[ ux ] · UX designer · 5 weeks
mhr rate card redesign
Redesigned a hotel rate card to make pricing clearer, based on user interviews and booking-flow testing.
Millennium Hotels website ↗
[ background ]
When confusion costs trust, MHR turned to us for solutions
Guests had complained that the rate card was confusing and hard to interpret, which hurt satisfaction and bookings. The brief: revamp this key marketing asset by rethinking both its content and design.
[ the challenge ]
Unclear rate labels and a long layout made rates hard to compare, causing confusion during booking
Business need
Reduce booking friction and customer complaints by making rates clearer and easier to compare.
User need
Compare rates easily and understand refund conditions at a glance.
[ current design ]
Nothing clearly showed that a rate was non-refundable. Users could only find out in the cancellation policy text, which led to confusion and unhappy guests.
[ approach ]
How might we simplify MHR’s rate display so guests can easily tell non-refundable and flexible rates apart?
We started by benchmarking how leading hotel brands design their rate displays. That surfaced key practices, such as intuitive labelling, side-by-side comparison and clear visual cues, which shaped a simpler rate card that tackled MHR’s pain points and met guests’ expectations of clarity.
Compare
IHG’s side-by-side, three-column layout makes rates easy to compare at a glance, with less scrolling and faster booking.
Use icons
Clear icons create a strong visual hierarchy, so users can scan key rate information without cognitive overload.
Reduce clutter
A lightbox overlay shows rate details in a focused view, without losing context on the page.
[ client’s concern ]
Clearly highlight refundable rates, without overshadowing the benefit of free member bookings
[ final designs ]
Member rates first, without confusing refundable options
[ 01 ]
To answer the client’s concern about promoting free member bookings, member rates appear first on the rate cards. A three-column layout makes prices easy to compare.
[ 02 ]
The original price has a strikethrough to emphasise the lower member rate. This hierarchy nudges users to sign up or log in for the best deal.
[ 03 ]
Rate details sit in an accordion, keeping the layout clean. Users expand them when they need more detail, without visual clutter.
[ side by side ]
Before and after
[ result ]
- +2.5%
- increase in customer satisfaction
[ what i learned ]
I learned how important it is to have clear objectives for each iteration. At times, shifting goals caused inefficiencies. Now I make sure every decision ties to a specific user or business outcome, for better clarity and direction.