Hilton Hotels: Redesigning the Small Business Rewards Card Marketing Experience
Improving engagement and accessibility for a major hospitality brand through modern visuals, clear messaging, and cross-platform design.
Project Overview
My Role: Senior Product Designer, Project Design Manager
Client: Hilton Hotels
Team: Product Designer, Hilton Partner Team, Legal, Engineers, Project Manager
Tools: Figma, Mural, A/B Testing
Deliverables: Four (4) Responsive Marketing Cards
Hilton’s Partner Team wanted to refresh their Small Business Rewards Credit Card marketing materials, which included updating outdated copy and imagery. The goal was to enhance visual appeal, improve accessibility, and increase user engagement across web platforms.
The Challenge
The Hilton Hotels Partner Team needed to modernize their Small Business Rewards Credit Card marketing materials. The existing assets were outdated—both visually and in content—leading to poor user engagement and a lack of clarity in the card application process.
Our team was tasked with delivering a fresh set of marketing cards that would:
Improve user engagement
Update photo assets and text to promote the new marketing campaign
Increase accessibility across devices
Align with Hilton’s new campaign goals
Communicate the application process clearly and effectively
Wireframe: On Press (“Click”) the card fips to display additional card offer information.
Research & Iterations
Through A/B testing and stakeholder reviews, we identified which headlines and visuals had the strongest performance. This guided content clarity and tone decisions throughout the project.
Key insights:
Users skim content quickly—clarity and short text performs better
Application steps must be a fast scan
Visuals should support and reflect modern business users (and not distract) from key content
I led wireframe and high-fidelity mock development and collaborated with Hilton’s marketing and content team to refine layout and badge placement. We worked through 4–5 feedback rounds to ensure clarity and brand alignment.
Iterations: Content and Placement (Desktop View): Photos & Text
Final Designs (iPhone & iPad view)
New layout with clearer visual hierarchy
Refreshed photos and optimized mobile views
Outcome
Approved by Hilton’s partner team
Positive stakeholder feedback
Improved clarity and user understanding
No revisions needed after final handoff
Reflection
This project reinforced how vital clear communication is in marketing-focused design. We learned how specific words, images, and layout decisions impact user understanding — especially in the context of financial applications.
I wouldn’t change a thing. The client was happy, and the team collaboration was smooth and productive.