Marriott Bonvoy
Case Study
UI Designer
Marriott
Marriott Bonvoy stands as the esteemed loyalty program of the Marriott hotel company, offering discerning users the opportunity to accrue and redeem points for indulgent stays at renowned Bonvoy brands. This exclusive selection includes The Ritz-Carlton, St. Regis, JW Marriott, Sheraton, Westin, and Renaissance Hotels.
Problem Statement
Marriott's primary objective across its digital properties is to enhance customer traffic and retargeting on both websites and mobile apps. This encompasses engaging both unauthenticated visitors and remembered users, aiming to maximize their interaction and retention on the platform.
Overview
Marriott aims to enhance the booking experience with a redesigned flow, intending to attract a greater number of users by extending enticing offers to both new and existing customers. Explores dynamic pricing models that adjust in real-time based on factors such as demand, seasonality, and user interactions, providing users with competitive and compelling rates.
Business Goals
Design Process
Redesigning involves researching and improving the website experience. Collaborating closely with cross-functional teams, I gained insights into user interactions and development aspects. I started by analyzing the project's feature requirements. Then, I evaluated user journeys, focusing on interactions with every interface element, including buttons and links.
Competitive Research
Target Parameters
Challenges
The challenge lies in merging the review reservation details and guest information pages. Consequently, our objective is to enhance the visitor conversion rate by strategically boosting purchases of trip insurances, credit card transactions, and Bonvoy enrollments.
User Feedback
Wireframes
Style Guide
Hi-fi Wireframes
Success Metrics
Combining the Review Reservation Details and Guest Information pages resulted in an accelerated booking process without adversely affecting booking or co-brand conversions. This optimization specifically targeted unauthenticated/remembered users on both Desktop and Mobile Web platforms. We observed a uniformly positive increase in visitor conversion rates across various segments, with a notable 6.94% uplift in Bonvoy enrollments. This overall enhancement contributed to a net positive impact on the revenue. The expanded fields on the combined page streamlined the user experience by reducing number of user clicks and ensuring that no information was overlooked.
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