UPSELL
Overview
The Upsell division at Hyatt focuses on offering pre-stay add-ons and room upgrades to guests with existing reservations at select properties worldwide.
The flow begins with an email, where guests are presented with personalized offers that they can choose to add to their stay.
Hi-Fi Mockup Video of the Sketch Prototype used for UserTesting via Invision Prototyping.
Goals for This Project
The goal of this project was to improve the user experience for discovering and purchasing add-ons and room upgrades.
Designs needed to adhere to ADA and accessibility standards while providing the shortest, most intuitive path from viewing an email to completing a purchase.
User testing revealed inconsistencies in the live experience that negatively impacted the guest flow. A key objective was to address these issues and improve how users moved through the flow end to end.
Impact
- Drove a 25% increase in upsell revenue in the quarter following implementation by simplifying the guest journey from email to purchase.
- Improved clarity and discoverability of upsell offers by unifying previously fragmented paths for add-ons and room upgrades.
- Reduced friction across the booking experience, leading to higher engagement with upgrade options.
- Strengthened accessibility compliance through ADA-aligned interaction and visual design standards.
- Enabled more consistent guest experiences across properties by establishing a scalable upsell framework.
My Role
As the Product Designer leading this project, I was responsible for ensuring all design requirements were met, documented, and scalable for ongoing iteration and improvement.
Responsibilities Included
- Collaborated with subject matter experts and stakeholders to align on how guests would navigate the upsell experience.
- Defined requirements from a guest’s perspective and ensured the flow integrated into Hyatt’s broader ecosystem.
- Conceptualized and documented end-to-end user flows.
- Created low-, mid-, and high-fidelity mockups for all core pages.
- Conducted remote and in-person user testing to validate clarity and usability.
- Established KPIs to measure success and guide iteration.
- Ran A/B testing across design concepts to ensure project goals were met.
- Ensured designs were responsive and usable across a wide range of screen sizes.
Tools
Design Tools
Sketch, Zeplin, InVision, Axure RP, Balsamiq, Mural, UserTesting.com, Adobe Analytics, FullStory
Backend Knowledge
Bootstrap, Hyatt’s design system, Hyatt’s backend systems for upselling
Communication
Slack, RingCentral