Booking.com - scaling a loyalty program

Role: UX writer + content designer
What: Booking.com, Flights, all platforms

The goal: launch Booking.com’s ‘Genius’ loyalty brand in Flights

Genius, Booking.com’s loyalty program,

1. Building a vision

I started with what we know about Genius. Here are some key data points that helped inform the UX vision:

• Genius users drive company-wide revenue above and beyond non-Genius users

• Many Genius users expect incentives for flights, and say they’ll book flights elsewhere until we offer perks

• The majority of Genius users who have already booked a flight are using iOS

• The company expects full brand integration ASAP

• Airlines that provide deals to our users expect to be featured, and to see bookings increase

This gives us a simple starting point for scoping the launch, and for forming our hypothesis: Genius presence, in the right places, will drive traffic and conversion.

But, just because it’s a must-do doesn’t mean we can go without a strategy. It turns out, storytelling and personalization were the two most important aspects to getting the UX right.

Vision