform
Outcome & Impact
- Service menu system available via content concierge across 7,000+ Hilton properties
- Cut service-related support requests by 21% post-launch
- Replaced PDFs with accessible, CMS-powered templates
- Increased guest engagement with on-property services by 32% on mobile
Key Learnings
- Simplicity and consistency improve operational efficiency at scale
- Designing for localization upfront reduces launch friction
- Empowering content teams with templates improves brand alignment