App Design

Marriott Bonvoy™

The largest hotel chain in the world recently launched Marriott Bonvoy™, a multifaceted loyalty program connecting an international portfolio of 30+ hotels and unique brands.

We worked to design an app from the ground up that prioritized searching, booking and managing trips for loyal business travelers and leisure browsers alike – all with a highly flexible design system unifying a massive portfolio of hotel properties and brands.
The Problem
Marriott’s previous booking app wasn’t motivating users to book stays, accrue rewards, redeem loyalty points or explore new properties. Marriott acquired Starwood Hotels & Resorts and those customers didn't know where their loyalty points went or how to use them. The previous IA divided the app into unclear silos and the booking experience was cluttered with friction.
We worked to understand the strengths and weaknesses of the previous app and client's immediate and future needs. We worked with personas, journeys, goals, and data to generate countless wireframes. We tested navigation and IA, even icons and designed a brand new app that will scale with Marriott's needs for years to come.
Personas
Brittany
Power User, Loyalty Enthusiast
Zachary
Leisure Traveler, Family Man
Mei
Food and Beverage, Points Redeemer
Brittany is a 27 year old consultant who travels ~100 nights per year with a mix of domestic and international travel. She's a Bonvoy™ Titanium member and a member of other loyalty programs like Hilton, Hyatt, United and Delta. She enjoys some of her work travel, particularly discovering new destinations and the opportunities as a foodie and art lover to explore these things in new locations. She travels so much for work that she doesn't have much of an interest in planning leisure travel, aside from an occasional long weekend with her significant other or friends which she usually uses her points and miles to pay for.
Zachary is a 37 year old accountant who only travels once or twice a year for work. He does, plan at least two longer trips and weekend getaways with both his entire family and just him and his wife. So far the family has only traveled domestically together but he thinks the family might be ready for international travel. Zachary starts his travel planning with Google; he and his wife have an idea of where they want to go and then he starts to research. He most often uses OTAs to book hotels and flights although when traveling with the kids lately, he's tended to use Airbnb. He's familiar with Marriott and has stayed at Marriott hotels before but he hasn't heard of Marriott Bonvoy.
Mei is 22 years old and is enjoying her first full time job as an engineer, both because she enjoys work and because she's become good friends with a group of her coworkers. They like to dine together one or two times a week. The quality of food and restaurant experience is a top priority. They like trying new places and going back to old favorites. Her family still goes on a trip together once per year which her parents organize. Sometimes over dinner, her work friends discuss planning a trip together but they haven't acted on it yet. Mei might start doing some business travel once she gains more experience. She hasn't yet heard of Marriott Bonvoy.
User Journey
User Goals + Feature List
Nav + IA Wireframes
Contextual Home
Final Designs
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