A redesign exploration of the Expedia iOS App’s side menu

to increase retention

www.cathrinelindblom.com

Problem:Expedia’s side menu has a clean and simple design, but none of the menu items are providing any immediate value and I don’t feel invested or have an emotional connection to this brand.

I’m logged in and on my phone. This is wasted real estate as my country preference could either be selected in the signup process, or just default to my current location.

This does not feel personal. Do you even know my name?

All these options kick me out of the native app experience and to the website. It feels like a phone call where you’ve being put on hold and transferred to someone else.

I’m being welcomed with my name.

Having my photo up makes this feel like a personal space.

I’ve invested in becoming a member and this is a good reminder of that investment.

The tier badge is another visual reminder of my investment and a nudge to try to increase my reward.

I want easy access to all the information I need for my booked trips.

I want to track my progress and get incentivized to earn more points.

I can come here to find time-sensitive special offers only for Rewards members like me.

I can get easy access to my Scratchpad with all my recent searches also on mobile.

Expedia has so much awesome blog content from top travel bloggers which I would love to read when I have some downtime and feel bored.

If I feel really inspired, I can go directly to look at flight prices.

I can also save this destination as a preference, and as a reward I will see deals and more articles from this destination in the future.

www.cathrinelindblom.com