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SCOPE

UX and Heuristic Analysis

Wireframing

Prototyping

Testing

Handoff

WORKED WITH

P3 Hotel Software

Turning Guests into Members

Improving Omni’s Sign-Up Experience to elevate loyalty conversions by 8% over 3 months 

Omni Hotels & Resorts is an American, privately held, international hotel company based in Dallas, Texas. It operates 51 properties in the United States and Canada, and is an enterprise booking engine client with us at P3.

an image with 4 mobile screen views showing the improved loyalty messaging of omni hotels

THE PROBLEM

Omni Hotel Group was struggling to convert guests into loyalty members, with data revealing a low sign-up rate of just 4–7%.

 

A UX audit of the booking flow revealed key usability and content issues that contributed to the drop-off.

The Problem

OVERVIEW OF UX AUDIT

1. Loyalty benefits were unclear, hard to digest & buried in dense content

an image that shows the old cluttered design of omni's log in and sign up page for desktop and mobile

Img: Omni's Old Log in - Sign Up Page

OVERVIEW OF UX AUDIT

2. Sign-up flow was long and introduced unnecessary friction

an image that shows the old sign up page form of Omni for mobile

Img: Omni's Old Sign Up Page Form - divided into multiple images 

OVERVIEW OF UX AUDIT

3. Lack of loyalty program visibility across the booking journey

RESEARCH

Industry research echoed and supported our discoveries, turning the findings of the ux audit into actionable items below:

1. Communicating loyalty benefits at relevant points in the user journey.

Blog article by Convene (a self service tech company)

2. Keeping the sign-up process simple, fast, and low-friction

Blog article by Convene 

Blog article by Gameball

The Solution

SOLUTION 1

1. Rewrote content in a concise, benefit-first format

an image that shows the revised user friendly design for the log in and sign up page in desktop and mobile sizes

Img: Omni Log in - Sign Up Page - New User Friendly Design

SOLUTION 2

2a. Used bullet points, icons, and visual cues to improve scannability

2b. Moved sign-up to earlier in the journey with option to complete later

an image that shows the loyalty benefits touch point added to rooms and rates pages in desktop and mobile sizes

Img: Omni's Rooms and Rates Page with loyalty benefits messaging and option to sign up before checkout

SOLUTION 3

3. Added non-intrusive prompts at key moments i.e. room selection and checkout

the image shows the check out page with a non intrusive prompt for users to log in or sign up before checkout in desktop and mobile sizes

Img: Omni Checkout Page - with a non-intrusive prompt to sign up for loyalty

the image shows the section that allows guests to complete the sign up process without moving away from the checkout page for desktop and mobile sizes

Img: Omni Checkout Page with a benefit led prompt to sign up

SOLUTION 4

4. Simplified the sign-up form and removed redundant fields like password confirmation. 

the image shows a simplified, non redundant, sign up form for desktop and mobile sizes

Img: Omni's New Sign Up Page Form - without redundant fields and in a single column layout that is easy for users (based on Baymard research)

INITIAL EXPLORATIONS

We explored multiple design and functional solutions, along with colour options.

the image shows desktop and mobile screen design explorations done for the sign up journey

Img: Overview image of design directions explored for Omni's sign up overhaul 

POINTS OF NOTE & LEARNINGS

  • This project highlighted the value of marrying qualitative UX evaluation with behavioural analytics.
     
  • Loyalty program adoption is as much a content and communication challenge as it is a UI one.
     
  • Making improvements within an existing design system forced creative, incremental solutions over full redesigns.
     
  • The iterative rollout allowed for continuous testing and optimisation, rather than a single "big bang" launch.
Learnings

RESULTS

Analysis of Hotjar data showed that loyalty conversions for Omni increased by 8% over 3 months, with the checkout page driving the most improvement.

NEXT STEPS

Next steps involve optimising our account details page to reinforce value post-sign-up. 

Next Project

ITC E-Store

Revising the cart drawer and cart page experience to reduce bounce rates by 22%

© Shruti Vidyanand 2025

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