Design + Marketing + Strategy
Design + Marketing + Strategy
Inspirato is a Luxury Vacation Club offering residences, hotels & resorts, and once-in-a-lifetime experiences.
Originally created by an agency, I inherited the opportunity to improve the user experience of the iOS application in several ways. The goal of the app was to increase bookings, however, once the app was released there was little traction. It was my mission to find out why.
Through a series of user tests and member research, our team identified critical gaps in the user experience. We conducted member interviews, used technologies such as usertesting.com, reviewed the google analytics and tapped into the knowledge of our personal vacation specialists to discover actionable insights.
The Natural Language Search, a feature included to enhance the browsing experience, was actually a barrier for members searching for vacations options. We chose to remove this screen, eliminating the steps for users to have the option to search, browse, or book.
We noticed once our members would download the app, then never use it. In order to encourage our member to use the app more, our team suggested we close the behavior loop by sending weekly push notifications of specials on our inventory.
Our members were having a difficult time navigating the product due to inconsistent font treatments, button styles, and other graphic elements that affected their wayfinding ability. I was proactive in meeting with our marketing team and developers to review this issue, create a style guide we could use to make the handoff process a more seamless experience, and implement tools like Zeplin to achieve success.
When I left the team, we had moved from the ideation phase to wireframing a feature that would help our members better plan their trip. We also discussed the potential integration of our application with other smart home devices.