Created user personas based on research to highlight key traveler archetypesneeds and preferences. Three archetypes that were identified that represent the Expedia Rewards traveller needs, behaviours and preferred engagement channels

User Persona (The Value Seeker ("Deal Hunter")

“If I’m spending money, I want to know I’m getting the best value possible.”

• Motivation: Maximize benefits and stretch every dollar
• Behavior: Actively looks for points, promotions, and reward offers before booking
• Needs: Clear visibility of dollar value, exclusive deals, and tier benefits
• Frustration: Confusing redemption process or hidden terms
• Design Opportunity: Emphasize points-to-cash conversion, upfront deal messaging, and quick comparisons of member vs. non-member pricing

User Persona The Low-Touch Adventurer ("The Unplugger")

“I travel to disconnect. I want convenience, not clutter.”

• Motivation: Easy, stress-free travel that supports spontaneity
• Behavior: Uses Expedia occasionally but expects seamless, low-friction experiences
• Needs: Passive tracking, occasional reminders, clean UI
• Frustration: Overwhelming communication or irrelevant reward nudges
• Design Opportunity: Simplified mobile interface, smart tier highlights at checkout, and personalized in-app summaries

User Persona The Independent Planner ("Control Freak")

“I research everything myself. I don’t want to be pushed into something — I just want clarity.”

• Motivation: Make informed, self-directed choices