Marriott | Web

I helped Marriott find where their customers were getting inspiration to plan travel and found ways to increase local engagement, accessibility, and authority.

Introduction:

Marriott, a leading name in hospitality, embarked on an ambitious project: the launch of Bonvoy, its new loyalty program. Alongside this, the company identified the need to revamp its web experience to align with modern user needs. I was privileged to lead the UX design initiative, aiming to increase local engagement, improve accessibility, and establish Marriott as a travel authority.

The Challenge:

While Bonvoy promised an elevated loyalty experience, Marriott's web interface had to:

  1. Reflect the sophistication of the new program.
  2. Understand and cater to users' travel inspiration sources.
  3. Boost local engagement and make the platform more accessible.

Research & Ideation:

Our foundational step was user research. Through surveys, analytics reviews, and interactive workshops, we discerned how users planned travel, the pain points in the current website, and the features users desired for a richer digital experience.

Unraveling Travel Inspirations:

Our findings showed users often sought travel inspirations from:

  1. Social media, especially Instagram and Pinterest.
  2. Travel blogs and influencers.
  3. Local experiences and recommendations.

Designing for Engagement, Accessibility, and Authority:

  1. Integrated Social Feeds: We incorporated user-generated content from platforms like Instagram, allowing potential travelers to visualize experiences and fostering community engagement.
  2. Local Insights: Collaborated with local influencers and travel experts to curate location-specific guides and recommendations, ensuring users could discover hidden gems and local favorites.
  3. Enhanced Accessibility: Streamlined navigation, introduced voice search capabilities, and optimized the website for screen readers, making the platform more inclusive.
  4. Bonvoy Integration: Seamless integration of the loyalty program was essential. Users could easily access their Bonvoy benefits, view point balances, and discover exclusive experiences tailored for members.

Prototyping & User Testing:

After conceptualizing features, iterative prototyping began. From low-fidelity mock-ups, we transitioned to interactive prototypes, gathering feedback at every stage. Live user testing with diverse user groups helped identify areas for refinement, ensuring the final design was intuitive and met user needs.

Launch & Reception:

Post-redesign, Marriott's website became more than just a booking platform; it transformed into a travel inspiration hub.

Key outcomes:

  1. Increased Engagement: The site witnessed a 40% increase in user session duration and a 35% uplift in page views per session.
  2. Improved Accessibility Ratings: Web accessibility evaluations showed significant improvements, reflecting the site's inclusivity enhancements.
  3. Travel Authority: The integration of local insights and influencer collaborations positioned Marriott as a go-to source for genuine travel recommendations.

Conclusion:

Marriott's web UX overhaul during the Bonvoy launch showcased the power of truly understanding user needs. By delving into users' travel planning behaviors and merging this with industry-leading design practices, Marriott succeeded in crafting an online experience that resonated with modern travelers, emphasizing the brand's commitment to excellence and genuine travel experiences.