Marriott Bonvoy
Designing a Frictionless Booking Experience for Every Traveler
— Personalized, Accessible, and Intuitive
Case Study
UI/UX Designer
Marriott
Marriott Bonvoy is the prestigious loyalty program of the Marriott International hotel group, allowing members to earn and redeem points for luxurious stays across its world-renowned brands. This distinguished portfolio includes The Ritz-Carlton, St. Regis, JW Marriott, Sheraton, Westin, and Renaissance Hotels, among others — offering travelers exclusive rewards and elevated experiences worldwide.
Problem Statement
Marriott’s primary objective across its digital platforms is to increase customer traffic and strengthen retargeting efforts on both web and mobile. The focus is on engaging unauthenticated visitors and remembered users, encouraging deeper interaction, higher retention, and a more personalized booking experience.
Overview
Marriott aimed to enhance the booking experience through a redesigned flow that attracts a broader audience by offering personalized and engaging deals to both new and returning customers. The redesign also introduced dynamic pricing models that adjust in real time based on factors like demand, seasonality, and user behavior — ensuring travelers always receive competitive and compelling rates.
Business Goals
Challenge
Marriott aimed to elevate its digital travel experience by redesigning the booking and checkout flows to be as seamless and welcoming as the stay itself. The previous flow had redundant steps, unclear pricing, and limited Bonvoy engagement, which led to user drop-offs and inconsistent conversions. The goal was to create an intuitive, transparent, and personalized experience that encouraged confidence, accessibility, and loyalty enrollment.
Approach
I led a user-centered redesign, collaborating closely with product, development, and QA teams to align on technical feasibility and user goals. I conducted competitive benchmarking, mapped user journeys, and simplified booking steps to merge Guest Information and Review Reservation pages into a single streamlined view. The new flow integrated AI-driven personalization for relevant room recommendations, upsells, and loyalty prompts, and introduced advanced accessibility filters to help travelers easily find ADA-compliant rooms and amenities. I extended Marriott’s design system and ensured WCAG 2.1 AA compliance for color contrast, focus states, and keyboard navigation.
Outcome
The redesigned flow created a faster, clearer, and more inclusive digital booking experience, aligning with Marriott’s brand of effortless hospitality. Post-launch analytics showed a 30% increase in engagement and conversion rates, higher Bonvoy enrollments, and improved satisfaction among accessible travelers — transforming the booking journey into a personalized and trustworthy start to every trip.
Design Process
The redesign of the Marriott Bonvoy booking and checkout flows began with identifying major friction points — redundant steps, unclear pricing, and low Bonvoy enrollment during checkout. I collaborated with product managers, developers, and QA to understand technical constraints, API dependencies, and business goals centered on improving conversion, personalization, and accessibility.
Through competitive benchmarking and analysis of user journeys, I uncovered where travelers hesitated or dropped off. Using Figma, I created wireframes and prototypes that simplified navigation, merged the Guest Information and Review Reservation pages, and introduced AI-driven personalization to surface relevant room options, upsells, and loyalty prompts.
Once validated, I refined the design with scalable design system components and ensured WCAG 2.1 AA compliance by testing color contrast, focus states, and keyboard navigation. Working closely with developers during design QA, we delivered an accessible, data-driven booking experience that improved clarity, reduced drop-offs, and increased Bonvoy enrollments by 30%.
Competitive Research
Target Parameters
User Feedback
Wireframes
Style Guide
Hi-fi Wireframes
Success Metrics
Combining the “Review Reservation Details” and “Guest Information” pages created a more seamless and efficient booking flow, accelerating the checkout process without impacting booking or co-brand conversions. This optimization, focused on unauthenticated and remembered users across desktop and mobile web, led to a uniform 30% increase in visitor conversion rates and a significant uplift in Bonvoy enrollments. The redesign streamlined the experience by reducing unnecessary clicks, consolidating form fields, and ensuring no critical information was missed — ultimately contributing to a net positive impact on revenue and a more intuitive, friction-free booking journey.
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