Hyatt Hotels Corporation

User Research Process

Project Background: In this fictional project, several senior executives of Hyatt Hotels Corporation identified some key business goals. They’re looking for information and insight that will help them achieve these goals. They reached out to me and my “team of researchers” to review the business goals and plan a research project to help identify issues that are standing in the way of achieving the business goals. The list of goals was extensive and required prioritization in order to conduct a qualitative test within a 4-week scope.

Projet Goals: With the direction of the research team, the stakeholders prioritized three key business goals for the research team to uncover issues standing in the way from the company’s ability to achieve them.

1. Why do people sign-up for a hotel loyalty program? What makes them not want to sign-up?

2. What do business travelers look for, want, and need when evaluating properties and choosing a room to book, and why?

3. What do leisure travelers look for, want, and need when evaluating properties and choosing a room to book, and why?

Action: The research team compiled a set of research objectives and designed a study to gather the information. 3 moderators interviewed and observed a total of 7 participants. Interviews were moderated and recorded (video/audio) through virtual platforms with the participant’s consent. Data was compiled from each session and conducted analysis to uncover patterns and themes. Key takeaways were identified through a research activity called affinity mapping. These were then correlated with the business goals.

Results: Insights and Recommendations were presented to the business team through a report and virtual presentation. Recommendations were broken down into themes and behaviors relating to loyalty prgrams, business travel, and leisure travel.

Lessons Learned: The research team I worked with was great! We established a method of communication and were able to take something away from each of our various levels of experience. Building the affinity diagram in a virtual setting was something new to me - I’m used to a room full of endless sticky notes. It was great experiences as we move into a more virtual work environment as the new norm.