Revamped Penn’s Booking System to Cut Drop-Off and Increase Conversions

How I designed the Penn App’s booking management feature to allow users to alter or edit their bookings, reducing user complaints and decreasing the frequency of customer calls and front desk visits.
iPhone mockup

Context

The Problem

Users cannot select or alter their room choice in their  mobile reservations. Causing a higher number of complaints and a high instance of calls and visits to the front desks.

15% ↑
Increased Calls to the Hotel Front Desks Needing Help or Complaining
20% ↑
Increase in Related Support Tickets
78%
User Interviewed Desired Room Selection Functionality
60%
User Interviewed Abandoned Check-In Particularly due to Room Selection

Business Goals

Solving this issue aimed to increase successful mobile check-in task completion rates and improve customer retention.

Research

The Plan

1. Competitive Analysis of Hilton Check in (Product Analysis + SWOT)
2. Audit of Room Selection on our Web Platform
3. 15 User Interviews Post 1st Iteration (7 Frequent Users, 8 Abandoned Check-In Users)

Competitive Analysis + SWOT

Audit of our Check-in on Web

Designing

Ideating

Using design thinking, I transformed research insights into actionable design solutions. Identifying that users struggled with room changes, I moved from problem definition to ideation—brainstorming intuitive solutions that prioritize accessibility and ease within the check-in flow.

1st Iteration - We work in hi-fidelity so we can ship fast

Validation

Testing with Users

I tested a group of 15 randomized users (7 users frequently checked-in using the mobile app and 8 of them had attempted to but abandoned the task)

Presenting Findings + Design Review

I presented to the Lead Designer, Product Owner, and Developers to review the flow, we refined the design by improving visual hierarchy, enhancing cost transparency, and reducing redundancy in the room change flow—streamlining navigation and decision-making for users.

Final User Flow

This is the final flow diagram that was approved my P.O and vetted by larger dev team. For handoff, I prepared all of the error flows and reviewed with the dev for my ticket to make sure there was one for each failed state they were developing for.

Results

The Effects

Launching the In-App Room Change feature, led to fewer complaints and higher engagement, leading to improved check-ins, task completion, and bookings.

10% ↑
Rate Increase for Completed Check-In Flows
15% ↑
Increase in  In-App Bookings
19% ↓
Decrease in Front Desk Visits
55% ↓
Decrease in Support Tickets, Complaints, or Inquiries

Business Outcomes

As a result of our solution, we saw a measurable increase in successful mobile check-ins and positive feedback around ease of use, directly supporting our goal of improving task completion. Early retention metrics also showed an upward trend, suggesting the improved check-in experience contributed to greater customer satisfaction and loyalty.

© 2025 Mahnoor Wazirzada. Grown with care, pixels, and maybe a few happy tears.